Marketing promotional strategies Essay Example for Free

Marketing promotional strategies Essay For this task I have chosen to write about Ben and Jerrys and Haagen-Dazs ice cream. These are two rival brands at the top end of the market. I decided to write about ice cream because it is very popular and there is lots of information available about them. They also both have good marketing and promotional strategies. I chose to write about Haagen-Dazs, as it is the best known ice cream. It is the number one super premium ice cream with 43 % of the market share. It is quite expensive as it is about  £5 for a carton on the ice cream but it is very nice. It is made with natural ingredients and its flavours are Chocolate, Butter Pecan and Cherry Vanilla. It was first made over 40 years ago. Haagen-Dazs uses the finest and purest ingredients. Ben and Jerrys is also at the top end of the market but it is a newer brand as it was first made in 1978. It has 39% of the market share and is the number two brand. It costs a little bit less than Haagen-Dazs as well. The price is still quite expensive though as all the products used are bought from minority and disadvantaged workers. It has a more fun image and has flavours such as Phish Food, Berry Nice and Cherry Garcia. It is aimed more towards young people than Haagen-Dazs is. It is aimed at young men and women in their teens, twenties and thirties with a high disposable income. Although these products are both at the top end of the market and are luxury ice creams they have very different approaches to their marketing and promotional strategies. Ben and Jerrys is marketed as a fun brand. It aims to try and attract younger people than Haagen-Dazs. This is shown by the names of its ice cream flavours and also by the design of the packet. Haagen-Dazs has a more sophisticated image and it has a more grown-up carton. It is aimed more towards older people, for example, people in their late 20s, 30s and 40s. Marketing Promotional Strategies Marketing Mix and Promotion has four main aims. It is known as AIDA. It sums up the purpose of communication with customers through promotions. A companies Unique Selling Point (USP) is what they use to make them different to other companies who are selling the same things as them. Ben and Jerrys have got a laid back image but they also have a social awareness. When Ben and Jerry first started their company, they started the concept of giving back to the community as a whole. They make sure that the milk they use is bought from Vermont farmers and they buy the brownies they use in some of their ice creams from disadvantaged workers. They also give 7.5% of their profit away to help social and environmental causes. This is their Unique Selling Point. Haagen-Dazs USP is that they are an ice cream aimed at adults that uses only the finest ingredients. They market themselves as the ultimate in luxury and extravagance. There are lots of different types of media that can be used to advertise products. These are the mass media: television, radio, cinema and the internet. There is also billboards, magazines, planes and product placement. Local media can also be used and this is notice boards, shop windows and public places. These influence buyer behaviour by persuading them to buy the product they are advertising. Haagen-Dazs has a lot of advertising. They advertise at cinemas and also on the television. They also have magazine and billboard advertisements. They advertise themselves as being a luxury ice cream and have started a new advertising campaign Made for Movies. This is going along with a special offer at Blockbuster videos where they offer free video rentals. When Haagen-Dazs first started in England they had a word of mouth campaign to make them seem very credible. They had marketed it as an upmarket product and at first it was only sold in upmarket shops. They ran advertisements in magazines like Vogue in order to attract the right sort of audience they wanted. Haagen-Dazs used AIDA to drip feed information in order to get peoples attention. Most people wouldnt be able to buy it at first though because they didnt shop at the right shops and it was expensive but after a while they started selling it at lots of shops. People bought Haagen-Dazs because they wanted to see what all the fuss was about and if it really was as good as other people said. Ben and Jerrys also advertise their products but not as much as Haagen-Dazs. They do not have any television advertising at the moment; neither do they have any magazine adverts. They have a lot of promotional evens however, such as buses that go round universities and offer free tasting days. Ben and Jerrys is often bringing out new flavours of ice cream and often has a Flavour of the Month They also stop making flavours that are not selling well. This is so customers do not get bored of the same thing. They advertise these new flavours in magazines and on billboards and people are keen to try what these new flavours taste like. They also advertise that they give a percentage of their profits to charity and the Ben and Jerry Foundation and this is used to gain customers. Both Ben and Jerrys and Haagen-Dazs have an upmarket image and at the moment they are the only two ice-cream brands to have this image. People would rather buy the more expensive brand and get the image that goes with it than buy a cheaper ice-cream which tastes just as good because they dont get the image that is associated with it.

Oppenheimer And The Atomic Bomb Essay -- essays research papers

Julius Robert Oppenheimer and the Atomic Bomb J. Robert Oppenheimer was a brilliant physicist and known as the †Father of the Atomic Bomb†. A charismatic leader of rare good qualities and commonplace flaws, Oppenheimer brought an uncommon sensibility to research, teaching, and government science. After help creating the atomic bomb with the Manhattan Project he was banned from the U.S. Government during the McCarthy Trials. He opposed the idea of stockpiling nuclear weapons and was deemed a security risk. Oppenheimer’s life reveals the conflict between war, science and how politics collided in the 1940’s through the 1960’s. His case became a cause "celebre" in the world of science because of its implications concerning political and moral issues relating to the role of scientists in government. Oppenheimer, the son of German immigrants, who had made their fortune in textiles, had the resources available in his family to further his education at a young age. At age ten Oppenheimer's grandfather brought him some rocks to identify and as a result Oppenheimer became very interested in geology. This led him to study other sciences at a young age. By age six he had the vocabulary of an adult. He could speak well and understood the meanings of the words and where they came from. He excelled in mathematics and was computing numbers at a high school rate while in the second grade. People referred to him as a boy genius. Oppenheimer was from a Jewish family who did not believe in the Orthodox ways. They had no temple affiliation, but did attend the Felix Alder Ethical School during grade school until high school. This school shaped many of Oppenheimer’s ideas regarding morality and political views that would later affect his life. He studied at Harvard and was good in the classics, such as Latin, Greek, chemistry and Physics. He had published works in poetry and studied Oriental philosophy. He graduated in 1925, it took him only three years, and went to England to do research at Cavendish Laboratory at the University of Cambridge. He didn’t like it there and left at the end of 1925. A man named Max Born asked him to attend Gottingen University where he met prominent European physicists. Oppenheimer studied quantum mechanics in Europe in the 1920s. He learned from Ernest Rutherford, one of the pioneers of atomic theory; and from Werner Heisenberg and Pau... ... Education: An Introduction to Social and Political Aspects. 4th ed. New York & London: Longman, Inc., 1989. Stern, Phillip M. The Oppenheimer Case: Security on Trial. New York, Evanston, and London: Harper & Row, 1969. Taylor, Telford. Grand Inquest: The Story of Congressional Investigations. New York: Simon and Schuster, 1955. Thayer, H, S. "Pragmatism." Encyclopedia of Philosophy. Ed, Paul Edwards. New York: Macmillan, 1967. Tobey, Ronald C, Horus Gets In Gear: A Beginner's Guide to Research in the History of Science. 2nd revised ed., Riverside: Department of History, University of California - Riverside, 1990, United States Atomic Energy Commission. In the Matter of J. Robert Oppenheimer: Transcript of the Hearing before Personnel Security Board and Texts of Principal Documents and Letters. Foreword by Philip M. Stern. Cambridge and London: The Massachusetts Institute of Technology Press, 1970, Wilde, Norman, "Ethics." Book review. The Journal of Philosophy. Psychology. and Scientific Methods, 5 (November 5, 1908), 636-639. York, Herbert F. The Advisors: Oppenheimer, Teller and the Superbomb. San Francisco: W. H. Freeman and Company, 1976.

Things Fall Apart Tragic Hero

The role of a tragic hero within a story line is essential in a dramatic film or written work. The hero has the standards of becoming a great character that can take charge of the story through courageous action and bold dialogue. However, since the character is deemed a â€Å"tragic† hero, his flaws will ultimately be his downfall, usually leading to the characters own demise. Nowhere is this ideal of a tragic hero more relevant that in Chinua Achebe’s novel Things Fall Apart. The story is set in late nineteenth-century in a small village in Nigeria. The tragic hero in this case is a young man named Okonkwo.He is a dynamic growing character but is doomed from the beginning of the story with two major flaws that in the end will destroy his character. Okonkwo cannot physically display any of his emotions because he thinks it is a sure sign of weakness. His second flaw is that if and when he does show any emotion, it is an uncontrollable rage. Both of these flaws will get Okonkwo into trouble that he cannot handle. Okonkwo has been taught from a very young age that showing his emotions is a feminine characteristic, a sign of weakness within his culture.This is brought about because when Okonkwo was a child his father was not very involved with the community or with the elder counsel. The community is the most important aspect of everyday life for Okonkwo’s people. The village does not have a centralized government, but it is does have democratic ruling through the elder males (Ohadike xxii). Since Okonkwo’s father was lazy and drank too much, he did not receive any respect from the majority of the community. Okonkwo did not want this for himself so he always displayed a tough exterior so that he could have respect. This characteristic is clearly shown throughout the story.One such example is when Okonkwo becomes very fond of a boy that is in his care. Even though he likes the boy, Ikemefuna, he still treated him â€Å"as he treated ev eryone else – with a heavy hand† (Achebe 20). Even to a person who was considered part of his own family, he could not show the emotion of affection or graceful attention. In addition to not being able to show any true emotions, Okonkwo has trouble controlling his temper. His anger and rough treatment of everyone around him, particularly his wives, once again springs from the fact that his father was segregated from the community.Also, his short-temper towards his wives may have been fueled by the fact that women were beneath men within the village’s social ranking. Okonkwo thinks that the only way he can gain the village’s respect is through being bold and strong. It was also very important to show strength during this time of need because there was much change going on in the community itself with the coming of the white man and new traditions. He must absolutely display only anger and strength â€Å"when the institutions he had fought so hard to sustai n collapse in the face of European colonialism† (Gikandi x).The most infamous scene of Okonkwo’s irrational anger and lack of respect is when he beats his wife for not preparing the meal for their children during the Week of Peace (Achebe 21). This is just a single case of Okonkwo beating one of his wives, but the village punishes him more severely because it is during their Week of Peace in which everyone should be nice and kind to their neighbor. The village was shocked because no one ever breaks the rules of that week. â€Å"Even the oldest men could only remember one or two other occasions somewhere in the dim past† (Achebe 22).Another instance where Okonkwo’s disorderly behavior takes control of his actions is when he kills the boy he was fond of, Ikemefuna. Okonkwo’s clansmen are attacking the boy, so Ikemefuna runs to seek help from Okonkwo. However, since Okonkwo â€Å"does not want to look weak in front of his fellow tribesmen, [he] cuts t he boy down† (Ward 1). He lets his rage and pride take over and kills the boy whom he considered his own son. The characteristics of a tragic hero are clearly visible within Okonkwo. If his ideals were prevalent in someone during this day and age in the United States, it would be quite interesting.It is almost shocking to say, but someone with those characteristics would be very successful in the competitive and fast-pace market of the United States. They could take charge of their business career as well as not buckling under pressure due to the lack of physical emotions. Okonkwo’s manners are instinctual in most humans, no matter how primitive or modern. Wall Street brokers and fast-talking businessmen can be compared to primitive African men whose attitudes have â€Å"been masculine-based even before the advent of the white man† (Mezu 1).In a country based on the powerful business ethic of â€Å"only the strong survive,† there is no doubt Okonkwo could make it far. It can be easily concluded that Okonkwo’s flaws were the leading means of his character’s destruction. His lack of emotions and uncontainable anger were definite components for the deterioration of his character. However, the meaning in Chinua Achebe’s novel Things Fall Apart would have been lost without Okonkwo as the dominant character. The tragic hero is still and always will be the stable character of any deeply meaningful epic novel or movie.

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