Hitachi Essay Example for Free

Hitachi Essay 1. Product line The three main products of every company are1-door, 2-door and 3-door+ refrigerators since all of them produce it. This leads to a tense competition of those items. Most of companies have the high competition in segment of 2-door refrigerators. Moreover, Side by side refrigerators are produced by only Hitachi and Samsung because of negative growth in this segment. 2. Pricing Strategy Hitachi is using â€Å"Premium pricing† that suit to their products. Hitachi would like to make the brand image to show the customers about high quality of their products and gain number 1 value market share. In the other way, Mitsubishi is using competitive price because they would like to reach on the target audiences and remain to be number 1 of market. Toshiba also uses Competitive pricing in order to be competitive with other brands. Samsung is using lower pricing to attract most in the lower to middle incomes segment. 3.Distribution Strategy Every companies use Selective for distribution strategy to sells product to customers. There are two types of distribution channels; Mass merchandized and General electric shop (dealers). The mass merchandized are PowerBuy, Power Mall (Paragon), HomePro, BigC and Tesco Lotus to sell their products to customers. Moreover, every brand also sells their products locally through local dealers. The dealers are in every parts of Thailand. 4. Target Audience All companies have roughly the same primary and secondary target audience which are households and organizations respectively. However, the target audience of each brand is targeted differently based on income level, age and lifestyle. The primary target audiences of Hitachi are middle to upper incomes because Hitachi set price as premium pricing and age of target audience is middle age to adulthood (aged between 35 and 50) because the design is conservative. Mitsubishi produces innovative design for focusing on middle incomes and people of middle age to adulthood (aged between 35 and 50). Samsung focus on lower to middle incomes because they use lower pricing strategy and they use celebrities as the presenters in advertisement to attract those who are interested in the celebrities which is usually people of middle to low income and have younger age (between 25 and 35). Toshiba focus on middle income because they are using competitive pricing. The range of age of target audience of Toshiba is wide because they have conservative design and has just come up with more innovative design in order to attract people of younger age, therefore the age range will be between 25 and 50. Moreover, the companies also focus on the organization in secondary target customers because the companies can get the opportunity to sell the products if the organizations would like to order the large volumes of refrigerators. The organizations can be either government or private sector. Both of target audiences are important for the companies. Customers choose the brand base on their perception, which is along of line of quality, value, and cost. 5. Positioning In the positioning mapping Hitachi is currently in quadrant of having High Price and conservative design. Mitsubishi and Samsung have the high innovative design but Mitsubishi is perceived as high price whereas Samsung is perceived as low price. Toshiba is in conservative design with moderating price in order to be competitive with other brands. 6. Objectives -Marketing Hitachi focuses on gaining more profit to be number 1 of value market share in the refrigerator industry. They can gain more opportunity than other competitors and make the relationship to customers in long-term by service quality. Mitsubishi focuses on remaining the number 1 in market by maintain the existing customers. Samsung focuses on being number 1 of 2-door market share because 2-door market is the largest market share in the industry. To be the number 1 of market share of 2-door refrigerators, the company has the varied models of 2-door refrigerators and made the lower prices. Toshiba focuses on retrieving from the Mega-flood effect in 2011 because the flood was attacked to Toshiba factory and warehouse. It makes the products become shortage in the market. They have to recovery to come back on the market. Promotion Hitachi provides offering premiums to consumers and gaining closer relationship with the people in the long-term. Mitsubishi uses Discount prices to consumers. It makes the customers become confidence to the company and achieve the company’s goal to be remaining number 1 in the market. Samsung has Heavy promotions to consumers, price reduction, premiums and more. The company would like to be the first brand to be the customers’ mind. Toshiba would like to continuous price reduction in order to not promote much like other competitors.

Effectiveness Of Salt Versus Oral Mouthwash Biology Essay

Effectiveness Of Salt Versus Oral Mouthwash Biology Essay This experiment aims to compare the effectiveness of salt versus oral mouthwash in inhibiting the growth of oral bacteria such as Treponema denticola, Fusospirochetes, Porphyromonas gingivalis and so on. These are chosen as subjects of experiment as they cause Periodontal Disease or Gingivitis among people. Finding a solution to prevent the growth of these disease-causing bacteria will help solving the problem.[10] Salt or Sodium Chloride is an ionic compound bonded together by ionic bond between Sodium ion and Chloride ion. Table salt is a processed salt where it is used as a condiment and food preservation. Salt is currently mass-produced by evaporation of seawater. It is also proved to provide medicinal effects. For example, people often heal wounds using salt solution and it is good against infections as it reduces inflammation of wounds. Moreover, researches nowadays have proven salt can bring about an effect in inhibiting the growth of bacteria. This is why people often use a cup of water with two tablespoons of edible salt as mouthwash. Nevertheless, salt solution can be used to treat sore throats. Salt is considered antibacterial because it creates no wet condition for bacteria to grow in. In other words, salt is very good at dehydrating and absorbing water from anything it comes contact with. Salt solution does not kill the bacteria but it inhibits the growth of them. Therefore, it is considered as bacteriostatic.[9][12] Mouthwash is a product made for enhancing oral hygiene. Some brands of mouthwash claim that they can help to kill bacteria causing gingivitis and bad breath. Anti-cavity mouth rinse uses fluoride compound to protect against tooth decay. A person has to gargle the mouthwash without the need of brushing and flossing teeth. Besides, mouthwash can also help removing mucus and food particles which are situated down in the throat. This product is bactericidal where it kills bacteria which are found in mouth. Active ingredients  in commercial brands of mouthwash can include  thymol,  eucalyptol, menthol,  chlorhexidine gluconate,  benzalkonium chloride,  cetylpyridinium chloride,  methylparaben,  hydrogen peroxide,  domiphen bromide  and sometimes  fluoride,  enzymes, and  calcium. Ingredients also include water, sweeteners such as  sorbitol,  sucralose,  sodium saccharin, and  xylitol. However, there is some evidence which shows that mouthwash contributes to oral cancer. This is shown by a literature review by McCullough and Farah from 2008 published in the  Dental Journal of Australia.[13][14] Oral hygiene is very important to prevent dental problems and bad breath. One of the common ways to practise oral hygiene is tooth brushing. Some people may use oral mouthwash to kill the disease-causing bacteria situated inside the mouth. One of the common disease regarding oral hygiene is Gingivitis. Gingivitis is a term used to describe non-destructive  periodontal disease. Gingivitis is often caused by types of bacteria stated above. Bacteria activity caused by these microorganisms can lead to severe effects including refractory periodontitis and acute necrotizing gingivitis, resulting in bone resorption and tooth loss. Gargling with oral mouthwash is effective but the price is expensive. Furthermore, it is not always available at any outlets all the time. Practising to gargle with salt water is a convenient method to keep the oral cavity clean. Table salt can be easily obtained from any outlets and the price is far cheaper than any oral mouthwash. One thing good about salt is it does not cause side effects as no artificially made chemicals are contained within it. But how does the effectiveness vary compared to commercial oral mouthwash?[15] Experimental Hypothesis : There is a significant difference for the effectiveness of commercial mouthwash in inhibiting oral bacteria compared to salt solution of concentration greater than or equal to 0.4moldm-3. Null Hypothesis : There is no significant difference for the effectiveness of commercial mouthwash in inhibiting oral bacteria compared to salt solution of concentration greater than or equal to 0.4moldm-3. Variables : Manipulated variable : Types of antibacterial solution Responding variable : Number of bacteria colony found on nutrient agar Fixed variables : Temperature of incubation period, contents of nutrient agar, type of bacteria cultured, time taken for gargling mouthwash. Apparatus : Bottles of inoculum, work table, sterilised petri dishes, micropipette, 1000ml conical flask, Bunsen burner, incubator, 100ml beaker, electronic balance, 250ml volumetric flask, filter funnel, dropper, stopper, bio-hazard waste bin. Materials : Sterilised cotton buds, sterilised distilled water, distilled water, commercial mouthwash B, disinfectant, tissue papers, Dettol solution, gloves, teats of micropipette, nutrient agar solution, aluminium foil, solid Sodium Chloride. Planning Two trial experiments were conducted in overall. The first trial experiment was carried out to determine which commercial mouthwash is the best in inhibiting the growth of oral bacteria. The commercial mouthwash which has the highest inhibition rate will be compared to salt solution. Three types of commercial mouthwash namely A, B and C were used. Three sterilised petri dishes were obtained. A swab sample was taken before gargling the commercial mouthwash. This was tagged as before to indicate the number of bacteria colony found in nutrient agar before commercial mouthwash was used and acted as a control. Three human subjects were volunteered to gargle each type of commercial mouthwash. This was assuming that the number of oral bacteria in every person is the same. After gargling three types of commercial mouthwash for 10 seconds, three swab samples were obtained from every subject. The bacteria were cultured and platted and the number of bacteria colony found on agar was counted. Al l sterilised petri dishes were then placed in an incubator for a week. The result showed that commercial mouthwash B has the highest bacterial inhibition rate. Types of commercial mouthwash Number of bacteria colony found on nutrient agar Control 7 A 4 B 1 C 2 Table 1.1 : The number of bacteria colony found on nutrient agar with respective commercial mouthwash used. The second trial experiment was done to determine the time taken to gargle commercial mouthwash B in order to obtain the maximum inhibition rate. In other words, this trial was carried out to choose a suitable period of gargling mouthwash. Five sterilised petri dishes were obtained. Four types of gargling period had been chosen in this trial which were 5, 10, 15 and 20 seconds. Four human subjects were volunteered to gargle for every period of time. Commercial mouthwash B was used as it gave the highest rate of bacterial inhibition from the first trial conducted. A swab sample was obtained before the trial proceeded. This was labelled as before to indicate the number of bacteria colony found in nutrient agar before gargling commercial mouthwash B and acted as a control. Every human subject was ordered to gargle commercial mouthwash B with the respective period of time chosen earlier. After gargling, four swab samples were obtained from each subject. The trial was again assuming that the amount of oral bacteria in every person is the same. The bacteria was cultured and platted and the number of bacteria colony found on nutrient agar was counted. All sterlised petri dishes were then placed in a incubator for a week. The result showed that a period of 10 seconds to gargle commercial mouthwash B has the highest bacterial inhibition rate. Time taken to gargle commercial mouthwash B / seconds Number of bacteria colony found on nutrient agar 0 8 5 5 10 2 15 2 20 2 Table 1.2 : The number of bacteria colony found on nutrient agar with respective period of time to gargle commercial mouthwash B. Real Experimental Procedures Preparing salt solution of various concentrations Mass of an empty 100ml beaker was weighed using an electronic balance. For 0.1M salt water, 1.4625g of solid Sodium Chloride (NaCl) was weighed. The weighed solid was then dissolved in the 100ml beaker using distilled water. The solution was poured into a 250ml volumetric flask using a filter funnel. The beaker and filter funnel were rinsed with distilled water and added into the volumetric flask. Distilled water was carefully added into the volumetric flask until the level of solution reached the graduation mark. Dropper was used instead to prevent any exceed above the graduation mark. A stopper was fitted on the mouth of volumetric flask and the solution was shaken carefully. Steps 1 to 8 were repeated by replacing 1.4625g of NaCl with 2.925g for 0.2M, 3.4875g for 0.3M, 5.850g for 0.4M and 7.3125g for 0.5M. Preparing inoculums of bacteria A sterilised cotton bud was used to obtain the swab sample from mouth. The cotton bud was then dipped into a bottle of inoculum containing a quarter volume of sterilised distilled water and labelled as before. The cotton bud was then disposed off. After gargling 50ml salt water with concentration of 0.1M, another swab sample was obtained and dipped into bottle of inoculums containing sterilised distilled water. This was labelled as 0.1M. Step 3 was repeated by replacing 0.1M salt water with 0.2M, 0.3M, 0.4M, 0.5M and commercial mouthwash B. Preparing petri dishes with bacteria Work table was sprayed with disinfectant to kill all the bacteria present. Table was wiped with several pieces of tissue papers. Hands were washed with Dettol solution to ensure no bacteria were found. Gloves were worn on both hands. Three sterilised petri dishes were obtained. A bottle of inoculum (before) was taken. A micropipette was used and calibrated to 200 microlitres. Teat of micropipette was placed at the edge of micropipette. Hands were forbidden to touch the teat so that it would not be contaminated with bacteria. The bottle of inoculum was opened using a hand and the end of micropipette was pressed gently to suck the content of inoculums. The cap of bottle was closed and the content of inoculum was placed in the first petri dish. The lid was opened slightly till the teat can be placed in the petri dish. The end of micropipette was pressed fully to release the sucked content of inoculums. The teat was then expelled into a bio-hazard waste bin. Same procedures were repeated for second and third petri dishes. Steps 6 to 13 were repeated by replacing bottle of inoculum (before) with bottle labelled 0.1M, 0.2M, 0.3M, 0.4M, 0.5M and commercial mouthwash B. Preparing bacterial lawn Nutrient agar solution was poured into a 1000ml conical flask. The solution was left to cool down for several minutes. After several minutes, the mouth of conical flask was heated with a Bunsen burner. This was done so that the aluminium foil could be capped on the mouth of conical flask for sterilising purpose. The mouth of conical flask was placed gently at a petri dish. The culture solution was poured into the petri dish until it was one-third full. This process is known as platting. Aluminium foil was capped back on the mouth of conical flask. The petri dish containing bacteria and agar solution was swirled gently by pressing and moving the petri dish on the table. The petri dish was left on the table for 10 minutes. This was done to ensure that the culture solution is solidified. Steps 1 to 7 were repeated for every petri dishes. All petri dishes were inverted and stored in an incubator for a week. After one-week incubation period, all petri dishes were observed for bacterial activity. Risk Assessment A complete aseptic procedure was used throughout the experiment. The work table was sprayed using a disinfectant to kill all the foreign bacteria present. Hands were washed with Dettol solution and gloves were worn so that I would not be infected by the bacteria when having a meal. Sterilised petri dishes were used because it contained only the oral bacteria when experiment was carried out. This was important to maintain the validity of results obtained. Sterilised distilled water was also used to make sure only oral bacteria were cultured. Teats of the micropipette were disposed off into a bio-hazard waste bin because they were contaminated with bacteria and could possibly infect other people. Disposing off the teats will solve the problem. The lid of petri dish was opened slightly when introducing bacteria into the petri dish. This was done to prevent any foreign bacteria in the lab to grow and reproduce in the petri dish containing agar solution. Distilled water was used to prepar e various concentrations of salt solution to make sure no other impurities would affect the concentration or molarity of the solution. The electronic balance was tarred to reset the reading value before weighing a specific mass of solid Sodium Chloride. Dropper was used to prevent any exceed above the graduation mark of volumetric flask when dilution was carried out. Mouth of conical flask was heated with Bunsen burner to ensure no contamination from other bacteria. Aluminium foil was capped back on the mouth of conical flask to prevent any foreign bacteria from entering the conical flask. At the end of the experiment, all petri dishes were sent for autoclaving for disposal purpose. Results Types of antibacterial solution Number of bacteria colony found on nutrient agar 1stReading 2ndReading 3rdReading Mean Value Control 7 6 8 7.0 0.1M Salt Water 9 6 5 6.7 0.2M Salt Water 8 5 7 6.7 0.3M Salt Water 6 5 7 6.0 0.4M Salt Water 3 2 3 2.7 0.5M Salt Water 2 1 1 1.3 Commercial Mouthwash B 1 0 2 1.0 Table 1.3 : Number of bacteria colony found on nutrient agar with respective types of antibacterial solution used. Keys : 1st reading was obtained from first petri dish. 2nd reading was obtained from second petri dish. 3rd reading was obtained from third petri dish. Graph 1.1 : Bar chart of mean number of bacteria colony found on nutrient agar against types of antibacterial solution. Statistical Analysis There is no significant difference for the effectiveness of commercial mouthwash in inhibiting oral bacteria compared to salt solution of concentration greater than or equal to 0.4moldm-3. The calculated U-values are more than the Ucrit value which is zero at 5% significance level. The null hypothesis is not rejected as the U-values are not lower than Ucrit value. Therefore, null hypothesis is accepted and the experimental hypothesis is rejected. There is insufficient evidence to state that there is a significant difference for the effectiveness of commercial mouthwash in inhibiting oral bacteria compared to salt solution of concentration greater than or equal to 0.4moldm-3. 0.4M salt solution Rank Commercial mouthwash B Rank 3 5,5 0 2 1 3.5 1 1 2 5.5 1 3.5 à ¢Ã‹â€ Ã¢â‚¬ËœRank sample 1 14.5 à ¢Ã‹â€ Ã¢â‚¬ËœRank sample 2 6.5 Table 1.4 : Calculations for Mann-Whitney Test. Formulae for calculating U-values : U1 = n1n2 + n1(n1+1) à ¢Ã‹â€ Ã¢â‚¬ËœRank sample 1 2 U2 = n1n2 + n1(n1+1) à ¢Ã‹â€ Ã¢â‚¬ËœRank sample 2 2 Keys : n1 = size of the sample 1 (0.4M salt solution) n2 = size of the sample 2 (Commercial mouthwash B) à ¢Ã‹â€ Ã¢â‚¬ËœRank sample 1 = total rank of sample 1 à ¢Ã‹â€ Ã¢â‚¬ËœRank sample 2 = total rank of sample 2 Calculations of U-values for both samples U1 = (3)(3) + (3)(3+1) 14.5 = 0.5 2 U2 = (3)(3) + (3)(3+1) 6.5 = 8.5 2 Significance level = 5% Value of Ucrit according to table = 0 Data analysis From the experiment conducted, it is shown that the mean number of bacteria colony found in nutrient agar due to commercial mouthwash B is lower than other salt solutions with various concentrations. When the concentration of salt solution is less than 0.4moldm-3, there is a large difference for the mean number of bacteria colony found between commercial mouthwash B and salt solution. The result changes when concentration of salt solution increases to 0.4moldm-3 where there is only a small difference for the mean number of bacteria colony found in nutrient agar. Commercial mouthwash B and salt solution are proven for inhibiting growth of oral bacteria. The number of oral bacteria found in mouth will drop significantly after gargling because antibacterial solutions kill or prevent the bacteria from growing. The most suitable method to find out the effect of antibacterial solution on the growth of oral bacteria is to count the number of bacteria colony found on nutrient agar after gargling the solutions. The results obtained are compared with the number of bacteria colony found before gargling the solutions which acts as a control. Temperature of incubation is set constant at 36.9oC where it represents the exact body temperature of a human body.[3] Commercial mouthwash B contains an active ingredient namely Chlorhexidine gluconate. It has both bactericidal and bacteriostatic mechanisms of action. It is a type of cell membrane agent. It disrupts the structure of cell membrane, causing the rigidity of the cell membrane to be broken down. This active chemical binds onto lipopolysaccharides, situated at outer membrane of Gram-negative bacteria, disrupting the structure lipid bilayer consisting of phospholipids. When the fluid lipid bilayer is broken down, cell organelles and metabolites no longer bordered by cell membrane. Loss of metabolites results in death of a bacterium.[1][6] Salt solution has a different mechanism in inhibiting growth of oral bacteria. Every microorganism needs an aqueous environment to thrive in. In low concentration of salt solution, the surrounding environment is hypotonic. The solute concentration remains higher than the surrounding solution. Oral bacteria have the ability to pump in ions with the energy comes from ATP by respiratory enzyme found in mesosomes. This ion pump moves ions from surrounding solution into the body of oral bacteria. There is water potential from surrounding solution to the cytoplasm of oral bacteria. Water moves into the cell by osmosis and this gives an aqueous environment which is favourable for oral bacteria to grow and reproduce. At high concentration of salt solution, the solute concentration in the surrounding solution is greater than the cytoplasm of oral bacteria. This is because the ion pump cannot keep up to pump in more ions efficiently. There is water potential from cytoplasm of bacteria to surro unding solution. Water moves out from cell by osmosis. Oral bacteria are dehydrated and eventually die within a minute. [5][7][8] However, there is a difference in mean number of bacteria colony found when different antibacterial solutions are used. The difference is mainly because active ingredient in commercial mouthwash B kills the bacteria and they can no longer reproduce again. When salt solution is used, bacteria may move away from the solution which has high solute concentration. Bacteria are not killed and may have the chances to reproduce again. Sample number 75% lake water 50% lake water 25% lake water 10% lake water Distilled water Sea water 183 162 154 95 32 10 8 185 24 20 16 4 1 1 186 33 38 29 2 0 2 187 266 247 109 16 3 5 187 224 214 125 17 11 7 188 290 285 146 41 8 14 Table 1.4 : number of bacteria found in respective water sample.[16] (http://www.ncbi.nlm.nih.gov/pmc/articles/PMC545388/pdf/jbacter00775-0012.pdf) From the above data, it was an experiment conducted Dr.Claude E. Zobell and D. Quentin Anderson to investigate the number of bacteria found in different water sample. It can be seen that the number of bacteria colony decreased tremendously when the bacteria were cultured in a sample of sea water. Sea water has a high concentration of salt which will provide a high solute concentration compared to cytoplasm of oral bacteria. The difference from my data and theirs will be discussed in the evaluation section. Evaluation There are a few limitations found in this experiment. Contamination may occur when introducing bacteria into the petri dish. Foreign bacteria found in the air may enter the petri dish and reproduce in the nutrient agar. This was inevitable because lamina floor was broken down and could not be used for this experiment. A known species of a bacterium cannot be used as it is not available in the lab. Therefore, swab samples were obtained and these contained a mixture of bacteria as stated above. Experiment cannot be conducted only on a type of bacterium. Besides, nutrient agar solution may not be sterilised completely as the autoclave machine in the lab was broken down and spare parts were not available by that time. Therefore, nutrient agar solution was sterilised using a pressure cooker. This caused other foreign bacteria to survive and reproduce in the nutrient agar. The period of incubation chosen is a week because the bacteria cultured from swab samples are low in number. This requ ires a longer period for bacteria to grow and reproduce. The human subjects involved may not gargle the antibacterial solutions in a correct way. This will affect the validity of data obtained during observation. Lastly, the genetic makeups of bacteria found in swab samples are not known. This could not be prevented as a specific strain of bacterium was not recognised. As a result, some of the bacteria may have mutated and probably resistant to the antimicrobial solutions. The results obtained will be affected. These are the reasons why the findings are different from this experiment and experiment conducted by Professor above. The experiment can be modified by using a known strain of bacterium. This will increase the validity of data significantly. Moreover, different type of nutrient agar which is favourable for oral bacteria to grow can be used. This will cause the bacteria to grow and reproduce faster than expected. Thus, results can be obtained earlier. Furthermore, nutrient agar solution can be sterilised with an autoclave machine so any foreign bacteria present will be killed. Conclusion There is no significant difference for the effectiveness of commercial mouthwash in inhibiting oral bacteria compared to salt solution of concentration greater than or equal to 0.4moldm-3. Null hypothesis is accepted. Source Evaluation Source 1, 2 and 3 are published books thus the information are reliable. Sources 4 to 8 are journals. They are written by scientists all around the world and these are obtained from Science Direct webpage. Therefore, it is trustable. All the information should be factual and accurate. Source 9 and 16 are websites containing journals as well. Its journals are well-known and most of them are written by famous scientists. Sources 10,11,12,13 and 15 are websites of Wikipedia. Most of the data and information obtained here have citations and they are partially reliable and valid. Source 14 is the official website of Australian Dental Association. The information contained here is mainly about the effect of chlorhexidine. It is very reliable. Therefore, it should not contain any biased points based on arguments made.

To Kill A Mockingbird, by Harper Lee :: To Kill a Mockingbird Essays

At the beginning of the novel, Scout is an innocent, good-hearted five-year-old child who has no experience with the evils of the world. As the novel progresses, Scout has her first contact with evil in the form of racial prejudice, and the basic development of her character is governed by the question of whether she will emerge from that contact with her conscience and optimism intact or whether she will be bruised, hurt, or destroyed like Boo Radley and Tom Robinson. Thanks to Atticus's wisdom, Scout learns that though humanity has a great capacity for evil, it also has a great capacity for good, and that the evil can often be mitigated if one approaches others with an outlook of sympathy and understanding. When he agrees to defend Tom Robinson, a black man charged with raping a white woman, he exposes himself and his family to the anger of the white community. Arthur "Boo" Radley - A recluse who never sets foot outside his house, Boo dominates the imaginations of Jem, Scout, and Dill. He is a powerful symbol of goodness swathed in an initial shroud of creepiness, leaving little presents for Scout and Jem and emerging at an opportune moment to save the children. An intelligent child emotionally damaged by his cruel father, Boo provides an example of the threat that evil poses to innocence and goodness. He is one of the novel's "mockingbirds," a good person injured by the evil of mankind. Bob Ewell - A drunken, permanently unemployed member of Maycomb's poorest family. In his knowingly wrongful accusation that Tom Robinson raped his daughter, Ewell represents the dark side of the South: ignorance, poverty, squalor, and hate-filled racial prejudice. One of the book's important subthemes involves the threat that hatred, prejudice, and ignorance pose to the innocent: people such as Tom Robinson and Boo Radley are not prepared for the evil that they encounter, and, as a result, they are destroyed. The relatively well-off Finches stand near the top of Maycomb's social hierarchy, with most of the townspeople beneath them. Ignorant country farmers like the Cunninghams lie below the townspeople, and the white trash Ewells rest below the Cunninghams. But the black community in Maycomb, despite its abundance of admirable qualities, squats below even the Ewells, enabling Bob Ewell to make up for his own lack of importance by persecuting Tom Robinson. These rigid social divisions that make up so much of the adult world are revealed in the book to be both irrational and destructive. Mockingbird - The title of To Kill a Mockingbird has very little literal connection to the plot, but it carries a great deal of

Free Essays: Comparison of Beowulf and The Seafarer :: comparison compare contrast essays

A Comparison of Beowulf and The Seafarer    Beowulf and The Seafarer  Ã‚   In a comparison between â€Å"Beowulf† and â€Å"The Seafarer† one finds two contrasting beliefs in fate and the sea from the story’s main characters. Beowulf is resigned to fate and is humble before the force of the sea, while The Seafarer is fearful of the powers of fate and the sea and is unwilling to accept them.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Though the actions and thoughts of Beowulf give him a god-like appearance in the story he believes that God and fate work together. He boasts of his encounters with devilish sea creatures saying, â€Å"I treated them politely,/ Offering the edge of my razor-sharp sword.† This strong statement reveals Beowulf’s divine and invulnerable self-confidence. To Beowulf, â€Å"Fate saves/ The living when they drive away death by themselves.† Beowulf is compelled to observe fate but does not feel it should completely rule him. He allows fate to direct his life, but not govern his actions. A display of Beowulf’s belief in fate is evident when he says, â€Å"Fate will unwind as it must.†Ã‚   Meaning, there is a master plan to the world with which he must live.   When Unferth taunts him, Beowulf replies by questioning Unferth’s manhood and makes a fool of him in front of everyone.   Boasting, â€Å"Neither he nor you can match me.† Though he tests fate, he has a more fearful respect for the sea.   He knows its power from his race with Brecca. The seas were dark and harsh, but he remained humble and ventured through the murky waters because of this respect.   As a contrast to Beowulf’s beliefs, the Seafarer feels that fate destroys all and takes everything away. Fate is an all mighty power to him and no man can control it, no matter what he does. â€Å"†Fate is stronger/ And God mightier than any man’s mind.† This shows the Seafarers fearful surrender to these unearthly powers. â€Å"Wondering what fate has willed and will do.† Yet with all this fear and sorrow he does not accept it, but rather wills it away. He is afraid of its power and ability to be stronger than any man. Though he fears fate he is ambivalent toward the sea. This indecisiveness is so overpowering it has taken over his life. While ashore, safe and secure visiting his favorite mead hall, he longs for the embrace of the sea.

Capital Punishment †The Debate Continues :: Argumentative Persuasive Essays

As the war on crime continues, two truths hold steady: eliminating all crime is impossible, and controlling it is a must. The main weapon used to control crime in this war is deterrence. The government's deterrent for committing murder is the death penalty. The fear of death will not deter every person who contemplates murder from doing it. Whether it is for religious reasons and the hope of salvation or something else, stopping some people is not possible (Cohen 48). The intent is not to stop those people, but instead every other would-be killer. Capital Punishment has been in the national spotlight for many years and the center of the debate still remains whether it actually deters would be offenders. Does this age-old penalty for the ultimate sin achieve its goal? There are many lofty and rational arguments on both sides of this issue. Advocates of the death penalty claim that the primary reason for this harsh punishment is that the fear of death discourages people from committing murder. The main ways in which they support this theory are: the severity of the punishment, various polls of citizens and prisoners, and two in particular studies. The most obvious deterring justification is the severity of punishment (Calebresi 19). This means, put simply, to punish for a crime in a way that the punishment outweighs the crime. If the punishment for robbing a bank is to spend one day in jail, then bank robbing would become a daily occurance. On the same note, if there is a reward for a lost item of jewelry and the reward is less than the selling price for that jewelry, the finder has no reason to bring it back. On the other hand, if the reward exceeds the value of the jewelry, the new owner will bring it back very promptly. In the case of capital punishment, if a person wants someone dead badly enough, and the punishment for murder is a short stay in prison, what will possibly keep that person from doing the unthinkable (Van Den Haag 68). If a person is afraid for their life, then the stakes for their actions are much higher, probably even too high for most people. Many psychologists believe that these "stakes" do not even have to be in conscious thought for them to work. The theory is that a person's conscience weighs out many factors in all instances. While a would-be offender might be contemplating the deed, the death penalty imbeds itself into that person's subconscience as a possible consequence of their actions, and thus the

Nervous Conditions Summary and Analysis Essay

The narrator, Tambudzai, Tambu for short, begins this story at the end: â€Å"I was not sorry when my brother died. † That happened in the year 1968, and the first chapter sets the context for that event. Nhamo, Tambu’s brother, is introduced as proud; he is too proud to walk home from school, although Tambu sees the walk as holding endless possibilities for inspiration. Thus, their contrasting outlooks on life are introduced. In anecdotal style, Tambu looks back at the year 1965, when her father decided that Nhamo would go to the mission school and live with Babamukuru, Tambu’s uncle. She remembers how her father was always grateful for the generosity of his brother, who had educated himself and thus found financial success. After living with his uncle for a few years, Nhamo became embarrassed by â€Å"all this poverty, in a way that it had not done before. † Chapter 2 continues Tambu’s memories of how her brother became educated in place of her; he began school when he turned seven. She also remembers when Babamukuru went to England, when she was only five years old. He and his wife, Maiguru, moved there with their children, Nyasha and Chido for five years. Without Babamukuru’s generosity, the narrator’s family struggled and her mother was forced to sell boil eggs to passengers at the bus terminus. Tambu did not understand why they were only concerned with raising enough money to send her brother to school, not her as well. When she complains to her mother that her father does not prioritize her education, her mother answers, â€Å"This business of womanhood is a heavy burden. † Tambu remembers her grandmother, with whom she used to work in the fields until the day her grandmother died. The values of her grandmother’s generation are clear: â€Å"life could be lived with a modicum of dignity in any circumstances if you worked hard enough and obeyed the rules. † Tambu learned from her grandmother about how their land was taken from them and how her grandfather had escaped from slavery. Tambu put those lessons to use and worked hard to cultivate a small plot of land, growing cobs of maize, which she calls mealies, to sell. But one day at school, she discovered that her brother, Nhamo, was stealing her mealies and giving them away to children at Sunday school. She loses all respect for her brother that day, charging at him and attempting to kill him. Their fight is broken up by the Sunday school teacher, Mr. Matimba. Mr. Matimba advises Tambu to sell the mealies to the Whites, who would probably buy them for as much as sixpence a piece. Despite protests from her father, Mr. Matimba picks Tambu up in his truck and drives her to town one Tuesday to sell the maize. The first white couple they approach demonstrates the attitude of whites toward blacks in Rhodesia: â€Å"Come now, Doris,† says the husband to his wife, â€Å"It’s none of our business,† when the wife scolds Mr.  Matimba for putting a little girl to work selling mealies. They do not buy any, but Doris hands a wad of money to Mr. Matimba anyway, after he lies to her, telling her that Tambu is an orphan. Under Mr. Matimba’s advice, Tambu gives the money to the school headmaster to keep safe, so that she can use it to pay her school fees for the next few years. Despite her father’s protests and attempts to get the money for himself, the headmaster keeps the money and uses it to help Tambu in her education. Thus Tambu’s father is further characterized as short-sighted and unconcerned with the well-being of his daughter. When Babamukuru and his family returned from England, Nhamo and his father take the trip to meet them at the airport and Tambu and her mother scramble to find the provisions for a feast. Analysis The theme of education as a possibility for lifting oneself and one’s family out of poverty, opening new opportunities, is introduced in the first chapter in the context of Nhamo’s schooling. Tambu remembers her father’s decision to take advantage of Babamukuru’s kindness and generosity with his money and knowledge. Although Babamukuru seems to have remained humble and helps with the physical labor on the homestead whenever he comes to visit, education affects Nhamo differently; he resents the poverty he was raised in. In contrast, the narrator’s mother has little pride, but still understands the importance of education; she boils eggs and sells them to passengers at the bus terminus in order to keep her son in school. As the narrator describes the scene in 1968 when her brother did not return home from school on the bus as expected, the theme of gender inequality is introduced. Nhamo never carried his own luggage, but expected the women in his family to serve him. He is generally â€Å"unpleasant† as a person, but his expectations and actions reflect the Shona society in which he was raised. As Tambu says, â€Å"the needs and sensibilities of the women in my family were not considered a priority, or even legitimate. In contrast, Englishness saves Maiguru to some extent, at least in Tambu’s young eyes. She â€Å"was driven about in a car, looked well-kempt and fresh, clean all the time. † But Nhamo tells his sister that she cannot study, that â€Å"It’s the same everywhere. because you are a girl. † The theme of racial inequality is introduced subtly in the beginning of Chapter 2, when Tambu narrates that seven is â€Å"the age at which the Government had declared that African children were sufficiently developed cognitively to be able to understand the abstractions of numbers and letter. The tone of her language is resentful; obviously, seven is old enough, but the Government has low expectations for African children. The narrator is weighed down, as her mother puts it, both by â€Å"the poverty of blackness on one side and the weight of womanhood on the other. † When Mr. Matimba takes Tambu into town for the purpose of selling the maize she has grown on her garden plot, they end up begging for a handout instead. Their interaction with an elderly white couple, Doris and George, demonstrates the inequality they face as â€Å"kaffers. â€Å" Black people who gather to watch Doris hand Mr.  Matimba a wad of money are of mixed opinions: some think that blacks should not accept handouts, since â€Å"what is good is not given,† as one black onlooker puts it, but others claim that whites â€Å"could afford to be, in fact ought to be, generous. † The generational gap between Tambu and Nyasha and their parents, let alone their grandparents, is a constant theme that is introduced in the second chapter. Tambu’s mother and grandmother do not complain about the hard labor they endure; her grandmother â€Å"had been an inexorable cultivator of land, sower of seeds adn reaper of rich harvests until, leterally until, her very last moment. Her grandmother tells her â€Å"history lessons† while they work in the fields together, with this message: â€Å"endure and obey, for there is no other way. † But it is through her grandmother that Tambu learns about her uncle’s prosperity; Babamukuru became successful because his mother sent him to the mission school. Eventually he earned a scholarship to South Africa because he worked so hard: â€Å"he was diligent, he was industrious, he was respectful. † The narrator absorbs those lessons and uses the plot of land that used to be her grandmother’s to turn into her own vegetable garden.

Brand Potency of Soft Drink in India

Introduction Research Objective The sole objective of making of this research report is to know about the present BRAND potency of PEPSI in comparison to other brands of soft drinks competing in the Indian market and by the help of a research to know that which soft drink brand has a highest brand potency. This report will further put a spotlight on the various soft drinks competitors in the Indian Market and the attitude and choice of the customers about their preferred soft drinks. Industry/Company Background Soft drink market size for FY00 was around 270 million cases (6480mn bottles). The market witnessed 5- 6% growth in the early‘90s. Presently the market growth has growth rate of 7- 8% per annum compared to 22% growth rate in the previous year. The market size for FY01 is expected to be 7000 million bottles. Soft Drink Production area The market preference is highly regional based. While cola drinks have main markets in metro cities and northern states of UP, Punjab, Haryana etc. Orange flavored drinks are popular in southern states. Sodas too are sold largely in southern states besides sale through bars. Western markets have preference towards mango flavored drinks. Diet coke presently constitutes just 0. 7% of the total carbonated beverage market. Growth promotional activities The government has adopted liberalized policies for the soft drink trade to give the industry a boast and promote the Indian brands internationally. Although the import and manufacture of international brands like Pepsi and Coke is enhanced in India the local brands are being stabilized by advertisements, good quality and low cost. The soft drinks market till early 1990s was in hands of domestic players like campa, thumps up, Limca etc but with opening up of economy and coming of MNC players Pepsi and Coke the market has come totally under their control. The distribution network of Coca cola had 6. 5 lakhs outlets across the country in FY00, which the company is planning to increase to 8 lakhs by FY01. On the other hand Pepsi Co's distribution network had 6 lakh outlets across the country during FY00 which it is planning to increase to 7. 5 Lakh by FY01. Types Soft drinks are available in glass bottles, aluminum cans and PET bottles for home consumption. Fountains also dispense them in disposable containers Non-alcoholic soft drink beverage market can be divided into fruit drinks and soft drinks. Soft drinks can be further divided into carbonated and non-carbonated drinks. Cola, lemon and oranges are carbonated drinks while mango drinks come under non carbonated category. The market can also be segmented on the basis of types of products into cola products and non-cola products. Cola products account for nearly 61-62% of the total soft drinks market. The brands that fall in this category are Pepsi, Coca- Cola, Thumps Up, diet coke, Diet Pepsi etc. Non-cola segment which constitutes 36% can be divided into 4 categories based on the types of flavors available, namely: Orange, Cloudy Lime, Clear Lime and Mango. About Pepsico & Its Products PepsiCo Mission â€Å"To be the world's premier consumer products company focused on convenience foods and beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity. † Corporate Profile PepsiCo In India PepsiCo entered India in 1989 and has grown to become one of the country’s leading food and beverage companies. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. PepsiCo India and its partners have invested more than U. S. $1 billion since the company was established in the country. PepsiCo provides direct and indirect employment to 150,000 people including suppliers and distributors. PepsiCo nourishes consumers with a range of products from treats to healthy eats, that deliver joy as well as nutrition and always, good taste. PepsiCo India’s expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drinks – Gatorade, Tropicana100% fruit juices, and juice based drinks – Tropicana Nectars, Tropicana Twister and Slice. Local brands – Lehar Evervess Soda, Dukes Lemonade and Mangola add to the diverse range of brands. PepsiCo’s foods company, Frito-Lay, is the leader in the branded salty snack market and all Frito Lay products are free of trans-fat and MSG. It manufactures Lay’s Potato Chips, Cheetos extruded snacks, Uncle Chipps and traditional snacks under the Kurkure and Lehar brands. The company’s high fibre breakfast cereal, Quaker Oats, and low fat and roasted snack options enhance the healthful choices available to consumers. Frito Lay’s core products, Lay’s, Kurkure, Uncle Chipps and Cheetos are cooked in Rice Bran Oil to significantly reduce saturated fats and all of its products contain voluntary nutritional labeling on their packets. The group has built an expansive beverage and foods business. To support its operations, PepsiCo has 43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned. In addition to this, PepsiCo’s Frito Lay foods division has 3 state-of-the-art plants. PepsiCo’s business is based on its sustainability vision of making tomorrow better than today. PepsiCo’s commitment to living by this vision every day is visible in its contribution to the country, consumers and farmers. Performance With Purpose Performance with Purpose articulates PepsiCo India's belief that its businesses are intrinsically connected to the communities and world that surrounds it. Performance with Purpose means delivering superior financial performance at the same time as we improve the world. To deliver on this commitment, PepsiCo India will build on the incredibly strong foundation of achievement and scale up its initiatives while focusing on the following 4 critical areas that have a business link and where we believe that we can have the most impact. |  |[pic] | | | | | |[pic]REPLENISHING WATER PepsiCo India continues to replenish |[|[pic] | |water and aims to achieve positive water balance by 2009, |p|PARTNERSHIP WITH FARMERS | |which means it is committed to saving and recharging more |i|PepsiCo India’s Agri-partnerships with farmers help more than | |water than it uses in its beverage plants. |c|22,000 farmers across the country earn more. | |]| | |   |  |   | |[pic] |  |[pic] | | | | | |   |  |   | |[pic] |  |[pic]HEALTHY KIDS | |WASTE TO WEALTH | |PepsiCo India will stay committed to the health and well-being| |PepsiCo India continues to  convert Waste to Wealth, to make | |of children. It will continue to provide children with a | |cities cleaner. This award winning initiative has   established| |healthy and fun portfolio while simultaneously tackling the | |Zero Solid Waste centres that benefit more than 2,00,000 | |calories out’ side of the equation by expanding its Get Active| |community members throughout the country | |programme for kids, especially for school going children. | | |PepsiCo will also launch and distribute products directly | | | |aimed at addressing nutritional deficiencies and will launch a| | | |pilot program that directly delivers against the United | | | |Nations’ Millennium Development Goal to eradicate extreme | | | |poverty and hunger by 2015. | PepsiCo’s global commitment to Performance with P urpose PepsiCo believes that its performance is fundamentally connected to its purpose agenda which represents the commitment to give back as the company grows. It is a continuing journey that spans three major areas of focus – human, environmental and talent sustainability. Human Sustainability reflects PepsiCo’s goal of nourishing consumers with products that range from treats to healthy eats. PepsiCo’s products have always offered consumers nutrition as well as great taste. The progress that PepsiCo has made under the Human Sustainability pillar includes reformulating some of its products to improve their nutritional profile while launching products that reflect consumer demand for healthier nutritious snacks and beverages. PepsiCo partners with Governments, health officials and Non Governmental Organisations to help address obesity concerns and it continues to provide consumers with new product choices and innovations. Environmental Sustainability is based on PepsiCo’s commitment to strive to replenish the resources used where possible, and minimize the impact on the environment. PepsiCo continues to work to further reduce its water and electricity consumption and improve its packaging sustainability. Across the world, PepsiCo has re-used water from its processing plants and has worked with local communities to provide access to clean water, while supporting farmers to deliver â€Å"more crop per drop. † Talent Sustainability is founded on PepsiCo’s belief that cherishing its extraordinary group of people is crucial to building an empowered workforce. PepsiCo pursues diversity and creates an inclusive environment which encourages associates to bring their whole selves to work. PepsiCo has increased female and minority representation in the management ranks and has encouraged employees to participate in community service activities while continuing to create rewarding job opportunities for people with different abilities. Together, PepsiCo associates across the world are building on the platform of Human, Environment and Talent Sustainability, while delivering great financial results. PepsiCo India’s Performance With Purpose To deliver on the commitment of Performance With Purpose, PepsiCo India continues to build on  its strong foundation of achievements and scale up its initiatives while focusing on the following 4 critical areas that are linked to its business and where it can have the most impact. PepsiCo India’s Performance with Purpose | |Replenishing water | |[pic] | |PepsiCo India continues to replenish water and aims to achieve positive water balance by 2009, which means it is committed to saving | |and recharging more water than it uses in its beverage plants. | | | |   | |Waste to Wealth | |[pic] | |PepsiCo India continues to  convert Waste to Wealth, to make cities cleaner. This award winning initiative  has established Zero Solid | |Waste centres that benefit more than 200,000 community members throughout the country. | | | | | | |[pic] | | | | | |   | |[pic] | | | | | | | |Partnership with Farmers | |[pic] | |PepsiCo India’s agri-partnerships with farmers help 22,000 farmers across the country earn more. | | | | | | | |   | |Healthy Kids | |[pic] | |PepsiCo India stays committed to the health and well-being of  kids. It will continue to provide children with a diverse, heathful and| |fun portfolio while simultaneously encouraging active lifestyles by expanding its Get Active programme for kids, especially for | |school going children. PepsiCo will also launch and distribute products directly aimed at addressing nutritional deficiencies and | |will launch a pilot program that directly delivers against the United Nations’ Millennium Development Goal to eradicate extreme | |poverty and hunger by 2015. | | | [pic] Pepsi is a soft drink that is produced and manufactured by PepsiCo. It is sold in retail stores, restaurants, cinemas and from vending machines. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years since 1898, including Diet Pepsi, Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Free, Pepsi AM, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz, Vanilla Pepsi, Pepsi X (available in Finland and Brazil), Pepsi Next (available in Japan and South Korea), Pepsi Raw, Pepsi Retro in Mexico, Pepsi One, Pepsi Ice Cucumber and Pepsi White in Japan. In October 2008, Pepsi announced they would be redesigning its logo and re-branding many of its products by early 2009. In 2009, Pepsi, Diet Pepsi and Pepsi Max began using all lower-case fonts for name brands, and Diet Pepsi Max was re-branded as Pepsi Max. The brand's blue and red globe trademark became a series of â€Å"smiles,† with the central white band arcing at different angles depending on the product. As of January 2009, Pepsi's newer logos have only been adopted in the United States. Currently, Pepsi Wild Cherry and Pepsi ONE are the only two products that still use their previous design. Diet Pepsi Wild Cherry, Diet Pepsi Lime, and Diet Pepsi Vanilla received the redesign. Origins Pepsi was originally named â€Å"Brad's Drink†, after its creator, a pharmicist in New Bern, North Carolina. It was created in the summer of 1893 and was later renamed Pepsi Cola in 1898, possibly due the digestive enzyme pepsin and kola nuts used in the recipe. Bradham sought to create a fountain drink that was delicious and would aid in digestion and boost energy. Another theory is that Bradham and his customers simply thought the name â€Å"Pepsi† sounded good and reflected the fact that the drink had some kind of â€Å"pep† in it because it was a carbonated drink. And another theory is that the word Pepsi was chosen because it reflected phonetically the sound of a can being opened, the sound â€Å"pop† â€Å"schi†, was condensed and simplified in the name â€Å"Pepsi†. This theory can be considered folklore only, since at the time of the naming of the drink, Pepsi was sold in glass bottles and not metal cans; and the pop top lid producing Pepsi's oddly phonetic sound wouldn't be invented for another forty years. In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore into a rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1929, Pepsi received its first logo redesign since the original design of 1905. In 1926, the logo was changed again. In 1929, automobile race pioneer Barney Oldfield endorsed Pepsi-Cola in newspaper ads as â€Å"A bully drink†¦ refreshing, invigorating, a fine bracer before a race† In 1931, the Pepsi-Cola Company went bankrupt during the Great Depression- in large part due to financial losses incurred by speculating on wildly fluctuating sugar prices as a result of World War I. Assets were sold and Roy C. Megargel bought the Pepsi trademark. Eight years later, the company went bankrupt again. Pepsi's assets were then purchased by Charles Guth, the President of Loft Inc. Loft was a candy manufacturer with retail stores that contained soda fountains. He sought to replace Coca-Cola at his stores' fountains after Coke refused to give him a discount on syrup. Guth then had Loft's chemists reformulate the Pepsi-Cola syrup formula. Rise During the Great Depression, Pepsi gained popularity following the introduction in 1936 of a 12-ounce bottle. Initially priced at 10 cents, sales were slow, but when the price was slashed to five cents, sales increased substantially. With a radio advertising campaign featuring the jingle â€Å"Pepsi cola hits the spot / Twelve full ounces, that's a lot / Twice as much for a nickel, too / Pepsi-Cola is the drink for you,† Pepsi encouraged price-watching consumers to switch, obliquely referring to the Coca-Cola standard of six ounces a bottle for the price of five cents (a nickel), instead of the 12 ounces Pepsi sold at the same price. Coming at a time of economic crisis, the campaign succeeded in boosting Pepsi's status. In 1936 alone 500,000,000 bottles of Pepsi were consumed. From 1936 to 1938, Pepsi-Cola's profits doubled. Pepsi's success under Guth came while the Loft Candy business was faltering. Since he had initially used Loft's finances and facilities to establish the new Pepsi success, the near-bankrupt Loft Company sued Guth for possession of the Pepsi-Cola company. A long legal battle, Guth v. Loft, then ensued, with the case reaching the Delaware Supreme Court and ultimately ending in a loss for Guth. Marketing [pic] [pic] A bottle of Pepsi with its 2003-2008 logo. This Pepsi logo is still used with Pepsi Wild Cherry, Pepsi ONE, and in many countries. In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blind tasting between Pepsi-Cola and rival Coca-Cola. During these blind taste tests the majority of participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great advantage of the campaign with television commercials reporting the test results to the public. In 1976 Pepsi, RKO Bottlers in Toledo, Ohio hired the first female Pepsi salesperson, Denise Muck, to coincide with the United States bicentennial celebration. In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy. By 2002, the strategy was cited by Promo Magazine as one of 16 â€Å"Ageless Wonders† that â€Å"helped redefine promotion marketing. † In 2007, PepsiCo redesigned their cans for the fourteenth time, and for the first time, included more than thirty different backgrounds on each can, introducing a new background every three weeks. One of their background designs includes a string of repetitive numbers 73774. This is a numerical expression from a telephone keypad of the word â€Å"Pepsi. † In late 2008, Pepsi overhauled their entire brand, simultaneously introducing a new logo and a minimalist label design. The redesign was comparable to Coca-Cola's earlier simplification of their can and bottle designs. Due to the timing of the new logo release, some have criticised the logo change, as the new logo looked strikingly similar to the logo used for Barack Obama's successful presidential campaign, implicating a bias towards the President. Also in 4th quarter of 2008 Pepsi teamed up with Google/Youtube to produce the first daily entertainment show on Youtube for Youtube. This daily show deals with pop culture, internet viral videos, and celebrity gossip. Poptub is refreshed daily from Pepsi. Since 2007, Pepsi, Lay's, and Gatorade have had a â€Å"Bring Home the Cupâ„ ¢,† contest for Canada's biggest hockey fans. Hockey fans were asked to submit content (videos, pictures or essays) for a chance at winning a party in their hometown with The Stanley Cup and Mark Messier. In 2009, â€Å"Bring Home the Cupâ„ ¢,† changed to â€Å"Team Up and Bring Home the Cupâ„ ¢. The new installment of the campaign asks for team involvement and an advocate to submit content on behalf o f their team for the chance to have the Stanley Cup delivered to the team's hometown by Mark Messier. Bans in India Pepsi arrived on the black market in India in 1988. In 2003 and again in 2006, the Centre for Science and Environment (CSE), a non-governmental organization in New Delhi, claimed that soda drinks produced by manufacturers in India, including both Pepsi and Coca-Cola, had dangerously high levels of pesticides in their drinks. Both PepsiCo and The Coca-Cola Company maintain that their drinks are safe for consumption and have published newspaper advertisements that say pesticide levels in their products are less than those in other foods such as tea, fruit and dairy products. In the Indian state of Kerala, sale and production of Pepsi-Cola, along with other soft drinks, were banned in 2006 following partial bans on the drinks in schools, colleges and hospitals in five other Indian states. On September 22, 2006, the High Court in Kerala overturned the Kerala ban ruling that only the central government can ban food products. Rivalry with Coca-Cola Main article: Cola Wars According to Consumer Reports, in the 1970s, the rivalry continued to heat up the market. Pepsi conducted blind taste tests in stores, in what was called the â€Å"Pepsi Challenge†. These tests suggested that more consumers preferred the taste of Pepsi (which is believed to have more lemon oil, less orange oil, and uses vanillin rather than vanilla) to Coke. The sales of Pepsi started to climb, and Pepsi kicked off the â€Å"Challenge† across the nation. This became known as the â€Å"Cola Wars. † In 1985, The Coca-Cola Company, amid much publicity, changed its formula. The theory has been advanced that New Coke, as the reformulated drink came to be known, was invented specifically in response to the Pepsi Challenge. However, a consumer backlash led to Coca-Cola quickly introducing a modified version of the original formula (removing the expensive Haitian lime oil and changing the sweetener to corn syrup) as Coke â€Å"Classic†. In the U. S. , Pepsi's total market share was about 31. 7 percent in 2004, while Coke's was about 43. 1 percent. Overall, Coca-Cola continues to outsell Pepsi in almost all areas of the world. However, exceptions include Saudi Arabia; Pakistan (Pepsi has been a dominant sponsor of the Pakistan cricket team since the 1990s); the Dominican Republic; the Canadian provinces of Quebec, Newfoundland and Labrador and Prince Edward Island; and Guatemala.. Pepsi had long been the drink of Canadian Francophones and it continues to hold its dominance by relying on local Quebecois celebrities (especially Claude Meunier, of La Petite Vie fame) to sell its product. PepsiCo use the slogan â€Å"here, it's Pepsi† (Ici, c'est Pepsi) to answer to Coca-cola publicity â€Å"Everywhere in the world, it's Coke† (Partout dans le monde, c'est Coke). By most accounts, Coca-Cola was India's leading soft drink until 1977 when it left India after a new government ordered The Coca-Cola Company to turn over its secret formula for Coke and dilute its stake in its Indian unit as required by the Foreign Exchange Regulation Act (FERA). In 1988, PepsiCo gained entry to India by creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until 1991 when the use of foreign brands was allowed; PepsiCo bought out its partners and ended the joint venture in 1994. In 1993, The Coca-Cola Company returned in pursuance of India's Liberalization policy. In 2005, The Coca-Cola Company and PepsiCo together held 95% market share of soft-drink sales in India. Coca-Cola India's market share was 52. 5%. [pic] [pic] A sticker from a USSR-produced Pepsi bottle. The logo shown is a version used from 1973-91. In Russia, Pepsi initially had a larger market share than Coke but it was undercut once the Cold War ended. In 1972, Pepsico company struck a barter agreement with the then government of the Soviet Union, in which Pepsico was granted exportation and Western marketing rights to Stolichnaya vodka in exchange for importation and Soviet marketing of Pepsi-Cola. This exchange led to Pepsi-Cola being the first foreign product sanctioned for sale in the U. S. S. R.. Reminiscent of the way that Coca-Cola became a cultural icon and its global spread spawned words like â€Å"coca colonization†, Pepsi-Cola and its relation to the Soviet system turned it into an icon. In the early 1990s, the term â€Å"Pepsi-stroika† began appearing as a pun on â€Å"perestroika†, the reform policy of the Soviet Union under Mikhail Gorbachev. Critics viewed the policy as a lot of fizz without substance and as an attempt to usher in Western products in deals there with the old elites. Pepsi, as one of the first American products in the Soviet Union, became a symbol of that relationship and the Soviet policy. This was reflected in Russian author Victor Pelevin's book â€Å"Generation P†. In 1989, Billy Joel mentions the rivalry between the two companies in the song We Didn't Start The Fire. The line â€Å"Rock & Roller Cola Wars† refers to Pepsi and Coke's usage of various musicians in their advertising campaigns. Coke used Paula Abdul,while Pepsi used Michael Jackson. They then continued to try to get other musicians to advertise their beverages. Whilst filming the Pepsi advert Michael Jackson burned his hair. In 1992, following the Soviet collapse, Coca-Cola was introduced to the Russian market. As it came to be associated with the new system, and Pepsi to the old, Coca-Cola rapidly captured a significant market share that might otherwise have required years to achieve. By July 2005, Coca-Cola enjoyed a market share of 19. 4 percent, followed by Pepsi with 13 percent. Ingredients Pepsi-Cola contains basic ingredients found in most other similar drinks including carbonated water, high fructose corn syrup, sugar, colorings, phosphoric acid, caffeine, citric acid, and natural flavors. The caffeine-free Pepsi-Cola contains the same ingredients minus the caffeine. The original Pepsi-Cola recipe was available from documents filed with the court at the time that the Pepsi-Cola Company went bankrupt in 1929. The original formula contained neither cola nor caffeine. Competitors †¢ Coca-Cola †¢ R. C. Cola Brands Under Pepsico (used in research) 1. Miranda 2. Slice 3. Mountain Dew 4. 7 Up About Miranda Mirinda is a brand of soft drink available in fruit varieties including orange. A â€Å"citrus† flavour is also available in certain areas of the Middle East. It is part of a beverage area often referred to as the flavor segment, comprising carbonated and non-carbonated fruit-flavored beverages. The orange flavor of Mirinda represents the majority of Mirinda sales worldwide. Mirinda is owned by PepsiCo and is primarily commercialized outside of North America. It competes with Coca-Cola's Fanta and Cadbury-Schweppes's Orange Crush brand, with flavor brands local to individual countries. As with most soft drinks, Mirinda is available in multiple formulations depending on the taste of individual markets. History Mirinda was originally produced in Spain. It became available in the United States in late 2003 in bilingual packaging, and initially sold at a reduced price, presumably to become a competitor against Coca-Cola's Fanta brand. Since 2005, Mirinda flavors have largely been sold under the Tropicana Twister Soda brand in the United States except in Guam, where Pepsi began selling it under the Mirinda brand in 2007 (replacing Chamorro Punch Orange). Pepsico also tried to sell Mirinda in Brazil in late 1996, but the brand was discontinued in 1997 after weak sales, keeping the local brand Sukita under production. Recent events Mirinda campaigns over the years have included the Mirinda Woman campaign in the 1970s and a campaign in the 1994-1996 time frame with a campaign using the tag-line ‘The Taste is in Mirinda' with the Blue Man Group. In some markets, including Mexico, the Blue Man Group campaign re-launched Mirinda away from a multi-flavor positioning to a brand solely focused on the orange flavor. The Blue Man Group campaign showed the Blue Man Group competing to drink orange Mirinda and celebrating a successful drink with an open-mouth exclamation of ‘Mirindaaaa'. Also in this same country Mirinda launch a campaign with the Pokemon anime series to the children with a promotion of many gadgets with the characters of the manga series. A recent, highly successful advertising campaign was launched in India featuring a handsome young gentleman, Stefan Persson, gallivanting about town in hunt of his sweet sweet Mirinda. Stefan's credible portrayal of the Mirinda-obsessed youth earned the campaign accolades in Brand Equity, the advertising section of a leading financial newspaper. Mirinda advertising campaigns over the last fifteen years have been handled by Pepsi's stable of creative agencies, including BBDO and J Walter Thompson. Mirinda also regularly introduces special movie-themed editions in Asia. Recent ones included Batman (Blueberry) and Superman (Fruit punch). Mirinda has also recently released a new flavour of drinks called Mirinda Sorbet. They come in two flavours: Raspberry and Lime. Facts [pic] [pic] Pepsi and Mirinda (orange flavor) with Arabic labels (bottled, left to right). †¢ Mirinda is available in most continents of the world with other PepsiCo products. It is also in the Middle Eastern markets, but the name is commonly mispronounced as â€Å"Miranda† due to its Arabic spelling. †¢ The name â€Å"Mirinda† means â€Å"amazing† in Esperanto. There is a claim that the original manufacturer of Mirinda, which later sold the brand to PepsiCo, was an Esperanto-speaking individual. †¢ Spanish-speaking consumers may also associate it with merienda or afternoon (teatime) snack. †¢ Mirinda's primary formulation is as an artificially flavored beverage; however, it has been produced in the past with a percentage of fruit juice, usually due to local tax benefits tied to non-artificial juice ingredients. †¢ Mirinda was sold in a distinctive ribbed glass bottle in Australia and parts of Southeast Asia, when originally released there. Mirindas asesinas (â€Å"Killer Mirindas†) was the first short film of the Spanish filmmaker Alex de la Iglesia About Slice Slice is a line of fruit-flavored soft drinks m anufactured by PepsiCo and introduced in 1984, with the lemon-lime flavor replacing Teem. Varieties of Slice have included Apple, Fruit Punch, Grape, Passionfruit, Peach, Mandarin Orange, Pineapple, Strawberry, Cherry Cola, â€Å"Red†, Cherry-Lime, and Dr Slice. Originally, the drink was known for containing 10% fruit juice, but that was discontinued by 1994. The original design of the can was a solid color, related to the flavor of the drink. These were replaced around 1994 with black cans, with a colorful burst (once again, related to the flavor of the drink), along with slicker graphics. Around 1997, the cans became blue with color-coordinated swirls. The original orange flavor was reformulated at this time with an infiltration marketing campaign led by Danieli. The new flavor's slogan was â€Å"it's orange, only twisted. † Orange Slice has since been changed back to its original flavor. Lemon Lime Slice was replaced by Sierra Mist in most markets in the summer of 2000. Sierra Mist became a national brand in 2003. The rest of the Slice line was replaced in most markets by Tropicana Twister Soda in the summer of 2005, although the Dr Slice variety can still be found in some fountains. It has been discontinued in more and more markets though. In early 2006, the Slice name was resurrected for a new line of diet sodas from Pepsi, called Slice ONE. Initially, Slice ONE was available exclusively at Wal-Mart stores, in orange, grape, and berry flavors. All three flavors are sweetened with Splenda. In 2009 Slice (Orange, Diet Orange, Grape, Strawberry, Peach) will be sold only in Wal-Mart Stores. About Mountain Dew [pic] Mountain Dew (also known as Mtn Dew as of late 2008) is a soft drink distributed and manufactured by PepsiCo. The main formula was invented in Knoxville, Tennessee, named and first marketed in Knoxville and Johnson City, TN in the 1940s, then by Barney and Ally Hartman, in Fayetteville, North Carolina and across the United States in 1964. When removed from its characteristic green bottle, Mountain Dew is bright yellow-green and translucent. As of 2007, Mountain Dew was the fourth-best-selling carbonated soft drink in the United States, behind only Coca-Cola Classic, Pepsi-Cola, and Diet Coke. Diet Mountain Dew ranked ninth in sales in the same year. On October 15, 2008, it was announced that Pepsi would be redesigning their logos and re-branding many of their core products by the end of 2008. At the same time they registered the name â€Å"mtn dew† and a related logo with the United States Patent and Trademark Office. This also announced the re-launch of Mountain Dew in the UK, which was released by Pepsi in 1996 but was dropped in 1998 due to low sales. As of April 2009, the flavors â€Å"Code Red† and â€Å"Live Wire† continue to use the previous Mountain Dew design. Ingredients Mountain Dew lists its ingredients as: †¢ Carbonated water †¢ Sugar (replaced by High fructose corn syrup (HFCS) in much of the United States) †¢ Concentrated orange juice †¢ Citric acid †¢ Natural flavors †¢ Sodium benzoate (preserves freshness) †¢ Caffeine (54 mg per 12  US  fluid ounces (350  ml)) †¢ Sodium citrate †¢ Erythorbic acid (preserves freshness) †¢ Gum arabic †¢ Calcium disodium EDTA (to protect flavor) †¢ Brominated vegetable oil †¢ Thiamin hydrochloride About 7 UP [pic] 7 Up is a brand of a lemon-lime flavored non-caffeinated soft drink. The rights to the brand are held by Dr Pepper Snapple Group in the United States, and PepsiCo (or its licensees) in the rest of the world. The 7 Up logo includes a red spot between the ‘7' and ‘Up'; this red spot has been animated and used as a mascot for the brand as Cool Spot. Name According to Professor Donald Sadoway (MIT) the name is derived from the atomic mass of Lithium, 7, which was originally one of the key ingredients of the drink (as lithium citrate). However, there are numerous myths explaining the name. One popular myth is that its creator named the soft drink after seeing a cattle brand with the number 7 and the letter U. Other theories suggest that the drink was formulated with seven flavors plus the bubbles from the drink's carbonation (the bubbles go up). Other ideas include the original bottle contained seven ounces; its creator came up with the name while playing dice; that it was the 7th large commercial lemonade brand that tasted the same. Another rumor has it that the name was created because the company had previously failed six times, hence the name â€Å"7 Up†. Before the formula change in 2006, a can of 7 Up included seven ingredients. The â€Å"Up† in the drink's name might refer to the original inclusion of lithium citrate, when it was marketed as a patent medicine to cure hangovers. Some people mistakenly believe that the name 7 Up comes from the belief that its pH is 7. 0 and therefore neutral. This is not the case at all: the pH of 7 Up is comparable to many other soft drinks. At a pH of 3. 67, Diet 7 Up is less acidic than lemon juice (pH 2. ), vinegar (pH 2. 9) or wine (pH 3. 5). History 7 Up was created by Charles Leiper Grigg who launched his St. Louis-based company The Howdy Corporation in 1920. Grigg came up with the formula for a lemon-lime soft drink in 1929. The product, originally named â€Å"Bib-Label Lithiated Lemon-Lime Soda†, was launched two weeks before the Wall Street Crash of 1929. It contained lithium citrate, a mood-stabilizing drug. It was one of a number of patent medicine products popular in the late-19th and early-20th centuries; they made claims similar to today's health foods. Specifically it was marketed as a hangover cure. The product's name was soon changed to 7 Up. The Great Depression was just the beginning of the business challenges the product would face. In its early years, there were around 600 lemon-lime beverage brands being sold in the US. 7 Up was able to survive and become the market leader in the category by being one of the first to be nationally distributed as well as being marketed as more healthy than other soft drinks. The success of 7 Up led Grigg to rename his company to â€Å"The Seven Up Company† in 1936. Lithium citrate was removed from 7 Up's formula in 1950. Expanding the brand beyond a niche market, major competitors began to set their sights on it such as The Coca-Cola Company with its Sprite brand introduced in 1961. Sprite would not challenge 7 Up's position seriously until the 1980s when Coke forced its major bottlers, then distributing 7 Up, to drop the beverage in deference to Sprite. 7 Up challenged Coke's actions in court as â€Å"anti-competitive†, a challenge they eventually lost. Formula 7 Up has been reformulated several times since its launch in 1929. In 2006, the version of the product sold in the U. S. was re-formulated so that it could be marketed as being â€Å"100% Natural†. This was achieved by eliminating the preservative calcium disodium EDTA, and replacing sodium citrate with potassium citrate in order to reduce the beverage's sodium content. This re-formulation contains no fruit juice and is still sweetened with high fructose corn syrup (HFCS). The manufacturing process used in the production of HFCS has led some public health and special interest groups to challenge the ad campaign's â€Å"natural† claims. In 2007, after the Center for Science in the Public Interest threatened to sue 7 Up, it was announced that 7 Up would stop being marketed as â€Å"100% natural†. Instead, It is now promoted as having â€Å"100% Natural Flavors†. The controversy does not extend to other countries, such as the United Kingdom, where high fructose corn syrup is not generally used in foods, including 7 Up. Methods used during my research:- Interview method During the research I used the personal interview method. I asked the questions generally face to face. sometime only for the appointment I used the telephonic method. Questionnaire method Mostly I used the proper sequencing of the questions I used rating scale method Reason: – I think that this type of question is very easy and attractive to give the answer for respondent. I also used multiple choice type questions. Reason: – because this type of question is also easy for the respondent to give the answer. This is also helpful for clear and reasonable analysis. Open ended: – this type of question I also used in the form of personal interview. Research Design The design that is used in this project is exploratory design. The reason for choosing this design was to get clear response from the customers. I also used descriptive research design. Research Instrument used In this research I used mainly the structured questionnaire for getting the different type of information. Sample Size My sample size for this research report was of 100 individuals. Fieldwork It includes giving out in the field to collect required information and data from the concerned person. I used to visit major educational institutes, localities, markets, shops, malls usually area wise conducting short interviews & giving awareness and for the promotion about the. Under this survey my main objective was to have an interaction with its users and to find out their preferences. ANALYTICAL TOOLS USED Different types of charts are used : 1) Pie 2) Cylindrical Charts 3) Column Charts 4) Table of all percentage. About the Research Particularly about the project, this research was carried to know the Brand potency about the various brands of soft drinks in Indian Market on the basis of calculations of several values of each brand namely: 1. Value Of Memorization (VM): this is value of a brand which states the degree of remembrance of a particular brand. It tells that how much does one individual remember about the brand. 2. Value Of Association (VA): this is the value of the brand which tells the degree of association of a brand for an individual to his personal life experiences. 3. Value Of Description (VD): this is the value of the brand which tells the degree of a brand, that how much does it describes its features according to its brand name. 4. Value Of Motivation (VMo): this tells the value of the brand in the terms of the degree of motivation which the brand gives to the user to buy it. 5. Value Of Reurchase (VR): this tells the value of a brand according to which it can be calculated and stated that an individual will repurchase the brand. Market Potency = VM*VA*VD*VMo*VR Softdrink Brands Chosen for Research 1. Pepsi 2. Coca-cola 3. Thums Up 4. Mountain Dew 5. Sprite 6. 7 Up 7. Maaza 8. Slice 9. Mirinda 10. Fanta Data Analysis & Interpretation 1. People going for Brand wise or Taste wise in soft drink brands? (out of 100) [pic] Interpretation: According to the above mentioned question, it was asked that whether the user have soft drinks on the basis of Brand or its taste. Therefore it can be interpreted from the above graph that 77% of the sample size goes for soft drinks on the basis of its taste whereas 23% of the sample size goes on the basis of its brand. |Brandwise |Tastewise | |23 |77 | 2. Average, maximum & minimum age of the sample ? (out of 100) [pic] Interpretation: According to the interpretation of this graph we can conclude that the average age of the sample is of 23 years, maximum age of the sample is of 49 years and minimum age of the sample is of 16 years. |Average Age |23 | |Maximum Age |49 | |Minimum Age |16 | 3. Value of memorization for each soft drink brand. [pic] Interpretation: According to the diagram Brand Pepsi & Coke holds the maximum Value of Memorization among all the other brands i. e. these brands are quickly comes into the mind of the consumers. Whereas Slice & fanta holds the least value of memorization (8%). On the scale of 5 |Pepsi |Coke |Thums up |Miranda |Slice | |4. 34 |4. 19 |4. 16 |3. 48 |3. 01 | |Maaza |Mountain Dew |Sprite |7 UP |Fanta | |3. 62 |3. 58 |3. 58 |3. 29 |2. 95 | 4. Value of Repurchase for each soft drink brand. [pic] Interpretation: According to the diagram Brand Pepsi, coke, Maaza & Thums Up holds the maximum Value of Repurchase among all the other brands (11%) i. e. these brands are easily repurchased by the customers. Whereas Fanta holds the least value of repurchase (8%). On the scale of 5 |Pepsi |Coke |Thums up |Miranda |Slice | |3. 54 |3. 56 |3. 82 |3. 07 |2. 97 | |Maaza |Mountain Dew |Sprite |7 UP |Fanta | |3. 61 |3. 07 |3. 29 |2. 84 |2. 49 | 5. Value of motivation for each soft drink brand. pic] Interpretation: According to the diagram Thums Up holds the maximum Value of Motivation among all the other brands (13%) i. e. this brand easily motivates the customers. Whereas Fanta holds the least value of motivation (8%). On the scale of 5 |Pepsi |Coke |Thums up |Miranda |Slice | |3. 43 |3. 43 |3. 76 |2. 88 |2. 83 | |Maaza |Mountain Dew |Sprite |7 UP |Fanta | |3. 28 |3. 27 |3. 19 |2. 9 |2. 37 | 6. Value of Association for each soft drink brand. [pic] Interpretation: According to the diagram Pepsi holds the maximum Value of Association among all the other brands (13%) i. e. this brand is easily associated by the customers to their personal life experiences. Whereas, Fanta holds the least value of Association (7%). On the scale of 5 |Pepsi |Coke |Thums up |Miranda |Slice | |4. 43 |4. 33 |4. 47 |3. 32 |3 | |Maaza |Mountain Dew |Sprite |7 UP |Fanta | |3. 19 |3. 59 |3. 54 |3. 43 |2. 63 | 7. Value of Description for each soft drink brand. [pic] Interpretation: According to the diagram Thums up & Mazza holds the maximum Value of Description among all the other brands (12%) i. e. this brand is easily Describes its brands name according to the taste and brand it holds. Whereas, Fanta holds the least value of Description (8%). On the scale of 5 |Pepsi |Coke |Thums up |Miranda |Slice | |3. 2 |3. 51 |3. 96 |2. 86 |3. 32 | |Maaza |Mountain Dew |Sprite |7 UP |Fanta | |3. 75 |3. 29 |3. 06 |2. 95 |2. 56 | 8. Which brand holds the maximum market potency ? This is the original question for which this whole research was carried on, he answer for the maximum market potency holder brand can be interpreted by the following charts: [pic] [pic] Interpretation According to the above mentioned bar and chart it can clearly be known that in Indian Soft drink market specifically in Lucknow region Brand Thums Up has a maximum market Potency i. e. the brand Thums Up is very well known, remembered, and demended the most in the market by the consumers. Percentage wi se Thums Up holds 22% of the total Brand Potency while Fanta holds the minimum market Potency. It can be noticed thoroughly that both the maximum and the minimum potency brands are owned by COCA COLA. Pepsi holds the third position with 15% of brand potency. Above bar chart also deicts the brands with their levels in the analysis. Suggestions & Recommendations This research was particularly carried for only knowing the barnd name in the soft drink market of lucknow having the maximum market Potency which is Thums Up. It is suggested to Pepsico in Lucknow that it holds the third position in the research of market potency, which Pepsi brand holds. It is noticeable that the first positions are held by the competitors Coke. The company Pepsico should increase their marketing efforts. Limitations of the Study Though best efforts have been made to make the study fair, transparent, error free, there might be some inevitable and inherent limitations. Though I tried my level best to make this report most accurate, some of the limitations are as follows : ? This study is valid for Lucknow city only. ? Due to certain unavoidable reasons, it was not possible to cover each and every outlet such as holidays, absenteeism, working closed etc. ? There may be some biased response. ? Some of the customers didn't provide dull data. ? Most of the customers were too busy to meet. ? Too much time consumed on some calls because of appointments and waiting. Conclusion Soft drink market whether on micro or macro scale, it is vast and full with great opportunities. It is one of the industry which is not adversely affected by the recession process. Demand for soft drink is still at large, which is resulting in the launch of new and more soft drink variants. Due to which also the companies are adopting aggressive market strategies. Although consumers are going for and liking every soft drink brand but definitely some brands have more value and demand in the market than compared to others. This research was carried out for knowing the brand having maximum market potency, which is Thums Up hence objective achieved. At the end of this report we can clearly conclude that Coke had been greatly got success in the local Lucknow market of soft drinks as the first two positions of maximum potency Brands are held by Thums Up (22%) and Coca cola (16%). This tells us that coke’s marketing strategy is far more clear cut and accurate than its competitors Pepsico, Coke is very well understanding the mind of the local Lucknow Consumer’s, which is making coke and its other brands more preferred and desired by the consumers in Lucknow market than compared to Pepsico’s Brands. Annexure Name:†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Age:†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Address:†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Mob. No†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Occupation:†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. E-mail:†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1: Excellent2: Good3: Average4: Satisfactory5: Bad Questn 1 : Which softdrink do you drink the most ?†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦ Questn 2: You choose your softdrink on what basis ? Brand wise ()Taste wise () Questn 3: How early and fast can you recall the following brands first? (rate from 1 to 5 for each) |Pepsi |Coke |Thumbs Up |Miranda |Slice | |( ) |( ) |( ) |( ) |( ) | |Maaza |Mountain Dew |Sprite |7 UP |Fanta | |( ) |( ) |( ) |( ) |( ) | Questn 4: Priority wise tell that which brand will you repurchase again ? (rate from 1 to 5 for each) |Pepsi |Coke |Thumbs Up |Miranda |Slice | |( ) |( ) |( ) |( ) |( ) | |Maaza |Mountain Dew |Sprite |7 UP |Fanta | |( ) |( ) |( ) |( ) |( ) | Questn 5: Do you get attracted or feel motivated towards the following brands for the purpose of use ? |Pepsi |Coke |Thumbs Up |Miranda |Slice | |( ) |( ) |( ) |( ) |( ) | |Maaza |Mountain Dew |Sprite |7 UP |Fanta | |( ) |( ) |( ) |( ) |( ) | Questn 6: Are you aware of the company names of these brands ? rate from 1 to 5 for each) |Pepsi |Coke |Thumbs Up |Miranda |Slice | |( ) |( ) |( ) |( ) |( ) | |Maaza |Mountain Dew |Sprite |7 UP |Fanta | |( ) |( ) |( ) |( ) |( ) | Questn 7: Do you feel that the following brand names justify their name with their purpose ? Pepsi |Coke |Thumbs Up |Miranda |Slice | |( ) |( ) |( ) |( ) |( ) | |Maaza |Mountain Dew |Sprite |7 UP |Fanta | |( ) |( ) |( ) |( ) |( ) | [pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic]