The Company Magners Cider Marketing Essay

The Company Magners Cider Marketing Essay Global logics can be explained as a process to determine globalisation with successive dimensions, each taken separately, and interpreted for telling patterns. The existence of global logics means that the company recognizes the need to find a appropriate response to address concern regarding globalisation. The nonattendance of global logics specifies that issues of globalisation are not correctly addressed. The understanding of these logics has been helpful to reduce the complexity to globalise a company(Jeannet n.d.). Magners cider has always fostered the mechanism of making the right product available to the people at the right place. In France people are inclined to drink for pleasure and less inclined to binge out, the French people consume slightly more alcohol than their neighbours Britain (also biggest consumers of magners cider), this is due to the fact that French like to have drinks during meals, and most French men do not find it smart to get drunk. 4/5th of the magners consumers under the age of 24 like to drink in the bar, only a tenth of customers choose magners over bar. It is also a fact that men are most likely to consume cider than women. Nevertheless, female would prefer to have cider in a garden or a part, cider is not considered as a drink they would have with food (Just-drinks 2010). Magners has catered the global customer needs and advantages of its products considering the segmental and geographical differences. The primary quality of the product is that its natural drink ma de from apples. This is great competitive benefit with a world full of food additives. Also the death rate in france is high these days, so people are considering switching to healthier drink options which can prove to be very advantageous for magners. Also cider has fewer calories than beer, which will make it appealing to health conscious people especially women(Keynote 2009). Thats why the company will make sure that Magners cider is shown with apples and served on ice in each advertisement. Magners will strengthen cider by showing it as a mixture of seventeen different types of apples. In short, the company wants to show the product as a traditional company with a great experience that manufactures a distinctive natural product. It is very essential to have an intense promotional campaign, because it is very difficult to maintain such promotion activities for a long time, so it is essential to have two levels of communication: Intense Communication during the launch phase to increase brand awareness Long term communication to have a presence in peoples mind (Appendix 2). 3.2 Global Competitor Logic When competition creates a compelling debate to practise globalisation, global competitor logic comes into play. In a few industries a company faces different set of competitors in different markets, point towards low competitor logic; same is the case of magners in france. The customary cider distilled in France was once not so popular because of negative image and declining sales, but it is essential to give emphasis to space for growth in the sector especially in the over the ice cider which magners is famous for; to support this declaration French brewer which was experiencing rapid decline in the beer market for 25 years has decided to enter cider market with its Apple frost drink and aiming to sell 25,000 bushels in its initial year of launch, this will be the main competitor in the over the ice cider market (Perkins n.d.). Also MDD (Marque de Distributeur) has largest cider market share of 41.5%, LoÃÆ' ¯c Raison has 22.5% and Ecusson and Autres has 10% each(Keynote 2010). 3.3 Global Regulatory Logic Alcohol consumption patterns and drinks preferences vary from country to country. All countries have different laws regarding consumption and minimum required for it. It can be said that global regulatory logic is high, because regulations differ from country to country and France has been very strict about its amendment. In France alcohol kills about 45,000 people and costs 17.6 thousand millions à ¢Ã¢â‚¬Å¡Ã‚ ¬ each year. In 2005, the parliament of France amended a law on alcohol advertisement called the Evin law, which was the result of consensus between public health specialists and consensus wine firm owner (Keynote 2011). This law allows using objective characteristics during promotion but bans any form of qualitative arguments. The manufacturers of wine will be able to use facts such as geographical area, explanation about colour and taste (Bremer n.d.) (Perkins n.d.). The deficiency of social problems in France due to alcohol is because drinking is very expensive in bars, so young people usually purchase very less from bars and then move to home. France has no intention to follow the path of its neighbour Britain when binge drinking is involved. Authorities have the power to strip the bar from its license, and people are advise carry DIY breath testing kits to verify themselves before driving. Alcopop (beverages including distilled alcohol) was heavily criticised and government taxed them out disagreement (EPHA 2007)(Hennessey Jeannet n.d.). 3.4 Global Information Logic Information acquirement by customers is very important factor for global marketing strategies, its a way how consumers scrutinize the environment, the different types of media they are exposed to and how much they are willing to travel to acquire certain information. Magners has always relied heavily on TV advertising, but in France there are legal consequences of promoting alcohol on television and is strictly forbidden. But magners has always invested heavily on marketing and advertising and will use other forms of effective advertising. Magners will focus on radio advertising, and other forms of outdoor advertising such billboards and bus stop advertisements. One should keep in mind alcohol promotion in France must transmit a moderate message(Bremer n.d.). These types of promotion are best way to highlight orchards orange through seasoned affected life style. Magners has a difficult task of overcoming cynical and hesitant audiences to communicate the right message of brand. Past p romotional campaigns have seen magners create outdoor implementations to influence natural apple proposition. Advertising has been central part of magners entry in the international market. Global information logic here is strong as magners as always relied on TV, radio, press, advert boards in all of the countries it operates (except TV in France)(Martin 2007). Marketing Strategies Target Group Primary target Group: Magners cider primary target group would be young singles aged between 18-34. They can be either male or female as its appealing to both. Secondary target group: All the people allowed consuming alcohol. Cider is a drink for all ages in England. This expression was also to be created in French market Our secondary target group are basically all the people, who are allowed to drink alcohol. Cider is a drink which is consumed by people of all ages in Great Britain. This image is meant to be created in the French market as well. Magners cider aims to sell the product all over France. But at an initial stage, the company would like to test the product in big cities like Rennes, Paris, Bordeaux, Lyon, Nizza and Grenoble. Also Magners is supporting English rugby teams, so magners want to do the same by selling cider in French rugby cities like Auvergne, Toulouse, Perpignan and Montpellier (Appendix 1). This report has scrutinized the global logics applicable for Magners Cider when entering the French market, it come across French market and people perceptions about the product. It can be said that clear magners cider has no real competition in France as there are no direct competitors for direct competition for over-ice bottled cider. It is important to note that attitude towards drinks is different in France, but still it has an image of being a traditional, old-fashioned drink which young consumers dont like to drink, however consumers have different perceptions for new drinks like ice cider. It is important to note that alcohol advertising is prohibited in France, and there are strict rules on these type of advertising, nevertheless magners will look into the past promotional strategies to overcome such barrier and catch the attention of the French people, relying on heavy advertising budget of outdoor advertising etc. Entering French cider market is a good decision as magners b rand image will help it to overcome its competitors (direct indirect) very easily.

Human Chip Implants Essay

It is now possible to track humans wherever they are, thanks to the new technology of human chip implants. While this statement may sound interesting for the developers of the technology, the issue has attracted enormous debate about the ethical implications that surround the application of the technology. Human chip implants are sophisticated silicon microchip devices that are inserted to an individual’s hand or face for identification purposes (Alam, 2010). Prior to human applications, the microchip devices were used to identify and track lost and stolen pets. The first human to accept the device be implanted into his body was Professor Kevin Warwick on August 24th, 1998 (Witt, 1999). Warwick, a director of cybernetics at the University of Reading, U. K became the first person to host the controversial microchip after a procedure which took 20 minutes. Dr (Witt, 1999). George Boulos led a team of doctors who inserted a glass capsule the size of a pearl into Warwick’s left arm just above his elbow. The glass capsule comprised of several microprocessors work to recognize the human and give commands and communicate with other electronic devices (Witt, 1999). The device that was implanted into Warwick’s arm was about (23 X 3) mm and it stayed in his body for only nine days in order to avoid medical complications (Witt, 1999). In addition, the device had been found to have lost some power to function and the removal of it was to ensue. Half of the device was an electric coil while the rest of it was purely an arrangement of silicon microchips that processed and stored the information (Witt, 1999). The device could use only 8 bits of the total 64 bits of information to interact and communicated efficiently with the intelligent building at the University of Reading. The device functions to pass radio signals between the door frames that have rigged up doorways (Witt, 1999). When a human with the device implanted into his body enters or gets through the doorways, the radio signal energizes the coil which then produces an electric current that chips use to communicate signals which the computer recognizes a person as ‘authorized. ’ After this intelligent authentication, the door opens and the person can enter the building. For the nine days after implantation, Warwick was able to make security doors that required only smartcards to swing open through an electronic node system that tracked Warwick’s movement through the entire building (Witt, 1999). The technology of human implants claims several applications such as the identifications of lost children as well as the confused individuals suffering from Alzheimer disease (Mcgee & Maquire, 1999). It is also proposed that the technology can have potential uses in the verifications of job applicants to determine whether they are criminals or illegal immigrants (Alam, 2010). The devices can carry criminal and medical history after encoding the device only with one number (Alam, 2010). This shows how the device can be used for tracking among many different uses. The device can be used to gain access to facilities in a secure manner reducing the cases of theft and unauthorized access to buildings, libraries, laboratories or other places where security is of high relevance (Alam, 2010). There are human rights that are infringed when the human microchips are implanted. For example, the human chip implant would impinge the constitutional rights in relation to the Fourth and Fifth Amendments (Alam, 2010). The device is also argued to be violating the Fourteen Amendments which provides for the rights of properties. All persons are protected from unreasonable seizures and searches according to the Fourth Amendment and one of these searches is the electronic surveillance which reveals the privacy of persons without their consent (Macgee & Maquire, 1999). Two implications about human rights abuse are made in the use of the human microchip implant; the attachment of the surveillance device on humans and the continued monitoring of the person once the device is in the body. The ability of the microchip implanted into the body to read-write and track predisposes individual personal information to be revealed (Alam, 2010). Even if the read-only devices are used, they can be easily be scanned by the police and unauthorized searches violates the Fourth Amendments. At the same time, the use of microchip implants would violate the Fifth Amendment since the application of the microchip could be one form of self-incrimination where the device presents some tracking capabilities which breach the Fifth Amendment which provides that no citizen shall be forced to witness against himself (Macgee & Maquire, 1999). Although the Amendments refer specifically to verbal self-incrimination, it has been argued that the Amendment applies to modern technologies which forcibly take the evidence from someone. Another violation of the implantation of microchips involves the internal property interest (Alam, 2010). The chip installation involves the breaking into the skin and implanting the device just the similar ways a pacemaker or an artificial eye. In the case of eye and pacemaker implants, the procedure is acceptable for medical reasons. Contrary, in the case of human chip implants where the aim of the gadget is for the accounting system as well as to act as a repository for government information. In general, the human chip implants pose a number of ethical and legal issues despite their potential applications in ensuring security and tracking lost and kidnapped individuals. It is important to enact appropriate legislations that will prevent any grievous intrusion into individual privacy as the technology gets a big vote among Americans.

The Role Of Identity In Dantes Inferno - 1186 Words

The role of religion, ancestry, and nationality are crucial in forming one’s identity. These items and more come together to create a sense of security for an individual. The narrative epic poem, The Inferno, by Dante Alighieri takes the reader with Dante on his journey through Hell and rediscovery of his identity. Dante’s journey commenced as a result to him falling into temptations whilst falling away from God. This led him to travel through the Dark Wood of Error which symbolizes the worldliness that occurs when one strays from the True Way, or God’s Way. The spirit of the poet Virgil, symbolizing Human Reason, appears and leads Dante away from the Dark Wood of Error and to the Divine Illumination with a journey through Hell. The need†¦show more content†¦Furthermore, those he converses with had impacted Dante in some way during his lifetime. The combination of religion and nationality begin to form the prominent factors of Dantes identity as he comme nces his journey through Hell in order to reestablish himself as a committed Catholic. Not only was Dante overwhelmed by the feeling of chaos due to the fear of losing his identity, but he was also faced with the overpowering sense of disorientation brought upon by being in Hell. The disarray caused the need for Dante to find a way to bring security onto himself. The security that Dante sought was found in increasing the strength of his identity. For many people, identity brings about a sense of security because it allows them to connect with a specific group of people who are similar to them. Knowing that there are people who think, talk, act, and believe in a similar way is comforting to many people. For example, when Dante was exiled â€Å"He was no longer â€Å"Dante of Florence.† He was without identity, nome, or without name† (Brantley). Dante lost the security that came with being a Florentine and being associated with Florence. Instead he was just Dante and bec ause of that the security he had with his identity was shaken. Dante may have shared his Catholic beliefs with others, but once a vital part of an identity is taken away, so is theShow MoreRelatedThe, The Righteous Politician, Mulan, By Robert D. San Souci1275 Words   |  6 PagesDante, The Righteous Politician; Mulan, The Righteous Activist Dante’s Inferno, although written more than 400 years ago, rings a certain familiarity with audiences everywhere. This epic explores concepts systematic to the development and revival of intimate themes throughout modern and classic works of literature and film. There are a myriad of works and themes that weave the web of modern literature drawing inspiration from and parallel to Inferno’s style and concession. 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The Disney Studios Notorious Strike - 2566 Words

Seventeen animation artists were ushered out of Disney Studios in Burbank, California on May 28th, 1941; they were then fired for being part of the Screen Cartoonist Guild.1 Once the news spread to the other eight hundred plus artists and four hundred plus Disney workers, many were outraged and further gathered together to make derisive posters and stir up compelling speeches to support of their fellow colleagues. On May 29th, 1941 three hundred employees went on strike.2 The few loyal to the Disney Corporation gathered with management in hopes to quickly put an end to the strike, however it was just the beginning. The Disney Studio Strike was acrimonious, lasting five weeks and ultimately shattering the benevolent image Disney Studios portrayed to the rest of the world.3 Many people associate the Disney Corporation with a lighthearted atmosphere and Walt Disney with the image of an artistic mastermind; so what happened to cause his workers to deceive him and go on strike? This paper will identify and explore the tensions that led up to the notorious Disney Studio Strike of 1941 as well as specifically provide the causes and effects the strike had on Disney Studios and the animation industry. The ultimate question to be answered throughout this paper is how did this strike demonstrate different issues than what was typical of strikes during the 1930s and early 1940s? Going forward with answering this primary question several other, more specific questions surface. To