Understanding child and young person development from birth to 19 years free essay sample

More co-ordinated; running, hopping, kicking a ball, using larger equipment. More control over fine motor skills: writing, using a cup, drawing and cutting. Continuing to grow, Develop and refine skills. Start to have hobbies; sport, dance, acting etc. Able to make controlled fine movements; drawing, sewing, playing an instrument, drawing. Girls may start early signs of puberty from 10 yrs onwards. Boys; puberty normally begins later on. Growing stronger. Boys start puberty and many girls will have regular periods. Variance in height/ strength. On average most boys are taller than most girls at the end of this stage. Become adults, girls may have reached physical maturity; boys will continue to grow and change until their mid 20s. 2. INTELLECTUAL AND COGNITIVE DEVELOPMENT: Depends greatly on extent of their own experiences and opportunities they are given from the earliest stages. Children learn in a variety of ways and will some particular tasks easier than others due to their own abilities and strengths. We will write a custom essay sample on Understanding child and young person development from birth to 19 years or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Some theories of cognitive development, which are important to bear in mind which thinking about stages of learning include: †¢Albert Bandura: ‘Social learning theory’; he believed children watch others, in particular adults and role models, and copy what they do – positive and negative behaviour. †¢Jean Piaget: children pass through different stages of learning; he believed the way children think and learn is governed by their age and stage of development, because learning is based on experience. As children’s experiences change, they adapt what they believe. Children need ot extend their experiences in order to extend their leaning. AGESTAGE OF LEARNINGCHARACTERISTICS 0 -2 yrs Sensory motor stagestart to find out about the world around them; discover what things around them can do 2 – 6 yrs . Pre-operational stageStart to develop thought processes and use symbolic play. Find it easier to learn when they can see and use practical examples 6 – 11 yrs Concrete operations stageAble to think on more abstract level. Can use more abstract concepts. 12 YRS +Formal operationsAble to apply what they have learned to new situations. †¢B.F Skinner: ‘Positive reinforcement’; he believed children learn best through positive experiences. We will repeat experiences that are enjoyable and avoid those that are not. †¢Lev Vygotsky: ‘Zone of Proximal Development’; he believed that children need adults to support them in their learning in order to extend their learning†¦He said; children cannot learn as m uch without adults and others helping them. 0 – 3 YRS3 – 7 YRS 7 – 11 YRS12 – 16 YRS16 – 19 YRS Babies: start to look at the world around them, enjoy repetitive activities in which they can predict the outcome. Start to understand that objects are still there even when hidden, learn to recognise different items, can point to them. May start to recognise colours. Numeracy, reading and writing skills start to develop. Continue to learn about their world. Still look for adult approval. Becoming fluent in reading and writing skills. Developing their own thoughts and preferences, ideas about activities they enjoy, able to transfer information and think in a more abstract way. Begin to recognise their favourite activities and subjects; normally motivated in them. May lack confidence or avoid when doing less popular subjects. Selecting GCSEs. Need to feel good about themselves and want to belong. Thinking about career/university choices based on their chosen subjects. Able to focus on areas of strength; look forward to continuing to develop these as they move on. 3. COMMUNICATION AND LANGUAGE DEVELOPMENT: 0 – 3 YRS3 – 7 YRS 7 – 12 YRS12 – 19 YRS Babies enjoy listening and interaction with those around them communication, songs and games. Most try to speak at approx 12 months. If neglected as babies and not spent time with adults, they find it difficult to learn effective communication skills. 1-2 yrs: start to put words together, vocabulary increases, by 2 yrs most have approx 200 words. 2 – 3 yrs: start to use negatives and plurals in speech, vocabulary increases rapidly but they still make grammatical errors. Become more social and have wider experiences. Ask lots of questions, use increasing number of familiar phrases and expressions, more able to talk in past and future tenses. Most children will be fluent speakers and will continue to refine and develop reading and writing skills, able to think about and communicate the ideas. Continue to develop language, reading, writing, Communications skills. 4. SOCIAL, BEHAVIOURAL AND MORAL: How children and young people feel about themselves and relate to others. Need to learn how to have confidence. Become independent of adults as they grow older and begin to make their way in the world. 0 – 3 YRS3 – 7 YRS7 – 12 YRS12 – 16 YEARS16 – 19 YRS Start to find out about own identities. Need to form strong attachment; with parent, carers or nursery ‘key worker’. Frustration tantrums may begin. Will start to want/need to be doing for themselves. Continue to develop their identities, start playing with peers, use imaginative play/role-play. Need to understand the importance of boundaries and respond well to responsibilities e. g. class helpers. Adult approval is needed. Friendships become increasingly settled, with groups of friends. Need/enjoy the chance to solve problems and do activities independently. Increasingly aware of what others may think of them. Continue to need encouragement and praise. Self-esteem may be vulnerable. Bodies take on signs of adulthood. Want adult independence; still require some advice. Spend more time with friends of own age. Can continue to display childish behaviour. May feel pressure to grow up and higher expectations. May be unsure how to behave in different situations. Entering adulthood, may still need adult advice /guidance. Varied experience, emotional maturity and methods of social interaction. BEST PRACTICE CHECKLIST FOR SUPPORTING SOCIAL, EMOTIONAL, BEHAVIOURAL AND MORAL DEVELOPMENT: †¢Be approachable/give your full attention. †¢Fair and firm boundaries with explanations. †¢Ensure they feel valued; give praise and encouragement. †¢Give chance to develop independence. †¢Be aware of each child’s overall development. †¢Be sensitive to their needs. †¢Encouragement to think about the needs of others. †¢Be a good role model. THE DIFFERENCE BETWEEN SEQUENCE OF DEVELOPMENT AND RATE OF DEVELOPMENT: While children usually follow the same Pattern of development; the ages at which they reach each milestone will vary as all children are unique: RATE OF DEVELOPMENT: usual time frame in which development occurs. SQUENCE OF DEVELOPMENT: usual order in which development occurs.

Hemingway essays

Hemingway essays On the date of July 21, 1899 Ernest Hemingway, a now known brilliant writer, was born. Hemingway was conceivably the only writer to achieve the combination of international celebrity and literary stature in the twentieth century. Hemingway was brought up in the village of Oak Park, Illinois, close to the prairies and woods west of Chicago. Both here and in Michigan, he could explore, camp, fish and hunt with his father, Dr. Clarence Hemingway. In Chicago he would attend concerts, operas and visit art museums with his mother, a musician and an artist. Hemingway attended Oak Park and River Forest High School, where he was an active writer. He wrote articles, poems and stories for the schools publications largely based on his own experiences. The year Hemingway graduated he quickly secured a job with the Kansas City Star. There he received a writing style sheet that instructed: Use short sentences. Use short first paragraphs. Use vigorous English. (Parshall 1). These were rules he never forgot to incorporate into his works to get to the heart of a story. The following year he entered World War I as a volunteer with American Red Cross ambulance unit as a driver. There he was wounded near the Italian/Austrian front. Hospitalized, he fell in love with his nurse, who later called off their relationship. After World War I, Hemingway returned to northern Michigan to read, write, fish, and later to work for the Toronto Star in Canada. In 1921 married his first wife and moved to Paris. In Paris he continued to write for the Toronto Star as a foreign During his stay in Europe through the 1920s, Ernest was influenced by eccentric writers like Gertrude Stein and Ezra Pound their literary compression. Hemingways use of these methods in short stories and novels that captured the attention of critics and the In the 1930s, he turned to writing for cause...

Discuss the challenges of implementing sustainable solutions to the Essay

Discuss the challenges of implementing sustainable solutions to the global - Essay Example â€Å"The key challenges of water management can only be understood within the context of water’s role in the world today† (WWDR 2, 2006: 1). Various factors play a part: the impact of extreme climates as witnessed in floods and drought conditions; many of the socio-economic systems in the world connecting at a rapidly growing rate; poverty, warfare, diseases such as Acquired Immunodeficiency Syndrome (AIDS) afflicting many of the world’s populations; and the prevalence of increasingly crowded urban conditions. The world’s water managers have to monitor equitably and with more refined techniques, the increasingly scarce freshwater resource. At the same time, they have to face the complexities and pressures of the rapidly changing conditions and deterioration of available resources. In November, 2002, the Covenant on Economic, Social and Cultural Rights (CESCR), created a milestone in the history of human rights by recognizing water as a fundamental human right. The one hundred and forty five countries which have approved the International CESCR will now be required to progressively ensure that there is access to safe and sufficient drinking water, without any form of discrimination among people (WWDR 1, 2003). The world’s socio-economic development including poverty alleviation, demographic and technological change, globalization, trade, warfare and security; as well as climate variability are each mutually interdependent with freshwater resources (UNESCO, 2006). The natural cycle of water around the earth is the hydrological cycle. All water on earth is constantly recycled, repurified, and reused. The three main impacts that humans have on the hydrological cycle are: withdrawing freshwater for domestic, industrial or agricultural purposes, polluting the water while using it, and returning the used water into the hydrological cycle for purification through further stages till it is again available for use (Wright & Nebel, 2005:

Ernest Hemingway Hills Like White Elephants Essay - 1

Ernest Hemingway Hills Like White Elephants - Essay Example They enjoyed movement, freedom and fun, but as soon as the lady is pregnant, the man can not stand the fact that now he must settle down like the stable hills. The Bamboo Bead Curtain is another symbol. It makes us think about boundaries or borders. The apparent divide between Jig and the man is their difference of opinion. Jig wants to keep the baby while the man is not ready for fatherhood, especially because they don’t seem to have been married at the moment. The pregnancy itself is a curtain that precludes communication between the two. At the end of the story the ‘curtain’ of difference turns to be an unbreakable wall. The frequent orders for beer and the beer itself also represent the use of a substance to obstruct smooth communication. Instead of discussing the important issue that has come up, they keep on asking for beer just to obstruct the communication between them. The beer also represents an element to quench their thirst for unanswered questions: These questions never seem to be satisfactorily answered and Jig is extremely thirsty for the answer. And in the event that they have no answer, the beer seems to act as a quenching element although liquid is not exactly her craving. These symbols make us involve intellectually into the story for, it is often difficult to understand them. Once we understand what those symbols represent, they also involve us emotionally into the story especially while sympathizing with

Teen suicides Essay Example | Topics and Well Written Essays - 250 words

Teen suicides - Essay Example He was a homosexual and his private video with his gay companion was posted on the internet by his colleagues. Clementi did not find any other option suitable and opted for suicide by jumping off the bridge. His suicide was an example of cyberspace bullying and was a tragic happening which laid a great impact (Schwartz 2011). Phoebe Prince was a 15 year old girl who was also new in her school. She was the target of many bullies who used to call her with names and she was physically harassed as well. The internet and the social networking websites were also utilized to bully her. She also committed suicide when she could not handle the pressure and the bullying (Eckholm and Zezima 2010). These untoward incidents are clearly indicative of the fact that bullying has become a major problem in today’s world where it can lead to the deaths of teenagers who are victims of this crime. The involvement of social networking also has a major role to play as can be seen in the two cases. T he death of Tylor Clementi was mainly due to cyber bullying. The improper utilization of social networking websites combined with the inappropriate action taken against the cases of bullying has led to the incidence of teen suicides. Works Cited Schwartz, John. â€Å"Bullying, Suicide, Punishment.† The New York Times. 2 Oct. 2010. Web 4th March 2011.

Brief Description Of The Economy Of Finland Economics Essay

Brief Description Of The Economy Of Finland Economics Essay Finland is highly developed industrialized country with a mixed economy with per capita of 50000$ which is nearly the same as Austria, Belgium, the Netherlands, and Sweden. Finland was not one of the developed countries until 1990s as they have lack of resources. They had Central Planned Economy as the other socialist countries. In 1950s half of the population had been working for the primary productions and Finland was relatively poor country compared to their neighbors, but in the 1970s, there was an industrial boom led by government in Finland and strengthened its competitiveness. In 1980s, Finnish government deregulated financial market and opened it to the foreign capital; therefore lots of foreign capital flowed to the firms and households. As a result, investment and consumption increased rapidly and the prices of assets got expensive. At the beginning of 1990s, Finland had suffered a serious economic risk as the collapse of Soviet Union and the economic recession in Western E urope and America. Finnish financial authorities tried to fix the exchange rate and therefore the exports decreased dramatically. Finland faced financial crisis caused by debts, and reduction of exports until 1993 and started to recover in 1994. In the course of recession, the government has proceeded restructuring its economic system. The Finnish government focused on export promotion in ICT industries by investing more in Research Development and education. Finland made dramatic changes in social and economical sectors and became one of the most competitive developed countries in the world. In the short period of time Finland has been transformed to the knowledge based economy with very high performance in the high-tech industries. Finland is a country of forest and lake. 86% of the countrys area is covered with forest and so in the past the forestry played a major role in the Finnish economy. Because of climate, the agricultural development is limited and it takes only 1/12 of the GDP. Now Finland has developed a modern, competitive economy. Export has a big impact on Finnish economy. Main exports are timber, pulp, glass ware, ceramics, stainless steel, engineering products and telecom equipments. Finland has a strong competitiveness in manufacturing the wood, metal, engineering, telecommunication, and electronics. Finland is famous for its high-tech exports such as mobile phones. The Finnish company Nokia which has 40% of market shares of mobile phone is well known all over the world. As Finland has lack of natural resources the biggest sector of the economy is services at 66%, followed by manufacturing and refining at 31%. With respect to foreign trade, the key sector is manufacturing. Industries like electronics (22%), machinery, vehicles and other engineered metal products (21.1%), forestry (13%) and chemicals (11%) takes the major parts in the economy. Finland has wood and several mineral and freshwater resources. Forestry, paper factories, and agricultural sectors are very important for rural population because they provide most of the jobs for rural residents. The Finnish government is paying attentions on these sectors because they are very important for controlling unemployment rates. Finland is highly integrated in the global economy, and international trade takes a third of countrys GDP. The European Union makes 60% of the total trade. The major flows of trade are with Germany, Russia, Sweden, United Kingdom, United States, Netherlands and China. As Finland has been among the free trade supporters, The European Union manages the trade policy. Finland has joined European Union in 1995 and in 2002 it became the only Nordic country to adopt Euro as its national currency instead of Finnish Mark. Employment rate in Finland was 68% and unemployment rate was 6.8% in early 2008. 18% of residents are outside job market at the age of 50 and less a third working at the age of 61. Impact of Fiscal policy and Monetary Policy on the economy There are some underlying economic factors that affect the major market trend. Factors like GDP growth rates, tax, interest rate, unemployment or threat of inflation, economic trends are the major determinants of what happens to the companies and their stock prices. Fiscal policy and monetary policy have widespread effects on the decisions and behavior of businesses and individual. Fiscal policy How the government gets the revenue, how to spend for the expenditure, how to deal with the national or public debt and how to budget are determined by the fiscal policy of the government. Fiscal policy consists of taxation, fees and fines, borrowings, government expenses on the expenditure and budgeting which affects directly to the national economy. Taxation plays major role in fiscal policy because most of the governments in the world get their revenue from taxes. Tax is a sum of money that individuals and organizations have to pay to the government at a specified rate which is imposed by government. There are two types of taxes which are direct tax and indirect tax. A direct tax is a tax that are imposed and collected on a specific group of people or organizations. For example, income tax would be a direct tax which is collected from the people who actually earn their income. On the other hand, indirect taxes are collected by intermediaries such as retailers from the consumers who actually take the economic burden. Sales tax is an indirect tax and merchants collect it from the customers and merchants actually dont take any burden. The rising in direct tax reduces the post-tax income of general public. This could motivate individuals to work more hours to maintain their target income that can lead more productivity. But on the other hand, individuals could be de-motivated since their income has reduced. The government has to introduce a low level of direct taxes like income taxes for lower income earners in order to motivate people to work extra hours and keep more what theyve earned. Changes to tax system can reduce the risk of unemployment and therefore increase the total GDP growth rate. For example, when the income tax is high, the households with low income are not trying to work extra hours as their net income is very low after the tax. If the income tax rate got lower, they can be motivated to work which increase the labor supply. The changes to indirect taxes have a strong impact on the demand of general public for goods and services. Rising tariffs on foreign cars can reduce the demand for foreign cars and helps to protect and develop the national car manufacturing industry. In Finland theyve imposed relatively high tariffs on some foods from abroad, in order to maintain stability of their agriculture. In contrast, government financial assistance (subsidy) has impact on reducing their costs of production, lowering the market price and helping to increase the demands. Tax changes can have a role on motivation of work forces and their overall efficiency and productivity. Reducing the rates of cooperation taxes and other business taxes can encourage the capital investments in the businesses. If the investment increases, the national capital stock can rise and the capital stock for the individuals can also rise. The government can also use some tax allowances to encourage more start-up businesses and increase and developments in RD. With the low rate of cooperation taxes and other business taxes can lead more inflows of foreign investment which might benefit both public demand and supply. Fiscal policy has been used as a tool of demand management for a long time by many governments in the world. The decisions of changing the fiscal policy must be made deliberately as it has a great impact on the general economy. The fiscal stance is a term that is used to describe whether fiscal policy is being used to actively expand demand and output in the economy or otherwise to take demand out of the circular flow. A  neutral fiscal stance  might be shown if the government runs with a balanced budget where government spending is equal to tax revenues. Adjusting for where the economy is in the economic cycle, a neutral fiscal stance means that policy has no impact on the level of economic activity. A  reflationary fiscal stance  happens when the government is running a large deficit budget. Loosening the fiscal stance means the government borrows money to inject funds into the economy so as to increase the level of aggregate demand and economic activity. A  deflationary fiscal stance  happens when the government runs a budget surplus. The government is injecting fewer funds into the economy than it is withdrawing through taxes. The level of aggregate demand and economic activity falls. The level of government borrowing is an important part of  fiscal policy  and management of aggregate demand in any economy.  When the government is running a  budget deficit, it means that in a given year, total government expenditure exceeds total tax revenue. As a result, the government has to borrow through the issue of debt such as Treasury Bills and long-term government Bonds.  The issue of debt is done by the central bank and involves selling debt to the bond and bill markets. Continuous running of large budget deficit can be a problem for government and the economy. The budget deficit can be financed by issuing of new government debt to investors from home and abroad. But if the budget deficit rises to a high level, the government might have to offer higher interest rates to attract buyers of the debt which will affect the general economy negatively. In the long term, government borrowings become a heavy burden as the government has to spend more each year in interest payment for the debts to the holders of government bonds and other securities. Therefore the government has to introduce a high rate of taxes which can hinder or decrease the growth rate of GDP, consumption and investment spending. This has happened in Finland in the 1990s which was the financial crisis caused by massive national debt. Fiscal policy should not be isolated from monetary policy. Monetary policy is made and developed by central bank of the nation to control supply of money within the economy. Monetary policy affects all the sectors of the economy but in different ways and with a variable impact on it. Monetary policy plays a very important role in controlling inflation, interest rate, exchange rate and money supply which has great impact on overall economy. Lower interest rates will lead to an increase in both consumer and business capital spending which increases equilibrium national income and also the growth rate of GDP. In the contrast, high interest rates will decrease the capital spending of both consumer and business which will definitely reduce the productivity and buying power. But raising interest rate can be used effectively used to control the inflation when it is caused by the bank credit. When the economy is in a recession, fiscal policy may be more effective in increasing spending and income by stimulating demands. But when there is inflation problem, it can be easier to control it by introducing monetary policies such as controlling interest rate, cash reserve ratio and open market operations. http://www.jftc.go.jp/eacpf/04/singapore_p.pdf http://www.odi.org.uk/sites/odi.org.uk/files/odi-assets/publications-opinion-files/6056.pdf http://www.cuts-international.org/pdf/CCIER-2-2008.pdf http://www.isnie.org/ISNIE06/Papers06/09.3/voigt.pdf q1 http://economydetail.blogspot.com/2010/01/allocation-of-resources-in-economics.html     http://www2.gsu.edu/~ecomaa/Lecture2.pdf http://economicsworlds.blogspot.com/2010/02/resources-allocation.htm

Coke Burn India

Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Current Market Scenario Current Market Scenario Industry Highlights Coke Burn Industry Highlights Coke Burn Distribution Red Bull faces legal battle with their largest distributor – RNG group after snapping decade old ties. RNG used to control 90% of Red Bull’s distribution with close to 19,000 outlets Selective distribution only in 3 metros (Mumbai, Delhi and Bangalore) Distribution Red Bull faces legal battle with their largest distributor – RNG group after snapping decade old ties.RNG used to control 90% of Red Bull’s distribution with close to 19,000 outlets Selective distribution only in 3 metros (Mumbai, Delhi and Bangalore) Manufacturing Key market players import their product from South East Asian countries like Malaysia, Thailand etc. First and only multinational company to receive local manufacturing nod for energy drinks Manufacturing Key market players import their product from South East Asian countries like Malaysia, Thailand etc. First and only multinational company to receive local manufacturing nod for energy drinks Market ShareDominated by Red Bull with 71. 3% market share Depleting market share currently stands at 2. 6% of the energy drinks market Market Share Dominated by Red Bull with 71. 3% market share Depleting market share currently stands at 2. 6% of the energy drinks market Market Size Rs. 1894 million (off trade) with a CAGR of 55. 7% Rs. 49 million (off trade) Market Size Rs. 1894 million (off trade) with a CAGR of 55. 7% Rs. 49 million (off trade) To increase off trade sales from Rs. 49 million currently to Rs. 299 million in a year Mission To increase the overall market share from the current 2. % to 10% in a year To increase brand awareness, consumer loyalty and satisfaction Strengthening Burn’s social media and overall online visibility To increase off trade sales from Rs. 49 million currently to Rs. 2 99 million in a year Mission To increase the overall market share from the current 2. 6% to 10% in a year To increase brand awareness, consumer loyalty and satisfaction Strengthening Burn’s social media and overall online visibility Communication Objectives Awareness Create brand awareness and visibility by crafting distinct brand imagery ConsiderationEducate consumers and bring Burn in their consideration set on par with Red Bull Conversation Induce more effective trials by engaging consumers through on ground activation Loyalty Implement loyalty and rewards programs ensuring consumer retention Communication Objectives Awareness Create brand awareness and visibility by crafting distinct brand imagery Consideration Educate consumers and bring Burn in their consideration set on par with Red Bull Conversation Induce more effective trials by engaging consumers through on ground activation Loyalty Implement loyalty and rewards programs ensuring consumer retentionCompetitor Analys is Competitor Analysis Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Product Price Place Promotion Red Bull original Rs. 95 for 250ml Pack of 4 for Rs. 359 Gyms, Cafe’s, Barista, Costa Coffee, Bars and Retail Outlets * Formula 1 racing * Soap Box Race * Student brand ambassador * Television Ads * Rejuve * Nicofix * Minus Rs. 95 for 250ml CCDs, bars, retail outlets. * Shah Rukh Khan brand ambassador * Print Advertising * Sunburn music festival * Premium * Wildberry * Pomegranate * Red grapes * * Regular * Sugar free Cola Rs. 85/90 for 250ml Rs. 50 for 180ml Rs. 95 for 250ml Gyms, retail outlets Pubs, discos, night clubs * Shilpa Shetty brand ambassador * Energy Drink partner of CSK * College events * Certain cultural and music festivals Proposition Get High on Energy Gives you Wings Free your Energy Get high every time you drink Product Price Place Promotion Red Bull original Rs. 95 for 250ml Pack of 4 for Rs. 359 Gyms, Cafe†™s, Barista, Costa Coffee, Bars and Retail Outlets * Formula 1 racing * Soap Box Race * Student brand ambassador * Television Ads * Rejuve * Nicofix * Minus Rs. 5 for 250ml CCDs, bars, retail outlets. * Shah Rukh Khan brand ambassador * Print Advertising * Sunburn music festival * Premium * Wildberry * Pomegranate * Red grapes * * Regular * Sugar free * Cola Rs. 85/90 for 250ml Rs. 50 for 180ml Rs. 95 for 250ml Gyms, retail outlets Pubs, discos, night clubs * Shilpa Shetty brand ambassador * Energy Drink partner of CSK * College events * Certain cultural and music festivals Proposition Get High on Energy Gives you Wings Free your Energy Get high every time you drink Consumer needs and GAP analysis Consumer needs and GAP analysisThrough our research we inferred that a lack of awareness and availability were the two key deterrents for purchase of Burn Through our research we inferred that a lack of awareness and availability were the two key deterrents for purchase of Burn Values Co nsequences Attributes Price and Packaging Exclusivity Status and Self esteem Study more + better grades Rewards and Promotions High Performance Work longer, harder + more concentration Soft Drink, No alcohol Substitute for alcohol Belongingness Socializing drink at parties Caffeine, Taurine Energy + Stay awake Values Consequences Attributes Price and PackagingExclusivity Status and Self esteem Study more + better grades Rewards and Promotions High Performance Work longer, harder + more concentration Soft Drink, No alcohol Substitute for alcohol Belongingness Socializing drink at parties Caffeine, Taurine Energy + Stay awake Consumer Characteristics Consumer Characteristics Consumer behavior analysis Consumer behavior analysis Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Rohan Vyavaharkar – National Communications Head – RedBull India Ltd Pinakiranjan Mishra, National Leader, Consumer Products, Ernst & Young The biggest c hallenge for energy drinks is to establish product efficacy and reiterate their core benefits as consumers are wary of these products due to high caffeine content† Ajay Chandwani, Director, Percept Ltd â€Å"We are open to introducing Coke Burn shots in India if there is a strong case for it. We are also looking at ramping up distribution in other cities† Kamlesh Sharma, GM, Public Affairs & Communication, Coca Cola India â€Å"RedBull has consciously adopted a strategy of steering away from conventional media and chose to associate itself with extreme sports and youth centric activities to create a buzz in the market.The sales of energy drinks is as much a function of distribution as it is of marketing† â€Å"High price is biggest barrier for this segment. Consumers would include burn in their consideration set if a smaller SKU at a lower price is made available in the market† Rohan Vyavaharkar – National Communications Head – RedBull India Ltd Pinakiranjan Mishra, National Leader, Consumer Products, Ernst & Young â€Å"The biggest challenge for energy drinks is to establish product efficacy and reiterate their core benefits as consumers are wary of these products due to high caffeine content†Ajay Chandwani, Director, Percept Ltd â€Å"We are open to introducing Coke Burn shots in India if there is a strong case for it. We are also looking at ramping up distribution in other cities† Kamlesh Sharma, GM, Public Affairs & Communication, Coca Cola India â€Å"RedBull has consciously adopted a strategy of steering away from conventional media and chose to associate itself with extreme sports and youth centric activities to create a buzz in the market. The sales of energy drinks is as much a function of distribution as it is of marketing† â€Å"High price is biggest barrier for this segment.Consumers would include burn in their consideration set if a smaller SKU at a lower price is made available in the market† However, more than half of our respondents felt that high price and high caffeine is deterrent while purchasing energy drinks. However, more than half of our respondents felt that high price and high caffeine is deterrent while purchasing energy drinks. Majority consumption happens at parties and pubs. Also a sizable chunk of consumption happens at home Majority consumption happens at parties and pubs. Also a sizable chunk of consumption happens at home Consumer InsightsConsumer Insights Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement According to our research, majority consumption is driven by college students to stay awake during exams. It is also used as a socializing and energizing drink. According to our research, majority consumption is driven by college students to stay awake during exams. It is also used as a socializing and energizing drink. To get a perspective on consumer insights we conducted a primary research with 40 consumers of energy drinks with diverse cultural and professional backgrounds.To get a perspective on consumer insights we conducted a primary research with 40 consumers of energy drinks with diverse cultural and professional backgrounds. Expert insights through in-depth interviews Expert insights through in-depth interviews Retailer insights Retailer insights Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement FCB matrix FCB matrix Brand Identity Prism Brand Identity Prism Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Mission Market Message Media MoneyMeasurement Mission Market Message Media Money Measurement Key recommendations and take-aways 50ml shots Introduce 50ml Burn Energy shot priced at Rs. 40 to induce trial 0% caffeine Introduce a healthy diet/caffeine free variant of Burn Ramping up distribution Capitalizing on the RedBull – RNG rift as well as developing strategic distribution partnerships New engagement platforms Promotion at college and music festivals and events as well as effective usage on online platforms Key recommendations and take-aways 50ml shots Introduce 50ml Burn Energy shot priced at Rs. 0 to induce trial 0% caffeine Introduce a healthy diet/caffeine free variant of Burn Ramping up distribution Capitalizing on the RedBull – RNG rift as well as developing strategic distribution partnerships New engagement platforms Promotion at college and music festivals and events as well as effective usage on online platforms Through research we learnt that sales of energy drinks are a function of marketing as well as distribution. Hence, we recommend Burn to ramp up its distribution in more number of cities to supplement our marketing campaign.At retail outlets we recommend distributing collaterals that contain #Burn365, Turbocharge Your Passion contest details which will help us to engage with a wider audience Through research we lear nt that sales of energy drinks are a function of marketing as well as distribution. Hence, we recommend Burn to ramp up its distribution in more number of cities to supplement our marketing campaign. At retail outlets we recommend distributing collaterals that contain #Burn365, Turbocharge Your Passion contest details which will help us to engage with a wider audience Communication Channels Communication ChannelsMission Market Message Media Money Measurement Mission Market Message Media Money Measurement Experiential Marketing Experiential Marketing The key is not to advertise but to engage. Not to broadcast messages but to have a dialogue To associate Coke Burn as a drink that supports youngsters to pursue their passion and interests The key is not to advertise but to engage. Not to broadcast messages but to have a dialogue To associate Coke Burn as a drink that supports youngsters to pursue their passion and interests Mission Market Message Media Money Measurement Mission Market M essage Media Money MeasurementBurn’s India website(www. burn. in) * With the absence of an India specific website we believe that the newly developed www. burn. in will be a perfect online platform to communicate Burn’s products and fresh marketing initiatives such as â€Å"Wings on Fire†, â€Å"#Burn365† and â€Å"Burntender – Twist and Burn†. * It will be integrated with Burn’s social media accounts and will display information about Burn’s upcoming consumer engagement projects and initiatives. * This website will be directly linked to Coke’s global and national webpage and we target close to 450 unique visits per day post its inceptionTargets Number of unique hits per day Number of linked websites Average time on site Bounce rate 15% 1. 5 minutes 45 450 Burn’s India website(www. burn. in) * With the absence of an India specific website we believe that the newly developed www. burn. in will be a perfect online p latform to communicate Burn’s products and fresh marketing initiatives such as â€Å"Wings on Fire†, â€Å"#Burn365† and â€Å"Burntender – Twist and Burn†. * It will be integrated with Burn’s social media accounts and will display information about Burn’s upcoming consumer engagement projects and initiatives. This website will be directly linked to Coke’s global and national webpage and we target close to 450 unique visits per day post its inception Targets Number of unique hits per day Number of linked websites Average time on site Bounce rate 15% 1. 5 minutes 45 450 Online Marketing Facebook Ads Mobile Marketing and Advergaming (Wings on Fire) Email marketing Launch Burn’s India website (www. burn. in) Viral Youtube advertisements and fan videos #Burn365 (year-long twitter campaign) Online Marketing Facebook Ads Mobile Marketing and Advergaming (Wings on Fire) Email marketing Launch Burn’s India website (www. u rn. in) Viral Youtube advertisements and fan videos #Burn365 (year-long twitter campaign) #Burn365 #Burn365 Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement The Plan Building up on successful social media brand building ventures adopted by KFC and Volkswagen, Coke Burn looks to adopt a similar strategy by hosting #Burn365, an open-for-all twitter competition that looks to engage young adults from across the country by offering prizes 365 days a year We see Burn365 as an opportunity to increase activity as well as follower count across social media platforms.Currently Burn is seriously lacking in terms of content as well as activity on its fan pages and the #Burn365 campaign would ensure increased user interaction with the brand as well as quality & unique content generation on the respective fan pages. This campaign will look to increase Burn’s social media presence as each day contestants can showcase their passion be it about spo rts, cars, movies, music, art or even burning social issues using the permitted 140 characters supported by a Twitpic or a Youtube video.On ground promotion during college festivals and events will see Burn representatives encouraging students to live-tweet #Burn365. Winner of the contest will win Burn merchandise. The Plan Building up on successful social media brand building ventures adopted by KFC and Volkswagen, Coke Burn looks to adopt a similar strategy by hosting #Burn365, an open-for-all twitter competition that looks to engage young adults from across the country by offering prizes 365 days a year We see Burn365 as an opportunity to increase activity as well as follower count across social media platforms.Currently Burn is seriously lacking in terms of content as well as activity on its fan pages and the #Burn365 campaign would ensure increased user interaction with the brand as well as quality & unique content generation on the respective fan pages. This campaign will look to increase Burn’s social media presence as each day contestants can showcase their passion be it about sports, cars, movies, music, art or even burning social issues using the permitted 140 characters supported by a Twitpic or a Youtube video.On ground promotion during college festivals and events will see Burn representatives encouraging students to live-tweet #Burn365. Winner of the contest will win Burn merchandise. Objectives Building brand awareness Driving traffic to respective fan pages Engage students and young adults via #Burn365 Increasing sales Objectives Building brand awareness Driving traffic to respective fan pages Engage students and young adults via #Burn365 Increasing sales RedBull has 811,638 followers which is 65 times the number of followers of the Burn twitter handle. Current ScenarioBurn Vs Red Bull RedBull has 811,638 followers which is 65 times the number of followers of the Burn twitter handle. Current Scenario Burn Vs Red Bull Stage 1 The user wil l be given an option to login via Facebook or twitter Stage 2 Depending on the user’s choice he would be asked to like & share / follow & tweet. Stage 3 The user will be given an option to login via Facebook or twitter Stage 4 The machine would dispense the free sample Stage 5 The machine would forcibly logout the user Stage 1 The user will be given an option to login via Facebook or twitter Stage 2Depending on the user’s choice he would be asked to like & share / follow & tweet. Stage 3 The user will be given an option to login via Facebook or twitter Stage 4 The machine would dispense the free sample Stage 5 The machine would forcibly logout the user Login via twitter or facebook Post a tweet using #Burn365 tagging @burn Follow @burn account for updates Like the Coke Burn Facebook page Share the page with a comment Check location settings Dispense the free 50 ml Burn shot Auto Logout Login via twitter or facebook Post a tweet using #Burn365 tagging @burn Follow @burn account for updatesLike the Coke Burn Facebook page Share the page with a comment Check location settings Dispense the free 50 ml Burn shot Auto Logout We intend to place Coke Burn vending machines at college events, concerts, BPO’s across the country. These machines would dispense Coke Burn 50ml sample shots at the cost of a tweet or a facebook like by the user. We intend to place Coke Burn vending machines at college events, concerts, BPO’s across the country. These machines would dispense Coke Burn 50ml sample shots at the cost of a tweet or a facebook like by the user. Coke Burn Vending MachinesCoke Burn Vending Machines Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Game Design Game Design After defeating the demons and completing the first round the player again has a brief interval where he sips Burn to get energized and moves on to the next level After defeating the demons and completing the first round the player again has a brief interval where he sips Burn to get energized and moves on to the next level The player begins the game by sipping a Burn to feel energized The player begins the game by sipping a Burn to feel energizedPlayer has to chase and target flying demons with a slingshot to earn points Player has to chase and target flying demons with a slingshot to earn points As the player successfully targets the flying demons their wings burn and crash on the ground thus preventing any counterattack by the demons on the player As the player successfully targets the flying demons their wings burn and crash on the ground thus preventing any counterattack by the demons on the player Rationale Rationale Non- intrusive, cost effective method of driving the message Non- intrusive, cost effective method of driving the messageAverage time spent by a gamer is 12-15 minutes Average time spent by a gamer is 12-15 minutes Consumers have deeper emotional engagement while gaming Consumers have deepe r emotional engagement while gaming Integrated Communication Message – Turbocharge Your Passion Integrated Communication Message – Turbocharge Your Passion Wings on Fire (Advergaming) Wings on Fire (Advergaming) Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement The game reinforces Burn’s key value proposition of providing energy to win The game is also a tacit attack on competitor Red Bull that claims to give you ‘wings’.Upon hitting the demons successfully the message â€Å"Bullied! † pops up. High scorers of the game get free Burn merchandise. The game reinforces Burn’s key value proposition of providing energy to win The game is also a tacit attack on competitor Red Bull that claims to give you ‘wings’. Upon hitting the demons successfully the message â€Å"Bullied! † pops up. High scorers of the game get free Burn merchandise. Engagement Platform| Organizer| Audience| Cost| Mood Indigo| IIT Bombay| 60,000| Rs. 30,00,00| Malhar| Xaviers| 30,000| Rs. 1,50,000| Crossroads| SRCC| 50,000| Rs. 2,00,000|ArcharyaHabba| ArcharyaInstitue| 30,000| Rs. 1,00,000| Standard Chartered Marathon| Procam| 96,000| Rs. 8,00,000| SunBurn| Percept| 1,00,000| Rs. 10,00,000| Eristoff Invasion| Only Much Louder| 20,000| Rs. 4,00,000| Bartending Competition| Burn| 120| Rs. 2,00,000| Burn 365| Burn| 60,000| Rs. 1,50,000| www. burn. in| Burn| 40,000| Rs. 40,000| Wings on Fire| Zapak/Zynga| 30,000| Rs. 5,00,000| Total Impact| | 5,16,120| Rs. 38,40,000 ( Rs 7. 44 per person)| Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Cost Implications Cost ImplicationsMeasurement Measurement * The Economic Times * Euromonitor * Business Standard * Marketing report by Teja Ande, Docstoc * Industry Estimates gathered from colleges and media buyers * Aaker, J. (1997). Dimensions of brand personality (p. 352) * The Economic Times * Euromonitor * Business Standard * Marketing report by Teja Ande, Docstoc * Industry Estimates gathered from colleges and media buyers * Aaker, J. (1997). Dimensions of brand personality (p. 352) References References Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement