Analysis on a marketing news story which has appeared in 2013 Essay

Analysis on a marketing news story which has appeared in 2013 - Essay Example The review of the article reveals that the company wants to introduce digital marketing as a means of targeting its customer base in the United States. Analysis P & G, like its other competitors, has been following a combination of traditional and innovative marketing strategy for its products. However, keeping in view the market data and research findings of changing trends in consumers’ lifestyle, the management has decided to adjust its strategies accordingly (Serena & Vranica, 2013). After reading the article, it is inferred that the company is planning to spend more on online marketing activities of its products, owing to the fact that a vast number of Americans are expected to prefer spending more time on the internet rather than watching television. This shift in the consumers’ behaviour has in turn influenced P & G’s marketing experts to focus more on digital marketing concept (Serena & Vranica, 2013). The digital marketing concept, which involves the use of internet and mobile as a marketing channel, has been considered by the company as a replacement of its marketing campaigns on television (Ryan & Jones, 2012; Hoffman & Novak, 1996; Egan, 2007). The fact that digital marketing is cheaper and, with consumers spending more time on the internet, is more targeted, the company has aimed at spending one third of its total budget for marketing on the online advertisement and marketing campaigns in the United States (Serena & Vranica, 2013). The decision to switch from television and other traditional marketing channels to internet and mobile can be viewed as an intelligent one, since the marketing mix for the company can be developed in a more prudent manner (Ryan & Jones, 2012). As for instance, by marketing its products online, the company will be able to target its customers and inform them about products in a much more convincing and effective manner. Moreover, it will be possible for the customers to obtain information as per their respective needs, because the review of literature pertaining to digital marketing suggests that internet is an interactive marketing medium and is considered as a many-to-many model, in comparison with traditional one-to-many marketing channels (Silva & Vassiljev, 2011; Ryan & Jones, 2012). According to Hoffman and Novak (1996), internet as a marketing medium is a proficient means of communicating and advertising a product to target customers. Keeping in view the concept of â€Å"flow† which is defined as a process of optimal flow by Csikszentmihalyi (1990), Hoffman and Novak (1996) state that â€Å"when in flow in a particular Web site, a consumer will be more likely to remember the brand name, feel good about the brand, and be more likely to return on a subsequent occasion.† (p.2) These attributes of internet as a marketing medium have been taken into consideration by P & G’s marketing team, and in this regard the Chief Executive of the company has stated th at, â€Å"digital is incredibly effective, and we're doing more† (Serena & Vranica, 2013). The fact that there are some brands of the company, such as Tide and Pantene (Serena & Vranica, 2013), which have lost their respective market shares, and as a consequence the company has decided to introduce innovative strategies that may lead to capturing a significant market share in the United States. In addition to this, it is also pertinent to mention here that the company’s Chief Executive regards this strategic move of the

Issues Associated with Modern Slavery in the UK Essay

Issues Associated with Modern Slavery in the UK - Essay Example ..9 Appendix A ...................................................................................................................................11 Bibliography †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.13 Issues Associated with Modern Slavery in the UK Abstract Even in the modern era, many people all over the world are considered property by the industries they are employed by. These people are forced into labor while they are stripped from their basic human rights. Modernized human slavery includes human trafficking, bonded slavery and child labor among other examples. The institutions controlling human slavery are so strong that despite the efforts of many government bodies and NGOs they are still at large. Though such actions make the organizations enjoy low costs and high profitability because of l ower than normal wages they pay to these enslaved people, still this abomination can cause a strain on the social structure of any country. People loose their self respect and the society suffers the strain of low morality. We, as human beings, owe our society to participate in the government efforts so that we can get rid of this atrocity. Introduction Slavery can be defined as a situation where people are considered property by their employers and are therefore forced into labor and deprived from their basic human rights. In today’s world modern slavery exits in many forms which includes human trafficking, child labor and bonded slavery to name a few (See figure 1 in Appendix A). In the past two years it is estimated that roughly around 1,500 cases of slavery and human trafficking have been reported to the British police. The article ‘Modern Slavery in the United Kingdom’ highlights that there are three elements ‘of the exploitative relationship which con stitute slavery’. These are severe economic exploitation, the lack of a basic human rights framework and the control of one person over another by the prospect or reality of violence. Of the 12.3 million people enslaved in the world today, roughly 360,000 are approximated to be present in well industrialized countries, while the remaining 250,000 – 270,000 are expected to be locked in forced labor in less industrialized areas. As slavery is an illegal act executed by organized mafia, employing clandestine methods, its exact numbers will always vary from estimated studies (Craig 2007; Craig et al 2007; Engerman et al 2001). This report focuses on slavery in the UK, which includes all forms of bonded & forced labor. The approach adopted is one of a qualitative analysis across various industries within the UK, with statistics included where appropriate. Main Findings The most common form of modern day slavery is human trafficking for the purpose of sexual or forced labor. However, human trafficking is not always easy to identify as a case of modern day slavery as it may be disguised as any of a variety of other offenses. In 2007, the Child Exploitation & Online Protection Centre (CEOP) conducted a study in the UK which resulted in the exposure of 330 suspected & confirmed cases of trafficked children in the country. Of these 183 went missing from social services care. This study concluded that there is a dire lack of awareness of trafficking among those involved with child & teen labor (Yorkshire Post 2007). Many councils