Personas
Angela Brogsdale
Capella University
Part A: Persona
The persona I am creating is Dinethia Robinson. Dinethia is a 20-year-old, who is in her third year of college at Lock Haven University. Dinethia is currently pursuing a general bachelor’s degree at Lock Haven University. She currently lives in the off-campus housing and shares an apartment her best friend Ashley. Dinethia is a frequent humanitarian and spends most of her time doing community activities for children in lower income neighborhoods. Dinethia is considered, by many, to be an introvert. She would rather spend her weekends in the apartment rather than out partying. She is a very laid-back individual with a great heart and hopes to become a Social Worker or Child Therapist.
Dinethia is an only child and comes from a middle-class family. Her family lives in a small town in middle Georgia. Her fascination for community service was fostered here in her youth. Dinethia was never one to be selfish with frivolous items, she always had an open heart and loves helping others. Dinethia isn’t concerned too much with the popular trends of modern society, rather following the beat of her own drum. She is a pretty level-headed individual, rarely losing her temper. She frequently does her research on any products or services before she purchases a new item.
Dinethia persona would fall under the user category. She is using a product, the website, to determine what she will order from the restaurant. Dinethia strongly believes that ordering online would help reduce any unnecessary time in calling due to the ease of the system. She also has the capability of checking her order accuracy before submittal.
Task Analysis – Human User Ordering a Meal in a Restaurant
Task Name:Ordering a Meal in a Restaurant
Activity Performed/By Whom
Materials, Tools, or Resources Used in Task
Step 1
Dinethia, Enter restaurant, ask for take out
Step 2
Hostess directs Dinethia to bar
Menu
Step 3
Bartender greets Dinethia and provides menu
Step 4
Bartender takes Dinethia order
POS system
Step 5
Send to back of house
Step 6
Cook Read/Prepare order
Food slip/kitchen appliances etc.
Step 7
Bartender brings food to Dinethia
Step 8
bartender Bring Dinethia’s check
Check folio
Step 9
Bartender Collect check and payment
Check folio
Step 10
Bartender Return to table with change or credit card receipt
Check folio
Step 11
Dinethia drives home with food
Check folioPossible Task Flow – Human User Ordering a Meal Using an Online System
Task Name:
Activity Performed/By Whom (Human Role or Online System?)
Materials, Tools, or Resources Used in Task
Step 1
Dinethia-access website
Computer, phone
Step 2
Dinethia- access menu
Computer, phone
Step 3
Dinethia-add order to cart
Computer, phone
Step 4
Dinethia-checkout/review order.
Computer, phone
Step 5
Make payment/submit order
Computer, phone
Step 6
Cook receives/makes order/packs order
POS system
Step 7
Dinethia-enter restaurant/provides order ...
Fresh direct creative_developement_research_reportshannonmon
The document provides a creative brief and research report for an advertising campaign for FreshDirect, an online grocery delivery service expanding into Philadelphia. The report details 4 advertisement concepts that were tested through online surveys and focus groups of parents. Ad #3, featuring colorful food images, received the most positive feedback and was believed to best convey FreshDirect's message of convenience for parents. The report recommends further refining Ad #3 and launching it as part of a campaign to raise awareness of FreshDirect's services among Philadelphia parents.
ThredUp is an online consignment store that sells gently used clothing for women and children. Their target consumer is white females ages 45-54 who are married with 2-3 children. This group values family, fashion, and budget-friendly shopping. ThredUp allows them to indulge in trends without overspending. While not typically using consignment, they seem open to online options. ThredUp aims to increase sales of children's clothing by 20% in four months through a photo-sharing social media campaign that promotes the brand in a sincere way.
1
5
New Product Introduction Strategies
Twana Allen
Dr. Doreen Young
AMP- 425-0500
04/11/2021
Introduction
New product introduction refers to the process which involves an idea from an initial working technique to a thoroughly refined final product. This process requires enough investment of time, resources, and careful planning and therefore each step requires careful analysis to ensure that the results produced are worth the effort. Various steps are involved in the process of introducing a new product into the market. These steps include ideation, research, planning, and prototyping, sourcing, and costing. In this case, I will come up with a new product that will be in a position to serve two business markets.
Body
In the last year, we have experienced a global pandemic that has changed how we live and interact with many parts of the world going through lockdowns even to date as well as curfews. This has greatly affected how we live and the need to mainly focus on healthy living. Many products have been introduced in the market to help prevent contracting the virus-like face masks and protective gears which have played a major role in the prevention and control of the disease spread. In my case, the product I wish to introduce concerning the pandemic is mobile grocery supply. In my area, we are forced to go out looking for groceries at specific points. With the pandemic, many people fear going out to look for such products which are basic for every one of us. A mobile grocery supply for me means that I will be able to meet my customer's needs by delivering them to their doorsteps and reducing the burden they may encounter of going out to find the same.
My strategy for entering the market will involve using social media platforms to first address the idea and see how people respond to it. This will be effective to me since in the current world people spent a lot of time on the internet bearing in mind that technology advancement and development is high. This strategy will also help me in understanding what exactly customers need during this period of the pandemic. Besides, I will also help customers who might be busy working from home in saving their time and concentrating on their main work since they will not have to take a break and go find groceries
However, such a business idea may come with challenges like failing to meet customer's needs at first since different customers have different preferences. There may be also issues to do with safety since in most cases it will involve meeting new people and this may pose dangers. Some customers may also be concerned about the safety of the products offered is concerned. This will call for the need to apply all the possible strategies to ensure that customers are satisfied and continue to order from my business.
In ensuring that my product is successful, I intent to first research how the pandemic has affected businesses and how people are responding to the same. This will help me i ...
1
5
New Product Introduction Strategies
Twana Allen
Dr. Doreen Young
AMP- 425-0500
04/11/2021
Introduction
New product introduction refers to the process which involves an idea from an initial working technique to a thoroughly refined final product. This process requires enough investment of time, resources, and careful planning and therefore each step requires careful analysis to ensure that the results produced are worth the effort. Various steps are involved in the process of introducing a new product into the market. These steps include ideation, research, planning, and prototyping, sourcing, and costing. In this case, I will come up with a new product that will be in a position to serve two business markets.
Body
In the last year, we have experienced a global pandemic that has changed how we live and interact with many parts of the world going through lockdowns even to date as well as curfews. This has greatly affected how we live and the need to mainly focus on healthy living. Many products have been introduced in the market to help prevent contracting the virus-like face masks and protective gears which have played a major role in the prevention and control of the disease spread. In my case, the product I wish to introduce concerning the pandemic is mobile grocery supply. In my area, we are forced to go out looking for groceries at specific points. With the pandemic, many people fear going out to look for such products which are basic for every one of us. A mobile grocery supply for me means that I will be able to meet my customer's needs by delivering them to their doorsteps and reducing the burden they may encounter of going out to find the same.
My strategy for entering the market will involve using social media platforms to first address the idea and see how people respond to it. This will be effective to me since in the current world people spent a lot of time on the internet bearing in mind that technology advancement and development is high. This strategy will also help me in understanding what exactly customers need during this period of the pandemic. Besides, I will also help customers who might be busy working from home in saving their time and concentrating on their main work since they will not have to take a break and go find groceries
However, such a business idea may come with challenges like failing to meet customer's needs at first since different customers have different preferences. There may be also issues to do with safety since in most cases it will involve meeting new people and this may pose dangers. Some customers may also be concerned about the safety of the products offered is concerned. This will call for the need to apply all the possible strategies to ensure that customers are satisfied and continue to order from my business.
In ensuring that my product is successful, I intent to first research how the pandemic has affected businesses and how people are responding to the same. This will help me i ...
Food Prep TrendTracker 2014 focuses on changes in food prep, cooking, and at-home entertaining activities that are having – and will continue to have -- a profound impact on the housewares industry. Published by A.J. Riedel, Sr. Partner of Riedel Marketing Group. A.J. has been tracking the trends that impact the housewares industry for more than a decade.
This document provides guidance on starting a container farm business. It discusses identifying ideal customers through creating customer personas. It also covers important considerations like investment planning through grants and loans, choosing a suitable location that meets zoning requirements, designing the container farm setup, getting training, and growing and harvesting crops. The document concludes with information on selling crops and branding the business. The overall summary is this guide outlines the key steps and factors to take into account when starting a container farm business, from the initial planning phases through to operating and marketing the business.
10 Best Printable Handwriting Paper Template PDF For Free At PrintableeSandra Long
The document discusses differences between schools in America and India. It notes that American schools have earlier start times, later end times, and are divided into elementary, middle, and high school sections. American schools also place more emphasis on extracurricular activities and sports compared to Indian schools. Key differences include dress codes, lunch times, qualifications for teachers, and approaches to learning that are more hands-on in America versus memorization-focused in India.
This document discusses a qualitative research study on the coping strategies of micro and small businesses regarding external factors that affect business survival. The study interviewed 10 small business owners in San Pablo City and Quezon Province. It describes the research methodology, which involved face-to-face and online interviews using semi-structured questions. The findings section summarizes the owners' responses to questions about startup costs, managing stress, using technology, dealing with inflation, the effect of economic conditions on profits, adapting to trends, and coping with competitors and changing technologies. Overall, the study sought to understand how small businesses survive external challenges.
Fresh direct creative_developement_research_reportshannonmon
The document provides a creative brief and research report for an advertising campaign for FreshDirect, an online grocery delivery service expanding into Philadelphia. The report details 4 advertisement concepts that were tested through online surveys and focus groups of parents. Ad #3, featuring colorful food images, received the most positive feedback and was believed to best convey FreshDirect's message of convenience for parents. The report recommends further refining Ad #3 and launching it as part of a campaign to raise awareness of FreshDirect's services among Philadelphia parents.
ThredUp is an online consignment store that sells gently used clothing for women and children. Their target consumer is white females ages 45-54 who are married with 2-3 children. This group values family, fashion, and budget-friendly shopping. ThredUp allows them to indulge in trends without overspending. While not typically using consignment, they seem open to online options. ThredUp aims to increase sales of children's clothing by 20% in four months through a photo-sharing social media campaign that promotes the brand in a sincere way.
1
5
New Product Introduction Strategies
Twana Allen
Dr. Doreen Young
AMP- 425-0500
04/11/2021
Introduction
New product introduction refers to the process which involves an idea from an initial working technique to a thoroughly refined final product. This process requires enough investment of time, resources, and careful planning and therefore each step requires careful analysis to ensure that the results produced are worth the effort. Various steps are involved in the process of introducing a new product into the market. These steps include ideation, research, planning, and prototyping, sourcing, and costing. In this case, I will come up with a new product that will be in a position to serve two business markets.
Body
In the last year, we have experienced a global pandemic that has changed how we live and interact with many parts of the world going through lockdowns even to date as well as curfews. This has greatly affected how we live and the need to mainly focus on healthy living. Many products have been introduced in the market to help prevent contracting the virus-like face masks and protective gears which have played a major role in the prevention and control of the disease spread. In my case, the product I wish to introduce concerning the pandemic is mobile grocery supply. In my area, we are forced to go out looking for groceries at specific points. With the pandemic, many people fear going out to look for such products which are basic for every one of us. A mobile grocery supply for me means that I will be able to meet my customer's needs by delivering them to their doorsteps and reducing the burden they may encounter of going out to find the same.
My strategy for entering the market will involve using social media platforms to first address the idea and see how people respond to it. This will be effective to me since in the current world people spent a lot of time on the internet bearing in mind that technology advancement and development is high. This strategy will also help me in understanding what exactly customers need during this period of the pandemic. Besides, I will also help customers who might be busy working from home in saving their time and concentrating on their main work since they will not have to take a break and go find groceries
However, such a business idea may come with challenges like failing to meet customer's needs at first since different customers have different preferences. There may be also issues to do with safety since in most cases it will involve meeting new people and this may pose dangers. Some customers may also be concerned about the safety of the products offered is concerned. This will call for the need to apply all the possible strategies to ensure that customers are satisfied and continue to order from my business.
In ensuring that my product is successful, I intent to first research how the pandemic has affected businesses and how people are responding to the same. This will help me i ...
1
5
New Product Introduction Strategies
Twana Allen
Dr. Doreen Young
AMP- 425-0500
04/11/2021
Introduction
New product introduction refers to the process which involves an idea from an initial working technique to a thoroughly refined final product. This process requires enough investment of time, resources, and careful planning and therefore each step requires careful analysis to ensure that the results produced are worth the effort. Various steps are involved in the process of introducing a new product into the market. These steps include ideation, research, planning, and prototyping, sourcing, and costing. In this case, I will come up with a new product that will be in a position to serve two business markets.
Body
In the last year, we have experienced a global pandemic that has changed how we live and interact with many parts of the world going through lockdowns even to date as well as curfews. This has greatly affected how we live and the need to mainly focus on healthy living. Many products have been introduced in the market to help prevent contracting the virus-like face masks and protective gears which have played a major role in the prevention and control of the disease spread. In my case, the product I wish to introduce concerning the pandemic is mobile grocery supply. In my area, we are forced to go out looking for groceries at specific points. With the pandemic, many people fear going out to look for such products which are basic for every one of us. A mobile grocery supply for me means that I will be able to meet my customer's needs by delivering them to their doorsteps and reducing the burden they may encounter of going out to find the same.
My strategy for entering the market will involve using social media platforms to first address the idea and see how people respond to it. This will be effective to me since in the current world people spent a lot of time on the internet bearing in mind that technology advancement and development is high. This strategy will also help me in understanding what exactly customers need during this period of the pandemic. Besides, I will also help customers who might be busy working from home in saving their time and concentrating on their main work since they will not have to take a break and go find groceries
However, such a business idea may come with challenges like failing to meet customer's needs at first since different customers have different preferences. There may be also issues to do with safety since in most cases it will involve meeting new people and this may pose dangers. Some customers may also be concerned about the safety of the products offered is concerned. This will call for the need to apply all the possible strategies to ensure that customers are satisfied and continue to order from my business.
In ensuring that my product is successful, I intent to first research how the pandemic has affected businesses and how people are responding to the same. This will help me i ...
Food Prep TrendTracker 2014 focuses on changes in food prep, cooking, and at-home entertaining activities that are having – and will continue to have -- a profound impact on the housewares industry. Published by A.J. Riedel, Sr. Partner of Riedel Marketing Group. A.J. has been tracking the trends that impact the housewares industry for more than a decade.
This document provides guidance on starting a container farm business. It discusses identifying ideal customers through creating customer personas. It also covers important considerations like investment planning through grants and loans, choosing a suitable location that meets zoning requirements, designing the container farm setup, getting training, and growing and harvesting crops. The document concludes with information on selling crops and branding the business. The overall summary is this guide outlines the key steps and factors to take into account when starting a container farm business, from the initial planning phases through to operating and marketing the business.
10 Best Printable Handwriting Paper Template PDF For Free At PrintableeSandra Long
The document discusses differences between schools in America and India. It notes that American schools have earlier start times, later end times, and are divided into elementary, middle, and high school sections. American schools also place more emphasis on extracurricular activities and sports compared to Indian schools. Key differences include dress codes, lunch times, qualifications for teachers, and approaches to learning that are more hands-on in America versus memorization-focused in India.
This document discusses a qualitative research study on the coping strategies of micro and small businesses regarding external factors that affect business survival. The study interviewed 10 small business owners in San Pablo City and Quezon Province. It describes the research methodology, which involved face-to-face and online interviews using semi-structured questions. The findings section summarizes the owners' responses to questions about startup costs, managing stress, using technology, dealing with inflation, the effect of economic conditions on profits, adapting to trends, and coping with competitors and changing technologies. Overall, the study sought to understand how small businesses survive external challenges.
The document discusses sending a non-human being from another world or dimension to visit a dentist on Earth. Both the dentist and the being found the situation surprising due to their inherent differences. Further details are withheld without the author's permission.
The document discusses plans to open a combined play and eat restaurant and daycare center called Play & Eat Restaurant in Ottawa, Canada. It aims to provide both childcare services and a cafe/restaurant space so that parents can relax while their children play. The author conducts an environmental scan analyzing competitive forces in the market, economic factors, social trends, technological considerations, and regulatory requirements that may impact the business. Key areas of focus include demographic trends supporting population and business growth, strategies for differentiating the concept from competitors, and implementing security and monitoring technologies like CCTV in the daycare space.
The document provides details for an assignment to redesign an existing cookbook product for children. It includes:
1) An analysis of the existing product's content, organization, purpose and target audience of children.
2) Details of the redesigned product which uses an interactive touchscreen device to display recipes for a new target audience of teenagers and young adults.
3) Sections on design documentation including reorganizing the information using different structures, describing how the redesigned product will achieve its goals through features like video demonstrations, and designing interface elements.
My Quality Education Essay
High-Quality Health Care
Quality Control
Essay On Healthcare Quality
What is quality Essay
Quality Management Essay
Essay on Quality Health Care
My Quality Education Essay
High-Quality Health Care
Quality Control
Essay On Healthcare Quality
What is quality Essay
Quality Management Essay
Essay on Quality Health Care
My Quality Education Essay
High-Quality Health Care
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What is quality Essay
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Essay on Quality Health Care
Responding to the challenge of 'how to reduce food waste in our community?' my group undertook a 5 week HCD course to explore possible solutions. This presentation demonstrates our understanding and thought processes
The document discusses evaluating sources to assess the significance of the League of Nations and Britain's involvement in the development of the Arab-Israeli conflict. It will focus on the time period before and after the conflict began. Both primary sources like diaries and propaganda, and secondary sources like history books and reports will be used to explore the impact of the League of Nations and how it may have caused tension rather than promoting peace.
Essay Questions For 1984. Online assignment writing service.Vickie Weis
Political parties are groups of citizens who unite around common political goals and ideas. They aim to advance their agenda by getting party members elected to public office. Different parties have varying objectives and policy stances they want to see implemented through the political process.
Assessing Customer Satisfaction and Brand Awareness of Branded BreadIOSR Journals
The bread market is growing at about 5% per annum, according to the Ministry of Food Processing
Industries. 85% bread production is in the hands of the unorganized sector. With a lot of competition building
up to tap this potential market, the onus lies with the customer, who will turn to the brand which offers him
complete satisfaction. This paper studies the factors which lead to customer satisfaction and brand awareness,
by a random sampling of 100 customers in Cochin. The paper analyses customer satisfaction of a particular
bread brand – Elite Bread and attempts to find out how well known it is to the customers, compared to its
competitors. Limitations of the study and recommendations to improve customer satisfaction are put forth.
Invisible Hand Theory Essay. Online assignment writing service.Linda Singleton
The passage discusses the pop art movement, which was pioneered in 1955 by British curator Lawrence Alloway. Pop art portrayed images of popular and mass-produced consumer goods and became popular in major cities in the 1950s and 1960s. Some of the key pop artists mentioned are Roy Lichtenstein, Richard Hamilton, George Segal, and Jasper Jones.
This document discusses modern consumer snacking culture and trends among Millennial snackers. It finds that snacking now accounts for 50% of eating occasions and is driven by cultural trends prioritizing self, society, and the planet. Millennial snackers expect brands to prove their positive impact in these areas through policies, practices, performance, and verification. They also seek snacks that align with their values around health, community, and environment over just value and price. As such, brands must understand and embrace these trends to succeed in the snacking market.
The document is an application by an individual for a food content creator position. Some key points:
- The applicant is passionate about food and culture and enjoys sharing food experiences with others. They see the role as a good fit for their interests.
- Their strengths include being a fast learner, determined, collaborative, and caring. They aim to learn new skills like video editing that would help in the role.
- Potential challenges include indecisiveness and a lack of technical skills, but they are willing to learn.
- They view the company positively for providing jobs and helping low-income individuals, and aim to create helpful food tips and content if hired.
This document summarizes a popular Hawaiian ghost story about a couple who park their car in a secluded area surrounded by trees. The guy leaves the car to use the bathroom, telling his girlfriend not to leave. While he's gone, she hears brushing sounds on the roof of the car. Hours later, a police officer finds her and rescues her from the creepy place.
This document provides a summary of research conducted for a local bakery called Angie's Sugar Buzz Bakery. The team conducted surveys of current customers to understand them. They also ran focus groups with high school students to understand the target market. Through this research, they identified key personas for the owner, current customers, and target demographics. They found that women are the primary grocery shoppers and recommend brands to other mothers. The research also uncovered preferences of the target demographics and opportunities to better target women and students. The team developed recommendations based on the research, including improving signage, adding logos to cups for advertising, and providing free Wi-Fi to attract students.
Hoe Schrijf Je Een Essay Nederlands. Online assignment writing service.Tammy Chmielorz
The document provides instructions for using a writing service to have an essay written. It outlines a 5 step process: 1) Create an account with required information. 2) Complete a form with assignment details, sources, and deadline. 3) Review writer bids and qualifications to select a writer. 4) Review the completed paper and authorize payment. 5) Request revisions until satisfied with the paper. The service aims to provide original, high-quality content and offers refunds for plagiarized work.
This document provides an overview of consumer behavior and consumer research methods. It discusses:
1) The definition and key aspects of consumer behavior including how individuals select, use, and dispose of products and how this impacts consumers and society.
2) The main applications of understanding consumer behavior for marketing strategy, public policy, social marketing, and helping consumers make better choices.
3) Common consumer research methods including primary methods like surveys, focus groups, and observation as well as secondary research sources.
4) The benefits and limitations of different research methods and how to design effective studies and analyze results.
This document provides a marketing research report on an Italian pizza restaurant. It includes an executive summary, introduction, objectives, literature review, secondary data analysis, research methodology, empirical findings, discussions, limitations, and conclusions/recommendations. The report was prepared by a marketing research team for a college marketing research class. It analyzes the pizza restaurant industry and college student customer base to understand preferences and develop brand marketing strategies. Empirical research was conducted through surveys of college students to understand pizza purchasing behaviors and satisfaction factors. The report aims to provide insights to help an Italian pizza restaurant effectively market to college students.
Resources Assigned readings, ERRs, the Internet,and other resources.docxkarlhennesey
Resources: Assigned readings, ERRs, the Internet,and other resources
Write
a no more than 3 page paper, in which you identify a total compensation plan for an organization focused on internal equity, and a total compensation plan for an organization focused on external equity.
Identify
advantages and disadvantages of internal and external equity for the organizations.
Explain
how each plan supports that organization's total compensation objective and the relationship of the organization's financial situation to its plan.
Draw conclusions based upon Electronic Reserve Readings in eCampus
, Martocchio (2009) and/or Milkovich and Newman (2008),
personal experience, and data collected from organizations.
Integrate Week 2 readings
,
Martocchio (2009) and/or Milkovich and Newman (2008),
throughout paper.
Direct quotations should be avoided.
Research should be summarized and synthesized using your own words
; be certain to cite sources of knowledge.
Format
your paper consistent with
APA 6
th
Edition
guidelines.
.
Resource Review Documenting the Face of America Roy Stryker and.docxkarlhennesey
Resource:
Review "Documenting the Face of America: Roy Stryker and the FSA/OWI Photographers," and Ch. 5 of
Oxford History of Art: Twentieth-Century American Art
.
Write
a 200- to 350-word summary responding to the following:
How was photography used as an instrument for social reform? What photograph do you think makes the most powerful social commentary? Why?
Submit
your assignment in a Microsoft
®
Word document using the Assignment Files tab above.
.
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The document provides instructions for using a writing service to have an essay written. It outlines a 5 step process: 1) Create an account with required information. 2) Complete a form with assignment details, sources, and deadline. 3) Review writer bids and qualifications to select a writer. 4) Review the completed paper and authorize payment. 5) Request revisions until satisfied with the paper. The service aims to provide original, high-quality content and offers refunds for plagiarized work.
This document provides an overview of consumer behavior and consumer research methods. It discusses:
1) The definition and key aspects of consumer behavior including how individuals select, use, and dispose of products and how this impacts consumers and society.
2) The main applications of understanding consumer behavior for marketing strategy, public policy, social marketing, and helping consumers make better choices.
3) Common consumer research methods including primary methods like surveys, focus groups, and observation as well as secondary research sources.
4) The benefits and limitations of different research methods and how to design effective studies and analyze results.
This document provides a marketing research report on an Italian pizza restaurant. It includes an executive summary, introduction, objectives, literature review, secondary data analysis, research methodology, empirical findings, discussions, limitations, and conclusions/recommendations. The report was prepared by a marketing research team for a college marketing research class. It analyzes the pizza restaurant industry and college student customer base to understand preferences and develop brand marketing strategies. Empirical research was conducted through surveys of college students to understand pizza purchasing behaviors and satisfaction factors. The report aims to provide insights to help an Italian pizza restaurant effectively market to college students.
Similar to PersonasAngela BrogsdaleCapella University.docx (20)
Resources Assigned readings, ERRs, the Internet,and other resources.docxkarlhennesey
Resources: Assigned readings, ERRs, the Internet,and other resources
Write
a no more than 3 page paper, in which you identify a total compensation plan for an organization focused on internal equity, and a total compensation plan for an organization focused on external equity.
Identify
advantages and disadvantages of internal and external equity for the organizations.
Explain
how each plan supports that organization's total compensation objective and the relationship of the organization's financial situation to its plan.
Draw conclusions based upon Electronic Reserve Readings in eCampus
, Martocchio (2009) and/or Milkovich and Newman (2008),
personal experience, and data collected from organizations.
Integrate Week 2 readings
,
Martocchio (2009) and/or Milkovich and Newman (2008),
throughout paper.
Direct quotations should be avoided.
Research should be summarized and synthesized using your own words
; be certain to cite sources of knowledge.
Format
your paper consistent with
APA 6
th
Edition
guidelines.
.
Resource Review Documenting the Face of America Roy Stryker and.docxkarlhennesey
Resource:
Review "Documenting the Face of America: Roy Stryker and the FSA/OWI Photographers," and Ch. 5 of
Oxford History of Art: Twentieth-Century American Art
.
Write
a 200- to 350-word summary responding to the following:
How was photography used as an instrument for social reform? What photograph do you think makes the most powerful social commentary? Why?
Submit
your assignment in a Microsoft
®
Word document using the Assignment Files tab above.
.
Resource Review Thelma Golden--How Art Gives Shape to Cultural C.docxkarlhennesey
Resource:
Review "Thelma Golden--How Art Gives Shape to Cultural Change," Ch. 9 and 11 of
Oxford History of Art: Twentieth-Century American Art
, and the Week Five Electronic Reserve Readings.
Write
a 200- to 350-word summary responding to the following:
How has art, in the context of the social justice movements of the twentieth century, challenged, and shaped American society?
Submit
in a Microsoft
®
Word document using the Assignment Files tab above
.
Resource Review Representational Cityscape, and Ch. 3 of Oxfo.docxkarlhennesey
Resource:
Review "Representational Cityscape," and Ch. 3 of
Oxford History of Art: Twentieth-Century American Art
Write
a 200- to 350-word summary responding to and discussing the following:
The work of Joseph Stella and other early American modernists, such as Marsden Hartley, Max Weber, and Georgia O'Keeffe and how they differed greatly in subject and style to the work of the Ashcan School, and include the following:
Where did this abstract style originate? Describe at least one art work in your summary.
Choose one art form or cultural development that originated elsewhere but which is currently a part of American culture.
Describe how this art form has directly affected you.
Submit
your assignment in a Microsoft
®
Word document using the Assignment Files tab above.
.
Resource Part 2 of Terrorism TodayYou work on a national se.docxkarlhennesey
Resource
: Part 2 of
Terrorism Today
You work on a national security team of intelligence analysts and you have been asked to give a threat analysis presentation to intelligence agents who are assigned to work in various regions around the world. Your small team is assigned to present on one region specifically.
Select
one of the following eleven regions:
The Persian Gulf
Create
a 2 slide Microsoft® PowerPoint® presentation with
detailed speaker notes
. Use complete sentences, with correct grammar and punctuation, to fully explain each slide as if you were giving an in-person presentation.
Address
the following in your presentation:
Explain the purpose of counterterrorism analysis
Format
your presentation following APA guidelines.
.
Resources Appendix A, The Home Depot, Inc. Annual Report in Fun.docxkarlhennesey
Resources:
Appendix A, The Home Depot, Inc. Annual Report in
Fundamentals of Financial Accounting
Write
a 1,050- word paper in which you address the following:
Does management’s assessment of the financial condition agree with your assessment from the Financial Statements Paper Part I? Explain your response. Support your answer using trend analysis, vertical analysis, or ratio analysis.
In the Annual Report, there are several concerns from management. Discuss these concerns, and identify other weaknesses not discussed by management. Then, recommend a course of action addressing these concerns.
Format
your paper consistent with APA guidelines
.
Resources Annotated Bibliography document. Research five websites t.docxkarlhennesey
This annotated bibliography document asks the researcher to find 5 websites containing math activities, manipulatives, and lesson plans on topics like fractions, decimals, or percentages. The researcher must then prepare an annotated bibliography of the 5 websites including a brief explanation for why each site is a valuable classroom resource and how it could be used.
Resources American History, Primary Source Investigator;Cente.docxkarlhennesey
Resources: American History, Primary Source Investigator;
Center for Writing Excellence (CWE) Microsoft® PowerPoint® tutorial
Create a Microsoft® PowerPoint® or another multimedia tool presentation of at least 8 slides on the presidencies of Kennedy and Johnson.
Include the following:
•A title slide
•An introduction slide ◦At least 2 slides on Kennedy's domestic and international policies
◦At least 2 slides on Johnson's domestic and international policies
◦A conclusion slide
◦A reference slide
Include detailed speaker's notes.
Incorporate maps, images, and video from the Primary Source Investigator and from outside sources.
Create a visual template to use on each slide throughout the presentation. Use color.
Format your presentation consistent with APA guidelines
.
Resource University of Phoenix Material Data SetDownload the.docxkarlhennesey
Resource:
University of Phoenix Material: Data Set
Download
the data set.
Review
the age and gender data in the data set.
Display
gender information in a chart and plot age data in a box plot.
Calculate
the appropriate measure of central tendency and variability for the age and gender. What conclusion can you draw from the data?
.
Resource Ch. 6 & 7 of Financial AccountingComplete Brief Ex.docxkarlhennesey
Resource:
Ch. 6 & 7 of
Financial Accounting
Complete
Brief Exercises BE6-2, BE6-3, BE6-4, BE7-3, BE7-8 & BE7-9.
Complete
Exercise E7-8.
Submit
as either a Microsoft
®
Excel
®
or a Microsoft
®
Word document.
*Due on 06/10/2015
.
Resource Films on DemandCrime and Punishment”Experiment Res.docxkarlhennesey
Resource:
Films on Demand
“Crime and Punishment”
“Experiment Research and Design”
“Selecting a Sample”
Resource: Types of Crime video in CJ Criminology
“Introduction to Crimes Kiosk”
Resource:
Criminology in the 21st Century
How Crimes are Measured
Utilize
FBI Uniform Crime Report data and select one offense, such as burglary, in two metropolitan areas.
Choose
metropolitan areas with different data.
Write
a 700- to 1,050-word paper comparing the occurrence of the offense in the selected areas. Identify the number of occurrences reported to the police for each area, and address the following questions:
Which area had more reported incidents?
What were the rates of the crime for each area?
Did the rates change over time in either area?
What factors might explain the differences in the rates?
Include
at least two peer reviewed references. I have attached the references that need to be used.
Format
your paper consistent with APA guidelines
.
Resource Managing Environmental Issues Simulation(or research a.docxkarlhennesey
Resource:
Managing Environmental Issues Simulation
(or research an instance where a city council may need to consider all angles for a local community and its surrounding natural environment.)
Write
a 1,050- to 1,400-word proposal to a local city council in which you propose deciding how to use money to best serve the environment within a community.
Address
the following:
Take the role of one of these stakeholders listed in the simulation
You have investments that total $250,000.
Decide how you would spend this money to improve the status of the environment in this community.
Explain how environmental justice plays a part in your proposal.
Explain to the council why they should choose your proposal.
.
Resource Ch. 9 of Introduction to Business Create a 5-to-7 slide .docxkarlhennesey
Resource: Ch. 9 of Introduction to Business
Create a 5-to-7 slide Microsoft PowerPoint presentation to teach your fellow students about the following IT applications:
Transaction processing systems
Knowledge management systems
Expert system and artificial intelligence
Enterprise resource planning systems
E-commerce systems
Include detailed speaker notes and examples.
Use images as well.
.
Resource Ch. 9 of Introduction to Business Complete the table in .docxkarlhennesey
Resource: Ch. 9 of Introduction to Business
Complete the table in Appendix E by describing the uses of following hardware and software components:
Legacy systems
Mainframe computers
Microprocessors
PCs
Network computers
World Wide Web and the Internet
Wired and wireless broadband technology
PC software
Networking software
Computer security software
.
Resource Ch. 3 of ManagementIdentify a time in your life wh.docxkarlhennesey
Resource:
Ch. 3 of
Management
Identify
a time in your life when you had to make a personal or professional decision, such as buying a home, changing jobs, enrolling in school, or relocating to another state or region.
Write
a 200- to 350-word description in which you discuss your decision-making process. Support your ideas with academic research. Include the following:
Describe each step of your process.
How similar was your decision-making process to the one described in the text?
How might your decision be different if you had used the same steps included in the text?
Format
your paper consistent with APA guidelines.
Click
the Assignment Files tab to submit your assignment.
.
Resource Significant Health Care Event Paper Grading Criteria.docxkarlhennesey
Resource:
Significant Health Care Event Paper Grading Criteria
Select
,from your Week One readings, a significant event or aspect that has changed or affected health care today. Examples include, but are not limited to, managed care, capitation, the multiple-payer system, excessive litigation, and so forth.
Write
a 700- to 1,050-word paper and discuss the following:
How does this significant event relate to the changes on health care?
In your opinion, has this event impacted the historical evolution of health care? If so, how? If not, could it?
Do you personally agree with the event’s significance, based on your beliefs and values? How so?
Format
your paper consistent with APA guidelines
.
Resource Ch. 3 of Financial AccountingComplete Exercises E3.docxkarlhennesey
Resource:
Ch. 3 of
Financial Accounting
Complete
Exercises E3-9 & E3-13.
Submit
as either a Microsoft
®
Excel
®
or Microsoft
®
Word document.
Click
the Assignment Files tab to submit your assignment.
A
Template
is provided for this weeks' assignment; please see materials.
****Due today before 8 pm central time
.
Resource University of Phoenix Material Appendix AIdentify.docxkarlhennesey
Resource:
University of Phoenix Material: Appendix A
Identify
a critical asset in your city or state that may be vulnerable to domestic terrorism.
Use
University of Phoenix Material: Appendix A to identify five threats against your critical asset. Consider both terrorist and non-terrorist threats and include at least one weapon of mass destruction.
Calculate
the risk for each threat and identify existing countermeasures.
Write
a 1,400- to 2,100-word proposal that assesses the current vulnerability of the critical asset. Consider the threats identified, the calculated risk, and existing countermeasures. Determine if the vulnerability is reasonable and offer additional countermeasures to mitigate the risk of attack.
Use
at least two sources for support.
Format
your paper consistent with APA guidelines, and include the University of Phoenix Material: Appendix A as an appendix.
University of Phoenix Material
Appendix A
Security Assessment
THREAT
Examples
RISK
COUNTERMEASURE
Probability
Criticality
Total
Bomb
3/10
8/10
11/20
Bomb dogs
Sniper attack
4/10
6/10
10/20
Spot scopes and increase officer presence
Biological weapon
1/10
9/10
10/20
Contamination equipment
Cyber virus
8/10
3/10
11/20
Enhanced virus protection and biometric access
.
Resource The Threat of Bioterrorism VideoWrite a 700 to 850-w.docxkarlhennesey
Resource:
The Threat of Bioterrorism Video
Write
a 700 to 850-word paper discussing the goals of biological terrorism and how the potential threat of terrorist activity effects the public’s perception of risk.
Include
the following information in your paper:
Provide at least two examples of potential and past biological threats.
Describe how the potential threat of bioterrorism affects society
Discuss ways to mitigate the public’s perception of risk of biological threats.
Format
your paper consistent with APA guidelines.
.
Resource Ch. 14 of Introduction to Psychology Create an 8 to 12 s.docxkarlhennesey
Psychological disorders are classified into major categories in the DSM-IV-TR including anxiety disorders, dissociative disorders, somatoform disorders, mood disorders, schizophrenia, personality disorders, and substance abuse disorders. The presentation should have a slide for each category describing the main characteristics and listing 3 examples of disorders that fall under each one. The DSM-IV-TR provides the standard framework for classifying psychological disorders.
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
Certified as an ISO/IEC 27001: Information Security Management Systems (ISMS) Lead Implementer, Data Protection Officer, and Cyber Risks Analyst, Denis brings a heightened focus on data security, privacy, and cyber resilience to every endeavor.
His expertise extends across a diverse spectrum of reporting, database, and web development applications, underpinned by an exceptional grasp of data storage and virtualization technologies. His proficiency in application testing, database administration, and data cleansing ensures seamless execution of complex projects.
What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
-------------------------------------------------------------------------------
Find out more about ISO training and certification services
Training: ISO/IEC 27001 Information Security Management System - EN | PECB
ISO/IEC 42001 Artificial Intelligence Management System - EN | PECB
General Data Protection Regulation (GDPR) - Training Courses - EN | PECB
Webinars: https://pecb.com/webinars
Article: https://pecb.com/article
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For more information about PECB:
Website: https://pecb.com/
LinkedIn: https://www.linkedin.com/company/pecb/
Facebook: https://www.facebook.com/PECBInternational/
Slideshare: http://www.slideshare.net/PECBCERTIFICATION
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
Walmart Business+ and Spark Good for Nonprofits.pdfTechSoup
"Learn about all the ways Walmart supports nonprofit organizations.
You will hear from Liz Willett, the Head of Nonprofits, and hear about what Walmart is doing to help nonprofits, including Walmart Business and Spark Good. Walmart Business+ is a new offer for nonprofits that offers discounts and also streamlines nonprofits order and expense tracking, saving time and money.
The webinar may also give some examples on how nonprofits can best leverage Walmart Business+.
The event will cover the following::
Walmart Business + (https://business.walmart.com/plus) is a new shopping experience for nonprofits, schools, and local business customers that connects an exclusive online shopping experience to stores. Benefits include free delivery and shipping, a 'Spend Analytics” feature, special discounts, deals and tax-exempt shopping.
Special TechSoup offer for a free 180 days membership, and up to $150 in discounts on eligible orders.
Spark Good (walmart.com/sparkgood) is a charitable platform that enables nonprofits to receive donations directly from customers and associates.
Answers about how you can do more with Walmart!"
Chapter wise All Notes of First year Basic Civil Engineering.pptxDenish Jangid
Chapter wise All Notes of First year Basic Civil Engineering
Syllabus
Chapter-1
Introduction to objective, scope and outcome the subject
Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
Chapter 3
Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
Linear Measurements: Instruments used. Linear Measurement by Tape, Ranging out Survey Lines and overcoming Obstructions; Measurements on sloping ground; Tape corrections, conventional symbols. Angular Measurements: Instruments used; Introduction to Compass Surveying, Bearings and Longitude & Latitude of a Line, Introduction to total station.
Levelling: Instrument used Object of levelling, Methods of levelling in brief, and Contour maps.
Chapter 4
Buildings: Selection of site for Buildings, Layout of Building Plan, Types of buildings, Plinth area, carpet area, floor space index, Introduction to building byelaws, concept of sun light & ventilation. Components of Buildings & their functions, Basic concept of R.C.C., Introduction to types of foundation
Chapter 5
Transportation: Introduction to Transportation Engineering; Traffic and Road Safety: Types and Characteristics of Various Modes of Transportation; Various Road Traffic Signs, Causes of Accidents and Road Safety Measures.
Chapter 6
Environmental Engineering: Environmental Pollution, Environmental Acts and Regulations, Functional Concepts of Ecology, Basics of Species, Biodiversity, Ecosystem, Hydrological Cycle; Chemical Cycles: Carbon, Nitrogen & Phosphorus; Energy Flow in Ecosystems.
Water Pollution: Water Quality standards, Introduction to Treatment & Disposal of Waste Water. Reuse and Saving of Water, Rain Water Harvesting. Solid Waste Management: Classification of Solid Waste, Collection, Transportation and Disposal of Solid. Recycling of Solid Waste: Energy Recovery, Sanitary Landfill, On-Site Sanitation. Air & Noise Pollution: Primary and Secondary air pollutants, Harmful effects of Air Pollution, Control of Air Pollution. . Noise Pollution Harmful Effects of noise pollution, control of noise pollution, Global warming & Climate Change, Ozone depletion, Greenhouse effect
Text Books:
1. Palancharmy, Basic Civil Engineering, McGraw Hill publishers.
2. Satheesh Gopi, Basic Civil Engineering, Pearson Publishers.
3. Ketki Rangwala Dalal, Essentials of Civil Engineering, Charotar Publishing House.
4. BCP, Surveying volume 1
Communicating effectively and consistently with students can help them feel at ease during their learning experience and provide the instructor with a communication trail to track the course's progress. This workshop will take you through constructing an engaging course container to facilitate effective communication.
How to Setup Warehouse & Location in Odoo 17 InventoryCeline George
In this slide, we'll explore how to set up warehouses and locations in Odoo 17 Inventory. This will help us manage our stock effectively, track inventory levels, and streamline warehouse operations.
This document provides an overview of wound healing, its functions, stages, mechanisms, factors affecting it, and complications.
A wound is a break in the integrity of the skin or tissues, which may be associated with disruption of the structure and function.
Healing is the body’s response to injury in an attempt to restore normal structure and functions.
Healing can occur in two ways: Regeneration and Repair
There are 4 phases of wound healing: hemostasis, inflammation, proliferation, and remodeling. This document also describes the mechanism of wound healing. Factors that affect healing include infection, uncontrolled diabetes, poor nutrition, age, anemia, the presence of foreign bodies, etc.
Complications of wound healing like infection, hyperpigmentation of scar, contractures, and keloid formation.
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) CurriculumMJDuyan
(𝐓𝐋𝐄 𝟏𝟎𝟎) (𝐋𝐞𝐬𝐬𝐨𝐧 𝟏)-𝐏𝐫𝐞𝐥𝐢𝐦𝐬
𝐃𝐢𝐬𝐜𝐮𝐬𝐬 𝐭𝐡𝐞 𝐄𝐏𝐏 𝐂𝐮𝐫𝐫𝐢𝐜𝐮𝐥𝐮𝐦 𝐢𝐧 𝐭𝐡𝐞 𝐏𝐡𝐢𝐥𝐢𝐩𝐩𝐢𝐧𝐞𝐬:
- Understand the goals and objectives of the Edukasyong Pantahanan at Pangkabuhayan (EPP) curriculum, recognizing its importance in fostering practical life skills and values among students. Students will also be able to identify the key components and subjects covered, such as agriculture, home economics, industrial arts, and information and communication technology.
𝐄𝐱𝐩𝐥𝐚𝐢𝐧 𝐭𝐡𝐞 𝐍𝐚𝐭𝐮𝐫𝐞 𝐚𝐧𝐝 𝐒𝐜𝐨𝐩𝐞 𝐨𝐟 𝐚𝐧 𝐄𝐧𝐭𝐫𝐞𝐩𝐫𝐞𝐧𝐞𝐮𝐫:
-Define entrepreneurship, distinguishing it from general business activities by emphasizing its focus on innovation, risk-taking, and value creation. Students will describe the characteristics and traits of successful entrepreneurs, including their roles and responsibilities, and discuss the broader economic and social impacts of entrepreneurial activities on both local and global scales.
Temple of Asclepius in Thrace. Excavation resultsKrassimira Luka
The temple and the sanctuary around were dedicated to Asklepios Zmidrenus. This name has been known since 1875 when an inscription dedicated to him was discovered in Rome. The inscription is dated in 227 AD and was left by soldiers originating from the city of Philippopolis (modern Plovdiv).
2. Part A: Persona
The persona I am creating is Dinethia Robinson. Dinethia is a
20-year-old, who is in her third year of college at Lock Haven
University. Dinethia is currently pursuing a general bachelor’s
degree at Lock Haven University. She currently lives in the off-
campus housing and shares an apartment her best friend Ashley.
Dinethia is a frequent humanitarian and spends most of her time
doing community activities for children in lower income
neighborhoods. Dinethia is considered, by many, to be an
introvert. She would rather spend her weekends in the apartment
rather than out partying. She is a very laid-back individual with
a great heart and hopes to become a Social Worker or Child
Therapist.
Dinethia is an only child and comes from a middle-class family.
Her family lives in a small town in middle Georgia. Her
fascination for community service was fostered here in her
youth. Dinethia was never one to be selfish with frivolous
items, she always had an open heart and loves helping others.
Dinethia isn’t concerned too much with the popular trends of
modern society, rather following the beat of her own drum. She
is a pretty level-headed individual, rarely losing her temper. She
frequently does her research on any products or services before
she purchases a new item.
Dinethia persona would fall under the user category. She is
using a product, the website, to determine what she will order
from the restaurant. Dinethia strongly believes that ordering
online would help reduce any unnecessary time in calling due to
the ease of the system. She also has the capability of checking
her order accuracy before submittal.
Task Analysis – Human User Ordering a Meal in a Restaurant
Task Name:Ordering a Meal in a Restaurant
3. Activity Performed/By Whom
Materials, Tools, or Resources Used in Task
Step 1
Dinethia, Enter restaurant, ask for take out
Step 2
Hostess directs Dinethia to bar
Menu
Step 3
Bartender greets Dinethia and provides menu
Step 4
Bartender takes Dinethia order
POS system
Step 5
Send to back of house
Step 6
Cook Read/Prepare order
Food slip/kitchen appliances etc.
Step 7
Bartender brings food to Dinethia
Step 8
bartender Bring Dinethia’s check
Check folio
Step 9
Bartender Collect check and payment
Check folio
Step 10
Bartender Return to table with change or credit card receipt
Check folio
Step 11
Dinethia drives home with food
Check folioPossible Task Flow – Human User Ordering a Meal
Using an Online System
4. Task Name:
Activity Performed/By Whom (Human Role or Online System?)
Materials, Tools, or Resources Used in Task
Step 1
Dinethia-access website
Computer, phone
Step 2
Dinethia- access menu
Computer, phone
Step 3
Dinethia-add order to cart
Computer, phone
Step 4
Dinethia-checkout/review order.
Computer, phone
Step 5
Make payment/submit order
Computer, phone
Step 6
Cook receives/makes order/packs order
POS system
Step 7
Dinethia-enter restaurant/provides order #
Car
Step 8
Dinethia - wait for server to bring out food
Step 9
Server-bring Dinethia food
To-go containers
Step 10
Dinethia-leave restaurant
car
The biggest factor that separates the two components is less
5. human interaction. This can vary by consumer technology
knowledge. Some customers may prefer a human interaction
over a computer. Also, less of an error ordering online as there
may be an error with the server inputting the order.
Different personas from varying demographics would follow the
same series of events. I know for this section we were to create
and apply a different persona, but I instead chose to interview
several of my coworkers. These individuals tend to range from
their early 20s to late 50s. This sample group followed the same
process as reflected in tables one and two when ordering food
with the only variations being the food that they order. This
consistency is caused by the individual knowing what they want
to order, when they place the order. While the name of the
restaurant may change, restaurants such as Frog Hollow have
very similar menu items. Therefore, even if an individual has
never eaten at that restaurant, they have a general idea of what
they would want to eat when the decision is made to place the
order.
Part C: Design Strategies
The human factor that I would like to take into consideration
and focus on for the design of this website is that of memory
and attention. The human brain categorizes memory in two
forms, long/short term memory or working memory. Working
memory is unstable and can only store so much info. If
something were to grab an individual’s attention while they are
performing a task, the working memory may be lost during the
midst of this interaction.
This is an important consideration because the user may forget
what they ordered or the running total of their order if they
should become distracted. Distractions occur at any time and
could occur from a simple interaction. They could be at a social
gathering where there is a lot of background noise or the phone
could ring in the other room while they are in the process of
placing an order. Such distractions could cause the user to have
to restart their order, or even duplicate their order without
knowing.
6. To remedy this concern, a section of the screen will contain the
current total and the items which are to be ordered. This
partition of the ordering screen will be placed on the right-hand
side of the application and will be visible on every page of the
website. This will allow individuals to know what they have
already place to order and what their total for the order is.
S w
910A22
PARLE-G
R Chandrasekhar wrote this case under the supervision of
Professor Miranda Goode solely to provide material for class
discussion.
The authors do not intend to illustrate either effective or
ineffective handling of a managerial situation. The authors may
have
disguised certain names and other identifying information to
protect confidentiality.
Richard Ivey School of Business Foundation prohibits any form
of reproduction, storage or transmission without its written
permission. Reproduction of this material is not covered under
authorization by any reproduction rights organization. To order
copies
or request permission to reproduce materials, contact Ivey
Publishing, Richard Ivey School of Business Foundation, The
8. were available for US$1.00 per kilogram.
Even the manufacturers of new glucose biscuit products were
forced to tow this price line to be minimally
competitive in the product category.
Parle had the distinction of having maintained the US$1.00 per
kilogram price point for Parle-G since
1990.3 In fact, VFM was the consumer perception that had led
Parle-G to become the largest selling biscuit
brand by volume in the world in 2002,4 as validated by a study
by global market research firm A C
Nielsen. That top ranking had since been retained by the brand.
1 Value for money referred to the consumer paying a minimum
price for a product while gaining maximum utility. The term
was frequently used in marketing consumer packaged goods,
always with reference to the buyer and not the seller.
2 On December 15, 2009, one U.S. dollar equaled 48.6 Indian
rupees.
3 Ranju Sarkar, “Price Warrior,” Business Standard, May 4,
2009; available at http://www.business-
standard.com/india/news/price-warrior/356973/, accessed
October 4, 2010.
4 Shweta Jain and Reeba Zachariah, “Parle G Largest Selling
Biscuit Brand in World,” Business Standard, March 14, 2002;
available at
http://www.rediff.com/money/2002/mar/14parle.htm, accessed
December 21, 2009.
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9. Page 2 9B10A022
In January 2004, in its first attempt in 13 years to offset rising
costs, Parle had hiked the price of its 100-g
packet of 16 biscuits, from INR4.00 to INR 4.50. The 100-g
packet was Parle’s best-selling SKU,
contributing to 50 per cent of brand revenues every year. The
idea was to test the waters with the leading
SKU before increasing the prices of other SKUs. The company
had to roll back the increase quickly,
however, because sales of the 100-g packet dropped by more
than 40 per cent within six months. The
negative consumer reaction was spontaneous and nationwide,
forcing Parle to reinstate the previous pricing
of its Parle-G biscuits.
Four years later, management took remedial measures to deal
once again with rising costs. This time, Parle
focused specifically on reducing the weight, or grammage, of
the 100-g package. This reduction was done
in phases — first, from 100 g to 92.5 g in January 2008, then to
88 g in May 2008 and to 82.5 g in January
2009. The number of biscuits was also decreased from 16 to 15.
Consumers noticed these changes;
however, as long as the company did not tinker with the price,
consumers seemed to go along with the
grammage reduction.
Said Kulkarnii:
Biscuit is a regular consumption item in the overall food basket
which comprises 49 per
cent of the budget of an Indian family. There is a general
10. tendency among consumers
everywhere to look for bargains while shopping for food
categories. That explains the
price elasticity of demand in India for biscuits in general.
Price elasticity is particularly prevalent in the glucose category
of biscuits. It prevails
among all classes of both urban and rural consumers. Unlike the
“indulgent” variety of
biscuits consumed only occasionally, the “functional” variety of
glucose biscuits is a
staple diet among Indian urban consumers. Some classes of
urban consumers use it as a
supplement during both breakfast time and tea time. Some use it
as a daily source of
nutrition and calories. For all classes of rural consumers,
glucose biscuits are a major
source of energy and nourishment. Indian consumers don’t mind
the prices of premium
biscuits going up. But, with glucose category, they are price
sensitive. That is why I have
to proceed with caution.5
In addition to reducing the grammage across SKUs, the
company had undertaken cost-control measures to
safeguard margins. For example, Parle had brought
manufacturing centers closer to the wholesalers by
franchising production so as to reduce distribution costs. The
company had also consolidated buying and
entered into forward contracts with vendors of raw materials to
reduce supply chain costs. Additionally,
wax-coated paper had been replaced by bi-axially oriented
polypropylene (BOPP) paper to reduce
packaging costs.
11. The company could go only so far by using such measures. A
price hike seemed like a necessity to restore
margin levels, particularly because the company had ramped up
its own manufacturing capacity by 10 per
cent on an investment of INR500 million in 2008.6 A hike in
price had the potential to increase the margin
of Parle-G by 50 per cent and to perhaps restore it to the earlier
level of 15 per cent. But, if the experience
of 2004 was any indication, consumers would be extremely
sensitive to a price hike. Kulkarnii was caught
in a dilemma.
5 Based on a personal interview on June 04, 2010
6 Nishith Triveti, “Parle to Ramp Up Biscuit Manufacturing
Capacity,” Business Standard, August 13, 2008; available at
http://www.business-standard.com/india/news/ /331229/,
accessed February 22, 2010.
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INDIAN BISCUIT INDUSTRY
India was the third largest producer of biscuits in the world,
after the United States and China. Although 15
per cent of Indian biscuit production was exported, domestic
demand for biscuits fueled industry growth.
12. Biscuit manufacturing was divided into two sectors —
organized and unorganized. The former consisted of
60 per cent of the national market. The unorganized sector,
comprising mom-and-pop establishments and
catering to markets of the rural interior, did not have easy
access to bank credit, technology and
information systems. This sector was also largely outside the
national statistical data pool. Growth in the
Indian biscuit industry was largely organic because of the
limited scope for consolidation in the organized
sector.
Low-priced varieties ruled in the rural markets where players in
the unorganized sector had put up entry
barriers for branded biscuits. In comparison with most branded
counterparts, several times a day,
competitors in the rural market provided local stores with
freshly baked biscuits that carried the aroma of
newness, in an unbroken and powder-free form. These rural
competitors and local retailers had developed
long-standing relationships that branded players could not
easily change.
In the organized sector, the five main categories of biscuits
were glucose, marie, sweet, cream and milk.
Glucose was a high-volume, low-margin biscuit category that
represented 42 per cent of the biscuit market
and was accompanied by strong consumer expectations of low
price points. Sweet, cream and milk were
“indulgent” categories that carried premium prices. Marie was
an in-between category, used largely at tea
time. Parle-G was part of the glucose category.
The growth strategy of all biscuit majors was to secure the
migration from the entry-level glucose category
to the indulgent categories. The latter were available at price
13. points beginning at INR5.
The organized sector produced 1.7 million tons of biscuits per
annum, valued at INR110 billion in 2008.
The sector was growing at an average annual rate of 15 per
cent.7 The rate of growth of individual
categories varied. Low-priced categories traditionally grew at a
higher rate than premium categories. Of
late, however, the premium categories, which historically had
grown in the range of 8 to 10 per cent each
year, were not only catching up to the rate of growth of the low-
priced categories but were moving into a
range just above the 20 per cent range. This upward growth was
consistent with some positive factors in
Indian economy.
A study by McKinsey Global Institute, released in May 2007,
showed that the income levels of households
in India were rising, as were the consumption levels of many
goods and service categories. Focusing on
nine major consumption categories (including food products)
and 30 subcategories, the study concluded
that the percentage of spending on discretionary items would
grow dramatically, whereas the spending on
basic necessities would grow more slowly.8
The study classified Indian consumers into five categories on
the basis of individual annual incomes:
globals (those earning above INR1 million per annum, nearing
average international standards), strivers
(those earning between INR500,000 and INR1 million per
annum), seekers (those earning between
INR200,000 and INR500,000 per annum), aspirers (those
earning between INR90,000 and INR200,000
14. 7 Indian Biscuits’ Manufacturers Association, “Biscuit Industry
in India – Status Paper”; available at
http://www.ibmabiscuits.in/industry-statistics.html, accessed
September 17, 2010.
8 www.mckinsey.com/mgi/publications/india “The Bird of
Gold: The Rise of India’s Consumer market,” published by
McKinsey Global Institute, McKinsey and Company ,May 2007
page 16 of 194 accessed September 2, 2010.
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per annum) and deprived (those earning less than INR90,000 per
annum). The seekers and the aspirers
together formed the middle class and were the backbone of
consumption for a variety of products and
services in India.
The study showed that the number of consumers in the deprived
category would decline, while the
aggregate income levels of the Indian middle class would
increase, together leading to a four-fold hike in
aggregate consumption (see Exhibit 2).
COMPANY BACKGROUND
In 1929, Parle had started its operations as a manufacturer of
candies in suburban Mumbai in western
15. India. A decade later, it diversified into making biscuits. The
company deployed state-of-the-art machinery
that provided automatic printing and packaging, and its biscuit
baking oven was the largest in Asia. Parle
had 10 manufacturing sites of its own, in addition to 60 contract
manufacturing facilities, located across
India. In terms of managerial focus, the biscuit market was
gaining ground at Parle, in part because it was a
larger market than confectionery.9
The company had 40 per cent share of the total biscuit market in
India and 15 per cent share of the total
confectionary market in India. Many of Parle’s products were
perceived as offering good value for money
and were market leaders in their respective categories. Parle
recorded a compound annual growth rate of 15
per cent. It had a research and development (R&D) wing
focused on new product development. Its role
was to use the customer insights, received from the field sales
force, in developing new brand extensions
and also new product categories, in both candies and biscuits.
Parle produced approximately 650,000 tons of biscuits per
annum, of which Parle-G, the flagship brand,
comprised 500,000 tons. The company recorded sales revenue of
INR35 billion in 2008/09, of which
Parle-G’s contribution alone was 68 per cent. Even within the
Parle-G brand, the single largest contribution
came from the INR4.00 SKU, which was contributing to 50 per
cent of the brand’s annual sales revenue.
The biscuit portfolio included not only Parle-G in the glucose
category but also Marie in the tea time
category and Hide n Seek, Monaco, Krack Jack, Cheeslings,
Jeffs, Sixer and Fun Centre in the premium
category. The margin of premium brands typically ranged
16. between 25 and 30 per cent. Parle-G, Monaco
and Krack Jack were considered to be the core brands because
of their individual contribution to the top
line. Although Parle clearly had a broad biscuit portfolio with
product offerings in each of the major biscuit
categories, there was room to grow Parle’s presence in the
premium category, which registered a growth
rate of approximately 20 per cent per annum.
Exports formed five per cent of Parle’s revenues. The company
had adopted a “follow the customer”
strategy of targeting the Indian diaspora,10 whereby the
potential customers were already aware of the
Parle-G brand in their home country. Parle had three contract
manufacturing facilities outside India — one
in Bangladesh and two in South Africa. All the facilities catered
to local demand; however, the bulk of
exports were manufactured in India.
9 Parle, “Smart Cookie,” press release, November 2004;
available at
http://www.parleproducts.com/media/media_press7.asp,
accessed February 22, 2010.
10 Disapora refers to persons of Indian origin working and
living outside India. An estimated 20 million Indians comprised
the
diaspora. The single largest majority of 3.5 million diaspora
lived in the countries of the Middle East.
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Said Kulkarnii:
It is the domestic demand which drives Parle-G. The
opportunities for moving the tonnage
are greater in the home market than in any of the overseas
markets. Exports are less of a
priority for us, relatively speaking, because we believe that our
resources are better spent
on meeting local demand. Home market is also a market we
know best.11
Parle prized — and was keen on retaining — Parle G’s ranking
as the largest selling biscuit brand in the
world, by tonnage. Closely linked to this ranking were two
other rankings that were also valuable to Parle:
the company’s share of the domestic biscuits market at 40 per
cent and Parle-G’s share of the domestic
glucose category at 74 per cent. The latter rankings were based
on sales revenue.
CONSUMERS
The most widely used consumer classification system in India
was known as socio-economic classification
(SEC), which was developed by the Market Research Society of
India in the early 1980s. SEC was
uniquely suited to the Indian market. The basis of classification
18. was not the individual consumer but the
consumer’s household. In 2005/06, India had 207.1 million
households12 (see Exhibit 3), of which Parle-G
had penetrated 96.8 million households (see Exhibit 4). Its
penetration rate of the glucose category of the
Indian biscuits industry was 84 per cent.
The company segmented its customers for Parle-G into two
types: retail consumers and institutional
consumers. Children and mothers comprised the first segment.
Children formed 60 per cent of the target
audience for the company. The 5- to 14-year-old age group was
considered to represent both users and
influencers. This group, which formed approximately 20 per
cent of the population (see Exhibit 5), had the
potential to generate lifelong revenues for the brand. The brand
association started early because biscuits
were among the first ready-to-eat foods offered to children.
The second segment, the institutional consumers, included
hospitals, factories, railway stations, schools,
government offices and corporate offices, which usually
received a discount of 3 to 4 per cent on bulk
purchases. The institutional segment contributed to
approximately 10 per cent of Parle’s sales revenue.
Several Indian companies, even in the organized sector, focused
exclusively on the institutional segment.
Some of these companies regularly bid for official tenders to set
up kiosks at railway stations across the
country to sell a range of processed agro-products, including
biscuits.
COMPETITORS
It was not until 1996, when Britannia Industries Ltd. (BIL), a
19. British multinational, launched its Tiger
Glucose brand of biscuits, that Parle faced nationwide
competition in the domestic market in the glucose
category. In 2003, a new competitor, ITC Ltd. (ITC), an Indian
conglomerate with interests in hotels, agri-
businesses, paper products and retailing, launched Sunfeast
Glucose. Both new entrants were backed by
high-powered budgets. Parle-G continued, however, to rule the
mass market (see Exhibit 6).
Hindustan Unilever, a multinational consumer packaged goods
(CPG) company, had also entered the
glucose category in 2003. Its foray was an extension of its
faltering breads business. The company was
11 Based on a personal interview on June 04, 2010.
12 These data are from the last decennial national census held
in 2001.
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subcontracting manufacturing of its products at two locations. It
exited the biscuits business two years later
due, among other reasons, to a mismatch between costs and
margins. Parle also faced a few regional
players, whose impact was minimal at the national level.
Similar to Parle-G, both Tiger Glucose and Sunfeast Glucose
20. were being retailed at several SKUs, and
both had price points that averaged US$1 per kilogram. Rising
costs had affected the two new brands more
sharply because they were relatively new entrants. Their
experience with SEC penetration was similar to
Parle-G. Both had extensive retail network, built over years of
operations in Indian CPG business. Both
had built up brand equity with children in a short time, led by
strong advertising campaigns (see Exhibit 7).
Overseas majors, such as Nabisco in the United States, United
Biscuits in the United Kingdom and
Campbell Arnott’s of Australia, were eyeing the Indian biscuits
market, attracted by the potential of the
larger Indian foods market. Their focus was likely to be on the
premium category of biscuits for three
reasons: it was set to grow in future years, it was amenable to
brand building and it ensured higher
margins.
PRICING
Launched in 1939, Parle-G was targeted, from the beginning, at
the Indian mass market. Parle had
generally refrained from increasing the price of Parle-G, even
when it had no competition. In holding to the
price line, Parle had brought a disciplining factor to the Indian
market. The new entrants, BIL and ITC,
were under compulsion to keep prices low. When Parle opted
for reducing the weight of the biscuit, BIL
and ITC followed the leader.
Parle-G was priced at US$1.00 a kilogram. For decades, the
company had used a low price to build the
glucose category in India. Parle’s dominance in the category
21. was so strong that competitors such as BIL
(which entered the glucose category in 1996) and ITC (which
entered in 2003) did not adopt higher
pricing. They simply stayed the course of the market leader.
Decisions related to the margins for trade channels were
decentralized at the local level, whereas decisions
related to the end prices that the consumer paid were centralized
at the corporate office in Mumbai.
POSITIONING
Traditionally, Indian consumers had viewed all biscuits,
including glucose biscuits, more as a commodity
than as a brand. Prior to 1980, Parle glucose biscuits had been
called Parle Gluco. The name was changed
to Parle-G so that consumers could differentiate it from the
prevailing competition, which at the time was
restricted to the unorganized sector. A series of innovative
campaigns, in print and TV, were also
developed to drive home the health benefit of the brand.
However, the prevailing consumer perception was
that Parle-G, and the glucose biscuit category in general,
offered “value for money.” This perception was
reinforced by the price points of Parle-G’s SKUs.
Strength was a generic attribute to the glucose category.
Physical fitness carried an appeal for the young.
Boys, in particular, were drawn to evidence of muscular
strength. All glucose brands used the attribute of
strength in some form in their communications. Parle added a
new emotional layer to the core attribute to
arrive at a positioning that was unoccupied, competitive,
sustainable and contemporary. The new campaign
incorporated values such as honesty, sharing and caring to bring
22. home the product’s “goodness.” Riding on
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the equity of goodness, the brand was established as enabling
people to be true to who they were and to be
able to go on achieve their innate goals and aspirations.
The company started focusing on kids during the late 1990s,
with a campaign that identified the brand with
the mind of a “genius.” The next campaign tapped into a key
marketing insight — that mothers wanted
their sons and daughters to be an “all-rounders” rather than
brilliant in studies alone. The tag line —
“Smart kids grow up on a daily diet of Parle-G” — worked for
the brand.
In this context, Parle-G acquired the image of an affordable and
wholesome meal. Parle-G was positioned
on a combination of energy and taste — as a food item that
could be used as a “charger” when low on
energy and a “tasty” accompaniment for a cup of tea or coffee.
Although priced at the low end, the brand
was straddling all SEC classifications. Parle-G was a leveler of
social and economic strata in a vast country
such as India.
A single pack of Parle-G offered 450 calories, which was the
23. value proposition Parle used effectively when
promoting to the government, the benefits of using Parle-G as a
meal substitute in primary schools. The
federal government had mandated that every child attending
school would receive a mid-day meal
containing 300 calories and 8 to 12 g of protein per day for a
minimum of 200 days a year. Parle-G had
replaced cooked meals. It was positioned as “fortified
nourishment” that nurtured an overall development
of mind and body and enabled both mental and physical agility
among children (see Exhibit 8).
PACKAGING
Small packages were the norm in India for attracting what was
widely known as the bottom of pyramid
(BOP) market. Several multinationals operating in India were
customizing their unit packages to unlock
local demand. Coca-Cola, for example, began selling 200-
milliliter bottles of Coke in India in 2003. Also,
80 per cent of shampoo sales in India, from companies such as
Hindustan Lever, derived from 8-ml and
16-ml sachets, costing INR0.50 and INR1.00 respectively.
Small packages helped attract non-users, one-time users and
new users. They were convenient and
affordable for customers and translated into volumes for large
companies. Single-serve packages were
particularly useful in creating demand for low-penetration
categories such as health food. The smallest
SKU of Parle-G was a 16.5-g package containing four biscuits
and priced at INR1 (US$0.023 cents).
Small packages synergized with the Indian habit of top-up
shopping, as opposed to the North American
24. habit of buying large quantities in a single visit to the store.13
ADVERTISING AND PROMOTION
Every year since 2004, Parle had spent between INR600 million
and INR700 million on advertising and
sales promotion. The ad spend was approximately two per cent
of annual revenues. Of late, the company
had begun to rely on celebrity endorsements, a promotions
tactic popular with some of Parle-G’s
competitors. Parle was airing commercials in which Aamir
Khan, a popular Indian film actor, became
entangled in humorous situations, which supported the tagline
“G for genius.”
13 Atul Tandon, “Small Is Big”; available at
220.225.146.34/Open/MICA/Faculty/PAT/Small_Big/Small.ppt,
accessed
February 21, 2010.
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In its advertising, ITC Ltd. was using, among others, Sachin
Tendulkar, an Indian cricketer, to endorse its
Sunfeast Glucose brand. Focusing on the attributes of health
and wellness, which were becoming popular
25. among Indian consumers, ITC had launched a sub-brand it
called Sunfeast Sachin’s FitKit in March 2007.
Based on the cricketer’s own dietary regimen, FitKit came in
two varieties — Sunfeast Sachin’s Vitamin &
Protein Enriched (VPE) biscuits and Sunfeast Sachin’s
Multigrain (MG) biscuits.
BIL was targeting its Tiger brand of glucose biscuits almost
exclusively at children. Focusing on the
attributes of intelligence and physical fitness, which appealed to
school-aged children, the advertisements
also played on the brand name that symbolized strength.
DISTRIBUTION
India had 15 million retail outlets spread across the country.
Parle-G was sold in 2.5 million outlets. It was
available in every village with a population of 500 people, on a
par with pre-paid mobile cards. The
company had 8,000 wholesalers who had their own sales force.
The company’s sales organization structure
was based on geographies and included zonal sales managers,
divisional sales managers, area managers,
sales executives and sales officers. The logistics were handled
by depots, which also served as clearing and
forwarding agents.
ISSUES IN DECEMBER 2009
Pricing was a larger issue that had spawned two other dilemmas
for Kulkarnii.
First, Parle-G had, no doubt, remained relevant and
contemporary as a brand over the years. However,
26. consumer perception was rooted so strongly in Parle-G’s low
price that it was undermining other product
attributes such as quality and taste.
Said a marketing manager of a rival firm:
Companies build brand equity in order to deflect the focus of
customers from price.
Customers don’t mind paying a premium when a brand delivers
value on a dimension as
perceived by them. They also don’t mind loosening their wallets
when prices are
increased. They, in fact, expect periodic upward revisions.
Parle-G has formidable equity in the Indian biscuits industry.
But the paradox is that
company cannot increase its price. The brand is caught in a
warp of its own making. Its
equity is built on VFM positioning. VFM is the only value
dimension consumers seem to
be plugged into with Parle-G. It is also the only value
dimension they are plugged into
with the glucose category which Parle-G leads. The situation is
forcing peers, some with
strong equity of their own, to hold the price line. It is
compelling them to cope, like Parle-
G, cope with lower margins.14
Parle needed a big idea to overcome the entrenched VFM
perception, which could make a huge difference
in Parle-G’s handling the current pricing dilemma. The right big
idea could help customers loosen up and
revive Parle-G’s marketing strategy. Kulkarnii wondered:
“What would that big idea be?”
27. 14 Based on a personal interview July 03, 2010.
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Second, the dependence on a single brand and a single SKU
within it a brand seemed perilous. Parle-G was
contributing 68 per cent of the company’s annual sales revenue,
and the INR4.00 SKU was contributing to
50 per cent of Parle-G’s annual sales revenue. It was a
vulnerable position. The company risked Parle-G
being unseated from its leadership position by an upstart with
deep pockets. The glucose category was
already competitive and likely to become more competitive in
future.
Furthermore, customers were migrating to high-end biscuits
belonging to the sweet, cream and milk
categories. The migration was happening both in the biscuits
industry and within Parle’s own portfolio.
The contribution of Parle-G to the company’s sales revenue was
expected to reduce to 62 per cent in 2010
and settle at approximately 50 per cent in a few years. Forecasts
for 2010, streaming in from the field staff
in a month, would likely point to an upward swing in the
demand for brands other than Parle-G.
Cannibalization of Parle-G seemed imminent without immediate
28. action. A decline in the sales of Parle-G
would invariably lead to a decline in market share.
Said Kulkarnii:
A flagship brand should be generating a margin of 15 to 20 per
cent of revenue. A margin
of less than 10 per cent is unacceptable for Parle-G. I have to
bite the bullet at some time
on pricing. The concerns are several. Should I make tactical
moves like launching new
SKUs and new price points? Should I continue to tinker with the
grammage? Is there a
strategic move?15
15 Based on a personal interview July 04, 2010.
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Exhibit 1
PARLE-G –SKU HISTORY, 2006–2009
29. Maximum
Retail
Price
Stock Keeping
Unit
(in grams)
Duration Maximum
Retail
Price
Stock Keeping
Unit
(in grams)
Duration
INR1
19.0 Jan 08 – Jan 09 INR6 150.0 Jan 06 – Feb 07
16.0 Dec 05 – May 06
INR10
250.0 Jan 06 – Jan 07
17.5 Jun 07 – Dec 07 220.0 Jan 07 – Jan 09
16.5 Dec 08 – Dec 09 231.0 Sep 09 – Dec 09
INR2
30. 50.0 Jun 06 – Dec 06 192.0 Jan 08 – Dec 08
44.0 Jan 07 –Dec 08 178.5 Dec 08 – Dec 09
38.5 Jan 09 – Dec 09 209.0 Dec 08 – Dec 09
INR3
75.0 Jan 06 – Jan 07 210.5 Nov 09 – Dec 09
66.0 Jan 07 – Dec 08 212.0 Aug 09 – Sep 09
77.0 Jan 07 – Jul 07 INR12 300.0 Jan 06 – Mar 07
79.2 Jul 07– Jan 09
INR15
330.0 Jan 07 – Jun 07
66.5 Dec 08 – Dec 09 313.0 May 07 – Jun 08
60.5 Dec 08 – Dec 09
INR20
500.0 Jan 06 – Feb 07
72.6 Dec 08 – Dec 09 440.0 Nov 07 – Jan 09
INR4
100.0 Jan 06 – Feb 07 462.0 May 07 – Apr 08
88.0 Jan 07 – Dec 08 418.0 Dec 08 – Dec 09
99.0 Jan 07 – May 07
INR25
550.0 Apr 08 – Nov 08
31. 93.5 May 07– Apr 08 577.5 Jun 07 – Apr 08
82.5 Dec 08- Dec 09
INR40
1,000.0 Jan 06 – Jan 07
INR5
110.0 Jan 08 – Feb 08 880.0 Jan 08 – Jan 09
99.0 Dec 08 – Dec 09 935.0 May 07 – Jan 08
88.0 Dec 08 – Dec 09 825.0 Dec 08 – Dec 09
Source: Company files.
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Exhibit 2
INDIAN CONSUMERS – CHANGING PROFILE
Consumer
Category
32. Annual Income
Range at the
Individual Level
Number of
Households at the
National Level
Aggregate Income
at the National
Level
Aggregate
Consumption at
the National Level
(in thousands of
INR)
(in millions) (in trillions of
INR)
(in trillions of
INR)
2005
Globals
Strivers
Seekers
Aspirers
Deprived
Total
36. /Consumer_Demand_and_Demographics. Adapted
from exhibit 3 on page 13 of McKinsey and Company, “The
Bird of Gold: The Rise of India’s Consumer market,” McKinsey
Global Institute, May 2007.
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Page 12 9B10A022
Exhibit 3
INDIA’S SOCIO ECONOMIC CLASSIFICATIONS AND
NUMBERS OF HOUSEHOLDS, 2005
SEC
Class
Estimated
Number of
Households
(in millions)
A1
A2
B1
B2
C
37. D
E1
E2
R1
R2
R3
R4
2.2
4.1
5.3
5.3
12.8
14.2
6.7
10.8
5.8
15.9
56.7
67.3
Total 207.1
Notes: SEC = socio economic classification. SEC indicates the
affluence level of a household to which an individual
belongs. SEC of an urban household is defined by the education
and occupation of the chief wage earner of a household. It
has 8 categories, A1, A2, B1, B2, C, D, E1 and E2, which are
rated in descending order of affluence. SEC of a rural
household is defined by the education and occupation of the
chief wage earner of a household. It has four categories, R1,
R2, R3 and R4, rated in descending order of affluence.
The top band of purchasing power in India, Urban A1A2,
comprised a little more than 6 million households. The next
38. band,
which would qualify for the “middle-class India” label,
comprising B1R1B2C, harbored approximately 30 million
households.
The ABCR1 target group, which would form the broadest
possible target group for most consumer goods, comprised
approximately 36 million households. The lower middle-class
comprised DE1R2 at approximately 37 million households.
Source: Market Research Society of India.
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Page 13 9B10A022
Exhibit 4
INDIAN BISCUIT CATEGORY AND BRAND PENETRATION
Number of Indian Households That Purchased Biscuits, October
2008 to December 2009
(in millions)
SEC
Class
39. Biscuits (all categories) Glucose Category Parle-G Brand
178.8 % 114.9 % 96.8 %
A1 and A2
B1 and B2
C
D
E1 and E2
R1
R2
R3
R4
7.0
10.7
12.4
13.2
14.7
6.0
17.2
50.0
47.6
3.9
6.0
6.9
7.4
8.2
3.3
9.6
28.0
26.6
3.2
5.6
7.3
41. Source: Company files.
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Exhibit 5
INDIAN DEMOGRAPHY
(Population in millions)
Age group in years 2001 2011* 2021*
0–4
5–9
10–14
110.45
128.31
124.85
115.58
115.43
44. 8.46
–
35.56
25.71
17.53
15.99
–
TOTAL POPULATION 1,028.61 1,196.55 1,347.02
* Projected population
Note: The government of India conducted the official census
once each decade. The most recent census was held in 2001.
Source: http://mospi.nic.in/Adapted from Youth in India –
Profiles and Programmes, Ministry of Statistics and Programme
Implementation of the Government of India, October 2006,
Table 2(a) “Distribution of population by age and sex, 2001-
2021,” p. 37; available at htpp://www.mospi.gov.in, accessed
July 14, 2010.
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Exhibit 6
45. MARKET SHARES OF THE INDIAN GLUCOSE BISCUIT
CATEGORY
Brand 2007 2008 2009
Parle-G 67 69 74
Tiger Glucose 18 16 13
Sunfeast Glucose 10 10 9
Others 5 5 4
Source: Company files.
Exhibit 7
PARLE’S COMPETITORS IN THE BISCUIT CATEGORY
Existing
Company Biscuit Category Future Plans
Year of
Entry
Brands
Britannia
Industries
Ltd.
1999 Glucose category: Tiger
Tea time category: Marie Gold
Premium categories: Good Day, Bourbon, 50-50,
46. Treat, Milk Bikis, Timepass, NutriChoice, Little
Hearts
• Outsource production
• Invest INR400 million in
the biscuit segment.
• Launch a variety of
products around the Tiger
brand
Hindustan
Unilever Ltd.
2003 Glucose category: Modern Withdrawn
ITC Ltd. 2002 Glucose category: Sunfeast
Tea time category: Marie Light Other categories:
Milky Magic, Golden Bakery, Dark Fantasy,
Dream Cream, Snacky, Sweet n Salt, Nice,
Benne, Vita Flaxseed, Sunfeast Special
–
Surya Food &
Agro Ltd.
1992 Glucose category: Priya Gold Tea time category:
Marie Lite Premium categories: Big Boss Milk
Classic, Bourbon, Magic Gold, Coconut Crunch
Moving beyond the
institutional markets
Anmol
Biscuits Ltd.
47. – Glucose category: Anmol Premium categories:
Yummy, Lemon Mazaa, Coconutty, Funfill
Going beyond eastern and
northern Indian markets
Imminent
GlaxoSmithKline Consumer Healthcare: Junior Horlicks
Biscuits
PepsiCo India: Aliva to be produced by foods division Frito Lay
India
United Biscuits (UK)
Kellogg India
Nestle India
Nabisco Foods
Campbell Arnott’s
Source: Company files.
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Exhibit 8
PARLE-G – POSITIONING HIGHLIGHTS
Year Goal Target Audience Core Messaging
48. 1982 To seek differentiation through a
name change from Parle-Glucose to
Parle-G
Mass market Parle-G is healthy.
1990 To reinforce health benefits Mothers and children Parle-G
brings out the
essential goodness.
1996 To seize a market opportunity by
targeting consumers in South and
East India who were short on milk
intake
Mothers and children Parle-G makes up for lack
of milk.
1998 To communicate a new attribute Mothers and children
Parle-G provides energy
and personal power.
2003 To communicate a new attribute Mothers and children
Parle-G is more than a
biscuit, it is fortified
nourishment.
2004 To enhance communications with
celebrity endorsements and new
messaging
Mothers and children Parle-G makes kids smart,
turns them into geniuses.
49. Source: Company files.
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Discussion Questions for Parle-G Case (Due date: 6 September
2019)
This case illustrates a classic pricing decision that many
companies face,
regardless of industry.
In writing your report, I want you to focus on the issues
discussed in the section
titled “ISSUES IN DECEMBER 2009” on pages 8 and 9 of the
case,
culminating with the questions asked by forlorn Mr. Kulkarni at
the end of the
case (on page 9):
“A flagship brand should be generating a margin of 15 to 20
percent of
revenue. A margin of 10 percent is unacceptable for Parle-G. I
have to bite the
bullet at some time on pricing. The concerns are several. Should
I make tactical
moves like launching new SKUs and new price points? Should I
continue to
tinker with the grammage? Is there a strategic move?”
Please write your report so as to give clear guidance to
50. Kulkarni. It might be a
good idea to first spend some time and effort in understanding
and explaining
the factors that drive Parle-G’s pricing in the report, and then
delve into your
recommendations.
Please be sure to consider and explain both the short- and long-
term impacts of
your recommendations.
Week 06
Conjoint Analysis
https://www.smh.com.au/business/companies/david‐jones‐and‐b
p‐ink‐deal‐to‐bring‐fancy‐food‐to‐petrol‐
stations‐20190827‐p52l2z.html
Customer Value
•
Customer Value is the total amount of money that the customer
is
willing to pay for the benefits received from the product.
•
51. For pricing, each customer benefit should be equated to dollars
and
cents that customers are willing to pay (WTP) for it.
•
Benefit 1 + Benefit 2 + ….. = WTP 1 + WTP 2 + … = Total WT
P
•
Customer value sets the ceiling or the highest possible price tha
t can
be charged for the product.
•
Understanding customer value requires an understanding of the
types and number of benefits customers receive from the produc
t
and the product/ service features that contribute.
Source: Dholakia, How to price effectively, 2017
Attributes define a product
What are attributes that define a mobile phone?
What is Conjoint Analysis?
Which car
should I get?
Conjoint Analysis: The Underlying Model
52. • A Product is a “bundle” of attributes
•
Consumers evaluate the alternatives in the marketplace by exam
ining how much
they offer on the various attributes and how critical each attribu
te is to them
•
Total Value of product = sum of sub‐values (partworths) of its a
ttribute levels to
the individual
•
A consumer prefers the product that delivers the greatest Total
Value to him/her
•
Decompose the product into the value of each sub‐part in order t
o determine
preference for the composed product/service
Example: A Consumer’s Value System for a car
v(brand) + v(engine type) + v(body type) + v(price)) = V(
Conjoint analysis model
Consumer’s overall judgment about
a set of complex alternatives
Rank a set of alternatives;
State their preferences
Decompose overall judgment into
53. separate utilities for individual attributes
Statistical analysis to recover
individual attribute weights, w
Preference = ∑ (w x µ)
= w1 µ1 + w2µ2 + w3 µ3 + …
Given attribute levels for the item (0 or 1)
•
If you choose left, you prefer Power. If you choose right, you pr
efer
Fuel Economy.
• Rather than ask directly whether you prefer Power over Fuel
Economy, we present realistic tradeoff scenarios and infer
preference from your product choices.
Simple example of Conjoint Analysis
Would you prefer…
210 Horsepower or 140 Horsepower
17 MPG 28 MPG
Another simple choice‐based conjoint
More elegant ranking‐based conjoint
54. Far more complicated examples
Discrete Choice Experiment
1. Identify a set of relevant
product attributes (based
on discussions with a car
company)
2. Define reasonable levels
for these attributes
(based on carsales.com)
Stages in Conjoint Analysis
A real example: Buying a car (ratings task)
Source: Havard Business School
3. Create product profiles
4. Obtain consumer preferences for profiles via survey
Concrete Conjoint Example
Source: Havard Business School
Q: With 4 attributes and 3 levels each, how many possible profil
es available?
55. • Complete (Full) Factorial Design (CFD)
• All possible combinations of attribute levels (L) of k
attributes.
• CFD design size = L1 x L2 x L3 x … x Lk.
•
E.g., 3 attributes with 2 levels, 4 levels and 5 levels each will re
sult in 40 profiles (= 2
x 4 x 5)
• Fractional Factorial Design (FFD)
•
Minimum design size = 1 + (L1‐1) + (L2‐1) + (L3‐1) + … + (Lk
‐1)
•
E.g., above case requires at least size of 9 (=1 + 1 + 3 + 4) prod
uct profiles.
• Desirable properties
• Balanced –
each level in an attribute appears equal number of times.
• Orthogonality –
each attribute is designed to be independent of one another. It
requires special software such as SPSS, SAS, or R.
Create Conjoint Analysis Design
• A respondent rates
every profile on a rating scale (e.g., 7‐point or 10‐
point)
• A respondent ranks
each profile in terms of preference, e.g., 1st, 2nd,
3rd, … for preference rank.
56. •
A respondent chooses the most preferred option out of a set of
multiple options, e.g., one out of 4 alternatives. It requires mult
iple
sets of choice tasks.
• A respondent chooses the most preferred option and the least
preferred
option out of a set of small number of options, e.g., 3 or 4
options. It requires multiple sets of choice tasks.
Data Collection
5. Analyze the Data
For ratings data, simple regression
can be used to compute the part‐worths
for the attribute levels. Choice task requires logit or probit.
‐ Dummy coding or Effect Coding is required (see workshop)
Create a “baseline” profile
• E.g., “Japanese,” “Sedan,” “Gasoline,” “$20,000”
• Partworths for these levels set to 0
• Partworths
of other levels = deviations from this baseline profile
• Total Value of baseline profile captured by the intercept
Concrete Conjoint Example
Interpreting the Output
57. Intercept = Total Value for the Baseline Option
v(Japanese) + v(Sedan) + v(Gasoline) + v($20000) = 4.2 “value
units”) = V(
Coefficients
Intercept 4.20
American 0.33
European ‐0.84
SUV 0.96
Sports Car ‐0.10
Hybrid 1.78
Electric 0.86
$30,000 ‐0.58
$40,000 ‐1.20
Part‐worths
Part‐Worth Plots
-1
0
1
58. 2
3
Japanese American European
Brand Origin
-1.00
0.00
1.00
2.00
3.00
Sedan SUV Sports Car
Body Type
0.00
1.00
2.00
3.00
Gasoline Hybrid Electric
Engine Type
-2.00
59. -1.00
0.00
1.00
2.00
3.00
$20000 $30000 $40000
Price
What do you make of this?
What is this person’s ideal car?
How Important is Each Attribute?
• For each attribute:
• Range of an attribute = max part‐worth – min part‐worth
•
Importance of an attribute = Range / (sum of ranges across all at
tributes)
ATTRIBUTE IMPORTANCES
Attribute Range Importance
Brand Origin 1.17 0.22
Body Type 1.06 0.20
Engine Type 1.78 0.34
Price 1.20 0.23
60. 0.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
0.40
Brand Origin Body Type Engine Type Price
Sum 4.6 1.0
Choice Prediction
If presented with these three options, which one would this indi
vidual choose?
A Japanese, Sedan, Hybrid, $20,000
B European, Sports Car, Gasoline, $40,000
C American, SUV, Gasoline, $30,000
V(A)= 4.21+ v(Japanese)=0 + v(Sedan)=0 + v(Hybrid)=1.78 +
v(20,000)=0
V(B)= 4.21+ v(European)=‐0.84 + v(Sports Car)=‐0.1 + v(Gas
oline)=0 + v($40,000)=‐1.2
V(C)= 4.21+ v(American)=0.37 + v(SUV)=0.96 + v(Gasoline)
=0 + v($30,000)=‐0.58
-1
0
61. 1
2
3
Japanese American European
Brand Origin
-1.00
0.00
1.00
2.00
3.00
Sedan SUV Sports Car
Body Type
0.00
1.00
2.00
3.00
Gasoline Hybrid Electric
Engine Type
-2.00
-1.00
0.00
62. 1.00
2.00
3.00
$20000 $30000 $40000
Price
So it looks like we can raise the price of option A…by how muc
h?
Coefficients
Intercept 4.20
American 0.33
European ‐0.84
SUV 0.96
Sports Car ‐0.10
Hybrid 1.78
Electric 0.86
$30,000 ‐0.58
$40,000 ‐1.20
•
Convert utilities of each level of attribute to price level that a p
erson is willing to
63. pay for the desired level of attribute
• From the output, we know that V($20,000) = 0
and V($40,000) = ‐1.20. Thus, $20,000 increase
implies 1.2 utilities decrease ($1 = 1.2/20,000 util).
• SUV has higher utility (0.96) than Sports car (‐0.10).
So, the person is willing to pay more for SUV than
for Sports car of same brand.
• Utility difference between two types = 0.96 – (‐0.10)
= 1.06 $17.667 (= 20,000 x (1.06/1.2)).
Willingness‐To‐Pay
Trade‐Off Analysis
Coefficients
Intercept 4.20
American 0.33
European ‐0.84
SUV 0.96
Sports Car ‐0.10
Hybrid 1.78
Electric 0.86
$30,000 ‐0.58
$40,000 ‐1.20
64. • Try to select a representative sample of the market of interest
• Below are the average
importance weights across such a sample
From Individual to Market Level Analysis
0
.1
.2
.3
Brand Origin Body Type
Engine Type Price
• Often more insightful to analyze the market by looking at all
individuals to properly account for the heterogeneity in preferen
ces
From Individual to Market Level Analysis
0
.2
.4
.6
P
ric
e
65. 0 .2 .4 .6 .8
Brand
Brand v. Price
0
.2
.4
.6
P
ric
e
0 .2 .4 .6 .8
Body Type
Body Type v. Price
0
.2
.4
.6
P
ric
e
0 .2 .4 .6
Engine Type
Engine Type v. Price
66. •
Based on the preferences of each individual in the sample, what
would the market share be of
the following three options be?
A Japanese, Sedan, Hybrid, $20,000
B European, Sports Car, Gasoline, $40,000
C American, SUV, Gasoline, $30,000
From Individual to Market Level Analysis
47.7%
32.5%
19.8%
A
B
C 2. Identify most preferred option by each individual
1. Compute utilities of each option by each individual
3. Sum of all individuals who would choose each option
Decision Support System Example
Flight configuration
67. Decision Support System Example
Wine configuration
Decision Support System Example
Wine configuration
• Ideal product development based on preferred attributes
•
Product is a bundle of attributes. So, combining most preferred
attributes will
result in the most preferred product offering.
• Segmentation based on individual part‐worths
• Some emphasize brands, and others emphasize prices, etc.
• Some are price sensitive and some are not.
• Market share forecast leads to Decision Support System
• Willingness‐To‐Pay trade‐off analyses
• Compare utilities of price with utilities of any other attributes.
•
Pursuing higher level of an attribute, e.g., higher horsepower, in
creases price.
WTP for higher horsepower can be computed.
Usage of Conjoint Study
•
Service or experiential goods are hard to evaluate without actual
68. experience
• Defining attributes and levels are hard
• Preferences are not well formed
•
Some customer segments may find the conjoint ratings task to b
e
very difficult
• Ways of better implementation
• Prototype or Testable products
• Artificial environment mimicking real experience
•
Advanced conjoint such as Adaptive Conjoint (ACA) or Informa
tion
Acceleration (IA)
Difficulty of Conjoint Analysis
• Parle‐G case (Workshops)
• Case report is due at 3pm on Friday, 6 September.
• Submit an electronic copy via Turnitin on UTSOnline
• NO Lecture unless demanded
Next week
8/30/2019 Model User Flow and Wireframes Scoring Guide
https://courserooma.capella.edu/bbcswebdav/institution/IT/IT33
69. 01/180100/Scoring_Guides/u03a1_scoring_guide.html 1/1
Model User Flow and Wireframes Scoring Guide
Due Date: Unit 3
Percentage of Course Grade: 15%.
CRITERIA NON-PERFORMANCE BASIC PROFICIENT
DISTINGUISHED
Revise a task flow to
make a user's
ordering process
more efficient.
20%
Does not revise a
task flow to make
a user's ordering
process more
efficient.
Revises a task flow to
make a user's ordering
process more efficient,
but the revision does
not address all key user
needs and goals during
the process.
Revises a task
flow to make a
user's ordering
process more
efficient.
70. Revises a task flow to make
a user's ordering process
more efficient, and
demonstrates mastery of
task flow process described
in course readings.
Design a series of
wireframes to
support user tasks.
16%
Does not design a
series of
wireframes to
support user
tasks.
Designs a series of
wireframes to support
user tasks, but these
wireframes are either
incomplete or would not
suit the task at hand.
Designs a series
of wireframes to
support user
tasks.
Designs a series of
wireframes to support user
tasks, and demonstrates
mastery of design practices
described in course
readings.
71. Specify user flow
between wireframes
according to a task
analysis.
16%
Does not specify
user flow between
wireframes
according to a
task analysis.
Specifies user flow
between wireframes
according to a task
analysis, but this flow
does not match the
process a user is likely
to follow in using the
interface.
Specifies user
flow between
wireframes
according to a
task analysis.
Specifies user flow between
wireframes according to a
task analysis, and
demonstrates mastery of
design practices described in
course readings.
Identify design
72. strategies to
address human
recognition and
recall, support user
activities, and
facilitate learning.
16%
Does not identify
design strategies
to address human
recognition and
recall, support
user activities, and
facilitate learning.
Identifies design
strategies, but they do
not adequately address
human recognition and
recall, support of user
activities, and/or
facilitating user learning.
Identifies design
strategies to
address human
recognition and
recall, support
user activities,
and facilitate
learning.
Identifies design strategies
to address human
recognition and recall,
73. support user activities, and
facilitate learning, and
supports these strategies
with evidence from course
readings.
Describe how an
interface should be
modified to suit
mobile devices.
16%
Does not describe
how an interface
should be
modified to suit
mobile devices.
Describes how an
interface should be
modified for mobile
devices, but the
modifications would not
suit needs for mobile
responsiveness.
Describes how
an interface
should be
modified to suit
mobile devices.
Describes how an interface
should be modified to suit
mobile devices, and
supports these modification
74. choices with evidence from
course readings.
Communicate
according to
assigned
requirements for
format and clarity.
16%
Does not
communicate
according to
assigned
requirements for
format and clarity.
Meets some but not all
requirements for format
and clarity.
Communicates
according to
assigned
requirements for
format and
clarity.
Communicates according to
assigned requirements for
format and clarity, and goes
beyond these requirements
to provide exceptional
structure and conciseness.