Course Work Coursework Example | Topics and Well Written Essays - 1000 words

Course Work - Coursework Example Secondly, the entire summary has so many citation errors. For instance, Purdy v United Kingdom (2010) AC 45 was used instead of (on the application of Purdy) v DPP [2009] UKHL 45 [2010] AC 345. Moreover, the term article in law is supposed to be written with a capital letter. However, the summary had most of its â€Å"Articles† written in small letters. For instance, article 8 instead of Article8. Furthermore, there are interchanged words or rather statements in the text. For example, â€Å"judge Lord† is used severally in the entire summary. This is supposed to be written as â€Å"Lord Judge†; an acceptable statement. The entire summary is full of misused and confused tenses. For instance, â€Å"If you provided a defence to those who assisted someone to kill themselves then you would have to apply it to euthanasia as well as assisted suicide.† To correct this statement, one should focus on the use of words and the tenses that come along with them. Thus, t he statement should be written as â€Å"If you provide a defense to those who assisted someone to kill him or herself, then you should consider it euthanasia and assisted suicide.† The statement â€Å"European Court of human rights† is not written appropriately. It should be written as â€Å"European Court of Human Rights,† in line with the rules of law as well as grammar requirements. This text is full of grammar errors, this is just bet an example or rather a representation of the errors. Lastly, a year was not provided in a citation â€Å"Gross v Switserland and Purdy.† It should be written or rather cited as follows: Gross v Switzerland (A/30)(1979). Summary of R V Nicholson (2013) This case was brought by Nicholson together with other individuals to the Court of Appeal after the European court of Justice ruled against assisted suicide and euthanasia of which they were never satisfied with. The applicants were disadvantaged since they could not kill t hemselves. Thus, they proposed that others should kill them. However, Section 2 of the Suicide Act 2010 states that it is unlawful for persons to assist others to commit suicide and whoever assists will be charged with murder. Similarly, the FPP had provided guidance on how and when the murder assisters should be prosecuted. This advice came immediately after the case of Purdy v United Kingdom (2010). Therefore, the Court had to decide as to whether there is a defense to murder that is referred to as a necessity or not. In addition, the Court had to decide whether a cover for such cases is an interference with the Article 8 of the Human Rights Act 1950 or not. This Act protects privacy of people. Lastly, the Court had to decide if the DPP is supposed to set out greater details as to how he would decide his discretion in prosecution cases of the kind. In this case, the European Court of Human Rights, in absence of the Lord Judge, declined to give a declaration that was requested for since it was not the responsibility of the Courts of Law to make decisions about this. Parliament is the only body with the powers to make such decisions. The issue was extremely controversial for the courts to deliver their rulings thus it was not a necessity. The court used the case of Bland to support their decision. Moreover, the court stated that the right to life is a fundamental according to the common law, under the European Act. There being no right to commit suicide, one will be prosecuted if he or she tries to. Furthermore, if you provide a substantial

Evaluating my course project Essay Example | Topics and Well Written Essays - 250 words

Evaluating my course project - Essay Example Further, there are parameters especially in the physical storage that are important in developing the model using a data definition language. That is what is used to create the database. The creation of the database structure consisted of establishing the number of tables, the fields to use and the records of those tables. The three tables are a result of a thorough normalization process to minimize redundancies of information. It included going through the first normal form, the second and the third form of normalization (Morris, 2014). I then created an entity relationship diagram to map the type of relationships in the architectural engineering database. The implementation stage also included coming up with data dictionaries for the three tables. I also examined the relationships critically to ensure that there is the consistency of information especially on similar fields in different tables. These connections are important in restricting redundancies. Further, I went on to look at the queries that will allow the users to retrieve information from the database that meets particular conditions. The questions included joining information from more than one table and grouping the data based on specific criteria (Keogh, 2007). For instance, grouping of projects according to the customers. The subsequent sections of the report examined the errors the architectural engineering database is likely to encounter such as read data and multiplicity update problem. In addition, it also includes a section covering the best practices for building and implementing the database (Morris, 2014). These are standard procedures already acceptable in the market. The final stage is the conclusion that states the use of Microsoft Access as the relational database of choice. It further states that a database requires maintenance after designing and its

How Greenwash commercials influence buying behaviour in luxury car Dissertation

How Greenwash commercials influence buying behaviour in luxury car market - Dissertation Example According to the research findings the impact of Greenwash commercials on buying behaviour seeks to understand the consumers’ psychological orientation towards purchase of products and how marketing strategies or advertisements can adapt to the same. Amongst the Response Hierarchy Models, Persuasive Hierarchy Model suggests that consumers are influenced by advertising and use the commercials to learn about different brands and reach their preferences based on the information they gain from these. Here cognition is the precondition for making any buying decision. This model is applicable in high involvement purchase condition where the product or the purchase is crucial to the consumer. Such advertisement begins with awareness which leads to interest of the buyer and then results in action of purchase. These are highly true for consumers of cars. In Low involvement cases, the consumer prefer convenience goods, i.e.take the buying decisions based upon cost, etc. Here purchases a re rapid and preferences towards brands are formed after trials. Integrated Models therefore suggest that buying decisions depend on situations and advertising works accordingly. The FCG grid formed by the advertising agency Foote, Cone and Belding can appropriately depict this with four different buying situations incorporating consumer motivation. For instance, in high involvement case, consumers’ motive will lead him to buy items like luxury watches when the idea is to transform their lifestyle or when the â€Å"feel good† factor is important to them. ... umers are influenced by advertising and use the commercials to learn about different brands and reach their preferences based on the information they gain from these (Belch and Belch, 2003, p. 208). Here cognition is the precondition for making any buying decision. This model is applicable in high involvement purchase condition where the product or the purchase is crucial to the consumer. Such advertisement begins with awareness which leads to interest of the buyer and then results in action of purchase. These are highly true for consumers of cars. In Low involvement cases, the consumer prefer convenience goods, i.e.take the buying decisions based upon cost, etc. Here purchases are rapid and preferences towards brands are formed after trials. Integrated Models therefore suggest that buying decisions depend on situations and advertising works accordingly. The FCG grid (Appendix B: Integrated Model – FCG grid) formed by the advertising agency Foote, Cone and Belding can appropri ately depict this with four different buying situations incorporating consumer motivation. For instance, in high involvement case, consumers’ motive will lead him to buy items like luxury watches when the idea is to transform their lifestyle or when the â€Å"feel good† factor is important to them. Again when product choice is based on information about the product, consumers will tend to choose automotives and appliances. In Low involvement case, they would go for package goods (cost effectiveness), while their choice is led by information. Under low involvement they would settle for variety goods in order to meet the â€Å"feel good† factor (Sorce&Dewitz, 2007, pp. 4-5). This dissertation focuses on a High Involvement case (a case of buying luxury brands of cars). For these goods there always

Engineering Managment Coursework Example | Topics and Well Written Essays - 1500 words

Engineering Managment - Coursework Example The company was founded by John Cadbury in the year 1824. It is presently headquartered at Uxbridge, London, United Kingdom and operates in more than 50 countries of the world (Prinz, 2012). Since the time of its inception, the company has been growing at a rapid pace and the reason behind its continued success is its clear strategies, plans, goals and objectives. The company has been operating in the market for almost 200 years. Despite economic crises that have affected the world from time to time, the company is still standing strong in the market. Moreover, the company has always also remained focused on its mission, objectives and strategies. However, the company has faced some kind of issues in the form of PR crisis and financial crisis. To deal with this, it is highly recommended that the company should reduce its operating cost and appoint a dedicated public relations officer to oversee any public relations issue. Question 1 1.1 Cadbury’s current mission, objectives, a nd strategies Mission The core purpose of the company is to work together and create a brand which people love. The core mission of the company is to reach the world and become a leading company in the confectionary industry. Cadbury wants to be a part of people's lives through their products. In addition, the company’s mission is to eradicate poverty in the areas of its operation and create a work environment which promotes work force diversity. Objectives The objectives of a company generally depend upon the business situations. Similarly, the business objectives of Cadbury have changed over the years according to the market situations. Cadbury has always relied on short term goals, rather than the long term objectives. However, their short term goals have changed on an average of 10 years. The objectives of the company are as follows: - To open a Cadbury shop and increase its profitability. To use new technology to increase the production. The company has been able to fulf il most of its objectives till now and the current objective of the company is to maintain the level it has already reached. To provide high return to the shareholders. To achieve revenue and sales growth. Strategies The strategy of the company to achieve its goals is very much straight forward. The business strategy of the company is to tap new markets for its products and increase its profitability. Nevertheless, since most of the products of the company are sold all over the world, it has formulated a two-pronged growth strategy, which is dependent upon the cash flow of the company. In addition, the company is also looking forward to new channels of product distribution in order to increase sales. Since, 70 % of the total sales of the company come from impulse purchase that is why the company is also targeting restaurants, pubs and petrol stations to sell their products. Apart from the mission statements, strategies and objective the organizational culture of

The Contemporary Implications of Downsizing and Globalisation for the Essay

The Contemporary Implications of Downsizing and Globalisation for the Global Company and Workforce - Essay Example But downsizing might be unsuccessful if applied without consideration of globalisation. Integrating a global culture into the organisational foundation is the task confronting all companies wanting to survive in the contemporary global economy (Marmolejo 2012). A number of firms with extensive experience in the global economy, such as Gillette, have gained knowledge of making global culture an element of the company’s standard operations (Hassard et al. 2009). This essay discusses the reasons companies employ downsizing and integrate globalisation into their operations, and the implications of these strategies for work and daily life in economically developed countries. Downsizing and Globalisation in Organisations Even for the highly developed organisations on the international arena, the growth of major economic organisations creates concerns, like how to successfully bring together downsizing and globalisation. Can a downsized company, for instance, cope with technologies i nclined towards globalisation? For every company, the development of the markets continuously renews concerns for global integration. In a thriving economic state, the movement towards globalisation necessitates a focused and sustained willpower. ... one of the fundamental premises of globalisation, the capacity to downsize globally or, more specifically, the justification of downsizing by a global perspective. Developments with regard to global integration and competition, industrial streamlining, and trade agreements have permanently transformed business activities for the almost all managers. A particular implication for managers is the currently widespread adoption of organisational downsizing. Downsizing has been especially widespread among electronic or technology firms nowadays (De Meuse 2004). Nevertheless, downsizing affects every venture that aims for competitive advantage through cutting of costs. There are two main situations where downsizing could be essential. The first takes place in organisations that are burdened with unproductive assets or constantly failing units. They must figure out whether to sell them to those who can transform these assets into something productive (Gandolfi 2006). The second situation tak es place when jobs depend on obsolete technology, such as newspaper companies. Nevertheless, wholesale ‘slash-and-burn’ strategies, like blanket employee downsizing, rarely result in lasting advantages in profits, efficiency, etc (Gandolfi 2006). Downsizing-- which started in the latter part of 1980s as a desperate, never-to-be-repeated strategy to significantly reduce costs to aid companies in competing globally or in surviving major failures in their operations-- has currently become a mainstay in the global economic arena. There exists a strong interconnection between the three major motivators for downsizing, namely, customer demands, latest technology, and global competition, as well as customer-oriented policies and information-based marketing (Blackburn 1999). Particular

Roman Aqueducts and Architecture Essay Example for Free

Roman Aqueducts and Architecture Essay Rome had many famous achievements. The two different ones that I found most interesting to me were the aqueducts and architecture. Till this day, it is still unknown when and where the first aqueduct was built. Roman Aqueducts Person in charge: The first person in charge of the Roman waterworks in 33 B. C was Marcus Agrippa. What they are: They are channels that run through the water, that are conducted to the place where it is being used. The tunnels were dug through the rocks and other canals that are in the earth. Materials that were used: Some of the materials that the Rome used to build the aqueducts were: masonry, concrete, cast iron, steel, or wood. If the gravity was working the greatest, they would use pumps to push the water through. Facts: There would be much more aqueducts built when the cities were growing. When there were dry lands, the aqueducts would also supply the water, so the crops could be watered. Rome was known to have a lot of aqueducts and was the only city with a good water supply. Nine total aqueducts were said to supply 85 million gallons of water a day to the cities or where it was needed. Years later five more aqueducts were built. In Rome, 200 cities had aqueducts. Roman Architecture Most famous buildings they built were: They were post and lintel, but they were limited in the weight it was to carry, and the span between the supports. Facts: The Roman Architecture changed all this and advanced this by introducing new methods of architecture; The Columns and The Arches. With these methods the romans were able to construct bigger temples and buildings than ever before. They built three types of columns during their long history, but the most basic column that they built was called the Doris Style. The features they used were not perfect or even looked good, but they served a good purpose. The arches they used gave the power to amaze and glorify, but also the main use was the immense support. The Pantheon was the largest dome built for eighteen centuries. Their idea of the arch was too extended in the middle ages with the barrel vault and different types of vaults which was the central theme of the Romanesque and Gothic Cathedrals. To construct the arches they used cement, which this helped the Romans expand their building. When they built the Coliseum, they used concrete along with their arch system when they were building it. Using this method they were able to build a four story high stadium, which was able to seat 50,000 people. . (UNRV History) A famous Roman aqueduct, the Pont du Gard near Nimes, France, stands as a reminder of one of the worlds greatest empires. At its peak of power, in the A. D. 100s, the Roman Empire covered about half of Europe, much of southwest Asia, and the north coast of Africa.

Market Analysis of Coca Cola

Market Analysis of Coca Cola Jump to: PEST Analysis | SWOT Analysis Coca-Cola, corporation nourishing the global community with worlds largest selling soft drink since 1886. Its nations top soft drink brand, with the best bottling network. It is the largest marketer of non-alcoholic beverages in the world. In India, Coca Cola was the leading soft drink till 1977 when govt. policies necessitated its departure. It returned to India in 1993 after a 16 year hiatus and made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation. In the minds of worlds consumers the brand has assumed an iconic status. Coca Cola was initially advertised as a remedy for headache and exhaustion. It has been advertising on television for 50 years. COCA COLA INDIA (CCI) Leading player in the Indian beverage market A fortune 500 company in India (73rd position) Coca Cola India with PepsiCo forms Duopoly Includes 24 company-owned bottling operations Came back in 1993 and acquired local brands (Ibef, 2010) (Coca Cola India, 2010) 2. COMPANY BACKGROUND Marketing Coca Cola in India-The post-liberalization period in India saw the comeback of Coca Cola but Pepsi had already beaten Coca-Cola to the punch, by creatively entering the market in the 1980s period by way of a joint venture. In a way Pepsi benefited the Coca Cola by developing the Indian soft drink market in the early years of liberalization .The only disadvantage was that CCI in 1993 applied the American way of life approach in selling its product on the contrary, Pepsi targeted the youth. (Coca Cola India, 2010) 3. The Marketing tools: The Marketing Environment 3.1-The Macro Environment- PEST Analysis of Coca Cola (P)OLITICAL ANALYSIS- Political variables have very little effect on the CCIs selling and production behavior. There are few exceptional things like the environmental protection laws they somewhat effect the industry of coca cola. The state government of Kerala released a report on March 22, 2010 holding Coca Cola responsible for causing pollution and water depletion in a state of Kerala and made it liable for Indian rupees 216 corer for damaged caused as a result of the companys bottling operations. To deal with this problem the company has made proper adjustments in plant and applied the proper way of wastage management. The companys production also gets effected by the elections and military take over because in the day of election any countries production in any field is declined. (E)CONOMICAL ANALYSIS- Inflation in any country is not good from its production point of view. So, coca cola is no exception. Its impact on coca cola is highly negative. In a country like India where there is a high rate of unemployment, CCI directly employs approximately 6,000 people and indirectly creates employment for more than 1,25,000 people in related industries. Its among the countries top investors having invested more than US$ 1 billion in India in the first decade and further pledged another US$ 100 million in 2003 for its operations. (S)OCIAL ANALYSIS- CCI in partnership with the NGO, Bharat Integrated Social Welfare Agency (BISWA) has launched a program to build awareness on micro-nutrient malnutrition (or Hidden Hunger) in the bottom of the socio economic pyramid population in India. They are constantly working to keep their product environmentally and socially beneficial to the communities they serve. Their community water programs are designed to support healthy watersheds and sustainable programs to balance the water used throughout their production process. CCI has been awarded the Social and Corporate Governance Award for Best Practices in Corporate Social Responsibility in 2009. All India Division COBOs are now ISO 14001 certified. (T)ECHNICAL ANALYSIS- The CCI uses the more advanced technology in its production process. Computers have become the basic needs these days and it is giving the way of other industries to come to new technologies and into a new world of business. Computers can increase the efficiency of its business and the latest coke vending machine will now employ the use of (user friendly) touch screen technology. SWOT ANALYSIS OF COCA COLA (S)TRENGTHS Brand Ambassadors-focused target marketing by launching appropriate brand ambassador for the target market. Diverse Product Portfolio. Extremely Recognizable Brand. Improved Quality Control. Heavy Investment. Bottling System. (W)EAKNESSESS Reduced Consumer Purchasing Power. Issues for Health Care. Environmental Destruction. (O)PPORTUNITIES To serve a large geographic diverse area Brand recognition Sponsorships (T)HREATS Substitutes Heath Consciousness Consumer preferences Stiff Competition 3.2-The Micro Environment The micro environment represents those elements over which the marketing firm has full control in order to reach its target market i.e. the 4 Ps, which it can use in order to gain information that will better help it in its marketing operation. MAJOR COMPETITORS Coca cola major competitors is Pepsi as its portfolio includes- PEPSI 7UP NIMBOOZ MIRINDA SLICE MOUNTAIN DEW After CCI it covers the 2nd largest market share % of the soft drink industry in India (Pepsi Co India, 2010) Consumer Behavior- The two factors that dictate the Consumers decision-making process are involvement and perceived risk. The consumer will follow the habitual decision making steps while purchasing coca cola. Habitual Decision Making Product Coca Cola Level of Involvement Low ( unimportant decision ) Perceived Risk Low ( simple , low-cost product ) Information Processing Respond to environmental cues ( shop signage or displays ) Learning Model Behavioral learning ( ad shows product in beautiful setting , creating positive attitude ) Needed Marketing Action Provide environmental cues at point of purchase , such as product display Fig 4.2 extended problem solving versus habitual decision making (Solomon, Marshall, Stuart, Barnes and Mitchell, 2009, Pg151) In India the perception of the people regarding coca cola is that, they consider it as a drink which can quench their thirst as well as creates a sense of belongingness. Indias physical environment is suitable for the sale of soft drinks moreover during festive time sales are doubled. Thus the need of buying a soft drink falls in the first and third level of Maslows Hierarchy of Needs (Exhibit 1.) Situational Influences Physical environment Time Internal Influences Perception Motivation Learning Attitudes Personality Age groups Decision ProcessLifestyle PURCHASE Social Influences Culture Subculture Social class Group memberships Fig 4.4 Influences on Consumer Decision Making (Solomon, Marshall, Stuart, Barnes and Mitchell, 2009, Pg151) SOCIAL MEDIA NETWORKS- Different aspects of social media, which CCI uses in order to communicate with its consumers. This in turn will increase Brand awareness Positive image for the brand 4 THE ORGANISATION MARKETING MIX- 4.1-PRODUCT- http://www.coca-colaindia.com/media/images/brand_logos_all.gif Major Brands of Coca Cola- Coca Cola Diet coke Thumbs Up Sprite Fanta Limca Minute Maid Pulpi Orange Maaza Kinley Minute Maid Nimbu Fresh Georgia Burn http://cdn.i.haymarket.net.au/Utils/ImageResizer.ashx?n=http%3A%2F%2Fi.haymarket.net.au%2FNews%2FCoca-Cola+India.jpegw=460 The product strategy includes decisions such as product design, packaging, branding, etc. Coca Cola brand consists of different packs and flavor. They promote all brands available in brand pack under their product strategy. 4.1.1-Packing Strategy Coca Cola products are available in different packing, in order to capture each and every segment. GLASS PET CAN FOUNTAIN 200ml, 300ml, 500ml,1000ml 500 ml, 1.5 L, 2 L ,2.25 L, 300 ml + 100 ml 330 ml Various Sizes 4.1.2 -THE STRATEGY PLANNING PRODUCT EMPHASIS EXISTING PRODUCTS NEW PRODUCT Existing MarketMarket penetration strategy (Coca Cola) Market EmphasisSeek to increase sales of existing products to existing markets Product development strategy (New Launches e.g. Burn) Create growth by selling new products in existing markets NEW MARKETS Market development strategy Introduce existing products to new markets Diversification strategy Emphasize both new products and new markets to achieve growth Fig 2.4The Growth Strategies (Solomon, Marshall, Stuart, Barnes and Mitchell, 2009, Pg 70) New Launch- CCI launches Burn, Minute Maid Nimbu Fresh and Maaza Milky Delite http://popsop.com/wp-content/uploads/maaza_milky_delite_01.jpg https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4lqG6aw26aPO1s0C9mP6jsm4lvuW-yxfnpJgi2k_GC0Nf8j7h-5GH1LEQPJrJ0772WJidShVAPzOvJG-EF72bVf8ECGIBc1wZxzNTKnYIwZh4xS6XGJgK0Yxw5b8OXHBJXndMIT8cLNYY/s1600/burn.jpg http://www.tribuneindia.com/2010/20100409/ls15.jpg 4.2- PRICE- Firms Pricing Strategies should be based on costs, demand or the prices of competing products. CCI, some time back, had initiated the first cola price war by launching small 200ml packs priced at Rs 5. On the other hand its competitor Pepsi India also reduced its prices of 300ml pack from Rs.8 to Rs. 6. CCI was able to reduce its price from Rs 7 to Rs 5 because it acquired a big glass bottle manufacturing facility which enabled it to offer small bottles at reduced process. PRICE STRATEGY- DIFFERENT PRICE IN DIFFERENT SEASON India is a country with diverse season, summer season is supposed to be a good season for beverage industry. During winters they reduce their prices to maintain their sales and profit. They usually reduce the prices of their pet bottles or 1 litter glass bottle. Even during festivals they offer different price schemes. 4.3-PLACE- 4.3.1DISTRIBUTION STRATEGY- Events- Cricket Matches, FIFA World Cup, World Cup Hockey, Common Wealth Youth Games, Cultural Festivals, Concerts etc. Urban Distribution Network Consumer Retailer Spoke Hubs Bottling Plant Rural Distribution Network 4.3.3-CCI KEY LOCATIONS (Coca Cola India, 2010) 4.4:- PROMOTION CCI follows the Pull Promotion strategy Coca Cola is the official beverage partner of the Common Wealth Games 2010 (CWG), because of which it enjoys exclusive marketing and supply rights for the beverage across its portfolio. CCI has undertaken the largest ever free product sampling program called Delhi celebrates a cultural fiesta where 5000 artists will perform. The companies association with the commonwealth games will provide the opportunity to enhance its brand value. These games will help consumers in connecting with the brand. When product is seen more in the market, they have good sales too because according to the experts the product which is seen more in the market sell more too. Types of Media which CCI uses Print Media Posters and Stickers Material TV Commercials (TVCs) Billboards Holdings Banners Celebrities Getting shelves Sales promotion Placing the product at an eye catching position in the shops UTC scheme (Under the crown scheme) To keep the products in nice condition, company provides-Freezers, display racks, etc Facebook, Twitter, MySpace, YouTube, etc- CCI have their own and separate brands account on these social networking sites, where they directly gets the opinion of todays generation about the existing and new products. http://htmlimg2.scribdassets.com/7lva67i2vf9rsu8/images/19-f744e60085/000.jpg (Google, 2010) 5. THE SEGMENTATION, TARGETTING AND POSITIONING STRATEGY- 5.1-SEGMENTING STRATEGY CCI focuses on Demographic segmentation 1. Generational marketing CCI targets the youth of the country. Coca Cola started using Indian themes in order to appeal the Indian customers. They wanted to communicate with the youth. Considering that the Indian youth respected traditional Indian values coca cola created advertisements showing college students valuing their culture. This connection helped coca cola in creating its own personality with which Indian youth could relate itself and it resulted in the suitable positioning of the brand. 2.Gender- CCI have different product range for different genders like for males there is Coca Cola, Thumps up, for females they have Fanta, for kids they have Maaza. 3. Rural Market- The majority of Indian population i.e. (74%) lives in numerous villages scattered throughout the country. Estimates show that rural India accounts for 58% of Indian rural disposable income and 41% of middle class. 5.2-TARGETING STRATEGY Coca Cola commercials basically target on young generations, because they want to represent Coca Cola with the youth and energy. Rural Market is also a very attractive target- In order to reach to the rural India, CCI had also launched television commercials targeting at rural population. This market covers 80% of Indias new coke drinkers. 5.3 -POSITIONING STRATEGY CCIs Initiative in Indian Market- 5.3.1- Urban India- In order to target the metropolitan areas and large town audience, CCI captured the theme of Celebration and Joy of peoples, they showcases increasing social and economic status of the people in their television commercial (TVCs). This theme they applied for positioning their brand in urban market. Life ho toh aise (life as it should be) was very popular and successful tagline. 5.3.2.-Rural India- Under it they have tapped the local entertainment like fairs and local festivals They increased their TVCs on Doordarshan (the local channel), designed to target rural customers. Its all rural marketing initiatives were well supported by TVCs. In 2002 CCI launched Chota Coke (Mini Coke) at Rs 5considering the pocket size of rural consumers. CCI communicated this price cut message with the help of TVC featuring leading Hindi movies star Amir Khan in rural settings to enable proper brand association because large number of people inspire to emulate these celebrities. It will help in creating the right identity for the brand. Its tagline gained a lot of popularity Thanda Matlab Coca Cola (Cold Means Coca Cola) (You Tube, 2010) http://www.thaindian.com/images/stories/aamircoke.jpg Exhibit: Thanda Matlab Coca-Cola Advertising Campaign 6.-RECOMMENDATIONS- New Strategy- Rural market (MARKET IS CREATED AND NOT BORN) Rural consumers are inclined more towards the home made drinks like Lassi, lemonade etc. So, we need to target them when they are out of their home and will need something to quench their thirst. Rural India with the average income of Rs 100/day, consider coca cola whose average price comes around Rs 10, as a luxury product .Moreover soft drinks categories are undifferentiated in the minds of rural consumers. The good news is that the rural consumer market which grew 25% in 2008 is expected to reach US$ 425 billion in 2010-11 with 720-790 million customers. 1. As this market is not fully utilized, there lays a huge scope to reposition the brand in a more effective way to prove that CCI is the suitable brand meant for rural customers and there is a need to shift it from luxury item category to every day product category. 2. An appropriate marketing strategy is required, which is only possible by listening to consumers needs and requirements. Advertising Strategy- Looking at the tough competitors there is a need for aggressive marketing campaign. Announce a new campaign for CCI. In order to connect with the rural population, CCI should increase social welfare activities. Prior creating the ad ,following points should be kept in mind- Selecting an appropriate brand ambassador with which the rural population could relate itself with. Brand promotion by targeting folk and traditional culture. To think local we have to act local. Distribution Strategy- There is a need to extend CCIs distribution channel especially in rural sector. Creating an Extended Distribution channel available all over India, it will provide support to TV commercials. Branding Strategy- There is a need to restructure the communication channel, which will bring open and honest views of the people (public, media, employees, suppliers, state and national government, channels). It is the only solution to resolve the issues in a way that it benefits the Indian consumers as well as CCI.