A Reception Analysis High School Students

now, Korean culture and Its ethnic products scram been Influencing all nation, invading Asia and the rest of the universe. This drive is touristedly kn avouch as the Korean shake or Halley, which greatly influenced the authority commonwealth live today. Korean invasion started first in goggle box maneuvers which got a lot of fans globally despite of the language barrier. And these idiot box period of plays made their viewers recognise Korean characters and their culture as well, which signaled the turn out of Korean wave.Today, Korea is still developing much products that they tail assembly introduce to the building block world ND it means more products for the fans who love to watch every single episode of their favored Korean drama or who go crazy for their Korean Idols. In the Philippines, retri entirelyory uniform the Mexi female genitals tealeaves that were popular back In the days, Korean television system dramas or Cornflakes became a tremendous hit to the taste of Philippine audience, especially the teenagers. Filipino spring chicken in this generation atomic arrive 18 now changing slowly and ar undercover work up with what Is the new trend today.Cornflakes and other Korean products take hold Influenced the Filipino jejuneness and changed their preferences in harmony, trend, victuals, and etc. This study is about the media consumption of Filipino youth in watching Cornflakes and what keeps them watching this kind of television program. The youth aim psychological or sociological needs that they requirement to fulfill by watching programs that are introduced by media. And most of the needs of these infantile people can be gratified by the Cornflakes that they watch. Their needs cause as their driving force in consuming conflicting products. . precept In these modern times, the youth are creating their new world where they can express their creativity and passion through popular culture. The dot of Korean pop cul ture or Halley all over the world had influenced the way teenagers live, especially the Filipino youth. This phenomenon changed their taste for music, clothes, hairstyle, food, gadgets, and many more. The youth have their deliver needs that can be satisfied by Korean cultural products, particularly television dramas, which media has introduced to them.Korean television dramas, or popularly known in the Philippines as Cornflakes, have won the patrol wagon of the Filipino audience, especially the late people. And with that simple appreciation from the viewers, Korean pop culture has been slowly move into In the ivies of many. Some people started as an avid fan of a particular Korean star from the television drama that they watch, and then in the end they go after everything that OFF media in watching Korean television dramas, the more they are influenced by this kind of media content. Understanding the needs of these progeny people might baksheesh us to know the yards of thei r consumption.This study can picture us an opportunity to acknowledge and appreciate the views of young Cornflake fanatics. With this, the situation of Cornflake enthusiasts and the side of non-Shoppers can achieve mutual understanding and respect. REVIEW OF RELATED belles-lettres l. Korean Wave or Halley South Korea has been emerging as a source of power for the production of trans topic pop culture which spread first to neighboring Asian countries, later to the Middle East and northeast Africa, and more recently to Europe and the Americas (Park & Change, p. 2).This phenomenon is introduced as Korean wave which refers to the importantly increased popularity of South Korean culture around the world it is in any case referred to as Halley, in the Korean language. The term was coined in China in mid-1999 by Beijing Journalists surprised by the fast growing popularity of Korean enjoyment and culture in China (Lee, 2011, p. 86). The first wave of Halley in China was the invasion o f television dramas. Initially, it seemed that the boom in Korean entertainment in China was accidental rather than deliberate (Steinberg, 2010, p. 53). Later, the rave for Korean drama expanded to include non only music, dance, and film, but in like manner literature, fashion, and even Korean cuisine and became the driving force in Koreans tourism. The Korean government picked up on this phenomenon fairly quickly and went on a nationalistic campaign to promote Halley in distinct ways (Park & Change, p. ). The Korean wave portrays an unprecedented frame of Korean popular culture by the Korean media alongside the line with commercial nationalism.As a result, the Korean wave is manifested as a regional cultural trend signifying a bliss of Korean culture (Lee, 2011, p. 85). Korean cultural products have turn a catalyst for curiosity about Korean culture and Korea itself. Korean dramas in particular have served as an important bridge for the dissimilar countries to bechance Korea n culture. The Korean wave has had a marked impact in unlike ways regarding transaction with other countries. Local sentiment towards Korea has not been respectable in the medieval, but the Korean wave has fundamentally changed the national image of Korea in a positive way.The Korean wave in conclusion improved Koreans image in foreign countries, which in turn created a ripple effect that has extended much farther than Just the Korean economy or peninsula (Lee, 2011, p. 86). Korean Television Dramas Korean television dramas (K-dramas) have enjoyed immense popularity all over the world. It is part of the phenomenon known as Halley or Korean Wave, in which all things Korean from television dramas to popular music to fashion are consumed by audiences all over the world. K-dramas ushered the Wave, beginning in China in the late sass through hit TV shows such as What is Love? Which aired in China substitution Television (CATV) in 1997 (chorea, p. 1). Which view Asian family-friendly values as the primary(prenominal) reason for the success of the shows. As many Korean television dramas have won the hearts of fans in China, Taiwan, Japan, Southeast Asia, and overseas Asian communities worldwide, braggy cultural scholars like Chichi Buckish and Chug Been Heat began to analyze the perceptiveness of Korean television dramas into Asian markets and defined he process as newly emerging intra-Asian popular cultural flows under globalization forces Nouns, 2009, p. 9). many a(prenominal) fans of Korean television dramas talk about the physical attractiveness of the Korean actors and actresses and their modern and glamorous fashion, make-up and hairstyles. They also point to the lavish productions, including their overnice editing, beautiful cinematography, good acting, captivating storyline, and accessibility. Thanks to recent IT and digital-media developments, versions of these dramas are accessible for little or no cost with various subtitle options, includingEngl ish, Japanese, Thai, Indonesian, Turkish, Spanish, and some(prenominal) Chinese dialects (Jung, 2009, p. 72). Viewers from various countries and backgrounds are drawn to Korean dramas of various reasons. For Americans, these dramas are relaxing and cheerful while for Europeans, the appeal rests on primary and romantic plots. Middle East an Muslim audiences, meanwhile, are drawn to the acute repression of emotions and intense romantic passion without overt sexuality (Chorea, p. L).For Asians, the appeal of Korean television dramas rests on its so-called emotional power which comes from the interwoven themes of family, romance, friendship, martial arts, war, and commerce as well as the way the characters face issues on love in a tender, meaningful and emotional than sensual manner. The Asian sensibilities of proportioning family and of expressing emotions in a subtle manner also appeal to Asian viewers across generations (Chorea, p. 1). II. Korean Wave in the Philippines Even befo re the Korean wave, Filipinos were long fans of imported dramas.Soap operas and drama series have become a staple for daytime and primetimes viewing I the Philippines. In the sass, Mexican tealeaves became the mania, with huge hits like Roseland and Marimba attracting ratings above 50 percent. Asian dramas, including Korean, have become hits in the sass (Hiccup, 2009). In the Philippines, Korean dramas are fondly called Cornflakes, a term coined by Philippine television channel GAMMA 7 as a marketing buzzword for the growing popularity of K-dramas, following the past successes of the Mexican tealeaves, Taiwanese chi-novella and Japanese J-drama trends.Since Bright Girl, the first Korean drama shown in the Philippines through GAMMA 7 in 2003, K-dramas have bee mortal gaining popularity among Filipinos. But Korean dramas popularity picked u its pace when Endless Love free fall in My Heart was shown in the analogous year in the aforesaid(prenominal) channel (Chorea, p. 1). Rival ne twork ABS-CB was quick to latch on to the trend and aired its own set of Korean television dramas. In fact, in 2005, the Philippines was counted among major importing countries of Korean dramas in Asia, with Japan leading at 60. Percent, China at 9. 9 percent, Philippines at 3. 7 percent, and Taiwan at 1. 4 percent. The dramas. Often, these dramas are dubbed in the Filipino language. Characters are also granted names that are familiar sounding to Filipinos, such as Vivian for the lead female character and Carlo for the male lead character in Lovers in Paris. Soundtracks and background music are given a Filipino meet through the inclusion of local music artists, an example being Kitchen Naiads mentality an Wag Mongo Scabbing, also in Lovers in Paris (Chorea, p. ). Filipinos love Cornflakes because they can relate to the stories. The Korean dramas are quite escapist and moving. Aside from the contemptible pipelines, the production is really a visual experience of places that most of the Filipinos are not accustomed to seeing. Filipino people are very abstemious to please and so the theme of the Korean drama has touched their hearts easily. They can relate with the story and at the same time looking and familiarizing on the tangible cultural manifestation of that country.This is a work out of metasyntactic translation/dubbing. This method, a technical outlook of understanding a foreign drama is the tool or bridge of Korean drama that the Filipino understands. It makes them interested on a drama that offers something new and at the same time something informative which are all pleasing to their consciousness (Rexes, p. 4). Indeed, in the past several years, Filipino viewer tastes for dramas have evolved. They are no longer content with Filipino-made drama series, but welcome Essentials, including Korean drama series.As long as they appeal to the taste of TV audiences, Cornflakes go out have-to doe with to warm the hearts of Filipinos (Hiccup, 2009). Ill. Korean Wave influencing youth culture correspond to the paper entitled The Impact of K-pop to the Filipino Youth by students from engineering school University of the Philippines, the K-pop fever or Halley can be easily spotted in the country in terms of Filipinos clothing nowadays, music, behavior, attendances and even in television industry. present are some examples that they stated with regards on how the Koreans are affect the country, most especially the Filipino youth A.Restaurants & Food Several Korean and Korean-inspired restaurants have popped up like mushrooms all over Metro Manila, from those table service traditional banana (assorted sidedness) and bulldog (grilled marinated meat) to those specializing in double-fried chicken. Because a lot of Korean has moved here in our country they tend to bring their own set of food like those mentioned from above. One of the most liked aspect of Halley is their Korean Dramas, when a teenager see or learn that his or her idols favorite dish is Chime he/she will search for this food Just to learn why his/her idol love this particular dish.Another reason is that for them to connect with their idols in simple ways in this instance they want to connect in terms of the food they eat. B. Music Korean shows a great way to introduce Filipinos to the countrys mainstream music, which is collectively called K-pop. After listening to intros, ratiocination songs and official sound tracks of their favorite series, these Cornflake Junkies begin to search about different k-pop artists and bands, with most popular of them in Junior, which has held two Jam-packed concerts in Manila.Of course, Filipinos also have a soft spot for the four-member NINE , which includes former ABS-CB talent Sandra Park. And subsequently making the whole world do his hilarious horse dance, it is reliable to say that Psych of Kananga Style fame is included in every Filipinos K-Pop play list. Nowadays a lot of teenage groups of boys and girls are popping up like mushrooms after the rain. The manner of their performance and even the way they Reese is obviously influenced by the Korean pop stars. A lot of teenagers play list is for the most part composed of different Korean songs from their favorite series or their favorite K-Pop bands.Thus it is safe to say that the youth of today is greatly influenced by the K-Pop fever. C. salmon pink and Fashion Nowadays, Korean hairstyle is very popular in the Philippines. Along with the trance for Korean Stars is to achieve their unique hairstyles and flawless complexions, thus the sudden popularity of Korean salons and other beauty and fashion items. Every Filipinos cut their hair Just to feel them comfortable and infinite, and the Korean hairstyle is now at the top of young Filipino hairstyle choices. Sometimes they risk school by violating the school indemnity on proper haircut but this does not matter.Again, what matters is they look like Koreans. The youth in the Philippines tend to immortality their idols, to think that their idol is perfect thus their will to imitate them based on their clothing, hairstyles, and whatnot. Most of the youth today is utilise their idealization for these Korean Pop stars as a way to live, or as their coping mechanism if they have family problems or arsenal issues. By living for their idols they have a purpose and excuse to be soulfulness else. The Filipino fans not only developed an interest in the Cornflakes or KOP music but also the likeness towards the Korean Fashion.This Korean fashion trend exploded among the students who love to be hip and chic and In with the new. Even sometimes they may look weird, as long as they tried to imitate the Korean hair, clothing style and shoes, to them the idea that they copied the Koreans perfectly is what matters. Indeed, the Korean fashion is now trending in the Philippines and it is big influence to the Filipinos who are very obsessed to the fashion because with the fashion, th ey learn how to mix and match neatenes with different styles and colors.One factor that may lead to this influence is not the television but the Korean presence in the country since a big number of them are studying in the Philippines. In their presence, they have influenced their Filipino classmates and friends to dress and look like them. Because of this, some Filipinos have lost their originality for trying to imitate everything from the Korean culture (Rexes, p. 5). Apparently, Filipinos have been disgusted by their own blot of fashion. The flashy and overly stylish Korean fashion has now moved(p) not only the look but the way of life of the Filipinos. D.Gadgets and Appliances The Philippines has been topographic point to several Korean made gadgets even before the age of Halley in the Philippines. One of the biggest brands here and globally as well is Samsung, which sells anything from appliances to mobile phones. degree is also a perfect example, which is endorsed by Lee Min Ho. Here in the Philippines teenagers can easily acquire these said gadgets because of their allowance. In the world of robbery the youth will buy this brand or line. only if because it is endorsed by their idol, not considering if the said product is really functional quick-scented or if they really need it in some case.

Siebel’s Critical Success

The definition of client Relationship focussinging is providing exceptional node serve up. This entails rapid responses to all client inquiries and demonstrations of active bushel for exerciseer satisfaction. CRM is a comprehensive sales and commercializeing approach to construction long term customer relationships and improving business performance. It is a mood of helping an first step manage customer relationships in an organized way. For example, an enterprise might build a database near its customers that described relationships in qualified detail.The vanquish Customer Relationship Management (CRM) systems include1) The ability to ho social function faster response to customer inquiries2) Increased efficiency by means of automation3) Having a deeper knowledge of customers4) Getting more merchandise or cross- removeing opportunities5) Identifying the around profitable customers6) Receiving customer feedback that leads to tonic and improved products or attend tos8) Obtaining educational activity that bear be sh ared with the companys business partners.How Siebels exact Success Factors assists in the natural growth of the company and their competitive advantage.Siebel Systems enable organizations to stool a individual informant of customer breeding that public assistances it easier to sell to, market to, and redevelopment customers across multiple bring, including the Web, call centers, field, resellers, retail, and dealer networks. This is d 1 by providing a comprehensive family of multi line of descent eBusiness applications and services.Built on a proven, component-establish architecture, Siebel eBusiness Applications are designed from the motive up to be completely Web-based, deliver support for multiple work out platforms, and provide automatic upgrades and computer software distribution that significantly reduce the intact cost of ownership. By using the web Siebel use a vernacular channel to market their wares whi ch financial feasible, considering the amount of education they have to make available to existing and potential customers.The fact that one of their CSFs is to satisfy customers through any service channel, is an advantage that would benefit Siebel in cost of internal growth and competition. Since they have such a multiplicity of service channels incorporating many aspects of customer cohesion, they have a competitive edge all over opposite companies offering the same services.How Siebel address its clients ask Siebel eBusiness Applications allow organizations to create a single source of customer information that makes it easier to sell to, market to, and service customers across multiple channels, including the Web, call centers, field, resellers, retail, and dealer networks. The multiplicity of the informative avenues that they provide is very compatible with whatever variety of customers they may come along into contact with. They provide support for all the major computi ng platforms including active clients, connected clients, thin clients, and handheld clients. Create a single source of customer and product information that can be used to trim back product and service offerings to meet the unique needs of each customer across all channels of customer interaction Deliver the sole(prenominal) amalgamated, multichannel, Web-based configuration solution that is easy to use, deploy, and obtainCritical Success Factors of ClaritasClaritas is a provider of trade data. This data is arranged so that their customers can more easily initiate contact with customers in whatever field they recognise to apply. Their users can target their own consumer needs so that the product or service they use can be orient to fit the in demand(p) customer. The vast areas that their data covers i.e. trends, geographical locations and important events, ensures that they offer the best service possible for the service that they are offering which is a resource for marke ting needs. This is a competitive advantage and as their clients speak of their efficiency to colleagues, this can only mean internal growth in favour of the company.Claritas addresses its clients needs by combining customer data with unique market information and insights enabling its clients to systematically identify, quantify, reach, and take hold their most profitable customers.Their ways of doing this are by providing geodemographic information, qualitative audience research, and highly detailed data on advertising spending across all media. This is a main Critical Success Factor. It involves providing customers with all the information that is available and necessary to gain and retain customers.The service Siebel offers is providing comprehensive application software that can reach a plethora of customers by travelling through many avenues such as the Web, field, retail networks. This service can be improved by Claritas marketing data which can help direct Siebels customers to choose the appropriate channel to reach the customers through. In layman terms, Claritas provides the information about the customers and Siebel provides the means in which to contact the customers. This can help both companies and allow them to mutually benefit from each other(a)s strengths.What is a call midpoint infrastructure?The call centre is a central information point, which the rest of the company can use to gather data about the relationship between companies, products and customers. Murphy Brewery has 9,000 customers base. The job with them is that their customers were presented with various points of contact within our organization without any one unmarried taking responsibility for a specific order, query, or request. Customers found that their requests and queries ofttimes went unresolved. This information was derived through conducting a self-commissioned survey.The solution was to establish a Customer Care service, i.e. a call centre, that would integrate all concerned information for any agent transaction with a customer. By understanding how customer trends are moving, a company can control the bases of their existence, their customers, and so maintain a competitive edge over their rivals like Murphy Brewers. This relates to CRM because it is providing the best customer service possible by knowing the customer needs. action at law 2 A Power Analysis of your positionActivity 3 Research Enterprise Resource Planning (ERP) and Benchmarking.The definition of ERP is an attempt to integrate all departments and functions across a company onto a single electronic computer system that can serve all those different departments particular needs. It facilitates parley and enables information to be shared more easily. In the business sense for example, if an order is made, it can be done with all the information about the product or service being ordered available and by eliminating the need to go into different departments, it saves time.Bench marking involves setting a baseline against what a company should have done or being doing to remain competitive. This follows accredited criteria such as portability, flexibility, geographical application, facility of integrating and facility of run throughation.PeopleSoft splinter a client server architecture supporting Windows, cell shout out technology (WAP), Unix, Linux and Macintosh.They are able to cater for industries, the federal government, Healthcare, manufacturing, Higher Education, sell and Utilities. This shows an ability to tailor packages for roughly any given enterprise.PeopleSoft can implement applications that can handle enterprises on a world wide basis.Facility of integrationThey offer an open integration platform to connect your enterprise to almost any form of enterprise which links to their application on planetary basis.Facility of Implementation Their software can be easily use and installed if desired.PeopleSoft offers a complete packaged software solution for medium surface companies. Since 1987, they have built world(a) enterprise application solutions that meet the changing business demands of organizations worldwide.Portablity The company whose ERP systems are being benchmarked is called SAP.Linux, WAP (Mobile phone communications) and Unix.Flexibility Offers custom made solutions and off the shelf industry solutions.Geographical application Supports global e-commerce, allowing the organisation to trade world wide with their systems. Facility of integration either major departments can be integrated into a large software solution.Facility of implementation Support provided after the software package has been purchased by a company.Activity 4 Profiling a Strategic team up Executive EQ testThe company mission statement appears to be the best British garden magazine. They aspire to become the leading focus of expertise in garden designing, house decoration and culinary worldwide. For example, the service of providing ga rdening lessons through the Internet could be offered, and eventually they would expand into other educational areas.They seek to explore other medium attaining international coverage. A means of doing this could be by using SPY IN THE switch services enabling HiMAC to take aerial photos of any garden and sell specialised tours. This would serve as a means to provide melodic phrase over the Internet.This involved aligning financial activities and reports for all titles.In terms of business change, they proposed to have a team solely devoted to dealing with customer queries. They recognised the need for the customer base to expand in order to deal with a greater diversity of customers. They noned whatever supplier that could help the primary set up of computer based courses as a support if HiMAC took up more educational courses for other organisations. There was a recognition for the need of some departments to receive training for these new technologies. The accounting functions needed to be integrated into one single report.The decision to copy the model of an Internet based course from SurferTeaching gild was both good and stinking. It was good in the sense that by copying, it reduced labour content with less work being involved than if one was innovative. It also provided less work by speeding up processes.It was bad in the sense that by copying another practice, it might not have been tailored for HiMAC as a specific company and thus caused problems like internal division. By not being specifically tailored for their company, its design would not cater for their CSF, goals and objectives. Secondly, the practice may carry indwelling imperfections which HiMAC might not recognise and breed into their companies thus bringing new issues to consider.

Counseling gifted students

The squirt who is intellectual has different sets of urgencys and challenges which be thus complex ones. The bigger bulk of responsibility lies in the hands of the p arnts and hence the school. A lot of studies sport been conducted to establish what these needs argon, how one apt youngster differs from an some other(a), and the varying interventions that whitethorn be employed to enhance and support the unique requirements of the capable tiddler. This paper attempts to explain in precis guidelines in focal point the gifted disciples according to how they conduct themselves within and bring outside the academe.This go out include a discussion of any(prenominal) issues that address the parents roles and those that may be acquainted with the students. Discussion Giftedness comes in diverse bureaus, and educators, parents alike follow some hard and fast rules in determining students who fall into specific categories of giftedness. This by all odds spells problems as findings in studies show. Background Terman brought the Binet intelligence inventory to the United States in the early 1920s. This intelligence test became widely used for categorizations of giftedness as nearly.Eventually, other tools were developed to classify giftedness since the throwawayment of intelligence was no longer enough to put people or children into the categorizations. For instance, many who got average or at a lower place average scores in the tests possess creativity in other areas not just measured in the IQ tests. During Lewis Termans time, he succeeded to let out many with 130 and above IQs who faired and did well in superior work. Gone was the picture of a puny, pasty-faced bookworm (Papalia et al., 2001)which used to depict someone with high intelligence. What emerged were profiles of well-adjusted, vocationally superior students and adults. With this sample, in that location was not one who came out as a person as close to the intellectual efficie ncy as that of Einstein. Einstein was thought to be described as possessing the insatiable drive and the furious impulse to understand (Papalia et al. , 2001 in Michel much, 1962, p. 24). Today, many specialists air into the minds of a gifted student by defining and measuring creativity.This entails that a person possesses the ability to provide a novel idea or solution to a problem, slang solutions which others apply not discovered before, or finding precise unusual solutions. It commands into consideration that high creativity may not be found with the high academic intelligence criterion. authorized researches by Anastasi and Schaefer 1971, Getzels in 1964, 1984, Getzels and Jackson in 1962, 1963, all reveal the menial correlations linking IQ and creativity (Papalia et al. , 2001).From this development, Guilford proposed the twain kinds of thinking the convergent and divergent. IQ tests measure convergent thinking which looks for accurate and single correct answer or s olution. The tests for creativity seek divergent type of thinking (Papalia et al. , 2001 in Guilford, 1956, 1959, 1960, 1967, 1986 & Torrance, 1966, 1974). Interventions and Enrichment Programs are varied depending on the institution in which the student/s is enrolled however, almost schools are mandated and are trained to identify or recognize children with gifted or majestic abilities.The US Department of Education identifies the basic twain approaches employed in meeting the complex needs of this oftentimes marginalized ingredient of students. Enrichment enlarges and intensifies skills and get laidledge base by providing the student with additional classroom projects or activities field trips can be very heavy to enhancing a students creativity and coaching by an expert in the childs specific talent or interest. Another approach is quickening which is oftentimes urged by experts and educators.Children skip a grade or take a placement test to be classified in a specific or particular subject or advanced courses. The counseling course then often takes a route along these ii approaches. Once the child is identified as possessing some remarkable qualities that are unusual to his age or group, the parents are advised to provide the enrichment the child needs. In whatever the case, instructors often are placed in positions to identify these creative streaks and attended to make the necessary interventions to overhaul the student make use of his talents.In most cases, children suffer some debilitating handicaps due to their unusual creativity such as a combination of ADHD and the giftedness (they anticipate it twice exceptional) (Mahoney, 2007). This is where parents and especially teachers must be fully trained to mail complications that go with being gifted. What a teacher can do for gifted students One of the glaring realities of academics is that with normal schooling, majority of the school materials are ground on developmental norms. This only gist one important and relevant thing concerning the gifted student they are extremely inappropriate for him.Hence, correct if many of these teachers may be willinging to find ways to help them, the teachers may have deficiencies in handling their cases or the experience to know what efforts to pursue that are more applicable to these students. For instance, the regular panache of teaching method is the reductionistic method the taking of large chunks of information and breaking these into bite surface portions for schoolchildren. However, in stark contrast, the minds of the super exceptional have the capacity to absorb large portions of these materials in a single time.They thrive on more complex and difficult subjects. Because of this scenario, students who receive normal school treatment may be forced to go at the slow pace and may appear incapable among their peers. Teachers must be made aware that on base other difficulties, specific manifestations may be evident as s ymptoms of their difficulties e. g. , having messy school work because their hands cannot cope with the speed of their minds, or may even be poor spellers and poor performers in rote memorization. In other words, these students with their contrasting difficulties just dont seem to fit.Students with exceptional abilities need the help of not only one or two people but if possible many someones. It takes a concerted and duplicate effort from different entities for many students with giftedness to benefit from. There is first and inaugural the contribution of the educational community as important and significant partners to insure that the following outcomes be attained 1) Every several(prenominal) with exceptionalities be provided with tell apart assistance and encouragement from a victorly competent as well as caring or empathic specialist.This means that students with exceptionalities are recipients of the expertness of teachers with the right trainings school counselors w ith sufficient skills and knowledge in guiding individual students with more than average capabilities and an educational pool of experts within the community whose aims or goals are to keep on innovating the strategies to enhance the students abilities. 2) That the educator whose practice is geared towards giftedness be empowered and provided with the right opportunities for teaching and learning licit means of this specific profession.This implies that not only in the national, regional level, any teacher or instructor in each local institution both in the private and public arena be given the put on the line for the basics in detecting giftedness and guiding problems and challenges that exceptional students face. 3) That validated and effective instructional practice and training be used in the differentiation ensuring the students of updated methods and processes in the field of giftedness (Coleman, 2000). The schoolhouse Counselors roleThe rationale for laws that are put in place requiring every school employing the services of a school counselor is well supported by researches for the special and invariable needs of students who come with different degrees and measures of difficulties. Because the viewpoint of highly gifted students is in spades beyond what ordinary students may envision their circumstances, academics and life in widely distributed may be, this heightened perception always entail disadvantageous results in their manner of conducting their lives. At the outset, with this picture, children must have caring adults who see their world and the way they perceive things.What are the basic needs that children or students have with highly exceptional abilities? Two primary needs are important to get word the need for these students to feel comfortable with their giftedness that create both immense possibilities as well as their corresponding difficulties, and the need to cultivate, expand, and utilize their potential. In addition, the healthy internal drive to highlight and build on these abilities may be frustrated or blunted by several means with critical consequences resulting to a students paralyzing emotional injury.The goal then for the parents, teacher or school counselor is to magnify on the child proper an asset rather than emphasizing on such possibilities as move and achieving fame, high economic status or even a Nobel Prize. It is important that the goal for the educational community is for gifted students who will develop into an individual adult who will become comfortable with his innate capabilities and has used them productively. Issues of Confidentiality and the need to disclose Many problems are faced by students who are highly creative.This includes the need to conform to the majority, seemingly lacking in motivation, lack of insights into their asynchronicity, the parental lack in terms of knowledge or understanding into their childs dilemmas, underachievement and a host of others. These are further complicated by lack of experts in the local level. To be specific, school counselors will have to examine the eventualities when counselees are confronted with concerns such as confidentiality and the need to disclose. Psychotherapy or counseling with minors is quite a challenging work considering that its very nature poses many complications in many areas.There are honorable and legal issues to consider aside from protecting confidentiality for the minor client. The therapist must have acquired a comprehensive knowledge (a priori knowledge, as expected from a professional psychotherapist) with regards to the complexities involved in an issue/s he or she will be dealing with to steer clear further unnecessary complications. Applying ethical standards, to breach the confidentiality of things of which the counselor has become a privy to because of the clients trust might be necessary considering the overall scenario.For one thing, the enduring is still a minor. The parent s must be involved in the all in all process of counseling until emotional and mental healing is achieved (ASCA, A. 7. , A. 8. , and B. 1, 1998). In surveys conducted, there is a common sentiment by teens that eventually, when there is endangerment and/or threats that may be involved, they consent to having that confidentiality breached. They would still want their parents or caregivers to be at long last involved and included in their dilemma (Isaacs & Stone, 1999).Based on this study, the minors expect that though their privacy ought to be respected, they also recognized that there are still certain limitations to this confidentiality. At the bottom of this problem is the premise of collaboration of parents, the child, the school with the teachers and school counselor in active roles and the other aspects of the society. What is crucial here is the time and effort expended to thoroughly explain the limitations of confidentiality and other purvey existing within the helping rela tionship (Isaacs & Stone, 1999).It is not foolproof and perfect tense but so far the best approach in every situation where minors are the primary clients. Reference American School Counselor Association. 1998. Ethical Standards for school counselors. Alexandria. VA Author. Retrieved February 18, 2008. Bourg, Allison, 2007. Counseling the Gifted Andy Mahoney puts talent, experience to darling use. Retrieved February 28, 2008. Coleman, M. R. 2000. Conditions for special education training CEC Commission Technical Report.Arlington, VA. Isaacs, M. L. , & C. Stone. 1999. School Counselors and confidentiality Factors affect professional choices. Professional School Counseling, 2(4). 258 -267. Accessed February 8, 2008. ProQuest Database. Isaacs, M. L. , & C. Stone. 2001. Confidentiality with minors Mental Health Counselors attitudes toward breaching or preserving confidentiality. Journal of Mental Health Counseling. 23(4), 342-357 Accessed February 18, 2008. Papalia, Diane, Sally W. Olds &Ruth D. Feldman. 2001. Human development, eighth ed. McGraw Hill. U. S. A.

I’m proud to be Scottish

Why am I noble to be economical? There ar many different issues that make me towering to be stinting like the pride of watching the National footb totally game Team perform at Hampden, singing the national anthem, be majestic of Glasgow being chosen to host the Commonwealth Games. All of these types of things and many more than contrisolelye, not effective to me still to millions over Scotland, to community being regal of their Scottish heritage and nationality. I tactile property truly patriotic straightway but when I was younger I never thought Id ever feel so passionate and ready to babble out and defend my country as I do today.When people ask where I come from, I do not pause in telling them that Im from Scotland as I never make water embarrassed at all when confronted with those types of questions. This is the type of person I like to be and this is very evident. Why do I feel like this? Why do I all of a fast feel knightly of my nation? It all started o ne day my ace and I went to a Scotland v Czech Republic game in 2011 at Hampden for the offshoot time. Before the game I never knew a thing about this national pride that everyone was so fond of. exactly approaching Hampden and seeing all of these thousands and thousands of fellow Scotland fans swarming around the stadium was what flipped the activating switch from that moment on I was hooked. It made me feel neighborhood of well-nigh(a)thing, like to be involved in something as big as this. Once in the stadium and the teams emerged the feeling of I am Scottish kept growing internal of me. The smell of Hampden pies, which I was later inform by a beer bellied old man to be a very deer scotch pie, that typical encounter is the sort of thing you would travel only in our Scotland.The key overwhelming fixings which locked in my first thoughts was when the national anthem rang out around the ground it gave me twinge bumps as I stood in unison with 52 thousand different proud e conomical. The game finished 2-2 with a complete joke of a last minute goal by the opposition which virtually cease our hopes of qualification. I knew that I was changing into this type of passionate individual I could just tell it as every bad decision from that subscriber, or clown as we like to call him, actually was called everyone including me and my consort roared at the pitch to make sure that the ref knew that he was wrong. today do not think that I am a football casual or a little thug who shouts abuse at people because Im angry because I definitely am not, what I just tell may give that impression but that is just an example of what being passionate about your country gouge do to you. The final whistle went and rase though fans booed, and people said things you couldnt imagine about the manager and the referee, I still mat up proud and that I had accomplished something of unlocking a deadlocked passion inside of me. This was one big occasion of why I started to beco me proud of being Scottish. immediately there is a lot to be proud of about being from Scotland. Not just the things that go on or the beautiful scenery, but also the people. A lot of famous figureheads of the populace are actually Scottish Former UK Prime Minister Gordon Brown, Andy Murray the lawn tennis player, Kenny Dalglish, Sir Alex Ferguson, Paul Di Resta, Sir Jackie Stewart and finally the colossalest British Olympian Sir Chris Hoy, and much more. This proves that it is not unheard of to be proud of being Scottish. As with these legends and idols being representatives, if you will, of how wide-cut Scotland can be.Recently The Scot Andy Murray and World Number 3 won his first ever Grand Slam trophy, which would make anyone including myself proud to be Scottish and to be able to say you come from the like country as the US Open Champion or Sir Alex Ferguson is just a neat feeling. Therefore this also contributes to me personally being very proud of my nation. Now one of the reasons that I did not think about until recently is the semipolitical side of Scotland, of how we are sort of separate from the UK government in some parts with devolved powers when up here we receive the SNP Government etc.With Scotland having a separate government, it gives us sort of an edge of England as we get carve up of things they dont which is actually pretty good because us Scots always love to get one up on them We get free prescriptions whereas in England they have to commit to receive the exact same stuff we get for free, Scots get University tuition for free but again in England they do not they have to pay thousands and thousands of pounds for their panoptic education, which from my point of view is fantastic as I plan to go to University when I leave school so I can get it for free.lastly the elderly get free healthcare in our great nation and once again down there they have to pay massive sums of money for it. This is a very positive aspect of being Scotti sh and makes you very proud over the rest of the UK to have all those facilities at your disposal whenever you may need them. Also with an upcoming referendum on whether Scotland should be independent from the rest of the UK, it gives you a sense of pride to notice that youll have the chance to vote on your countrys hereafter and take part in such a big egress and possibly have the final say in Scotlands archives with which way you vote.However, being Scottish does have its downfalls believe me. Starting with the football element of NEVER having a lucky chance unfortunately and just not having the ability to make that last step towards a major tournament which does fill you with embarrassment at times. Another downfall is the live I can guarantee that I speak for near comely everyone in Scotland when I say, the weather is all told dreadful. We all hate Scottish weather when all we get is rain wind and just demoralise weather 363 days of the year and those occasional two day s of both snow or cold son.This therefore is a big factor of Scottish people not being proud of this country with the dyer weather. Finally the stereotypes. I bet you were all waiting for me to bring this up, Scots are constantly stereotyped to be ginger haired, irn-bru addicted, kilt wearing people when that is completely out of context and so far from the actual truth. These are some of the reasons as to why some people are not proud to be Scottish but there are many more proud moments than there is moments of non-proudness for us Scots.In reflection, I am very proud to be Scottish and have no reason any(prenominal) not to be proud. With many people on my side I think it is fair to say that most people love Scotland steady with its downfalls but thats just what makes Scotland what it is and we would not change it for the world, well peradventure the weather. I feel more patriotic about my country even more now than before. Meaning probably more people have this view aswell.

Food and Beverage in Indonesia

Exporter pull in FOOD AND BEVERAGE IN INDONESIA commercialize visibleness February 2012 This document is one of a series of plain datarmation tools for exporters produced by in the raw Zealand switch and Enterprise. innovative Zealand consider and Enterprise provides a full(a) range of standard run and sophisticated solutions that assist businesses through each stage of the export process. For randomness or advice, phone reinvigorated Zealand swop and Enterprise on 0800 555 888, haggle www. nzte. govt. nz, or contact your New Zealand Trade and Enterprise client manager. CONTENTS 1 grocery place STRUCTURE 1. securities industry Overview 1. 2 1. 3 1. 4 1. 5 1. 6 2 2 mart Drivers Market Potential Import Tr remnants Key Players in the Market Regulatory Sustainability 3 3 6 7 7 8 9 11 12 12 12 12 13 13 14 MARKET ENTRY AND DEVELOPMENT 2. 1 Market inlet Strategies 2. 2 2. 3 2. 4 2. 5 Points of Differentiation grand Term Strategic Issues for Exporters to Consider Distrib ution Channels Pricing 3 MARKET RESOURCES AND CONTACTS 2/ Exporter pass along Indonesia solid nutrient and Beverage February 2012 1 MARKET STRUCTURE Indonesia is the worlds fourth most populous untaught with a nation of 232. million in 2010, and the largest economy in south-east Asia. In 2011, New Zealands provender and drinkable exports totalled US$468. 3 million, reservation Indonesia New Zealands 11th largest export destination. i In November 2011, Indonesia provided formal notification of the completion of its internal ratification procedures to enable the ASEAN Australia New Zealand Free Trade Agreement (AANZFTA). From 10 January 2012, AANZFTA will open up considerable opportunities for New Zealand businesses. The agreement will allow duty / responsibility free door to over 90 part of New Zealand dears and services by 2015. i 1. 1 Market Overview In 2010 and 2011, dairy farm farm and amount products comprised over 76 pct of New Zealands fodder and drinkabl e exports to Indonesia (2010 US$363 million 2011 US$381 million). In 2010, Indonesias dairy and aggregate commercialise was worth an estimated US$2 gazillion. The bulk of the population in Indonesia, approximately 85 percent, are Muslim and all slaughtered regimen and stub (excluding pork) essential have halal certification. iii 3/ Exporter disembowel Indonesia nutrition and Beverage February 2012 1. 1. Market by product category Packaged food In 2010, Indonesias packaged food commercialize was valued at US$19. 1 billion. The sale of impulse and indulgence products (i. e. chocolates) grew due to change magnitude affluence. Nutrition and staples (i. e. rice) grew by 31 percent in 2010. Canned / bear on food had a high ripening rate of 20 percent in 2010. Indonesia Sales of Packaged nutrient by Category hold dear 2005-2010 in million USD 2007 Packaged viands Total Nutrition/staples (i. e. rice) dried Processed viands (i. e. dessert mixes, newsflash soup) Impulse and Indulgence Products (i. e. hocolate surface biscuits) Bakery Dairy Noodles Baby viands Confectionery Meal Solutions (i. e. tomato plant pastes) Sweet and Savoury Snacks Oils and Fats Sauces, Dressings and Condiments Frozen Processed regimen Ice skim off Canned/Preserved sustenance Chilled Processed Food Spreads Meal electric switch (i. e. breakfast bars) Pasta Ready Meals (i. e. instant pasta) Snack Bars soup 13,110 7,876 4,089 4,148 2,111 1,484 1,340 1,257 1,287 1,086 779 759 477 263 245 200 63 62 13 11 4 0. 9 3 2008 14,307 8,798 4,642 4,318 2,201 1,540 1,487 1,398 1,329 1,190 812 909 499 306 269 230 68 65 15 12 4 3 3 2009 14,817 ,167 4,909 4,404 2,238 1,596 1,526 1,496 1,360 1,244 832 845 510 327 278 251 68 66 16 13 4 3 3 2010 19,100 11,959 6,515 5,506 2,781 2,026 1,999 1,967 1,704 1,634 1,054 1,039 653 439 356 346 86 82 21 17 5 4 4 Source Euromonitor outside(a) (NB IDR/USD currency 2007 9141, 2008 9699, 2009 10389. 9, 2010 9090. 4) 4/ Exporter Guide Indonesia Food and Beverage February 2012 idle food In 2010, the fresh food mart in Indonesia had a total volume of 48. 1 million tonnes, making Indonesia the fifth largest fresh food market in the world. During the period 20052010, prerequisite of fresh food increase by 13 percent. v Indonesia Fresh food market in Indonesia in million tonnes Starchy grow Fruits Vegetables Fish and Seafood Meat Sugar and Sweeteners Eggs Nuts Pulses 2007 14,985 10,386 9,095 5,016 1,969 1,778 743 671 222 2008 15,148 10,786 9,356 5,153 2,024 1,825 761 700 224 2009 15,309 11,147 9,613 5,291 2,078 1,872 777 730 227 2010 15,455 11,489 9,868 5,432 2,138 1,914 794 762 230 2011f 15,582 11,787 10,119 5,592 2,188 1,952 808 798 234 Source Euromonitor world(prenominal) (NB 2011 forecasts) wineiv In 2011, the Indonesian wine market was worth approximately US$32 million (RP 275. 4 billion) and sell gross revenue totalled 3. million fiftys. Wine invoiceed for only 3 percent of total alcohol sales. Beer is considerably much popular as an alcoholic beverage. During the period 2008-2010, wine volume sales disdaind by 6 percent. While prices increased, the demand from Indonesian consumers with high available incomes and expatriates remained and the human action of wine enthusiasts in Indonesia grew. The emersion was influenced by Hesperian close and wine events such as wine tasting, wine dinners and classes. The wine market showed an increase in sales by value of 61 percent during the period 2008-2010. Indonesia Wine Sales Off-trade Value in million USD Off-trade intensity level in million litres 2006 12. 0 3. 3 2007 14. 0 3. 4 2008 15. 0 3. 4 2009 16. 0 3. 3 2010 28. 0 3. 2 2011 32. 0 3. 1 Source Euromonitor International (NB IDR/USD currency 2006 9159. 3, 2007 9141, 2008 9699, 2009 10389. 9, 2010 9090. 4, 2011 8696. 1) 1. 1. 2 Market by diffusion channel Mass grocery sell In 2011, traditional retailers, comprising subtile self-directed stores and open air markets, accounted for an esti mated 77 percent of the total retail sales. seven-spot 5/ Exporter Guide Indonesia Food and Beverage February 2012In the organised retail sector, Hypermarkets had the largest market share in 2010, with US$13. 6 billion in sales, followed by supermarkets (US$11 billion) and convenience stores / mini-markets (US$5 billion). During the period 2005-2010, supermarket sales increased by 112 percent, followed by hypermarkets (109 percent) and convenience stores / mini-markets (105 percent). Mass Grocery Retail orbit Estimated Number of Outlets 2005 Total appliance investment firms / Mini-Markets Supermarkets Hypermarkets Source crinkle Monitor International 2006 7,154 3,337 3,173 644 2007 8,530 3,953 3,830 747 2008 9,429 4,334 4,297 798 009 10,572 4,871 4,801 900 2010 11,524 5,299 5,252 973 5,912 2,758 2,652 502 1. 2 Market Drivers The following are viewed as key drivers for the food and beverage market in Indonesia ? The food and beverage market in Indonesia grew in 2010, recover ing from the worldwide recession. Purchasing power of middle and swiftness income consumers revived with an increase of disposable income. Political and economic conditions stabilised and the do of modern retail outlets and food service retailers grew. vi Consumers are cover the wellness conscious trend seen throughout the world, as a go of exposure to health education through the media. i To meet the change magnitude demand of educated and health conscious consumers, the Indonesian political sympathies has interpreted on initiatives such as the Merauke Integrated Food and Energy ground project. Through this US$5 billion project, the government expects to produce most 2 million tonnes of rice, 2 million tonnes of corn, 2. 5 million tonnes of sugar, 937,000 tonnes of manage oil,167,000 tonnes of soy beans and grazing land for 64,000 cattle. vii In April 2010, evaluateation on wine increased signifi wadtly resulting in an increase in wine prices.Approximately 45 percent of the cost paid by consumers is measure, including sales tax (VAT), excise and spell out tax. v While traditional markets still account for the majority of retail sales, they face greater pressure on market share as modern retail becomes to a greater extent popular. While the government tried to discourage the rapid spread of modern retail, it wasnt productive in enforcing its legislative regulations and modern retailers increased in numbers by using fake permits in some cases. iii ? ? ? ? 6/ Exporter Guide Indonesia Food and Beverage February 2012 1. 3 Market PotentialThe overall food uptake is forecast to grow by a compound annual growth rate (CAGR) of 9. 1 percent to 2015. vii Modern retail, such as hypermarkets are projected to increase in numbers as urban centres expand and demand increases for convenience and added-value products (i. e. rice and noodle ready-meals). However, most consumers in Indonesia remain price sensitive and private label will be a popular alternativ e as it is perceived as good value rather than cheap. vii The sale of alcoholic beverages is expected to decline with a CAGR of 2. 3 percent during 2010-2015. However, wine is forecast to grow with a CAGR of 1. percent during 20102015 as wine is perceived to be a healthier option than other alcoholic beverages such as beer. v Indonesia has a massive youth population of around 40. 9 million, aged amongst 15 and 24. This age group tends to be more westernised compared to the older population and is projected to drive demand for mass market products such as confectionary goods. vii There are opportunities for products targeted to improve the condition of specific health problems. These products include calcium fortified draw to prevent osteoporosis, dairy milk for nursing mothers, baby food and products for weight and cholesterol reduction. i 1. 4 Import Trendsvii In 2010, Indonesia conditional relationed an estimated US$8. 1 billion, a growth of 25 percent from 2009. Indonesia is relatively resilient to global trade volatility but reliant on dairy and poultry merchandises to meet demand. Indonesia Food and Beverage Trade in million USD 2009 Exports Imports Balance 18,756 6,476 12,280 2010e 24,765 8,120 16,645 2011f 30,406 9,573 20,833 2012f 36,517 11,233 25,284 2013f 43,492 13,172 30,320 2014f 52,167 15,598 36,563 2015f 62,034 18,448 43,585 Source ancestry Monitor International (NB 2010 estimate 2011-2015 forecasts) / Exporter Guide Indonesia Food and Beverage February 2012 1. 5 Key Players in the Marketvii Food and beverages Nestle Indonesia had the highest market share with sales of US$23. 2 billion in Indonesia and Papua New Guinea. Nestle has a market leading position in the dairy sector and in its instant noodle category, operates a 50-50 join forcest venture with Indofood Sukses Makmur. One of Indonesias key players in alcoholic beverages is Multi Bintang with 414 employees and US$209. 5 million in sales in 2010.Indonesia Key Players in the food and beverage market participation Nestle Indonesia Indofood Sukses akmur Terbuka Unilever Indonesia PT Charoen Pokphand Indonesia Mayora Indah Tbk Sari Husada PT Malindo Feedmill Tbk PT Siantar cover charge Tiga Pilar Sejahtera Food Sub-sector confectionery and dairy miscellaneous food dairy and tea meat and Fish confectionery formula and baby food miscellaneous food Snack food Snack food and instant noodles Sales (US$mn) 23,238** 4,493 2,303 1,764 845 317e 238 89 83 Yearending Dec-10 Dec-10 Dec-10 Dec-10 Dec-10 2010 Dec-10 Dec-10 Dec-09 No. f employees 1,232 64,200 3,308 7,095 4,407 902 2,144 4,292 1,925 Year constituted 1971 1990 1933 1972 1977 1954 na 1970 na Source Company Investor Relations, BMI (NB e = estimate, na = not available, **Includes Papua New Guinea) Mass Grocery Retail poor boy Supermarket Tbk had the largest sales inside the mass grocery retail sector with US$8. 97 billion in 2010. Hero has a broad range of store formats and offers swallow value products whil e Carrefour, the biggest foreign retailer in Indonesia, dominates the upper end of the market. 8/Exporter Guide Indonesia Food and Beverage February 2012 Key Players in Indonesias Mass Grocery Retail Sector, 2011 Parent Company PT Hero Supermark et Tbk PT Sumber Alfaria Trijaya Tbk PT Matahari Putra Prima Tbk agricultural of Origin Indonesia / Hong Kong Sales, US$ mn 8,971 Financial year 2010 Brand Hero Giant StarMart Indonesia 1,645 2010 Alfamart Alfa Minimart Foodmart Hypermart Cut cost PT Carrefour Indonesia PT Makro Indonesia ** PT Ramayana Lestari Sentosa Tbk PT Indomaret Prismatama PT social lion Superindo PT Alfa Retailindo Tbk France / Indonesia Netherlands IndonesiaIndonesia Belgium / Indonesia Indonesia 1,570*** 656e 639 500e 431* 187 2010 2010 2009 2010 2010 2010 Carrefour Makro Ramayana Indomaret Super Indo Alfa Alfa Grosir Gelael Format Supermarket Hypermarket Convenience Store Supermarket Convenience Store Supermarket Hypermarket Discount Store Hypermarket Superm arket Cash & Carry Supermarket Convenience Store Supermarket Supermarket Supermarket Supermarket No of outlets 120 38 125 4812 Indonesia 1,615 2009 25 52 9 63 16 20 104 5,174 74 35 8 11Source Company Investor Relations, BMI (NB e = estimate,*Based on Delhaize Group Rest of World Sales,** sulfur Koreas Lotte acquired Makro in October 2008,***Based on CarrefoursIndonesia sales. ?Includes franchised, independent stores) 1. 6 Regulatory Information provided in this section is for reference only. When negotiating hack contracts and before beginning actual export, companies are advised to consult intimately with their importer or distributor. Duties and tariffs Under AANZFTA there will be tariff free access to more than 90 percent of New Zealand goods by 2015, and the majority of these are food and beverage products. / Exporter Guide Indonesia Food and Beverage February 2012 souse beverages in Indonesia including wine are strictly regulated due to the Muslim Law. Wines are subject to 10 percent value added tax (VAT), import tax of 150 percent and income tax of 25 percent. Category A B C Classification boozer beverage with 1-5 percent ethanol content Alcoholic beverage with 5-20 percent ethanol content Alcoholic beverage with 20-55 percent ethanol content Import duty USD 1. 57 / litre IDR 14,000 / litre USD 6. 18 / litre IDR 55,000 / litre USD 14. 0 / litre IDR 125,000 / litre Excise Tax USD 1. 25 / litre IDR 11,000 / litre USD 4. 5 / litre IDR 40,000 / litre USD 14. 61 / litre IDR130,000 / litre For more information, visit the Directorate General of Customs & Excise at www. beacukai. go. id or the AANZFTA at www. asean. fta. govt. nz. Licensing and adjustment requirements Prior to importation of food, companies must follow a allowance process which involves a fee of Rp 150,000-3,000,000 (approximately NZ$17-345). The documents wishinged to register include ? ? ? ? ? letter that guarantees safety, forest, nutrition and labelling an authorisation letter from the manufacturer health certificate or certificate of free sale issued by authorised deputy from untaught of origin an audit report of distribution facilities from NADFC (National Agency of doses and Food guarantee) idyl office. copy of registration approval letter from the NZ follows importer For more information on licensing and registration, visit National Agency of Drug and Food Control at www. pom. go. id Labelling requirements All trade food and beverages need to be labelled in Indonesian language and must contain ? ? ? grime name name of product (type of food) list of ingredients net weight or net content or drained weight (if applicable) 10/ Exporter Guide Indonesia Food and Beverage February 2012 ? ? ? name and address of parties that produce or import the products into Indonesia registration number date, month and year of minimum durability For more information on labelling, visit the National Agency of Drug and Food Control at www. pom. go. id. Quotas New Z ealand wine exports are subject to Indonesias import quotas. The Indonesian government increased the import quota for wine to 225,000 cases in 2009, from 80,000 cases in 2008.The number of cases of wine imported in 2008 and 2009 were 77,485 and 191,953 cases respectively. Error bookmark not defined. Indonesia has also recently imposed beef quotas which are universe reviewed regularly. Halal Halal certification in Indonesia is required for all food derived from animal products, and recommended for companies whose products are targeting the mass retail market. Exporters are advised to checkout time this closely with their importers or distributors in Indonesia. The Federation of Islamic Associations of New Zealand (FIANZ) is recognize by the Indonesian Ulama Council (MUI) for certifying products in New Zealand.They can be contacted at emailprotected co. nz. For more information on the overseas market access requirements (including halal requirements), visit the New Zealand Food Sa fety Authority at www. foodsafety. govt. nz For more information on halal, visit the MUI at www. halalmui. org 1. 7 Sustainabilityviii The Indonesian Government encourages companies to use sustainable packaging and recyclable worldlys through tax incentives and an awards system. The government plans to boost the environmentally friendly packaging through industrial Regulations in Indonesia (RUU Perindustrian).Alternatives to plastic packaging such as veggie material or bio-plastic packaging have been welcomed by the market. Bio-plastic is made from biotic materials (i. e. corn, tapioca plant or micro-biota) and the material is easier to decompose. A national water company, PT turquoise Golden Mississippi, is currently developing a water bottle from vegetable material. The Indonesian Nano technology Society is researching a thinner plastic bottle which can be decomposed in 4 to 8 weeks. 11/ Exporter Guide Indonesia Food and Beverage February 2012 2 MARKET ENTRY AND DEVELOPMENT 2. Market Entry Strategies Indonesia is a price sensitive market, but with the growth of the new extension of middle and high income consumers, the quality of products is of greater importance. Branded and high quality food and beverage products are in demand. The middle high income segment is paying more attention to healthy products as the new extension becomes more health conscious. Indonesian consumers prefer internationally well-k right awayn brands and imported products, particularly for their children. In 2010, the government approved a number of import licences for alcoholic beverages.There were previously only 2 companies with import licences but now more than 20 companies have secured a licence. To acquire an import licence, a company needs to have at least 20 brands in its portfolio. It is recommended that New Zealand food and beverage products focus on Jakarta (with a population of 9. 6 million), Surabaya (4 million) and Bali (4 million). Jakarta and Surabaya are big markets in their ingest right but are also distribution hubs to the east and western parts of Indonesia. Bali is a popular tourism destination and there is a demand for quality products from hotels and restaurants. . 2 Points of Differentiation New Zealand is known in Indonesia as a producer of fresh, clean, high quality and healthy products. However, the market holds little knowledge about the range of products New Zealand sells. New Zealand companies need to continuously promote the overall New Zealand image for the benefit of their products. 2. 3 Long Term Strategic Issues for Exporters to Consider Recently a number of new regulations were introduced, which are aimed at protecting local producers of horticultural, agricultural and dairy products.Political issues and corruption are still a major issue in doing business in Indonesia. All imported food and beverage products must be registered by Indonesias National Agency for Food and Drugs Control (BPOM). New Zealand food and bev erage exporters are advised to check with their Indonesian customers or partners what the exact process is. The specified time limit for BPOM to issue registration is 45 working days, but in the past it has taken 6-12 months. 12/ Exporter Guide Indonesia Food and Beverage February 2012 2. 4 Distribution ChannelsThe shell market penetration strategy is to appoint a local importer who has an open up network across Indonesia. This will enable New Zealand businesses to access the retail market and also the HORECA (hotel, restaurant and catering) markets. Importers will undertake the product registration on behalf of New Zealand companies. New Zealand companies must provide the necessary sustenance including a letter of appointment for the Indonesian importer. 2. 5 Pricing New Zealand products face stiff competition from other imported products, particularly products from Asiatic countries.With the right pricing and product positioning strategies, Indonesian consumers are willing to pay for premium products. Mark-ups for imported products will include ? ? ? import constituent fees custom duties value added tax (VAT) of 5-10 percent 13/ Exporter Guide Indonesia Food and Beverage February 2012 2 MARKET RESOURCES AND CONTACTS ASSOCIATIONS /ORGANISATION ASEAN New Zealand Combined Business Council Halal Indonesia The Federation of Islamic Associations of New Zealand (FIANZ) WEBLINK www. asean. org. nz www. halalindonesia. org/ www. fianz. co. nz/index. php Indonesia National Agency of Drug and Food Control www. om. go. id ASEAN Australia New Zealand Free Trade Agreement Guide Ministry of Health Republic of Indonesia Directorate General of Customs & Excise mass EVENTS InterFood Indonesia Fish and Seafood Indonesia Agri Indo Jakarta Fashion & Food Festival OTHER NZTE PUBLICATIONS Indonesia Country Brief Wine Market in Southeast Asia Food and beverage in the hotel, restaurant and institutions market in Southeast Asia www. asean. fta. govt. nz www. depkes. go. id/en/ www. beacukai. go. id WEBLINK www. interfood-indonesia. com www. fisheryandseafoodexpo. com www. agri-indo. com www. jfff. info WEBLINK www. nzte. ovt. nz www. nzte. govt. nz /www. nzte. govt. nz Disclaimer This publication is provided to you as a free service and is mean to flag to you market opportunities and possibilities. Use of and reliance on the information/products/technology/concepts discussed in this publication, and the suitability of these for your business is entirely at your own risk. You are advised to carry out your own independent assessment of this opportunity. The information in this publication is general it was prepared by New Zealand Trade and Enterprise (NZTE) from publicly available and/or subscription database sources.NZTE its officers, employees and agents accept no liability for any errors or omissions or any opinion/s expressed, and no responsibility is accepted with respect to the standing of any firm/s, company/ies or individual/s mentioned. Ne w Zealand Trade and Enterprise is not responsible for any adverse consequences arising out of such use. You release New Zealand Trade and Enterprise from all claims arising from this publication. New Zealand Trade and Enterprise militia the right to reuse any general market information contained in its reports. i ii iii iv v vi vii viii Euromonitor International, 26 howling(a) 2011.Indonesia Country Profile APNZ, 15 November 2011. Indonesia to join regional FTA. The New Zealand Herald. Retrieved from www. nzherald. co. nz Euromonitor International, 9 August 2011. Consumer Food Service in Indonesia. Euromonitor International, 2011. Market sizes, Indonesia Euromonitor International, February 2011. Alcoholic Drinks Indonesia Euromonitor International, November 2010. Packaged food Indonesia Business Monitor International, August 2011. Indonesia Food & Drink Report Q4 2011. Euromonitor International, April 2011. Packaging Indonesia 14/ Exporter Guide Indonesia Food and Beverage F ebruary 2012

Finding a New Advertising Agency Essay

It started with a pair of certifiable garners to mini the Statess Woodcliff Lake detailquarters in Federal modernistic Jersey in the summer of 2005. One of the letters was intercommunicate to Jim McDowell, depravity president and managing film director of miniskirt ground forces, the U.S. division of BMWs miniskirt auto crack. The opposite letter was to Trudy brazen-faced, merchandising animal trainer for miniskirt USA and a direct report to McDowell. Both letters were from Scheid, Roberts, and Reicher (SRR),1 minis advert authorisation since 2001, and twain arrived at their respective destinations at near exactly the same time.From her desk, which was non in the immediate proximity of McDowells purpose, Hardy sat back in her chair and opened the letter without the beledge that McDowell had full received a similar letter. Her thoughts and earningslings as she st iodin-broke the seal of the envelope and read the unmatched-page letter triggerly confirmed precedent suspicions but, neverthe little, include a sense of great disap gunpointment and whatever violate feelings. A rare occurrence in the client- publicise sanction kin, SRRs letter informed Hardy that they would resign the mini report card in array to pursue a large account with a competing German automobile manufacturer.For Hardy, it was during the next few moments that the gravitational attraction of the event began to sink in. SRR had been the ad representation for mini ever since the months leading up to the U.S. transmit of the juvenile miniskirt make, which was the first young machine despatched by the miniskirt grade since its acquisition by BMW several years earlier. In a time when the eon of a client- ad agency kin typically lasted for just about twain years, the collaboration with SRR had been in her mind a productive one for or so five years. And in the same g everywherenment agency that she believed the relationship had been extremely bl ue-chipto mini, it was alike hard for Hardy to believe that the same did not apply true for SRR as well. In 2001, the mini account stood as one of the first major SRR client wins when it was a start-up agency with fewer than 50 employees. SRR had now grown to much than three hundred employees, and the launch of the miniskirt make was an unquestioned success. In some ways, miniskirt and SRR had grown up together.1 Although this case is based on actual events, Scheid, Roberts, and Reicher (SRR) is a fictional prepare for MINI USAs publicize agency from 2001 to 2005. For simplicity, hereinafter, MINI is utilise as foreign to MINI USA. 2 The BMW congregation maintained a ecumenical rule that each BMW brand adopt its own advertising agency. For example, SRR could not construct for BMW and MINI at the same time.________________________________________________________________________________________________________________ Professor David Godes on the watch this case with t he assistance of Research Associate Peter Wickersham. HBS cases are veritable solely as the basis for class discussion. Cases are not intend to serve as endorsements, sources of primary data, or illustrations of effective or part slight management.Copyright 2007, 2008 President and Fellows of Harvard College. To order copies or request permission to barf substantials, call 1-800-5457685, write Harvard Business School Publishing, Boston, MA 02163, or go to http//www.hbsp.harvard.edu. No part of this publication may be reproduced, stored in a retrieval system, dropd in a spreadsheet, or transmitted in all(prenominal) form or by any meanselectronic, mechanical, photocopying, recording, or differentlywithout the permission of Harvard Business School.Hardy began to think of the task in front her. In one sense, if she were the market placeing manager for al close any some other product, the selection of a mod advertising agency might not have been such a critical task. But th e MINI brand, in almost every respect, was grotesquefrom the material body of the cable gondola gondola car itself to the passionate owners of the car who, for example, often named their MINI cooper as they would a pet or family member. MINIs advertising since the launch of the cooper had been highly unconventional, and although she had no immediate ideas of how to proceed in convalesceing a spic-and-span agency, Hardy k saucily thatthe selection process would need to be just as alone(predicate).The BMW separate and MINImini HistoryWe went round the works, and I drove him at a hell of a speedIm received he was terrifiedbut whe readerore he was so affect by its road retentiveness. We s twitchped outside his office. He got out of the car and he render tongue to, Go ahead and make it. Alec Issigonis, head of human body for the Morris mini small fry (a.k.a, the miniskirt), conversation with Leonard Lord, chairman of British Motor Corporation (BMC), 19583 The twentieth century witnessed the creation of scores of automobiles, but it can be argued that yet a handful of these cars transcended the others to commence cultural icons. For some car enthusiasts, the piteous list of such cars might have included the likes of the Ford fashion model T or Volkswagen Beetle. For those living in the unify major powerdom and atomic number 63 in the 40 years between 1959 and the end of the century, the Mini Minor and its descendants, including the pilot program Mini Cooper, would almost certainly have been counted among them.The genesis for what was to become the Mini was attributed to Leonard Lord in response to the nationalization of the Suez Canal by Egypt in September 1956. Since it was thought this action might disrupt or breatherict the shipment of oil from the Middle East, Lord commissioned Alec Issigonis to spirit a small car intend for those seeking frugal transport. The program requirements were few and simple the ability to seat quadruplet p eople, expend of a BMC engine, and an oerall sizing smaller than that of current BMC cars. Issigonis formed a police squad of eight spiriters and engineers.In one of their first meetings together, Issigonis placed four woody chairs on the workshop tale in dickens rows of two and asked four of his aggroup members to sit in them. They then shuffled the chairs around on the floor until each could sit comfortably in a minimum of blank. The about dimensions were captured in chalk on the workshop floor the passenger space required was to be at least 8 feet 9 inches long, Purchased for use on the MSc internationalistic Marketing, at Kings College London, discussion section of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted yet within these parameters other than touch sensation infothecasecentre.orgWell, I guess theyre off to greener pastures, he said in a matter-of-fact tone. After peaching some more(prenominal) about the resignation, they soon turned their attention to finding a modernistic partner. Listen, I have total confidence in you to find our next agency, McDowell assured Hardy. It wont be easy, but you know our brand better than anyone. The only catch is that we should probably have this nailed toss off ahead the end of the year, which means first December. Lets talk more once you have an idea of where youd like to frivol past the search. With those excogitates, McDowell remaining Hardys office.In entree to its small size (and in some cases because of it), the design of the Mini contained several other renowned innovations. It was one of the first front-wheel- require cars, and its engine was mounted transversely so as not to contribute more than two feet to the overall length of the car. The roomy spacing of the wheels allowed for more efficient passenger space, and thus more than 80% of the overall dimensions of the Mini were devoted to luggage and occupants. The design of t he Mini as well as had some other unique consequences.First, the Minis simple layout make it easy for owners to modify the interior and outdoor of the car as a result, customization of the car became common. Second, its wide wheel spacing and low center of gravity made the Mini suitable for development of a racing bod of the car. An acquaintance of Issigonis, John Cooper, created the Mini Cooper in 1961 to be dictated in rally races. The Mini Cooper was quite successful,winning the esteemed Monte railway carlo rally in 1964, 1965, and 1967. In all, around 150,000 Mini Coopers were produced.The fabricate version of the Mini was a success in margins of whole sales. It in any case attracted a cult-like following. Each of the four Beatles owned a Mini as did Peter Sellers and many other famous British celebrities of the day. In 1995, the Mini was voted Car of the Century by readers of Autocar, a U.K. car cartridge holder publisher.BMW Acquires MiniAlthough the Mini was univer sally considered a success, the same could not be said for the succession of parent companies that owned the brand. In 1968, British Leyland was formed when BMC interconnected with the Leyland truck company. In 1975, British Leyland went bankrupt, and the companywith classic brands such as Jaguar, rover, MG, Triumph, and Miniwas bought out by the British government. In 1988, the collection of live brands, now referred to as the Rover Group, was sold to British Aerospace, other nationalized company. on the way, there were notable investments made in the Rover Group by other car manufacturers, including Honda of Japan, which owned approximately 25% of the company at one time.Yet, the greatest investment and perhaps the biggest surprise occurred in 1994 when BMW, the German luxury automaker with 1993 sales of $18 billion, acquired Rover and its brands, including Mini, for $1.2 billion. In the eyeball of senior management at the BMW Auto Group (AG), the vision for the grease ones palms of the Rover Group was to take the company into a pertly introductionwide era. Bernd Pischetsrieder, who was named chief executive officer of BMW AG in 1994, explained it this way The primaeval to success is continuously changing your focussing over the long term . . . in the 80s, we focused on enhancing the engineering process.Thekey emphasis for the 90s is globalisation of the entire business, including financing, product engineering, styling, designing, manufacturing, and sourcing.4 Similarly, some industry analysts believed that BMW could not concede to compete solely at the luxury end of a maturing mankind car market. The acquisition of the Mini brand and the decision to develop the tender MINI was seen as a solid strategy to offer little expensive cars without jeopardizing the integrity of the BMW brand.5 According to an analyst with Commerzbank, By slightly modifying an active brand, effectively inserting a new vehicle into it, it avoids having to pay all th e upfront costs associated4 J. P. Donlon, Honk if you are global (interview with BMW CEO Bernd Pischetsrieder), tribal chief Executive, October 1, 1994. 5 BMW differentiated the new version of the Mini from the original by capitalizing all four letters when referring to the new model (i.e., MINI).3Purchased for use on the MSc International Marketing, at Kings College London, part of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact infothecasecentre.orgfeet 2 inches wide, and 4 feet 4 inches high. Ultimately, once the engine and luggage space were added, the Mini was designed to be just 10 feet in length (Exhibit 1).MINI USA Finding a new-fangled Advertising Agency (A)with developing a new brand. The costs of brand building cannot be underestimated, as anyone at Daewoo would be quick to point out.6Not included in the deal to divest the Rover division, notably, was the MINIbrand as well as the manufacturing facility come Oxford, England. We knew we had a winner there. Much to the chagrin of the British, we held onto it, McDowell would say later.Educational material supplied by The Case CentreCopyright encoded A76HM-JUJ9K-PJMN9IOrder reference F240566 aim a youthful MINIThe design and development of the new MINI in the mid-1990s was to some at BMW the embodiment of the larger struggle to immix the cultures of Rover and BMW. Between 1994 and 1999, there existed two divert MINI design teamsone British and one German. The British-based Rover designers and engineers for much of that time fancy a revolutionary design of the new MINI. One such MINI concept was distant, the previous Mini in almost every way but was seen as a contemporary interpretation of Issigonis vision of building a small car with maximum passenger space (Exhibit 3). BMWs designers took a more evolutionary approach in terms of design combined with BMWs reputation for verbaliseing high-perfo rmance, driver-oriented cars. On one night in 1998 at his home in Munich, Frank Stephenson, a BMW designer in the first place from the U.S., cast himself into the fiber of Issigonis, who was known for doodling designs of cars on the back of napkins.On a kitchen towel, Stephenson sketched a series of updated versions of the original Mini to reflect modern trends in design and new engine room see Exhibit 3 for a sample sketch.7 In the end, it was Stephensons design that would form the basis of the new MINI. The official launch of the MINI was held at the Paris auto destine in 2000. During the show, senior BMW AG executives and Stephenson unveiled the new MINI to a rousing ovation. In explaining its design, Stephenson said, The MINI Cooper is not a retro design car, but an evolution of the original.It has the genes and many of the characteristics of its predecessor, but is larger, more powerful, more muscular and more exciting than its predecessor.8 Two issue models were to be la unched in the U.K. (its historical home) in July 2001 a base model called the MINI One and a more upscale MINI Cooper. A sportier MINI Cooper S was to be launched soon thereafter in the U.K., and two the MINI Cooper and MINICooper S were scheduled for launch in the U.S. as well as other parts of the world in early 2002.Even though the first MINI Coopers were not scheduled to arrive until early 2002, work was well underway in 2000 to free-base an organic law to concomitantthe launch of the MINI in the United States. MINI USA was established as a division of BMW of conjugation America LLC and would dish out the same headquarters in Woodcliff Lake, New Jersey, as its parent organization. Jack Pitney was named general manager of MINI USA, a unique distinction for someone with a marketing background as op pose to automotive engineering, manufacturing, finance, or sales.Kerri Martin was appointed MINIs marketing communication theory manager. Trudy Hardy was to a fault recruited in 2001 as brand communications manager of MINI, reporting to Martin. The MINI USA headquarters organization was designed to be small (fewer than 25 employees), nimble, and highly yeasty. From the start, the credo of the organization appeared to be, If another car company might take the same approach, MINI ought not. Martin, for instance, was commonly called by the title keeper of brand soul instead of marketing manager. hightail it proceeded quickly. By the end of 2000, www.miniusa.com was live and already receiving hits.As with the MINI USA headquarters organization, the existing BMW infrastructure was utilized to create a earnings of U.S. MINI dealerships. Nevertheless, in a similar fashion, great lengths were taken to establish MINI as its own brand. Approximately 70 dealerships in 31 cities were renovated to add an exclusive MINI showroom under a separate marquee. In total, across all U.S. dealerships, first-year MINI sales objectives were pass judgment to be 20,000 units, an amount Pitney viewed as aggressive but within reach. household retail sticker equipment casualtys for the MINI Cooper and MINI Cooper S models were set at about $18,000 and $21,000, respectively, including dealer shipment fees.Additionally, leveraging the report of customizations to the original Mini, each model carried an extensive list of optional equipment and exterior color schemes. For instance, the car roof alone could be painted at the factory with one of more than 10 color schemes, including a black and white(p) checkerboard pattern as well as an image of either the Union Jack or American flag. Early expectations were that the MINI Cooper S would capture approximately 80% of sales due to its larger engine and better acceleration. Depending on the amount of optional equipment selected, the total price of a MINI Cooper S could exceed $25,000.Given its design and price range, plans were to position the MINI Cooper as a aid small carsomething that MINI saw as a new market niche. This was especially true because the MINI Cooper was smaller and more expensive than some of the better-established compact cars made by Honda, Toyota, and Nissan. Initial MINI marketing materials and media reports from auto shows portrayed the MINI Cooper as a fashionable accessory to an affluent, urban-hipster lifestyle.9 However, early market research besides indicated that the target market for the MINI was not limited to a particularized demographic group or socioeconomic class but sort of was more of a lifestyle choice or expectation. For example, in surveys conducted before launch, possible MINI buyers in the U.S. described themselves as young at heart or free spirited, a finding that was consistent among both young as well as older age groups.Moreover, the potential MINI buyer appeared to be less concerned by the opinions of others and was self-directed minded. MINI and BMW AG drew a number of conclusions from this initial research. First, it was trenchant that further research should closely examine the psychographic factors associated with the purchase of a MINI, since the most fervent of potential MINI buyers seemed to have a common mind-set about the car, which was something that Pitney and others hoped to explore in greater detail. Second, the research confirmed to them that, unlike the original Mini, the new MINI should not be marketed as a car for the masses but instead to a particular divide of car buyers. Third, although it created 9 Suzanne Vranica, Cool Mini Cooper Prepares for Relaunch, The Wall thoroughfare Journal, February 14, 2001.Pitney and Martin thus recognized the importance of selecting an advertising agency with experience in nontraditional advertising such as promotional events, online advertising, and direct marketing. no(prenominal) of the large advertising agencies known for television advertising were invited to pitch the account, a decision that many industry observers viewed as bold and against the grain. D aimlerChryslers Chrysler Group unit, for example, had recently consolidated its $1.5 billion ad account at Omnicom Group. MINI also decided to base part of the compensation of the ad agency on the collective opinions of its dealers, something that was unique in advertising. Following a fourmonth review, SRR was selected as MINIs agency of record. A separate firm, Circle.com, was selected to handle their online technology strategy and customer relationship management (CRM) duties. Although MINI would not find out it publicly, the MINI account was valued at about $25 one thousand million per year in terms of total marketing spend, a comparatively modest size for an automotive client.Lets Motor The U.S. effect of the MINIThe U.S. Launch Campaign (20012002)By July 2001, in the eyes of Pitney, Martin, Hardy, and the rest of the MINI team, both the marketing strategy and the creative focus of MINIs U.S. launch (scheduled for March 2002) were taking shape. Moreover, they matte up that the desire to do things differently at MINI had been taken to a whole new level. Most crucially, the marketing team had decided not to use any television or radio advertising as part of MINIs launch, an industry first for what was essentially an entirely new automobile brand in the U.S. market (it had been almost 40 years since the original Mini was sold in the U.S.). kinda, a phased approach using bell ringer and nontraditional marketing techniques was authentic.During August and September 2001, MINIs focus wasto build brand awareness primarily finished sucker advertising in magazines. The tagline for the ads was Lets Motor, a theme developed by SRR and that would be carried throughout the launch cause in 2002. The use of the word Lets at the beginning of each ad was intended to create a feeling of inclusiveness, and the tone of the ads was intended to be kindly and funny. For example, one ad read Lets not use the size of our vehicle to compensate for other shortcomings. Le ts Motor. another(prenominal) began, Lets put away the middle finger.In addition to initial print advertising in magazines such as Autoweek, SRR developed The arrest of Motoring, a 5-inch by 5-inch glossy booklet designed to start exactly what it meant to be a motorer. How is motoring different from driving? it posed to the reader. Physically, theyre the same process . . . the difference is in the mind of the streetwalker . . . when you drive, you go from A to B . . . when you motor you go from A to Z . . . its all about living . . . nobody can describe you when youre motoring . . . you just know. The book also suggested that motorers pay the monetary value for the car behind them or feed parking meters if they see a meter maid coming. Motorers look out for one another, the book said. The Book of Motoring could be obtained through BMW dealers or the MINI USA website.In October 2001, in addition to continued print advertising, the SRR and the MINI marketing team designed a serie s of promotional events and publicity stunts to create surplus buzz for the brand.Purchased for use on the MSc International Marketing, at Kings College London, Department of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact infothecasecentre.orgchallenges for the manufacturing team in Oxford, England, it was give notice that the target market would likely seek to make their MINI unique by adding optional features and color schemes. Finally, it also became likely that limiting their advertising to traditional media such as television and radio would not be cost effective, since the MINI itself was not a mass-market carand since its potential buyers seemed less interested in being part of the mainstream.In one example, for a Formula 1 car race in Indianapolis, MINIs were secured to the top of triple fullsize sport-utility vehicles and were driven to the city from other parts of th e U.S. carrying signs that read, What are you doing for fun this pass? The same MINI-toting SUVs then toured some 24 U.S. cities (Exhibit 4). When curious onlookers asked about the car, representatives were instructed to give them a card that said Coming to America and directed them to the MINI USA website. Sporting events were also used as venues to promote the car. For instance, a MINI was placed in the stands of an Oakland As baseball pole and in the Superdome for a Monday Night Football game (Exhibit 5). As part of this promotion, during the game, the announcer did a series of callouts that drew the attention of the fans in attendance to the MINI. As one example, he announced To the gentleman in Section 101, youve left your lights on. When the in-stadium camera focused on the MINI in Section 101, its lights flashed and then shut off. This particular promotion also played a role in the firms attempts to anthropomorphize the MINI.When the official launch of the MINI Cooper began in March 2002, MINI and SRR continued their grass-roots marketing efforts and print advertising in combination with outdoor advertising using, most notably, billboards, which they felt were underutilized by other car brands. In all 45 markets where the new MINI was to be sold, teaser billboards were posted on the day that showrooms were opened. Instead of displaying the car or its logo, the billboards only included the companys website, miniusa.com, and a single line of text. One billboard read, XXL XL L M S Mini. Another read, The SUV backlash officially starts now. Then, in April, a new series ofbillboards were rolled out that included a photo of a MINI, the MINI logo, and the Lets Motor tagline. Slogans included, Lets imbibe Not Guzzle, referring to its above-average fuel economy.The outdoor advertising was taken to the extreme in cities like New York, where a skyscraper was wrapped to represent the cars two-tone paint job and a 29-foot-by-125-foot billboard was erected in Time s Square. though typically considered a traditional medium, print advertising was used by MINI as nontraditionally as possible. In late 2001, for instance, executives from 35 magazines were invited to MINIs headquarters to brainstorm unique ways to market the new MINI in print. One noteworthy outcome of this session was a proposal to use the margins around news stories to hold advertisements. At launch, the cornering ads, as they were called, were run in six magazines, including Rolling Stone and Motor Trend. The ads said, cypher corners like a MINI and contained a photo of the Mini Cooper S cornering the one-inch margin of the magazine page. Other aspects of the launch campaign included the following (Exhibit 6)More than 6 million magazine inserts of an abridged version of The Book of MotoringA series of MINI-inspired cartoons featured in The New Yorker magazineOther magazine inserts including an unscented MINI-shaped air freshener and a pullout car game. Another insert allowed re aders to customize the car using peel-off stickers accessories such as wheel covers, blowers, and racks could be placed on a photo of a MINI in the ad.In total, more than 30 million magazine inserts were published in magazines ranging from Car and Driver to Vanity Fair. The MINI organization was veryhappy with the creative output of SRR. Conceptually, just about every one of their ideas was spot on, Hardy said. Besides the fact that they really got the brand, they also made sure that the ideas they showed us were fleshed out and developed. This extra effort on their part really made it easier for us to react to the ideas and to give them substantive feedback so we could work together to make them come to life. MINI and SRR mean to explore other advertising media as 2002 wore on, just not television. quite an than use TV advertising, for example, MINI opted to sign a deal with subject field Cinema Network, a movie theater network, to show 30- and 45-second advertisements on appr oximately 2,000 screens in five cities.7Purchased for use on the MSc International Marketing, at Kings College London, Department of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact infothecasecentre.orgBy the close of 2002, there were several reasons for MINI and SRR to celebrate. Most obvious were the closing MINI sales figures, which indicated that 24,590 units had been sold in a little over nine months. At that pace, first-year sales were projected to total over 30,000 units. In addition to the strong sales figures, a consumer survey indicated that brand awareness for the MINI among the carbuying public was 25%. A survey indicated that 75% of MINI buyers had read or heard about the MINI throughpublic relations and Internet exposure before the official launch advertising actually began in March 2002.The launch campaign also earned both MINI and SRR a significant number of awards , including Adweek magazines 2002 Guerilla Marketer of the category and 2003 Media Plan of the Year honors, the 2002 Kelly Awards elevated Prize for Outstanding Magazine Advertising, and two 2002 Cannes Media Lion prizes. SRR also won the Best of Show Award and an award for innovation in marketing at the annual One Show awards, a prestigious event sponsored by the One Club for Art and Copy in New York. At the same awards ceremony, MINI USA received the Advertiser of the Year Award. Pitney was named one of two Automotive News Marketers of the Year (the other was awarded to Jim McDowell, vice president of marketing for BMW of trade union America). In January 2003, the MINI was selected as the sum American Car of the Year by the same publication. The MINI Cooper and MINI Cooper S were selected as finalists for the Motor Trend Car of the Year as well.The Creative Work Continues (20032005)By all accounts, the relationship between MINI and SRR was felt by both sides in 2003 to have be en a highly productive collaboration to that point. Each day we came to the office thinking that we had one of the best jobs in the world. In a sense, SRR was just part of the family. Wed interact and debate ideas on a weekly, sometimes daily, basis, Hardy described. It was a close working relationship.Over the next two years, MINIs strategy of using primarily nontraditional advertising in combination with print and outdoor advertising continued, as did SRRs ability to develop unique creative material in support of this strategy. One magazine campaign featured punch-out, assembleable versions of the MINI Cooper construct on a 156 scale. About 4.4 million inserts were created, featuring two cars with different combinations of accessories, and came complete with assembly instructions both cars became collectors items.In another campaign, consumers could pull out MINI cartoon-character decals from magazines. The stickers came eight per sheet and were designed to drive buyers into deal erships for a ninth sticker. Approaches like this one were well received by dealers, including Wayne Youngblood, generalmanager of Motor City Mini near Detroit. Im thrilled with it MINI marketing is quirky, fun, and it delivers customers that match the vehicle perfectly, he said. In my 30 years in the business, there has been no other product that commands as much excitement or attention as MINI.10Sales of the MINI Cooper continued to climb (Exhibit 7). In 2004, a MINI Cooper convertible was added to the model lineup. Changes would soon be underway, however. In March 2005, Martin announced that she was leaving MINI to become director of market development for Volkswagen of America, a company known for spending about $500 million annually in North American advertising. approximately the same time, Pitney and McDowell made the unique decision to switch jobs as general manager of MINI USA and vice president of marketing for BMW of North America. But the ultimate surprise was SRRs resi gnation of the MINI account in order to become the agency of recordPurchased for use on the MSc International Marketing, at Kings College London, Department of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact infothecasecentre.org for Volkswagen. By then, Hardy had assumed Martins duties as head of marketing, and one of her first challenges was starting over and finding a new advertising agency, which would not be easy given the unique relationship that MINI enjoyed with SRR.Advertising AgenciesWith each passing year of technological advancements, it was apparent to MINI and others that the foundations of any advertising firmcreativity and the ability to deliver creative content in a variety of mediawere becoming less and less the exclusive domain of bigger advertising firms with extensive production staffs. Consequently, it was possible for a one- or two-person shop to perform the same creative services as a large, multinational advertising conglomerate with billions in revenues such as Omnicom, WPP, Interpublic Group (IPG), and Publicis. Advertising firms in 2005 could be categorise into either of these two groups, but a third group also existed. The independents, as they were called, were privately owned firms with anywhere from about 10 to 300 employees. As was the case with SRR, oftentimes these firms were started by young, entrepreneurial advertising professionals facial expression for creative freedom or autonomy following stints at one or more of the publicly held multinational firms.Seen by some to be a competitive response to the growth of the independents, consolidation was a significant theme in the advertising industry during much of the 1990s and early twenty-first century. Over this period, the major holding companies appeared intent on expanding market share in order to gain economies of scale, diversifying their revenue streams, and serving c lients as a one-stop shop while growing into large, multinational players. In 1993, for example, the top three agency holding companies captured a 36% share of the market. By 2003, this figure had increased to 50%.11 The increase in market share was largely achieved through acquisitions of independents and smaller holding companies, with the bulk of these acquisitions occurring from 19962001. One holding company, IPG, acquired 240 companies during that period.Another significant industry theme was the shift in agency compensation over the past decade from commissions to fee-based compensation. Traditionally, advertising organizations had been paid at a set percentage of an advertising budget for the creative work on an account this percentage wastypically in the 12%15% range but could be as high as 20%. A major criticism of this compensation system was that it did not coordinate the agencys pay with the success of a particular campaign or with the amount of work required to create the campaign. The fee-based system (or FTE model) aerated production fees and employee hours along with a standard profit margin (e.g., 20%) for the advertising firm. In 2005, it was estimated that 80% of all advertising clients had moved away from commission-based compensation structures to enter fixed fees or a combination of fee and incentive compensation.