Domestic Violence And Womens Rights - Free Essay Example

Sample details Pages: 5 Words: 1642 Downloads: 5 Date added: 2019/04/16 Category Society Essay Level High school Tags: Domestic Violence Essay Did you like this example? If there is one message that echoes forth from this conference, let it be that human rights are womens rights and womens rights are human rights, once and for all, declared First Lady Hillary Clinton to the United Nations at the Fourth World Conference on Women in Beijing in September 1995 (PBS). Clinton, a staunch advocate for women and childrens rights throughout her legal career, knows more about the plight of women worldwide as well as the disparaging remarks said behind her back, the barely audible masculine chuckles, and the outright condescending stares from the unapproving if not the outright malicious than most women choose to remember from their own experiences, and she is the First Lady of the United States of America and the first woman nominated to run for the Presidency of the United States by a powerful party.. Don’t waste time! Our writers will create an original "Domestic Violence And Womens Rights" essay for you Create order Yet, to an outrageously large amount of men, and a disgustingly misguided number of women, she is not a patriot and advocate continuing the quest for true and absolute equality started by proud suffragettes like Susan B. Anthony and Sojourner Truth, she is a shrill know-it-all who doesnt understand her place, her place as a second-class citizen. Oppression is most effective when it hides behind the veil of laws ensuring equality. The Emancipation Proclamation freed the slaves in 1863. Segregation and discrimination were still actively practiced one hundred years later, and Jim Crowe laws are still legal in some states today; during the Civil Rights Movement Medgar Evers, Malcolm X, and Martin Luther King Jr. were murdered within five years of each other for exercising their rights to be free citizens of this country, and black men like Trevon Martin and Michael Brown are still being unlawfully killed so regularly that it seldom makes the news. In 1919, the Ninetieth Amendment to the Constitution passed granting women the right to vote after fifty years of organized advocacy and protest. Yet, twice in the last thirty years men considered for the highest legal position in the country, Justice to the Supreme Court, have had their appointments delayed, not refused, by allegations of sexual misconduct towards women. In 2016 the vitriolic misogynistic slurs hurled at candidate for president Hillary Clinton illustrated once again the true opinions of women and their right as equal citizens in the United States. It is this silent second-class citizenship that tacitly condones violence against women. Criminal Domestic Violence is widespread and underreported; it affects the physical and mental health of women, undermines the economic stability of women, and worst of all, normalizes behaviors that are unconstitutional and illegal. Traditional modern society is strongly patriarchal; all important roles in society are expected to be filled by men. However, early hominid mankind may have been strongly matriarchal; the proof lies in the discovery of female totems and rituals that celebrated and revered women for their mysterious life-giving powers with obvious connections to Mother Earth, Gaia. But over the last two thousand years, with active subjugation of women through witch trials and stripping of property rights by the Catholic Church, women became lesser than men; in the Bible Timothy 2: 11-12, Let a woman learn quietly with all submissiveness. I do not permit a woman to teach or to exercise authority over a man; rather, she is to remain quiet (The Bible). Marriage vows have the woman pledges to obey and serve her husband. Men have slowly usurped the role as head of the household. If patriarchy says a man is king in his home, and if womens lives and needs are deemed less worthy than mens, then it follows that many heterosexual relationships descend into a nightmare of control and violence as the abuser asserts his supremacy (The Nation). Studies estimate that up to 97 percent of abusers are men with female partners; between 1994 and 2010, the Bureau of Justice says, four in five victims of intimate partner violence were women (The Nation). Everyone falls as children, often scaping knees, bruising, or even breaking bones on occasion. Perhaps men more than women in youth play contact sports or engage in fist fights to settle differences. Yet, after college, adults seldom have black eyes, or swollen faces, or dislocated shoulders unless they were in a car accident. It does happen, though, and most individuals take a couple days off. However, women abuse victims miss work more often, come in late more often, are hospitalized for injuries more often, suffer more long-term and chronic health conditions (depression, PTSD, substance abuse), and thereby accrue more medical debt (The National). Physically marred, the victims, the women are noticeably physically marked and avoided by bystanders and friends who dont want to get involved; the victim is ostracized. In one study, 60 percent of domestic violence survivors reported losing their jobs as a direct consequence of the abuse (Bowlus and Sheitz). These physical scars slowly transform into debilitating metal health conditions as well. Ninety-eight percent said that abuse made them worse at their jobs they couldnt concentrate because theyd been attacked or were anticipating an attack when they got home. Abused women are less likely to choose to work than women experiencing no current abuse; women are also less likely to work if the abuse occurred prior to the past 12 months. Divorced women who were abused in the past marriage exhibit an employment rate that is 20% below that of non-abused women (Bowlus and Sheitz). Stockholm Syndrome is a condition where victims of kidnapping involuntarily emotionally bond with their kidnappers. B. F. Skinner was instrumental in the development of modern Psychology; he believed that the human being was not as complicated as we romantically consider ourselves to be. He believed that if you wanted to change the way a person thinks, you could change the environment and reward the behaviors that the experimenter wanted to change in the subject; ultimately by changing behavior, one will change the mental outlook of the subject (Psych Central). We use classical conditioning to train our dogs every day. Post Traumatic Stress Disorder (PTSD) is a documented mental and physical change to the fight or flight response in those that experienced trauma. It is completely acceptable, if not expected, for a victim of sustained domestic violence to carry mental scars that inhibit a natural and normal interaction with the world. This abuse breaks down the self and is directly responsible for undermining the womans economic stability. Physical and emotional scars from years of physical and emotional abuse make finding a stable job, opening a small business, or raising finances for economic ventures much more difficult than for average men and women. Victims of abuse often have no control over their own bank accounts. Accruing medical debt from beatings and endangering her income by destabilizing the womans relationship with her employer is a form of domination and control. Abusive men will often sabotage job interviews and make sure that things like cell phone contracts are in the abusers name†its no surprise that a woman who does try to leave her abuser frequently finds that her entire financial support structure disintegrates when the relationship does (Doyle). Its for precisely this reason that the majority of homeless women are domestic violence survivors. In Pennsylvania, for example, there are two measures on the table. The first is a motion to remove all cancellation fees for abuse victims who must abruptly leave their cell-phone contracts, and the phone company will give them a new phone number if requested. Two, women who are being abused can end their leases without penalty (The National). And you cant ?just leave if breaking your lease will damage your credit and make it impossible for you to rent your next home and begin to rebuild your life (Doyle). The life of a woman in the throws of a domestically violent relationship with her intimate partner is a life of constant anxiety and fear, where a womans legal rights dont apply within her own home; she is a financial and psychological prisoner, living in fear of arbitrary retaliation from their husband warden. Aggravated Assault the attack or attempted attack with a weapon, regardless of whether an injury occurred and attack without a weapon when serious injury results is a felony and punishable by ten to twenty years in jail. Rape is forced sexual intercourse, including both psychological coercion and physical force. Forced sexual intercourse means vaginal, anal, or oral penetration by the offender(s); it is a felony punishable by five to thirty years in jail in extreme cases. 2,372 of these crimes reported are identified as intimate partner violence, Criminal Domestic Violence (Catalano et.al.). Twenty per cent of all rapes, one in five, are Criminal Domestic Violence (Ibid). However, the most devastating statistic is that fifty per cent, one half, one in two of the cases are not reported. The fact that half of the victims do not report these vicious, life-altering experiences speaks to this society that values archaic and outdated ideas of gender roles that somehow use womens inferiority to justify the mistreatment of equal citizens of the United States and their constitutionally protected rights, specifically, your daughters, your sisters, your aunts, your friends, and your mothers. Women make up half of the population, but they are not appropriately represented in government, or the higher echelons of business, even though more women were elected to the House of Representatives this November than ever before. There is one place, however, where women are over represented. Women are twice as likely as men to be a victim of Aggravated Assault or Rape, one half as likely to report it, and have a twenty per cent chance that they are married to the men who beat them and sexually assault them. The community has a responsibility to bring the disgrace of Criminal Domestic Violence out from the shadows of shame and silence and into the sunshine of Justice.

13 Electric Vehicle Conversion Companies

Fuel is expensive, but one way to eliminate stops at the pricey pump is to go electric. An electric vehicle (EV) conversion is a procedure that involves modifying a petroleum fuel-powered vehicle into an all-electric vehicle. If your commuting needs and lifestyle are such that you can go electric with one or more of your vehicles, here’s a list of companies to get you started. Depending upon where you’re located, there may or may not be one of these companies within a reasonable distance. If youre not within driving distance, choose a company on this list that will sell you the parts for a DIY conversion, or hire a reliable mechanic to do the hard work for you.   Companies That Offer DIY Conversion Kits Canadian Electric Vehicles Ltd.  CEV was established in 1991 to convert internal combustion engine vehicles to electric power—including heavy-duty diesel truck conversions for the airline industry. In addition to selling conversion kits for many vehicles, they offer components for modifications and offer custom-build options. Their customers include governments, industrial companies, and private individuals. Conversion Companies Clean Ride Electric Vehicles  Located in Minnesota, this company restores and electrifies classic VW beetles from top to bottom. They replace the internal combustion engine and fuel system with an electric motor and 6 12-volt lead acid batteries and upgrade standard components. These all-electric VWs offer a 20- to 30-mile range with a top speed of 50 mph.EVPorsche.com  Located in West Palm Beach, Florida, and Los Angeles, CA, this company can convert any vehicle to all-electric power but specializes in Porsche sports car conversions due to their dependability, lightweight design, and engineering. They offer a wide variety of battery, range and model configurations to meet driving styles and needs. Speeds for their EVs: 0-60 in about 5 seconds or even faster with 2 motors and series to parallel switching.Eco-conversions  This company specializes in converting regular gas burning cars into clean electric machines—they have zeroed in on luxury vehicles with their benchmark , the BMW 8-Series, aiming to â€Å"shatter the image of the traditional electric car.† They recently partnered with eVionyx, an American company that has developed superior charging nickel-zinc batteries.Electric Vehicle Systems – Based in New Underwood, SD, this company offers complete repair services for all-electric vehicles, using the latest technology. According to their website, most repairs of a two-wheel electric scooters run $45. Call them to learn more.Electro Automotive – Located in Felton, CA, Electro Automotive was founded in 1979 as a single source for quality conversion components. According to their website, Electro Automotive â€Å"believes in electric vehicles built to live in the real world.† They are all about EVs that are simple in design, easy-to-use, reliable, affordable and practical.Electric Vehicles of America (EVA) - EVA provides free detailed calculations for specific all-electric applications, from industrial, on-road electri c car or truck, off-road EV or boat. They also offer free technical papers on safety, batteries and conversion details, in addition to system design, supplier data and drawings, installation manuals and videos. Located in New Hampshire.EV-Blue/Electric Blue – Based in Kansas, this company will convert any gasoline burner to electric—you supply the vehicle, they do the conversion. Their basic option includes a 144V battery and charger for $11,000. AC, heat and power steering are extra. Call or email for additional details.EV Source LLC - Located in Logan, UT, this company provides high-quality electric vehicle components to the high performance, high voltage EV conversion market. From speed controllers, fuses and breakers to assembling your own conversion kit, they know how to help you go all-electric.Green Motors Inc.  - Based in northern Arizona, Green Motors converts standard vehicles to electric power, in addition to servicing, maintaining and refurbishing all typ es of electric vehicles. They offer service support for the DIYer, plus sales of parts. Visit their products page for a current list of available vehicles.Metric Mind Corporation  - Based in Oregon, Metric Mind Engineering (MME) is an international company that supplies high end AC drive systems and other EV components. According to their website, MME is a single source of all the main electronic hardware necessary to complete an EV conversion.†REVOLT Custom Electric Vehicles LLC  - This company provides design, building and maintenance services for electrical vehicle conversions in the Austin, TX area.Wilderness Electric Vehicles  - Located in Utah, this company specializes in electric car conversions. You supply the vehicle—they provide the conversion in 3 to 4 months. They also offer a variety of kits to convert to electric. Call or email for additional details.

Section One Capital Project - 2072 Words

Section 1 Capitol Project Deborah Kirk University of Phoenix HCS 517 Debra Vaughn April 25, 2016 Many healthcare organizations set goals and objections and write mission statements that reflect the way they want the public to see how healthcare is provided. This is done to guide how their healthcare providers practice daily. In order to meet these goals and objects it is necessary to have in place processes and procedures to ensure the results will be what is expected which is a positive patient experience and outcome. In order for our organization to reach this goal there is a coaching and execution package that will provide step-by-step processes and procedures to ensure that everyone is doing the same thing at the same time†¦show more content†¦Ã‚ ® This coaching and execution package will start by teaching the meaning of the principles. The Nine Principlesâ„ ¢ of service and organizational excellence instills what everyone within and associated with the medical center believe to be the best experience possible. The first principle is to commit to Excellence. Any type of change within an organization requires buy-in from all staff starting at the top of the executive chain. The second principle is to measure the important things. This would be measurement of what the strategic goals have set in place and allows the medical center to keep up with the progress on a monthly basis rather than quarterly. The third principle is to build a culture around service. In order to increase patient or in this case veteran satisfaction all employees will need to learn the process that has been tested and laid out by the Studer Group ®. The process teaches that the process should be the norm and it should become â€Å"hardwired into the organization’s process.† This will require the medical center to put in place scripting for how to communicate. The scripting of behaviors, establishment of teams, teaching service recovery, and the development of performance standards will also enable to medical center to perform excellent care. The fourth principle is to create and develop leaders. The Studer Group ® places great emphasis on developing leaders. 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The Effects Of Global Climate Change On The United States

For someone to say that they do not believe in the idea of global climate change is like saying that they do not believe in science. About 200 nations, including the United States, have all come to the conclusion that climate change is indeed a real and that we, human-beings, have become responsible for finding a solution to this precarious situation that we have put ourselves in. However, there is still a small population of people that believe that there is nothing we can do to forestall the destructive effects of global climate change. To retract the naysayers current idea, in his climate change address, Barack Obama talks about his plans to reduce America’s carbon emissions by at least 17 percent by 2020 and at least 26 to 28 percent†¦show more content†¦Each gallon of gasoline you burn creates 20 pounds of GHG. That s about 7 to 10 tons of GHG produced a year for a regular vehicle (â€Å"Reduce Climate Change† 1). Getting better gas mileage is a good thing because it means that people can get better miles per gallon without releasing as many carbon emissions. According to Barack Obama’s administration, they have approved regulations that will force automakers to nearly double the average gas mileage of all new cars and trucks they sell in America by 2025 (Krisher 1). This will make it so all automakers will produce vehicles that will be less detrimental to the environment and will help fend off the hazardous effects certain to come with climate change. Fuel efficient cars are considered advantageous because of their â€Å"smaller gasoline engine†, which release fewer pollution emissions (â€Å"Fuel Efficient Cars...† 1). A car that is considered fuel efficient does not consume a lot of gas and gives the best possible mileage. The less fuel consumed by the car, the less smoke that will come out of the exhaust. As a result, the damage done to the global atmosphere is less ruinous. Gases, like carbon dioxide are ha rmful to us as well as our environment. They aid in depleting our ozone layer, causing detrimental global climatic changes. Fuel-efficient cars will help in reducing pollution by at least 50% (â€Å"Environmental Benefits of

The Plant Closure Essay Sample free essay sample

To the employees and staff of the Normal Plant: Good twenty-four hours! During the last three old ages of our company’s operation. our net incomes and stock lists have increased to a important degree that we are now able to prolong our long-run production procedure that will advance the stableness for our company’s standing. However. it has been decided by our company’s board of executive and investors to implement an attack that will expeditiously maximise our usage of resources and investings for our production rhythm. Therefore. upon the receival of this notice until the following six months. our company’s works operations will be consolidated in one production installation viz. the freshly operational works in Moline. This consolidation attack is an effort to better our company’s plus direction and production quality by taking advantage of the promotion of our newest production installation. Consolidation all of our production procedure in the extremely advanced and technological progress installations in the said works is expected to upgrade our merchandise quality and the efficiency of our procedures. We will write a custom essay sample on The Plant Closure Essay Sample or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Other operations peculiarly in Normal Plant is determined to be extremely expensive for the company therefore must be sacrificed to accomplish our end of production development. With the blessing of the consolidation procedure. the operations of Normal Plant will get down to be phased out reassigning most of its production to the Moline Plant. In this facet. many of the workers and employees of the said works will be given chance to reassign to the Moline Plant nevertheless. non all. The employee and worker transportation to the Moline Plant will be subjected to testing and rating O.K.ing merely forces with competent work records with our company. Details pertinent to this affair will be given over the following few months on an single footing. For employees that will non be transferred in the consolidation. hebdomad rupture wage will be given based on the continuance of the service of the person to the company. Details sing this calculation will be given over the following few months but non subsequently than the works closing. For farther notice and informations sing this affair. the direction will posts updates over the undermentioned hebdomads. The procedure of reassigning employees will be initiated get downing the following hebdomad together with the execution of the six-month consolidation process. Thank you really much for your cooperation. Respectfully! Bibliography Sarada. M. ( 2006 ) .The Complete usher to Functional Writing in English. Sterling Publishers Ltd. New Delhi. ISBN: 81-207-2923-4. Harvard Business Essentials ( 2003 ) .Business Communication. Harvard Business School Press. USA. ISBN-10: 159139113X.

Case study on tata nano free essay sample

Sunsilk was introduced in 1989 in Pakistan with three variants related to hair types. Endorsement of a hair stylist was the first step in building the image of the brand as a hair care expert. With the competition from local and multinational companies due to rationalization of excise duties, Sunsilk has not been able to gain the desired share in the market. To strengthen the brand, LBPL decided to re-launch Sunsilk with a premium range consisting of four variants in January 2000. In 2001, due to the constant research of their affiliated hair care institutes, the need of a shampoo for oily hair was observed and they launched a new variant of Sunsilk having citrus extracts. 1. 2 Background: LBPL, the largest consumer goods producing company in Pakistan, was incorporated here in 1948 and started building their factory at Rahim Yar Khan. This factory was inaugurated formally in 1951 by the then Governor General of Pakistan. LBPL moved into the personal care product business in 1981. It has gained a major market share due to the introduction of quality brands likeSunsilk, Lifebuoy, Lux and Fair Lovely. Lever Brothers was the recipient of Management Association of Pakistan (MAP) and Karachi Stock Exchange awards in recognition of its performance. For the purpose of MAP award, it was judged the best among the companies that have performed well in the areas of Financial Discipline, Management practices such as Risk Management, Corporate Governance, Social Responsibility and Research Development. Lever Brothers is committed to investment and modern production facilities thereby contributing to economic growth and employment opportunities. 1. 3 Statement of Problem: Their main target market is females between the ages group 16-40 belonging to the two upper income classes. But in their promotional activities, they cover the whole market irrespective of these classes. Competitors’ Review: The major competitor of Sunsilk in the rural areas is Bio Amla while in the urban areas, Sunsilk faces cutthroat competition with PG. The main advantage of Bio Amla is its Herbal composition and low price, which attract the rural market, but in terms of quality, they are far behind Sunsilk. In urban areas, Sunsilk is acting as a market challenger against PG. Sunsilk has got the advantage of keeping their prices lower than PG shampoos but PG has captured a bigger share of the market due to its intense promotional activities. 1. 4 Objectives of the study: 1. To carry out the review of literature on brand, brand awareness and consumer behavior. 2. To study the socio economic characteristics of women consumers in Bangalore. 3. To identify the factors influencing brand awareness of Sunsilk shampoo. 4. To identify and interpret the factors involved in quality and benefits offered in the shampoo product. 5. To know the impact of brand awareness in sales improvement of the shampoo product. 1. 5 Research Methodology: Literature survey has been carried out using research journals, books and websites. Socio economic stratum of women consumers have been identified using socio economic classification grid during personal interview at individual households. Factors influencing brand awareness of shampoo products have been analyzed with the data collected from questionnaire. Comparative study has been carried out based on advertisement awareness with the competitor. Pareto analyses have been used to identify the major quality problems in the shampoo product. 1. 6 Company Objectives: Neither our own nor our major competitors’ objectives are simple or obvious. There are many choices between short term and long-term profit, between growth and cash flow, between growth in assets and growth in earnings, between proportions of earnings paid to share holders as dividends or reinvested. It is reasonable to assume that these different objectives of different competitors predetermine some of their strategies and tactical behavior. Assess the concept of product acceptability, credibility and perceived benefits. Examine consumer’s assessment of the product, in terms of product performance and related benefits. Explore consumers’ reaction towards packaging. Understand consumers’ perception of quality advertisement in terms of its impact. 2. Chapter II 2. 1 Mission Statement: The New Sunsilk Shampoo aims at fulfilling the needs of its target market by offering a high quality, assessment of the concept in terms of its acceptability, credibility and perceived benefits, that it offers a healthy choice shampoo alternative to the targeted consumer. The theme of the product shall be anchored around the motto: â€Å"Softness, shine and manageability of Hair† Figure 1 2. 2 Packaging: The packaging design for the New Sunsilk range is extremely exciting and has been developed by Brown Inc. UK. The packaging makes the brand look expert and modern. This packaging makes the brand look more contemporary and hi-tech. It ensures more emphasis on the variants that have already been a part of the product but never been communicated to the customer that well. This new packaging has clearly identified that there is a separate product for each hair type. Currently, the range consists of: Yellow Sunsilk with Bio Proteins from Vegetable Extracts: Normal hair needs wholesome nourishment. New Sunsilk with Bio Protein extracted from Vegetable milk has nutrients that deeply penetrate each hair strand, to nourish it leaving hair strong and beautiful. Black Sunsilk with Melanin from Plant Extracts: Dull hair needs a rich black shine. New sunsilk with Melanin extracted from plants serves this purpose very effectively. It helps in the growth and retention of the black color of hair, giving it a rich black shine. . Green Sunsilk with Fruitamins Vitamins from fruit Extracts: Thin and limp hair needs extra body and volume. New sunsilk with Fruitamins has natural extracts from fruit that contains Vitamins. These vitamins help in giving extra body, shine and amazing manageability to the thinning and lifeless hair. Pink Sunsilk with essential Oils from Flower Extracts: Dry hair needs wholesome conditioning, extra shine and styleability. New Sunsilk with essential oils makes the dry hair full of life. Its especial ingredients moisturize each hair right to its tips leaving it shiny and beautiful. Orange Sunsilk with active nutrients from Citrus Extracts: The advanced formula of orange Sunsilk is the result of the latest research. This shampoo is especially designed for oily hair type that looks flat and greasy due to the excess of moisture. New sunsilk with active ingredients from citrus extracts cleans the excess oil off hair while its nutrients deeply penetrate each hair strand to nourish it. Customer Review of Product Usage Figure 2 2. 3 Pricing Objectives: Lever claims to practice value-based pricing in which the customers’ perception of the product’s price provides a starting point for developing the marketing mix of the product. The research department determines this price usually by using focus groups. The price of RS 3 for Sunsilk shampoo sachets shows how the price also reflects a concern to make the purchase more convenient, since the rupee is dominated in this value. The primary importance of this value-based pricing is that the product demand will be much higher if its price is in line with the customer’s perception of its value. One crucial concern for value-based pricing is strict management of cost in order to be able to make a profit at the value-based price. After the initial price is determined, Lever then uses target costing in order to achieve the required profits. With the marketing plan now being termed as ‘Annual Contract’ the importance of meeting the profit margin requirements has increased. Target costing thus provides an essential tool to manage cost effectively. The characteristic of monopolistic competition typifying the market sets the threshold for pricing. This market consists of many buyers and sellers trading over a range of prices. The key element is differentiation, which allows the seller to gain market share in contrast to competitors. Given this market condition, Lever differentiates its products and also sells them in different price ranges to cover at least a large portion of the market. Also this makes Lever more sensitive to price changes of competitors’ products. Last year PG revised their prices which has increased the prices of their shampoos considerably but Sunsilk has maintained its prices and their prices are much lower than PGs’, which is a major blow to PG because being a poor country people go for products which are within the range of Rs. 100. Figure 3 2. 4 Promotion objectives: Build top of the line consumers’ awareness. Creating a personality of the brand. Besides having these general objectives, the advertising objectives are set avoiding to the advertising strategy for each product, e. g. Sunsilk advertising objectives since it was being re-launched were: To increase the usage. Conditioning benefits. Makes the hair appear clean and shiny. Imparts a feeling of freshness-due to fragrance. Easy to manage, silky, soft hair. Unique shampoo for every hair type. Effectively communicate brand promise. 2. 5 Advertisement objectives: The advertisement of a product should follow the smile approach that is: S Simple M Memorable I Interesting with relevant information L Linked to the brand E Emotionally involved and liked. The advertisement should be in line with the past ad (if any). The ad should have a good advertising idea. Advertising should meet the brief Message clearly communicated Advertising should fit the brands personality An add is usually changed after 18 months TARP(Target Audience Rating Points) 2. 6 Advertising strategy: A product’s particular advertising strategy also depends on the level of competition involved with each product. For example shampoo ads previously used to provide emotional benefits but when PG entered the shampoo market with it’s shampoo Pantene, it revamped the whole situation, Pantene ads promoted the shampoo’s functional benefits, which greatly appealed the consumers. Levers seeing this trend changed its advertising strategy for Sunsilk so that Sunsilk advertisements also promoted the shampoo’s functional benefits. Thus Lever evaluates the product’s present position in the market, the promotion objectives it wants to achieve and the level of competition involved while setting the advertising strategy for a product. Elida Hair Institute does a lot of research and they come up with innovation in the product. Elida provides credibility that Sunsilk is not locally made but it is based on a lot of research by internationally accredited institutions. Lever believes that messages about product delivered by credible sources can be very persuasive. Hence Nabila who is an hair care expert endorses Sunsilk and more value is added to the brand. Consumers relate to products itself, they can relate to a human being who consumers believe is an expert so if Nabila is an expert so is Sunsilk. Nabila a recognised and highly qualified hair stylist is used by Sunsilk in its ads because they want to bring out an expert’s image. Sunsilk has come up with a new promotional campaign GOOD HAIR DAYS in six major cities in collaboration with famous hair stylists of the country. 2. 7 Advertising Evaluation: Lever also carriers out on extensive evaluation process. Target audience rating points are used to evaluate a product. Households are monitored in various cites to get consumers response and feedback. R-Lintas carriers out in own evaluation proceeds for its advertisement. Weekly figures are presented by research department. Regarding sales which have been carried out by extensive surveys. Products manager themselves have to visit the Consumers’ View of Sunsilk Advertisements Figure 4 2. 8 Distribution Objective: â€Å"To reach as many towns and villages as we can† Lever has 150 distributors whose function is to sell to wholesalers directly. There are different distributors for different areas. They are carefully selected and their performance is constantly evaluated. They appear extremely satisfied with their channel systems and have a good rapport with them. We feel that this is essential since these are not too many levels, thereby preventing channel complexity and allowing Lever greater control. Lever’s statements were verified by our consumer survey, which revealed that the retailers were very satisfied with Lever’s distribution system, which allowed well-stocked shelves. This is an added advantage, since the consumers undergo habitual buying behavior. Sunsilk has a very good distribution network all over the country. They have struggled hard to adopt such channels that guarantee the perfect results regarding the placement of their product. These distributors are given clear instructions regarding the selection of the retailer and to make sure that the retailer; Knows about the significant characteristics of the product. Places the product along with its major competitors like PG. Displays the sachets distinctly. They give off and on offers as trade promotion incentives to their distributors. The distributors contribute to the promotion of Sunsilk by word of mouth. 2. 8. 1 Strengths Lever Brothers Pakistan Limited is one of the largest organizations in Pakistan. Company has advanced technology and well skilled professionals. The New Sunsilk Shampoo is a high quality product in terms of hair protection. The target market is educated, professionals and belongs to premium and middle class. Company totally owned, systematic distribution network, transparent communication system. Participative management style Very good distribution network all over Pakistan, in all major and small cities. 2. 8. 2 Weaknesses: Competitor has strong promotional activities. Imported brands also available in the market. Customers are offered better alternatives by the competition. 2. 8. 3 Opportunities: Population expanding at a rapid rate. Consumers are becoming more quality conscious Current capacity utilization is 80%, which can be further broadened with the increase in demand. Customer base is increasing with effective marketing. Baby shampoo is another area where Lever Brothers can make huge gains. Shampoo plus conditioner and anti-dandruff shampoos are another area where lever brothers can earn huge profits. Rural areas are a large prospective market where they can introduce Sunsilk. 2. 8. 4 Threats: Political and Economic factors. Partial Government policies. High rate of competition. Local and Foreign competition. Smuggling via Afghan Trade Transit is one of the big hurdles faced by Sunsilk. Supplies from Indonesia and Thailand is another important issue. 3. Chapter III 3. 1 Summary: This marketing plan forms the basis of the introduction of an innovative and unique productby Sunsilk. The analysis allows us to the best strategies to help our product be successfulwith the internal and external environments which we have analyzed at our bestunderstanding. Sunsilk Hair Colour Shampoo will be marketed as a unique and convenientproduct for consumers who need and want to colour their hair. And we would like tomaintain the company’s status as the 2nd brand leader in hair care industry in Pakistan. Themarketing strategies will enable us to reach the target sale ofRs 50 million by end of first year and also bring awareness to the consumers in the sixmonths about the new product, and reach at least 80% consumers in Pakistan. The hair colourindustry is currently in the growth stage and the number of people who wish to colour theirhair is growing day by day. Customer have been introduced by hair colouring products andthere is a existing industry for colour in Pakistan, but Sunsilk Hair colour Shampoo is a newinnovative product which is convenient for consumers to use and also less harmful then otherproducts available. IntroductionThis plan has been prepared as an assignment for Marketing Strategies and Operations classat London Business School of Finance. The plan will provide background information aboutthe current environment in which Hair colour products are operating in Pakistan. It will alsodiscuss the present state of hair colour products in general, which will include information onthe company and its interest in extending product range in Pakistan, and give a broader ideaof how the brand will be introduced and marketed in the current environment. Company BackgroundSunsilk is a product of United Kingdom, which was launched in 1954. Sunsilk wasintroduced by Unilever (LBPL), who are the largest consumer goods producing company inPakistan, especially in personal care products. Unilever was found in 1930 by AntoniusJohannes Jurgens and William Hulme Lever. It was incorporated here in 1948 at Rahim YarKhan. Sunsilk was introduced in 1989 in Pakistan with three different types of shampoos fordifferent hair texture. Getting Support from hair stylist was the first step in constructing theimage of the brand as a hair care expert. In beginning of introduction of Sunsilk brand, it wasbeing raided by other competitors, in which, sunsilk was not able to gain the desired share inthe market 3. 2 CONCLUSION The survey helped in understanding the consumer perception on brand awareness and position of product in the market. It was observed that consumer’s expectations were, Quality, benefits offered and packaging of shampoo product. Based on the results obtained, integrated marketing communication was suggested, as a result an improvement of 8% to 12. 6% was observed in target population. Lagging quality Attributes have been identified for the improvement of sales by 45. 39%. Suggestions towards improving brand awareness through quality attributes have been made. 3. 3 Recommendations: Lever, Pakistan realizes the huge potential of the rural markets, i. e. 72% of the total population, but has not yet developed a successful strategy to penetrate this market. The success of Levers Hindustan should be emulated, which has successfully captured the rural market by two key strategies; firstly, by developing a strong distribution infrastructure and secondly, by adapting the packaging and pricing to this market. Lever should increase the buying of raw materials from local markets so that it does not have to suffer excessively from devaluation and continuous increase in tariff rates. This would also negate the adverse affect on sales volume due to smuggled foreign product. Lever should introduce a smaller (100 ml) pack of Sunsilk shampoo in order to capture the lower income segment. Lever should enter into WEB Marketing. The Legacy Soccer Foundation sponsored mainly by Levers, should be emulated by Levers Pakistan in the area of cricket since it is the most popular sport in Pakistan. Levers could also provide consumers with a hot line number where they can call in to complain or to ask specific questions about Lever’s products. These hot line numbers can also advise consumers about their hair type and other hair related queries. Such a strategy would highlight Levers concern for the public as well as helping it to gain market share. They should increase the frequency of their advertisements on electronic and print media. They should introduce 2 in 1 composition, i. e. shampoo plus conditioner which is the demand of a huge potential market.