Revolution of Mobile Application in the Field of Technology

Question: How does the Mobile Applications have led to a Revolution in the Field of Technology. Answer: Introduction Mobile applications have led to a revolution in the field of technology. People in the present times use Internet for almost all the tasks and food ordering applications are on an all time rise. These applications allow the users to browse through the restaurants in a specific area as entered by the user on the basis of selected categories and also order food from the selected restaurant. The document covers the details of mobile application implementation by Zomato and also covers the features of the application and the benefits associated with it. Organization Background The case study to understand the details of mobile application implementation in the food industry has been chosen from the organization as Zomato. Zomato was initially launched as a website to allow the users to discover the places to eat on the basis of area that is selected. The team collects data on the restaurants and food joints in the cities across the world and the information is made accessible to the users. The organization later implemented their services on the mobile application (Zomato, 2017). Problem Definition The use of mobile devices has spread rapidly in the recent years. The primary mode of accessing web and web applications were personal computers earlier. However, the trend is the use of mobile devices to access web and web services. Smartphones and tablets are the mobile devices that are mostly used by the users. In case of Zomato, the organization only had its website in place and did not have a mobile app earlier. It led to the emergence of issues such as usability issues, visual appeal and performance issues and likewise. Also, the use of mobile app was considered to be more applicable in terms of accessing restaurants on the basis of current location (Kang, 2014). Zomato Mobile Application Due to the usability and performance issues in the accessing of the web site on the mobile devices, it was decided to implement the mobile application for Zomato. The application was developed for the Android and iOS users all across the globe and comprised of all the features that were present in the web site Features of the Application Ability to allow the users to log in to the Zomato application Ability to allow the users to browse the nearby places to eat on the basis of the location of the user. The application retrieves the current location of the mobile device and presents the nearby restaurants and the places to eat to the user Ability to allow the user to browse the places to eat on the basis of the location that is entered by the user Ability to search the restaurants in a particular location on the basis of categories such as caf, dining, ice-cream parlor and likewise Ability to allow the user to view and add reviews to a particular restaurant in the form of images and comments (Boakye, 2015) Ability to order food from a particular restaurant by allowing the user to look through the menu and retrieving the respective contact information. Ability to order food and select the preferred mode of payment as cash on delivery or online payments (Kim, Mirusmonov and Lee, 2010) Ability to allow the user to view the restaurant details such as images, menu, average cost and review Ability to allow the user to manage the account by editing the account, viewing order history, editing connected accounts and viewing saved offers and drafts Ability to bookmark a particular restaurant to make it appear in the fee Ability to connect with other users by integrating the account with social media platforms such as Facebook and Google+ (Bing, 2015) There were a number of system qualities that were offered with the mobile application and were incorporated in the form of non-functional requirementsThe application was made available to the users on a non-stop basis. It had the ability to allow the users to access any of the application features at any point of time. Ability of the application to have an enhanced system quality in the form of application performance. The application did not suffer from the issues such as delay in the response time and increased throughput time in spite of the increased number of users on the application at the same time. Ability of the application to have an enhanced system quality in the form of application scalability and supportability. The application was designed and implemented in such a manner that it had the ability to be scaled up or scaled down as and when required. Ability of the application to have an enhanced system quality in the form of application reliability. The information that was provided by the application was valid at all points of time Ability of the application to have an enhanced system quality in the form of application usability. The application was designed in such a manner that it was easy to be used by the users and had simple layouts and easy navigations (Nathan, Hashim and Hussain, 2016) Interface to the Enterprise The mobile application was implemented for the major mobile operating systems such as Android and iOS. The system was accessible to the users in the form of a mobile app that had the User Interface with all the requirements and features implemented in the same. Also, there were many of the non-functional requirements such as availability, security, supportability and portability (Afonso and Silva, 2004). The front end of the system that is the application user interface that was visible and accessible by the users was kept simple such that the users could easily understand the features of the application. The back end of the application comprised of a database engine to store the application data such as patient information, resource information and likewise. Impact on the Users and Company The mobile application had positive impacts on the users as well as the company as it led to the engagement of increased number of users with the company. Mobile devices especially smartphones and tablets are now being used by the users all across the world. Also, the preferred mode of accessing internet and associated applications are also these mobile devices only. Due to this reason, the users could get the ability to easily access the mobile application of Zomato and find the restaurant or order food from restaurants easily. It led to the enhancement of user satisfaction and user engagement with the company. It proved to be beneficial for the company as well as the profits and the number of users increased and the quality and availability of the services also improved with the aid of the mobile application implementation (Lee and Chang, 2013). Business Process Redevelopment There were a number of business processes that were modified or redeveloped at Zomato with the implementation of the mobile application. Earlier, Zomato was simply a restaurant finder and browsing service that was being offered to the users with the help of the web site. The business process associated with order of food through the aid of Zomato was not present on Zomato. With the implementation of the mobile application, food ordering was offered to the users through the mobile app as well as the web site. Also, the designing of a web site is very different from that of the mobile application in terms of usability, layout, navigation and other UI aspects. It was therefore required to design the mobile app from scratch and implement the same in the business architecture of Zomato which was accomplished with success (Pourasadi and Dastanian, 2014). Application Benefits The mobile application implementation at Zomato led to a number of different benefits for the associated parties such as the organization itself, its stakeholders and the users. It allowed the organization that is Zomato to attract increased number of users by providing its services in the form of mobile application. It provided the organization with the competitive edge in the market. Food ordering apps are being developed by different organizations and are also being demanded by the users. However, Zomato is the first in the list to offer restaurant finding along with food ordering services to the users. Providing all of these services on a mobile platform led to the increase in sales in terms of accessing the services and also led to ordering of food through Zomato. Users find it easy to make use of their Smartphones to search information on the basis of their location. Zomato offered the same with their mobile application as it allowed the users to look for the restaurants on the basis of the location of the mobile device. The user experience along with the usability of the application improved with the implementation of the mobile application of Zomato. There are numerous restaurant and food joints that have been set up in various areas and localities all across the world. They did not have a platform earlier to get recognized and the only medium of marketing was print media for these entities. Zomato, however, allowed the enhanced form of marketing to these restaurants and eating joints as it provided them with the ability to get features on the application. Every time there was a new joint or a new restaurant set up in a locality, Zomato featured the same in the list of the restaurants of that particular area. There are issues with accessing the web site on a mobile application even if it is designed as per the responsive web design. The user experience that is achieved with a mobile application is better than a responsive web site. The same was the case with Zomato as it allowed the users to have an enhanced user experience without any compromise on the performance of the application (Tsiaousis and Giaglis, 2014). Social media integration and the benefits that are associated with the same were also experienced with the implementation of mobile application at Zomato. Users currently demand the applications and web services to offer social media integration and the mobile application of Zomato allowed the users to connect with the popular social media accounts. It led to the increased marketing of the organization itself along with the food chains and restaurants that were connected with it. References Afonso, A. and Silva, M. (2004). Dynamic Information Dissemination to Mobile Users. Mobile Networks and Applications, 9(5), pp.529-536. Bing, Y. (2015). A Usability Evaluation of Mobile Healthcare Application GUI Design - Focused on the Exercise Application -. Journal of Digital Design, 15(1), pp.223-233. Boakye, K. (2015). Factors influencing mobile data service (MDS) continuance intention: An empirical study. Computers in Human Behavior, 50, pp.125-131. Kang, S. (2014). Factors influencing intention of mobile application use. International Journal of Mobile Communications, 12(4), p.360. Kim, C., Mirusmonov, M. and Lee, I. (2010). An empirical examination of factors influencing the intention to use mobile payment. Computers in Human Behavior, 26(3), pp.310-322. Lee, S. and Chang, B. (2013). Factors influencing the use of portals on mobile internet devices. International Journal of Mobile Communications, 11(3), p.279. Nathan, S., Hashim, N. and Hussain, A. (2016). A Usability Evaluation of Mobile Application: A Review on Usability Model for the Deaf. Jurnal Teknologi, 78(4-3). Pourasadi, M. and Dastanian, L. (2014). An empirical investigation on factors influencing intention of use of internet banking. Management Science Letters, 4(1), pp.175-180. Tsiaousis, A. and Giaglis, G. (2014). Mobile websites: usability evaluation and design. International Journal of Mobile Communications, 12(1), p.29. Zomato, (2017). Zomato. [online] Available at: https://www.zomato.com/about [Accessed 29 Mar. 2017].

Tips on Applying For Summer Abroad Essay Sample

Tips on Applying For Summer Abroad Essay SampleSummer Away is a great opportunity for people who want to travel abroad but have not yet done so. If you are an English teacher, or someone in the travel industry, this may be the right time to apply for summer abroad essay sample. A summer away can be an exceptional learning experience and students will come back with better knowledge of the overseas experiences.In Europe, the USA, or Asia, there are many major American destinations. There are schools and offices that provide information on them. These may be a great way to start your research. You can also find many organizations that have particular perspectives about certain countries.Vacation offers students an opportunity to refresh their mind and expand their horizon. Every year, students spend some of their spare time in various parts of the world.For example, they may travel to Ireland, England, Wales, or Scotland. All of these countries offer different opportunities and there a re many opportunities to learn English in different ways. Most tourists take a lot of photographs of the scenery and enjoy their experience.Summer abroad can be a wonderful opportunity for students from different backgrounds to meet one another. Many students may not meet at the same time. Some of them may have studied in Australia, Europe, USA, and other major destinations.Other students' education may overlap and some may attend the same institute. These students need to contact their college or school administration to be eligible for different programs. Most of the students will send their essays to foreign universities or colleges.Students who have studied in different locations will definitely see the beauty of the place and the country. They will have different perspectives on the scenery, wildlife, and way of life. And there are ways to enhance the reading skills and ensure that the student learns all of his or her subjects.

Comparing Gods and Goddesses

Introduction There is a very close link between the Greek and Roman gods and goddesses. However, there are various diversifications, evident on the Roman culture. The gods and goddesses of a given society portray the cultural image of that social setting, and cultural rule. According to Karas (2010), the gods of war exist in societies that reward good fighters thus emphasizing the value of fighting.Advertising We will write a custom assessment sample on Comparing Gods and Goddesses specifically for you for only $16.05 $11/page Learn More America is a patriotic country and this is easy to note because of the leadership style, which emphasize on the value of patriotism. The Greek and Roman mythology are some of the strongest establishments of the western cultures. They influence current styles of governance, ethics/morals, poetry, literature, and commitment patterns. The gods and goddesses from the two cultures present more humane aspects that were easier to deal with especially among the Greek and roman societies. Elements and functions of gods and goddess myths The Greek mythology present living things as gods and goddesses with basic human characteristics but having some supernatural supremacy that humans adore. The other representation is that of creatures. These gods presents the animals or monster resemblances. Lastly are the heroes who have a closer link to human beings but stand out from normal human beings for the reason that they possess an extra gift. Different gods represent different stories that relate to various aspects of life or ability to influence performance on the earth. Myths of male and female divine from the Greek and Roman cultures One of the important gods in both the Roman and Greek cultures was Apollo. â€Å"In the two mythologies, he has a reference of ‘Phoebus’, which means bright. In the Greek myths, Apollo was the son of Zeus and king to other gods. He represented the light, the sun or pu rity† (Leonard and McClure, 2004). He played lyre at the Roman cultural setting where he represents a poet, musical performer, and a bona fide champion in the beauty industry. Ares was also a key aspect in the Greek myths as the god of war. Being the son to Zeus and Hera, he represented all the brutality and aspects of warship. He lacked the honorary respects because people never valued war. Both Roman and Greek myths describe Ares as a strong fierce fighter who was pleased by bloody engagements or conflicts (Leonard and McClure, 2004). In line with Leonard and McClure (2004), â€Å"Athena was a goddess who represented†¦ intellectual characteristics of warfare†. The Greek myths praise Athena because of the artisanship aspects she possessed especially spinning and weaving. This is cultural representation of a mortal female. According to Leonard and McClure (2004), much of the Roman myths have a link from the Greek mythology. The Roman and Greek gods reflected variou s human qualities but basic myths of the gods indicate they interacted with humans to negotiate for sacrifices in exchange of the requests. They had various imperfections that were more comparable to human beings. For instance, Zeus the Greek God and father of other gods engaged infidelity on his wife.Advertising Looking for assessment on religion theology? Let's see if we can help you! Get your first paper with 15% OFF Learn More The goddess, Hera was jealous and thus engaged other stories of marriage to deal with the mythical revelation regarding Zeus’s adultery instead of considering revenge. â€Å"The God and Goddess of the Greek, Zeus and Hera, have characterization†¦ that mirrors the Roman god of Jupiter and goddess Juno† (Karas, 2010). The element of trickery is also evident from Hermes, the Greek god of thieves. He is the massager of the other gods and guide for the dead in some myths thus equating to Mercury (Karas, 2010). Conclusion The ne ed to learn and understand various elements and myths of gods and goddesses in various cultures is crucial since they present an illusion of civilization. The analysis of the past forms a strong foundation for the present or the future and this is important as people try to understand and appreciate human existence. There are various myths within the history of our cultures that assist in determining some aspects of life such as whom we are and what we shall become as a basic part of heritage. References Karas, B. (2010). Young Zeus. New York, NY: Scholastic Publishers. Print. Leonard, S. A. and McClure, M. (2004). Myth and knowing: An introduction to world  mythology. New York, NY: McGraw-Hill Publishers. Print. This assessment on Comparing Gods and Goddesses was written and submitted by user Darrell Mckee to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

The eNotes Blog Dear Professor Einstein

Dear Professor Einstein As arguably the most important intellectual of his time, Albert Einstein exchanged letters with powerful contemporaries: fellow scientists, heads of state, dignitaries, philosophers. But what most might not know is that he also corresponded with children around the world.   Thats rightcurious children would write and Einstein would reply, even at the height of his career and influence. Their letters back and forth are touching, honest, often hilarious but also poignant, thanks to the tone Einstein took with every note, never talking down to the children. A selection of these can be found in the book Dear Professor Einstein: Albert Einsteins Letters to and from Children, as well as a sprinkling below. In a 1920 response to the question of what he looked like, Einstein wrote Let me tell you what I look like: pale face, long hair, and a tiny beginning of a paunch. In addition, an awkward gait, and a cigar in the mouth †¦ and a pen in pocket or hand. But crooked legs and warts he does not have, and so is quite handsome – also no hair on his hands as is so often found with ugly men. In 1943, a young girl wrote to Einstein about her difficulties with mathematics in school. He encouragingly replied Do not worry about your difficulties in Mathematics. I can assure you mine are still greater. Best regards Professor Albert Einstein. He also kept the 1951 letter of an brutally honest six year-old: I saw your picture in the paper. I think you ought to have a haircut, so you can look better. And in some special cases, Einstein enjoyed an ongoing correspondence with his young admirers. In 1946 a bright young South African girl named Tyfanny wrote to the professor about her wish to one day become a scientist. Sadly, though, she counts her gender as an impediment: I forgot to tell you, in my last letter, that I was a girl. I mean I am a girl. I have always regretted this a great deal, but by now I have become more or less resigned to the fact. Anyway, I hate dresses and dances and all the kind of rot girls usually like. I much prefer horses and riding. Long ago, before I wanted to become a scientist, I wanted to b e a jockey and ride horses in races. But that was ages ago, now. I hope you will not think any the less of me for being a girl! To which Einstein replied with the best advice of all, I do not mind that you are a girl, but the main thing is that you yourself do not mind. There is no reason for it.

What Is the Fate of the South Korean Great Southern Gate Coursework

What Is the Fate of the South Korean Great Southern Gate - Coursework Example On December 20, 1962, the South Korean government exalted the Great Southern Gate to the position of the country’s national treasure number one. The gate is a brilliant example of the ancient architecture of the Yi Dynasty Empire. After its construction, Namdaemun was the tallest building of them all, towering majestically over the smaller buildings and palaces in the city of Seoul. At present, it struggles for prominence dwarfed by the giant skyscrapers in the fast-paced city. Despite the fact that there are four large gates and five minor gates in Seoul, only Namdaemun has been selected as a National Treasure. It was chosen as South Korea's National Treasure number one because, in 1962, when the South Korean government launched the establishment of National Treasures, Namdaemun stood as a sterling paragon of ancient Confucian architecture. Newworldencyclopedia.org further notes that the Great South Gate, magnificent and striking by the time King Sejong reconstructed it in the 1470s, ushered in all Chinese and Japanese dignitaries on their way to visit the King. That is the only gate through which they could enter. Confucianism had blended into the culture of the Korean society well before the Yi Dynasty but later on, it grew in prominence. Namdaemun thus epitomizes both the supreme power of the Korean Empire and the governing place of Confucianism not only in Korean politics but also in their religion and culture.  Ã‚   Seoul, the capital of Korea since the naissance of the Joseon Dynasty circa 1392 C.E. until now, had been a fortified city having nine gates that allowed passage in and out of the city. The founders of the city built four main gates and five minor ones. The four main gates were positioned in the direction of the four cardinal points: North, south, east and west. The south, east and west gates would open at daybreak and shut at the end of the day at the ringing of the city bell. The northern gate remained blocked and was set aside purely to facilitate the king's flight to Pukhan Sansong or more remote buttresses during times of danger. Namdaemun was the "southern gate." Yi T'aejo built all the nine city gates together with the Namdaemun gate during the fourteenth century C.E. The Joseon Dynasty also known as Choson or Chosun was the last ruling dynasty in Korea, reigning from 1392 to 1910 at the start of the Japanese annexation.

Describe and evaluate the accounts of depressive realism that can be Essay

Describe and evaluate the accounts of depressive realism that can be derived from associative and rule-based theories of learning and memory - Essay Example Associative theories of learning and memory maintain that a psychological process is involved in conditioning. Very much a behavioral account (similar to classical conditioning) and causal in nature, associative theories submit that people forge judgments based on their experience of the pairing of two stimuli and based on the strength of these associations. The delta rule can be used to explain this account of contingency and causality judgment. The cue precedes the second event, the outcome, in a consistent manner and if the outcome is consistently regular, associations are formed between cue and outcome so that the two become synthesized together. It is necessary, Price and Yates believe (1995), that the cue precedes the outcome for associative learning to be achieved, although others opine that, regardless of whether cue does or does not precede outcome, it is sufficient for participants to believe it as causal to the outcome for judgment to ensue. Models such as the expectancy-v alue model (Fishbein, 1963) and the association model (Bowers, 1986) are examples of associative accounts. The expectancy-value model argues that attitudes are a total sum of evaluative beliefs towards attitude objects, whilst Bower’s association model, although taking a cognitive stance, maintains that cognition and affect are linked through evaluative memory-based mental nodes that, via spreading activation, instigate perception. The stronger, or more intense the experience, the more instinctive and pronounced the bias. Rule-based theories on the other hand maintain that people arrive at contingency judgments by a sort of mental schema that encodes the events, categorizes them, and employs some mental logic to arrive at inferences and deductions. This it does by summing the frequency of events, and by employing a heuristic, referred to by Price and Yates (1995) as â€Å"blocking†, where perceivers

Market Analysis of Coca Cola

Market Analysis of Coca Cola Jump to: PEST Analysis | SWOT Analysis Coca-Cola, corporation nourishing the global community with worlds largest selling soft drink since 1886. Its nations top soft drink brand, with the best bottling network. It is the largest marketer of non-alcoholic beverages in the world. In India, Coca Cola was the leading soft drink till 1977 when govt. policies necessitated its departure. It returned to India in 1993 after a 16 year hiatus and made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation. In the minds of worlds consumers the brand has assumed an iconic status. Coca Cola was initially advertised as a remedy for headache and exhaustion. It has been advertising on television for 50 years. COCA COLA INDIA (CCI) Leading player in the Indian beverage market A fortune 500 company in India (73rd position) Coca Cola India with PepsiCo forms Duopoly Includes 24 company-owned bottling operations Came back in 1993 and acquired local brands (Ibef, 2010) (Coca Cola India, 2010) 2. COMPANY BACKGROUND Marketing Coca Cola in India-The post-liberalization period in India saw the comeback of Coca Cola but Pepsi had already beaten Coca-Cola to the punch, by creatively entering the market in the 1980s period by way of a joint venture. In a way Pepsi benefited the Coca Cola by developing the Indian soft drink market in the early years of liberalization .The only disadvantage was that CCI in 1993 applied the American way of life approach in selling its product on the contrary, Pepsi targeted the youth. (Coca Cola India, 2010) 3. The Marketing tools: The Marketing Environment 3.1-The Macro Environment- PEST Analysis of Coca Cola (P)OLITICAL ANALYSIS- Political variables have very little effect on the CCIs selling and production behavior. There are few exceptional things like the environmental protection laws they somewhat effect the industry of coca cola. The state government of Kerala released a report on March 22, 2010 holding Coca Cola responsible for causing pollution and water depletion in a state of Kerala and made it liable for Indian rupees 216 corer for damaged caused as a result of the companys bottling operations. To deal with this problem the company has made proper adjustments in plant and applied the proper way of wastage management. The companys production also gets effected by the elections and military take over because in the day of election any countries production in any field is declined. (E)CONOMICAL ANALYSIS- Inflation in any country is not good from its production point of view. So, coca cola is no exception. Its impact on coca cola is highly negative. In a country like India where there is a high rate of unemployment, CCI directly employs approximately 6,000 people and indirectly creates employment for more than 1,25,000 people in related industries. Its among the countries top investors having invested more than US$ 1 billion in India in the first decade and further pledged another US$ 100 million in 2003 for its operations. (S)OCIAL ANALYSIS- CCI in partnership with the NGO, Bharat Integrated Social Welfare Agency (BISWA) has launched a program to build awareness on micro-nutrient malnutrition (or Hidden Hunger) in the bottom of the socio economic pyramid population in India. They are constantly working to keep their product environmentally and socially beneficial to the communities they serve. Their community water programs are designed to support healthy watersheds and sustainable programs to balance the water used throughout their production process. CCI has been awarded the Social and Corporate Governance Award for Best Practices in Corporate Social Responsibility in 2009. All India Division COBOs are now ISO 14001 certified. (T)ECHNICAL ANALYSIS- The CCI uses the more advanced technology in its production process. Computers have become the basic needs these days and it is giving the way of other industries to come to new technologies and into a new world of business. Computers can increase the efficiency of its business and the latest coke vending machine will now employ the use of (user friendly) touch screen technology. SWOT ANALYSIS OF COCA COLA (S)TRENGTHS Brand Ambassadors-focused target marketing by launching appropriate brand ambassador for the target market. Diverse Product Portfolio. Extremely Recognizable Brand. Improved Quality Control. Heavy Investment. Bottling System. (W)EAKNESSESS Reduced Consumer Purchasing Power. Issues for Health Care. Environmental Destruction. (O)PPORTUNITIES To serve a large geographic diverse area Brand recognition Sponsorships (T)HREATS Substitutes Heath Consciousness Consumer preferences Stiff Competition 3.2-The Micro Environment The micro environment represents those elements over which the marketing firm has full control in order to reach its target market i.e. the 4 Ps, which it can use in order to gain information that will better help it in its marketing operation. MAJOR COMPETITORS Coca cola major competitors is Pepsi as its portfolio includes- PEPSI 7UP NIMBOOZ MIRINDA SLICE MOUNTAIN DEW After CCI it covers the 2nd largest market share % of the soft drink industry in India (Pepsi Co India, 2010) Consumer Behavior- The two factors that dictate the Consumers decision-making process are involvement and perceived risk. The consumer will follow the habitual decision making steps while purchasing coca cola. Habitual Decision Making Product Coca Cola Level of Involvement Low ( unimportant decision ) Perceived Risk Low ( simple , low-cost product ) Information Processing Respond to environmental cues ( shop signage or displays ) Learning Model Behavioral learning ( ad shows product in beautiful setting , creating positive attitude ) Needed Marketing Action Provide environmental cues at point of purchase , such as product display Fig 4.2 extended problem solving versus habitual decision making (Solomon, Marshall, Stuart, Barnes and Mitchell, 2009, Pg151) In India the perception of the people regarding coca cola is that, they consider it as a drink which can quench their thirst as well as creates a sense of belongingness. Indias physical environment is suitable for the sale of soft drinks moreover during festive time sales are doubled. Thus the need of buying a soft drink falls in the first and third level of Maslows Hierarchy of Needs (Exhibit 1.) Situational Influences Physical environment Time Internal Influences Perception Motivation Learning Attitudes Personality Age groups Decision ProcessLifestyle PURCHASE Social Influences Culture Subculture Social class Group memberships Fig 4.4 Influences on Consumer Decision Making (Solomon, Marshall, Stuart, Barnes and Mitchell, 2009, Pg151) SOCIAL MEDIA NETWORKS- Different aspects of social media, which CCI uses in order to communicate with its consumers. This in turn will increase Brand awareness Positive image for the brand 4 THE ORGANISATION MARKETING MIX- 4.1-PRODUCT- http://www.coca-colaindia.com/media/images/brand_logos_all.gif Major Brands of Coca Cola- Coca Cola Diet coke Thumbs Up Sprite Fanta Limca Minute Maid Pulpi Orange Maaza Kinley Minute Maid Nimbu Fresh Georgia Burn http://cdn.i.haymarket.net.au/Utils/ImageResizer.ashx?n=http%3A%2F%2Fi.haymarket.net.au%2FNews%2FCoca-Cola+India.jpegw=460 The product strategy includes decisions such as product design, packaging, branding, etc. Coca Cola brand consists of different packs and flavor. They promote all brands available in brand pack under their product strategy. 4.1.1-Packing Strategy Coca Cola products are available in different packing, in order to capture each and every segment. GLASS PET CAN FOUNTAIN 200ml, 300ml, 500ml,1000ml 500 ml, 1.5 L, 2 L ,2.25 L, 300 ml + 100 ml 330 ml Various Sizes 4.1.2 -THE STRATEGY PLANNING PRODUCT EMPHASIS EXISTING PRODUCTS NEW PRODUCT Existing MarketMarket penetration strategy (Coca Cola) Market EmphasisSeek to increase sales of existing products to existing markets Product development strategy (New Launches e.g. Burn) Create growth by selling new products in existing markets NEW MARKETS Market development strategy Introduce existing products to new markets Diversification strategy Emphasize both new products and new markets to achieve growth Fig 2.4The Growth Strategies (Solomon, Marshall, Stuart, Barnes and Mitchell, 2009, Pg 70) New Launch- CCI launches Burn, Minute Maid Nimbu Fresh and Maaza Milky Delite http://popsop.com/wp-content/uploads/maaza_milky_delite_01.jpg https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjGLky2Oor59NC87_t315SZtADpSgOXGECuM-5clp1UoG74tP0UnyXQnIGb_VvSt2HcoXtiH9YZR27Ishyphenhyphen7saeNUPdg9zZ6XDBi02ZPTmuhM9MZuYCpwyHvLW96JjTS2LsoZm5gCuehDhTC/s1600/burn.jpg http://www.tribuneindia.com/2010/20100409/ls15.jpg 4.2- PRICE- Firms Pricing Strategies should be based on costs, demand or the prices of competing products. CCI, some time back, had initiated the first cola price war by launching small 200ml packs priced at Rs 5. On the other hand its competitor Pepsi India also reduced its prices of 300ml pack from Rs.8 to Rs. 6. CCI was able to reduce its price from Rs 7 to Rs 5 because it acquired a big glass bottle manufacturing facility which enabled it to offer small bottles at reduced process. PRICE STRATEGY- DIFFERENT PRICE IN DIFFERENT SEASON India is a country with diverse season, summer season is supposed to be a good season for beverage industry. During winters they reduce their prices to maintain their sales and profit. They usually reduce the prices of their pet bottles or 1 litter glass bottle. Even during festivals they offer different price schemes. 4.3-PLACE- 4.3.1DISTRIBUTION STRATEGY- Events- Cricket Matches, FIFA World Cup, World Cup Hockey, Common Wealth Youth Games, Cultural Festivals, Concerts etc. Urban Distribution Network Consumer Retailer Spoke Hubs Bottling Plant Rural Distribution Network 4.3.3-CCI KEY LOCATIONS (Coca Cola India, 2010) 4.4:- PROMOTION CCI follows the Pull Promotion strategy Coca Cola is the official beverage partner of the Common Wealth Games 2010 (CWG), because of which it enjoys exclusive marketing and supply rights for the beverage across its portfolio. CCI has undertaken the largest ever free product sampling program called Delhi celebrates a cultural fiesta where 5000 artists will perform. The companies association with the commonwealth games will provide the opportunity to enhance its brand value. These games will help consumers in connecting with the brand. When product is seen more in the market, they have good sales too because according to the experts the product which is seen more in the market sell more too. Types of Media which CCI uses Print Media Posters and Stickers Material TV Commercials (TVCs) Billboards Holdings Banners Celebrities Getting shelves Sales promotion Placing the product at an eye catching position in the shops UTC scheme (Under the crown scheme) To keep the products in nice condition, company provides-Freezers, display racks, etc Facebook, Twitter, MySpace, YouTube, etc- CCI have their own and separate brands account on these social networking sites, where they directly gets the opinion of todays generation about the existing and new products. http://htmlimg2.scribdassets.com/7lva67i2vf9rsu8/images/19-f744e60085/000.jpg (Google, 2010) 5. THE SEGMENTATION, TARGETTING AND POSITIONING STRATEGY- 5.1-SEGMENTING STRATEGY CCI focuses on Demographic segmentation 1. Generational marketing CCI targets the youth of the country. Coca Cola started using Indian themes in order to appeal the Indian customers. They wanted to communicate with the youth. Considering that the Indian youth respected traditional Indian values coca cola created advertisements showing college students valuing their culture. This connection helped coca cola in creating its own personality with which Indian youth could relate itself and it resulted in the suitable positioning of the brand. 2.Gender- CCI have different product range for different genders like for males there is Coca Cola, Thumps up, for females they have Fanta, for kids they have Maaza. 3. Rural Market- The majority of Indian population i.e. (74%) lives in numerous villages scattered throughout the country. Estimates show that rural India accounts for 58% of Indian rural disposable income and 41% of middle class. 5.2-TARGETING STRATEGY Coca Cola commercials basically target on young generations, because they want to represent Coca Cola with the youth and energy. Rural Market is also a very attractive target- In order to reach to the rural India, CCI had also launched television commercials targeting at rural population. This market covers 80% of Indias new coke drinkers. 5.3 -POSITIONING STRATEGY CCIs Initiative in Indian Market- 5.3.1- Urban India- In order to target the metropolitan areas and large town audience, CCI captured the theme of Celebration and Joy of peoples, they showcases increasing social and economic status of the people in their television commercial (TVCs). This theme they applied for positioning their brand in urban market. Life ho toh aise (life as it should be) was very popular and successful tagline. 5.3.2.-Rural India- Under it they have tapped the local entertainment like fairs and local festivals They increased their TVCs on Doordarshan (the local channel), designed to target rural customers. Its all rural marketing initiatives were well supported by TVCs. In 2002 CCI launched Chota Coke (Mini Coke) at Rs 5considering the pocket size of rural consumers. CCI communicated this price cut message with the help of TVC featuring leading Hindi movies star Amir Khan in rural settings to enable proper brand association because large number of people inspire to emulate these celebrities. It will help in creating the right identity for the brand. Its tagline gained a lot of popularity Thanda Matlab Coca Cola (Cold Means Coca Cola) (You Tube, 2010) http://www.thaindian.com/images/stories/aamircoke.jpg Exhibit: Thanda Matlab Coca-Cola Advertising Campaign 6.-RECOMMENDATIONS- New Strategy- Rural market (MARKET IS CREATED AND NOT BORN) Rural consumers are inclined more towards the home made drinks like Lassi, lemonade etc. So, we need to target them when they are out of their home and will need something to quench their thirst. Rural India with the average income of Rs 100/day, consider coca cola whose average price comes around Rs 10, as a luxury product .Moreover soft drinks categories are undifferentiated in the minds of rural consumers. The good news is that the rural consumer market which grew 25% in 2008 is expected to reach US$ 425 billion in 2010-11 with 720-790 million customers. 1. As this market is not fully utilized, there lays a huge scope to reposition the brand in a more effective way to prove that CCI is the suitable brand meant for rural customers and there is a need to shift it from luxury item category to every day product category. 2. An appropriate marketing strategy is required, which is only possible by listening to consumers needs and requirements. Advertising Strategy- Looking at the tough competitors there is a need for aggressive marketing campaign. Announce a new campaign for CCI. In order to connect with the rural population, CCI should increase social welfare activities. Prior creating the ad ,following points should be kept in mind- Selecting an appropriate brand ambassador with which the rural population could relate itself with. Brand promotion by targeting folk and traditional culture. To think local we have to act local. Distribution Strategy- There is a need to extend CCIs distribution channel especially in rural sector. Creating an Extended Distribution channel available all over India, it will provide support to TV commercials. Branding Strategy- There is a need to restructure the communication channel, which will bring open and honest views of the people (public, media, employees, suppliers, state and national government, channels). It is the only solution to resolve the issues in a way that it benefits the Indian consumers as well as CCI.