Fordism Essay Example | Topics and Well Written Essays - 1500 words

Fordism - Essay Example Moreover, the essay discusses the strengths and limitations of each form of work process for employers and employees. Lastly, it critically examines whether these theories are relevant to the work in the contemporary organization. Fordism refers to a notion of modern social systems and economic growth. It bases its concept on industrialization and a standard form of production for the sustainability of population growth. It gives emphasizes on the change in working conditions of workers. It is a form of production used in automotive industries to increase production (Fincham and Rhodes 2005, p. 231). It focuses on producing goods at low costs giving its workers' decent wages. For the mass production to occur it uses special purpose machinery. The form of production applied the three principles to enhance the mass production. First, they employed special machines, which operate on an assembly line (Buchanan and Huczynski 2010, p. 121). These machines did not require skilled employees because one employee did one task repeatedly. Second, standardization of products, this is to say that nothing was hand-made. All their products were made using machines (Fincham and Rhodes 2005, p. 121). Third, they focused on the welfare of the workers. The workers were paid high wages so that they can afford the products they made; this was to avoid theft cases. In his principle, Henry Ford the founder of Fordism simplified work-using assembly lines. This is where a worker did a certain task repeatedly. Research shows that, Henry Ford was not the original founder of assembly lines he increased its efficiency. This form of production increased affordability to the average consumer. Increase in wages reduced worker absenteeism increasing the production turnover to 400 percent annually. This form of production encouraged specialization within the organization hence quality in the production of goods. Fordism as a form of work process has different strengths. First, the use of assemb ling lines as a form of production encouraged specialization. This is because one worker did the same task repeatedly hence specialization. Specialization results for quality and quantity production. Thus, the goods produced, were quality thus attracting a wide market (Lister 2010, p.51). This led to more profits on the part of employers. In addition, the high wages given to the workers encouraged them to give quality service. As stated above the production increased by 400 per cent because of the high wages given to employees (Buchanan and Huczynski 2010, p. 121). Theft cases did not occur among the employees because of the high wages and they could afford the goods, which they produced. Even though the work was tedious, the employees had a sense of security for their work because of the presence of the industrial unions, which bargained for their wages. On the other hand, Fordism had its own limitations. This particularly resulted in the onset of development of Post- Fordism by An tonio and Bonanno (Lister 2010, p. 95). They said that this form of production was not efficient because the population had reduced due to the effects of World War II. The goods produced remained that means that the demand had reduced making this form of production ineffective. This form of production was rigid and did not encourage the introduction of new ways of production. With the monotonous work, the workers got bored with time and they stopped providing quality services. Due to

The Plantation Mistress by Catherine Clinton Essay

The Plantation Mistress by Catherine Clinton - Essay Example This time marks one of the darkest periods in the history of America, therefore, confessions by these women in their diaries and memoirs represents real events concerning their tribulations. These women typify noteworthy character and mental toughness in that they are able to withstand the tribulations and tough times during that slavery period (Clinton 50). Clinton has illustrated many specifics in the Plantation Mistress. For example, the matter of cousin marriage has been described in detail. From early in life, cousins had a close association and relationship. This continued even after they separated geographically, and these close relationships continued throughout the life of the cousins. The principal reason for these close associations was that children within the plantations were isolated from the rest of the community, and as they were growing up, they did not meet other people apart from those in their kinship ties (Clinton, 67). This was the same with older ladies, who on ly associated closely with men that were closely related to them. These associations and marriage between cousins had its benefits as it ensured that property and wealth was retained within the family alliance. It further expanded kinship ties between closely related families. Therefore, characters that practiced this form of marriage impress me since they were involved in abnormal affairs, but these affairs were of benefit to them in the end. These characters viewed life as an experience of enriching oneself and ensuring that wealth is retained within the family tree. This may have been viewed as an abnormal thing by the surrounding society, but those who took part in marriage with their cousins did not mind what society did. Whatever they did, they did it to the benefit of their close family members (Gerster & Cords 78). Clinton covers another specific topic in child birth and rearing. Characters especially mothers in the novel greatly celebrated whenever children were born. All f amilies celebrated during this time period, but female babies were discriminated against greatly. Therefore, giving births to a female baby was a disappointment because Southerners who did not have sons were threatened with extinction in their inheritance and family name. Only sons were allowed to carry on with the family traditions and use the family name. However, some women in the novel did not allow to be discriminated by society by virtue of their giving birth to daughters only. These women soldered on despite the prejudicial treatment that they received from the surrounding society (Clinton, 89). Regardless of their mistreatment, these women still managed to raise their female babies until they grew up. To any reader, these women can be regarded as heroes since they managed to weather the storm of gender discrimination and go on with their lives. This is important because currently, gender discrimination is on the rise, and women empowerment by brave women has ensured that pre judicial treatment of women has been toned down. The women that Clinton describes in the novel who managed to soldier on despite the prejudicial society that surrounded them represent the present women who try to advocate for women empowerment so that gender balance is created (Gerster & Cords 84). In the Plantation Mistress, we learn that female education began to rise tremendously toward the end of the eighteenth century. From this, a new nation was born and Southerners and New Englanders promoted education of females in their respective

Recognising Limitations And Strengths Of Law Social Work Essay

Recognising Limitations And Strengths Of Law Social Work Essay In order to practice effectively it is necessary to have a critical understanding of the law and to recognise limitations as well as strengths. The law can lack clarity which may be open to interpretation. This essay aims to discuss Social Work roles and responsibilities in Criminal Justice settings. There are many competing pressures to direct the service in ways that may not be consistent with Social Work principles towards greater penal and correctional models. It is therefore essential to have a clear understanding of the policy and legal framework that creates the remit and legitimacy for the operation of Social Work in the Criminal Justice process (Whyte, 2001, p.7). Statute law is created by Acts of the UK and Scottish Parliaments and relies upon rulings made in Court Hearings to set precedents that define and interpret key terms i.e. Case Law. Understanding the law is fundamental to practice in Criminal Justice settings. Criminal Law is a powerful instrument of social control and sanctions and the Criminal Courts have the potential to impose restrictions of liberty of individuals. Social Workers have a responsibility towards the general public and the courts to protect the public and ensure their wellbeing however, there is also obligation towards those who are in the Criminal Justice process who may be vulnerable and in need of services provided by Social Work. It is therefore essential that all workers have an understanding of the legal frameworks that govern Criminal Justice Social Work and are aware of the scope and limitations of their mandate (Whyte, 2001). However, law is subject to change and criminal justice policy is more liable to su dden, politically motivated changes of direction than is social policy in other fields (Smith, 2002, p.309) The law defines what a crime is, rules of evidence and criminal procedure. However, discretion is given to those involved and therefore, the criminal justice process is not systematic. The judiciary, police and social work have differing roles, agendas, values and beliefs which are shaped by training and cultures which can make working within the system difficult due to lack of shared understanding of common aims and individual roles. Social Work involves working with the marginalised and disadvantaged and can be both vulnerable to crime and susceptible to criminalisation and practice involves work with victims or offenders. Local Authorities have statutory responsibility to provide Criminal Justice Social Work Services to support the Criminal Justice Process through assessment of individuals, information to the Courts and supervision of offenders. Scotland differs from the rest of the UK in that there is a unique cultural and political heritage and a separate legal system. Social Work therefore, has a central role within the Criminal Justice process in Scotland which is in contrast to England and Wales where probation work is commissioned by the National Offender Management Service (NOMS) which is separate from Local Authority control and Social Work functions and shows a difference in their approaches in responding to crime. As McAra (2005) suggests a more welfare orientated approach has been adopted due to its legal culture and political history. The legal framework outlining powers and duties of Criminal Justice Social Work is the Social Work Scotland Act 1968 (as amended). Section 27 of this Act outlines the duty by Local Authorities to provide specific Criminal Justice services (e.g. social background reports, supervision of offenders on an Order or Licence) in respect of central government funding however, it does not explain the objectives of these services or provide guidance on their exercise. Section 12 gives Local Authorities (LAs) discretion to provide additional services (e.g. victims) as part of the general responsibility to promote social welfare. Probation or offender services became the responsibility of the Local Authority Social Work Departments in 1968 and had a general duty to promote social welfare in their locality (S12, Social Work (Scotland) Act 1968). This was due to the Kilbrandon Committee (Kilbrandon, 1964) being appointed to investigate increasing juvenile crime. The Kilbrandon Report recommended a new approach to childrens services based on the needs of children and families and those who offend should be treated the same as those children requiring care and protection. Kilbrandon also suggested diversion and early voluntary intervention as crime prevention and one department for children and adults. This merge of work with adult offenders was pivotal in recognising work with offenders as having a welfare component admittedly with a level of control. Although the Kilbrandon philosophy followed trends of the time which advocated rehabilitation and treatment of offenders and an awareness of the social causes of c rime, this is still highly relevant to todays practice. From the 1980s onwards Criminal Justice in Scotland has undergone major legislative and policy change due to successive governments. As there was concern for public protection and community disposal effectiveness in 1991, 100 per cent central government funding was introduced and the National Objectives and Standards were published which set out core objectives, service provision and guidance on their delivery (Social Work Group, 1991). This resulted in the government committing to Social Work delivering this role. This policy arrangement outlined by Rifkind in 1989 has survived changes in political administration although, it has been suggested that devolution has caused a sudden and dramatic politicisation of Criminal Justice issues and could undermine the welfare tradition (McNeill and Batchelor, 2004: Croal, 2005). Social Work with offenders should aim to address and reduce offending behaviour. Whilst the law provides a framework for practice, effective work with offenders requires Social Work skills such as communication, therapeutic relationships in supervision, assessment and risk management. The task is therefore, varied and complex as Social Workers have the power to control the individuals who are referred via the Courts and enforce any Court Orders but must also work with an offender in a holistic, inclusive way to have a positive impact on their offending behaviour and this can be through support and assistance in relation to personal and social problems but also the individual taking responsibility for their actions. Effective and ethical practice is therefore, about considering and managing the needs and rights of the Courts, the general public, victims and offenders. Although Social Workers have statutory duties and powers to interfere in peoples lives this is not always welcome but is necessary in promoting public safety. Under the Scottish Social Work Services Council (SSSC) Code of Practice Social Workers have an obligation to uphold public trust and confidence and the Criminal Justice Authorities (CJAs) are required by Scottish Executive guidance to develop a strategy to address this (Scottish Executive, 2006b). This strategy includes both offenders and their families and Social Workers should engage these individuals and recognise their views in the development of services. Both Criminal Law and Social Work recognise the autonomy of individuals choices on how they lead their lives and with this capacity is criminal responsibility. Those of which who lack capacity (e.g. children and the mentally disordered) are not culpable in the eyes of the law and may be treated differently. It is therefore recognised that criminal behaviour is not just a choice but may be about social circumstances to which they have minimal control. Social Workers should assist in allowing individuals to improve their capacity for making choices together with consequences to their actions (ADSW, 1996a). Although Social Workers are obliged to protect the rights and interests of service users there is a belief amongst the general public that they have forfeited these rights when they have offended. All Criminal Justice agencies must comply with the Human Rights Act 1988 which incorporates into domestic law the fundamental rights set out in the European Convention of Human Rights (ECHR). Public Authorities are required to respect all of the provisions however, the two articles with particular relevance to Criminal Law and Social Work are the right to liberty and security (Article 5. ECHR) and the right to a fair trial (Article 6, ECHR). However, the state can impose restrictions on those who breach criminal law or are a threat to public safety as long as the detention is authorised by law and there is a balance between the individual, their victims and the general public. The Social Worker must assess this balance through rigorous assessment and analysis of risk. The Social Work role r equires respect to offenders as individuals and ensure that the offenders ability and right to function as a member of society is not impaired to a greater extent than is necessary in the interests of justice (ADSW, 1996a). Criminal Justice Social Work services are delivered in partnership with various statutory and non-statutory agencies and this can present challenges due to conflicting professional values and aims. The Management of Offenders etc. (Scotland) Act 2005 was introduced to improve joint working and co-ordinate the management of offenders especially in the transition from custody to community supervision and places a duty on Criminal Justice Authorities (CJAs) to have an information sharing process in order that relevant information is shared between agencies (s.3 (5)(g)) for improving offender and risk management. However, sensitive personal information must be handled carefully and be under the principles of the Data Protection Act 1988 and local agency protocols. Practitioners within Social Work must ensure that any information sharing decisions are fully explained and understood by the offender even when their consent to disclosure is not required. Organisations who deliver public services have general duties to eliminate unlawful discrimination and promote equality of opportunity on the grounds of race (Race Relations (Amendment) Act 2000), sex (Equality Act 2006), and disability (Disability Discrimination Act 2005). Individuals who are involved with Criminal Justice organisations are entitled to the protection of discrimination laws which relate to sex, race, disability, religious beliefs and sexual orientation, with exception to exercising judicial functions or carrying out Court orders. In these circumstances it may be within Article 14 of the ECHR which prevents to the right to liberty and security of the individual or the right to a fair trial being interfered with on a wide range of discriminatory grounds. Criminal Justice is still influenced by prejudicial and discriminatory views. Research has been carried out by both the Social Work and Prisons Inspectorate for Scotland (1998) which highlighted concerns about the treatment of female offenders in the Criminal Justice process. In addition to this, several inquiries in England and Wales in relation to racial discrimination by the police and prison services has subsequently raised public awareness (Macpherson, 1999; Keith, 2006). The Scottish Government has a duty to publish information of discrimination of any unlawful grounds (s.306 (1)(b) Criminal Procedure (Scotland) Act 1995) and therefore, all workers need to practice in an anti-discriminatory way. The law outlines the limits of Social Work intervention and knowledge of the law is essential to anti-oppressive practice. The only legitimacy for intervening in the life of the individual within the criminal justice process is the individuals offending behaviour†¦if individuals have social needs which require to be met but are not crime related or crime producing, or if the offence is not sufficiently serious to fall within the criteria of the twin-track approach, services should be offered, as far as possible, through voluntary provision†¦No-one should be drawn into the criminal justice processes in order to receive social work help (Moore and Whyte, 1998, p.24). Rehabilitative intervention is not just about helping; it imposes limitations on the rights of the individual who is subject to the intervention. Risk assessment and offence based practice is an ethical approach. It aims to ensure that the most intensive and potentially most intrusive services are focused on those service users who pose the greatest risk of causing harm to others (ADSW, 2003) and to prevent socially disadvantaged individuals being taken further into criminal justice control which can result in further social exclusion. Criminal Justice Social Workers must take note that the role involves work with disadvantaged social groups. Certain types of crimes and offenders often criminalise the young, deprived, unemployed and undereducated male with an experience of the care system and this is clear from Social Work and prison statistics (Croall, 2005; McAra and McVie, 2005). There is often a complex relationship between social exclusion and offending behaviour and often the Criminal Justice process displays existing injustices within society. It is important that issues in relation to class, age and social context should be recognised together with vulnerability to discrimination. The Social Workers role should be to address issues of social exclusion and empower individuals to lead law abiding lives by addressing their offending behaviour. Social Work can help offenders develop capacity to make informed choices by actively encouraging their participation in the supervision/change process and their engagement with improving their current social situation (McCulloch, 2005; McNeill, 2004). Assisting offenders to focus on their strengths as opposed to their risk and needs can have a positive impact as they learn to recognise the value in their own lives and respecting the value of others. The sentencing stage in the criminal justice process generates the majority of Criminal Justice Social Work through provision of information to the Court in the form of Social Enquiry Reports (SERs) and the administration of community disposals, with the exception of liberty orders (tagging). SERs have no legal basis but there is a statutory duty on criminal justice social work to provide reports to the Court for disposal of a case (s.27(1)(a) SWSA 1968. Reports provide the court with the information and advice they need in deciding on the most appropriate way to deal with offenders. They include information and advice about the feasibility of community based disposals, particularly those involving local authority supervision. In the case of every offender under 21 and any offender facing custody for the first time, the court must obtain information and advice about whether a community based disposal is available and appropriate. In the event of custody, the court requires advice abo ut the possible need for a Supervised Release order or Extended Sentence Supervision on release. (Scottish Executive, 2004d, para. 1.5) The Criminal Procedure (Scotland) Act 1995 sets out when the court can or must obtain an SER. Failure to request a report, where required by law, can result in a sentence being quashed on appeal. The Court is not obliged to follow recommendations or opinions in the SER however, Social workers can have a direct influence on the sentence passed. Preparing SERs demands a high standard of professional practice. It requires skilled interviewing, the ability to collect and assess information from different sources, and the art of writing a report which is dependable, constructive, impartial and brief (Social Work Services Inspectorate (SWSI), 1996, Foreword). The law imposes time limits in compiling reports. The Courts require a report within three weeks (s.201(3) (a) if an offender is remanded in custody and within four weeks if the offender is on bail (s.21(3)(b) of the 1995 Act). This means in practice that there are increased demands on a workers time that places increased pressure in the preparation of SERs especially if there are high numbers of worker absence due to leave or whether the worker knows the offender and their individual circumstances. Whilst conducting interviews the worker must ensure that the offender understands the purpose of the report, the relevance of questions (health, addiction issues, and personal relationships) and the limits to confidentiality of this information. Social workers must balance between an informed recommendation and an awareness of the severity of the offence. The report author should be impartial and not minimise the seriousness of the offence and its impact (NOS, Scottish Executive, 2004d, p ara 5.5) and phrases that imply moral judgements, label or stereotype offenders should not be used (para. 5.1). When compiling an SER workers are required to consider the suitability of disposals in relation to the risk posed by an offender and to target appropriate resources which are most appropriate and successful in addressing offending behaviour. Guidelines for the assessment and management of risk are outlined in the Management and Assessment of Risk in Social Work Services (SWSI, 2000) and there are also additional risk assessment frameworks which specifically relate to serious violent and sex offenders. In Criminal Justice the focus has moved from risk of custody to risk of reoffending and risk of harm. Risk assessment is complex and there has been a shift from concern for the offender and their needs to concern about public safety and the offender being a potential source of risk to others. Although the legislation is not explicit about offending behaviour, National Standards state that SERs should provide information and advice which will help the Court decide the available sentencin g options†¦by assessing the risk of reoffending, and†¦the possible harm to others. This requires an investigation of offending behaviour and of the offenders circumstances, attitudes and motivation to change (Scottish Executive, 2004d, 1.6). Risk is defined by Kemshall (1996) as the probability of a future negative or harmful event and assessment of risk includes: the likliehood of an event occurring, who is likely to be at risk, the nature of the harm which they might be exposed and the impact and consequences of the harmful event. Risk assessment has changed over the years and prior to the introduction of risk assessment tools workers relied on clinical methods or professional judgement which was based on an offenders history. These methods were criticised for being too subjective, inaccurate, open to worker bias and dependent on information given by the offender. In the 1990s workers moved towards objective and empirically based risk assessment tools (actuarial) to support their assessment. Actuarial risk assessment tools rely on static (historical) risk factors together with dynamic (criminogenic) risk factors and to assess the risk of reoffending. The static factors (which cannot change) take into account gender, age at first conviction, number of previous offences and custodial experiences, school progress, previous employment and personal history. The criminogenic factors (focus on current areas) include current employment, personal relationships, peer associates, use of time, substance use, mental health and attitudes and behaviour. All of these factors impact on the risk of reoffending (Bonta, 1996). The most widely used assessment tool, The Level of Service Inventory Revised (LSI-R) devised by Andrews and Bonta (1995) incorporates both static and dynamic factors. However, it does not assess risk of harm and this shows that both actuarial and clinical risk assessments are crucial for an effective and comprehensive risk assessment. Clinical methods combine knowledge of the offenders personality, habits lifestyle and an analysis of the circumstances of the offending behaviour and are therefore, the most appropriate assessme nt tool at identifying those who are likely to cause serious harm. Although more time consuming and require more in-depth analysis of both the offender and the offence risk is assessed on predispositions, motivation towards certain behaviours and triggers that may contribute to harmful behaviour. Actuarial tools are not totally accurate (Kemshall, 1996) and although this is improved upon through use of clinical methods in decision making, professional judgement is also crucial. Social workers must be aware that social disadvantage plays a part and this can contribute to a higher assessment of risk and need and to be cautious about the total reliability of these factors when making recommendations that may affect an offenders liberty. Risk assessment and intervention or supervision should be informed by valid, reliable and ongoing assessment and Social Workers should familiarise themselves with research emerging in this area and the many assessment tools and change programmes available (Levy et.al., 2002). To support change Social Workers have to not just think about what work is done with the offender but how that work is done. Offenders under supervision have very high levels of need. Moreover, although most offenders have many needs in common, there are also significant variations that necessitate the thoughtful tailoring of individual interventions if the effectiveness of practice is to be maximised. In delivering effective practice, the accumulated weight of evidence†¦drives us towards recognition that practice skills in general and relationship skills in particular are at least as critical in reducing re-offending as programme content (McNeill et al., 2005, p.5). This recent review of core skills required for effective Criminal Justice Social Work practice raises challenges in practising ethically and effectively but when applied critically and reflectively this could achieve positive outcomes that are in the interest of the public, victims and offenders. Although the law is crucial in framing Social Work practice in the Criminal Justice process it is equally important that Social Work skills and values are central to effective interventions as the role is both demanding and rewarding. Crime has become increasingly prominent both in the public and political agenda and therefore, Social Work has become more prominent and complex. Social Workers have a professional responsibility towards victims, the Court, community and offenders. To fulfil this role effectively, Social Workers must have a clear, confident understanding of their role, the legislative and policy context and a commitment to increasing and developing knowledge, skills and values required for effective and ethical practice.

Power of Persuasion in Narrative of the Life of Frederick Douglass Essa

Power of Persuasion in Narrative of the Life of Frederick Douglass      Ã‚  Ã‚   In order to convince, one must fist charm the inner feelings of the audience. In Frederick Douglass's Narrative of the Life of Frederick Douglass, he appeals to the interest of the reader through his first hand accounts of slavery, his use of irony in these descriptions, and his balance between evasiveness and frankness.    Douglass's descriptions of the severity of slave life are filled with horrific details able to reach even the coldest hearts. The beginning of the narrative tells of how Douglass lacks one of the most celebrated identities of humans - the knowledge of ones own age. "I have no accurate knowledge of my age, never having seen any authentic record containing it. By far the larger part of the slaves know as little of their ages as horses know of theirs, and it is the wish of most masters within my knowledge to keep their slaves thus ignorant." (12) In saying this Douglass is showing how low the life of a slave is compared to other humans. The idea of slaves being seen as merely work animals is placed into the minds of the reader to set an idea for the rest of the book.    Douglass also gives accounts of the horrific treatment of slaves by the plantation owner. "He (Master) would at times seem to take great pleasure in whipping a slave. I have often been awakened at dawn by the most heart-rending shrieks of an own aunt of mine, whom he used to tie up to a joist, and whip upon her naked back till she was literally covered with blood."(14) He mentions the tangible blood and shrieks to emphasize the pain and torture of a human being. This slave bleeds like any other person and so it is easier for a reader ... ...ed when I first met her at the door, -- a woman of the kindest heart and finest feelings."(28) Douglass even admits that it is rare to find a slave holder who is completely bad. "Bad as all slaveholders are, we seldom meet one destitute of every element of character commanding respect."(39)    In using descriptions of slave life, ironic situations, and general frankness, Douglass is appealing to the emotions of his audience. Douglass is letting people know of the terrors of slavery by touching their emotions. He gets them motivated by being interesting and then builds upon this by describing his life in simple terms that all humans can relate to.    Work cited: All references are to Frederick Douglass, Narrative of the Life of Frederick Douglass, An American Slave, Written by Himself (New York, N.Y.: W.W. Norton and Company, 1997).   

Impact of Hrd Mechanism on Emotional Intelligence

Firstly, we cannot express sufficient appreciation to our advisor Mrs. Koran Taker. We are fortunate to have such a passionate and exemplary advisor. Her patience and support enabled us to overcome the challenges encountered by us during our entire journey as an MBA student. She has read our dissertation literally word by word and provided insightful and invaluable feedback that we would not have been able to receive from anyone else. We have truly learned from her how to live as a scholar, a teacher, and a Mentor. We also thank our H. O. D. Ms.Supreme Sinai, for building our inundation as a researcher and teaching us how to write a dissertation. We owe a debt of gratitude to all of the Lovely Professional University colleagues in the program. We also want to thank members of LEAP for their prayers and support. They treated us like their own family. Our love and appreciation go to our family for their endless support. Special thanks to our parent's, who have provided all of the wonde rful opportunities in our life. Executive Summary Emotional intelligence is gaining prevalence in all the walks of personal and professional lives of individual as well as the organizations.With the increasing individual adapt better and manage a meaningful work life with enhanced values and ethical standards. It is desirous on the part of the organizations to tap this potential and lead the company towards an ethical work environment leading to effective performance and heightened satisfaction. With this forethought in mind, the current paper sets out to examine the relationship between the dimensions of emotional intelligence and HARD climate at workplace in Indian Banking sectors.The results suggest that emotional intelligence and its dimensions are significantly related to HARD climate at workplace and variables of emotional intelligence namely, elf awareness, interpersonal connectivity and emotional regulation have a predictive relationship with HARD Climate at workplace. In th is study, it was investigated whether there is any impact of HARD Climate on emotional intelligence (II). A survey questionnaire was administered to 1 50 employees from different Banks in Calendar.In this context, HARD is playing an important role in the organizations. HER meaner employees in organization, who work to increase the profit for organization. Development, it is acquisition of capabilities that are needed to do the present Job, or the future expected Job. HARD is the process of helping people to acquire competencies. Climate, this is an overall feeling that is conveyed by the physical layout, the way employees interact and the way members of the organization conduct themselves with outsiders.Organizational climate is a set of characteristics of an organization. To survive it is very essential for an organization to adapt itself to the changes in the environment and also continuously prepare their employees to meet the challenges; this will have a positive impact on the o rganization. The HARD climate is changing due to some factors which are influencing change in the business scenario which are globalization, merger and acquisitions, technology, outsourcing. The HARD climate plays a crucial role in determining organizational performance.The objective of incorporating HARD mechanism is to develop the individual as a person to continuously recognize, develop and use their potential. This will develop the individual in relation to their Job and their future expected role. The overall impact would be the development of the organization as a whole to promote capabilities of the employees. This would create a climate conducive to accomplish organizational effectiveness. The success of an organization largely depends on the favorable HARD climate.Existence of a favorable HARD climate will give space to a supportive atmosphere which allows the employees to improve their skills. A proper functioning HARD climate is like an investment on employees which will lead to higher returns in terms of increased performance. The employee giving higher performances will definitely be content with his Job and personal development and will step to the other level of emotionally stable. HARD mechanisms are required for the growth of a company and the idea is that the entire process should be transparent and known to all the employees.The real concern is to find out the area which needs which needs improvement. There are many HARD mechanisms available to develop the competencies and skills of employees and improve the overall organizational climate. The HARD mechanisms are like performance appraisal, potential appraisal, feedback [5] resource planning, recruitment, selection and placement. Besides this, trend in the organizations is changing these days. To attain personal and organizational success the factors required go beyond the intellect, such as maturity, empathy, communication, stability.To understand and manage emotions is very much important when working in an organization. We are all aware of IQ or intelligence quotient. But we are not much familiar with emotional intelligence. Emotional intelligence was popularized by Daniel Coleman in his book, Emotional Intelligence. The concept of emotional intelligence is a broad term that encompasses a wide range of individual inherent skills and capabilities, usually called soft skills or inter and intra-personal skills, which fall outside the category of that are outside the conventional skills and knowledge.Emotional intelligence is more like being fully acquaint of our own emotions and behavior pattern and their dynamic relationship with traditional intelligence. The emotionally intelligent person will be able to handle pressures and adapt to the continuous work related changes. Both emotional intelligence and cognitive intelligence are like two sides of the coin which are really essential for the human mind. It is said that if one is lacking the other part has to be compensa ted to accustom and survival. Since 1990, Peter Salvoes and John D.Mayer have been the leading researchers on emotional intelligence. In their influential article â€Å"Emotional Intelligence,† they defined emotional intelligence as, â€Å"the subset of social intelligence that involves the ability to monitor one's own and others' feelings and emotions, to criminate among them and to use this information to guide one's thinking and actions† (1990). As they defined emotional intelligence, they also proposed four branches of emotional intelligence which are perceiving emotions, reasoning with emotions, understanding emotions and managing emotions.The idea is to see that if good HARD climate helps in retaining the employees and increase their level of motivation to perform better and stay in the organization. The purpose of the study is to study about what are the implications of HARD mechanism in developing emotional intelligence among the employees. Significance of the Study This study is one of the first known attempts to uncover the relationships among El and HARD climate in empirical research. Because it is currently difficult to find an empirical study that integrates these concepts, this study can provide foundational knowledge for further research on the topic.The results of this study will also have implications for practitioners in the field of human resource development. Though applications of El are already actively used in training and development programs after the concept was popularized by Coleman (1995), the problem is that there is not efficient scientific evidence for the effect of El in the workplace (Matthews et al. , 2002). Though there are a few studies that have found significant relationships considered neither the contextual factors of the work settings nor the effect of emotional intelligence experienced by workers.Thus, it is still not certain in which circumstances El and HARD climate have an effect on work outcomes. Thi s study will identify the contextual factors that interact with the employee's El to bring about consequences in the workplace. Therefore, human resource development restrictions may be able to apply the findings of this study in exploring the possibilities of designing and implementing El development programs. There is still a lack of research on the construct in the field of human resource development . F significant relationships among employees' El are found in this study, practitioners may apply this finding to explore the possibility of reducing employees El . Limitations of the Study 0 Because this study will be conducted in specific work settings, the findings may not be applicable to a Job environment with different characteristics. 0 Also, the results of his study may not be generalized to employees in organizations that have a different culture because emotion display rules are a function of societal norms, occupational norms, and organizational norms. In addition, cautio n is needed when interpreting the results of this study. Even if an individual's El is found to have positive effects, this does not necessarily imply that people with high El should be selected when organizations hire employees. Nor will this [7] research provide any evidence about whether El development programs are possible or effective. 0 Finally, there is much controversy over whether emotions can be assured empirically. Thus, the limitations of the instruments used in this study may have an effect on the usefulness of the results in a workplace setting.Objectives:o To study the implication of HARD mechanism on emotional intelligence. Hypothesis:Ho -There is no significant relation between HARD mechanism and emotional intelligence. Hal- There is a significant relation between HARD mechanism and emotional intelligence. Definitions of Key Terms Key terms in this study are defined as follows. Emotional intelligence (E') :-is the ability to identify, assess, and control the emotion s of oneself, of others, and of groups. It can be divided into ability El and trait El.Ability El is usually measured using maximum performance tests and has stronger relationships with traditional intelligence, whereas trait El is usually measured using self-report questionnaires and has stronger relationships with personality. Emotional awareness:-emotional awareness is the first step needed towards getting an emotion in order to be able to get rid of it. For example you might be feeling happy while being with your friends then suddenly and out of no where your mood swings.This didn't happen out of nothing as it seemed but you Just didn't notice the trigger hat resulted in the mood swing because you didn't develop proper emotional awareness Self-assessment: -Self assessment is the process of looking at oneself in order to assess aspects that are important to one's identity. It is one of the motives that drive self-evaluation, along with self-verification and self-enhancement. Self -confidence:-self confidence relates to self-assuredness in one's personal judgment, ability, power, etc.Self-control:-Self control is the ability to control one's emotions, behavior, and desires in order to obtain some reward, or avoid some punishment. Presumably, some smaller) reward or punishment is operating in the short term which precludes, or reduces, the later reward or punishment. Empathy:-Empathy is the capacity to recognize emotions that are being experienced by another sentient or fictional being. Performance Appraisal:-let is a method by which the Job performance of an employee is evaluated.Performance appraisals are a part of career development and consist of regular reviews of employee performance within organizations. Feedback:- Information about reactions to a product, a person's performance of a task, etc. , used as a basis for improvement. Social competence:-Social competence is a complex, multidimensional concept consisting of social, emotional (e. G. , affect re gulation), cognitive (e. G. , fund of information, skills for processing/acquisition, perspective taking), and behavioral (e. . , conversation skills, proboscis behavior) skills, as well as motivational and expectancy sets (e. G. , moral development, ceaselessly) needed for successful social adaptation. Social competence also reflects having an ability to take another's perspective concerning a situation, learn from past experiences, and apply that learning to the changes in social interactions. Personnel competence:- The set of individual personality traits which enable individuals to manage themselves independently and capably.Emotional Intelligence: Conceptual framework Concepts of intelligence have evolved over the last 100 years. In the first half of the 20th century, there was a common belief that the adequate measure of IQ test. But looking into the findings of current researches, it is said that the IQ scores as the measure of intelligence need to be interpreted with caution . Academics as well as the practitioners have conveyed that the intelligence of human beings and its implications for the organization should be considered from the cognitive and emotional perspectives.They say that as compared to cognitive intelligence, it is the emotional intelligence that has greater relevance to organizational successes. In 1900 Alfred Binge begins administering tests to French school children for intelligence and first large scale administration of IQ test was held to US army. The notion of El can be traced to Thorniness (1920) concept of social intelligence, Heckler's (1940) proposition conceptualization of of non-intellective abilities as well as Gardener's (1983) personal intelligence. However, the term of 'emotional intelligence' (E') owes its origin to Salvoes and Mayer (1990).They originally defined emotional intelligence as the ability of an individual to monitor one's own and others emotions, to discriminate among the positive and negative effects of em otion and to use emotional information to guide one's thinking and actions. Then emotional intelligence has been popularized by Coleman (1997), the concept is derived from social intelligence Monsoons and Indris, 1999). Unlike abstract intelligence, which refers to the ability to understand and manipulate symbols, or concrete intelligence, social intelligence refers to the ability to understand and relate to people.According to the Coleman†s emotional intelligence model he identifies four emotional intelligence domains and 19 associated competencies. These four domains are self awareness, self management, social competence and social management El is also can define as an individual's ability to accurately perceive reality so as to understand and regulate their own emotional responses as well as adapt and respond to others (Mayer and Salvoes, 1997; Paltrier, 2002). This emerges as four interrelated social skills, grouped around knowledge, perception, regulation and mineral int elligence (Mayer and Salvoes, 1997).Leaving aside general intelligence, the other components relate to the individual's ability to manage their emotional response (Coleman, 1998; Mayer and Salvoes, 1997). [10] Emotional perception allows individuals to respond congruently, as they recognize their own and others† emotional responses. Emotional regulation meaner individuals self-monitor the intensity and direction of their own and others â€Å"emotional responses, as Paltrier (2002) highlights, allowing them to moderate negative emotional reactions and remain positive.Regulation, the third component, allows individuals to utilize their emotional knowledge to promote creativity and flexibility, framework be personalized in the following ways. First, individuals who understand their own emotions can more accurately identify their responses and so change if need be. Second, the intellectual use of emotions meaner individuals† cognitive decisions are more acute, so they are b etter able to assimilate information, make Judgments or be creative and solve problems.This suggests emotionally intelligent people are more self-aware regarding their strengths and limitations, and because of this they are claimed to be more confident, optimistic, legible, innovative and comfortable with new ideas (Black, 1999; Coleman,1998; Mayer and Salvoes, 1997). Clearly,employees offer advantages to contemporary organizations wanting to gain competitive advantage through adaptability, rapid response and change innovation. At this point, we must acknowledge that studies of emotional intelligence are in their infancy, with some questioning the veracity of the concept (Hunt, 2001) and its measures (Becker, 2003).Relationship of Emotional Intelligence with other organizational factors Factual Ihram. Et. Al. (2002) investigated the relationships of the five dimensions of emotional intelligence: self-awareness, self-regulation, motivation, Emma-thy, and social skills of supervisors to subordinates' strategies of handling conflict: problem solving and bargaining. Data (N = 1 ,395) for this study were collected with questionnaires from MBA students in seven countries (U. S. , Greece, China, Bangladesh, Hong Kong and Macaw, South Africa, and Portugal).The results in the U. S. Suggested that self- awareness is positively associated with agglutination, empathy, and social skills; self regulation is positively associated with empathy and social skills; empathy and social kills are positively associated with motivation; which in turn, is positively associated with problem solving strategy and negatively associated with bargaining strategy. Differences among countries in these relationships were noted and implications for organizations discussed. [1 1] Brewer,et. L(2012) examined different models of emotional intelligence with respect to capability, competency, and traits. It offered a comparison of emotional intelligence with other leadership styles and the associate d skill sets which can be both learned and taught. It discussed the implications of emotional intelligence as to organizational culture wherein examined are the applicability of business models with other theories of emotional intelligence. Detailed are information on the ability and mental model of emotional intelligence which can be achieved at four levels from infancy to adulthood.Gulling trip also carried out study on emotional intelligence on the different model of emotional intelligent with respect to capability, competency,trait. Laura. Et. Al. (2011) examined the effects of emotional intelligence on getting along and getting ahead leadership behaviors at work. The results found room an analysis of a dataset derived from a 3600 leadership behavior survey effect on collaborative behaviors at work, and collaborative behaviors directly affect the inspirational side of leadership performance.Floret Elizabeth also visualized the study and examined the effects of emotional intellig ence on getting ahead leadership behavior at work. Gardenia. Et. Al(2012) conducted a study to investigate the relationship between emotional intelligence and agility of the workforce in order to determine how indicators of emotional intelligence facilitate the agility at the individual level. Statistical Population of this study included managers, supervisors and staffs of food companies and the simple random sampling method was used. The survey results have showed that emotional intelligence factors have an impact on workforce agility.The results also have revealed that factors which are related to interpersonal competence (Self-awareness, self-control and self-motivation) have more effects on the agility than factors which are related to social competence (empathy and relation management) and have a greater role in workforce agility changes. Toadied Massey. Et. Al (2010) assessed a study to investigate the relationship twine emotional intelligence and variety of organizational po wers among them is one of the research goals. Pearson correlation and a questionnaire were the tools used to collect data.The results shown that there is a directionally positive relationship between emotional intelligence and the tendency to admittance of expert and referent power. Moreover, there is a reverse relationship between emotional intelligence and the tendency to admittance of coercive power, legitimate power and reward power. Should Stayed. Et. Al (2010) demonstrated a study to measure the effect of emotional intelligence and [12] ender on Job satisfaction in three different governmental organizations in Egypt (Information and Decision Support Center (ODDS), Ministry of Communications and Information Technology (MIMIC) and (N.B.).A survey method was used to gather 48 questionnaires from employees who have worked in the three organizations. It employed a linear regression with emotional intelligence and gender as the independent variable. The results lead that employees w ho are of high emotional intelligence are more satisfied with their work more than the employees who are of low emotional intelligence. The outcomes of testing the research hypotheses showed here major findings: First, gender has insignificantly influenced with Job satisfaction, second, emotional Intelligence significantly influences with Job satisfaction.Third, emotional intelligence and gender interact to influence with Job satisfaction. Emotional Intelligence at the Workplace: The benefits of applying El in the workplace may include higher tolerance for stress, better people management skills and more effective performance as part of a team (Killeen, 1996). Researches have also showed the linkages between Job satisfaction and El. Higher levels of El predicted higher levels of Job satisfaction and stronger inspections with co-workers and supervisors (Abraham, 1999).Fisher (2000) linked emotions and moods with Job satisfaction. Recently, Cote and Morgan (2002) found that amplificat ion of positive emotions increased Job satisfaction while suppression of unpleasant emotions decreased Job satisfaction. The El construct has important (Cooper and Safe, 1997) . In the organization domain, several studies examine the relevance and prevalence of emotional intelligence in the context of the corporate sector.Sings (2003) compared Japanese and Indian managers and concluded that Japanese managers were high on thinking, while Indian managers were high on leaning. Further it has been argued that since Indians, by and large have high affiliation need, this needs to be tapped effectively through the appropriate use of the concept of El that yields enhancement in productivity. This shows that the need of El is not uniform across occupations. The relationship of El was studied with leadership effectiveness, success and Job satisfaction among Indian army officers by Survivalist (2003).It was found that emotionally more intelligent army officers adopted a transformational style of leadership to motivate their subordinates to perform beyond expectations. They also perceived them to be more successful in their careers. Highs (2004) have studied the relationship between [13] emotional intelligence and performance in UK call centers. To explore the relationship between the El of call center agents and ratings of their performance, a sample of 289 agents from three organizations was studied.Results included a strong relationship between overall El and individual performance as well as between several El elements from the model and performance concluding that individuals having good emotional intelligence were better on their work performance. Another study examining the relationship of emotional intelligence and job satisfaction among 291 Indian army officers using a structured interview schedule was reported by Survivalist (2004). The result showed that the overall regression equation between the dimensions of El as predictors and Job satisfaction as criterion variable was not significant.This result suggested that El does not contribute towards satisfaction with the Job. Whereas, other researches have showed the linkages between Job satisfaction and El. Higher levels of El predicted higher levels of Job satisfaction and stronger connections with co-workers and supervisors Abraham,1999; Kahn, 1990). Vender Zee and Wave (2004) examined the usefulness of trait emotional intelligence among a sample of 1,186 top managers who filled out questionnaires for emotional intelligence and were evaluated by a consultant on their competencies.Three higher order factors were found to underlie the Bar-on emotional quotient Inventory (Bar-On,1997): Sense of accomplishment, empathy and playfulness. On the whole, top managers scored higher on the El dimensions compared with a general population sample. High El scores were particularly found among managers from enterprising occupational environments hat is environments dominated by activities that entail pe rsuading the leading others to attain organizational goals or economic gain.Another review was reported by Giddier, Matthews and Roberts (2004) for conceptualizations and empirical evidence in support of emotional intelligence and its claimed role in the occupational environment. Consideration is given to the purported status of El in occupational and career assessment (with particular emphasis on personal selection and placement), Job performance, and satisfaction. Overall this review demonstrates that recent

Marketing Communications-Muji

MKTG1266 Marketing Communications _______________________________________ Group Assignment By: Lin Jiaxin, Joyce (S3307512) Low Hui Ling, Rachel (S3307260) Nur Syarina Shaari (S3307456) Toh Yu Fen, Vivian (S3307365) Table of Contents 1. Situation Analysis 1. 1. 1. 2. 1. 3. Internal Analysis External Analysis (PESTLE) SWOT Analysis 3 3 4 7 9 9 10 11 11 12 12 13 14 14 14 16 16 17 18 22 24 26 32 32 33 34 35 37 38 2. M arket Problem /Opportunity 3. M arketing Objectives 4. Positioning 5. Com m unication Objectives 5. 1. 5. 2. 5. 3. 5. 4.Category Need Brand Awareness Brand Attitude Brand Purchase Intention 6. Cam paign Budget 7. Cam paign Target Audience 7. 1. 7. 2. 7. 3. Brand Loyalty Creative Targets Behavioural Sequence Model 8. Creative Strategy 9. M edia Strategy 10. Other IM C Activities 11. Evaluation and Control 12. Reference 13. Appendix 13. 1. 13. 2. 13. 3. (A) Model of Brand Loyalty for Generation Y (B) Media Schedule/Plan (C) Media Budget 13. 4. (D) Storyboard #1 and #2 for TV Advertisements 13. 5. (E) Sample of Print Advertisements 13. 6. (F) Sample of Microsite for Meiji’s Yoghurt 2 1.Situation Analysis 1. 1. Internal Analysis Financial †¢ Net sales for the past three years (FY 2008 to FY 2010) fluctuating due to the economic crisis in 2009 and the Japan disaster (in million): ? 711,394, ? 704,999, ? 708,142    †¢ †¢ Adopts a sustainable profit distribution policy to shareholders (MEIJI, 2011). Return on equity for the past three years (FY 2008 to FY 2010) on average is 4. 6% (MEIJI, 2011). Physical †¢ †¢ Many plants in Asia: Japan (several) Singapore, Bangkok (MEIJI, 2011). Research labs, offices and headquarters in Japan and overseas (MEIJI, 2011).Distribution vehicles that have been modified to ensure that the products are safely delivered (MEIJI, 2011). †¢ †¢ Materials are sourced locally (MEIJI, 2011). Uses technology and know-how cultivated in Japan to develop appealing products that are tasty and healt hy to its consumers (MEIJI, 2011) †¢ A comprehensive in-house quality control system called, Meiji-Quality Management System (M-QMS) that ensures the quality of their products (MEIJI, 2011). Reputation †¢ Acquired top brand position, from its imports of milk and yoghurt products in Singapore (Bangkok Post, 2012).Human Resource †¢ †¢ An estimated 14,861 employees work at Meiji (Japan). All employees are guided by a three-part system of principles, which are the group’s approach in building brand power and achieving continuous growth in corporate value (FBR, 2010). Technological 3 1. 2. External Analysis Political: †¢ Local broadcast market monopolised: MediaCorp is the largest and only media broadcaster (MediaCorp, 2012) so the content of the advertisements need to follow the requirements/practices set by the company. Government support: encourages research and development (R&D) to develop tools and customised applications that engage consumers (Singap ore Media Fusion, 2010). †¢ The government and its laws: companies pressured to be more socially responsible (Cihangir, 2008). Thus, when conceptualising advertising campaigns, the organisation should be careful about using taboo or sensitive topics. Economical: †¢ Recession: companies identify marketing activities as a cost, rather than an investment so marketing budget are usually the first to get trimmed down (Fader, 2008).Meiji should not adopt this view as research shows that companies who continue to advertise during such times perform better in the long run (McGraw-Hill, 1986). †¢ Cost-effective advertising during recession: cost of advertising is relatively cheaper since many companies are holding back (Billetts, 2009) as such media channels are more willing to reduce their prices. Companies can further benefit from this as they can finally break through the clutter, with lesser advertisements available in the marketplace. Healthy economy equates to stiff comp etition: companies are fighting for a slice of the market share so they spend more money on advertising. This results in lesser advertising space available and creates a dense marketing atmosphere thus tiring and irritating the consumers. Social: †¢ Increasing popularity of social networking sites: penetration rates for Facebook and Twitter are 48. 9% and 16% respectively (Clicktrue. biz, 2011). A report by Firefly Millward Brown (2011) suggests that 4 Singaporeans are so connected that their families, friends and other personal details in the real world can be found in the virtual world. †¢ Diverse race and religion background in Singapore: important that the advertising materials are mindful of the diversity. Consumers spend more time online than ever: internet usage averaging 10. 5 hours in Singapore (Internet World Stats, 2011), to reach them and stay competitive, it is important for Meiji to have a strong presence on the social web. †¢ Consumers are more favourab le towards green-marketing: they want to associate themselves with companies that are environmentally-friendly. As such, it is important that Meiji communicates its belief in protecting the environment through its practices. Consumers adopting a more socially and environmentally conscious behaviour: cause-related marketing can boost company’s public image (Alden Keene and Associates, 2007), helps to differentiate the company from their competitors and encourages customer loyalty. Meiji can communicate and inform consumers about their CSR practices to take advantage of this point Technological: †¢ Technology is constantly evolving: highlights importance for companies to ‘be on their toes’ with regards to technological changes (Bearden, n. d. ).Today, when communicating with consumers, companies have to look out for both traditional and new media in order to effectively. †¢ Benefits of technology: integrating technology into marketing efforts help to redu ce costs and increase efficiency (Lee & Carter, 2009). Meiji can consider incorporating digital advertising to reach a larger group of audience instead of relying on traditional forms (eg: POP display). †¢ Shift of budget dollars: rising trend of companies shifting budget dollars towards digital advertising and social media (Entrepreneur, 2011), but companies should not neglect its traditional media.Instead, they may want to include URLs or QR codes in its traditional advertising. 5 †¢ Integration of Singapore’s media: all of Singapore’s media integrated together (ie: MediaCorp’s TV, radio, newspaper and website advertising channels), companies can benefit from the presence of these media channel Legal: †¢ †¢ Advertisers’ creativity is restricted due to strict regulations in the local advertising scene (ZDnet Asia, 2011). Consider intellectual property issues when designing communications materials (WIPO, 2005).In the case of using com petitors for comparisons, advertisers have to be weary of trade defamation (Intellectual Property, 2010). †¢ With the Singapore Code of Advertising Practice in place, advertisers should note that the content of the marketing campaign must not subvert values of the society (CASE, 2008). Environmental: †¢ Increased popularity of green marketing: more companies adopting environmentally-friendly image but, due to rise in â€Å"greenwashing† (false claims from companies) consumers are wary of such claims (Spors, 2011).Meiji can counter this by demonstrating their green practices through their website to gain consumers’ trust †¢ Green practice is now the â€Å"in† thing: highlights attractiveness of broadcast and social media since they do not contribute to any waste; unlike traditional media, which involves printing and distribution of resources †¢ Truthfulness in eco-friendly image: companies have received severe backlash from claims that were fo und to be misleading and untruthful (Ottman, 2011). This will eventually tarnish the brand of the companies.This again highlights the importance of truthfulness so Meiji needs to take this into consideration. †¢ Social media users highly conscious about social and environmental issues: good news to companies as these consumers are more prone to rewarding responsible companies (Buhner, 2011). This further proves the importance of adoption of environmentally and socially friendly methods in the running of the business and their advertising method. 6 1. 3. SWOT Analysis Strength †¢ Japanese brand so consumers likely to †¢ form favourable impressions of Meiji, associating good quality to their †¢ in products (Maheswaran, 2006). A leading manufacturer in dairy products probiotic †¢ that specialises dairy products brands Weakness Meiji faces competition from other diary with bigger market share (Euromonitor International, 2011). While competing brands are developi ng their yoghurt products with more exotic brands and benefits and to cater in to their consumers’ changing taste, Meiji lacks diversification yoghurt dairy flavours products (Euromonitor (Bangkok Post, n. d. ) Well-developed brand awareness of its confectionery and selected products in Singapore (Meiji Seika Pte. Ltd. 2008), thus newer products can †¢ leverage on established brand image †¢ Meiji is amongst the top five leading brands in the Yoghurt and Sour Milk industry in Singapore (Euromonitor International, 2011). †¢ Meiji’s product offerings perceived as a functional food and a healthier snack or dessert choice by consumers (Scientist Live, n. d. ). †¢ Comprehensive quality control system so quality and consistency is assured (Meiji Holdings Co. Ltd. , 2011). †¢ Involved in corporate (Meiji, 2011) social thus responsibility International, 2011) thus puts Meiji at a disadvantage.There are limited forms of marketing communications strategy used by Meiji (Singapore). For instance, the official website does not show the yoghurt products that they have to offer. creating a positive brand image for the company, as consumers today, are becoming more interested in CSR activities. 7 †¢ Opportunity Singaporeans are becoming †¢ Threats Food product safety has been a huge threat in the food industry, especially since the milk contamination problem in 2008 has caused even greater concerns over food safety (Associated Press, 2007).As such, it is important that Meiji ensures the highest food safety practices to prevent damages in its brand image and lose the trust of its faithful increasingly health conscious (The Nielsen Company, 2009). They are seeking a healthier lifestyle but their habit of snacking still exists (Nutrition Singapore, 2007). These two factors provide an opportunity for Meiji yoghurt as it is a healthy snack. †¢ As mentioned previously, consumers are getting more ethically and environmentally awar e, and have a †¢ tendency to purchase from companies that are conscious of these factors too (Spors, 2011)!As Meiji practices CSR (MEIJI, 2011), by maximising this emotional factor in consumers, we can †¢ further appeal ourselves to them. †¢ Yoghurt has managed to revitalise itself in the market, and insiders say it will continue to do so. This is due to the innovation opportunities brought about by the different combination of fruits and flavours, and the content of it, such as low fat, low sugar etc (Decker, 2009). †¢ customers. A shift in demand in the dairy products (ie milk and yoghurt) that are low priced have resulted in price wars and an increase in promotion expenses (MEIJI, 2011).Huge availability of substitutes in the market pricing (Euromonitor, and appeal 2011). to the These general substitutes are different in their taste and consumers, especially due to the sweet factor in these snacks. However, the winning factor for is that Meiji’s yoghurt s are offering consumers the best of both worlds – a healthy and delicious in every cup of Meiji’s yoghurt. Now who says you cannot have your cake and eat it too! Rising cost of raw materials due to fluctuations in supply and demand, natural disasters etc have affected the production cost. 8 2.Market Problem/Opportunity There are two trends evident in Singapore according to two separate studies: †¢ †¢ Growing trend of healthy eating in Singapore (Health Promotion Board, 2008) 75% of Singaporeans snack at least once a day (Nutrition Singapore, 2007) While consumers in Singapore are seeking a healthier lifestyle, they still demand snacks that have health benefits without compromising on the taste of the product (Leatherhead Food Research, 2011). Another interesting point to note is that the functional beverage market, which includes yoghurt and smoothies, is a booming market, with global sales exceeding $9. billion (Freshandhealthybrands. com, 2012). In Singapo re specifically, yoghurt and sour milk drinks have grown in popularity, with yoghurt increasing in popularity thanks to the yoghurt cafes that have sprung recently. This has led to an increased awareness of the health benefit of yoghurt (Euromonitor International, 2011). As such, all of these presents an opportunity for Meiji yoghurt to take advantage of – the adoption of healthy living and Singaporean’s habit of snacking. Meiji yoghurt fits perfectly into the picture as it is a snack that is not only healthy, but delicious too!We can leverage on this opportunity to inform the consumers that it is not necessary for them to remove snacks/desserts from their meals completely; instead we have the perfect replacement: a cup of healthy and tasty Meiji yoghurt that comes in strawberry, mixed berries, aloe vera, nata de coco and mango! 3. Marketing Objectives From 2004 to 2009, Singapore’s yoghurt market had a compounded growth rate of 8. 3% (MarketResearch. com, 2011) . In 2011, Meiji held 4. 7% of the market share out of $15. million of the yogurt sales (Euromonitor International, 2011). As such, these would be our marketing objective are as follows: 9 †¢ †¢ †¢ †¢ Increase market share by 0. 5% to reach 5. 2% market share To stimulate sales of $8. 112 million, up from $7. 332 million Increase awareness and knowledge of product and brand by 20% Establish a 30% change in the perception of yoghurt among target audience 4. Positioning We positioned Meiji and its competitors against their percentage of brand shares obtained in 2010, and their current product offerings.Although Marigold, Yoplait and Meiji has fewer varieties (ranging between four to six flavours), they have higher brand shares, as compared to Nestle with as much as 11 different flavours. This could be due to Nestle’s relatively new entrance into the market. As mentioned previously, as consumers seek exotic flavours, Meiji needs to strengthen their brand to p revent Nestle from taking over by building brand loyalty and constant innovation. Through our advertising campaign, we aim to gain stronger brand awareness resulting in a higher percentage of brand shares. 0 5. Communication Objectives The team aims to achieve these objectives through our Integrated Marketing Communications Plan: †¢ Primary objective: To change consumers’ perception of yoghurt from being a healthy food, which has a negative connotation as healthy food is associate to bad tasting food (The News Herald, 2012), to accepting yoghurt as a healthy and delicious alternatives to snack †¢ Secondary objective: To increase consumer’s awareness and knowledge of the product and brand name, in this case being Meiji’s yoghurt 5. . Category Need Due to the different characteristics and lifestyles of our desired target audience, the team has established a category need for each target group: 1) 15 to 25 year olds that do not eat yoghurt: this particula r segment seeks a healthy lifestyle but they still want their sweet tooth to be fulfilled. A gap between their desired state and their actual state exists so we aim to fulfil it by convincing them that Meiji yoghurt is able to fulfil their need of having a healthy snack that taste good, if not great!It is a perfect substitute that gives them the same delight they get from eating other snacks, but without the same unhealthy content. 2) 26 to 35 year olds that seek convenient snacks: with Singapore’s workforce having a reputation of clocking in the most hours at work in the world (International Labour Organisation, 2010), many forgo having lunch as they are too busy. This suggests that snacking is not even an option for them consider. Again, a gap exists because their basic need of eating is not fulfilled and their want to snack is not met.This provides an opportunity for us to take advantage; by reminding consumers that Meiji exists as a convenient and healthy snack that can b e purchased anywhere and be eaten anytime (as long it is kept refrigerated). 11 5. 2. Brand Awareness Brand awareness is important for many reasons: it enables the brand to be in the consideration set, create sales, determines one’s purchase decision and formation of brand image. This is especially important for fast moving consumer goods as consumers spend little to no effort in information search due to the low involvement nature of the product (Pitta & Katsanis, 1995).The team hopes to establish a long-term brand awareness of Meiji’s Yoghurt through a two-stage process: †¢ First stage: creating brand recognition by informing consumers of the benefits of Meiji’s yoghurt and differentiating ourselves (Morebusiness. com, 2006). This will be done through our television advertisements, which may result in them leaning towards our product as their product choice when they visit their nearest store to choose between the many different brands offered.This is due to the sheer exposure of our advertising that prompts them to think about Meiji when given a visible cue, in this case being yoghurts (Keller, 1993), thus illustrating the positive effect of our marketing effort. †¢ Second stage: establish brand recall by building strong brand equity so that consumers are able to recall Meiji’s brand without aid. This will be done through PR, as people believe other consumers more than advertisements (Nielsen, 2009), and through viral marketing, which helps create excitement about the brand.By successfully achieving top-of-mind-awareness, consumers will think of Meiji each time the urge for snacking will arise. 5. 3. Brand Attitude Brand image has been defined as â€Å"perceptions about a brand by the brand’s association in consumer’s mind† by Keller (1993). To create a good brand image, positive associations to the brands must be created. There are three dimensions to associations: attributes, benefits and attitude ; and these associations have to be unique, favourable and strong (Kelle, 1993). The team has identified these in the diagram below: 12 5. 4.Brand Purchase Intention The team propose to use â€Å"Liking† under Robert Cialdini’s Six Rules of Influence (1993) to motivate purchase intention as consumers are more likely to purchase from a brand that they like. We aim to make Meiji yoghurt, a fast moving consumer good that is typically a low-involvement purchase, an interesting product through our television advertisements, viral marketing and PR efforts. These efforts will illustrate how Meiji’s yoghurt is more than just a typical snack. 13 6. Campaign Budget Objective and task budgeting is being used in campaign budget so as to achieve the Meiji’s desirable market share of 5. 2%.Meiji had to accomplish two communicating objectives which are: a 30% change in the target audiences’ perception of yoghurt being an inexpensive and healthy yet delicious snac k and increase target audiences’ awareness and knowledge of the product and brand name by 20%. Reflecting on the communication objective of Meiji, the decided amount that is going to be invested in the advertising campaign will be approximately $1 million (calculations available in Appendix C). With this sum of investment in the advertising campaign, the team hope to fulfil the communicating objectives which ultimately, lead to the increase of the market share. . Campaign Target Audience For a marketing communication campaign to be successful, the company need to identify their target audience clearly. The campaign will be targeting two demographic groups. Primary Target Audience Demographic Psychographic †¢ Male and female aged †¢ Health-conscious 15-25 (students) †¢ Enjoys quality, tasty, healthy food †¢ Male and female aged †¢ Time-deprived 26-35 (working adults) †¢ Like to try new things †¢ Actively involved in social media Geographic Be havioral †¢ Everyone in Singapore †¢ Increasing involvement in family purchases †¢ Buy product based on convenience †¢ Less brand loyalty 7. . Brand Loyalty The first target audience will be new category users aged between 15 to 25 years old, who have not tried eating yoghurt. The second group of target audience will be working adults that are between 26 and 35 years old. They are favorable brand switchers that occasionally buy Meiji Yoghurt but don’t have a specific brand that they are loyal to. Majority of these people falls mostly within Generation Y. 14 Characteristics of Generation Y †¢ †¢ †¢ †¢ †¢ Less Brand Loyal Style Conscious Technology Wise Highly Involved in Social Networking/Media More Involved in Family PurchasesBrand loyalty is key to success in marketing communication. With the implementation of the integrated marketing communication plan, we hope to create brand equity, continued awareness and most importantly, inc rease consumers satisfaction thus encouraging repeat purchases (Keller, 1998). Meiji Yoghurt, being a fast moving consumer good, is a low-involvement purchase decision. In order for the product to gain awareness for the new category users, price is an important factor. Since they are new users, they do not have any compelling need to purchase a particular brand.One activity to encourage and persuade them to purchase would be sales promotion (Krishamurthi & Raj, 1991). After that, continued engagement with these consumers will potentially convert them into loyal customers. As for the second target audience, who are favourable brand switchers, changing their attitude and increase their liking for the brand would be beneficial. Through our comprehensive advertising plan, it will attract the attention of these consumers, allowing them change their attitude, perception, and may even develop a liking for the brand.This would help to decrease the likelihood of switching brands (Reid, 2005) thus, driving brand loyalty. 15 7. 2. Creative Targets – Sales personnel, friends, family members – Opinion leaders (famous online Influencer bloggers), friends, family members Initiator Decider Purchaser – Target audience themselves, family members – Target audience themselves, family members Informing them of the health benefits of Meiji yoghurt Informing them of both the taste and the health benefits Informing them that its value for money because of the quality of the yoghurt Informing them that its value for money because of the quality of the yoghurt â€Å"Creamier.Fruitier. Amazingly aMEIJI-ng† User – Target audience themselves 7. 3. Behavioural Sequence Model What (Decision Need Arousal Stages) Oneself, Sales Who Promoters, Friends, (Roles) Family, Colleagues, Media Home, In-store Where (Supermarkets), (Location) School/work Cravings for dessert, habit/routine (part of When their meal component), (Timing) losing weight, recalling/ex posure to advertisement Information Search & Evaluation Purchase UsageOneself, Friends, Oneself, Family, Family, Media, Sales Oneself, Family Friends Promoter Home, in-store, school/work, points of interactions between friends/family, Internet Cravings (random discussion with friends/family and comparing brands) Supermarket, Anywhere (E. g. convenience Home, Work, stores, vending School) machine Sales promoters, Cravings, Habitual purchase Part of meals, Feel like Snacking, When cravings arise Free samples, brand recall, cravings, How friends/family etc, Word of Mouth (Decision realization of intrinsic Process) needs (importance of being healthy, going on a diet etc)Cravings, Habitual purchase (when stock run low) To satisfy need, to satisfy oneself, to enjoy the product 16 8. Creative Strategy Central Theme: Each creative message features our Meiji yoghurt mascot. Our advertisements show situations in which our target audience encounters every day, where they are faced with issues such as not having enough time and health-related issues. However, the advertisements will illustrate the role of Meiji’s yoghurt; by simply adding it in their lives, they will have reasons to smile. We want to illustrate how Meiji’s yoghurt, by being â€Å"Creamier.Fruitier. Amazingly a-MEIJI-ng†, it is a simple, inexpensive way to get through any good or bad days! Appeal Technique: The message will show how simple life’s pleasures can be. The advertisement will be realistic and appeal to the emotional side, illustrating our understanding of the problems faced by our consumers. However, we want to put forward a positive message of how Meiji’s yoghurt inject fun, healthy and lively moments in their lives, and show them that the best of both world is served in a cup of Meiji’s yoghurt.Tone and Style: Other advertisement simply tells the consumers the benefits their yoghurt brings, thus making the yoghurt advertisements in Singapore standardiz ed and boring. We, on the other hand, want to show a genuine response that people can relate to! The tone and style of the advertisement will be in modern settings. For our television advertisement, the music will be fun and lively, which will coincide with our image.For our print advertisement, it will feature bright, lively colours such as red, green, purple and yellow, to demonstrate our brand image. Tagline: â€Å"Creamier. Fruitier. Amazingly a-MEIJI-ng†. 17 9. Media Strategy An integrated media campaign is primarily designed to encourage a change of perception amongst our target audience towards yoghurt consumption, thus by so doing, creating brand loyals. The media strategy will also address our secondary objective in heightening brand awareness and knowledge towards Meiji’s yoghurt.Primary Medium: Television Advertising Vehicle #1: Mediacorp Channel 5 Vehicle #2: Mediacorp Channel 8 Details: †¢ †¢ †¢ †¢ †¢ Time Frame of Advertisement = 12 months Length of Advertisement = 15 seconds Timing of Advertisement = 19:00 – 22:00 (Prime Time, Daily) Reach: 60% of Target Audience Frequency o 2X a week for the first three months o 1X a week for subsequent two months o 1X in two weeks for remaining months By using television advertising as our primary medium of communication, we want to convey our message to the mass audience – not merely our target audience, but impacting those who have a role in deciding as well.We want to create contexts people can relate to via our advertisements (Brandalyzer, 2012). These contexts will be based on the locations (ie: where) and likelihood of occurrence identified in the BSM. Therefore, when consumers encounter a similar situation they will subconsciously recognise the advertisement they’ve seen and connect with the brand, Meiji. There will be two versions of the advertisements, targeting our two demographic groups, broadcasted over a year with three varying frequencie s. Examples of our storyboard can be found in Appendix D. 8 Our plan is arranged such that there is more frequent exposure in the initial months to establish a level of brand recognition and reduced frequency in the later period, as an aided reminder to create brand recall. Secondary Media: †¢ Point-of-Purchase (POP) Advertising Vehicle #3: In-store Media (eg: shelf talker) Details: †¢ †¢ †¢ †¢ Time Frame of Advertisement = 12 months Contents of POP display similar to other print advertisements Reach: 35% of Target Audience Frequency: Throughout the campaignOur POP displays will be placed in larger distributing outlets (eg: NTUC, Cold Storage) with two intentions: firstly, to reinforce the brand image formed by the different advertisements and secondly, to trigger consumers to purchase Meiji’s yoghurt. The display will be an in-store media, in the form of a shelf talker, where it is attached to the shelf adjacent to the product (Koekemoer & Bird, 2004 ). With the POP display, we aim to draw the attention of shopper’s to our product. According to Koekemoer and Bird (2004), POP display plays a fairly significant role in influencing unplanned purchases.Therefore, it may be effective in stimulating a consumer’s need for Meiji’s yoghurt up to the final stage of his/her purchase decision. †¢ Internet Advertising (Website) Vehicle #4: Creating a Microsite for Meiji’s Yoghurt Details: †¢ †¢ †¢ †¢ Time Frame of Advertisement = 12 months Reach: 70% of Target Audience Frequency: Throughout the campaign Content: Different Tabs (Product, FAQ, Recipes, Games, Contact, Gallery, Social Media, etc) 19 As part of our media strategy, we will be incorporating an online advertising element for Meiji by creating a microsite.The microsite will act as an online platform for interested consumers to find out more about their yoghurt, which is lacking in their official website. From the BSM, we noticed h ow consumers normally obtain information (of yoghurts, being a low involvement product) through word-of-mouth. We plan to make information available online, and at the same time include interactive features that will engage these potential consumers. For instance, we can include videos to communicate the benefits of yoghurt in a non-boring manner or an interactive application that allows consumers to ask questions.In doing so, we aim to change consumer’s perceptions towards yoghurt, creating a ‘fun’ persona. Meiji yoghurt’s microsite will be modelled after Cadbury’s, seeing how they’ve been very successful with developing microsite for various of their products: http://www. cremeegg. co. uk/, http://www. cadburymagicalelves. com/grotto. html An example of our microsite for Meiji’s yoghurt can be found in Appendix F. †¢ Newspaper Advertising Vehicle #5: Today Vehicle #6: myPaper (Wednesday – Lifestyle) Details: †¢ †¢ †¢ †¢ Full Colour Size of Advertisement: ? page Reach: 65% of Target Audience Frequency: 1X a week every monthMeiji’s yoghurt will be advertised in both freesheets, which have an average of 250,000 copies distributed daily. With a high circulation rate, we can expect that there will be a positive effect on the rate of exposure our target audience, with seven in ten people reading the newspaper everyday (AsiaOne, 2010), 20 We have overlapped both newspaper and television advertising, with aims of maximising our media coverage and indirectly, increasing the frequency or intensity of cravings (eg: when our target audience feel the need to have a cup of yoghurt). A sample of our print advertisements can be seen in Appendix E. Magazine Advertising Vehicle #7: Shape Vehicle #8: Seventeen Vehicle #9: Her World Vehicle #10: Men’s Health Details: †¢ †¢ †¢ Size of Advertisement: Full Page Reach: 70% of Target Audience Frequency: 6X over a period of 12 months The team has shortlisted four magazines to feature our print advertisements, as they are target audience specific. The magazines include Shape (for the health conscious), Seventeen (for the younger generation), Her World and Men’s Health (for the working adults), which will be used to advertise our print media every alternate month throughout the year.According to AsiaOne (2010), readership in magazines continue to increase, like Her World’s 246,000 or Men’s Health’s 114,000 readers. This will help achieve our objective in establishing brand awareness. The magazine advertisements may act as a form of repeated exposure for Meiji and eventually create a strong brand image when consistently presented. Thus, any reader of the magazine, who may happen to be an initiator, influencer, decider, purchaser or user, may spread good word-of-mouth and perhaps arouse a need for yoghurt consumption for themselves or others. The media plan/schedule is presented i n Appendix B. 1 10. Other IMC Activities Meiji will be using the following additional techniques to co-ordinate with the other communication mix elements. These activities will complement our primary medium and further enhance consumers’ brand awareness towards Meiji. Quick Response Codes: A survey by TNS revealed that 72% of Singaporeans are using smartphones, the world’s third highest smartphone penetration rate (Chua, 2011). With the advancement of technology and increasing numbers of smartphone users, resulting in the emerging trend of using Quick Response Codes as a marketing tool.It will be embedded into printed advertisements, magazines, point-of-purchase and on the product itself. This is one cost effective way for Meiji to communicate and connect with their target audience. It also allows consumers to gain instant access to great amount information such as current promotions and events, directing them to company’s website, Facebook, Twitter, youtube pag e, etc with just a snap. These social networking platforms increase the interaction between Meiji and their consumers which eventually improves customer satisfaction and enhances experience (Cepheid, 2011).Sales Promotion Sales promotion encourages new customers to try Meiji Yoghurt and increase the usage for current consumers by giving incentive for their consumer, which could help in strengthening the relationship between the company and consumers. It has been shown that sales increase during periods that involve sales discounts or other promotions (ie a free gift included). These could be conveyed through printed advertisements in newspaper and magazine, QR codes and mobile coupons. Consumers can flash the coupon on their smartphones to the cashier o obtain discounts or collect free gifts. The sales promotion will last for a week, which will occur once every 3 months in order to ensure continued trial and purchase. 22 Public Relations Another technique will be using the media to convey the message the company want their target audience to know. Meiji will be sending out press release like information about benefits of eating yoghurt (featuring Meiji Yoghurt), company’s recent activities and events to a targeted range of newspapers and magazine publishers (i. e. Mind Your Body and Men’s Health) for coverage.Public relations is a good and cost-effective way to advertise a product or brand as news and stories featured are seen to be more credible to the readers as compared advertisements. However, the company has no control on what will be reported and when the article will be published. Risk of misinterpretation and misrepresentation may also occur. Viral Marketing Word-of-mouth is a powerful marketing tool as consumers usually trust friends and family members above experts when it comes to product and brand recommendations (R, 2008).Hence, viral marketing is one activity a company could execute to help them to reach their objectives. Our compan y will create an online campaign to generate buzz and excitement. Creative videos will be posted on Meiji's YouTube channel and embedded onto the company's website and Facebook page for the message to be spread. 23 11. Evaluation and Control In this report, there are various media chosen to create awareness and change the perception of Meiji yoghurt. It is important that we evaluate and measure the effectiveness of the media vehicles.In the given of 12 months period, the team will carry out a pre-testing evaluation method to determine whether we have achieved the objectives (Ramjee, 2009). Using this method, the company can compare the before and after effects of implementing the media vehicles and either eliminate or make amendments. We have identified specific evaluation methods for each of the vehicle and a focus group to test all the vehicles. †¢ Sales promotion Pre- and post-test analysis of shelf space given by the retailer: reflect the effectiveness of sales promotion as more shelf space given suggests a successful sales promotion †¢ Television advertisementPre, during and post evaluation of advertisements: carried out through surveys by examining consumers’ perceptions of the advertisement and brand and the awareness level of the Meiji yoghurt (Neuez, 2003). Any shortcomings highlighted can be amended quickly to increase the effectiveness of the advertisements. Television advertisement ratings and awards: able to know how many people have been exposed to the advertisement, based on the reach, track the awareness level of the advertisement (Nikerson, 2007) and nominations (ie Nielsen Superbrand, Singapore Advertising Hall of Fame etc), which suggests a positive liking from consumers. Point-of-Purchase (P. O. P) Advertisement Observe the sales figure on a weekly basis: Using the sales figures prior and during the P. O. P advertisement period to trace if there is any extra sales generated and how much more sales had been generated (Liljen wall, 2004). 24 †¢ Print advertisement 1. Ask customers: find out if they know the brand and how how they learn about the brand and product on a regular basis (Roggio, 2009) to test the effectiveness of the advertisement and the media vehicle, which verifies if they have used the â€Å"right† media vehicle. . 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Retrieved March 13, 2012, from http://www. zdnetasia. com/blogs/asia-cannot-be-the-nextsilicon-valley-62303254. tm 31 13. Appendix A: Model of Brand Loyalty for Generation Y 32 Appendix B: Media Sc hedule/Plan Media/Months Jan Channel 5 / 8X 12 months Channel 8 / 8X 12 months POP Ad / 12 months Today / 4X 12 months myPaper / 4X 12 months Public Relations (Mind Your Body) Seventeen / 6 months Men’s Health / 1X 6 months Shape / 1X 6 months Her World / 6 months QR Codes in Print Media Sales Promotion Feb 8X 8X Mar 8X 8X Apr 4X 4X May 4X 4X Jun 2X 2X Jul 2X 2X Aug 2X 2X Sep 2X 2X Oct 2X 2X Nov 2X 2X Dec 2X 2X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 1X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 4X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X 1X