Truearth Case Analysis Essay Example for Free

Truearth Case Analysis Essay Competitors began offering similar products in 2008 which cause the growth to slow. * Some of their competitors are Nestle and Kraft. * The do not make a rash decision. The success of Cucina Fresca was a calculated risk based on significant research. The company only uses high-quality durum wheat and mostly organic ingredients. * The company further raised consumer awareness through several promotional programs, using coupons, magazine advertisements, and in-store demonstrations. * Idea generation. As the company grew, the idea generation process became a more systematic evaluation of consumer trends, with formal management brainstorming sessions. * Three important developments reshaped how consumers purchased groceries. The first important trend was a new, loosely defined food category in the United States— â€Å"home meal replacement† (HMR). An increase in dual-income households had led to higher disposable incomes coupled with â€Å"time poverty,† as both workers found themselves lacking the time to cook a meal and clean up afterward. Further, consumers had tired of unhealthy carryout and fast food and started seeking greater variety and freshness. Supermarkets began meeting HMR needs by enhancing their fresh, prepared food offerings. * There was no fresh whole grain pasta with broad distribution, with 85% of those in favour of the concept having never purchased it before. In an attempt to retain our leadership position and extend our product line, we have invested in the development of a new whole grain pizza. We must decide whether to launch our pizza offering. Our decision must take into consideration that the new product’s wholesales volume estimates must exceed $12 million to meet our return requirements. The decision-making process is time sensitive because one of our competitors, Rigazzi Brands, has already tested a whole grain pizza concept and is not far from introduction. Given these factors, we can either debut or suspend the product. Based on sales volume estimates and situation analysis, I recommend that the company launch the pizza. The introduction will result in a wholesales volume that exceeds our return requirements and these additional funds can be reinvested into the firm. Option I: Launch Whole Grain Pizza Product The launch of a whole grain pizza kit will capitalize on the same consumer trends that prompted the release of Cucina Fresca: growing demand for quick, customizable home meal replacements that are refrigerated and available in tasty, whole grain options. Also, pizza is a core component of the Italian-American food category that we cannot ignore because it is frequently purchased by customers on a monthly basis. Our whole grain pizza product resolves the time- and health-related concerns of American consumers in one of their favorite dishes (see Exhibit 1: SWOT Analysis for Whole Grain Pizza Product). The growing demand for a whole grain crust has been addressed by local pizzerias and take-out franchises, but not in the store-bought refrigerated pizza market. The immediate release of the pizza kit would allow us to penetrate this market before Rigazzi and benefit from first mover advantages. As a result, our 1st year wholesale volume estimates would exceed our return requirements by approximately $4. 5 million (see Exhibit 2: Whole Grain Pizza Concept Purchase Volume Estimate, Year 1 [Excellent]). The excess returns can be reinvested into the firm and used to expand our manufacturing facilities or further extend our product line. If the pizza kit is launched, the firm must consider the potential consequences. We must assess the impact it will have on Cucina Fresca’s success and production, as well as the TruEarth image if the product flops (see Exhibit 1: SWOT Analysis for Whole Grain Pizza Product). Likewise, we must review the potential consequences if the wholesale volume estimate is calculated using the percentage repurchases when the product is perceived to be of mediocre or average quality (see Exhibit 3: Whole Grain Pizza Concept Purchase Volume Estimate, Year 1 [Mediocre, Average]. Option II: Do Not Launch Whole Grain Pizza Product The competitive environment of the pizza market and quality-related issues discovered in the BASES studies indicate that the whole grain pizza product should not be launched. Although the market generates high sales, it is extremely crowded and dominated by powerful players like Kraft and Nestle. Furthermore, the ability to market a tasty whole-grain pizza crust and communicate its benefits will be difficult because the American public perceives whole grains to be less appetizing than white flour. Attempting to change consumer preferences is timely and costly. By foregoing the release of the pizza kit, the company can focus solely on Cucina Fresca. The operating facilities will not have to worry about manufacturing two different product lines and our distribution infrastructure will not be overworked (see Exhibit 1: SWOT Analysis for Whole Grain Pizza Product). Likewise, our marketing team could concentrate on attempting to revive the pasta meals. This product has proven to be successful at one time. Investing all of our resources into the pizza product could be both disastrous and expensive considering we have no experience in this market category. However, by shelving the pizza, an opportunity is lost because our company would be ignoring the needs of a potentially profitable market. The health-conscious trend is not going away and our firm needs to expand our product line in order to retain our leadership as a gourmet, healthy alternative. Recommendation At this time, our company would benefit the most by launching the new whole grain pizza product. By not launching the pizza kit, our investments and time can be focused on expanding the pasta line and retooling the marketing campaign to improve sales; however, in order to diversify the TruEarth brand name, innovation is needed. Although the pasta market may seem safe, we must venture into new categories in order to raise brand awareness, seek new customers, and increase our profits. Exhibit 1: SWOT Analysis for Whole Grain Pizza Product Strengths| Weaknesses| Highly selective about ingredients * Existing infrastructure for coupons, magazine advertisements, in-store demonstrations * Existing formal 4-step process for research and development * Incremental investment for pizza less than pasta.

Red Serpent - Fiction :: Papers

Red Serpent - Fiction Something stirred in the gloomy shadows that seemed to lurk everywhere in this town. She reached into her jacket and withdrew a small black pistol. It fitted snugly into her hand and with a feeling of safety, she loaded it. With four quick strides she reached the end of the alley where she looked round and returned the pistol to its holster. The wind howled round the corner, almost knocking her to the floor. In the process she stooped low enough for the light from a nearby streetlight to shine onto her bare left shoulder. Etched into the back of it was a tattoo of an elaborate red serpent. After bracing herself for what was to come, she stepped out into the street. Two shots echoed down the alley and struck the attacker flat in the back of the head. She had dark brown hair, parted only a little enough to let the deadly bullet part her from her existence. The victim did not falter and she did not show any pain from the metal projectile that had shattered her fragile existence. Instead she stood lifeless as though hanging in the balance between what her life had been before and what was inevitably to come. Paul Harris was about six foot three with short cut, blonde hair and eyes that his friends informed him could pierce through anyone he interrogated, something that came in handy in his line of work. "They sure make these simulations realistic, don't they?" "They sure do. I still can't believe they're not real myself and I'm supposed to be running the place!" said Willis, the Armourer. "The director wants to see you right away" Harris followed Willis towards the director's office. "See you next week," said Harris before striding off down the corridor. "I'll be waiting," muttered Willis under his breath as he set off back towards the door that he had come from. "Sit down," ordered the Director. The Director's office was expensively, but sparsely furnished. The

Family Conflicts

Family Conflicts There are a lot of things that could cause conflict among a family. Some like jealousy, infidelity, and the way you were raised. Jealousy is the natural counterpart of love; when you commit your love to one person, you want an exclusive commitment in return. Anything that threatens that commitment, whether it is another person, a hobby, a job or a situation, causes jealousy. You want the attention of the person you love; when it is taken by another person, activity or thing, you are jealous for the one you love, and jealous of whatever is claiming that person's attention.It can cause the family to fight often which causes family to drift apart which causes emotional problems between the parents and children. Infidelity affects everyone in a family not just the parents. The children take a large blow from it too. It can cause them to act out. Experts say children who learn about parental infidelity react similarly to children whose parents divorce, except the emotiona l responses to cheating are deeper and can have greater, longer-lasting impacts. Children who see a parent cheat lose trust in them because the parent was always telling them to be good.But in the end they were the ones misbehaving. The difference in between parents being raised can have a large impact on the family and how they raise their own children. If a parent was raised in a strict family they might want to pass that to their teaching styles of their own children. But if theres a strict parent and a free willing parent, they may not see eye to eye. That in turn would cause them to fight about how their children should be raised. Which could end up in a crazy custody battle.

Diet Reflection - Free Essay Example

Sample details Pages: 3 Words: 1008 Downloads: 3 Date added: 2019/02/15 Category Health Essay Level High school Tags: Diet Essay Did you like this example? Abstract This essay will explore the meal plans of a low cholesterol and high fiber diet and the restrictions that come along with it. There will be a section to identify what a patient with either one of these diets can eat at two restaurants in the area, Bartaco and Little Pub. As well as that, what a patient should eat at all meals, not just at these two disclosed restaurants. Lastly, the essay will speak about how to get a patient to adhere to the prescribed meal plan more. Bartaco had a decent amount of options for someone on a low cholesterol and an abundance of options for someone on high fiber diet. A low cholesterol diet includes lean meats, fat free or low-fat options, olive oil substitutes, whole grains, fruits and lower salt amounts. Three of the best options on the menu for someone on a low cholesterol diet would be the tuna poke, rotisserie chicken, and the ceviche. The tuna poke is raw tuna with green and red onions, poke dressing, avocado, sesame seeds. The reason this is a good option for someone with a low cholesterol diet is because tuna is a lean meat which reduces the fat intake, this would help with keeping your LCL low. The poke sauce is very healthy as well, it has sesame oil, soy sauce, red peppers and macadamia nuts (â€Å"Ahi Poke Basic Recipe† 2001.) The only source of fatty intake is in the sesame oil, macadamia nuts, but all of these are healthy fats. They are better for you than per say butter or cooking with vegetable oil. At Little Pub there were far more options for a low cholesterol diet. The top three choices from Little Pub with someone on this diet would be the Santorini wrap, Napa salmon flatbread, and the peeking duck tacos. All these entries have a lean meat as the main aspect. The additives to these entries were vegetables and form of a whole grain tortilla or flatbread. These follow the restrictions of the low cholesterol. There is a lot of redundancy when you compare the menus; tuna and chicken are two options that are very available and eatable for this diet due to the lean nature of both proteins. Don’t waste time! Our writers will create an original "Diet Reflection" essay for you Create order Next, the high fiber diet. This diet includes a larger quantity of fruits, vegetables, nuts, seeds, legumes, grains, and beans. These foods keep you full longer and help the body use sugar. Bartaco had a greater amount of options for a high fiber diet; the cauliflower rice bowl. The rice bowl includes roasted bell peppers and the topping of your choice in this case cauliflower (which contain nuts). There are many sides you could put together to make a larger meal such as fresh pineapple w/ a chopped salad or plantains with guacamole and grilled corn, but the rice bowl provides the most fiber. At Little Pub you can get a variety of salads, hummus and flat bread and a sweet potato tostada. The tostada has an oven roasted sweet potato, kale, mushrooms, guacamole, black beans, corn, pico de gallo, and sour cream. A patient would receive much of the diet through â€Å"greenery† and some of the needed fiber through the black beans in this meal. Both menus didn’t have any alternatives aside from some gluten free availability, but as far as accommodations for a low cholesterol or high fiber diet nothing was mentioned. These are two diets that accommodations aren’t need. The patient has to self-advocate and check to make sure he/she is making the best decision when it comes to food choices. To help guide the patient for what they should be eating throughout the day with a low cholesterol diet I would recommend for breakfast an omelet or a low-fat yogurt parfait with fruit and oats or other nuts. For lunch and dinner, I would follow the outline spoken about in the first paragraph; sticking to lean means and fruits. For a high fiber diet breakfast, one should include oatmeal with pecans or a fruit smoothie. The same guidelines listed in paragraph two should be followed for lunch and dinner. To increase compliance in a patient with any meal plan the patient must be interested in changing his or eating habits. To do this a nurse should explain how a diet plan would improve their over all health and the contradictions if they decide not to implement the plan. The more information a patient can get the better, but don’t over whelm them. Also, a nurse should take into consideration the economic influences that a patient might be under. For example, someone from a lower socio-economic background should be told that frozen substitutes for fresh foods are alright to use, even though fresh would be better. Lastly, encourage and support the patient in whatever strides they make towards their health goal. Being negative or nagging the patient would deter them from being proud or progressing in their health goals. Lastly, I believe that the easier meal plan to follow is the high fiber because you don’t have to worry about what meats your eating the patient can add more vegetables and fruits into their diet and be ok. Whereas, in a low cholesterol diet the patient must ensure that the protein he or she is eating lean protein at all meals and continue their intake of â€Å"greens.† Lastly, the low cholesterol diet has tests to see if a patient is meeting the numbers for his/her health, which if they don’t make the range it can be detrimental to the patient’s progress. Citations Bartaco Menu. (2015). Retrieved September 19, 2018, from https://bartaco.com/location/westport/ Chan, J., T. (2001, December 05). Ahi Poke Basic Recipe. Retrieved from https://www.allrecipes.com/recipe/12870/ahi-poke-basic/ Little Pub. (n.d.). American Restaurant and Bar, Comfort food, Burgers, Dinner and Lunch in Fairfield, CT. Retrieved from https://littlepub.com/fairfield/menus.php Potter, P. A., Perry, A. G., Hall, A., Stockert, P. A. (2017). Fundamentals of Nursing. St. Louis, MO: Mosby Elsevier.

The Health And Wellness Industry Recognizes How...

The health and wellness industry recognizes how implementing reward programs can motivate consumers and employees. A Novu survey found that â€Å"rewards act as an effective differentiator† to encourage individuals to take positive actions toward a healthy lifestyle. Data is helping brands customize the reward experience. No more generic campaigns or messaging geared toward the masses. Through personalization, businesses can develop targeted rewards programs and create a path for more intimate loyalty platforms with one-on-one relationships. Physicians, employers, and even insurance companies encounter difficulties when incentivizing healthy behaviors amongst their audiences. People lose interest quickly or dislike the benefits altogether.†¦show more content†¦Most loyalty programs are failing to meet people’s expectations. Look at the image below. Source Launching strategies without considering what individuals may want is a recipe for disaster. According to Brian Solis, principal analyst at the Altimeter Group, â€Å"Some businesses ‘talk at people,’ the opposite of actually taking their opinions into consideration and molding plans.† Brands must build valuable customer relationships. Unlike companies who only focus on a purchase transaction, loyalty programs can have a greater impact if they help the consumer. A satisfied person buys more products and services, as a result an increase in your sales. So, ditch your old-fashioned rewards program. Applaud positive behaviors and healthy living with a fresh approach. Move toward a paperless model, and leverage technology to boost your customer engagement. Take Action: Evaluate your current rewards program for outdated practices. Digital Rewards as the Solution Rewards is one of the fastest growing healthcare solutions. In 2013, employers spent $594 per employee on incentives. Digital rewards help companies move beyond the old ideas of rewards, like redeeming airline miles for magazine subscriptions. In â€Å"A Marketer’s Guide to Digital Giveaways, Promotions and Rewards,† experts discuss â€Å"how companies are winning customer loyalty by offering digital rewards such as Hollywood movies, best-selling e-books, top-40 songs and backstage videos.†

Mass Incarceration Of Poor Black Male - 4177 Words

Mass Incarceration of poor, black male, and increasingly female, young people in the Name of a Bogus War on Drugs Purpose of the Study Purpose Statement: to reveal the problem of mass incarceration of poor, black male, and increasingly female, young people in the name of a bogus war on drugs from the 1980 s?90 s. The purpose of this study is to expose the process of mass incarceration of poor black males, and females increasingly, within the context of a fabricated war on drugs which really is serving to keep the prison population booming by exploiting traditionally disadvantaged minorities in society. Alexander rightfully calls this a ?redesign? of the old racial caste system in America which was supposed to have been destroyed by the civil rights movement. The war on drugs in the 80s merely became the newest vehicle by which to exploit the black community in this country. The War on Drugs is really the rationale for racial control, which targets black men and women and relegates millions of citizens to what Alexander calls a ?second class status (Alexander, 2012).? This is written as if not a call to action, then a call to galvanize. The purposes of this report is to enable readers to through empirical and contextual description see the war on drugs for what is really is: a public relations ploy whose end results are not fighting drugs, butShow MoreRelatedThe Sentencing Policies For Crimes1357 Words   |  6 Pagesfor crimes, primarily drug crimes, in America, the effect this change would have in the poor communities were impossible to imagine. The policies which were changed to get tougher on drug crimes on the federal level followed with mass incarceration in the prison system. This was especially true with young African American males in largely poor communities. So these policies not only created a mass incarceration but also racially targeted certain race in America. These procedures which were createdRead More The New Jim Crow: Mass Incarceration in the Age of Colorblindness, by Michelle Alexander1182 Words   |  5 PagesThe New Jim Crow: Mass Incarceration in the Age of Colorblindness is a book by Michelle Alexander, a civil rights litigator and legal scholar. The book discusses race-related issues specific to African-American males and mass incarceration in the United States. Michelle Alexander (2010) argues that despite the old Jim Crow is death, does not necessarily means the end of racial caste (p.21). In her book â€Å"The New Jim Crow†, Alexander describes a set of practices and social discourses that serve toRead MoreThe New Jim Crow : Mass Incarceration1081 Words   |  5 Pages Michelle Alexander’s The New Jim Crow: Mass Incarceration in the Age of Colorblindness outlines how the criminal justice system has systematically designed new methods of discriminating against African Americans. The book advocates for racial justice, specifically, for African Americans and contends they [African Americans] were targeted and subsequently incarcerated, by white voters and public officials, t hrough the War on Drugs campaign. President Reagan and his Administration exploited racialRead MoreMass Incarceration And Its Effects On The United States946 Words   |  4 PagesMass incarceration alludes to the investigation which ought to be clarified as exceedingly elevated pace of imprisonment among African Americans men and Latino males from troubling neighborhoods. Many will say it’s from poor families and when they take the males, it weakens the family even more. One of the main reasons for mass incarceration is to have control of the system and African American’s after slavery was annihilated. One main issue about mass incarceration would be that if an African AmericanRead MoreIncarceration of African American Males Essay1691 Words   |  7 PagesThe trend of African American males between the ages of 25 and 29 has seen a dramatic increase of incarceration. Attention has been focusing on areas of housing, education, and healthcare but the most prominent pr oblem for African American males is the increase in the incarceration rate. 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Therefore, the label of â€Å"felon† is the new Jim Crow, a legal stamp of inferiority that prevents millions of black men from fully participating in society. I believe that denying returning citizens from practicing their human rights even after they have served their time is morally wrong, as it shows that the society and the system are unable to forgive peopleRead MoreMass Incarceration And Its Effects On Society1492 Words   |  6 Pageswid espread societal and economic damage caused by America’s now-40-year experiment in locking up vast numbers of its citizens. (The Editorial Board) The standard way of thinking about mass incarceration has it that mass incarceration is putting a stop to crimes. Today it has become common to dismiss the truth about mass incarceration. The Editorial Board of New York Times Magazine acknowledge that America`s imprisonment population has progressed to about 2.2 million (the Editorial Board). The Editorial BoardRead MoreThe Development Of The Democratic World857 Words   |  4 Pagesracism to come out of plantation slavery that established a racial hierarchy that developed a clear social div ide even after two centuries of country evolution; black people are still stuck in a system of disadvantages behind white privileges which lead to a complete social irrelevance, and then over time the modern day mass incarceration system has put them at a complete racial marginila do not even realize which creates a vicious cycle duh to the racia â€Å"the state-sanctioned or extralegal productionRead MoreA New Form Of Convict Leasing1260 Words   |  6 Pages010, U.S. Bureau of Justice Statistics showed that black males had an imprisonment rate of close to seven times the incarceration rate of white men with the rate of incarceration for black women nearly three times the rate of white women (5). Human â€Å"Rights Watch† noted in a 2009 study; blacks are arrested at a higher rate than whites even though blacks commit drug offenses far less than whites (6). Former Presidents Reagan, the Bushes’ and Bill Clinton government, imposed racial projects and

Global Business Marketing Nutrition and Beverage

Question: Discuss about the Global Business Marketing for Nutrition and Beverage. Answer: Introduction Marketing of new products by global companies is detrimental to the culture of the individuals in the host country. This paper discusses various aspects of marketing done by global brands with respect to their products. The brand considered for the purpose of this study is Coca-Cola and the host country selected is India as it is one of the most important consumer hubs of the world. The host country cultural analysis and impact on the culture of the country and its people, with the introduction of a new product by a global brand, has also been made in this study. The Coca-Cola Company- The Brand The Coca-Cola Company is most renowned and largest beverages company of the world. It serves the customers with more than 500 brands with more than 3800 choices. Brand Coca-Cola is one of the most prestigious and valued brands across the globe. Its portfolio comprises of brands worth more than 20 billion dollars. These brands include Coca-Cola Zero, Diet Coke, Fanta, Sprite, Dasani, Powerade, vitamin water, Del Valle, Minute Maid, Simply, Gold Peak and Georgia. The company offers both still and sparkling beverages to its customers. The brand is supplied to more than 200 countries and more than 1.9 billion servings are consumed by customers daily. The company is counted as one of the top ten private employers in the world. It also has dedicated focus on sustainability and reducing carbon footprints and has taken up several projects for environmental protection (Company, 2015). Coca-Cola India is a leading beverage provider of India. It offers a wide range of refreshing beverages to its consumers. The company re-entered Indian markets in the year 1993 with the liberalization of Indian economy. The product range of The Coca-Cola Company in India comprises of Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Fanta, Fanta Green Mango, Limca, Sprite, Sprite Zero, VIO Flavored Milk, Maaza, Minute Maid, Georgia and Georgia, Kinley, Bonaqua, Kinley Club Soda and BURN. The company has a strong network of bottling partners with more than 2.6 million retail outlets. Brand Coca-Cola is among the most preferred brands of Indian consumers. In India, the company operates through its fully owned subsidiary namely Coca-Cola India private Limited. It produces and sells its concentrate, beverage bases, and beverage mix powder through this subsidiary. Whereas the company has its bottling plant named Hindustan Coca-Cola Beverages Private Limited. It also has thirteen licensed bo ttling partners in India. The distribution system consists of distributors, retailers and customers (Company, 2015). Global Brand While many brands have been considered to be global, there is no single concrete definition of a global brand. Various definitions of the global brand are used by scholars and practitioners. These definitions are often used interchangeably and are the reason to create confusion in the minds of marketers. The prime aspects of a global brand are its similarity across the globe, positioning, brand identity, product promotion, etc. A global brand should also be able to offer standardized products to customers across the globe. A global brand should have a strong brand presence across the globe and should be able to generate revenue from outside its country of origin. While some global brands market their standardized products, others may localize their products and packaging to meet local tastes and preferences. In short, the global brands are the brands which can be recognized throughout the world (Kim, 2004). Brand Coca-Cola is a global brand as it has operations across various parts of the world. The company is the supplier of beverages to about 200 countries under its brand name Coca-Cola and other brands. It generates a good amount of revenue from the countries in which it operates. The company has standardized packaging and brand identity worldwide with its red and white colored logo. It has positioned itself as a beverages manufacturing and supplying company across many countries (Company, 2015). Though the promotional activities undertaken by The Coca-Cola Company varies based upon local culture, it is recognized by consumers across the world. Hence, Coca-Cola can be said to be a significant global brand. The Host Country India: Culture Indian culture is considered to be the most ancient culture of the world and is popularly known as the mother of all cultures. It is also known as the human culture as it has been open to people irrespective of their religion, gender, race, and age. History has not been able to trace its beginning so far. Though it is oldest but it is a strong and lively culture which is bubbling with energy even in present times. The Indian culture has always accepted and grown with external factors, influences, and changes. It is on the path to its development (Atreya, 1949). The culture and beliefs of an individual determine the food they consume. This is created over years based upon the beliefs and customs of the society as well. The food and drinking habits also depend upon the physical geography of a country as it is influenced by weather and climate in the particular region. India is a vast country with the wide range of climate, culture, and religion. Its food and drinking culture has been heavily influenced by many generations who have based food and drinking habits depending upon the stage of the lifecycle (baby, adult, old, etc.) and nutritional needs of an individual. The holistic food consumption approach applied by Ayurveda is considered to be very significant by modern sciences. It helps in keeping balance in the mind, body, and soul of an individual (P Pushpangadan, 2012). The peer group is known to be a major influencing factor while consuming soft-drink, in India (Nair, 2013). Prior to the introduction of Coca-Cola, Indian consumers consumed natural fruit juices, tea, and coffee. The guests were served with fruit juices (fresh or packaged), buttermilk, lassi, squash, tea or coffee. The parties did not include aerated drinks as the ones available were considered uneconomical and difficult to handle (being bottled in a glass container). The hotels and restaurants were less in numbers and served natural drinks. There was more focus on healthy consumption habits which was fresh and made at home by the households or made as per order. This bought more personal aspect to the food served by households, restaurants, and hotels (P Pushpangadan, 2012). The majority of consumers led a low to medium lifestyle. Less was spent on consumer goods due to lesser per capita income and lower disposable income of people. The families were mainly joint families with a number of family members. Buying habits of younger generation did not depend on much upon credit facilities (Si ngh, 2013). Changes in Indian Culture Marketing of new products by Coca-Cola is found to be detrimental to the culture of the individuals in India. The changes with the introduction of Coca-Cola have had, on India and people of India have been slow and gradual. The changes include the increase in unhealthy eating and drinking habits, dining out, consuming more unhealthy food and drinks while shopping or at movies, laziness, packaged food consumption, health problems, party culture, etc. (Foundations, 2013). Unhealthy Food Habits Indian consumers are exposed to unhealthy food habits by the advent of Coca-Cola and other packaged food and drinks. The consumers who are able to afford nutritious food are moving to packaged food and drinks habit due to fast paced work life which has been caused due to the arrival of multinationals like Coca-Cola Company. Whereas those who cannot afford nutritious meal consume packaged food which are more energy dense and can cause ill health (obesity, diabetics, etc.) (Foundations, 2013). Adoption of Western Dietary Culture With more population making rural-urban migration there are changes in dietary profile which is impacted by increased dependence on external forces. Such people are adopting western dietary profile which is known to be unhealthy (Foundations, 2013). Dining Out Though the majority of Indian population prefers to dine at home with freshly prepared home food, dining out culture is growing at a rapid pace. This comprises on restaurants, street stalls, stand-alone food counters, Dhabas (roadside food shops). The total value spent on food service included 13% which was spent on fast food (Foundations, 2013). Dining out culture is growing at such a pace due to the strategic promotion and pricing activities of global brands like Coca-Cola. Packaged Food Consumption The packaged food consumption is on an increase in urban areas where there are more working women. Such areas show the inclination to consumption of packaged and processed food products (Foundations, 2013). Consuming Unhealthy Food/Drinks while Shopping /Movies The consumption of unhealthy drinks has shown an increase especially while shopping or at movies. There has been 70% rise in consumption of soft-drinks during the period between 2007- 2012. It was noted to be highest in India (Foundations, 2013) Laziness Leading to Quick Services Restaurants The laziness to prepare food that comes as a side-effect of availability of packaged food has placed a high inclination towards availing services from quick restaurants. There is a slow and gradual shift in consumption from home-made food to ready-made food. This has been the outcome of products like packaged beverages and food (Sivanandham, 2002). Coca-Cola: Marketing in India By the time Coca-Cola entered the Indian market, in 1993, its competitor Pepsi was already operating in India. Due to the predominance of Pepsi, Coca-Cola failed to make the expected impact. However, Pepsi had created demand for aerated drinks among India consumers which had a positive impact on the sales figures of Coca-Cola. The brand then shifted its focus from global promotion to localized promotion or marketing. The brand adopted different marketing strategies, for rural and urban Indian consumers, based upon diverse Indian context. The brand localization marketing strategies included the strategies "Life ho to Aisi", meaning life as it should be; "Thanda matlab Coca-Cola", signifying Coke means refreshment; Regional campaigns; and Coke and food combo meals (Kaye, 2004). Life Ho To Aisi Campaign This marketing strategy meant life as it should be. It was focused on 4% of the Indian population (in metros and large towns). The inspirational message reached loud and clears to the target audience and it impacted the growth and sales of Coca-Cola in India positively (Kaye, 2004). Source: https://www.google.co.in/search?q=life+ho+to+aisi+coke+adespv=2biw=1455 bih=705site=webhpsource=lnmstbm=ischsa=Xved=0ahUKEwi_hLfl0ujOAhXBvo8KHZfAACEQ_AUIBygC#imgrc=QVfM2KfaYgpJXM%3A Thanda Matlab Coca-Cola Campaign This campaign signified "Coke means refreshment." the main aim was to target consumers across small towns and rural market. This comprised 96% of Indian population. For this purpose, Coke introduced a Rs. 10 bottles as well so that low-income group could afford it (Kaye, 2004). Source:(Kadri, 2006) Regional Campaigns In order to reach larger rural consumers, Coca-Cola recruited regional teams and set up regional network system. Local managers and advertising teams were recruited to reach local customers and improve their responsiveness. Due to India's linguistic diversity, the ads were published in local languages. Below is an example of sign writing in Gujarati language (Kadri, 2006). Source:(Kadri, 2006) Source:(Kadri, 2006) Coke and Food Combo Meals Campaign The promotional activities in South Indian states are done in a different manner due to the difference in language and food habits. Coca-Cola promoted Coke in southern states by providing South Indian food combo offers. This was also followed by television commercials and print ads. Below is an example of promotion done by South Indian meal combo offer (Kadri, 2006) The visual communication by Coca-Cola in India reached both rural and urban masses of India. The local specific cultural mediation doubled the penetration of Coca-Cola between 2001-2003. It pushed Coke ahead of its largest competitor, Pepsi, in the minds of Indian consumers. Indian consumers could relate to the ads by Coca-Cola as it was conveyed locally with the help of vernacular language (Kadri, 2006). References Atreya, B. L. (1949). Indian Culture. Paris: UNESCO. Retrieved August 30, 2016, from https://unesdoc.unesco.org/images/0015/001550/155065eb.pdf Company, T. C.-C. (2015). Our Company. Retrieved August 30, 2016, from https://www.coca-colaindia.com/: https://www.coca-colaindia.com/our-company/coca-cola-worldwide-and-in-india/ Foundations, R. (2013). Unhealthy developing world food markets. Rockefelle Foundations. Retrieved August 30, 2016, from https://www.rockefellerfoundation.org/app/uploads/Unhealthy-Developing-World-Food-Markets.pdf Kadri, M. (2006). Glocal Cola. Retrieved August 30, 2016, from https://randomspecific.com/wp-content/uploads/2009/03/glocal_cola.pdf Kaye, J. (2004). Coca-Cola India. Tuck School of Business. Retrieved August 30, 2016, from https://mba.tuck.dartmouth.edu/pdf/2004-1-0085.pdf Kim, E. S. (2004). 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