Discussion 4 Essay Example | Topics and Well Written Essays - 500 words - 4

Discussion 4 - Essay Example uring his era for revolutionizing the painting style with his style that was definitive, darkening the shadows and transfixing the subject in a blinding shaft of light. Caravaggio pioneered the method of acute observation of physical and psychological reality in his subjects as the foundation of all the paintings he was commissioned to do. He proved that it was possible to work speedily on a painting. He finished painting the Sistine Chapel, his most notable work still in existence, in a matter of 7 years. He was an expert at working with live models and was frowned upon by his peers because he preferred to paint directly on the canvass rather than drawing sketches on paper and working from those models for the final product. This was a unique skill of Caravaggio that at the time was considered to be detrimental to an artists masterpiece or commissioned work. However, Caravaggio proved his detractors wrong, creating his masterpieces exactly how he saw them, directly on the canvass. Your description of a typical reinassance painting is highly accurate and was obviously well researched. I am in agreement with you regarding the influence of Florentine painters over this particular era of the arts. However, you failed to fully or even partially discuss the actual influences in the painting style of Giotto di Bondone. Although his style was later on classified as Renaissance, there is no information as to which particular aspects of the art form can directly be attributed to him. My research actually shows that there were other artists from the same era who pioneered the same style so it may be likely that Bondone should not be ascribed to as the Father of Reinassance Art. Overall, you presented a very interesting discussion. You failed to present what it was that made the Reinassance Art era special. How these drawings and paintings were defined by the artists of their time and why these became part of the basis of modern art. You did not point out the method by

A review of the literature on the effectiveness of acupuncture on Essay

A review of the literature on the effectiveness of acupuncture on chronic neck pain - Essay Example This effect however was not found to be clinically significant. The design of the study was a randomised, single-blind, placebo controlled, parallel-arm trial. The sample of participants was selected from two outpatient departments in the UK, with a total of 124 study participants in total completing the trial. The participants selected were between 18 and 80 years old, and were all selected on the criteria of having chronic, mechanical neck pain. The study was measured on an outcome basis, with the primary outcome being continued pain after one week of treatment. Secondary outcomes were pain at other time points, score on the neck disability index and the Short Form-36, and use of analgesic medications. Patients received either 8 treatments with acupuncture over the space of 4 weeks or 8 treatments of mock transcutaneous electrical stimulation of acupuncture points. While the acupuncture was found to be effective in relieving the neck pain, it was found not to be clinically signific ant as the placebo group were also found to improve from the baseline. Based on the primary outcome of pain one week after beginning treatment, the study found only a 12% better improvement in those receiving acupuncture than those receiving the placebo. This small percentage was not deemed to be clinically significant despite being classed as statistically so. There were recognised to be limitations in the study, however. Although the treatments were all carried out by one practitioner, the control did not mimic the process of needling, which may have affected the credibility of the placebo. There was also no control by means of a non-intervention group, which could have been used to measure the significance of the treatment in comparison to patients having received no treatment at all for the neck pain. The study did not make any assessment to the safety of the procedure. Overall from this study, it would be concluded that acupuncture is not effective enough in treatment of

Policy Statements Coursework Example | Topics and Well Written Essays - 1500 words

Policy Statements - Coursework Example According to the report findings  the public and community interest and involvement in major decision making process is also very important in policy statement especially the educational policy statements. The policy statement formulation should also define various tasks to be accomplished at the end of its implementation phase.   There are various strategies that can be used for successful implementation of policy statement and this should be properly laid down by the governing body formulating the policy statement. The various steps that the policy will take from its formulation to implementation should also be properly outlined in the policy making process. It is also important that a policy statement should consist of various aspects such as the main reason for its action plan.This study highlights that  the policy should also outline a number of guidelines describes the terms of employment conditions. In addition, a sound policy statement should also provide and describes the various relevant authorities regarding the institution or organization in question.  The policy statement must also describe the goals, aims, mission, vision as well as objectives of the institution of concern.  The policy statement can also include both long term and short term goals of the school organization.   This paper will provide a review on the policy statement of the educational systems in the United States.

Organic Solar cells Essay Example | Topics and Well Written Essays - 1000 words

Organic Solar cells - Essay Example In 1954, three scientists called Chapin, Fuller and Pearson developed the first solar cell in a lab. It was until the 1970s when the physics community caught up with them by working on a series of researches in the field of solar energy. Eastman Kodak became the first commercial organisation to create an organic cell in 1986. The device was made by an analyst called Tang, who worked for the organisation. More research continued to be done in the field and by 2007; a high efficient solar cell was created at a spectrolab. It had values of about 40.7%, which was a great improvement from Chapin and his colleagues’ 6% (Rivers 96). Currently, more research is underway in the field in order to boost outcomes. Solar cells are a used in electronic devices like calculators and laptops. Satellite images heavily rely on these materials for carrying out their roles. One is also likely to find the products in remote locations where no connections to power grids exist. However, they are yet to be regarded as a reliable source for electricity for electricity distribution. The cost of making solar energy from these materials is also prohibitive on a large scale. It costs four times, as much money, to generate 1 KWh of electricity from solar energy in comparison to conventional methods (Iyer 17). These typical methods include cycle gas turbines and remote diesel generation. Organic cells could be the answer to reduction of costs and elimination of other prohibitive factors in solar cell technology. Organic solar cells have low cost processing and high throughput. This implies that it is relatively easy to spray, vaporise, spin coat and print them. They capture light efficiently due to high absorption rates. The devices can even be processed in solution form at room temperature. Silicon-based solar cells are unlikely to go down in terms of prices, but this is untrue for organic ones. Additionally, they

Transpersonal Psychology Essay Example for Free

Transpersonal Psychology Essay The field of Transpersonal Psychology is the fourth field of psychology in addition to psychoanalysis, behaviorism, and humanistic psychology which covers the concepts regarding â€Å"Near Death Experience reality’, ‘dream reality’ and ‘waking reality’. According to Lajoie and Shapiro from the Journal of Transpersonal Psychology, â€Å"Transpersonal psychology is concerned with the study of humanity’s highest potential, and with the recognition, understanding, and realization of spiritual and transcendent states of consciousness. (Lajoie and Shapiro, 1992:91). However, Walsh and Vaughan started to criticize the many definitions of transpersonal psychology and referred it as the branch of psychology which studies transpersonal experiences which can be experienced during a distorted consciousness and other phenomena related to realms of mind and consciousness. (Walsh Vaughan, 1993, p203). Near Death Experience Near Death Experience (NDE) has been regarded as a phenomenon connected with several aspects such as the after-life experience and physiological experience that has both spiritual and psychological effects depending on how it is perceived. According to Jansen and Phil, â€Å"NDE is an altered state of consciousness of potentially great importance to psychology, philosophy, religion, medicine, neuroscience, art, and humanity in general. The mystery which it represents is of universal significance.† (Dr. Karl Jansen MB.ChB., 1998). According to Jody Long, a person who experienced NDE integrates it to his existing belief and strengthens their sense of spirituality which may involve change of religion. (Long, 2003) Generally, Kenneth Ring (1980) classified NDEs on a 5 stages in progression: 1. feelings of peace and contentment; 2. a sense of detachment from the body; 3. entering a transitional world of darkness (rapid movement through a long dark tunnel: the tunnel experience); 4. emerging into bright light which maybe a religious figure; and 5. entering the light. According to van Lommel, et.al., based on the clinical studies, some factors that lead to NDE include cardiac arrest, postpartum loss of blood, anaphylactic shock, coma, asphyxia, suicide, apnoea, near-drowning and serious depression.(van Lommel, 2001) However, it was observed that there are quite similarities among the description of NDEs and the skeptics understood it to be attributed to the pathology of the dying or reviving brain as suggested by Dr. Vladimir Negovsky. (Pravda, 2004). Dream Reality: A dream, as defined by American Heritage Dictionary (1978), is â€Å"a series of images, ideas, etc., occurring in certain stages of sleep.† Physiologically, it is commonly understood to be the product of the subconscious brain in processing waking reality and oftentimes outside the control of the dreamer. Eventually, studies showed that there is an exemption in lucid dreaming where the dreamer can control some aspects of the dream and experience it clearly. Stephen LaBerge, a popular experimenter has defined it as dreaming while knowing that you are dreaming. The clarity of the lucid dream signifies good dream recall. Practicing the control of the dream and recreating it may sometimes need tests to determine whether one is dreaming or not. Most common reality tests applied includes pinching oneself, holding one’s nose, or facing a mirror.(LaBerge, 1993) According to Eugen Tarnow, lucid dreaming is similar to NDE in that the persons involved both recall them with clarity. Both gives color and sound and become part of a long-term memory even during waking life. During waking life an executive function interprets long term memory consistent with reality checking. (Long, 2003) This coincides with Grosso’s observation that both stem from the same matrix of consciousness and involve the same mechanisms. (Grosso, 1983) It can also noted that as the NDErs consciously knows that they are experiencing reality, so the lucid dreamers knows that they are dreaming. It was shown in a study entitled Dreams and NDE that dreams rarely reproduced any part of the experience. (Long, 2003) This became the strongest evidence that NDEs and dreams are generally different states of consciousness.   Another way to interrelated the dreams, NDE and waking life is by looking at the thickness or thinness of boundaries an individual may have. According to Abraham Maslow â€Å"an individual’s capacity to experience transcendent states depends on a quality of openness that permits them to occur. (Kohr, 1983) p.171 Apparently, the â€Å"thicker† or more rigid the person, the less dreams the person recalled while the â€Å"thinner† or more fluid the person, the more dreams and waking reality blended. REFERENCES: Lajoie, D. H. Shapiro, S. I. (1992). Definitions of transpersonal psychology: The first twenty-three years. Journal of Transpersonal Psychology, Vol. 24. p. 91. Walsh, R. Vaughan, F. (1993). On transpersonal definitions.Journal of Transpersonal Psychology, 25 (2) 125-182 Dr. Karl Jansen MB.ChB., M. M. S., D. Phil (Oxon), MRCPsych. (1998). Ketamine Near Death and Near Birth Experience. Retrieved February 26, 2007, from http://www.lila.info/document_view.phtml?document_id=91 Grosso, M. (1983). Jung, Parapsychology, and the Near-Death Experience: Toward a Transpersonal Paradigm. The Journal for Near-Death Studies, 3(1), 19-22. Kohr, R. (1983). Near-Death Experiences In, Altered States, and Psi Sensitivity, Anabiosis. The Journal for Near-Death Studies, 3(2), 169-172. LaBerge, S. a. L., Lynne. (1993). The Light and Mirror Experiment Nightlight 5(Summer), 10. Long, J. A. a. L., Jeffrey. (2003). Dreams, Near-Death Experiences, and Reality Retrieved February 26, 2007, from www.nderf.org van Lommel, P. e. a. (2001). Near Death Experience In Survivors of Cardiac Arrest: A Prospective Study in the Netherlands. The Lancet( 358 ), 2039-2042.

Deconstruction Theory in Architecture

Deconstruction Theory in Architecture â€Å"Architecture is understood as a representation of deconstruction, the material representation of an abstract idea†.[1] Architecture is the art of space: its visual form, its dimensions and scale, the quality of its light- all of these qualities depend on our perception of the spatial boundaries defined by elements of form. As space begins to be captured, enclosed, molded and organized by the elements of mass, architecture comes into being.[2] In 1995, the Victoria and Albert Museum has announced plans for an expansion of their exhibition spaces. After a massive competition, the design that featured a six-story structure dubbed â€Å"The Spiral† by an architect, Daniel Libeskind has chosen by the museum. But the Victoria and Albert Museum has discarded the plan for the expansion, because of the harsh criticism from the press and scholars, as well as lack of funding. When the Victoria and Albert Museum declined the deconstruction style, other museums around the world have come to grasp it.[3] I have found that buildings and museums which with the existence of Deconstructivism both as development and completely new architectures. In this paper, I focus my studies on how philosophical theory of Deconstruction by Jacques Derrida applies to architecture design, specifically in museum settings. I have focused how deconstructivism theory has entered into the realm of architecture as well. Within this paper, I demonstrated how the style of deconstructivism works within a defined and systematic space for exhibition and the impact of this philosophical theory. Before finding the definition of deconstruction in the field of architecture, Jacques Derrida has been philosophical movement with Deconstruction as its foremost philosopher and Martin Heidegger’s writing as the roots. Deconstruction is a school of philosophy that originated in France in the late 1960s. Jacques Derrida was born in El Bair, Algeria in 1930 to Spanish immigrant parents. In 1948 he began his studies of philosophy in France after completed his baccalaureate. He presented his paper at Johns Hopkins University in 1966, where his work became eminence.[4] In the 20th century, Deconstruction symbolizes a complicated response to a range of theoretical and philosophical movements, most particularly Husserlian phenomenology, Saussurean and French structuralism, and Freudian and Lacanian psychoanalysis. German philosopher Martin Heidegger’s Destruktion and Abbau is where the term â€Å"deconstruction† acquires. Heidegger has developed the major foundation bec ame major theory of post-structuralist thinkers, such as Jacques Derrida. Derrida asserts those terms is literally a â€Å"translation’ and what is interpreted is architectural. He describes that Destruktion means â€Å"not a destruction but precisely a destructuring that dismantles the structural layers in the system† and Abbau means â€Å"to take apart an edifice in order to see how it is constituted or deconstituted†.[5] â€Å"Within architectural circles much confusion surrounds the term ‘deconstruction’†.[6] Architectural deconstruction can be expressed as a trend to design with the outcome of chaos, even though the translation of Deconstruction philosophical theory into architectural fundamental has never state clearly. The outcomes are geometrically abstract, apparently unplanned architectural forms. The architects who grasp this philosophy like try to plan architectural details that seem to be output of dismantling, displacement, deformation or partial demolition of pre-existing edifices’.[7] In 1998, the exhibition titled â€Å"Deconstructivist Architecture† presented by Philip Johnson and Mark Wigley, has marked a turning point in the very essence of architecture. The event held at the Museum of Modern Art in New York has presented the work of seven architects to the public and have been summarized with the generic brand of â€Å"Deconstructivist Architecture †.[8] The results are geometrically abstract, seemingly random architectural forms. The architects who embrace this theory thus try to design architectural elements that seem to be products of ‘dismantling, displacement, deformation, or partial demolition of pre-existing edifices.[9] Deconstruction provides a related way to architecture when its objective in philosophy asserts the need to comment current thought. The design is a clear deviation from earlier conventions and esthetics of architecture when first identified.[10] Nevertheless, the theory is I want to relate the previous assertion that deconstruction introduces initially with the existence of a formed object. The characteristics of Deconstructivism architecture essentially use fractured forms that deviate from the previous model of architectural construction.[11] Architect use these forms of acts as a way to deconstruct the concept and guidance to access a building. They are capable to use the philosophical an d dramatic structures combined with Deconstructivism, in order to deconstruct the former ethic in architecture designs. Nevertheless the philosophy of deconstruction can be used to clarity the architecture design, it can also remark the inquiry about the museum as a concept and how it affects the architecture design. I have discovered that there was a direct shift in the function of museum and its attitude in the cultural landscape in my research. I would like to analyze the shift as not origin, but the changes which reflected in museum design. I will also analyze the stylistic changes with the issues of a new objective of museum. This shift in relation to the objective of museum is regarding the practice of deconstructing the model in order to further the structure towards different speculation and function. Another essential shift in this research is the purpose of museum itself, while research about the analysis of the shift approaching design museum with deconstruction. Nowadays, in most of the capital cities, museums are recognized as cultural academy. Museums are playing a role of showing the value of culture in our society and mostly the visits are for educational and tourism purposes.[12] In those years, first museum in Western Europe was initially to assemble private collections, which museums nowadays are diverging the authentic use and status of museums. In past, the private collections were belonging to aristocracy and the royal families, their status and knowledge of the museum’s owners were determined by the quantity of collection.[13] The use of a museum as an academy completely to the exclusive is in direct opposition with how nearly all museums are seen nowadays. Most of them have moved from the cabinet paradigm into the new perspective of museum as entertainment. Nowadays, museum visits have become the significant part of the tourism trips as well as promoted as cultural academy.[14] This has assembled as a turning point in the design and layout of museums nowadays. This turning point in the proposed purpose of the museum has turned from an exclusive academy to cultural playground. The influence of turning the concept of museum is bigger than the visitor of museum. In this research, I want to figure out will changing designs of museums with deconstruction affect the purpose of museums. In this research, I have focused on few museums which designed with deconstruction. The museums are the Militarhistorisches Museum (translated â€Å"Military History Museum†) in Dresden, Germany; Jewish Museum in Berlin, Germany; Phaeno Science Center in Wolfsburg, Germany and Vitra Design Museum in Weil am Rhein, Germany situated outside of Basel, Switzerland. These museums are designed by three outstanding architects, who are Frank Gehry, Daniel Libeskind and Zaha Hadid. Frank Gehry and his architecture design is important in deconstructivism, his influence over Deconstructivism in architecture is great. He also acknowledged as the most significant architect and his design is presented across worldwide. For this research, I have chosen one of his architecture design as one of my research topics, which is the Vitra Design Museum which is a museum for design that located at Weil am Rhein,Germany. In addition, the other reason I have chosen Vitra Design Museum is this museum was one of the examples of fractal architecture[15] in museum composition. Vitra Design Museum was Gehry’s first persuasive architecture designed with Deconstruction style and acknowledged an aspect of Deconstructivism in a smaller scale. The location of this museum is within the campus of Vitra furniture manufacturing company outside of Basel, Switzerland and completed in 1989. Vitra Design Museum is conspicuous since it is Gehry’s first architecture design in Europe. [16] Regardless of the scale of this design is modest, the architecture turned up as a practical work of deconstructivism with a combination of towers, ramps and cubes. The exhibition area is in 700 square metres over two floors. Throughout the faà §ade, the design has promoted Gehry’s specific angular shapes and component. At the same time, it also showed that the starting point of his using curves in his architecture design.[17] The vault is built in cement material and designed upward to maximum the capacity of area for this comparatively small museum. Since there is no window on the faà §ade, the scattered skylights are where the natural light entering. These skylights can be open or close depends on exhibit’s requirement. Furthermore, another museum which also designed by Frank Gehry in deconstruction style is the MARTa Museum in Herford, Germany. This museum is completed in 2005, a smaller architecture of Gehry’s committed to present contemporary works. Similarly, Gehry has applied the similar elements of Vitra Design Museum to MARTa Museum, which are the waving forms that involve the faà §ade and roof. The faà §ade is built by brick, and then the stark metal plating is using on the roof and entrance area. Besides, another similar feature is the skylights which allow the flow of natural lighting and adjustable are placed in the exhibition space as well as the lecture hall. The notable use of fractal and angular forms which influenced by Gehry has left major impact on Deconstructivism architecture and dominates the style. Besides, Daniel Libeskind is another noteworthy Deconstructivist, his design of the Victoria and Albert Museum’s expansion project, â€Å"Spiral†. In that design, â€Å"Spiral† consists of various fractal structures, which has develop into his trademark style in most of his designs. These can be seen in his designs of museums which located in Dresden and Berlin. The signature fractal forms of Libeskind have featured on the Militarhistorisches Museum (translated â€Å"Military History Museum†). In 2011, the museum was extended and reopened afterwards. The architectural expansion is a triangular wedge in dark grey metal, literally popped outward from the original building, which is in in ivory coloured structure built during the early twentieth century. The five-storey pointed steel and glass shard of triangular wedge has made the Militarhistorisches Museum as the largest museum in Germany. The sharp tip of the triangular wedge is pointed towards east, which is the point of firebombs dropped during the war. Besides, the city skyline in the west can be view from the rooftop viewing platform which is 30 metre-height.[18] Moreover, the Jewish Museum Berlin has made his eminence in Deconstructivism architecture, while the Militarhistorisches Museum is one of the latest designs added into his portfolio. The project of Jewish Museum Berlin is highlighting on Jewish history.[19] The design has known as â€Å"Between the Lines† and the title of design is named for various reasons, also it has selected in the design competition. The main building is characterized by two broad line-shaped.[20] The first line is a fragmented-linear outline of the main exhibition building; the second line is a theoretical straight line that cut across the building in conjunction with its thematically placed voids. The voids are used for indicting the presence of line by fitting in accordance with this line. There is also a garden of columns in this architec ture, where the cube forms rectangular model in the complete structure.[21] Hence, the architecture is designed with fragmented shapes and angles. Similarly with Frank Gehry and Daniel Libeskind, Zaha Hadid is another architect who used forms and shapes with deconstruction style in her architectural design. Hadid is an Iraqi-born architect based in London, United Kingdom, her design style is more to large fractal forms. Nonetheless, she is renowned for dramatic and organic style which is visible in her architectural design. One of her designs which designed with organic forms is the Phaeno Science Center in Wolfsburg, Germany that completed in 2005. The form of architecture is like a platform standing with angular forms. The architecture is built with stark concrete walls in smooth finishes, its faà §ade beautify with speckled outlined pattern windows. The shaped windows are mirrored throughout the interior of structure, which consist of platforms, stairwells, and doorways. Hence, the Phaeno Science Center is diverged from the other architecture and designed as the whole structure which enclosed within one organic and solid model. I have studied at several particular elements of the design between these museums as well as their exhibition spaces. In this research, I have identified the way deconstructivist designed museums and how deconstructivism affects the museum designs. Firstly, interior design of deconstructivism museum has affected the exterior design. This can be seen in most of the museums which I have researched. The design has movement effects from the exhibition areas to the benches along walls towards the interior of museum. I have noticed that the architectural trends of deconstructivism museums, the style how the deconstructivist designed the elements, such as doorways, benches, windows, mostly related to the background of museum. So, analyzing the interior of deconstructivism museum is essential, as a museum which designed in deconstruction style will affects the visitors’ perspective view of artworks which displayed in the space. [1] Wigley, M. (1993) The Architecture of Deconstruction: Derrida’s Haunt. Cambridge: MIT Press. [2] Ching, F. D. K. (2007) Architecture: Form, Space, and Order. New York: John Wiley Sons [3] Mandry, S. (2013) ‘Ordered Chaos: the Negotiation of Space in Deconstructivist Museum Buildings’, University of Puget Sound. [ONLINE] Available at: http://soundideas.pugetsound.edu/summer_research/202/. [Accessed 14 March 2014]. [4] Norris, C. (1987) Derrida. Cambridge : Harvard University Press. [5] Wigley, M. (1993) The Architecture of Deconstruction: Derrida’s Haunt. Cambridge: MIT Press. [6] Leach, N. (2005) Rethinking Architecture: A reader in Cultural Theory. London: Routledge. [7] Sallingaros, N. A. (2004) Anti-Architecture and Deconstruction. Germany: Umbau-Verlag. [8] Johnson P. and Wigley, M. (1988) Deconstructivist Architecture. New York: The Museum of Modern Art. [9] Sallingaros, N. A. (2004) Anti-Architecture and Deconstruction. Germany: Umbau-Verlag. [10] Newhouse, V. (1998) Towards a New Museum. New York: The Monacelli Press. [11] Norris, C. (1987) Derrida. Cambridge : Harvard University Press. [12] Newhouse, V. (1998) Towards a New Museum. New York: The Monacelli Press. [13] Giebelhauseun, M. (2006) â€Å"Museum Architecture: A Brief History,† A Companion to Museum Studies. Ed. Sharon Macdonald. Oxford: Blackwell Publishing. [14] Newhouse, V. (1998) Towards a New Museum. New York: The Monacelli Press. [15] â€Å"Fractal architecture model represents a hierarchical structure built from elements of a single basic design.† Tirpak, T. M., Daniel, S. M. LaLonde, J. D. and Davis, W. J. (1992) A Note on a Fractal Architecture for Modelling and Controlling Flexible Manufacturing Systems.IEEE Transactions on Systems, Man, and Cybernetics. [ONLINE]. Vol. 22, May/June, pp. 564. Available at: http://ieeexplore.ieee.org/stamp/stamp.jsp?tp=arnumber=155958[Accessed 08 April 2014]. [16] Newhouse, V. (1998) Towards a New Museum. New York: The Monacelli Press. [17] Cohen, J. L., Colomina, B., Friedman, M., Mitchell, W. J. and Ragheb, J. F. (2001) Frank Gehry, Architect. New York, NY: Guggenheim Museum Publications. [18] Dezeen Magazine. (2011)Dresden Museum of Military History by Daniel Libeskind. [ONLINE] Available at: http://www.dezeen.com/2011/09/29/dresden-museum-of-military-history-by-daniel-libeskind/. [Accessed 02 April 2014]. [19] Schneider, B. (2004) Daniel Libeskind: Jewish Museum Berlin. Munich, Germany: Prestel Books. [20] Jencks, C. (2002) The New Paradigms in Architecture. New Haven, CT: Yale University Press. [21] Schneider, B. (2004) Daniel Libeskind: Jewish Museum Berlin. Munich, Germany: Prestel Books.

The Marketing Director Of Nestle Company Marketing Essay

The Marketing Director Of Nestle Company Marketing Essay Introduction The assignment investigates about a marketing strategy, tactics for a new product innovation and product improvements of Nestlà ©, one of the fastest growing FMCG Company with its product innovations. In this assignment, the STP analysis and tactics of marketing is applied for the new product design of the existing product from Nestlà ©. Firstly, Wheelwright and Clark, 1992 state that New product development (NPD) is due to three reasons such as increasing international competition, the challenging markets and the diverse or various technologies. Montoya- Weiss and Calantone (1994) add that the success or failure of NPD depend on the performance and factors done by organisation according to the strategic factors, development process and market innovation skills. The total word count of the assignment is () excluding references and appendices. The overview of the company (market and existing portfolio of its products and brands) Nestlà © is a Swiss multinational packaged food company formed by the merger of the Anglo- Swiss Milk company in 1905 (Nestlà ©, 2012). It is not only the largest food company in the world possessing 8,000 brands and a range of products but also one of the shareholders of LOreal, the worlds largest cosmetics company (Tom Mulier, 2011). The logo of Nestlà © symbolizes not only the activities of the company but also illustrates the average modern family of two children where the tree symbolizes an oak and the birds thrushes. The blue colour logo characterizes purity, care and goodness (famouslogos.us, 2012). Figure 1: The logo of Nestlà © (Nestlà ©, 2012) Nestlà © has sustained great performance in UK and Ireland which is due to its well- known brands, Kit Kat and Nescafà © and gained good sales growth through the year, 2012. Moreover, its successful innovations such as Nescafà © Azera and Maggi brand had made the company, Nestlà © outstanding from its competitors- both major competitors (Unilever and Mass Incorporated and Kraft foods) and competitors from local markets. The company has invested more than  £500 million to launch next generation of world class manufacturing facilities in the UK. Additionally, the company will hire more than 300 employees for their Nescafà © Dolce Gusto plant, which has increased the market share to supply not only to the UK market but also to export markets around the world (Nestlà ©, 2012). The type of the NPD for Nestlà © Company Trott (1998) defines new products as the developments or variations on existing formats. Although the products have appeared before in the market, it is still new to the market due to the changing innovation of including application advice for the product. Among the brands from Nestlà ©, the new product development would be the combination of dairy products (condensed milk and sugar) and coffee in one packet. That is also known as the additions to existing product lines (Trott, 1998). What makes it different from the previous packaging is not because having more than one product but because of launching new product innovation which is different from its competitors products. Figure 2: New Product Design for Nestlà © Our new product will meet the functional needs such as Biogenic needs or Biogenic drives often known as physiological drives and satisfy the physical needs such as food, water, air and shelter (Solomon and Bamossy et al, 2010). According to the Maslows hierarchy of needs, it satisfies the physiological needs which in turn dominate an individuals attention (Chisnall, 1995). Importantly, the needs of people differ according to the individuals unique history, learning experiences and the cultural environment and background (Solomon and Bamossy et al, 2010). Moreover, Motivation is the psychological process that allows consumers to recognize the needs (Wells and Prensky, 1996). Therefore, the new product of Nestlà © will definitely give positive motivation to customers where they will find out the positive mood, pleasure and comfort where it will lead to operant conditioning where the attractiveness of the product will provide the consumers through their benefits (Evans, Jamal and Foxal l, 2009). Segmentation through Demographic, Psychographics, Values, Culture and Influencing factors Clearly, the purpose of segmentation, a creative process is to fulfil customers needs and requirements creating competitive advantage for the company. However, Weinstein (1987) argue that companies treat everyone is their customers not targeting as segments groups in most companies. Macdonald and Dunbar (1998) explain that according to the Ansoff matrix, our new product includes in extending existing products to new segments. They suggest that a clear and realistic goal is necessary for a company as it plays a crucial role in the marketing planning process. Therefore, select segmented customers play an important role as targets for marketing activity and then develop a unique marketing program to carry out the prospects. Segmentation creates opportunities for the company where they can meet customers needs not only for today but also for the future (Macdonald and Dunber, 1998). Firstly, to know who to focus on and why, then we need to identify attractive segments from United Kingdom to know the consumer criteria. The Ethnicity results of 2001 Census show that 85.67% of proportions of total UK population are White British. 1.8% is of Indian, 1% is of Black Caribbean and 0.4% is of Other Asian excluding Chinese. See more in Appendix (). According to Evans, Jamal and Foxall (2010), consumer psychographics consist of lifestyle, personality and self- image. However Ries and Trout (1972) suggest that learning Psychographics, we become to recognize and understand about the values, perceptions, lifestyle, attitudes and motivations of the people. The lifestyle groups of people from UK are self- actualizers, innovators, esteem-seeker, strivers, contented conformers, traditionalists and disconnected The Consumer Insights Social Value Groups (2005), 18% of UK population like to self- actualises. Antonides and Raaij (1998), claim that values play an important part in Christianity and West European Culture. The values of UK can be learnt according to the indexes of Greet Hofstede (1991). Ronen and Shenkar (1985) stated UK as one of the Anglo countries. According to Hofstedes maps, UK ranks small on Power Distance and weak Uncertainty. Besides, amongst the types of self- congruence and self concept motives, Jamal and Goode (2001) investigate that individuals with higher levels of self-image congruence prefer higher levels of satisfaction. Thus, the attitudes towards buying new product behaviour can change with Heider (1958) theory. Targeting for the new Nestlà © product The target market of Nestlà © would be demographic targeting (N generation and Generation X or Baby Busters). Adam Smith Institute (1998) mentions that Generation Y or the millennial generation sometimes known as N generation are between ages 16 to 33 year old in 2010. Coupland (1991) indicates that age ranges from 34 to 44 year olds in 2010 are Generation X or Baby Busters. Ahmad, 2002 remark that over 20 million people in UK are of baby boomers (45-65 year olds in 2010) which can be estimated as 25 million by 2021. Moreover, Benefits sought can differ according to the social classes. See the social classes of UK (2008) in Appendix. Middle class people consume healthier food than the low ones. According to Freuds psychoanalytic theory, middle class people show superego structure from their conscious mind and control their behaviour according to morals and values. Oppositely, people who grew up in poverty are observing for physiological and safety needs from Maslows hierarchy of needs. Therefore, we should motivate these people to have healthy nutrients. In order to attract new product of Nestlà ©, the influencers are important as people are usually addicted to what the influencer speaks. Therefore, M Evans and C Fill being cited in Evans et al (2010) explain that opinion formers are targeted first and after that opinion leaders may receive the information from the opinion formers. But Antonides and Raaij (2010) claimed that opinion formers are informed via social contents by opinion leaders as they know new products via mass media. So, opinion leaders can give positive or negative advice and further information to opinion formers as they are influenced by opinion leaders. Park and Lessig (1997) suggest that information influence helps a lot in motivating people buying behaviour as they ask first from relatives upon which products to buy when they consider buying a product. Consequently, the motivation can acquire from external environment (Evans, Jamal and Foxall, 2010). McGuire (1974, 1976) show that cognitive motives can make individuals need for being adaptively concerned with headed for the environment and for attaining a sense of meaning. He and Greenberg, (2009) explain that cognitive dissonance motivates customers of the inconsistency between their attitude and behaviour, and encouraging a change headed for sustainable behaviour. Evans, Jamal and Foxall (2010), suggest that Maslow hierarchy of needs shows the motivational hierarchy of people. Positioning Fifield (2007) states positioning possesses an idea or perception in the customers attention. While Shimp (2011) defines that positioning has two actions namely, brand in (the consumers mind) and against (competitive positioning strategies). However, Clancy and Krieg (2000) show that positioning is all about stating a short statement or message to imprint in customers minds. Nowadays, most companies are expanding their positioning strategies to appeal more segments (Kotler et.al, 2005). For new Nestlà © product, the communication message Time Saving is crucial to receive the customers attention (Evans, Jamal and Foxall, 2009). This would be positioning based on functional needs to deliver solutions to consumers current consumption-related difficulties or potential problems by telling that the brand has specific benefits capable of solving those problems (Shimp, 2011). It becomes product related attributes as it offers product advantages such as saves time, affordable and convenient to carry which in turns motivates customers and creates values for their wants. Nevertheless, Kotler et.al (2005) outline that the competitive advantage being low and high quality influence on products position. For Nestlà ©, firstly, Nestlà ©s current position in the mind of consumers will be supported where introducing unoccupied position which values consumers and allowing reposition the competition. Finally, a company should deliver and communicate the desired position to target consumers because the companys marketing mix- product, price, place and promotion support its positioning strategy. Importantly, Nestlà © should support its position through performance and communication avoiding changes that might confuse consumers (Kotler et.al, 2005). Marketing Mix Strategies Product Kotler et. al, 2005 explain product offers market for attention, acquisition which satisfies customers needs and wants. A product can be physical objects, services, persons, places, organisations and ideas. Actual product of new Nestlà © includes its features, design, band name and packaging. It is vital to gain strong brand equity to capture customers loyalty and preference (Kotler et.al, 2005). Aaker (1991) recommend that a brand is a distinguishing name or symbol (such as a logo, trademark, or pack design) intended to identify the goods and services of either one seller or a group of sellers, and to differentiate those goods or services from those of competitiors. In order to launch the brand extension or brand stretching, new product can easily get recognition whereby saves high advertising cost. Essentially, a failure of brand extensions sometimes occur Brand dilution which may damage consumer attitudes towards other products as well (Kotler et al, 2005). For the new product, the original logo and name of Nestlà © would use. This could bring several advantages not only gaining customers attention because of creating a good product quality but also enabling the supplier to attract a loyal and profitable set of customers. As the package colour is of green and gold which is likeability legally protectable and made with higher- quality products. Packaging, an activity of designing the container or wrapper of a product for new Nestlà © can fulfil customers coffee breaks as it saves time and budget for them. For the new product, the logo and slogan will be the same as the original Nestlà © product. The design of the new product comes with 20 small packets inside a huge pack. Also the product is available with a small one whereas including 3 ingredients. This new packaging style would bring several benefits for the customers since it includes three products at the same time which offers the basic problem solving for them. They can easily carry and consume it whenever they go or can keep it since it comes along with zip-lock pattern. Moreover, it saves time for the customers when they are having a cup of coffee which in turn offers augmented benefits. Furthermore, it provides core benefits to middle class people. Since it is a consumer product therefore, consumers frequently purchase it for their own consumption. Furthermore, product quality has a direct impact on product performance; therefore, Nestlà © should link its new product quality to customers value and satisfaction (Kotler et.al, 2005). Nestlà © firstly should create quality level to support the new products position in the target market. Customer- driven strategy should introduce here to create a better quality for customers. The Product life cycle identifies a products sales and profits over its lifetime (Kotler et.al, 2005). During Introduction stage, since the product is new, the profits are negative or low because of the low sales and high distribution and promotion expenses. A rapid penetration strategy should apply to get fastest market penetration and largest market share (Kotler et al, 2005). If the new product meets market needs in the growth stage, sales will start increasing. Thus, the early adopters will begin buying and later buyers will start following their lead, because of the word-of- mouth. Later, new competitors will enter the market. It is essential to aware the product not to reach to maturity and to decline stage. The PLC of existing Nestlà © brands and new product is shown in Appendix (). Price Obviously, among the 4 elements of marketing mix, Price only can bring revenues. It is essential to avoid pricing which is cost-oriented rather than customer-value oriented. Since the segment and target market is carefully done, it is easy to set up the price for the new product. Being a new product, Nestlà © should apply market- penetration pricing while setting a low rice in order to attract large numbers of buyers and penetrate the market. Nestlà © should maintain its low price position to get penetration in the market. Among five products mix strategies, Nestlà © comes with product line pricing as there are cost difference between the products from the product line that have difference features and competitors prices. The selling price for the new product would be  £3 pounds for the whole packet which has 20 small packs inside. Being oligopolistic competition pricing, Nestlà © Company is always alert to its competitors strategies. Moreover, the customers perceptions of price effect on their buying decisions. Thus, if the new products demand falls by 10 %, when Nestlà © raises its price by 2 % the demand would be elastic occurring -5. However, if demand falls by 1% when the price is increased by 2%, inelastic demand occurs with -1/2 (Kotler et.al, 2005). Place Place is where transporting the right product to the right place at the right time to the customers (The times 100, 2012). It is known as Nestlà ©s distribution channel within marketing mix is to reach to its target market. New product of Nestlà © should be transported using indirect-marketing channels as below: The product is firstly targeted to consumers from UK in the introduction stage, it will distribute to all over the countries later. Marketing channel is part of customer value delivery network therefore; each channel adds value for the customers. The intermediaries of Nestlà © (wholesalers and retailers) take part a number of activities when delivering the products. For example: wholesalers can provide quicker delivery to the customers and retailers offer final link between the consumers and Nestlà © company (Kotler et. al, 2005). For the logistics functions, Nestlà © should store the goods in the warehouses while making stock available before the products are ready to be sold. Promotion The communication message Time Saving is crucial to receive the customers attention (Evans, Jamal and Foxall, 2009). In order to communicate with the target customers (external stakeholders), a variety of promotion methods will use with the purpose of Effectively attainting new customers by increasing customer base and Retention of existing customers by keeping up customer relations New product is going to be promoted through television, internet among the major media types. Nestlà ©s new product should Reach 70% of its target market during the first three months. I. Broadcast advertising (Television and Internet) The benefits would be good mass-market coverage and low cost per exposure. Frangi (2011) states that the proportion of media activities during the day time in UK as follow: For Nestlà © new product, an advertisement should create using Beyoncà ©s family (Appendix). Celebrity Endorsement promotes a sense of belief among the target audience and approves brand equity (Till, 1998). Moreover, since a celebrity can make advertisement believable (Kamins et.al;.1989), there will be certain awareness of the target group by breaking the disorder of ad and creating the ad and brand more obvious. As celebrity can help in brand name recognition (Petty, Cacioppo, Schermann, 1983), people will have a high recalling member for their favourite celebrity. Celebrities are appreciated and adored and respected by their audiences or fans and advertisers so, using stars as PR can influence the fans or customers towards the brand. Additionally, using Social networks Facebook, MySpace and Twitter could lead the customers to memorize the new product in a short period of time. It could especially attract to teenagers by looking at the proportion of their internet usage (Appendix). Proportion of adults who browse over social networking sites on the internet Conclusion Using the marketing mix creates a lot of advantages which brings customers satisfactions. Importantly, brand loyalty is necessary to make customers willingness to repeat purchase. It is essential to make a brand to be available in every shop including benefits such as good brand image, affordable price and packaging style. Marketing Strategies of Nestlà © would bring benefits along with the AIDA model. Attention (Awareness) attracts customers attention and awareness. Interest- creates advantages and benefits of Nestlà ©. Nestlà © should let its stakeholders know that fair ingredients include in it which is suitable to everybody. Mind will be fresh and everybody can concentrate on their work, after consuming the new product. Desire- The five performance objectives quality, speed, dependability, flexibility and fair price should consider getting customers desire. First error free goods should introduce which brings quality advantage to customers. Speed is important in providing goo ds and services to customers. Besides, doing or making things on time is important too. This is dependability. Next, flexibility requires fulfilling all customer requirements and dealing with all customer possibilities. Action- Customers action will meet as soon as they buy the new product. It is important to offer a value more than customers expectations. Thus, they have satisfaction which in turn creates them hard-core loyal and will unlikely to switch brands in the predictable future. As a recommendation, Nestlà © should consider internally and externally for its new product development. Internally, all departments have to work together, discuss and consider how they should make to build the brand image of new products and get the customers trust. Externally, it should consider about relationship, integrated and social responsibilities marketing. Nestlà © brand has long-term relationship with its customers, employees, suppliers, distributors, members of the financial community; shareholders and investors and other marketing partners (channels, distributors and advertising agencies). According to Kotler Keller (2006) Holistic Marketing is important in developing, designing and implementing of marketing programs, processes and activities. The relationship should not end in order to earn and retain the business. A strong relationship is essential to give a value which is more than customers expectations that would bring satisfactions and loyalty. Figure 1.1 Demography of UK in the year 2010 Classification of classes Explanations Lower middle class White collar workers Middle class Got tertiary education Upper middle class Earn higher incomes. They all are traditionally accomplished from private schools. Nouveau riche Working class, lower middle class Under class Long- term unemployed, elderly pensioners, economic immigrants, dependent on state benefits Upper class Statistically very few nowadays Skilled working class Blue- collar workers Work mostly in the construction and manufacturing factory. Unskilled and semi- skilled working class Blue- collar workers Work mostly in car factories, steel mills and textile mills Figure 1.3 Social classes of UK New product of Nestlà © Existing Nestlà © products