The System that Couldnt Deliver Essay Example for Free

The System that Couldnt Deliver Essay Three years ago, Diana Sullivan, was recruited by Lenox from a major competitor to work as its Chief Information Officer. Sullivan, a 20-year veteran information systems executive, knew going into this job that computers had never been one of Lenoxs strengths. James Bennett, Lenoxs Chief Executive Officer told Sullivan that they simply need a tool that would help their agents provide fast and reliable information needed to close a sale. After years of hard work, Sullivan thought she had done her job well by delivering Lifexpress on time and on budget. Lifexpress is a sophisticated computer-aided system that enabled Lenoxs 10,000-plus agents to do everything from establishing a prospects financial profile, to selecting the most appropriate products from the companys myriad policies and generating all the paperwork needed to close a sale. Lifexpress, however, wasnt boosting sales productivity as much as management had expected. Two of Lenoxs competitors had launched similar systems and are already running ahead of them. Sullivans Boss, Chief Financial Officer Clay Fontana seems to be blaming Sullivan for the problem. Bennett appeared to correspond with Fontana. They believe that since Lifexpress is Sullivans system then she should be accountable not only for its creation and implementation but for realizing the business goals that goes with it as well. Yet Sullivan believes that had already taken what the necessary steps to bring the company up to speed. STATEMENT OF THE PROBLEM How can information technology projects help Lenox achieve its business goals?OBJECTIVES1.To describe the companys attitude towards information technology2.To determine how Lenox can achieve radical performance improvements through the use of information technology THEORETICAL FRAMEWORK Decisions on investments in IT are both critical and contentious. With a thorough understanding of a companys strategic context, managers can identify business and IT maxims that can help determine the IT infrastructure capabilities necessary to achieve their business goals.Management by Maxims The framework is made up of four components. 1.Considering Strategic Context. To clarify infrastructure requirements, companies also need to understand the current strategies and strategic intents of each business unit, the synergies between units and the firms experiences and beliefs in the value of leveraging those synergies.2.Articulating Business Maxims. Business Maxims capture the essence of a firms future direction. It is grouped into six categories: cost focus; value differentiation as perceived by customers; flexibility and agility; growth; human resources; and management orientation. It is therefore important for managers to prioritize the relative importance of maxims to ensure that the most important messages are understood. Business Maxims form a base from which business and IT executives can work together to identify IT maxims. 3.Identifying IT Maxims. IT Maxims describe how a firm needs to connect, share, and structure information and deploy IT across the firm. It is grouped into five categories: expectations for IT investments in the firm; data access and use; hardware and software resources; communications capabilities and services; and architecture standards approach. 4.Clarifying a Firms View of IT Infrastructure. IT Infrastructure has four views: none, utility, dependent and enabling. Firms take on one view. There is no one best view but rather one is more appropriate for a particular firm, according to its strategic context and business and IT Maxims. A firms view of infrastructure should change together with its strategic context and business maxims. a.None View. It is when a firm decides to do without IT economies among its businesses. It does not invest in IT infrastructures at the firmwide level. b.Utility View. IT infrastructure is viewed as a way to reduce costs through economies of scale and sharing. c.Dependent View. IT infrastructure is viewed as a response to specific strategies. d.Enabling View. IT infrastructure is viewed as a core competence that provides competitive advantage. Firms with this view are industry leaders in terms of infrastructure investment levels and provide extensive infrastructure services in a highly centralized way. CASE ANALYSIS Lenox Insurance Company admits that computers were never their strength and with the way they are going, it will never be. Bringing in new technologies, updating key applications and the reorganizing and streamlining of the information services organization should never be seen as a cure all to the problems plaguing the organization. An information services overhaul is not a feel-good pill. New technologies should be met with fresh attitudes and ideas. Information Services is just one of Lenoxs many problems. In fact, it is not one of its biggest problems when Lifexpress became operational. It is that its top people, its Chief Financial Officer and Chief Executive Officer have no idea about the concepts of product strategy and increased productivity. The way the Chief Executive Officer and the CFO understand increased productivity is how Lifexpress translates into increased sales. Lifexpress effect on Lenoxs productivity is that it cut the processing of all the necessary paperwork from four weeks minimum to a matter of hours. If thats not an increased in productivity, I do not know what is. Lifexpress should be assessed on its own merits and not on comparisons to competitor systems. Lifexpress was received positively by Lenoxs technologically challenged agents. This could only mean that the agents will get the hang of using the Lifexpress system given time. It is just that Lenoxs agents have a steeper learning curve having a handicap of technological incompetence. Ease of use is relative Lenox insurance company should take the steeper learning curve into consideration. The completion of the Lifexpress project in itself was a success and credit should be given to Sullivan. The project was made operational on time and in budget. It is hard to argue with these facts. It is given that Lenox Insurance Company has more product offerings than its competition so Lenoxs  Lifexpress project should be expected to be more complicated and therefore will take more time to cover all of its services. The Lenox Insurance case resonates with the parable of the mustard seed. As it is now, the proverbial mustard seed, the Lifexpress system cannot be brought into fruition with Lenox Insurance Companys initial technological shock. But it should not lose hope. Lenox Insurance Company can still cultivate its lad to be fertile, given time. Using the management by Maxim Framework, Lenox does have a clear strategic context improve productivity and help the sales force close on more new policies using information services. But it did not have a clear articulation of its business IT maxims. For one, Lenox confuses the goal of increased sales with Lifexpress effect of increased productivity. Starting from a technological handicap relative to competition, Lenoxs investment in Lifexpress was a big leap enough. It is time for them to get back to the drawing board and reassess their business strategies that need to be saved from the quicksand of confusion. The clear articulation of an agreed position in a form that executives understand and act on is sorely lacking in Lenox. Because of this, accountability is muddled and could lead as it is to Lenoxs case to endless and pointless finger pointing. To this end, Sullivan is partly to blame, she should have discussed her role in clear detail with Lenoxs top executives. She could have been spared of all the accusations being thrown at her. CONCLUSION AND RECOMMENDATION Once and for all, Lenoxs top people should sit down and reassess their strategies using the 4-point Management by Maxim framework. They should agree on courses of action and execute them accordingly. Bibliography: Byron Reimus, The IT system that couldnt deliver, Harvard Business Review (May-June 1997)

Haitian Culture: Impact on Nursing Care Essays -- essays research pape

Haitian Culture: Impact on Nursing Care   Ã‚  Ã‚  Ã‚  Ã‚  The Republic of Haiti is in the western part of the island of Hispaniola in the West Indies. It is densely populated and has the lowest per capita income in the western hemisphere (Kemp, 2001). The population of more than seven million is made up of mostly descendents of African slaves brought to the West Indies by French colonists. The horrible conditions in Haiti, such as crushing poverty, unemployment and illiteracy, and high rates of acute and chronic illnesses and child and infant mortality, result in the illegal immigration of many Haitians to the United States, France, and other countries in Western Europe. Most immigrants are adults and teens who leave Haiti in tiny boats, despite the risk of drowning and other hazards. According to Pan American Health Organization (PAHO) 2001 statistics, the number of refugees has declined to several thousand per year since the early 1990’s.   Ã‚  Ã‚  Ã‚  Ã‚  Nearly all Haitian immigrants entering the U.S. are poorly educated, illiterate, and speak only Creole, which is seldom seen in written form. Creole is a â€Å"pidgin† language, meaning it is a simplified form of a base language with parts of other languages added. These types of languages were frequently used by sailors, pirates, and other trade people to accommodate the span of communication needs they faced. Haitian Creole is thought to have been derived by combining various native African dialects with the French language of their owners. Very few Haitians (10%) can actually speak French, and one’s ability to do so is seen as an indicator of social class. Because of Haitian views that Creole is the language used by the poor and uneducated, many will claim to be able to speak French and become insulted if it is suggested that they speak Creole. This can pose a problem for the healthcare worker trying to find a way to communicate. Often the only in terpreters available to a family are their children who have learned English in schools here. This can create conflict within the family therefore a facility provided interpreter usually produces a better outcome. Written materials are often of no use to the Haitian immigrant.   Ã‚  Ã‚  Ã‚  Ã‚  Socioeconomic status plays a huge part in how Haitians identify themselves, and influences their actions greatly. Many Haitians wil... ...of exercise. These factors all contribute to the young life expectancy of about 49 years (World Health Organization, 2001). When caring for a client of Haitian descent, it is important to be mindful of language and education level, religious and cultural beliefs, and traditional health maintenance practices that may be incompatible with modern medicine. The healthcare provider should respect these cultural differences and be accommodating whenever possible to promote the spiritual and physical well-being of the client. References Ackerman, L.J. (1997). Health problems of refugees. Journal of the   Ã‚  Ã‚  Ã‚  Ã‚  American Board for Family Practice. 10,337-48. Minarik, P.A. (1996). Culture & nursing care: A pocket guide.   Ã‚  Ã‚  Ã‚  Ã‚  San Francisco: UCSF Nursing Press. Pan American Health Organization (1999). Haiti: Country health profile.   Ã‚  Ã‚  Ã‚  Ã‚  Accessed 6/28/04. Spector, R.E. (2003). Cultural diversity in health and illness (6th ed).   Ã‚  Ã‚  Ã‚  Ã‚  Upper Saddle River: Prentice Hall. World Health Organization (2001). Healthy life expectancy rankings.   Ã‚  Ã‚  Ã‚  Ã‚  Accessed 6/28/04.

IMC plan of Lays Seaweed Flavor Snack Essay

1.1 Purpose The purposes of this creative platform are to understand the product and target market, to aware of the current promotional mix, to develop the IMC objectives and to discuss a creative strategy and major selling idea that suitable the best with this product. To expand and develop the promotions of the current product so that it increases the sales and has better image for the consumer to consume the product. 1.2 Limitations This creative platform have the limitations of time and limitations of information of the writer can gain since we can not contact the company and only can access from the public materials, therefore it may contains some errors due to the limitations of the writer as well. 1.3 Authorization This report is created for Indofood company to discuss about the current product of Lays as well as to improve the promotion and creative strategy in order to maintain its competitive advantage in the market. This report is commissioned by Thomas Thjie, CEO of Indofood Fritolay Makmur 1.4 Scope of operations The scope of the operations would be in discussing the specific snack product from Indofood which is Lays potato chips seaweed flavor in various elements of company background, product description, competitor analysis, and target  market in Indonesia region. The informations of this report is gathered from public materials, corporate website, web articles and text book. This report also contains current description of promotional mix, IMC objectives and response hierarchy as well as creating a new promotional tool and suitable creative strategy that would suit best to sell this product to the target market. 2. Background of Company PT Indofood Fritolay Makmur started commercial operations since 1990. The company hold the brand of Lays, Cheetos, Chitato, Chiki, and JetZ brands manufactures and markets snack food. (Bloomberg Businessweek, 2014) The company also offers cassava chips under Qtela brand. PT Indofood is based in Jakarta, Indonesia. Since March 17, 2010, PT Indofood Fritolay Makmur has been a joint venture with PT Indofood CBP Sukses Makmur Tbk and Pepsico, Inc. PT Indofood CBP Sukses Makmur Tbk (â€Å"ICBP† )is an established market-leading producer of packaged food products with a diverse range of products providing everyday food solutions for consumers of all ages. According to PT Indofood (2010) Many of its products brands are among the strongest brands with significant Top-of-Mind status in Indonesia and have gained the trust and loyalty of millions of consumers in Indonesia for decades. (PT Indofood , 2010) ICBP was established as a separate entity in September 2009 and listed on the IDX on 7 October 2010. It was established by means of internal restructuring of the CBP Group of Indofood, the parent company, listed on the IDX since 1994. Following the listing, Indofood remains the majority shareholder of ICBP with 80% ownership. Hence, ICBP continues to enjoy synergies with other Indofood Group companies to maintain its competitive advantages. Most of ICBP’s business operations and product brands have been well-established for many years, with many of them enjoying leading positions in their respective market segments. Its various business operations are noodles (Indomie, Supermi, Sarimi, Sakura, Pop Mie, Mi Telur Cap 3 Ayam and Pop Bihun), dairy (Indomilk, Cap Enaak, Indoeskrim and Orchid Butter), food seasonings (Sambal Indofood, Sirup Indofood Freiss and Bumbu  Racik Indofood) , nutrition & special foods (Promina, SUN, Govit and Provita) , and snack foods (Chitato, Lays, Qte la, Cheetos and Trenz) which produces and markets a range of western and modernized traditional snacks which will be focus on this report. Here is the vision, mission and values of Indofood Company. VISION A Total Food Solutions Company MISSION To provide sustainable solutions for food needs To continuously improve our people, processes and technologies To contribute to the welfare of the society To continuously improve stakeholders’ values Values â€Å"With discipline as the basis of our way of life; We conduct our business with integrity; We treat our stakeholders with respect; and together we unite to strive for excellence and continuous innovation.† 2.1. Product Description Brief History of Lays, it all started when chip was found by C.E. Doolin in 1932. Tanenbaum (2014,) Doolin loved those corn chips so much that he purchased the recipe and began to sell bags of the crunchy snacks. While Doolin was making his corn chips, Lay was busy producing his potato chips. Lay purchased Atlanta’s Barrett Food Company in 1938 and then formed H.W. Lay & Company. FritoLay (2014) Years later, in 1961, the Frito Company and the H.W. Lay company merged to become Frito-Lay, Inc. Today, Frito-Lay brands account for 59% of the U.S. snack chip industry. Lays started selling products in Indonesia around mid year of 2009. Lays (2013), Before Lay’s entry into the Indonesian market, the brand had already gained worldwide recognition. In Indonesia, Lay’s is marketed and produced as a joint venture between Indofood and Fritolay International, and becoming PT Indofood Fritolay Makmur. Fritolay International itself is also being owned by Pepsico Inc. Lays present their products in 6 flavors, there are  Pizza, BBQ Fiesta, Classic Salty, Grilled Chicken Paprica, Salmon Teriyaki and Seaweed Flavor. In this report, the focus will be Lays Seaweed flavor which contains natural fresh potato with seaweed seasonings. 2.2. Target Market Even though Snack Lays is categorized as undifferentiated marketing, it still needs target market so that it can build the best way to advertise to its perspective costumers. The segmentations of Lays are divided into Geographical, Demographical, Psychographic and behavioral segmentation. The geographical segmentation is about the region or area of the target market. Lays choose Indonesia region especially in Java Islands with the area of City, Urban, Suburban accross Indonesia the size of population: 250,585,668 people (World Population Review, 2014). The Demographic Segmentation is about to targeted the people with both gender whose age between 10 – 25 years old with any family size, but especially a family consists of parents and children. Because It is targeted more to young people or in school age, therefore the education background is children from elementary school to students in the university with any ethnic or racial background in Indonesia . On the other hand, the P sychographic Segmentation which based on the lifestyle preferences will using VALS framework (VALS, 2014). There are 4 types of people Lays want to target. They are first, Experiencers, with the personality of young, excitement, still open to the new, and have a lot social activities. They are potential because they are tend to be an impulsive consumers. Second, is Achievers, they have many needs and wants, goal oriented, like prestige products, predictability. Thy are active self-discovery in consumer marketplace. Third, Believers, people who are idealist, have concrete beliefs, religious, community. They are potential because they are predictable consumers, choose familiar product,and loyal customers.Fourth, Makers are motivated by self-expression, organized, practical people who have constructive skills and value self-sufficiency. They prefer a practical or functional purpose, and buy basic products. Furthermore, Behavioral Segmentation is about the behavior of the target market. Behavioral consists of the occasions of special and regular occasions such as hang out with friends, watch movies, snacks time with The Degree of use in Light use and medium use. The Brand Loyalty of target  market vary into Not loyal, loyal to very loyal . The Benefits target market can have is Lays serve as snacks, good quality, crispy and delicious, convenience, easy to access, enjoyable. Whereas, the Readiness stage is All people who know Lays and the attitudes toward product are neutral, positive attitude toward Lays. 2.3. Positioning Strategy Based on Foote, Cone &Belding (FCB) model, Lays Seaweed Flavo is positioned as Habit Formation (the doer) which in the thinking grid and considered as low involvement. It is habitual purchase and marketers does not have to market the product, yet creating an advertisement to act as a reminder about the product According to Belch& Belch (2009) Positioning can be defined as the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition. Market positioning is the most important factor in establishing a brand in marketplace. Positioning strategy that would suit best with Snack Lays is Positioning by Product Attributes and Benefits. This strategy is to set the brand apart from competitors on specific characteristic or benefit offered. In this case, out of other competitors, Lays offer a unique quality of characteristic of potato chip with seaweed flavor. Lays has been very strategically posit ioned within the snack food industry, the salient attributes which important to consumers and are the basis for making a purchase decision. One of the salient attributes is its international recognition and worldwide brand makes Lays trusted and worthy in the mind of consumers. Moreover, the taste, the brand prestige, and communicating a fun delicious snack brand to the consumers makes the Lays has positive positioned in the mind of target market. 3. Promotional Mix Elements Lays has been using several promotional mix, there are: 3.1. Advertising â€Å"Advertising is any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor and usually being used by companies whose products and services are targeted at mass consumer markets† (Belch&Belch, 2009). Lays was using TV advertisement to  promote its product, the advertising was about the deliciousness and irressistible Lays Seaweed flavor. The advertisement can be seen widely in youtube It was an effective nonpersonal communication because it can transmit a message to large number of groups of individuals (mass coverage) at the same time efficiently. It shows an immediate popularity from consumers who tried this new product and most people admit that they are satisfied with Lays Seaweed flavor. Moreover, Lays also had done print advertising in several female indonesian magazine such as citacinta and gogirl (Sulung, 2010) Print media play an important role, in earning the right to carry the Lays’s message of enjoyable and delicious potato chip. Haight (2005) Advertised in Print media can make consumers go backward to consume an advertisement, so it is an amazing alignment between advertiser transmission of Lays message and consumer consumption. 3.2. Sales Promotions Sales promotion provides extra values or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales (Belch & Belch 2012). Lays had done sales promotion in several local supermarkets in carrefour, hypermart, indomaret and alfamart by giving consumers discount, buy1get1 event, and bundles promotion. Recent sales promotion from Lays was related to price promotions in Circle K where consumers can buy two Lays seaweed flavor and additional drink with cheaper price which only IDR 12000 (Circle K, 2014). Lays also had a promotional event in several public holiday event in big supermarkets periodically such as (Lays, 2013) in christmas event when the discount and buy 1 get 1 available widely for consumers. Last, but not least, Lays also created competitions for consumers to win the prize. For instance, last year on March 2013 Lays held Lays Taste Adventure which is a competitions for consumers to post their photo eating lays, in order to win iphone 5, ipod nano, exclusive vouchers and hampers exclusive lays. In 2012, Lays Irressistible Moments Indonesia, (2012), on December 2012 also a contest which offer the opportunity to win exciting prizes by submitting their moments with lays. (Lays Indonesia, 2014)The competitions held in social media by Lays Indonesia, called Harpitdays where the winner can win voucher gift valued of IDR 200,000 for six winners. 3.3. Interactive or Internet Marketing â€Å"It allows for a back and forth flow of information whereby users can participate in and modify the form and content of the information they receive in real time† (Belch&Belch, 2009,p. 12) Lays Indonesia connect and relate with their consumers through internet media with social media sites which is facebook. It is the only official page of Lays Indonesia where directly speaks to Indonesian consumers about the products and promotions and create a platform where people can communicate to Lays. The social media page allows the brand to pay attention or care to the consumers mind by asking their opinions, encouraging their life, giving fun status, games, and more. Compliment and complaing about the brand also can handle well with the use of social media. In addition Lays Indonesia also create website contains basic informations to provide some information about Lays. 4. IMC Objectives According to (Reid, 2001) â€Å"Integrated Marketing Communication (IMC) has been promoted both as an emerging communications philosophy and as a strategic management process for creating and managing the development of strong brands.† â€Å"It is also considered as the planning and execution of all types of marketing communication needed for a product, brand, idea, company or place in order to satisfy a common set of objectives and support the positioning of promotion† (Zimuto, 2013, p. 95). The DAGMAR approach suggest a logical process for advertising and promotion planning. Using DAGMAR approach in IMC objectives would focues the advertisers’attention on the value of using communications based objectives to measure advertising effectinveness and encouraged the measurement of stages in response hierarchy to asses a campaign’s impact (Belch & Belch, 2012). Therefore, the element of SMART (Specific, Measurable, Achievable, Rational, Time-Limit) must be considered in order to create an effective communication with consumers. The advertisement can be done in small space ads, point of sale, and short spots For the IMC Objective, Lays Seaweed Flavor use print or media advertising therefore hierarchy of effects model would fit the best to show the work process. Here is the IMC Objective for Lays: 1. To create brand awareness of Lays Seaweed Flavor among non user young people of the  target market in Indonesia region to 75% by next year. 2. Create a positive feelings toward Lays Seaweed Flavor to 55% and preference of choosing this product to 45% especially by young people age between 12-20 years old who are still in studying in school by next year. 3. To increase sales of Lays Seaweed Flavor by 20% in next year and maintain customers to repurchase and regularly consume the product, to become consumers favorite seaweed snack. New Promotional Tool 5.1. Public Relations In order to reach the objectives and gain more competitive advantage in the market, a new promotional tool is created to able target the market. A new promotional tool that Lays Seaweed have not done before is using public relations. Public Relations defined as â€Å"the management function which evaluater public attitudes, identifies the policies and procedures of a organization with the public interest, and executes a program o action and communication to earn public understanding and acceptance† (Belch&Belch, 2009, p.559). The public relation activity that Lays seaweed will go through is sponsorship. It is strenghten by the opinion of Riley (2012) that Sponsorship is a specialised kind of public relations and increasingly popular, particularly with larger businesses. A business will sponsor an event, team or individual in order to build brand awareness. Because the target is young people especially those who are still in school, so Lays will sponsor a school events at several schools and universities in Indonesia. In the event, Lays will place a fun-catchy advertisement in the place of event to gather attention of the students and create interests and positive feelings to people who see. In the event, Lays can participate by creating some fun games for students to do to create more positive feelings toward Lays. There also may be opportunity to sell products, so Lays can use this opportunity to give free trials to student, young people, it is a good way to grab young non user consumer. The period of doing this public relation suggests in 3 – 6 months. 5.2. Sales Promotions The sales promotions is given to the consumers in the public area, such as  supermarket retailer, shop groceries and also can be given while doing the public relations. This will attract buyers to buy more and consuming Lays Seaweed. Because most people attract to any sales promotions in the market, highly effective if there is any event of the moment such as Public Holiday or Weekend days. The type of sales promotions would be discounts, giving 10% discounts for students who buy Lays Seaweed, buy 1 get 1 free promotion and bundles promotion such as it is cheaper if consumers buy 3 Lays at once and valied with multiple purchases. Vouchers and Gifts also can be given if consumer buy certain numbers of Lays Seaweed, for example 3 and they will be given a gift or if they buy 6 they will be given vouchers. This sales promotions should have limitations of time 1 – 3 months of availability. 5.3. Print Advertising To gain an effective promotional campaign, Lays will also do print media advertising to gain awareness and attention from the urban city people. Although print advertising looks a passive advertising yet it considered effective. Lays Seaweed will do the print advertising in the popular magazines like females magazine such as gogirl!, citacinta, gadis, femina. Food magazine such as sedap, selera,and nova. 5.4. Point of Purchase Moreover, for the other months of not doing sponsorship, Lays can advertise in outdoor advertising to gain mass coverage of attention and point of purchase (pop) by display largely in supermarket retailer, groceries shop and supermarket mall to attract young people who live in urban city. Traffic flows in the grocery store greatly influence grocery shopping behavior. In fact, consumers often buy products that are placed on display simply because they are on display. Retailers use the â€Å"brand-lift index† to measure the incremental sales that occur when a product is on display. In fact, one study indicated that POP displays in convenience stores can increase product sales by nearly 10% (Babin & Harris, 2012). The trials and sales promotions also are provided to ensure effective communication with consumers. 5.5 Internet/Interactive Marketing To develop and maintain current social media promotion with facebook and to  make a new internet or interactive marketing for consumers to persuade them to be active and engaged more with Lays brand from their own place and time. Lays can be updated more informations in the Website as it is considered as inactive and has uninterested layout website. The website should be updated at least once in a month to give audience the new information about Lays activities in sponsorship and promotions. Moreover, giving others useful information such as facts, opinions and ideas will become more interesting and attractive website to let young people experience with Lays from their gadgets and phones. 6. Major Selling Idea Major selling idea is the basis for the central theme or message idea in an advertising campaign (Belch & Belch, 2012). Major selling idea is important part in creative strategy. The competitive advantage Lays have over other competitors are differential advantages, it is created when a company’s products or services differ from its competitors and are seen as better than a competitor’s products by customers. Lays Seaweed have differential advantage in which it has an international recognition and worldwide coverage, with historical background of creating the potato chips and excellent leadership over the years, made it possible for the leaders to work their way up the corporate ladder. More advantages are being owned by a larger corporation like PepsiCo has advantages in its own like mass advertising and an established name. One word to describe the key characteristic that can be used as competitive advantage for Lays Seaweed is â€Å"happiness† because eating the crispy and crunch potato chip would make the consumers feel joy and happy to taste the delicious seaweed potato chip which is unique as a snack. This â€Å"happiness† is strong and meaningful to appeal the target audience. It has positive and good meaning in many ways and all people wants to be happy. Therefore, The selling idea with theme of happiness will be interesting and draw people to know more about Lays Seaweed by consuming it. This major help positioning the brand and creating a brand image because it creates unique selling position in promoting a happiness product. 6. Creative Strategy 7.1. Advertising Appeal Lays Seaweed advertisement is emotional appeal with happines and joy. The idea of the advertisement comes from the magic tree that can produce fresh potato. It called the magic tree because it has sparkles of firework to create delicious potato to become a fresh-cut- crispy potato chip that Lays use to the consumers. 7.2. Execution Style The execution style of this advertisement is dramatisation, because it is dramatized the pictured with a tree and form a firework and potato which burst out to become the potato chip with seaweed seasonings. 7.3. Creative Tactics Headline The headline of this advertising is â€Å"Happiness is closer than you think † This headline is leading position of the ad therefore it placed in the center of the advertisement with a portion of bigger writings than others. The purpose is to gain attention with the happiness in the capital size as it is the main word of the advertisement. It is considered as indirect headline because it provokes curiosity and motivates involvement of people to consume this Lays Seaweed. The headline is indirectly persuade people to eat Lays because it can create happiness, and happiness is easy to get as closer to the local groceries to buy Lays Seaweed. Subheadline The subheadline is placed under the headline with the yellow banner to support the headline. It is smaller the headline and larger than a copy And telling the product of the advertisement. Body Copy Body copy is the main text portion of a print ad. The body copy support the headline and subheadline to perform a good and effective advertisement. The body copy is persuading people to buy the product now and promise they will not regret to taste the Lays Seaweed. Visual Elements The visual elements of this advertisement is considered as colorful and fun with the elements of the potatoes tree and firework sparkle. The lays seaweed is placed on the down right of the advertisement to make consumers focus on the advertisement as much as the product. The visual elements compliment to each other with the background of a sunny day with green grass. The visuals convey a strong meaningful image and compliment the headline, subheadline and body copy. Layout Layout is the physical arrangement of the various parts of the ad – headline, copy and visual The layout of the advertisement is blended together to perform a finished advertisement. The layout is centered to enhance the focus of the people, so as the people see they will focus on the headline, the products image, the subheadline and the body copy as all of them are complimenting each other elements. The layout if full image and has no white space to let people focus on visual and enhance the use of effective advertisement. 7.4. Media Vehicle Media vehicle is the specific carrier, publication or promotional piece used to carry an advertising mesage (Belch & Belch, 2012). The advertisement will be exposed in a print media of popular magazine in Indonesia, in the big mall as an advertisement and as the point of purchase in groceries retailer. In the magazine, the advertisement will be placed on the back cover of magazine as it has more exposure rather than inside the pages of magazine. The reach of potential buyers exposed to the message are expected to be 60% of audiences who see the advertisement. The audience will be exposed to the message for several times, but not too much to ensure the customer attention and not as a disturbing advertisement. So, the frequency of being exposed to the media is from 3 – 10 exposures. While the coverage of the advertisement is people who live in urban city where the advertisement is placed, especially in the public places where people are passing by. The advantages of using this strategy are it is surely will gather consumer’s  attention about the advertisement as it is unique, colorful and interesting. The placement of this advertisement in public spaces where people move a lot and passed by will increase the brand awareness and store the brand advertising in their memory so that when they go to groceries shop, they want to buy and try the Lays Seaweed Flavor. The disadvantages is it is a passive advertising and some people may feel disturbed or dislike towards the advertisement because it did not match their perception. The company’s financial position is strong enough and capable to make this advertisement campaign works because it is a top company in Indonesian which are place in the top as the one of the company which having high gross profits and income in Indonesia 8. Conclusion & Recommendation Lays as one of brand under the PT Indofood company has been known as an international potato chip brand that is sold in many countries, especially in Indonesia. Lays comes in many flavors but the focus of the promotional campaign is the product of Lays Seaweed Flavor because it is a potential product to gain consumers interests and consumption. To create a creative IMC Plan, the target markets are divided into demographic, geographic, behavioral and psychographic. The IMC objectives of Lays Seaweed are determined through the response hierarchy and DAGMAR approach and focus urban and suburban market area with people aged between 10 -25 years old. The positioning strategy is product attributes and benefits with a new IMC mix of Public relations, and Point of Purchase which will strengthen the product position in the market. The creative strategy and the advertisement is created to enhance the creative platform in order to develop Lays Seaweed in new and different ways. Furthermore it i s recommended for the company to develop the public relations activities that benefits the development of young people physically and emotionally by creating an event such for teenagers such as bike for fun, competitions and contests other than sponsorships in order to create stronger values in the eyes of the target market. List of References Belch, B. &., 2009. Advertising and Promotion. 8th penyunt. New York: McGraw-Hill. Bloomberg Businessweek, 2014. Bloomberg Businessweek, viewed 6 May 2014 Circle K, 2014. Circle K Indonesia, viewed 6 May 2014 FritoLay, 2014. History., viewed 8 May 2014 Haight, D., 2005. Advertising and the future of print media. Pulp & Paper, 79(2), p. 64. Insights, S. B., 2014. US Framework and VALSâ„ ¢ Types. , viewed 8 May 2014 Lays Indonesia, 2014. Lays Indonesia Facebook, viewed 10 May 2014 Lays, 2013. Lays., viewed 5 May 2014 PT Indofood , 2010. Indofood CBP. , viewed 6 May 2014 Reid, D. M., 2001. Building Strong Brands through the Management of Integrated Marketing Communication. International Journal of Wine Marketing, vol. 14, no.3, pp. 37-50. Review, W. P., 2014. Indonesia World Population Review., viewed 8 May 2014 < http://worldpopulationreview.com/countries/indonesia-population/> Riley, J., 2012. Promotion – public relations & sponsorship, viewed 10 May 2014 Strategic Business Insights, 2014. Stragegic Business Insights, viewed 10 May 2014 Sulung, A., 2010. Julie for Lay’s. , viewed 10 May 2014 Tanenbaum, K., 2014. Snack Food Rewind: A History of Our Favorite Treats. , viewed 8 May 2014 Zimuto, J., 2013. The Perception Of Small And Medium Enterprises (SMES) Marketing Managers on IMC Strategy in Zimbabwe. Journals of Arts, Science & Commerce, vol. 4, no. 3, pp. 95-100.

Everyman - Play Analysis Essay - 1755 Words

The Parable of the Talents therefore refers to the metaphor life is a precious possession. If you have many talents, you must invest them wisely--use them as you should use material goods, in a charitable way. If you have a few talents, you must invest them wisely as well. Even if you have only one talent, you must invest it wisely and do good in the world with that talent.brbrIn an important way, the play Everyman demonstrates the ways in which a person who does have talents (Good Deeds that are trapped in the ground) wastes them, like the servant who buries his one talent in the ground and is cast into the dark, the place of wailing and grinding of teeth. According to the plays allegory, what forces in everyday human life†¦show more content†¦All in good faith, fellowship said goodbye and apologized to Everyman as he leaves. brbrbScene 3:/bbrAfter Everymans first rejection, he stoops low enough to ask Kindred and his cousin to go with him. At first his cousin says yea , Ev eryman and to us declare If ye be disposed to go any whither; For, wit you well, we will live and die together. Later in the scene Cousin and Kindred change their minds and reject Everyman. The say that Everyman is committing a selfish act by asking them to go with him. Everyman is still alone.brbrbScene 4:/bbrGoods. Everyman wants Goods to go with him to the afterlife. Goods does not go because materials are not what make a person. The idea of heaven or hell is to see what kind of a person that you were in your life. Goods to do not decide what sort of a person someone is. Goods does not care about going with Everyman because goods can just be passed on to someone else. Goods is rejected to accompany Everyman. brbrbScene 5:/bbrEveryman asks good Deeds to go with him to the afterlife. Good Deeds refuses because Everyman has not done very many good deeds in his life. Good Deeds, hence the name, does a good deed and leads Everyman to Confession. brbrbScene 6:/bbrEveryman meets up with Knowledge, Good Deeds cousin. Knowledge accompanies Everyman to Confession where he is joined by Five Wits, Beauty, Strength, and Discretion. Everyman confesses all of his bad deedsShow MoreRelated Everyman - Play Analysis Essay1651 Words   |  7 Pagesimportant way, the play Everyman demonstrates the ways in which a person who does have talents (Good Deeds that are trapped in the ground) wastes them, like the servant who buries his one talent in the ground and is cast into the dark, the quot;place of wailing and grinding of teeth.quot; According to the plays allegory, what forces in everyday human life cause us to Every persons to waste our talents?PlotEveryman, English morality play written anonymously in the late 15th century. The play is an allegoryRead MoreEveryman: The play1213 Words   |  5 PagesIn the play Everyman, death is embodied as a representative of God that visits the plays central character, Everyman. Death takes hold of the readers’ interests because i t is such a profound word. It is a burdened, aggressive, penetrating word that replicates an actuality that every human will have to come to accept. Death is an adversary in the play that signifies physical death. The author recognizes the consequences of death and uses that knowledge to bring in the reader. In Everyman, the authorRead MoreThe Percepciont of Death on the Play Everyman Essay1175 Words   |  5 PagesEveryman is a Christian morality play written during the 1400s. No one yet knows who wrote this play. It is said that Everyman is the English translation of similar Dutch morality play of the same period called Elckerlijc. Everyman is generally represented as the best and most original example of the English morality play. â€Å"Like other morality plays from the late medieval period, it is meant to communicate a simple moral lesson to both educated and illiterate audiences† (Gyamfi Schmidt, 2011).Read MoreEnglish Research Paper1622 Words   |  7 Pagesâ€Å"D eath in Everyman† Research Paper ENG102_D27: Literature Fall D 2010 Peggy Jean English, ID#3591339 APA Format Title: â€Å"Death in Everyman† Thesis Statement: The message of death in Everyman is associated with the search of the reasoning of life. Outline: Paragraph 1: Introduction and Thesis Statement Paragraphs 2-13: Explains the play, its characters, the author’s interpretation of the play, and the author’s perception of death and the treatment of death. Paragraph 14: Conclusion Read MorePerspective on Death in the Play Everyman Essays1344 Words   |  6 PagesThe play Everyman may have been written many years ago, but its lessons are still relevant today. Generally, the facts of death are very traumatizing and in fact unthinkable. This leads the modern day Everyman to ignore its significance, dying without acknowledging or reflecting on their lives here on earth. It is based on this fact that this paper aims to show the position of the author of the play â€Å"Everyman† regarding death. History of the Play Like many other morality- allegorical plays, EverymanRead MorePerception of Death Essay1340 Words   |  6 PagesPerception of Death and The Treatment of Death in â€Å"Everyman† Liberty University Everyman Thesis: â€Å"Everyman† is a play that gives a message that death is inevitable. It shows that there is nothing a person can do to avoid it regardless of their worldly riches. I. Introduction A. Title of Poem – â€Å"Everyman† B. Author - Unknown C. Summary of Plot II. Analysis of the Play A. Characters B. Setting C. Theme III. The Author’s View of Death Read MorePerception Of Death By William Shakespeare1613 Words   |  7 PagesPerception of Death During the medieval period, a myriad of plays and literary works were produced concerning the theme of death. Each literary composition written during the medieval period had an intention to impact the audience. The following essay is a literary analysis of a morality play written by an unknown author in the 15th century, known as, Everyman. Likewise, the author uses allegory to reach its audience. Everyman is an ideology, which the author uses to examine a person’s spiritualRead MoreEveryman Is A Morality Play1720 Words   |  7 PagesEveryman is a morality play that was written in the late fifteenth-century, by an unknown author. It is unknown who originally wrote the play. It has been said that maybe Monks and Priests of that time wrote these types of plays. Therefore, it is believed that the play was probably written by multiple people. Morality plays were written to show people how they should act in the eyes of God and how the way they live their lives will affect them after death. Everyman seeks to persuade the audienceRead MoreWilliam Shakespeare s Othello, And Othello Essay1589 Words   |  7 PagesAnalyzing a play can be quite difficult, especially older texts that can be convoluted. In my high school year, it wasn’t until senior year until I fully understood what all was in Shakespeare’s plays. This also goes for many texts that had religious undertones, which was a pain because I grew up in a Christian home. I could never find those small details that others could. Now, in college, I am more capable to finding these symbolic words, objects, or actions. Throughout the assignments in my theatreRead MoreRhetorical Analysis : One Day A Messenger 1189 Words   |  5 Pagespromises harshness in his search for all who live outside of our creator’s instructions. While observing Everyman going about his business, while their minds are centered on worldly possessions, he is summoned to remain still and asked if he has forgotten that the Lord has provided his blessings. Scripture warns people how easy it is to forget God, appropriately, God appoints Death to warn Everyman. The journey is long, and he is instructed to carry a full book of his story. Considering all of his