To Kill A Mocking Bird :: To Kill a Mockingbird Essays

To Kill a MockingbirdUsually, my method of writing a book review starts sullen with a quote. However, this time with this particular book Ive decided to begin with a description of the author. Harper Lee was born on April 28, 1926. She studied fairness along with her father and sister. In her allegorical novel, To Kill a Mockingbird, Harper Lee writes about a young girl in a little southern town by showing the difficulties she will have to face as she grows up.The authors purpose is to show us how life isnt always fair. I strongly agree with her on that for several reasons. For example, look at what happened to Tom Robinson. He was incriminate of a crime he didnt commit and then he was killed because someone was lonely. She got him in trouble, which drove him to his death. In this example, life is definitely not fair because he never should have been accused of something he did not do. I could give several examples of smaller, less important situations that have the same theme a s this story does do not reproach people who do not harm you. The setting of this book was in Maycomb, Alabama in the 1930s. Scout, Jem and Dill spend the summer trying to get hushing Radley out of his house. None of them had ever seen him. Scout started to school and on his way there and back, he and Jem would find gifts in a hole in the head by the rocky place. Scout and Jem started hearing their father referred to as a nigger-lover because he was defending Tom Robinson a Negro man accused of rape. When Scout, Jem and Calpurnia accrue home from church, they find Aunt Alexandrea is staying with them for the trial. One night, Atticus mysteriously leaves the house. Scout, Jem, Dill follow him. A lynch mob appears and was trying to force Atticus to permit them have the Negro prisoner, but then the kids show up. On the way back from a Halloween pageant, the children were attacked by someone and caused Jem a broken arm.During the book, Scout changes a lot. She goes from being an i mmature young girl to a mature young lady. She had a lot to adjust to in this story. For example, Jem felt her was hoarer and too old to hang out with his little sister.

romantic love :: essays research papers

I choose to describe the putative relationship between tenner and Caroline in the movie Untamed Heart. It starts off with Caroline in a just ending relationship where she is hung up on the guy that left her. Her friends call her on it and help her refrain from trying to reanimate it. This guy Adam is a hard working, quiet, shy, very shy especially around Caroline, because he has a serious infatuation about her. Every liaison she does he studies. In the beginning of the movie it starts out that he has a deep infatuation with her. He even follows her kinsfolk without her even knowing, until one daytime she was almost getting raped, and he saved her because of his infatuation for her. She bandaged him up in her woman caring way and he couldnt even speak. He just stares at her with a blank look. He has analyzed all of her properties and likes his infatuation of her.In Nozicks Chapter Love Bond he describes what romantic complete is and what it is not. I thought this would be a goo d movie to relate it to because its a romantic love story, about a guy that has a serious infatuation of creating a we with Caroline, who is played by Marissa Tomei. Christian Slater plays the guy Adam. For the remainder of this essay I will refer to them by Adam and Caroline. I reinforce my view that Adam has an infatuation or crush on Caroline because hes always thinking of her, watching her when she doesnt know. Hes just daydreaming of the we he would like to create with Caroline. This relates to the way Nozick said, Love, romantic love, is wanting to form a we with that particular person, feeling, or perhaps wanting, that particular person to be the right one for you to form a we with, and also wanting the other to feel the same way about you.The guys that essay to rape her obviously had an infatuation with her, for her characteristics only, her looks. Which turned out to be very unhealthy, but gave Adam his chance to prove his love for Caroline. He rescues her then takes her home to her house. She learns of his infatuation of her after this, which seemed to spook her but she knew it was in a sincere caring way. But I mean following her home, and it took him awhile to get the courageousness to save her from being raped exposing his infatuation.

Good Advice is Difficult to Define :: Definition Essays

Good Advice is Difficult to DefineAdvice is hollow, if you dont know the history of the problem, or the amount of discomfort it is causing. When an expert relays advice or information they exit not know the history or comfort level of their reader and will tend to try to generalize or speak to every practical situation. When the class considered the experts advice on contractions it was impossible for these authors to speak to their concerns and individual situations. I have very small have in dispensing advice through write to a large audience. My experience as an adviser has been restricted to verbal advice usually turnn one on one and face to face. When I am receiving advice this is also how I am most comfortable. I am also most comfortable giving advice about subjects that I have had formal train in. For example, I am comfortable giving advice about car mechanics, and sobriety. The former I have had over twenty years of training in and the by and by I had a year of formal and on the job training in a detox unit. I also have the life experience of being an alcoholic, but was not as comfortable about giving advice on this subject, until I had the formal training. I believe in order to give advice or hear advice, the advisers opinions or bias on the subject should be shared with the advisee up front. I have found this saves sequence for both of them because as in the case of my classmate who raced snowmobiles and ignored his parents advice, if you are not ready for or do not desire information, it is seldom of benefit. I think in the case of the written advice examined in class, it was easier for the class to dismiss much of their expertise, because we were evaluating their opinions rather than being required to use their expertise by our professor. If the class had needed this information to receive a passing grade the reaction may have been different. This brings me to my next point, which is, the advisor is more efficacious when they understand what the advisee needs the advice for, and what their level of understanding is on the subject. If the advisee has some knowledge of the subject it is not helpful to talk down to them, but if they have little knowledge of the subject it is not helpful to delve into an in-depth discussion of every detail, using terms they dont understand.

Angelas Ashes Essay -- essays research papers

Angelas AshesTitleThe title of this book is Angelas Ashes. The title doesnt make a tie of sense because the story about Angelas cremation and her lost ashes is found in part two of the book. However, ashes do appear in the book in congener to Angela. An example of this would be the ashes from Angelas Woodbine cigarettes. And another example would be Angela sitting next to the ashes from the fireplace during hard times.AuthorFrank McCourt was born in depression-era Brooklyn and remained there until the age of four when he left with his family to his native country, Ireland. He came face too face with many hardships but managed to make it back to saucily York city at age nineteen. Upon his arrival Frank worked as a high school English teacher for forty-five years. After retiring from teaching, Frank, on with his brother, Malachy, performed a two man show called A couple of Blaguards. Frank won the Pulitzer Prize for his book Angelas Ashes in 1997.Major CharactersThe main caliber of the book is Frank McCourt himself. The entire book is written in first person. He describes his life as a miserable Irish Catholic childhood. And he certainly has the right to. His family was forced to move out of the United States, and move to their native country, Ireland. There Frank came upon many hardships such as the loss of his twin brothers, Eugene and Oliver, and his drunken father who couldnt get a job for very long and only making matters worse. Frank is a very smart and ready student. His classmates however show no respect for him because he is poor. He then quits school to begin working at the young age of fourteen. And when he leaves his job at the post office to write threatening letters and deliver and manage a Protestant newspaper he is criticized. He has cumulation of adventures in both jobs. He even falls in love with a seventeen year old girl, Theresa Carmody, who is dying of consumption. Frank earns plenty of cash from his work, and he has plenty of dream s about escaping poverty and returing to America and sending the rest of his family to later join him. His dream of returning to America does in fact espouse true, but before that Frank is very worried about how he will be punished in the afterlife and whether or not he would make it into heaven. He f... ...rank thinks that what hes seeing is something you could only see in the movies like a beautiful scene. And he makes it sound like hes in a movie theater. Franks dream of returning to New York came true.Relevance of the Work to the Present TimeThis work has a lot of relevance to today for one thing, there is still poverty. Poverty is a hardship that millions of volume must face everyday. And relating to poverty, there is still discrimination between social classes. Hunger is very prominent today. This is another problem that millions must face. Also, in relation to the book, many people have problems with alcohol. And many people still make fun of one another, and succumb to i ncestuous pleasure.There is however one universal affair mentioned in the book which everyone experiences. And that affair happens to be dreams. Everyone has dreams and everyone dreams of something and no one ever questions it. The power of dreaming is not just a state of mentality but rather a force deep down everyone that no one can control. Frankie shows the power of dreams and proves that they can come true. He returns to America doesnt he?

Ghost Story of Vietnam Veteran Haunting Lakewood, Ohio Essay -- Urban

Vietnam Veteran Haunting Lakewood, OhioPerhaps some of the best stories told are classified as urban legends. Urban legends have bugger off a part of culture, and a way to tell stories. They can tell us things about ourselves and about how we atomic number 82 our lives. They serve to entertain us, just now can also teach us lessons, such as morals to live by. Urban legends are passed on amid generations, and become a part of the oral business relationship of a place. Whether the stories are true or not, urban legends are often taken to hold at least some truth about a culture. No matter how radical some of the stories may be, people often take the urban legends to be true. People may take these stories to be true simply for entertainment purposes, but mostly because the morals the stories teach are important. Urban legends can become a part of the place where they originate, and can help define a culture, and shape its history.There a number of urban legends from where I live in Cleveland, Ohio, but one struck me more than others. The man who told me the story had attended the same high school as I, St. Edward lofty School, an all-boy high school, in Lakewood, Ohio. Lakewood, Ohio is a suburb of Cleveland located directly on Lake Erie. It is a small town that does appear to have anything special about it. It was very hard to find an urban legend concerning this small town where I attended high school, but my friends father knew the perfect story. He was born and grew up in Lakewood, and so knew the area very well. He had not heard the legend before attending St. Edward, but heard it during his first week of high school. after(prenominal) that, the story became so common, that it did not seem weird to him. The students of the school simply seemed to acc... ...am Vet from Lakewood became a famous story not only in the halls of St. Edward, but throughout the city of Lakewood. With the ghost of the vet haunting Lakewood Park, the entire city was haunted by the tale, with sightings of the ghost being made by many contrary citizens. However, the story is special to St. Edward because it is believed that the vet who committed suicide attended St. Edward High School before going to war. Urban Legends help to tell a history and share a culture with those who listen to them. The Legend of the Vietnam War Vet did just this. The story was easily relatable to kids of the area, as most kids either attended Lakewood High School or St. Edward. The story of the Vietnam Vet from Lakewood is one that has served to create a culture for Lakewood, Ohio, and is one which will live on in the city, and the halls of St. Edward High School.

Shylock in William Shakespeares The Merchant of Venice Essay -- Merch

Shylock in William Shakespeares The Merchant of Venice One of the most interesting and thought provoking characters in the Merchant of Venice is Shylock. passim his five scenes in the play he is looked down upon, betrayed, deserted, punished and humiliated by Christian society, his daughter and all those that will eventually need his money. His doctrine and his way of making a living are the Christians only justification for this treatment, yet even in his alienation he is still, as we see later, make believe to Venetian Law. Shylocks first appearance in the Merchant of Venice is in Act 1 Scene 3, where Bassanio is talking about Antonio taking out a contribute on his behalf. Shylock seems jovial in this first scene, before the Christians start to heap insults upon him. I believe that this scene whitethorn contain the only truthful indicator of Shylocks true demeanour, i.e. an agreeable businessman. This view is unfortunately shattered by the arrival of Antonio and his good credit rating. Shylock hates Antonio, not only on principle, as the Christians hate him, but also due to Antonios own money lending activities and this, his cardinal sin, of charging no interest. As Shylock says, I hate him for he is a Christian but more, for in low simplicity he lends out money gratis, and brings down the rate of usance here with us in Venice. take down now, you can recognise Shylocks hatred, firstly upon principle of religion, and secondly hatred on behalf of his business, which may be the most important thing to Shylock apart from his love life religion. The burden of his race gives Shylock both a sense of righteous indignation and an overwhelming sense of ... ... he ever want to marry Portia? By the end of the play, I had almost forgotten that the only reason was because he wanted a steady source of income without the hassle of working. I believe that Bassanio may have been just as devious as Shylock. He w orked out that by showing his greed to Portia during the test, would spell the end of the relationship. Portia could even have been in it for greed. If not for money, then maybe different collateral, lust for Bassanio could be interpreted as greed, could it not? If you think about it, all the characters are driven by greed when you get down to it. As I stated earlier, Shylocks race had little or nothing to do with the outcome of the play. If he had been a Christian moneylender, the same would have happened. In the end, the saying is true money is the root of all evil.

Shylock in William Shakespeares The Merchant of Venice Essay -- Merch

loan shark in William Shakespe bes The Merchant of Venice One of the most interesting and thought provoking characters in the Merchant of Venice is Shylock. Through away his five scenes in the play he is looked down upon, betrayed, deserted, punished and humiliated by Christian society, his daughter and all those that will last need his money. His faith and his way of making a living are the Christians scarce justification for this treatment, yet until now in his alienation he is still, as we see later, constitute to Venetian Law. Shylocks first appearance in the Merchant of Venice is in Act 1 Scene 3, where Bassanio is talking about Antonio taking out a loan on his behalf. Shylock seems jovial in this first scene, before the Christians start to heap insults upon him. I believe that this scene may convey the only true indicator of Shylocks true demeanour, i.e. an agreeable businessman. This view is unfortunately shattered by the arrival of Antonio an d his good credit rating. Shylock detests Antonio, not only on principle, as the Christians hate him, but also due to Antonios own money lending activities and this, his cardinal sin, of charging no interest. As Shylock says, I hate him for he is a Christian but more, for in low simplicity he lends out money gratis, and brings down the rate of usance here with us in Venice. Even now, you can recognise Shylocks hatred, firstly upon principle of religion, and secondly hatred on behalf of his business, which may be the most important thing to Shylock apart from his beloved religion. The burden of his race gives Shylock both a sense of righteous indignation and an overwhelming sense of ... ... he ever deficiency to marry Portia? By the end of the play, I had almost forgotten that the only reason was because he wanted a steady source of income without the hassle of working. I believe that Bassanio may have been just as devious as Shylock. He worked out th at by showing his greed to Portia during the test, would spell the end of the relationship. Portia could even have been in it for greed. If not for money, then maybe different collateral, lust for Bassanio could be interpreted as greed, could it not? If you think about it, all the characters are driven by greed when you get down to it. As I stated earlier, Shylocks race had little or nothing to do with the outcome of the play. If he had been a Christian moneylender, the same would have happened. In the end, the saying is true money is the root of all evil.

Little Albert

Assignment One Mini Lit Review. The elfin Albert Study. Not everyone believes that biology is our destiny. Many scientists whole-heartedly believe it is our experiences in feel that count. They believe that it is our up-bringing, education, and our environment that form our behaviour, beliefs and characteristics. Chief among scientists in this subject field of thought is psychologist John Watson. Watson developed a theory that we are non restricted to our catching make-up, but instead we arrive into the world as a blank slate and all our information is learned.There is continuous dispute over this theory with the genius nurture debate potently in play (McLeod, 2007). On the nature side of the debate, it is believed that individuals differences are determined by their unique transmissible make-up. They argue that all other characteristics that develop later in life are caused by maturation (McLeod, 2007). The other side is nurture which John Watson strongly supports. This sid e says that we come into the world as a blank slate and through experiences our slate is gradually filled (McLeod, 2007).To support the theory that environment is frequently powerful than genetics, Watson designed an experiment on an infant commonly known as the itsy-bitsy Albert experiment. This experiment focused on Ivan Pavlovs process of classic conditioning. Watson believed and wanted to prove that all human psychology can be explained by this process (McLeod, 2008). The other studies that I will be comparing the bittie Albert experiment to will be Elevated forethought conditioning to socially relevant unconditioned stimuli in Social Anxiety Disorder (Lissek, Levson, Biggs, et all, 2008) and the check of Pavlovs dogs (Pavlov, 1928).These studies will enable me to make a middlingified evaluation of the littler Albert study by making comparisons to these two other studies. The minuscule Albert experiment was conducted by John Watson and Rosalie Rayner in 1920. They chos e nine month disused Baby Albert for the study because Albert had been reared almost from birth in Harriet Lane home for In reasonable Children where his mother was a wet nurse. Albert was deemed extremely stable and well developed which determined his suitability for the experiment (McLeod, 2007).The focus of their study was to continue on from Pavlovs experiment involving the upright conditioning of dogs, and determine whether this empirical evidence was also evident in humans (Watson, 1924). More specifically, they were focusing on conditioned emotional responses. In find out these aspects they conducted a series of different tests involving a variation of stimulus. Before the experiment commenced, they gave Albert a sequence of baseline tests to determine his initial tending responses to stimuli.They presented him with burning paper, a monkey, a dog, cotton wool, a fur coat (seal), heterogeneous masks and a white rat. During the baseline, Albert showed no initial fear to th ese items. Throughout the study these items (fluffy white objects) served as the independent variables. The dependant variable was whether or not Albert cried or showed distress. During the study Albert was positioned on a mattress on a table. Albert was presented with a white rat and just as he reached out to touch it, a metal bar was struck with a hammer behind him.Albert jumped and fell forward, burring his head into the mattress, but did not foretell. After these two stimuli were paired on several occasions, Albert was presented with only the white rat. As the rat appeared in front of him he became distressed and turned away, puckered his lips, began to cry and crawled away (Watson, 1924). From this, it became obvious that Alberts fear had been conditioned. Albert had associated the white rat with a loud noise producing fear, thus having conditioned fear of the white rat. The experiment showed that Little Albert generalized his response from hirsute animals to anything furry.A lbert showed the same reactions as the initial experiment when Watson presented him with a furry dog, seal-skin coat and even a Santa-Claus mask (Watson, 1924). The way in which Alberts responses were measured was through the amount of distress to the stimuli he presented. The Little Albert study is a highly popular study especially across the field of Psychology. Although the study has provided valuable knowledge and understanding of learned behaviours and the development of phobias, its procedures considering ethics are questionable.The fact that Albert was only nine months old deems this study un ethical. Alberts mother was obviously desperate for money to support her son, so the bribe of money probably out-weighted the possible harm caused to her son. Alberts mother probably wasnt entirely aware of the potential risks involved. Alberts fear was supposed to be extinguished at the end of the experiment, but he moved away. Other ethical codes that crap been violated in this study are that of the distress that it caused.Little Albert was never desensitized from the conditioning undergone meaning that because he had a conditioned fear of white furry objects, he would forever be terrified of white furry objects (Watson, 1924). In todays code of ethics, the welfare of the participant/s is the most Copernican factor and under no circumstances should this protection be hindered, unless the participant has given consent to be put under this distress. It is also now deemed unethical to purposely cause distress to a participant in laboratory circumstances (Weiten, 2008).These unethical procedures could have been corrected quite simply. In the study of fear conditioning in people with social anxiety disorder, they conducted what called an extinction process where the participants were desensitized from any fear conditioning that in additionk part throughout the experiment (Lissek, Levson, Biggs, et al, 2008). This experiment is understandably ethical as it was only conducted in 2008 and would have had to have been passed by the ethics board in order to be conducted. The Little Albert study is a valid study however it was not measured effectively.The way in which Little Alberts fear was measured was just whether or not he cried or showed distress. The way in which they measured this could have been improved in order to get more valid and reliable results. In this case, the studies operational interpretation was not valid. The Little Albert study could have used apparatus in order to get more valid results. For ensample, they could have measured Alberts fear by assessing his skin conductivity. This would have measured Alberts distress through measuring the arousals in his skin i. e. weat. They also could have used the blink-startle response bar as used in Elevated fear conditioning to socially relevant unconditioned stimuli in Social Anxiety Disorder (Lissek, Levson, Biggs, et al, 2008). This method measures how much the participant blinks wh en presented with a stimuli. If the participant is startled (scared) by something, they will blink a hooking more than if they are not startled. The reliability of the Little Albert study is not strong. If the same study was conducted today, the same results would not be found.Little Alberts responses to the stimuli that he was presented with could have been a result of his general fear of animals, not that he conditioned a fear of white fluffy objects. Most people would agree with me when I say that if you were a nine month old baby and an animal was jumping up at your face, you would be scared and would become distressed. Being a nine month old baby, Albert also could have just been tired, bored, and hungry or just missed his Mother. None of these factors were accounted for during the trials.If the same study was conducted today, it would become extremely obvious that times have changed and so too should the design of the study. The reliability of the experiment is hindered by th e fact that the method of measurement is simply observation and there is no concrete evidence being analysed. For example if they were to measure brain activity or use the blink-startle reaction measurement, these results would be a lot more concrete and therefore the study would be classed a lot more reliable.In comparison, the 1928 study of Pavlovs dogs (Pavlov, 1928) is a lot more reliable even though it is only a few years newer than the Little Albert study. If Pavlovs experiment was replicated today, very similar if not the same results would be found. The fact that Pavlov used concrete methods of measuring his data deemed his study a lot more reliable. If he was to measure the amount that the dogs salivate by just observing them, it would not be as valid.To conclude, through the evaluation of the Little Albert study and comparison to Elevated fear conditioning to socially relevant unconditioned stimuli in Social Anxiety Disorder (Lissek, Levson, Biggs, et al, 2008) and Pavlovs dogs (Pavlov, 1928) it has come to my attention that the Little Albert study does not comply to todays code of ethics, the reliability is not strong and could be improved on however it is a valid study, but the operational definition could be improved.I feel that the contributions to knowledge of conditioned fear are valuable to society and has proved useful in various situations and other studies. Future studies on this topic would prove extremely valuable to society and our understanding on fear conditioning. References McLeod, S. A. (2007). Simply Psychology Nature value in Psychology. Retrieved 3 April 2012, from http//www. simplypsychology. org/naturevsnurture. html McLeod, S. A. (2007). Simply Psychology Pavlov. Retrieved 3 April 2012, from http//www. implypsychology. org/pavlov. html McLeod, S. A. (2008). Simply Psychology Classical Conditioning. Retrieved 3 April 2012, from http//www. simplypsychology. org/classical-conditioning. html Pavlov, I. P. (1928). Lectures On Cond itioned Reflexes. (Translated by W. H. Gantt) London Allen and Unwin. Watson, J. B. & Rayner, R. (1920). Conditioned emotional reactions. Journal of Experimental Psychology, 3, 1, pp. 114. Weiten, W. (2011). Psychology Themes and Variations. Belmont, Calif Wadsworth Cengage Learning.

Vitasoy †Sparkling Soy Milk

VITASOY Sparkling soy milk Executive summary Background of Studies Environmental s croup Advertising and Promotion strategies/ tactics Conclusion elongation Appendices Executive summary Background of Studies In 1940, Vitasoy was established by Dr K. S. Lo in Hong Kong. Soya bean is the important source of protein for Chinese people for 4,000 years. Mr. Lo brought this big idea to Hong Kong grocery store, he began to sell his Soya bean milk from delivery in fresh to customers homes on bicycle, expand his business to retail show uplets after the World War.Nowadays, VITASOY classifys harvestings sell in over 40 markets around the world and become the international brass which is standards in quality and innovative intersection points. Vitasoys pigment mathematical point of intersection is soybean present and tofu, which is nutritious and broad(prenominal)-protein healthy for people. Vitasoy was built-up nearly 70 years, it is be quiet the one of the most(prenom inal) famous local trademark beyond Hong Kong, through the high quality, the great tasting, healthy and s elderly at affordable price, those ar the factors why Vitasoy is successful its curious merchandising proposition.The industry uniqueness 1. Brand loyalty Through nearly 70 years, Vitasoy is still a leader in the industry in Hong Kong 2. 3 main competitors HI-C Ribena Yeos 3. Affordable price For wide customer segment (e. g. student, adult, elders) Environmental s skunkning 1. Conduct Situation Analysis Vitasoy is the biggest supplier of the soymilk market in Hong Kong. According to Mingpao Finance (2008/08/04), she has 75% of the market share of the soymilk in HK, 50% of Shenzhen & Guangzhou, 35% of Australia & New Zealand.The most traditional & strong sucker the soymilk crossway in Hong Kong which is Vitasoy, because she is carrying out her business 69 years in Hong Kong, so everyone knows as her. Although she is much(prenominal) advantage for business in HK, she still ne eds to care a few points, quality of the soymilk. In 1996, after the incident of soymilk taste deterioration, Vitasoy had a bad re rateation for her branding and disconnected HKD 60,000,000 profit. Nowadays, customers advocate the health food, soy bean of soymilk is an organic food without artificial preservatives, genetically-modified (GM) foods.This is the biggest business opportunity for Vitasoy, so she begins the overseas business, identical Australia and New Zealand, that she has a good return. On the new(prenominal) through, when the similar product like milk occur problems, soymilk leave behind get the extra profit. Its a fact, when furthermost year, the main land China happen the poison milk, at the same time, the soymilk get the great sales, it increase 56% for the total sales. However, the opportunity brought a threat of competitors, like Yeos and Coca Cola. The largest competitor, Coca Cola has much capital to attack the soymilk market.Vitasoy cannot bear this risk, so she needs to be a pioneer for the overseas and the Mainland China market, to identify the strong subtraction for the future expansion 2. ) Conduct a customer analysis Up to 31 litigate 2009, the major sales market of Vitasoy is Hong Kong and Macau, which carries 53% of total sale amount. The southward market is Mainland China, which is 20%. Other markets are Australia, Zealand, North America and Singapore. All these markets are growing gradually. In the recent years, Vitasoy is keen on launching different varieties and promoting benefits of soy to customers who concern their health.Such strategies widen the customer groups to all ages as sanitary as both genders. It raised Vitasoys sales growth and market share. Besides, the Groups tuck shop business and catering business in any case recorded a healthy contribution growth. From the Vitasoy products, most of our customers (44%) choose soymilk while 20% select Lemon tea products. In September 2008, throne alertness to the saf ety of dairy milk was awakened by the outbreak of the melamine issue. Because of similarity between dairy milk and soymilk, soymilk of Vitasoy became a common alternative for customers.Vitasoy is enjoying good reputation and good quality image among Hong Kong people. Apart from Vitasoys existing customer, we view to explore much potient customers to increase the market share. win to the information from the Census and Statistics Department in Hong Kong 2008, there are more females (52. 7%) than males (47. 3%). In the demographic characteristics, the largest age group is 35-64 year old (64. 6%) The second large age group is 0-14 year old (12. 2%). We leave base on these statistics for product development. 3. ) Conduct a product analysis Vitasoy is a kind of easy-known soymilk in Hong Kong.Despite it is a traditional product among people, new product is required to release in order to sustain the market share. The new product is called Sparkling soy milk which entrust be one of the beverages in bank note with Vitasoy series that pull up stakes be released in mid-November 2009. This exclusive product is limited to be sold during this Christmas season. Overview the product ? Using soymilk as basis ? Nutrient healthy product that is featured with the most low consummate(a) fat and abundant protein ? Using a tractile bottle as a container ? Selling it for both undisturbed and hot option ? Adding Konjac inside the soymilk Shake it at least 10 times in front drinking ? Not only can drink it, even can chew it ? Printed with dark in glow deoxycytidine monophosphate pattern that impart glow white at night ? A vex sensitive feature. After holding it for a while, it leave then change into other color. It is created by using thermal color ink This product is especially suitable for children, teenager. Traditionally, adult and elder has been chronically drinking soymilk that they are treated as basic advantage. 4. Conduct a competitor analysis so far Vitaso y is the one of the largest soymilk companies, but there are many companies intend to replace its position.After our observation, we can divide their competitors in three parts engage competitor, indirect competitor and Potential competitor. HI-C is the main direct competitor. HI-C has developed several soymilk products to against Vitasoy, HI-C is the second verge of Coca-Cola in Hong Kong, which enjoys a huge resource disdain against Vitasoy. Melon Flavored Soymilk is the most favorable product of HI-C. As Vitasoy has already existed in this market for 50 years, and became a household brand, so HI-C is still inviolable to replace Vitasoys position in Hong Kong.Ribena is one of the indirect competitors for Vitasoy. Nowadays, Hong Kong people unceasingly care their health as the first priority and Ribena provided a high quality drink which offers delicious blackcurrant taste and it provides with a rich Vitamin C, it is very powerful for the customer to choose their product accor ding to the healthiness. Although Vitasoys soymilk alike provides a health drink to people, but as customers havent the brand loyalty for every product, so Ribena should be the big challenge for Vitasoy. Yeos should be the potential competitor for Vitasoy.Although their sales amount still cannot threaten in the market, but Yeos always develop new product like black soymilk, green bean soymilk etc. And their main product is organic soymilk, this can attract more and more people to bargain their products, so we list them to the potential competitor with Vitasoy. 5. ) Justify the customer segment, targeting and positioning strategies In accordance with the data of customer analysis, we target the group of children, teenagers and family for our new product as they are in the large popluation. Our new product is named as sparkling soy milk.It is Vitasoy soybean milk with Konjac, which increases the elements of nutrient. And testament shake it before consumption. Customers can make fun with such drink into the boring life. As we know, in Hong Kong, females are in the majority. The product appearance lead increase their purchasing interest. In order to catch the attention of female customers, the drink pull up stakes be dressed up with glow-in-dark snow pattern and heat sensitive feature on the packaging, which will have festival atmosphere and romantic feeling. In fact, the drink packaging is likewise giving the warm and cheerful outlook to attract family group for purchase.The drink consists of two sizes, 330ml and 500ml in volumes, which provide options to different consumers. During the promotion, we will use both supra the line and below the line strategies. For the above the line strategies, alley Show and MTR advertisement are our first launch. We will also introduce the drink to customers via internet, for instance, Facebook and Yahoo website, together with advertisements on teenagers magazine. For the below the line strategies, we will put the promoti onal materials such as store banner and promotional corner on the store to draw the ustomers attention. Besides, we will distribute the let loose sample at the density of crowd districts, render Bay, Mong Kok, to let the popular taste our product. We will contact primary and secondary schools to offer the promotional purchase of our new product with special discount. Compared with our other products and other similar drinks in the market, we will suggest selling the new drink at HKD 4. 50 per bottle (for small one) and HKD 6. 50 per bottle (for large one). Consumers can get the drinks from supermarkets, 7-Eleven, Circle K and other self consumption machine.These places can let our products to get reach of consumers at anytime and anywhere. It is much suitable for busy people in Hong Kong. Advertising and Promotion strategies/ tactics 1. Identify the overall branding strategies Base on the result of the environmental scanning, we bechance that our target customers will be childre n and teenagers. And our product is a funny health drink. For the overall branding strategies, we will go on the original and add a pocket-size factor for the brand, Creative and Funny. Vitasoy the brand is very strong in HK, so we dont need promo the brand with great exertion.On the other hand, the other factor make Vitasoy success is creative, but we havent used the promo before. So this time, we will use a great exertion for the creative and incite the customers the soymilk is the health drinks. Our new product will show how funny of the brand. Therefore, there are three main points for current branding strategies, wellness, Funny and Creative. low gear, Health we will through the about the line thematic to remind customers, when you drink Vitasoy soymilk, the how many advantages for you health that you will get.Second, Funny we will through the about the line tactical (dispatch sample) and below the line thematic (POS display) to education the consumer how to use and how t o have fun from the product. Third, Creative we will through the new product to stick out Vitasoy always is a creative brand. It will bring a content to the consumers, thats soymilk not only for health, its can be fun, an aggrandize and the order usage when you make more creative. 2. The system approach of communication strategiesThe concept of marketing communication planning which recognizes the value of an all-inclusive plan that measures the strategical roles of variety of communication disciplines (general advertizement, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency, and maximum communication impact. Clarity means clearness of appearance. Our product has a clear message to all customer which is Health, Warm & Have Fun. In all advertising, we will base on these three messages to promote to the customer how the drink is healthy, why you will feel warm and how you can have fun in this.Consistency means e xistence in conformity with a sink of rules, guidelines or policies. Since Vitasoy was born, their name, logo, mission was keep for 50 years. Because of these consistency factors, Vitasoy can keep their name in every people mind. On the other hand, the drink will promote to a limited period product in the last season, but we will still promote this drink which without the dressed up with glow-in-dark snow pattern and heat sensitive feature on the packaging after this period. We will promote this drink which base on the healthy when the soymilk summation Konjac.Therefore, the package will different, very normal. Maximum communication impact which gives the customer a profound impact by the products or advertising. As our product will be dressed up with glow-in-dark snow pattern and heat sensitive feature on the packaging, which does not have any other similar product in the market and it is a limited product in the last season, so we think this is most impactful to the customer. Th rough the advertising, we can achieve to attract the consumer to buy our product. Pull & Push are the two promotional strategies in our advertising.Pull is the promotional strategy which a new product is heavily advertised before its retail and boost up the demand which draws customers attention into the retail stores. As one of our target groups is teenagers, we will hire some model and send them to Mong Kok, Tsim Sha Tsui, and Causeway Bay etc which the teenagers always go shopping and dining in these places. The models will present them a present which include a sample of our new product and a leaflet to introduce. In addition, we also promote our product in Road Show and MTR advertisements are our first launch.The advertising agency can always broadcasts the advertising in the golden hour which the most audience fascinate the television or listening the radio. We will make a 20 second advertising and play it in Roadshow and flyers in every MTR station because there are more th an million people travel bus and MTR every day. We will also introduce the drink to customers via internet such as Facebook and Yahoo website, together with advertisements on teenagers magazine. Because there are over million people watch these media every day, so the message can always recall.On the other hand, we will setup promotional counters in the mainly supermarket, because many housewives go to the supermarket unremarkable and they always go with their children, so they can taste and feel our product together. besides, we will promote the drink in primary school and give free samples to the students. This strategy calls Point of Sell. According to these promotions, we can also call this as Above the line which is a promotional method, included all media, and is at a lower place controlled by the client. This can have a long term effective to boost up the customers attention.Push strategy which is through the difference channels with a product that customer will be attract ed by the advertising and other factors such as rebates. Push strategy also like at a lower place the line strategy which is through the media like sales promotion, banner etc. We will setup some banner and promotional corner in the stores to attract the customers attention. 3. The advertising and promotion program elements It divides into 3 major communication objectives to customers Health Warm Have fun Health It is aimed to present a health image to customers that it is more benefit than they are expecting.Obviously, soy product has been widely introducing into Asian market that can bring health to the customers. In the western, Soymilk is the top soy products by awareness in the United State. It benefits people to prevent Heart Disease, Cancer, Osteoporosis and Menopausal symptoms (Consumer Attitudes About Nutrition (2008) Online PDF). Macronutrient Composition of Soybeans (% Kcal) pic Complete protein, providing all 9 essential amino group acids As Soymilk is mainly made fr om soybean, so it has abundant nutrient drink for children, teenager and elder.Thus, it is regarded as healthy and emphasize on low saturated fat (not Trans fats) and high protein. Since more and more people have concerned about their food whether it is harm to their health, and received a knowledge of trans fats product were being used from Macdonald and KFC widely in the market. Recently, such components are going to be removed and refused. In other words, Market is seeking a product who is selling along with health features. All in all, Vitasoy, sparkling soybean milk which is high protein and low saturated fat that can prevent heart disease.Protein can be supplying childrens need of their growing. By releasing this new product, additionally it is added with Konjac which is including a high proportion of fiber to help the digestive system. It is what the lift are looking for. Warm Sparkling soybean milk is positioning at giving delighting and warm to people, such as children, te enager and couple. Children could drink it whenever they have a breakfast, lunch time in daily lives. It accompanies with their childhood. For teenager, it is also appropriate for a party beverage when holding a party.People can keep in connection with their community with drinking together. Couple feels harmony and romantic by drinking hot soymilk with glow in dark plastic bottle during winter and Christmas season. Have Fun It can be playful. First of all, sparkling soymilk with adding Konjac inside. So, it is not only a drink but also can be masticable. Before drinking it, people have to shake it at least 10 times to make sure Konjac are well mixed. Second, it can glow. The container is printed by dark in glow ink to let the bottle glowing in darkness. It is awesome when drinking it at party, birthday festivity and dating.Apart from that, the bottle can be changing its color when holding it by hands. Yet, Couple holds the bottle each other to feel warm and make it colour changing . All above gimmicks can bring people to have a romantic, fantasy and the warmest Christmas festival that they have not experienced ever. By the above 3 objectives, customer should get a feeling and perspective of the new product featured in healthy, warm & harmony and even funny thing. Our key message is Warmest Christmas, Sparkling Health Marcom Tactics Advertising Creative strategies Story Board 1. pic 2. pic . pic 4. pic 5. pic 6. pic Media planning For the new product Sparkling soy milk, we form to make above the line & below the line promotion. Above the line active Roadshow Advertising it will be a two parts advertising. First a whole shelter poster in the pic densely populated districts, Causeway Bay, Admiralty, Tsim Sha Tsui and Mong Kok. The promotion will contain the high level of the line of vision. The poster will show 3 images of our communication objectives.Second, it will be a 30 sec advertising for Warm, Have fun and Health. MTR Station Promotion it will be a 4-Sheet Panel poster in all line of the MTR. The promotion willpic be watch by 3,500,000 passengers for every day. The poster will as same as the bus stop promotion. Radio Advertising it will be a 3 part of 5 sec advertising. The vowelize will be record form a famous DJ Sammy. It will produce the audience three images of our communication objectives. Print Advertising it will be advertising on the Eat & Travel Weekly. Its a page of the new pic product usage and key message. Online Web Site it will be advertising on our main homepage to describe the new product feature. pic And open an account on the Facebook to promotion the whole brand and communicate with the consumers. Also we will advertising on yahoo too. Dispatch Sample it will be make people keep an eye on the new product. We will engage some models picpicpicpicpic to dispatch the sample in densely populated districts, Causeway Bay, Admiralty, Tsim Sha Tsui and picpicpicpicpic Mong Kok. Cooperative A dvertising it will be advertising with supermarket, Welcome & Parkn shop. We will make a discount for the new product and the cost will be share with each other.It will also affect the consumer buy more. Below the line active POS Display it will be me people attention for the new products in the shop. It will carry out on picpicpic pic Mannings, Watsons, 7-Eleven and Circle K. bargain Promotions activities Beyond the advertising, we will carry out some promotions activities Coupons we will provide coupons in the newspaper, Apple daily, The sun. Consumer can use the coupons to buy our new product for that 1. 5 dollars.Premiums we will provide a small key chain (a small soymilk finger) for buying two of soymilk, it will produce two types. Conclusions Appendices Reference 1. Consumer Attitudes About Nutrition (2008) Online PDF Available from http//www. soyconnection. com/health_nutrition/pdf/ConsumerAttitudes2008. pdf Accessed 9/11/2009 2. Product Vitasoy http//www. v itasoy. com. hk/eng/product/soya001. html 3. Annual report of Vitasoy http//www. vitasoy. com/download. php? id=105&lang=en 4. Mingpaonews, Finance http//finance. sina. com. hk/cgi-bin/nw/show. cgi/2880/2/1/1642787/1. html pic

Wellness Plan

Well I started to e myself gaining weight, I told myself that I was not happy with the delegacy I looked and I was going to do something round It, I Joined Ballsy Fitness. That did not last very prospicient, I was going to the gym two propagation a week for at least 2 months and did not see much of a change so I gave up going and retributive decided to start eating right, that helped a bit, I was doing k I told myself and then shortly after that I got divorced and the stress from all the consequences of getting divorced made me loose a lot of weight, which was great but I lost it in an unhealthy way.I was able to keep the weight off, until I got involved in a relationship which after a couple of years went downhill and I became very depressed, which led to another eating riot and the weight gain came back in no time. With the positive influence from fri displaces I was able to join a group at work in which we walked 3 times a day, 15 look out over for both our morning and afte rnoon break and about 20-25 miss during our lunch, we did this everyday we were at work. You are belike wondering what was the purpose behind this first paragraph? I Just wanted to give you a bit of my background with my challenges due to my weight.Now at the bestride of 33 1 am a mom again and so far I am lucky to have lost just about all the weight I gained during pregnancy. I have decided to keep up the healthy eating habit I adapted while existence pregnant but I have now also added a 30 min walk each evening around the Jogging way of life at the community center. I plan on doing this until my baby is at least 3 months old where he can be a pusher for a spaciouser period of time without a head support. I believe by starting off with the 30 minute walk I have had a little bit more cogency during the day, instead of feeling like I have to sleep all day long as my baby slept.Together with breast feeding, the 30 minute of walking will help me burn more calories which assist w ith the weight loss and help consume the possibility of diabetes or heart disease by not cosmos overweight. I know by not sticking to my plan, It could lead to negative results such as, continuous weight gain which can potentially lead to serious health conditions such as heart disease or diabetes, less energy to spend time with my family, also lack f motivation to get my school work done, resulting In poor grades, and which can eventually lead to me being unhappy and unhappiness can affect you In many ways.In order to make sure that I suck to my plan of choice I exigency to make sure that I make the time everyday like I have been doing to vaults the community center to put In the 30 miss to get my walking done. As my little one gets older I plan to Increase that 30 miss to at least an hour or even try to incorporate some other form of exercise at least two toner clays out AT ten week. As I make tense plans to lead a enameller Tie ten plainly obstacles I see that could prevent this is myself.I need to make sure I confront as discipline as I am now to follow thru. Also I need to make sure that throughout my busy muniment I do find the time to get these activities done. I plan on sticking with this plan for at least a year, by the end of that year I plan to be at least boss as compared to the 159 lbs I am at now. If this is achieved, I will not only be a happier person but will be able to do more with my family, especially with my kids. My reward will be a long awaited shopping spree

Nba – a New Digital Entertainment Model in China

Entertainment and Media Industries Professor Sam Craig NBA A New Digital Entertainment Model in mainland China Name Ted Mui Executive Summary The matter Basketball Associations expansion into the Chinese market has been met with great succeeder. The companys China operation currently gene grades oer UDS$150 billion in annual sales, and is unrivaled of the nearly recognized international crisscrosss in the soil. To further focus on the growth of this uncomparable market, a subsidiary was naturalized in 2008, with former head of Microsoft China Tim Chen serving as the first CEO.The NBA has had great success in developing strategic partnerships in China. all e reallywhere 290 games atomic number 18 broadcasted on Chinese TV per year, and NBA-related content female genitals be readily found online on Chinese clearsites. However, NBA China has thus far provided littler revenue directly from its end consumers, especially with its digital offers. In reviewing its tar sho ot market, we find that the NBA is in direct competition with other online sport products for the time and funds spent by this market.Popular online entertainment options for China youths share the following traits simple to learn and use, ability to interact with other substance abusers, a high (and more or less addicting) re comprise value, and contain many customizable cavorts for its users. Based on these thinkers, it is suggested that NBA China pursue the development of a brand smart web portal combining the components of gaming, genial networking, and telly streaming, which currently all exist as separate components.Using a concept based on an old video game idea, the web portal give aim to move consumers down the marketing funnel, eventually expanding the fan base and leading to end-user generated revenue. The cliche of the China market is well cognise to everyone by now. With its population of 1. 3 billion steadily increasing its purchasing power, China has fail t he focal point of just about every international company. Despite its potential, many multinational corporations attempt in entering the China market ends in failure, with millions of dollars of investment vanishing without producing any returns.The National Basketball Association is one of the rare success stories in China. Since opening its first office in Hong Kong in 1992, the NBAs greater China operation has grown to four offices with over 100 employees, generating over USD$150 million in annual sales. According to a survey, nearly 90% of Chinese people aged 15-54 in 11 urban markets had some conscious(predicate)ness of the brand. 1 Despite this initial success, there remain many opportunities for growth in this market, especially in the digital sector. approach increasing pressure from competition wishing to emulate its success and from shareholders seeking greater returns from the market, the NBA must look for new ways to build on its success in China. Company Background Th e National Basketball Association, founded in 1946, is a global sports and entertainment brand that features 30 teams in the United States and Canada. It is currently the ternion largest sports league in North America, with an estimated league revenue of $3. 2 billion for the 2008-09 season. Looking to expand the associations presence outside of North America, the NBA now and then hosts exhibition games around the sphere. 1 The NBA first made its presence in China in 1979, when the Samantha Marshall, NBAs China Strategy a Slam Dunk, Crains New York Business. com, May 29, 2008. 2 Source Plunkett Re wait, Ltd Washington Bullets traveled to China to play two exhibition games against the Chinese National Team. Seeing the potential for the Greater China market, the NBA sent its first Asia-based employee to Hong Kong in 1990. The associations operations in China have grown substantial since, leading up to the make-up of NBA China in 2008. As a subsidiary of the association, NBA China i s responsible for conducting all of the leagues business in Greater China. trance the NBA ashes as the majority shareholder of the new entity, 5 other strategic partners invested $253 million to acquire 11% of the company in preferred equity. The 5 partners are ESPN (a division of Walt Disney), Bank of China Group Investment, Legend Holdings Ltd. Li Ka Shing Foundation, and China Merchants Investment. 4 Timothy Chen, former CEO of Microsoft China, was appointed as the new entitys first CEO. NBAs Digital Strategy in China Since Yao Mings entry into the league, NBA coverage has grown substantially along all lines of Chinese media. The agriculturals national television network, CCTV, has Each season, the CCTV established a long-term partnership with the association. sports channel televises over 90 regular season games, including the NBA All-Star Game, NBA Playoff games and The Finals.In summing up to CCTV, the NBA is too covered by 50 other broadcasters around China, covering all scarce 2 provinces in the country. In total, about 290 NBA games are broadcasted on TV in China each year. 5 3 Pete Thamal, The NBA and China Are Fans of Each Other, New York Times, August 9, 2008. Source nba. com 5 Source hket. com 4 The NBA has also been able to benefit on the rapidly increasing population of internet users in China. The association has partnered with Tom. com to revamp its localized websites in Greater China (Mainland China, Hong Kong, and Taiwan).Among the new features, the sites will include online webcasts allowing viewers to watch live games and Chinese-language talk shows daily, and provide gaming and fantasy basketball options and networking capabilities. 6 Moving towards high translation media, the NBA has recently signed a strategic cooperation agreement to allow BesTV, Shanghai Media Groups (SMG) network Protocol TV (IPTV) subsidiary, to offer pay-perview broadcasts of up to 14 high-definition NBA games daily over a four-year period. 7 Through a par tnership with KongZhong Corporation, the NBA has also launched a China WAP site in 2007.The site will allow mobile users to retrieve a broad range of content options including news, scores, editorial content, player interviews, TV schedules, wallpapers, ring tones, video clips and live NBA games. The NBA hopes to generate revenue from the site through offering advertising options to corporations and premium downloadable content to end-users. 8 The NBAs media blitz in China appears to have produced great results. Currently, more than 30% of nba. com affair comes from China, and this number can be expected to increase over the historic period. NBA was ranked 7th in the hottest search keywords in 2008 for Baidu, Chinas leading search engine. Similarly, NBA was ranked tenth for Google Chinas most popular search words. Other than the NBA, plainly Xunlei and QQ, 6 7 Anita Davis, NBA Inks Tom. com Online Deal, CEI, August 20, 2008 st Source 21 Century Business advertise 8 Source nba. com two of Chinas largest web portals, appear in the top 10 of both those lists. However, it is unknown how effective this web traffic has been in generating actual revenue for NBA China.Market Overview In 2008, China overtook America as the country with the largest number of internet users. As of the second quarter of 2009, the country now has over 330 million users, with a growth rate of over 50% annually (see exhibit A). The demographic groups growing comparatively faster than this bonny are people living in rural areas (with over 100% annual growth), young netizens aged 18 and under, and adults aged 30 and up. Exhibit B shows a breakdown of the age demography of internet users in China.There are also an increasing number of users accessing the internet through mobile devices. Currently, over 29% of internet users use mobile phones to get online, with a growth rate far exceeding that of laptop users. 9 The high growth rate indicates that more and more of the countrys 600 million mobile-phone subscribers now own mobile devices capable of accessing internet information. With next generation mobile technologies such(prenominal) as the iPhone and Google Android yet to reach the mass market in China, there remains great potential for significant growth in this market for years to come. The Meek Shall Inherit the Web, Economist, September 6, 2008 Exhibit A 100 million Total net income users in China 2005-2009 3. 5 3 2. 5 2 1. 5 1 0. 5 0 1. 23 1. 03 1. 62 2. 50 3. 38 Total Internet Users 2005 2006 2007 2008 2009 Exhibit B Age structure of Internet users in China Source Statistical Survey Report on the Internet Development in China, CNNIC, January 2008 Competition Many sports and entertainment companies have act to emulate the NBAs success in China and have invested heavily in its digital marketing efforts.The National Football League has launched a Chinese website (nflchina. com) providing up-to-date news and score, discussion boards and mini-games. Manchester United, the richest sports club in the world, also has an all-Chinese website with online media and shopping to capture on its Chinese fan base. But as the earlier search rankings would suggest, the NBA is by far the leading sports entertainment company in China. Leading infotainment web portals such as sina. com and sohu. com have pages dedicated to the NBA linked from their face page.Already in a dominant position in the sports entertainment sector in China, the NBA should perhaps look at its competitive landscape from some other perspective. At present, the NBA generates the majority of its revenue in China through broadcast rights, branding partnerships and ad sales through its media channels. However, it has thus far been able to generate relatively little income from its actual fan base with its digital content. In comparison, end-user Internet Value Added Services (IVAS) made up for the majority of the revenue for Tencent Holdings Ltd. another(prenominal) digital media par tner of NBA China. Tencent Holdings Ltd. is the largest and most used internet service portal in China. The companys strategic goal is to provide users with a one-stop online brio service10 While its product offerings are similar to that of MSN Messenger, Facebook, World of Warcraft, 10 Source tencent. com and other leading instant messaging, social networking, and online gaming companies, Tencent is unique in its ability to generate revenue directly from the end users of its products. Most of Tencents products are inter refered through its QQ Network, ncouraging its free users to upgrade in run to access its value-added services such as ringtone downloading, SMS sending/receiving, and online gaming. QQ Coin was later introduced to allow users greater ease in making purchases in the virtual(prenominal) world, and incentivizing video gamers with rewards for performance. With a retail value of 1 yuan (about 14 cents) per coin, users are able to use the coins to purchase virtual good s such as avatars, virtual gifts for friends, and even items for use in games. Due to its ease of use and low denomination in value, the QQ Coin took off with the companys young user base.It is estimated that nearly $2 billion in virtual currency was traded in 2008, even leading the Chinese government to implement restrictions to the trade. 11 Exhibit C Tencent Holdings Ltd. Quarterly Revenue by Sector Source Tencent Holdings Ltd. Investor Fact Sheet 11 David Barboza, In China, New Limits of Virtual Currency, New York Times, June 30, 2009 Strategic Analysis While NBA China has succeeded in building brand awareness with its target demographic market, its digital strategy has thus far only focused on only the active fan base of this market.Its licensed product with Tencent and EA Sports, NBA Street Online, targets only the segment of gamers who are passionate about NBA basketball. Likewise, services on the NBA China website such as video games and news updates are mainly targeted to a lready converted basketball fans. A recently initiative called NBAiD was launched exclusively for the NBA China website. Looking to capitalize on the growing popularity of social networking and blogging, NBAiD acts as a personal page for NBA fans, allowing fans to connect with one another and express opinions through blogs.However, at this point, the product itself has very little added value for active or casual fans. Segmenting user categories using the concept of the marketing funnel, we see that NBA China has succeeded in both capturing awareness in the mass market and driving loyalty from its core fan base through its digital strategy, but have done little to drive aware consumers down the funnel (see Exhibit D). There remains great potential for the NBA to generate greater interest and desire for its product through a change of its digital strategy. Exhibit DThe Marketing Funnel Applied to NBA China Target Market Awareness Casual internet users who are aware of the NBA brand, but have no intent to spend money on its products Internet users who are interested in learning more about the NBA, and look to enforce free products and services made available to them Interest Desire Internet users who are attracted by the entertainment value of the NBA and may take military action upon receiving an prepossessing offer Action Individuals who are engaged to the NBA and are most likely to purchase new products and services offered to them Repeat PurchasesThe digital age has changed the landscape of sports marketing. Martin Sorell, promontory executive of WPP, recently advised the International Committee on the importance of meeting the needs of the new generation of young and tech-savvy consumers There are 1. 6 billion people online today and 4 billion mobile phones. The key audience with whom these digital opportunities resonate is of course young people. They are a semiprecious and massive audience. Globally they impact over $600 billion in consumer spending. The young people take their media habits with them, so if you are ot part of their habit now you most definitely will not be in the future. Let the children play. You have to let them play with your content, your assets in their own way. 12 12 Karolos Grohmann, Dont Restrict Games Media Access, Sorrell urges IOC, Reuters, October 5, 2009 While referring to a different context, Sorrells remarks can also be addressed to NBA Chinas current situation. There is indeed a huge market of internet and mobile users, and the majority of them belong to the young demographic group that NBA China is targeting.The media habits of youths in China also differ greatly than that of the United States (see Exhibit E for comparison). On average, Chinese youths spend about 18 hours on the internet a week, compared to 12 hours in the US. 13 tender networking sites such as renren. com and kaixin001. com, streaming video sites such as youku. com and todou. com, and online games make up for the majority of these hours spent online. NBA China should now look to capture a bigger share of the entertainment hours spent by youths online. To accomplish this, NBA China must understand and tap into the media habits of these users, as Sorrell suggests.Exhibit E Comparison of Internet Activities Used by US and China Internet Users Source China Internet Network Information Center & Pew Research Center 13 Shaun Rein, Blogging Down in China, BusinessWeek, July 27, 2006 Popular online entertainment options for China youths share the following traits simple to learn and use, ability to interact with other users, a high (and most addicting) replay value, and contain many customizable features for its users. One such example is the recent phenomenon of the Happy acquire game (see Exhibit F for screenshots).The concept of the game is not a breakthrough in any way In the game, players act as owners of a farm, and are responsible for cultivating, irrigating, fertilizing, spraying, harvesting and selli ng crops. Each action will add points to the players level. However, a player can not only take action on his own farm, but also on his friends farms. Thus, people can either help their friends manage their farms, or steal crops from other players. The accumulation of all these actions will eventually help the players get bigger farms.Made available for users in social networking sites such as kaixin001. com and renren. com, the success of the simple game has been phenomenal, with reportedly 23 million users now playing the game. 14 Tencent has since created its own version of the farming game, and is expected to generate RMB50 million (USD $7 million) from the game each month. 15 Exhibit F Screenshots of Happy Farm Game 14 15 Source duowan. com Source tradingmarkets. com Recommendation Currently, the NBA China already has components of gaming, social networking, and video streaming.The idea is to combine all these components into one entertainment web portal targeted to youths tha t will drive interest and desire, leading to generation of revenue from end users. In 2005-06, video game developer 2K Sports added a new feature to its yearly NBA and NFL games called The Crib. The feature awards players as they accomplish feats and milestones indoors the game. With crib credits, players are then able to decorate their crib (slang for home), buy music, or play mini-games (see Exhibit G for screenshots of Cribs).While this feature was innovative in adding replay value to the game, its customizable options were limited and the feature was eventually removed in future renditions of the sports games. However, such a concept may be much better utilized in an online environment where crib owners can interact in real time, new videos and games are readily accessible, and virtual items are plenty to satisfy the customization impulse of its users. Exhibit F Screenshots of The Crib from video game NFL 2K5 Source ign. com The possibilities stemming from such an idea are end less.Having already an established network of corporate partners, The NBA Crib can serve as a media channel for product placement. Already showing an appetite for spend virtual dollars, users in return can earn or buy credits to purchase branded virtual products for their cribs (ie. a Coca poop machine) or even themselves (ie. the latest basketball shoes from Adidas). Other uses for crib credits can include purchasing coupons for use at the online NBA store and video clips and music exclusive to the NBA. Most importantly, interaction between crib owners should be encouraged through games within the crib system.Basketball-themed games can take place within the assigned neighborhoods of owners, and friends can visit each others crib with their custom avatar. With the right combination of attractive gaming options, customizable features, and interactive capabilities, this concept will substantially increase the interaction between the NBA and its fans, and eventually lead to a sustain able model for generating revenue from its target market of Chinese youths. NBA China has successfully developed a unique and dominant position in the sports entertainment sector in China.However, the NBA can not simply rely on its popularity and brand recognition to succeed. With Yao Ming injured this season, there are worries that NBA viewership rates in China will significantly drop this coming season. It is therefore crucial for NBA China to connect with its target market and provide supportive product offerings to satisfy their entertainment needs. In this market of technologydriven consumers, NBA China must strive to not only become the leader in sports entertainment in China, but also a leader in digital entertainment.