Sex and gender Essay Example for Free

Sex and gender Essay In psychology many different perspectives seek to explain the differences between males and females. In societies they play distinctive roles and are treated and viewed differently. They behave differently too. To compare and contrast the accounts of sex and gender we need to define the terms sex and gender. To examine further we need to examine the key aspects of the biological, evolutionary, social constructionist and psychoanalytical perspectives focusing on similarities and differences regarding their accounts of sex and gender. Finally need to consider the ways in which these perspectives compliment, conflict or simply co-exist with one another. Often the term sex and gender are used interchangeably. Often this usage has lead to confusion therefore we have to begin by attempting to draw a distinction between the terms for discussing psychological perspectives in this paper. Traditionally, the word gender has been used to refer to the cultural aspect of what it is to be man or woman. Womanly or manly and masculine or feminine are viewed as not being connected with a persons biological sex, but more in terms of psychological characteristics shaped by individuals experience (EPoCH CD-ROM). The term sex is used solely when referring to biological and physical traits such as primary and secondary sex characteristics or specifically to sexual intercourse. (Hollway,Cooper,Johnston,Stevens ,The psychology of sex and gender p117). It is important to bear in mind that different perspectives ask different questions and use different methods to examine the basic assumptions made by each perspective with respect to the concepts of sex and gender. In terms of the biological factors that are thought to shape sex and gender include external genitalia, sex chromosomes and genes, hormones and lateralization of brain function. Although it is important to emphasize that anatomy is not necessarily destiny but the most commonly used way to determine sex is then observation of the external (visible) genitals (Hollway, Cooper, Johnston and Stevens, 2003). To determine the individuals sex is through sex chromosomes and every human being has a pair of sex chromosomes; in females this pair normally comprises of two X chromosomes and in males an X and a Y chromosome. Another indicator  of maleness or femaleness for biological theorists are the levels of specific hormones such as testosterone (male) and oestrogen and progesterone (female) which produce primary and secondary sexual characteristics and are different in males and females. But we must not fail to say that genetic abnormalities do occur for example Klinefelters syndrome is when males inherit an extra X chromosome resulting in an XXY pattern resulting in many feminine physical characteristics. While these genetic abnormalities are unusual, they make clear that biological processes alone do not make us male or female (Hollway et al, 2003).Then again biological sex is not central to explaining what it is to be man or a woman and can be unreliable in some cases, it does offer simple explanations which can be tested empirically. Likewise the evolutionary perspective, while adopting a scientific approach similar to biological theorists, cannot be subjected to empirical testing and therefore can operate only at the level of speculation. This is due to its reliance in part on the principles of reverse engineering in constructing theoretical models regarding the origins of human behaviour (Hollway et al, 2003). Moreover evolutionary psychologists argue that genetic make-up and behavioural predispositions between males and females evolved according to the process of sexual selection. (Phoenix, 2002). They believe that reproduction is the only way for an inherited characteristic to be passed on from one generation to the next and thus their primary focus on explaining gender differences is in terms of reproductive behaviour and sexual style. In accordance to this it was found that evolutionary psychologists females generally devote more time and energy to the care of their offspring. As a result of this greater parental investment (Hollway et al, 2003) different patterns of behaviour between males and females developed. Therefore successful females in an attempt to maximise their reproductive success they are more concerned with selecting a mate that has good genes and is willing to invest in offspring. On the other hand, males devote more time and energy to finding and attracting mates and are more concerned with mating as many times as possible. Clark and Hatfield (1989, cited by Hollway et al, 2003) carried out a study in which they found that 75% of male students as oppose to no female students consented to having sex with the opposite sex. They interpreted these results as supporting the evolutionary theory that women and men evolved different strategies and consequently different behaviour, for reproductive success. So we can say that the biological and evolutionary approaches are similar in that they view sex as the foundation of gender; however, social constructivists do not see gender as determined by sex. They strongly believe that a persons gendered behaviour is always constructed through the lens of their interpretation and understanding within their own historical and social contexts and therefore cannot be explained by their biological reproductive sex status alone (Hollway et al, 2003). Social constructivists believe that both sex and gender arise in social interaction and have no existence independent of social interaction. According to this perspective we actively construct the world we live in and this is an on-going process that changes from situation to situation (Phoenix, 2002). Our knowledge of gender is so deeply ingrained that it is difficult to see it as a socially constructed category nevertheless; gender is one of the most powerful constructed categories by which individuals define themselves (Hollway et al, 2003). Bem (1994, cited by Hollway et al, 2003, Pg. 141) believes that masculinity and femininity are socially and culturally constructed dimensions that inform all the forms of our thinking, emotional experience and behaviour. In addition to historical and cultural influences on gender behaviours the media and the school curriculum portray male and female roles in gender stereotypic ways. Social construction theorists would argue that gender inequality is produced and sustained in schools (Hollway et al, 2003). Theorists from this perspective focus on the interpretation of meaning using symbolic data and subjective insider accounts, which are changeable and affected by discourses. This approach differs from the natural science principles embraced by the biological and evolutionary perspectives which are based on an objective, outsider viewpoint and are more fixed (Miell and Pike, 2003). The methodology employed in the next perspective, that of psychoanalysis, uses subjective insider accounts similar to the social constructivists. However, in contrast to the three perspectives discussed thus far, the psychoanalytic approach differs in that it stresses unconscious mental processes and turns to our inner psychological worlds. Although psychoanalysts do take into account social factors like family structure and meaning, it differs from the social construction approach in that it suggest girls and boys have predispositions for behaviour (similar to evolutionary perspective). Moreover, Freuds theory about boys and girls was based on their own perceptions about their bodies and cannot be reduced to biological or societal explanation (Hollway et al, 2003). The psychoanalytic theory proposes that children acquire either feminine or masculine traits or behaviours by identifying with a same sex parent. They believe that sex and gender relations play a vital role in self-development and that children unconsciously internalise differences between the sexes and make them their own, thus establishing their own gendered identity (Hollway et al, 2003). Sigmund Freud (1856-1939) was a key figure in the development of psychoanalysis. The genital stage of Freuds theory of psychosexual development is traditionally seen as the beginning of gender and sexual identity. For Freud the acquisition of sexuality and a gendered identity is a totally psychological process in which children are born psychosexually neutral and then learn to identify with their same sex parent through having resolved their Oedipus (boys) or Electra (girls) complex. The essence of this theory is that, at around five years old, a boys love  for his mother acquires sexual connotations. He becomes a rival with this father for her love. Because his father is such a powerful figure he feels threatened and thus takes on the features of his father. Freud named this the Oedipus complex (Phoenix, 2002) The theory he produced for girls, the Electra complex, whereby she realises that she does not possess a penis (penis envy) and feels devalued, has brought about much controversy and aroused the ire of feminist writers. Additionally, Freud has been criticized for making generalisations about human nature when his evidence was limited to gender relations of a particular time (Hollway et al, 2003). Times have changed and now women are taking on more male roles and have control over their own fertility. As a result Freuds view of how the possession of a penis gives privileges and rites in the family and his failure to consider the significance of womens genitals is strongly criticized. Moreover, research has found that males are envious of womens ability to give birth (Horney, 1926, cited by Hollway et at, 2003). Due to changing times many psychologists have come to believe that most people possess a combination of characteristics that until recently have been traditionally viewed as either masculine or feminine. According to Bem (1974, cited by Hollway et al, 2003) most people are androgynous, that is, they possess both masculine and feminine psychological characteristics. Thus far we have examined four different perspectives in relation to sex and gender and clearly no one perspective can explain the psychology of sex and gender. From a methodological standpoint it is difficult to integrate the differing perspectives. Both biological and evolutionary psychologies embrace the scientific, quantitative approach whereas the social constructivists and psychoanalysts use a qualitative approach focusing on interpretation of meaning. As these methods are so fundamentally different it is most likely that, rather than conflicting, they simply co-exist with one another. The way these perspectives interact can be seen as complimentary for example, as we have discussed, it is accepted that generally individuals are sexed by biology and gendered by social influences. The psychoanalytic theory can be seem as conflicting with the social construction theory in the focus on unconscious (psychoanalytic) versus conscious experience (social constructivists). As can be seen, humans are complex creatures rarely explainable in terms of a single type of influence. The accounts of sex and gender discussed are from four diverse perspectives and it is only by exploring how these interact with one another that we can gain a genuine understanding of the psychology of sex and gender.

Chariots of Fire Analysis

Chariots of Fire Analysis Chariots of Fire is a 1981 British film directed by Hugh Hudson. The original screenplay is written by Colin Welland, based on the true story of Eric Liddell and Harold Abrahams, two athletes that have competed in the 1924 Olympic Games. The film was nominated for seven and won four Academy Awards, including Best Picture. 1.1. Synopsis The film is the inspiring story of two highly talented British runners, as they prepare for and compete in the 1924 Summer Olympics in Paris. Harold Abrahams (Ben Cross) is an English Jew with Lithuanian roots, who faces both prejudice for his origins and criticism for his use of a professional trainer in his preparations for the Olympics. He is an ambitious sprinter from the Cambridge University, eager to win and to prove his place in the English society. However, in order to succeed, he needs to overcome his inner demons. His rival and teammate, Eric Liddell (Ian Charleson), is a devout Christian, a Scottish Presbyterian protestant whose life ambition is to become a missionary, but who is a talented and passionate sportsman. He runs for his faith and to glorify God. Due to his religious principles, Liddell refused to run in the 100 meter Olympic heats, which were held on a Sunday.  «Ãƒâ€šÃ‚  Chariots of Fire is a film that digs deep into the human spirit. It not only presents us the story of two men and the motivations they have for running, it reaches to the very essence of the questions of why we exist and what significance our lives have. The film begins with Abrahams funerals and then tells, in flashback, the story of the two main characters. It starts with Harolds first day at Cambridge, Caius College, in 1919. Later, he takes part in the college dash, a competition where the challenger will attempt to run around the court perimeter to and from a point beneath the clock within the time taken by the clock to strike midday. A distance traditionally recognized as one of 188 paces. His sole competitor is Liddell, representing Edinburgh University. Abrahams defeats him, to the slight discontent of his masters, who first discuss his social and ethnic origins, and then his capabilities. The focus shifts to Eric Liddell who is invited in Scotland, 1920, to preside a childrens race. At the end, he holds a speech about sports and faith. It is the first moment that presents his preaching spirit. Further along he is shown dining with his family, who has made from missionary a purpose in life. Another memorable scene is the one when Liddell runs in the France-Scotland competition and when he is pushed and falls. However, he finds the power within to raise and not only finish, but win the race. Afterwards, under the rain, people are mesmerized by his speech where he preaches that the true power comes from within. Harold Abrahams, who assists as this race, is amazed before his gift and envious at the same time. He takes the opportunity to introduce himself to Sam Mussabini, a professional coach, and to ask if he could train him for the Olympics gold. The latter does not accept, but agrees to watch him and see if he has the right talent, because, as he says, you cant put in what Gods left out. While Liddell is more of a loner, Abrahams is often shown with his friends or in public. He even has a love interest, Sybil Gordon, singer. The scene of the two of them dining for the first time is a very important one, as Harold speaks about himself, his heritage and why he feels he has to run in order to fit in the English society: Do you love running? Im more of an addict. Its a compulsion. A weapon. Against what? Being Jewish, I suppose. Youre not serious?! Youre not Jewish, or you wouldnt ask. People dont care. Anyway, being Jewish hasnt done you any harm. Im what I call semi-deprived . It means they lead me to water, but they wont let me drink. The climax of Abrahams pre-Olympic struggle is reached when his loses a challenge against Liddell. Demoralized by the fact that he feels he has done anything he could, he feels worthless: I run to win. If I cant win, I dont run. Despite his apparent failure, at the end of the race Mr. Mussabini offers to coach him: I can find you another two yards. This is the decisive moment, and from this point on all of Harolds energy is channeled to one purpose and one purpose only: winning the gold medal. They start training in a sustained and technical way, analyzing mistakes and finding ways to improve. In the meantime, Eric trains in a more relaxed manner, but always empowered by his faith. When his sister, Jenny, is worried that athletics is not something noble enough, and suggests that he should better pursue the family tradition and go to China to spread his faith, Eric replies: I believe that God made me for a purpose, but He also made me fast, and when I run, I feel His pleasure. The preparations for the Olympics start generating rumors. A highly expressive moment is that when Harold Abrahams is called at Cambridge to the masters office. He is confronted by two professors who accuse him of denaturizing the amateur spirit of sports to his own personal interest; of turning into a tradesman: for the past year, you have concentrated on developing your own technique in the headlong pursuit, may I suggest, of individual glory. The athlete replies by a true declaration of independence, a manifest saying: I am a Cambridge man first and last. I am an Englishman first and last. What I have achieved, what I intend to achieve, is for my family, my university and my country [à ¢Ã¢â€š ¬Ã‚ ¦].You know, gentlemen you yearn for victory, just as I do. But achieved with the apparent effortlessness of gods [à ¢Ã¢â€š ¬Ã‚ ¦]. I believe in the pursuit of excellence and Ill carry the future with me. After this bitter discussion Abrahams learns that he has been selected to represent his country at the Olympic Games of 1924, held in Paris. Eris Liddell was also qualified. On the boat to Paris, Liddell is informed that the 100 meter race will be held on a Sunday. This stirs enormous conscience turmoil for him. To run on a Sunday would be against Gods Law. The Prince of Wales himself tries to convince him to compete, but the problem is not solved until Lindsay, another member of the team, offers his place in the 400 meter race. However, this remains a highly representative scene of Erics dilemma and a testimony of his faith. He is torn between his desire to run and his commitment to praise God on the one hand and between his future King and God on the other hand. Liddell is depicted as a true man of principle and a true athlete. His speed is a mere extension of his life, its force. In the Olympic Games each of the two athletes wins a gold medal. However, the meaning of his success is significantly different. As Harold Abrahams discovers before his most decisive race; his life has become all about those few seconds in which he feels he has to justify everything he has done and who he will become I am forever in pursuit and I dont even know what is I am chasing. And even though he wins, he can not rejoice. He has not defeated his inner demons and he has not understood the meaning of his life. Eric Liddell, on the other hand, does not share his colleagues bizarre reaction. He is ecstatic after his success, he feels he has reached his purpose as a sportsman and is ready to embrace his future life, of a missionary. 1.2. The title The title is inspired by And did those feet in ancient time, a short poem by William Blake from the preface to his epic Milton a Poem. Today it is best known as the hymn Jerusalem, whose music is written by Sir Hubert Parry in 1916. It seems that the films working title was Running. The inspiration came one Sunday evening when Colin Welland (screenplay writer) turned on the television to the BBCs religious music series Songs of Praise featuring the stirring hymn Jerusalem, its chorus including the words Bring me my chariot of fire. the writer allegedly leapt up to his feet and shouted to his wife Patricia, Ive got it, Pat! Chariots of Fire!  [1]  . A church congregation sings Jerusalem at the end of the film and a performance appears on the Chariots of Fire soundtrack performed by the Ambrosian Singers overlaid partly by a composition by Vangelis. 2. Chariots of Fire film analysis Our analysis will focus on the two heroes, their leadership style and their interactions with the other characters. In order to fully understand Harold, we also need to take into account Sam Mussabini, because their activity and achievements are complementary. We will begin with a short description of their personality based on the way the film depicts them and then we will observe their leadership styles. 2.1. The character of Eric Liddell Eric Liddell is a fully talented person, led by efforts for excellence in studies and sport. Being an academic, he belongs to one of the best schools of Scotland Eton College, Edinburgh University. he is also extremely talented in sports. He is initially very good at rugby, but gives up with it in order to completely dedicate himself to running for the Olympic Games. He is called the flying Scotsman. He is extremely gifted and works very hard to achieve his goals.   Ive never seen such drive, such commitment in a runner. He runs like a wild animal, says Harold Abrahams. He is more of a runner on long distances; opposite to Abrahams, who is a sprinter. Hes fast. But he wont go any faster, not in the dash, anyway. Hes a gut runner. Hes all heart. Digs deep, says Sam Mussabini. During a competition, he falls  while  running and still manages to win the race. Therefore, he achieves the almost impossible veterans, were unanimous in the opinion that Liddells win in the quarter mile was the greatest track performance that they had ever seen  [2]  . We also can notice that, despite the fact he has no coach, he wins the Olympic 400 meter race. He has been able to provide the right efforts on his own and with the help of God. He is a man who lives for his faith. His parents are missionaries in China and are very  strict  about religion. God is a loving dictator. His rules are such as attending the Sunday service, or not playing football on Sunday. Eric fully embraces this conception of religion. He feels that running and winning races will prove the world the presence of God. To win is an honor for Him. When I run, I feel his pleasure. Winning an Olympic Gold Medal becomes a priority, second only to his religion. The ambition to win this event is part of his religion; is spiritual. Eric believed that everything he did in the name of his belief should give God pleasure. I would like to give you something more permanent but I can only point the way. I believe God made me for a purpose, he says after a race. After winning the Olympic medal, he follows his family and becomes himself a missionary in China, as he had planned from the beginning. He is an example of a person who lived out the Olympic ideals while upholding the Olympic motto, Citius, Altius, Fortius (used for the first time in 1924), which means, Swifter, Higher, Stronger, throughout his life.  [3]  Today, a foundation and an internet site are dedicated to his memory. His conscience issue, his testimony of faith   When he learns that the heats are to be run on a Sunday, he switches to the 400 meter competition. Running on Sunday is against Gods law. His decision is taken; he will show inflexibility on this point. The Prince of Wales himself tries to influence him to change decision, but Eric says that although he loves his country, he is not ready for such a sacrifice. Lindsay is the one who suggests the solution. Having already won a silver medal, he yields his place on the 400 meter race, which takes place the next Tuesday.   In this situation, Eric has proven to be extremely focused; he wins and stands by his principles. It is a way to promote his religion, since his convictions make the headlines in all the newspapers Eric Liddell, God before the king.   His relationship with others For Abrahams, with whom he shares personal conversations, he holds a strong friendship. It is remarkable to notice that, although competition should be the master word in his field, he does not appear to be affected by this state of mind.   He does his best to encourage friendship and loyalty. His sister Jennie is very worried about him being stolen by sports: your mind is not with us anymore, it is full of running and starting and medals and pace. He is diplomatic and very soft with her, tells him that he will go to China, but only after the Olympic Games. He tries to convince Jenny that he is an excellent runner and that it is Gods wish for him to do his best to win the games, because it is God who made him fast. Sandy, his close friend confesses: Erics special to me. Precious. When Erics father goes back to China, he is asked to look after the family Im relying on you now to keep them all out of mischief. This is why he remains close to him; he even follows him at the Olympic Games. An illustration of charismatic leadership Leadership is described as  «Ãƒâ€šÃ‚  the art of influencing others in the manner desired by the leader  Ãƒâ€šÃ‚ ».  [4]  In this case, we believe that Eric has the natural talent to attract people around him without exercising authority. He gets his power from inside and does not need any kind of support or coach. It is a personality trait that he had from his birth, which makes him endowed with special qualities. His father being a missionary, we presume that it is a family gene. He takes risks by involving himself in religious purposes. He is extremely confident in his faith; he can therefore communicate strongly about it. This increases his leadership towards others as well as his charisma. He feels he is driven by a divine mission to uphold God throw his behavior in sports. He therefore takes every opportunity to preach the god news. He is skilled for public speaking and uses this talent very often; he is an authority for those around him. He is passionate and shows a lot of determination in convincing others.    At the end of a race, he does not hesitate to gather the crowd around him and speak about God. Under the rain, he is able to federate a large group of people. He speaks their language, talks about their problems. People are highly receptive, some of them captivated.   Open to others, he is able to mix with very different social classes. He is as well at ease with people from his high level College and people from the street who watch him racing. His modesty is entirely genuine and unaffected. Eric Liddell possesses a outstanding emotional intelligence  [5]  . He is self aware; he is good at understanding what motivates him and how his actions or words affect others. For example, when he speaks to his sister Jenny who is worried about his attitude towards sport, he finds the right argument and gains her support: he will pursue the mission to China when the games are finished. He is motivated by something beyond money or status. He wants to win in the name of his religion and that is his drive. He is empathetic, since he preoccupies himself with what is on peoples mind. He is a role model for children. For example, at the end of a Sunday service, a young little girl asks him to sign on her Bible. Eric also has good social skills, as we can see many friends are around him. On the Sunday when he should have run, he is called to participate to Sunday mass at the Paris Church of Scotland. He is asked to read a psalm and it is a moment of deep emotion for the people listening to him. Being a leader, he also shows abilities of self management: he entirely enjoys what he does and appears as someone very well balanced.   He is setting high objectives for himself, winning the games, and he visualizes his success.   He is mature because he knows that the Olympic Games will only be a step in his life and that after, his mission will lead him to higher purposes. His vision of the future is realistic. He balances  hard work, studies and personal life very well since he achieves all his goals, by a good management of time and resources. Moreover, he is well integrated in his social community and appreciated by many people around him. All these elements prove that he has the skills to self manage his life and his reach objectives very efficiently. We can observe that Erics followers are captivated, the message is healthy and people oriented. By his behavior and his personality, he shows the necessary qualities for a Spiritual Leader. His life after the film shows him even more determined on this point. Today, an internet site and a community exist and services are regularly offered in his name, a proof that his leadership was strong enough to still be present today. 2.2. The character of Harold Abrahams Harold Abrahams is depicted as a strong and somewhat tormented personality. He descends from a family of Lithuanian Jews and his familys origins follow him everywhere, not only in his perception, but also in the attitude of others. His determination and his desire to be appreciated for what he really is as a person, and not to be judged upon his ascendants, is evident from the very first scenes of the film. For example, as he arrives his first day at Cambridge, where he studies law, he feels obliged to correct the porters, who address him using the word laddie. In response, Abrahams mentions: I ceased to be a laddie when I took up the Kings commission. Harold is an excellent athlete, a great runner, and the first challenge he takes is to run the collage dash. He is the first student in all the 700 years of the college to attempt to run the whole perimeter of the court between the first and the last strike of 12. He is competitive, determined and extremely self confident when he runs. We learn however that his need to be valued and respected comes from his sense of inferiority. He feels rejected in the English society because he is Jewish. The confession he makes to Aubrey is particularly relevant: Its an ache, a helplessness and an anger. One feels humiliated. Sometimes I say to myself, Steady on, youre imagining all this. Then I catch that look again. Catch it on the edge of a remark. Feel a cold reluctance in a handshake. Thats my father. A Lithuanian Jew. He is alien [à ¢Ã¢â€š ¬Ã‚ ¦]. I love and admire him. He worships this country. From nothing, he built what he believed was enough to make true Englishmen of his sons. My brothers a doctor. A leader in his field [à ¢Ã¢â€š ¬Ã‚ ¦]. And here am I. Setting up shop in the finest university in the land. But the old man forgot one thing. This England of his is Christian and Anglo-Saxon. And so are her corridors of power. And those who stalk them guard them with jealousy and venom. Youre right to study law. Youre quite an advocate. A rare ethnic advantage. Its called the gift of the gab. So what now? Grin and bear it? No, Aubrey. Im going to take them on. All of them. One by one. And run them off their feet. In order to be the best, Harold Abrahams does something unusual and revolutionary for his time; he hires a professional coach, Sam Mussabini. The latter is reluctant to this demand, because it was usually him who made the proposition. Nevertheless, Harolds argument convinces him to observe and then acknowledge his talent: I can run fast. With your help, I think I can run even faster. Perhaps faster than any man ever ran. I want that Olympic medal. Now, I can see it there. Its waiting for me. But I cant get it on my own. During the few moments when Harold is shown with his friends, he seems outgoing and gregarious, a good company. There is a clear contrast in comparison to his moments of solitude, when his more fragile side of his personality appears. This is why we speak of inner demons, of the duality he faces: he is eager for others to like and appreciate him, but seems incapable to do that for himself. He denies his true essence, his origins, he doubts himself at the smallest failure. His life becomes even more complex when he meets Sybil Gordon, a singer who becomes his girlfriend, his confident and his supporter. She stands by him during his hardest moment of fear and uncertainty: when Eric Liddell defeats him. It is the moment when Harold expresses his compulsion for winning. He cannot conceive to run if he does not win. His thrill does not come from sports, from racing; it comes from winning, being the best. This is why a defeat is unconceivable, unbearable. His salvation, his drive to move on and aim for the Olympic gold does not come from love, nevertheless, but from the one who had refused him. Sam Mussabini is the one who comes at the end of the race and promises to find him another two yards. Mussabini is truly the person Abrahams needed to perk up his performance. His entire perception of life changes when the coach agrees to train him. Everything else falls into second place, including his girlfriend. He no longer has an amateur view over sports, but a more professional one. He understands that result can only come out of hard work and sweat. Together, they analyze other top athletes, their technique and their mistakes. Then they practice, improve Harolds performance and aim for the ultimate goal: the Olympic medal. Due to his use of a professional coach, Harold is accused of is professors at Cambridge of mercantilism, of desiring to win at all costs. In fact, in the 1920s, athletics were regarded as an emanation of talent, not of herd training. The masters plead for an amateur approach and consider that Abrahams attitude prejudices the name of their school: Here in Cambridge, weve always been proud of our athletic prowess. We believe, weve always believed, that our games are indispensable in helping to complete the education of an Englishman. They create character. They foster courage, honesty and leadership; but, most of all, an unassailable spirit of loyalty, comradeship and mutual responsibility [à ¢Ã¢â€š ¬Ã‚ ¦]. Im afraid there is a growing suspicion in the bosom of this university [à ¢Ã¢â€š ¬Ã‚ ¦] that in your enthusiasm for success you have perhaps lost sight of some of these ideals. Harolds reaction to these accusations reveals his innovative way of thinking. He is a visionary who has set his goals and will stop at nothing to achieve them. He is committed and ready to do everything humanly possible to succeed. He believes in himself and uses every resource available. A personal coach is one of them. I believe in the pursuit of excellence and Ill carry the future with me, he says leaving the masters office, only to find out shortly after that he has been selected to be part of the team for the 8th Olympic Games, held in Paris. Abrahams channels all his energy to attain his life dream. He strives for the medal and for recognition. From this point of view, he and Mussabini are very similar. The former is e Jew who feels inferior and therefore uses sports to prove that he belongs in the upper English society. The latter is half Italian, half Arab and is ostracized because he brings a professional approach to sports in an era when it was predominantly amateur. He becomes not only Harolds coach, but his mentor. They complete each other in their desire for glory and they need one another, because none of them can succeed on their own. A discussion between Sybil and Andy, a mutual friend, is extremely eloquent when it comes to Harolds commitment: He says he needs to clear his mind of me. He cant love me and say that. Syb, the worlds against him, or so he believes. Now hes got a chance to prove himself. He cant see or hear anything beyond that, not even you. The fastest man ever before [à ¢Ã¢â€š ¬Ã‚ ¦]. Thats immortality. Just think what it means to a man like Harold. Well, to me the whole things fun. I dont need that. Cast care aside and all that. But for Harold, its a matter of life and death. In Paris, his competitors are two living legends, members of the American team: Paddock and Scholz. Harold suffers several defeats in the beginning of the Olympics and therefore questions his ability to ever reach his objective. He questions himself and everything he stands for. Before his most important race, he confesses to his frind: Contentment. Im 24 and Ive never known it. Im forever in pursuit and I dont even know what it is Im chasing. Aubrey, old chap, Im scared. Sam and I, weve labored, rowed and bullied for this. Day in, day out. Youve seen us, chuckled over us, Ill be bound. Out in all weathers. Madmen. And for what? I was beaten out of sight in the 200. Then I let Paddock trick me in the semi. Now, in one hours time, Ill be out there again. Ill raise my eyes and look down that corridor, four-feet wide, with ten lonely seconds to justify my whole existence. But will I? Aubrey, Ive known the fear of losing. But now Im almost too frightened to win. Before the 100-meter dash Harold has almost overcome his fear of losing, but faces the fear of winning. He feels that his whole existence depends on that one race, which he might either win and offer him a long-desired status; or lose and render him into obscurity. In addition to his own dilemma, he receives a letter from Mussabini, telling him that he would not assist at the race, but that he wishes him all the best. He also offers him his fathers charm. He runs the 100 meters in 10.6 seconds and wins the gold medal. However, he can not celebrate his success. He seeks refuge in a bistro where he drinks with Mussabini. He does not want to party with his team. Yes, youve always thought of yourself as a ruthless man. Hard. Bit of a loner, like me. But actually, youre as soft as a limp pocket. Oh, you care. Care about things that really matter. If you didnt, I wouldnt have come within a mile of you. Do you know who you won for out there today? Hmm? Us! You and old Sam Mussabini. Ive waited 30 bloody years for this [à ¢Ã¢â€š ¬Ã‚ ¦]. Harold! It means the world to me, this, you know. Because weve had, today you and me, and weve got it for keeps. Harold has an illogical, irrational reaction. One possible explanation is that he does not want to share this moment with those who might not have believed in him and in his method; that he wanted to savor his achievement all by himself. Another possible explanation is that he realizes that despite his medal, he is the same person. He is still Jewish and he would still have to face the same problems. Is Harold Abrahams a leader? What kind of leader might he be? Harold Abrahams is an outsider at these Olympics. He is passionate about what he does and he takes it to perfection. He has the vision of success and he sets his own goals; extremely high goals. He believes in himself and seeks to overcome his flaws. He is also looking at the future, knowing exactly what he wants to achieve. The only thing that he has not figured out is what he will do once he achieves everything. And this is exactly why he can not rejoice when he wins the gold medal. This is why he is not a leader in the true sense of the word. He does, however, manifest some kind of auto-leadership. He manages himself, he determines his objectives and he identifies his resources. He is extremely self-aware, realistic and down to earth. The fact that he acknowledges the fact that he needs a coach is essential. In a way, we would say that he seeks a leader, a mentor and a motivator. And he convinces Mussabini, the best in his field, to be that leader for him. If we had to integrate their relationship in a leadership model, it would be the cognitive resources theory and the transactional leadership. Mussabinis intelligence and experience are the resources that lead to performance. His directivity is exactly what Harold needs; he requires guidance. From a transactional point of view, we could say that there is a contract between the two and that the ultimate task is to win. Harold has every interest to follow his leader, because he is the best and he cannot succeed without him. This is why the contingent reward behaviour is well adapted in this situation, with the mention that the motivation is intrinsic. And this is exactly what permits them to excel. Harold is a mature follower, both in terms of job and psychological maturity (according to Hersey and Blanchards Situational Leadership Model). Therefore, Mussabinis directive pattern of behaviour (similar to Fielders task-oriented behaviour) works efficiently in their relationship; he is a teller. Transformational leadership is a process that changes and transforms individuals. It often involves long term goals  [6]  . We believe that focusing on the process, the interaction between the two does not exclude the transactional point of view. We therefore consider that Mussabini helps Abrahams reach his full potential. They each have a vision, they are both inspired by their own motivation and they have to work together to achieve their goals. From a certain point of view, they render each other a service. 2.3. The character of Sam Mussabini Sam Mussabini is Harolds coach. He first appears in the film at a race opposing France and Scotland. He has a short conversation with Colonel John Keddie, President of the Scottish Amateur Athletes Association, and we understand that from his point of view he is a persona non grata; they do not share the same vision on sports. This is why when the Colonel says we do have a strict amateur code he replies that he is a mere spectator. Harold Abrahams is in the public as well and takes the opportunity to talk to him about his need to be coached by him. He wants to improve in order to be able to win the gold medal. Mr Mussabini first refuses, telling him that he should be the one to choose whether to coach him or not: its the coach that should do the asking. Still, he promises that he would observe him and see if he is talented and capable or not to deserve his attention. They meet again at another race, which opposes Eric Liddell and Harold Abrahams. The latter loses and this defeat in unbearable for him. He questions his ability to be a great runner, he is desperate and depressed. This is the moment when Mussabini appears, telling him I can find you another two yards. A line that is decisive for the rest of the film. They start training together; giving Harold the technique he needed to progresses. He has innovative pedagogical methods, consisting of showing him photos of other runners and analyzing why they win or fail, what they do right and what they do wrong. Abrahams strides are shortened, putting more poise into his running. He acquires a more powerful start and learns to concentrate on his dip at the finish. Mussabini understands the psychology of his student, what drives him: a short sprint is run on nerves. Its tailor-made for neurotics. He realizes that Harold is a good sprinter and that he is pushed by his nerves. He says

Consistency and Epistemic Probability Essay -- Argumentative Persuasiv

Consistency and Epistemic Probability ABSTRACT: Is consistency always epistemically virtuous? In this paper, I examine one threat to the traditional view that consistency is a minimum requirement for rational belief. Central to the argument is the notion of epistemic probability, understood as the degree of support or confirmation provided by the total available evidence. My strategy in examining this argument is to apply analogous reasoning to carefully tailored examples. The conclusions which emerge are substantive, informative and utterly implausible. I conclude, first, that the argument for inconsistency fails and, second, that it fails because epistemic probability does not conform to the axioms of the probability calculus. A plausible alternate model for determining degree of support is briefly considered. Is consistency always epistemically virtuous? Is it possible for a set of rational beliefs to be inconsistent? The traditional view has been that logical consistency is a minimum requirement for rational belief. Recently, this traditional view has been challenged, and is now in some disrepute. The issue is not only of interest in its own right, but also has bearing on several other aspects of our conception of justified belief. In particular, it is a critical issue for the coherence theories of justification which have been so prominent of late, for coherence is normally understood in such a way as to presuppose logical consistency. (1) Three distinct lines of argument against consistency can be discerned in the current discussion (although not always clearly distinguished there): (i) the paradox of the lottery, (ii) the fallibility argument, the core of which is an inference from my fallibility in the past to ... ...e Probable and the Provable (Oxford: Clarendon Press, 1977), 37. (7) Note that throughout this paper, an assumption has been made which is necessary for the epistemic probability argument, as well as the analogous arguments, namely, that there is a degree of confirmation less than 1 which is sufficient for justified belief. If this assumption were not granted, then, of course, no conclusion concerning warranted belief would follow. But the same arguments would show that, in the cases presented, there is strong confirmation that there is a natural therapy which cures AIDS (or that someone has exhibited psychic powers). And this conclusion is itself quite absurd. It can be avoided, however, only by rejecting the fit between degree of confirmation and the calculus. (8) This model for conjunction is endorsed by Pollock, op. cit., 248-49, and Cohen, op. cit., 221.

Satan in Paradise Lost and The Myth of Sisyphus Essay example -- Parad

Satan's predicament after he falls in Paradise Lost is utterly hopeless, yet he chooses to persevere. He reasons that he should continue to struggle, even though he is aware that it is entirely in vain. The process he follows to arrive at this choice is similar to the process Albert Camus will use to justify the unrelenting toil of his 'absurd man.' Before this becomes apparent, portions of Satan as a character must be eliminated from consideration, because they present an intractable set of problems. Prior to his rebellion, Satan is a divine being, who "stood'st in Heav'n, upright and pure," (IV, 936-37) like God and the other angels. We do not get a clear portrayal of this character, only Satan's and Raphael's memories and reconstructions of what he must have been like, and God's statement that He "made him just and right, sufficient to have stood" (III, 98-9). Like other angels, he has an "intuitive" (V, 488) way of knowing that Milton defines as far from human apprehensio n, particularly in our fallen state. We can on Earth only see "but the shadow of Heav'n" (575), which in this case is useful, because we are off the hook to even try to explain why Satan chooses to rebel in the first place. Milton too, by placing the godlike mind off limits to human reason as it is commonly understood, is off the hook as well to entirely "justify the ways of God to men" (I, 26). Instead we are presented with the paradoxical claim that God made his creatures "free to fall" (III, 99) "without least impulse or shadow of Fate" (120), and so somehow put bounds on his own omnipotence so that his omniscient "foreknowledge had no influence on their fault" (119). To try to enclose this tortuously defined causality within the mind of a mere huma... ...others is not. Milton's impulse to produce so much of his most beautiful poetry while speaking in the persona of Satan suggests something to the contrary: the need to share one's appreciation for life and the precious beauty of the world that is born of a completely demolished and irreparable condition. Many people, not just the heroic and kind Camus, or the blind and defeated poet Milton, have been inspired towards good from the depths of despair. Like much else that is thrust upon him, Satan is instead forced into what seems an unnatural role to serve the purposes of his Author. In any case, he toils on, unceasing. Works Cited Camus, A. The Myth of Sisyphus and Other Essays. New York, NY: Vintage. (1991). Milton, John. â€Å"Paradise Lost.† The Norton Anthology of English Literature. Ed. 8. Logan, Greenblatt, Lewalski, Maus. New York, 2006. 1831-2055. Print. Satan in Paradise Lost and The Myth of Sisyphus Essay example -- Parad Satan's predicament after he falls in Paradise Lost is utterly hopeless, yet he chooses to persevere. He reasons that he should continue to struggle, even though he is aware that it is entirely in vain. The process he follows to arrive at this choice is similar to the process Albert Camus will use to justify the unrelenting toil of his 'absurd man.' Before this becomes apparent, portions of Satan as a character must be eliminated from consideration, because they present an intractable set of problems. Prior to his rebellion, Satan is a divine being, who "stood'st in Heav'n, upright and pure," (IV, 936-37) like God and the other angels. We do not get a clear portrayal of this character, only Satan's and Raphael's memories and reconstructions of what he must have been like, and God's statement that He "made him just and right, sufficient to have stood" (III, 98-9). Like other angels, he has an "intuitive" (V, 488) way of knowing that Milton defines as far from human apprehensio n, particularly in our fallen state. We can on Earth only see "but the shadow of Heav'n" (575), which in this case is useful, because we are off the hook to even try to explain why Satan chooses to rebel in the first place. Milton too, by placing the godlike mind off limits to human reason as it is commonly understood, is off the hook as well to entirely "justify the ways of God to men" (I, 26). Instead we are presented with the paradoxical claim that God made his creatures "free to fall" (III, 99) "without least impulse or shadow of Fate" (120), and so somehow put bounds on his own omnipotence so that his omniscient "foreknowledge had no influence on their fault" (119). To try to enclose this tortuously defined causality within the mind of a mere huma... ...others is not. Milton's impulse to produce so much of his most beautiful poetry while speaking in the persona of Satan suggests something to the contrary: the need to share one's appreciation for life and the precious beauty of the world that is born of a completely demolished and irreparable condition. Many people, not just the heroic and kind Camus, or the blind and defeated poet Milton, have been inspired towards good from the depths of despair. Like much else that is thrust upon him, Satan is instead forced into what seems an unnatural role to serve the purposes of his Author. In any case, he toils on, unceasing. Works Cited Camus, A. The Myth of Sisyphus and Other Essays. New York, NY: Vintage. (1991). Milton, John. â€Å"Paradise Lost.† The Norton Anthology of English Literature. Ed. 8. Logan, Greenblatt, Lewalski, Maus. New York, 2006. 1831-2055. Print.

The Vicks business in India

1. 0 Name and description of company for which marketing plan is being developed. A brand of Proctor & Gamble (P&G), Vicks is India’s No. 1 Cough & Cold Brand. It created the cough & cold Over-the-Counter (OTC) category in India way back in 1952 and has led the category till date. Today it has completed almost 60 years in India. Its current portfolio in India comprises Vicks Vapor, Vicks Cough Drops, Vicks Action 500 Extra, Vicks Inhaler and Vicks VapoCool. Vicks has been rated as the #1 cough & cold brand trusted by doctors. The Vicks business in India is the biggest in the ASEAN-Australasia-India (AAI) region and the second biggest in the world after USA. Over the years, Vicks has launched several heart-tugging advertising campaigns, some of which were – the ‘Happy Birthday Mummy’, ‘Touch Therapy’, ‘6 symptom’ campaigns for Vicks VapoRub, the ‘Khich Khich Dooor Karo’ ad for Vicks Cough Drops and the ‘Haan Bhai Haan’ ad for Vicks Action 500. All variants of Vicks have continued to be consumer favourites over the years 1. 1 HISTORY. In 1890, pharmacist Lunsford Richardson took over the retail drug business of his brother-in-law Dr. Joshua Vick, of Greensboro, North Carolina. [1] After Dr. Joshua Vick saw an ad for Vick's Seeds, Lunsford Richardson began marketing Vick’s Family Remedies. [1] The basic ingredients of the range included castor oil, liniment, ‘dead shot' vermifuge. [1] The most popular remedy was Croup and Pneumonia Salve, which was first compounded in 1891, in Greensboro. It was introduced in 1905 with the name Vick's Magic Croup Salve and rebranded as VapoRub in 1912 at the instigation of Smith Richardson, Lunsford's oldest son[1]  ; Smith had gained valuable sales and marketing experience while working for a period in New York and Massachusetts after attending college. Smith Richardson assumed the presidency of the company in 1919 upon his father's death. The flu epidemic of 1918 increased sales of VapoRub from $900,000 to $2. 9 million in just one year. In 1948, Edward Mabry became president of Vicks (the first outside the Richardson family), then known as the Vicks Chemical Company. In 1985, it was sold to Procter & Gamble and Procter & Gamble has since marketed the product as â€Å"The only thing more powerful than a mother's touch. † The company archives (including related personal records of the Richardson family) from at least about 1920 or so, up to the 1985 sale to Procter & Gamble, are housed at the University of North Carolina at Chapel Hill. 1. 2 Products offered by the company: VicksVapoRub-Is a Decongestant Vaporizing Ointment for topical use. – Ayurvedic medicine. Vicks CoughDrops-Is a Cough Drop that provides relief from throat irritation. Ayurvedic medicine. VicksAction500Extra-Is a Colds Medicine for relief of multiple cold symptoms such as blocked nose (nasal congestion), headache, bodyache, sore throat pain and associated lethargy. Vicks Inhaler- Inhaler for a feeling of relief from stuffy nose. Ayurvedic medicine. It is easy to carry in a pocket or purse. Provides fast and temporary feeling of relief from stuffy nose. Inhale deeply to make breathing feel clear and cool. Vicks VapoCool-This is the latest offering from Vicks in India. Launched in Oct 2011, it is a new premium throat drop specially formulated to provide 2 way relief which soothes the throat and relieves blocked nose at the same time. It is currently available in two flavours viz. Menthol & Peppermint. 2. 0 Description of product for which we will develop marketing Plan Vicks VapoRub vicks vaporub ointment is a mentholated topical cream manufactured by Vicks, intended to assist with minor medical conditions that temporarily impair breathing, including the common cold. It is applied to the chest, often immediately before sleeping. VapoRub is currently manufactured and packaged in India and Mexico. In Germany it is sold under the name WICK VapoRub. Vicks VapoRub has endeared itself to the Indian consumer and finds its place in every Indian home, due to its proven performance over the years against cold. Vicks VapoRub provides safe and effective multi-symptom relief from the six symptoms of cold, namely – blocked nose, cough, body ache, headache, muscle-stiffness and breathing difficulty due to cold. The medicinal properties of Vicks VapoRub’s natural ingredients – Nilgiri (Eucalyptus Oil), Pudina (Menthol) and Kapoor (Camphor) provide effective relief from these six symptoms of cold. Vicks VapoRub is available in four pack sizes of 50gm jar, 25gm jar, 10 gm dibbi and a 5 gm dibbi. 3. 0 Objectives of the marketing plan for which you will develop a marketing plan. Our objective is to set an alternate strategy to * Provide reinforcement of the product as it has already at maturity stage of PLC. * Increase the market penetration of vicks vaporub . The total business of Vicks Vaporub depends upon the winter season. If there is no winter, there is no requirement of any product of Vicks, therefore another objective of the marketing plan would be to increase market share by the winter of 2012 from the existing market share. 4. 0 List of specific background information needed to complete the plan * We have to determine current market share of vicks vaporub through secondary data analysis. * We have to determine the current strategy followed by vicks vaporub in India? We will try to find out Potential demand for vicks vaporub in the market * Core competencies of vicks vaporub * We will try to identify who are the direct and the indirect competitors for our product. * What are side effects by vicks vaporub and the methods to tackle it? * How the communication strategy vicks vaporub is has in India? * How is the current distribution channel vicks vaporub has in India? * Identify if a change is required in current pricing strategy? * SWOT analysis of vicks vaporub ? 5. 0. List of possible information sources to answer each questions listed in 4. 1. www. vicks. co. in 2. www. ijrcm. org. in International Journal of Research in commerce, IT and Management.VICKS VAPORUB – MOTHER’S TOUCH THERAPY: A CASE STUDY-by RAJNI KAMBOJ 3. http://books. google. co. in/books Brand Positioning: Strategies for Competitive Advantage -by Subroto Sengupta 4. We w ill try get more information by data collection and analysis through personal Interview as well as survey. 6. 0 List of activities/tasks necessary to complete the marketing plan. secondary data analysis * questionnaire preparation * data collection * Use of various statistical tools for the data analysis * Finally we will formulate a Strategy based on the analysis and interpretation of the results of the above activities. Sr No. | Topic | Page No. | 1. 0| Name and description of company for which marketing plan is being developed| 1| 1. 1| History| 1| 1. 2| Products offered by the company| 2| 2. 0| Description of product for which we will develop marketing Plan| 3| 3. 0| Objectives of the marketing plan for which you will develop a marketing plan. 4| 4. 0| List of specific background information needed to complete the plan| 4| 5. 0| List of possible information sources to answer each questions listed in 4. 0| 5| 6. 0| List of activities/tasks necessary to complete the marketing Plan | 6| 7. 0| Estimated time table for completion of all activities| 7| | | | 8. 0| Mission| 8| 9. 0| Macro Environment| 8| 10. 0| Industry Analysis| 11| 11. 0| Competition| 14| | | | 12. 0| Market Segment| 22| 13. 0| Target Segment| 23| 14. 0| Positioning| 23| 8. 0 Mission 8. 1 Mission Statement We will provide branded products and services of superior quality and value that improve the lives of the world's consumers. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper. 8. 2 Principal objectives for starting the business. Vicks cares about people, whether they are ill and trying to get better,  or well and trying to stay that way. So we create respiratory products and services that treat the symptoms and nurture the body. . 0 Macro Environment: 9. 1 In what ways will changes in the general levels of national economic activities affect your business over the next three to five years? * The Indian economy is emerging with remarkable rapidity from the Slowdown caused by the global financial crisis of 2007-09. * Backed by a rise in the domestic savings and investment rates, a revival of growth in agriculture and resilience in the manufacturing an d services sector, India has displayed a great recovery post the global slowdown. * However, persistent inflationary environment remains a Big challenge. The rise in demand coupled with strong supply bottlenecks is a catalyst for inflation * If the GDP goes higher and the purchasing power of the lower and middle class increases, there might not be a shift of preference of Vicks product because most of Vicks products have low prices. Our Product is usually basic need; it does not give you the sense of pride or usage glamour. So there might be one bottle in every house hold but the sales of Vicks will not increase much, unless they take up serious rejuvenating action on the brand and its 4 p aspects. Since Vicks is not a costly product the general level of economic activities will not have a very big impact on the sales of the product. 9. 1 Will changes in your local economy affect our business? Factors such as tax increase or fuel price fluctuation will affect the business or allow competition to creep in ,However Vicks has tackled such problems in the past by considerably reducing its cost of marketing and distribution. Moreover the loyal customers will still buy it not only because it is comparatively lesser priced but because they know it is quality, best value for price the pay to buy it. . 2 Do you foresee any competitors from overseas? The threat of competitors from overseas is very low because there are already many products in this sector by the same company and it is not easy for the outside competitors to come and take the market share because the maximum market is taken by products from Vicks like Vicks vaporub, Vicks action 500 etc. and the trust that is already built by these products is not easy to be break. We don’t see any competitors from outside into this industry. 9. 3 The legislations that will affect your business. OTC Drugs' in common jargon means drugs which are legally allowed to be sold Over the Counter without the prescription of a Registered Medical Practitioner. The term is clumsy and creates a wrong impression about the official status of the drugs. In India, import, manufacture for sale and the sale and distribution of drugs and cosmetics is regulated by the Drugs and Cosmetics Act, 1940 and its subordinate legislation Drugs and Cosmetics Rules, 1945. The phrase ‘Over the Counter' and its abbreviation ‘OTC' preparations have no legal recognition and are better referred to as ‘non-prescription drugs' and/or as ‘household remedies'. . 4 Will demographic changes affect your business? Age: Initially Vicks was targeted on children’s but later on company found it used by adults as well. Sinus patients also are targeted customer. Income: Since the product is not so costly so income doesn’t play major role in the purchasing the product. Vicks Vaporub is of fered in 5gm -50gm dibbi to cater to the needs across all segments of the society. Gender: Both Male and females can use the product Location: Certain geographic locations such as Colder regions, high altitude or hill stations will also have more have an effect on sales of Vicks Vaporub. 0. 0 Industry Analysis: 10. 1 Potential rate of growth of national industry. According to a survey done by ORG IMS estimate the OTC market in India would show rates of about 10-12%, of the entire OTC market the segment for cough, cold and fever show the least of about 1%. 10. 2 Ease of entry of new firms into industry. Industries vary with respect to the ease with which new sellers can enter them. The barriers to entry is one of the advantage Vicks Vaporub has already established in an industry that has a potential entrant. Such a barrier is generally measurable by the extent to which established sellers can persistently elevate their selling prices above minimal average costs without attracting new sellers. The economics of this industry is in such a way that new entrants would have to be able to command a substantial share of the market before they could operate profitably. 10. 3 Intensity of Competition among firms Vicks Vaporub already commanding a superior share of market, intensity of competition is considerably low. Moreover the constituents and benefits of the competitor products being almost the same. 10. Degree of product substitutability. It can be easily substituted since even the competitors products constitutes almost similar formula and act on similar symptoms ,Moreover it could also be substituted by Ayurvedha or allopathic remedies or homemade remedies. 10. 5 Degree of dependency of complementary or supporting products. Increased demand from pharma and other consuming industries mainly have been the cause for the recent increase the prices of menthol which is a major ingredient of Vicks Vaporub . The increased prices of Menthol will surely have affect on the cost of production of Vicks Vaporub. 0. 6 Degree of bargaining power This ‘over the counter’ medication is always a seller market as the customers won’t go for any bargaining for over the counter products. And the vicks loyalists don’t have any complaints about the accessibility or affordability of their favorable brand – a boon in the extremely price sensitivity Indian market. The product vicks has a very good bargaining power as it is doing good in the market by satisfying the consumer expectation. 10. 7 Technological sophistication in industry. * Vicks is coming up with various technologies in packaging. Today people look for one product with various benefits other than individual products for different problems and their lies the success of medicated treatments. * These products are used for the cough, headache and throat pain and so the products should be designed very carefully with improved technology. * There are various products coming in the market and there are various biotechnologies coming up which is still a nourishing the industry. 10. 8 Rate of innovation in the industry. Rate of innovation is very low since the constituents of the products are more or less similar from the time it had been launched. Sales of Vicks Vaporub mainly depend on advertisements and promotions. 10. 9 General level of Management capability? * Mr. S. Khosla has been Managing Director of Procter & Gamble Hygiene & Health Care Limited since June 1, 2007 and also serves as its CEO. * He is a B. Tech (Mechanical Engg. ) with a post graduation in Business Management. * He has been with P&G since 1983 and was leading the AAI Health Care Global Business Unit and Special Global Projects. He has over the period gained valuable †¦ experience of overseeing P&G's international business in UK, Malaysia and Japan. Mr. Khosla serves as a Member of Advisory Board for India at Catalyst Inc. * He has been Additional director of Gillette India Limited since December 31, 2005. * He serves as Member of the Board of Governors at Advertising Standards Council of India. Mr. S. Khosla is very valuable to P&G ,he is been with P&G for the past 29 years and is the right person to lead both as a CEO of the company as well as Mana ging Director. He been rated among top CEO’s of our country in survey by The Economic Times. 11. 0 Competition 11. 1 Structure of our market. The Vaporub segment in the market is dominated by Vicks Vaporub in India. Vicks commands a market share of over 60% in the cold balm/rub category. This industry is already saturated and vicks already being a dominant it has few competitors on cold/rub market, mainly zandu balm and Amrutajan. however it has also lost a small amount of share to some of the unbranded products aswell. 11. 2 Comparing our product with that of the competitor based on the following parameters such as: A) Quality: Ratings with respect to competitor: -3-2-10+1 +23 Vicks Vaporub has endeared itself to the Indian consumer and finds its place in every Indian home due to its proven performance over the years against cold. The constituents of Vicks vaporub are natural ingredients such as eucalyptus Oil, Menthol and camphor which are safe for external application as a regular basis and provides relief from the symptoms of cold. B) Reputation in eyes of the customers: Ratings with respect to competitor: -3-2-10+1+2+3 Being product from a reputed company such as P & G, Vicks has gained its share of reputation in the eyes of the customers. In a consumer research conducted by P & G and market research firm NFO-MBL(National Family Opinion-Market Bureau Ltd. )consumers rated Vicks Vaporub comparatively higher on parameters such as ‘Fast Relief’ and ‘Long Lasting Relief’. In addition ,they also rated Vicks Vaporub significantly better on key product attributes stating that it is ‘less Greasy’ and ‘Smells Beter’ and almost 89% of the respondents rated Vicks Vaporub as ‘Better than any cold rub ever used C. Prices: Ratings with respect to competitor: -3-2-10+1+2+3 25ml Box of Zandu Balm costs Rs. 0. 00, However 25 ml box of Vicks cost just Rs38. 00, It’s is very evident that Vicks is priced comparatively very lower to its nearest competitor. D) New products launch/development: Ratings with respect to competitor: -3-2-10+1+2+3 There is no plans of launching new product from Vicks as of now and also Zandu has no plans of releasing any new product in the pain reli ef segment ,however they have launched a wide variety of products in category of general health either in the form of tablets or Syrup,which posses no threat to our product. 1. 3 What exactly do you think makes your succesful competitor successful? This question does not apply since we dominate the market by 60%. 11. 4 Identification of the main competitors. Its main competitors are Emami’s Zandu balm having a market share of 27% and amrutanjan with 10% share; however the rest of the share is occupied by other branded and unbranded competitors. Therefore Zandu balm is our major competitor although Zandu Balm is not meant technically understood as a part f the Vaporub Segment yet because of similar characteristics it does compete with Vaporub products in areas and thus it has to be provided for as a competitor in the Vaporub segment. 11. 5 Main competitor’s principal weakness. Principle weakness of Zandu balm is the high price and also a Balm is being positioned in consumers mind has stronger and therefore preferable only for adults. Whereas Vicks Vaporub which was positioned as rub for the child’s cold from the beginning has crept into evry household and is also being used by adults since then. 11. Do you anticipate any new competitors coming into your market in the near future? As it this Cold/rub segment of the market has already reached the maturity and more over Vicks Vaporub is dominant in this market with few competitors,its is very difficult for new entrants, As of now there is no anticipation for new c ompetitors. 11. 7 Changes in the competitive approaches our has major competitor made in the last 12 months. There is no such changes in the competitive approaches of Zandu balm, more over this product can be used promoted anytime in the year unlike Vicks Vaporub 11. How do you regularly track major competitors’ activities? The competitors activities can tracked through: * Websites-look at its home page to see if they have made changes to the way they describe their products and services. * News Columns * Trade Shows/Event Sponsorship 11. 9 The reasons customers buy from us:- 1. They want to feel better: * Alleviate symptoms from 4 primary conditions * Cure to cause 2. Low price sensitivity: * Generics are 30%-50% cheaper and have less than 10% share * There is perceived differentiation: this reduces customers’ price sensitivity 3. Convenience * Purchase from nearest store. 1. 10 The Buying process adopted by different customers you cater to? Its can purchased from nearest retail or medical store. 11. 11 Is there seasonality of buying your product(s). Yes our product thrives on seasonality. At the time of its launch vicks Vaporub had been promoted mainly as a winter remedy and had been pushed mostly in winter, simply because the incidence of cold was greatest in that season However later on research showed the people were equally susceptible to colds in the monsoon, Therefore to tap this opportunity, Vicks vapoub was also recommended as remedy for â€Å"monsoon cold†. 1. 12 How customers use the product? VapoRub can be applied to the chest or throat (for congestion relief)or back or to sore muscles (to increase circulation). (For external use only) Market Segmentation: Dividing a market into smaller groups with distinct needs, characteristics, or behaviors who might require separate products of marketing mixes. Variables that might be used in segmenting consumer markets are geographic, demographic, psychographic and behavioral. What basis of Segmentation does P&G use to differentiate the Vicks? Geographic segmentation: Proctor and Gamble have existence in 80 countries worldwide where Vicks have its market and these includes countries from North and South America, Europe, Middle East, Asia and some countries of equatorial region. Pakistan, China, India and Russia are the major countries of Asia where proctor and gamble sold Vicks. Demographic Segmentation: Age: Vicks is used by almost all ages of people. Gender: Vicks is used by both males and females. Income: People of low income to people of high income can all afford Vicks. Psychographic Segmentation: Person belonging to any social class either he/she is from lower or even he/she is from higher and person of any life style and personality can use Vicks for cough, cold, flu, chest cold, chest congestion and sinus symptoms. Behavioral Segmentation: Vicks are often used by the people on special occasions when they are suffering from cough, cold, flu, chest cold, chest conjestion and sinus symptoms. Target segment: The target market for Vicks Vaporub is children. Knowing that the typical Indian family centered around the child and also realizing that the health of the child was the prime concern of the parent, Vicks Vaporubwas positioned as a rub for the Childs cold. This was felt to be the best way of getting it into the homes. Besides, this meant further distinguishes it from a balm, because a balm was much stronger and therefore preferred for adults, Vicks Vaporub’s Milder Formulation was suited for children. Positioning Vicks of Vaporub: In the early 1950’s when Richhardson Merrel first looked at it ,the balm market in india seemed promising for Vicks Vaporub. Since the†Balm Market† was fairly extensive in India, specially in south india ,the company expected little resistance to the introduction of the product. All that needed was to sell Vicks Vaporub as a balm. At that time balm market consisted of mainly four or five brands with amrutanjan as the accepted leader. The question was whether it should take a plunge against leader? or should it carve out itself a different niche? Whereas in rest of the parts of the world Vicks was positioned has a distinct position in other markets all over the world as â€Å"a rub for cold†. However technically the formula of Vicks Vaporub did not prevent its use as a multi-purpose ointment. The final decision was however to position it as a rub for cold. Though the company realized this definition would limit its use; nevertheless, it decided to go ahead as it would bring the product into sharper focus. Knowing that the typical Indian family centered around the child and also realizing that the health of the child was the prime concern of the parent, Vicks Vaporub was positioned as a rub for the Childs cold. This was felt to be the best way of getting it into the homes. Besides,this meant further distinguishes it from a balm, because a balm was much stronger and therefore preferred for adults,Vicks Vaporub’s Milder Formulation was suited for children. The company also knew that it would be very frustrating for parents when the child could not sleep and lay awake throughout the night . Therefore,while other Balms were used at all the times of the day, Vicks Vaporub was specifically positioned as a rub for a child’s cold to be used in night. Finally Vicks Vaporubwas positioned for use on the â€Å"nose, throat, chest, all over the back, â€Å"and this became the integral part of the Vaporub message. Though the positioning of Vicks Vapourb in india was very similar to whet was being done in other countries,a proper understanding of the Indian environment contributed substantially to the success of Vicks Vaporub. All over the world Vicks Vaporub had been promoted mainly as a winter remedy and had been pushed mostly in winter, simply because the incidence of cold was greatest in that season. This pattern was fallowed in india in the early stages. Later,research showed that people were equally susceptible to colds in monsoon. therefore, to tap this opportunity,Vicks Vaporub was recommended as a remedy for† monsoon cold† a special set of advertisement was built around this â€Å"monsoon cold†(getting wet in the rain,sneezing,cold, etc) RHL attributed the success of Vicks Vaporub in India to proper initial positioning having once introduced Vicks Vaporub into homes by appealing to the parents ‘concerns for the health of their child,its was later recommended for use by adults too. Years later after the product had already established in the Indian household, Brand managers made some modification in the original definition of Vicks Vaporub positioning has a multi-purpose ointment, for obvious reason of broadening the target group, besides research showed that adults were also using Vicks Vaporub,Futher,lay time use was also recommended. Even though some ingredients and attributes of Vicks Vaporub were similar to those of its competitors such as Zandu Balm and amrutanjan, differential advantages was secured through positioning strategy. It was differentiated by: (a) Target user:Child (b) Usage occasion: Colds (c) Manner and time of application: at night, on the nose, throat, chest and back. 15. 0 Product Mix of Vicks: VicksVapoRub-Is a Decongestant Vaporizing Ointment for topical use. – Ayurvedic medicine. Vicks CoughDrops-Is a Cough Drop that provides relief from throat irritation. Ayurvedic medicine. VicksAction500Extra-Is a Colds Medicine for relief of multiple cold symptoms such as blocked nose (nasal congestion), headache, bodyache, sore throat pain and associated lethargy. Vicks Inhaler- Inhaler for a feeling of relief from stuffy nose. Ayurvedic medicine. It is easy to carry in a pocket or purse. Provides fast and temporary feeling of relief from stuffy nose. Inhale deeply to make breathing feel clear and cool. Vicks VapoCool-This is the latest offering from Vicks in India. Launched in Oct 2011, it is a new premium throat drop specially formulated to provide 2 way relief which soothes the throat and relieves blocked nose at the same time. It is currently available in two flavours viz. Menthol & Peppermint. 5. 1 Is your business is dependent on one product or service for over 80 percent of profit. No, our business is not on one product; however our business mainly depends on Vicks Vaporub, Vicks Cough drops and followed by Vicks inhaler. 15. 2 How easy are your products or services to copy? Its is very easy to copy most of products of business, Moreover the product ingredients are well know ayurvedhic constituents. A research study by A. C. Nielsen int roduced that sales of Vicks look-alike products equaled the sales of the genuine brands. P & G initiated action against the manufacturers of look-alike Vicks Vaporub & Lozenges. Thecompany obtained an injunction from the court & with the assistance of court representatives & advocates. It conducted raids on the premise of the fake manufacturer  & sized products valued at Rs. 3. 5 million. These included look-alikes vaporising rubbing marketed under the brand name Vikas cough drops under the name Venus & aMenthol drop under the name Super plus 5 15. What is the extent of product differentiation you have achieved for your range of product/services? Over the years there has been a very minimal product differentiation in it products however Vicks caters mainly to cold and symptoms of it through most of its own products in different forms such as: Vaporub, Inhaler, cough drops, Capsules (Vicks Action 500) 15. 4 What proportion of your product/service range is in each phase of life cycle? The stage through which individual products develop over time is commonly known as â₠¬Å"product life cycle†. All of the products of Vicks has reached the maturity stage and also the industry has reached the maturity phase (i. e. ) most profit is earned by the market as a whole. At this stage Research and Development is likely to be restricted to product modification and improvement and perh aps to improve production efficiency and quality. Product(Industry) Life cycle: All the products and the industry has achieved Maturity. 15. 5 Do your product / services benefits match customer’s needs or are there gaps? List your products features and benefits and compare them to customer needs. First of all our product is not a feature based product, however some of the noteworthy features based on convenience sampling on sample size of 20 here are the results we obtained: Features: Quick Relief Benefits: Helps consumer get rid of cold symptoms very soon. Customer Needs: At time it is very frustrating for a person suffering from cold symptoms such as blocked nose or congested chest,and will be in need for product that reliefs such problems as soon as possible, consumers belive that Vicks helps them in such cases. Features :Quality Benefits: Trust on the product and its benefits Customer Needs: Consumers’ trust on the brand for their value for money and also free of any side affect. Features: Availability (Ease of purchase) Benefits: available at convenience of the customer. Customer Needs: Incase the customer is in urgent need of the product it can be available at the nearest retail or medical store. Such is the distribution channel of Vicks. 15. 6 How important is service, warranty and so on? No question about service or warranty 5. 7 How important is packaging? Packaging is important; however it has remained the same for many years with predominantly blue colour. 15. 8 How is your product perceived in relation to competitive offerings? Yourself(5) Major competitors(5) Price 4 2 Our product is very cheap compared to our major competitor. Eg: 25ml Box of Vicks Vaporub-Rs 38. 00, whereas 25ml box of zandu Balm Rs 70. 00 Performance 4 3 Packaging : 4 ( Attractive) 2 Reliability : 4 (especially for Children) 3 Durability : 4 (Best before 2 years) 3(Best before 18 months) Quality : 4 3 After sales service/ N/A N/A Maintenance N/A N/A Guarantees : N/A N/A Promotion/Advertising: During monsoon and winter Anytime of the year Image : 4 3 15. 9 What product modification and change have your competitors introduced in last one year. Recently Emami ltd. tarted reviving its over-the-counter (OTC) healthcare business under the Zandu brand through brand re-launches and investing in its distribution system, packaging and marketing campaign. Products like popular pain reliever Zandu Balm are being re-launched and price being increased. Pricing: * MRP of vicks vaporub is as fallows * 10 ml: Rs22 * 25 ml: Rs45 * 50ml:Rs 79 A profitable venture of Proctor & Gamble, Vicks Vaporub has established itself as a market leader in Vaporub segment and gives tough competition to certain products in other segments also. The distinct niche it has created in the market is because of the fact that the company realizes its position as a market leader and thus the formulation of policies accordingly. To speak of them, it is important to appreciate its inherent advantage as a Proctor & Gamble product. The fact is that P & G believes in exploiting its resources and putting them to their maximum usage. Their entire marketing strategy is based upon its principle (to speak exclusively in the Indian context) and thus they have only one marketing channel for all its products. This is to say that the same set of dealers for its products who market them all and thus the cost of marketing each product is saved in terms of distribution cost. The distribution channel follows five levels, give in detail below: * Manufacturer (P & G health and hygiene) * Super Distributer * Distributer * Dealer/Retailer * Customer Vicks Vaporub or for that matter no product of Vicks does not have a separate market channel for itself. All products are marketed by one single marketing channel, organized and regulated by one company namely, Proctor and Gamble Hygiene Products Ltd. The commission for each intermediatory is as follows. (i) Dealer – 16% (ii) Distributor – 4% (iii) Super Distributor – 1 – 1. 5% What is here important to note that the person who actually sells the product to the consumer gets the maximum i. e. 16% on the sale of the product The distributor, who makes the goods available to the dealer gets 4% i. e. one-forth of the share of the dealer Also this fact has to be understood in the light of the peculiar fact of the existence of a Super Distributor. In our context, this implies the actual link between the company and the distributors. Generally there are only One or two of super distributors in each state, depending upon the size and demand in the state. These super distributors are bulk distributors and actually account for the market building of Vicks or P & G products as any increase in market share of Vicks or and increase in demand in The market earns them handsome incentives for Vicks. Thus without actually getting into the hassles of dealing with local dealers and distributors, Vicks actually gets a higher share in market by using the area specific knowledge of these super distributors. (3. Another factor in this distribution channel is the presence of hoarders. Now these hoarders are none else but what we call as black marketers they are not specific to Vicks but in general hoard all products in the commodity segment especially the FMCGs. These cause great problems in the assessment of real demand of the consumers and the real consumption of the products. They store the goods in great bulks and lead to art ificial scarcity of products, thus raising the prices. P & G has found an effective reply to this situation by the Designing of their super distributor system. They being aware of the local peculiarities Effectively deal with the hoarding effect and do not allow the company to suffer on these counts. (4. ) The collection of order from the local dealers is a task left upon the MRs (Medical Representatives) who collect orders and report to the distributors, who also employ them for this purpose. The advantage of being an non prescribed drug, the cost of giving samples to the doctors is saved considerably. (5. ) Then again, the segregation of the orders received through MRs and direct orders is considerable. It is estimated that about 50 to 60 percent of the entire supply of Vicks Vaporub is through this MR route. The rest is in the form of direct purchase of the dealers (which comprises a significant portion of the sales volume) from the super distributor. In this manner, they not only gain on the count of the commission of the distributor but also get two fold advantage. First they can negotiate on whole sale prices on account of bulk purchase and secondly they can also negotiate upon the transport and delivery upon their own terms to them by the super distributor. 6. ) That Vicks does not count solely upon its share as a market leader. It is aware of the presence of other competitors and thus it has not remained static in terms of its promotional strategy and has also simultaneously been incumbent upon increasing its market share by indulging into intensive promotions strategies such as free Vicks Inhaler along with Vicks Vaporub, discounts, 20% extra on each pack of 50g. Each and oth er offers. Thus it has constantly tried to lure the consumers to stay with it while penetrating the market in to deeper. (7. Vicks has been posed as the Health Care Brand of P & G India. Through this, P & G has sought to present both its market leaders and having a distinct aim and objective and thus sought to gain recognition of the product in the eyes of the consumer. The effect, accordingly, has been that the consumers have sought to rely on Vicks as a part and parcel of their daily lives as such. In almost each and every household, a pack of Vicks Vaporub can be located. Customer Price sensitivity Vicks Vaporub comes in three types of packs * 10 ml: Rs22 * 25 ml: Rs45 * 50ml:Rs 79 As per our interview with retailer the most preferred of these is the 25ml pack, An average of 10 packs will gets sold every week in a particular store. Vicks vaporub is the market leader in this segment; however the nearest competitor is Zandu balm which is very expensive comapared to Vicks Vaporub. 25ml pack of Zandu Balm is priced at Rs70. Vicks Vaporub has very hardcore loyalty among customers, It is in very rare situation that incase Vicks Vaporub is not available the customers go Zandu Balm or Amrutanjan Customer price sensitivity plays a very minimal role in this case. For example: If the price of 25 ml pack Vick Vaporub is increased by 10%, the resulting price of Rs49. 5 is still very low compared to its nearest competitor Zandu Balm which is priced at Rs70. The price of Vicks Vaporub will still remain lesser that of Zandu Balm even if the prices of Vicks Vaporub is increased by 50% at the present situation. Promotional mix of Vicks Vaporub: Advertisement through radio, television and other kinds of media such as facebook and twitter along with, promotions are primary promotional mix for Vicks Vaporub. Media Plan & message: Vicks Vaporub: â€Å"We don’t sell Vicks Vaporub, we sell mother’s love. Over the years, Vicks has launched various heart-tugging ad campaigns that have struck an emotional chord and left an impact of love and care for which the brand stands. According to a P;G spokesperson, â€Å"Ever since its launch in India in 1952, Vicks Vaporub was strategically positioned as a child cold rub, and all communication to consumers, employees, trade etc. has always centered round the mother child loving relationship. † The brand surely reigns supreme on the trust parameter, which no competitor can take away from Vicks. The effect, accordingly, has been that the consumers have sought to rely on Vicks as a part and parcel of their daily lives as such. In almost each and every household, a pack of Vicks Vaporub can be located. And what is important to note is that where it is not present, consumers still refer the other ointments (which they use) as Vicks only. By this it can be understood as to how dominating the effect of Vicks has been. Vicks VapoRub has endeared itself to the Indian consumer and finds its place in every Indian home, due to its proven performance over the years against cold. According to the company P;G, â€Å"We don’t sell Vicks VapoRub, we sell mother’s love. The Vicks portfolio caters to different consumer needs and Vicks has become an integral part of every home and family in India. The consumer-brand relationship has been built over many years of trust and care and Vicks has lived up to its promise of a superior quality cough and cold relief product that consumers can enjoy for another fifty years and many more, to come. Vicks will last as long as Mother’s love lasts. † Present media plan for vicks vaporub: Background: As per 2010-2011 annual report, The Vicks Cough Drops business had an excellent Year, with the brand growing at 18%. The growth was driven by increased investment on proven advertising and driving awareness of flavors by using other relevant touch points for the Brand like radio and wall-painting, which increased consumption further. Given the passion for cricket among its consumers, the Brand also executed a first ever cricket focused program with the launch of ‘Vicks Cricket Jockey Hunt’ spread over 16 top cities in the Country. A penchant for talking incessantly and passion or the cricket†¦ let the jockeying begin! Vicks Cough Drops announced the launch of the nation's first ever Cricket Jockey Hunt – a unique concept that sweeps the nation in search of the ultimate cricket fan who conveys his passion for the sport in his wittiest and quirkiest best! Gracing the event with their presence were none other than two of Indian cricket's most famous and distinct ive personalities – Harsha Bhogle ; Mandira Bedi. All of us in our day to day lives have experienced throat irritation which may appear minor at the outset but has an indelible impact. Fortunately, Vicks Cough Drops has been our trusty companion providing long lasting relief from throat irritation. As Vicks Cough Drops arms people with the thrilling equipment of being able to talk for long hours, the Cricket Jockey Hunt aims to bring forth the scintillating combination of jockeying with the nation's passion cricket. Speaking about the Vicks Cricket Jockey Hunt, Harsha Bhogle said, â€Å"The Vicks Cricket Jockey Hunt is a distinctive platform for all cricket fans that have an inclination and skill for cricket to come forward and explore their talents. There is huge potential in our country and I urge all those who have the skill set to participate. This is a platform that I could only wish was available back in my day. I am very anxious about the contest and look forward to mentoring the participants. † Each week the contestant will go through a series of eliminations to reach the final levels of the Top 8 followed by the Top 3 followed by the grand declaration of the Ultimate Vicks Cricket Jockey in each of these 16 cities. However Vicks VapoRub had a continued strong volume growth driven by continued focus on the successful ‘blanket of warmth’ advertising via augmented media spend and on our ongoing strategy of upsizing consumers to drive consumption. However this year Vicks has come up with very innovative campaign on its face book page: Vicks India that claims to be the No. 1 brand for cough and cold, is on a mission to create the ultimate anthem for India’s cricket team and wants the community to be a part of it. Brands are forever catching up on the cricket fever in a nation of cricket fanatics. With the T20 World Cup round the corner, Vicks India has commenced on the creation of an anthem to cheer the Indian team called ‘Cheer for Champions’. ‘Cheer for Champions’ is an endeavour to unite all of India in their support of the national cricket team. Currently in the process of being composed by much sought after music composer, Ranjit Barot, Vicks India also wants the community to be a part of it. For when one voice has power, you can imagine what a whole nation united by a single cheer could do. And for adding to the cheer, fans can expect exciting incentives – 25 surprise gift hampers and if you submit your cheer in a group of 5, 2 of the best group video submissions can win a trip to the T20 World Cup in Sri Lanka! ‘Cheer for Champions’ can be accessed on a neat and comprehensive Facebook app on the Vicks India page with four tabs – Home, Submit your Cheer, Gallery and About the Anthem. A user who lands up on the Home page can find all about the anthem and what’s in it for him/her. The countdown to the anthem is displayed on a live ticker in terms of days, hours and minutes left. The submission showcase displays a gallery of selected submissions made to the anthem as entries are subject to moderation so as to avoid the use of strong language. You can submit a cheer in whatever way you wish to show your passion – a yell, a scream, a chorus, a song! There are 3 ways to submit your entry: Record through your webcam, Record on audio clip or Upload an audio or video file of not more than 30 seconds duration. You can keep watching the ‘about the anthem’ tab for ongoing developments around the anthem. About the ‘Cheer for champions’ anthem The concept of creating an anthem to cheer for the nation is not all that great but getting your community to join in is. It helps bring in the social aspect into this campaign. Roping in the community to create an anthem, a community song or an ad jingle is the trend now. Its also reminds us of a similar campaign launched in the beginning of this year to salute real life heroes. Hero MotoCorp had launched the ‘Billion Voices’ campaign along with A. R. Rahman, where fans were invited to upload a video with them singing the ‘Hum mein hain hero‘ jingle and get a chance to feature in the final video. Apart from the campaign a new advertisement was released recently ,given the passion for cricket among the Indian users,none other than Virat Kohli was roped in for the advertisement, only this time it was for both Vicks cough syrup as well as for vicks vaporub. Given that Vicks Vaporub is not only used by children but adults as well ,roping in Virat kohli will be another strategic move in promotional mix by including the game cricket in its message. The VapoRub segment in the market is dominated by Vicks VapoRub in India. Vicks commands a market share of over 60% in the cold balm/rub category. This industry is already saturated and Vicks already being a dominant it has few competitors on cold/rub market, mainly zandu balm and Amrutajan. however it has also lost a small amount of share to some of the unbranded products as well. Competitors Its main competitors are Emami’s Zandu balm having a market share of 27% and amrutanjan with 10% share, however the rest of the share is occupied by other branded and un branded competitors. Therefore Zandu balm is our major competitor although Zandu Balm is not meant technically understood as a part of the VapoRub Segment yet because of similar characteristics it does compete with VapoRub products in areas and thus it has to be provided for as a competitor in the VapoRub segment PEST ANALYSIS: Political factor: We all know that ‘OTC Drugs' in common jargon means drugs which are legally allowed to be sold Over the Counter without the prescription of a Registered Medical Practitioner. The term is clumsy and creates a wrong impression about the official status of the drugs. In India, import, manufacture for sale and the sale and distribution of drugs and cosmetics is regulated by the Drugs and Cosmetics Act, 1940 and its subordinate legislation Drugs and Cosmetics Rules, 1945. The phrase ‘Over the Counter' and its abbreviation ‘OTC' preparations have no legal recognition and are better referred to as ‘non-prescription drugs' and/or as ‘household remedies', even if there is any problem with respect to any product of Vicks VapoRub the p&g will take care of it literally.. Economic factors: Factors such as tax increase or fuel price fluctuation will affect the business or allow competition to creep in, However Vicks has tackled such problems in the past by considerably reducing its cost of marketing and distribution. Moreover the loyal customers will still buy it not only because it is comparatively lesser priced but because they know it is quality, best value for price the pay to buy it Social factors: When used as directed, the over-the-counter cold remedy Vicks VapoRub is generally considered to be safe. Mayo Clinic's Dr. Jay L. Hoecker regards Vicks VapoRub as a harmless remedy, but notes a lack of conclusive evidence to support its folk use as a nasal decongestant. The active ingredients in Vicks VapoRub include menthol, camphor and eucalyptus oil, which are natural products associated with few side effects. Nevertheless, Vicks VapoRub may trigger complications if it is used incorrectly. In a January 2009 report, the American College of Chest Physicians cited a case-report involving an 18-month-old girl who experienced near-fatal respiratory problems after inhaling Vicks VapoRub. Technological factor Rate of innovation is very low, since the constituents of the products are more or less similar from the time it had been launched. Sales of Vicks VapoRub mainly depend on advertisements and promotions. These products are used for the cough, headache and throat pain and so the products should be designed very carefully with improved technology. There are various products coming in the market and there are various biotechnologies coming up which is still a nourishing the industry Growth rate According to a survey done by ORG IMS estimate the OTC market in india would show rates of about 10-12%, Of the entire OTC market the segment for cough, cold and fever show the least of about 1%. Marketing mix Vicks VapoRub is a product that has already reached maturity stage of its product life cycle in segment where the industry also has reached maturity stage. The marketing mix during this stage involves efforts to build customer loyalty, typically accomplished with special promotions and incentives to customers who switch from a competitor to our brand. Core Competency: Favorable quality perceptions associated with the Vicks brands. Given the absence of verifiable information that customers can interpret, customers use brands to form inferences about product quality. Vicks’ favorable quality perceptions result from the following cues (each of which are hard for new entrants to mimic): †¢ Age of brand †¢ Market share †¢ Amount of advertising †¢ Your mother rubbing it on your chest Well-established sales force and distribution †¢ Comparative advantage in food distribution outlets and mass merchandisers †¢ Not valuable in segments that shop in other markets Demand information – Cash †¢ But competitors also have cash. Key success factors: Vicks VapoRub has to encash the factors making it competitively superior i. e. (i) safe and effective, (ii) as a product which can be used regularly and has no side effects, (iii) is easier to carry, (iv) has a quick effect, (v) has a external application and thus has no side effects, (vi) is useful for all ages, (vii) is less greasy and smells better (than other products of the same type) . New Market Existing | | | | New Product Existing Product: Product is remained the same for many years with minimal changes, however it should remain to continue the way it is, given below is Ansoff matrix for Vicks s,currently all of the products are doing well with cough drops having 18% growth last year. Vicks VapoRub lies category of Old product and old market. we have to either find methods to increase market penetration at this stage ,mainly we have to concentrate on promotions as well. More over we can find the possibilities of introduction of new product or re-launch of existing product with new product modifications. Vicks offers product for relief from cold and its symptoms through various product forms such as in the form of Vaporub,capsules,Inhaler, Cough Drops, However Vicks was also offered in the form of liquid know as Vicks cough formula 44,However the product failed and it was dropped from Vick’s product portfolio. Hence we have the competency of offering Vicks in the form of liquid as well by relaunching a new product itself once again. On further survey we can judge the feasibility of implementation for such a product. Price: Increased demand from Parma and other consuming industries mainly have been the cause for the recent increase the prices of menthol which is a major ingredient of Vicks Vaporub . The increased prices of Menthol will surely have affect on the cost of production of Vicks Vaporub. Factors such as tax increase or fuel price fluctuation will affect the business or allow competition to creep in, However Vicks has tackled such problems in the past by considerably reducing its cost of marketing and distribution. Moreover the loyal customers will still buy it not only because it is comparatively lesser priced but because they know it is quality, best value for price the pay to buy it. We would recommend Vicks to continue with its current prices, As per our interview with dealers majority of the people who purchased vicks vaporub preferred the 25-ml box costing Rs 45,moreover there was an average sale of atleast 10 boxes per week at places we interviewed . Channel: Vicks VapoRub or for that matter no product of Vicks does not have a separate market channel for itself. All products are marketed by one single marketing channel, organized and regulated by one company namely, Proctor and Gamble Hygiene Products Ltd The commission for the dealer for sale of one product at as per secondary data was found to be up to about 16%,however the dealers we interviewed that they get above 10% We would like to recommend Vicks Vaporub should continue to give the margin of 10%-16% to the dealers. This shall protect them against the inducement of the manufacturers of local and unbranded products to sell their products Promotion: As monsoon rains are already set in and winter about to begin in very soon, Vicks VapoRub must concentrate more on promotions. The primary promotional mix of advertisement through television and radio should be continued along with use of new media such as facebook and twitter for a two way interaction with the consusmers, that also helps in providing feedback to the company as well to measure the results of a particular online promotions or campaign. The recent â€Å"Cheers for Champ† is catching on heat with the T20 world cup around the corner. .