Brand Audit South India Bank

Through this study an analysis is made on Branding strategies by South Indian Bank, this refers to the communication that is being sent by South India Bank about its product, services and other such attributes and what is being received by the costumers. Banks are coming up with new strategies to market themselves, gone are the days when Banks were an unattractive lot and one stepped foot in a bank as a last resort for financial assistance. Now new strategies are being used by Banks for retaining their customers as well as acquiring new ones. This is where the importance of Brand Management comes in. PORPORTION OF ADVERTISEMENT (EMPLOYEE ) SPONSORSHIP EVENTS (CUSTOMER ) SPONSORSHIP EVENTS (EMPLOYEE) BILLBOARDS (CUSTOMER) BILLBOARDS (EMPLOYEE) SOCIAL MEDIA (CUSOMER OPINION) SOCIAL MEDIA (EMPLOYEE OPINION) CUSTOMER YEARS IN BANK NUMBER OF TRANSCATION ONLINE BANKING MOBILE BANKING PERSONAL LOANS WELCOME 22 29 29 30 31 31 32 35 36 36 37 37 38 5 1,22 1. 23 1. 24 1. 25 1. 26 1. 27 VALUE EMPLOYEE SIB FIRST PREFERNCE CELEBRATEES INDIVIDUALS TEAM SUCCESS ONLINE BANK MOBILE BANKING DATABASE MANAGEMENT 39 39 40 40 41 42 6 CHAPTER 1 INTRODUCTION 7 1. INTRODUCTION Brand: â€Å"A Brand is a complex symbol. It is the intangible sum of a product? s attributes, its name, packaging and price, its history, reputation, and the way it? s advertised. A brand is also defined by consumer? s impression of people who use it, as well as their own experience†- David Ogilvy A brand is a Name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers. Brands are distinguished and this is protected by trademarks or service mark from authorized agencies. Brands are often expressed in the form of Logos, graphic representations, slogan etc. Good and powerful brands drive success in any competitive markets and help achieve company various difficult feats. Proper branding results in higher sales of not only one product, but on other products associated with that brand. Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect. Brand Management: Brand management is the application of marketing techniques to a specific product, product line, or brand. It refers to all the strategies that are used for maintaining a particular image of the brand. It involves managing both tangible and intangible characteristic of Brand. In terms of service brands this includes customers? satisfaction, and intangible refers to emotional bonding or connection to the Brand. The success and failure depends on similarity between what is conveyed by the company to what is received by the customers. Branding is based on external experience and internal experience. External experience includes Name, Logo, advertising, Brand Identity and product and services. Internal experience includes Customer relation, brand values, training, quality, staff motivation, technology etc. 1. 1. The Banking Sector The Banking industry plays a dynamic role in the economic development of a country. The growth story of an economy depends on the robustness of its banking industry. Banks act as 8 the store as well as the power house of the country? s wealth. They accept deposits from individuals and corporate and lends to the businesses. They use the deposits collected for productive purposes which help in the capital formation in the country. Today, the Indian Banking System is known the world over for its robustness. The Reserve Bank of India is the central/apex Bank which regulates the functioning of all banks operating within the country. The banking system, largely, comprises of scheduled banks (banks that are listed under the Second Schedule of the RBI Act, 1934). Unscheduled banks form a very small component (function in the form of Local Area Bank). Scheduled banks are further classified into commercial and cooperative banks, with the basic difference in their holding pattern. Cooperative banks are cooperative credit institutions that are registered under the Cooperative Societies Act and work according to the cooperative principles of mutual assistance. Banking with the passing time has gain more importance as human civilization evolved, starting with just a place where to store ones money and for transfer of it. Now banks have developed to different horizons. Indian Banking because of its strict regulation from the Reserve Bank of India has always maintained a world class banking model which was clearly visible in the recession of 2008. A great leap in banking sector in India happened with the revolution in the IT sector which helped in great technological advancements such as online banking, database management, core banking etc. 1. 1. Profile of the Company South Indian Bank Limited (SIB) is a private sector bank headquartered at Thrissur in Kerala, India. The bank was founded in the year 1929. It is headed by Dr VA Joseph, Managing Director CEO of the bank. South Indian Bank has 705 branches spread across more than 26 states and union territories in India. It has set up 683 ATMs all over India. History: One of the earliest banks in South India, â€Å"South Indian Bank came into being during the Swadeshi movement. The establishment of the bank was the fulfilment of the dreams of a group of enterprising men who joined together at Thrissur, a major town (now known as the Cultural Capital of Kerala), in the erstwhile State of Cochin to provide for the people a safe, efficient and service oriented repository of savings of the community on one 9 hand and to free the business community from the clutches of greedy money lenders on the other by providing need based credit at reasonable rates of interest. . 1. 2. Products And Services Personal Banking-Under this bank offers wide range of personal banking products and services such as deposit, saving, loans, internet banking, mobile banking, demat services, credit card, debit card, etc. The bank offers mutual funds products of various funds houses such as ICICI Prudential AMC, Franklin Templeton, TATA Mutual Fund, Sundaram BNP Pariba s, UTI Mutual Funds, Reliance Mutual Funds, HSBC Investments, HDFC Mutual Fund, Fidelity Fund Management, Principal Mutual Funds, Fortis Investments, Birla Sun Life Asset Management Company and DSP BlackRock Mutual Funds. NRI banking- SIB also caters its banking products and services to NRI customers such as deposit, car loans, remittances, investment schemes, insurance are amongst others. Corporate banking- It provides wide range of products and services to corporates. SIB offers working capital finance, project finance, structured finance etc. 1. 2. PURPOSE objective OF THE STUDY †¢The purpose of the study is to analyze the brand value of South Indian Bank stakeholders which include its customers and employees. †¢Through this analysis the weak points in branding strategy will be covered to create a better Brand image of South Indian Bank. Brand Management study is to evaluate whether the South Indian Bank as a brand with its different aspects and qualities stands different from other names. What distinguishing aspects of SIB make it different from others? This includes name, logo, slogan, services, marketing strategies etc. 1. 3. Limitation Of The Study †¢Number of employees covered in the survey is very less because of the difficulty to access them; in the survey employees from only two branches were used. †¢The less number of sample might give a less accurate and imprecise data. 10 Chapter II RESEARCH METHODOLOGY 11 2. RESEARCH METHODOLOGY In general, research can be termed as an inquiry in to the nature of, the reason for, and the consequences of any particular set of circumstances. It is the process of finding solution for the problem after a thorough study and analysis of the situational factors. It tries to solve a complex and complicated problem through use of various tools and techniques. These tools and techniques try to bring out a logical, accurate and scientific solution to the problem. Research methodology is simply a plan of action for a research which explains in detail how data is to be collected, analyses and interpreted. . 1. Research Design Research design is the basic framework, which provides guidelines for the research process. It is a map or blue print according to which the research is to be concluded. Research design ensures that the study will be relevant to the problem and employs economical procedure. The type of research design used in this study is Descriptive Research. Descriptive research is concerned with the research studies with a focus on the portrayal of the characteristics of a group of individuals or a situation. It includes surveys and fact-finding enquiries of different kinds of analysis. The main objective of this descriptive study is to gather knowledge and to find the state of affairs, as it exists at present. 2. 1. 1. Research Instrument A descriptive questionnaire was used to question the awareness, preferences and thoughts of the customers and employees about the Corporate Branding Strategy of South Indian Bank in. The data used in this study is both primary and secondary. 2. 2. Data Collection ? Primary data has been collected through questionnaires prepared for the stakeholders of South Indian Bank, in this case both customers and employees. Secondary data collection includes proprietary databases and search engines. These sources include company websites and reports, books, trade journals, magazines, white papers, Industry Portals, government sources. 12 2. 3. Sampling All the items under consideration on any field of inquiry constitute a „universe? or population?. Sampling is the process of selecting a sufficient number of elements from the population so that a study of sample and on understanding of its properties or characteristics would make it possible for us to generalize such properties or characteristics to the population elements. 2. . 1. Sampling Technique There are various types of sampling techniques classified under probability and nonprobability. In this research, we used convenience sampling which is a deliberate or nonprobability sampling. i. e. , when population elements are selected for inclusion on the ease of access, it can be called convenience sampling. 2. 3. 2. Sample Size The sample size is that of 58 with customers and 15 with employees, making a total sample size of 73. 2. 4. Area Of The Study Employee data has been collected from two branches of South India Bank in Bangalore, Indira Nagar Branch and Cantonment Branch. For customers both data has been collected from these branches as well from other parts, through the accumulation of an online form. It has been made sure that a particular region is not targeted when it comes to collecting data. 2. 5. Analysis Technique The analysis techniques used in this study are ? Charts representing the spread on various variables 13 CHAPTER III FINDINGS AND INTERPRETATION 14 The result of the study will be explained in the following chapters 3. 1 Marketing strategies by THE Ad agency All the current marketing communications are handled by an independent ad agency Jelitta publicity situated in Thrissur, Kerala. The ad agency was appointed in the year 1994 since then it is exclusively handling all marketing operations except for one year when it was handled by another ad agency FCB Ulka. Through these years the ad agency worked along closely with the SIB management and has contributed towards this brand building effort. The role of agency has included providing 360 degree marketing communication solutions for the bank. Above the line, Below the Line activities, events, PR are all handled by Jelitta. Customer service experience: The whole new approach comes in south Indian bank with its shift to 100 % core (centralized online real-time environment) banking, and banks approach targeting the huge NRI market. The bank needed more visibility and was going to be known as a next generation banker rather than an old generation banker. Technology based products were introduced and the NRI customer base in the Middle East were targeted in large scale. Media mix: Earlier print ads were used more as a medium, but down the years the agency has shifted more towards electronic media and outdoor activities. Now print ads are being more used to communicate the financial achievements, awards accolades, financial notifications like publishing balance sheet other financial results where as electronic media (predominantly TV Radio) is used for visibility, products services communication etc. Outdoor media has also been used simultaneously with the TV campaigns to get more impact and events PR activities are used to create better brand profile. Promotional events: They form the main tool used by SIB for the past several years. One such event was when 80 years of SIB was celebrated by conferring awards to globally acclaimed personalities for their life- time achievement. Dr. K. M. Cherian, the eminent Cardiologist, Mr. Adoor Gopalakrishnan, the film Director, Dr. Verghese Kurien, „the milk man of India? , the music- maestro Padma Bhushan Dr. K. J. Yesudas and Mr. M. A. Yusuff Ali, the prominent NRI. Public Relations: Every result announcement is followed by a press meet in Kochi and interviews one to one interactions are arranged with the press people. Entertainment programmes were organised in every major city in South India for SIB customers. Several 15 CSR activities like sponsoring a whole village in Kerala was done 2 years back. All the product launches are carried out with much fanfare and every new branch inauguration is organised with huge promotional activities. Right from designing a product to its end marketing communication, the agency has an important role in SIB. Ad agency interface: Marketing (Ad evaluation): South Indian bank has used well known personalities such as Mamootty, ZarinaWahab, M. Balamuralikrishnan in their ads with each being well known in their respective fields. The strategy is to use them as a means of reaching different line of customers. While using a brand ambassador it should be considered that the ambassadors suits the image of the bank. A bank which stands for trust and support should keep that in mind 3. 2 Services capes (External Experience) All the physical evidence of South Indian Bank has been evaluated based on the response from customers and employees 3. 3 NAME Bank for South Indians Completely Agree Completely Agree 7% 2% Disagree 23% Undecided 25% Agree 43% Fig 1. 1 Bank for South Indians When asked whether they think that South Indian Bank is a bank for South Indians, a majority of 43% believed it to be so. 16 South Indian Bank was formed in the year 1929 in Thrissur the cultural capital of Kerala, the name derived from being a bank from south India, the name gives the bank a restriction to its idea of spreading its reach all over India. India is a multi-ethnic society being basically categorised into North India and South India. When someone from North India hears of South India Bank the first impression itself goes that it is a bank for south Indians. Here is an evaluation of South Indian Bank brand name based on the standard criteria a brand name should follow. a. Uniqueness: South Indian Bank has a very unique name which easily distinguishes it from other brands b. Pronunciation and Spelling: South Indian Bank has an easily pronounced name which has a short abbreviation of SIB, but this is often confused with the more known SBI, which stands for State Bank of India the oldest commercial bank in Indian subcontinent. South Indian Bank is easily spelled as well because there aren? t any complicated words in it. . Legal Protectability: South Indian Bank has a name which can be legally protected. Having a very unique name to it ensures that other companies cannot take the same name. d. Related to product and service: The name South Indian Bank clearly states that it is involved in banking sector. e. Easily related with: The name South Indian Bank gives it a limitation of being associated as a South Indian Ban 3. 3. 1 Suggestion The b ank should consider in changing its name, the name forms a major constraint for the bank to associate itself with north Indian customers. A proper promotion strategy can be used to convey the change in name and in the long run it will help the bank. 3. 3. 2 Logo It is graphic mark or emblem which is commonly used by enterprises, organisations, and individuals with the purpose of creating public recognition. Logos are either purely graphic or are composed of the name of the organisation and in some cases both. 17 Cant say 4% Logo (Customer Opinion) No 3% Never Noticed 20% Yes 73% Fig 1. 2 Logo When asked about whether the customers like the logo of South Indian Bank, out of the 56 customers, 73 % found the Logo to their liking. South India Bank changed its logo in the year 2007. In the erstwhile logo of the Bank, the unique picture was that of a coconut tree. The fronds of the coconut palm form the basic theme of the new logo. The sharp ends of the fronds are smoothened, thickened and twisted to form a „S? denoting South Indian Bank. Thus the new logo has the continuity from their erstwhile logo. It can also be seen as two hands clinging to a strong pillar in the middle. The pillar is SIB institution; the upper hand represents SIB customers and the lower hand symbolizes SIB staff members. S† also projects a Safe, Solid, Smart, Strong, Secular, Shining, Schooled, Seasoned, Successful and Straightforward Bank. (Source: South Indian Bank website). 3. 3. 3. Evaluation of the logo: Simple: South Indian Bank has a very simple logo with not too many complications, though without reading the details such as what the logo stands for, it is hard to understand the true meaning behind the logo. Effectivenes s: The new logo being adopted only in 2007, need more aggressive marketing for the logo to reach wide coverage. Colour: The new logo is that of cardinal red. Cardinal red forms one of the three primary colours, the important feature of colour red is that it stands out easily from other colours. 18 Cardinal red is often denoted as symbolic of faith an attribute which is very important for a banking institution. Other attributes include that of energy, creativity, warmth and love. 3. 3. 4 Suggestion The Bank should continue with the logo, because of it likability among the customers. Changing the Logo periodically leads to a lot of confusion among the stakeholders. Worldwide companies try to maintain their logo, which is rarely changed except for times of total restructuring. South Indian Bank should maintain and increase the visibility of the logo to such effect that just looking at the logo all aspects and details of South India Bank should be realised. 3. 4 Slogan A slogan is a memorable motto or phrase used in a political, commercial, religious, and other context as a repetitive expression of an idea or purpose. Slogans vary from the written and the visual to the chanted and the vulgar. Their simple rhetorical nature usually leaves little room for etail, and a chanted slogan may serve more as social expression of unified purpose, than as communication to an intended audience. Your Perfect banking partner 5% Good people to bank with 5% Sales Pure banking and nothing else 4% Experience next generation banking 86% Fig 1. 3 Slogan Awareness When asked about slogan of South Indian Bank along with some well-known slogans of other Banks a clear ma jority of 86% were able to identify SIB slogan. 19 Your perfect banking partner Good people to bank with Pure banking and nothing else Experience next generation banking Fig 1. 4 Slogan Employee Awareness When asked to identify the slogan all the 15 employees were able to mark the correct option. From both the cases it can be seen that the slogan is well recognised among both the customers and the employees. This helps South Indian Bank in brand recognition. The current slogan of South Indian Bank is â€Å"Experience Next Generation Banking† which signifies the bank? s current vision of making the bank technologically advance such that the services are easily accessible for the customers and easily usable by the employees. Through years the slogan has kept on changing. ? ? ? ? ? The South Indian Bank Ltd. In Step With Progress Growing To Serve You Everywhere Your Interest Above Everything Else A Bank For All Seasons Blending Tradition with Technology 3. 4. 1. Suggestions The present slogan is clearly recognised among the customers and the employees, they are able to distinguish the slogan from other. A slogan should clearly reflect the company? s commitment and intentions. The current slogan presents the Bank? s commitment towards embracing and using technological advancement to form next generation banking. . 5 Analysis of SIB’s Brand Ambassadorship Mammootty became the brand ambassador of South Indian Bank in the year 2007. Though several reasons came up for discussion as brand ambassador, the decision to take Mammootty 20 was unanimous. Decision to take Mammootty had obvious reasons. He was very popular among the target audience of SIB. The new logo of SIB was also launched along with his in troduction and the brand ambassador increased the visibility of the brand and clicked well with the NRI sector too. Mamootty an iconic Indian film actor with three national awards and other accolades is a well-known personality all over India, he is widely recognised among the target customers of South Indian Bank. His image is easily able to connect well with both old generation and new generation, he is known as a custodian of technology products and has a clean image regarding his public persona. Brand Ambassador (Customer Opinion) Mohanlal Don’t know 14% Rajnikanth 0% 4% Amitabh Bachan 0% Mamootty 82% Fig 1. Brand Ambassador (Customer) When asked about who the brand ambassador of South Indian Bank is, a clear majority of 82% mentioned Mammootty as the brand ambassador. Brand Ambassador 0% 0% 0% Amitabh Bachan Mohanlal Mammooty Rajnikanth 100% Fig 1. 6 Brand Ambassador (Employee) 21 Completely Disagree 6% Reflects Values Completely Agree 7% Disagree 14% Undecided 18% Agree 55% Fig 1. 7 Rightly reflects the values It was asked whether Mammootty is the right ambassador for South Indian ban k, 55 % agreed to it. This is a clear reflection of the Brand Ambassadors wide recognition. Various such ads with Mammootty have been made in an attempt to create a more personal and emotional bonding between the customers and Bank. 4. 5. 1. Suggestions Here yet again a small constraint comes to any ambitious strategy of spreading bank? s reach to North India, where Mammootty even with his Pan India recognition fails in identifying with a North India customer. Here South Indian Bank can use dual brand ambassador strategy; one such example is in the case of Muthoot Finance where in Kerala Malayalam moviestar Mohanlal is portrayed for the ads, whereas in north India for the same ads Bollywood actor Akshay Kumar is portrayed. Here both are famous in their respective regions thus they can relate more to the target customers. The lagging part of the ads of South Indian Bank has often been the lack of quality ads with few exceptions and the numbers of ads are less compared to other competitors. The telecasting of these ads should be made during primetime when more people are watching television. The best strategy here is that of telecasting the ad when there are more chances for the customers to view the ad. Showing more humorous and exciting ads there are more chances of the ad getting good coverage. 22 3. Advertisements Advertisements (Customer Opinion) Never 0% Always 4% Rarely 21% Sometimes 25% Very often 50% Fig 1. 8 Advertisements (Customer) When asked about how often they see advertisements from South India Bank, 50% of them replied with very often. Very often is a good sign that the companies advertisements are reaching the customers. But the target here should be â€Å"always†, which clearly reflects the effective advertising strategy. Very Dissatisfied 0% Advertisements (Employee Opinion) Dissatisfied 6% Very Satisfied 27% Average 40% Satisfied 27% Fig 1. 9 Advertisements (Employee) 3 When asked about their satisfaction level over the advertisements of South Indian Bank, a majority of 40% found it average while 27% found satisfied and another 27% were very dissatisified. 3. 6. 1. Evaluation of SIB ADS Ad on International ATM ad starring M. Balamuralikrishnan 24 ? ? ? ? ? ? M. Balamuralikrishnan a world renowned classical musician who hails from Andhra Pradesh and a very familiar face in South India. Portrayed as himself, he receives an invite to go to America, where later in the ad he is being given a global ATM card by his son for easy usage in America. The ad has a more personal touch to it with some good background score, along with a good cast of supporting actors. No audio conversation used in the ad Being an 80 year old bank the banks approach during this time period was to show its attachment to traditions. Here again one can see the Bank? s approach of targeting NRI customers. 3. 6. 2 Gold Insurance and Mahila Account AD starring Zarina Wahab ZarinaWahab is an Indian actress and former model is a well-recognised face in India especially in North India, has also represented South Indian Bank in their ads. The idea behind casting her is to reach the north Indian customers. 25 26 ? ? ? In this particular ad she is shown as a housemaker who comes to the market wearing her full array of gold jewellery This causes concern for her friend who is worried about the safety while wearing gold, This is when ZarinaWahab informs her about the gold insurance being provided by South Indian Bank along with benefits of Mahila account in the end a clever mention of junior account by the bank is made. ? ? The ad through one small story line represents three products of South Indian Bank. The language used is Hindi. Here again the ad serves it purpose of informing customers about the services of South Indian Bank. 3. 6. 3 NRI Account Ad: Starring Mammootty Mamootty has acted in many south Indian bank ads with this AD being one noticeable one. 27 28 ? ? ? ? ? ? Shown as South Indian bank manager who gets a call from one of the bank? s NRI customers from Dubai After which Mamootty is shown visiting the customers aging parents Mammootty gives assurance to parents to inform him whenever they need him followed by some scenes of Mamootty? social interactions with the parents In the end the son returns and Mamootty leaves with the message that south Indian bank would always be with its customers The ad is well supported by its cast and the message is clearly shown. One of the better ads from South Indian Bank 29 3. 7 Sponsorship Events Sponsorship Events (Customer Opinion) Never Always 4% 7% Rarely 39% Very often 32% Sometimes 18% Fig 1. 10 Sponsorship Events (Customers) Whe n asked how often customers hear about sponsorship events from South Indian Bank 39% replied with rarely whereas 32% replied with very often. There is not much difference between those who see it rarely and those who see it very often, this is probably because the coverage of a particular sponsorship event is not same in all areas. This is the case where a certain target area is focused upon. Sponsorship Events (Employee Opinion) Very Dissatisfied Very satisfied 0% Dissatisfied 7% 6% Satisfied 20% Average 67% Fig 1. 11 Sponsorship Events (Employee) 30 When asked to respond their satisfaction level about sponsorship events by South Indian Bank, 67% found it average, while 20% were satisfied with it. This shows how communication is well maintained within the organisation, thus employees are aware of the various events being conducted. One aspect where South Indian Bank needs improvement, though South Indian Bank is contributing to sponsorships, with the recent example of Grand Kerala Shopping festival which was yet again a strategy by the bank to target NRI customer market. Sponsorship events loses its purpose if coverage is not enough. But it is clearly not enough more such sponsorship should be given by the Bank. 3. 8. Billboards Billboards (Customer opinion) Always Never 7% 9% Rarely 33% Very often 27% Sometimes 24% Fig 1. 12 Billboards (Customer) When the question of how often the customers see Billboards of South Indian Bank, 33% replied with rarely whereas 27% as very often. Here there is a small difference between rarely and very often, which shows how a certain particular target areas are focused which leads to a certain group witnessing more of it. 31 Very Dissatisfied 0% Billboards (Employees Opinion) Dissatisfied 20% Very satisfied 0% Satisfied 40% Average 40% Fig 1. 13 Billboards (Employee) When asked the same question about the billboards to the employees a majority found it both average and satisfied. Billboards are one of the oldest and still an effective means of marketing. More contribution should be made to placing such billboards in highways and main metro cities this helps in easy coverage of the Brand. 3. 9. Social Media Evaluation Social Media (Customer Opinion) Always 7% Never 10% Very often 22% Rarely 35% Sometimes 26% Fig 1. 14 Social Media (Customer Opinion) 32 When asked about the visibility of South India Bank in various social media platforms such as Facebook, Twitter, Linkedin etc†¦ 36% responded with rarely whereas 25 % responded with sometimes. No 7% Social Media (Employees Opinion) No Opinion 0% Yes 93% Fig 1. 15 Social Media (Employee Opinion) When asked to the employees if they would like to see South Indian Bank more active in Social Media a clear majority of 93% responded with yes. This shows that the present level of presence in social media is not to the satisfaction of the employees. Social media is growing at a very fast pace with new mediums coming up day by day through which companies can communicate about their products and increase their visibility in this ever competing corporate world. Having a slogan which clearly states the bank? s commitment to embracing technology SIB should make their presence felt in social media. Here an evaluation is made on South Indian Banks involvement or usage of social media, analysis of South Indian bank? s Facebook, twitter, orkut pages, Linkedin is done. Youngsters like to spend most of their time in social media websites and companies can get the attention of these target customers through regular updates about the product and services and thus spreading awareness among the target customers. Facebook page 🙠 Things to remember: Like on a Facebook Page, in an advertisement, or on content off of Facebook, one is making a connection. A story about ones like will appear on one? s Wall (Wall / timeline- shows what all activities one does in Facebook) and may also 33 appear in one? s news feed. One may be displayed on the Page you connected to, in advertisements about that Page, or in social plugins next to the content you like. Facebook Pages you like may post updates to your news feed or send you messages. Your connection to the page may also be shared with apps on the Facebook Platform) source: Facebook. From the company perspective the morelikes leads to more visibility and thus more awareness about the company? s product and services. SEARCH RESULTS: Three for South Indian Bank were found in Facebook. LIKES: The first page shows the details of South Indian Bank, the source being Wikipedia, the page has 1608 likes and 22 talking about the page. UPDATES: The second page was created in March 2012 it is an incomplete page without any cover photo. There are no updates about any kind of services or info in the page. The page has 13 likes and 1 talking about it. BRAND AMBASSADOR – HIGHEST VISIBILITY the third page is he more active one having cover image of brand ambassador Mammootty along with his signature saying â€Å"My Card My Bank†. The profile image is that of South India Bank with its logo. South Indian Bank started the FB page in September 17, 2010. The page has 256 likes and 5 talking about the page. The page has updates about its services including youth plus, pay mate, puregold etc. It also posted links of the bank receiving awards such as best bank in asset quality among all private sector banks in India, the best â€Å"Asian Banking Web Site† award from the Charlton Media Group, â€Å"Best Bank† in the old generation banks? ategory „fe India? s Best Bank Awards? and others. There is also a link to Wikipedia giving details about South Indian Bank. QUERIES AND SUGGESTIONS were found posted in the timeline of the FB page by customers, but without any reply to them from South India Bank. Twitter: (Twitter is an online social networking service and micro blogging service that enables its users to send and read text-based posts of up to 140 characters, known as tweets. Twitter has an option of following where twitter account holders can follow the company activities. 34 Twitter is a means of reaching out to the target audience. By tweeting (when you post an update) company? s product and services are communicated directly to the customers. If a company wants to launch a new product it can be made aware to the customers and thus valuable feedback can be gained. Promotion of the upcoming events by South India Bank can also be made through twitter. South India Bank has a twitter account but there haven? t been any tweets or updates from the Bank. The twitter page has 7 followers. Competitors such as federal bank and ICICI Bank have a well maintained twitter account with regular tweets and updates about their services. Federal Bank has 849 tweets 49 following and 221 followers, ICICI bank has 8,894 tweets, 3,556 followers, 5,436 followers much higher and active than South Indian Bank. Dated 15-6-2012 Orkut: Orkut some years ago used to be the most popular social media website in India, slowly and gradually it has lost its attractiveness with less and less people joining or maintaining an Orkut account. South India Bank has an Orkut page which has around 896 members, the page has the last update on March 16, 2012. Going through the website I ound that there had been regular updates earlier, with regular interaction with members, and equal amounts of feedback. But with less usage of orkut among members the updates and discussions have diminished. Linkedin:It is a professional social networking website. It is mainly used for professional networking. One purpose of the site is to allow registered users to maintain a list of contact details of people with whom they have some level of relationship, calle d Connections. Users can invite anyone (whether a site user or not) to become a connection. Source: Wikipedia Here companies make their presence felt with regular updates about their employees and their profile. This includes new recruits, interns etc. This gives a very good transparency among the connections, with better profile of the employee leads to goodwill in the community. South Indian Bank? s Linked In page consists of 318 employees and 888 followers (those who are regularly updated about company? s activities) Date; 15-06-2012 Competitors such as Federal Bank have 690 employees and 916 followers, HDFC has 20,376 employees and 31,364 followers, ICICI Bank has 23,040 employees and 40,729 followers. Date; 15-06-2012. 5 Other notable sites where south Indian bank can make its presence felt is google+, BIGADDA, Ibibo. 3. 10. Suggestion As clearly seen from the survey majority of the customers have not seen much activities of South India Bank in social media websites. A bank which has a slogan of â€Å"Experience next generation banking† should keep this in mind as wide usage of internet as a means of providing services is part of next generation banking. In comparison with competitors such as Federal Bank, HDFC bank, ICICI bank who have dedicated teams to contributing into social media websites, South India Bank does not have such presence in this field. It is high time that South India Bank contribute more into Social media, which can help the Bank in targeting youth market in India which has high potential. For the study it has been made sure that the right sample size is chosen. Customer years in the Bank 10 years 20% 14% 5-10 years 27% 1-5 years 39% Fig 1. 16 Customer Years in the Bank Here it can be seen that the majority of the customers that is 39% in the survey have been customers with South Indian Bank between 1 to 5 years and 27% have been customers between 5 to 10 years and thus the right sample to take for the study. 6 Number of transaction with the bank gt; 6 times a week 9% none 12% 3-6 times a week 25% 1-3 times a week 54% Fig 1. 17 Number of transaction with the bank The majority of customers in the survey make 1-3 times a week transaction with the bank. For any brand it? s all about delivery of the promise which is being given out by all the branding strategies. When the company does its marketing communication a com mitment is being made to the customers about the goodness and wellbeing of the product. Very Dissatisfied 4% Dont know about the service 10% Dissatisfied 2% Online Banking Very Satisfied 10% Satisfied 26% Average 48% Fig 1. 18 Online Banking 37 Asked about how satisfied the customers are about Online Banking 50% found it as average, while another 25% found it satisfied. Dont know about the service 13% Very Dissatisfied 0% Dissatisfied 2% Mobile Banking Very Satisfied 8% Satisfied 19% Average 58% Fig 1. 19 Mobile Banking When asked how satisfied the customers are about Mobile banking 58% felt it was average. Dont know about the service Very Dissatisfied 11% 0% Personal Loan Very Satisfied 3% Dissatisfied 4% Average 18% Satisfied 64% Fig 1. 0 Personal Loan When asked how satisfied the customers are about Personal Loan 64% felt it was satisfied. Suggestions One can see that level of satisfaction is average in terms of technological services whereas service such as personal loans is to the satisfaction of the customers. Thus the Bank really should put some more effort in services which are technologically aided. With the bank? s 38 commitment to next gener ation banking, customers expect the same from the bank, if this is not delivered it would lead to a reduction of brand value 3. 10 Internal Experience 3. 10. Customer Relation The relationship between the customer and the company helps in bridging the gap between the two. Better this relationship is the better the chances of the company surviving in the long run. South Indian Bank being in the service sector must really put a lot of effort into maintaining a healthy customer relationship. Never 2% Welcomed Rarely 9% Always 21% Sometimes 23% Very often 45% Fig 1. 21 Welcomed When asked whether the customers felt welcomed in the Bank, a majority of 45 % responded that they felt so very often, whereas another 21% felt so always. This clearly shows the good customer relationship maintained by the employees which makes the customers more welcomed. Customer relationship forms the tangible part of service brands. This shows that South Indian Bank is putting its strategies right when it comes to maintaining a healthy relationship. 3. 10. 2 Staff Motivation Employees form the driving force of any organisation. Any kind of branding of the company starts with the employees, who carry it and reciprocate it in their interaction while providing services. 39 Completely Disagree 0% Values Employee opinion Completely Agree 0% Disagree 20% Undecided 13% Agree 67% Fig. 1. 22 Values Employee Opinion To the question whether South Indian Bank values employee opinion, the employees responded with 67 % agreeing to it whereas 20% disagreeing to it. This shows the bank? s commitment to its employees. South Indian Bank first preference No Opinion 0% No 7% Yes 93% Fig . 1. 23 South Indian Bank first Preference When asked to employees if South Indian Bank is their most preferred bank for employment, a clear majority of 93% responded as yes, this reflects a good working environment and culture in South Indian Bank which makes the employees favour the bank. 40 Completely Disagree 0% Celebrates individual and team success Disagree 0% Completely Agree 20% Undecided 33% Agree 47% Fig. 1. 24 Celebrates Individual and team success A question was asked to the employees on whether South Indian Bank celebrates individual and team success to which 47 % agree with 33% undecided on it and 20 % completely agreeing to it. Here again the Bank? s commitment to its employees is clearly visible. 3. 11Technology Technology is growing at a very fast pace. With the difference between companies often based on how well they use the technology. In terms of bank currently database management forms on of the most important aspect. South India Bank adopted 100% core banking in the year 2007 making service implementation faster. Very Dissatisfied 7% Online Banking Very satisfied 13% Dissatisfied 13% Satisfied 13% Average 54% Fig 1. 25 Online Banking 41 When asked to rank the satisfaction level 54 % of the employees found the services as average. Very Dissatisfied 0% Mobile Banking Very satisfied 14% Dissatisfied 0% Average 13% Satisfied 73% Fig. 1. 26 Mobile Banking When asked about their opinion regarding mobile banking services provided by the Bank a clear majority, 73 % of employees felt satisfied with the services. 42 Dissatisfied 0% Database Mangement Very Dissatisfied 0% Very satisfied 20% Average 53% Satisfied 27% 1. 27 Database Management When asked about their satisfaction level regarding the database management by South Indian Bank, 53% felt it was average whereas 27 % felt that satisfied with it.. 3. 12 Brand Identity Prism Brand Identity Prism: In 1992 Jean-Noel Kapferer developed the Brand Identity Prism, which charts the brand identity along a constructed source and constructed receiver axis, with externalization on the one side and internalization on the other. On the externalization side brand identity consists of physical facet, relationship and reflected consumer. On the internalization side brand identity consists of personality, culture (values) and self-image or â€Å"consumer mentalisation. In this respect Kapferer positions brand personality as one factor within brand identity. Source:Wikipedia. Brand Personality: This refers to association of human personality traits to a brand to achieve differentiation. This can include many human traits such as, trustworthy, conservative, openminded etc†¦ such differentiation is achieved through continuous marketing of the brand, it gets complicated if a common strategy is not used, this may lead to confusion and no solid image of the brand. This includes character and attitude. 43 Brand Culture: Symbolizes the place of the brands origin and what values it stands for. This forms one of the most important part which helps in differentiating between brands. Self Image: Is what the consumer thinks of himself/herself while using the brand. This can be the internal mirror of customer as user of brand. Brand Physique: it forms the basis of the brand. It can be described as the outline of the brand. The physical aspects are included in this. This is what the brand does. Relationship: This stands for the relationship between the customers and the company. This helps in aiding and creating of the culture. Reflection: Is all about the consumer? s perception for what the brand stands for. It stands for customers? view of the brand. Physique Personality Brand Identity Prism Relationship Culture South Indian Bank Reflection Self Image 44 3. 13 Brand Identity Prism for South Indian Bank Physique: Banking Personality: Trustworthy, friendly, conservative Relationship: Trust and welcoming Culture: Importance to human values Reflection: Supportive and open Self Image: Sense of honesty 3. 14 Web Diagram Bank for South Indians Social Media Brand Ambassador 100% 80% 60% 40% 20% 0% Online Services External Customer Internal Customer Mobile Banking Most Preferred Bank Advertisements Slogan Billboards Sponsorship Events Here an effort is made to find the difference between what the external customers and internal customers (employees) have opinion about South Indian Bank. This analysis is based on the common question asked to both the customer and the employees. The figures are based on percentage as the sample size of Customers and Employees differ. The weightage is given 45 to the customers? opinion based on which the same response from the employee is compared. The questions asked were based on ? ? ? ? ? ? ? ? ? ? Brand Ambassador Slogan Online banking Mobile Banking Most preferred Bank Advertisements Sponsorship Events Billboards Social Media South Indian Bank a bank for South Indians Here one can see a close similarity for the Brand Ambassador, Slogan, online services, mobile banking, and most preferred bank, this shows that what the opinion of external customers and internal customers does not differ much. There is a significant difference in the opinion when it comes to social media exposure of the Bank, and on the opinion if the Bank is for South Indians. When it comes to experiencing Social media the difference in opinion is wide showing that it is not uniform. Having a Bank which has a clear stereotyping name of South Indian Bank, bank should focus on avoiding on creation of such an image, thus here what the external customers perceive of the bank is different from the internal customers. Here the Bank should focus on bridging the gap in order to avoid any complications. 46 CHAPTER IV FINDING CONCLUSION 47 Conclusions and Suggestions South Indian Bank is clearly headed the right way in many aspects such as customer relationship, employee satisfaction etc. But there are certain areas where the Bank must clearly rethink its strategies. With all the good services that the Bank provides there is a limitation as to how much this acts as a marketing strategy. This may help in retaining the customers but when it comes to attaining new ones, a more aggressive marketing strategy must be adopted. With the presence of more than 80 years in the banking field the Bank has enough experience to be the top bank in the country. A rethinking of the marketing strategies should be considered by the Bank. Some suggestions have been given in this study, such as more presence in social media websites, activeness in internet banking and healthy recruitment from all parts of India to avoid any mark of being called a bank for only South Indians. 48 BIBLIOGRAPHY http://www. southindianbank. com http://en. wikipedia. org/wiki/Brand http://www. slideshare. net/Sarvajeet/brand-management-process-building-big-brandspresentation http://www. managementstudyguide. com/brand-management. htm

Why Sport Sponsorship is important for a company marketing strategy Dissertation

Why Sport Sponsorship is important for a company marketing strategy - Dissertation Example In addition to this, the research work also aims at understanding the influence of sports sponsorship on target audience. In this study, the researcher has selected a mixed research approach for this study, which includes both qualitative and quantitative research approaches. Following this approach, the study includes interview with manager of Nike and survey of Manchester United fans. The interview responses are analyzed on the basis of thematic analysis approach, whereas responses from survey are analysed statistically, which include descriptive and regression analysis of the responses. The study has concluded that sports sponsorship has a significant importance for business entities, particularly Nike, which has been considered in this study. The findings of the study have concluded marketers regard sponsorship as a significant marketing tool. In addition to this, an overall positive impact of sports sponsorship of Nike has been observed on its brand identity. In today’s b usiness world, marketers are in continuous search of new avenues which can be used to promote their products and services and therefore gain new customer bases or retain existing ones (Kotler & Armstrong, 2008; Farris et al., 2010). Sports sponsorship is a modern marketing tool, which is nowadays used extensively by a number of large business enterprises (Ferrand et al., 2007). Sports are today regarded as global events and when bearing sponsors they possess the potential to promote brands all over the world. Sponsorship is often viewed as an entirely different activity in comparison with promotion. This difference in viewing these two mediums of marketing is based on the fact that promotions are considered and used as a direct marketing tool which targets specific customer bases, whereas sponsorships are regarded as part of a company’s corporate social responsibility activities. As for instance, in sporting events sponsors pay significant amounts of money to help organizers to successfully arrange the event and entertain general public (Boyle & Haynes, 2009). However, notwithstanding the direct and indirect nature of promotions and sponsorships, corporate entities are always keen to gain from anything they do. Keeping aside the less direct nature of sponsorship, the underlying objectives are purely based on marketing principles. Building brand’s identity, equity, awareness, values, etc. is all what marketers seek through any channel of marketing (Ferrand et al., 2007). Moreover, with fierce competition all over the globe and increase in globalization and its effects, marketers have turned sports sponsorship activities into large scale marketing campaigns (Boyle & Haynes, 2009). 1.2. Research Aim The broad aim of this research work is to determine the

Business Strategy 2 Essay Example | Topics and Well Written Essays - 2500 words

Business Strategy 2 - Essay Example Mission Statement: Mission statement is a statement which is used to describe why the organization exists and to explain what the company does to achieve the vision. The mission of a company is the one which changes as the organization develops. An example of such a statement is that of Wipro, which reads, ‘Our mission is to be a RF System Solution Provider, through its innovative research and design works for a new world of broadband wireless communications’ (Wipro Techno, 2010). The statement of company highlights its working towards the vision that has been set down by the company. Vision: The vision of a company can be defined as the intended future that the company aims at reaching. This is a long term view and is the basis for all the planning of the organization. An excellent example of this is the vision of Wipro which reads, ‘Contribute for global e-society, where a wide range of information is being exchanged beyond time and space over global networks, which breaks down the boundaries among countries, regions and cultures, allowing individuals to take part in various social activities in an impartial, secure way. Continous effort to enhance people’s lifestyle and quality by means of developing new technology in wireless communication’ (Wipro Techno, 2010). Core Competencies: The core competencies of an organization are the basic knowledge, abilities and skills that a company possess. This helps in classifying the organizations and to learn what the organization is best at doing. For the example of Wipro, as explained by the President and COO for Wipro Infocrossing, Sameer Kishore, ‘IT infrastructure management is our core competency and we will bring a well-proven data center transition and managed services methodology to help CSG meet its goals’ (Wipro Corporate, 2010). Strategic Approach: The strategic approach used by Wipro is one which is goal

Networking Essay Example | Topics and Well Written Essays - 2000 words - 2

Networking - Essay Example HTTP is usually implemented as one of the application, for both x-stream server software and the client. This HTTP protocol, to govern the way messages are transported between the x-stream server and the client, relies on other protocols. (Hall, 2000) The transport protocol, which manages individual conversation between the x-stream servers and client, is the Transmission Control Protocol (TCP). It divides the messages of HTTP into smaller pieces, which are called segments. These segments are sent by the x-stream servers to the destination clients. TCP also controls the rate and size at which the x-stream server exchanges messages with the clients. (Hall, 2000) The Internet Protocol is a common internetwork protocol, which is used in x-stream. It takes the formatted segments from the TCP, to encapsulate them into packets, assigns the correct addresses and chooses best path to get to the destination host. (Forouzan & Fegan, 2006) Physical data transmission on the media and data link management is the two primary functions, which are described by the network access protocols. Packets are taken from IP and are formatted by data-link management protocols to be transferred over the media (Gaffin, 2007).The way signals are transmitted over the media and the way they are implemented by clients governed by the protocols and standards for the physical media. The appropriate standards for the media being used are implemented by the transceivers on the network interface cards. This model explains the processes of segmenting, encoding, and formatting and encapsulates data for transmission via a network. A data stream, which is sent to a destination, from a source, can be segregated into pieces and enclosed in messages travelling to other destinations from other hosts. At any given time, billions of such pieces of information travel over a network. Getting to the

The Business Strategies Of Tesco And Asda Marketing Essay

The Business Strategies Of Tesco And Asda Marketing Essay Porters Five Forces: Named after Michael E. Porter this model identifies and analyses five competitive forces that helps in determination of an organisations strengths and weaknesses. These forces include According to classical economics rivalries between companies must drive profits to zero because of the threat of substitutes. General substitution is able to reduce demand for a particular product, as there is a threat of consumers switching to the alternatives (Porter M. 1980). For example, if Tescos competitor ASDA provides substitutes for their goods then this will drive the price of groceries down for customers of both companies. Buyer power forces prices down. Fortunately the market is disciplined and they have a disciplined approach to price setting which prevents them from destroying each other in a profit war. Bargaining power of supplier may have implications for Tesco and ASDA. Supplier power is demonstrated by suppliers demand that they are paid a certain price for their goods. If retailers dont agree they dont get the goods to sell. But large supermarkets like Tesco and ASDA have an overwhelming advantage over the small shopkeeper. These supermarkets can dictate the price they pay the supplier. If the supplier does not agree they will be left with a much smaller market for their products. The new competitor factor of porter model also does not have much adverse implications on already established supermarket chains like Tesco and ASDA In fact they put up a lot of barriers to entry either implicitly or explicitly. For instance, Tesco may have cornered the market for some specific goods which the new supermarket will not be able to find cheap, reliable suppliers. Tesco and ASDA also has the advantage of economies of scale. They buy goods in bulk or in large volumes thereby considerably lowering the price they pay to suppliers per-item. A new small supermarket chain not well established can only buy a relatively small volume of goods and that will be at much higher rates. Porter theorized that the more products that become standardized or undifferentiated, the lower the switching cost, and hence, more power is yielded to buyers (Porter M. 1980). Tescos Clubcard remains the most successful tool in customer retention strategy and is highly effective in dealing with this problem of bargaining power of customers. PEST ANALYSIS FOR TESCO Political Factors Tesco with its massive operations on global scale is highly influenced by the political and legal conditions of host countries. For employment legislations, the government encourages retailers to provide a mix of job opportunities from flexible, lower-paid and locally-based jobs to highly-skilled, higher-paid and centrally-located jobs (Balchin, 1994). Economic Factors These factors mostly affect demands, cost, and profits and thus have implications for Tesco. They are largely beyond the control of Tesco, but their effects can be profound. Tesco is expected to do well internationally but is highly dependent on UK markets and any slowdown may have adverse affect on Tescos performance. Social Factors Changing shopping trends indicate shift towards one-stop and bulk buying to accommodate this Tesco has increased the number of non-food items available. Changes in population demographic and eating habits means retailers are focusing on products with added-value. Technological Factors The launch of the Efficient Consumer Response (ECR) initiative provided the shift that is now apparent in the management of food supply chains (Datamonitor Report, 2003). Tesco has fully integrated new technologies like intelligent scale, electronic labelling, self check-out machine with its operations. The use of Electronic Point of Sale (EPoS), Electronic Funds Transfer Systems (EFTPoS) and electronic scanners have greatly improved the efficiency of distribution and stocking activities, with needs being communicated almost in real time to the supplier (Finch, 2004). SWOT ANALYSIS FOR TESCO Strengths 1. Increased market share: Tesco already holds major share in the world market and because of strong fundamentals and multi-format will continue to do so. Their main strategy of attracting more customers through various methods like Tesco Clubcard has been very affective in winning customers long term loyalty. 2. Insurance: In fiscal 2003 Tesco Personal Finance became the fastest growing motor insurance provider by crossing the important mark of one million motor insurance policies. 3. Tesco online is the worlds biggest online supermarket with operations in more than 270 stores throughout the country. 4. Brand value: Tesco has a strong brand image, associated with its good quality, trustworthy goods representing excellent value. 5. Tesco has continued to develop a successful strategy to maintain its market leadership position. Weaknesses 1. Tescos high dependence on the UK market may be of concern in future for example, the Morrisons groups takeover of Safeway chain may alter the power balance. 2. Debt reduction: Tesco has aggressive expansion plan which leaves little free cash for any other operations. Opportunities 1. Expansion in non-food retail: Tescos telecom is the latest example of how it can expand in non-food retail industry. 2. Expansion into health and beauty; Tesco currently operates 19 stores with opticians and nearly 200 stores with pharmacies. 3. Tescos massive buying power gives it added advantage of economies of scale. 4. Tesco can further develop its revenue stream of online operation. Threats 1. Lower profit margins because of rising raw material costs for food and non food. 2. Structural changes in domestic markets may trigger price war. 3. Wal-Mart/ASDA challenge: Wal-Marts takeover of ASDA threatened Tescos rank as the top UK supermarket. 4. International expansion is good but is expensive and requires heavy investment. PEST ANALYSIS FOR ASDA Political Factors Like any other supermarket ASDA will also be affected by political factors whether they are new legislation regarding taxes or new employment laws. Thus EU enlargement, the euro etc all may have some implications for ASDA. Economic Factors Factors such as national income, recession, inflation may have some adverse affect on the performance of ASDA. Unemployment is the most influential factor on the economy. It lowers the demand for many goods thereby affecting the demand required for production of such goods. Social Factors The type of goods demanded by consumers reflects their social conditioning. One important factor applicable especially in the UK is increasing ageing population which has increased the costs for firms who are committed to pension payments for their employees because of their staff are living longer. ASDA has started to recruit older employees to tap into this growing labour pool. Technological Factors Technology is a major environmental variable which can help in development of many various beneficial processes and methods for cost reduction like improved efficiency in stock control due to bar coding, self scanning products etc. SWOT FOR ASDA Strengths 1. ASDA after its takeover by world giant Wal-Mart has increased its market share considerably and at present is just behind Tesco in UK markets. 2. Major employer in UK markets thus it has a major pool of talented and experienced work force. It has a focused strategy in place for human resource management and development. 3. Well established brand name with strong social image. 4. ASDAs strategies of smart price, price guarantee offer and ASDA direct have really changed the way customers look at them. Weaknesses 1. In comparisons to its competitors ASDA has low market penetration. 2. Lack of smaller superstores to compete with Tesco express, metro etc. 3. Product recalls which not only affects the business financially but also adversely affects the brand name. OPPORTUNITIES 1. ASDA can widen its product range especially non-food retail. 2. Expansion into European markets. With well established management strategies and strong parent firm like Wal-Mart this is the area where it should focus. THREATS 1. Major threat to ASDA is from its competitors especially Tesco mainly being the threat of substitute products available through the competitor stores at lower prices. 2. ASDAs major market is still in UK, so any slowdown or downturn in UK economy may affect ASDA very badly. 3. Consumer tastes and shopping trends are continuously changing. It is important for ASDA to continuously accommodate those changes if they want to keep their competitive edge. 4. Rising labour cost can also cut into ASDAs profits. SCENARIO PLANNING AND GAME THEORY Every organisation in order to develop strategic options and be future prepared needs to anticipate and think through how different options will impact them. Most organisations therefore use scenario planning and game theory to be future prepared. Tesco and ASDA Scenario 1: My way The conditions: Customers have do it yourself attitude. The society and economy is dynamic with consumers requiring more product information therefore the companies would have to continuously invent new methods to maintain their competitive edge. Products and services have undergone major changes with advanced technology like smart packaging that refrigerates individual packaging, fuelled by cells that automatically turn off on the use-by date. (The grocer, 2007). Consumers no longer trust big brands and do business through network of friends causing major change in retail structure with power balance shifting to individuals with high level of consumer trust. Large supermarkets chains like Tesco and ASDA will have to become logistics expert at local level. Scenario two: Sell it to me Customers have do it for me attitude In this scenario there is high customer confidence, good economy and customers trusting big brands and expecting organisations to solve problems for them. Large supermarkets like ASDA and Tesco do not undergo major changes and still dominate. The only major change that comes is the more personalised touch they give to their businesses like customised products based on the customers nutritional or personal requirements. Scenario three: from me to you. Here we have uncertain economy, less prosperity, environmental disasters, climate change. Consumers have do it yourself attitude as they dont trust the government and large organisations. Brand loyalty is almost nonexistent and customers prefer home grown cheaper solutions. Retail structure is badly affected with high street struggling. Scenario four: Im in your hands The economy is shaky, slow growth, debt crisis, with do it for me attitude of customer. Only trusted brands have survived. Development of new technologies is at much slower pace. It is the most favourable situation for Tesco and ASDA with smaller units struggling to survive with them dominating high streets. They enjoy strong customer trust with compulsory loyalty card schemes. (The grocer, 2007). PORTERS DIAMOND We now with the help of Porters diamond try to identify which of Tesco or ASDA is more competitive. Factors Conditions Tesco gained competitive advantage over ASDA through advanced factors mainly by successful technological integration into their business. Tesco has been successful in using these factors to make themselves more attractive to the customers. It was the first to diversify into various other nonretail sectors like mobile phones, insurance, digital entertainment. ASDA although has embraced these changes but by being first Tesco has gained an upper hand over ASDA. Demand Conditions Tesco was the first one to start own-label products. These are highly appreciated and in demand among the main middle class target group of these supermarkets because of low prices and good quality. Unlike ASDA Tesco stores are differentiated into various formats on basis of sizes and location like Tesco extra, Tesco metro, Tesco express making them easily accessible to everyone locally. Related And Supporting Industries Tesco gained advantage in this third attribute by mainly developing new products and selling it to existing customers. Strategy, Structure And Rivalry Tescos cost leadership strategy has given it a competitive edge over ASDA. Tesco is still continuing with its initial approach of pile it high, sell it cheap. Tesco stores in UK are divided into 6 classes depending upon their size, structure and range of products they sold. These size based structure helps it to serve their main target middle class group more effectively than ASDA. VISION MISSION AND GOALS Tesco Mission statement: Creating value for customers, to earn their lifetime loyalty.(Tesco PLC, our values, 2010). Tescos people centred value, our success depends on people both people who shop with us and people who work with us, explains how they would go an extra mile to win the loyalty of their customers and employees. Their Clubcard initiative has been their most successful customer retention strategy by gaining customers loyalty. ASDA Mission statement: To be Britains best value retailer exceeding customers needs.. always Statement of purpose: To save everyone money, everyday. (ASDA, all about us,2008) Thus according to the mission statement they want to become best retailer with priority on the customer satisfaction. ASDA has been working relentlessly towards this aim laying down various strategies to become market leader. One of these strategies as discussed in SWOT analysis is of price guarantee where the customers can easily do an online comparison with other supermarkets and if they are not cheapest then customer gets a printable voucher redeemable at ASDA stores. This along with ASDA smart price strategy shows their commitment towards their mission statement.

Loss Of Freedom Through Apathy :: essays research papers

Loss of Freedom Through Apathy We do have freedom in this country but we simply choose to ignore it. We live in a democracy, the most just kind of government, where we the people hold supreme power. It is an institution that is a culmination of revolutions, wars, philosophies and heroes. It is the greatest and proudest government in the world. One reason for this is that Americans have a right citizens of Iraq and China and North Korea only dreamed they could have. It took one of the greatest military epics in history for our Founding Fathers to receive this right. It took the marching of thousands for women to achieve this right. It took 400 years of abuse for blacks to finally to win this right. It is the highest and purest form of freedom of speech and as Americans it is our single most powerful instrument of self government. It is the American vote and in this Presidential election it is a right 250 million chose to ignore. This year I had the great opportunity to volunteer my services to the Democratic party. I was excited to work for the Democrats because it was my first ever experience involved with the election. For 17 years I stood as a common bystander to this great American tradition. Volunteering my hours made me feel like I was part of something important. Mostly my work consisted of random polling. I would call people up between the hours of 7 and 9 P.M. and ask them a few questions about the election. With every call I hoped for the best, but it seemed that I was calling people at the time they were most irritable. Most would simply hang up, leaving with a polite "Oh, I'm not interested." Others acted militantly to my calling, slamming the phone in disgust. It startled and in a way disheartened me, the way many of the people I polled seemed totally apathetic to the political world around us. To me, spending a minute answering questions about the future of politics did not seem like too much to ask at all. Yet it continued. "Hello I'm calling on behalf of your congressman Bob Toricelli. I'd like to ask a few questions." "I'm sorry I'm really busy right now. I can't talk." *click "Hello I'm calling on behalf of your congressman Bob Toricelli. I'd like to ask a few questions." "Not interested" *click "Hello I'm calling on behalf of your congressman Bob Toricelli. I'd like to ask a few questions." "I'm tired of hearing about this election." *click If I was calling from a telephone company or some other corporate monster

Colonialism in The Tempest Essay

Background Information: In 1609 a fleet of nine ships set out from England, headed towards John Smith’s Virginia colony, the first English settlement in the New World. One of the nine ships was separated during a violent storm and ended up on Bermuda. These shipwrecked Europeans began colonizing the island and enslaving the native population. Shakespeare’s Tempest is based on this incident. For over a century, a number of critics have tried to interpret the various elements of post colonialism present in the Tempest. In 1818, the English critic William Hazlitt was the first to point out that Prospero had usurped Caliban from his rule of the island and thus, was an agent of imperialism. This view provided the basis for modern interpretations of the Tempest as a post colonial work. Shakespeare’s Tempest is an amalgam of various pots colonial elements: Prospero is a European who has taken charge of a remote island, being able to do so because of his strong magic powers. With these powers, he organizes a life for himself, gets the local inhabitants (Ariel and Caliban) to work for him, and maintains his control by a combination of threats, spells and enchantments, and promises of freedom some day. By taking charge of a place which is not his and by exerting his European authority over the strange non-European creatures, Prospero can be seen as an obvious symbol for European colonial power. However, Caliban is perhaps the strongest symbol of Post colonialism. Caliban, a native of the island, regards himself as the rightful owner of the place. He bluntly states: â€Å"This island’s mine, by Sycorax my mother, which thou takest from me. † He is forced against his will to serve Prospero and Miranda. Initially, Prospero extends to Caliban his European hospitality, teaches him language, and, in return, is shown all the natural resources of the island by Caliban. But Caliban refuses to live by Prospero’s rules, tries to rape Miranda, and their relationship changes to one of master and slave. Shakespeare represents as Caliban as an â€Å"ignoble savage. † When Trinculo first encounters Caliban, he views him as some kind of monster. After recoiling in horror from Caliban, Trinculo considers bringing the monster back to England where he can be displayed in a freak show: â€Å"Were I in England now, as once I was, and had but this fish painted, not holiday fool there but would give a piece of silver: there would this monster make a man; any strange beast there makes a man: when they will not give a doit (coin) to relieve a lame beggar, they will lay out ten to see a dead Indian. † Trinculo is referring to the practice of â€Å"exhibiting† Indians for money in late 16th century England. Such â€Å"freak shows† were highly profitable investments and were a regular feature of colonial policy under King James I. Caliban tries to help Trinculo find food, who might liberate him from Prospero, his current master and lord of the island. Caliban unctuously says: â€Å"I prithee, let me bring thee where crabs grow; And I with my long nails will dig thee pig-nuts; Show thee a jay’s nest, and how to snare the nimble marmoset; I’ll get thee To clustering filberts and sometimes I’ll get thee young scamels from the rock. Wilt thou go with me? † Powhatan, the native chief, had provided the same services to John Smith’s colony. After half of the colonists died in the first year, Powhatan took pity and taught the colonists how to plant corn, beans, pumpkins, and squash. However, once the starving British colonists recovered their strength, they once again set about the task of enslaving the native population. The play ends with Prospero deciding to return to Europe and to decolonize his island and emancipate his slaves. The colonizer sets himself free as well. Prospero not only gives up his island, but relinquishes his magical powers that enabled him to control Caliban.

Response to Don Marquis’ “Why Abortion Is Immoral”

Don Marquis' â€Å"Why Abortion is Immoral† In his essay â€Å"Why Abortion is Immoral,† Don Marquis argues against the morality of abortion on the premise that the value of a fetus' future is so great that it is immoral to take that potential future away from it. Essentially, he contends, abortion is tantamount to murder: killing an individual is prima facie wrong because the loss of the goods of one's future is the worst loss a human can suffer. He calls this potential future a â€Å"future-like-ours,† which is the basis for his contentions.In the next few pages I will delineate the general progression of his argument, and later, will evaluate the plausibility of said argument. Though Marquis makes both logical and compelling claims, there are several concerns and weaknesses that arise from his argument that must be considered. Marquis establishes his argument with the exploration of why killing humans is wrong, in any case. The clear answer, he says, is that k illing is wrong because of its â€Å"effect on the victim† (Ethical Issues in Modern Medicine, 558).Taking one's life deprives the victim of â€Å"all the experiences, activities, projects, and enjoyments that would otherwise have constituted one's future,† and this is the greatest loss that any human can suffer (558). This theory of wrongness can account for why it is also wrong to kill infants and young children, whereas other theories that make narrower claims (e. g. â€Å"It is prima facie wrong to kill only rational agents) do not stand in such cases. There are obvious implications concerning the ethics of abortion with this theory in place.Marquis contends that â€Å"The future of a standard fetus includes a set of experiences, projects, activities, and such which are identical with the futures of adult human beings†¦ † (559). It follows then, that because it is wrong to kill humans, it is also wrong to kill potential humans, and so abortion is prima facie seriously wrong. Fetuses have a viable, valuable future, which Marquis calls a â€Å"future-like-ours. † So, he adds, whether one has â€Å"immediate past experiences or not† does not matter when it comes to killing, because it is the value of the potential future that must be taken into onsideration (561). Marquis goes on to refute other theories of wrongness of killing. One such example is that valuing one's future implies a valuer, but fetuses obviously cannot value their futures, and so their futures are not valuable to them. However, Marquis counters this notion by providing us with an example: one may think during a time of despair that his â€Å"future is of no worth whatsoever,† but he is wrong to think so because â€Å"others rightly see value†¦ in it† (561).So, just because a fetus cannot appreciate its own future, we are aware of the value of its potential future, so abortion is still wrong. Other claims put forth that to be an actu al victim, one requires mentation. However, we still recognize that it is wrong to kill those that are unconscious or in a coma (who have prospects of emerging out of their states), so it follows that mentation is not a necessary condition to be a victim. Marquis' refutations provide for his very strong and compelling argument against abortion.I will grant Marquis that his progression of logic is rational; if a fetus were allowed to fully develop, it would indeed become a sentient being with the capacity of enjoying a prosperous future. However, some ambiguities arise as a result of his claims and it is difficult to say how Marquis would respond. The first concern I would like to address regards the case of a fetus with a debilitating disease. With today's technology, it is quite easy to detect any abnormalities in a fetus very early on in the pregnancy.Say, for example, a couple finds out that their fetus has some sort of affliction that will make him terminally ill. They want to a bort the fetus because they cannot stand the notion of bringing a child into the world that, although sentient and rational, will have a markedly reduced life span and suffer greatly throughout whatever life he has. How would Marquis respond in this case? He might argue that though the child will suffer, he still has a potential future in which he formulate goals, and have experiences and projects.However, we must note that during his argument, Marquis says â€Å"If the patient's future is intolerable†¦ we want our account to allow killing the patient† and that â€Å"it is the value of the patient's future which is doing the work in rendering the morality of killing the patient intelligible† (561). Obviously, a quandary arises. Does the fetus in our example have a future that is less valuable than that of a normal one? Can we justify aborting this fetus, because although he will be rational and most likely capable of having experiences, the scope of his suffering will be exceedingly great?Are we in any sort of position to prescribe the value of someone else's future without knowing exactly how it will play out? So while it is plausible that Marquis would still argue from an anti-abortionist stance due to its potential future, this decision will very probably not sit well with the parents who have to watch their child suffer throughout his shortened life. This is one ambiguity that exists in Marquis' argument that has no easy answer, and is worth noting. We must recognize that cannot say with such conviction that we know what a future-like-ours entails.It seems presumptuous to assert that a future-like-ours is always a positive thing; how can we account for the fetus in the previous example, or an inner-city child essentially having to raise himself because his parents are absent? What about the child who is stuck in a situation with abusive parents, with no one to turn to for help? Though I grant Marquis the soundness of his general argument , and the premise that all fetuses have a potential future, we cannot infer from this claim that this future will necessarily be a positive one.It becomes a murky and essentially taboo dilemma to even ask if the lives of these children are worth living, and if they would have been better off being aborted in the womb. Marquis may still claim that every fetus has a right to life no matter what, but because he does not consider these cases in his argument, it is worth noting that the answers might not be so straightforward and that more complicated cases do exist. The main concern I would like to note regarding Marquis' argument is that he does not once consider the rights of the mother and the value of her future.Although Marquis treats the fetus as an independent being, we must at least recognize that the fetus' life depends on its mother's: it receives all of its nutrition from her and it develops in her womb. So, how would Marquis respond to a situation in which the mother will su rely (or even has the remote chance) of dying in childbirth, even if the fetus will not? Here, we have two potential futures contesting each other, because this is a one or the other situation – either the fetus must die or the mother will in delivering it.Similar to the example mentioned previously of the sick fetus, it is not easy to simply prescribe one of their futures with more value than the other one. An anti-abortionist could possibly make the argument that the fetus' life should be saved because it has a longer future to attain, since the mother has already lived a significant portion of her life. However, one could contend that because the mother is already a sentient, rational being and already has goals and projects set in place for her life, her right to life should take precedence over the fetus, who still has no capacity to value its future.To take away the future of the mother would be more cruel than to take it away from the unaware fetus. Furthermore, what a bout a situation in which the mother is a teenager, and adoption is out of the question? Say, for example, she has to drop out of school and get a low-paying job, and struggles greatly for a significant amount of time trying to provide for herself and her baby. What has happened to her future-like-ours? Both the mother and the child are in dire situations, and it is obvious that the mother would have been in a better current situation had the fetus been aborted, as uncomfortable as that contention may make us.The case of the child, however, is much more complex because again, it is difficult to weigh his suffering with his capacity for potentiating a future. I would not like to argue one way or another, but would simply like to note that it is unclear how Marquis would respond to these predicaments and should have noted such in the essay. As I conclude enumerating the ambiguities that arise from Marquis' contentions, I would like to consider the hypothetical case in which Marquis di d allow for an abortion, in, for example, the case of the fetus that has some sort of debilitating disease.He might contend that the inevitable suffering in the fetus' â€Å"future-like-ours† outweighs the positive value of his potential future, so an abortion in this case would be permissible. However, what does this do for the integrity of the future-like-ours argument? If we can begin to make exceptions like this, where can we draw the line of what constitutes a â€Å"good† or â€Å"bad† future-like-ours? If Marquis begins to allow for such xceptions, it seems to diminish the value of his theory as a whole, because it connotes that the futures of some fetuses are less valuable than others even if they are both capable of having potential experiences, dreams, projects, etc. On a broader and related scope, if an anti-abortionist who argues on the sanctity-of-life theory makes an exception for the abortion of a fetus who was the product of a rape or is in a situ ation where the mother cannot provide for it, it invalidates their entire premise. Both fetuses are innocent and have equal rights to their future.So, if Marquis did make an exception, it would compromise the integrity of his argument. Marquis makes very compelling and interesting claims in his essay, and takes a novel approach in the controversy over abortion. He uses a strong premise that is not too broad or too narrow in scope, as some anti-abortionists and pro-life activists end up doing in their reasoning. However, as mentioned above, ambiguities do arise from his argument, the most significant of which being the consideration of the mother's right to a future.With this considered, it becomes clear that a â€Å"future-like-ours† may not be as clear-cut of an idea as Marquis would like us to think. The essay would have been stronger and more lucid if Marquis considered â€Å"futures-like-ours† that are not exactly futures like ours. By virtue of the sheer breadth a nd variety of experiences that humans experience as a species, it is much more difficult to define a future-like-ours than Marquis delineates in his essay.