Definition and Examples of Generification

Definition and Examples of Generification Generification is the use of specific brand names of products as names for the products in general.   In numerous cases over the past century, the colloquial use of a brand name as a generic term has led to the loss of a companys right to the exclusive use of that brand name. The legal term for this is genericide. For example, the common nouns aspirin, yo-yo, and trampoline were once legally protected trademarks. (In many countries- but not in the United States or the United Kingdom- Aspirin remains a registered trademark of Bayer AG.) Etymology:  From the Latin, kind Generification and Dictionaries A surprising number of words have developed contentious generic meanings: they include aspirin, band-aid, escalator, filofax, frisbee, thermos, tippex, and xerox. And the problem facing the lexicographer [dictionary-maker] is how to handle them. If it is everyday usage to say such things as I have a new hoover: its an Electrolux, then the dictionary, which records everyday usage, should include the generic sense. The principle has been tested several times in the courts and the right of the dictionary-makers to include such usages is repeatedly upheld. But the decision still has to be made: when does a proprietary name develop a sufficient general usage to be safely called generic? From Brand Names to Generic Terms These words below have gradually slipped from brand names to generic terms: Elevator and escalator were both originally trademarks of the Otis Elevator Company.Zipper: A name given to a separable fastener by the B.F. Goodrich Company many years after it was invented. The new name helped the zipper attain popularity in the 1930s.Loafer: For a moccasin-like shoe.Cellophane: For a transparent wrap made of cellulose.Granola: A trademark registered in 1886 by W.K. Kellogg, now used for a natural kind of breakfast cereal.  Ping pong: For table tennis, a trademark registered by Parker Brothers in 1901. Source David Crystal,  Words, Words, Words. Oxford University Press, 2006  Allan Metcalf, Predicting New Words:  The Secrets of Their Success. Houghton Mifflin, 2002

How Does XML Improve and Enhance the E-business Framework Dissertation

How Does XML Improve and Enhance the E-business Framework - Dissertation Example With business booming across the nations coupled with the gaining prominence of the web technology, it was only natural that two most promising things of the future, business and Web could be combined-resulting in massive restructuring of enterprises and explosive growth of business ventures. Web technology today boasts of much new functionality each having their specialties, but the biggest breakthrough achieved by World Wide Web consortium was the introduction of XML has changed the dynamics of the business enterprises. Today with complex problems present at each application arena rise of integration based business was not a surprise. XML became so popular in areas like customer services, relationship marketing and electronic news items. Its only because of XML and its integration with business that made global trading possible among the companies. Other than this the concept of aggregators and rss feed brought out new feature of accesing information at faster and easier pace. This dissertation describes how XML enabled business process interacted intelligently and with the help of advanced techniques of Supply Chain Management and Just In time (JIT) Inventory, electronic business performance improved. The idea of combining information, people and technology, by integrating business process electronically using XML, that was the main topic of the dissertation has proven to be a masterful stroke for all the areas attached to it and thus initiating the mankind to explore and innovate himself to move great strides forward.

Consumer Behavior Assignment Example | Topics and Well Written Essays - 1250 words

Consumer Behavior - Assignment Example my home Jim Maxwell and Ian Mc Donald who recently purchased DVD player - home theatre system of two different brands, in order to analyze the changing behaviours of consumers. Jim purchased the Sony brand while Ian purchased a Panasonic one. Their buying decisions were influenced by need for recognition. Before purchasing, both of them have searched a lot to collect information regarding the product. They have evaluated all the possible alternatives before taking the purchasing decisions. films you purchased you can no longer play! So you have a problem or a new need. For high value items like a DVD player or a car or other low frequency purchased products this is the process we would take.† (Consumer Buying Behaviour) Most of the purchasing decisions are accompanied by an identified need. Sometimes that may be the malfunctioning of an existing product or sometimes it may be for getting some social recognition. Recognition is a primary psychological need, many of the human beings possessed. Most of their purchasing decisions were influenced by such thirst for recognition. They may feel inferiority if they possess old goods. In Jim’s case he is more focussed on social recognition while Ian seems to be more practical than Jim in his decisions. Once the consumer decide about the need of purchasing he will definitely go for information regarding the product he wanted to purchase. â€Å"Sources of information could be family, friends, neighbours who may have the product you have in mind, and alternatively you may ask the sales people, or dealers, or read specialist magazines like What DVD to help with their purchase decision. You may even actually examine the product before you decide to purchase it.† (Consumer Buying Behaviour) The following questions were asked to Jim and Ian regarding the collection of information of the DVD player they purchased Most of the people are rely on, advertisements in television, news papers, Super markets and internet for the

Case Analysis of Golden Year Village Research Paper

Case Analysis of Golden Year Village - Research Paper Example CCRC or ‘Continuing Care retirement Community’ projects have evolved as standalone industries that meet the growing demands of healthcare issues of people in their post retirement period. The Golden Years Village is a CCRC project that primarily provides multifaceted post retirement healthcare services to elderly population above sixty years of age in Portsmouth, Pennsylvania. The paper would discuss the project as ‘for profit organization’, using SWOT analysis. Key strategic factors of Golden Years Village Strengths GYV has more than 29 years of experience in the area of meeting the healthcare needs of elder population and understands the myriad problems of old age It runs cost effective programs that give residents options of individual services and housing facilities as well as meeting their wider needs of personal requirements of assisted living and personalized nursing. The vast campus of GYV is also equipped with state of the art recreational activitie s which help the residents to de-stress and actively enjoy life. Uses technology to enhance operational efficiency. Despite previous losses, its profitability indicator is better than its rivals. Weakness Due to stringent government rules and regulation, cannot increase prices of its product to meet the increasingly higher cost of healthcare deliverable. The organizational structure is mechanistic and prefers stability and resists change. The centralized power significantly reduces empowered decision making capabilities of employees which adversely impacts performance and efficiency. Does not have strategic market plans for its products and mainly relies on word to mouth publicity as its major market ploy. It lacks financial resources to meet new challenges Opportunities The increasing number of aged population offers huge opportunities to expand its products to suit the growing demands of the people. Threat The major threat is from the new entrants that are ‘for profitâ€℠¢ organizations and who are better equipped to offer customized packages to customers. Wider implications of key strategic factors Golden Years Village is endowed with sprawling area and has expert human competencies that can utilize space and become more creative in their products and services. Ward et al. (1984) claim that 20% of the population is between the age group (60-69) while 65% is above 80 years of age! With increased life expectancy, population of elderly has rapidly grown. Hence there are huge opportunities for GYV to expand its products and services to meet the fast changing preferences of elderly population. The advancing technology has created more awareness amongst aged people and empowered people with myriad options. At the same time, awareness has also resulted in advance planning of post retirement period. GHY therefore should introduce new products that meet the changing requirements of people. People want to be more active and maintain healthy lifestyle. Hence, introducing alternative healthcare imperatives like yoga, meditation, naturopathy etc, would be hugely attractive as they offer holistic healing that takes into consideration the physical, mental and social aspect of the individuals. Ernst et al. (2004) have defined alternative medicine as diagnosis, treatment and/or prevention which complements mainstream by contributing and satisfying a demand that is neither met by convention nor by widening the conceptual frameworks of medicine. It helps people with better sense of wellbeing. Since, CCRC has emerged as an

Principles of Social Crime Prevention Practices

Principles of Social Crime Prevention Practices This essay shall evaluate the impact of Social Crime Prevention Principles on the Development of Effective Crime Prevention Practices. However, it has been suggested that the underlying Principles of Social philosophy of Crime Prevention have little to offer either towards the Development of Effective Crime Prevention Strategies or the actual Prevention of Crimes. There have been various arguments on this matter however, this essay will re-evaluate various and valid theories to establish the above argument while focusing on such effects on Youth Offending in the UK. Crime is an act or omission that violates the law and is punishable upon conviction. It includes Criminal Code offences against a person or property, drug offences, motor vehicle offences and other provincial or federal statute offences. This definition has also been buttressed by the definition from Oxford dictionary as. An action or omission which constitutes an offence and its punishable by law or an action or activity considered to be evil, shameful or wrong: (Online Oxford English Dictionary, 2010:n.p.). However it has been further explained in the Criminal Justice Reform of British Columbia that not every act could be classed as Criminal act. For instance, à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Disorderly behaviour such as aggressive panhandling, public urination and sleeping in the street are not necessarily criminal acts, but they do affect communities by a gradual erosion of the quality of life. (Criminal Justice Reform, 2010:n.p.). Therefore, it will be important to mention here that some factors have to be present in order to establish weather a Crime has been committed or not. These factors are; suitable target, motivational offender and non availability of capable guardian. (Clark Eck, 2003). Meanwhile, Social Crime Prevention is a Crime Prevention strategy that could adapt to the changing Social environment rather then the physical environment. This strategy involves engaging the offending age in various community based activities which invariably bring together children, youths and some marginalised groups in the community. The term Social Crime Prevention can simply implies the introduction of any program which endeavour to change patterns of behaviour, social conditions, self-discipline or values in order to reduce the possibility of offending. One could argue that amongst some of the viable social crime prevention initiatives are parental support programs, early childhood training such as personal discipline and self respect, publicity programs to change male thoughts about the use of violence in resolving domestic disputes, supports for disadvantaged families and provision of good, relevant education such as inclusion of black history month and extra curriculum support for the children. Social Crime Prevention can be categorised into the following areas; 1. Prevention which focuses on institutions such as schools and employers rather than on individuals. 2. Preventative Diversion programs for at risk groups. 3. Community Development approaches. 4. Media and other publicity aimed at changing Social Values. 5. Early childhood or Developmental Prevention. The aim of Social Crime Prevention is to support community relationships by increasing the levels of informal Social Control, and consequently deterring determined or potential offenders. Social Crime Prevention could centre on making those who are at risk of offending feel more reckon with in the community. For instance, a Youth Social club and activity group. On the other hand a scheme such as Neighbourhood Watch could be designed to strengthening unofficial protection in the community as a way to fight Youth Crime in which community members are keeping an eye out for one another, increasing surveillance. Social Crime Prevention measures also have significant benefit in areas other than Youth Crime. For instance, in encouraging young people to stay at school which reduces truancy, in setting up support networks for people which addresses issues of loneliness and safety. Neighbourhood watch is generally understood to be a community-based activity supported by local police that is directed towards crime prevention. It involves residents becoming more responsive to the risk of crime and taking action to protect their own and their neighbours property. (Heal et al, 1988). Youth offending is not just a question of rational choice by young people, it is also the result of lack of structural opportunities for young people in terms of education, employment, housing, adequate income and construction of leisure opportunities. (Barry McNeill, 2009). Considering various strategies to control Youth offending, Community-focused Prevention programmes could be classified as follows: i) Community organisation This typically build community based associations, and linkages to local schools, churches, etc. which however can provide effective socialisation for young people, to include local adults as positive role models. (Hope, 1995). ii) Community defence This approach is targeted at preventing victimisation by deterring of offending by the people who are not members of the community. For example, this may include housing authorities cordoning and restricting access to problematic estates to residence only. Other crime prevention strategies could be brought to bear through environmental design (CPTED), defensible space measures, and the purposeful organising of community close watch through Neighbourhood Watch; iii) Theory of broken windows which could also be called zero tolerance seeks to control both physical disorder like graffiti, litter, vandalism; rowdy street behaviour and threatening neighbours. iv) Risk based programmes are relatively recent approaches that seek to identify risk factors amid the entire community populations, to identify those most at risk, and to deliver preventive resources specifically for them. However, the pattern and believe behind this concept is that changes in community can be brought about by changing individuals rather than vice versa. This is contrarily to the earlier crime prevention strategies. These strategies include approaches targeted on victimisation, e.g., strategies aimed at the protection of victims and the deterrence of repeat victimisation and those aimed at the improvement. (Home Office Research Study 187, 1998). Structural change has a similar concept to community development. These strategies see the core changes in society with the utmost consequences for crime diminution as stemming principally from the operation of more overall level policies in economic improvement, employment, housing markets, education, health provision, and the delivery of welfare, benefits and other social services. In this view, much of the space for action against community level social dislocation to include crime depends on the interaction of social policies which even though experienced locally may not be agreeable to amend at the local level. (Home Office research, 1998). Crime Prevention through Social Development or Social Crime Prevention as contained in the UN Guidelines 2002 could be; promote the well-being of people and encourage pro-social behaviour through social, economic, health and educational measures, with a particular emphasis on children and youth, and focus on the risk and protective factors associated with crime and victimization. (Para, 6a). It is progressively more known that modernization and adaptation of initiatives are essential rather than modification, if they are to be relevant to solving problems faced in developing contexts, the resources available, and the capacity of the local state or civil society. International organizations in particular have stressed the scale of the challenges presented for developing countries. Young populations, rapid socio-economic changes, lack of education and/or sufficiently good quality and relevant training, inequality of opportunity, poverty and social exclusion, rapid urbanization and globalization, have all contributed to high rates of offending among young people, and on a scale beyond that experienced in the North. (Shaw Travers, Ed. 2007). The nature of interventions that can be integrated into social and educational crime prevention may include those that are of general programmes, or those targeted specifically to areas or individuals, long or short term programmes, one-off events such as education or training programmes, and could also be targeted on family, community or schools or institution-based. However, many early-intervention schemes have afterwards been introduced in other countries e.g. Nurse Family Partnerships in the US, the Netherlands (Every opportunity for every child-youth and family programme 2007-2011); and the UK (Pilot schemes were extended to 20 sites in 2008); The Healthy Families programme in the USA, Canada; Switzerland; Germany and the Czech Republic. (Crime Prevention Strategy 2008-11). It is believed that children who are given clear standards of behaviour and have positive social bonding with adults are less likely to get involved in crime. (Crawford A, 2007). Sports, cultural and learning have long been integrated into crime prevention strategies. International organizations such as UNESCO, UNODC and UN-HABITAT have all sustained such initiatives in recent years. The use of youth sports and leisure activities in the prevention of crime has a long history, and that it has sometimes been criticized or dismissed as unsuccessful or that is limited when considering the long-term value it has in preventing offending. Much of the criticism was as a result of failure to evaluate programmes, and simple assumptions that playing basketball at midnight will by some means keep young people out of violence. It has been observed in a recent study of sports and leisure industry in the UK, that most councils and local agencies have commissioned sport and leisure activities targeted to at risk groups, rather than providing universal activities. (Audit Commission, 2009). The review stressed the need for coordinated long-term national and local funding of such activities in areas of high deprivation, and for young people to be consulted in the planning of activities to ensure that they are accessible and relevant, as well as attention to evaluation (only 27% of the schemes could be evaluated). Beyond their objective of diverting youth from the temptation of committing a crime, sports and cultural activities are seen to encourage self expression and esteem, life skills and social skills, and education, as well as providing diversionary activities to reduce opportunities for offending, or exposure to risks of offending. Examples included programmes developed by local authorities or services, which aim to reduce the risk of street gang recruitment Projet Les Couleurs de la Justice,Montreal, Canada.(National Crime Prevention Strategy, Public Security Ministry, Quebec). In Brazil, young people have themselves set up innovative initiatives, such as the AfroReggae Cultural Group, Brazil. This group seeks to improve relations between police and young people in disadvantaged areas, teaching the police about reggae, drumming, break dancing and graffiti art. The results have been positive, and have led this group to work in partnerships with other countries such as Haiti and the UK to develop similar projects (e.g. Afro Reggae Partnership, UK). (http://www.favelarising.com/about-afroreggae.html). There is considerable diversity in the aims and provision of sports and cultural projects. In any way, causes of Youth Offending motivational factors shall also be looked into in this context. Quantitatively, there is no single cause of youth crime that can be pointed out. However, researches in a number of countries have consistently identified factors in childhood, adolescence and early adulthood that could increase the risk of a young person offending. These risk factors can be categorised under the following sub-categories; Family When the parents are involved in criminal activities; Or poor parental supervision and control; Neglect from parents and those acting in the capacity of guardianship, Exposure to erratic discipline or being treated harshly Low family income or partial isolation from the community; Family conflict and domestic violence; School Lack of motivation and commitment to go to school Truancy in school without the knowledge of parents Disruptive behaviour at school (including bullying) Low achievers as role models Expulsion from school due to attitude or behaviours Community Lack of unity amongst the dwellers in the community Conspicuous opportunities for crime Easy access to drugs and weapons High children population densities Personal Their personality Lack of sense of belonging in matters that concerns or affects the society Early participation in irrational behaviour Associating with peers that are involved in anti-social behaviour Exposure to hanging out with friends unsupervised. Early adulthood They have no academic or vocational qualifications They have no work experience or any tangible skill Unemployment or on a low income They receive no advice or support or lack of mentoring Homelessness, or are threatened with homelessness However, is worth mentioning here that the list is far more comprehensive that this but have limited the extract to just a few for the purpose of this essay. (Bienhart et al, 2002). Effective monitoring of the youth justice system is necessary for a successful delivery of the aim of preventing offending by children and young people. It is very essential to understand the patterns of youth crime, its causes and the success of different strategies of intervention in preventing further offending which can help in planning youth justice services, target resources and inform sentencing decisions. Amongst the duties of Youth Justice Board is monitoring the function of the youth justice system and the work of youth offending teams across England and Wales. Local monitoring and the sharing of monitoring information locally are also important. Local agencies need to have an accurate measure of local youth crime and the related risk factors. The basic test must be are we reducing youth crime (Home Office document, 1998). There are various Youth crime prevention strategies which are backed by government and organisations. However, Government plans to build on and support existing initiatives such as Grants for Education Support and Training which was aimed at providing  £1.5 million to support drug education and crime prevention programmes between 1997-1998. There is Home Office-sponsored Safer Cities programmes and Crime Concerns, Youth Crime Prevention work, including Youth Action Groups which entails using young people to tackle problems such as bullying, graffiti, vandalism and drug misuse. Crime Concerns work is partly funded by an annual Government grant of  £750,000. However, work with the National Neighbourhood Watch Association and the National Association for the Care and Resettlement of Offenders to encourage young people to be part of the solution to crime, not part of the problem. (Audit Commission, 1996. ISBN 1862400075). It was considered by the government that it will be necessary to reform the criminal justice system in England and Wales to enable them have more constructive outcomes with young offenders. Its proposals for reform build on ideology underlying the concept of restorative justice which is restoration, reintegration and responsibility; Restoration involves young offenders apologising to their victims and making amends for the damage they have done while Reintegration is all about young offenders paying their debt to society, putting their crime behind them and integrating into the law abiding community. The responsibility of the consequences of their offending behaviours lies in their hand and their parents who need to ensure that further offending is prevented. Meanwhile, the new approach is intends to ensure that the most serious offenders continue to be dealt with in a criminal court to provide punishment, protect the public and prevent re-offending. Also, provide an opportunity for less serious offending to be dealt with in a new non-criminal panel, enforced by a criminal court. It aims at allowing young people to be actively and effectively involved in decisions about themselves by encouraging them to admit their faults and face the consequences of their behaviour in whatever way it comes. This also involves the victim in proceedings, but only with their active permission; and Concentrate on preventing offending. (Mirrlees-Black et al, 1993). Television and movies have made popular the cult of heroes, which promotes justice through the physical eradication of enemies. Many researchers have concluded that young people who watch violence behaviours or acts tend to behave more aggressively or violently, principally when annoyed. This is mainly characteristic of 8- to 12-year-old boys, who are more susceptible to such influences. Individuals are brought into violence by the Media in three ways. First, movies that show violent acts which excite viewers and the belligerent energy can then be transferred to everyday life, causing an individual to be involved in physical doings on the streets. This type of influence is momentary, which could last from several hours to several days. Secondly, television can portray ordinary daily violence committed by parents or colleagues or peers. It is very common nowadays to find television shows that do portray such patterns of violence, because viewer endorsement of this type of programming has ensured its continuation. As a result, children are repeatedly exposed to the use of violence in different circumstances and the number of violent acts on television appears to be ever-increasing. And lastly, violence depicted in the media is illusory and has a surrealistic quality but the real pain and agony resulting from violent actions are very hardly ever shown. The penalties of violent behaviour often seem negligible. Over time, television causes a shift in the system of human values and indirectly leads children believe and think violence as a desirable and even courageous way of re-establishing justice. It has been concluded by The American Psychological Association that television violence accounts for about 10 per cent of violent behaviours among children. (APA Commission on Violence and Youth, Washington, D.C., 1993). In conclusion, it appears there are disparities among the theoretical nuances uttered through the various Social and developmental based programmes propounded by the academics with vested political enterprise such as the succession of theories provided by the home office intelligentsia and the perpetual re-offending by some Youths especially in deprived Communities. Although vast sums of tax payers money have been thrown on such initiatives without much to show for it in terms of impeding the tide to re-offending it appears therefore especially in recessionary times such as this when the government is concerned more about savings than anything else, one could perhaps take solace on Lord Judge the Lord Chief Justice contentions that re-offenders should be brought to justice without considering the costs which could undermine the rule of law.

Romanticisms Sublime Style in Rip Van Winkle, Legend of Sleepy Hollow

Romanticism's Sublime Style in Rip Van Winkle, Legend of Sleepy Hollow and Billy Budd      Ã‚  Ã‚   "Sublime refers to an aesthetic value in which the primary factor is the presence or suggestion of transcendent vastness or greatness, as of power, heroism, extent in space or time"(Internet Encyclopedia).   This essay will explore different levels of Romanticism's sublime style in Washington Irving's Rip Van Winkle, The Legend of Sleepy Hollow and Herman Melville's Billy Budd. The essay will particularly focus on how the writers incorporate the spiritual and the terror aspects of the sublime into their work. American romanticism requires the wilds of nature to be the setting for the sublime. It is in this setting that the protagonist senses a conflict of good and evil. Even though the beautiful surroundings would suggests a pure serenity, the shadows in the beautiful setting reminds one that there is a dark side to nature. In each story there is an antagonist lurking about requiring the protagonist to choose his thinking - and ultimately his destiny. The antagonist in Billy Budd is Claggart, in The Legend of Sleepy Hallow, Brom Bones, and in Rip Van Winkle it could be a toss up between his nagging wife or the "company of odd-looking personages" he meets in the mountains. Essentially it is Longinus, a first century philosopher, who is first credited with introducing the idea of the sublime into the arts (Weiskel 8). Longinus suggests five sources of sublimity in literature: "(1) the ability to conceive great thoughts, (2) intense emotion, (3) powerful figures of speech, (4) the choice of noble words, and (5) harmonious composition of sentences" (Kennedy, vol. 12). Each of Longinus? foundational sources for sublimity suggests an... ...n Boulton 40).    Works Cited Boulton, J. T. Burke?s Enquiry Into The Sublime And The Beautiful. New York: Columbia University, 1958. The Internet Encyclopedia of Philosophy. 1997. University of Tennessee at Martin. 4 April 2001. http://www.utm.edu/research/iep/s/sublime.htm. Kennedy, George. "Longinus." The World Book Encyclopedia. 1985. Vol. 12:399. Melville, Herman. "Billy Budd." Ed. Paul Lauther. The Heath Anthology of American Literature. New York: Houghton 1998. 2512-2570. Washington, Irving. "The Legend of Sleep Hallow." Ed. Paul Lauther. The Heath Anthology of American Literature. New York: Houghton 1998. 1354-1373. -------- "Rip Van Winkle." Ed. Paul Lauther. The Heath Anthology of American Literature. New York: Houghton 1998. 1342-1354. Weiskel, Thomas. Romantic Sublime. Baltimore: John Hopkins University, 1976.   

BMW Mini brand comes to India Essay

Bavarian Motor Works (BMW) group, recently introduced its iconic Mini brand in India with four models, price ranging between Rs 24.9 lakh to Rs 31.99 lakh.[1] BMW had contemplated launching the Mini brand in India back in 2009 too, but the move was shelved on account of weak market conditions, particularly due to global economic meltdown. The launch of the compact car BMW mini has been on the line of similar introductions in Indian automobile market by auto majors like Fiat and Volkswagen. Back in 2008, Fiat launched Fiat 500 Cinquecento model in India. It was priced at around Rs 14.82 lakh.[2] The car sold only 60 units and was subsequently re-launched in 2010. The sales number of Fiat 500 seems pale in comparison to the sales of Volkswagen Beetle, which was launched in India in November 2009 and had sold 300 units by July 2010[1], surpassing the original sales targets. However, the sales figures, of both these premium small cars are overshadowed massively by sales of other mass produced small cars in India, which are usually sold in Rs 3-6 lakh price range. Then why has a leading automobile maker like BMW launched a compact car like Mini in the Indian market, which cost nearly 5 to 8 times more than a regular small car in India, and then sell only by tens or hundreds and not by masses? This study aims at bringing to the light the strategies and reasons behind this move by the auto giant and what BMW aims to achieve through it. Let us first start by discussing the marketing mix techniques BMW has used to launch the Mini brand in India : Product : One of the most important component of any marketing mix is the product the company wishes to sell in the market. BMW has been strongly associated as a premium quality auto brand the world over. Its slogan â€Å"The Ultimate Driving Machine† further bolsters the fact that the company is engaged in making top quality cars, demanded by customers who prioritise the quality of the machine, driving pleasure and comfort over price. Therefore, the company targets the niche segment of buyers who demand top of the line quality product. Taking note of the increasing demand for premium cars in the Indian market the company has been adding several brands of cars, even since it set foot in the country, to the portfolio of the products it offers here. Mini was originally launched by British Motor Corporation in 1959.[3] Ever since the car was first introduced to the world, the Mini brand has carved a niche for itself, and created a sort of cult following and sentimental value towards the brand the world over. According to a Wall Street Journal Report dated January 5th 2012, Sales of Mini brand rose 20% in 2011 from the 234,000 units it sold in 2010, helped by robust demand across the U.S., U.K and China, irrespective of weak economic conditions.[4] Though the launch of BMW Mini was delayed in India (as originally planned to launch in 2009), according to Kay Segler, Senior Vice President, Mini Brand Management and Business Coordination, â€Å"Indian market is now ready for a brand like Mini as the country has become a part of the global community when it comes to lifestyle trends.† as told to PTI.[5] He further said, â€Å"More Indians are travelling and living abroad, they have network overseas and are more aware of trends ,† Segler said.[5] BMW’s market observation as worded by Segler shows that there is a market for Mini in India, for those who wish to own an iconic car, which is synonymous to fashion and style the world over. Price : BMW Mini is priced between Rs 24.9 lakh to Rs 31.99 lakh in India. The car is imported as a completely built unit, unlike other BMW variants like 3 series, 5 series, X1 and X3 which are assembled domestically, therefore carrying a high component of tax. However prices have been kept in comparison to the offerings of other competing brands like Volkswagen Beetle and Fiat 500 which fall in the same category as much as possible. Since BMW is a luxury car maker, the prices of the cars in its stable are very high. Mini is no exception. The prices are not such to justify the sale of the car to the masses but rather to high income rich influential Indian buyers who want to purchase the product majorly because of its iconic status and sentimental value attached to the brand over the decades, or simply as a status symbol. Placement : BMW sells its cars in India through 17 dealerships across 13 cities.[7] However, BMW Mini is to be sold through exclusive showrooms. Mini first started selling here at Infinity Cars, Mumbai on Linking Road. The dealership received 100 booking within a week. Later showroom in Delhi was opened in June and has sold 50 units till now[8]. BMW subsequently plans to open exclusive showrooms for Mini in Hyderabad, Chandigarh and Bangalore. The company has strategically chosen the financial capital (Mumbai) and political capital (Delhi) of India for its initial sales of Mini. Mumbai is the hub of financial activities and entertainment industry in the country and therefore has a high density of millionaires in the city. High income groups are attuned and aware of the international trends and style standards. Luxurious/status commodities are always in demand among these group, justifying the launch of an internationally perceived style icon like Mini, here first. Delhi is the home to political structure of India. The entire NCR (National Capital Region) region which includes satellite cities like Gurgaon and Noida have seen a tremendous rise in corporate and multinational establishments over the past decade and is rationally perceived as an IT hub of the country. With the advent of IT industry in the region and tremendous rise in realty prices, the entire NCR has become a home to a large number of high wealth groups. With huge disposable incomes in the region, demand for luxury cars is on the ascent. The two urban cities of Delhi and Mumbai have seen extensive westernisation in the living standards of the residents, resulting into an analogous demand. BMW therefore strategically chose the two cities as distribution centres for its Mini brand. Promotion : When the company found out that Indians accounted for more ‘Likes’ for Mini on a social networking web portal called Facebook, the company rushed to launch the product within the next six months. To promote a product that will appeal to niche class of buyers, BMW has adopted an aggressive marketing technique to sell the Mini brand in India. Supporting this, Dr. Andreas Schaaf, President, BMW Group India, â€Å"We are focused on a strong, surprising, daring and unexpected marketing strategy for the Indian market.†[9] Dummy models of the cars in its portfolio were placed on a lake close to New Delhi and on the rooftops of skyscrapers in order to enhance the presence of Mini brand in India.[9] This strategy was also part of its international ‘daring’ marketing strategy, though domestically it was a new technique. To further promote the Mini brand, the company plans to further collaborate with several marketing agencies. The emphasis is put on the unique ideas the car can be promoted with. According to Bejamin Nagel, Head of Mini India, the focus is on Guerilla and experimental marketing, as the Mini is not a mass product, but rather a premium car. Therefore, the company has opted not to promote it through mass media. It is therefore safe to say that for promoting the Mini brand in India, BMW is focusing on BTL (below the line) advertisement methods to target specific group of niche buyers, instead of ATL (above the line) methods of mass advertisement. Indian Automobile and the Mini The Indian automobile market which we know of today, has developed from its miniscule form since the early 1950s to the giant and growing industry it is today. Before the reforms to liberalise the economy in the early 1990s, the automobile sector was highly insulated from foreign investments. Due to very high tariffs on imports and other measures, the participation of foreign companies was extremely restricted. If we go back a bit further, 1950s saw the arrival of TATA Motors, Bajaj Auto and Mahindra & Mahindra. This lead to a steady increase in vehicle production in India. Subsequently, 1960s witnessed the establishment of two and three wheeler industry in India. However, post entry of Maruti Udyog in the 1980s, the industry witnessed tremendous growth. In 1983, Suzuki was permitted to enter a joint venture with Maruti by government, for some time and it became the only FDI player in the segment.[10] However, a decade later post liberalisation of the Indian economy, the government de-licensed passenger car manufacturing. Eventually, the industry saw a huge influx of foreign car makers into the country by way of FDI. Presently, automobile industry is one of the key growing sectors in the country. Almost every major car maker in the world is present in India. Even after the economic meltdown post 2007, India is still one of the fastest growing economies in the world. This has transformed into huge rise in disposable income, resulting in enhanced demand for products at par with international standards. This and others factors like favourable demographics, supportive business environment have attributed to the decisions of almost all the leading automobile companies in the world to set up and grow their business in India by providing cars at par with the worldwide quality standards. However, according to a recent report carried out by Society of Indian Automobiles Manufacturers, the growth in domestic sales of cars over the April-August 2012 period was 6.61% which is a decline of 3.9% over August 2011, due to the on ongoing economic downturn and turbulences.[11] But most industry analysts and car manufactures are optimistic about the future outlook of the industry which is still seeing considerable growth compared to automobile sector growth in other countries, and expect to witness better business on the hopes of government reforms to boost overall economic development and GDP growth in the coming times. The recent decisions to allow single brand and multi brand retail FDI in the country by the government has further strengthened the confidence of foreign investors towards the business policies in the country being favourable. Therefore, BMW’s decision to bring the Mini brand to the select Indian auto buyers is further vindicated by the deep analysis of the Indian automobile market done above. Like most of its other premium brands of cars, the company does not plan to sell the Mini brand to the masses, but rather to the niche and super rich segment of the Indian auto buyers which demands an international product for the premium price. The demand from this segment has been constantly rising over the past decade. As a result, other premium manufacturers like Audi, Mercedes-Benz, Volkswagen have been gradually introducing international brands of their car models in India. Like them, BMW’s management perceived this as just the start of the Indian growth story. As a developing country, there is huge potential of growth in the automobile sector, compared to the developed nations where the markets have seemed to reach to a saturation point. However, in the developing economies like India and China, the growth potential is huge and the development graph has still a long way to go upwards, backed by political will, before it can reach some sort of saturation. Some might argue that BMW’s decision to introduce Mini brand in India might be precocious. However, considering the growth potential in the economy, it is only right that BMW would want to stem its roots as deeply as possible in the premium automobile segment of the country right from the start. By adding Mini brand to its portfolio of the internationally recognised products the company sells in India, BMW wants to further bolster its image and position in the market, emphasising its willingness and seriousness to do a long lasting business in India, and providing wide range of premium cars acknowledging and fulfilling different styles, preferences and desires of the premium car buyers of India. References __________________________________________________________________ [1] http://www.hindustantimes.com/News-Feed/Auto/BMW-launches-Mini-brand-in-India-with-four-models/Article1- 791750.aspx [2] http://articles.economictimes.indiatimes.com/2010-07-19/news/27601128_1_cinquecento-fiat-beetle [3] Reed, Chris (1994). Complete Mini: 35 Years Of Production History, Model Changes, Performance Data. Croydon [4] http://online.wsj.com/article/SB10001424052970203513604577142310291706308.html [5] http://www.hindustantimes.com/News-Feed/Auto/BMW-launches-Mini-brand-in-India-with-four-models/Article1- 791750.aspx [6] http://www.bmw.in/in/en/newvehicles/3series/sedan/2011/showroom/index.html [7] http://www.cardekho.com/BMW/cardealers [8] http://articles.economictimes.indiatimes.com/2012-06-08/news/32124207_1_bmw-india-india-president-andreas- schaaf- mini-cooper [9] http://www.cartrade.com/car-bike-news/bmw-to-adopt-aggressive-marketing-strat