Own Labels In The Uk Smoothies Market Marketing Essay

Own Labels In The Uk Smoothies Market Marketing Essay For the purposes of this report a smoothie will be defined as a drink that is made with pure crushed fruit, but which may also include a small amount of fruit juice or purà ©e, yogurt, milk or soymilk, and is smooth in texture (Mintel, 2010). 1.2 The UK Smoothie Market Although the smoothies market in the UK enjoyed a period of exceptionally strong growth of more than 150% between 2005 and 2007, this has now been stalled by the impact of the recent economic recession and consumers switching their loyalty to alternative, cheaper pure fruit drinks. As well as suffering from unfavourable economic conditions, smoothie manufactures have failed to convince UK consumers that the drinks are not full of calories and are not bad for their teeth., despite strong contradictory evidence from the British Nutrition Foundation. The result of all of this is that the smooothies market declined by some 36% between 2007 and 2009 (Mintel Report Sales Brochure, 2010). The brand leader in the smoothie market, Innocent, has largely been responsible for fuelling the growth in the market and despite the general market downturn, it still commands an 80% market share. However, Innocents market share has been boosted, not just by its own performance, but also by the decision taken by PepsiCo to remove its PJs brand in early 2009. PepsiCos rationale for removing the brand was that it enabled it to focus on its best selling Tropicana brand, which added a smoothie to its range in February 2008 (Lewis, 2008). The smoothie market is now showing signs of a fragile recovery and Mintel forecasts that improved economic conditions, together with the increased penetration of the childrens market, will see the smoothies sector returning to growth soon see Figure 1 below (Mintel Report Sales Brochure, 2010). FIGURE 1 Trends and Forecast for Volume Sales of Smoothies, 2005-2015 Total Index % annual change m litres 2005 27 66 +69 2006 52 127 +93 2007 70 171 +35 2008 60 146 -14 2009 45 110 -25 2010 (est) 41 100 -9 2011 (fore) 44 107 +7 2012 (proj) 48 116 +9 2013 (proj) 53 130 +12 2014 (proj) 58 141 +8 2015 (proj) 64 155 +10 2.0 The Importance of Branding in the Smoothies Market With consumers becoming increasingly sophisticated and confident in being able to differentiate between the offerings of various suppliers in a marketplace, the value of a strong brand has never been more critical (Mitchell et al., p.201. 2003). According to Aaker (p.95, 1996), to be successful, brands should offer consumers a value proposition, which constitutes functional, emotional and self- expressive benefits. Branding is critical in the soft drinks market as a whole. For example, Coca-Cola (a stakeholder in Innocent) believes that 96% of its total worth as a business can be attributed to its brand (Knox, 2004). In the smoothies market the brand leader, Innocent, has demonstrated the value of a strong brand. The name Innocent positions the brand as simple, pure and safe thus delivering both functional and emotional benefits within its brand value proposition. There are a number of reasons why branding is critical to success in the smoothies market, namely: Consumers are cynical about manufacturers claims of the health benefits of smoothies. Consumers believe smoothies are too expensive compared to other fruit drinks. Because smoothies are a relatively new product in the market they do not resonate with the 45+ age group which is a potentially significant market segment for smoothies. The distribution of smoothies relies too heavily on the big supermarket chains leaving them open to competition from supermarket own brands. Smoothies brands have largely recognised the value of branding in the marketplace and this is evidenced by a three fold increase in total advertising spend in the sector in 2009/10. The leading brands have built up a lot of brand equity as a result (see Figure 2). However, despite this the leading brands have not been able to rely on their brand reputation and equity to boost sales, rather they have had to discount the price of their products extensively in 2008/9, which may impact negatively on the equity of the brands in the longer term. Figure 2: Personalities of Various Smoothie Brands, May 2010 Benecol Innocent Ellas Kitchen Tropicana Average Base: internet users aged 16+ who have heard of the brand 1,517 1,795 674 1,718 % % % % % Authentic 10 19 10 16 14 Boring 9 2 4 3 4 Cool 6 21 10 16 14 Delicious 9 35 10 28 21 Engaging 5 12 6 8 8 Exciting 4 19 9 11 11 Fun 5 26 12 15 14 Genuine 14 23 12 20 17 Healthy 42 49 19 36 36 Natural 23 43 18 31 29 Refreshing 9 30 11 34 21 Special 9 22 8 11 12 Tired 4 1 3 3 3 Traditional 8 7 8 19 10 Unappealing 11 4 5 4 6 Unhealthy 1 1 2 2 2 Vibrant 4 18 8 13 11 Source: GMI/Mintel 3.0 The Threat from Own Labels in the Smoothies Market The growth of supermarket own label brands is having a big impact on the sale of manufacturer branded, fast-moving, consumer goods (Veloutsou, 2004). Supermarket own label brands are no longer just the lower quality and lower priced alternatives to manufacturer brands that they once were as since the late 1990s they have been offering a genuine quality option for consumers (Burt, 2000). Porters (p.49, 1989), includes the threat from substitute products as one of the five forces in his model of industry competitors see Figure 3 below. FIGURE 3 : Porters Five Forces Model of Industry Competitors : Substitute products, in the form of own labels, pose a significant threat to established brands in the smoothie marketplace. The leading brands, such as Innocent, are suffering from consumers switching to own label smoothie and fruit juice products, in the shorter term, due mainly to price considerations. The extent of this switch is evidenced by the fact that the large supermarkets now dominate the fruit juice drinks market with their own brands (Keynote, 2010). 4.0 The Brand Position of Tropicana in the UK Smoothes Market Best known for its fruit juice products Tropicana launched its smoothie in 2008 supported by a  £4.5 million promotional campaign. Owners PepsiCo intended that the Tropicana smoothie would fill the gap left by its withdrawal of the PJs brand. However, despite the huge investment in promotional support and PepsiCos knowledge of the soft drinks market, Tropicana has failed to deliver. Although it is now the second largest of the manufacturer brands, in terms of market share, it is a long way behind the brand leader, Innocent. Its sales and market share have also taken a nosedive from its peak of 2008 see Figure 4 below. Figure 4 : Trends for Take-home Market Share of Smoothie Brands, 2007-2009 2007 2008 2009 2007-09  £m % share  £m % share  £m % share % point difference Innocent 150 71 120 71 100 80 -33 PJs* 25 12 10 6 na na na Tropicana Smoothies 8 4 15 9 3 2 -63 Ellas Kitchen 1.5 1 2.2 1 2.5 2 67 Sub-total 185 88 147 87 106 84 -43 Others 4 2 5 3 4 3 Own-label 22 10 18 10 16 12 -28 Total 210 100 170 100 125 100 -40 * brand discontinued in late 2008 Despite its poor sales performance in 2009, Tropicana is not a bad performer, in terms of its appeal to consumers, with just over two-thirds of those surveyed by Mintel saying that they liked it and would buy it again. However, most consumers still regard Tropicana as a juice and not a smoothies brand. 5.0 Summary and Conclusions Following a significant period of growth, the smoothies market has declined in the last two years and is only just showing signs of recovery. The market is dominated by Innocent and other brands, such as Tropicana, have failed to establish a meaningful foothold despite massive marketing spends. Brand reputation and equity is key to the success of smooothies and Innocent has successfully established its brand in the consumer psyche. In terms of leveraging its brand then Tropicana has an inherent problem inasmuch as it is still best known as a fruit juice, not a smoothie, brand. It needs, therefore, to build its reputation as a smoothies brand by delivering a value proposition targeted specifically at smoothie drinkers and supported by its brand strength in the juices market. The fact that consumers generally like its smoothie product and would buy it again are a good foundation for future growth. Also, considering the brand personality scores shown in Figure 2, where Tropicana is generally in second place, there are opportunities to build on the brand attributes of authentic, cool delicious fun and genuine, in future promotional activity. The short shelf life of all smoothies makes it difficult for them to penetrate the on-trade. However, smoothies have not really targeted themselves at the impulse purchase consumer and, consequently, this is a potential area of growth as is the largely undeveloped childrens market. -

Comparing Grimms The Brave Little Tailor and Aschenputtel :: Childrens Literature Essays

Comparing Grimms' The Brave Little Tailor and Aschenputtel In Germany, fairy tales were a part of day-to-day life and "the Germans have repeatedly used fairy tales to explain the world to themselves" (Zipes 75). In fact, Kinder-und Hausmà ¤rchen was indeed in nearly every household in Germany. These fairy tales written by the Grimm Brothers are known for being "German fairy tales." So what makes these tales so Germanic and others tales not? How do Grimms' "German tales" compare to others? Through evaluating two works by the Grimms, The Brave Little Tailor and Aschenputtel, we will answer these questions. The characteristics that the Grimm fairy tales possess do seem to be quite Germanic. The German people are usually very stubborn, more violent than not, and very sarcastic. In The Brave Little Tailor, the cat carries the characteristics of a typical German. He has gone and collected partridges for the King and returned with gold for his master. He then tells his master that this gold will not make them content, that they will need more to be happy. How stubborn of the cat to be so greedy in nature. This tale begins with the death of the miller and ends with the death of the king. Although not giving gruesome details of the death, this continues to have a feeling of violence. The last trait is that of sarcasm. The cat is trying to fend for his life against being made into a pair gloves while the narrators, the Grimms, make fun of a cat being able to talk and walk like a human. This seems to be a serious part of the story, however, the Brothers make it light hearted by contri buting sarcastic humor. In Aschenputtel, there is not one character that possesses all the Germanic traits. The stepmother demonstrates being stubborn when she continuously finds chores for Cinderella to do. First she puts only one bowl of lentils in the ashes and the next time she uses two bowls. When Cinderella achieves both tasks with time remaining. The sarcasm is very light in this tale but is shown through the repetition of the pecking of the birds. It is also shown when the pigeons sing songs that rhyme. Aschenputtel is a very violent tale. It begins, like The Brave Little Tailor, with the death of Cinderella's mother.

O.C.C. Professor Has A Passion For Teaching :: Essays Papers

O.C.C. Professor Has A Passion For Teaching Ah, yes the college days, the days of the best teachers that opened your eyes to the world. The teachers who had a burning desire to teach us everything. Well those teachers still exist, very close to home. Jim Place, a native of Detroit, Michigan grew up in the southern tier of Corning, N.Y. Place has lived in Syracuse for 26 years and has made a name for himself in his years here. Place is a full time faculty member at O.C.C in the English department. Place starts his days with a revitalizing trip to thy gym .One of Place’s favorite hobbies include weightlifting and Place prides himself in the shape he is in at his age. Every Wednesday night for three hours Place also teaches a class on his passion, public relations. Before becoming a full time faculty member at O.C.C. Place found his love in advertising for 15 years. Prior to owning his own advertising business place was the director of an advertising agency for some time, working both nationally and internationally. Place has designed a number of logos in the advertising community. He has worked advertising for major companies such as Bristol Myers and Webster Coffee (Juan Valdez). Students in Public Relations describe it as not only a class but also an †experience.† Place teaches this class with good message about common sense and applying it to the real world. Another passion Place holds close is travel. With many relatives in Athens, Greece he travels there religiously. This would explain him being the Director and Advisor to the International Travel Club at O.C.C. Place has been honored with this position since 1998. Every year the club takes approximately 40 students to Europe .In past years Place has traveled to London, Ireland, Whales, and Paris (twice). This coming June ,Place will be accompanying the students to Italy.

Four Contexts That Motivate Learning

The four contexts that motivate learning are practical context, personal context, experiential context, and idealistic context. Practical context is doing something because it is what’s expected to be beneficial to succeed. The motivation is the strategic thinking to get to the point and not waste time. Personal context is setting goals for yourself to better your life or possibly the things in it. The motivation could be family or even just the satisfaction of self-achievement. Experiential context learning is learning from experience.The motivation is learning from your past experience and reintegrating it into a teaching skill for future knowledge. Idealistic context is a learning that involves exploring new ideas, theories, and concepts. The motivation is the curiosity to experience the discovery of something new. One must find the learning context that expresses them best. Personal context best motivates my learning. I like to accomplish goals I set for myself. My main go al is to make sure I can provide a better life for my children. By doing this I have to first start school and then find a good career.I tried to settle for medical assisting but the problem was simply that I was settling. My goal is to quit procrastinating and do more with my life. I have it set in my mind my children deserve the best and I am willing to do all I can to give it to them. I know I have to push myself to get through this journey. This makes the learning process easier. When I feel overwhelmed I remember my goals I have set for myself. My main personal goal is to finish school and obtain a good paying job to provide for my family and myself.

Educators and their Perception on Children Essay

Studies reveal that there has been an increasing degree of childhood challenging behavior. On a survey made by Joseph et al (2003) as cited from Strain and Joseph (2004) revealed that 73% of educators perceived that children with challenging behaviors has been increasing. More importantly, educators have also been affected by such an increase of challenging behaviors as 70% of them claimed that children with such make them feel stressed, while 60% said that it has a negative effect on their job satisfaction. Since challenging behavior has been increasing at present, such also has a negative effect on teacher turnovers. In relation with it, it has also been viewed that such a character of children has a significant relationship to the educator’s burn out and amount of complaints that they receive from the parents. In consequence, the school’s upper administration, tend to squeeze their budgets for a more costly approach and on the other hand, educators are being questioned of their efficiency. During the 1960’s educators believed that the source of difficulties in their class primarily emerges from children with problem behaviors. As such, they tend to see them as â€Å"bad apples† that could be removed in order to maintain a more favorable environment (Long et al, 1965) as cited from Strain and Joseph (2004). In fact studies of Joseph et al on 2003 revealed that 40% of educators reveal that they have removed students from their class for the past 12 months. Another problem that the educators experience is that they take the approach to children with challenging behavior as evident on their expression of â€Å"frustration, anger, inadequacy, fear, guilt and stress† (Strain and Joseph, 2004). In addition with this, respondents also reveal that they felt â€Å"overwhelmed, undervalued and disrespected† (Strain and Joseph, 2004). These feelings are clear indications that there are problems that the teacher needs to address. The educator needs to cope with these kinds of feelings in order to provide more self-control and rational thinking to be able to effectively address their students’ challenging behavior. Odom et al (1990) as cited from Strain and Joseph (2004) also found out that a teacher’s openness to adopt a new approach towards teaching children could also affect the rate in which children could go through with the problems that he or she is experiencing. It has also been perceived that the amount of work that the teachers have to handle could also impact how the way the handle children with challenging behavior. For teachers who have a lot of priorities and paperwork, to ask them to â€Å"do one more thing† further adds to their frustration. Teachers also argue that they don’t have enough training in order to deal with this type of children. These situations in addition to their relatively low wages are also determining factors of their negative attitude towards children with challenging behavior.

Nursing and Nurse Practitioner

My Career goal Tiffanie Brown My all time career goal is to become a Nurse Practitioner. I will have a lot of hoops to Jump through in order to get there but I am determine to achieve my goal so I no I will Succeed in this process. Currently I am working as an LPN at a long term care facility which I enjoy very much I attended almost 2 years of school to be able to sit for my license board for my LPN It was not easy at all I had a lot of long nights studying and early clinical mornings I first started out in a computer class to make sure I had general computer knowledge. Then I currently moved to pharmacology and my basic nursing classes.Each class was A month long and focused solely on that specific class. After 6 months of nursing classes I currently moved on to my clinical piece of nursing School. Which were sometimes all day and night. We had to pass each portion of our Clinical rotation in order to be able to move on to the next clinical. It was not easy but I made it through my clinical rotation, it took a lot of focusing on my certain tasks but I took my time and proceeded to pass all subjects, after my clinical portion was complete I had to take an exit exam so I was able to sit for my boards, I studied days and nights andIt paid off I passed my exit exam and was able to sit for my state boards. I took them And passed on my first try, I received my license and been practicing for the last two years. Currently I am at U. C Raymond Walters College taking my necessary pre-reqs so I can Get into the LPN-RN bridge program they offer. I will have to take a year almost Of my pre-req classes in order to qualify for the program, I have to take several Math classes, English comp 1,2,3 I have to take bio-organic chemistry, global Community, anatomy 1,2,3 I will have to take pharmacology, pediatrics, med surgeAnd my year of clinical so I am ready to take my exit exam in order to sit for my RN Exam. Once I take my RN exam and pass that I will be able to get accepted into the Bachelors program, to complete that program I will gave a lot of papers to complete On history as well as the clinical aspects of nursing, I will have to do a few week Internship In order for me to qualify to be able to receive my bachelors. It will Take about a year for Me to receive my bachelors from my associates degree give or take a little more or little Less time. After that is complete I will move onto my process of being accepted toThe masters program. Once I am officially accepted into my masters program I will have Almost a year of classes such as advanced pediatrics, advanced acute care, advanced Family practice, advanced women’s health and a basic nurse practitioner course, also Primary care on the adults and the aged. My instructor will have to make sure I pass Every course with a 3. 5 or better GPA in order for me to pass the program. I will Have several hands on clinicals with live patients as well as dummies. I will also have Several research papers I will have to do in order to complete my program . This processWill take quite a few years to complete, considering I am doing this process in a step By step manner. But I like to learn all aspects of this field and what the limits of practice Are for each title, I would also like to learn the acute care versus the trauma care, Surgical care, pediatrics care, and OB care before I move into the full blown Nurse practitioner care when I am not working fully one on one with a certain patient At all times, that is why I want to take this process slow and learn all aspects before I focus solely on one thing. And that is what it will take me to receive my all time goal Of a Nurse Practitioner.

Employee Portfolio: Management Plan Essay

Employee Portfolio Amy, one of the employees has a very negative outlook on usual daily basis. She is not very satisfied with her current job which prevents her from showing her full potential at work. Her personal emotions take over and carry on to any tasks. There is something preventing her from being satisfied in the work. From her assessment it seems as she feels it is hard to grown and show her real ability to work to satisfaction of the company. On the other hand, Daisy is very happy with her current position in the company she is working for. She is happy which reflects in her work because she is able to use her full potential. She is able to accomplish whatever comes her way and is always open to new things. Finally, Lynnet is in some way like the other employee Daisy. She as well is happy with her job and can use own methods on the job to grow. She is good at noticing mood changes between others and herself and can think clearly about how to manage emotions. My recommendations on future assessments for Amy might be taking are like one, she needs to find a way she can control her emotions and feelings. Another recommendation is she needs to know she can take break before starting just so she can refresh her mood and attitude. Sometimes since she lets things around her take control taking a walk can help before taking any kind of assessments. Assessments can be stressful to an employee especially if they are afraid it can affect their pay, work schedule and future promotions. Both Daisy and Lynnet, are able to handle their emotions and surroundings and does not affect or interfere when taking assessments, therefore; they can just keep doing the same things they are currently doing that is working just fine. When Daisy was taking the assessment I noticed she took her time and even talked to herself about certain things she even knew about how she is. Lastly, Lynnet was quicker at doing the assessments  because at the moment she was just g etting off work and I believe since she loves her job it was just really easy to answer the questions. I believe Daisy and Lynnet should keep up what they are doing and working for them.