Business of world Essay Example | Topics and Well Written Essays - 2000 words

Business of world - Essay Example The fruit is from Dry Creek, Russian River, and Napa/Carneros and most recently, Anderson Valley is all from vineyards owned by the Caranos but with success comes growth. Winemaker Aaron Piotter explains that Ferrari- Carano has outgrown in Healdsburg. While white wine production continues at the original winery, Don and Rhonda looked to the future and decided to purchase land in the surrounding hills of Sonoma. Dashing red wines are not new to the portfolio; several have been introduced over past years, such as Ferrari-Carano’s Meritage blend Tresor and its own version of a Super Tuscan, Siena. However, it was time to expand, so a new winery was built specifically for red wine production in the heart of the Caranos’ latest estate, atop a mountain above the Alexander Valley near Geyserville. Piotter dedicated his time and energy to production at this new state-of-the-art facility, hence leading to his daily success. Piotter, on his visit to Los Angeles, told The Tasting Panel that they called their new label â€Å"prevail†. The lush, concentrated mountain fruit comes from two distinct ranches and goes into two sibling wines. Prevail West Face is from Look Out Mountain, a blend of 70% Cabernet Sauvignon and 30% Syrah, grown in deep, nutrient-rich soils. The 2004 Prevail West Face possesses vibrant blackberry fruit, with notes of cardamom and black pepper that lingers through the finish. Prevail Back 40 is named for the 40-acre block of vineyards way in the back of RockRise Mountain. Dark berry, caramel and sweet vanilla persists on the palate of this 100% Cabernet Sauvignon. Ferrari-Carano Winemaker Aaron Piotter originally worked with Sangiovese production in the late 90s at Sebastiani. Piotter notes that there was not much of those varietal in California then, and the deficit could not probably be resolved. He further added that It was a difficult grape to help craft into a substantial wine. However, they also find it quite elegant, so the y came up with a blend called Siena. Sangiovese has leaned on a pillar of structure from Malbec, whose Ferari-Corano’s latest project is Prevail, a fitting name for mountain reds. The blend for the 2005 Siena, Sonoma County, is approximately 75% Sangiovese, 25% malbec. Nevertheless, Pinot Noir is on the horizon, with a new estate vineyard project in Mendocino. Piotter explained that they realized that their property in the Russian River and Carneros was well suited for Chardonnay, but not to Pinot Noir. He said that they had great luck in the Anderson Valley; they were near the ocean at their 2,000-foot elevation at Sky High Ranch, where his colleague, Sarah Quider, their winemaker for white wine, Pinot Noir and dessert wines, had made some beautiful Pinot’s from that estate. The new Ferrari-Carano Pinot is awaited to be sampled in its first vintage, which goes to bottle this spring. Question2: Discuss a specific company’s issues relative to violations of a law protecting employees such as the Equal pay Act, the Civil Rights Act or the Americans with Disability Act. Ethical business conduct and compliance with applicable laws and regulations are fundamental aspects of Sony’s corporate culture (Sony 3). To this end, Sony has established a Global Compliance Network comprised of the Compliance Division at the corporate headquarters, a global compliance leadership team and regional compliance

Common agricultural policy (research paper) Essay

Common agricultural policy (research paper) - Essay Example Currently, there are reforms that are being instituted with a view to reducing control on imports, as well as the transfer of subsidy to land stewardship, as opposed to a specified production of crops. In addition, the implementation of this scheme usually varies among the various member countries of the European Union. Up until 1992, the European Union share on agricultural expenditure amounted to 49 percent of the union's budget. It has thus far been projected that come the year 2013, the traditional share spending of CAP will have reduced by half, to 32 percent. It has further been opined that the cause behind this reduction shall be as a result of a reduction in real terms in the present financial period. Conversely, the amount spent by the European Union on regional policy, and which in 1988 represented 17 percent of the EIU budget, will by 2013 be more than double, to stand at 36 percent. The Common Agricultural Policy hopes to provide reasonable living standards to farmers the one hand, while also ensuring that consumers receives high quality food at prices that are fair (Richardson 2000). In addition, the CAP hopes to preserve rural heritage. Although some critics have regarded the CAP as a project whose sole intent is a waste of money, still there is a majority of others who views it as the most successful policies of the European Union. ... As opposed to the paying of farmers so that they can produce more, the payment made by the European Union are conditional; as long as the farmers are able to meet animal welfare and environmental standards. Additionally, the farmers are also supposed to ensure that their land is kept in a good condition always. Thus far, the CAP has recognized a need to take into consideration the agricultural social structure, as well as the natural disparities among various agricultural regions. Through the maintenance of the levels of commodity prices, the integrated measures of the CAP ensure that production of commodities in the European Union is subsidized. To achieve this, the cap uses a number of mechanisms: First, import levies are charged to specific goods that are imported from outside the European Union. Such levies are often set at such a level as to aid in the raising of world market prices to reach the target price of the European Union. Secondly, the CAP uses import quotas as a means of restricting the quantity food that is to be imported into the European Union. Then, such prices of the foods are usually set with a view to raising the world market prices so at to reach the targets fro the European Union. Such a target price is often chosen to become the maximum price that can be desired for such goods within the co9nfuines of the European Union. Thirdly, the import quotas are also used as a way of restricting the amount of food that can be imported into the European Union. To this end, there are some countries who are non-members of the European Union that have been able to negotiate for quotas that enables them sell specific products within the EU minus the tariffs. Finally, there is

Supply Chain Management exam Essay Example | Topics and Well Written Essays - 750 words

Supply Chain Management exam - Essay Example The risks associated related to each supplier is to be studied and evaluated. Also, a back up supplier should be selected who can supply in case the first supplier fails. The last step is to implement the strategy and employ regular evaluation of the supplier, its quality and performance. Methods should be used to increase the performance and reduce the extra costs of logistics through various service methods and technologies. Â   Question 2 In the existing scenario of volatile markets, organizations are searching for solutions to reduce costs along the entire enterprise chain. The key is to pursue both the strategic as well as tactical cost reduction and improvement measures which help the management to stay ahead in the com[petition. Further to balance out the long and short term margin pressures, cost reductions have become a necessity. Lean management has definitely been a stress reliever to companies in order to reduce waste and cut down costs. Lean management approach assist t he management to drive a continuous bottom up approach with regular small improvements down the line along all areas and departments in the chain. The fundamental approach of lean is to provide higher value to the end customer by increasing the product quality and reducing the waste. The five concepts of lean are – understanding the concept of the value addition stream and the waste being produced, staff training to help them reduce waste within their own working environment and nurturing the Lean culture among them so that they can become trainers for other teams. The main approach in the lean concept to reduce costs are as follows – 1. Identifying the value preference of the end user – since the end value of the product matters to the client, it is important that the management identifies those activities that add value to the product and those who do not. Activities who do not add value must b e eliminated and thus costs are automatically reduced. 2. Identify ing the true value stream or chain of activities – identifying the correct value stream which consist of those activities which when followed in the right sequence, provide the desired value for the customer. It is significant that the management identifies the correct sequence of activities that constitute the Value stream. This significantly reduces the waste that is generated in the value stream at some points where there is no order. 3. Enhanced Flow of the stream - Lean management lays stress upon steady and continuous flow of activities which support product value addition. Any kind of hindrances are identified by the lean approach and eliminated. 4. Pull approach rather than a push approach - In lean organizations, the production schedules are dictated by a pull approach and not by the arbitrary production plans of the shop floor personnel or Operations Managers. Most services would rather be pulled by the Customer Demand in the lean management. Production only in the case of demand leads to less inventories, less and optimal use of resources, and less cost. 5. Imporvement cycle – when the lean approach progresses within a system, it becomes easier to

Common agricultural policy (research paper) Essay

Common agricultural policy (research paper) - Essay Example Currently, there are reforms that are being instituted with a view to reducing control on imports, as well as the transfer of subsidy to land stewardship, as opposed to a specified production of crops. In addition, the implementation of this scheme usually varies among the various member countries of the European Union. Up until 1992, the European Union share on agricultural expenditure amounted to 49 percent of the union's budget. It has thus far been projected that come the year 2013, the traditional share spending of CAP will have reduced by half, to 32 percent. It has further been opined that the cause behind this reduction shall be as a result of a reduction in real terms in the present financial period. Conversely, the amount spent by the European Union on regional policy, and which in 1988 represented 17 percent of the EIU budget, will by 2013 be more than double, to stand at 36 percent. The Common Agricultural Policy hopes to provide reasonable living standards to farmers the one hand, while also ensuring that consumers receives high quality food at prices that are fair (Richardson 2000). In addition, the CAP hopes to preserve rural heritage. Although some critics have regarded the CAP as a project whose sole intent is a waste of money, still there is a majority of others who views it as the most successful policies of the European Union. ... As opposed to the paying of farmers so that they can produce more, the payment made by the European Union are conditional; as long as the farmers are able to meet animal welfare and environmental standards. Additionally, the farmers are also supposed to ensure that their land is kept in a good condition always. Thus far, the CAP has recognized a need to take into consideration the agricultural social structure, as well as the natural disparities among various agricultural regions. Through the maintenance of the levels of commodity prices, the integrated measures of the CAP ensure that production of commodities in the European Union is subsidized. To achieve this, the cap uses a number of mechanisms: First, import levies are charged to specific goods that are imported from outside the European Union. Such levies are often set at such a level as to aid in the raising of world market prices to reach the target price of the European Union. Secondly, the CAP uses import quotas as a means of restricting the quantity food that is to be imported into the European Union. Then, such prices of the foods are usually set with a view to raising the world market prices so at to reach the targets fro the European Union. Such a target price is often chosen to become the maximum price that can be desired for such goods within the co9nfuines of the European Union. Thirdly, the import quotas are also used as a way of restricting the amount of food that can be imported into the European Union. To this end, there are some countries who are non-members of the European Union that have been able to negotiate for quotas that enables them sell specific products within the EU minus the tariffs. Finally, there is

Human Relations - Conflict Resolution Essay Example | Topics and Well Written Essays - 1250 words

Human Relations - Conflict Resolution - Essay Example For example, Heitler (1993) focuses a lot of attention on the psychological aspects of a conflict and Varney (1989) gives similar ideas in his own research. It is noted that the primary sources of conflict are based in miscommunications, the relationship of the people involved in the situation and personal biases. All of these are linked directly to psychological issues and thus it may be possible to handle the situation with the tools used by psychologists. The ideas presented in the book are also in agreement with those presented by Nelson (1995) who gives several approaches to resolving conflicts amongst which the first is to directly confront the problem of the conflict. Psychologically, conflicts may be difficult to bring out to the open but handling them in an objective manner and then deconstructing the issue for a resolution may be the best way to go. Heitler (1993) also links conflicts to emotions and the approach given by PDI (1999) is no different since the approach seeks to build understanding rather than to accept the conflict as a given. If there is understanding between conflicting parties, it would be possible for them to see each other’s viewpoint and then empathize with each other about how one solution could be acceptable to all parties involved in the conflict. Such inclusion would certainly create a win-win situation that would certainly be taken by all individuals who are seeking fair play and justice. The book goes into a lot of depth about how bargaining and negotiations can be used to arrive at a settlement of many issues but in certain cases, a bargain may even have to be enforced in the case where there is a clear guilty party. However, in most cases the conflict will need to be resolved with negotiations and bargaining where individuals can present their own solutions to the problems they have. The person mediating the conflict then has to see which parts of the two possible

Americans for Safe Access vs Dea Essay Example for Free

Americans for Safe Access vs Dea Essay Abstract This paper examined The American’s for Safe Access’s petition before a federal court to have the Drug Enforcement Administration reduce its current classification of marijuana as a Schedule I drug. As this case goes before the court, there could be three possible outcomes: a judgment in favor of the plaintiff, the defendant, or a decision for the DEA to reexamine marijuana’s current classification. Of these three outcomes, I believed there would be sufficient evidence in my findings to support a decision by the justices to reexamine marijuana’s classification. One key component to this decision will be whether or not enough evidence exists to support marijuana’s medical use, as a drug that is used for medical treatment is typically not classified as Schedule I. Evidence for arguments from both sides was gathered from various sources, including medical publishings, the University of Washington’s School of Medicine archives, and online articles. After reviewing this information, the conclusion that enough evidence exists to reexamine marijuana’s current classification was reached. Introduction As more and more states petition to and effectively pass legislation to legalize medical marijuana, its current classification as a highly banned substance by the Federal Drug Administration continues to serve as a harsh stance against the desires of the public for the option of marijuana as a medical treatment. The escalation of this debate in the political and federal arena appears to be overtaking the medical industries ability to determine marijuana’s harms and benefits. Perhaps the heart of this debate lies in marijuana’s current classification by the Drug Enforcement Administration as a Schedule 1 drug. Of all of the drugs on the current DEA Schedule I, list marijuana is the only one that has doctors supporting its medical uses. In light of this, does marijuana still deserve the same classification as heroin and LSD? As more states are passing this legislation and more states desire it, is it now time to reexamine marijuana’s current classification? Section 1: Case/Issue Summary Last year, the Drug Enforcement Administration rejected a petition by medical marijuana advocates to reduce its classification as a Schedule I drug, which kept marijuana in the same category as drugs such as heroin. The DEA concluded that there wasnt a consensus opinion among experts on using marijuana for medical purposes (Press, 2012). However, medical marijuana advocates have not given up in their pursuit to reduce the Justice Department and Drug Enforcement Administration’s classification of marijuana. In my chosen case, the plaintiff is Americans for Safe Access and the defendant is the Justice Department. Once again, the key issue at hand is the Drug Enforcement Administrations continued classification of marijuana as a Schedule I drug. In order to be classified as a Schedule I drug, the drug must be officially determined to have no medical use and a high potential for abuse (McClathy, 2012). Justice Department attorneys site an absence of available evidence of acceptable and controlled studies, and a lack of agreement among experts as to marijuanas effectiveness as a medicine, as their basis for its current Schedule I classification. Those standing against the Justice Department claim that regulators are disregarding hundreds of peer-reviewed studies on the effectiveness of medical marijuana and the subsequent medical marijuana laws passed by 16 other states. The concerns for both the plaintiff and the defendant lie in the same key issue – is there enough acceptable medical evidence that marijuana does in fact have medicinal benefits? Studies and opinions as to which side has the most support to back its claim are widely varied, but both sides claim they have sufficient evidence to support their assertions. Take, for example, to very different statements, one from the medical book â€Å"Marijuana as Medicine?: The Science Beyond the Controversy† (Mack Joy, 2001), and the other from the medical book â€Å"Marijuana and Medicine, Assessing the Science Base† (Joy Stanley, 1999): â€Å"The cannabis plant (marijuana) . . . [has] therapeutic benefits and could ease the suffering of millions of persons with various illnesses such as AIDS, cancer, glaucoma, multiple sclerosis, spinal cord injuries, seizure disorders, chronic pain, and other maladies.† – from the editor’s introduction to Cannabis in Medi cal Practice, by Mary Lynn Mathre, R.N. (Mack Joy, 2001). â€Å"Consequently, the rapid growth in basic research on cannabinoids contrasts with the paucity of substantial clinical studies on medical uses.† (Joy Stanley, 1999). These two statements help highlight just how much inconsistency on exists on this issue, inconsistency that could be a concern for both the plaintiff and the defendant. Section 2: Identification and Evaluation of all Main Possible Solutions Though the challenge filed by the plaintiff is directly asking for one solution, there are several solutions that could be reached. The first solution would be that the judges would dismiss the challenge without review. The result of this would be that the appeals court considers marijuana’s current classification to be proper and this would represent solid validation of the DEA’s authority to determine a drug’s status and classification. There would be evidence to back this decision. According to the doctors that authored â€Å"Marijuana and Medicine†, more extensive data exists on the harmful effects of marijuana than data on its medical benefits (Joy Stanley, 1999). It is the opinion of these doctors that clinical studies on marijuana’s positive and negative effects are difficult to conduct, due to both difficulty in procuring funding and the encumbrances of the many federal regulations involved with such testing (Joy Stanley, 1999). The court could also reach this decision due to the bioethical principle of Nonmaleficence. Under the standards of care, this is the principle that a healthcare provider should not bring harm to a patient (McCormick, 1998). Should the court determine that not enough evidence exists to support marijuana’s medical benefits, it would have to conclude that prescribing marijuana to a patient could lead to their harm. This decision by the court would serve as a strong deterrent to future challenges of the DEA’s classifications of drugs. The consequences would be a major setback for advocates of widespread legalization of prescription marijuana. Dismissing the challenge would, for the time being, lay to rest all claims made by American’s for Safe Access. Another solution would be for the district court to decide a reduction in marijuana’s drug classification to be justified. For the plaintiffs, reducing marijuana’s classification from a Schedule I drug to a lesser controlled substance would be a major step in their ultimate quest to see marijuana legalized for medical use in the remaining 34 states that don’t already allow for such use (Press, 2012). Should its classification be reduced to a Schedule II drug, it would then be legal for marijuana to be prescribed to patients in need. Along with the physical medical benefits, reducing marijuana’s classificati on would also lessen the penalties faced by those found in possession of it. Currently, possession of a Schedule I drug can carry a maximum sentence of up to 7 years in prison. Ruling in favor of the plaintiff could indicate that the judges felt the principle of beneficence – that a healthcare professional must act to provide medical benefit to a patient – is involved (McCormick, 1998). In this case, the benefit to the patient would be relief from pain and protection from harm. A recent petition by Governor and former senator Lincoln Chafee of Rhode Island, and Governor Christine Gregoire of Washington filed made the assertion that â€Å"patients with serious medical conditions who could benefit from medical use of cannabis do not have a safe and consistent source of the drug as a result of its current classification† (Madison, 2011). This ruling could also be a result of the justices deciding that enough trusted medical evidence does in fact exists to support the use of marijuana for medical purposes. According to the book â€Å"Marijuana Medical Handbook: Practical Guide to Therapeutic Uses of Marijuana†, some medical marijuana specialists have reported a significantly large amount of uses for medical marijuana, ranging from treatment for nausea and convulsions to an appetite stimulant for cancer patients (Gieringer, Rosenthal Carter, 2010) For the Justice Department and Drug Enforcement Administration, seeing marijuana’s classification reduced would be a major setback in its efforts to eradicate a drug that Justice Department lawyer Lena Watkins says is â€Å"the most widely abused drug in the United States, (Press, 2012). A decision against them by the federal court would essentially erase all of their efforts, along with damaging their ability to make similar determinations in the future. A third solution could be that the court could order the Drug Enforcement Administration to take a more in-depth look at the available evidence (McClathy, 2012). This would be a blow to the DEA, who claims they have spent a substantial amount of time and energy in executing due diligence to determine marijuana’s Schedule I classification. It would counter their stance that not enough acceptable evidence and proper studies can be found to support marijuana’s medical benefits. In turn, a decision by the court for the DEA to reexamine its evidence could ultimately lead to another challenge for its legalization. Consequently, this same decision would be very positive for American’s for Safe Access. They claim that the DEA has failed to consider notable support for medical marijuana from many respected institutions, all of whom support the reclassification of marijuana (McClathy, 2012). A request by the Court of Appeals for the DEA to reexamine its findings could be due to the principle of respect for autonomy. This principle protects the patient’s right to make their own informed decisions with regards to treatment (McCormick, 1998). Not having access to the best evidence as to marijuana’s medical benefits could act against this principle. The principle of justice could also play a part in this ruling. A patient in Missouri suffering the same amount of pain as a patient in California, but not having the opportunity to benefit from the same medicinal advancements as a patient in California, might be a constitute a breach of the principle of judgment in the eyes of the court. Section 3: Decision Statement and Defense Against Weaknesses After examining the facts of the case and all possible solutions, the solution to allow for the reduction of marijuana’s classification to a Schedule II drug seems the most prudent. This conclusion was reached for several reasons. Despite the DEA’s claims, there appears to be enough acceptable evidence on the ASA’s side to support its assertion that marijuana has applicable medical benefits. Cocaine is certainly proven to be a harmful substance when taken irresponsibly, yet its remote medical benefits have landed it on the Drug Enforcement Administration’s Schedule II. For marijuana to remain on the Schedule I list while cocaine is on Schedule II hardly seems just considering there is even one state that has passed legal medical marijuana legislation. That there is even a small amount of substantial evidence from credible institutions supporting marijuana’s medical benefits makes the penalties involved with its possession seem severe. The recent petition sighted earlier by the two governors offers that they have support from many respected institutions, including The American Medical Association, The American College of Physicians, the Rhode Island Medical Society, the Washington State Medical Association the Washington State Pharmacy (Madison, 2011). All of these institutions are respected, making a decision to dismiss the challenge without even a reexamination seem imprudent. One also can’t help but wonder if the DEA’s current stance comes from a fear of its potential legalization for recreational use. This solution would also address another important issue in terms of marijuana use, and that would be to provide â€Å"safe, reliable, regulated use of marijuana for patients who are suffering,, as the governors have suggested (Press, 2012). In conclusion, certainly it seems that the current Schedule 1 classification of marijuana obstructs the medical principles of autonomy, beneficence, and justice . References Gieringer, D., Rosenthal, E., Carter, G. T. (2010). Marijuana medical handbook, practical guide to therapeutic uses of marijuana. Oakland: Quick American Archives. Joy, J. E., Stanley, J. W. (1999). Marijuana and medicine, assessing the science base. National Academies Press. (Joy Stanley, 1999) Mack, A., Joy, J. E. (2001). Marijuana as medicine?, the science beyond the controversy. Washington, D.C.: National Academies Press. (Mack Joy, 2001) Madison, L. (2011, November 30). Govs. chafee, gregoire lobby for reclassification of marijuana. Retrieved from http://www.cbsnews.com/8301-503544_162-57334326-503544/govs-chafee-gregoire-lobby-for-reclassification-of-marijuana/?tag=contentMain;contentBody McClathy, N. (2012, October 12). Medical marijuana case going before court. Maine Sunday Telegram. Retrieved from http://www.pressherald.com/news/medical-marijuana-case-going-before-court_2012-10-13.html McCormick, T. R. (1998). Principles of bioethics. Ethics in edicine: University of Wa shinton School of Medicine, Retrieved from http://depts.washington.edu/bioethx/tools/princpl.html Press, A. (2012, October 16). Federal court considers marijuana classification. Retrieved from http://www.cbsnews.com/8301-201_162-57533647/federal-court-considers-marijuana-classification/

BIC Cello Pens Company Analysis

BIC Cello Pens Company Analysis CELLO WRITING INTRUMENT CONT. PVT. LTD A Quote by me For th All Mighty PEN: â€Å"This pen will seem to be a very simple one but it is for all those who signature with pride and dignity the one who kisses it saying good luck before writing an examination all for who write for a good cause (writers) in short this pen is all for ordinary people with extra ordinary soul and not only this but one who buy this pen will contribute to child relief fund. so you make your future better with this pen† I have chosen CELLO WRITING INTRUMENT CONT. PVT. LTD. because this is the only company in India which is catering to all the demands of Indian population, segmented in different categories. And also has 80% market share in the Writing Instrument industry. Now the first question is: Ques1. Which segments are being targeted and strategies used to influence the target segment. Ans. Cello has Indias largest range of smart looking, high-performance gel ink and ballpoint pens in different ink colours and at a variety of price points. Be it a school kid , a college student , a young professional or a senior executive, there is a Cello for every one. 1. School kids: Cello knows what are the demands and needs of a school going kid. The kids want a pen which looks good and smooth in writing as they have just opened up their account of pen after pencils. So this segment is basically the include kids and early teenagers who like CELLO ALPHA GEL For this they have contracted with distributors of school accessories to provide this gel pen in their shops. Its features which are given in the company profile are: Feather-Flo System: Ensures a feather like flow to your writing. Japanese Pigment Ink: Special ink imported from Japan. Water Resistant Ink: Special ink that doesnt smudge. At that time ADD Gel was the major competitor for Cello Alpha Gel but the companys promotional; strategy was to promote their pen in a way of â€Å"COST N STYLE† ie. this pen is less costly as compared to Add gel which was the major threat to the company. And the company has contracted with distributors which then ask the students to use this pen for free in order to have an exact feel to the user that this pen is also good. And for doing this the company has bear the cost of Rs.4,15,367. But this turned to be a great success, now everybody knows about Cello Alpha gel pen. So, this was their strategy in order to attract the target market, and the distributors also contracted with schools to provide this pen as prize to their students. And for this the company gave incentives to their distributors. So these were the kind of tasks which had been done by the company in order to fertilize the sale of their product which would not been accepted by proposed customers if they did not do that at proper time. CELLO GRIPPER also cater the market of kids because the cost of this pen is very low as compared to other ball pens and as its name suggests that its â€Å"GRIP† is its Uniqueness and this is a very good pen for the age group who has just started their account of using ball pen. So this pen provides help to this segment in using pen which was as simple for them because earlier they were using pencil or their usage was limited to gel pens only. And its cost is around Rs.8 which is quite affordable to this segment because this segment is not having much disposable income with them to spend. 2. COLLEGE STUDENTS: FEATURES given in the company profile: Cello Finegrip owns the very special Swiss Soft Tip that allows the pen to write soft and smooth. This elegant fine writer has the special German Fluid ink and the following features: Elasto Grip: Gives a good and comfortable grip while writing. Elegant, Slim and scratch-proof body. Click lock. Unbreakable lock. Writing length over 2000 mts. Now the company knew that this segment like to be stylish and cool thats why they have designed this kind of pen for this segment only. As its features gives us a glance of how the companies are looking at the minute things in order to make their product acceptable by the target market. Pinpoint has been introduced by cello company to target youth who like to have a free flow writing, and look smart and its price is reasonable. Preferred by most of the college going student due to its cost, flow of writing and looks. And the company also promotes this pen by the advertisement by Cricketer M.S. Dhoni and this advertisement was rated the best on-air advertisement in July, the Cello Pin Point pen ad had some help from cricketer M.S. Dhoni. The ad scored 73 on the ad reach index, with a brand recall of 93%. This survey was done by Mint Ad survey report for August Cello Pin Point Cricketer M.S. Dhoni is travelling in the team bus. Suddenly, he finds a boy dangling upside down outside his window, asking for his autograph. The boy is suspended from a bridge with a rope held by his friends. The boys pen doesnt work, so Dhoni uses his Cello Pin Point to sign. He advises the boy to use a Cello pen the next time. 3. WORKING PROFESSIONAL AND EXECUTIVE CLASS: The stylish Cello Powermaxx that has become the working professionals most preferred to the Cello Sapphire, Papersoft and Executive pens with a certain understand luxury that have become a common sight on the desks of senior executives. Theres also Cellos new range of Highlighters and markers that have carved out an enviable name for themselves in a very short time. And in order to attract this segment Cello has other strategies to do this. They have promoted this category pens by giving on internet, because this company thinks that this segment is the one which use internet extensively. In the Readers Digest (2007) it has been announced as the most trusted brand in the entire ASIA. Ques.2. Different promotional tools used and the strategy behind using these tools. Ans. Cello do PERSONAL SELLING- By personal selling by the representative of the company takes place face to face by final customer. And the cello does this when it has to promote its products with its business partner. And the strategy behind doing this is that if one has to influence the business corporate then one has to go personally and give their quotes and has to tell them that how their product would better suit them as compared to other available options. Thats the company has opted this promotion medium also. Basically what cello do, it does MASS SELLING to inform bulk of persons by advertisement. And the medium of advertisement is: By Radio advertisement: In Radio Mirchi, Big FM, 91 FM. Now the company has used this promotion tool in order to influence the mass, an the mass here the company is considering the school going segment and the college going student or we can say the youth. And this medium of promoting a product is best for attracting them towards their product because this is the segment which listens to radio the most. And this is from my view point would be the best medium in order to influence this segment. By TV Advertisements: 8 commercial TV ads are there which the company has made in order to influence the mass. And the Cello pin point advertisement has been ranked 1st by the Mint Ad survey http://www.youtube.com/watch?v=tbEHaf0naZY there are other writing instrument companies which promotes their pen through TV commercial but the edge which the Cello gets over the other is that it knows what the exact demand of the customers. This company knows that how to promote their product which would lead to a purchase by the customers. Now going through another ad http://www.youtube.com/watch?v=zJFHyV6RtO0 which gives the viewer an insight that how the exact need of them has been catered by the company, by providing the CELLO MAC GEL PEN which let one to write without the fear of drain out by the water and all that kind of stuff. So, here cello knows the need of the customers but if it didnt communicated this feature of their pen through any communication medium then how would be happen to inform the proposed customer about this new invention, which the proposed customer was starving to have. By Internet Advertisements: the company has targeted the working professional class by giving their advertisement on internet, which is commonly used by the high class people. The company think that this medium of communication would best suit them because this is the segment which spend most of its time surfing on internet. Ques.3 .Which strategy out of Pull or Push is used and why? Ans. CELLO has used both the strategy in order to promote its products: PUSH STRATEGY: If the seller makes his promotion by television or radio, its not possible for the buyer to interact with. The company is promoting its products through showing or giving its ad on TV and Radio, which means that the company is using PUSH STRATEGY. PULL STRATEGY: If the communication is made by phone or internet, the buyer has possibilities to interact with the seller. Now as I have given earlier that the company has used the internet ads in order to influence the business customers and the company is also using telecommunication medium in order to get the deals fixed regarding the quotes and other selling reasons. So, the CELLO is using both the strategies in order to have the maximum benefit which is must for every company. This company knows the demand of the time and change and upgrades its strategies accordingly; I think this is the best part of this company which leads it to have a share to 80% in the entire writing instrument market in INDIA. Ques.4. Critically Appraise the Promotional strategy of your selected brand. Ans. This company is the best till now, what I have read about it. But there are some loop holes which if which company pays attention then itll become even the more successful. B2B market: the important segment of every player in the market like: Parker is entertaining the Business Corporate like: Samsung Aventis Star NIIT American Express, Usha Titan, Wipro Birla Plus Dabur Nivea India Today Mc Dowel And Parker has used a strategy to cater this segment which providing separate brand for B2B LEXIs B2B partners are: PfizerLtd. Ranbaxy Ltd. Times of India Hindustan Lever Ltd. Tata Infotect Ltd. Procter Gamble This company also caters to the specific needs of their corporate partners LINC B2B partner are Airtel DHL Blue Dart Microsoft Music World Anderson Presto Aqua Java Reynolds promotes its products by providing: Student scholarship programs in schools Vending machines at schools and nearby places These are the features which are available or we can say that which are catered by the other companies and the area of improvement for my company which CELLO. So, even though my company is having the major market share in share in the writing Instrument industry but if it has to be successful in future and remain or even grow more it has to focus on these areas also It is using various technologies but the common man is not knowing about it, could be due to information gap ie. the company is not giving the proper information to him/her. This is another area where the company has to concentrate on. The technologies which the company is using are: InoxTip: Fibre tip technology that helps in smooth writing. LPHV: Low Pressure High Volume Technology that helps to reduce pressure on the paper. Elasto Grip: Elastic rubber grip to provide have perfect grip on the pen. Lubriflox: Used in the ball pen for free appropriate flow of ink. Lubri Gel: Used in gel pen for free appropriate flow of gel ink Feather Flow: used to reduce the weight of pens for the faster writing. These are different features which are not all highlighted in the advertisement, but can attract a larger chunk of proposed customer if the company focuses to highlight these features in their promotions strategy. The company should also focus on promoting its products by coming up with new range of gift pen which would further segment into two categories: Gifts pen for informal occasions which would be catering to the needs of youth, which would be trendy, stylish and last but not the least would be different from the regular pens. Gift pen for formal occasions which would be catering the needs of business corporate and this range should flexible enough to be customized according to needs of the proposed buyers. CELLO should also focus on print advertisement in business magazines; its a promotion media which is not properly used by this company. So, CELLO should also focus on these magazines, because these are mainly used by the working professionals and executives.