Community law Essay Example | Topics and Well Written Essays - 2750 words

Community law - Essay Example For analyzing how the principle of indirect effect effectively bridges the gap between the vertical and the horizontal direct effects, the requirements for the applicability of the direct and indirect effects have to be considered. Direct effect is of two types, namely Vertical Direct effect or Individual versus the State and the Horizontal Direct effect, wherein the litigation is between Individuals. The concept of direct effect follows from the supremacy of European Law as formulated by the ECJ. This implies that if an EC Law has direct effect then such law grants rights to individuals, which must be upheld by the national courts. For any EC Law to have direct effect, it must satisfy two conditions. First, the relevant EC Law must be part of the recognized legal order, i.e., it must be a treaty article, a regulation or a directive. Secondly, the terms of the relevant EC Law must be such as are appropriate to confer rights on individuals. Directives have vertical Direct effect only if they have clarity, precision, unconditionality in as much as they fulfil the Van Gend criteria, independence in operation and its date of implementation should have been over and the person or body against whom the directive is pleaded must be public body1 or an emanation of the state2. This has created a duty to try to interpret national law consistently with EC Law, whether or not is has Direct effect. This is the underlying principle of the indirect effect, which establishes the supremacy of EC Law.The doctrine of direct effect enables national courts to apply EC Law. Uniformity is preserved through the preliminary reference procedure using which the national courts refer to the European Court of Justice for interpretation of EC Law. The ECJ is the sole authority for interpreting the various treaties of the EC. However, this dual court system is not conducive to a single uniform interpretational application of EC Law. Treaty Articles should be so worded that they have direct effect. They must further fulfil the Van Gend En Loos criterion and should have both the vertical as well as the horizontal direct effect. This criterion states that the EC Treaty should be applicable not only to the member states but to the individuals also. EC Treaty Articles will overrule any provision of the national law, which does not conform to it, irrespective of whether it was passed before or after the passing of the articles. Similarly, regulations of the EC Treaty are capable of having vertical and horizontal direct effect. Direct applicability of these regulations is enabled by Article 249 of the consolidated version of the European Treaties. These have to be enforced by the national courts. As such limitations were imposed on the doctrine of direct effect in order to ensure that national courts did not face difficulty in implementing community law. For the application of the principle of direct effect the conditions discussed above in respect of the directives, articles and regulations of the treaty should be complied with. Whenever these conditions can not be fulfilled and the direct effect in not applicable, the principle of indirect effect will take over and the implementation of EC Law through the national courts is ensured.In the case Marshall v. Southampton Area Health Authority3 (1986) the European Court of Justice ruled that the relevant Directive had direct effect as it satisfied the four requirements of direct effect. It contended that Marshall could rely upon this to proceed legally against the State. It was also held that the Health Authority, which was Marshall's employer, was part and parcel of the State as it performed a public function on behalf of the State. This case is an example of the horizontal direct effect and in this case the health authority was considered to be an emanation of the state. In the case of Foster v. British Gas the Marshall principle was extended and the European Court of Justice ruled that the Directive had direct effect even against the private British Gas. This decision was

Paper 3 Essay Example | Topics and Well Written Essays - 750 words - 3

Paper 3 - Essay Example This argument attracted substantial opposing replies. One of the most significant responses argued that if at all the world is poorly designed then it also means that it presupposes the designer. Further counterargument gives a more emphatic reply by stating that maybe there are possibilities that the design of the world has not yet sufficiently been realized in its full perfection, but not based on arguments that it is not perfect. As such, these are just some of the contributing tenets arousing arguments with respect to traditional and natural dialogues on religion that in turn impact on the philosophy of reason, beliefs and morals. However, even from the counterarguments, further theoretical explanations seem to question the reliability of the design of the world. This is for instance significantly represented by Darwin’s theory of evolution. Although Darwin’s theory indirectly describes the design of the world because it only centers on creation of life through natural selection, it has triggered continued conflict between science and religion (Solomon, Clancy & Higgins, 2012). In particular, the church views Darwin’s theory as a factor undermining the credibility of the church because it seems to contradict the church teachings about God as the sole creator of the world. However, if one looks at it from a different perspective from Genesis, the creation was spread across several days, meaning that the idea of natural selection might still hold. Morals, religions, and evil as the three traditional forms of proof for God’s existence have also additionally attracted arguments. Counterarguments suggest that for one to believe in morals, religion and evil; it has to start from the belief in God. Furthermore, these arguments also maintain that the three does not adequately provide actual proofs for God’s existence. Emanuel Kant, for instance, as one of the earliest philosophers that offered counterarguments on religion and morals

Thomas Telford Essay Example | Topics and Well Written Essays - 250 words

Thomas Telford - Essay Example awhile in the city of Edinburgh, but he intended London in 1782, the place where he has met many talented architects like Robert Adam and Sir William Chambers. It is only there where he was committed to building additions to Somerset House. He was upholding many different skills and talents either in design or in the management of building projects. Thanks to William Puteney, Thomas Telford turned out to be Surveyor of public works in Shropshire and with the aid of this wealthy patron, Thomas became an architect undertaking many successful projects such as the renovation of Shrewsbury Castle, the town’s prison, the church of St. Mary Magdalene, Bridgnorth and another church in Madeley. It is reported also that he designed many bridges. Thomas Telford was famous for being a civil engineer and was all the time consulted for some very challenging and difficult projects. He contributed somehow to water supply works for Liverpool and made remarkable improvements to London’s dockland and the construction of London Bridge. What is more is that Thomas Telford took himself the responsibility of devising a master plan to enhance communications in the highlands of Scotland. This serious and thorny project has lasted some twenty years and has included the building and the redesign of various canals like the Caledonian Canal and the Crinan Canal. Obviously, the most striking incident in Thomas Telford’s life is when he was consulted by the king of Sweden himself in what concerns the building of a canal between Gothenburg and Stockholm. This occurred in 1806 and about four years later, his marvelous plans were carried out in the construction of the GÃ ¶ta Canal. Surprisingly, Telford was never married. The greatest works he did will therefore continue always to attest to his everlasting presence among

The History of Italian Mafia Annotated Bibliography

The History of Italian Mafia - Annotated Bibliography Example The History of Italian Mafia Pickering-lazzi, Robin â€Å"Mafia and outlaw stories from Italian life and literature† Toronto: University of Toronto Press, 2007. This is a collection of literature by most significant figures in the Italian literature field, some of the renowned writers that have been included in the book are Livia De Stefani, Grazia Dekedda, Anna Maria Ortese, Silvana La Spina and Giovanni, Verga. The book also presents some of the famous witnesses who have had first hand experience with the Italian Mafia in helping to give the groups inception, growth and activities. The book gives an overview of the Italian perspectives on the Mafia and crime covering the 1880’s and 1990’s. It covers aspects of the legends of Italian Mafia’s that identifies them as a group, the relationship between the Mafia and the State, children, women, the Catholic Church, allied forces during the Second World War among others. The author outlines key period since the inception of the criminal group taking an intriguing approach to the subject. He also points why it has been a challenge for the authorities to wipe out this form of organized crime, one of the reasons pointed out in the book are the high level of secrecy that exists within the Mafia members. It also illustrates on how the Italian Mafia thrive and develop in the presence of a weak and non democratic government.

Thomas Telford Essay Example | Topics and Well Written Essays - 250 words

Thomas Telford - Essay Example awhile in the city of Edinburgh, but he intended London in 1782, the place where he has met many talented architects like Robert Adam and Sir William Chambers. It is only there where he was committed to building additions to Somerset House. He was upholding many different skills and talents either in design or in the management of building projects. Thanks to William Puteney, Thomas Telford turned out to be Surveyor of public works in Shropshire and with the aid of this wealthy patron, Thomas became an architect undertaking many successful projects such as the renovation of Shrewsbury Castle, the town’s prison, the church of St. Mary Magdalene, Bridgnorth and another church in Madeley. It is reported also that he designed many bridges. Thomas Telford was famous for being a civil engineer and was all the time consulted for some very challenging and difficult projects. He contributed somehow to water supply works for Liverpool and made remarkable improvements to London’s dockland and the construction of London Bridge. What is more is that Thomas Telford took himself the responsibility of devising a master plan to enhance communications in the highlands of Scotland. This serious and thorny project has lasted some twenty years and has included the building and the redesign of various canals like the Caledonian Canal and the Crinan Canal. Obviously, the most striking incident in Thomas Telford’s life is when he was consulted by the king of Sweden himself in what concerns the building of a canal between Gothenburg and Stockholm. This occurred in 1806 and about four years later, his marvelous plans were carried out in the construction of the GÃ ¶ta Canal. Surprisingly, Telford was never married. The greatest works he did will therefore continue always to attest to his everlasting presence among

The Speeches Of Acts Essay Example for Free

The Speeches Of Acts Essay The two-volume set of Luke-Acts was an ancient scholars attempt at defending Christianity as not only a religion, but also as a way of life. While the first volume focused on the life of Jesus, the second volume, focused on the origins of the Christian Church. The speeches found within the book of Acts are ordered in such a way to plainly demonstrate how Christianity progressed from one mans idea into the dominant religion of the time period in which Acts was written. Each speech given is representative of a theme found in the book of Acts. When studying the speeches from Acts, it is important to keep the broader context in mind. The book of Acts itself is about the spread of Christianity and its church throughout the Roman world. It was the story of a spiritual conquest that eventually spread throughout the entire known world. And as with any epic story, it was made up of many smaller stories. Most of these stories found in the book of Acts revolved around a singular speech or occasionally, a group of speeches. In the second volume of Luke-Acts, these speeches make up about one quarter of the entire text. By inserting these unbroken speeches into the book of Acts, the author was able to convey a sense of immediacy that did not normally exist to the reader. When these speeches are observed in their larger context however, they begin to take on an entirely new meaning and intent. This large group of speeches can easily be sorted into groups and themes by looking at who was orating, what their intent was, who the audience was, and what the audiences reactions were. Because Acts was about the spread of Christian Church, the speakers were predominately Jewish-Christians. Paul and Peter orated the majority of the speeches although they are only part of the many Christian advocates who were spreading the Christian message during this time period. Throughout the time frame that book of Acts hopes to frame, many things were happening that were not recorded. It is important to realize that every recorded event portrayed in Acts, surely created Christianesque ripples that flowed continuously outward from the apostles and other devout followers. Many times, Christian speeches and activities often spurred other speeches that were orated by non-Christians. These non-Christian speeches were mainly negative to the Christian cause and were often preemptive to floggings and violence. Even though these outlying speeches are legitimate, the authors function of these speeches remains fundamentally different than that of the pro-Christian speeches found in Acts. Therefore they should be viewed as mere reactions and complements to the Christian speeches rather than speeches themselves. Many of these negative reactions were spurred when Christian speakers attempted to convert devout Jews into Christians, especially early on in Acts. For example, when Paul spoke to a Sadducees council early on in the book of Acts, the reaction the apostles received was not only a speech negating their preaching, but also a beating at the hands of the council. (Acts 5.29-5.40). The apostles were not deterred by these set backs posed by the council however, and they became more persistent in their witnessing to Jews and non-Jews alike. One method used to persuade Jews to cross over into Christianity was the implementation of history in their arguments and speeches. In Acts 13.16-13.41 Paul explained Jesus Jewish origins and how the same Jews that shared his ancestry had eventually rejected him. This message was extremely effective to small groups of Jews, but when a large group amassed during the next Sabbath day, Paul and the apostles were inevitably rejected once again by the Jews. The apostles were not content with speaking only to Jews because in their opinion, God was universal in his love of humans. They hoped to eventually unify Gentiles and Jews under one religion in which all were equal. In hopes of spreading this message to potential Gentile converts Paul and Barnabas traveled to the town of Lystria and spoke to the inhabitants. (Acts14.8-14.20). By healing a crippled man in public, Paul and Barnabas gained the attention of many Gentiles, who immediately regarded them as the Hellenistic Gods Zeus and Hermes. After convincing the masses about the way of Christianity, they traveled outwards from Jerusalem still into yet another Gentile town called Derbe. This continual path away from Jerusalem into the outer world paralleled what the apostles were attempting to do with Gentiles. By allowing the Gentiles to maintain their customs and culture, the way of worshipping the one Christian god became more appealing to the majority of them than pertaining to the typical Roman Gods. The only thing that Christian law required of Gentiles and Jews was belief in the idea that repentance of sin resulted in the forgiveness of God. As the apostles continued to journey outwards away from Jerusalem, the notion of the Christian church spread with them. In some cases the word of Christianity spread faster than the apostles. When Paul traveled to Ephesus in Acts 19.1 for example, he was met with disciples of Christianity who had been baptized in the name of John, but not yet of Jesus. After Paul had spent considerable time in Ephesus, he began his journey back towards Jerusalem. Once Paul was back in Jerusalem, the style of speeches drastically changed from evangelistic to defensive. Now that Paul was back in the midst of the hub of Jewish activity, he was constantly questioned, attacked, provoked, and arrested. When Paul went on trial before King Agrippa in Acts 26.1-26.32 his speech had a different message than most of his previous ones. Paul attempted to pacify his accusers by reverting to his Jewish roots and demonstrating that he had disobeyed no laws while within the temple. Paul summed up his experiences with the Jews and Gentiles and eventually was allowed freedom once again. The purpose for Pauls arrest in the context of Acts, was to not only sum up the previous themes found in the volume, but to also demonstrate the justification of unity between Jews and Gentiles under the same God. After this was accomplished, Paul was allowed his freedom so that he could continue his travels and repeat all of the subsequent themes that came with his earlier travels. Once Paul was in Rome, he continued his preaching to the Gentiles. While in Rome, he was subject to much of the same treatment he had found elsewhere in the world. On one hand, much praise and jubilation followed him, but on the other, he was also eventually persecuted and sent to jail. He was eventually forced to basically repeat his earlier apologies and arguments to justify his freedom. As before, he was allowed release so he could continue preaching and teaching in Rome. (Acts 28.17 28.28) To summarize the book of Acts, once Paul had conquered Jerusalem in a spiritual sense, he set out to conquer Rome as well. These cities represent both the Jewish capital of the world and the Gentile capital of the world. Upon implementation of Christianity of any giving town, the apostles set out to other towns and cities in order to give their powerful speeches, which signified so much more than the words they contained. Works Cited Ehrman, Bart D., The New Testament: A Historical Introduction To The Early Christian Writers. New York: Oxford, 2000. Harvey, A. E., The New English Bible: Companion To The New Testament. Cambridge: Oxford, 1970. Meeks, Wayne A., et al. ed. The Harper Collins Study Bible. Vol. 44. New York: HarperCollins, 1993. Stendahl, Krister. Paul Among Jews And Gentiles And Other Essays. Philadelphia: Fortress, 1973.

Marketing Plan of Nestle

Marketing Plan of Nestle Nestle is the leading FMCG company of Switzerland established by Henri Nestle. Nestle is serving worldwide with its more than 500 factories in 86 countries comprising almost all continents. Nestlà ©s product portfolio is more than 500 products all over the world serving best to their customers. Henri Nestlà © endowed his company with the symbol derived from his name. His family coat of arms, the nest with a mother bird protecting her young, became the Companys logo and a symbol of the Companys care and attitude to life-long nutrition. The Nestlà © nest represents the nourishment, security and sense of family that are so essential to life Launched on the North American market in 2003, Nestlà © PURE LIFE is destined to become the worlds top and most widely distributed brand by 2010. Nestle is also willing and has goal to achieve the $1 Billion enterprise by 2014. Nestle Pure Life is a premium drinking water, produced to the highest standard of safety and purity. The company is seeking to provide customer with pure drinking water on suitable prices make the product as convenient as possible. According to their claim that they provide the best food throughout the world Nestle is leading brand in water market and has left behind many local brands which were working before the launching of Nestle Pure Life. Now it has maximum market share in developed and major cities of Pakistan like Lahore, Karachi, Islamabad, Multan, Hyderabad and many others. As we have discussed earlier that Nestle is going to become the fully market leader of water market in Pakistan, signs are clearly visible to achieve the set point of Nestle. Nestle Pure Life is also the star product of Nestle Pakistan and most probably all over the world where Nestle Pure Life exist. Here you can see the market share chart for the product and after that there is a Boston Consultancy Group Matrix is shown which would describe the ranking of Nestle Pure Life in product portfolio of Nestle Pakistan. Nestlà ©s business objective is to manufacture and market the Companys products in such a way as to create value that can be sustained over the long term for shareholders, employees, consumers, and business partners. Nestlà © recognizes that its consumers have a sincere and legitimate interest in the behavior, beliefs, and actions of the Company behind brands in which they place their trust and that without its consumers the Company would not exist. Nestlà © continues to maintain its commitment to follow and respect all applicable local laws in each of its markets. According to our observation and market survey, we have concluded that as such there is not set demographic techniques to set the specific target market. Because, water is something that everyone uses. Everyone can use any size of bottle that Nestle is offering. There are some variations that can be made throw OUR OBSERVATION but not from the company Nestle Pure Life comes in four different sizes. These four are targeting different types of people and lifestyles. The smallest size of Nestle Pure Life Water of 0.5L. This size is being heavily used by the consumers in place of soft drink. University and Colleges are also included in its target market of this size. But the product is used by everyone in the society also. It is not only specified people that have been discussed above. The second size of the Nestle Pure Life Water which is about 1.5L. This size is being used in mostly meetings. You can say that any kind of organizational meeting or any other social meeting, this product i s being used. The third size of the Nestle Pure Life which is used in mostly houses and offices in the waiting area. The fully household product and also using in executive rooms in offices with the dispensers. This Nestle Pure Life Water Bottle is also very helpful in many dispensers available in the market with good options We can easily observe that Nestle itself is not taking active part in social welfare. And on the other hand, we see the lower prices of the product as compared to the other FMCGs Companys products like Unilever, Colgate. Palmolive and Procter and Gamble. If we look at the prices, we can observe that Nestle is also using its name for the promotional activities and pricing strategies also. They have to maintain their level of efficiency and always provide the best at best price. Nestle cares about the customers. As the time is of inflation, nestle is trying to overcome the pricing problems to the extent they can do. Nestlà ©s point of view is Only by understanding their needs can we serve our consumers to the fullest Profit earning is the core aim of every company but in case of nestle their profit margin is small just for the sake of customers trust and happiness. Only a few amount of profit is collected from pure life water. Nestle always strive to give superior product at low rates . Nestle is also one of the leader of retaining their customers. This is one reason of their success. They use the simple formula for the price that is Cost + Profit. The main reason is Pure Water which is the name of this product. Rests of the water products are using chemicals which can be harmful for the human body but Nestle Pure Life is the only water product which is pure in nature. That is also the unique selling point of Nestle Pure Life. This is the most powerful point that is in the mind of the customers while purchasing any water bottle in their routine life. The brand name is also very important for the consumers. The slogan of Nestle is Good Food Good Life. That is very attractive slogan people can attract from. It puts the perception in the minds of people that theyre being offered good products for their healthy lifestyle. If you look at the logo of Nestle, youll get to know that a bird is feeding the children. Obviously a mother cant deceive the children. Nestle pure life is a brand of nestle which explains a big symbol of quality to customers. Nestle Pure Life shows in their ads about the purity of water and the water need for you r body. In its launching advertisement, the company advertises Nestle Pure Life very successfully. In that advertisement, a lady is drinking Nestle Pure Life Water and then it goes towards inside the body to show the functions of pure water. That was the awesome commercial that boosted the sale of Nestle Pure Life. Nestle is also advertising on famous websites like you can observe that whenever you will login to your face book account, the ads of Nestle will be there. There are number of sign boards and banners you will see in the cities to aware people about the products of Nestle. Thus, Nestle is using all types of media to advertise their products in anyway. When Nestle Pure Life was launched, they distributed the free samples of 0.5L bottles for market testing and for their advertising purpose. Then a short walk was also arranged for the sake of good health and seminars was also conducted to make sure about the pure water needed your body. To understand the depth of Positioning, we will divide into three steps The final aspect of the micro environment is publics, which is any group that has an interest in or impact on the organizations ability to meet its goals. For example, financial publics can hinder a companys ability to obtain funds affecting the level of credit a company has. Media publics include newspapers and magazines that can publish articles of interest regarding the company and editorials that may influence customers opinions and our mostly products are selling on the public advertisement because the people are the too much concision about their health. Government publics can affect the company by passing legislation and laws that put restrictions on the companys actions. Citizen-action publics include environmental groups and minority group and can question the actions of a company and put them in the public spotlight. Local publics are neighborhood and community of the organizations and will also question a companys impact on the local area and the level of responsibility of their actions. The general public can greatly affect the company as any change in their attitude, whether positive or negative, can cause sales to go up or down because the general public is often the companys customer base. And finally, the internal publics impacts include all those who are employed within the company and deal with the organization and construction of the companys product. Each market impact has different characteristics and causes they find important. This can be beneficial to a marketer as they can decide who their product would benefit most and tailor their marketing plan to attract that segment. Demography covers many aspects that are important to marketers including family dynamics, geographic shifts, work force changes, and levels of diversity in any given area. Another aspect of the macro environment is the economic environment. This refers to the purchasing power of potential customers and the ways in which people spend their money. Within this area are two different economies, subsistence and industrialized. Subsistence economies are based more in agriculture and consume their own industrial output. Industrial economies have markets that are diverse and carry many different types of goods. Each is important to the marketer because each has a highly different spending pattern as well as different distribution of wealth. The natural impacts: The natural environment is another important impact of the macro environment for the organization. This includes the natural resources that a company uses as inputs and affects their marketing activities. The concern in this area is the increased pollution, shortages of raw materials and increased governmental intervention. As raw materials become increasingly scarcer, the ability to create a companys product gets much harder. Also, pollution can go as far as negatively affecting a companys reputation if they are known for damaging the environment. The last concern, government intervention can make it increasingly harder for a company to fulfill their goals as requirements get more stringent. The technical impacts: The technological environment is perhaps one of the fastest changing factors in the macro environment. This includes all developments from antibiotics and surgery to nuclear missiles and chemical weapons to automobiles and credit cards. As these markets develop it can create new markets and new uses for products. It also requires a company to stay ahead of others and update their own technology as it becomes outdated. They must stay informed of trends so they can be part of the next big thing, rather than becoming outdated and suffering the consequences financially. The political impacts: The political environment includes all laws, government agencies, and groups that influence or limit other organizations and individuals within a society. It is important for marketers to be aware of these restrictions as they can be complex. Some products are regulated by both state and federal laws. There are even restrictions for some products as to who the target market may be, for example, cigarettes should not be marketed to younger children. There are also many restrictions on subliminal messages and monopolies. As laws and regulations change often, this is a very important aspect for a marketer to monitor. The final aspect of the macro environment is the cultural environment, which consists of institutions and basic values and beliefs of a group of people. The values can also be further categorized into core beliefs, which passed on from generation to generation and very difficult to change, and secondary beliefs, which tend to be easier to influence. As a marketer, it is important to know the difference between the two and to focus your marketing campaign to reflect the values of a target audience. Nestle is the world leader in FMCG industry. People trust on the products launched by the company even the product is facing some problems. Nestle was doing its good job in past but now it is facing some problems of low quality of their products. Nestle is sued by someone they claim that they are doing unethical business. They are mixing unhygienic things which can cause damage to customers health. Its example is that their water is not pure and good for health. You can see dust partials in Nestle mineral water when you keep it in sunlight that shows its product quality is down. Now they have to do more making their strong position in market because when you lose your image in customers eye then it is difficult to renew their image. Marketing plan of Nestle Marketing plan of Nestle MARKETING PLAN OF NESTLE NESTLE Nestle had setup its first plant in 1961 in Moga (Punjab). The company is acknowledged as one of the leading companies in the FMCG sector with â€Å"Top rated wealth creators of India â€Å". It is progressively evolving into food, beverage, nutrition, health, wellness, and touching lives of people. Nestle India has strong brands like Maggi, Nescafe, Cerelac, Lactogen, Kit, Kat Polo, Milo and Polo. It has set up â€Å"Cafe Nescafe â€Å"and â€Å"Coffee Corners† in mini metros. Nestle is leveraging the vast consumer base in India. There has been continuous focus on values. NESCAFE In Hebrew, the word â€Å"NES† means Miracle â€Å"CAFE† means Coffee so together its a miracle with coffee. Nescafe believes in innovation, improvement, thrust on value for money. Nescafe leads the market of instant coffee with Rs.361 crore. The companys beverage products generate 22% of the companys total revenue. Nescafe has pushed into more diverse media. Global Coffee market s segregated into three segments: Instant Coffee Roast And Ground Coffee Chicory Despite the ever increasing choice available to the consumer, Nescafe original maintains its position as not only the nations favourite coffee, but also the leading hot beverage brand overall. In 1930, the chairman of Nestle in Switzerland was approached by the Brazilian coffee institute and asked to develop coffee that was soluble in hot water and retained its flavour. From these beginings came not only the worlds first instant coffee, but also the emergence of a classic brand of the millennium. After years of painstaking research, scientists at the Nestle research laboratory in Switzerland finally achieved the desired results, and on April 1, 1938, Nescafe was launched in Switzerland. Nescafe original holds the pre-eminent position with a 36.5% retail share of the instant coffee market. The coffee sector s led by Nescafe brands which account for 55% of all instant coffee sales n the UK. BUSINESS STATEMENT Nescafe business objective , and that of management and employees at all levels , is to manufacture and market the Companys products in such a way as to create value that can be sustained over the long term for shareholders , employees , consumers , business partners and the large national economies in which Nescafe operates. Nescafe is conscious of the fact that the success of a corporation is a reflection of the professionalism, conduct and the responsible attitude of its management and employees. It continues to maintain its commitment to follow and respect all applicable local laws in each of its markets. It s conscious of the fact that the success of a corporation is a reflection of the professionalism, conduct and the responsible attitude of its management and the employees. Therefore recruitment of the right people and ongoing training and development are crucial. MARKETING OBJECTIVES We are going to use the method SMART: Specific: The objectives have to be clear. For example, in each shop, the company of â€Å"NESCAFE† must achieve the selling objectives. The turnover to reach will not be the same in the different shop because we make the selling objectives according to size of the shop, the frequentation, the type of the clients. Measurable: The company has to follow the different targets in the sales outlets and if each Shop allowed reaching the objectives. To measure the sales we can calculate the sales by day In order to understand how the client bought the product. With these data we can improve The strategy and the sales. The commercials can ask to the supermarket to put the product in A different way or to make more promotion. Achievable: The targets have to be realist. At the beginning the turnover would grow slowly and after the promotion, it would have a faster expansion. If we reach to win clients from Our main competitor (in a first time) and from the others tea brand (in a second time), the Sales would grow increasingly. The firm should have a long terms vision and should bereactive in front of decisions or problems which can occur. Relevant: the objectives have to be founded on fact and not on suppositions. The firm has to Respect its general strategy and its image. The firm should take into consideration the sales Of its competitors in order to be based on relevant objectives. Timed target: each objective should have a deadline. It can allow measuring the different Sales of the day, of the week, of the month, according to these data, the firm can change the Objectives or makes promotion to reach these objectives. INDUSTRY ANALYSIS TRENDS: In 2005, the tea industry reached the $1.7 billion category and it is expected to continue growing indefinitely (Mintel 2005). Market analyst believe the tea industry will continue to boom and is not expected to reach saturation level in the near future. The favourable movement in the tea industry can be attributed to two major factors: (a) Consumers need for convenience and time-saving services; and (b) the positive press given to tea. For the last decade, the health benefits of tea have gained wide coverage in the media. Studies continue to show the beneficial properties of tea, with health benefits ranging from lower cholesterol levels to improve arterial health and decreasing chance of cancer. This positive press has definitely catapulted the demand for tea. Consumers believe that tea is very good for the body, thus, it is more logical to drink more tea and less soda pop and other drinks. Consumer considers Nestea as a healthy habit. COMPETITOR: One of the major competitor for Nescafe tea in the world tea markets Lipton tea. Moreover the alliance between Unilever and PepsiCo is expected to enable Lipton to strengthen its global position. Lipton tea is going above and above these days, so the competition would be strong. There are other tea also, like Tetley who s gaining good market. CUSTOMER PROFILE: There are two major target markets for ready-to-drink tea. One group s the consumers on the go. These are the employees, students, and other consumers who lead a busy lifestyle. Thus, there is a need for products that are accessible and readily available. Convenience has dominated the market, particularly the food and beverage industry. The other group is made up of health conscious consumers, specifically the baby boomers who patronize anything healthy. SWOT ANALYSIS Strengths Great leap forward in media. Sustained improvement in customer service levels. Global leader in instant coffee the company has a clear global lead in the important coffee sector, which is growing significantly in emerging markets, accounting for 21% of global value in 2007. It has solid financial base. Nestle has a number of cost-saving programmes in place and as a result ,has been able to place itself in a position where it is able to afford sizeable investment in brand development. Weaknesses Agencies spent all their time fighting each other. Adopted a pricing strategy higher than competitors. The mass-market positioning of Nescafe, presents significant difficulties in terms of tapping into the growing demand for premium coffee products. Nescafe has developed only minimal presence in tea, a sector which is benefiting notably from the rise in consumer health-consciousness. Opportunities Shortage of tea supply unlikely. Consumers are living a healthier lifestyle. Growth in tea market due to promotional efforts of healthy attributes of tea. Euro monitor International forecasts that Asia-Pacific will be the fastest growing market for hot drinks over the 2007-2012 periods. As Nescafes largest regional market, Asia-Pacific therefore presents significant opportunities for the company n spite of poor conditions in major Western European markets. It could further develop its confectionary brands n other hot drinks along the lines of existing products. Threats High quality tea prices will increase moderately. Tea market is very competitive and relative elastic. Sluggish prospects in developed markets market maturity and aggressive competition amongst retailers are set to constrain hot drinks growth severely in major developed markets during the forecast period. Increasing transport and raw material costs, mainly relating to rising bean, oil and packaging prices, are placing significant pressure on margins in the companys beverage operations. MARKETING STRATEGIES Nescafe FMCG giants wants to be a â€Å"preferred client†. Strike balance between tapping into local knowledge of markets and disseminating global practice. Communication efforts are directed effectively and with maximum return on investment. To work with the limited number of agencies so that they really know the business. Encourage its agencies and employees by making changes in remuneration. Nescafe has even in the past resorted to low-key market penetration strategies. Nescafe can take advantage of the positive press on the health benefits of tea to boost the sales of its tea product line. The company can use recent studies on the health benefits of tea as the basis of its press releases and advertising campaigns. TARGET MARKET We want to touch the target group n a progressive way. At the beginning, it is important to touch the consumers of black tea, fruit tea and health tea. In second time, we should attract consumers of the main competitor â€Å"LIPTON TEA†. The next step will be to touch the tea drinkers in general and at the end, the consumers of coffee. We can argue for the coffee drinkers that the black tea is as strong as the coffee and good for the health. DISTRIBUTION CHANNEL Mc cann and publicis mojo is the lead global agency of Nescafe. Products are sold throughout India and also are exported to Russia, Hungary and several other countries. Visibility and availability of product had been supported by smaller stock keeping units. MARKETING MIX Product Nestea will be a high quality product offered as specially blended Black tea as well as Fruit and Herbs. Contents of the Nestea black are: 40 bags, 80 bags, 150 bags, 250 bags (Family pack) The amount of bag refers to different target groups. 40 bags for singles, 80 bags for couples, 150 bags and 250 bags are Family packs. Contents of Nestea fruit and Nestea herbal is 25 bags. This is standard size, very common on the tea market (comparison with competitors) The different tastes offered will be: Peppermint, citrus fruit, mango and peach, apple, vanilla. Place Tea is imported from India because the company is able to get high quality for a reasonable price. The final product will be distributed to Retailers such as supermarkets and small shops so the end consumer has easy access to it. Place in supermarkets: The fruit and herbal tea boxes should be placed on the top of the shelves in the supermarkets. Beneath them on the middle and lower levels the black tea should be placed according to the content of tea bags. 40 bags should be placed higher than the ones containing more bags. Price Nestea price would be Content Price Nestea Black 40 bags Rs. 40.99 Nestea Black 80 bags Rs. 78.99 Nestea Black 150 bags Rs. 145.99 Nestea Black 250 bags Rs. 235.99 Peppermint 25 bags Rs. 49.99 Mango Peach 25 bags Rs. 39.99 Apple 25 bags Rs. 40.99 Vanilla 25 bags Rs. 41.99 Promotion The promotion is the most important point to launch our products because we want to be able to compete with our biggest competitor â€Å"Lipton Tea†. We are going to set up original events in order to attract new customers and consumers of the other tea brands. Promotion in supermarkets: We want to set up a stand in the supermarket in order to make tasting to the supermarkets clients. The stand should represent the brand with the colour of the company During the launch of our product, all the customers at the supermarket will receive a sample of â€Å"Nestea† for free at the cashers including a voucher which explains the game to win a trip to London. Promotional offers during the year: If a client buys a box of 150 bags, he will get a free cup or a spoon. If he buys a box of 250 bags, he will get a free box of vanilla tea. The top companies markets spend 40% of their budget on TV. FINANCIAL PROJECTIONS Updated General Fund Projection for FY 2008 There are no specific fiscal actions that result from acceptance of this report. The Fiscal impact of the FY 2008 budget projection will be considered as part of the FY 2008 budget process. As a result of updating the FY 2008 current level of services, the estimated deficit faced by the County is between $201.6 million and $238 million, which is, at the high range, $36.4 million above our August estimate. Between now and June, the projected County deficit could also change as a result of new information, and State and/or Federal budget impacts. As part of the County Executives FY 2008 Recommended Budget, the Administration is likely to propose modified solutions to address the deficit above the original $201.6 million CATEGORY FALL 2006 PROJECTIONS FEBRUARY 2007 PROJECTIONS VARIANCE % Salaries and Benefits $1,079,122,529 $1,104,392,402 $25,269,873 2.3% Services and Supplies $980,299,690 $985,905,536 $5,605,846 0.6% Other Charges $14,975,229 $13,419,939 ($1,555,290) (10.4%) Operating/Equity Transfers $312,285,789 $319,670,115 $7,384,326 2.4% Expenditure Transfers/Reimbursements ($191,727,494) ($203,671,731) ($11,944,237) 6.2% Total Net Expenditures $2,194,955,743 $2,219,716,262 $24,760,519 1.1% Total Revenues $1,993,330,215 $1,992,472,684 ($857,531) 0% Net Cost ($201,625,528) ($232,176,299) ($25,618,050) 12.7% CONCLUSION This new product will definitely help Nescafe to grow better and better. The only thing that the strategies used should be according to the plan. As according to the plan first preference should be the customers taste. The competitors are strong so in the starting we should be on our toes. Ultimately the goal s to make it big and really big. This Nestea will definitely make a change to NESCAFE. BIBLIOGRAPHY www.foodeditorials.com www.nescafe.com www.nestle.in/nestle_india_landing.aspx www.ciims.net/2008/09/nescafe_atack_green ­_tea_market.html www.allbusiness.com/marketingmarketing/236907-1.html en.wikipedia.org/wiki/nestle