Building your own state prison Term Paper Example | Topics and Well Written Essays - 1000 words

Building your own state prison - Term Paper Example This method will also apply reformation and reintegration of prisoners into society. This method which also follows the method set by Captain Alexander Maconochie, helps the inmate to become ready for life back into free society (Barry, 72) ATTN: please look for it from your book because the online version of the book does not have Bibliography!). 2) Size of the prison: Remember to accommodate for the security levels The size of the prison would be patterned after the Auburn design (Appendix A), with consideration of prison population growth, security, socialization, and economic activities. However, there should be economized space so that instead of cells measuring 8X12 feet, a smaller one at 7X 10 feet cells will be implemented in consideration of population growth as this has been notably consistent over time. 3) Hiring procedures: Discuss in-depth the procedures that you would use to hire staff Hiring procedure for staff should be based on physical and psychological capacity whe re human relations experience is necessary. This is in conformity with the ticket-of-leave system introduced by Walter Crofton of which prisoners were treated confinement stages befitting their behavior. This will require proper capacity of the staff to deal with the kind of persons that offenders are subjected into. Physical capacity of prison staff is necessary in order to handle or subdue assault or attack by rioting inmates. Psychological readiness of the prison worker will help in dealing with rowdiness or unruly behavior, as well as adapt to more humane manner of interacting with prisoners who may deserve better treatment. Inmates who are scheduled for release may also be considered for hiring as they are well-oriented with the rudimentary of prison life. Additional training and orientation may be needed. 4) Inmate classification: As mentioned earlier, three classifications may be provided for inmates and these include the maximum security prisoners who committed heinous crime s and grouped together depending on their entry. This group will not be in solitary but by partner to encourage socialization and openness. There will be employed treatment dependent on the behavior of the prisoner: first the solitary and reduced food rations, next is the provision of agricultural or industrial work with full food provision. Behavior at this stage will determine movement to the next stage which is an open prison with few restrictions, until such time that the inmates reach the fourth stage which is parole or freedom (Mays and Winfree, 45). Then, there are the working inmates who are already allowed to be trained to gain skills and work to earn. These may consist of the largest bulk of the inmate population as they will be given real jobs and allowed to earn decent income. This stage, too, will be the longest period as bulk of their punishment time be spent on this stage. The last classification may be called the probationary stage where prisoners are groomed to beco me free men. Trust, respect, and capacity to deal with the outside world will be experienced by the inmates at this stage. 5) Prison structure As mentioned earlier, the prison design will take from the Auburn style which employs the prison cells for inmates’ rooms, with an entrance court, a yard, garden, shops, chapel, kitchen, guard station,

Benefits and disadvantages of branding

Benefits and disadvantages of branding In this article, I am going to introduce what is branding? Why does branding? and analyze both the advantage and disadvantage of branding. In addition, I will use some examples to support my critical viewpoint. First part, it introduces about what is brand, branding is a thing combine with our regular life, and how to recognize it. Second part, it elaborates some examples to support the analysis of the advantage of branding. The advantages can be explored from both company side and customer side. Third part, it will talking about the disadvantage, so I using some reference to support disadvantage. A definition for a brand has been shown in the Journal of Marketing Management by Professor Peter Doyle of Warwick University: A name, symbol, design, or some combination which identifies the product of a particular organization as having a substantial, differentiated advantage (OMally,1991,p. 107). Besides, company use branding as a tool to engage the customers buying their goods, also doing some promoting value, making some branding image, or attach consumers lifestyle (Rooney, 1995). On the other hand, customer use branding as a advantage to receive the benefits from the brands. As Ronny (1995) said that branding is a technique to build a sustainable, differential advantage by playing on the nature of human beings. Brand offer service to customer through advertising, promotion, and some e-media. Therefore, organizations use these tools as a media to attract consumers doing some economic and business active in the trade market. Advantage: Both branding and no branding have two-sides effect, the essential problem is how it has been done. For example, branding could help the brand promote their brand images in the trade market, also could earn some brand loyalty and increasing some brand value. On the other hand, no brand could has lower production cost, lower marketing cost, and lower legal cost than branding. After the organization entering the trade market, using the branding to communicate with their customer, they could receive benefit from branding. Such as reputable brand name, possible brand loyalty, brand value, maximum marketing efficiency, and even reduction of advertising costs (Onkvisit and Shaw, 2001). Branding name is a thing, a tool which companies use in the trade market. They admit that brand name may not set up or break down the organization but it would be a key point in their success or failure (Ronny, 1995). Normally, the organization use their brand name as part of their product even selling point, for example: Coke Cola, they use their brand name as the selling point, sales their products. Coke Cola is a famous brand around the world, moreover, in Chinese the Cola means could be fun, so that in Chinese culture the brand name plays a way in the trade market. It is easy for general public to think Microsoft, Apple, Asus and Acer as examples of famous brand. Actually, in marketing, brand has wider meanings rather than merely a name of a product. In the other hand, the simplest example to says is that a chocolate is a kind of food originally, however, if a company gives chocolate a name as Godiva, it becomes a branding name, therefore, the brand values comes appear, too. Moreover, according to Millward Brown Optimor website(2010) statistic, that technology industries brand value top 5 are Google($114260million), IBM($86383million), Apple($83153million), Microsoft($76344million), and HP($39717million), moreover, their brand value has changed about 14%(Google), 30%(IBM), 32%(Apple), 0%(Microsoft), and 48%(HP). Originally, those names consist of ordinary alphabet letters. But due to the branding activity in which the owners put great resource, those names, in itself, obtain marvelous values Generally, branding is not only a product that selling from business to customers , however, at the top of trade market, brand could be a product that selling and purchasing between business to business. Normally, small companies may merger other brand value and asset. The most famous example is that Lenovo merged IBMs PC department, after the merger, Lenovo has become the third top of pc manufacturers. Also their brand value has increased a lot. Another case in this point is Cisco. Cisco internet company in 20th century, through the acquisition over hundreds of time, their products manufactured by a simple router extended their product line from simple router to 25 kinds of network equipment. Each product has been ranked first or second in its industry. Brand loyalty is one of the advantage, too. Normally, we use return customer rates as away to test brand loyalty. For example, according to Ishii (2008) said that we could traced a customers purchased records, if we would found that they had bought some products from same company more than three times, then we could think this is a loyalty customer. But, in higher price product, for example, car, laptop, and house so on, we couldnt expect that customer would do repeat purchase very often. So, we might use brand image to be a method to test the brand loyalty. the competitive strength of an international brand is that it tends to be associated with status and prestige, while providing convenient identification for international travelers (Onkvisit and Shaw, 2001). Disadvantage: Obviously, branding, of cause, not only has advantages, but also disadvantages. In analysis above, the benefit for small company to merge a big company with famous brand is obvious. But it always is combined with high risk. Concentrating on economic benefit, market share and production capability, companies involved in merger and acquisition usually ignored divergence between different corporate cultures. Also, the new business line may not be appropriately melt into of their existing products categories. Whats worse, even the enterprise are constrained with limited financial resource to handle the merger and the following painful adjustment, which could be fatal to both companies in that merge case. The most well-known example is the convergence of BenQ and Siemens. BenQ has invested Siemens over six billion (EUR). But at the end of the investment, BenQ has announced the cessation of all investment for Siemens. Due to the unmatched business line and corporate culture, BenQ, without possessing proper knowledge and ability of merger, has made a big lost on these investment, leading an decrease of both BenQ and Siemens brand value. Another disadvantage of branding is its high legal cost. From the virtual to real, ideal to design, and picture to imageà ¢Ã¢â€š ¬Ã‚ ¦so on, the intellectual right are everywhere, even though it is only a sentence, all associated with legal cost. As Onkvisit and Shaw (2001), said that a brilliant brand name is useless, unless it is legally protected. For brand, the slogan, logo, even the design, these all are the part of brand value. If someone copies it without permission, or in a illegal way to make money, then the legal cost has appeared. Business would lost a huge amount of income , because of the illegal product had appeared in the trade market. Normally, the illegal products are far cheaper than the genuine ones, because they dont have any RD cost. So in the trade market, lower priced pirate products usually are more popular among consumers. For example, computer software is easily to copy. The biggest victim is Microsoft Windows systems. Their brand income are lost almost mo re than ten billion per year. Nevertheless, while the brand doing business activities, marketing cost and product cost are two things that they have to considerate. It might be the disadvantage, because from the beginning, the company is just set up, they had to spent some cost on promotion and launches some advertisement to increase their branding image and attract new customers. Every manufacture produce their product, not only original cost, but also involve labor cost, transfer cost, official costà ¢Ã¢â€š ¬Ã‚ ¦so on, these cost are all their necessary manufacture cost. Extra funds need to be raised for marketing and branding, which causes more pressure to companies who are already heavily concerned with manufacturing cost. Conclusion: Finally, to brand or no to brand is the first question of the new company which is just set up. No matter which way the company has chosen, it may have effected of company. To branding, the manufacturer would face some problems to deal with. For example, they have to think a advertise to promote their brand at the beginning. Then they have to do some strategies to compete with their competitors. They need to render benefit to customers, therefore they could receive some brand royalty of customer. Another way for company to increase its brand value is to purchase other company. First of all, they might need to take the culture into consideration. Secondly, they might concern whether company can take the high-risk in investment or not. Thirdly, they might think of the marketing cost and product cost. However, the most important thing is the legal cost, it might plays an important role of the branding, because the value of the whole business lost, have influenced the enterprise lot. The cost of illegal product might influence the companys income, the brand value and even brand image. Customer might prefer lower price of product of high quality. In addition, if the organization could offer higher quality of service and same quality of quantity, customers would still be loyalty of the brand. Words : 1534.

Brent Staples A Brothers Murder Essay -- essays research papers

Brent Staples' A Brother's Murder A belief I feel very strongly about proposes that all problems faced by our society have solutions. If this belief is true, why do problems still face us today? The answer could be a result of either laziness by the people in our society in finding these solutions or just the fact that there are too many problems to solve. Maybe this belief I have is too far out of reach to be true. On the other hand, Brent Staples, a well-respected writer, seems to share this idea with me. In his works, he displays a great deal of motivation to solve particular problems faced by society. In "A Brother's Murder," he uses a personal account of murder within the streets caused by social placement to illustrate the problem within the lower class. After reading this article, I questioned the stability of our society, and the overall severity of this problem of murder in the streets. The inner streets of our nations' cities have, over the years, proven to be war zones. Gangs are roaming the streets to protect their territory, making gunplay an everyday task. The smell of fear, death, and misguided souls reek to the nose of the onlooker. Brent Staples does an outstanding job of describing the severity of these problems. His brother, Blake, leads a life molded by this street life. His official cause of death was murder. However, at the young age of twenty-two years old, they should have noted h...

Malunggay Essay

Theoretical Framework The following theories provide framework of this research. This study was anchored on the Theory of Kramer (1995). â€Å"The Texture Measurements of Foods: Psychological Fundamental, Sensory, Mechanical, and Chemical Procedures, and their Interrelationships (1995),† that sensory quality of foods, being a psycho-physical phenomenon, should be systemized or classified accordance with the sense by which the various attributes of quality are perceived by the consumer. The following attributes are used to determine and measure the quality of a product: appearance, taste, texture and aroma. As positioned by the author appearance includes factors such as size, shape, color, and external attributes such as the attractiveness of the icon or logo. Size and shapes are measurements often used as grade standards or to differentiate between items. The assessment of size and shape is often a subjective process although, for many products, visual guide have been developed. Color is the primary indicatory of maturity is the result of the type and quan tity of pigments in the product. Changes in color are often related to freshness or deterioration of the product. Color can be measured by many visual or mechanical methods. On the other hand, taste is the perception of chemical compounds on the tongue and other nerve endings of the mouth. The basic tastes are sweet, sour, bitter, and astringent. Sweetness is directly related to sugars into the food and the sugar to acid ratio. Sourness is the result of the organic acids present. Compounds such as those in citrus fruits or coffee usually impart bitterness, where astringency is often the result of tannins such as the phenolic compounds in grapes (Kramer, 1995). Also, texture is â€Å"the composite of those properties which arise from the structural elements of a product, and the manner in which this composite registrars with the physiological sense† (Szczesniak, 2005). Most textural characteristics, except firmness are evaluated as mouth feels, i.e. the impression on the tongue, palate and teeth. In production , common textural characteristics include tenderness, crispiness, crunchiness, chewiness, and fibrousness. Texture is generally determined by measuring force applied to the food. Lastly, aroma is the sum of the compounds perceived by the nose. It is very difficult to determine objectively since it is a combination of qualitative predominant and quantitative traits in a food product. Fruits and vegetables are rich in  aromatic compounds; many of which are yet to be identified. Thus, in identifying the quality of the ordinary meat burger patties and the quality of the new product innovation which is the malunggay burger patty, the researchers used Kramer’s classification of quality to collect the raw data from the respondents. Another theory to support this study is the â€Å"Diffusion of Innovations Theory† by Thurber and Fahey (2009). This theory is used to describe well the evidence for growth and adoption of dietary Malunggay or Moringa oleifera and it highlights the need for a scientific consensus on the nutritional benefits. Diffusion is the process by which an innovat ion is communicated through curtain channels over time among the members of a social system. According to Thurber and Fahey (2009), the rate of adoption and possibilities of over adoption can be predicted using five characteristics of a new innovation. In order for Moringa oleifera to be adopted and for its wide spread use to be promoted, evidence must be provided for the following attributes: The first attribute is called Relative Advantage which is the extent to which an innovation is perceived as being better or more useful than the idea it supersedes. Then, it is followed by the Compatibility which means the measure of how well an innovation is consistent with existing social and cultural practices, if it is likeable, and whether it meets the need of potential adopters. On the other hand Complexity is the level to which the innovation is perceived to be difficult to understand or use. Another attribute is Observability which is used to describe how well the results of the innovation can be seen and communicated to others. And finally, Trialability which refers to the ability of an innovation to be experimented with. The Diffusion of Innovations Theory is used to determine the rate of adaptation of the Malunggay or Moringa oleifera. Using this theory, it will give accurate knowledge on the effectiveness and health benefits of Malunggay or Moringa oleifera shall be known. Conceptual Framework The conceptual framework of this research shall focus on the independent variables such as the respondent’s age, gender and grade level. Likewise, the dependent variables of the study are the respondent’s evaluation regarding the product in terms of appearance, taste, texture and aroma. Once these dimensions are known, a proposed Food Feeding Program shall be formulated.

Compare the Ways

To highlight this attention has to be given to the story and roots of youth work in England. One of the first types of youth work provision was the early network of Sunday Schools founded by Robert Raises and Hannah Moore in 1780. Their idea was to morally educate the children and young people of the working classes because at this time less than a third of children of school age actually attended school; hence the young population, especially females, were uneducated (Smith, Bibb).However the working class attempted to create bottom-up forms of education themselves with the formation of the Young Man's Christian Association in 1844 by George Williams. Within the association were the early characteristics of a youth work approach and an emphasis on healthy spiritual well-being especially for city dwelling young males (Smith, AAA; Smith, Bibb).This reflects the morally upright and patriarchal Victorian views of the time along with the recognition of youth as a discipline in its own ri ght (Staunton Rogers, 2004). By the mid nineteenth century the struggles of the working class had been all but lost with the influx of top-down institutions which were mainly church led. Toward the end of the century young sections of the population were identified as needing activities to engage in to improve their leisure time and to maintain social control.It was widely accepted that this leadership would be undertaken by a range of philanthropic institutions and state run establishments. One of the most significant youth organizations of this period was the Scouting movement started by Robert Baden-Powell. To accentuate the importance of state social control and the Liberalism's political agenda school attendance became compulsory up to the age of ten with the introduction of the 1880 and 1902 Education Acts (Smith, AAA).It was also around this time and Britain's early globalization and the changing social and economic conditions that prompted the Politician's and educated membe rs of society to develop country wide youth practice as observers believed that the youth of English nation were experience new and harsh encounters and a lot of this was to do with the newly constructed phase of adolescence, this new breed of child needed discipline , protection and some nurturing(Davies,1967).As Russell and Rugby commented â€Å"some of the challenges were domestic. As the demand for unskilled especially child) labor reduced more and more young people were neither in school nor work† they felt that the young adolescence leisure time was not being fulfilled and the young â€Å"indulge in ‘one main amusement gambling (Russell & Rugby, 1908: 10-11). D The youth of the country were seen as being tested, too, within a new international context who should, who could, take on these emerging responsibilities?Pragmatic and often major compromises with the laissez-fairer principles which had so shaped Victorian Britain had already been made – in order f or example to errant public health and spread elementary education to the whole population. Nonetheless, in this later nineteenth century period and even into the early decades of the twentieth century the state remained, at best, an unwelcome intruder into the personal and social spheres of people's lives. For responding to the newly identified leisure-time needs of young people, a state role was therefore never apparently considered.Self-evidently, these were suitable fields for voluntarily supported clubs' (Berry, 1919: 96) – a task for thinking people who felt something must be done†¦ (Russell and Rugby, 1908: 12); for those who were conscious of what their ‘happier fortune has bestowed on us from our circumstances' (Button, 1985: 14); who were fortunately placed' and therefore felt very strongly that in some way (action) was incumbent on us' (Chill, 1935: 5). By the early decades of the twentieth century the result was a network of local independent boys and g irls clubs across the I-J.From the sass, under the influence of William Smith, military-style brigades for boys and girls also took hold and by the sass were being supplemented and indeed often underpinned by Baden Bowel's Boy Scouts and later the Girl Guides. In due course these sought mutually supportive links by setting up a range of local, regional and national associations and federations. The Boer War highlighted the need for a fitter, healthier generation of young men and this was supported by social research (Staunton Rogers, 2004).In response to these findings the Children Act 1908 was introduced to establish a Juvenile Justice system, specific medical treatment and free school meals specifically for minors. However, despite young people during this period beginning to be recognized in heir own right there was an ulterior political and philanthropic agenda to enforce social control and Christian morals for both girls and boys (Staunton Rogers, 2004). Nevertheless society be gan to change during World War One as young men were conscripted into the horrors of war and returned transformed.Whereas women were no longer perceived as, â€Å"delicate maidens of Victorian sensibilities† but instead began to be recognized as capable individuals with their own identities (Staunton Rogers, 2004: 4). Subsequently it was recognized that state intervention was needed ND powers and funding were given to local authorities to invest in Juvenile Organizing Committees (Smith, AAA). Up until this point it was still normal to talk about work with or among boys and girls (or young men and women or youth).In the late sass we see the growing use of the term ‘youth work'. The first booklet in the UK appeared with it in its title: Methods in Youth Work (Walked et al 1931). Bibliography Davies, B. And Gibson, A. (1967). The social education of the adolescent, London: University of London Press. IPPP. Laudable, J. (1989) ‘Children in history: concepts of nature and society In: Scarce, G. Deed) Children, Parents and Politics. Cambridge: Cambridge University Press. IPPP-20. Russell, C. E. B. And Rugby, L. M. 1908, Working Lads Clubs, London, MacMillan and Co Ltd. Smith, M. K. (AAA) Youth Work an Introduction. Http://www. Infer. Org/youth's/b-WY. HTML [accessed 08. 11. 12]. Smith, M. K. (Bibb) ‘Hannah More: Sunday schools, education and youth work' The Encyclopedia of Informal Education. Http://www. Infer. Org/thinkers/more. HTML [accessed 9. 11. 12]. Poverty was abundant and with the start of the industrial revolution it was inevitable that children were used as cheap labor (Laudable,1989. Smith, 2002).

Communications History Essays

Communications History Essays Communications History Essay Communications History Essay The premise r evolves around collaboration among artists, both professional and amateur, from a variety of tedium who are submitting work, related to a specific project idea, which is then produced an d aired to the public via cable television. Its distinctive are its inclusively, which allows anyone to s vomit and participate, as well as the collaborative nature which results in a variety of con tent and a unique online community of creators. Whiteboard is relying on the everyday artist, insist dead of massive media corporations, which gives viewers the ability to relate and take owners hip of the finished product in a unique way. Whiteboard has significance to our present culture, be cause it reflects the shift in our systems to independent productions over large corporations and t he use of technology to produce quality media. Through the rise of social media websites such as Backbone, Twitter, Instars m, Youth and Vine, increased value has been placed on the idea of independent count .NET production. More value is being placed on viewer control and input by the general public. Hitter cord on TV provides a way for people, who may have no connection to large production c impasses, to shift from being a consumer and bystander to an active participant and contributor o art, with an ability to follow the process as the work is formed and ideas are refined. This collaborative variety show combines the homespun genuineness of an endearing Youth s rise, with the focus and production quality of a larger broadcasting company. That combined with the broad array of talents from many contributors provides distinctively individual artistic pieces that resonate with viewers. Technology has had a significant effect on the possibility of even producing a show such as Whiteboard on TV. Artists are recognizing that creativity no longer is confine d to being shared n art clubs and museums, but instead online artistic communities are growing g and becoming vibrant. Because of increased access to internet and the rise of video sharing the current generation is realizing that they now have more say, more control and more i input into what is broadcast and what is produced. Publishers are now printing books that are written by internet celebrities with large followings. Humans of New York is a great example of the is, the popular photo blob on Backbone has garnered a following of millions, which has result De in a New York Times Bestseller book. Whiteboard is unique, an article in the Boston Globe des scribes it as a Streakier for creative where all the profits are split 5050 with contributors. (Mutter) The tally of Whiteboard collaborators on the story is 1,440. For its first episode De which aired on January 18, 2014. Previously, there has not been an avenue for such a great t capacity of creative to collaborate, be paid, and shared their art with such a large audience The idea of open collaborative art pieces, reflects a slow shift in the desire of our culture to be able to participate in the television and media we consume. Whiteboard o n TV allows ewers to be captured not only by the work itself, but by the story of the piece e, and how it came to be. There is a amiable quality of a piece, when you know it was created by r jugular people who very possibly created this art in their own homes. Similar to the success of You tube channels, that garner millions of subscribers and intense fan followings, simply off of ho museum videos, we recognize that there is more of a platform and a desire for less manipulate d media. The heavily produced, full of advertising, large corporation controlled media that my own generation has grown up on is becoming less desirable. People have more desire to be apart of what is being shared and created in m Edie, and this is now spilling over into television, through Whiteboard on TV where previously it was primarily through social platforms like Youth. The benefit Of this being on television r ether than only the internet, is that the production value can be increased and more polished, me Aiding the homespun feeling of sites like Youth with the production quality and polished feel of r jugular cable television. The Rolling stone reflects that the amateurishness is essential to the shows charm and part fatwa makes the idea of contributing to the show seem so access bible Viewers are deciding that they would sacrifice the top quality production and high pap d acting, for something they feel they could participate in themselves. Whiteboard on BRI nags together deposited actors and creative, like Joseph Gerontologist and Ell Fanning, or c median Mindy Killing, with people like me and you who simply resonate with the them e of the episode, and use our creative gifting to contribute. The show acts as an equals zero, where privilege,higher training, or connections, do not necessarily indicate our success AS, it is edged instead by content quality, shifting the focus back to the art itself, not j just the star power behind it. The premise of Whiteboard on TV, should motivate us as Christians to recognize e the opportunities collaboration provides, in art and ministry and community. Self essences is a necessary quality to use collaboration in our Christian lives. By collaborating i ideas, it requires individuals to not be so focused on their specific vision, but instead o n how the different contributions fit together collectively. When the body of Christ does t his we can focus solely on Christ and following him, and the unessential details pertaining nomination or worship style become less of a hang up. Collaboration also r fleets diversity, because each person has a unique perspective and skill set to offer. This can greatly benefit the body Of Christ as we seek grow in our siftings and Our relate unships with Christ and with each other in Christian community. Whiteboard on TV also has a strong sense of inclusively, where anyone can be a contributor. This should be manifesting itself in the way we live as the body of Christ. We ought not to only surround ourselves with people like ourselves, or exclude people from the Body of Christ, but insist ad it must remain open to all.

Free Essays on Beloved Red Dress

Beloved red dress Memories are a fragile thing, if you don’t grasp on to them they can be lost forever. For the past two weeks I have been packing my things and preparing to move. The house is sold, the boxes are full, and the truck has arrived. It was moving day. Upon arrival at the new house I was amazed by the amount of dust that had built up on the box tops over the past few days. It seemed like there was dust and dirt everywhere, the more I tried to clean; the more the dirt accumulated. It was the strangest thing I had ever seen. Between all the dusting, unpacking, family, school, and work I was overwhelmed. Slowly but surly the once tight string that held my sanity together began to unravel. I decided to go take a brake to gather myself back together. While resting in the living room I noticed a box in the corner that looked a little out of place. I can’t put my finger on what exactly looked out of place, but I felt the need to open the box. Inside the box, on top of some old books, was my beloved red dress. Instantly I was taken back to the last time I had worn it. September 27, 2004, it was the night Dusten proposed to me. That night was the single most wonderful night of my life to date. I remember it like it was yesterday. Dusten made reservations at the Bistro; it was our favorite restaurant in Astoria, OR. The catch however, was that he reserved the entire restaurant, so we had it all to ourselves. The smell of garlic, fresh bread, and honey over powered the sweet candy like smell of the flower arrangement he had given me. After the meal all you could smell was the hundred or so vanilla candles that lit the room giving off the most romantic glow. All these smells somehow seemed comforting and relaxing. Even the smell of the wine was delightful. I wish Glade made a plug-in scent of those perfect smells. The harmonious mixture of scents could keep my heart beating for all eternity. I remember looking deep into... Free Essays on Beloved Red Dress Free Essays on Beloved Red Dress Beloved red dress Memories are a fragile thing, if you don’t grasp on to them they can be lost forever. For the past two weeks I have been packing my things and preparing to move. The house is sold, the boxes are full, and the truck has arrived. It was moving day. Upon arrival at the new house I was amazed by the amount of dust that had built up on the box tops over the past few days. It seemed like there was dust and dirt everywhere, the more I tried to clean; the more the dirt accumulated. It was the strangest thing I had ever seen. Between all the dusting, unpacking, family, school, and work I was overwhelmed. Slowly but surly the once tight string that held my sanity together began to unravel. I decided to go take a brake to gather myself back together. While resting in the living room I noticed a box in the corner that looked a little out of place. I can’t put my finger on what exactly looked out of place, but I felt the need to open the box. Inside the box, on top of some old books, was my beloved red dress. Instantly I was taken back to the last time I had worn it. September 27, 2004, it was the night Dusten proposed to me. That night was the single most wonderful night of my life to date. I remember it like it was yesterday. Dusten made reservations at the Bistro; it was our favorite restaurant in Astoria, OR. The catch however, was that he reserved the entire restaurant, so we had it all to ourselves. The smell of garlic, fresh bread, and honey over powered the sweet candy like smell of the flower arrangement he had given me. After the meal all you could smell was the hundred or so vanilla candles that lit the room giving off the most romantic glow. All these smells somehow seemed comforting and relaxing. Even the smell of the wine was delightful. I wish Glade made a plug-in scent of those perfect smells. The harmonious mixture of scents could keep my heart beating for all eternity. I remember looking deep into...

Dichotomies in Toni Morrisons Recitatif

Dichotomies in Toni Morrisons Recitatif The short story, Recitatif, by Pulitzer Prize-winning author Toni Morrison appeared in 1983 in Confirmation: An Anthology of African American Women. It is Morrisons only published short story, though excerpts of her novels have sometimes been published as stand-alone pieces in magazines. For instance, Sweetness, was excerpted from her 2015 novel God Help the Child. The two main characters of the story, Twyla, and Roberta, come from different races. One is black, the other white. Morrison allows us to see the intermittent conflicts between them, from the time theyre children to the time theyre adults. Some of those conflicts seem to be influenced by their racial differences, but interestingly, Morrison never identifies which girl is black and which is white. It can be tempting, at first, to read this story as a sort of brain teaser challenging us to determine the secret of each girls race. But to do so is to miss the point and to reduce a complex and powerful story into nothing more than a gimmick. Because if we dont know each characters race, were forced to consider other sources of the conflict between the characters, including, for example, socioeconomic differences and each girls lack of familial support. And to the extent that the conflicts do seem to involve race, they raise questions about how people perceive differences rather than suggesting anything intrinsic about one race or another. A Whole Other Race When she first arrives at the shelter, Twyla is disturbed by being moving to a strange place, but she is more disturbed by being placed with a girl from a whole other race. Her mother has taught her racist ideas, and those ideas seem to loom larger for her than the more serious aspects of her abandonment. But she and Roberta, it turns out, has a lot in common. Neither does well in school. They respect each others privacy and dont pry. Unlike the other state kids in the shelter, they dont have beautiful dead parents in the sky. Instead, theyve been dumped Twyla because her mother dances all night and Roberta because her mother is sick. Because of this, they are ostracized by all the other children, regardless of race. Other Sources of Conflict When Twyla sees that her roommate is from a whole other race, she says, My mother wouldnt like you putting me in here. So when Robertas mother refuses to meet Twylas mother, its easy to imagine her reaction as a comment on race as well. But Robertas mother is wearing a cross and carrying a Bible. Twylas mother, in contrast, is wearing tight slacks and an old fur jacket. Robertas mother might very well recognize her as a woman who dances all night. Roberta hates the shelter food, and when we see the generous lunch her mother packs, we can imagine that shes accustomed to better food at home. Twyla, on the other hand, loves the shelter food because her mothers idea of supper was popcorn and a can of Yoo-Hoo. Her mother packs no lunch at all, so they eat jellybeans from Twylas basket. So, while the two mothers may differ in their racial background, we can also conclude that they differ in their religious values, their morals, and their philosophy on parenting. Struggling with an illness, Robertas mother may be particularly appalled that Twylas healthy mother would squander a chance to take care of her daughter. All of these differences are perhaps more salient because Morrison refuses to give the reader any certainty regarding race. As young adults, when Robert and Twyla encounter each other at the Howard Johnsons, Roberta is glamorous in her skimpy make-up, big earrings, and heavy make-up that makes the big girls look like nuns. Twyla, on the other hand, is the opposite in her opaque stockings and shapeless hairnet. Years later, Roberta tries to excuse her behavior by blaming it on race. Oh, Twyla, she says, you know how it was in those days: black-white. You know how everything was. But Twyla remembers blacks and whites mixing freely at the Howard Johnsons during that time period. The real conflict with Roberta seems to come from the contrast between a small-town country waitress and a free spirit on her way to see Hendrix and determined to appear sophisticated. Finally, the gentrification of Newburgh highlights the characters class conflict. Their meeting comes in a new grocery store designed to capitalize on the recent influx of wealthy residents. Twyla is shopping there just to see, but Roberta is clearly part of the stores intended demographic. No Clear Black and White When racial strife comes to Newburgh over proposed bussing, it drives the biggest wedge yet between Twyla and Roberta. Roberta watches, immovable, as the protestors rock Twylas car. Gone are the old days, when Roberta and Twyla would reach for each other, pull each other up, and defend each other from the gar girls in the orchard. But the personal and the political become hopelessly entwined when Twyla insists on making protest posters that depend entirely on Robertas. AND SO DO CHILDREN, she writes, which makes sense only in light of Robertas sign, MOTHERS HAVE RIGHTS TOO! Finally, Twylas protests become painfully cruel and directed solely at Roberta. IS YOUR MOTHER WELL? her sign asks one day. Its a terrible jab at a state kid whose mother never recovered from her illness. Yet its also a reminder of the way Roberta snubbed Twyla at the Howard Johnsons, where Twyla inquired sincerely about Robertas mother, and Roberta cavalierly lied that her mother was fine. Was desegregation about race? Well, obviously. And is this story about race? Id say yes. But with the racial identifiers purposely indeterminate, readers have to reject Robertas oversimplified excuse that thats how everything was and dig a little deeper to the causes of conflict.

Leadership and the future Assignment Example | Topics and Well Written Essays - 250 words

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Information sources and services Assignment Example | Topics and Well Written Essays - 3000 words

Information sources and services - Assignment Example In this context, it can be affirmed that libraries are the centre of academic activities, as they serve educational organisations along with the students, teachers and administrators with miscellaneous information necessities (Bhatia & Vohra, 2007). It is in this context that the characteristics of information have transformed significantly in recent times. Most striking characteristics of today’s knowledge-oriented generation are the propagation of huge quantity of data, especially in the digital format. Thus, the major challenges for libraries in 21st century are to search, address and use information effectively in order to satisfy the varied groups of people. Based on this perspective, the discussion will intend to develop strategies and options for a large vocational education library which serves almost 30,000 students. With the changes in the requirement of information, the library services are facing significant pressure in terms of the number of services with the reduction in the traditional information counter tasks in library. Considering this aspect, the discussion intends to reform the information service of library which can reflect the requirements of large and varied user groups comprising young and mature students belonging to various cultural and economic backgrounds, professional interns and trainees along with immigrants, tutors and community workers. Reference and Information Services Reference and information services denote individual support delivered to the people in order to satisfy their information requirements. It is based on high level of communication between guiding members and individuals. Providing such custom-made support can be thus regarded as a major objective of library occupation in the modern day phenomenon. In the 21st century, the constant growth of accessibility for digital databases has altered the characteristics of reference services in library. Undeniably, the upsurge of internet and increasing number of contributions for accessing online information and free online materials has also made the improvement of library services more critical (Australian Library and Information Association, 2011). Today, librarians are generally confronted with broad ranges of information alternatives which must be assessed for genuineness and accurateness. It is in this regard that new technologies act as streams leading t o vast torrent of knowledge for people. Thus, providing users with personalised facilities in sensible way can ensure excellence in library information and reference services (Bopp & Smith, 2011). Models of Reference Services In the current day scenario, the digital age has changed the tasks of reference librarians by a certain extent. Although the central task remains the same, i.e. to provide professional support in addressing beneficial information to the users, the new world of accessible electronic databases has developed new ways to manage information in modern day libraries (Lamolinara & Grunke, 1998). The delivery modes of services have also changed in recent days. Where traditionally, users were required to attain services through face to face interactions; in virtual model, the key modes has transformed to electronic modes such as e-mails and chats among other means of communication. Furthermore, traditionally, reference work included arranging and publishing academic info rmation which were principally assimilated from commercial salespersons. However, in the current day phenomenon, the reference tasks have grown to select, store, manage and organize information in a standard format. Therefore, it can be affirmed that the roles of librarians have moved from custodial role to more communication role (Breitbach & DeMars,

Chapter 8 Assignment Example | Topics and Well Written Essays - 500 words

Chapter 8 - Assignment Example They still stay at home because they can be easily being managed in the home environment. This is also called the day treatment (Simpson, 2004). This is a resource-intense high level of care, for those patients with high levels of addiction who need 24 hours of care because of their mental health, addictive behavior, and medical needs. This is to make recovery possible and take less time. They may be unable to avoid substance abuse due to the home environment or psychiatric (Simpson, 2004). This program includes the residents and staff and all members of the community and teaches social responsibilities and coping skill. A case manager’s role is to ensure that an individual reaches his optimum level of wellness and functionality within his environment. They assess the needs of patients and family and coordinate care services. This includes counseling, education, rehabilitation, nutrition and transportation. Case managers also to ensure that provision of care is in the most comprehensive and cost-effective manner for the individual family and his insurance providers (Zehner, 2012). They monitor the continuity of care and serve as an advocate for the individual. A counselor serves as a therapist to family groups, individuals, and couples. Counselors do not plan and coordinate care but are part of the care plan for those seeing a case manager. They do not treat mental illness or provide medication but provide advice and tools for coping with certain situations, for example, health challenges, disabilities, and relationships (Zehner, 2012). A national review of state alcohol and drug treatment programs and certification standards for substance abuse counselors and preventive professionals. The standards used are the client’s rights, governance of the program, and payment to the program, environmental sanitation, statistical reporting, client’s case reports and quality of care reviews (Zehner,

Tests for assessing infants and young children Research Paper

Tests for assessing infants and young children - Research Paper Example This score is intended to give the person assessing the child the clue about the child behaviors or capacity of knowledge tested. The assessment of infants can take a wide range of area. This area can be a child reasoning capacity which is mainly depicted, through the child’s ability to answer the aptitude tests. In this research paper, the children were assessed to their capacity on thinking and acting on different situations (intelligence). Their intelligence here is tested to verify their ability to act or behave under different circumstances. The age group in this research was children between the ages of two to five years (2-5). This Age group was chosen because the children here can be able to think and act accordingly when under some problem or situation. These children also are in the age bracket whereby one expects to see normal behaviors. The purpose of carrying this research is to have the accurate information about the best age range for a child to be taught new skills like school work. The research intended to give the best information on the ground and form of assessment needed by a child. In this assessment, two types of assessment were used to test the infants. The two methods used include informal assessment and formal assessment. The description for methods to be’ used in this research is discussed below. Formal assessment is whereby normal referenced tests are standardized. The normal, formal procedures are carried out to administer some form of tests to the infants. The results are timed and scores recorded. The results obtained are normalized and counter checked with a representative sample of the same age level of students in class, so that other final test results can be analyzed to students of similar characteristics. The results show the children relative performance and behavior. The tests must be brought to a context in the records to ensure accurate and reliable information is gotten. The formal assessment

Business Operations and Logistics - Tescos Empire Essay

Business Operations and Logistics - Tescos Empire - Essay Example Supply chain management is a broader concept and which has been defined as it consists of the planning and management of procurement, conversion, and all logistics management activities including manufacturing operations, processes and activities related to product design, sales, marketing, finance and information technology (Council of Supply Chain Management, 2013, p. 187). In this regard, Fisher (1997) states that supply chain management includes both internal and external logistics activities between companies. And this has been illustrated by the graph 1 representing the internal supply chain. This graph depicts that the process of supply chain begins from suppliers, which is external entity entering into logistics dealings with the company. In other words, the companies are required to ensure the external flow of logistics in which communication, delivery of supply, rates, designs; type and quantity are those important factors that are considered before going to the physical flow of goods or products. This graph 2 clearly highlights different aspects of logistics and supply chain management. Each aspect has its own influence on different logistics activities as the business world has become highly connected and reliant on business dealings and relationships and these dealings are mainly reflected through logistics and supply chain management as mutual business interests The graph 3 represents Tesco’s internal supply chain. The company’s internal supply chain consists of six stages and each stage has its own functions. For example, in the first stage, dairy source, the process of collecting dairy milk takes place. In this stage, the company affiliates interact with the dairy owners and from company’s own farm houses; from the company’s own farmhouses, milk is directly forwarded to dairy factory whereas milk is collected from the independent dairy owners at a pre-determined time.

Economic Development and Wilderness Preservation in Australia Essay

Economic Development and Wilderness Preservation in Australia - Essay Example This essay outlines the importance of maintaining the balance between economic development and preservation of wild nature in Australia. Economic development and wilderness preservation are two concepts that go hand in hand. If the wilderness is not protected, economic development is hard to achieve and vice-versa. Efforts to protect the wilderness in the region seem to have been completely frustrated over the years. The Aboriginal Australians have adopted the paradigm in their attempt to embrace the benefits associated with western lifestyles. For instance, the infrastructure that has been installed to service both the mining operations and the remote communities is threatening the wilderness of Northern Australia. With no strategic measures towards wilderness protection within and outside the northern part of Australia, the relatively sparse population of the region will end up with a disproportionate impact on the wilderness. The remote and aboriginal communities of the northern part of Australia have a significantly growing ecological footprint that has had an enormous impact on the wilderness areas. For instance, every Aboriginal community must have a telephone communication network and associated infrastructure. The infrastructures are linked to the major towns of the area through the roads network and a growing fleet of motor vehicles. The establishment of the power lines has seen economic development realized in some areas of the wilderness that were previously remote and with no significant development

Business Operations and Logistics - Tescos Empire Essay

Business Operations and Logistics - Tescos Empire - Essay Example Supply chain management is a broader concept and which has been defined as it consists of the planning and management of procurement, conversion, and all logistics management activities including manufacturing operations, processes and activities related to product design, sales, marketing, finance and information technology (Council of Supply Chain Management, 2013, p. 187). In this regard, Fisher (1997) states that supply chain management includes both internal and external logistics activities between companies. And this has been illustrated by the graph 1 representing the internal supply chain. This graph depicts that the process of supply chain begins from suppliers, which is external entity entering into logistics dealings with the company. In other words, the companies are required to ensure the external flow of logistics in which communication, delivery of supply, rates, designs; type and quantity are those important factors that are considered before going to the physical flow of goods or products. This graph 2 clearly highlights different aspects of logistics and supply chain management. Each aspect has its own influence on different logistics activities as the business world has become highly connected and reliant on business dealings and relationships and these dealings are mainly reflected through logistics and supply chain management as mutual business interests The graph 3 represents Tesco’s internal supply chain. The company’s internal supply chain consists of six stages and each stage has its own functions. For example, in the first stage, dairy source, the process of collecting dairy milk takes place. In this stage, the company affiliates interact with the dairy owners and from company’s own farm houses; from the company’s own farmhouses, milk is directly forwarded to dairy factory whereas milk is collected from the independent dairy owners at a pre-determined time.

Literacy Part B Essay Example | Topics and Well Written Essays - 2500 words

Literacy Part B - Essay Example While people in younger age brackets have led part or all of their lives with computers at work, school, and home, the elderly have simply not grown up with the computer and the online community. Even so, studies have shown that computer and Internet interest levels among the elderly and younger people are identical (Czaja, 1997). Social stereotyping by a younger population has assumed that the elderly have no interest in becoming wired, and the interpretation of elderly feelings of uncertainty and self consciousness concerning computer use has been interpreted as techno-phobia by the younger population. For years, the elderly population has largely been â€Å"written off† by those who could have otherwise intervened more positively. Consultation with the librarian revealed that Mukilteo Library’s main users are the elderly and teens. Teens may have the chance to learn information literacy and information technology through their school or school libraries. However, the elderly have a very low chance to learn these skills, and moreover Mukilteo city and library have no senior centers or services for seniors in Mukilteo and the surrounding communities. Mukilteo Library serves approximately 2,000 elderly in the city of Mukilteo (U.S. Census Bureau). Although it is the responsibility of Mukilteo Library to serve not only the senior population, but the community population as well, only the senior population is relevant for the purpose of this assignment. Mukilteo Library will design three-part training workshop which is aimed at elderly people, age 65 and older; who have had little or no previous exposure to computers and the World Wide Web. This workshop will be held in a classroom setting, in the computer lab, as will the lab portion. These courses will consist of one hour long sessions held once a week for three weeks. Throughout the three

Relationship Between Customer Perception and Branding

Relationship Between Customer Perception and Branding ABSTRACT: Purpose: This paper will try to establish a relationship between the perception build within the users through the process of the branding irrespective of the core use ability, and thus trying to prove the importance of branding which has become the modern tool for doing the business METHODOLOGY The basic questionnaire was designed and were distributed to the users who spend atleast the minimum amount on the above three product, the target of 70 was set order to get rid of the errors like miscommunication, unfilled sets etc and thus of 70, 38 did answer the questionnaire properly which were further tabulated and concluded FINDINGS What I was expecting that Neurofen would appear as a most effective in its class of product but, rather Anadin leads in term of effectiveness but still the sales figure shows that Neurofen is market leader. So this might be the sheer effect of the branding which Neurofen has adopted, thus despite a little bit weak in its performance as per the survey its branding is excellent far better than other two products. LIMITATION Due to the limitation of the time the primary research was conducted on time scale of around 17 days, so I was able to cover 38 users which is more than half as compared to the 70 which were targeted. Executive summary: Well the basic aim of the dissertation is to show how the perception is built among the users for a particular brand irrespective of the effectiveness. Thus also I will try to explain the UK market for the over the counter products and try to analyze the top three brands, where I will be dealing with process of branding in respect to these three brand The dissertation initially will deal with general introduction where we will be able to understand the what is the over the counter products are, who are brands that leads the market, then I will be dealing with each brand with brief description of their portfolio, this will certainly give the clearer picture of the brands in whole. Followed by this I will give the brief description of the primary research where in I will investigate the effectiveness of the brand irrespective of the brand position and we expect Neurofen to be the most effective as per the market position, and thus relating the findings to the process of the branding and ultimately to the sales figure In order to make the data understanding more easy there has been use of graphs and the few of the pie chart which gives the more precise picture of the situation. Thus dissertation will end up with few of the interesting figures their analysis vs. the actual scenario GENERAL INTRODUCTION: Until 1960s and 1970s, painkillers were kept in a glass bottle in the bathroom medicine cabinet. When you had a headache, you would wait until you got home and then open the dusty bottle and shake out two pills: round, powdery discs with bevelled edges and a bisect line a groove cut into the pill so that you could snap it in half for a reduced dose. Youd swallow the pills, either aspirin or Paracetamol, with a glass of water. They felt uncomfortably large in the throat and had a bitter taste. The bottle, which contained 50 pills, hung around for months, even years. Now, when we feel a headache coming on, we pat our pockets to see if we have any painkillers with us. The time between pain and treatment has shrunk to almost nothing. These days, the pills do not come in bottles, but in blister-packs in bright, shiny boxes. When I leave the house, I sometimes run through a checklist keys, wallet, phone painkillers. The packets, some of which are plastic and shaped like mobile phones, are cheerful and glossy; elegant enough to put on a table in a restaurant, they look like lifestyle accessories. You take them with you when you leave the house, partly for convenience and partly because you know that, if you leave them lying around, someone else will pocket them. Painkillers are no longer hard to swallow; the pills have smooth edges, and some have a glossy coating of hard sugar, like Smarties or MMs. Some of them are mint- or lemon-flavored. If your throat objects to tablets, you can take caplets, which are longer and thinner, or â€Å"liquid capsules†, which are soft and gelatinous, like vitamin pills, or powder, which is poured from a sachet into a glass of water. You could conceivably take a painkiller while you were out jogging, or running for the bus. Painkillers are also more widely available than they used to be. We have been able to buy aspirin and paracetamol over the counter for some time now, but in 1996 restrictions on the sale of ibuprofen the newest, raciest painkiller were relaxed, making it available in supermarkets, newsagents and corner shops, as well as from the pharmacist. This was part of an NHS drive to save money by taking pressure off doctors and pharmacists; during my stay in London, we have been taught to be self-medicating when it comes to pain. The change came about after Galpharm, a British pharmaceutical company, made a successful application to the Medicines Control Agency for a license to have ibuprofen moved from the pharmacy to the â€Å"general sales list†. After that, painkiller advertising, marketing and packaging moved into a different league. Inevitably, we are also spending more on painkillers than ever. Id buy them as a matter of course, with my groceries. We now a days found wanting to buy smart painkillers, in the same way that I might buy smart jeans or decent coffee. For me, and for many people I spoke to(co-employee), the temptation is to catch headaches early, nip them in the bud. We have become enthusiastic self-medicators. In 1997, according to the market research firm Euro monitor, the British painkiller market was worth  £309m. In 2001, it was worth  £398m. In other words, it grew by almost 30% in just four years, probably the biggest hike since the German company Bayer opened the first US aspirin factory in 1903. Euro monitor predicts more growth: by 2006, it estimates that the market will be worth  £483m, and by now it has already crossed  £600 figure. Recently, I found myself in someones (college friend) house with a slight headache. No problem, he said. He had stocked up on painkillers he thought he had four packets, a total of 48 pills. But he couldnt find them; the packets had all gone. Three people (room mates working in Mac Donald) were living in the house. â€Å"I just bought them a couple of days ago,† he said. This is what makes me more querious that how this tiny stuff has entrenched in our lives. As per my finding from the local corner shops An ordinary shop, you can buy three basic types of painkiller The one which contains aspirin, which has been around for a century; or either has paracetamol, which emerged as a popular alternative after the war; and from past couple of decades they contain basically ibuprofen, which was invented in the early 1960s and has been a pharmacy medicine since 1983. Ibuprofen is slightly gentler on our stomach than aspirin, but it does not thin our blood to the same extent. Aspirin and ibuprofen reduce pain, fever and inflammation, while paracetamol reduces only pain and fever. Paracetamol is gentle on the stomach, but can damage the liver if you take too many. Paracetamol is also the suicide drug; you can die a painful death by knocking back as few as 25. (For this reason, the government has taken steps to reduce packet sizes; since 1998, you have been able to buy packets of no more than 16 in supermarkets, or 32 in pharmacies though there is nothing to stop you from going to more than one shop. The multibillion-dollar paracetamol industry in the US has thus far resisted all attempts by the Food and Drug Administration to reduce packet size.) Aspirin and ibuprofen are potentially less harmful: most people would survive a cry-for-help dose of around 50 aspirins, or even 100 ibuprofen tablets. When it comes to headaches, ibuprofen is my drug of choice. (Im not alone: according to Euromonitor, ibuprofen now has 31% of the market, and is growing exponentially. Aspirin has a 7% share, and paracetamol 13%; the rest of the market is made up of combination painkillers.) I also, I have noticed, have strong brand loyalty. When I go to the supermarket, my eye is drawn to the row of shiny silver packs with a chevron and a target design Nurofen. Nurofen claims to be â€Å"targeted pain relief†. I am highly influenced by the advert of the car racing and the way the tablet they have shown as bullet acting on the pain. Targeting a headache costs me around 20p a shot. On one level, I am aware that the active ingredient in a single Nurofen tablet, 200mg of ibuprofen, is exactly the same as that in a single Anadin ibuprofen tablet, or an Anadin Ultra, a Hedex ibuprofen, a Cuprofen or, for that matter, a generic own-brand ibuprofen tablet from Safeway, Sainsburys or Tesco. On another level, Nurofens targeting promise appeals to me. It feels hi-tech(Remember about car advert), almost environmentally sound. It makes me think of stealth bombers dropping smart bombs down the chimney of the building they want to destroy, with minimum collateral damage. Are our headaches getting worse, or do we just think they are? I went to see DrVajpayee My GP, a consultant in pain management, in his office at Brigstock medical service in Thornton heath, to find out what he thought. Dr Vajpayee offers his service through NHS Dr Vajpayee believes that our society tolerates less pain than ever before. Modern life requires you to be pain-free; there just isnt time to lie around waiting for a headache to go. Young people are more impatient than older people; when they feel pain, they want something done about it, immediately. Generally speaking, the younger the consumer, the stronger the painkiller they are marketed: Anadin Original is pitched at people over 45, Anadin Extra at people between 25 and 55, and Anadin Ultra at people between 19 and 32. Of course, there is a limit to this sliding scale: Nurofen for Children (six months and over) contains 100mg of Nurofen, half the adult dose. Is any of this surprising? We live in an age of quick fixes. These days, we expect everything to get faster cars, lifts, food. When we suffer psychological distress, we take Prozac and Seroxat. More people are having their wisdom teeth extracted under general anesthetic. Caesarean section is on the increase. Half a century of the NHS has softened us up, and the sheer success of modern medicine has made pain something of an anomaly. We work out, we take vitamins: we cant really be doing with headaches. We see pain not as a symptom an alarm system to warn us of illness but more as an illness in itself. When the alarm comes on, we just want it turned off. Look at the ads on TV, and on buses and trains in any major city: painkillers will get you back to work, help you keep your job, deal with the kids; with painkillers, you can cope. I had a slight hangover the day I visited Vajpayee, which seemed to be getting worse. Id nearly missed my train, and found myself repeatedly clenching my jaw in the taxi. Id planned to buy some Nurofen before I got on the train, but had run out of time. Dr Vajpayee explained the anatomy of my headache. The alcohol We drink does dehydrates the inside of our skull. Consequently, the Dura, the Cellophane-like membrane that encases our brain, has no longer fully supported. Cells inside our skull were gets traumatized, and had responds by releasing tiny amounts of Arachidonic acid; this acid, having seeped out by our cell after we drink ,later this acid turns into a set of chemical compounds called prostaglandins. And these prostaglandins hurt us; they tell nerve endings in our head to tell our brain that my cells were traumatized. Our brain, in turn, does try to get our attention, and succeeds. And this process of our brain to communicate that there is some defect in our system the process is called pain. It felt as if something inside my head was being gently pulled away from my skull, which it was. When you take aspirin, or paracetamol, or ibuprofen, the drug works by deactivating a chemical called prostaglandin H synthetase, the catalyst that turns Arachidonic acid into prostaglandins. So even though your cells are still traumatized, your brain is no longer aware of the trauma. Your brain is being fooled. This process was discovered in aspirin in the 1970s by John Vane, a scientist working at the Welcome Foundation, who went on to win the Nobel Prize in 1982. (Aspirin was first synthesized in Germany in 1899, and so had been on the market for more than 70 years before anybody knew how it worked.) â€Å"Pain,† said Vajpayee, â€Å"is what the patient says it is.† All sorts of things can make you feel headachey, including muscle contractions on the scalp or the back of the neck, dehydration from drinking too much alcohol or caffeine, staring at your computer screen for too long, looking at bright lights, colds and flu, grinding your teeth, anxiety at the prospect of getting a headache. Sometimes, prostaglandins are produced when there is no apparent trauma. You might feel pain because something has subtly altered the balance of your brain chemistry, or simply because your mood has changed; you might be producing an uneven amount of serotonin or dopamine. You might, most worryingly, have a headache because you take too many painkillers, a condition known as â€Å"medication overuse headache†. A study published in the British Medical Journal last October found that â€Å"daily or near-daily headache is at epidemic levels, affecting up to 5% of some populations, and chronic overuse of headache drugs may account for half of this phenomenon†. Low doses daily appeared to carry greater risks than larger doses weekly. Of course, most pharmaceutical research is sponsored by pharmaceutical companies, which are understandably reluctant to explore the negatives. But what research there is suggests that analgesics, when used frequently, chronically reduce levels of serotonin, and increase levels of pain-signalling molecules. Earlier this year, the New York Times reported that a German study had found that even a two-week course of Tylenol (an American brand of paracetamol) â€Å"causes a drop in serotonin-receptor density in rat brains†, an effect that is reversed when the rats are taken off the painkillers. If you keep fooling your brain into not feeling pain, your body will eventually fight back and make you feel more pain. And then youll want more painkillers; its a vicious circle. Imagine this as a business proposition. You buy a cardboard tub of fluffy white powder for around  £100. Then you turn the powder into a quarter of a million pills, which you sell at 10p per pill. Every cardboard tub you buy makes you a profit of  £24,900. The powder is pure ibuprofen. The pills are painkillers. The company is Boots, which owns a subsidiary called Crookes Healthcare, which manufactures Nurofen. Sounds good, doesnt it? Of course, there are overheads you have to invent the drug, spend years on expensive clinical trials, build a factory, and hire people to make the pills, tell the public about the pills, and design the packs so they look attractive on the shelves. From the store manager of East Croydon boots pharmacy and article from Google, Boots corporate responsibility. â€Å"It takes 10 years and  £200m to get a new drug accepted,† said Dr Jagdish Acharya, a senior medical adviser to Boots(From the store manager of East Croydon.) Boots head office, and the factory that makes many of its painkillers, are on a campus that lies a few miles outside Nottingham. Every day, trucks full of raw ingredients arrive at one end of the factory, and trucks leave the other end with the finished product tens of thousands of cardboard packs, destined for 90 countries. This is D-95, one of the biggest painkiller factories in Britain, working 24 hours a day. If youve ever popped a Nurofen tablet, or a Nurofen tablet, or a Nurofen Plus, or a Nurofen liquid capsule, or a Boots own-brand generic ibuprofen tablet (the active ingredient is the same), or a Boots own-brand aspirin or Paracetamol tablet, the pill you swallowed will have been made here. â€Å"Six hundred people work here,† as per Catherine McGrath, who is working there as â€Å"shift manager, analgesics†. She explained that the factory works seasonally, making cold remedies in the autumn to meet winter demand, and hay fever remedies in the spring. Headaches are a year-round phenomenon. â€Å"Theres a constant demand for painkillers,† McGrath Before the fluffy white powder becomes a hard, glossy pill, it must go through many different stages. First, it is mixed with â€Å"excipients†, ingredients that have no painkilling role. Each Nurofen pill, for instance, contains 200mg of ibuprofen, but also maize starch, sucrose, calcium Sulphate, Stearic acid and shellac. These things hold it together, bulk it out, make it taste nice and help it disintegrate when it reaches the stomach. The factory is large and sterile, like a setting in a JG Ballard novel big, barn-like spaces, dull, neutral colours, large rooms full of vats. The thing that gets you is the scale. This is about making millions and millions of pills to cure tension headaches in France, migraines in Germany, hangovers in Holland, Belgium, Denmark, and Sweden. Naturally, after a few hours in this environment, a headache started creeping up on me. Stewart Adams, the inventor of ibuprofen, lives modestly in a compact modern house on the outskirts of Nottingham. On the sideboard in his living room there is a silver Nurofen pack, cast in metal, with the names of the first Nurofen advertisers on the back. He won an OBE for services to science in 1987, and his name is on the ibuprofen patent. But Adams has derived no great material reward from his invention no house in the country, not even a lifetime supply of painkillers. When he gets a headache, he goes to the corner shop just like the rest of us. From the article the guardian 2001 A sprightly, talkative 79, Adams came upon ibuprofen when he was working as a research scientist for Boots in the late 1950s, looking for a drug to reduce inflammation in patients with rheumatoid arthritis. Looking back on his career, he says he was â€Å"very disappointed†. He had found a headache remedy that was more potent than aspirin, with fewer side-effects but he hadnt found a cure for rheumatoid arthritis. His operation was very small â€Å"a man and a boy†. Typically, his research budget was between  £4,000 and  £5,000 a year. Adams discovered that aspirin reduced the swelling caused by ultraviolet light on the skin. Working with an organic chemist called John Nicholson, he began looking for aspirin-like compounds that might have fewer side-effects on arthritic patients. â€Å"It was a bit hit and miss,† he told me. (This was long before John Vane had discovered how aspirin worked.) â€Å"We werent as clearcut in our thinking as we might have been,† said Adams. He and Nicholson looked at hundreds of chemical compounds. They put several drugs through clinical trials, testing them on arthritic patients. One drug produced a nasty rash in a large percentage of the patients; another produced a rash in a smaller, but still significant, percentage. A third, ibufenac, an acetic acid, caused jaundice. â€Å"We had to sit back and have another rethink,† said Adams. During this long process of trial and error, Adams synthesized a version of ibufenac that was not an acetic acid but a proprionic acid ie, related to propane rather than vinegar. He assumed it would be toxic but, surprisingly, it wasnt: it had a short half-life in the tissues. It was like aspirin, only you could take more of it. Adams and his colleagues began taking the compound, ibuprofen, when they got headaches. â€Å"We knew it was analgesic, because we were taking it well before it got on the market,† he says. He remembers making a speech at a conference after a few drinks the night before, having dealt with his hangover by taking 600mg of this new drug he had invented. When Boots patented ibuprofen in 1962, Adams could have had little idea what he had invented an analgesic that would compete with aspirin; a drug that, once its control had passed into the hands of the marketing men, would change the way we consume painkillers for ever. For the rest of his career, Adams continued with his efforts to find a cure for rheumatoid arthritis, without success (although ibuprofen has important uses in its treatment). Holding the original patent in his hands, Adams said, laughing, â€Å"We didnt get anything. I think, in fact, we were supposed to be given a pound for signing away our signatures, but we didnt even get that.† Now that painkillers exist in a no mans land between medicine and product, they dont need someone to prescribe them they need someone to market them. Don Williams, the man currently responsible for the design of the Nurofen pack, works in Notting Hill, west London. His office is just what youd expect minimal furnishings, varnished, blond-wood floors. In the upstairs lobby there is a shopping trolley full of products designed by his company, Packaging Innovations Global: Double Velvet loo paper, Head Shoulders shampoo, Pot Noodle and Nurofen. A former session guitarist from Middlesbrough, Williams is tall and slim, with wonderfully tasteful casual clothes and a fashionably shaved head. â€Å"Thats our philosophy,† Williams said, looking at the trolley. â€Å"Thats what we believe in. Getting things in trolleys. At the end of the day, thats what were paid for.† Packaging Innovations began designing Nurofen packs about five years ago. â€Å"There are very few brand icons that visually communicate what they actually do,† Williams said. The target design is â€Å"directly related to the brand promise†. Two years ago, the Brand Council, an advertising industry panel, named Nurofen as one of 100 British â€Å"superbrands†, one that â€Å"offers consumers significant emotional and/or physical advantage over its competitors that (consciously or subconsciously) customers want, recognize and are willing to pay a premium for†. One of Williams innovations was to place the target in the centre of the pack, with a chevron radiating out to the sides. He also wanted more of the silver foil on the packs to be visible. Consumers, he told me, are visually literate they see the pack design before they read the words. When he took over the design of Benson Hedges cigarette packs, Williams made sure that every pack was gold, even the packs containing low-tar cigarettes, which had previously been silver. â€Å"We believe that brand identities should be recognized at a distance,† he said, â€Å"even through half-closed eyes, or sub-optimal conditions, or in peripheral vision.† In supermarkets, says Williams, â€Å"We want a blocking effect on the shelf. The chevron links all the packs together, so you get a wave effect.† As I left, he said, â€Å"I get more kicks out of seeing a pack in a bin than on a shelf.† This article gives the glimpse of the Neurofen how it is produce? How it was established and how the packing of the brand was designed. So right from 1960 through the effort from the three colleagues from the boots pharmaceutical while developing the drug to the event of August 1983 where it was launched as OTC medicine under the name of the Neurofen, the process of branding had already began. The brand is owned by the Reckitt Benckiser Now the company Reckitt Benckiser, creates the question mark specially on most of us specially to common people who has atleast the knowledge about companies like Pfizer and JohnsonJohnson or say Procter and Gamble which are very much well-known for the best corporate practices and are always been active in media .where as in case of this company it is not rather, the brands which they owned has been widely accepted and has been part of our daily lives from decades long Brand like: Veet, Dettol, Clearasil, Streptsile, Gaviscon Home care like: Air wick, Mortein Fabric care: Calgon, Vanish Surface care: Lysol: Dettol: and Neurofen Most of these brands like Dettol Airwick and Mortien are well establish brand and are 1st choice of the customers when they buy it, they are whichever brand these company owns has certainly enjoyed the brand loyalty, these are the brands that are emotionally attached to the people. Now Neurofen is among the other brand which has already achieved a market leader in its segment and it is in the process to get emotionally attached to their lives. As per the latest figure (0) mentioned the,net sales was 83.5 million which was further boosted to 89.90 million in the year 2008. So there is a clear difference of around 7 and half million growth, specially in such a enviournment where business are not growing, it is very rare, also companies are not investing too much in developing their brand and this might have affected Anadin and Panadol business. Where as in case of Anadin which is owned by Wyeth the net sales in 2007 was 38.50 which dropped down in 2008 by 2.3% to 37.60 million and similar is the case of Panadol which is owned by Glaxo smith Kline where the net sales which were just 12.8 in 2007 to 13.4 growth of around 4.9 % in all. Prior to 2007 Anadin was market leader but later on the placed is replaced by the Neurofen and now it has established brand as a with sustainable growth. So what are the factor that has created this change? Is it totally phenomenal event where 1 brand dies and other replaces it? But how can Neurofen can compete with brand like Anadin who as I mentioned is owned by Wyeth which is one of the worlds leading pharmaceutical and healthcare products companies, which have skilled professional who understand the pharmaceutical business, similar is the case of Panadol whose owner Glaxo Smith Keline which are also involved in the core business of pharmaceuticals from many years. So a company which is partially related to pharmaceuticals with just few OTC products in its portfolio has become market leader in past couple years is indeed due to the fabulous branding of the product Thus how the Nurofen is different from the other brands? Is it really more effective towards the pain ?or Is it the components of the branding that is creating the space within the buyers? To understand this we need to know where the other competitors are were during the 2006 and where are they right now, what were their strategic moves? STARTING WITH ANADIN Few interesting facts: Anadin was formulated by a US dentist in 1918. Nearly 400m Anadin tablets were sold in the last year. If laid side by side they would reach from London to New York ACHIEVEMENT: Anadin is the most famous OTC brand in the UK with over 90% consumer awareness (Source: RSGB). It has mass market appeal with users of all ages from sixteen upwards. Changes in legislation in the 1990s enabled the brand to extend its product range while maintaining its position as a leading pain killer brand which delivered a range of long standing values to the consumer. Today Anadin is the second biggest selling branded analgesic in the UK and its product range is worth  £45m. History Originally launched in the US as Anacin, the brand appeared in the UK in 1932 under the Anadin name. It is owned by Wyeth and has always communicated that its key task is to defeat pain quickly. Widely respected by health care professionals and consumers alike, Anadin has used several different slogans to press home its message over the years. These range from the famous Nothing Acts Faster than Anadin slogan, which was introduced in 1955, to the recent â€Å"Headache! What Headache?† and â€Å"When only fast will do†. Anadin has successfully steered its way through the growth of Own Label products during the 1990s which resulted in many consumers switching from branded goods to retailers own lines, including health care products by innovating and providing solutions relevant to its target market. Product Anadin is one of the UKs oldest and best known oral analgesics and a firm family favorite. The original aspirin-based formula provides fast, effective relief for a wide range of everyday aches and pains including headaches, period and dental pains, as well as the symptoms of colds and flu. The range has evolved into a portfolio of six UK variants delivering pain relievers in a variety of formats comprising caplets, tablets, liquid capsules and soluble tablets. Anadin Extra, containing aspirin, Paracetamol and caffeine was launched in 1983. Its counterpart, Anadin Extra Soluble, which was unveiled in 1992, is ideal for those finding tablets difficult to swallow. The formula is more readily absorbed into the bloodstream enabling it to act faster. In 1988, Wyeth launched Anadin Paracetamol, a formulation suitable for children from the age of six, which is designed to reduce temperature and is therefore especially beneficial in the treatment of feverish colds and flu. In 1997, Anadin Ibu profen was introduced. Coated for easy swallowing, it is formulated to relieve rheumatic or muscular pain, backache and period pain whilst actively reducing inflammation. Recent developments The last three years have witnessed continuing innovation. As a result of the launch of Anadin Ultra in September 1999, sales grew at a double-digit rate. Anadin Ultra contains an ibuprofen solution in an easy to swallow, soft gelatin capsule allowing it to be rapidly absorbed into the bloodstream, combating pain more than twice as fast as tablets. In a move to benefit consumers and trade, the entire range received a new look in July 2002. Key features included a new embossed Anadin logo which reflects a more modern and dynamic image. In addition, Anadin Ultra and Extra packs were foiled to differentiate these variants as the most premium within the range. The effect of these changes has added branding consistency across the entire product range, ensuring stronger impact when the variants are grouped together. This improved on-shelf stand-out conveys to consumers that in an increasingly competitive market, Anadin offers a range of premium quality products. For consumers, the new design aims to take the pain out of choosing a painkiller while communicating the modernity of the brand. Key indicators on the front of packs encourage analgesic users to identify the best product for their specific type of pain. Additionally, the use of consumer friendly language on the back of packs and on information leaflets further simplifies product selection and usage. Careline details are also included on packs, allowing consumers to receive further advice and guidance about the range. Promotion Anadins familiar logo is synonymous with its brief to tackle everyday aches and pains swiftly and effectively since its launch more than 70 years ago. It is important for the brand to be at the forefront of product development and to inform the public about the benefits these products can bring. Therefore, advertising is key to Anadins promotional strategy. In September 2002 it launched a terrestrial and satellite television campaign for Anadin Ultra. The campaign avoided the scientific angle taken by some other brands and opted for a humorous, slice-of-life approach featuring the Twice as Fast strapline with the consumer message that Anadin Ultras liquid ibuprofen capsules could hit pain more than twice as fast as their tablet equivalent. The Bus Stop creative focuses on a typical British scene †¹ a bus queue. The woman at the front of the queue announces, â€Å"Its gone!† leaving everyone to assume she means the bus. Confus Relationship Between Customer Perception and Branding Relationship Between Customer Perception and Branding ABSTRACT: Purpose: This paper will try to establish a relationship between the perception build within the users through the process of the branding irrespective of the core use ability, and thus trying to prove the importance of branding which has become the modern tool for doing the business METHODOLOGY The basic questionnaire was designed and were distributed to the users who spend atleast the minimum amount on the above three product, the target of 70 was set order to get rid of the errors like miscommunication, unfilled sets etc and thus of 70, 38 did answer the questionnaire properly which were further tabulated and concluded FINDINGS What I was expecting that Neurofen would appear as a most effective in its class of product but, rather Anadin leads in term of effectiveness but still the sales figure shows that Neurofen is market leader. So this might be the sheer effect of the branding which Neurofen has adopted, thus despite a little bit weak in its performance as per the survey its branding is excellent far better than other two products. LIMITATION Due to the limitation of the time the primary research was conducted on time scale of around 17 days, so I was able to cover 38 users which is more than half as compared to the 70 which were targeted. Executive summary: Well the basic aim of the dissertation is to show how the perception is built among the users for a particular brand irrespective of the effectiveness. Thus also I will try to explain the UK market for the over the counter products and try to analyze the top three brands, where I will be dealing with process of branding in respect to these three brand The dissertation initially will deal with general introduction where we will be able to understand the what is the over the counter products are, who are brands that leads the market, then I will be dealing with each brand with brief description of their portfolio, this will certainly give the clearer picture of the brands in whole. Followed by this I will give the brief description of the primary research where in I will investigate the effectiveness of the brand irrespective of the brand position and we expect Neurofen to be the most effective as per the market position, and thus relating the findings to the process of the branding and ultimately to the sales figure In order to make the data understanding more easy there has been use of graphs and the few of the pie chart which gives the more precise picture of the situation. Thus dissertation will end up with few of the interesting figures their analysis vs. the actual scenario GENERAL INTRODUCTION: Until 1960s and 1970s, painkillers were kept in a glass bottle in the bathroom medicine cabinet. When you had a headache, you would wait until you got home and then open the dusty bottle and shake out two pills: round, powdery discs with bevelled edges and a bisect line a groove cut into the pill so that you could snap it in half for a reduced dose. Youd swallow the pills, either aspirin or Paracetamol, with a glass of water. They felt uncomfortably large in the throat and had a bitter taste. The bottle, which contained 50 pills, hung around for months, even years. Now, when we feel a headache coming on, we pat our pockets to see if we have any painkillers with us. The time between pain and treatment has shrunk to almost nothing. These days, the pills do not come in bottles, but in blister-packs in bright, shiny boxes. When I leave the house, I sometimes run through a checklist keys, wallet, phone painkillers. The packets, some of which are plastic and shaped like mobile phones, are cheerful and glossy; elegant enough to put on a table in a restaurant, they look like lifestyle accessories. You take them with you when you leave the house, partly for convenience and partly because you know that, if you leave them lying around, someone else will pocket them. Painkillers are no longer hard to swallow; the pills have smooth edges, and some have a glossy coating of hard sugar, like Smarties or MMs. Some of them are mint- or lemon-flavored. If your throat objects to tablets, you can take caplets, which are longer and thinner, or â€Å"liquid capsules†, which are soft and gelatinous, like vitamin pills, or powder, which is poured from a sachet into a glass of water. You could conceivably take a painkiller while you were out jogging, or running for the bus. Painkillers are also more widely available than they used to be. We have been able to buy aspirin and paracetamol over the counter for some time now, but in 1996 restrictions on the sale of ibuprofen the newest, raciest painkiller were relaxed, making it available in supermarkets, newsagents and corner shops, as well as from the pharmacist. This was part of an NHS drive to save money by taking pressure off doctors and pharmacists; during my stay in London, we have been taught to be self-medicating when it comes to pain. The change came about after Galpharm, a British pharmaceutical company, made a successful application to the Medicines Control Agency for a license to have ibuprofen moved from the pharmacy to the â€Å"general sales list†. After that, painkiller advertising, marketing and packaging moved into a different league. Inevitably, we are also spending more on painkillers than ever. Id buy them as a matter of course, with my groceries. We now a days found wanting to buy smart painkillers, in the same way that I might buy smart jeans or decent coffee. For me, and for many people I spoke to(co-employee), the temptation is to catch headaches early, nip them in the bud. We have become enthusiastic self-medicators. In 1997, according to the market research firm Euro monitor, the British painkiller market was worth  £309m. In 2001, it was worth  £398m. In other words, it grew by almost 30% in just four years, probably the biggest hike since the German company Bayer opened the first US aspirin factory in 1903. Euro monitor predicts more growth: by 2006, it estimates that the market will be worth  £483m, and by now it has already crossed  £600 figure. Recently, I found myself in someones (college friend) house with a slight headache. No problem, he said. He had stocked up on painkillers he thought he had four packets, a total of 48 pills. But he couldnt find them; the packets had all gone. Three people (room mates working in Mac Donald) were living in the house. â€Å"I just bought them a couple of days ago,† he said. This is what makes me more querious that how this tiny stuff has entrenched in our lives. As per my finding from the local corner shops An ordinary shop, you can buy three basic types of painkiller The one which contains aspirin, which has been around for a century; or either has paracetamol, which emerged as a popular alternative after the war; and from past couple of decades they contain basically ibuprofen, which was invented in the early 1960s and has been a pharmacy medicine since 1983. Ibuprofen is slightly gentler on our stomach than aspirin, but it does not thin our blood to the same extent. Aspirin and ibuprofen reduce pain, fever and inflammation, while paracetamol reduces only pain and fever. Paracetamol is gentle on the stomach, but can damage the liver if you take too many. Paracetamol is also the suicide drug; you can die a painful death by knocking back as few as 25. (For this reason, the government has taken steps to reduce packet sizes; since 1998, you have been able to buy packets of no more than 16 in supermarkets, or 32 in pharmacies though there is nothing to stop you from going to more than one shop. The multibillion-dollar paracetamol industry in the US has thus far resisted all attempts by the Food and Drug Administration to reduce packet size.) Aspirin and ibuprofen are potentially less harmful: most people would survive a cry-for-help dose of around 50 aspirins, or even 100 ibuprofen tablets. When it comes to headaches, ibuprofen is my drug of choice. (Im not alone: according to Euromonitor, ibuprofen now has 31% of the market, and is growing exponentially. Aspirin has a 7% share, and paracetamol 13%; the rest of the market is made up of combination painkillers.) I also, I have noticed, have strong brand loyalty. When I go to the supermarket, my eye is drawn to the row of shiny silver packs with a chevron and a target design Nurofen. Nurofen claims to be â€Å"targeted pain relief†. I am highly influenced by the advert of the car racing and the way the tablet they have shown as bullet acting on the pain. Targeting a headache costs me around 20p a shot. On one level, I am aware that the active ingredient in a single Nurofen tablet, 200mg of ibuprofen, is exactly the same as that in a single Anadin ibuprofen tablet, or an Anadin Ultra, a Hedex ibuprofen, a Cuprofen or, for that matter, a generic own-brand ibuprofen tablet from Safeway, Sainsburys or Tesco. On another level, Nurofens targeting promise appeals to me. It feels hi-tech(Remember about car advert), almost environmentally sound. It makes me think of stealth bombers dropping smart bombs down the chimney of the building they want to destroy, with minimum collateral damage. Are our headaches getting worse, or do we just think they are? I went to see DrVajpayee My GP, a consultant in pain management, in his office at Brigstock medical service in Thornton heath, to find out what he thought. Dr Vajpayee offers his service through NHS Dr Vajpayee believes that our society tolerates less pain than ever before. Modern life requires you to be pain-free; there just isnt time to lie around waiting for a headache to go. Young people are more impatient than older people; when they feel pain, they want something done about it, immediately. Generally speaking, the younger the consumer, the stronger the painkiller they are marketed: Anadin Original is pitched at people over 45, Anadin Extra at people between 25 and 55, and Anadin Ultra at people between 19 and 32. Of course, there is a limit to this sliding scale: Nurofen for Children (six months and over) contains 100mg of Nurofen, half the adult dose. Is any of this surprising? We live in an age of quick fixes. These days, we expect everything to get faster cars, lifts, food. When we suffer psychological distress, we take Prozac and Seroxat. More people are having their wisdom teeth extracted under general anesthetic. Caesarean section is on the increase. Half a century of the NHS has softened us up, and the sheer success of modern medicine has made pain something of an anomaly. We work out, we take vitamins: we cant really be doing with headaches. We see pain not as a symptom an alarm system to warn us of illness but more as an illness in itself. When the alarm comes on, we just want it turned off. Look at the ads on TV, and on buses and trains in any major city: painkillers will get you back to work, help you keep your job, deal with the kids; with painkillers, you can cope. I had a slight hangover the day I visited Vajpayee, which seemed to be getting worse. Id nearly missed my train, and found myself repeatedly clenching my jaw in the taxi. Id planned to buy some Nurofen before I got on the train, but had run out of time. Dr Vajpayee explained the anatomy of my headache. The alcohol We drink does dehydrates the inside of our skull. Consequently, the Dura, the Cellophane-like membrane that encases our brain, has no longer fully supported. Cells inside our skull were gets traumatized, and had responds by releasing tiny amounts of Arachidonic acid; this acid, having seeped out by our cell after we drink ,later this acid turns into a set of chemical compounds called prostaglandins. And these prostaglandins hurt us; they tell nerve endings in our head to tell our brain that my cells were traumatized. Our brain, in turn, does try to get our attention, and succeeds. And this process of our brain to communicate that there is some defect in our system the process is called pain. It felt as if something inside my head was being gently pulled away from my skull, which it was. When you take aspirin, or paracetamol, or ibuprofen, the drug works by deactivating a chemical called prostaglandin H synthetase, the catalyst that turns Arachidonic acid into prostaglandins. So even though your cells are still traumatized, your brain is no longer aware of the trauma. Your brain is being fooled. This process was discovered in aspirin in the 1970s by John Vane, a scientist working at the Welcome Foundation, who went on to win the Nobel Prize in 1982. (Aspirin was first synthesized in Germany in 1899, and so had been on the market for more than 70 years before anybody knew how it worked.) â€Å"Pain,† said Vajpayee, â€Å"is what the patient says it is.† All sorts of things can make you feel headachey, including muscle contractions on the scalp or the back of the neck, dehydration from drinking too much alcohol or caffeine, staring at your computer screen for too long, looking at bright lights, colds and flu, grinding your teeth, anxiety at the prospect of getting a headache. Sometimes, prostaglandins are produced when there is no apparent trauma. You might feel pain because something has subtly altered the balance of your brain chemistry, or simply because your mood has changed; you might be producing an uneven amount of serotonin or dopamine. You might, most worryingly, have a headache because you take too many painkillers, a condition known as â€Å"medication overuse headache†. A study published in the British Medical Journal last October found that â€Å"daily or near-daily headache is at epidemic levels, affecting up to 5% of some populations, and chronic overuse of headache drugs may account for half of this phenomenon†. Low doses daily appeared to carry greater risks than larger doses weekly. Of course, most pharmaceutical research is sponsored by pharmaceutical companies, which are understandably reluctant to explore the negatives. But what research there is suggests that analgesics, when used frequently, chronically reduce levels of serotonin, and increase levels of pain-signalling molecules. Earlier this year, the New York Times reported that a German study had found that even a two-week course of Tylenol (an American brand of paracetamol) â€Å"causes a drop in serotonin-receptor density in rat brains†, an effect that is reversed when the rats are taken off the painkillers. If you keep fooling your brain into not feeling pain, your body will eventually fight back and make you feel more pain. And then youll want more painkillers; its a vicious circle. Imagine this as a business proposition. You buy a cardboard tub of fluffy white powder for around  £100. Then you turn the powder into a quarter of a million pills, which you sell at 10p per pill. Every cardboard tub you buy makes you a profit of  £24,900. The powder is pure ibuprofen. The pills are painkillers. The company is Boots, which owns a subsidiary called Crookes Healthcare, which manufactures Nurofen. Sounds good, doesnt it? Of course, there are overheads you have to invent the drug, spend years on expensive clinical trials, build a factory, and hire people to make the pills, tell the public about the pills, and design the packs so they look attractive on the shelves. From the store manager of East Croydon boots pharmacy and article from Google, Boots corporate responsibility. â€Å"It takes 10 years and  £200m to get a new drug accepted,† said Dr Jagdish Acharya, a senior medical adviser to Boots(From the store manager of East Croydon.) Boots head office, and the factory that makes many of its painkillers, are on a campus that lies a few miles outside Nottingham. Every day, trucks full of raw ingredients arrive at one end of the factory, and trucks leave the other end with the finished product tens of thousands of cardboard packs, destined for 90 countries. This is D-95, one of the biggest painkiller factories in Britain, working 24 hours a day. If youve ever popped a Nurofen tablet, or a Nurofen tablet, or a Nurofen Plus, or a Nurofen liquid capsule, or a Boots own-brand generic ibuprofen tablet (the active ingredient is the same), or a Boots own-brand aspirin or Paracetamol tablet, the pill you swallowed will have been made here. â€Å"Six hundred people work here,† as per Catherine McGrath, who is working there as â€Å"shift manager, analgesics†. She explained that the factory works seasonally, making cold remedies in the autumn to meet winter demand, and hay fever remedies in the spring. Headaches are a year-round phenomenon. â€Å"Theres a constant demand for painkillers,† McGrath Before the fluffy white powder becomes a hard, glossy pill, it must go through many different stages. First, it is mixed with â€Å"excipients†, ingredients that have no painkilling role. Each Nurofen pill, for instance, contains 200mg of ibuprofen, but also maize starch, sucrose, calcium Sulphate, Stearic acid and shellac. These things hold it together, bulk it out, make it taste nice and help it disintegrate when it reaches the stomach. The factory is large and sterile, like a setting in a JG Ballard novel big, barn-like spaces, dull, neutral colours, large rooms full of vats. The thing that gets you is the scale. This is about making millions and millions of pills to cure tension headaches in France, migraines in Germany, hangovers in Holland, Belgium, Denmark, and Sweden. Naturally, after a few hours in this environment, a headache started creeping up on me. Stewart Adams, the inventor of ibuprofen, lives modestly in a compact modern house on the outskirts of Nottingham. On the sideboard in his living room there is a silver Nurofen pack, cast in metal, with the names of the first Nurofen advertisers on the back. He won an OBE for services to science in 1987, and his name is on the ibuprofen patent. But Adams has derived no great material reward from his invention no house in the country, not even a lifetime supply of painkillers. When he gets a headache, he goes to the corner shop just like the rest of us. From the article the guardian 2001 A sprightly, talkative 79, Adams came upon ibuprofen when he was working as a research scientist for Boots in the late 1950s, looking for a drug to reduce inflammation in patients with rheumatoid arthritis. Looking back on his career, he says he was â€Å"very disappointed†. He had found a headache remedy that was more potent than aspirin, with fewer side-effects but he hadnt found a cure for rheumatoid arthritis. His operation was very small â€Å"a man and a boy†. Typically, his research budget was between  £4,000 and  £5,000 a year. Adams discovered that aspirin reduced the swelling caused by ultraviolet light on the skin. Working with an organic chemist called John Nicholson, he began looking for aspirin-like compounds that might have fewer side-effects on arthritic patients. â€Å"It was a bit hit and miss,† he told me. (This was long before John Vane had discovered how aspirin worked.) â€Å"We werent as clearcut in our thinking as we might have been,† said Adams. He and Nicholson looked at hundreds of chemical compounds. They put several drugs through clinical trials, testing them on arthritic patients. One drug produced a nasty rash in a large percentage of the patients; another produced a rash in a smaller, but still significant, percentage. A third, ibufenac, an acetic acid, caused jaundice. â€Å"We had to sit back and have another rethink,† said Adams. During this long process of trial and error, Adams synthesized a version of ibufenac that was not an acetic acid but a proprionic acid ie, related to propane rather than vinegar. He assumed it would be toxic but, surprisingly, it wasnt: it had a short half-life in the tissues. It was like aspirin, only you could take more of it. Adams and his colleagues began taking the compound, ibuprofen, when they got headaches. â€Å"We knew it was analgesic, because we were taking it well before it got on the market,† he says. He remembers making a speech at a conference after a few drinks the night before, having dealt with his hangover by taking 600mg of this new drug he had invented. When Boots patented ibuprofen in 1962, Adams could have had little idea what he had invented an analgesic that would compete with aspirin; a drug that, once its control had passed into the hands of the marketing men, would change the way we consume painkillers for ever. For the rest of his career, Adams continued with his efforts to find a cure for rheumatoid arthritis, without success (although ibuprofen has important uses in its treatment). Holding the original patent in his hands, Adams said, laughing, â€Å"We didnt get anything. I think, in fact, we were supposed to be given a pound for signing away our signatures, but we didnt even get that.† Now that painkillers exist in a no mans land between medicine and product, they dont need someone to prescribe them they need someone to market them. Don Williams, the man currently responsible for the design of the Nurofen pack, works in Notting Hill, west London. His office is just what youd expect minimal furnishings, varnished, blond-wood floors. In the upstairs lobby there is a shopping trolley full of products designed by his company, Packaging Innovations Global: Double Velvet loo paper, Head Shoulders shampoo, Pot Noodle and Nurofen. A former session guitarist from Middlesbrough, Williams is tall and slim, with wonderfully tasteful casual clothes and a fashionably shaved head. â€Å"Thats our philosophy,† Williams said, looking at the trolley. â€Å"Thats what we believe in. Getting things in trolleys. At the end of the day, thats what were paid for.† Packaging Innovations began designing Nurofen packs about five years ago. â€Å"There are very few brand icons that visually communicate what they actually do,† Williams said. The target design is â€Å"directly related to the brand promise†. Two years ago, the Brand Council, an advertising industry panel, named Nurofen as one of 100 British â€Å"superbrands†, one that â€Å"offers consumers significant emotional and/or physical advantage over its competitors that (consciously or subconsciously) customers want, recognize and are willing to pay a premium for†. One of Williams innovations was to place the target in the centre of the pack, with a chevron radiating out to the sides. He also wanted more of the silver foil on the packs to be visible. Consumers, he told me, are visually literate they see the pack design before they read the words. When he took over the design of Benson Hedges cigarette packs, Williams made sure that every pack was gold, even the packs containing low-tar cigarettes, which had previously been silver. â€Å"We believe that brand identities should be recognized at a distance,† he said, â€Å"even through half-closed eyes, or sub-optimal conditions, or in peripheral vision.† In supermarkets, says Williams, â€Å"We want a blocking effect on the shelf. The chevron links all the packs together, so you get a wave effect.† As I left, he said, â€Å"I get more kicks out of seeing a pack in a bin than on a shelf.† This article gives the glimpse of the Neurofen how it is produce? How it was established and how the packing of the brand was designed. So right from 1960 through the effort from the three colleagues from the boots pharmaceutical while developing the drug to the event of August 1983 where it was launched as OTC medicine under the name of the Neurofen, the process of branding had already began. The brand is owned by the Reckitt Benckiser Now the company Reckitt Benckiser, creates the question mark specially on most of us specially to common people who has atleast the knowledge about companies like Pfizer and JohnsonJohnson or say Procter and Gamble which are very much well-known for the best corporate practices and are always been active in media .where as in case of this company it is not rather, the brands which they owned has been widely accepted and has been part of our daily lives from decades long Brand like: Veet, Dettol, Clearasil, Streptsile, Gaviscon Home care like: Air wick, Mortein Fabric care: Calgon, Vanish Surface care: Lysol: Dettol: and Neurofen Most of these brands like Dettol Airwick and Mortien are well establish brand and are 1st choice of the customers when they buy it, they are whichever brand these company owns has certainly enjoyed the brand loyalty, these are the brands that are emotionally attached to the people. Now Neurofen is among the other brand which has already achieved a market leader in its segment and it is in the process to get emotionally attached to their lives. As per the latest figure (0) mentioned the,net sales was 83.5 million which was further boosted to 89.90 million in the year 2008. So there is a clear difference of around 7 and half million growth, specially in such a enviournment where business are not growing, it is very rare, also companies are not investing too much in developing their brand and this might have affected Anadin and Panadol business. Where as in case of Anadin which is owned by Wyeth the net sales in 2007 was 38.50 which dropped down in 2008 by 2.3% to 37.60 million and similar is the case of Panadol which is owned by Glaxo smith Kline where the net sales which were just 12.8 in 2007 to 13.4 growth of around 4.9 % in all. Prior to 2007 Anadin was market leader but later on the placed is replaced by the Neurofen and now it has established brand as a with sustainable growth. So what are the factor that has created this change? Is it totally phenomenal event where 1 brand dies and other replaces it? But how can Neurofen can compete with brand like Anadin who as I mentioned is owned by Wyeth which is one of the worlds leading pharmaceutical and healthcare products companies, which have skilled professional who understand the pharmaceutical business, similar is the case of Panadol whose owner Glaxo Smith Keline which are also involved in the core business of pharmaceuticals from many years. So a company which is partially related to pharmaceuticals with just few OTC products in its portfolio has become market leader in past couple years is indeed due to the fabulous branding of the product Thus how the Nurofen is different from the other brands? Is it really more effective towards the pain ?or Is it the components of the branding that is creating the space within the buyers? To understand this we need to know where the other competitors are were during the 2006 and where are they right now, what were their strategic moves? STARTING WITH ANADIN Few interesting facts: Anadin was formulated by a US dentist in 1918. Nearly 400m Anadin tablets were sold in the last year. If laid side by side they would reach from London to New York ACHIEVEMENT: Anadin is the most famous OTC brand in the UK with over 90% consumer awareness (Source: RSGB). It has mass market appeal with users of all ages from sixteen upwards. Changes in legislation in the 1990s enabled the brand to extend its product range while maintaining its position as a leading pain killer brand which delivered a range of long standing values to the consumer. Today Anadin is the second biggest selling branded analgesic in the UK and its product range is worth  £45m. History Originally launched in the US as Anacin, the brand appeared in the UK in 1932 under the Anadin name. It is owned by Wyeth and has always communicated that its key task is to defeat pain quickly. Widely respected by health care professionals and consumers alike, Anadin has used several different slogans to press home its message over the years. These range from the famous Nothing Acts Faster than Anadin slogan, which was introduced in 1955, to the recent â€Å"Headache! What Headache?† and â€Å"When only fast will do†. Anadin has successfully steered its way through the growth of Own Label products during the 1990s which resulted in many consumers switching from branded goods to retailers own lines, including health care products by innovating and providing solutions relevant to its target market. Product Anadin is one of the UKs oldest and best known oral analgesics and a firm family favorite. The original aspirin-based formula provides fast, effective relief for a wide range of everyday aches and pains including headaches, period and dental pains, as well as the symptoms of colds and flu. The range has evolved into a portfolio of six UK variants delivering pain relievers in a variety of formats comprising caplets, tablets, liquid capsules and soluble tablets. Anadin Extra, containing aspirin, Paracetamol and caffeine was launched in 1983. Its counterpart, Anadin Extra Soluble, which was unveiled in 1992, is ideal for those finding tablets difficult to swallow. The formula is more readily absorbed into the bloodstream enabling it to act faster. In 1988, Wyeth launched Anadin Paracetamol, a formulation suitable for children from the age of six, which is designed to reduce temperature and is therefore especially beneficial in the treatment of feverish colds and flu. In 1997, Anadin Ibu profen was introduced. Coated for easy swallowing, it is formulated to relieve rheumatic or muscular pain, backache and period pain whilst actively reducing inflammation. Recent developments The last three years have witnessed continuing innovation. As a result of the launch of Anadin Ultra in September 1999, sales grew at a double-digit rate. Anadin Ultra contains an ibuprofen solution in an easy to swallow, soft gelatin capsule allowing it to be rapidly absorbed into the bloodstream, combating pain more than twice as fast as tablets. In a move to benefit consumers and trade, the entire range received a new look in July 2002. Key features included a new embossed Anadin logo which reflects a more modern and dynamic image. In addition, Anadin Ultra and Extra packs were foiled to differentiate these variants as the most premium within the range. The effect of these changes has added branding consistency across the entire product range, ensuring stronger impact when the variants are grouped together. This improved on-shelf stand-out conveys to consumers that in an increasingly competitive market, Anadin offers a range of premium quality products. For consumers, the new design aims to take the pain out of choosing a painkiller while communicating the modernity of the brand. Key indicators on the front of packs encourage analgesic users to identify the best product for their specific type of pain. Additionally, the use of consumer friendly language on the back of packs and on information leaflets further simplifies product selection and usage. Careline details are also included on packs, allowing consumers to receive further advice and guidance about the range. Promotion Anadins familiar logo is synonymous with its brief to tackle everyday aches and pains swiftly and effectively since its launch more than 70 years ago. It is important for the brand to be at the forefront of product development and to inform the public about the benefits these products can bring. Therefore, advertising is key to Anadins promotional strategy. In September 2002 it launched a terrestrial and satellite television campaign for Anadin Ultra. The campaign avoided the scientific angle taken by some other brands and opted for a humorous, slice-of-life approach featuring the Twice as Fast strapline with the consumer message that Anadin Ultras liquid ibuprofen capsules could hit pain more than twice as fast as their tablet equivalent. The Bus Stop creative focuses on a typical British scene †¹ a bus queue. The woman at the front of the queue announces, â€Å"Its gone!† leaving everyone to assume she means the bus. Confus