Palmolive Case Analysis

PMPC BA 115 A Case Title: Palmolive Naturals shampoo: Connecting with the Consumers Point of View: Ms. Gigi Alvarez Senior Product Manager of Palmolive Shampoo The Problem: Ms. Gigi Alvarez, senior product manager of Palmolive Shampoo, need to prepare marketing plan for Palmolive Shampoo in five days to be presented to the Marketing Review. Objective: To prepare a marketing plan for Palmolive Shampoo in five days to be presented to the Marketing Review. Areas of Consideration: 1. )Company Background The present company, Colgate-Palmolive, is an $8. billion consumer products company that serves people around the world with well-known brands that make consumers’ lives healthier and more enjoyable. Truly global in scope, its sales come from its international operations. The company focuses on five core businesses: Oral Care, Personal Care, Household Surface Care, Fabric Care, and Pet Nutrition. Now, it has become a leading marketer if not a leader in most product categories it co mpetes in. The parent company has research and development (R&D) operations in Piscataway, New Jersey, but it also established a regional R&D base in the Philippines. . )The Shampoo industry In 1996, there were three major shampoo manufacturers in the Philippines. The category leader was Procter and Gamble with five shampoo brands (Pantene, Rejoice, Head & Shoulders, Ivory, and Vidal Sasson), Unilever (Sunsilk, Lux, and Organics), and Colgate-Palmolive (Palmolive Naturals, Palmolive Optima, and Gard). The three manufacturers control about 91 percent of the shampoo market. More than one hundred other shampoo brands compete for the remaining nine percent. The shampoo industry was long dominated by Colgate-Palmolive and Unilever.Colgate-Palmolive was very strong during the 1960’s-1970 while Unilever took over the leadership briefly during the late 1970’s. Procter and Gamble entered the shampoo market by introducing Prell, quit the market and then re-entered the market thr ough Rejoice in the late 1980’s. Palmolive was still the brand leader nationwide because of good distribution and popular pricing. However, in Metro Manila, Procter’s Pantene was number one in some studies. Procter with five shampoo brands became the shampoo category market leader in 1995. 3. )Marketing Mix ElementsIn 1996, there were five variants of Palmolive Naturals Shampoo each catering to a specific hair type. Palmolive Naturals utilized a translucent plastic bottle with a label and full fliptop cap. Each had unique label and closure cover. Palmolive Naturals is the mass market shampoo of Colgate-Palmolive and was positioned as a shampoo made from natural ingredients that are hiyang (roughly translated, compatible). In 1990, Palmolive Optima 2-in-1 shampoo plus conditioners was launched with a hair scientist demonstrating the conditioning benefits of the shampoo to hair. Colgate-Palmolive also had a strong antidandruff shampoo brand in Gard.Product life cycles fo r shampoo brands are becoming shorter and â€Å"news† about a brand must be had at least every two years. Just recently, Procter and Gamble started importing shampoos from its subsidiary in Thailand. Colgate-Palmolive and Unilever continued to manufacture shampoo in the Philippines. Colgate-Palmolive had a good distribution system that matched the capabilities of its two competitors. Its relationship with its wholesalers and big retailers was quite strong. Allowances and trade support were adequate and competitive. Wholesalers and big retailers then supply the smaller account, mostly sari-sari (provision) storeowners.To win the shampoo war the brand must have extensive coverage. To make a brand ubiquitous it must be carried by the sari-sari stores. However, company support for the small sari-sari- stores was weak and some regions in Visayas and Mindanao have poor coverage. Palmolive Naturals was priced 5 to 10 percent lower than Palmolive Otima and other brands of Procter and Unilever. The market can be divided into three pricing segments, namely: economy pricing, medium pricing, premium pricing. When Palmolive Naturals was launched, Lea Salonga was its image model and celebrity endorser. The first of the series of commercials was aired in December 1989.It was shot in London and it was one of Lea’s first television commercial appearances in the Philippines. The campaign highlighted Palmolive Shampoo as being specially formulated for Asia long, black hair and it was called the â€Å"Palmolive shampoo with Conditioner: Special Care for Asian Hair† campaign. Palmolive aired several commercials with Lea Salonga. The campaign was aired on television and radio, and printed in newspapers. These were supplemented by campus tours where Palmolive promo girls distributed free Palmolive shampoo and soap, and flyers and catalogues featuring Lea Salonga.Palmolive was not to be left behind in the hair salons. They obtained the services of hairdresser, Ri cky Reyes, as an endorser and also sponsored his â€Å"Beauty School Plus† educational television show. He was also featured in commercials cum public relations in caring for the Asian hair and the â€Å"Palmolive Hair Crime News† campaign. Alternative Courses of Action: †¢The first alternative is to make a marketing plan based on the Price Strategies of Palmolive Shampoo. Advantages: Taking pricing decision is one of the critical factors of business for Palmolive Shampoo.To take the pricing decision a proper research needs to be carried out such as on the product availability, competitor's pricing strategy, customer's perceived pricing, customer’s willingness to pay the price of the product, demand factor etc. The pricing decision influences the demand of the product in the market, the pricing strategy of the competitors, the profitability of the company and the most important is the customer decision on purchasing the product such as which brand product t o buy and which not, which will give the major satisfaction to the customer by rendering the higher value at the lesser price then the competitors.Palmolive Shampoo may indulge in skimming strategy, which allows the company to often start with a high price for their unique products. . For customers, who buy the product first, it is a status symbol & these customers are willing to pay a very high price. So the company can â€Å"skim† the market. Later, the company has to make a price reduction to get more customers. With this price reduction, Palmolive Shampoo can give different discounts to their customers. A customer who orders a large quantity on an item may receive a quantity discount.A distributor who gives marketing information to the company or takes on other tasks of the company, for example, the transport, may receive a trade discount. The company can give a patronage discount for a customer who buys at this company for a long time or it offers a bonus if the customer buy a large amount during one year. Customers who pay cash may be given a cash discount. And the company can also give an employee discount for its own employees. Part of the price policy of Palmolive Shampoo is to decide who receives a discount.This makes it difficult for customers to compare prices of different companies. If Palmolive Shampoo wants to penetrate a market, it starts with a low price. With this penetration strategy, Palmolive Shampoo wants to win a lot of customers and it often wants to beat the competitors with the low price. This is called a low-price strategy. Later Palmolive Shampoo tries to raise the prices to make more profit. After penetrating the market, Palmolive Shampoo, capturing strategy comes in; if a company offers products which are linked in some way it can use different prices strategies for the different products.Disadvantages: The primary disadvantage to the company that engages in competition based pricing is that they are not pricing based on th e value delivered to customers or–less optimally–on the basis of their costs. Thus, they are unable to effective manage revenue to a target, creating a chaotic income stream, with all the disruptions in management and customer experience that may entail. Additionally, competition based pricing is an efficient way to drive profit out of the entire industry.Once a single company responds to a competitor with a price change, it is very difficult for other companies not to respond with price changes of their own. Almost always, those price changes are discounts, and become a race to the bottom. Another disadvantage is that Palmolive Shampoo would have fixed cost. The concept of fixed costs means that these costs never change. Rent and salaries are fixed costs. If the company produces and sells a thousand more products one month and sells fewer the next months, the fixed costs don't change.That means if costs is the main factor in pricing, then the pricing should fluctuate from month to month. Raw materials and sales commission are variable costs or costs that change from period to period. Consumers can be sceptical of pricing fluctuations and it erodes brand trust. If costs of production decrease, cost plus pricing suggests that pricing should decrease. Then, you Palmolive Shampoo would lose on profits, this would mean that Palmolive Shampoo is not efficient in their pricing. It works the opposite if production costs increase. Cost plus pricing doesn't inspire efficiency.As long as customers are paying production costs you don't have any incentive to lower costs or find faster, cheaper and more effective ways of producing products. It's easy for a company to become complacent. Meanwhile, competitors are taking steps to produce a better product faster, which allows them to steal market share. †¢The second alternative is to make a marketing plan based on the Distribution (Place) Strategies of Palmolive Shampoo. Advantages: If selling directly from the manufacturer to the consumer was always the most efficient methodology for doing business, the need for channels of distribution would be obviated.Intermediaries, however, provide several benefits to both Palmolive Shampoo and consumers: improved efficiency, a better assortment of products, routinization of transactions, and easier searching for goods as well as customers. Intermediaries provide a second benefit by bridging the gap between the assortment of goods and services generated by Palmolive Shampoo and those in demand from consumers. Palmolive Shampoo typically produce large quantities of a few similar products, while consumers want small quantities of many different products.In order to smooth the flow of goods and services, intermediaries perform such functions as sorting, accumulation, allocation, and creating assortments. In sorting, intermediaries take a supply of different items and sort them into similar groupings, as exemplified by graded agricultural products. Accumulation means that intermediaries bring together items from a number of different sources to create a larger supply for their customers. Intermediaries allocate products by breaking down a homogeneous supply into smaller units for resale.A third benefit provided by intermediaries is that they help reduce the cost of distribution by making transactions routine. Exchange relationships can be standardized in terms of lot size, frequency of delivery and payment, and communications. Seller and buyer no longer have to bargain over every transaction. As transactions become more routine, the costs associated with those transactions are reduced. With these advantages, this could strengthen the distribution strategy of Palmolive Shampoo. And it would greatly improve the company’s poor market in the Visayas and Mondanao region.Disadvantages: The main disadvantage of direct distribution is that Palmolive Shampoo typically lack retailing expertise, this greatly contribute to the poor coverage of the company in Visayas and Mindanao areas. The Company with a good product to offer the market may not be good at marketing it. By using other distribution channels to distribute their product, they are able to make use of the expertise of dedicated retailers and wholesalers. Not only that, the time that a manufacturer spends in retailing activities is time that might be better spent on production-related activities.Another downside is the cost factor. Costs associated with selling directly to the consumers are high compared with using intermediaries for the same level of sales. This includes costs of hiring and training salespeople, travel and transportation, telephone and postage costs. In addition, the overheads of opening and maintaining retail outlets and hiring work force to look after such operations are high. With cost come to hand, time would be another factor. With Palmolive Shampoo researching on new customers and visiting them to sell the products consumes m uch time.The salespeople spend most of their time haggling with customers over the price. Additionally, time is also spent following up on the existing customers to ensure repeated buying in future. Palmolive shampoo will most likely focus on the sales volume rather than targeting customer needs and their satisfaction. Additionally, the salespeople are driven by the need to earn large bonuses at the expense of customer satisfaction. Customer loyalty and poor brand image will result leading to declining sales in the long run. †¢The third alternative is to make a marketing plan based on the Promotions Strategies of Palmolive Shampoo.Advantages: Promotion is a form of corporate communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific organizational objectives. Nearly all organizations, whether for-profit or not-for-profit, in all types of industries, must engage in some form of promotion In the context of the marketin g mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response.Marketing communication decisions include: Promotional strategy (push, pull, etc. ), Advertising, Personal selling & sales force, Sales promotions, Public relations & publicity, Marketing communications budget. New customers might learn to love Palmolive Shampoo’s product and become long-term clients. Such efforts may range from multinational firms spending large sums on securing high-profile celebrities to serve as corporate spokespersons; the benefit of using celebrities to endorse your brand is you can capitalize on the goodwill they elicit from the public.Palmolive Shampoo having Lea Salonga promote their Shampoo products, Ricky Reyes also an endorser to the company; there is no question why consumers’ purchases of Palmolive Shampoo went up. Disadvantages: An obvious disadvan tage to a promotional strategy is its potential for failure. Worse, the long-term benefits of Palmolive Shampoo might not offset the costs of the promotion. Careful research and expert advice from a marketing consultant can help maximize Palmolive Shampoo’s chances for success, but nothing’s guaranteed.The longer a sales promotion lasts, the more likely Palmolive Shampoo will decrease the perceived value of their product. For example, if a restaurant offers a steep discount for children’s shampoo to attract families, parents might balk at paying more after they get used to the low prices. Palmolive Shampoo should keep promotions short to prevent long-term damage to their overall pricing strategy. If Palmolive Shampoo promotions occur in a predictable pattern, potential customers might wait for a sale rather than buy the product or service at full price.For example, if a retail clothing store offers a sizable discount on most holidays, sales will be low between h olidays, and relatively few customers will ever pay full price. Another, consumer might abandon as soon as the promotion is over and continue to hunt for bargains. Converting bargain hunters to permanent customers depends on developing brand loyalty. For example, if your excellent customer service or high-quality products impress them, they are more likely to stay with you after prices return to normal levels. The fourth alternative is to make a marketing plan based on the Product Strategies of Palmolive Shampoo. Advantages: Product strategy marketing deals with the tools, technology and methodologies a business uses to distinguish its products. With sound marketing, Palmolive shampoo may receive more attention for its efforts to woo customers and make its Shampoo products more desirable. With Palmolive Shampoo consistently comes up with sound product outlines and adeptly markets its merchandise is the darling of investors and securities exchange players.Effective product strategy m arketing enables Palmolive Shampoo to estimate potential cost and performance attributes for their products, as well as determine which attributes could spur profitability down the road. The goal for Palmolive Shampoo is to find out features that customers like and how much it will cost to add them to products, while keeping in mind profitability goals top leadership has set. This concept helps a business chart a product strategy compatible with other parts of its marketing plan — meaning Palmolive Shampoo must make sure it designs goods it effectively can sell, promote and distribute.Disadvantages: One of the disadvantages that Palmolive Shampoo would encounter is the higher cost of products. Related to the increased staff requirements are higher costs commonly associated with a product specialization strategy. Not only are there usually increased labour costs, but costs to customize products and research particular needs of each given customer market are expensive as well. Salespeople that sell to multiple markets also typically have to travel farther, which increases time spent travelling and costs associated with making sales.These higher costs mean the companies must generate more sales and charge higher prices to net profit When Palmolive Shampoo uses a product specialization strategy, it is inherent for branding that the development and marketing of the product remains consistent across all customer markets. If the company fails to deliver an effective product solution to a particular market segment, the negative damage to the brand's image can have effects across all of the company's customer markets.Thus, Palmolive Shampoo needs to maintain a consistent standard of quality and durability to maintain brand image. Another challenge of a product specialization approach is that Palmolive Shampoo can be too focused on product research and development and fail to react promptly to changes in customer demand and interest. With more customer-centric ap proaches to targeting customers, Palmolive Shampoo is more likely to keep up with changes within the marketplace to know how to evolve products and market them in a way that satisfies marketplace expectations.Recommendation/Conclusion: I recommend the second alternative, which is to make a marketing plan based on the Distribution (Place) Strategies of Palmolive Shampoo. With the use of intermediaries to distribute the products, Palmolive Shampoo would increase its lead in the market over its competitors. This would help the company gain new market and new consumers. This also aids the search processes of both buyers and sellers. Palmolive Shampoo is searching to determine their customers' needs, while customers are searching for certain products and services.A degree of uncertainty in both search processes can be reduced by using channels of distribution. In addition, Palmolive Shampoo can make some of their commonly used products more widely available by placing them in many differ ent retail outlets, so that consumers are more likely to find them at the right time. Intermediaries, however, provide several benefits to both Palmolive Shampoo and consumers: improved efficiency, a better assortment of products, routinization of transactions, and easier searching for goods as well as customers.Intermediaries provide a second benefit by bridging the gap between the assortment of goods and services generated by Palmolive Shampoo and those in demand from consumers. A third benefit provided by intermediaries is that they help reduce the cost of distribution by making transactions routine. Exhibit 1: Visayas Distribution Plan – Cebu is the main distributor. Distributing to neighbouring cities and provinces in Visayas. : Exhibit2: Mindanao Distribution Plan – Davao city is the main distributor. Distributing to neighbouring cities and provinces in Mindanao.

Individual players Essay

The purpose of this assignment is to investigate whether or not team cohesion has an impact on an individual players performance within a rugby team. The assignment will look into whether (if there is a impact at all) the impact is negative or positive, and how that relates to the different types of players in different ways. The research will look into the methods of increasing or decreasing cohesion within a rugby team e.g. nights on the town. Group dynamics is an interactive process and is concerned with changing patterns of tension, with conflict, adjustments and the building of cohesion within a group. The way a group is affected by dynamics helps determine the way in which leadership and dominant sub group patterns emerge. Therefore this influences players behavioural patterns and how attitudes are altered in the short and long term. These changes can be temporary or permanent. An example of this, relating to rugby, would be the emergence of a captain, vice captain, the first team players and the substitutes. A players status in the team is a major factor in there powers of influence but the character of a player is also very important. A player who does not attend regularly and has no status can have a major influence on the team, this depends on the players ability to impose there ideas, experience, and skill on the team. Shaw described a group as:  Ã¢â‚¬Å"†¦.two or more people interacting with one another in such a manner that each person influences and is influenced by each other person.†Ã‚  Woods said that one of the defining features of a group is that  Ã¢â‚¬Å"†¦.Its members having common beliefs, usually unspoken, about what is acceptable and unacceptable, how things are done†¦.†Ã‚  In sport groups are usually seen in the form of a team. There are many different types of teams within the game of rugby, such as, the playing team, the coaching team, and the management team. There are a team of supporters in the form of the crowd. Cohesion is a term closely associated with group dynamics and is a two way process, it can be defined as  Ã¢â‚¬Å"The degree in which members of the group desire to remain in the group†(internet 2  Or  Ã¢â‚¬Å"†¦individuals attracted to a group through common motivation and value the relationships within a group†(Galligan).   In the case of a rugby team the common goal would be to win matches, or at a lower level simply to participate in the game. The English national team now has a common. Goal of trying to win the world cup, my research would indicate that the national team is very cohesive and do value the relationships within the group. There success in recent years would be proof of this, as a very high cohesion relates to successful results. â€Å"One is always hearing about how important it is for a team to gel, bond or have good chemistry. Cohesive teams can achieve dramatic and awesome things. The way players interact has a tremendous impact on the way a team performs.†(Internet 1)  How well England do in the world cup will be a good indication to whether success is related to cohesion.

Eleanor Roosevelt Essay Example | Topics and Well Written Essays - 750 words

Eleanor Roosevelt - Essay Example Eleanor Roosevelt had contrasting kinds of relationship with her father and mother that shaped her independent and caring identity. Elliott Roosevelt had quite successful brothers, with whom he had differences with. Elliott, instead of establishing himself in any particular profession (Wills 80), became more of a drunkard though, and because of this, his older brothers eventually banished the former to Virginia because they thought being apart from his family would change him (Youngs 46). Despite his physical separation from his family, Elliott loved his daughter, Eleanor, so much that he sent her letters, and Eleanor loved him dearly in return (Youngs 45). Before he left for Virginia, he even painted a picture for her (Youngs 45). Elliott’s relationship with his daughter developed Eleanor’s strong sense of independence and compassion. For instance, in terms of independence, Elliott wanted his daughter to â€Å"love the outdoors as he did† (Youngs 48). The outdoo rs symbolizes freedom and independence. Furthermore, Elliott wanted his daughter to be as gentle as he was. ... relationship with her mother had been strained, but their relationship, however different from her father’s, helped her to focus more on inward development than physical looks. Anna did not seem to like that Eleanor was her opposite in terms of looks and interests, and she even told her once: â€Å"You're so plain that you have really nothing to do except be good† (Wills 80). Anna’s stern treatment and criticism of her daughter might be one of the reasons that Eleanor shied away from the public limelight, even when married already to FDR. Nevertheless, Eleanor Roosevelt’s introvert nature might also have helped her develop herself more intellectually and socially, but in a more social-interest-oriented way. Eleanor Roosevelt bloomed as a student, where her school life and experiences improved her self-esteem and enhanced her independent personality. Eleanor studied at Allenwood, an exclusive-for-girls school near London. Marie Souvestre was the headmistres s of Allenswood Academy, and she motivated Eleanor to become more active in school and civic duties. Youngs depicts Eleanor in her intellectual growth as she realized, that, in school, â€Å"she did not have to strain to win attention; she simply had to be herself† because in an academic environment, people were similar to her in interests and aspirations because they were â€Å"more interested in ideas than social conventions† (65). Souvestre helped Eleanor find her mission in life- to be of service to others. Eleanor excelled in school and participated in community activities. When Eleanor went back to New York in 1902, she volunteered at the Rivington Street Settlement House on the Lower East Side, where she served as one of the teachers of the immigrant poor’s children (Wills 81). Hence, her education

How would Jesus lead Worship Essay Example | Topics and Well Written Essays - 750 words

How would Jesus lead Worship - Essay Example It is all about people’s normal vision of worship compared to how Jesus, as a Church leader sees it Himself. The second part of the book deals with the practical suggestions for contemporary believers paying much attention to the gospel of Luke. This significant piece of the discussion in the book is divided into four separate chapters titled as follows: Humble Servants, Leaders with Authority, Creative Communicators, and Reliant on the Spirit (Hargreaves and Hargreaves 38, 61, 81, 103). All of them lead a reader toward the idea of what God gives a worshipper for just one song while praising in psalms. Interaction and dialogue as based on my experience First of all, this book changed my way of thinking about personal relationship with Jesus. I know that we should keep up with the demands of time. Just praising Jesus in a new way is a good idea for those who seek God’s grace into their lives. In this vein, the authors admit the following statement: â€Å"Jesus would kee p up with the trends—we must be completely up to date with what we wear† (Hargreaves and Hargreaves 8). Hence, I see that the book is a practical guide for every believer aware of the right side in worshipping. Based on my experience, I cannot communicate this message to my peers other than to make my praise to God really powerful. In other words, new styles in music and singing are to be shared while praising God due to His multifaceted manifestations of power and reason, because God creates something new every single day. Certainly, the book is full of different standpoints regarding a step-by-step instruction on how to follow Christ-like way of worshipping. I feel that each Christian should bear in mind that singing like Jesus needs more practice so that to the Holy Spirit. Taking a look at my worshipping style, I have come up with what I should do in advance, namely â€Å"being obedient in service to God’s design for our lives† (Hargreaves and Hargreav es 9). Definitely, this is why so many Christians do not have what God promised them. It is similar to the story of the People of Israel when God led them to the Promised Land. Looking through the gospel of Luke, I have realized the scope of benefits God gives those sharing the same message as Jesus taught. In this respect it is not about the material amenities, but the spiritual jump within the myriad of divine manifestations of God power in lives of ordinary believers. Those who urge for His glory trying to get the revelation of how to become more like God will definitely reach this goal out through praising God every single minute in church or elsewhere. Critical assessment While reading the book, I have realized that the church is in need of more vision in how to worship God. The overall impression from this book is that the church should be flexible and open to the needs of contemporary humanity so that to please everybody in music styles and genres. Being culturally mature is the first step. Second, I have understood that there should be more tries on how to be closer to God on the part of me as a believer. The model I have pointed out while reading the book is as follows: â€Å"The supreme example of worship intimacy surely has to be looked for in Christ Jesus and his relationship with the Father† (Hargreaves and Hargreaves 12). Therefore, the follow-up in the Christ-like way of worshipping has become my credo. Our devotion to Jesus should be felt by the Creator. However,

CEO Project-EXXON Mobil Research Paper Example | Topics and Well Written Essays - 500 words

CEO Project-EXXON Mobil - Research Paper Example anagement strategic positioning or decision will be single handedly implemented to ensure the petroleum company to continue to shine and outperform in the oil sector. The four implementation programs will be aligned to protect the vast shareholders’ interests by ensuring profitability in its subsequent financial years, meet the ever changing customer preference in an innovative and responsive manner that continuously meets target market customers’ needs, bud an aggressive high qualified employee workforce that conforms to the global standards and finally run environmentally safe business that protects community interest. Financial program implementation will take the initiative of finance department restructuring to create financial policies that are able to cater for the per barrel cost that eat into the annual profits, increase the company’s liquidity and mitigate any financial risks that are associated with poor disaster relief methods. The major activity will entail the financial management and team is effectively trained to embrace the newer technology in management of the financial systems that provide good results. Exxon Mobil has the funds to facilitate technological systems that streamline the processing of the oil to meet customers’ specifications and hence make more profit for the company (Rea, 2015). The financial strategy will be communicated to the shareholders for purposes of accountability. Customer programs main objective is to meet customer needs. This is outright from the Exxon Mobil mission and objective which is to be the preferred world’s premier petroleum and petrochemical company. This particular clause envisions a company that has its priority in developing products that satisfies the diversified customer base, for instance, the introduction of SCAN fining process that eliminates sulfur which is deadly to automobile engines. ExxonMobil has adopted an implementation strategy that makes use of its existing employee base of

Renaissance Humanism Thesis Example | Topics and Well Written Essays - 500 words

Renaissance Humanism - Thesis Example This paper seeks to determine the nature of the humanism movement during the renaissance and how it had developed through time. In this regard, analysis of the works of humanists with special focuses on their contribution to the arts shall be conducted ascertain the movement called humanism. Scholasticism pervaded much of pre-Renaissance European society. Humanism came to be as a response to the perceived insufficiency and limitations of scholastic teachings that relied too heavily on abstract thought rather than on practical experiences. The humanists proposed to educate the whole person and placed emphasis not only on intellectual achievement, but also on physical and moral development (Ehrstine and Schade, 2004; Proctor, 1998) Francesco  Petrarca,  known as Petrarch, is considered as the first great humanist. Petrarch  believed  and hoped to better the world by the study of classical literature. To promote the study of classical literature, he collected ancient texts during his travels. He studied and imitated them in Latin writings of his own, and then attempted to extend their teachings to as many other people as possible (Kreis, 2008). Aside from Petrarch, a number of scholars in Florence collected and studied ancient works, lectured about them, imitated their style, and made the city a centre of humanistic learning. Among them were Boccaccio, the scholar Niccolà ² Niccoli, and above all the Florentine government leader, Coluccio Salutati. They applied classical literary standards to everyday writing, laying a foundation for later literary development (Steele, 2009). As humanists rediscovered classical literature, subjects of sculpture were classical figures the most prominent of which is Plato. Humanists hoped to make Plato a new guide for Western thought, just as scholastic thinkers had based many of their ideas on the work of Plato’s student Aristotle (Davies, 1997) Humanists saw Roman history as a glorious episode in their own national

Chapter 1 problems Assignment Example | Topics and Well Written Essays - 250 words

Chapter 1 problems - Assignment Example However, my utility of attending the game will be higher as compared to that of Joe because I had already paid more to get the best seat. Additionally, if we were to draw an indifference curve, I will be at a higher indifference curve than Joe (Frank & Bernanke, 2013). Therefore, my likelihood of attending the game at Syracuse will also be higher than that of Joe. This is because even if I will be late for the game because of the snowstorm I am assured of the best seat unlike Joe who did not even have a ticket to attend the game. The effects of change in price on quantity of garbage collected may be best explained by taking into consideration the law of demand and supply. This law states that when all other factors are held constant (ceteris Paribas) an increase in price may cause a decrease in quantity demanded (Arnold, 2010). On the contrary, a decrease in price may cause an increase in quantity demanded (Arnold, 2010). Therefore, in this case, the garbage was initially collected at $ 6 irrespective of the quantity causing the resident to supply even more cans of garbage. On the other hand, the change in price tag may have two significant effects on quantity of garbage collected. First the quantity of garbage collected will remain the same per average house hold. This is because for each can of garbage to be collected, residents of my city will be paying $2 per can which sum up to $6 for cans per average household. This means that the price per 3 cans will still be the same as the initial fixed price (Arno ld, 2010). The second effect is that, individual house hold may decide to supply less cans of garbage to minimize cost (Arnold, 2010).This is because consumers are rational which means that they always try to minimize cost and maximize their utility subject to their income constraint (Arnold,

Health Care and Transportation in Germany from a Cultural Perspective Research Paper

Health Care and Transportation in Germany from a Cultural Perspective - Research Paper Example Moreover, the elderly are given preference when it comes to treatment as they are they perceived to be more delicate. They believe that an individual’s health is of utter importance and paramedics must be professional enough in handling health-related cases. What’s more, a Drogerie or â€Å"drug store† does not sell medicines or drugs; it is more of a mart for detergents, toiletries, and beauty products. Since Germans are health conscious and value prevention more than cure, consumption of biskost (biologically-grown foods), natural foods, vitamins, herbal teas and health foods are encouraged (Wiltenburg, 182). They can be purchased from a Bioladen (small shops that stock highly nutritious foods rich in vitamins and other minerals) at reasonable prices. When one is in need of cure, recovery, or preventive medicine, they should visit a Kurort (a pharmacy in the American context; it stocks common drugs but the prescription is given). Germany enjoys a high level of healthcare with high life expectancy and low infant mortality rates. While working in Germany, one must comprehend the mix of the private and public health insurance (Expatica, N. pg). Employees are allowed to hold both private and public health insurance covers but must display the aptitude and capability to meet the cost of both covers. To obtain a residence visa, foreign inhabitants must provide substantiation of being under a public health insurance coverage. Noteworthy, Germany operates a government-sponsored â€Å"sickness fund† called Krankenkasse which provides coverage against most predominant ailments in the country, and employees are expected to subscribe to this fund and contribute accordingly (Herb, 2). All employees, whether insiders or outsiders are expected to honour contributions since violation is criminalized and indictable. Similarly, while Americans are familiar with pharmacies, managers in Germany are required to operate or be linked to an Apotheker which does not only provide drugs such as aspirin but also provides a considerable help to employees with a disorder (Herb, 2).  Ã‚  

Australian Migration Law Assignment Example | Topics and Well Written Essays - 1000 words

Australian Migration Law - Assignment Example There is no application charge. The applicant must in Australia, but not in immigration clearance. Also, one of the conditions for the bridging visa is that the applicant has made a valid application for a substantive visa that has not been finally determined. He is a person who is immigration cleared. You may continue your work as welder under this visa. However, I am concerned that you have told your employer that you hold permanent residence visa when you know you do not. While the position in Australia for those seeking employment is quite generous, you would do well to inform your employer about your actual visa status forthwith, even if it costs you your job. It is better to go through some hardship for a short time rather than complicate matters with information you would be hard put to substantiate at a later stage. The provisions of the Australian Migration Act 1958 and 1994, and other legislation relating to migration procedure make it abundantly clear that information provided in the visa application form are truthful and accurate. (Code of Conduct, p.3) While on the subject, I may inform you that there is clear... Code of Ethics Now I must highlight certain issues I have felt strongly about and I am duty bound to bring to your notice. The provisions of the Australian Migration Act 1958 and 1994, and other legislation relating to migration procedure make it abundantly clear that information provided in the visa application form are truthful and accurate. (Code of Conduct, p.3) You could retain your employment status under any one of the visa subclasses, if need be. The bridging visa is sufficient to allow continuance of your current job status, if your employer permits. While on the subject, I may inform you that there is clear-cut delineation between truths and falsehoods, rights and wrongs, facts and fiction. Most often it depends upon circumstances and situations, and where or how far away you stand from the dividing line. The visa application form you are required to fill gives you enough scope to state your particulars clearly and unambiguously without unduly affecting your job prospects. From the information I could gather from you, your status as law-abiding citizen is unblemished. Other than this, as ETA holder, you are quite well placed to apply for the appropriate visa and formally obtain the position you wish to secure in this country. The only criteria necessary in achieving objectives is presentation of facts as they stand in your individual case and how capable you are on supporting these facts. These facts depend upon the data available with you. It does no good to gloss over one's true position by resorting to misrepresentations and half-truths. By all accounts, integrity is a great personal asset and must be treated as such. Customs, traditions and the

Essay on Global Warming Essay Example for Free

Essay on Global Warming Essay Global warming is the term used to describe a gradual increase in the average temperature of the Earth’s atmosphere and its oceans, a change that is believed to be permanently changing the Earth’s climate. Even though it is an ongoing debate, it is proved by the scientists that the planet is warming. The 29th century is experiencing a continued increase of Earth’s mean atmospheric temperature by about 1.4 degrees F and about two thirds of it occurring since 1980. This is global warming is affecting the nature’s balance and has a huge impact on life like continued heat waves, and sudden occurrence of storms and floods. Don’t we see time to time the epidemics that are devastating to human life and the flooding of the farmlands that puts economy in a deep hole? Scientific evidence indicates that since 1950, the world’s climate has been warming, primarily as a result of emissions from non -stop burning of fossil fuels and the razing of tropical forests. Since the industrial revolution till this day, there is a constant emission of the carbon into the atmosphere, everything we do we leave carbon footprints. It is a man made cause of the global warming. The global emissions jumped 3 percent in 2011 and are expected to jump another 2.6 percent in 2012, researchers reported. The greenhouse effect is a process by which the greenhouse gases absorb thermal radiation; these are then reradiated in all directions. But when some of these radiations come back to the surface and lower atmosphere, it causes increase in the average surface temperature leading to global warming. Global warming Causes The causes are many of which the main culprit is the increase in the greenhouse gases that is produced by burning fossil fuel and deforestation, thus intensifying the greenhouse effect leading to global warming. The four main contributors of the greenhouse effect are, water vapor, carbon dioxide, methane and ozone. Mining for coal and oil releases methane in the atmosphere. More ever the leakage from natural gas fields and landfills are additional source of methane. Excessive cutting down of the trees is another factor causing global warming. When deforestation happens the efficiency by which carbon dioxide is stored and oxygen released by the green plants are decreased to a huge rate in turn causing increased concentration of carbon dioxide that leads to increased greenhouse effect. The nitrous oxide from fertilizers, gases used for refrigeration and industrial processes are other factors that cannot be forgotten as the cause of Global Warming. Another source of methane is methane clathrate, a compound containing large amounts of methane trapped in the crystal structure of ice. As methane escapes from the Arctic seabed, the rate of global warming will increase significantly. Ice caps and glaciers reflect sunlight, bouncing high temperature sun -rays back into space away from the Earth. When these icecaps are removed the earth gets warmer as the dark oceans absorb much thermal radiation from the sun. Some regions may be wet with rain and some areas will suffer drought due to global warming. The climatic changes happen due to global warming. Seasonal changes are unpredictable unexpected thunderstorms might result as mentioned earlier. The burning of wood (should be reduced to a greater extent) releases oxidizable carbon to the atmosphere whose presence in greater amount causes the elevation of temperature. There is strong evidence that emissions of chlorofluorocarbons (CFCs) were the major cause of the recent abnormal warming. Like carbon CFC do not trap heat but in the presence of UV rays the chlorine gets detached from CFC, drifts up into the stratosphere and these unattached chlorines catalytically convert Ozone molecules into Oxygen molecules depleting the ozone layer.

Music Essays Antonio Vivaldi Music

Music Essays Antonio Vivaldi Music Antonio Vivaldi Music ANTONIO VIVALDI 1678-1741 Antonio Vivaldi was born on March 4, 1678 in Venice, the Capital of the Republic of Venice and was the oldest of nine brothers and sisters. His father, Giovanni Battista, was the son of a tailor. Giovanni was a barber when Antonio was born and in 1685, became a full-time violinist at St. Mark’s under the surname Rossi. His mother, Camilla Calicho, also happened to be the daughter of a tailor. When Antonio was born, he was immediately baptized by the midwife, most likely because an earthquake had shaken Venice earlier than day. His official church baptism did not take place until several months later. Antonio Vivaldi entered the priesthood in 1693 and was ordained in 1703. During this time, Antonio was learned to play the violin with his father as his teacher. Within a year of his ordination, Antonio no longer wished to celebrate mass because he complained of â€Å"tightness of the chest† which was probably some type of asthma or nervous disorder. There were also rumors that he may have been faking the illness. Other stories describes times when Antonio left the alter in order to quickly jot down a musical idea in the sacristy. Obviously, he had become a priest against his own will, perhaps because training for the priesthood in those times was one way a boy from a poor family could obtain free schooling. In December of 1703, Antonio became maestro di violino (master of violin) at an orphanage called the Pio Ospedale della Pietà   (Devout Hospital of Mercy) in Venice. This was one of four such institutions in Venice. Although termed an orphanage, this Ospedale was actually a home for the female children of nobleman and their numerous affairs with their mistresses therefore was well endowed by the anonymous fathers. The young ladies were well looked after and the musical standards were among the highest in Venice and the Ospedales orchestra and choir was well renowned. Vivaldi wrote for them most of his concertos, cantatas, and sacred music. In 1704 the position of teacher of viola allinglese was added to his duty as violin instructor. Vivaldi remained teaching at the Ospedale until 1709, when his appointment was not renewed. After a year as a free-lance musician working for the Teatro Sant’ Angelo, an opera theater, he was recalled by the Ospedale with a unanimous vote in 1711 . He became responsible for the musical activity of the institute in 1713 and was promoted to maestro de concerti in 1716. During his years at Ospedale della Pietà  , Vivaldi wrote much of his music, including may operas and concerti. In 1705, the first collection of his works was published, Raccolta. In 1709 a second collection of 12 sonatas for violin basso continuo, Opus 2, appeared. In 1711, twelve concerti he had written for one, two, and four violins with strings, Lestro Armonico (Opus 3), were published in Amsterdam by music publisher Estienne Roger. In 1713, the Ospedale della Pietà   gave Vivaldi one month’s leave in order to stage his first opera, Ottone in villa, in Vicenza. Get help with your essay from our expert essay writers The end of 1716 was a high point for Antonio Vivalda as far as his theatrical activities were concerned. The Ospedale della Pietà   performed his forst great oratorio, Judith Triumphans devicta Holofernis barbaric, an allegorical description of the victory of the Venetians over the Turks and the recapture of the island of Corfà ¹ in August of 1716. All eleven singing parts were performed by girls of the Pietà  , both for the female and male characters. Many of the arias included parts by solo instruments that showcased girl’s talents, recorders, oboes, clarinets, viola damore, and mandolins. Also in 1716, Vivaldi wrote and produced two more operas, Lincoronazione di Dario and La costanza trionfante degli amori e degli odi. His modern operatic style was not well accepted by other more conservative musicians, like Benedetto Marcello. Marcello was a magistrate and amateur musician and wrote a pamphlet called Il teatro alla moda against Vivaldi and the modern style of opera. Th e cover of the has a caricature of Vivaldi playing the violin. Vivaldi moved to Mantua near the end of 1717 to take the position as Chamber Capellmeister of the court of the prince Phillip of Hesse-Darmstadt, the governor of Mantua. His job there involved providing operas, canatats, and concert music as well. He remained there for two or three years and produced several more operas, Armida and Tito Manlio. In 1721, Vivaldi moved to Rome. His operas introduced the new style and the new pope Benedict XIII invited him to play for him. Vivaldi moved back to Venice in 1725 with aspiring young singer Anna Giraud, an acquaintance he met while in Mantua. She moved in with him as well as her sister, Paolina. According to Vivaldi, Anna was no more than a housekeeper and a good friend. He went on to produce four more operas in that year. Some time in this period between 1717 and 1725, Vivaldi wrote the Four Seasons, four violin concertos depicting natural scenes in music. The first concerto, Spring, borrows motifs from a Sinfonia in the first act of his opera Il Giustino which was written at the same time. The next three of the concerti are of original compositions. The inspiration for them is believed to be the countryside around Mantua. The concertos were a revolution in musical conception. Vivaldi represented flowing creeks, singing, barking dogs, buzzing mosquitoes, crying shepherds, storms, drunken dancers, silent nights, hunting parties (both from the hunters and the preys point of view), frozen landscapes, children ice-skating, and burning fires. Each concerto was associated with a sonnet written by Vivaldi, describing the scenes depicted in the music. These concertos were published in Amsterdam in 1725 as the first four of a collection of twelve, Il cimento dellArmonia e dellInventione, his Opus 8. The remaining concertos were Storm at Sea, Pleasure, and The Hunt. These concertos were enormously successful. In 1730, Vivaldi traveled to the music-loving city of Prague with his father and Anna Giraud. His opera Farnace was presented as well as two new operas during the 1730-1731 season. Vivaldis life ended in financial difficulties. He decided to sell off many of his manuscripts because they no longer held the popularity they once did in Venice. He ended up selling them off very cheaply in order to travel to Vienna. It is believed that Vivaldi moved to Vienna in 1740 or 1741 under the patronage of Charles VI who unfortunately died shortly after his arrival. Vivaldi himself passed away on July 28, 1741 due to â€Å"internal fire,† most likely the asthma that plagued him his entire life. He was buried in a modest grave next to the Karlskirche in Vienna, at the site of the Technical Institute. Vivaldi’s compositions included over 500 concertos; 350 of which are for solo instrument and strings while about 230 are for violin. The remaining compositions are for bassoon, cello, oboe, flute, viola damore, recorder, lute, and mandolin. He also composed 46 operas and 73 sonatas, in addition to chamber music and sacred music. His most famous work is believed to be Le Quattro Stagioni (The Four Seasons).

Business Plan for an Established Business Essay example -- Business Ma

Business Plan for an Established Business This business plan consists of a narrative and several financial spreadsheets. The narrative template is the body of the business plan. It contains more than 150 questions divided into several sections. Work through the sections in any order you like, except for the Executive Summary, which should be done last. Skip any questions that do not apply to your business. When you are finished writing your first draft, you will have a collection of small essays on the various topics of the business plan. Then you will want to edit them into a flowing narrative. The real value of doing a business plan is not having the finished product in hand; rather, the value lies in the process of research and thinking about your business in a systematic way. The act of planning helps you to think things through thoroughly, to study and research when you are not sure of the facts, and to look at your ideas critically. It takes time, but avoids costly, perhaps disastrous, mistakes later. The business plan narrative is a generic model suitable for all types of businesses. However, you should modify it to suit your particular circumstances. Before you begin, review the section titled Refining the Plan, found at the end of the business plan. It suggests emphasizing certain areas, depending upon your type of business (manufacturing, retail, service, etc.). It also has tips for fine-tuning your plan to make an effective presentation to investors or bankers. If this is why you are writing your plan, pay particular attention to your writing style. You will be judged by the quality and appearance of your work as well as your ideas. It typically takes several weeks to complete a good plan. Most of that time is spent in research and rethinking your ideas and assumptions. But then, that is the value of the process. So make time to do the job properly. Those who do never regret the effort. And finally, be sure to keep detailed notes on your sources of information and on the assumptions underlying your financial data. Business Plan OWNERS Business Name Street Address Address 2 City, ST ZIP Code phone fax e-mail I. Table of Contents I. Table of Contents 3 II. General Company Description 4 III. Products and Services 4 IV. Marketing Plan 4 Notes on Preparation: 4 The Marketing Plan: ... ...does the company: o Protect intellectual property? o Avoid technological obsolescence? o Supply necessary capital? o Retain key personnel? If your company is not yet profitable or perhaps does not yet even have sales, you must do longer-term financial forecasts to show when profit take-off will occur. And your assumptions must be well documented and well argued. Retail Business †¢ Company image †¢ Pricing: Explain mark-up policies. Prices should be profitable, competitive, and in accord with the company image. †¢ Inventory: o Selection and price should be consistent with company image. o Calculate your annual inventory turnover rate. Compare this to the industry average for your type of store. †¢ Customer service policies: These should be competitive and in accord with the company image. †¢ Location: Does it give the exposure you need? Is it convenient for customers? Is it consistent with company image? †¢ Promotion: What methods do you use and what do they cost? Do they project a consistent company image? †¢ Credit: Do you extend credit to customers? If yes, do you really need to, and do you factor the cost into prices?

Comparing Odyssey :: essays research papers

The Odyssey vs. American History X   Ã‚  Ã‚  Ã‚  Ã‚  The Odyssey and American History X don’t share similarities in the plot, theme or time period, but they have an ingredient common in many stories. Odysseus and Derek are challenged with deadly obstacles and they overcome these difficulties with the help of a mentor. A guide saves both characters and assists them in their return home. Odysseus and Derek need the support and help of a trusted friend who will guide them through their dramatic adventure.   Ã‚  Ã‚  Ã‚  Ã‚  Bob Sweeny, a trusted and loyal friend to Derek helped him develop into a well-rounded person. After Derek Vinyard’s father died, he fell into a self-destructive pattern ultimately leading to racism. After spending three years in jail, Derek began to realize he needed to liberate himself and his family from this hate-infested lifestyle. Derek turned to Mr. Sweeny and begged for his forgiveness and his help. While in prison, Mr. Sweeny told Derek, â€Å"your anger is consuming you, your anger is shutting down the brain god gave you† (American History X). Mr. Sweeny guided Derek into the right direction. He understood that in order for Derek to be truly liberated he needed to learn on his own, much like Athena. He guided Derek, but never persuaded him to change. Surviving jail was nearly impossible, but with the help of Mr. Sweeny, Derek overcame imprisonment and returned home.   Ã‚  Ã‚  Ã‚  Ã‚  Athena is much like Mr. Sweeny, helping Odysseus return home. She disguised Odysseus into a beggar, consulted with other Gods to allow him to return home, and she helped devise a plan to defend his home. Although Athena assisted Odysseus greatly, she never chose a path he should take, much like Mr. Sweeny. Both Derek and Odysseus show their gratitude toward their mentor, however Odysseus boldly states his affection in the following passage, â€Å" Mentor, stand by me and remember your old comrade who always did the right thing by you. We are yearsmates!† (Chapter 22, Page 247). Here, Odysseus thanks Athena for her assistance and her loyalty. This was also done by Derek but in an indirect manner. The most prevalent comparison between these two stories is the relationship between tests and ordeals. Derek must overcome racism in order to survive prison, and Odysseus needs to identify that his excessive pride delayed his return home several years. The gangs in prison threatened Derek every day. They pose a potential negative impact on his family if he continued to demonstrate his hatred.

The Evolution of Policing in the UK Essay -- Modern Policing

The dictionary definition of the police is â€Å"the organized civil force of a state, concerned with maintenance of law and order, the detection and prevention of crime, etc,† (Collins English Dictionary, 2002). This definition states the minimum of what the police actually do. Providing support for families, protecting society from criminals and responding to calls 24 hours a day 7 days a week are just some of the other roles that police have to deal with. In this essay the evolution of the police will be discussed as well as how the police are facing challenges. The police are continuously developing and have been ever since the beginning of informal policing which saw that everyone who lived in a society had to be responsible for keeping the peace (Engel, R. 2012). The evolution of policing first began in Anglo Saxon times in which introduced a Tything. A Tything were a group of 10 families that would discuss concerns and mutual protection (A history of policing, 1998). During this time, the second development stage had occurred; this was assigning certain members of society into informal roles of policing (Engel, R. 2012). This led the way for a more centralised system which saw a few modifications in the structure by the Normans. A local court system was introduced into this system (A history of policing, 1998). It wasn’t until the 18th century in which formal policing began to emerge and was the last stage of developing the police. Specific members of the public would be given formal responsibility of looking after the community ( Engel, R. 2012). 1829 saw the innovation of the Metropolitan police as a result of the industrial revolution which lead to an escalation in crime as well as the final development stage of policing (... ...he-police_1.> Last accessed: 31st December 2013. Dempsey, J. Forst, L (2011). An Introduction to Policing. 6th ed. London: Cengage Learning. p129-130. Engel, R. (2012). Police: History - Early Policing In England. Available: http://law.jrank.org/pages/1647/Police-History.html. Last accessed 6th January 2014. Fahy, Sir P. (2013). Why do you have a police force?. [Online] Available: Last accessed 3rd January 2014. Metropolitan Police. (N.D). The role of the PCSO. [Online] Available: Last accessed 30th December 2013. Rogers, C. Lewis, R (2007). Introduction to Police Work. 1st ed. Devon: Willan . p4. Warwickshire Police. (2003). PCSOS. [Online] Available: Last accessed 30th December 2013.

Sales Planning for Ginvera Vietnam

Contents I. Introduction3 II. The Body5 1. The marketing communication mix5 1. 1. Personal selling6 1. 2. Sale Promotion6 1. 3. The relationship between communication mix’s elements8 2. Understanding of buying behavior9 2. 1. Stimulus10 2. 2. Process15 2. 3. Respond17 3. Environmental and managerial forces affecting personal selling for Ginvera products in Vietnam19 3. 1. External Environmental factors19 3. 2. Internal Managerial factors23 4. Main types of personal selling suitable for Ginvera Vietnam26 4. . In Business to Customer market26 4. 2. In Business to business market27 5. Principle of personal selling applicable for Ginvera Vietnam29 5. 1. Sales professionalism29 5. 2. Negotiation skills29 5. 3. Relationship marketing30 6. The stages in the personal selling for Ginvera Vietnam32 6. 1. Prospecting33 6. 2. Planning33 6. 3. Approach34 6. 4. Presentation34 6. 5. Handling Objection35 6. 6. Closing the sales35 6. 7. Follow up35 III. Conclusion36 Appendix37 Table of images3 7 Table of figure37 References38I. Introduction From the first day of establishing from 1985 by talented founder L. D. Waxson, Ginvera has climb step by step to the peak of beauty care industry in the South East Asia as the most prominent leader. The company appears as home of more than 500 dedicated employees and thousands others who work in production. The wide ranges of about 90 Ginvera’s products diversify from skin care to bath products, from shampoo to diapers, which are developed sensibly for both men and women, adults and kids.Furthermore, by taking advantages of modern technology, coupled with strong and strategic foresight along with determination of the talented founders, all products are created, developed and improved in the more effective, much safer and more affordable away. With clear mission, vision and objective as well as appropriate business strategies which help the company keep a constant profitably and grow in stable way, Ginvera has built a significant reputation around Asia, especially South East Asian countries such as Malaysia, Singapore, Thailand, Indonesia and even China.However, in Ginvera’ point of view, Vietnam does still appears as a brand new and potential market which can help the company not only reinforce its reputation effectively but also a considerable revenue every year. One the other hand, in Vietnamese customers’ perspective, Ginvera still appears as unfamiliar name although their products are sold in most of the supermarket especially in mega cities like Hanoi and Ho chi Minh city. As a result, on the way of market developing, Ginvera has planned to do some researches on Vietnamese market as well as customers’ behavior in order to have a comprehensive overview about this potential market.Based on this purpose, this report will provide Ginvera an overall best practice of Sale Planning and Operation exclusively for Vietnam market which mostly mention about personal selling, including the pri nciples, types of personal selling, both environmental and managerial forces affecting personal selling, the stages of this process as well as how the understanding of buyers’ behavior can be applied and use effectively in this process. Moreover, before mention all kinds of these issues, the report will bring an overview about communication mix and its roles in relationship with Ginvera Vietnam with wo instant examples: Advertising and personal selling. II. The Body 1. The marketing communication mix Marketing mix as known as 4P’s includes 4 main elements: product, price, place and promotion in which the promotion is considered as the appearance of any marketing campaign. The promotion does not only decide how the images of product are built but also decides partly how the product was sold to the hand of the customers. In order to build an effective and reasonable promotion, Companies often seeks for help from communication mix which includes: personal selling, adverti sing, public relations, sale promotion and direct marketing.In order to achieve a distinguish look between two main groups, this report will discuss about two first different types: personal selling and sales promotion, representative for personal and non – personal selling. Figure 1. The Communication Mix 2. 1. Personal selling Personal selling is defined as direct oral communication designed to explain how an individual’s or firm’s goods, services, or ideas fit the needs of one or more prospective customers. This type of selling is often used in high – valuable products’ purchasing such as a house or car.Naturally, when a people decide to buy a product or service valuable, especially compare with their income, they will consider very carefully with high degree of involvement. On the other hand, this type of selling is also popular in personal product or services which beauty cares appear as instant example. Personal selling is considered as the m ost intensive but expensive method in the communication mix. While other non – personal selling methods focus on the general public, personal selling as its name, focus on individuals as well as personal aspect.Every person has different personality, different characteristics with different objectives and different requirements. In some industries like beauty care, is it necessary for the customers to have personal consults, in this case, personal selling plays the leader role as the most suitable and effective way for both company and customers’ perspective as in the win – win formula. By this way, the salesperson can understand exactly what the customers’ needs and wants, hence, provide some appropriate advices which can satisfy the customer.In personal selling, selling is not the most important way as its impression; the more important thing is building long – term relationship with the customers. Obviously, even if the customer cannot find her necessary products at this time, however, it does not mean that she will not come back if she still feel satisfy with the services. Moreover, salespeople appear as the face, indicate the spirit of the company, play an important role in building image of the company in the customers’ heart. However, personal selling does not appear as a perfect selling method, where put the customer in the center of sales deals.Firstly, the cost for this method is significantly higher than these other non – personal selling methods. Secondly, not all products or all market are considered suitable with this method. 2. 2. Sale Promotion Unlike personal selling, sale promotion is defined as any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service. In more details, sales promotion activities are temporary changes in the marketing mix, used to achieve tactical objectives. Moreover, this type of selling is also designed to attract no t only end consumer as usual but also the sale team and intermediaries.Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, discounted price, prizes, product samples, and rebates. Among these types, discount, coupon and product samples are the most popular types in Vietnam’s beauty care market, both online and offline. Firstly, Sale promotions often used when the company releases a new line of products as a way to introduce them to the customer and encourage them to try on and feedback to Company. Secondly, companies often use sale promotion as â€Å"push and pull† strategy by hitting directly on the customers’ psychology.Most of Vietnamese housewives or young girls love discount, coupon and so forth. In some cases, they buy lots of unnecessary thing only because of the gift or sales’ percentages. Understanding this behavior, companies often release a lot of sale promotion campaign as a way to stimulus the buyi ng power and increase sale volume significantly. Image 1. Coupon, discount, free gift set, etc is some example of Sale Promotion On the other hand, as other non – personal selling types, sales promotion playing the vital role on creating and maintaining awareness about the products for the customers.As a new comer in Vietnam market, Ginvera can apply this method to attract customers’ attention and create a friendly image in their mind. However, due to fact that the sale promotion is often used to achieve tactical objective, hence, unless Ginvera plans to use cost leadership or cost focus, the sale promotion should not be used too frequently. 2. 3. The relationship between communication mix’s elements Generally, while personal selling appears as an intensive and expensive method, it is still consider as the most effective way to building desire, changing attitudes and the most important, convert them to sales and revenue.Furthermore, unlike other non – per sonal method such as advertising and Public relation mainly focus on creating awareness but does not affect significantly on customer’s action, the sale promotion have one common with personal selling on hitting the mark of customers’ behavior, convert them into sale but in more public instead of personal aspect. In fact, each elements from communication mix has its own strength and weakness, hence, they can support for each other effectively. Normally, the companies often used a combination of these element in parallel way in order to achieve the most effective results.For example, the customer can know about Ginvera’s skin care products’ line through Direct marketing (e. g. through flyers) or Advertising, at this time, sale persons in showroom or through consulting online system appear to provide them more detail about the products. In this process, the sale promotion as first discount can support effectively as a stimulus factor. Level of effectiveness Advertising, PR, exhibition, etc Personal selling O Awareness InterestDesireAction Decision making process Figure [ 2 ]. The supporting of communication elements to each other in nfluence on decision making process (Sources: course book, page 469) 2. Understanding of buying behavior Selling is an art, and salespeople are artists. Mainly focusing on each individual customer, understanding buying behavior appears as the golden key for any salesperson to achieve the customers’ heart both in short term and long term as well as close the sale. In Vietnam, personal selling is still considered as a new comer with most of the customers. However, in near future, it will be more popular and familiar with the customers due to the improvement of the standard of livings.Twenty years ago, the only thing Vietnamese people care about is how to fulfill their starving stomach, now everything has changed positively. As a result, salespeople are required to understand how the customers think an d behavior. One of the models which reflect this process briefly is SPR. Figure 3. SPR model 3. 4. Stimulus 3. 5. 1. Marketing Mix Marketing mix is one of the most popular tools which are used for analyzing about products, price, place and promotion in order to build up an effective marketing campaign. Basically, all these elements influence in customers’ behavior and buying process in a comprehensive way Figure 4. elements of marketing mix * Product: Ginvera’s products diversities from skin care for both men and women, products for kids to households’ products. Living in a tropical country, most of Vietnamese women own an oily or combination oily skin with blemishes. Fortunately, the main rocket of skincare line from Ginvera is exacted from green tea, which is very suitable for working with Vietnamese skin’s problems. Therefore, the company can hope for the welcome from potential Vietnamese customers. Moreover, the salesperson can also base on this compe titive advantage to attract customers and persuade them to buy Ginvera’s products.On the other hand, other product in skin care like such as bio – essence or white radian are also received a lot of positive comments from consumers which can help the salesperson effectively in attracting customers and selling. Image 2. Some products of Ginvera * Place: In Hanoi, the only popular product which can be seen in supermarket and cosmetic stores is Bath products. Beside other popular brands come from Unilever, Ginvera’s products are arranged with other foreign brand such as The Body Shop (UK), Shiseido (Japan), Queen Helen (US), etc.Obviously, on the reputation’s aspect, Ginvera cannot compare with such brands, however, in the customers’ mind; it partly determines the origin as well as the quality of Ginvera’s products. When Ginvera comes to Vietnam, beside the regular selling in supermarket chain such as Citimex, Intermex, Co – op mart, etc, the company should consider about establishing its own showrooms in shopping malls and plaza not only as way to determine the quality and enhance the reputation of this brand in Vietnam but also provide the effective consult through salesperson team for the customers.Image 3. Ginvera’ bath products are arranged with other products in Star Supermarket 36, Cat Linh Street, Hanoi (Photo taken in March 27, 2011) * Price: According www. ginvera. com, Ginvera’s product price is pretty high than other popular brand in Vietnam, in both skin care and body bath line. In fact, the price of skin care line is almost equivalent with other famous brands from UK and Korea which is very popular in Vietnam these recent years. Product| Origin| Capacity| Price| GINVERA Green Tea Jade Dark Eye Circles Roll Away| Malaysia| 15ml| S$18. – 320,000VND| Pond’s Age miracle Eye cream| Thailand| 20ml| 200,000VND| Skin food Salmon Brightening Eye cream| Korea| 30g| 350,000VND (portabl e way)| The Body shop Vitamin E eye cream| UK| 15ml| 299,000VND (showroom)| Moreover, in Vietnamese perception, UK or Korean appears more trustworthy rather than one coming from Malaysia. Therefore, the salesperson should point out some convincible features of the product to persuade the customer that the money they given worth with the effectiveness that the product will bring them. * Promotion: At this time, the products from Ginvera inVietnam are imported directly from Malaysia through import countries with limited kind of product and quantity. Because this reason, the products are not got the promotion in an appropriate way, except the discount from the supermarket chains where it is sold. As a result, even the Ginvera’s bath products are presented in most of big supermarkets, it does still appear hardly for customer to notice and give them a try. Moreover, promotion also plays an important role in stimulus customers open their pocket, even in case they do really need the products or not.Image 4. In Malaysia and Singapore, Ginvera ask some famous artist to be their spokesperson in promotion campaign 3. 5. 2. The social influences The social factors which have the most powerful influence on customers’ buyer behavior as well as buying process include: culture, social class and reference groups (family, friends, etc). * Culture: One culture factor that effect on the Vietnamese customers’ choices is preferring – foreign – product mind. Accept Chinese products, every product which have foreign label are welcomed in Vietnam.Coming from Malaysia, Ginvera can expect for the similar welcome from potential Vietnamese customer. On the other hand, Ginvera’s products are produce locally in Malaysia, where some famous cosmetics companies such as Maybelline (US) established their factory. The salesperson can focus on this point to persuade the customer buy the products. Another factor coming from the preconception about the price of the products: the higher must be the better which can appear as an advantage for Ginvera. Beside, the different buying culture between the geographic areas should be care about by salesperson in order to win customer heart.While Northern people have to consider carefully before buying anything, the Southern people tend to open the pocket easily when they feel that they like the product. Therefore, understanding these behaviors will help salesperson deal with customer more effectively. However, there is a very negative preconception about personal selling exist in Vietnamese mind. Some years ago, when the personal selling started in Vietnam, a lot of deceptions happened in which swindles play salesperson and took a lot of money from unluckily customers.This fact lead to antipathy eye look stares in any salesperson that rings the door bell. Therefore a direct marketing type like this should not be deployed in Vietnam. More details will be discussed later in this report. * Referenc e groups: In fact, reference groups can be family, friends, etc. Obviously, the review of products coming from other users, especially acquaintances, will appear more trustworthy rather than the introduction from salespeople. In recent year, Google has made information become more accessible.As a result, women do not need to wait the salesperson provide information about the products. Just by a click, they can find out a lot of comment about the products through beauty blog, products’ review pages from magazine and the most popular now is forums. The beauty forums where women gathered to exchange information about products, beauty methodology always receives a lot of care with considerable high views. Naturally, women do easily fall in love with some products just because of positive feedbacks from other women.In this case, the relationships of customers as well as peer group’s pressure should be taken advantages by salesperson. One of the effective ways is referencing policy which means after selling the product to customers, the salesperson of Ginvera should ask them for feedbacks but also recommending for other friends. * Social class: Actually, about twenty years ago, investing money on the beauty care appears as something very luxury and dreamy that only high – class women can think about. Now, everything has changed due to the improvement of living standard.Understanding the potential demand, cosmetic companies given out various line of products from popular line to luxury one, which can satisfy any women who care about beauty. In Ginvera situation, the target segment can be middle and high income women who live in mega cities and cities like Hanoi, Ho Chi Minh City. 3. 5. Process The next element of SPR model mentioned about the process. While the first S mostly focus on external factors influence on buying behavior of customers, the P elements mostly focus on the internal ones where the personality of the customers as well as psych ological influences play important role. . 6. 3. Personal Influences There are many personal factors can influence on the buying behavior of the customers, includes ages, income, gender, living style and so forth. These factors divide customers to different segment with different target products. In this situation, the salesperson needs to understand deeply and comprehensively about these differentiations, hence, they can satisfy every customer by their appropriate consults and also close the sale. The different between ages lead to different thinking and mind and different care.Jumping out from sour purity, a lot of Vietnamese girls from 18 – 24 years olds meet with oily and blemishes skin problems. Unfortunately, the pollution environment in Vietnam pushes everything in significant worse situation. Givera’s green tea skin care line can working well with these problems. One positive thing that, these girls are young and free to trying new thing, even they coming from Malaysia rather than other famous brand of Korea or Europe. One the other hand, women who walks over 30 years old keep their attention to wrinkle and anti – aging problems where the bio – essence can uphold their power.However, these women often consider very carefully before open their pocket for products coming from Malaysia due to the preconception. Income is another factor that the salespeople should care about. High income does not means that they are always ready to burn their money immediately after listening palatable consult from salespeople. According to the price of Ginvera products, the target segment should be middle and high income customers. However, it does not mean that the salesperson only care about one high – income lady who comes to the showroom after an low – income young student who comes first.Obviously, the student can earn high income in the future and become a potential customer. More dangerous, after being ignoring, the young s tudent can leaving negative comment about the sales team of Ginvera with other people she know and burn the reputation of the company. 3. 6. 4. Psychological Influences Why people buy? They buy for both practical and emotional reasons. Everything is presented by the golden word â€Å"motivation†. People buy something they need result from a lack of something desirable. For example, a girl with dry skin needs moisturizer cream in the winter.In other situation, some other girl wants are need learned by other person; hence, they use a lot of products so that they can give them an appropriate review on. In this aspect, the influences from reference groups also uphold their power as this report discussed above. For example, a girl who need to find a whitening cream, she find out a lot of recommendations from Internet through beauty blogs, beauty forums, etc. Obviously, these recommends appear more trustworthy than consult from salesperson, in spite of the fact that everybody has d ifferent skin.Therefore, salesperson needs to get a good hold of information through Internet in order to handle in every situation and satisfy the customer. The next factor is â€Å"Economic needs† which means the best value for the money. When people consider buying something, they will wonder if the money they pay worth the product they purchase, especially in the inflation storm in this time. However, in some cases, some girls and women cannot control how much they spends on beauty care stuff such as clothes, shoes, skin care stuff and so on. As a result, they are willing to open pocket even they does not really need the products or not.In this case, the salesperson from Ginvera can use some special techniques to close the sale before the customers change their mind and burn their money on something else. The most important factor under psychological influences is buyer’s perception. This perception can come from customers’ past experiences or from the knowl edge they learnt. The modern women have more chances to understanding bout beauty care rather than the women who come from last decades. As the development of the Internet, the customer can access information about the product only by one click.Therefore, salespeople always have to keep in mind that, the customer are testing their knowledge about beauty care as well as the products and close the sale or not depend on the quality of their consultation. The most important thing is the salesperson should providing the disadvantages instead of hiding them in order to provide consult effectively. 3. 6. Respond Figure 5. Buying process Each step in buying process is influence significantly by both internal and external factors. As this report discussed above, for example, the first step – problem recognition is influence by the psychological factor named motivation.Meanwhile, the next two steps: information search and evaluation of alternatives are influence by social influences su ch as culture and especially the references groups. After these stimulus and process steps, customers will respond by making decision, buying or not buying. The respond behavior can be expressed through buying behavior as well as buying practice or post purchase behavior. Normally, the customers, especially women are easily to fall in love with the products after hearing lots of positive review from other users or palatable sentences from salesperson.It is the golden time that the salesperson hold in order to close the sale before the customers can change their mind. However, in this time, instead of convince the customers that the products is 100% perfect and they need to buy it, the salesperson better use the technique named â€Å"push and pull†. Obviously, â€Å"You do not need to buy it immediately, but I am not sure that this amazing moisturizer will be still available or not when you come back† appears more effective than â€Å"You must buy this moisturizer befo re it is out of stock†.Ginvera’s salespeople need to keep in mind that the decision belongs to customers instead of them. Therefore, the customers will feel that they are respected and will not feel regret after buying products. After buying and using the products, customers will have feedback for the products, even if the product works for them or not. It is the time for company to collect information and provide after sale services. One call asking about the feedback will satisfy any customers because they can feel that their opinion is valuable with the company.In these call, the salesperson should ask the recommendation for other customers. Maybe, this product does not work well with the customers, but it does not mean that they will not say something positively about the product or the service to other people or even comeback to Ginvera to choose another products. Therefore, it appears as golden chances for the salesperson to build up long – term relationshi p with customers and develop other new relationships. 3.Environmental and managerial forces affecting personal selling for Ginvera products in Vietnam In order to establishing effective marketing planning for enthusiastic sales team, Ginvera Vietnam must be identify what environmental factors that effect on salesperson as well as personal selling process. Basically, the marketing environment can be divided into two parts which are external environment and internal management. 4. 7. External Environmental factors 4. 8. 5. Macro factors In order to analyze macro factors effectively, this report will use the PESTEL model by Michael Porter. Figure 6. PESTEL model Politic and Legal: Vietnam is a socialist republic country with only one Party: Vietnamese Communist Party. The unity in political system makes Vietnam appear more potential with a political environment stably without any significant signs of terrorism or civil war. In addition, Vietnamese government has built a Law on Foreign Investment which occurred from 12/11/1996 in order to help foreign firms like Ginvera can approach the Vietnam’s business environment easily. However, the import tax for cosmetic and skin care product still stay in 36%, higher than other South East Asia countries from 4 to 5 times.Therefore, the cosmetic price in Vietnam still stays in high place compare with customer pocket. * Economic: In 2010, Vietnam’s GDP increased 6. 78% compared to 2009 while the number of the first quarter in 2011 decreased to 5. 43%. According to the delighted number, Vietnam stills a potential and charming destination for foreign investment. However, the inflation still maintain in high peak which is forecasted at 9. 5% according to the World Bank. Moreover, the increase in dollar exchange rate, the petrol and the electricity make the population tighten their belts.In this case, cosmetics and beauty care stuffs will enter the luxury goods list that people will be consider very carefully befor e open their pocket. As a result, Ginvera salespeople will meet more hinders in order to persuade customers buy and use their products. * Social: Vietnam has a high population with over 86 million people. Therefore, with stable and advantaged business environment, Vietnam appears as potential market with any foreign investor due to the potential demand, and Ginvera Vietnam is not a special exception. Additionally, the Vietnam population is considered as the young population level with 55. % populations in working age who have open mind and feel free to try on new things such as Ginvera. Moreover, the living standard of Vietnamese people is improved significantly in recent year, hence, people have more chances to care about beauty as well as approach high – quality products. For instance, the online cosmetic market through portable way in www. muare. vn, www. enbac. com, etc, is operating in high degree, reflect the tremendous demand of this potential market. * Technology: Inf rastructure in Vietnam is quite adequate with enough developed transportation system.Therefore, Ginvera Vietnam does not have to meet with any significant difficult in transport and deliver goods through distribution channel to the customers. Moreover, technology plays an important role in the communication between the company and the customer. The development on the telephone and especially the Internet bring the change in purchases routine of customers. Instead of going to the far store to buy anything buy cash, the only thing customer have to do is make a phone call or a click, transfer money through banks and wait for goods delivery.Therefore, the company should develop the online selling system in order to give benefit to the customer, make them satisfy and building long – term relationships with them. Moreover, Ginvera should establish a consultation online system with professional sales team who trains carefully. Beside the consultation functions, this system is also u sed effectively for providing after sales services for customers as well as collect feedback from them. * Environment: In fact, all the products of Ginvera are imported directly from Malaysia.Therefore, they do not need to care about the manufacturing environment criteria which imposed by Vietnamese government. However, the products from Ginvera still have to satisfy the minimum safety standard of Ministry of Natural Resources and Environment in order to enter Vietnam. In other word, the ingredient of the products must not contain toxic chemicals which are prohibited in Vietnam. In this case, Ginvera’s sales team has to understand this fact as the essential information about the products in case some hard – to – please customers can ask about. 4. 8. 6. Micro factorsAccording to Michael Porter (1996), there are five basic competitive forces which is considered as the micro environment influence on company, includes: bargaining power of customers, bargaining power s of suppliers, competitors, threats of substitutes and threats of new entrants. In order to determine the attractiveness from beauty care industry as well as understanding the intensity of competition in right way, Ginvera Vietnam should analyzing the micro environment by applying 5 forces model. Figure 7. Michael Porter’s 5 forces * The threat of new entrants: In beauty care industry, it appears not so difficult to entering the market.For instance, a girl can produce natural handmade skin care product such as rose toner, waki pumpkin jelly, handmade soap, etc and open a shop online through internet. With small economic of scale, the shop does not need construction permit in order to operation. However, these small shops appear not power enough to compete with well – known brands. In other aspect, with significant bigger economic of scale, everything has changed. The required capital for establishing a company is not low; adding with complicated produces can keep the threat of new entrants not so high. The threat of substitute product: Handmade beauty care products which are produced 100% from natural ingredient appear once more time. However, Ginvera’s products are also exact from natural material such as green tea; bring more customers more convenient in packaging with longer expired time. This fact appears advantages of all industry beauty care product that the salespeople can point out for customer. Therefore, the threat of substitute product remains low level. * The bargain power of buyers: Vietnamese market is considered as a potential market with more than 86 million people.With such prices, Beside Ginvera, the customers have more choices on other well – known brand name from Europe, USA, Korea, Japan, etc. Moreover, the switching cost in beauty care is not so high that a girl only loses about some hundred thousand VND to change her skincare products. Therefore, the customers are easy to change from their old skin care or ho usehold products to Ginvera, but also easy to change from Ginvera to another skin care or household products. In this situation, the bargain power of buyers stays in high level, which require appropriate selling and after selling policy from the company as well as salespeople. The bargain power of supplier: Due to the fact that, all Ginvera products will be imported to Vietnam, hence, the input of the company totally depend on the headquarter in Malaysia. Therefore, the bargain power of suppliers in this case remains in high degree. * The current rivals: The first rival groups come from beauty care industry. In the recent 2 years, the entering of well – known brands from Korea such as Skin food, The Face shop, Natural Republic, Baviphat, Tonymoly, etc through portable way as well as showrooms make the cosmetic market blooming.These brands are considered affordable with good quality, compared with high – end brands such as SKII, Chanel, etc. As a result, a new comer lik e Ginvera will meet with fierce competition in this potential market. The second rival groups come from bath and household products and the products for kids. One tour around the supermarket indicated a lot of sub brand name comes from Unilever Corporation. In other word, this company are dominated the market and appear as the most redoubtable rivals of Ginvera. 4. 8. Internal Managerial factorsThe Managerial force includes factors inside a company that impact its personal selling significantly, includes The capacity of the management, the structure of the company, the influences by other department, the selling strategy in the market, and the reward policies for sales people. 4. 9. 7. The capacity of the management Selling Manager of Ginvera is the one who build up the selling strategies and policies as well as the sales planning for the company in Vietnam market. As a result, their capacity appears as one of the most important managerial factor which affects the personal selling o f the company.If management has well capacity, they will give out right strategies and policies that make the personal selling for Ginvera achieve the success. On another case, if their capacity is not good that they brings out wrong decisions in their strategies or policies, the sales team of Ginvera will face with many obstacles when they perform their job, hence, cannot bring sales and revenue for the company. 4. 9. 8. The structure of the company The organizational structure has a remarkable impact on any single operation activity of every company, and Givera is not an special exception.Besides, it will effect on how the department work together in a comprehensive system to run the company well and achieve good result. If the structure is too complicated, Sales people will finds hardly to cooperate with other departments, hence their selling process not only become very complicated but also waste a lot of valuable time. On another hand, if the structure appears too simple in whi ch sales people may have to handle many tasks at the same time, therefore, they cannot concentrate in develop more sales. As a result, Ginvera Vietnam has to establish an appropriate structure which suitable and advantageous for the sales purpose. . 9. 9. The influences of other department Each company operate in comprehensive system in which each department influence on operation of other departments in two – side way. Therefore, the operation as well to the performance of sales department can be influence significantly by others such as Finance, HR, Marketing, R&D, etc. For example, the sales team is considered as the soul of selling department that they are people who decided the success of business by converting the selling plan to sales, revenue and profit, products to money and reputation.In fact, these talented and enthusiastic people are recruited and trained by Human Resources Department. On the other hand, this department also decides the salary and reward policy fo r the sale teams, encourages them to perform their best ability. 4. 9. 10. The selling strategy in the market The selling strategy appear as the guideline for sales people to sell Ginvera in Vietnam market. If the strategy is appropriate with the Vietnamese market, personal selling can uphold its power effectively and bring more revenue to the company.For instance, in case Ginvera target its segment for the skin care products correctively, the sales people can take advantages of the blooming and demanding market, and bring more sales to the company effectively. On the other hand, if the targeting is wrong, even if the sales people try all their best, they still meet with significant hinders when they sell the product to customers. Therefore, a judicious selling strategy play the vital role which decide partly the success of the business, hence, it must be carefully researched and issues by the management of the company. . 9. 11. The reward policy for salespeople Basically, the rewar d policies from Ginvera will influence significantly on the sales team as well as the revenue bring by these team. Normally, reward is considered as the biggest motivation for any sales person to perform their job. If the reward policies of the Ginvera are acceptable by the sales people, they will be motivated to try their best and bring more sales to the company. Meanwhile, if the reward is not worth the effort of sales people, they will not try much and have fewer sales.This is the reason why management of Ginvera has to consider the rewards policies for sales team as a very important elements in their marketing and selling strategy. 4. Main types of personal selling suitable for Ginvera Vietnam The personal selling is considered as one of the elements of communication mix. Today, the personal main selling types can be classified based on the selling environment or based on the way salespeople approach the customer. Each type have different characteristic with different advantages and disadvantages.As a result, not every method appears applicable and realistic in case of Ginvera Vietnam. In order to finding out the what is appropriate personal selling types that the company should apply, these method will be analyzed and compared with each other. 5. 9. In Business to Customer market Based on the selling environment, personal selling is divided into 3 main types: telemarketing, over – the – counter selling and field selling. Telemarketing is a kind of direct marketing in which the salesperson using telephone to marketing the product with customers and persuade them to buy products or use services.In Vietnam, this type of selling has entered the market in some recent years. Through business relationships, the salesperson can have contact of potential customers and phone them to market the product. However, with most of Vietnamese people, this type of selling appears so annoying that burn their valuable time and disturb their working when salesper son keep on calling and calling. Another method which is also not welcomed by customer is field selling. In fact, this type of personal selling is very popular in other foreign countries such as Malaysia.However, the significant number of deceptions cases which are issued by fake salespeople when fielding selling was adopted in Vietnam some years ago has create an lack – of – sympathy preconception among Vietnamese mind. Moreover, this type of selling can also make people wonder about the quality of the products as another preconception. While in both telemarketing and field selling, the salespeople go to the customer, in over – the – counter selling, the customers go to the salesperson. The sales team is suggested to e the salespeople who work in showrooms, supermarket chains and through telephone and online consulting system of Ginvera Vietnam. In fact, most of Vietnamese customers feel familiar with this type rather than telemarketing or field selling. There are two type of salesperson in over – the – counter selling, include order taker (a salesperson who only processes the purchase that the customer has already selected) and order getter ( a salesperson who seeks to actively provide information to prospects, persuade prospective customers, and close the sales).One technique that the order getter can use that suggestion selling, in which the salesperson points out available complementary items in line with the selected item, in order to encourage an additional purchases. For example, when a customer chose the Green Tea Whitening Marvel Gel, the salesperson can suggest other products from Green Tea line for customer to get the best result. Therefore, in this case, the salesperson does not only satisfy customers by her consultation but also increase the sales volume significantly.On the other hand, if Ginvera Vietnam establishes the showrooms chain in shopping mall like Vincom plaza, Diamond Plaza, etc, it will creat e a high – quality products awareness among the customers. 5. 10. In Business to business market In Business to business market, Ginvera Vietnam should change the application of personal selling type in order to achieve the goal of sale volume as well as profit. In this situation, customers can be retailers such as big supermarket chain (Metro, Fivimart, Citimart, Intimex, etc) or distribution companies.With these customers, they always love the discount price in order to achieve profit from it, therefore, the selling policy that company imposed must be different. However, as well as single customers, the more important is building long – term relationships with customers. In Vietnamese market situation, the better choice for Ginvera Vietnam is field selling. Image 5. Big supermarket chains appear as potential business customer of Ginvera Vietnam Field selling is defined as a direct marketing method, which involve calling on prospective customers in either their busine ss or home locations.In business to business market, it means that the salesperson needs to come to the company to introduce the product as well as establish the relationship with these customers. Firstly, the intermediaries, especially the supermarket chain appear very open and welcome product coming from foreign countries which has clear origin. On the other hand, some supermarket chain has already arranged Ginvera products on their cases through import companies. Therefore, they are open to receive the origin product from Origin Company.Secondly, the number of big supermarket is not so high; hence, Ginvera Vietnam can meet with the human resources for this market but still saving the expensive cost for personal selling types. Thirdly, the customers in this case are big size companies, therefore, they will required the discount percentages as wholesales price. In this case, it is necessary for Ginvera to have professional salespeople who are flexible enough to deal with these cust omers. 5.Principle of personal selling applicable for Ginvera Vietnam In order to achieve the goal of selling, the sales people from Ginvera Vietnam need to obey all the essential principles of personal selling, include: sale professionalism, negotiation skills and last but not least, relationship marketing. 6. 11. Sales professionalism The aim of sales professionalism is to provide the salespeople with a basic understanding of the sales process and to demonstrate skills and techniques used during this process to ensure that there is a professional approach employed at all times.The sales professionalism is considered as the first vital principle that all salespeople are required to obey in order to achieve the sale. The professionalism of sales team can reflect through the selling process actively, from how the customer approaches the product, handling the sales to provide after selling service. Firstly, every salespeople need to care about sales job as the long – term caree r, even if they do not plan to become a fulltime salesperson. They have to keep in mind the word golden key word â€Å"professional† all the time.Moreover, with the professional mind, the salespeople will aware to learn how to convert the mind into actions, and learn experience through doing effectively. In addition, the customers must be considered as the center of selling process, based on the market – orientation that Ginvera imposed on the company. Customer is the king, and they need to be taken care and cheated as a king. By that way, salespeople can satisfy all the customers even products are sold or not. Besides, the salesperson must be accountable to his customer and maintains a professional attitude. 6. 12. Negotiation skillsOne of specific characteristics of sales jobs is working with people. Thus, the sales people need to be trained very carefully about how to negotiate effectively with both business and single customers. In fact, each group of customers has different characteristics as well as different interests that required the difference negotiation skills. For example, both intermediaries and single consumers of Ginvera desire to buy high – quality products with cheap price. In fact, while the intermediaries love low price base on the profit objectives, the consumers care more about how the products can work effectively for their skin.Moreover, the salesperson needs to build up the required flexibility in order to handle with all different selling situations. In every situation, salesperson needs to go over the negotiation without making concessions which will affect to the profit of company. However, in some case, the salesperson must be flexible that suffer lost or reach to break even, in order to building long – term relationship with customers, especially with business customers. In theory, there are two kinds of exchange in marketing: routinized exchange and negotiated exchange. Routinized exchange is to manage program of pricing and distribution.On the other hand, in negotiated exchange, price and others term area set via bargaining behavior. 6. 13. Relationship marketing Practically, marketing as well as selling does not only focus on increasing the sales volume, the revenue and the profit as much as possible. The other important thing is building long – term relationship with customers by providing high – quality and affordable product as well as a good follow up policy after selling. In order to build relationship with customers effectively, the salespeople from Ginvera need to learn how to be a friend with customers.In this case, the sales person should put himself on the customers’ position, think as the way customers think, care about their demand from little thing. By that way, they can provide the customers appropriate consultations and introduce to them which product is suitable for their problem. In beauty care industry, the harmony between the product and customers’ skin play the vital role in process of achieving the best result that one product can work for a this person’s skin does not mean it will work well with all others.As a result, when the salesperson consult in whole – hearted and friendly way, the customers will fell that they are cheated as friends that the salesperson wants to provide the best and suitable thing for them, instead of to be cheated as customers in term of sale volume and money. Therefore, even in case they cannot find out the appropriate products for their problems, customer still feel satisfy and come back to the Ginvera’s store again. On the other hand, long – term customer can bring to the company stable revenue year by year by their repurchasing. Image 6.Relationship marketing network between salespeople, customers and customers. Moreover, one relationship between customer and Ginvera can be developed to a relationship network with other customers. For example, if a c ustomer bought and use a skin care product regularly and receive the good result, she can leave a review on her blogs or leave a post on beauty forum to share her experience. Therefore, due to the fact that women are easily to fall in love with beauty care product, a lot of other girl will be attract and desire to buy and use this skin care product.However, if the customers complain about the product or the quality of service from company, other potential customers will fell apprehensive when she wants to buy and use the product. Therefore, the salesperson need to have the professional skill to satisfy all the customers, even they decide to buy the product or not. 6. The stages in the personal selling for Ginvera Vietnam Figure 8. The sales process Basically, every sales person has to follow all steps described above in order to achieve the sale as well as satisfy the customers.Today, Ginvera produces more than 90 products from top to bottom ranging from shampoo to diapers. Therefor e, each range of products need different requirement on personal selling. In order to analyze the important stages effectively, the single product range Ginvera Green Tea Skin Care will be chosen as the target product. Image 7. The Green Tea product line of Ginvera 7. 14. Prospecting The first step of selling process is identifying prospecting or qualifying products’ potential.In definition, a prospect is a lead that has been qualified in terms of needs or want, ability to buy, authority to buy, accessibility, and eligibility. As this report mentioned before, most of Vietnamese women have oily or combination oily skin with blemish. These annoying spots drive women crazy that they are looking for suitable products which can defeat consequences from skin problems. Basically, green tea appear as an natural remedy which contain some actives elements which is very good at killing bacteria, reducing blemish and prevent them comeback.Exacting directly from green tea, Ginvera green t ea skin care line is consider as an appropriate choice which can work very well with Vietnamese skin. Moreover, Ginvera comes from Malaysia, an Asian country. Therefore, they understand they environment as well as the characteristic of Asian skin, hence, they can research and release skin care products appear suitable with Asian skin. Moreover, according to www. ginvera. com, the price of products is quite equal to the same line from other brand such as the Body shop (UK) or Skin food (Korean) which are affordable for middle to high income.In case Ginvera enter Vietnam, the customer can buy the product easily from showrooms or even online, hence, the authority as well as the accessibility does not appear as hinder for both customers and company. 7. 15. Planning The next stage in the personal selling process is planning or pre approaching. The cautious preparation will help the salesperson approach the customers and close the sale easily. Firstly, the sales team must be train careful ly in term of understanding about products as well as technique on selling art.Working as professional salespeople, they have to have ability to provide customers the essential information about the product and handle them effectively to achieve the sales. The salesperson also needs to understand exactly the target prospects as well as the analysis between Ginvera Green Tea and rival products. From that, the salesperson can build up themselves enough knowledge and skills to work with customers and brings sales and revenue to Ginvera Vietnam. Last but not least, the company management should issue the appropriate selling strategy and planning in order to help the sales team perform the work in best condition. . 16. Approach Approaching customers is an art in which the salesperson need to achieve the acceptance from the customers that they are willing to listening about the products. In many cases, the salesperson through telemarketing receives the â€Å"busy† word as â€Å"co p† sound from customers. Therefore, where are the solutions for this problem? One of the answers is the salesperson should try to be the customers’ friends instead of playing a salesperson’ role who are trying to sell products to customers. The friendly attitude with smile will make the customers feel comfortable and feel free to share and receive information.Especially, in beauty care industry, using salesperson as promotion girl or guide appears popular by its effectiveness. For example, the girl who owns a trouble skin with blemish will be attracted strongly by people who have the bright and smooth skin. This method will help salespeople approach the customers more easily and consult to the customer under sharing experience form as friend to friend. Ginvera should apply this method as one of marketing tactics at the same time with selling operation. 7. 17. PresentationAfter approaching customers, it is the time for salesperson introduce to the customers about Ginvera Green Tea products. The presentation should display enough essential information about the products, emphasize on how the products will work effectively with customer’s skin problems. However, the salesperson also should reveal the disadvantages of the products, instead of hiding them or especially lying customers. The development of Internet bring customers a chances to access information about products, including both advantages and disadvantages features recommended by other users.Therefore, the sales team always has to keep in mind that the customer might test their knowledge about products as well as beauty care. Moreover, lying to customer mean salesperson do not respect customers, hence, break the relationship between company and customer? On the other hand, the information should be providing just enough for the customer in order to stimulus them find and ask more information about the products or even give them a free trial. 7. 18. Handling Objection After on e – way communication, the process will change to handling objections stages.In other words, it is the time for salesperson to persuade the customers to buy and try on the products. Before making purchasing decision, every customer will present objections to salesperson (i. e. â€Å"I need skin care products which can defeat my strong and annoying blemishes†). In this case, the salesperson who was trained in the skills of handling objections will have to know handles them in a confident way. Ginvera’s sales person has to put themselves on customers’ position and consider their care and demand.Therefore, they can understand what customers need and wants, hence, they can consult them effectively. This is considering as golden rule for any salesperson. In case the appropriate handling objective method is applied, the salesperson can provide more information about Ginvera Tea Tree products, and convert the customers’ objective to the reasons why they s hould try on and buy the products. 7. 19. Closing the sales After handling the objections, the salespeople have to decide when is the right moment to close the sale before the customers change their mind.There are many types of closing the sales can be applied, include: direct close, assumptive close, summative close, demonstration close, negative close or special concession close. Based on the personality as well as characteristic of the customer, the salesperson from Ginvera will decides which one is appropriate method to apply. Closing sale occurs when the salespeople meet with prospects’ desire. Through the sign from prospects such as asking for warranty or checking the money left on wallet, the salesperson can catch the chance to close the sales. Moreover, the salesperson can use some professional technique to increase the sale.For example, after persuade a girl to buy and use Green Tea products, the salesperson can ask customers if she had sisters or close friend meet w ith the same problems. 7. 20. Follow up The final stage of personal selling process is follow up or providing after selling service. In fact, Vietnamese companies often postpone this stage or display it under warranty form. Actually, this stage play the most important role in maintaining long – term relationship between salesperson and customers as well as the company and the customers. Ginvera Green Tea is a skin care product line.Therefore, after the customers buy the product, salesperson should make a warm phone call or sell an email to ensure that the products are used in right way and customers do not caught allergic by products. In addition, based on the 21 days of skin resurrection circle, after that period of time, salesperson should also arrange another phone call or email to check out whether the products work well and receiving the feedback from customers. As a result, the customers will feel they are respect and care 100% that the salesperson and company take all responsibilities with their products.Therefore, a good following up stage can help Ginvera have stable revenue through repurchasing sale volume by the long – term customers. In case the products do not work with customers, it does not mean they will not leave the positive comment if the quality of service satisfies them. III. Conclusion Entering WTO in 2007, Vietnamese government has to follow exactly which committed to WTO including open the market and reduce the import as well as tax rate for foreign product imported to Vietnam.As a result, Vietnamese appear as a potential market with foreign firm, including which work in beauty care industry like Ginvera Vietnam. In fact, in order to enter Vietnamese market successfully, it is necessary for the company to do some market researches and build up a reasonable, realistic and suitable business strategy as well as effective functional plan. One of the most important things must be selling and personal selling plan. From the begi nning, this report mention about the communication mix as well as the important role of it in Ginvera Vietnam case.From this element, the personal selling has been chosen to identify and analyze deeply, include some relevant topics such as the application of understanding buying behavior, the factor influence on personal selling process, proposal for appropriate personal selling types in B2B and B2C market, the principle of modern salesperson and analyzing about stages of this process. However, understanding about the application of personal selling appears not enough for the company to win Vietnamese customers heart.In order to achieve this goal and earn money from Vietnamese pocket, the company must plan to do more than that. Appendix Table of images Image 1. Coupon, discount, free gift set, etc is some example of Sale Promotion7 Image 2. Some products of Ginvera11 Image 3. Ginvera’ bath products are arranged with other products in Star Supermarket 36, Cat Linh street, Hano i (Photo taken in March 27, 2011)12 Image 4. In Malaysia and Singapore, Ginvera ask some famous artist to be their spokesperson in promotion campaign13 Image 5.Big supermarket chains appear as potential business customer of Ginvera Vietnam28 Image 6. Relationship marketing network between salespeople, customers and customers. 31 Image 7. The Green Tea product line of Ginvera32 Table of figure Figure 1. The Communication Mix5 Figure 2. The supporting of communication elements to each other in influence on decision making process (Sources: course book, page 469)9 Figure 3. SPR model10 Figure 4. 4 elements of marketing mix11 Figure 5. Buying process18 Figure 6. PESTEL model20 Figure 7. Michael Porter’s 5 forces23 Figure 8.The sales process33 References * BPP Professional Education, 2004, Sales Planning and Operations, London: BPP Professional Education. * BPP Professional Education, 2004, Business Strategy, London: BPP Professional Education. * BPP Professional Education, 2004, Marketing Intelligence, London: BPP Professional Education. * Kotler, P. , Wong,V. , Saunders, J and Armstrong, G. (2001), Principles of Marketing. 3rd European ed. , FT/Prentice Hall, New Jersey, USA. * Jeffery Lim, 2011. SPO lectures slide. * Ginvera, 2011. [Online]. Available at: http://ginvera. com/default. tm [Access on: April 10, 2011] * Wikipedia, 2011. Sales promotion [Online] Available at: http://en. wikipedia. org/wiki/Sales_promotion [Access: April 10, 2011] * Neil Rackham, 2010. Principle of personal selling [Online] Available at: http://www. slideshare. net/mochkurniawan/principle-of-personal-selling [Access: April 11, 2011] * WTEC, 2011. Sales professionalism [Online] Available at: http://www. wtec. ie/sales-training/sales-professionalism. html [Access: April 12, 2011 ] * General Statistic Office, 2011. Social – economic in 2010 [Online] Available at: http://www. so. gov. vn/default. aspx? tabid=621&ItemID=10835 [Access: April 11, 2011] * Vnexpress, 2011. World Bank forecast on Vietnam inflation in 2011 at 9. 5% [Online] Available at: http://vnexpress. net/gl/kinh-doanh/2011/03/ngan-hang-the-gioi-lam-phat-2011-cua-vn-se-la-9-5/ [Access: April 15, 2011] * General Statistic Office, 2011. Social – economic in 2010 [Online] Available at http://www. gso. gov. vn/default. aspx? tabid=387&idmid=3&ItemID=9865[Access: April 11, 2011] * General Statistic Office, 2011. Social – economic in 2010 [Online] Available at http://www. so. gov. vn/default. aspx? tabid=387&idmid=3&ItemID=9856 [Access: April 11, 2011] ——————————————– [ 1 ]. Hoffman et al [ 2 ]. http://marketingteacher. com/lesson-store/lesson-sales-promotion. html [ 3 ]. Course book, page 467 [ 4 ]. http://en. wikipedia. org/wiki/Sales_promotion [ 5 ]. http://www. g