Marketing plan of airline company

Introduction A market plan is a document that strives to ensure all strategies are implemented to the end (Mcdonald, 2011).The main goal of marketing involves revenue maximization and customer satisfaction. It is expected that when a good marketing plan is adopted and implemented, it should be the turning point for any enterprise.Advertising We will write a custom essay sample on Marketing plan of airline company specifically for you for only $16.05 $11/page Learn More According to Plunkett, †The commercial airline industry has always been particularly vulnerable to economic and political changes† (2009). Therefore, investing in the industry needs carefull considerations. A good marketing plan places a firm on a higher pedestal to compete and command a sizeable share of any market that it operates. Mission statement Fere Airline is committed to becoming a profitable, global, and competitive airline, known for success based on efficiency and e ffectiveness in all its aspects of operations. Fere Airline’s Core Purpose: The Airline strives to make a significant contribution to the sustainable development of Europe. Core Values: Customer satisfaction Continuous improvement of service and product quality to remain competitive Maintain the highest safety standards in operations Fere Airline’s Goals:Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More To become the airline of choice in Europe To adopt business strategies that will ensure profitability To place London’s Stansted Airport on the map of the world and develop it as a premier hub in Europe To achieve a world class status in all aspects of operation, performance, customer satisfaction, and product quality Airline’s Organization Structure: For efficiency in service delivery, the airline’s organization structure will comprise of eight departme nts. An executive director will head each of the departments. The executive directors in consultation with the Group Managing Director will make most departmental decisions. The suggested departments are: Security and Anti-terrorism Technical Information Systems Finance Flight Operations Commercial Human Resources and Administration Ground Handling Fleet 15 Boeing 737 900ER Image courtey of ComPilots-Aviation Portal   Boeing 737-900ER Technical Characteristics Wingspan 112 feet 7 inches (34.3 meters) Wingspan w/winglets 117 feet 5 inches (35.7 meters) Cabin width 11 feet 7 inches (3.53 meters) Overall length 138 feet 2 inches (42.1 meters) Tail height 41 feet 2 inches (12.5 meters) Lower hold volume 11,824 cubic ft. (51.6 m3) Volume with 1 aux tank 1,674 cubic ft. (47.4 m3) Volume with 2 aux tanks 1,585 cubic ft. (44.9 m3) Source (Boeing, 2004)Advertising We will write a custom essay sample on Marketing plan of airline company specifically for you for only $16.05 $11/page Learn More General Strategy The airline industry is fiercely competitive (Cento, 2008). As globalization gains momentum, this already fierce competition is expected to intensify. This means that without proper marketing, the firm will hardly make any penetrations. Therefore, survival in this field means appropriately responding to the changing aero-political environment. Considering the above factors, Fere Airline has committed to investing in a state of the art information gathering system that will ensure the company remains up to date with market changes. As such, the company’s ability to respond to unforeseen threats and available opportunities will be rapid. In concrete terms, the airline aims to become the leading carrier in Europe with a heavy presence in Africa, Asia, and America in the next 20 years. The company also intends to own a fleet of 40-50 modern aircrafts for these operations. Finally yet importantly, the company intends to forge partnerships with other airlines to increase service efficiency. Product and service analysis Fere Airline’s headquarters will be based in London Stansted Airport. As a European short haul airline, its operations will cover France, BCN and ARN. Fere Aitrlines has already acquired 15 Boeing type B737 aircrafts for start up. The Airline will engage in both cargo and human transport. However, concentration will be on passengers considering the size of the palne. B737 are relatively small aircrafts and cannot, therefore, handle voluminous laggage (Kundu, 2010). To ensure that the airline gains considerable market share, various products and services will be offered. Gift cards The company will introduce gift cards to its loyal customers. Customers who win the gift cards will have their journeies fully sponsored to a destinations of their choice. Be it the Himalayas for a holiday with your spouse, Africa to watch wild animals, or the Middle East, the company will take them safely at no pay. Travel insurance Travel insurance makes airline travelling expensive (Lee, 2006). According to Karr, â€Å"The cost of travel insurance varies widely, depending on the cost and length of your trip, your age and health, and the type of †¦Ã¢â‚¬  (2006).Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Many airlines use the above mentioned factors to swindle traveller and charge exhorbitant prices. The company will offer comprehensive insurance to its clients at very affordable rates. The comprehensive cover will comprise lost package, travel delays, and trip cancellation insurance. Payment methods Apart for the conventional payment methods such as direct deposits, mastercard,and visa card, which are sometimes inconveniencing, the company will offer a varriety of convenient payment methods such as paypal, pyoneer, credit cards, GoodAsGold, Moneybookers, Alertpay, and Mobile Money Transfer. This will ensure that customers can easily pay for their flights using the most convenient method to them. One bag free campaign Travelers who have a lot of luggage need not worry. The company plans to run a promotional campaign aimed at attracting more clients, especially those travelling with families. Therefore, every paseenger will be allowed to travel with one bag free. Free onboard service s XM Radio Every seat will have a fixed XM Radio for customers to tune in and listen. Most interestingly, the customers will have a choice of 100 radio stations. This will ensure that passangers tune in to the stations of their choice in terms of presenters, music genre or discussions. Snacks Fere airline’s management knows that travelling without snacks makes the journey boring and long. As such, the company has contracted leading snack companies, Doritos, Jeffa Cakes, Hovis Bakery, and Greggs. DIRECTCTV On every seat is installed a 36 channel DIRECTV with leading international channels. Clients who like business news can always catch up with Quest on CNN, sports and entertainment lovers, ESPN among other wolrd class channels. Partnerships â€Å"Strategic partnerships are being heralded as a sound strategy in the airline industry† (Fojt, 2006). Attaining a world class status with a Boeing 737, is an almost impossible task. As globalization gains prominence, so is air travel (Meskill, 1999). This means that the demand for air travelling across the world remains high. The company must, therefore, make efforts to tap into this growing market through mergers. As such, the following companies have been contacted for mergers. Air France Fere Airline and Air France have agreed to share services between London and Paris. This will give the customer a better service experience through regular routes and marvelous experinces. Aeroflot Fere Airline will share London to Frankfurt route with Aeroflot. Time schedule Time schedule is used to advertise the timetable of arrivals and departures. It only includes days when the airline is operational. In this case, the time schedule will cover the period beginning 1st February 2011 to 18th April 2011. Departing London Stansted Airport To Departure Arrival Flight nos. days France 2200 2354 CS001 1stFebruary 2011 Barcelona 2200 0045 CS003 10THFebruary 2011 Stockholm 0930 1236 CS007 15THFebruary 2011 Fran ce 2100 1100 Cs012 21stFebruary 2011 Barcelona 1715 2000 Cs015 27thFebruary 2011 Stockholm 1035 1500 Cs 014 30thFebruary 2011 France 2245 0500 Cs013 2ndMarch 2011 Barcelona 1545 1830 CS011 5th March 2011 Stockholm 1135 1700 Cs005 10thMarch 2011 France 2025 0400 Cs006 14thMarch 2011 Barcelona 1600 2200 Cs003 18thMarch 2011 Stockholm 1135 1700 Cs004 21stMarch 2011 France 2000 0600 Cs009 28thMarch 2011 Barcelona 1600 2145 Cs008 4thApril Stockholm 1135 1600 Cs007 16thApril 2011 Time justification Fligh time and distance have been calculated using flight time calculator (https://flighttime-calculator.com/). London to Paris Flight distance:344.79km Ground distance:344.20km Flighttime:0h 54min Start time:31 Jan 2011 22:00 GMT +00:00 Arrival time:31 Jan 2011 23:54 GMT +01:00  (Local times) London to Barcelona Flight distance:1141.13km Ground distance:1139.16km Flighttime:1h 45min Start time:09 Feb 2011 22:00 GMT +00:00 Arrival time:10 Feb 2011 00:45 GMT +01:00 (Local times) London to Stockholm Flight distance:1438.86km Ground distance:1436.39km Flighttime:2h 6min Start time:15 Feb 2011 09:30 GMT +00:00 Arrival time:15 Feb 2011 12:36 GMT +01:00  (Local times) London return Flight distance:344.79km Ground distance:344.20km Flighttime:0h 54min Start time:21 Feb 2011 19:00 GMT +01:00 Arrival time:21 Feb 2011 18:54 GMT +00:00 (Local times) Budget for advertising Budget in marketing plan refers to comparison between expected revenue earned as a direct result of advertising and cost incurred in advertising. Care should be taken to ensure that an optimal level of advertisement is reached. That it is to say marginal costs of advertising should be equal to marginal revenues collected. Too much advertising is not recommended since it will only be effective up to certain optimal limit. $150000 Budget Between February and April 2011, the company plans to spend $ 150,000 on advertisement. The table below show specific areas of expenditure and ex pected revenue generated from advertising effects. Marketing expenditure February March April total Online 2000 3000 3000 8000 Brochures 6000 5000 6000 17000 Trade shows – 9000 10800 27000 Print 12000 11000 9000 32000 Radio 10000 12000 10000 32000 Promotions – – 30000 30000 Publications 1000 2000 1000 4000 Sales training 6000 5000 1000 12000 Total spent 50000 52000 48000 150000 Total sales 4000000 4500000 6000000 1450000 Marketing as a % sales 1.25 1.15 0.8 Online advertising The internet has proven effecteive lately in advertisement. In fact, according to Yeshin, â€Å"The web should not be regarded as a substitute for advertising in traditional media† (2005). Instead, the internet should be taken as a primary advertising method due to its wide coverage, cost effectiveness, and efficiency (Rock, 2005). Use of social media such as Face Book and Twitter and company website can be of great importance to online advertising. Onlin e advertisement will run for 3 months. Brochures â€Å"An attractive brochure can be very useful† (Henning, 2008). The company must, therefore, design and print brochures and distribute them to potential customers to aid selling of company products. Trade shows Trade shows, if well organized, can prove crucial to a company’s success. It is no wonder that Hisrich claimed that, â€Å"The importance of trade shows in industrial sales cannot be overstated† (Hisrich, 2000). Radio Radio advertisement has remained of great importance despite the emergence of the internet and Television. More still, the advent of FM radio stations has brough in jist among listeners (Mathur, 2005). The company, has decided to use 3 popular radio stations in its advertisements. From the projections, February, March, and April’s ratio of expenditure to sales would registere 1.25%, 1.15%, and 0.8% respectively. This is a favorable ratio. It shows that returns on amounts invested in a dvertisement cost are several times the cost. This occurrence shows that advertisement plays a pivotal role in boosting revenues. Print and radio utilized the highest cost while publications registered the lowest cost. Marketing strategy Marketing strategy refers to causes of actions that are aimed at achievement of market plans (Handlechner, 2012). Such strategies mainly focus on gaining competitive advantage in the market to boost revenues. They also work to ensure customer loyalty to products of a particular enterprise. Competitive and customers strategies Fere Airline will strive to be competitive despite the cutthroat competition that exists in the airline market. It faces completion from established airlines such as Virgin Atlantic, Air France, and British Airways. Despite the economic strength of these established companies, Fere Airline will most probably prevail and be profitable because of its highly efficient and effective operations. Mock press advertisement We are glad to announce to you the introduction of our world class airline services. The industry is crowded already, but we took this step because we believe travellers deserve nothing less than excellence and comfort. Surely, what we are launching today, Fere Airline, is an epitome of comfort with a touch of class. It is impressive and highly innovative. This is the reason why you need to fly with Fere Airline. We are introducing a flee of 15 Boeing 737 all customized to meet your comfort needs. It may be hard to believe that such excellent services would come at low prices, but Fere Airline is determined to make travelling cheaper and more exciting for all. We desire to ply all routes in Europe. However, we will only make direct flights to France, Spain, and Germany. Conclusion Marketing plan is an integral element of any business idea. Ignoring the need for a marketing plan is business’s own peril (Berman, 2009). A good marketing plan is paramount for success. It should be designed exhaustively and realistically without leaving out important components. Important components include various competitive strategies,potential challenges and how the business intends to tackle these challenges. The management needs to go a step further, adopt the components of market plan to the fullest. It should not just be a decorated documents which is not implemented in the business strategic planning. Fere Airline shows good tidings in the future, it should not be complacent. It exists in a very competitive arena, and no efforts should be spared by all stakeholders, since slight mishap could plummet the tremendous grounds they have covered to oblivion. References Andrew, T. (2003) Aviation insecurity: the new challenges of air tarvel, Amherst, NY: Promethes Books. Bayne, K.M. (1997) The Internet marketing plan, New York: J. Wiley Co. Bell, T.W. (1999) Internet Gambling: popular, inexorable and (eventually) legal. Bill, M. (1972) Air travel, London: Collier-Macmillan. Boeing ( 2004) 737 Family. Web. Brehmer, B. (1994) Future risks and risk management, Norwell, MA: Springer. Browning, H. (2007) Maintaining Team Performance, Volume 420, Greensboro: Center for Creative Leadership. Cahill, D.J. (2006) Lifestyle market segmentation, Binghamton, NY: Routledge. Cento, A. (2008) The Airline Industry: Challenges in the 21st Century, Segrate: Springer. Cohen, W.A. (1995) The marketing plan, New York: Wiley. Croft, M.J. (1994) Market segmentation: a step-by-step guide to profitable new business, London: Routledge. Dan, M. (2002) Safe air travel companion, New York: McGraw Hill. Davidson, A. (2010) How the City Really Works: The Definitive Guide to Money and Investing in London’s Square Mile, Philadelphia, PA: Kogan Page Publishers. Fojt, M. (2006) ‘The Airline Industry’, Strategic Direction, vol. XXII, no. 6, June, p. 53. Freiberg, K.a.J.F. (1998) Nuts!: Southwest Airlines’ crazy recipe for business and personal success, New York: Broadway Books. Garbutt, D. (1967) A simple introduction to capital expenditure decisions, California, CA: Pitman. Hancock, P.A. (1999) Human performance and ergonomics, San Diego, CA: Academic Press. Henning, R. (2008) Effective Guest House Management, 3rd edition, Cape Town: Juta and Company Ltd. Hisrich, R.D. (2000) Marketing, 2nd edition, New York: Barron’s Educational Series. J., J.A. (1979) Air travel, London: Macdonald Educational. Jackson, A.J. (1979) Air trave, London: Macdonald Educational. James, M. (1930) Air travel, New York: C. Scribner’s Sons. Jolly, A. (2009) Business Insights: Europe: A periodical Guide to Company Formation, Philadelphia: Kogan Page Limited. Karr, P. (2006) Frommer’s Vermont, New Hampshire Maine, 5th edition, Hoboken, NJ: John Wiley Sons. Kendrick, T. (2009) Identifying and Managing Project Risk: Essential Tools for Failure-Proofing Your Project, New York, NY: AMACOM Div American Mgmt Assn. Kotler, P. (2000) Marketing management. Mill ennium ed, Upper Saddle River, N.J: Prentice Hall. Kralev, N. (2011) Decoding Air Travel: A Guide to Saving on Airfare and Flying in Luxury, London: Nicholas Kralev. Kundu, A.K. (2010) Aircraft Design, Cambridge: Cambridge University Press. Lee, D. (2006) Advances in Airline Economics: Competition policy and antitrust, Kidlington, Oxford: Emerald Group Publishing. Martel, G. (2010) A Companion to Europe 1900-1945, 10th edition, Califonia: John Wiley and Sons. Mathur, U.C. (2005) Advertising Management Text And Cases, 2nd edition, New Delhi: New Age International. Meskill, T. (1999) Current Market Outlook, 1998: World Market Demand and Airplane Supply Requirements, Seattle, WA: DIANE Publishing. Plunkett, J.W. (2009) Plunkett’s Transportation, Supply Chain and Logistics Industry Almanac 2009 (E-Book): Transportation, Supply Chain and Logistics Industry Market Research, Statistics, Trends and Leading Companies, Houston, TX: Plunkett Research, Ltd. Rock, R.A. (2005) Quo Vadis Ad vertising?, Bloomington, IN: AuthorHouse. Rogers, R.M. (2009) Gambling in America. Web. Saber, R. (2006) International Business Operations and the Impact of Political Environment:A Conceptual Frame Work Based on a Four-Industry Study, LaVergne: Lightning Source Inc. Tim, W. (1993) Air tarvel, New York: Thomson Learning. Vejlgaard, H. (2008) Anatomy of a trend, London: McGraw-Hill. Weinstein, A. (2004) Handbook of market segmentation: strategic targeting for business and technology firms, Binghamton, NY: Routledge. Yeshin, T. (2005) Advertising, Hong Kong: Cengage Learning EMEA. This essay on Marketing plan of airline company was written and submitted by user Yusuf Robinson 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.

Too Little Too Late essays

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Mahashian di hatti limited | Analysis

Mahashian di hatti limited | Analysis INTRODUCTION Mahashian Di Hatti Limited is an INDIAN manufacturer, distributor and exporter of ground spices and spice mixtures under the brand name MDH. It specializes in several unique traditional blends of spices suitable for different recipes (Chana Masala for chickpeas, for example). The company was founded in 1919 by Mahashay Chuni Lal as a small shop in Sialkot. It has since grown in popularity all over India, and exports its products to several countries. It is associated with Mahashay Chuni Lal Charitable Trust HISTORY Mahashay Chuni Lal started the enterprise in Sialkot (now in Pakistan) on April 13, 1919. In a few years, the spices became very famous and they came to be known as Deggi Mirch Wale (the Pot Chilli People), after the name of one of their famous spice mixtures. After the partition of India, Mahashay Dharam Pal, the son of the founder, shifted to Delhi and opened up his shop at Ajmal Khan Road, Karol Bagh under the banner Mahashian Di Hatti of Sialkot (Deggi Mirch wale). The name Mahashian Di Hatti means the Shop of the Magnanimous in Punjabi GROWTH The company initially relied on hand-ground spices, but has since shifted to automated machines, with a capacity of producing 30 tonnes of packaged spices in a day. There are large fully automatic manufacturing plants at Delhi, Gurgaon (Haryana), Nagpur (Rajasthan), Ghaziabad (Uttar Pradesh) and Amritsar (Punjab). It has now a network of over 1000 wholesalers and over 4 lakh retail dealers in India. It was ranked 490th among the unlisted Indian companies in 2000-01. MDH pioneered the marketing of powdered spice mixtures in handy attractive packages. It has been co-opted as member of several committees of the Bureau of Indian Standards. In the last few years, the Exports Division of the company has started exporting the spices to several countries including UK, other European countries, Canada, United States, Japan and Switzerland FAMOUS PRODUCTS The MDH brand name is very well known throughout India. The products sold under the brand name include single spices (such as chili, coriander and turmeric) as well as blended spice mixtures. There are over 45 products available in over 100 different packages. The more famous ones are Chana Masala (for chickpeas), Sambar Masala (for Sambar), Kitchen King (for vegetables), Chunky Chaat Masala (for chaat), Garam Masala (hot spice, multi-purpose) and Chicken Masala. In addition to spices, it also manufactures incense sticks, Ayurvedic tooth powder and havan samagri, a mixture for Hindu ritual sacrifices. PRODUCTS We offer a wide and comprehensive range of products, which include: Wheat Flour SPECIES INCENSE STICKS AYURVEDIC INFRASTRUCTURE We are empowered with a state-of-the-art infrastructure, requisite technology, efficient transport facilities and superb working environment. We possess a spacious warehouse which can store large quantities of products. We are backed by a well-qualified and technical team of astute technocrats, business oriented professionals and diligent workers, who are highly experienced and have a thorough knowledge in the relevant field. The team is capable of sourcing large volumes of products to satisfy the customer demands and specifications. We possess one of Asias largest Wheat Flour Manufacturing Plant which is installed in our in-house production unit. We have the capacity to produce 3000 mt. Wheat Flour as per the European Standards on daily basis. Our wide network of distributors and suppliers are scattered all over the globe ensuring the customers of safe, smooth and punctual delivery of products. BUSINESS MISSION We will strive as a corporation,to gain trust from customers and continue to grow in strength. Make an effort on a daily basis to keep every customer satisfied,by offering every area of business, competitive products and services of superior quality thereby contributing to society. Having mutually satisfying interactions with customers through products Not being content with the present reality, continually striving for betterment and improvement, and accepting the challenge t Creating an environment in which each individual can apply their greatest strengths, an environment in which results will be evaluated correctly, and in these contexts, using our collective strengths to the fullest. Continuing to act in righteous ways, as good members of society MARKETING OBJECTIVE Strengthening brand name competitiveness With consumer requirements of tasty, safe and convenient as a basis, detailed analytical assessment of changing consumer demand is becoming vitally important in the food industry. Hereafter, in addition to guaranteeing quality and taste, MDH will analyze market data even to the extent of product quantity and shape, in hopes of predicting forthcoming trends and reflect these in the development of new products SITUATION ANALYSIS Growing interest in healthy eating and convenience has set the pace for this growth. Consumers have been boosting their consumption of whole grains. At the same time, they are buying more highly processed convenience foods like sandwiches, pizzas, and tortillas which often contain large amounts of flour. This situation reflects a turnaround in flours fortunes. . . Types of Flour Wheat flour is the primary grain product consumed in the United States. Thats apparent in the wide variety of food products prepared from flour: packaged flour for home baking, bakery mixes, breads, cakes, cookies, crackers, and pastas. Flour is also used in breakfast cereals, gravies, and soups. Overall, products classified in the bread and cake industry Roller flour mills, producing wheat products like atta, maida and suji are struggling for survival, since wheat has vanished from the markets in india such as uttar Pradesh. Many mills have closed down while others were running at less then 50 per cent of their total capacity utilisation. The total annual installed capacity of Uttar Pradesh was 40 lakh million tonne at one time. COMPETITOR ARE; Shakti bhog 10-15% market share Annapurna 40% market share Pillsbury approx 5-10% These are the competitors of MDH aata as we see Annapurna has the leading market share as number one brand so for to compete with we use latest technology so that amount of vitamins,minerals maintains a high rate. TECHNOLOGY The machines used by us is of latest technology which made good quality aata which is free from moisture,humidity contains an appropriate amount of vitamins, proteins starch carbohydrates which is useful for customer. For to satisfy the customer needs we take care so that cost reduces profit increases with quality of product. SWOT ANALYSIS The strengths, weaknesses opportunities and threats (SWOT) analysis provides a snapshot of MDH AATAinternal strengths weaknesses and external opportunities and threats. STRENGTHS 1MDH is Indias largest industry producing spices having a prestigious image in the mind of consumers. RD expenditure is very high in all other existing segments as well as for its MDH aata. Shri Dharmpal ji the Founder of MDH is extremely knowledgeable, personally and financially dedicated to making the business a success. ‘ Just In Time Production Active and committed advisory council. Well developed distribution network. WEAKNESSES Though it has considerable anecdotal information the company is lacking of marketing research. Internal dispute among its subsidiary companies OPPORTUNITIES To capture the market share as using the latest technology.. MDH which is new for Indian Flour industry Government policies like the automatic approval for FDI up to 100% Introduction of new products Online activities, online buying 6 .Easy availability of credit, lower interest rate and higher consumer confidence and gradual recovery witnessed in business cycle. THREATS The major threat comes from rich and big competitors who dominate the Indian market. From companies like Annapurna having market share more than 40% TARGET MARKET STRATEGY As MDH producing its new product that is aata so it has to target the market where he lacks .generally branded aata is purchased in urban region not in rural area.So it our target to capture the market rural as well as urban so that we cater the needs and provide satisfication to customer along with getting market share. And to provide the goods and services in the region where lacks so that market size increases. VALUE CONSIOUS Those that are looking for the ideal combination of high fuel economy and low maintenance cost in long run at an affordable price. All three groups are likely to be exposed to the same degree of outdoor and ambient advertising. It is difficult to estimate the exact size of each group, but most buyers will be a mix of all three and not only one reason will motivate a purchase. The overall size of these groups is probably fairly small and will explain why products are not more common yet. CAMPAIGN OBJECTIVES Objectives are important to clarify and set an objective set of targets that ought to be achieved by the planned actions. Objectives exist on three levels; Corporate, marketing and communication. Corporate objective can be summarized as shareholder wealth maximization and is ultimately achieved through higher profits and increased sales. Marketing objectives are the successful introduction of a Marketing communication activities are a vital part in achieving the above two and have to be Coordinated with all other company activities (production, sales, purchasing). Strengthening the relationship with the MDH brand. Increase the consideration of MDH when planning to purchase flour. The target market should be reached as fully as possible Customer and Consumers have to be made aware of a new product and its brand name. PUBLIC RELATIONS â€Å"The development and maintenance of good relationships with different public groups†. Public relations are useful because they enjoy a high credibility at a low cost, but the exact message cannot be controlled. This communication form will be of major importance for the MDH campaign as many buyers draw their information from the media. Personal selling is very important because a car is a high involvement product and affords more Conviction for purchase which is given by PS. personal selling will be carried out by the local dealers who in advance should have been trained to be familiar with the MDH Atta (dealership launch material, conferences) and its advantages and how to overcome objections. CREATIVE STRATEGY The MDH Atta offers features that no other product offers. These unique selling points should be emphasized in the promotions and any barriers to purchase are weakened at the same time (unique selling Proposition strategy). To appeal to the target market promotions should promote the car and its users to be innovative imaginative, bold, intelligent, revolutionary and pioneering. It would make sense to create different executions to target one of the three mindsets identified in the target market and emphasizing their reasons to buy and refute their individual barriers to buy. MARKETING MIX PRODUCT As product is sum total of tangible and intangible attributes including productdesign, style,size, quality, colour,brand name ,labeling etc. So we produce the product in such a way which has all the qualities so that customer takes the proper benefit. Here in case of aata we produce it in such a way so that it carry all the features of good product.. PLACE/DISTRIBUTION Place is the distribution mix. It is concerned with the smooth flow of goodsandservices from the producer to consumer by creating time, place and possession utility. It signifies two things namely physical distribution and the channels of distribution.It also includes transportation, warehousing, inventory control,wholeselling etc. So we create the utility in such a way so that there is proper distribution of goods.. PRICE Price is the value of a product expressed in terms of money.It is a matter of vital importance to the buyer or seller.Exchange of goods and services takes place when buyer is willing to purchase at the proper price. As in case of this aata we set the price in such a way so that it will low then the competitor price and it is of better quality. We set the price in such a way so that their will be proper profit margin, considering the terms of credit and other policies. PROMOTION SALES PROMOTION Monetary incentives to buy, is most effective to trigger a decision or purchase. SP is useful at the beginning of the product life cycle to increase acceptance or provoke a trial. MDH is selling the aata beneath its production cost. However an additional third party sales promotion mechanism has been put into place: Power shift, a government backed agency, To get the biggest benefit out of this MDH should advertise this fact. Otherwise SP should be used spontaneously once a slowdown in sales can be detected (PLC). ADVERTISING a paid form of non-personal mass communication from an identified sponsor, should be the major communication mix ingredient for this campaign. Advertising is controllable, but expensive esp. TV. Advertising can be used to increase awareness, create interest and inform about MDH AATA USPs. Customers or consumer are reached by placing adverts in their target media. Direct mail in the form of newsletters can useful for this campaign to create awareness (pre launch) and inform or offer of opportunity to book a test drive. MDH has already a database in place but can also buy further data. Direct mail is also important when targeting the corporate buyers and provides them with detailed information about the MDH. PACKAGING Packaging is supposed to be the fifth P in marketing. After product, price, place and promotion, packaging is the element which holds the maximum importance in the marketing of a product. As majority of the purchase decisions are made in store, we ensure that our products are attractively packed so as to capture the attention of the buyers. Our products are packaged in different quantities depending upon the different segment and market. MARKETING RESEARCH Good marketer wants insight to help them interpret past performance as well as plan future activities. They need timely, accurate and actionable information about consumers competition and their brands .they also need to make the best possible tactical decisions in the long run. Discovering a consumer insight and understanding its marketing implication can often lead to a successful product launch or spur the growth of the brand. MDHis doing extensive marketing research to understand consumers preferences and also the competitors strategies. It has a separate RD department which conducts online as well as offline surveys to know what consumers think about its offerings and what are their feedbacks The financial objective is to be financially solvent within the first two years of operation. The various expenditure on various operational activities are as follow- Online advertising; button and banner advertising on automotive websites and on online sites of target media Rs 1, 000, 000 Direct Mail news Letter Rs 500000 TV short Rs 3,00000 Print Rs 3, 00000 Outdoor RS 1, 00000 Sponsorship of MDH target group relevant events, celebrity Endorsement Sales Promotion, to be Confirmed Rs 20000000 Other: Promotions Sales Promotion Personal Dealer activity absorbed in Overheads Testing end of campaign Evaluation Rs 20000000 First year total: Rs 4,00000000.Second year total: Rs 3,00000000 .Third year total; Rs 2,000,00000 Considering the small target group of the MDH and the small projected sales figures a budget of Rs 9million over three years seems appropriate, however I would recommend reallocating the budget. That way the launch period communications can be intensified. Three years are also likely to correspond to the Product of this since car manufacturer have increased their output to keep demand high. ORGANSATIONAL STRUCTURE AND PLAN As well established company Reliance currently has many members on its staffs. However its automobile section is new. As this section matures into a stable and profitable organization the need for employees will grow. The first forseeable employee need is in the area of sales. The plan is to hire salespersons in early 2009 to allow Mr. Dharmpal ji to continue his consulting on a regular basis ,while at the same time ensuring a steady supply of for continued development efforts. To obtain the financial flexibility needed to manage its cash flow successfully the company has made contractors a significant component of its workforce SALES OBJECTIVE Sales of Rs 350,000,0 by the end of 2009,sales of Rs 1 million by the year 2011 and by the year 2013 sales of Rs 3 billion SUMMARY The recommended marketing and communications strategy that makes use of advertising, PR, new media and direct mail. Personal selling will be provided by the existing network of local dealers. Advertising will use TV, Print and outdoor media to initiate purchases. The Internet will play an important role for both advertising and direct mail, using a modern medium to underline the advanced character of this aata. However that this plan so far is only a model/ plan, and not definitive, it can and is likely to change esp. if pre or post-testing give negative results. Before realizing the proposed action a long planning period with frequent meetings of all parties is necessary to ensure the integrity and unanimous messages of the campaign. REFRENCES Financial Times 1999 2001. Various issues. Key Note. 2002. The Green Ethical Consumer. Market Assessment. Varey, Richard. 2002. Marketing Communication. London: Routledge. 4. Pickton, David and Broderick, Amanda. 2001. Integrated Marketing Communications. Harlow:Prentice Hall 5. Fitzgerald, Maureen and Arnott, David. 2000. Marketing Communications Classics. London: Business Press, Thomson Learning Westwood, John. 1990. The Marketing Plan. London: Kogan Page Limited.

Death and Women in Sadegh Hedayat’s “The Blind Owl” Essay

INTRODUCTION Sadeq Hedayat’s ‘The Blind Owl’ is one of the most important literary works in Persian language. The original Persian text of The Blind Owl, marked â€Å"not for sale in Iran,† appeared as a mimeographed publication in India in 1937. It was assumed at the time that Hedayat feared the repressive rule of Reza Shah; he feared especially that with the publication of this work he might have violated the established norms. He was aware that the propagation of a message that focused on the strangulation of the Iranian people, on the denial of individual human rights, and on the need for individual enlightenment would not remain undetected for ever. The central theme of the story is an attempt toward the resolution of the writer’s dualistic experiences of the real versus unreal, the sensual against the spiritual and death as opposed to life. Underlying his problems are sexual fear, association of women with death (a common theme in literature) and disgust af filiated with death and women. Perhaps no other modern Iranian writer has been claimed by his countrymen more than Sadegh Hedayat has. A tale of one man’s isolation, the novel contains a maze of symbols, recurring images, social commentary, allusions to opium-induced states, contemplations of the human condition, interjections on art, and references to literary and religious texts—all of which have, for decades, made it fertile ground for critical interpretation. The most long-standing theory was espoused by the Iranian Communist Party (Tudeh), with which Hedayat for a time sympathized. The Tudeh’s claim was that the black mood in the book is an allusion to life under Reza Shah, who ruled Iran from 1925 until 1941. But as scholar Homa Katouzian points out in Sadeq Hedayat: The Life and Legend of an Iranian Writer, while Hedayat did oppose the shah’s tyrannical reign, the book is a far more universal statement about alienation. Often compared to the work of Franz Kafka (whom Hedayat admired), The Blind Owl also brings to mind Fernando Pessoa’s The Book of Disquiet in its stark meditation on dejection. ‘â€Å"There are sores which slowly erode the mind in solitude like a kind of canker,† begins the book, and in the pages that ensue we glimpse this solitude, through the narrator’s room, which â€Å"stands upon the ruins of thousands of ancient houses†¦ like a tomb†; through the landscape of â€Å"crouching, accursed trees,† between which there are â€Å"ash-grey houses† where â€Å"no living creature could ever have dwelt†; and through the narrator’s estrangement from the â€Å"rabble-men† who bear â€Å"an expression of greed on their faces, in pursuit of money and sexual satisfaction. An ethereal girl appearing throughout offers hope. She is the image the narrator paints on his pen cases, a vision he falls in love with, and the portrait on an ancient jar, inside â€Å"an almond-shaped panel† (perhaps a reference to a mandorla, an almond-shaped contour found around images of Mary—the almond representi ng virgin birth). But the girl has a â€Å"double nature,† resurfacing as the narrator’s cunning mother, and, later, as his promiscuous wife. SYMBOLISM OF DEATH AND WOMEN IN SADEGH HEDAYAT’S THE BLIND OWL The word manic is important in connection to the story. The narrator wants the ethereal woman to remain in the world of death. Furthermore, she must remain out of touch and not to be seen by others. Later on, when the ethereal woman and the mother image become the same, one realizes why the narrator is so pre-occupied with woman as a focus of the problem of life and death. Mother is the birth giver. The narrator is mystified by the strange psychic state of his mother. The mother withdraws and there is an intense need to find her. The ethereal woman becomes the mother. How could anyone bear a sex encounter with her, to enter her body? Therefore any suggestion of love intimacy with women in the sexual sense must be avoided. For him it is not possible. At this point, sexual love becomes the focus of the collapse of security and of being. A tendency for suicide arises when he believes that a world in which it is not possible to distinguish the reality from the painted appearance is exists. This weariness with life is a symbol of schizoid suicide, which leads into withdrawal into death, into a ghostly world. In the unconscious, the narrator believes that the corruption of relationships through sexual contact brings nothingness. This again indicates the presence of a schizoid element in his mind. A person with a schizoid mind seeks isolation. Union with a woman will not take him into the path of separateness, so he buries the woman. Now he can be free. He is alone but alive. In the process, he is denouncing the â€Å"inferior† half of himself, the woman in him, the part that he fears may corrupt and make him diseased. He expresses the intolerable perplexity of woman as a focus of appearance and reality. But this distrust of women is not misogyny. It is a result of profound pondering of problems of human nature and being. Hedayat’s association of women with death, his inability to deal with realism through the horror of the tragic, and a paranoid attitude accompanying his inability to tolerate and accept his own mortal reality indicates a form of dissociation from reality which serves as a clue to his existence problem. In â€Å"the Blind Owl†, the writer fails to establish existential authenticity and freedom. This is because in his struggle through re-birth, his view of self, others and the world in general is dominated by his rejection of his female elements of being and knowing. Such rejection is mainly due to his schizoid problems, but it is also magnified by the prevailing attitudes toward women in his native country. CONCLUSION To take you inside such a mind in such a brief book is an achievement up there with Poe and Kafka- to perceive the hell of isolation within one’s own head is to show how the narrator’s madness is an endlessly coherent vision of the world. It corresponds to the way that he sees the world- and that vision is not inconsistent or inadequate in its own terms. He functions as a system of epistemology, processing new information, but never progressing and never learning. A feminist critique might stop there- but I don’t think we should- I think there is more to say here about the way he thinks of women and the way that that relates to the way he thinks about truth. The male intellectuals of the period and long after accepting principles of equality and freedom for both the sexes and at the same time growing up with the traditional notions of good, non sexual, virginal woman no doubt would have had problems coping with the new image. They did not know whether to be on their knees to her in reverence to her as the good mother figure, or full of sensual contempt for her as the whore. Ultimately, these men would be in need of her presence or impelled to destroy her. Hedayat would have been no exception. His preference for the spiritual, non-sexual contact with women can also be attributed to his inability to cope with the emergence of the new woman. The female characters therefore may be seen as dramatizations of endopsychic situations, to be understood as attempts to express the writer’s attitudes to women and to his own female element, and to embody these attitudes to the female knowledge in order to deal with problems of identity and being. In turn, his cultural experiences and the masculinity of the society in which he lives also influence such dramatizations. In a masculine society, such as Iran, a great deal of the contemporary culture needs to be explained in terms of the development of modes of false strength, which are based on a certain male dynamic. Where there is a deep insecurity of existence, this male dynamic is employed as a substitute for the female element of â€Å"being†. In these societies reality is normally located in the masculine paradigm, in which all female elements of being and knowing have been eradicated. In these situations, men will have problems accepting their culturally unacceptable and inferior female element. It should also be noted that men of Hedayats’ era, for the first time in the Iranian history, witnessed the transformation of the traditional Iranian women into modern twentieth century women—the kind who joined the ranks of the political parties, rallied, had lovers; had abortions and even bore illegitimate children. They also challenged the bipolar image of women as the virtuous v ersus women as prostitutes. REFRENCES _ Ghotbi, M.I. This is The Blind Owl. Tehran: Tabesh P, 1934. _See :http://assets.cambridge.org/052159/1953/sample/0521591953web.pdf . _ See :The Blind Owl by Sadegh Hedayat , http://www.almaclassics.com/excerpts/blindowl.pdf . _ See : Campbel, J., The Masks of God, Condor Books, London Press, 1973. _ Jung, C.G. 1950, Psychology and literature in The spirit in Man, art and literature Ark Edition Publication, London, 1967. _ 1920, â€Å"Trauma of Birth† ,Dover Publication, 1993. _ The Double ,The university of North Carolina Press 1971, KARNAC, London, 1989. _ See : http://www.angelfire.com/rnb/bashiri/BlindOwl/blindowl.html . _ See : http://therumpus.net/2010/10/why-i-love-sadegh-hedayats-the-blind-owl/. _ The Era of Reza Shah.† Washington: Library of Congress, 1998: . Yarshater, Ehsan, ed. Sadegh Hedayat: An Anthology. _Colorado: Westview P, 1979. _See : http://docs.lib.purdue.edu/clcweb> . _ Mannani, Manijeh. â€Å"Modern Middle Eastern Literature.† Department of Comparative Literature Lecture Series, Department of Comparative Literature, University of Alberta, September 1998. _Rahimieh, Nasrin. â€Å"A Systemic Approach to Modern Persian Prose Fiction.† World Literature Today 63 (1989): 15-19. _Beard, Michael. Hedayat’s Blind Owl as a Western Novel. New Jersey: Princeton UP, 1990. _Fanon, Frantz. The Wretched of the Earth. Trans. Constance Farrington. New York: Grove P, 1963. _ ale Ahmad, Jalal. â€Å"Iranian Education and the University.† Trans. Michael Hillmann. Iranian Society: An Anthology of Writings. By Jalal ale Ahmad. Ed. Michael Hillmann. Kentucky: Mazda Publishers, 1982. 116-21. _ ale Ahmad, Jalal. â€Å"Epilogue.† Trans. Michael Hillmann. Iranian Society: An Anthology of Writing. Jalal ale Ahmad. Ed. Michael Hillmann. Kentucky: Mazda Publishers, 1982. 143-48. _ Yasamine C. Coulter, â€Å"A Comparative Post-Colonial Approa ch to Hedayat’s The Blind Owl†. _ Comparative Literature and Culture 2.3 (2000):

Aristotle vs. Plato Essay

Born in Northern Greece. Aristotle’s male parent was a tribunal doctor to the male monarch of Macedon where Aristotle himself would be requested by King Philip II to tutor his boy Alexander ( who grew up to go â€Å"Alexander the Great† ) . Aristotle. one of the most influential minds in doctrine including political theory is besides known as the legendary Greek philosopher. logician. scientist. and pupil of Plato. Aristotle studied in Plato’s Academy in Athens. Plato being the pupil of Socrates and besides known as the male parent of political theory helped educate and determine the head of immature Aristotle who so became known as the first political scientist. It was the diverse ambiance in which Aristotle was raised. along with his instruction and so his many travels that gave him the deepness of being able to see and see the good and the mistakes in the universe. Aristotle saw doctrine within the physical universe. He believed that our truths came from physically interrupting down systems and analyzing them to understand them. He had experience with travelling and seeing different universe governments. Aristotle believed one had to interrupt things down through empirical observation and scientifically. Therefore deriving his rubric of political scientist who used scientific methods to analyse and reason his beliefs. ideas. and sentiments. Aristotle believed that one must believe critically and rationally utilizing inductive ground and an empiricist attack. Aristotle studied over 100 governments and analyzed which 1s were the strongest. how they functioned. and which best served the people. He concluded that the best type of authorities government was that of one with a strong in-between category to equilibrate the upper and lower categories to make the most stable and merely society. He believed that this government would be a combination of facets from a civil order ( an elected authorities that has the bulk of the common people’s best involvement ) . nobility ( regulation by the rich but with the people’s involvement in head ) . and monarchy ( a individual swayer if there is the possible that that metropolis has a qualified swayer as such which Aristotle admits is rare and can easy turn into dictatorship ) . Aristotle felt that most people did non hold adequate intelligence or power to manage running the authorities so it is best to set those in power who do. In his work. The Politics. Aristotle is explains that a metropolis is made up of many people. many persons who possess different positions and values. It is the diverse group of the metropolis that makes it a metropolis. If a metropolis were to go more and more a unit so it would lose its singularity in sentiments and do up and get the better of the full definition of a metropolis. Aristotle believes that people are entitled to their ain ideas. sentiments. and ownership. He states in his work ( Politics. page 40-41 ) that is non in the nature of a metropolis to be a unit. Aristotle believes that metropoliss are made up different parts and different entities that work together as a whole. They do non work as one but instead work together. Aristotle provinces that utmost fusion of a metropolis is non a good thing. Aristotle states that â€Å"The metropolis exists for the interest of a good life† . significance that a metropolis is at that place to map as an mercantile establishment to run into the demands of each of its citizens. Each citizen has his ain demand to be met. Aristotle realizes that what makes one individual happy may non do the other happy. â€Å"It is obvious that a metropolis which goes on going more and more of a unit will finally discontinue to be a metropolis at all. A metropolis. by its nature. is some kind of plurality† ( Aristotle. p. 39 ) . Aristotle is reasoning that if a metropolis becomes more and more incorporate so merely one voice is heard and it will so miss the really alone constituents of different voices. maps. and positions that made it a metropolis in the first topographic point. Aristotle believed that a metropoliss intent was to heighten plurality. a diversified metropolis that comes together to map. Known as the first political philosopher. Plato saw all physical things to be illusional. to be â€Å"a shadow of reality† ( Simile of a Cave ) and he stated that worlds are falsely led by their senses. Because of this. harmonizing to Plato- merely a society lead by Philosophers is a merely society ( Republic 473-475 ) . Plato believes that philosophers are the lone 1s to seek out absolute truth and justness and will hence be more educated and more inclined to do the best determinations for the group. At the same clip Plato thought that every individual had the possible to obtain ground. truth. and cognition by â€Å"stepping out of the cave and seeing the â€Å"light† . Plato believed that if people were educated decently so they would do good determinations. He believed people’s basic nature to be good. Whereas Aristotle tended to more of a realist and knew that some people did non hold it in them to â€Å"reason† or to â€Å"see the light† . In his book. The Republic. Plato discusses his belief in making a metropolis like utopia where there are no categories and everyone portions everything including adult females. kids and belongings. Plato’s positions are a bit unrealistic because he seems to non take into consideration human nature. Worlds are of course competitory and with clip would go more individualistic. Plato would non hold with Aristotle’s transition that a metropolis that grows into a unit will finally discontinue to be a metropolis. Plato on the reverse would province that the more of a unit the metropolis becomes. the more of Utopia it will be with everyone in common idea and understanding. common ownership of land. animate beings. and adult females. Plato’s ideal metropolis was that of a Utopian that would be governed by philosophers. He desired a perfect society with no jobs where people were happy. His society would dwell of three categories: swayers. aides and labourers. The swayers would be the philosopher male monarchs. would ever govern the province. The aides ( warriors ) would support the province and the labourers would be responsible for material production of goods needed by the province. Plato believed that the philosopher male monarchs should run the province being that they are the wisest and best possible campaigners. Plato was wholly molded by his instructor Socrates. taking on all of his ideas and doctrines whereas Plato’s pupil Aristotle took on many of his ain decisions and ideas many times beliing Plato’s. Plato was more of a dreamer while Aristotle was more of a realist. Where Plato sought out the â€Å"Utopia ideal situation† . Aristotle sought out how to break the current state of affairs. Another difference about Aristotle and Plato’s attack is that Plato is more focussed on the flawlessness of the universe and how people come to cognize about this. While Aristotle focal points more on the observations in nature and he knows non everything in nature is perfect. Aristotle. unlike Plato. was non focussed or concerned about the thought of a perfect society ; alternatively he wanted to better upon the 1 that he was portion of during his being. He believed that society should endeavor to use the best system it can achieve. He felt that Utopia was unrealistic and pointless. It would be best that society was at its highest possible and you can merely better upon the bing one. Therefore the integrity of a metropolis would decrease the individualism and different constituents that unambiguously make up a metropolis. therefore in the terminal the devastation of the really significance and map of what a metropolis ought to be.