The Celebration of the Lizard Essay -- Analysis, Jim Morris

It was 1968's album Waiting for the Sun that marked the appearance of a new aspect of Morrison's image, the Lizard King. A poem entitled â€Å"The Celebration of the Lizard,† in which he pronounced â€Å"I am the Lizard King,† was printed on the album jacket. Morrison later claimed that this poem was meant to be partly in jest, but it took on a life of its own and would play an important role in Morrison mythology. In a 1970 interview, Morrison respond to a question about being called a Lizard King: Stevenson: How do you feel about some of the magazine articles that used to come out calling you the Lizard King and things like that? Morrison: Oh, I liked it! I enjoyed it! I thought it was, you know, I always liked reptiles, I always had a fondness for them . . . We did evolve from reptiles . . . I used to see the universe as a mammoth peristaltic snake and I used to see all the people, objects and landscapes as pictures on the facets of their skin, their scales. I think the peristaltic motion is the basic life movement: swallowing, digestion, the rhythms of sexual intercourse. Even your basic unicellular structures have this same . . . Stevenson: Fluidity and motion? Morrison: Yeah!14 Morrison used the attribution of Lizard King to expand on his image, as seen in this interview, by molding it to his ideals of proximity to the earth, suggesting that the motion of a reptile mimics the basic motion of all life. He further used the Lizard King image in the theatricality of his on-stage performances and, whether consciously or sub-consciously, to contribute to his own, as well as the band's, image. At best, it is possible to distinguish between Morrison as shaman and Morrison as the Lizard King,... ... difficult to confirm the cause of his death. Was it suicide? Murder? This uncertainty may have contributed to a Morrison-like image and myth. Now, that his physician has been convicted of negligence, the uncertainty is reduced. We will have to wait and see what develops. It is the public discourse, after the death of a celebrity, which results in the emergence of an icon. In books, films, and other media content about the celebrity, various narratives and central values become associated with the celebrity. After several years of continued public interest in the dead celebrity, the image and values associated with the celebrity become more significant than, and transcend, the factual details about the historical existence of the individual. The following section will outline elements contributing to the construction of the image of a celebrity, after their death.

Positioning and Repositioning

Positioning and repositioning Before positioning companies has to do segmentation and targeting. Segmentation is dividing the market into segments upon some set of criteria and evaluating the profitability of each segment   Targeting is selecting one or more segments and going after them Positioning is how do you want your brand to be considered by consumers when compared to other competing brands. Positioning is based on product features such as color, price, fluffiness, quality of service, innovative approach, etc.Re-positioning is when you want your brand to be considered/associated with different features. For example, KIA cars has repositioned themselves from being some brand into being a cool brand .. Cadillac has repositioned themselves from being classical car for the rich and old into more affordable elegant car †¦ Oldsmobile has tried to reposition themselves as â€Å"not your father's car† but it was unsuccessful repositioning. Re-positioning is quite lot mor e difficult and expensive compared to initial positioning.You know the saying ‘only one chance to make first impression' also applies to the world of branding. Repositioning Strengthens Lifebuoy’s 107-Year Heritage 12-02-2002  : Lifebuoy is no longer a carbolic soap with cresylic perfume. It is now a milled toilet soap with a new health fragrance. The new formulation has an ingredient, Active-B, which offers protection against germs, which can cause stomach infection, eye infection and infections in cuts and bruises. The new health perfume has been selected after one of the most extensive perfume hunts in the industry.The new milled formulation offers a significantly superior bathing experience and skin feel. The new formulation, new health perfume and superior skin feel, along with the popular red colour, have registered conclusive and clear preference among existing and new users. Lifebuoy is already used by about 600 million consumers, with about 2 million tablets sold every day. The relaunch strengthens this equity by repositioning the brand. Lifebuoy was previously targeted at the male user with an individual-oriented â€Å"success through health† positioning.The new Lifebuoy is targeted at today’s discerning housewife with a more inclusive â€Å"family health protection for my family and me† positioning. Introducing the new Lifebuoy Introducing the new Lifebuoy, Mr. Sanjay Dube, Category Head – Mass Market of HLL’s Detergents Profit Centre, said, â€Å"Launched in 1895, Lifebuoy, for over a 100 years has been synonymous with health and value. The brick red soap, with its perfume and popular Lifebuoy jingle, has carried the Lifebuoy message of health across the length and breadth of the country, making it the largest selling soap brand in the world.It is to maintain its leadership, and further strengthen its benefits of health to larger sections of consumers, that we have researched and developed this new mix. We have repositioned Lifebuoy and have made a deliberate shift from the male, victorious concept of health to a warmer, more versatile, more responsible benefit of health for the entire family. â€Å"The significant changes in formulation have registered a clear consumer preference. The new perfume has been selected after one of the largest perfume tests in the industry to ensure a universal appeal without alienating the 600 million loyal users.We are confident that this mix will deliver an enjoyable bath experience and also deliver on the core Lifebuoy properties of health and value. This will restore the brand’s growth by expanding its consumer base, † Mr. Dube added. Lifebuoy Range Lifebuoy is among HLL’s power brands, which the company is focussing on, selected on the basis of their absolute size, brand strength, brand relevance, competitive advantage and potential for growth. The new Lifebuoy range now includes Lifebuoy Active Red (125gm, 100 gm and 6 0 gm) and Lifebuoy Active Orange (100gm).Lifebuoy Active Orange offers the consumer a differentiated health perfume while offering the health benefit of Lifebuoy. At the upper end of the market, Lifebuoy offers specific health benefits through Lifebuoy International (Plus and Gold). Lifebuoy International Plus offers protection against germs which cause body odour, while Lifebuoy International Gold helps protect against germs which cause skin blemishes. In 2001, HLL’s soaps & detergents turnover was Rs. 295 crores, which is approximately 39% of the company’s net turnover of Rs. 10972 crores. HLL’s power brands in soaps registered an overall growth of 5. 3% in 2001. HLL has been significantly increasing investment behind its power brands, in innovation, quality improvement and marketing. These have been backed by major sales initiatives. In rural India, the focus is to further extend reach, which has resulted in direct coverage of about 46% of the rural populatio n as of now. In urban markets, the objective is to improve customer service.Dedicated sales teams have been formed to service key accounts and wholesalers in larger towns and cities. A cell has been set up to attend to the modern trade, comprising chain stores. Repositioning Strengthens of Maggie positioning Maggi noodles is a brand of instant noodles manufactured by Nestle. Maggi has been the highest sold noodles in India. It is a product of Nestle Brand. It took several years and lots of money for nestle to establish its noodles brand in India Maggi was invented in Europe by a person named Jullius Maggi.In India it was launched in 1980s by Nestle group of companies. Maggie had merged with Nestle family in 1947. Maggie has faced lot of hurdles in its journey in India†¦. The basic problem the brand faced was the Indian psyche. i. e Indians used to be conservative about the food habits so noodles faced a lot of problem in promoting sales. Initially nestle tried to to position th e Noodles in the platform of convenience targeting the working women. However, the sales of Maggi was not picking up despite of heavy Media Advertising.To overcome this NIL conducted a research,which revealed that it was children who liked the taste of Maggi noodles and who were the largest consumers of the product. so they came up with Maggi- 2 minute noodles with price of Rs. 2. 10 with a close of 100% margin. NIL shifted its focus from working women and targeted children and their mothers through its marketing. NIL's promotions positioned the noodles as a ‘convenience product', for mothers and as a ‘fun' product for children. The noodles' tagline,  Ã¢â‚¬ËœFast to Cook Good to Eat' was also in keeping with this positioning.They promoted the product by   1. Distributing free samples. 2. Giving gifts on return of empty packets. 3. Dry sampling-distributing Maggi packets 4. wet sampling – distributing cooked Maggi. 5. Availability in different packages 50gm,100 gm,200gm,etc.. and 6. Effective Tagline Communication. Through its ads, NIL positioned Maggi as a ‘fun' food for kids which mothers could prepare easily. Taglines like ‘Mummy, bhookh lagi hai' (Mom, I'm hungry), ‘Bas 2-Minute,' and ‘Fast to Cook Good to Eat' effectively communicated the product's benefits to target consumers.These ads had become so popular that the tagline ‘Bas 2-Minute' immediately reminded Indian consumers of Maggi noodles even several years after the ads were taken off the TV. Maggi's first product extension was Maggi instant soups launched in 1988. With the launch of Maggi soups, NIL had become a pioneer in the organized packaged soup market in India.. since then Maggi has been successful in India and launched ketch ups sauces and soups in India, which was very successful in grasping market.Though NIL tried to extend to other ready to eat products like pickles, cooking aids and paste, It was unsuccessful so dumped those products. Ma ggi is competing with Heinz Sauces and Ketchup, Knoor Soups, Kissin Sauces and Ketchup, Top Ramen, Sunfeast Pasta Wai Wai and 2 PM in corresponding categories of products and variants. Market position of Maggie: 1. No. 1 in instant noodles and sauces. 2. No. 2 in healthy soups. 3. Market share of noodles- 80% 4. current sales-5. 5crores boxes in India. Repositioning

Analysis Of Stanley Milgram s Behavioral Study Of...

Throughout the course of history, the phenomenon of psychology has drawn countless psychologists and scientists to further comprehend the depths and fascinations of the human mind and body. Using experimentation as a source of obtaining and recording desired information regarding the new realizations of the mind, cognitive scientists continue to fathom at the intricate revelations the mind has to offer. Although the complexities of the mind have brought scientists to puzzling conclusions, scientists have used a series of experimental steps to conclude how and why the processes of the brain can change the actions and personalities of an individual. Within psychology, examining behavior of different species, especially humans, is vital in†¦show more content†¦With each incorrect answer, the voltage of the electric shock would increase, beginning at a voltage of 15 volts to a deadly voltage of 450 volts. However, the experiment was most definitely rigged. The learners were hired actors used as part of the experiment to determine whether the teacher (one of the 40 male participants) would continue to obey the commands of the experimenter despite the blood chilling screams from the opposite room. Milgram further explains in detail why the reasoning behind his experiment is surprisingly valid. The most important information of Milgram’s article provides a table recording the different variations of shock levels, beginning from slight shock to XXX. The different levels of shock voltages are measured from 15 volts to 450 volts. The right side of the table attributes to number of teachers who found the corresponding vo ltage as their maximum shock. A majority of the teachers did not identify a maximum shock until 300 volts was reached. At this point, various teachers discontinued the experiment and refused to participate further. However, Milgram states â€Å"of the 40 subjects, 26 obeyed the orders of the experimenter until the end, proceeding to punish the victim until they reached the most potent shock available on the shock generator†(376). Milgram’s data shows that 65 percent of the men chosen, decided to inflict the highest pain threshold uponShow MoreRelated Stanley Milgram’s Behavioral Study of Obedience Essay1797 Words   |  8 Pagesfoundation of liberty. The obedient must be slaves.† ― Henry David Thoreau In the early 1960’s Stanley Milgram (1963) performed an experiment titled Behavioral Study of Obedience to measure compliance levels of test subjects prompted to administer punishment to learners. The experiment had surprising results. Purpose of the research. Stanley Milgram’s (1963), Behavioral Study of Obedience measured how far an ordinary subject will go beyond their fundamental moral character to comply withRead MoreEthical Issues in Social Psychological Research6240 Words   |  25 Pagesto two studies that have generated various ethical issues. The first study was conducted in 1963 by Stanley Milgram on destructive obedience. The second study was conducted in 1976 by Middlemist, Knowles, and Matter on the effects of invasions on personal space. In the beginning I will provide a summary of the ethical principles followed by a summary of the articles by Stanley Milgram, Diana Baumrind, Middlemist and authors, and Gerald P. Koocher. Finally, I will provide a critical analysis of theRead MoreEssay on Stanley Milgram1913 Words   |  8 Pages This quote, by Stanley Milgram (1974, p. 205), exemplifies the debate that exists around the topic of obedience. Obedient behaviours have been studied in Milgram’s famous obedience experiments, and evidence of atrocities being carried out as a result of obedience can be seen in situations such as the holocaust in World War Two (Mastroianni, 2000) and more recent events such as (My Lai). This essay will explain both sides of the debate, arguing for situation and individual factors that influenceRead MoreSocial Influence4418 Words   |  18 PagesSocial influence occurs when ones emotions, opinions, or behaviors are affected by others.[1] Social influence takes many forms and can be seen in conformity, socialization, peer pressure, obedience, leadership, persuasion, sales, and marketing. In 1958, Harvard psychologist, Herbert Kelman identified three broad varieties of social influence.[2] 1. Compliance is when people appear to agree with others, but actually keep their dissenting opinions private. 2. 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To ob tain permission(s) to use material from this work, please submit a written request to Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River, New Jersey 07458, or you may fax your request to 201-236-3290. Many of the designations by manufacturersRead MoreDeveloping Management Skills404131 Words   |  1617 PagesManagement, Human Resources, Strategy, and Organizational Behavior that helps you actively study and prepare material for class. Chapter-by-chapter activities, including built-in pretests and posttests, focus on what you need to learn and to review in order to succeed. Visit www.mymanagementlab.com to learn more. DEVELOPING MANAGEMENT SKILLS EIGHTH EDITION David A. Whetten BRIGHAM YOUNG UNIVERSITY Kim S. Cameron UNIVERSITY OF MICHIGAN Prentice Hall Boston Columbus Indianapolis New York

Coca Colas Ethics And Compliance Committee - 1016 Words

Currently Coca- Cola has followers on many different social media websites such as Facebook, Twitter, Indeed, You Tube, etc. They use social media sites as a way to interact with their consumers and to make sure that the Coca- Cola brand is seen by as many people as possible (Social Media Principles, n.d.). They keep all consumer’s information private unless terms and conditions for release are approved by the consumer, employees or other affiliates. Coca-Cola has an Ethics and compliance committee that make sure that all newly hired employee receive training on the corporate governance guidelines, businesses code of conduct and the anti-bribery policy. They also have an ethics toll free line or you can contact the through their web site for violators of their policies (Company, 2015). They continue to grow when it comes to social media â€Å"in Septmber,2015 they used Twitter so that fans could share a coke. Twitter built an emoticon so that every time fans share a coke two bottle would cling together, making a noise and making fans feel like they are saying cheers together† (Staff, 2015). With added social media Coca-Cola has to make sure that their privacy issues stay intact. The company last updated their privacy policy on December, 9th 2015 and there has been no privacy issue’s to date (COCA-COLA PRIVACY POLICY, n.d.). Coca-Cola’s goal is to reach out to as many different age groups as possible, they also practice this same philosophy when choosing theirShow MoreRelatedGoods Dominated Logic in Marketing2899 Words   |  12 Pagesof non-alcoholic beverages, Coca-Cola is certainly no stranger to global marketing, as this report will review. Established in the US, Coca-Cola initiated its global expansion in 1919 and now markets to more than 200 countries worldwide. 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The Ethical Issues On Civil Journalism - 2970 Words

‘The historical means for distinguishing real journalists from mere gossip mongers was in effect a form of branding: Does the person in question work for a recognized news outlet? This branding disappeared when the physical monopoly collapsed. Since such brands are being radically transformed by changing economic models and the exponential increase in â€Å"publishing† capabilities, there is an urgent need to identify news sources that are genuinely journalistic.’ (Meyers, Wyatt, Borden, Wasserman.) What I wish to bring out and elaborate in this paper are the ethical issues on how civil journalism, despite the acceptance and cooperation with professional journalism, is differentiated from its professional and vetted track. With the growth of technology and the ability to capture images, videos, and sounds along with the ease to distribute it to others either personally or publicly, everyone with a mobile phone, tablet, or any device that is capable of doing what has already been mentioned can become a journalist. Today’s devices have made instant photographers, celebrities, singers, videographers, and journalists of anyone who has access to such technology and this has lead to the established professionals in those fields losing jobs and a wane in their respective markets and fields. With the growing trend of putting various capabilities into the hands of individuals, people seem to have forgotten why professionals are professionals ie apart from the equipment that theySh ow MoreRelated1) What Ethical Principles Should a Reporter Follow in Reporting/Writing a News Story to Ensure It Meets the Standards of Professional Journalism?1454 Words   |  6 Pagespeople are place importance on journalism ¡Ã‚ ¦s ethics. It is because everything that a journalist writes or says, or neglects to write or to say, in some or other way has an influence on many people, and that influences can be good or bad. The principles of good journalism are directed toward bringing the highest quality of news reporting to the public, this fulfilling the mission of timely distribution of information in service of the public interest. Therefore, ethical rhetoric is a important factorRead MoreTo What Extent Does Criminal Law Reflect the Moral and Ethical Standards of Society?1682 Words   |  7 PagesTo what extent does criminal law reflect the moral and ethical standards of society? Criminal law is a construct of the government, enforced through tangible measures. In a democratic society, the government is elected by the citizens, and as such, laws are generally conceived with the aim to reflect whatever ethical or moral standards are presently acceptable. However, in order to be truly effective, some legislation must circumvent current sociological viewpoints in order to create laws thatRead MoreEssay about Lets Stand Up for Liberty752 Words   |  4 PagesWho is Robyn Blumner? Perhaps she is simply your everyday editorialist for a daily newspaper. Or, as the former executive director of the American Civil Liberties Union of Florida (ACLU), could she possibly have her own agenda? One of Blumners columns entitled Lets stand up for liberty was published in a well known editorial writers magazine called The Masthead. In summary, it focuses on freedom of speech, and how we tend to lose sight of it, or even have it taken from us during national hardshipsRead MoreAn alysis Of Drones And An Unmanned Aerial Bomber1413 Words   |  6 Pagesbasket and effectively dropping the explosives and igniting their fuse in the process. A very ingenious design in the era it was created in. There were drawbacks to this design though is that it was inaccurate and dangerous. Nonetheless during the Civil War both Union and Confederate forces were said to have launched many of Perley s design but only with limited success. The next significant design was the Sperry Aerial Torpedo in 1917 which included the use and patent of an automatic gyroscopicRead MoreWilliam Damon The Death Of Honesty Summary999 Words   |  4 Pagesappears to maintain a diplomatic view. The cause and effect rationale is convincing. Words such as dishonesty, lying, and cheating are used interchangeably, while Damon writes about dishonesty more than he writes on honesty. He uses emotions and ethical dilemmas as he details justifications for lying. Using descriptive words to highlight h is dislike of dishonesty, and defines honesty as a virtue while giving blame to those he feels responsible for its decline of honesty. The essay, published byRead MoreThe Epidemic Of The Ebola Outbreak1375 Words   |  6 Pagestoday’s fragmented news society ratings have become the dominate motive behind news stories. Recently that has been a lot of information in the news concerning the Ebola outbreak. This coverage has posed many questions from an ethical and a legal standpoint. Many of the issues that have plagued the coverage of the Ebola outbreak can be attributed to the consolidation of the American media market. Because of relaxed regulation by the Federal Communication Commission, large corporations have been ableRead MorePlagiarism Is The Wrongful Appropriation And Stealing And Publication2809 Words   |  12 Pagesidentified in academia.[6] Plagiarism is not a crime per se but in academia and industry, it is a serious ethical offense,[7][8] and cases of plagiarism can constitute copyright infringement. Contents 1 Etymology 2 Legal aspects 3 In academia and journalism 3.1 Academia 3.1.1 Sanctions for student plagiarism 3.1.2 Plagiarism education 3.2 Journalism 3.3 Self-plagiarism 3.3.1 The concept of self-plagiarism 3.3.2 Self-plagiarismRead MoreLegal Aspects of News Gathering in War Essay1529 Words   |  7 Pagesnewsgathering in war is a hotly debated topic. Propaganda can be both positive and negative. Throughout history, newsgathering at a time of war has been a very sensitive issue. 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Actually, the Westernized nature of this tradition cannot be neglectedRead MoreThe Media and Its Responsibilities Essays1688 Words   |  7 Pagesevery citizen. I will discuss the unease relating to media responsibility today, but I will also challenge to depict the importance of the responsibility. A utilitarian purpose can be proficient only through an endeavor to added diverse ethical standards established by the social order improve our society. The media are what we read, listen to and watch; the foremost impact is psychological, intellectual and share commercial implications. Many media outlets cater to the business

Socialism and Capitalism Free Essays

Difference Between Socialism and Liberalism †¢ Categorized under Ideology,Politics | Difference Between Socialism and Liberalism Socialism vs Liberalism The terms ‘socialism’ and liberalism’ are used a lot nowadays, and many people often mistake one for the other. In order to differentiate between these two terms, one must keep in mind the clear-cut differences by defining the prevailing ideology of each term. The tenets of socialism assert that the state should wield total economic power by manipulating prices of goods and wages of workers. We will write a custom essay sample on Socialism and Capitalism or any similar topic only for you Order Now Furthermore, socialism requires people to submit to the rule of law. In return for their compliance, citizens are provided with resources rationed by the government. On the other hand, liberalism is more challenging to define since it is further divided into classical and modern liberalism. Classical liberalism states that the government should take control of an institution in order to ensure that it continues to be of service to the people, free of charge. Classical liberalism does not see any need for the government to enforce law and order and subjugate its citizens under the iron rule of law and order. However, modern liberalism veers away from this ideology by adding a new twist. Modern liberalism asserts that aside from ensuring economic and political security, it is also the government’s job to interfere with people’s day-to-day affairs in order to maintain social security. Modern liberalism, in effect, can be compared to socialism, because both of them assert that the government can effectively uplift its citizens not only by seizing control of the economy or private institutions, but also by keeping a close watch on citizens to ensure that none of them become subversive. Many modern-day politicians have been supporting modern liberalism because they believe that the government can solve all problems once it is granted total power. These politicians point out the inequality of different classes in society, and propose reforms that at first seem to favor the poor and marginalized, but in the end just grants the government reason to extend its powers to curtail private interests. And even though liberals seem to advocate reforms to improve government policy, they are still embracing the same old political structure to further their own ambitions. The late U. S. President Franklin Roosevelt himself defined liberalism as the ‘saving grace for the far-sighted conservative,’ and also ‘reform what you want to preserve. ’ Capitalists and supporters of democracy believe that socialism and modern liberalism are detrimental to economic progress. Because prices of goods and wage of workers is controlled directly by the government, privately-owned companies and institutions cannot flourish under a socialist or modern liberalist government. People who value freedom of speech and human rights likewise oppose socialism and modern liberalism, because they believe that such ideologies limit a citizen’s right to choose which products to buy, what job to take, what religious belief to espouse. Even though modern liberalism is more subtle and suave than socialism, it still ends up giving too much power to the government in the guise of economic, political, and social security. Summary 1. Socialism says that only by granting the state total economic and political power can economic progress and equality among citizens be attained. . Classical liberalism says that the state should only take over an institution to ensure that citizens can freely benefit from that particular institution’s services. Classical liberalism does not require the thorough enforcing of law and order to reach economic progress and equality. 3. Modern liberalism says that the state should interfere not only in economic or political affairs, bu t also in social affairs, such as day-to-day activities of its citizens. In effect, modern liberalism ceases to be associated with classical liberalism, and instead becomes similar to socialism. How to cite Socialism and Capitalism, Papers

Marketing Strategy Development Case study of Tesco †Free Samples

Question: Discuss about the Marketing Strategy Development of Tesco. Answer: Introduction Marketingis always an integral business tool that elevates a business position in a competitive market. Perception aroundmarketing has varied expression. To some firms marketing is a total concept of promotion business while others consider marketing as an inseparable division of corporate which look marketing as a vital discipline. Based on marketing several strategies branch out and therefore marketing is sometimes viewed as strategy. Whatever be the expression based on marketing the focus remains to promote business to drive it to achieve more sales aiming for a stable profitability (Belz and Peattie, 2009). This report is based on Tesco with focus on the overall strategy and their development for the firms success in the retail industry. Brief description of organisation Tesco Tesco is a multinational grocery based in England. Across the world this company is regarded a third biggest retailer in terms of profit earned. The company was founded in the year 1919 and from the early period of 1990 the company started diversifying its business. It had huge shift from high volume low cost retail firm to most appealing organisation through numerous social groups by the large range of products. Tesco is listed with London stock exchange. Mission statement The mission statement of the company is synonymous to the aim of business with its caring attitude towards the environment and community in equal measures. Mission statement identifies the company a most conscientious for the all stakeholders (Chaffey et al, 2009). The mission and goals of the company are interconnected. The mission statement of Tesco is We make what matters better, together Value statement The company has its values which assist to keep the core principles into practices. In presenting the values of the company in statement arrangement, that looks as below Tries harder for customers, we treat people how they like to be treated and every small help makes a big difference. Tesco offers large ranges of products to markets. Products are grocery products, home electronics, wine, dvd rentals. Tescos diversification moves included retailing of items such as clothing, electronics, books, toys, petrol, furniture, software, internet services and telecom (Chandra, Styles and Wilkinson, 2009). Tesco has its own orientation that caters market places with focus on marketing. The marketing concept is an orientation of the company that relates its brand effort and product values to the expectations of the potential and existing customers. In the products of the company, marketing as an orientation justifies its value proposition. As an example, retail industry has several competitors. Marketing efforts keep them thriving. Holistic approach is the part of marketing efforts of Tesco and this approach has kept the company on the frontal view among customers (Czinkota and Ronkainen, 2013). Tescos marketing concept of orientation considers that customers needs and expectations are always kept in mind while devising strategies. The holistic approach of Tesco is taken to all layers of the company culture to improve customers experience better in retail industry. In the year 1990, while severe competition crept into the industry of retail, some marketing moves initiated by Tesco stren gthened its position in the market. Customers kept coming back to Tesco stores as the company launched reward system for customers against their purchasing of items (Douglas and Craig, 2011). Tesco stressed on venture brands and one of the most remarkable was ChokaBlok ice-cream. The aim behind venture brands was to disassociate the products from Tesco brand so that these could be sold to non competing retail firms. These venture brands were meant for keeping at Tesco stores only and there were some degrees of exclusivity in the products increasing the brand appeal of Tesco although the products were not under the Tesco brand. In 2015 Tesco had launched a scheme named brand guarantee. Under this scheme the customers were promised a refund if some products were more expensive as compared to the competitors. Brand reveals a bundle of emotions which a company like Tesco enables its customers to associate their emotions with. Therefore brand becomes foundation of all marketing efforts (Dow and Larimo, 2009). Therefore brand names attract customers and if the the brand is strong then marketing revolving it becomes effective and possibly helps much for market development. Analysis of 5Cs for the company a) Company Strengths- wide presence in market across north and South America, Asia and North Africa, operational effectiveness, high numbers of products sourced locally, diversified product line, high level of brand equity. Weaknesses- profit levels were affected from bad debts and claims on household insurance, few controversies dented the brand image. Opportunities- brand emergence in emerging markets, capacity of rebranding some stores via promotions through digital media, ability of acquiring small firms of retail chains. Threats- costs of raw materials are increasing, increase in competition from other retail companies, needs of maintaining low cost operation as per requirement during economic downturn if any arises. b) Customers Tesco has huge numbers of customers regardless of age. But they fall into categories of having high and low or moderate spending capacity. This division of customers enable Tesco to personalise its websites for persuading them to search for items suitable to their needs (Ferrell. and Hartline, 2012). Customers are upmarket buyers and hard-up buyers. Upmarket customers are those who hardly wants to cut on expenditures while selecting and purchasing Tescos products and hard up buyers are more considerate in picking costly items and they prefer less costly products to purchase.. c) Collaborators Suppliers- Tesco works with suppliers who are reputed manufacturers of products which are kept in Tesco stores. Therefore suppliers of Tesco ensure products quality and meet the quest of Tesco in terms of search of excellence. Tescos suppliers are highly reputed and distinguished from the countries like USA, Japan, Germany, France, and Sweden (Fletcher and Crawford, 2013). Suppliers and distributors are the parts of the wide network Tesco has to encourage collaboration, knowledge sharing and innovation. Tesco is famous for its producer network who serves fresh food makers and the Tesco knowledge hub that was open to branded manufacturers. Tescos distributors are big firm who keep the supply chain network of the business effective. Suppliers and distributors of Tesco look for strategic relationship and unhindered supply chain. There are numerous partners of Tesco including suppliers and distributors who are inspired by the partnership approach of the company along with ethical trading policy to satisfy needs, the customers do have (Freng Svendsen et al, 2011). The names of the suppliers of Tesco are Tata motors, secureseal, Verizon, RedPrairie, IBM.Amscreen, Samsung, Vanderlande, Facebook, and Cancer Research UK. They are all collaborators and share strategic relationship for materialising the dreams of excellence of Tesco. d) competitors- The company faces tough competition. Retail companies always confront with competitors which are Sainsbury, Wal-Mart, Marks and Spencers. Retail market is full of competition and initial investment for a new venture is costly. But the aspect is promising for aspiring business firms that the industry offers great growth. Innovations and knowledge are the important metrics which can create differences. A new entrant can be potential competitor if innovations and knowledge about markets and customers are developed by it. Still the threat of new entrants in this industry is not so high and is only moderate (Hollensen, 2015). e) Context- the business of Tesco are bit affected by some factors which are not within the control. These are the following Political- Political instability has become a concern in many countries of operation.UK is also not an exception. After the phenomenon like Brexit there are some uncertainties policy formation and implementation affecting the operation of Tesco. UK government does not want its people to be extravagant and they need to be careful about their spending. There are factors like rate of interest and inflation which altogether influence the customers purchasing ability and willingness (Leonidou, et al, 2010). Legal-Legislations have great impact. Employment rules, trading policies, legal aspects, tax structure are all influential in affecting the business of Tesco. Economic-rate of unemployment is not a big concern but still there is absolute economic austerity encouraged by UK government. Interest rate is a big deciding factor which has influence on customers mindset. The cost, price and demand are three elements which have their gripping on Tesco and accordingly business gets affected. Slowdown on food market globally is another factor beyond control of Tesco (Mitchell, Wooliscroft and Higham, 2010). Social- the growing heath awareness among customers has forced Tesco to think for more improvement in quality. Consumers are more focused on non food items while making their purchase decisions. Technological- Technological improvement and its requirement in business process have helped the company to initiate efficient customer response and RFID as two vital systems for ensuring innovation and customers satisfaction (Morgan, Vorhies and Mason, 2009). Environmental- Concerns for environment leads the company to think for sustainable practices for protecting environment. This is also driven by law relating to environment. Tesco in its corporate social responsibility has included policy for environmental protection by reducing degree of pollutions. How does Tesco collect information? Thus need for data collection for understanding customers, competitions, business contexts is strongly felt by Tesco although the company has a firm position in the market. Tesco opts for market research and market intelligence to understand the mood of business environment. Observation-super markets or hypermarkets come to know about the mind frame of customers by directly monitoring their behaviours. They observe how customers do react to a product, what are their sayings about the products, if any store display or product features catch their fancy. This offers them the direct knowledge about customers and competitors as customers often talk about competitors and their refusal to accept products or their dislikes throw some hints about competitors (Morgan, Katsikeas and Vorhies, 2012). Test marketing- This is a bit costly method but is used by Tesco to know the market conditions. Tesco prior to launch some products with a purpose to prejudge the popularity targets a market wherein the products are launched. This helps the company to understand the popularity of the products. Survey-Tesco opts for survey for directly interacting with customers at high street stores. Customers express their answers in a questionnaire which helps the company to judge the market conditions. This also helps Tesco to understand the choices and spending patterns customers do have and the further evaluation of their feedbacks help to understand the external factors affecting the spending capacity of customers and to what extent company is affected from the factors (Murphy, 2010). As an example low spending capacity is caused by some economic factors and these can be understood when customers express it as a concern through their feedbacks. Tescos market intelligence acknowledges the essence of understanding competition and in this effort the company puts stress on competitor analysis. This includes evaluation of competitors objectives, competitors strategy, competitors assumptions, competitors capabilities to have an edge over competitors in market. Suppliers of Tesco are among its collaborator and their behaviour forms a set of knowledge for the company to understand market and business environment. Suppliers bargaining capacity and their importance on business get evaluated so that business can be managed more efficiently. Supply market assessment puts Tesco ahead in competition as supply arrangement and market situations become understandable (Nijssen and Herk, 2009). Also suppliers who the firm has strategic relationship with, help to know the important changes and aspects in the market and competition along with market trend and consumers behaviour. Development of market strategy Choice of target market Tesco has core components in the business. One is to provide its consumers with good quality items at prices that suit their financial capacity. This means the quality is not compromised but some products are priced higher thinking about the premium customers. Another one is that local peoples are put first in the business tactics by the company. Accordingly Tesco choices its target markets. The target market is classified into the segments to reach out to the diverse customers. Tesco targets high street customers and at the same time wants that it must not be perceived that the company caters to wealthy customers only (Papadopoulos and Heslop, 2014). The company must asserts that the customers are in categories of high income with needs of good quality and low incomes with also need of good quality. Because quality remains intact for both types of consumers, Tesco looks at the quality aspect with higher importance. Tesco must view its products as value for money and also needs to en sure the customers that expenses they make to purchase products are justified. Finally, Tesco needs to target its customers who want good products of good value in terms of price and quality. Value proposition for the target market Tesco assumes three vital quadrants in its value proposition concept for target market. These are cost, quality and delivery. Among these the company always thinks on some metrics for increasing the overall brand value than its competitors. The company needs to have some core functional aspects in its value proposition. These are thought on competitive advantage which keeps priority on reduction in cost and competitive cost, innovative resolution including knowledge amalgamation, innovative ability, improved innovation, and reliable design process (Papadopoulos.and Martn Martn, 2011). It is also recommended that Tesco needs to cultivate long term engagements with customers and collaborators like associates and suppliers to improve competitive abilities. Use of talents reputed across the world, achievement of productivity advantage and cost advantages are good options. A systematically powered design as well as development including analysis of product design, reduction in time of pro duct launching could be of help to increase the effectiveness of value proposition for the target market (Shaw, 2012). Positioning statement for the target market In practice, Tesco uses functional and symbolic positioning for its target markets. Functional aspects and qualities are the core elements in this positioning. Improved functional ability is the basis that keeps the products at the fore and customers are informed based on this. Symbolic positioning adopted by Tesco targets to reach at emotional level of customers. An example of this is refusal of using cotton in clothing as cotton industry employs huge numbers of child labour. This promotes the companys fair-trade practices and also brand appeals get improved to customers. The recommended positioning for the company is to lay focus on price positioning. Price positioning is likely to help the brand to reach to the maximum customers to whom price plays a decisive factors in making purchase decisions (Varadarajan,2010). The company needs to convey the brand message that quality is always kept intact even prices is cut down. This will help Tesco to reach to both high and low income peop le as price as an element is always vital to customers regardless of their income and financial status in society. Recommended positioning statement of Tesco Here in Tesco, value, quality, price factors and satisfaction criteria for customers are blended in all products which are uncommon among other brands in the industry. This is ensured by efforts, thoughts for customers and innovation and pricing strategy Tesco puts into practice for serving the valuable customers in the retail industry. Developing marketing tactics Retail marketing mix for Tesco (7 Ps) The each component in marketing mix relates to a better marketing tactics for Tesco. Products- products are diverse which are appealing. Tesco needs to put stress on products which are locally sourced and need to be kept on display accompanied with tag of being locally procured. But the relationship with collaborators must not be affected. Tesco has many products under its own brands like Tesco Kipa, Tesco Lotus, Tesco Bank and others. Availability of products will depend on kind of stores Tesco has (Varadarajan, 2010). Price- It is more vital element and therefore Tesco must keep it price adjustable with the capacity of customers to pay for purchasing products. But low cost strategy for all will not be suitable for the company. High priced luxury products aimed for premium customers is a good option as it will not affect the low income group customers. And also the vanity of premium class customers will be maintained by the pricing. Place- Tesco has different sized stores from Tesco super store, Tesco metro, Tesco extra, Tesco express. Efforts must be there to accommodate all types of products in these stores so that customers will access to the products always at the time of requirement. In Tesco Extra which is a hyper store, all products must be properly displayed for attracting customers attention (Shaw, 2012). Promotion-Tesco club card is a loyalty card which can be promoted to attract more customers. Therefore Tesco club cards need to be advertised along with other products to boost sales. Online advertisements particularly social media advertisements are good promotional platform for the company. People- Tesco employees are key resources to improve the quality of service marketing. Thus a good focus on their motivation is always important. Proper manpower selection and their training remain vital as these will determine their performance and success for Tesco in the retail industry. Process- This is the centre of the services and flawless operation. A viable business process is dependent on integrated information technology and automation process with online and offline selling options (Shaw, 2012). These can ensure most advantageous position for the company. Physical evidence- stores layout, colours of interiors and products positioning must be attractive for attracting customers. These all need to convey the evidence of brand and the truthful presence of brand Tesco to customers at the time of their visit at the stores. Conclusion Tesco is a giant retail organisation with its dominance in the retail sector for long. A successful marketing strategy is a key contributor to the overall organisational development. In this report several essential factors relating to the company has been discussed. A well developed marketing plan includes marketing mix as a viable strategy which is also important for Tesco to stay in the competition with success. References Belz, F.M. and Peattie, K., 2009. 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