Mit Case Study

BCG – Join BCG – Interview Prep – Practice Cases – Distribution†¦ http://www. bcg. com/join_bcg/interview_prep/practice_cases/dis†¦ The Boston Consulting Group Home > Join BCG > Interview Prep > Practice Cases > Distribution Strategy Distribution Strategy Crafting a Distribution Strategy for a Sugar Cereal Manufacturer Your client is the sugar cereal division of Foods Inc. , a U. S. -based distributor and manufacturer of packaged foods. According to the division president, Foods Inc. ‘s traditional strength has been with grocery stores, which still account for the majority of its $1. billion in sugar cereal sales. But Big M Mart, a discount chain, has been growing at a healthy rate of almost 15 percent per year and has now become Food Inc. ‘s largest customer. Your client is not sure how to react, and has asked BCG for assistance with its distribution strategy. Establish Understanding of the Case First, let me make sure I understand t he problem. Our client specializes in sugar cereals traditionally distributed through grocery stores. Sales to Big M Mart, a discount chain, have been growing at 15 percent per year, and the chain has recently become the largest distributor of the client's product nationwide.We are here to help evaluate the distribution strategy in light of Big M Mart's growth. That is correct. Could you explain to me how grocery stores differ from discount stores? Sure. Grocery stores generally specialize in food, as well as selling some household goods and over-the-counter pharmaceuticals. Discount stores, on the other hand, offer food alongside a wide variety of merchandise, including clothing, home electronics, and housewares. Does Big M Mart market its food products differently than do grocery stores? Discount stores advertise lower prices for a wide variety of foods, particularly staple, nonperishable foods.Could I take a moment to write a few notes to myself? Please feel free. Set Up the Fram ework Before making recommendations, I think we would need to evaluate whether sales growth at Big M Mart is good or bad for Foods, Inc. To do that, I would first look at how its sugar cereal performance at Big M Mart compares with that in other distribution channels. Second, I would look at its performance at Big M Mart in relation to competitors' performance. Next, I would determine what drives customer purchases. Finally, I would want to understand the supply chain.That certainly sounds like a reasonable approach. Let's proceed. Evaluate the Case Using the Framework 1 of 6 10/2/09 6:57 PM BCG – Join BCG – Interview Prep – Practice Cases – Distribution†¦ http://www. bcg. com/join_bcg/interview_prep/practice_cases/dis†¦ First, I would like to get a better sense of where Big M Mart stands in relation to our client's other distribution channels by examining the client's sales data and margins, by distributor. The marketing department does not hav e margins by channel, but tracks sales and volume for its top five distributors.What does this imply about Big M Mart as a distribution outlet? It looks as if the top distributors have been growing more important, but particularly Big M Mart, which is growing faster than all the others. This is particularly true when we look at volume, where Big M Mart's growth is much higher than that of the other four channels. And how could you interpret what these data says about margins? While the client's sales through other distribution channels are growing faster than volume, Big M Mart volume and sales growth are the same, so the average price paid by Big M Mart has remained constant.That implies that sales growth at Big M Mart could have negative implications for our client's margins. Next, I would like to look at how our client is doing in relation to the competition within Big M Mart. Have they been gaining or losing market share? How might you find that out? I would try to interview Big M Mart's purchasing personnel, since they would probably track those data for their own purposes. Why would they want to talk to you? How might you approach such an interview? I would approach the purchasing personnel and suggest that our client and Big M Mart work ogether to identify best practices to reduce costs and increase sales of sugar cereals at Big M Mart. Let's say in a perfect world you could get a breakdown of Big M Mart sales for the four largest competitors (see market shares below). 2 of 6 10/2/09 6:57 PM BCG – Join BCG – Interview Prep – Practice Cases – Distribution†¦ http://www. bcg. com/join_bcg/interview_prep/practice_cases/dis†¦ What can we infer about our client's competitors within this channel? Who should they be worried about? It looks like our client is losing market share, as is Tasty Breakfast, while Cereal Co. nd Private Label are gaining share. Private Label, however, looks to be growing from a very small base. I w ould like to explore why our client is losing market share to Cereal Co. at Big M Marts. Are their prices better than those of our client? After a period of price wars six to seven years ago that lowered industry margins, the cereal companies have refrained from price competition within the same channel. If prices are not driving the difference, I would look at other factors such as brand selection, percentage of shelf space, product placement, and in-store promotions.Visits to Big M Marts indicate that each name-brand company holds 30 percent of the shelf space, while private label has 10 percent. Cereal Co. brands, however, tend to be placed lower on the shelf than your client's products. Well, I suspect that children are a large target market for the sugar cereal manufacturers. The lower shelf placement could be especially important to children who are looking at the different types of cereals. Are there any other promotions? Some Cereal Co. brands have sales promotion tags, and the team notes that store flyers advertise specials on Cereal Co. rands for Big M Mart customer cardholders. So, even if all the companies are maintaining product prices, maybe Cereal Co. is strategically discounting prices to gain market share. It seems as if there is evidence of cooperation between Cereal Co. and Big M Mart. Do we know anything about their relationship? During earlier discussions with Big M Mart, you discovered that your client's competitors have 50 sales representatives dedicated to the Big M Mart account. Your client has seven. Cereal Co. appears to be dedicating more resources to its relationship with Big M Mart than our client is.This may explain its better product placement and promotion programs. 3 of 6 10/2/09 6:57 PM BCG – Join BCG – Interview Prep – Practice Cases – Distribution†¦ http://www. bcg. com/join_bcg/interview_prep/practice_cases/dis†¦ I think I have a good sense of distribution and competition. I would now like to look at the customers and understand why they select the products they do. One hypothesis I have is that shifting brand loyalties are hurting our client's market share at Big M Mart. That's interesting. What do you think might motivate purchases of sugar cereals?There are lots of factors, such as the games in the boxes, the price of the cereal itself, how it tastes. To better understand consumer behavior, we might conduct market research, possibly through focus groups, customer observation, and price sensitivity studies. BCG teams often do such research. Let's assume your team conducts some analysis. Your research concludes that most buyers tend to fall into two categories. Approximately 60 percent of buyers go straight to one cereal and grab it. We can call this group the â€Å"brand-loyal† shoppers.Another 40 percent of shoppers look at all the cereals and then select one that interests them. Let's call this group the â€Å"impulse† buyers. For the brand-loya l shopper, the priority would be product availability, while product placement would be important for consumers who like to shop around. Within these groups, are consumers price sensitive such that one brand can lure shoppers loyal to another brand? In general, your research indicates that consumers are not price sensitive and are extremely loyal to their preferred brand.But when the preferred cereal is unavailable, the brand-loyal customers will purchase discounted cereals approximately 35 percent of the time. Well, from that information, it appears that price is not a major driver of purchases unless the preferred cereal is out of stock. In these stock-out situations, you said, brand-loyal customers will purchase discounted cereals 35 percent of the time. What happens when the customer does not purchase a discounted cereal? In approximately 25 percent of cases, the customer walks away without purchasing any cereal at all.In the remaining 40 percent of cases, the brand-loyal custom er will act like an impulse shopper and select another brand. Interesting. It seems as if product availability could be a major driver of total cereal volume for Big M Mart. Of course, we would need to know how often stock-outs occur that cause consumers to walk away without purchasing cereal occur. Since I have a pretty good understanding of customer motivation, I'd now like to ask a few questions about the client's supply chain. I would want to talk to our client's distribution personnel to understand the distribution process and to determine how often stock-outs occur.Can you describe how our client's cereal is distributed at Big M Mart? Cereals are distributed from the factory to the distributor's warehouse twice monthly. The retailer then stocks the shelves itself. Do we have any knowledge about when the individual stores are out of stock? No, we do not, since our client only delivers to the warehouses and has no direct access to in-store inventory information. Since we identif ied product availability as a key success factor earlier on, I would want to make sure that the stores were stocking the product correctly.Let's say that in your earlier in-store investigations, you found out that Big M Mart stores averaged 15 percent of sugar cereal brands out-of-stock, across all brands. 4 of 6 10/2/09 6:57 PM BCG – Join BCG – Interview Prep – Practice Cases – Distribution†¦ http://www. bcg. com/join_bcg/interview_prep/practice_cases/dis†¦ Stock-outs would be a major problem for our client, since 60 percent of customers look for a specific brand of cereal and 35 percent of them would buy a discounted brand in a stock-out situation.Big M Mart would also have an incentive to reduce out-of-stock incidents, since 25 percent of the time, a brand-loyal customer will walk away without buying anything. Summarize and make recommendations Big M Mart is our client's leading customer, accounting for more than 20 percent of our client's su gar cereal revenue. Although sales to Big M Mart are increasing on an absolute basis, our client's margins there are lower than in its other channels and its competitive position is eroding in that channel. At Big M Mart, our client faces competition from both private label and Cereal Co. although the latter appears to be the greater threat. There appears to be a relationship between Big M Mart and Cereal Co. as evidenced by their joint promotions, the superior placement of the Cereal Co. product, and the substantial resources that Cereal Co. has dedicated to the Big M Mart account. We learned that 60 percent of customers are brand-loyal, implying product availability is most important. However, 40 percent like to try different kinds of cereal, indicating product placement is also important.Purchasers do not appear to be price conscious, unless the type of cereal they are looking for is out of stock, in which case there is a stronger tendency to base purchases on price promotions. I n terms of distribution, our client is making deliveries twice a month to Big M Mart's warehouses. Big M Mart, in turn, is responsible for stocking the shelves. We currently have no direct knowledge of when our client's items are out of stock at the individual stores, but there is evidence that stock-outs do occur with some frequency. Well, it sounds as if you understand the situation. What would you recommend the client do?The sales through Big M Mart appear to have a negative impact on the bottom line, as they have lower margins than sales through grocery stores. The client could work with grocery stores to ensure that they are able to compete effectively with Big M Mart in the sugar cereal market. This strategy could be risky, however, since Big M Mart is a large and important customer. Therefore, I would recommend that our client work more collaboratively with Big M Mart. To defend its current position at Big M Mart stores, the client should move toward a partnership with Big M Mart and dedicate more resources to the relationship.The customer and competitor data indicate that our client's first priority should be to improve distribution to ensure better product availability. In addition, it should push for product placement equal to, if not better than, that of its competitors. Why would Big M Mart be willing to enter into a partnership with Foods Inc? Foods Inc could offer to share its information about customer behavior to help increase revenues for both itself and Big M Mart. Stock-outs hurt Big M Mart in two ways. First, some brand-loyal customers simply walk away without purchasing cereal whenever their preferred brand is unavailable.Second, we know that other brand-loyal customers purchase lower-priced cereal whenever they encounter a stock-out of their preferred brand. Both of these instances lower Big M Mart's revenue. By eliminating stock-outs, Big M Mart could increase its sales by simply ensuring that customers don't walk away without making a p urchase. Converting these purchase occasions to sales would increase Big M Mart's sales of sugar cereals by more than 2 percent(1). Better availability also helps Big M Mart and our client increase their revenue by deterring the brand-loyal shoppers from trading down to lower-priced cereals.Recall that 35 percent of the brand-loyal shoppers purchase a discounted cereal if their preferred brand is not available. If improved distribution now makes the preferred brands more consistently available, the customers will pay a higher price for these products. Finally, we could use the information about consumer purchase behavior to help persuade Big M Mart to 5 of 6 10/2/09 6:57 PM BCG – Join BCG – Interview Prep – Practice Cases – Distribution†¦ http://www. bcg. com/join_bcg/interview_prep/practice_cases/dis†¦ share information about product availability in its individual stores.We could work with our client and Big M Mart to improve the current distri bution system to allow for more economical deliveries, while at the same time ensuring that our client's product is consistently available in the store. Thank you. Those sound like solid recommendations, but I would suggest that you fully understand the root cause of the stock-out situations and the cost to eliminate them before moving ahead. (1) 15 percent out of stock x 60 percent brand-loyal customers x 25 percent willing to forgo purchase = 2. 25 percent 6 of 6 10/2/09 6:57 PM

Biography of Atahualpa, Last King of the Inca

Biography of Atahualpa, Last King of the Inca Atahualpa was the last of the native lords of the mighty Inca Empire, which spanned parts of present-day Peru, Chile, Ecuador, Bolivia, and Colombia. He had just defeated his brother Huascar in a violent civil war when Spanish conquistadors led by Francisco Pizarro arrived in the Andes mountains. The unlucky Atahualpa was quickly captured by the Spanish and held for ransom. Although his ransom was paid, the Spanish killed him anyway, clearing the way for the plunder of the Andes. Fast Fact: Atahualpa Known For: Last indigenous king of the Incan EmpireAlso Known As:  Atahuallpa, Atawallpa, and Ata WallpaBorn: c. 1500 in CuzcoParents: Wayna Qhapaq; mother believed to be either Tocto Ocllo Coca,Paccha Duchicela, or Tà ºpac PallaDied: July 15, 1533 in CajamarcaNotable Quote: Your emperor may be a great prince; I do not doubt it, seeing that he has sent his subjects so far across the waters; and I am willing to treat him as a brother. As for your pope of whom you speak, he must be mad to speak of giving away countries that do not belong to him. As for my faith, I will not change it. Your own God, as you tell me, was put to death by the very men He created. But my God still looks down on His children. Early Life In the Incan Empire, the word â€Å"Inca† meant â€Å"king† and generally only referred to one man: the ruler of the Empire. Atahualpa was one of many sons of Inca Huayna Capac, an efficient and ambitious ruler. The Incas could only marry their sisters: no one else was deemed noble enough. They had many concubines, however, and their offspring (Atahualpa included) were considered eligible for rule. Rulership of the Inca did not necessarily pass to the eldest son first, as was the European tradition. Any one of Huayna Capac’s sons would be acceptable. Often, civil wars broke out between brothers for succession. Huayna Capac died in 1526 or 1527, possibly of a European infection such as smallpox. His heir apparent Ninan Cuyuchi died as well. The Empire immediately split, as Atahualpa ruled the northern part from Quito and his brother Huascar ruled the southern part from Cuzco. A bitter civil war ensued and raged until Huascar was captured by Atahualpa’s forces in 1532. Although Huascar had been captured, regional mistrust was still high and the population was clearly divided. Neither faction knew that a far greater menace was approaching from the coast. The Spanish Francisco Pizarro was a seasoned campaigner who had been inspired by Hernn Cortà ©s audacious (and lucrative) conquest of Mexico. In 1532, with a troop of 160 Spaniards, Pizarro set off along the western coast of South America in search of a similar empire to conquer and plunder. The troop included four of Pizarros brothers. Diego de Almagro was also involved  and would arrive with reinforcements after Atahualpas capture. The Spanish had an enormous advantage over the Andeans with their horses, armor, and weapons. They had some interpreters that had been previously captured from a trading vessel. Capture of Atahualpa The Spanish were immensely fortunate in that Atahualpa happened to be at Cajamarca, one of the closest major cities to the coast where they had disembarked. Atahualpa had just received word that Huascar had been captured and was celebrating with one of his armies. He had heard of the foreigners coming and felt that he had little to fear from fewer than 200 strangers. The Spanish hid their horsemen in the buildings around the main square at Cajamarca, and when the Inca arrived to converse with Pizarro, they rode out, slaughtering hundreds and capturing Atahualpa. No Spanish were killed. Ransom With Atahualpa held captive, the Empire was paralyzed. Atahualpa had excellent generals, but none dared try to free him. Atahualpa was very intelligent and soon learned of the Spanish love for gold and silver. He offered to fill a large room half full with gold  and full twice over with silver for his release. The Spanish quickly agreed and the gold began flowing in from all corners of the Andes. Most of it was in the form of priceless art and it was all melted down, resulting in an incalculable cultural loss. Some of the greedy conquistadors took to breaking up golden items so that the room would take longer to fill. Personal Life Before the arrival of the Spanish, Atahualpa had proven to be ruthless in his ascent to power. He ordered the death of his brother Huascar and several other family members who blocked his way to the throne. The Spanish who were Atahualpa’s captors for several months found him to be brave, intelligent, and witty. He accepted his imprisonment stoically and continued to rule his people while captive. He had small children in Quito by some of his concubines, and he was evidently quite attached to them. When the Spanish decided to execute Atahualpa, some were reluctant to do so because they had grown fond of him. Atahualpa and the Spanish Although Atahualpa may have been friendly with some individual Spaniards such as Francisco Pizarro’s brother Hernando, he wanted them out of his kingdom. He told his people not to attempt a rescue, believing that the Spanish would leave once they had received their ransom. As for the Spanish, they knew their prisoner was the only thing keeping one of Atahualpa’s armies from crashing down on them. Atahualpa had three important generals, each of whom commanded an army: Chalcuchima in Jauja, Quisquis in Cuzco, and Rumià ±ahui in Quito. Death General Chalcuchima allowed himself to be lured to Cajamarca and captured, but the other two remained threats to Pizarro and his men. In July 1533, they began hearing rumors that Rumià ±ahui was approaching with a mighty army, summoned by the captive Emperor to wipe out the intruders. Pizarro and his men panicked. Accusing Atahualpa of treachery they sentenced him to burn at the stake, although he was eventually garrotted. Atahualpa died on July 26, 1533, in Cajamarca. Rumià ±ahuis army never came: the rumors had been false. Legacy With Atahualpa dead, the Spanish quickly elevated his brother Tupac Huallpa to the throne. Although Tupac Huallpa soon died of smallpox, he was one of a string of puppet Incas who allowed the Spanish to control the nation. When Atahualpa’s nephew Tà ºpac Amaru was killed in 1572, the royal Inca line died with him, ending forever any hope for native rule in the Andes. The successful conquest of the Inca Empire by the Spanish was largely due to unbelievable luck and several key mistakes by the Andeans. Had the Spanish arrived a year or two later, the ambitious Atahualpa would have consolidated his power and may have taken the threat of the Spanish more seriously and not allowed himself to be captured so easily. The residual hatred by the people of Cuzco for Atahualpa after the civil war certainly played a part in his downfall as well. After Atahualpa’s death, some people back in Spain began asking uncomfortable questions about whether Pizarro had the right to invade Peru and capture Atahualpa, considering Atahualpa had never harmed him. These questions were eventually solved by declaring that Atahualpa, who was younger than his brother Huscar with whom he had been warring, had usurped the throne. Therefore, it was reasoned, he was fair game. This argument was very weak- the Inca did not care who was older, any son of Huayna Capac could have been king- but it sufficed. By 1572, there was a complete smear campaign in place against Atahualpa, who was called a cruel tyrant and worse. The Spanish, it was argued, had â€Å"saved† the Andean people from this â€Å"demon.† Atahualpa today is seen as a tragic figure, a victim of Spanish ruthlessness and duplicity. This is an accurate assessment of his life. The Spanish not only brought horses and guns to the fight, but they also brought insatiable greed and violence that were just as instrumental in their conquest. He is still remembered in parts of his old Empire, particularly in Quito, where you can take in a soccer game at the Atahualpa Olympic Stadium. Sources Hemming, John. The Conquest of the Inca London: Pan Books, 2004 (original 1970).Herring, Hubert. A History of Latin America From the Beginnings to the Present. New York: Alfred A. Knopf, 1962.

A Perfect Day for Bananafish essays

A Perfect Day for Bananafish essays Comparison Between A Perfect Day for Bananafish and For Esme With Love and Squalor J D Salinger wrote Nine Stories with the same brilliance as Catcher In The Rye. His style is so unique and complex that all of his short stories are truly enjoyable. Two of those stories are A Perfect Day for Bananafish and For Esme With Love and Squalor. The main characters in both of these stories, Seymour and Sergeant X, have served in World War II, and the fighting has taken its toll on them. Their physiological well-being was sacrificed and as a result they are no longer the same people they were before. Both feel alienated from the people in their life, the same people they had loved before the war. The isolation the war has caused is carried over into their lives, and it caused these men to search for new forms of comfort and security, in the respective forms of Sybil and Esme. In A Perfect Day for Bananafish, Muriel and her husband Seymour have different perspectives of life. Muriel is a carefree and complacent person, while her husband is quite strange and slightly paranoid. His paranoia is illustrated when he looses it in the hotel elevator, I have two normal feet and I cant see the slightest God-damned reason anyone should stare at them. Muriel, however, is unacquainted with Seymours wild breakdowns. She is rather confident that Seymour is perfectly sane as she reports to her mother on the telephone. Muriel doesnt know about this side of Seymour because he has become alienated from her after the war. Their personalities dont match anymore, if they ever did, and he is seeking some sort of understanding that he knows Muriel cannot provide. Seymours relationship with Sybil is making up for Muriels shortcomings. Seymour is looking for the understanding of a child and the love of an adult. He wants someone who will not judge him. He realizes the impossibil ity of his desires with Sybil when he ge...

ASSIGNMENTbiologychemical and cellular foundations of life Essay

ASSIGNMENTbiologychemical and cellular foundations of life - Essay Example , thus "passive" whereas in In active transport it is possible to go against the concentration gradient and an external source of energy like ATP is required to move the carrier and its materials thus, "active" 3a i A. Connective tissue B. Ciliated epithelium C. Columnar epithelium ii A. Connective tissue joints bone with muscles B. Ciliated epithelium forms lining of the respiratory systems C. Columnar epithelium forms lining of the digestive track. B i and ii The primary function of Connective tissues is to connect and join different organs. Ciliated epithelium tissue has cilia which helps cleaning the surface and restrict settlement of microorganism on to the surface. Columnar epithelium having a appendages called microvilli which helps in smooth movement of food particles in intestine. 4.a. Ribbon shape structure. b. It is a linear chain of amino acids. C.i. X- beta sheets Y-alpha helix ii. Hydrogen bonds d. Tertiary structure is responsible for formation of active site for lysozyme, the site responsible for the enzyme catalysis. 5.a. i-D ii-E iii-A iv-B v-C b. i. Glucose ii.a triglycride iii. an amino acid Simple sugar has aldehyde and ketone whereas Triglyceride contains fatty acids and glycerol . Amino acids possess carboxyl and amino groups. c. Uracil is present in RNA whereas Thymine is present in DNA. 6.a. Mitosis and Meiosis. b. Growth= Mitosis Reproduction = Meiosis C During fertilization two cells are combine and forms zygot. Number of chromosome should be maintain 2n and that's why It is necessary for reduce chromosome number to n fro 2n during gamete formation. 7a G1 phase, S or synthesis phase, andG2 phase. b. G1 phase: The first phase within interphase, from the end of the previous M phase till the beginning of DNA synthesis is...The hydrophobic domain consists of one, multiple, or a combination of -helices and sheet protein motifs. Most of the biological molecules are either larger in size or having definite charges on it. Hence The plasma membrane is non permeable to it. lipid bilayer is permeable only to water molecules and a few other small, uncharged, molecules like oxygen (O2) and carbon dioxide (CO2). These diffuse freely in and out of the cell. Passive transport involves carriers, channels, or direct diffusion through a membrane. This type of transport always operates from regions of greater concentration to regions of lesser concentration. No external source of energy is required, thus "passive" whereas in In active transport it is possible to go against the concentration gradient and an external source of energy like ATP is required to move the carrier and its materials thus, "active" G1 phase: The first phase within interphase, from the end of the previous M phase till the beginning of DNA synthesis is called G1 (G indicating gap or growth).

Community Solving Problem Research Paper Example | Topics and Well Written Essays - 750 words

Community Solving Problem - Research Paper Example Setting this up requires substantial change rooted to a certain law enforcement initiative, which ended up to its major reform programs (The City of New Orleans, 2012; Childress, 2012). This is the reason why The New Orleans Police Department and the United States Department of Justice came up with an agreement dealing with ousting the scandal involving police force prior to improving city’s safety. In addition, according to report this would also include agreement that would deal with â€Å"recruitment and training performance evaluations and promotions, misconduct-complaint issues and work assignments† – all of these have become elemental sources of corruption (Schwartz, 2012). As a respond to this, Schwartz added the New Orleans Police Department embraces the idea of instigating a reporting system in place so as to monitor crime-watching activity for both external and internal operations. In other words, there is a significant move to employ initiative of main taining transparency for the whole department. Unlike any initiatives for law enforcement, the type applied in the case of New Orleans Police Department is a significant move showcasing the importance of both external and internal check up of performance. ... In the first place, there is an issue of credibility and integrity in this case. People would most likely want to look at the right model and it would be something like an irony on their part relying on a law enforcement agency without any sort of credibility. The city of New Orleans has long been waiting for a more reliable law enforcement agency to protect the people’s concerns and welfares. Hearing these people’s needs, the New Orleans Police Department finally did not waste its time to implement necessary change in its entire system. Although this must be complex at some point because it would involve embracing a new system, aligning human resource and vision casting that could guarantee meeting the community’s need, such of this change according to the officials would emancipate solution for destroying the face of corruption in the department’s entire system. This initiative therefore is tantamount to solving some other related problems in the communi ty in the future. This would make sense considering the point the New Orleans Police Department, as a law enforcement agency, should become agent of change, peace and order. Although in the long run, it would not be easy to erase from people’s mind the past performance of the New Orleans Police Department, the challenge would be on the latter to be much more consistent in adhering to its new implemented change. This in the long run would help prove to the people the department’s actual integrity. The development of this integrity is a specific output of initiative that could last in the future. The said initiative for change is going to be a long process, and its impact at present according to the report is promising (Schwartz, 2012). Positive response from the human resource

Language development Essay Example | Topics and Well Written Essays - 1000 words

Language development - Essay Example Language development in a child is more than just learning to say " dada", "baba", or mama". They have to develop the ability to listen, understand and speak to others. This site explains the different stages in toddlers first years to the subsequent years. Language development involves good vision and auditory skills. . The technique involved in taking a more active role in the child's language development is by talking more often to the child about everyday activities like brushing teeth, drinking milk, etc. keeping eye contact and speaking clearly to a child with a comfortable distance. Stressing on syllables is important and listening to what the child says. If a child has problem in pronouncing some words instead of pointing mistakes repeat the words and sentences. Reading is another technique to improve language development in a child. Eventually it helps a child in writing as well. This site also explains the activities that can help language development in a child like singing songs, making faces, picture books, nursery rhymes, matching games etc.It also explains the importance of cognitive, social, and emotional development. . Language via the Internet: Language development is the task of preparing a language to serve as a tool of literacy and education. Any natural language is already a suitable tool for oral communication. The prophets of doom emerge every time a new technology influences language. It happened in the 15 the century when printing was introduced, then again when the telephone was introduced in 19 th century, and when broadcasting came in the 20 th century: and they gathered again when Internet writing broke several of and spelling, says Crystal. Internet is allowing us to explore... The human languages are known as natural language, artificial languages , constructed languages (individual groups have constructed for practical, experimental, personal or ideological reasons), formal languages, and the programming languages.Language development is the task of preparing a language to serve as a tool of literacy and education. Any natural language is already a suitable tool for oral communication. The prophets of doom emerge every time a new technology influences language. It happened in the 15 the century when printing was introduced, then again when the telephone was introduced in 19 th century, and when broadcasting came in the 20 th century: and they gathered again when Internet writing broke several of and spelling, says Crystal. Internet is allowing us to explore once more. Crystall concludes that a surprisingly small number of new words have been spawned while texting, blogging and other forms have given radical opportunities to develop new stylistic rules. He believes that the new forms of interaction seen in the Internet are far more important than changes in vocabulary, grammar, and spelling. Finally, as the internet becomes more linguistically varied, it also extends a hand to minority languages and it speakers. It helps speakers of minority language to maintain virtual contact through email, chat and instant messaging environments. The recent technologies like email and text messaging will transform language in a way that certain words might become obsolete.

Ethnic Market Essay Example for Free

Ethnic Market Essay With mounting western influence and focus on revival of traditional Indian fashion elements, diversity in India sees many faces. To maintain the dignity of the culture and to provide a platform to small Indian brands, future group initiated ethnocentrism concept by opening ethnicity store in Ahmedabad, Gujarat. This initiative has provided new format insights to organized retailers to expand their horizons in highly volatile Indian consumer oriented market. A new format has always been a challenge to any retailer to sustain into the market. In the changing face of market, to regain preference of consumers towards nationalized brands, can be looked from a confronting angle. This created an anxiety in the mind of researchers and inspired them to undergo the research to understand the ethnicity concept. Ethnicity format is studied based on the first ethnicity store set up in the city of Ahmedabad, Gujarat and glimpses are taken from the second and third store set up in Mumbai and Pune respectively. Research is secondary followed by primary in nature. This paper gives insights into the overall set up of ethnicity format that includes differentiating Criterias of ethnicity in comparison to regular retail formats based on observation at the store. Questionnaire based survey is also performed to get opinion on ethnicity store and paper gives insights into preferential category for purchase for future developments Consumers have given a very good response to the new concept. Along with shopping, experiences of consumers with the format have given a lasting impact on their mind-set. Further Raja market, Rani Market, Thoda aur market are found attractive to consumers and have gained good preference of consumers followed by Sona-chandi market Chota India and Ghar aangan market. The insights into concept development and suggested potential extended formats of ethnicity may readily work as a pillar to stand into the market for new retailers. Keywords: Ethnicity, Ethnocentrism, Organized Retail, Nationalized brands. Introduction Indian fashion industry is moving towards westernization due to high level of acceptance of foreign brands by the consumers. Due to this ,western brands are getting a wider platform than the ethnic brands across the country. As a result, national/ethnic products are even overlooked by consumers and time may come that such products may disappear from the market. To protect the Indian heritage, Future group took up the maiden initiative to provide a space to Indian products and brands under its own name and fame Future Group, Indias leading business house with strong presence in retail sector, launched a new retail format, family lifestyle store Ethnicity, in Ahmadabad to market ethnic brands and products of India in 2008. This chain is a major family format developed after the launch of *Professor, G. H. Patel Post Graduate Institute of Business Management, Sardar Patel University, Vallabh Vidyanagar. **Assistant Professor, N. R. Institute of Business Management (GLS-MBA), Gujarat Technological University, Ahmedabad. Pacific Business Review International 2 highly successful family formats like Pantaloons, Big Bazaar, and Home Town. The new store format that has been billed as Everything Indian, seeks to promote ethnic brands, ranging from ethnic and fusion wear, Jewellery, handicrafts, home decor, beauty products to accessories and gifts. Thus ethnicity showcases a large number of small Indian brands under one roof. Ethnicity besides promoting the culture of ethnic products, provide a modern platform to augment the presence of the retailers into the industry. Research Objectives †¢ †¢ †¢ To understand the concept of ethnicity as a new retail format To understand differentiating factors of ethnicity store in comparison to the modern retail stores. To understand the consumers preference towards the new format. Scope of the Study The study has explored the concept of ethnicity. In includes understanding of the theme and concept development, merchandise development and differentiation criteria of format in comparison to existing formats. Further to understand acceptance of the new format, consumers preference towards the offerings has also been analyzed Data Collection Sources Secondary data sources have been used to understand the concept the ethnicity. Information has been taken from leaflet provided by ethnicity store of Ahmedabad, and Company website to get insights into ethnicity store of Pune and Mumbai. Articles kept on the websites are also used at the launch of ethnicity. Primary data has been collected through questionnaire to know consumers preference towards the new format. Respondents were the consumers of Ahmedabad who visited ethnicity store. Sample of 100 respondents was administered out of which 94 responses identified as valid sample for the study. Literature Review Ethnic origin has been defined as a group of people who share a common descent, a sense of collective identity and usually a shared cultural heritage and tradition (Crysdale and Bettie, 1973). Ethnicity implies common customs, values, and attitudes within a group of people who are bound by a common cultural identification. Because values reflect a standard or criterion that people use in the guidance of behavior, they act as a norm for ethnic consumer behavior and an influence on many consumption motives. Ethnic Marketing Ethnic marketing is an important aspect of lifestyle marketing, a strategy that tailors a companys products and services towards the customers lifestyles. According to Technopak Analysis, the current market of sarees and ethnic wear stands at Rs 31,000 crore and is projected to grow at 10 per cent to reach Rs 45,000 crore in 2014. Views expressing rationale towards ethnic marketing Mr. Arvind Singhal, chairman of management consulting and retail specialist firm Technopak Advisors (201011) said, Overall apparel category spends are rising, with special focus on ethnic wear brands, where many new brands have emerged as market heroes. They sensed the vacuum in the market, ease of entry, and attracted women the most interesting target consumer, which places the Indian ethnic wear market at Rs. 56,800 Crore, growing at 9% annually. Govind Shrikhande, customer care associate and managing director, Shoppers Stop said Branded ethnic Volume 5 Issue 5 (November 2012) wear is one of the top selling categories in our stores. For the past few years this segment has seen double digit growth, Mr. Gaurav Mahajan, CEO, Westside, a Tata group company said ,Indian ethnic wear is an integral part of our customer promise. We widened the Westside range and introduced Zuba, which offers silks and authentic handlooms. This autumn will see the launch of two more brands, Mr. Rakesh Biyani, joint managing director, Future Group said ,There is a significant rise in demand for womens ethnic clothing. There is a big gap between the opportunity and what is being delivered today by organized players. This gap identification generated a lead to cover the untapped ethnic market and future group took up the initiative to establish ethnicity store as a revolution in the existing apparel format. Concept development of Ethnicity Store by Future Group. Store Design Future Group has launched the first of a chain of stores aimed at retailing Indian wear in 2008 in Ahmedabad city. It is the branded Ethnicity store that keeps the a range of ethnic and fusion wear, jewelry, handicrafts, home decor, beauty products and accessories and gifts. All the products are India inspired. The store is having a spread over an area of 25,000 to 30,000 sq. ft. Store Objective The apparel labeled as traditional and indoor clothing a decade ago, has laid the foundation for todays contemporary Indian ethnic chic. Ethnicity proudly follows the Indian values of being sensitive to Ahmedabad city, environment and community. It provides a platform to bring together traditional or ethnic 3 retailers and consumers. It recreates the know-how of a traditional ethnic market in a modern retail format and is an aggregator of the multi-faceted ethnic merchandise and traditional selling practices. It revives and rejuvenates anything and everything that is Indian. It aims to truly open out the urban ethnic market and redefine the scale of ethnic merchandising. Ethnic-Theme Positioning at the Store The concept Ethnicity is not limited to ethnic clothing but it is a destination to get the unique experience. The key differentiator for Ethnicity lies in its 360-degree shopping experience. Ethnicitys store design reflects a distinctly ethnic character visual merchandising tools include artifacts, paintings and decor pieces from Rajasthan, Orissa and Gujarat. Visual merchandising at ethnicity is like the synopsis of a story book. Ethnicity has gone the Desi way (Highly traditional) to become attractive and communicative. It is vital to not only be a differentiated retailer but also to draw out the true essence of the products. Branding in ethnic wear has been led by region of origin of the product like Benaresi sarees, Lucknowi kurta, Kutchchi Bandhani. The store is colorfully designed and the flashiness gives it an ambience of luxury and festivity. Atmosphere at Ethincity Store Atmospheric at ethnicity store is a reflection of Indian heritage. Instead of halogen lights, everywhere light is reflected by lanterns. Instead of room freshener or perfumes, a raw fragrant of essential oil from flowers known as attar is used to mesmerizes the entrant and bring them to the Indian culture. All the racks for display of merchandise are developed from wooden and outside decoration is of handicraft, which gives a reflection of Indian art. Instead of having all the racks or shelves for display, few of the merchandise is displayed on cot. Store assistants are dressed in ethnic kurtas for refreshments, Coconut water is served in a lorry (Cart) which gives a flavor of typical Indian culture, on the road serving. Pacific Business Review International 4 Use of multi colors, art and fancy designs, air fragrance and traditional lightings give all time festival feeling experience. market. Chosen name for the market is based on arterial language of India. With the theme of ethnocentrism, the collection represents only Indian brands in all the merchandise. Merchandise at Ethnicity Store All the offerings are divided into a Niche name of Overall Analysis of Ethnicity Store Table 1 Store Sections Generic category name Ethnic name at ethnicity store Women’s wear category Rani market-everything ethnic for women Men’s wear category Raja market-everything ethnic for men Kid’s wear category Chota India market Jewellery/ accessories Sona –chandi market- ethnic Jewellery Home accessories Ghar –aangan- ethnic ideas for your home Stationary/medical items Thoda aur- ethnic accessories and more Source: http://www. indiaretailing. com/organising-ethnic-retail. asp Data Analysis Regular formats of organized retail stores have their specific offerings. While ethnicity store has differentiated the same to give a new experience to the consumers. Based on observation at ethnicity store, the following comparison has been made to derive the differentiation criteria Table 2 Comparative Analysis: Organized Regular Retail Format V/s. Ethnicity Format Parameter Organized Retail Organized retailOutlet outlet Theme A move culture Objective To give exposure to western To give platform to Indian brands culture dynamics and appeal to ethnocentrism Size of the outlet Large size Comparatively small size Structure Vertical departmentation Horizontal departmentation. Availability of brands Global brands Only Indian brands Atmospheric Exclusive halogen lights lantern /yellow lights towards Ethnicity Store Ethnicity store western A move towards Indian legacy Volume 5 Issue 5 (November 2012) 5 Decoration No additional decoration Fully decorated with colors, lamps, handicraft ,puppets etc. -looks like all time festival Music Western songs Indian instrumental Fragrance Room fresheners Raw fragrant of essential oil from flowers known as attar Shelves Racks Along with racks Traditional village themed cots with four legs Merchandise division Products are separate Gender wise product bundling. Apparel gets displayed in one section, accessories other section, footwear another section and so on e. g. Raja market includes apparel ,accessories ,footwear addressing men. Rani market includes apparel, accessories, footwear for women Merchandise name English names Traditional Indian names Store assistant’s dressing Western formal wear Traditional Indian kurta Packaging Plastic printed bags Paper bags with traditional look Merchandise Western outfits western designs and indo- Indian traditional embroidery work outfits with Shoes Mojaris and chappals Indo-western painting Handicraft Cosmetic products. Natural ayurvedic products and aromatherapy Perfumes Incense stick, fragrances Light chandelier Candles and Lantern Artificial jewellery Stone work, Kundan jewellery Refreshments Food court with multi cuisine Small push cart/lorry with coconut water Deliverable Shopping Experience attar, natural Source: Primary data collection through observation Analysis of Consumers Preference Towards Ethnicity Store: Consumers survey has been performed to get insights into their experience towards the format with the help of questionnaire. Respondents were the consumers who visited the ethnicity store. Pacific Business Review International 6 Figure 1 Consumers Preference towards the Market based Merchandise at Ethnicity Store with Mean Rank ( where 1 is least and 5 is maximum) 0 1 2 3 4 5 4. 25 Raja Market 4. 02 Rani Market 2. 80 Chota India 3. 20 Sona Chandi Ghar Aangan 2. 05 4. 15 Thoda aur Source: Primary data collection through questionnaire Consumers preference towards the ethnic theme based markets is analyzed to know the preferred market. This analysis is aimed at developing the market to increase the preference †¢ †¢ †¢ †¢ Consumers are highly satisfied with Raja Market offerings followed by Rani market and thoda aur market. New introductions in thoda aur market like lamps, candle and fragrances, ayurvedic products etc have grabbed attention of people which gives a lead to introduce more unique and Indian traditional items. Sona chandi market has got a good response. Thus it can be interpreted that fashion accessories in ethnic look are keeping tune with the ethnic garments. As per consumers opinion, Chota India is yet to gain preference may be because of traditional designs that are not preferred more for kids in †¢ comparison to western attractive outfits with cartoon characters Again as per consumers opinion, Ghar aangan is also yet to gain preference may be because of bed sheets, utensils, toys , purchase for rituals like puja ka saaman etc. have pre-existence of established unorganized market. Volume 5 Issue 5 (November 2012) 7 Consumers Preference towards Ethnic Products for Three Most Preferred Markets Figure 2 Preference has been Analyzed towards Offerings for Females as Rani Market Source: Primary data collection through questionnaire Fusion wear and Mix Match are able to attract consumers as it is a new and unique base of ethnic products. As Saari, salwaar kamiz have become a common purchase and many platforms are available to address the demand, preference is found at the moderate level. Figure 3 Preference has been Analyzed towards Offerings for Males as Raja Market Source: Primary data collection through questionnaire In mens wear traditional wear in the form of Jodhpuri, Chudidar and kurtas along with traditional mojaris have attracted consumers to larger extent Pacific Business Review International 8 Figure 4 Preference has been Analyzed towards Offerings for Thoda Aur Market Source: Primary data collection through questionnaire Full range of Fragrances and Candles Incense has been introduced by ethnicity store. It has got extra ordinary preference of consumers. Thus it has contributed towards maintenance of Indian legacy Consumers preference towards Aromatherapy Aromatherapy is the use of aromatic plant oils, including essential oils, for psychological and physical wellbeing. Aroma therapists blend therapeutic essential oils especially for each individual and suggest methods of use such as topical application, massage, inhalation or water immersion to stimulate the desired responses. Aroma therapy oils may include : †¢ Peppermint Digestive disorders †¢ Rosemary Muscular pains, mental stimulant †¢ Sandalwood Depression, anxiety and nervous tension †¢ Sweet orange Depression and anxiety. †¢ Tea tree Respiratory problems, antifungal, antibacterial and antiviral †¢ Lavender Headaches, insomnia, burns, aches and pain Ethnicity store has provided the platform for Aromatherapy. Full range of essential oils has been displayed to generate the awareness and preference towards the same. It is aimed at generating awareness towards ayurvedic medicine in the arena of allopath for better and secure treatment. Ethnicity has taken maiden initiative to mould the consumers psychology towards naturopath. (Graph on next page) It can be interpreted from figure-5 that first hand response has been satisfactory with 49% for. Aromatherapy and thus it enjoys the potential to increase the preference in future. The atmospheric of traditional products is supporting the purchase of traditional way of health supplements. The advice and explanation given along with the product has played important role in making realization to go for natural products Volume 5 Issue 5 (November 2012) 9 Figure 5 Preference has been Analyzed for Aroma Therapy Source: Primary data collection through questionnaire Figure 6 Analysis of Consumers Satisfaction towards Ethnicity Store: Consumers level of satisfaction towards the differentiated offerings has been analyzed. Such analysis is aimed at identifying the most appealing differentiation for future positioning of the store and developing the strategies that may lead to future satisfaction Competitive Assessment Matrix with Mean Rank ( Where 1 is least and 5 is maximum) Regular Organized Retail Formats and Ethnicity Store Consumers’ satisfaction on competitive assessment matrix 0 1 2 3 4 5 4. 05 4. 95 Theme 2. 30 2. 60 Price 3. 25 4. 00 Variety 3. 94 4. 35 Display 4. 00 Experience Source: Primary data collection through questionnaire Keys : Regular organized retail outlets Ethnicity store 5. 00 Pacific Business Review International 10 †¢ †¢ †¢ †¢ †¢. Competitive assessment matrix depicts that ethnicity theme is highly appealing to the people. The differentiation point of giving experience to the consumers than only to provide a platform for shopping is getting correct positioning in the mind set of consumers as it is applauded by consumers with the mean rank of 4. 95. Unique display of ethnicity is highly appreciated by consumers in comparison to regular organized retail formats. On the dimension of variety ethnicity is lagging behind in comparison, the contributing reason may be limited number of Indian brands into each category. As far as pricing is concerned none of the outlets satisfied the consumers expectation. It brings out the fact that price structure is too high. Here opportunity lies with ethnicity store to discriminate pricing strategy to get competitive edge over other formats. It might be feasible to reformulate the pricing strategy due to nationalized brands. †¢ †¢ †¢ †¢ †¢ Suggestions †¢ Major Findings †¢ †¢ †¢ Ethnicity is indeed a revolutionary move towards consumers ethnocentrism. National players have also joined hands with the big retailer and accepted the opportunity to address the mass market. Thus it has contributed to a greater extent in providing a wider platform to small retailer of India. Further is has contributed towards generating awareness of ethnic products and brands of allover India which were not noticed by the consumers and importance was not realized by consumers. It is an absolutely unique model into organized retail formats. Everything starting from atmospherics to collection of brands, merchandise display and packaging is uniquely positioned with the nationalized theme. It provides a feel-good factor and thrilling experience to the consumers. Consumers are getting attracted by the theme and getting exposed and penetrated by ethnic products. Today consumers look for fashionable clothes. National brands which were not recognized earlier, have provided a platform of fashion to explore Consumers are highly satisfied with Raja Market offerings followed by Rani market and thoda aur market. Fusion wear, Mix Match, Jodhpuri,Kurtas, Chudidars, Mojaris and fragrances ,candles and incense are able to get preference of people. Aroma therapy is able to get good welcome form the consumers. Ethnic designs are getting acceptance in the form of novelty. In all this innovative concept well applauded by consumers as they are getting exposed to all the variety and designs of products of all the corners of India under one roof. †¢ †¢ †¢ More Indian retailers should be motivated to provide huge collection of ethnic products in the categories of mens wear and womens wear to provide more varieties. There is a need to increase the range of aroma therapy offerings to increase the awareness and consumption. Fragrances, candles and incense offerings have brought Indian values back in the preferences. This has showcased a very good business potential as a whole. There is a need to provide more and more offerings into the segment with more and more varieties. Potential revolutions into existing format of ethnicity for India. Format can be expanded by introducing specialties of major states/cities of India †¢ Rajasthan market Art craft †¢ Jamnagar market-Bandhani Volume 5 Issue 5 (November 2012) †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ Bangalore -Silk garments Chennai- Pearl jewellery Kerala market-Spices Format can be expanded by introducing specialty food of major states/cities of India it may help to give a back shift to the consumer trend which is moving towards western food Gujarati food Punjabi food South Indian food Rajasthani food North Indian food Kathiyawadi food Potential revolutions into existing format of ethnicity for other countries. It has been witnessed that countries are getting specialized into technological innovations but spread of such innovations into the same continent reflects questionable behavior of consumers. Many a times it is because of lack of awareness. Such type of format may provide a common platform to explore the small innovative products at consumer end E. g. European countries. Fashion based Ethnicity- As fashion industry is one of the major growing industries in Europe, all fashion statements can be displayed under one platform †¢ Fashion statement of Italy †¢ Fashion statement of France †¢ Fashion statement of United kingdom Technology based ethnicity- Technical Research. innovation driven countries, all innovations can be displayed under one platform †¢ Big to small innovative products of Finland †¢ Big to small innovative products of Germany †¢ IT Renewable technology based products from Sweden †¢ Electric technology innovations of Netherland E. g. Asian Countries 11 Technology based ethnicity. †¢ Robotic technology based innovative small to big products from South Korea Japan References Crysdale and Bettie, 1973, Retrieved from, http:// www. manifolddatamining. com /html /products/ ethnicmarketing. htm on 15/02/2012 Anuradha Shukla, Ethnic wear market booms in India retrieved from http://wonderwoman. intoday. in/ story/ethnic-wear-market-booms-in-india/1/ 88440. html http://indiatoday. intoday. in/story/ethnic-wear-marketto-grow/1/124981. html retrieved on 06/02/2012 koregaonparkplaza, pune (2011) retrieved from http:// w w w. k o r e g a o n p a r k p l a z a . c o m / s t o r s details. asp? id=77catid=1st=1 retrieved on 06/ 02/2012 Runul Vashistha, (2009) retrieved from http:// www. indiar et a iling. com/ R et ailC oncep t _ details. aspx? Id=58 retrieved on 02/02/2012 Pooja nair, (2009). retrieved from http://ahmedabad. metromela. com/Lamps+and+ethnic+ wear+at+. Ethnicity/article/3183 retrieved on 15/02/2012 Shailesh Shah, (2012). Ethnicity: Towards organising ethnic retail, retrieved from http: // www. indiaretailing. com/organising-ethnicretail. asp retrieved on 02/02/2012 http://www. pantaloonretail. in/pdf/ethnicity_karigari. pdf Reference Book Jr. Churchill Gilbert A. , Lacobucci Dawn, Israel D. , (2009),Marketing Research- A South Asian Perspective, India Edition, Delhi: Cencage Learning. Additional material Leaflet circulated at ethnicity store 12 Glossary Attar: A fragrant of essential oil typically made from rose petals Ayurvedic: It is a Hindu system of traditional medicine native to India and a form of alternative medicine. Ayurveda can be defined as a system, which uses the inherent principles of nature, to help maintain health in a person by keeping the individuals body, mind and spirit in perfect equilibrium with nature Bandhani: A process of patterning cloth by tie-dyeing in which the design is reserved on the undyed cloth by tying small spots very tightly with thread to protect them from the dye especially popular in Rajasthan and India Chappal: An item of Indian footwear, similar to a flipflop with a toe strap Chota (India market): Younger, junior child related products. Pacific Business Review International Kundan Jewellery: Kundan is a traditional Indian gemstone jewelry, a method of gem setting in a jewellery piece, consisting of inserting gold foil between the stones and its mount, usually used to create elaborate necklaces believed to have originate in royal courts of Rajasthan and Gujarat. It is the oldest form of jewellery made and worn in India Kurta: A knee-length, collarless shirt worn over pajamas by men in India Mojaris: A style of South Asian handcrafted footwear mostly using vegetable-tanned leatherproduced in India Organized retail: Organized retail has been defined as a network of similarly branded stores with an element of self service Raja (Market): A prince, chief, or ruler related products in India Rani (Market): Indian princess related products Ethnicity: Ethnicity implies common customs, values, and attitudes within a group of people who are bound by a common cultural identification Saree: a dress worn primarily by Hindu women; consists of several yards of light material that is draped around the body Ethnic groups: A group of people who share a common descent, a sense of collective identity and usually a shared cultural heritage and tradition Sona-chandi (market)-Gold silver related products/jewellery Ethnic Marketing: Ethnic marketing is an important aspect of lifestyle marketing, a strategy that tailors a companys products and services towards the customers lifestyles Ghar -aangan (market):Home decoration related products Handicraft: Items made by hand, often with the use of simple tools, and are generally artistic and/or traditional in nature . They are the objects of utility and objects of decoration. Incense stick: It is composed of aromatic biotic materials, which release fragrant smoke when burned Thoda aur (market): somewhat more than the existing here in the context of more than the regular offerings.