Unilever in Brazil Essay Example for Free

Unilever in Brazil Essay The goal of Unilever Brazil is to target the low income consumers, in order to gain market share among this segment they should develop an extension of Minerva brand with a small packaging and a cheaper formulation that maintains a good quality. The low income consumers are the most discerning consumers, and when spending from a limited budget they cannot afford to waste money on products they do not trust to be effective . This segment values price, effectiveness and fragrance, and wash manually, hence they prefer soap rather than powder. Unilever already sell Minerva in its soap version which is considered a medium quality product in terms of cleanliness, smell and dissolving power according to Exhibit 1.But this product is still expensive for low income consumers. Unilever should continue working with the brand Minerva and develop a new sub-product inside this brand with a cheaper formulation and a small packaging. That way the Minerva brand will contain two products with the following Portuguese names: †¢Minerva Expresso. The original Minerva formula and packaging for detergent and soap targeted to middle income costumers. The usual promotion of this product should change to make customers aware about the new name. Distribution, placement and price should not change. †¢Minerva Aà §Ãƒ £o. A new cheaper formula of Minerva soap, maintaining a good quality and fragrance. The key to access to this market is to leverage the Minerva’s brand as a quality product. Packaging should be plastic to reduce costs by a 30% and sizes should be two types: one individual bar and three bars. Low income customers have a limited budget and usually buy consumer goods thinking on a short term. Is for that reason, that a value proposition of a cheap, good quality and fragrance product in a small package is more appealing than a bigger package which usually is more expensive. The price should be $1.40 per kg, a little higher than Bem-te-vi (the traditional laundry soap brand in Brazil) to differentiate it from low quality and cheap products, but still low enough to be attractive to low income consumers who are looking for a good quality and nice fragrance soap bar (see Exhibit 2). There is no cannibalization of Campeiro because soap and powder customers  could be considered as different markets. Promotion should be a below-the-line communication plan focusing on point-of-purchase marketing and trade promotions in those areas where the low income customers reside and buy. A global media advertising campaign shouldn’t be considered for the potential impact on Unilever reputation in other customer segments and markets. Distribution is another important key to access to the customer segment, the use of specialized distributors will ensure the delivery of the product in specific areas and will maintain the price strategy. This strategy will help Unilever to position its product as the quality product inside the economy laundry products market (see Exhibit 3). Leveraging the Minerva brand with a low price product will help Unilever to increase sales and to gain market share among the low income customers segment. Additionally the high margin of Minerva Aà §Ãƒ £o will result in substantial profits (see Exhibit 4 for product’s attributes and margin). Exhibit 1. Attribute Importance, Brand Positioning, and Consumer Expectations in the Northeast Source: Insead Case Exhibit 2. Consumers who find scent/fragrance to have a high or very high amount of influence on their choices of household cleaning and laundry products Source: Consumer and Innovation Trends in Laundry Care. DATAMONITOR Consumer, December 2012 Exhibit 3. Product Positioning Source: Insead Case Exhibit 4. Products’ Attributes and Margins AttributeMinerva ExpressoMinerva Aà §Ãƒ £o Format-Powder -Soap-Soap Cleanliness-Medium-High-Medium-Low Fragrance-Nice-Nice Price-Powder: $2.40 per kg -Soap: $1.70 per kg-$1.40 per kg Packaging-Powder: Cardboard 1kg500g. Cost: $0.35 per kg -Soap: Plastic pack with 5 bars of 200g. Cost: $0.15 per kg-Plasitc pack with 1 bar of 40g. Cost: $0.09 per kg -Plastic pack with 3 bars of 120g. Cost: $0.10 per kg Formulation-Powder: $1.40 per kg -Soap: $1 per kg-$0.8 Promotion-Powder: $0.30 per kg -Soap: $0.25 per kg-0.05 per kg Distribution-Wholesaler: $0.10 per kg-Specialized Dist.: $0.05 per kg Margin per unit Powder2.4-(0.35+1.4+0.3+0.1)= 0.25 Soap1.7-(0.15+1+0.25+0.1)=0.21.4-(0.09+0.8+0.05+0.05)=0.41

Fodorian Naturalistic Semantics and Double Disjunctivitis :: Philosophy

Fodorian Naturalistic Semantics and Double Disjunctivitis ABSTRACT: Direct Informational Semantics, according to which [X]s represent (express/mean) X if ‘Xs cause [X]s’ is a law, and Fodorian naturalistic semantics both suffer from double disjunctivitis. I argue that robustness, properly construed, characterizes both represented properties and representing symbols: two or more properties normally regarded as non-disjunctive may each be nomologically connected to a non-disjunctive symbol, and two or more non-disjunctive symbols may each be nomologically connected to a property. This kind of robustness bifurcates the so-called disjunction problem into a Represented-Disjunction Problem, of which Fodor was aware, and a Representer-Disjunction Problem, of which he was on the whole oblivious. Fodor fails to solve these problems: his solution to the former, the Asymmetric Dependence Condition, presupposes a successful solution to the latter, while possible responses that Fodor might make to the latter either beg the former or cannot be met or else flout the Naturalistic Requirement and the Atomistic Requirement. Even setting the Representer-Disjunction Problem aside, the Represented-Disjunction Problem does not get solved, because the robustness involving phonological/orthographic sequences (tokens and types) guarantees that nothing can meet the Asymmetrical Dependence Condition. Indeed there is a serious problem of individuating phonological/orthographic tokens and types in a manner that satisfies Fodor’s expectations. This is made manifest by the presence of orthographic tokens embedded in larger tokens. I. Fodor’s Naturalization Proposal and the Represented-Disjunction Problem The specific task which the naturalization project is designed to accomplish is to construct an information-based semantic theory that articulates (I) an atomistic and (II) naturalistic — i.e., in non-intentional, non-semantic terms — sufficient condition for a syntactically primitive predicate to express a property. (1) For convenience (I) will be referred to as the Atomistic Requirement and (II) as the Naturalistic Requirement. Now if Direct Informational Semantics were correct, "tamarao" would express the disjunctive property tamarao or thump because, under certain conditions, a thump and a tamarao are each sufficient for its tokening. Thus a tokening of a symbol would be ipso facto true. There would be no accounting for the fact that meaning is robust:’ "cow" tokens get caused in all sorts of ways, and they all mean cow for all that’. (2) I shall refer to this problem (3) as the Represented-Disjunction Problem, considering that it figures on the repres ented side. Fodor proposes to solve the Represented-Disjunction Problem without abandoning the main thrust of the information-theoretic account. His proposal (FP) is that "X" means X if: (4)

Emotional Quotient Essay

Daniel Goleman has provided the most comprehensive view to date of the skills necessary for healthy personality development. Goleman reported that the usual way of looking at intelligence as only psychological abilities contributes about 20 percent to the factors that determine life success. 80 percent of the skills necessary for life success is determined by what he calls emotional intelligence (EQ) (Wilson, Douville-Watson, & Watson, 2002). In humans, infancy is a critical window of time. If the neurons are not properly formed and connections are improperly made, the effects can haunt a child for his lifetime. When the foundation of the brain’s architecture is properly in place, it can set the stage for future filled with potential. The foundation for emotional intelligence is formed during this period and continues for years (Schmidt, 2007). Recent evidence suggests that temperament and social environment contribute to the development of emotional labeling. Early emotional development suggests that the decoding component of emotion labeling and infants’ expressive responses to the detection of emotion signals has innate determinants and mainly a function of the emotion perception and expression systems. The emotion perception and emotion expression systems in infants are highly pre-adapted to facilitate infant-other communication. Furthermore, early studies showed that one component of EQ, children’s emotional labeling, predicted positive behavioral outcomes, after controlling for verbal and performance components of general intelligence. The ability of young infants to perceive emotion signals, discriminate among them, respond to them in meaningful ways suggest that emotional competence and adaptability has heritability and some independence of psychological development (Roberts, Matthews, & Zeidner, 2002).

Should Marijuana Be Legal - 1610 Words

Since the very first day marijuana began dominating our country over 30 years ago, federal control of the drug has been the topic of an continuing arguments. Marijuana is a crushed up blend of dried out herbs, seeds and stems of the plant cannabis. Most people inhale it in the shape of cigarettes for pleasure and relief. Should marijuana be made legal? Advocates of the drug argue that there are multiple medical advantages and that tobacco and alcohol are far more harmful for us than the drug itself. This causes us to believe that banning this drug interferes with our rights to freedom. Within the past 10 years, a very high number of operations to allow the use of marijuana have been significantly strengthening in size. Based purely off of the 2011 Gallup survey, 50% of Americans argue that marijuana should not be banned. This high number marks a 4% increase in comparison to the year before. In 2000, this number was only 30%, increasing to 40% in 2009, before reaching 50% in 2011. Wha t this proves, is that aside from our federal attempts to eradicate the use of it, marijuana is seemingly more attractive in society. Not only does it provide medical advantages to the deathly ill, it could also be the root of tax earnings and could be the reason that taxpayers save millions, if not billions of money that is used in the budget for prosecuting these people. It seems as though we are blowing huge amounts of government funding to imprison the citizens participating in nonviolentShow MoreRelatedShould Marijuana Be Legal?1609 Words   |  7 PagesMs. Fingarson English 11 March 9th, 2017 Junior Research Paper: Marijuana Should Be Legal. According to world recognized American Scientist Carl Sagan â€Å"the illegality of cannabis is outrageous, an impediment to full utilization of a drug which helps produce the serenity and insights , sensitivity and fellowship so desperately needed in this increasingly mad and dangerous world†. These are just some of the benefits of Marijuana along with many others. All you have been taught about cannabis inRead MoreShould Marijuana Be Legal?1060 Words   |  5 PagesMedical Marijuana Marijuana is the most commonly used illicit drug in the United Sstates (Wagner).. Marijuana is commonly used becauseThis it is because marijuana is easy to get and doesn’t have the visibly dangerous effects that other drugs like cocaine and heroine have. However,But does that mean marijuana is harmless to the human body? There are some people and studies that believe it is harmlessso. Sanjay Gupta, MD, Chief Medical Correspondent for CNN, wrote the following: â€Å"Frequent marijuana useRead MoreShould Marijuana Be Legal?986 Words   |  4 Pages smoking pot in California, is legal. On Tuesday, November 8, 2016, California became the fifth state to legalize the recreational use of pot. By a margin of about 56% to 44%, voters passed Proposition 64. With its passing, California is now among states like Colorado, Washington, Oregon and Alaska who have also legalized marijuana. â€Å"Marijuana could become quite the cash crop† said Richard McGowan, a professor at Boston College and expert in the field of marijuana legalization. While many peopleRead MoreShould Marijuana Be Legal?1230 Words   |  5 PagesCannabis Can The marijuana movement is more prevalent now than ever. Just recently, two other states have joined Colorado and Washington in the legalization of the recreational use of marijuana. On the other hand, the state of Florida did not pass the bill to approve medical marijuana. Although more and more states have begun to see the benefits in legalizing marijuana, many states maintain the view that smoking marijuana is criminal despite the many advantages it poses. Marijuana offers medical andRead MoreShould Marijuana Be Legal?997 Words   |  4 Pagesof the topics; write a thesis statement and complete the introduction 1. Marijuana should be legal, because it is harmless, and it is an effective medicine for many kinds of diseases. - Marijuana should be legal due to its variety of health benefits - Marijuana is an effective medicine for many kinds of diseases - Marijuana legalization would help boost the economy Thesis Statement: Why shouldn’t marijuana be legal due to its variety of health benefits, its effectiveness for combating manyRead MoreShould Marijuana Be Legal?864 Words   |  4 PagesCannabis, also known as marijuana among other names, is a preparation of the Cannabis plant intended for use as a psychoactive drug or medicine. Marijuana smoking remains the most prevalent form of illicit drug use in the United States and has even been legalized medicinally in twenty-four states. Four of these states, including Colorado and Washington, have legalized marijuana for recreational use. This means that it is treated like a controlled substance, like alcohol or tobacco, and anyone theRead MoreShould Marijuana Be Legal?1630 Words   |  7 PagesMarijuana has been a hot topic of conversation over the last few years, as some states in America have legalized it medically and recreationally. By discussing the legal aspect of marijuana, the economic benefits, medical usage and how marij uana affects the family, we can see the positive and negative impact that marijuana has on sociology. Except for a few select states, marijuana usage, sale and distribution of marijuana is in some manner illegal. As a result, there is immense legal considerationsRead MoreShould Marijuana Be Legal? Essay1261 Words   |  6 PagesMarijuana is safer than tobacco and alcohol, more beneficial and healthier too. Marijuana, unlike tobacco and alcohol, never causes serious illnesses like cancers of the lungs, throat, and mouth, cirrhosis, dementia, or anything else. In actuality, medical marijuana is used to treat cancer cells. â€Å"The earliest use of cannabis as a medicine is attributed to the legendary Chinese Emperor Shen Nung, who is thought to have lived around 2700 BC.. Cannabis sativa is thought to have been grown for at leastRead MoreShould Marijuana Be Legal? Essay965 Words   |  4 PagesShould Marijuana Be Legal? In order to start a discussion about whether marijuana should be legal, we must first begin with the history of marijuana. How long has marijuana been around? The earliest recorded use of marijuana is from the island of Taiwan off the coast of mainland china over 10,000 years ago in the Stone Age (Marijuana, 2014). They wove their clothes and made their shoes from hemp. The first paper was made from a combination of crushed hemp fibers and mulberry tree bark. ThisRead MoreShould Marijuana Be Legal?1269 Words   |  6 Pagesspecific effects of marijuana on pregnancy women because women who use marijuana also tend to smoke cigarettes and are more likely to use other drugs such as cocaine and alcohol. Thus, it is difficult to identify the precise effects of marijuana on pregnant women and fetus (Leemaqz, 2016.). Marijuana is the most commonly used illicit drug in the United State (Murray McKinney, 2014). According to the American College of Obstetricians and Gynecologists, 40- 60% of marijuana users continue to use