Healthcare Essay Tips on How to Craft Understandable Content

Healthcare Essay Tips on How to Craft Understandable Content Healthcare study topics are varied and focus on diverse areas of study concerning the maintenance of mental and physical health. Healthcare studies include topics in care provision and treatment, diagnosis, and preventive medical procedures. Consequently, healthcare studies include careers in the fields of pharmacy, medicine, dentistry, and healthcare administration. Writing an essay on healthcare is a daunting task for many students with limited understanding of different dynamics that characterize the healthcare field of study. Healthcare concerns all the issues related to maintenance of mental and physical health, and exploring the field helps students develop skills needed to begin careers in social care, health, and education. Healthcare is essential to individuals and the community in general. Its significance explains why lecturers require students to write essays on different areas of healthcare. The essay writing assignments help learners understand the dynamics of healthcar e, explore the area of study, appreciate its value to different stakeholders. When professors provide students with healthcare essays, they require students to explore and find answers to the questions like: What do you know about healthcare? Do you understand the dynamics and basics of healthcare? How well can you apply theoretical models to practical healthcare situations? Are you able to explore particular concepts in healthcare and make inferences? When preparing and writing your healthcare essay, it is important to keep the noted questions in mind. Moreover, ensure you have a suitable topic to write about. This guide will provide you with guidelines that help you select appropriate topics. Besides, it provides basic mechanics essential during the essay writing process. How to Choose Suitable Topics for Healthcare Essay: Fresh Ideas from Our Writers You could be lucky enough to have your professor select essay topics for you. However, this is not always the case as lecturers often ask students to come up with the topics on their own. If you fall in the latter category, consider the following options to acquire ideas of where or whom you can consult: Ask for guidance from your departmental tutor; Talk to the other students about possible topics of interests that can be explored; Explore the library of old essays; Read research journals, health care books, and healthcare magazines. Take into account the following key points when selecting the healthcare essay topics you’d like to write about. Essay requirements and interest. Take into account the essay requirements to explore whether the professor has specific needs that should be fulfilled. Regarding interest, choose essay topics that are interesting to you and match your understanding of the essay topic and your ability to explore it. In this case, ask yourself, â€Å"How much do I know about this topic?† It is important to carefully select a topic that you know something about. You should ask yourself the following questions before settling on a specific issue: What sparked my interest during my coursework? What have I heard or read that grabbed my attention? Topic reuse and analysis. Healthcare topics are interrelated, and it is quite OK to reuse a healthcare topic for which you had already written an essay. However, approach the reused topic with caution to ensure it is unique and has resource materials. In the analysis, examine whether the prospective topics are broad or narrow. Narrow topics are too specific while the broad ones do not provide focused areas of study or specific information. Open-mindedness and source availability. Even when the essay ideas are farfetched, consider each to come up with a viable essay topic in the field of healthcare. However, ensure the potential essay topics have sources from which you can retrieve information to prove the credibility of your content. The given key points should be considered before settling on a particular essay topic in healthcare. Additional hints include: Research essay topics around your area of interest to create a precise and limited topic; Avoid being excessively ambitious in the topic selection; Explore existing literature to identify a gap in modern knowledge; Consider focusing on a topic that is interesting to your lecturers; admittedly, it is beneficial to write about something that will engage them. Meanwhile, the following six essay sample topics provide an idea of some of the healthcare issues that can be explored in an essay. Since Its Inception, Cosmetic Surgery Has Been on the Rise. Why (Why not) It Should Be Covered by Insurance Policies? Is the Hybrid American Healthcare System Sustainable? The US Mental Health: The Major Forms Of Mental Health Issues Affecting Americans and Solutions to the Mental Health Problems; Disproportionately High Cost of Healthcare in the United States: What Solutions Can Be Used to Fix This Problem? The Constitutionality of the New Healthcare Reforms; The Spirituality Issues in the Field of Healthcare. Healthcare Essay Prewriting Tips to Get a Good Start At the beginning of the essay writing, taking time for prewriting is effective as it will put you on the right track to get meaningful essay content. Prewriting is the preliminary work that helps to construct a stellar essay and may include activities, such as visual mapping, freewriting, and considering the purpose of your writing and your intended audience. The purpose and audience analysis. Admittedly, your essay is written for a purpose. Whether you are required to write an informative, persuasive or argumentative essay, you intend to achieve a certain objective through it. In this case, explore the essay purpose to create a focus on issues that it should address. Second, your essay should target a particular audience. It is appropriate to ponder over who might read your healthcare essay, and how you can frame your content to fit their needs. For instance, if you are writing about mental health, your readers might be mental health patients, psychiatric professionals, hospital administrators, parents, students pursuing mental health studies and so on. Freewriting. Often, just the very beginning of the writing may provide you with the needed motivation to write an essay. Freewriting involves writing about the essay topic using complete sentences without censoring yourself. It is appropriate to free-write about various aspects of your topic, including issues in healthcare that interest you, questions you intend to find answers for or controversial issues that require justification. At this point, you should be open to all ideas even when you feel they may not become a part of the essay. Providing every point that crosses your mind may help you reach an essay breakthrough. Clustering. By the time you are done with freewriting, you will probably have numerous diverse and interconnected ideas. You need to filter the ideas through clustering to come up with viable issues that can open up your essay topic. Clustering is a technique that helps you to represent your act of thinking visually through interconnected links. The process involves starting a cluster by writing the chosen topic inside a circle in the center of the page, then branching off with other circles representing related ideas developed at the freewriting phase, and connecting them back to the topic using lines. The piece of paper should be filled with ideas related to your essay topic by the time you finish your cluster. You can now choose two to three ideas to develop for your healthcare essay. Outlining. Ideas developed at the clustering stage may be too broad for a single healthcare essay. However, you can narrow them down to the most important points by creating an outline for your essay introduction, body paragraphs, and conclusion. In this case, outline what points should be in your introduction, including a working thesis statement, ideas for each of the body paragraphs, and analysis of the points that require literature evidence and examples. Structuring Your Healthcare Essay Writing an essay means creating and designing a coherent set of ideas into an argument. Essays are essentially linear. Thus, they should offer one idea at a time, but in an order that is sensible to the writer and the reader. In this case, your essay should be structured in a way that attends not only to you but the readers’ logic as well. The focus of your healthcare essay should predict the essay structure and dictate the information your audience needs to know and the order in which they need to receive it. There are special guidelines that should be followed when constructing the essays. These guidelines include writing the introduction, the body, and the conclusion of the essay. Introduction. The introduction of your essay should be 10% of your essay at least. This section forms the beginning part of your healthcare essay, and it does the same job for an essay as the topic sentence does for the paragraphs. The introduction informs the readers about the essay topic and what is going to happen next. The three main parts of an introduction include an opening statement or a question, supporting sentences, and a thesis statement. The opening statement attracts the reader’s attention, often referred to as the ‘hook.’ Conversely, the supporting sentence links the opening statement to the thesis statement. The thesis statement states the objective and plan of the entire healthcare essay. In your introduction, ensure to: Explain how you interpret the topic and title of your essay; Articulate the issues you’re going to explore; Describe what your essay focus will be; Explain your argument and counter arguments if any. Main body. The body segment of an essay should occupy about 80% of your essay. It is the most important part of the paper because it presents the main arguments, justifications for these arguments and examples. Depending on the length of the essay, the body paragraphs should be more than one, and in most cases, more than two. Each of the body paragraphs should begin with a topic sentence and have information that links and supports the topic sentence and the thesis statement. In cases where the thesis statement has multiple assertions, ensure each body paragraph supports the assertions, mainly in the order you articulated them in the thesis. In this case, the topic sentence for the first body paragraph should explore the first assertion of the thesis statement. Subsequently, the topic sentence for the second body paragraph should refer to the second assertion of the thesis statement. Precisely, you need to use a chain of paragraphs that explore and develop the arguments mentioned in your thesis statement. You should explain the following to your readers: What each paragraph is about; Your argument on each idea; Your evidence to support your ideas and what the evidence means to the topic; How each body paragraph links to the essay title; How your body paragraph links to the topic in the succeeding paragraph. Conclusion. Most writers leave out the conclusion part of an essay. They leave all ideas scattered and with no particular summary of the major points. Similar to the introduction, your conclusion should occupy approximately 10% of your essay. The guiding rule in writing your conclusion is to never introduce any new content. Rather, summarize the major arguments of your essay just as you may have done it in the introduction part of the essay. You also need to restate your thesis statement and make inferences. In this case, articulate why the conclusion you make is important to the essay or significant to the field of healthcare studies in theory and practice. Post Writing Tips to Make Your Essay Flawless Once you are done with the healthcare essay writing, post writing is easy as it only involves proofreading needed to correct sentence, grammar, and paragraph errors. Moreover, ensure the essay format is appropriate, and the paper is free from plagiarism. Cite all outside sources that helped you justify your arguments.

Character Analysis of Lysander From A Midsummer Nights Dream

Character Analysis of Lysander From 'A Midsummer Night's Dream' Lysander bravely challenges Egeus over his choice of a suitor for Hermia. Lysander professes his love for Hermia and exposes Demetrius as inconstant, having rejected Helena in favor of her friend. LYSANDERYou have her fathers love, Demetrius;Let me have Hermias: do you marry him.​EGEUSScornful Lysander! true, he hath my love,And what is mine my love shall render him.And she is mine, and all my right of herI do estate unto Demetrius.LYSANDERI am, my lord, as well derived as he,As well possessd; my love is more than his;My fortunes every way as fairly rankd,If not with vantage, as Demetrius;And, which is more than all these boasts can be,I am beloved of beauteous Hermia:Why should not I then prosecute my right?Demetrius, Ill avouch it to his head,Made love to Nedars daughter, Helena,And won her soul; and she, sweet lady, dotes,Devoutly dotes, dotes in idolatry,Upon this spotted and inconstant man.(Act 1 Scene 1) Character Motivation Lysander encourages Hermia to run away with him to his aunt’s house so that the pair can be married. When in the forest Lysander tries his luck with Hermia, trying to get her to lay with him but he is unable to convince her. When he wakes, he has been wrongly anointed with the love potion and falls in love with Helena. Lysander decides to leave Hermia unprotected on the ground to pursue Helena. This does not cover him in glory but potentially demonstrates the strength of the potion in that we know how much he loved Hermia, but now the potion has moved him to be so repulsed by her that he is willing to leave her alone. There is an argument, therefore, that we cannot blame him for his actions under the powerful influence of the love potion, because if we could, we may not be happy when he is finally reunited with Hermia, as he has been so horrible to her under Puck’s influence: LYSANDERHang off, thou cat, thou burr! vile thing, let loose,Or I will shake thee from me like a serpent!HERMIAWhy are you grown so rude? what change is this?Sweet love,LYSANDERThy love! out, tawny Tartar, out!Out, loathed medicine! hated potion, hence!(Act 3 Scene 2) When the love potion is removed, and the couples are discovered, Lysander bravely explains to Hermia’s father and Theseus that he encouraged her to elope. This action is courageous because it enrages Egeus - and Lysander knows that it will. Here, Lysander demonstrates his bravery and determination to stick with Hermia no matter the consequences and this endears him to the audience once more. We know Lysander truly loves Hermia and their ending will be a happy one as Theseus will assuage Egeus’ anger. LYSANDERMy lord, I shall reply amazedly,Half sleep, half waking: but as yet, I swear,I cannot truly say how I came here;But, as I think,for truly would I speak,And now do I bethink me, so it is,I came with Hermia hither: our intentWas to be gone from Athens, where we might,Without the peril of the Athenian law.EGEUSEnough, enough, my lord; you have enough:I beg the law, the law, upon his head.They would have stolen away; they would, Demetrius,Thereby to have defeated you and me,You of your wife and me of my consent,Of my consent that she should be your wife.

Anterograde Amnesia in 50 First Dates Movie Review

Anterograde Amnesia in 50 First Dates - Movie Review Example It is proposed that a regular facet of anterograde amnesia is damage to part of an extended hippocampal system that consists of the hippocampus, the fornix, the mammillary bodies, and the anterior thalamic nuclei (Mayes & Downes, 1997). This instigates deficit in the recall of episodic information. The film illustrates that Lucy’s head injury impaired a part of her brain, although details are not explicitly explained. In a review published in the Medical Journal in 2004, According to clinical neuropsychologist Sallie Baxendale (2004), â€Å"it bears no relation to any known neurological or psychiatric condition†. Although dysfunctions in different brain regions can result in anterograde amnesia, the contribution of individual structures and their relationships still remains a matter of uncertainty and debate (Mayes & Downes, 1997). The failure to resolve this central issue is partly due to lack of amnesic subjects with specific patterns of pathology. It may also be due to the complexity of the relationships between those regions contributing to amnesia.Anterograde amnesia â€Å"diminishes between ECT treatments and accumulates across treatments† (Squire & Chace, 1975). It is difficult to identify exactly the point at which new learning ability reaches normal levels. Patients with anterograde amnesia following bilateral ECT in a number of studies seem to have recovered by 6 months after treatment and there is no good evidence that new learning ability is still deficient at this time.

Conscious Performance Analysis or CPA Essay Example | Topics and Well Written Essays - 3000 words

Conscious Performance Analysis or CPA - Essay Example In fact, being a skeptic, I would say that there is plenty of evidence to support the notion that most people do not invest any time into going beyond the Wondering Operation that involves attending to what interests them and ignoring what is of no interest. Critical Operations follow for those who find CPA a useful exercise, but unfortunately, most people find interest only in superficiality of the bag of chips they are devouring while sitting on their couch in front of their big screen watching Dancing with the Stars. The popularity of such superficial and meaningless programming as well as the rising obesity rates proves this assertion, or at least makes a very strong argument in favor of the assertion. The real value in CPA comes from the fact that it can lead people out of that inattentive, lazy place into a more enlightened, more examined life that truly is worth living. Americans especially, but I am sure that it occurs in other countries too, are lazy. The effort required to perform CPA and to do so on a regular basis is much more than most people have in them. So, those who do actively seek meaning, objectivity, knowledge, truth, reality, and value, even if they do not realize that they are performing CPA, are few and far between. To me to assume that most people do want to find greater meaning in their lives seems optimistic. One would have to credit the general population with a lot more gumption than I am willing to credit them with, but only because I see the results of the general ennui of society. Nobody cares for each other and only in a genuine concern for each other can life actually have meaning. People only care about themselves and it is proven day in and day out. Take Black Friday for example. Shoppers stepped around and over a dying man and sprayed each other with pepper spray just to be first to get a cheap video game console so they can go home and resume being lazy in front of the television. These sorts of examples do not bode well fo r the future of humanity These pepper-spraying, bargain hunting people are only one kind of people, of course, and CPA does â€Å"distinguish types of subjects by the kinds of meaning they’re most interested in, the kinds of knowledge they most desire, the domains of reality they inhabit and in which they’re most comfortable, the kinds of values that concern them most† (87). Another kind of subject would be those at the other end of the spectrum, those who genuinely seek meaningful purpose in their lives through self-knowledge and self-possession. These people exhibit a basic commitment toward meaning, objectivity, knowledge, truth, reality, and value by wondering about the way they approach the events of their lives, and by critically analyzing not only the content and sequence of the events, but also their method of experiencing the events. Using CPA allows a person to experience life’s events more fully. After learning about CPA, I thought of some of t he past moments of my life and realized that some of them passed by and now I have few memories of them. For instance, I only vaguely remember my high school graduation. That is a pretty important day, but I just remember being nervous and not really wanting to walk across the stage in my clunky shoes to get my diploma. I thought for sure I was going to trip and fall. I do not remember being proud, just glad that I was finished with that portion of my life and ready to move on with the next. I do not remember any great feeling of achievement either. However, now looking back I see my high school graduation as a sign post in my life. When the principal of my school handed me that

Free Essays on A Dolls House: Money Matters :: Dolls House essays

A Doll's House Essay: Money Matters Henrik Ibsen was born in 1828 to a wealthy family, however, when he was just eight years old his family went bankrupt, and they lost their status in society. Ibsen knew how the issue of money could destroy a person’s reputation in no time at all. Perhaps that is how he makes the characters in his play, A Doll's House , so believable. Nora and Mrs. Linde, the two main female characters in the play, have had the issues of money and forgery ruin their lives. Nora forged her dead father’s signature to get a loan. The play revolves around her struggle with her fear of being found out. Both women’s values change as the story moves along. At first, it appears that Nora values money and the status that it brings. Mrs. Linde values her own happiness, and eventually Nora realizes that the only way she will be able to live with what she has done is to do the same. From the start of the play, we see that Nora’s entire focus is on money. â€Å"Won’t it be lovely to have stacks of money and not a care in the world† (703), Nora asks Mrs. Linde. Almost every conversation she has in the play is related to money in some way or another. When Torvald, her husband, asks her what she wants for Christmas, she tells him, â€Å"You could give me money, Torvald. . . . Then I could hang the bills in pretty glit paper on the Christmas tree. Wouldn’t that be fun† (699)? Her carefree way of handling money exasperates her husband. He wants to make her happy, but he isn’t able to give her what he doesn’t have. He doesn’t know about the loan, at first, and, to him and the audience, it appears that she is just throwing her money away hopelessly. Mrs. Linde, on the other hand, knows what it is like to not have money to spare. She values money, but for an entire different purpose. The looks at it for what it is worth, and how it can help her survive. Her entire life she has had to work hard for anything that she wanted or needed. â€Å"Well, anyway,† she responded to Nora’s remark on having stacks of money, â€Å"it would be lovely enough to have enough for necessities† (703). To survive, she â€Å"had to scrape up living with a little shop and a little teaching and whatever else [she] could find† (704). Free Essays on A Doll's House: Money Matters :: Dolls House essays A Doll's House Essay: Money Matters Henrik Ibsen was born in 1828 to a wealthy family, however, when he was just eight years old his family went bankrupt, and they lost their status in society. Ibsen knew how the issue of money could destroy a person’s reputation in no time at all. Perhaps that is how he makes the characters in his play, A Doll's House , so believable. Nora and Mrs. Linde, the two main female characters in the play, have had the issues of money and forgery ruin their lives. Nora forged her dead father’s signature to get a loan. The play revolves around her struggle with her fear of being found out. Both women’s values change as the story moves along. At first, it appears that Nora values money and the status that it brings. Mrs. Linde values her own happiness, and eventually Nora realizes that the only way she will be able to live with what she has done is to do the same. From the start of the play, we see that Nora’s entire focus is on money. â€Å"Won’t it be lovely to have stacks of money and not a care in the world† (703), Nora asks Mrs. Linde. Almost every conversation she has in the play is related to money in some way or another. When Torvald, her husband, asks her what she wants for Christmas, she tells him, â€Å"You could give me money, Torvald. . . . Then I could hang the bills in pretty glit paper on the Christmas tree. Wouldn’t that be fun† (699)? Her carefree way of handling money exasperates her husband. He wants to make her happy, but he isn’t able to give her what he doesn’t have. He doesn’t know about the loan, at first, and, to him and the audience, it appears that she is just throwing her money away hopelessly. Mrs. Linde, on the other hand, knows what it is like to not have money to spare. She values money, but for an entire different purpose. The looks at it for what it is worth, and how it can help her survive. Her entire life she has had to work hard for anything that she wanted or needed. â€Å"Well, anyway,† she responded to Nora’s remark on having stacks of money, â€Å"it would be lovely enough to have enough for necessities† (703). To survive, she â€Å"had to scrape up living with a little shop and a little teaching and whatever else [she] could find† (704).

The Beat Generation

He produced many works, most notably Howl , which will be my main coco in showing a glimpse of the way these writers spoke to the world and w ere vying to be heard. Ginsberg wrote in 1955 and finished in 1956, it was his first major work to be published and to be performed in public. The poem gained a lot of popularity in San Francisco in the Beatnik scene. The title itself tells you that the poem will be loud, it's mea NT to be heard. It will not be an ode or a sonnet, but a ferocious howl of all the artistic energy, pent up frustration and solidification that his generation was struggling with.The central theme is o en of the struggle of to being conformed to the American culture and society of the ass's and ass's, the suffocating need to find their true identity and not be smothered into obedience. Starting off the e poem he says, â€Å"l saw the best minds of my generation destroyed by madness, starving hysteric al naked [sic]† Allay 2 (Ginsberg 1), and how he believed his generation was brilliant, artistic, yet were e driven to madness by society and left vulnerable. They were desperate in â€Å"poverty and tatters† (G insider 1) and were full â€Å"with dreams, with drugs, with waking nightmares, alcohol and coco and e endless balls† (1).These people, this whole generation, who refused to conform, who rebelled w tit their writing and art and drugs and soulful jazz, but â€Å"the noise of wheels and children brought t hem down shuddering untracked and battered bleak of brain all drained of brilliance e [sic]† (1). The noise of such a domestic scenario is not only a symbol of the â€Å"normal† life the y are trying hard to escape, but also the death of their brilliance and artistic notions. To this generation sex was also highly intertwined with their work and their w ay of life â€Å"waving genitals and manuscripts† (3).It was important to this generation to b e liberal, to express everything they felt without damp ening the way it was felt, raw and powerful and loud. They wanted to be heard and â€Å"subsequently presented themselves on the granite s tepees of the madhouse with shaven heads and harlequin speech of suicide, demanding instantaneous s lobotomy† (5). I think one of the most astounding lines in Howl is when Ginsberg says, â€Å"who cut their wrists three times successively unsuccessfully, gave up and were forced to pop en antique stores where they thought they were growing Old and cried† (4).

Captain on home building - Free Essay Example

Sample details Pages: 26 Words: 7842 Downloads: 3 Date added: 2017/06/26 Category Statistics Essay Did you like this example? Executive Summary Primarily the study aims to give the reader an insight into the Indian Cement industry. The project aims to profile and understand the effectiveness of the World Cup campaign of Lafarge Concreto cement. The first phase will be to know the competitors of different brand of PSC cement in eastern India and analysis of their promotion by secondary research. The second phase will be the analysis of the World Cup promotional activities of different brands with celebrities. And then the analysis of the World Cup campaign of Lafarge Concreto with Dhoni is to be done. Don’t waste time! Our writers will create an original "Captain on home building" essay for you Create order The third phase will be the comparison of the World Cup campaign of different brands/product with Lafarge Concretos World Cup campaign that will lead to some new findings which will help to formulate new ideas. The fourth phase is to know the effectiveness of the World Cup campaign of Lafarge with Dhoni with the help of a survey i.e. how customers are associating Dhoni as a brand ambassador of Lafarge Concreto, and their feedback about the product, the survey will include meeting dealers and the customers with questionnaire. The final phase will be the analysis of the survey, based on the suggestions and feedback from the customers, ideas will be formulated to improve the promotion which will help to create a strategy that will stay for longer time in future. A Stint at an Advertising Agency- Ogilvy An advertisement agency is a service provider. It provides services to its clients. The primary service of an ad agency is to create a goal oriented and effective advertisement and promotional campaign which aim at putting across the message of the company positively in the eyes of its target audience. In the face of stiff competition every company wants to have an edge over its competitors. Advertising agencies therefore also do the work of research for their clients. This helps the company to take informed decisions and the advertising agencies to create advertisements which break through the clutter and are attention grabbing, persuasive and unique. The main functions of an advertising agency are: Understanding the company, its products and target audience Doing research for better understanding Planning an advertising campaign Making strategies Creating the advertisement and other promotional campaign Measuring success of the campaign About Ogilvy Ogilvy Matheris an internationaladvertising,marketingandpublic relationsagency based inManhattanand owned by theWPP Group. The company operates 497 offices in 125 countries. It was founded in the year 1948 by David Ogilvy as Hewitt, Ogilvy, Benson, Mather in Manhattan. Rochelle Lazarus is the chairman andMiles Young is the CEO. Ogilvy opened its first agency in India in the year 1928. It was the first advertising agency in India. Ogilvy has launched many advertisements which have been very successful in all these years. The company in India operates with offices located in all the major cities. Piyush Pandey is the Executive Chairman and the Creative Director at Ogilvy Mather, South Asia. OGILVY OFFICES IN INDIA The focus areas include advertising, direct marketing, public relations and activation. Ogilvy Activation includes services in the non-traditional area of advertising Ogilvy Landscapes, Ogilvy Outreach, Ogilvy Live and Ogilvy Signscapes which together with the focused services consolidate offerings to clients. OM India is OM Internationals fifth largest operation in terms of profits, with the US ranking first and European nations occupying the other three positions. It is ranked Indias number one agency by Brand Equity survey on leadership, creative ability, investment in employees, client servicing, most influential people and great creative directors. Awards Recognitions OM has bagged several awards for print advertisements, TV ads and case study presentations. OM was awarded the Grand Effie Gold and Gold for service on Hutch, a campaign that won awards at the Abbies too; Gold Effiefor corporate advertising for the Cadbury Crisis Management. OM bagged three Bronze Lions at the Cannes Festival 2004 for two Public Health Safety campaigns for Hutch and one for Concern India Foundation; a Gold two Silvers at the Emvies, 1st Runner Up for Asias Office of the Year 2004 by Media magazine, an award that spans 360 degree communication and HR. From Silver Pencil to Asian Brand Marketing Effectiveness awards for campaigns that include Advertising, PR, CSR, Interactive and Direct Marketing, OM has received recognition for its stature as Indias No. 1 communications agency. OM Mumbai was ranked 8th hottest shop in Asia by Campaign Brief Asia in 2002. Every business unit in OM has received recognition in the domestic and overseas markets. Ogilvy won three Gold, f ive Silver and five Bronze stacking up to 120 Points that won Ogilvy the title of EFFIE Agency of the Year 2009. Vodafone won EFFIE Client of the year in 2009.Ogilvy Kolkata won the Agency of the year in 2010 at Annual Calcutta Advertising Club awards for creative excellence. Ogilvy Kolkata won many award in ABBY awards in the year 2010. The categories in which OM Kolkata won metals are 5 silvers for the Lafarge and Concreto campaigns (category: Home/ dcor/ lifestyle), 4 silvers for the Kolkata TV print campaign (category: Media), 1 Gold for Childrens Little Theatre radio spot (category Radio, services). List of Clients Vodafone Kolkata Circle Vodafone Rest of West Bengal Vodafone Orissa circle Vodafone Bihar circle Lafarge Concreto Lafarge Duragaurd Tata Steel Star Jalsa Coal India Aque Duct PVC pipes Tea board of India Organizatonal Structure of Ogilvy Operational Flow at Ogilvy At Ogilvy, the client servicing executives prepare and pitch a new product or service to a client. It is very important that the pitch is well structured, client centric and adds value to the company. Once the client appoints the advertising agency then the budgets are negotiated. For every new campaign the client briefs the client servicing executives about their requirements. The client servicing executives studies the brief in details and figures out the core need behind the requirement. According to the requirement there is negotiation with the client about the estimated amount which the client will be billed for the campaign. On the basis of the clients requirement and the detailed research by the executive, brief is given to the creative department about the campaign. After understanding the brief the creative department reverts back with the idea for the campaign. If the idea matches with the clients brief, the client servicing executive asks the creative department to proceed forward. The executives interact regularly with the client through emails and phone calls. After a lot of interaction with the client and the executives, the creative department prepares required creative as per the idea which was finalized. The client servicing executives gets an approval for the creative from the clients. After the executive finalizes the requirement all the creative which are finalized for the campaign are given to the studio operators. The studio operators do the adaptation of the creative in terms of different size requirement, change in the copy etc. They also make sure that all the mandatory guidelines given by the brands are incorporated in the promotional material. The studio operators do a lot of adaptations according to the region in which the campaign is to be released. This may require using the copy of the advertisement in various languages this is done by the translators. The translator translates the copy according to the local language. The final layouts are shared with the client for their approval, in form of JPEGs. The client reverts back and changes if any are made by the studio operators. Then the final advertisement is released for printing. Apart from the print ad client may require radio advertisements, television commercial, audio visual or any other innovative material for promotions. The client servicing interacts with the respective vendors and gets the work done. Introduction Indian Cement Industry An Overview Indian cement industry dates back to 1914 first unit was set-up at Porbandar, with a capacity of 1000 tones. [2] India manufactures 251.2 Million Tones of cement per year. Indias per capita cement consumption is only 156 kilograms against Chinas 600 kilograms. [4] Cement sales primarily through a distribution channel. Ready mix concrete a relatively nascent market in India. Installed Capacity Indian Cement industry is comprised of 148 large cement plants with around 46 member companies. The installed capacity of these large cement plants is estimated to be 219.17 million tones during 2009-10 (as on March 2009).There are 95 large cement plants with capacity of million tones and above and around 1, 40,000 manpower is employed under these plants (one MnT cement generates downstream employment to 50,000 persons). Also, there are 365 mini and white cement plants with an installed capacity of 11.10 million tones (P). [3] Statistics Cement Production Despatches (P) Description Jan-11 Dec-10 Jan-10 2010-11 2009-10 (Apr-Jan) Cement Production 14.52 13.59 14.65 136.51 130.85 Cement Despatches 14.47 13.60 14.59 135.56 130.09 Source: Cement Manufacturers Association Cement production during April to January 2010-11 was 136.51 million tones as compared to 130.85 million tones during the same period for the year 2009-10. Despatches were estimated at 135.56 million tones during April to January 2010-11 whereas during the same period for the year 2009-10, it stood at 130.09 million tones. [3] Cement sector is characterized by the following Units concentrated near raw material sources or markets Power intensive High freight costs Small value chain Regional variation and volatility in prices and margins High debt levels Regional distribution of demand Seasonality of demand and cyclicality of the industry High entry barriers Consumer Demographics Buying Patterns of Indian Consumers The per capita consumption of cement in India is very low, as compared with the developed economies and the overall world average per capita cement consumption. The per capita consumption of cement in India is even less than that in Africa, a relatively underdeveloped continent. Over the past decade, the per capita cement consumption of cement has increased in most states, except Chandigarh, where it has declined by 7 %. Mechanics of Distribution Channels of Sector Companies invariably hire carrying forwarding agents or transport cements to own or government warehouses either via roadway or railways. Incase of exports, cement reaches the nearest port via roadways or railways and is then transferred to the importing country. Domestically, from warehouses the cement is transported to the dealers/distributors and in turn to sub dealers who finally sell it to the end users. There may or may not be physical ownership of goods. In the second case, dealers and sub dealers take order from buyers and place it to the companies, co ordinate and monitor the timely dispatch of said orders, transportation of goods and final delivery. Distributor network in cement industry is highly dominating and companies are compelled to hire as they do not really have that rapport and touch with the end consumer of their product. Apart, from this, the distributors have storage facilities as well which help control well in the entire supply chain as they are the ones who bring orders and therefore are directly responsible for the business that a manufacturer would do. Demand drivers Infrastructure construction sector the major demand drivers. Some demand determinants Economic growth Industrial activity Real estate business Construction activity Investments in the core sector Factors and causes behind the successful flourishing of the cement industries in India Technological change: The government and the industries are upgrading the quality and the technology that are used in the process of production. New investment are in process that are sure to make a change in whole processing and the output of cement There are host of companies are merging together to make their capacity and the produce big and this would lead to a greater development in the cement production. The real estate market is much optimistic and hence this helps in the growth and the enhancement in the field of cement production and investments. Companies and the investors are spending more on the infrastructure of this sector. Various national programs are taken in like National Rural Employment Guarantee, Urban Renewal Mission (JNNURM) and Indira Aawas Yojana. Different Types of Cement There are different varieties of cement based on different compositions according to specific end uses, namely Ordinary Portland Cement, Portland Pozolona Cement, Portland Blast Furnace Slag Cement, White Cement and Specialized Cement. The basic difference lies in the percentage of clinker used. [5] 1. Ordinary Portland cement (OPC): OPC, popularly known as grey cement Clinker 95% Gypsum 5% Other materials White cement is a variation of OPC and is used for decorative purposes like rendering of walls, flooring etc. It contains a very low proportion of iron oxide. The applications are cover dry-lean mixes, general-purpose ready-mixes, and even high strength pre-cast and pre-stressed concrete. 2. Portland Pozolona Cement (PPC): Portland pozzolana cement is Ordinary Portland Cement blended with pozzolanic materials (power-station fly ash, burnt clays, ash from burnt plant material or Siliceous earths), either together or separately. Portland clinker is ground with Gypsum and Pozzolanic materials which, though they do not have cementing properties in themselves, combine chemically with Portland cement in the presence of water to form extra strong cementing material which resists wet cracking, thermal cracking and has a high degree of cohesion and workability in concrete. Clinker 80% Pozzolana 15% Gypsum 5% It is cheaply manufactured because it uses fly ash/burnt clay/coal waste as the main ingredient. It has a lower heat of hydration, which helps in preventing cracks. 3. Portland Blast Furnace Slag Cement (PBFSC): Portland blast-furnace slag cement contains up to 70 per cent of finely ground, granulated blast-furnace slag, a nonmetallic product consisting essentially of Silicates and Aluminum-silicates of Calcium. Slag brings with it the advantage of the energy invested in the slag making. Grinding slag for cement replacement takes only 25 per cent of the energy needed to manufacture Portland cement. Using slag cement to replace a portion of Portland cement in a concrete mixture is a useful method to make concrete better and more consistent. Portland blast-furnace slag cement has a lighter color, better concrete workability, easier finish ability, higher compressive and flexural strength, lower permeability, improved resistance to aggressive chemicals and more consistent plastic and hardened consistency. It has a heat of hydration even lower than PPC and is generally used in construction of dams and similar massive constructions. Clinker 45% Blast furnace slag 50% Gypsum 5% 4. White Cement: White Portland cement has essentially the same properties as gray cement, except for color, which is a very important quality control issue in the industry. It is manufactured using fuel oil (instead of coal) and with iron oxide content below 0.4% to ensure whiteness. Special cooling technique is used. It is used to enhance aesthetic value, in tiles and for flooring. White cement is much more expensive than grey cement. 5. Specialized Cement: Oil Well Cement: is made from clinker with special additives to prevent any porosity. Rapid Hardening Portland cement: It is similar to OPC, except that it is ground much finer, so that on casting, the compressible strength increases rapidly. 5 Source. www.acclimited.com Major players in cement industry 1) Associated Cement Companies Ltd (ACC) ACC Limited is Indias foremost cement manufacturer with a countrywide network of factories and marketing offices. Established in 1936, ACC has been a pioneer and trend-setter in cement and concrete technology.[5] ACC manufactures the following types of cement, in addition to which, it provides Bulk Cement and Ready Mix Concrete. Ordinary Portland Cements: 43 Grade Cement (OPC 43 Grade), 53 Grade Cement Blended Cements: Fly-ash based Portland Pozzolana Cement, Portland Slag Cement Cement plant State Capacity (MTPA) Bargarh Cement Works Orissa 1.20 Chaibasa Cement Works Jharkhand 0.87 Chanda Cement Works Maharashtra 1.00 Damodar Cement Works West Bengal 0.53 Gagal Cement Works Himachal Pradesh 4.40 Jamul Cement Works Chhattisgarh 1.58 Kymore Cement Works Madhya Pradesh 2.20 Kudithini Cement Works Karnataka 1.10 Lakheri Cement Works Rajasthan 1.50 Madukkarai Cement Works Tamil Nadu 1.18 Sindri Cement Works Jharkhand 0.91 Wadi Cement Works Karnataka 2.59 Tikaria Cement Grinding and Packing Plant Uttar Pradesh 2.31 Table No.1- ACC plants 2) Birla Corp The Cement Division of Birla Corporation Limited has seven plants, two each at Satna (M.P.) Satna Cement Works Birla Vikas Cement, Chanderia (Rajasthan) Birla Cement Works Chanderia Cement Works, Durgapur (W.B.) Durgapur Cement Works Durga Hitech Cement and one at Raebareli (U.P.)-Raebareli Cement Works. They manufacture varieties of cement: Ordinary Portland Cement (OPC), 43 53 grades, Portland Pozzolana Cement (PPC), Fly Ash based PPC, Low Alkali Portland Cement, Portland Slag Cement, Low Heat Cement and Sulphate Resistant Cement. [8] Cement Plants State Capacity (Mills.Ts) Satna Cement Works / Birla Vikas Cement Madhya Pradesh 1.73 Birla Cement Works / Chanderia Cement Works Rajasthan 2.50 Durgapur Cement Works / Durga Hitech Cement West Bengal 1.60 Raebareli Cement Works Uttar Pradesh 0.63 Table No.2- Birla cement plants 3) UltraTech UltraTech Cement Limited has an annual capacity of 52 million tones. It manufactures and markets Ordinary Portland Cement, Portland Blast Furnace Slag Cement and Portland Pozzalana Cement. It also manufactures ready mix concrete (RMC). The company has 11 integrated plants, one white cement plant, one clinkerisation plant in UAE, 15 grinding units 11 in India, 2 in UAE, one in Bahrain and Bangladesh each and five terminals four in India and one in Sri Lanka. UltraTech Cement is the countrys largest exporter of cement clinker. The export markets span countries around the Indian Ocean, Africa, Europe and the Middle East. UltraTechs subsidiaries are Dakshin Cements Limited, Harish Cements Limited, UltraTech Ceylinco (P) Limited and UltraTech Cement Middle East Investments Limited. [11] Cement Plants State Awarpur Cement Works Maharashtra Hirmi Cement Works Chhatisgarh Gujarat Cement Works Gujarat A.P.Cement Works Andhra Pradesh Jafrabad Works (NCCL) Gujarat West Bengal Cement Works West Bengal Magdalla Works (NCCL) Gujarat Ratnagiri Works (NCCL) Maharashtra Arakkonam Cement Works Tamil Nadu Jharsuguda Cement Works Orissa Table No.3- Ultratech cement plants The company has an annual capacity of 48.8 million tonnes, and manufactures and markets ordinary portland cement, portland blast furnace slag cement and portland pozzalana cement. 4) Ambuja Cements Ltd Ambuja Cements Ltd. (ACL) is one of the leading cement manufacturing companies in India. The Company, initially called Gujarat Ambuja Cements Ltd., was founded in 1983. The Company commenced cement production in 1986. The global cement major Holcim acquired management control of ACL in 2006. Holcim today holds little over 46% equity in ACL. The Company is currently known as Ambuja Cements Ltd. ACL has grown dynamically over the past decade. Its current cement capacity is about 25 million tones. The Company has five integrated cement manufacturing plants and eight cement grinding units across the country. ACL enjoys a reputation of being one of the most efficient cement manufacturers in the world. Its environment protection measures are on par with the finest in the country. It is one of the most profitable and innovative cement companies in India. [9] Cement Plants State Bhatinda Punjab Ambuja Cement (Junagadh) Gujarat Bhatapara Chhatisgarh Farakka West Bengal Table No.4- Ambuja cement plants 5) Jaiprakash Associates Limited Jaypee group is the 3rd largest cement producer in the country. The groups cement facilities are located in the Satna Cluster (U.P), which has one of the highest cement production growth rates in India. The group produces special blend of Portland Pozzolana Cement under the brand name Jaypee Cement (PPC). Its Cement Division currently operates modern, computerized process control cement plants with an aggregate capacity of 21.30 MnTPA. The company is in the midst of capacity expansion of its cement business in Northern, Southern, Central, Eastern and Western parts of the country and is slated to be 37.55 MnTPA by FY12 (expected) with Captive Thermal Power Plants totaling 702MW.[7] Cement Plants State Rewa Plant and Bela Plant Madhya Pradesh Ayodhya Grinding Operational unit and Cement Blending unit Uttar Pradesh Cement Grinding Unit Haryana Dalla cement factory and Chunar cement factory Uttar Pradesh Gujarat Cement Plant Gujarat Table No.5- Jaypee cement plants 6) Binani Cement Binani Cement Limited is the flagship subsidiary of Binani Industries Limited (BIL), representing the Braj Binani Group. The cement business started operations in 1997, in Sirohi District, Rajasthan. The Companys product portfolio includes Ordinary Portland Cement, Pozzolona Portland Cement and Ground Granulated Blast furnace Slag (GGBFS). [10] Binani Cement Ltd. produces cement of two grades: Grade 43 Grade 53 PPC (Portland Pozzolana Cement) The Binani Cement Plant is in Pindwara, District Sirohi, Rajasthan 2Source. https://www.ibef.org/industry/cement.aspx 3Source.https://www.indiainbusiness.nic.in/industry-infrastructure/industrial-sectors/Cement.htm 4Source. https://www.reportlinker.com/p0243979/Industry-Analysis-Cement.html About Lafarge Cement Lafarge is the leader in building materials; with a turnover of $15.88 billion in 2009. It has been in operation since way back in history in 1833; when it started as a limestone mining company. But as far as the Indian market goes, Lafarge actually began operations in 1999. And then began a slew of expansion plans in the Indian market; combined with a number of insightful, and at times, path breaking marketing initiatives. Lafarge currently has three cement plants in India: two integrated plants in the state of Chhattisgarh and a grinding station in Jharkhand. Total cement production capacity of Lafarge in the Indian market currently stands at around 5.5 million tons. Lafarge India produces different types of cements like Portland Slag Cement, Portland Pozzolana Cement. The company is a leading cement player in Eastern India. Its brands Lafarge Cement and Lafarge Concreto Cement enjoy high brand equity here and are amongst the highest priced brands. Lafarge is committed to the India n market and has firm plans to expand its capacity in India. Lafarge enjoys high brand equity through its different brands; Lafarge Concreto, Lafarge Duragard and Lafarge Cement Lafarge Concreto Lafarge Concreto has been launched by Lafarge to meet the need of homebuilders in India for truly premium all-purpose cement. Concreto was developed in Lafarges state-of-the art laboratories, which are extensively networked with its Central Research Institute in France. The company has leveraged its combined know-how of more than 170 years and its experience across 75 countries to develop this unique product. Concreto is a specially engineered, premium quality all purpose cement. It can be used for varied applications like roofing, foundations, beams, columns, plastering and brickwork. It is specially formulated to provide a denser concrete mix than normal cements. Concreto is characterized by: High ultimate strength due to the addition of highly reactive silica containing more than 95% glass content. Enhanced durability due to optimum pore refinement and consequently denser concrete matrix this improves the impermeability of the concrete. Exceptionally high resistance to chemical attack (sulphates and acids). Protects reinforcement from corrosion. Reduction of structural cracks due to lower heat of hydration than ordinary cements. Low heat of hydration and higher resistance against alkali-reactive aggregates. Cement Plants Lafarge currently hasfour cement plants in India: two integrated plants in the state of Chhattisgarh,onegrinding station each in Jharkhand West Bengal. Total cement production capacity of Lafarge in the Indian market currently stands at around 6.5 million tons. Cement Plants State Sonadih Chhattisgarh Jojobera Jharkhand Arasmeta Chhattisgarh Mejia West Bengal Table No.6- Lafarge cement plants Segmentation Cement is a bulk commodity so the industry is mainly product based. Segmentation is based on its various products i.e. Portland pozzolona cement, quick hardening cement and ready mix cement. Business to business (B2B) Cement industry deals with real estate, construction companies and other institution. For example Real estate sector Business to consumer (B2C) Cement industry deals with individual customers. For example Individual home builders Industry focuses on relationship approach, so as to build and maintain trust centered relationship. The cement Industry is mostly done through mass marketing, as it doesnt have any customized product for any specific group of customers. Marketing Mix The 4 Ps of marketing mix comprises of: Product Place Price Promotion Figure No.2 Marketing Mix 1) Product Cement industry has various ranges of products. For example: 2) Price Figure No.3 Product Mix 2) Place Distribution has three stages: Figure No.4 Distribution Channel 3) Price The price of cement totally depends on its demand and supply. Where consistent demand for cement persists, the prices are high. The rates gradually increase in that particular region where infrastructure development is taking place. The total demand for cement rises by 8 per cent/annum.[12] Every year price realisations of cement, from October to May, are at higher side and during the monsoon season, from June to September, they are low. This is a seasonal phenomenon of demand and supply, and it differs from region to region. There are also regional variations in cement prices. 4) Promotion Indian cement market is different from the rest of the world because the largest segment of buyers of cement in India is the individual home owners rather than the institutions. Although this scenario is witnessing a change due to the boom in the organized realty sector, individual home owners form a significant segment that no cement marketers can ignore. Although these individuals shell out the money to purchase cement, they are not the decision makers in the buying process. The intermediaries like the contractors; masons etc take up the role of the influencer/decision makers in the purchase of this product. Since the consumers view this product as a commodity, the involvement of ordinary home owners in the purchase. Indian cement marketers have long been trying to brand this commodity. Due to rising competition, many companies are also looking for a unique product positioning through strong brands and are creating separate marketing teams for their different categories of products. Promotion a key element ingredient in marketing campaigns consists of diverse collection of intensive tools. Sales promotion and incentive schemes are mostly short term and designed to stimulate quicker or greater purchase of particular product or services by consumer on the trade. The various sales promotion methods adopted by the company are:- Advertisement through television, newspaper, hording, wall painting, calendar etc Dealers and retailers meet and training program. Architect and engineer meet. Incentives schemes to dealers like cash discount, quantity discount, annual discount, target setting, loyalty discount, annual visits to tourist places, annual gifts. Dealers relationship program like best seller award and other award programs. Company visits to dealers shop. Many cement companies have developed their own unique communication tools like logos, taglines, propositions and brand ambassadors. Some of them are as here under: Cement Brand Brand ambassador Baseline/Slogan Proposition ACC cement No Build with Confidence ACC cement builds with care and responsibility. Ultratech cement No The Engineers choice The cement is the experts choice. Thus certifying its credibility. Jaypee cement Sachin Tendulkar Andar Se Solid The cement has superior strength, protection and can withstand the test of time like its brand ambassador. Ambuja Cement Boman Irani Giant Compessive Strength/ Ye Deewar Nahi totegi Thoughts can change, people can change but the strength of the cement will remain for life time. Binani Cement Amitabh Bachchan Sadiyon ke liye The tagline stresses on durability as does the image of its brand ambassador. Lafarege Concreto cement M.S.Dhoni Because homes are not built everyday The cement is about strength, versatility as its brand ambassador and building Dream home Birla cement No Mazboot har Pal The cement has strength and durability Table No.7 Promotion of various cement brands World Cup campaign of Lafarge Lafarge India, the Indian subsidiary of the French building materials major, have recently launched its new advertising campaign for the ICC World Cup. The company has roped in one of Indias most popular cricketers and the captain of the Indian cricket team, Mahender Singh Dhoni as its brand ambassador. The ad campaign, for which Lafarge has commissioned Ogilvy Mather, has been allocated a budget of INR 5 crore by the company. With this campaign Lafarge brand is banking on the mass popularity of cricketers in India to help establish its brand image. The campaign had been launched in states like West Bengal, Bihar, Jharkhand and Orissa. The campaign has adopted a 360-degree marketing approach around it, The theme of the campaign is that as a captain leads a team of experts on the field to victory, so does a builder lead a team of experts (architects, planners, masons, painters) for the completion of a dream home. Quite like a team and its captain, a homebuilder also needs to have a clear strategy or plan in mind while building his home. Like a team has to have the right mix of batting, bowling and fielding talents, a homebuilder needs to make the right choice of materials for finish and durability. Press ads The strategy for the press ads is that before every Indian Match during the world cup there was strip ads in various newspaper in West Bengal, Jharkhand, Bihar and Orissa in four languages i.e. English, Hindi, Bengali and Orria Launch ad During the match On loosing day After winning the World Cup Hoardings The hoardings have been put up at various important juncture in West Bengal, Jharkhand, Bihar and Orissa. Other brands/products have also launched their campaigns with celebrities for the World Cup. We will now go through their promotional strategies, to have a look at their of Lafarge cement. Overview of promotion for ICC World Cup India has always been an enormous market for consumer products and considering its huge population size, its not an easy task to reach out to the targeted audience. However with an event like the World Cup, which brings cricket fans together, it becomes an easier and a bigger platform for marketers to communicate with their consumers. Cricket in India is known as another religion all together. And players like Sachin, Dhoni and Sehwag are worshiped as no small deities. The brands endorse them with their products and the reach they obtain is wider than anyones expectation because the common man connects and admires these players. Today with abut seventy five percent of Indias population still living in the rural areas, an event like the World Cup in a country like India is a massive vehicle to reach the masses. Also due to higher media consumption from all sectors, the reach will be phenomenal. Sponsors of ICC world cup In terms of sponsorships, eight brands have come on board as partnering or associate sponsors with brands such as Castrol spending up to 30 per cent of their annual marketing budgets reserved for the cricket season, as per media reports. List of sponsors that have come on board include: LG Hero Honda Moneygram international Hyundai Reliance Communication Yahoo Fly Emirates ESPN STAR SPORTS Pepsi Castrol LAYS Sony Bravia Reebok AIRTEL DIGITAL TV Promotion of brands in World Cup season with celebrity: Brands/Products Brand Ambassador Baseline/ Slogan Proposition Pepsi MS Dhoni, Harbhajan Singh, Sehwag, Suresh Raina and Kevin Peitersen Change the game Pepsi has always been brand that embodies the most prevalent youth sentiment. Castrol Sachin Tendulkar Castrol World Cup ka Hero Castrol as the champion of lubricants suggested by Sachin who is the champion in cricket. Lays Saif Ali Khan and M.S Dhoni Be a little Dillogical The brand make a strong connect with the youth talking about what one wishes to do versus what one has to do. Sony Bravia M.S Dhoni Colour like no other Watching cricket in high definition TV with crystal clear picture and colour. Adidas Sachin tendulkar, Virender Sehwag, Kieron Pollard, Lasith Mallinga, and Dwayne Bravo. Bring it on The tagline reflects the adaptability and toughness which is brought up by Adidas. Reebok M.S Dhoni and Yuvraj I am what I am It is for todays youth who are proud to be unique Airtel digital TV Kareena kapoor and Saif Ali Khan Come home to the stars Watching the nations favourite sport in high definition as watched by stars. Nike Sachin Tendulkar, MS Dhoni, Yuvraj Singh, Zaheer Khan, Harbhajan Singh, Gautam Gambhir and Virat Kohli. Bleed Blue Very strong empathy towards cricket in India Idea Kapil Dev,Arjuna Ranatunga, Irfan Khan, Clive Lloyd, Allan Border, Steve Waugh Lets Keep Cricket Clean While espousing clean cricket, the legends also urged to change to Idea, which delivers better mobile signals in the toughest of locations. Big Bazaar M.S Dhoni and Asin Isse sasta aur acha kuch nahi Fuelling the passion in their fans through exclusive merchandize as recommended by the brand ambassadors. Table No. 8 Promotion of different Brands and Product 11Source:www.ultratechcement.com 6Source: www.lafarge-india.com 7Source: www.jalindia.com 8Source: www.birlacorporation.com 9Source:www.ambujacement.com 10Source:www.binaniindustries.com/group/binani-cement/cement-landing.asp 12 Source: https://www.projectsmonitor.com/detailnews.asp?newsid=9693 Introduction to Research Statement of the Problem How effective is the World Cup campaign of Lafarge cement with Dhoni Data Collection The descriptive nature of research necessitates collection of primary data from dealers, individual home builders and promoters through market survey, personal interview technique was used and interview was conducted through structured questionnaire the questions were asked in prearranged manner. Research Instruments The research instrument chosen for conducting the survey was structured questionnaire was prepared as show as in the annexure. The questionnaire includes open ended as well as close ended question, few open ended question were included to obtain the perception of the dealers. Sample Plan A sampling technique was chosen for the study was Random Sampling Technique. This is the most common method of selecting the sample. This is because the dealers, home builders and promoters are localized in different parts. It gives all dealers and home builders in a group and equal chance of being selected for the purpose of the survey. Sample Size Sampling Design Sample universe West Bengal Sampling unit- Dealers and customer Sample size- 50 which include 20 dealers, 20 Individual home builders and 10 promoters. Contact Method Personal interview were used for conducting the market survey. Personal interview had the benefit one to one communication between the researcher and the respondent. If the respondent is having any doubt or queries in their mind, they can get heir doubts clarified from the researcher on the spot and so superior of data was collected from the survey was collected from the survey. From my survey I have found that the market for cement industry is not uniform, the market share of cement are different in different market. Statistical Analysis 1. How many brand they keep in store. Cement brands Number of Dealers Multi brand 12 Single brand 8 Dealers store about 1 to 3 brands and sub dealers store 3 to 4 brands. They generally do not push any brand but if the customer does not have any brand preference the dealers suggest the brand for which they have dealership. 2. Do your customers have any brand preferences? (As per dealers) Response No. of Dealers Yes 12 No 8 3. Brand preference Brand Percentage of preference Promoters IHBs ACC 15% 5% Jaypee 3% 2% Lafarge Duraguard and Concreto 8% 6% Birla 4% 4% Ambuja 14% 4% Ultratech 20% 5% Binani 2% 0% The preference of customer also depends on the availability, price and quality as stated by the customer it also depends on the word of mouth. Ultratech cement have10 cement plants in India so it is easily available and Binani cement has low preference as the plants are located in Rajasthan so it is not easily available in West Bengal. The preference of the brands depends upon the following factors: Price Quality Availability The promoters preference generally depends upon the price and availability. And the individual home builders preference depends on quality and price. When there is no preference then the dealers suggest the customer about the cement brand. 4. When customer does not have any brand preference: Brand Dealers preference ACC 22% Jaypee 3% Lafarge Duraguard 10% Lafarge Concreto 7% Birla 8% Ambuja 18% Ultratech 30% Binani 2% Ultratech is the most preferred brand among the dealers because the company is more dealer friendly and provides more incentives. As stated by the dealers the company provides these following facilities which depend upon their performance: Mediclaim policy Complementary tour packages Gold coins Discounts T shirts Calendars, Notepads, Diary. Small gifts Most preferred promotional activities of cement brands Activities No. of home builders Promoters Individual home builders TV commercial 10 15 Hoardings 10 12 Others (Wall paintings etc) 3 0 6. Rank sales promotion activities according to their effectiveness (as per dealers) Activities Preference Dealer meet 70% Gifts 5% Hoardings 10% Incentives 5% Others 10% Dealer meet is preferred because it helps to gain knowledge about the company and also about its schemes. 7. The preference of brand ambassador for cement Response No of Dealers No. of home builders Promoters IHBs Yes 6 3 12 No 8 5 6 Does not matter 6 2 2 No (as per the dealers) They think that brand ambassador does not add any value to the brand. Cement is more about common man building his home; brand ambassador does not have any knowledge about the brand which they are promoting. Yes (as per the dealers) Brand ambassadors help in better product awareness. No (as per the home builders) Brand ambassadors know as much about cement as does the consumer. Therefore their endorsement does not change any perception of the brand Yes (as per the home builders) Brand ambassadors help to connect with the consumer and make them believe in it. 8. Please rate the following celebrity (as per the individual home builders) Celebrity Rank Percentage of Dealers Percentage of home builders Promoters IHBs Sachin Tendulkar 3 10% 12% 15% Amitabh Bachchan 2 35% 30% 37% M.S.Dhoni 1 48% 50% 38% Sourav Ganguly 4 7% 8% 10% The most preferred brand ambassador is M.S. Dhoni followed by Amitabh Bachchan, Sachin tendulkar and Sourav Ganguly. As stated by the dealers, promoters and Individual home builders, Dhoni is known for his leadership skills and excellence. Amitabh Bachchan has the image of durability. 9. Does promotion help in better product awareness? Response No of Dealers No. of Home Builders Promoters IHBs Very much 0 1 3 Somewhat 0 3 10 Little 7 0 0 No 13 10 3 For the dealers and promoters promotion does not play much important role in product awareness but for individual home builders promotion helps in better product awareness. 10. Type of promotional activity attracts you more Promotional activity No of dealers No. of home builders Promoters IHBs Advertisement(paper, TV) 2 2 3 Gifts/lucky draws 3 5 10 Information leaflet 15 8 2 Most preferred promotional activities for dealers and promoters are informational leaflet followed by advertisement (paper and TV). And for Individual home builders are Gifts/lucky draw followed by advertisement (paper and TV). 11. Ranking of the TVC of different cement brands Name of cement Rank Percentage of dealers and home builders 1. ACC 2 18% 2. Jaypee cement 6 8% 3. Lafarge Concreto cement 4 14% 4. Birla cement 7 5% 5. Ambuja cement 1 30% 6. Ultratech cement 3 15% 7. Binnani Cement 5 10% The most preferred TV advertisement is of Ambuja cement followed by ACC and Ultratech. 12. Have you seen the advertisement of Lafarge cement with Dhoni? Response No of dealers No. of Home Builders Promoters IHBs Yes 18 10 10 No 2 5 5 13. Where? Source No. of dealers No. of Home Builders Promoters IHBs TV 0 0 2 Newspaper 10 7 8 Hoardings 18 2 1 From the above graph and data in point number 12 and 13 it is observed that the advertisement of Lafarge Concreto with Dhoni is media effective as almost all of the dealers and home builders have seen the advertisement. 14. Message from the advertisement of Lafarge Concreto with Dhoni. Dealers The message is for the home builders from the captain that before building a house you must plan and move ahead The captain is giving his assurance for Lafarge cement for building your dream house Home builders Lafarge is getting serious about the campaign The right cement is an important part in house building Some of the dealers and home builders just stated that its a good advertisement and the Dhonis message is appealing. Analysis of the survey The analysis is done in SPSS I have taken few variables to analyze that how the preference of brands depends on the promotional activities and also on the brand ambassadors of the cement industries. 1. Dealers Correlation is to designate a simple correlation between two variables. a) The correlation is between the preferences of cement brands by the dealers and the effective sales promotion activities of the cement companies Correlations Brand preference Effective sales promotional activity Brand preference Pearson Correlation 1 .087 Sig. (2-tailed) .716 N 20 20 Effective sales promotional activity Pearson Correlation .087 1 Sig. (2-tailed) .716 N 20 20 Form the above result it is observed that the preference of cement brands has a positive correlation with the effective sales promotional activity. So the cement industries should do effective sales promotional activities to improve their sales. The significance level is .716 which is more than .05 so there is more than 5% chance that this relationship occurred. b) The two variables are the most preferred TV advertisement of the cement brands and the preference of the cement brands by the dealers Correlations Most Preferred TV commercial of cement brands Brand preference Most Preferred TV commercial of cement brands Pearson Correlation 1 -.260 Sig. (2-tailed) .269 N 20 20 Brand preference Pearson Correlation -.260 1 Sig. (2-tailed) .269 N 20 20 The correlation between the most preferred TV advertisement and the preference of cement brands for dealers is negative. So it can be concluded that the preference of cement brands does not depend on the TV advertisement. The significance level is .269 which is less than .05 so there is less than 5% chance that this relationship occurred c) The two variables are preference of cement brands and the preference of brand ambassadors. Correlations Brand preference Brand Ambassador preference Brand preference Pearson Correlation 1 .017 Sig. (2-tailed) .944 N 20 20 Brand Ambassador preference Pearson Correlation .017 1 Sig. (2-tailed) .944 N 20 20 From the above table it is observed that the preference of cement brands have a positive correlation but the value is very low which is .017 which means the brand preference for dealers is not very much dependent on the brand ambassador of the cement brands. The significance level is .944 which is more than .05 so there is more than 5% chance that this relationship occurred. Individual home builders a) The correlation between the brand preference of IHBs and the most preferred TV advertisement of the cement brands. Correlations Brand Preference Most preferred TVC of cement brands Brand Preference Pearson Correlation 1 .089 Sig. (2-tailed) .710 N 20 20 Most preferred TVC of cement brands Pearson Correlation .089 1 Sig. (2-tailed) .710 N 20 20 The above table shows positive correlation between the most preferred TV advertisement and the brand preference. It can be concluded that the individual home builders get somewhat influenced by the TV advertisement in case of preference of cement brands. b) The correlation is between the brand preference of IHBs and the brand ambassador for cement industries. Correlations Brand Preference Brand Ambassador Brand Preference Pearson Correlation 1 .585** Sig. (2-tailed) .007 N 20 20 Brand Ambassador Pearson Correlation .585** 1 Sig. (2-tailed) .007 N 20 20 *. Correlation is significant at the 0.01 level (2-tailed). The result shows that there is a positive correlation which is 0.585 between the two variables, which means the IHBs prefer brand ambassadors for cement. If the cement companies use brand ambassadors for their promotion it will help to increase the brand preference for the IHBs. The significance level is .007 which is less than .05 so there is less than 5% chance that this relationship occurred. Promoters a) The correlation between the brand preference of promoters and the brand ambassador for cement industries Correlations Brand preference Preference for brand ambassador Brand preference Pearson Correlation 1 .571 Sig. (2-tailed) .084 N 10 10 Preference for brand ambassador Pearson Correlation .571 1 Sig. (2-tailed) .084 N 10 10 The table shows that there is a positive correlation i.e. 0.571 between the two variables, so the brand preference is dependent on the preference of brand ambassador for the cement brands. b) The correlation between the brand preference and the most preferred TVC of the cement brands. Correlations Brand preference Most preferred TVC of cement brands Brand preference Pearson Correlation 1 .260 Sig. (2-tailed) .468 N 10 10 Most preferred TVC of cement brands Pearson Correlation .260 1 Sig. (2-tailed) .468 N 10 10 The above table shows that the correlation between the two variables is 0.260 which is not very high, but the preference for brand ambassador has some effect on the brand preference for cement. c) The correlation between the brand preference and the most preferred promotional activity by the cement industry Correlations Brand preference Promotional activity which is more attractive Brand preference Pearson Correlation 1 .671* Sig. (2-tailed) .034 N 10 10 Promotional activity which is more attractive Pearson Correlation .671* 1 Sig. (2-tailed) .034 N 10 10 Correlation is significant at the 0.05 level (2-tailed). The brand preference is strongly correlated to the brand preference by the promoters. So the cement companies should do effective promotional activity to increase their preference. The significance level is .034 which is less than .05 so there is less than 5% chance that this relationship occurred. Conclusion From the above analysis it has been found that for dealers the brand preference is somewhat depends on the sales promotional activities like dealer meet, they does not prefer any brand just because of advertisement, it all depend on the company and the relationship between the dealer and the company. For the promoters the promotion plays an important role as from the analysis it is observed that they also prefer brand ambassadors. As stated by the promoters the price and availability is also important. The Individual home builders gives lots of importance to the promotions, because the promotion help in better product awareness, but other factors which are important are price, quality and word of mouth. The findings and the data states that for cement industry the role of brand ambassadors is becoming vital day by day for the customers as it help them to recall the brand name of the cement. The World Cup promotion of Lafarge Concreto with Dhoni is media effective and the customer received the desired message from the advertisement. Recommendations The effectiveness of an advertisement may be gauged by the life it enjoys in the memory of the prospective customer, which is proven when people recall a particular advertisement instantaneously. The World Cup campaign of Lafarge Cement with Dhoni is effective as proved by the data and findings from the survey. Based upon the time spent in the market, useful suggestions of the dealers customers and the findings from the survey, following recommendations can be suggested for increasing the effectiveness of Lafarge cement. Lafarge cements market share in Kolkata is a lot lower as compared to that in towns like Kalyani and Bandel. As such, it is advisable that Lafarge should increase its sales promotional activities in Kolkata such as loyalty program for dealers etc. Lafarge is the market leader in Bihar and Jharkhand so it should also do the same marketing strategy to increase their market share in Kolkata. The number of dealers and sub dealers for Lafarge cement is not equal to the main competitors Ultratech, ACC and Ambuja etc. They need to increase the no. of dealers as much as possible in West Bengal. From my survey I have found that customers did not able to recall the TVC of Lafarge Concreto, only few could recall the advertisement. So Lafarge should increase the frequency of their TV advertisement. Limitations The World Cup campaign of Lafarge Concreto was launched in West Bengal, Jharkhand, Bihar and Orissa. Due to location constraints I have only surveyed West Bengal. The major problem of the survey was that most of the respondents being very loyal to their brands didnt give exact answers. Like they didnt talk much about what problems they are facing, what are the different marketing schemes of the brand in which they deal etc? Many of the dealers/customers refused to answer any question at all. So the actual figures can be somewhat different from the one that I have found out. Being a very big region, it is quite possible that I was unable to explore some of the dealers/customers.