Impacts of Guerrilla Marketing on Consumer Perceptions free essay sample

Global Journal of Management and Business Research Volume 11 Issue 7 Version 1. 0 July 2011 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc. (USA) Print ISSN: 0975-5853 Impact of Guerrilla Marketing on Consumer Perception By Mohsin Shakeel, Muhammad Mazhar Khan University of Lahore Islamabad Campus Pakistan Abstracts Purpose : Guerilla marketing is one of the growing marketing techniques which are used in advertising industry. Stealth marketing is also a most popular technique use in the Guerilla marketing. There are number of techniques are used in stealth marketing in which one technique, celebrity marketing is in practice mostly by the market leaders. This paper seeks to find the significant effect of the Guerilla marketing on the consumer perception. Methodology : After reviewing the literature of celebrity marketing and consumer perception, we develop a questionnaire for the population of 300 graduate and post graduates’ students of universities and colleges in Islamabad and we select a random sample of 60 students. We take the consumer perception as a dependent variable and celebrity marketing as an independent variable. We use the simple regression model to check the significant effect of celebrity marketing on consumer perception. For the study we get the value of â€Å"R† is 0. 945. Findings : The value of â€Å"R† which is 0. 945 which shows that celebrity marketing has a significant effect on consumer perception. Originality/ Value : This paper design on quantitative analysis to examine in what way celebrity marketing which is used in ad industry in cellular industry in Pakistan effectively used in molding the perception of a consumer in reaching buying decision. Keywords : Guerilla marketing, Celebrity marketing, Advertising, Consumer perception GJMBR-A Classification : JEL Code: M31 Impact of Guerrilla Marketing on Consumer Perception Strictly as per the compliance and regulations of:  © 2011 . Mohsin Shakeel, Muhammad Mazhar Khan. This is a research/review paper, distributed under the terms of the Creative Commons Attribution-Noncommercial 3. 0 Unported License http://creativecommons. org/licenses/by-nc/3. /), permitting all noncommercial use, distribution, and reproduction in any medium, provided the original work is properly cited. Impact of Guerrilla Marketing on Consumer Perception Abstract Purpose : Guerilla marketing is one of the growing marketing techniques which are used in advertising industry. Stealth marketing is also a most popular technique use in the Guerilla marketing. There are number of techniques are used in stealth marketing in which one technique, celebrity marketing is in practice mostly by the market leaders. This paper seeks to find the significant effect of the Guerilla marketing on the consumer perception. Methodology : After reviewing the literature of celebrity marketing and consumer perception, we develop a questionnaire for the population of 300 graduate and post graduates’ students of universities and colleges in Islamabad and we select a random sample of 60 students. We take the consumer perception as a dependent variable and celebrity marketing as an independent variable. We use the simple regression model to check the significant effect of celebrity marketing on consumer perception. For the study we get the value of â€Å"R† is 0. 945. Findings : The value of â€Å"R† which is 0. 945 which shows that celebrity marketing has a significant effect on consumer perception. Originality/ Value : This paper design on quantitative analysis to examine in what way celebrity marketing which is used in ad industry in cellular industry in Pakistan effectively used in molding the perception of a consumer in reaching buying decision Keywords : Guerilla marketing, Celebrity marketing, Advertising, Consumer perception I. n the scientific era, no one can be left without experiencing the influence of marketing communication has on our lives. The marketing communication we mean the range of tools marketers using in order to attract the attention of the consumer. These tools have many means of promotion such as advertising through television, radio, newspapers and billboards, direct marketing and personal relations (Miller, 1993). Combined these promotion tools are use to sent a strangler massage to improve the result for the company employing advertising agencies. Marketer introducing combining of the different promotions was as Integrated Marketing Communication (IMC) which allows one companies marketing campaign fully Author : M. S Scholar the University of Lahore Islamabad Campus Pakistan. E-mail : [emailprotected] com Cell: 0092-3335744557. Author ? : M. S Scholar the University of Lahore Islamabad Campus Pakistan. E-mail: [emailprotected] com Cell: 0092-345-5077207. I Introduction integrated and that the single message trying to sent the public will not be confusing by the other section of the organization (Duncan, 2002). By using IMC practices do not hit inadequately the potential consumer groups but since the viewer are bombarded with increasingly advertising messages, they thought that they are persuaded with information foe selling some thing so they became on defended policies. These consumers are c alled as generation Y are millennial (Yin, 2003; Griffin 2002; Syrett Lammiman, 2003). Generation Y’s are those whom are born between 1977-1994 (Paul, 2001). Therefore companies have to rethink new and special measures to get welcome for commercial messages with open arms by the Gen Y (Paul, 2002). In resulting the companies have to reshape their techniques and the increase he quality of their offerings in order to avoid negative word of mouth (Livenson, 1998). Word of Mouth (VoM) stands for when a friend tells a friend that tells a friend about the new product that he had bought last weekend (Vranica 2005). According to Chura and Fernando (2004), marketers are aiming for VoM that is planned and executed by people in order to spread the â€Å"Buzz†. Yen (2003) states that, Gen Y is approachable through VoM which is considered an alternative way of promoting which leads us to an alternative marketing and promotional approach. Guerrilla Marketing to be a well known marketing approach that applies more alternative methods changing the ways in which conventional marketing media such as advertising, direct marketing, PR and others alike executed (Levinson, 1998). nder the cover of Guerilla Marketing an approach known as under cover marketing are stealth marketing is used as performed on face to face basis and does not appear to be a marketing too (Karolina Stenberg Sabina Parcic, 2005). The existing the Undercover Marketing (UCM) is not as spread are as accepted through out the world, therefore it is largely unknown how public as well as marketer / advertiser react when faced with the se method and how application of UCM would practically function (Karolina Stenberg Sabina Parcic, 2005). The generation Y is the (Paul,2001)generation that has born in mid 1980’s decade . which are bombarded heavily increasing number of advertising massages which are turn to high their level of irritation  © 2011 Global Journals Inc. (US) Global Journal of Management and Business Research Volume XI Issue VII Version I July 2011 47 Mohsin Shakeel , Muhammad Mazhar Khan ? ? Impact of Guerrilla Marketing on Consumer Perception due to which they stand against to give the defense that these massages are trying to sale the products. This is the basic reason which is faced by the marketers how to approach the generation Y so that they started to paying attention on these massages which is the only way that the presentation of the massages should not be a conventional way. This need pressured the marketers to start boosting the unconventional way for marketing which is called undercover marketing (stalls marketing) (kaikatikaikikati, 2004) The key objective of this type of marketing is to grasp the targeted people for the sale product without 48 letting them know that it is the company’s marketing campaign (Kaikati Kaikati, 2004). Another main reason for the marketer to divert their attention in this kind of marketing that it is very hard to focus on potential customers because of fragmentation, due to which these customers divided in to very small number of groups in the result of ever increasing TV channels, radio stations and publications (Kaikati Kaikati, 2004). Moreover it is reveled from the researches 7. 7 % young males are not watching the prime time TV then year ago. The advent of the other technologies like personal television recorders and digital video recorders etc. roviding the facility to the consumers that he may skip or eliminate the commercials have become the more threatening for conventional marketing due to which the marketer are diverted to under cover marketing because it is much difficult for the potential customer convincing to sit through the TV commercials. It is also supported by the different studies which showed that more than 50% marketer showed the intentions in using non conve ntional method like product placement deals and program sponsorship (Kaikati Kaikati, 2004). The messages can be delivered in different methods through celebrity or trendsetters in which they participated with physical appearance. Thus the markers are looking to move for away from the conventional marketing which is depend on 30 seconds commercials that elaborated the importance of the stealth marketing techniques that are now becoming the emerging issue for marketing way in conventional marketing which is becoming order and order to reach the target marketing (Kaikati Kaikati, 2004). The growing popularity of under cover marketing or stealth marketing drives from three factors that contributed the dimension effectiveness of television advertising and other traditional techniques, the first factor about the growing criticism of the advertising industry. The second factor is about cost effectiveness of stealth campaigns is implicit and recommendation to embrace non-traditional techniques. The third factor is about the need to explore different type of stealth marketing techn iques as viable alternatives to reach and increasing fragmented audience† (Kaikati Kaikati, 2004). Stealth marketing techniques can be used to be Global Journal of Management and Business Research gain the competitive advantage there are six main types i. e. Viral marketing, brand pushers, celebrity marketing (endorsement), and bait- and – tease marketing, video game marketing and pop and rap music marketing. As these marketing techniques are based on many disguises based and it is to note worthy that in these marketing techniques some of them are stealthier in nature more than others that is why these are represented a useful alternative technique to conventional marketing techniques (Kaikati Kaikati, 2004). As per extent to the Pakistan cellular industry is now using stealth marketing techniques rather than using conventional commercials in which they are considered one of the technique which is celebrity marketing is more prominent. â€Å"The celebrity endorsement (marketing) is one of the most accepted kind of the marketing which is now most practicable in promotion of products and services so the use of this in commercial is not one way process, therefore, as celebrities are becoming in there own right with there own value existing of the minds of there audiences in a similar way to corporate and consumer brands† (Seno Lukas, 2007). Celebrity endorsement conventionally focused on characteristically source of the endorser along with transfer of meanings between endorser to the endorse products and brands (Alina Hellomen- Knight Leila Hurmerinta, 1998) Media has changed the market conditions and influences and has the ability to change the perception and behavior in strong way that traditional analytical tools for studying the market are insufficient (Nilson 1995). The consumer perception and behavior is one of the most widely studied subjects which grasped the constructs in marketing. In last two decades, almost 20,000 academic articles have been published on this particular topic (cf. Peterson Wlison 1992). II. Volume XI Issue VII Version I July 2011 Research Objective Gaining competitive edge in terms of marketing is one of the utmost objectives, which companies are focusing on, as a result to change psychological and social perception of the society. Reaching the customers and prospects in a right way with a definitive roadmap is a succession key in this regard. Aim of this dissertation is to find out the effectiveness of the unconventional tools or techniques. In these tools UCM is one of the most popular tools which are being used to attract the potential consumers and hence changing their perception. Object of this paper is to find out the impact of Guerilla marketing on consumer perception through one of its technique called Celebrity marketing or endorsement. III. Literature Review Marketing Communication (MC) has an influence on consumers. MC is indented to gain the attention of the consumers, through different means i. e.  © 2011 Global Journals Inc. (US) Impact of Guerrilla Marketing on Consumer Perception PR, direct marketing and advertising (New Papers, Radio, T. V and Billboard), (Miller, 1993). â€Å"The promotional tools jointly set out a much stronger message by the advertising agencies showed the improving results. Marketing practitioners introduce the practice of combined a different promotion mean as integrated marketing communication. This practice allows one company’s marketing campaign to be fully integrated that the single message they are trying to send to the public will not be confused by other section by the organization† (Duncan, 2002). According to Yin (2003), Griffin, (2002) Syrett Lammiman, 2003) consumers are set to be fed up with the huge attacks of advertisings and known as generation Y. The impact of generation Y, born between 1977 to 1994 (Paul, 2001), has on the marketing end advertising for the result of the generation Y members place on the importance of the individuality with strong focus. â€Å"The community and networks they forms have there own rules of loyalty violate the same time influencing there brand loyalty. The brand loyalty they might have had as children has fated through adult hood. This mean that companies have to use pecial measure to earn there commitment by using technique that were not necessary for their parents the baby boomers† (Syrett Lammiman, 2003). â€Å"Companies have to take into considerations as well that Gen Y has a â€Å"proof it to me† mentality as it does not welcome commercial messages with open arms (Paul, 2001)† Celebrity endorsers give positiv e payback to companies. The medium most often used to associate them with a chosen product is advertising; where celebrities are known to induce more positive feelings toward ads than non-celebrity endorsers (Atkin Block, 1983; Kamins, 1990; OMahony Meenaghan, 1998). They spin vague products into recognized entities full of personality and appeal (Dickenson, 1996), and help out companies to re-brand and re-position their donations (Louie et al. , 2001). Consumer recall rate is heightened when exposed to celebrity ads (Kamen, Azhari, Kragh, 1975; OMahony Meenaghan, 1998) and they report greater Purchase intentions (Atkin Block, 1983; Friedman Friedman, 1976). But on the other hand all celebrity endorsements will not turn out well for companies. Italian shoemaker Sergio Tacchini was sued by their celebrity endorser, tennis stars Martina Hingis, for what she claimed that of having serious injuries experienced from trying their products. As a result Hingis not only took legal action against the company, but she also said no to use the products and brought bad names for them to the press (Trout, 2007). Celebrity endorsers are paid by a sponsor company for endorsement of their products (see e. g. , Farrell Van Riper, 2008; Sinclair, 2006b; Sirak, 2008). It has been revealed from researches that celebrity endorsers are proved more efficient communicator when they are bjectives (Atkin Block, 1983; Friedman Friedman, the products are promoted by them (Erdogan, 1999). when an attractive and trustworthy celebrity endorser is visible in a ad, the viewers are become more associate positively viewing the promotion ad, the brand, and through this there is aroused in purchasing perceived as trustworthy, and attractive in connecting of 1976; Kamins, 1990;OMahony Meenaghan, 1998). If we have view in accepting the view that celebrities are slotted in firm activities of different kinds, it is doubtful whether the source models are enough. In simply these models do not deal with engagement problem and as a result of which they do not allow for discrepancies in 49 situational reasons which may concern about common result procedures (Ohanian, 1990; Silvera Austad, 2004). For example, consumers are often asked aboutthe celebrity’s trustworthiness in relative of a product but conditions relevant to endorsement activities are held constant so the situational relationship between celebrity and product is hidden (see e. g. , Friedman Friedman, 1976; Friedman Friedman, 1979). Essentially, researchers ask experimental participants to tell them if a celebrity is trustworthy in the things they say about a product, or an expert on it, without informing them if the celebrity uses the product, has experience with the product, are paid to use the product, or are investors in the product. Any one of these additional pieces of information could alter a participants’ opinion (directly or indirectly), regarding the trust worthiness or expertise of a celebrity endorser (Cronley et al, 1999; Robertson Rossiter, 1974, Silvera Austad, 2004). Employment may also be source of conditional information which can obtain an attribution from consumers and in turn affect their attitudes towards brands and ads (Folkes, 1988; Kelly Michela, 1980). By employing with the product endorsement may take a celebrity show more trustworthy and attractive. In any combination of these influence statement of Effectiveness. Understanding the effects on any kind of engagement on Communication. Cronley et al. (1999) find out a muscular relationship between consumers considers a celebrity make use of a product (irrespective of whether they actually do) message usefulness. The result was sustained and extended by Silvera Austad (2004) who explored that a celebrity’s anecdotal character towards a product (i. e. , whether they like or use the product) was as strong of a interpreter of attitude towards the ad as the attractiveness dimension adopt by McGuire (1985) Consumers are normally able to differentiate between an endorser and the product being endorsed (Stem, 1994). Consequently, when negative information is revealed to consumers, their reaction can be different depending on if it is directed towards the celebrity or the product. When the negative information is about the celebrity,  © 2011 Global Journals Inc. (US) Global Journal of Management and Business Research Volume XI Issue VII Version I July 2011 Impact of Guerrilla Marketing on Consumer Perception 50 then the reaction usually extends only to the advertisement and inversely, when the information is regarding the company it usually only extends to the brand (Stem, 1994). Friedman Friedman (1979) referred to celebrities as individuals who are known to the public (including actors, sports figures, and entertainers) for their achievements in areas other than that of the product class endorsed. Friedman Friedman (1979) referred to celebrities as individuals known by the public (including actors, sports figures, and entertainers) for their achievements in areas rather than that of the product class endorsed. To clearness in definition is the assumption that in acquiring celebrity one must be firstly achieved something. Compared with celebrities of the past, such as Caesar, Napoleon, Alexander Graham Bell, and Babe Ruth, who earned their celebrity through the positions with notable achievements, present-day celebrities have appeared as exemption from this requirement. Moreover, Turner (2004) deemed they were often a product manufactured by celebrity intermediaries such as agents, publicists, marketing personnel, and promoters (Marshall, 1997; Turner, 2004). Noting this cultural shift, Boorstin (1961) pointed out that achievement was no longer a necessary condition for acquiring celebrity. To him, â€Å"the test of celebrity is nothing more than well-knowness† (p. 59) and a celebrity was simply a â€Å"person who is known for his well-knowness† (p. 57). This distinction allows us to consider individuals such as Paris Hilton, Lindsey Lohan and Osama Bin Laden celebrities while at the same time some politicians, sport stars, members of royalty and religious icons. The celebrities are sharing at least three important aspects; Firstly, in their domain of celebrity, should be well known for well knowing, Secondly, in their field they have to embrace weight over the public, finely, celebrities should belong to all spheres of life, along with politicians, actresses, athletes, successful business leaders, lottery winners, etc. Thus definition of celebrity given below comprises with above mentioned elements. Celebrity: an individual who is recognized by the public for their famous-ness and has an impact on public perception. Celebrities slotted in a range of paid activities working with companies and products. As discussed by Kamen, Azhari, Kragh (1975) that the way of presenting the celebrities can described into four categories: Testimonial, endorser, actor, and spokesman. In a testimonial â€Å"the individual attests to the superiority or excellence of a product or service on the basis of personal experience with it† (p. 7), when an individual is often explicitly coupled with a brand while endorsing the product or a company. When playing the role of an actor â€Å"the individual is merely a character in a dramatic presentation†¦ Endorsement is implicit, but no testimonials are ordinarily rendered† (p. 17). Last but not least the spokesman is characterized as â€Å"the individual repr esenting the company or brand (much like a salesperson), where the role is more official in nature  © 2011 Global Journals Inc. (US) since the spokesperson is authorized to express the position of their sponsor† (p. 17). Each category shares a common denominator: in some form or another celebrity is associated with the brand. Actually, researchers are not drawing a line of differentiation between the different characters played by celebrities and even when they often submit to celebrity spokespersons ( Desarbo Harshman, 1985; Kamins et al. , 1989;Kamins Gupta, 1994) or celebrity endorsers (Erdogan Baker, 1999;Kahle Homer, 1985; Klebba Unger, 1982; Knott St. James, 2004) but mean empirically similar things. This is captured in an of cited definition of celebrity endorser that can be found in McCracken (1989, p. 10):â€Å"any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement. † Moreover, celebrities are discharging role of endorser bonding themselves with various products (Kamen et al. , 1975; Stem, 1994). Similarly, Seno and Lucas (2007, p. 123) state that endorsements can be â€Å"be explicit (â⠂¬Å"I endorse this product†), implicit (â€Å"I use this product†), imperative (â€Å"You should use this product†), or co-presentational (merely appearing with the product)†. The environment of bonding does not give the impression to limiting an advertisement circumstances. Therefore it looks very important in doing definition of celebrity endorser is that they should be in some way associated with a product regardless of either taking the form of advertisement or not and in this way of with the intention of creating some enviable results for the sponsors: Celebrity Endorser: a publicly well known individual associated with a brand/company/product in order to acquiring required outcomes for sponsor. Companies exercise celebrity endorsers due to a number of reasons. As the celebrities accredited the ability of instantly turning an unknown product into a recognized ones with personality and appeal; also engaged in re-branding and re-positioning ((Dickenson, 1996, Louie et al. , 2001). They are exclusively effective in generating PR for a product (Chapman Leask, 2001; Larkin, 2002; Pringle Binet, 2005) driven by the insatiable desire consumers have to learn more about their private lives (Gamson, 1994; Ponce de Leon, 2002). The medium used most oftenly in bonding celebrities with a product is advertising; whereas celebrities are known as one who inducing more positive feelings toward ads than non-celebrity endorsers (Atkin Block, 1983; Kamins, 1990; OMahony Meenaghan, 1998). This in turn may be one explanation for the high recall rates consumers experience when exposed to celebrity ads (Kamen et al. , 1975; OMahony Meenaghan, 1998) and greater reported purchase intentions (Atkin Block, 1983; Friedman Friedman, 1976). The important incidents effecting on consumers may be defined as negative situations with little are no Global Journal of Management and Business Research Volume XI Issue VII Version I July 2011 Impact of Guerrilla Marketing on Consumer Perception IV. Elements Conceptual Frame Work Celebrity Marketing Guerrilla Marketing Consumer Perception a) Hypothesis On our literature review we can stand a hypothesis as describe below. Ho: Celebrity marketing has significant effect on consumer perception b) This study is quantitatively based on questionnaire which is constructed to acquire the Methodology answers that is relevant to our study. We are interested in knowing to that in what way the consumers can be induced through guerrilla marketing using one of techniques i. e. celebrity marketing. We are also interested in verifying significant occurrence between guerrilla marketing and consumer precepyion. We use the Likert Scale for our questionnaire from 1 to 5 representing strongly disagree  © 2011 Global Journals Inc. (US) 1 Global Journal of Management and Business Research control at the end of the producer or retailer (Dutton Jackon, 1987; Clark, 1988). The event can be resulted of the bad judgment calls and managerial mistakes during manufacturing (Mitchell, 1986). The faults produced in products by it self (Tory, 1993), the external events such as politics are social attraction which can be proliferated through the world-of-mouth (Hadjikhani, 1996; McClellend, 1961 Goodwin, 1987; Herr et al, 1991 Richins, 1983). in all these cases media played directly or indirectly its role by spreading the news (Bruck, 1989). On the other hand some researches explore the role of media to be a positive one, in communication generally, to be used as the managerial tools in producing a positive change in the perception of the consumers (Kotler, 1996). According to these researches which observe the media played a role in opposite direction i. e. tending to defend the crisis but rather to create it (Raboy Dagenais, 1995; Neuzil Kovarik, 1986). According to Assael, (1992) in the buyer seller relationship media played a dominate role in the field of consumer marketing and this role is unspoken and it is used a positive way the marketing strategy for seller in promoting the positive changing in the consumer perceptions in opening of new research field are successful or unsuccessful marketing (Cronier Mories, 1989; McKenna, 1991). It is also consider that in competency and managerial level can be correlated to the negative perception on the consumers (Everette et al, 1994; Richens, 1983). The environmental incident influenced that is spread by the media and have the casual effect social interactions (Evans et al, 1996). Keane, (1991) points out that in the case of important events the media due to its uncertain authenticity and vague lines of responsibility may influence the position of the companies negatively or positively at the same time. The media can play according to the demand of business players and effect a positive change in the behavior of the society when advertising are relaying news. It can take a neutral position when broadcasting the news are even can create the impression of an impending crises in changing the negative perception the public might have of a company or product into a positive one (Kaptalan-Nagy; Ulrika Ljungren; Amjed Hadjikhane Nazeem Seyed- Muhammad 1998). Besides of focusing on management, some other studies aim to be more exploratory in which there is pay a closer antation in describing the events in the environment and linking them to the change of the perception to consumer by giving a powerful roll by consumer in its attraction in the environment this model kind of model that is centralized the role of media and its influence on consumers, presented by the Tory (1993). On having both kind of media role, as managerial tools and as explanatory, our paper played a neutral role as one of the player for covering events and crisis that will in the end influence the perception of he consumers. Those who have the view in expansion of the this thought and interrelate the disturbed world event to marketing have chose the a different position either static or process prospective, the static prospective concentrate on the decision making level in any given organization along with the studying how timings be a crucial in the dissemination of i nformation in a critical condition (Glazar Weiss, 1993; Smart Vertinsky, 1977). On the other hand for process prospective are forced on the behavioral change of the individual consumer and affect of use being on the consumer (MacCrimmon Wehrung, 1986). In this theory it is further explained in the consumer changing and its ability t be aware and able adapt to a situation applying and a company level and also studied changing to the behavior by discussing the process change form the initial shock to adaptation a consumer might under go and gives the attention to the changes that are the result of turbulent events and having no aim at studying the source of these changes (Kauseman Garman, 1992; Arnlond, 1980). Volume XI Issue VII Version I July 2011 51 Impact of Guerrilla Marketing on Consumer Perception o strongly agree. We select the random sample from population of 300 graduate and post graduate students from different colleges and universities in Islamabad, from this population we select 60 responses, 10 respondent could not fill the questionnaire completely 5 more discarded from different ground. July 2011 c) Statistical Instrument We use the simple regression model. We regress the celebrity marketing of which has the construct s trustworthiness and attractiveness of as an independent co-efficient with dependent co-efficient which is consumer perception. We check the significance of trust worthiness comprises of four to five question similarly we also check our construct on attractiveness of the celebrity in the advertisement also four to five questions included our questionnaire. We also check the dependency of the consumer perception on celebrity marketing which is our main goal. d) Statistical Analysis Model 1 R . 945a Model Summary R Square Adjusted R Square . 893 . 865 Std. Error Estimate . 29696 of the 52 Volume XI Issue VII Version I We regress consumer perception on celebrity marketing, the result are showing in table 1. According to the table 1 we find that the consumer perception has Table 1 strong significantly effected by the celebrity marketing which has maximum value which is 0. 945. Global Journal of Management and Business Research Report Celebrity endorsement in cellular ads has an influence on my perceptions Mean N Std. Deviation 3. 0000 4 . 00000 Strongly Disagree 3. 5000 8 . 53452 Disagree 21 . 66904 Neutral 2. 9524 Agree 17 . 50000 4. 0000 Strongly agree 4. 5000 10 . 52705 Total 3. 5833 60 . 80867 Table 2. It is also clear from the Table 2 that the questions in answering strongly gree and agree have the mean values greater than 3, this prove our hypothesis that consumer perception has strongly significant effect by the celebrity marketing. V. VI. Conclusion Discussion The analytic framework confirms the relationship between guerrilla marketing and consumer perception with respect of celebrity marketing. On having careful interpretation of sample. As illustrated by the table no. The Q1, Q 2, Q3 which explain the significant effect between trustworthiness which is facet of celebrity marketing and preference, belief and brand, which are the facet of this effect is to the extent of . 07. Which is calculated by using statistical two way t-test? This shows the positive relationship between these factors. Similarly Question Nos. 4, 5, 8,10,11,12 of our questionnaire shows the negative relationship with the consumer perception. Whereas Question Nos. 6, 7 and 9 has also shows positive relationship between trustworthiness and attractiveness and consume perception This study shows the trustworthiness and attractiveness as potential strategies to enhancing consumer percept in to facilitate purchased behavior. 2011 Global Journals Inc. (US) The aim of the research was to identify the association of the celebrity endorsement on the consumer perception. This was studied by the reviewing of literature of both celebrity endearment and the consumer perception dependent upon the quest ionnaire distributing among the target population, we sure the collectively positive influence on the consumer perception. Recognizing the right celebrity endorser is one of the essential discussions for a brand which is engaged to endorse. Celebrities can be beneficiaries from this view that endorsement as means of linking there brand for a product or corporate brand and take into consideration the potential positive and negative effect that may have on there on image and brand equity (Elina Halonen-Knight Leila Hurmerinta, 2010). a) This study attempt to discover the positive relation between Guerilla Marketing and the consumer perception, by using the celebrities and endorser in cellular sector of Pakistan. To generalize the result of this study is limited in using the celebrities’ endorsement in a cultural back ground. Second research need to be conducted using the other technique stealth marketing Limitation of the study Impact of Guerrilla Marketing on Consumer Perception which is not in practices in Pakistan regarding t cellular industry. References References Referencias 1. 2. Duncan, T. (2002). IMC-Using Advertising and Promotion to Build Brand. McGraw-Hill, New York Fernando, A. (2004). Creating Buzz: New Media Tactics Have Changed the PR and Advertising Game. Communication World. San Francisco: Nov/Dec Vol, 21, (pg. 10-11) Glazer, R. and Weiss, A. M. 1993, Marketing in Turbulent Process and the Time-Sensitivity of Information. Journal of Marketing Research, Vol. XXX, November, pp. 509-521 Environment, Decision Goodwin, C. , 1987, A Social- Influence Theory of Consumer Perception Cooperation, Advance. Consumer Research, 14, pp. 387-381. Griffin, C. (2002). Identity check, sporting Goods Business, San Francisco: Sep, Vol. 35,pg. 20. † Glazer, R. and Weiss, A. M. , 1993Marketing in Turbul ent Environments, Decision Process and Time- Sensitivity of Information, Journal of Marketing Research Vol. XXX November, pp. 509-521 Kotler, P. , 1996, Principles of Marketing, London, Prentice-Hall international Editions. Kaikati, A. M Kiakati, J. G. (2004). Stealth Marketing: How to Reach Customers Surreptitiously. California Management Review, Berkeley: Vol. 46, No. 4. Mitchell, T. H. , 1986, Coping with a Corporate Crises. Condition Business Review, 13, 3pp. 17-20 MacCrimmon, K R, and Wehrung, D. A. , 1986 Taking Crisis, The Management of uncertainty, New York, Free Press. Miller, J. (1993). Marketing Communication. Cornell Hotal and Restaurant Administration (pg 48-53). Paul, P. (2001). Getting inside Gen Y. Sep, Vol. 23, (pg, 42-49). Peterson, R. A. and Wlison,W. R. ,1992 Measuring Customer Satisfaction: Fact and Artifact Journal of the Academy of Marketing science, Winter, Vol. 20, No. 1,pp. 61-72. Raboy, M. and Dagenais, B. , 1995, Media, Crises and Democracy, Mass Communication and the Disruption of Social order. Stage, London. Tory, C. L. , 1993, Consumer Environmental Consciousness: A Conceptual Framework and Exploratory Investigation. Vol. 4, p. 106-114 Vranica, S. 2005). Getting Buzz Marketers to Fess up. Wall Stress Journal. New York: feb9, pg. B. 9 Yin, S. (2003). Degree of Challenge. May, Vol. 25. pg. 20 3. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17.  © 2011 Global Journals Inc. (US) Global Journal of Management and Business Research Volume XI Issue VII Version I 4. July 2011 53 Impact of Guerrilla Marketing on Consumer Perception Volume XI Issue VII Version I July 2011 54 This page is intentionally left bl ank Global Journal of Management and Business Research  © 2011 Global Journals Inc. (US)

Pros and cons of Lithuanias integration to the EU Essay Example

Pros and cons of Lithuanias integration to the EU Essay In 1999 Lithuania was invited to negotiate for the EU membership. Lithuania was recognized as an equal partner , thus the door to the EU, one of the most powerful political and economical unions, was opened. Although Lithuania strives to join the EU structures and the markets of the West economy, controversies surrounding the necessity of Lithuanias integration to the EU have reached its peak of debates. This question can be solved considering the main economical problems of Lithuania and the ways to solve them. They can be defined as relations with Russia, problematic situation in agricultural sector , fear to be inadequate to compete with the West. The first problem of Lithuania is relations with Russia. In spite of increased integration with the EU, Russia remains Lithuanias main trading partner. The crisis could therefore worsen the trade balance and slow down growth in the industrial sectors exporting to Russia. Even if political aspects of these relations the imperialist ambitions of Russia, the fluctuation of democracy and political stability could be denied, Lithuania still should admit that the crisis of Russia proved how it is ruinous to have affairs with such unforeseen partner. So, in comparison with Russia, the EU remains progressive and successful economical union that guarantees for each member their place in European market. The second reason of integrations to the EU enmity is problematic situation in agricultural sector. We will write a custom essay sample on Pros and cons of Lithuanias integration to the EU specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Pros and cons of Lithuanias integration to the EU specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Pros and cons of Lithuanias integration to the EU specifically for you FOR ONLY $16.38 $13.9/page Hire Writer In fact, the majority of farmers are still incapable to compete, their labour productivity is low, the cost price is high. Lithuania still cannot implement and enforce the Community veterinary and sanitary requirements and upgrade the establishments to meet Community standarts. In addition, little progress is made in land reform and privatisation. Delays in land titling have seriously constrained the development of a proper land market. Further restructuring is needed for a more efficient and viable farming sector. On the other hand, if Lithuania does not join the EU, the number of farmers will have to decrease anyway. However, Lithuania will have to solve the problems of farmers employment and competition. So, in this case the question , whether Lithuania is able to solve it with its own means and to cope with all problems alone, can be derived. The EU allies claim that the EU subsidies more means than Lithuania will have to contribute to the EU budget. In conclusion, despite the EU promises to solve such problems of its future members, the agricultural sector remains the key area, which Lithuania has to improve itself. The third and final problem of Lithuania to join the EU is inadequacy to compete with the West. Some interest groups have already felt problems that are waiting after Lithuanias integration to the EU. The enterprises that at the moment get the financial support of the state, will incur losses. The enterprises trading with Russia also will incur losses , because the import barriers will increase. On the other hand, the barriers joining the common EU interior market will be abolished. According to some of the EU allies, although Lithuanias participation in the common EU market will increase competition, this will induce business and enterprises to reformation, cause the maintenance of Lithuanias economy and increase the level of livelihood. The best thing that the membership can offer to Lithuania is the restriction of bureaucracy in business sector and the concession of more freedoms and opportunities for initiative businessmen. In conclusion, despite the fact that the future membership to the EU will cause for Lithuania competitive pressure and it will condemn Lithuania to reform and revive its industry and agriculture, but in the long period the membership to the EU should guarantee for Lithuania both economical and financial stability. Summing all pros and cons in controversies surrounding Lithuanias integration to the EU, it is useful to remind that Lithuanias integration is delayed, because such state as Lithuania presents many problems. The most important of them are difficult relations with Russia, problems in agricultural sector and inadequacy to compete with the West. To decide whether such state as Lithuania has to join the EU, is a very debatable question. Indeed, the fact that integration causes not only positive, but also negative effect propose a conclusion that Lithuania, in comparison with other stronger states, still should wait.

Car polltion UK essays

Car polltion UK essays Because of environmental degradation cars should be taxed at a higher rate and petrol prices doubled to deter the use of cars. Cars have how become a very important part in todays society as it is the most convenient way to travel in todays world it has brought us flexibility, freedom and mobility but still there are some disadvantages of using the car the main one being the pollution caused to the environment. This is why the government is trying to implement a number of different plans to combat the pollution caused by cars and also reduce the use of cars as many roads have just become to congested. If people are be deterred from using their cars there has to be a very good and reliable form of transport that can be used instead of the car this is most likely to be in the form of public transport. The transport system would have to be nearly as much of a convenience as the car. At the present time the public transport system is not quite good enough for cars to be not used by people. Raising tax and petrol prices of cars, would not necessarily deter the use of cars as in the last two years taxes have risen and petrol prices have gone up by about twenty five percent. Even though of this increase there are more cars now on the road than there were two years ago. But even with the increasing costs of owning a car there is an ever-increasing amount of more and more cars on the road today. The proof of this can be seen as Britain is one the worlds highest priced countries in which to by petrol and has the highest priced petrol than anywhere else in Europe even with the high prices p eople still seem to want to drive cars. Then in some parts of the country where there is no other means of transport or where there is such little public transport that it is practically non existent. These people are dependent on the use of cars and have no other real choice but to use their cars as they have no other means of ...

Nationlism editorial Essay Example | Topics and Well Written Essays - 500 words

Nationlism editorial - Essay Example Today's controversies on this topic are an eerie echo of the debate over immigration and assimilation that gripped the nation in the opening years of the 20th century. Henry James, touring New York City in 1906 after nearly a quarter century in Europe, visited Ellis Island - "the first harbour of shelter and stage of patience for the million or so of immigrants knocking at our official door" (cited in Brimelow 33). The scene was overpowering to James. He wrote that it brought home to the observer "the degree in which it is his American fate to share the sanctity of his American mind, the intimacy of his American patriotism, with the inconceivable alien" (ibid.) James himself now felt alien in his native land, as if the newcomers had taken "settled possession" and natives had lost it - "the implication of which, in its turn, is that, to recover confidence and regain lost ground, we, not they, must make the surrender and accept the orientation" (ibid.). What James found troubling, others found bracing. In widely read essays and books, Horace Kallen suggested a model of "cultural pluralism" to replace the idea of the melting pot. Writing in the Nation in 1915, Kallen challenged both the fact and wisdom of the assimilation of immigrants to Anglo-Saxon America.

Warranties as Contracts Coursework Example | Topics and Well Written Essays - 500 words

Warranties as Contracts - Coursework Example This paper illustrates that warranty is a condition which is collateral to the existing status of the contract. A contract can still do without the prevailing condition of the warranty. When an individual buys a product, he has a warranty attached to it. However, due to some action on behalf of the consumer, it might lead to the defeat of the warranty. What we mean by this statement is that if the consumer uses the product in a fashion not demarcated by the manufacturer, then that might lead to the breach of the warranty. However, it is very crucial to understand at this juncture that this said loss of warranty will not tantamount to the breach of the sale contract which the parties entered into. Having bought an Apple iPhone, if an individual jailbreaks it, then he tantamounts to the loss of the warranty of the product. But, at the same time, it would not result in the entire breach of the contract. The sale contract still exists and the manufacturer or the consumer cannot ask for t he refund of the money or to return back the product to the manufacturer. Warranty as a contract is an assurance that the product shall be fixed and repaired at any given time, however, there is a time stipulation to the said warranty and the consumer has to approach the manufacturer within that frame of time in order to get the product repaired along with the benefits which a warranty provides. To conclude, it is crucial to recap the basic definition of a warranty as defined earlier in this paper. A warranty is a collateral which is essential to the functioning of the contract. It is collateral which is attached to the existing terms and conditions laid down in the contract.

Innovation and Technology Strategies of Mcdonalds

Innovation and Technology Strategies of Mcdonalds McDonalds is the largest fast food restaurant chain that serves approximately 47 million customers daily. The fast food restaurant is operated by many types of business venture like franchisee, affiliate or the corporation itself. Through continual innovation technology research and upgrade, McDonalds have transformed itself from a small bar-b-que restaurant to a fast food restaurant chain serving mainly burgers, chicken products, fries, beverages, desserts, salads, wraps and fruits for breakfast, lunch, dinner and even supper 24 hours a day, 7 days a week. In this report, we will discuss on how McDonalds manages its innovation technology and the strategies employed by McDonalds in gaining its competitive advantage. We will be using SWOT analysis to analyze the internal strength and weakness and external opportunities and threats of McDonalds innovation technology process and also discuss the innovation technology concept adopted by McDonalds. Some concepts that are discussed are stated below. Innovation Concept:- Kids gadget (eg. Happy Meal that comes with toy) Food safety and quality standards (Nutrition facts on the food they serve) Being Green (eg. Unbleached paper napkins used from recycle material, One Meal, One Napkin, McRecycle) Events (eg. FIFA 2010, Singapore Youth Olympic Games 2010) Mc Cafà © Technology Concept:- Drive-Thru, where customers can order McDonalds meals on the go, Online/Phone ordering delivery 24/7 EZlink payment over counter and credit card payment for online and phone ordering Free Wi-fi connection at all McDonalds branches Online Networking (Facebook) The report will also recommend some approaches McDonalds can adopt to enhance the business. Introduction 1.1 Company Profile McDonalds is the leading restaurant brand with more than 30,000 local restaurants serving nearly 50 million customers in more than 119 countries each day. Approximately 70 percent of McDonalds restaurants worldwide are owned and operated by independent, local businessmen and women. Their rich history began with their founder, Ray Kroc. The strong foundation that he built continues today with McDonalds vision and the commitment of our talented executives to keep the shine on McDonalds Arches for years to come. McDonalds serves hamburgers, cheeseburgers, chicken products, French fries, breakfast items, soft drinks, shakes, and desserts. McDonalds also modified its menu to healthier alternatives like salads, wraps and fruit due to obesity trends in western nations and criticism over healthiness of its products. 1.2 History of Company McDonalds started as a humble Bar-B-Que restaurant in the year 1940. Below states McDonalds achievements through the years. (McDonalds, 2010) 1940 Dick and Mac McDonalds open McDonalds Bar-B-Que restaurant in San Francisco. It is a typical drive-in with featuring a typical menu with car-hop service 1948 Dick and Mac McDonalds closed their restaurant for 3 months and reopens as a self-service drive-in restaurant with reduced menu serving hamburgers, cheeseburger, soft drinks, milk, coffee, potatoes chips and a slice of pie with the 15 cents hamburger as the staple of the menu 1949 Potato chips are replaced by French fries on the McDonalds menu 1954 Multimixer salesman, Ray Kroc(52), visit McDonalds in San Bernardino intending to sell more multimixer to the brothers but is fascinated by the operation and learns from the brothers that they are looking for nationwide franchising agent. Kroc has an epiphany and determined that his future is in the hamburgers. 1955 Kroc opens his first McDonalds restaurant in Des Plaines, Illinois on April 15. The restaurant is designed by architect Stanley Menston in 1953 with red and white tile and Golden Arches 1959 The 100th restaurant opens in Fond Du Lac, Wisconsin 1962 McDonalds in Denver, Colorado becomes the first indoor seating restaurant 1963 The 500th McDonalds restaurant in Toledo, Ohio 1965 McDonalds first public offering in celebration of its 10th year anniversary 1966 First National Television Commercial of Ronald McDonald who appeared on his flying hamburger in 35 one minute color spots on the NBC and CBS networks 1967 McDonalds first international restaurant in Canada and Puerto Rico 1969 Remodeling of McDonalds logo which emphasis more on the ever-more-famous Golden Arches 1978 The 5000th McDonalds restaurant in Kanagawa, Japan 1979 Happy Meals are introduced to the national menu featuring a circus wagon theme 1984 McDonalds founder and Senior Chairman, Ray Kroc, dies on Jan 14 1985 April 15, McDonalds celebrates 30th years of operation 1988 The 10,000th McDonalds restaurant in Dale City, Virginia 1996 McDonalds Corporate Internet site launched 2003 McDonalds launched its first global advertisement campaign, Im lovin it, in Munich, Germany 2006 McDonalds added nutritional info on its packaging at the Torino 2006 Olympic 2007 McDonalds Packaging updates that features 24 faces from first-ever global casting call 2009 McDonalds being awarded for Being Green 2010 McDonalds offers visitors with free Wi-Fi in over 11,000 restaurants 1.3 Vision Statement and Values Vision McDonalds envision a supply chain that profitably yields high-quality and safe products without supply interruption while leveraging their leadership position to create a net benefit by improving ethical, environmental and economic outcomes. Ethical McDonalds envision purchasing from suppliers who follow practices that ensure the health and safety of their employees and the welfare and humane treatment of animals in their supply chain. Environmental McDonalds envision influencing the sourcing of their materials and ensuring the design of their products, their manufacture, distribution and use minimize lifecycle impacts on the environment. Economic McDonalds envision delivering affordable food, engaging in equitable trade practices, limiting the spread of agricultural diseases, and positively impacting the communities where their suppliers operate. McDonalds view this vision and its responsibilities holistically. As sourcing decisions are made, they consider their priorities for food safety, quality and costs, as well as ethical, environmental and economic responsibilities. Values McDonalds place the customer experience at the core Customers are the reason for their existence. They demonstrate appreciation by providing them with high-quality food and superior service, in a clean, welcoming environment, at a great value. Their goal is Quality, Service, Cleanliness Value for each and every customer, each and every time. McDonalds are committed to the people They provide opportunity, nurture talent, develop leaders and reward achievement. They believe that a team of well-trained individuals with diverse backgrounds and experiences, working together in an environment that fosters respect and drives high levels of engagement, is essential to their continued success. McDonalds believe in the their system McDonalds business model, depicted by the three-legged stool of owner/operators, suppliers and company employees, is their foundation, and the balance of interests among the three groups is key. McDonalds operate the business ethically Sound ethics is good business. At McDonalds, they hold themselves and conduct their business to high standards of fairness, honesty and integrity. They are individually accountable and collectively responsible. McDonalds give back to the communities They take the responsibilities seriously. They help their customers build better communities, support Ronald McDonald House Charities, and leverage their size, scope and resources to help make the world a better place. McDonalds grow their business profitably McDonalds is a publicly traded company. As such, they work to provide sustained profitable growth for the shareholders. This requires a continuing focus on our customers and the health of their System. McDonalds strive continually to improve Being a learning organization that aims to anticipate and respond to changing customer, employee and System needs through constant evolution and innovation. 2 SWOT Analysis Let us look at some of the strengths that McDonalds hold for it to be so successful and what opportunities did they took advantage of. Strength With billions of investment spent on training annually, McDonalds have succeeded in motivating its staff to provide better customer service. The brand reputation of McDonalds increased when the Fortune Magazine 2008 listed McDonalds as one of the most admired food service companies. The Golden Arches and spokes character, Ronald McDonald the clown is one of the worlds most recognizable logos. Source: Images obtained from flickr.com and Palm Beach County Library System McDonalds is a global company operating in 109 countries. By spreading out in different regions, they can withstand economic fluctuations and operate effectively during an economic downturn. McDonalds restaurants are able to adapt to each countrys cultural differences. For example, lamb burgers are served in India instead of beef and pork. As most of the McDonalds restaurant businesses are owned and operated by franchisees which are independent they are able to reach out to global locations like major airports, and cities, tourist locations and theme parks. McDonalds developed an efficient, assembly line style of food preparation. In addition, they maintained a systemization and duplication of all their food preparation processes in every restaurant. McDonalds uses 100% pure inspected beef with no fillers or additives added. The produce is farm fresh. McDonalds serves 100% farm raised chicken, no fillers or additives and only Grade-A eggs. To ensure only safe and tastiest food are produced, McDonalds purchased their ingredients only from certified suppliers. The frequent food inspections conducted also ensured food quality and freshness. McDonalds only serves name brand processed items such as Kraft Cheese, Nestle Chocolate, Heinz Ketchup and Minute Maid Juice. McDonalds treats food safety very seriously. Checks are performed at every stage of the food processing to ensure that the food is produced from a clean, contamination free environment. McDonalds have printed their food nutritional information on the serving mat that was placed on the serving trays. It enables the consumers to understand what the nutritional levels of individual food they are consuming are, at the same time, enjoying their meal. This information was published on McDonalds Internet site. For consumers who were health conscious, McDonalds have gone the extra miles to offer salads, bottled water and other low fat / calorie food as alternatives. To build publicity, McDonalds sponsored various main events. The recent sponsorship is the Singapore Youth Olympic Games 2010. McDonalds have incorporated free Wi-Fi in the restaurants to encourage consumers to come for their meal. 2.2 Weakness McDonalds tried to market into the pizza line but failed thus leaving them not able to compete with fast food pizza chains yet. The employment of temporary staffs and part-timer lead to high employee turnover in their restaurants. This will increased the amount of money being spent on training new staffs. While promoting health living, McDonalds had yet to explore the trend towards organic foods. 2.3 Opportunities McDonalds can create a healthier version of the hamburger to cater for the health conscious society today. They can do it by replacing the ingredient with those that are organic. They will be the first in the fast food industry to have an organic hamburger. McDonalds can provide optional allergen free food items, such as gluten free and peanut free. McDonalds can look into introducing new food items, like sandwich wrap to cater for new taste buds. 2.4 Threats McDonalds uses subliminal perception to attract children as young as one year old into their restaurants with special kids meals, toys, playgrounds and popular movie character tie-ins. Children end up enjoying McDonalds through childhood to adulthood. Hence, many parents criticized their marketing practices towards children which are seen as not ethical. McDonalds is considered as unhealthy food, allegedly with addictive additives that contributed to the obesity in consumers. Competitors are a threat. Major competitors include Burger King, Starbucks, Subway and KFC and any mid-range sit-down restaurants. 3. Innovation Concept Kids Gadgets Source: Happy Meal http://www.aboutmcdonalds.com/mcd/parents/happy_meal_choice.html McDonalds Happy Meal toys for kids have undergone an evolution. The toys were first design with mechanical moving parts that simulate the movement of the toy character. Over the years, McDonalds have incorporated digital games with the toys. Example is the Rocking Horse. The LCD displayed the movement of the horse when the child put a rocking action on the toy. Quality Food Source: http://www.mcdonalds.com/us/en/food/food_quality/trends_innovation/barbara_booth.html Culinary Innovation Meet Chef Dan Coudreaut, McDonalds Director of Culinary Innovation Chef Dan as he is known to millions has been the Director of Culinary Innovation at McDonalds headquarters for over four years. His background and training is in fine dining, and he gets huge job satisfaction being a part of McDonalds. Coudreaut began working as a dishwasher when he was 14 years old. He earned an associates degree in business administration and management. To pursed his dream as a Chef, Coudreaut worked in New York City at Quatorze Bis, a French bistro, as the PM Sous Chef. Later, he enrolled at the Culinary Institute of America, where he graduated at the top of his class in 1995. Coudreaut with his team created up to 1,800 new recipes annually but only a few selected recipes that are wholesome, tasty and easy for McDonalds crew members to prepare to launch. The most recent innovation was to produce the famous Fruit and Walnut Salad as well as the Premium Chicken Sandwich line. Customers increasingly want higher-quality items, which is a reality that allows me to take more risks and make flavors bolder, says Coudreaut. My fine-dining background and McDonalds desire not to stifle creativity helps me develop products customers can really enjoy. The Birth of the Egg McMuffin A legacy of  innovation from within It was 1970. Legendary McDonalds franchisee Jim Delligatti, still fresh from his historic success in developing the Big Mac sandwich, began experimenting with simple breakfast items. Exploring new business opportunity for his restaurant during the morning hours, the usual Opening at 11:00 A.M. was changed to 07:00 A.M. instead. Delligatti started selling coffee and other simple items like doughnuts, and sweet rolls. Pancakes and sausage were added to the menu a year later. Even with limited selection, Delligatti was by that time was able to obtain 5 percent of his business during breakfast. But a significant dilemma remained: while Delligattis innovation had increased business at his store, other McDonalds operators balked at the prospect of extending their already-backbreaking 11:00 P.M.-midnight shifts. Unless a new breakfast item was found that could deliver double-digit sales gains, the McDonalds breakfast line would have to wait. That product, which was to completely transform the McDonalds experience, came in late 1971 on the vision of a man named Herb Peterson. After managing the McDonalds account for Santa Barbara, California-based DArcy Advertising, Peterson decided to join the increasing ranks of McDonalds franchisees. Having identified the same breakfast opportunity that Delligatti had seen, Peterson focused his creative energy on launching an entirely new product that could be eaten like the rest of the McDonalds line: by hand. A solution arrived when he began to modify an Eggs Benedict sandwich that was being marketed by Jack-in-the-Box, a West Coast chain. Experimenting with prepackaged Hollandaise, which he rejected as too runny, Peterson combined a slice of cheese with a hot egg, producing the exact consistency he had been aiming for. Since poaching eggs didnt fit into the McDonalds assembly line production process, Peterson invented a creative new cooking utensil a cluster of six rings that was placed on the grill to form the eggs in the shape of an English muffin.  When he complimented the egg and muffin with grilled Canadian bacon, Peterson had a finished breakfast item that was perfect for a sandwich-oriented fast-food chain. Convincing McDonalds founder Ray Kroc of the new creations brilliance turned out to be easier than expected: Peterson invited Kroc to stop by a store over the Christmas holiday, and even though Kroc had just eaten lunch, he ate two of the egg sandwiches anyway. Petersons organized demonstration of the new product, complete with a flip-chart to explain its economics, wasnt what sold Kroc. It was the sandwich itself. Weeks later, Herb Peterson was in Chicago showing the new product to McDonalds senior management, who received it with excitement. Not long after, the final challenge naming the sandwich was tackled during a dinner conversation between the Krocs and the Turners (Fred Turner is now Honorary Chairman of McDonalds Corporation), when Patty Turner suggested it be called the Egg McMuffin. The name stuck, and roll out began. By 1976, McDonalds had perfected the breakfast menu, elevating its brand above the competitors, which didnt introduce commercial breakfast items until the mid-1980s. Thanks to the relentless creativity and innovation of its own visionary franchisees, McDonalds by then held a monopoly on breakfast. To this day, breakfast represents 15 percent of McDonalds sales. Thru SMS on 15 July 2010 All new Spicy Nuggets tangy Honey Chipotle Shaker fries. Being Green Recycle, Renew We start with a 3-pronged approach: reduce, reuse, and recycle; and were committed to diverting as much waste as possible from the solid waste stream. McDonalds has come up with countless small ways to make a big impact: Switching to unbleached paper napkins made from recycled materials. Examining how our suppliers package raw materials and cleaning supplies. Weve even created litter patrols to ensure were good neighbors in our communities. Less is More Currently, 82% of McDonalds consumer packaging is made from renewable materials, and were aiming for higher percentages in the future. In several countries, our restaurants are recycling their used cooking oil for re-use in a variety of products, including the creation of environmentally-friendly biodiesel. In some markets, McDonalds delivery trucks use our own re-purposed cooking oil as fuel. We call this a closed-loop solution, and were very proud of it. Our customers are also helping make a difference. McDonalds restaurants inside WalMart stores saved an estimated 170 million napkins (equivalent to 497 tons of wood) in just one year through the One Meal, One Napkin campaign. McDonalds Global Environmental Commitment Effectively managing solid waste We are committed to taking a total life cycle approach to solid waste, examining ways of reducing materials used in production and packaging, as well as diverting as much waste as possible from the solid waste stream. In doing so, we will follow three courses of action: reduce, reuse and recycle. Reduce. We will take steps to reduce the weight and/or volume of the packaging we use. This may mean eliminating packaging, adopting thinner and lighter packaging, changing manufacturing and distribution systems, adopting new technologies or using alternative materials. We will continually search for materials that are environmentally preferable. Reuse. We will implement reusable materials whenever feasible within our operations and distribution systems as long as they do not compromise our safety and sanitation standards, customer service and expectations and are not offset by other environmental or safety concerns. Recycle. We are committed to maximum use of recycled materials in the construction, equipping and operations of our restaurants. We are already the largest user of recycled paper in our industry, applying it to such items as tray liners, Happy Meal boxes, carryout bags, carryout trays and napkins. Through our McRecycle program, we maintain the industrys largest repository of information on recycling suppliers and will spend a minimum of $100 million a year buying recycled materials of all kinds. We are also committed to recycling and/or composting as much of our solid waste as possible, including such materials as corrugated paper, polyethylene film and paper. We will change the composition of our packaging, where feasible, to enhance recyclability or compostability. Conserving and protecting natural resources We will continue to take aggressive measures to minimize energy and other resource consumption through increased efficiency and conservation. We will not permit the destruction of rain forests for our beef supply. Encouraging environmental values and practices Given our close relationship with local communities around the world, we believe we have an obligation to promote sound environmental practices by providing educational materials in our restaurants and working with teachers in the schools. We intend to continue to work in partnership with our suppliers in the pursuit of these policies. Our suppliers will be held accountable for achieving mutually established waste reduction goals, as well as continuously pursuing sound production practices which minimize environmental impact. Compliance with these policies will receive consideration with other business criteria in evaluating both current and potential McDonalds suppliers. Ensuring accountability procedures We understand that a commitment to a strong environmental policy begins with leadership at the top of an organization. Therefore, our environmental affairs officer will be given broad-based responsibility to ensure adherence to these environmental principles throughout our system. This officer will report to the board of directors on a regular basis regarding progress made toward specific environmental initiatives. On all of the above, we are committed to timely, honest and forthright communications with our customers, shareholders, suppliers and employees. And we will continue to seek the counsel of experts in the environmental field. By maintaining a productive, ongoing dialogue with all of these stakeholders, we will learn from them and move ever closer to doing all we can, the best we can, to preserve and protect the environment. We value sustainable food and packaging McDonalds is committed to minimizing the environmental impacts of our food and other products in the supply chain. We are working with our direct suppliers to: measure and reduce water, energy, air, and waste impacts through our Environmental Scorecard, design our packaging with resource conservation in mind improve fishing practices through our Sustainable Fisheries program. green our distribution system through efforts such as using recycled frying oil as fuel   better understand the carbon footprint of our entire supply chain, based on work by McDonalds Europe We are also trying other things to make a difference upstream in the supply chain by working with other companies and NGOs.  Our sustainable land use efforts, such as protection of high-value conservation lands like the Amazon Rainforest, are ongoing.  We also support multi-stakeholder sustainable agriculture initiatives such as the Sustainable Agriculture Initiative (SAI) Platform in Europe.  It was created by the food industry to actively support the development of sustainable agriculture worldwide.   You can read more about our efforts to green our supply chain as well as some specific leadership steps taken by our suppliers in our catalogue of global environmental  best practices, the 2009 McDonalds Global  Best of Green. Tracking our performance the Environmental Scorecard and EcoFilter McDonalds Environmental Scorecard for suppliers was created to help make our food suppliers aware of the resources they are using and to help drive continuous improvements related to their impacts in the categories of energy, water, air, and waste.   In 2005, we began rolling out the current version of the Scorecard with a goal of reaching all of our bakery, beef, poultry, pork, and potato suppliers in our nine largest markets.  Last year, we decided to set a deadline of 2009 to reach that goal and are currently on track to achieve this before the end of the year. Many suppliers that have been using the Scorecard for multiple years have reduced their use of water and energy and their production of waste.   In Canada, for example: All direct suppliers of beef, poultry, potatoes, and bakery products located in Canada completed the 2008 Environmental Scorecard 45% showed a decrease in water used per unit of finished product between 2007 and 2008 64% showed a decrease in energy used per unit of finished product between 2007 and 2008 100% showed zero air emissions violations in 2008 64% showed a decrease in waste production per unit of finished product between 2007 and 2008 In 2010, some markets will continue to expand the use of the Scorecard.  Globally, we will focus our efforts on making the Scorecard easier to use and more impactful, through enhancements like online training and data collection.  We also continue to encourage our direct suppliers to help our indirect suppliers become more aware of their resource use and to explore options for reductions. Oil Opportunity McDonalds is finding ways to incorporate used cooking oil into their operations. The answer is biodiesel. In several countries across the McDonalds System, our restaurants are recycling their used cooking oil for re-use in a variety of products, including the creation of biodiesel an environmentally friendly diesel fuel made from recycling vegetable oils. We have a resource that can be put to good use, and weve been taking steps, to varying degrees across the System, to utilize it in the best interests of the business, says Brian Kramer, Senior Manager Corporate Social Responsibility. This is an exciting and relevant area for all of us and one where McDonalds is looking to make a greater impact. From Fryer to Fuel The oil-into-fuel effort is just one aspect of our larger environmental platform. With consumers ranking environmental protection as a top expectation of socially responsible businesses, McDonalds is continuously working on a variety of ways to go green from reducing energy use at our restaurants to creating a more sustainable supply chain. With regard to biodiesel, the way it normally works is that restaurants team up with a contractor who picks up the used oil in bulk and sells it to companies that specialize in refining the product into clean burning diesel for consumer use. McDonalds stepped into this arena about six years ago with a test run in Austria and the effort has gradually gained momentum. Today, biodiesel initiatives are occurring in major markets across Europe, APMEA, Latin America and the U.S. The leader in this effort is McDonalds Europe, which recycles all of its used oil and sends approximately 80% to the production of biodiesel. Meanwhile, a growing number of U.S. restaurants are also directing their oil from fries to fuel. The bulk cooking oil delivery and retrieval program that McDonalds USA has been implementing with our supplier, RTI, over the past decade has achieved significant results as well. Currently, there more than 7,500 U.S. restaurants enrolled in the program, which includes delivery of the cooking oil to the restaurants in bulk via a portal on the exterior of the restaurant to a tank in the store. At the same time, waste oil is sucked out a separate tank and then sold to biofuel companies and other purchasers such as pet food companies. There are a range of environmental benefits to the bulk oil program. For example, every year it eliminates a significant amount of packaging that would normally be used if the cooking oil was delivered in smaller plastic jugs in corrugated boxes, or Jibs. This, in turn, reduces the amount of waste that goes to landfill. Fueling McDonalds Trucks Some markets, like Austria and the U.K., have taken things one step further and now use some of their reformulated oil to fuel their McDonalds delivery trucks. Its known in the environmental world as closing the loop taking your used products and putting them to good use back into your system. This really is a great story, says Sebastian Csaki, Manager Environment and Corporate Social Responsibility McDonalds Europe. The fact that were able to recycle so much of our used oil into biodiesel and use it in our own trucks truly shows our commitment to lessening our environmental impact in innovative ways. Greener Than Ever McDonalds strives to provide eco-friendly workplaces and restaurants that reflect our sustainability goals and demonstrate environmental stewardship in the workplace. In August 2008, McDonalds USA opened its first corporate-owned pilot green restaurant and received Leadership in Energy and Environmental Design (LEED) Gold certification in April 2009. Some of the green attributes of the Chicago restaurant include energy-efficiency equipment and lighting, high efficiency plumbing fixtures, and permeable pavement and rainwater collection for irrigation. Were using this green building lab to help refine our green building strategy. Our second green restaurant was completed in North Carolina in early 2010. Green building strategies arent limited to McDonalds restaurants. Using the LEED rating system developed for Existing Buildings (LEED EB), we recently tackled our Global Headquarters in Oak Brook, Illinois. Our 20-year-old Campus Office Building (affectionately known as the COB) was granted Platinum Certification, the highest level possible. The COB is one of the oldest buildings to receive this certification. The sustainable building enhancements made during the certification process have resulted in clear financial and environmental benefits. Energy use is at its lowest level in five years, helping to offset rising utility costs

Images, Symbols and Symbolism in Fahrenheit 451 :: Fahrenheit 451 Essays

Symbols and Images in Fahrenheit 451 Fahrenheit 451, by Ray Bradbury is a futuristic novel, taking the reader to a time where books and thinking are outlawed. In a time dreadful FOR those who want to better themselves by thinking, and by reading, BECAUSE READING IS OUTLAWED. Books and ideas are burned, books are burned physically, where as ideas are burned from the mind. Bradbury uses literary devices( I ONLY SEE ONE DEVICE!) such as symbolism, but it is the idea (WHAT IDEA?) he wants to convey that makes this novel so devastating. Bradbury warns us of what may happen if we stop expressing our ideas, and let people take away our books, and thoughts. Bradbury notices what has been going on in the world, with regards to censorship THROUGH book burning in Germany and McCarthyism in America. Bradbury is also a WRITER WHO incorporates symbolism into his book. Bradbury's use of symbolism throughout the novel makes the book moving and powerful by using symbolism to reinforce the ideas of anti-censorship. (WHAT DO YOU MEAN BY THIS?) The Hearth and the Salamander, the title of part one, is the first example of symbolism. The title suggests two things having to do with fire, the hearth is a source of warmth and goodness, showing the positive, non-destructive side of fire. Whereas a salamander is a small lizard-like amphibian, WHICH in mythology is known to endure fire without getting burnED by it. Perhaps the salamander is symbolic of Guy Montag who is described as a ONE because he works with fire, endurING ITS DANGER. YET HE CONTINUES TO believes that he can escape the fire and survive, much like a salamander does. On the other hand, it is ironic that Guy, and the other firemen believe themselves to be salamanders because both CAPTAIN Beatty's and Montag's destruction comes from the all mighty flame, from which they thought they were invincible. The symbol of a Phoenix is used throughout the novel. This quote accurately describes the Phoenix, "It is known to be a mythical multi-colored bird of Arabia, with a long history of artistic and literary symbolism, the Phoenix is one of a kind. At the end of its five-hundred-year existence, it perches on its nest of spices and sings until sunlight ignites the masses. After the body is consumed in flames, a worm emerges and develops into the next Phoenix.