Thorn Queen Chapter Seventeen

Jasmine almost jumped ten feet noticeable all around when I came tearing through the lobby that prompted her phone. â€Å"You!† I shouted. â€Å"You can call water demons.† She broadened her eyes, puzzled for a change. It seemed like I'd intruded on her doing†¦well, nothing. In an attack of blame, I'd sent a few books down to her to take a break, yet reports from the gatekeepers said she did pretty much nothing yet mope. All things considered, that and attempt to persuade them to allow her to out. I surmise she figured she'd manage Volusian after she got one of the gatekeepers to break. Recuperating herself a second later, she received a scoff suggestive of Ysabel's. Thinking about their common scorn of me, possibly I ought to have sent her down here to engage Jasmine. â€Å"Maybe,† Jasmine yielded. â€Å"Why? Apprehensive I'll utilize them to break out?† â€Å"No,† I said. â€Å"But I need them to dispose of some fire demons.† Roland had revealed to me the most ideal approach to expel the devils would be by bringing their alternate extremes. I'd excused the thought at that point, realizing it was past my capacity. Simultaneously, I'd thought about how conceivable it is that Jasmine could do it†¦though it had appeared to be a futile assessment considering I'd had no idea to her whereabouts or any motivation to think she'd help me. Be that as it may, presently? Indeed, things were extraordinary. Workmanship's disposition had left me feeling powerless and insufficient. Presently, I abruptly felt as if I had the way to take control and in reality right a few wrongs in this realm. â€Å"So?† Jasmine asked, not appearing to be frightened at all. â€Å"That has nothing to do with me.† â€Å"Not valid. You're going to support me. We're going to confront them and their lord, and you will gather water animals to bring down those demons.† Jasmine's demeanor was practically funny in its skepticism. â€Å"Why would I help you?† I attempted great cop first. â€Å"Because it's the proper activity. They're harming honest people.† â€Å"So? Like I stated, that doesn't influence me.† â€Å"Spoken like the egotistical youngster you are.† She flushed. Thinking of her as fixation on having a child and controlling over the two universes, she didn't care for having her age or capacities taunted. â€Å"I thought you needed to be the sovereign of this land once.† She frowned. â€Å"Yes. Also, I would have been on the off chance that you hadn't taken it!† â€Å"Why? Why be sovereign in the event that you have no expectation of busy? Did you simply need to wear a crown and have individuals grovel?† She didn't recognize that and rather answered stonily, â€Å"I'm not helping you.† I ventured toward the bars, grinning pleasantly, despite the fact that I was going to enter awful cop mode. â€Å"Oh, you are. Regardless of whether you like it or not.† â€Å"What, you're going to constrain me or something?† Very quickly, I had my Glock out and pointing directly at her. She withered and sponsored in a bad spot, looking especially like she needed to dissolve into it. Behind me, I heard a slight rearranging among the gatekeepers. Firearms were an extremely human weapon, made of steel and combinations and different substances that were utter horror to the upper class. They were similarly savage to people or, for Jasmine's situation, half-people. â€Å"You're crazy,† she said. I shrugged. €Å"i have work to do, and you're vital to completing it. You can coordinate, and possibly I'll improve your living game plans. Give you a room rather than a cell.† I could see contemplations and plans turning behind her eyes. Jasmine was youthful, unpracticed, and self-centered†¦but she wasn't dumb. I needed to think to some degree brightly that that too was a family characteristic. â€Å"And in the event that I don't do it, you're going to shoot me?† â€Å"Well, everybody says I should slaughter you anyway.† My voice was quiet, my face hard. I didn't have the foggiest idea whether she would trust me or not. For hell's sake, I didn't have the foggiest idea whether I trusted myself. She realized I had little love for her in the wake of all that she'd done, and I'd since quite a while ago had a notoriety for being a merciless warrior and-the same number of nobility saw it-killer. Jasmine gulped. She was attempting to look quiet as well, yet her eyes sold out her. â€Å"How do you realize I won't call them and have them turn on you once my sleeves are off? You realize I can't wear them and still have that sort of power.† I discharged the wellbeing on the firearm, which was as yet pointed at her. â€Å"Because I'll have this on the rear of your head the whole time.† Long quiet fell. Volusian was still to such an extent that I'd almost overlooked he was there. At long last, Jasmine stated, â€Å"I abhor you.† â€Å"So†¦that's a yes?† I accepting her quiet as an affirmation and set the firearm aside, returning the security on and feeling somewhat astounded at the beating of my own heart. Had I extremely simply pointed a weapon at a fifteen-year-old young lady? Roland and Kiyo both thought managing enchantment could change the sort of individual you were. Was meddling with lightning and air transforming me into somebody who could without much of a stretch undermine others to get my direction? No, I chose. This had nothing to do with the enchantment. This was need. I expected to remove those fire evil spirits, and this was the best approach to do it. â€Å"Eugenie?† A delicate voice pulled me from my beating feelings. â€Å"Kiyo!† He remained there in the corridor, and I thought about the amount he'd caught. It didn't make a difference. I was simply so madly glad to see him. The largeness in my heart helped, and if there hadn't been such a significant number of witnesses, I would have run into his arms. He looked stunning, wearing human clothing: pants and a plain dark T-shirt that embraced his muscles impeccably. The luxurious dark hair twisted around his jaw, and his skin looked like caramel. In any case, his eyes†¦his eyes were hard. I gave Jasmine an admonition look. â€Å"We'll talk later.† â€Å"Fuck you, Eugenie,† she called. I grasped Kiyo's hand and strolled back upstairs with him. Seeing him discharged all the apprehensive strain in me that had been developing since the previous evening. I'd been so twisted up, so stressed and apprehensive. Presently, it resembled everything was directly on the planet indeed. The report about the child was challenging for me, however I despite everything needed to praise him. The words were all the rage when we were separated from everyone else, except he talked first. â€Å"Really, Eugenie? This is what it's come to?† My head was as yet jubilant over observing him. â€Å"What do you mean?† He pointed back toward the prison entryway from which we'd recently developed. â€Å"That! I never expected to discover you with a firearm to a high schooler young lady's head.† â€Å"It wasn't actually to her head,† I said. â€Å"And she can assist us with disposing of those evil presences. Regardless of whether she can't bring genuine water devils herself, we both realize she can call other water creatures.† Kiyo and I had fended off whatever animals including one that had gotten us in a trading off situation in his vehicle and almost executed the two of us. â€Å"Those could give us the edge.† â€Å"And on the off chance that she doesn't, you truly are going to murder her?† I murmured and quit strolling, inclining toward one of the woven artwork secured dividers so I could confront him. â€Å"Do you truly figure I'd do that?† â€Å"She assumed you would, and to come clean with you, I sort of did as well. I don't think you understand how frightening you can be.† He remained before me, with little separation among us, and there was an odd blend of sexual science and hostility noticeable all around. â€Å"There's an odd vibe to you†¦have you been rehearsing magic?† I didn't answer quickly, which was in the same class as an affirmation of blame. The look he gave me was practically more stunned than when he'd suspected I was going to shoot Jasmine. â€Å"A little.† â€Å"A little! Eugenie,† he murmured, inclining close. â€Å"There's no in the middle of with this stuff. You continue doing it, and you're simply going to fall farther and farther down the bunny hole.† I snickered and hurled my arms, signaling to the stronghold. â€Å"I fell into Wonderland quite a while ago.† â€Å"You recognize what I mean. I figured you weren't going to do it any longer. I thought we concurred it was bad.† â€Å"You agreed,† I revised, feeling my own temper begin to rise. â€Å"I got an opportunity to find out additional, and I chose to take it. What's more, similar to I stated, it's just been a little.† â€Å"Learn from who?† he asked dubiously. â€Å"A lady from Dorian's realm. She has some capacity with controlling air and has been telling me the best way to utilize it. I may be very nearly calling lightning too.† before his irate look, there was an impulse to be sheepish†¦and yet, I felt sort of pleased at what I'd achieved. â€Å"Of course. Dorian. Some way or another, I'm not surprised.† â€Å"Hey, Dorian's been pleasant to me lately.† My resistance of the nobility lord amazed me-as did reality of it. With such a great amount in mayhem as of late, I'd discovered Dorian's essence practically ameliorating. Kiyo feigned exacerbation. â€Å"Yes, and I'm certain he'd love to be more pleasant still. See, you begin putting each one of those supernatural components together, and you will have some genuine force on your hands. You will resemble â€Å" â€Å"Do not state like Storm King!† I cried. â€Å"I wish everybody would simply quit accepting that that is unavoidable. A lot of upper class utilize enchantment without turning out to be domineering warlords. Give me some credit here.† â€Å"I'm simply stressed over you,† he snarled. â€Å"And do you realize what I'm stressed over? I'm stressed over individuals starving here, about individuals not getting enough water. I'm stressed over scoundrels and evil spirits going after honest people. I'm stressed over young ladies vanishing and potentially being stole by the individuals who face no responsibility. And the entirety of this is on attempting to at present carry on with my human life and keep each goddamned Otherworldly person out of my jeans. So don't come here and begin directing to me. You're never near. You have no clue about what I'm going through!† I was yelling, and it was

Background of Saudi Aramco Essays

Foundation of Saudi Aramco Essays Foundation of Saudi Aramco Essay Foundation of Saudi Aramco Essay The narrative of Aramco’s beginnings and the excursion the organization has taken to turn into the biggest oil organization on the planet is as momentous as the excursion that has carried Saudi Arabia to its present remaining in the network of countries. Aramco is an organization portrayed by flexibility and the mental fortitude to make intense strides that have made it a key player in worldwide vitality security (Saudi Aramco 2012). The excursion of the organization is attached to the change the Kingdom of Saudi Arabia has experienced to turn into a cutting edge country state and a key player in the geopolitical circle of the Arab world as well as all inclusive. Having started as only an oil creating organizations that was the same as different organizations in the business at that point, Aramco has consistently developed to turn into the completely incorporated worldwide vitality endeavor that it is today with associations spreading to different pieces of the world including Asia, Europe and North America (Saudi Aramco 2012). Aramco’s venture started with the marking of an oil concession concurrence with the Standard Oil Company of California on May 29, 1933 which cleared route for the start of airborne overviews the next year. In 1935, the principal oil all around was bored and another wharf was raised at al-Khobar when progressively demonstrated oil finds were situated in Bahrain, Iraq and Persia. In 1936, the Texas Co. made a half procurement of the concession and propelled tasks in Bahrain. By 1939, different wells had been bored and just because, an oil big hauler shipped the main heap of oil from Saudi Arabia. Aramco was authoritatively en route to turning into the enterprise it is today (Saudi Aramco 2012). By the start of the 1940s, the organization was delivering around 15,000 bpd and its workforce had developed to almost 4,000. 1940 started with the disclosure of the Abqaiq oil field yet during the early long stretches of the 1940s, the organization confronted a few challenges including the conclusion of its processing plant at Ras Tanura in 1941 and suspension of field mapping in 1942. 1943 saw development of advancement in the oil and gas industry because of the deficiencies occasioned by the World War II and Casoc was renamed Aramco in 1944 with home office in San Francisco and an astounding excursion of surprising development started. Starting at 1949, Aramco had expanded its profitability to 500,000 bpd. In 1946, the organization appointed its organization working in Dhahran and the decade finished with the fruition of the Trans-Arabian Pipeline empowering Saudi Arabia to send out its oil through the Mediterranean Sea (Saudi Aramco 2012). In 1951, the Safaniya seaward oil field was found and the next year, Aramco moved its base camp to Dhahran. In 1954, the company’s creation arrived at 1 million bpd changing Aramco into an oil creation powerhouse (Saudi Aramco 2012). Investigation work at Rub’ al-Khali started in 1955 and by 1958; the company’s creation had topped 1 million bpd. The end of the 1950’s saw two Saudi nationals joining Aramco board as more Saudis expected administrative situations inside the organization. In 1961, the organization hit one more achievement when it sent out condensed gas from its Ras Tanura office just because. By 1962, creation of unrefined petroleum had hit the 5 billion barrels mark and the next year, the organization licensed its oil improving innovation. In 1965, Aramco’s oil creation arrived at 2 million bpd and the revelation of the Shaybah oil field additionally helped the company’s profitability. The organization shut the decade with the authorizing of a seaward gas-oil partition plant at the Safaniya oil field, the first of its sort in the historical backdrop of Aramco (Saudi Aramco 2012). Photograph 2: Aramco’s first seaward gas-oil partition plant at the Safaniya oil field commisioned in 1969 [Source: Aramco] During the 1970s, the Saudi Government started the securing procedure planned for changing Aramco into a completely government possessed organization or a national oil partnership (NOC). It is 10 years that would observer quick development in the oil and gas industry as Aramco was working three of the biggest oil and gas extends on the planet (Saudi Aramco 2012). The organization had formally started to lead the pack in oil and gas creation and assumed its legitimate position in the worldwide vitality security scene. In 1973, the Government gained a 25% stake in Aramco followed by a further securing of 35% in 1974 bringing the Government’s responsibility for Aramco to 60%. That year, the Ju’aymah seaward unrefined petroleum terminal was commisioned and in 1976, Aramco turned into the primary oil organization on the planet to arrive at a yield of 3 billion barrels in a single year, a fete that had not been achived by some other organization (Saudi Aramco 2012). In 1980, the Saudi Government finished securing of the staying 40% responsibility for however the decrease in oil costs would compel the organization to rethinkk its procedure (Saudi Aramco 2012). At this point, the governemt possessed 100% stake at Aramco and notwithstanding the hardships in the worldwide oil advertise, Aramco made critical steps. For instance, the Exploration and Petroleum Engineering Center (EXPEC) was opened in 1983. Having completely gained the organization, the Saudi Government changed Aramco into Saudi Arabian Oil Company (Saudi Aramco) and in 1989, the organization discovered oil at Hawtah denoting the start of 10 years that would observer enormous creation and interest in the oil and gas industry (Saudi Aramco 2012). Picture 3: Aramco’s Operations Coordination Center, the biggest of its sort in the Oil and Gas industry [Source: Aramco] Aramco started its development technique decisively with the 1991 securing of a 35% stake in S-petroleum processing plant and harbor, Onsan, Republic of Korea (Saudi Aramco 2012). The next year, the company’s investigation endeavors yielded disclosure of oil in the focal piece of the nation having bored its first well at Midyan. In 1993, Aramco’s merger with Samarec was finished and the next year, Aramco gained a 40% stake in Petron, an organization situated in the Philippines and in 1996, Aramco entered its first European joint endeavor. In 1999, the organization finished the repair of the Ras Tanura treatment facility before opening a Research Development Center (RDC) to lead advancement in the oil and gas part (Saudi Aramco 2012). Picture 4: Refurbished and redesigned Ras Tanura treatment facility [Source: Aramco] During the 2000s, Aramco set up organizations with different worldwide organizations with center around gas creation just as licensing of innovation created by the company’s RDC. On this, Aramco set out on the biggest capital extension in the company’s history planned for guaranteeing solidness and dependability. To this end, the organization authorized Hawiyah gas plant in 2001 and in the next year, Aramco procured Texaco’s stake in Motiva (Saudi Aramco 2012). This was trailed by the opening of the Haradh gas plant in 2003 preceding further development designs in 2004 prompted rge acquiition of stake in Showa Shell which empowered the organization to raise its yield by a further 800 thousand bpd. In 2005, Aramco went into a joint endeavor with Sumitomo Chemical Company. 2007 saw Aramco go into one more value adventure, this time in China with the Fujian Refining and Petrochemical Co. Ltd. In 2008, Aramco praised its 75th year in the oil and gas industry and the next year, the organization finished its extension program raising its ability to 12 million bpd (Saudi Aramco 2012) yet with real creation averaging 9. 1 million bpd in 2011.

Research and Development (RD)

Research and Development (RD) Companies often spend resources on certain investigative undertakings in an effort to make discoveries that can help develop new products or way of doing things or work towards enhancing pre-existing products or processes. These activities come under the Research and Development (RD) umbrella.RD is an important means for achieving future growth and maintaining a relevant product in the market. There is a misconception that RD is the domain of high tech technology firms or the big pharmaceutical companies. In fact, most established consumer goods companies dedicate a significant part of their resources towards developing new versions of products or improving existing designs. However, where most other firms may only spend less than 5 percent of their revenue on research, industries such as pharmaceutical, software or high technology products need to spend significantly given the nature of their products. © Shutterstock.com | Alexander RathsIn this article, we look at 1) types of RD, 2) understanding similar terminology, 3) making the RD decision, 4) basic RD process, 5) creating an effective RD process,  6) advantages of RD, and 7) RD challenges.TYPES OF RDA US government agency, the National Science Foundation defines three types of RD.Basic ResearchWhen research aims to understand a subject matter more completely and build on the body of knowledge relating to it, then it falls in the basic research category. This research does not have much practical or commercial application. The findings of such research may often be of potential interest to a companyApplied ResearchApplied research has more specific and directed objectives. This type of research aims to determine methods to address a specific customer/industry need or requirement. These investigations are all focused on specific commercial objectives regarding products or processes.DevelopmentDevelopment is when findings of a r esearch are utilized for the production of specific products including materials, systems and methods. Design and development of prototypes and processes are also part of this area. A vital differentiation at this point is between development and engineering or manufacturing. Development is research that generates requisite knowledge and designs for production and converts these into prototypes. Engineering is utilization of these plans and research to produce commercial products.UNDERSTANDING SIMILAR  TERMINOLOGYThere are a number of terms that are often used interchangeably. Thought there is often overlap in all of these processes, there still remains a considerable difference in what they represent. This is why it is important to understand these differences.RDThe creation of new body of knowledge about existing products or processes, or the creation of an entirely new product is called RD. This is systematic creative work, and the resulting new knowledge is then used to formulat e new materials or entire new products as well as to alter and improve existing onesInnovationInnovation includes either of two events or a combination of both of them. These are either the exploitation of a new market opportunity or the development and subsequent marketing of a technical invention. A technical invention with no demand will not be an innovation.New Product DevelopmentThis is a management or business term where there is some change in the appearance, materials or marketing of a product but no new invention. It is basically the conversion of a market need or opportunity into a new product or a product upgradeDesignWhen an idea is turned into information which can lead to a new product then it is called design. This term is interpreted differently from country to country and varies between analytical marketing approaches to a more creative process.Product DesignMisleadingly thought of as the superficial appearance of a product, product design actually encompasses a lot more. It is a cross functional process that includes market research, technical research, design of a concept, prototype creation, final product creation and launch. Usually, this is the refinement of an existing product rather than a new product.MAKING THE RD DECISIONInvestment in RD can be extensive and a long term commitment. Often, the required knowledge already exists and can be acquired for a price. Before committing to investment in RD, a company needs to analyze whether it makes more sense to produce their own knowledge base or acquire existing work. The influence of the following factors can help make this decision.ProprietarinessIf the nature of the research is such that it can be protected through patents or non-disclosure agreements, then this research becomes the sole property of the company undertaking it and becomes much more valuable. Patents can allow a company several years of a head start to maximize profits and cement its position in the market. This sort of sit uation justifies the cost of the RD process. On the other hand, if the research cannot be protected, then it may be easily copied by a competitor with little or no monetary expense. In this case, it may be a good idea to acquire research.TimingSetting up a RD wing only makes sense if the market growth rate is slow or relatively moderate. In a fast paced environment, competitors may rush ahead before research has been completed, making the entire process useless.RiskBecause of its nature, RD is not always a guaranteed success commercially. In this regard, it may be desirable to acquire the required research to convert it into necessary marketable products. There is significantly less risk in acquisition as there may be an opportunity to test the technology out before formally purchasing anything.CostConsidering the long term potential success of a product, acquiring technology is less risky but more costly than generating own research. This is because license fees or royalties may ne ed to be paid and there may even be an arrangement that requires payments tied to sales figures and may continue for as long as the license period. There is also the danger of geographical limitations or other restrictive caveats. In addition, if the technology changes mid license, all the investment will become a sunk cost. Setting up RD has its own costs associated with it. There needs to be massive initial investment that leads to negative cash flow for a long time. But it does protect the company from the rest of the limitations of acquiring research.All these aspects need to be carefully assessed and a pros vs. cons assessment needs to be conducted before the make or buy decision is finalized.BASIC RD PROCESSThe RD may take months or years to yield fruitful results. Manufacturers of a variety of products utilize this process for new product development and innovation. Though each company or industry may have its own unique research methodology, a basic research process will for m the framework for it. Foster IdeasAt this point the research team may sit down to brainstorm. The discussion may start with an understanding and itemization of the issues faced in their particular industry and then narrowed down to important or core areas of opportunity or concern.Focus IdeasThe initial pool of ideas is vast and may be generic. The team will then sift through these and locate ideas with potential or those that do not have insurmountable limitations. At this point the team may look into existing products and assess how original a new idea is and how well it can be developed.Develop IdeasOnce an idea has been thoroughly researched, it may be combined with a market survey to assess market readiness. Ideas with true potential are once again narrowed down and the process of turning research into a marketable commodity begins.Prototypes and TrialsResearchers may work closely with product developers to understand and agree on how an idea may be turned into a practical product. As the process ite rates, the prototype complexity may start to increase and issues such as mass production and sales tactics may begin to enter the process.Regulatory, Marketing Product Development ActivitiesAs the product takes shape, the process that began with RD divides into relevant areas necessary to bring the research product to the market. Regulatory aspects are assessed and work begins to meet all the criteria for approvals and launch. The marketing function begins developing strategies and preparing their materials while sales, pricing and distribution are also planned for.LaunchThe product that started as a research question will now be ready for its biggest test, the introduction to the market. The evaluation of the product continues at this stage and beyond, eventually leading to possible re-designs if needed. At any point in this process the idea may be abandoned. Its feasibility may be questioned or the research may not reveal what the business hoped for. It is therefore important to analyze each idea critically at every stage and not become emotionally invested in anything.CREATING AN EFFECTIVE RD  PROCESSA formal RD function adds great value to any organization. It can significantly contribute towards organizational growth and sustained market share. However, all business may not have the necessary resources to set up such a function. In such cases, or in organizations where a formal RD function is not really required, it is a good idea to foster an RD mindset. When all employees are encouraged to think creatively and with a research oriented thought process, they all feel invested in the business and there will be the possibility of innovation and unique ideas and solutions. This mindset can be slowly inculcated within the company by following the steps mentioned below.Assess Customer NeedsIt is a good idea to regularly scan and assess the market and identify whether the company’s offering is doing well or if it is in trouble. If it is successful, encourage employees to identify reasons for success so that these can then be used as benchmarks or best practices. If the product is not doing well, then encourage teams to research reasons why. Perhaps a competitor is offering a better solution or perhaps the product cannot meet the customer’s needs effectively.Identify ObjectivesAllow your employees to see clearly what the business objectives are. The end goal for a commercial enterprise is to enhance profits. If this is the case, then all research the employees engage in should focus on reaching this goal while fulfilling a customer need.Define and Design ProcessesA definite project management process helps keep formal and informal research programs on schedule. Realistic goals and targets help focus the process and ensures that relevant and realistic timelines are decided upon.Create a TeamA team may need to be created if a specific project is on the agenda. This team should be cross functional and will be able to work towards a speci fic goal in a systematic manner. If the surrounding organizational environment also has a research mindset then they will be better prepared and suited to assist the core team when ever needed.OutsourceWhenever needed, it may be a good idea to outsource research projects. Universities and specific research organizations can help achieve research objectives that may not be manageable within a limited organizational budget.ADVANTAGES OF RDThough setting up an RD function is not an easy task by any means, it has its unique advantages for the organization. These include the following.Tax breaksResearch and Development expenses are often tax deductible. This depends on the country of operations of course but a significant write-off can be a great way to offset large initial investments. But it is important to understand what kind of research activities are deductible and which ones are not. Generally, things like market research or an assessment of historical information are not deductib le.CostsA company can use research to identify leaner and more cost effective means of manufacturing. This reduction in cost can either help provide a more reasonably priced product to the customer or increase the profit margin.FinancingWhen an investor sets out to put their resources into any company, they tend to prefer those who can become market leaders and innovate constantly. An effective RD function goes a long way in helping to achieve these objectives for a company. Investors see this as a proactive approach to business and they may end up financing the costs associated with maintaining this RD function.RecruitmentTop talent is also attracted to innovative companies doing exciting things. With a successful Research and Development function, qualified candidates will be excited to join the company.PatentsThrough RD based developments, companies can acquire patents for their products. These can help them gain market advantage and cement their position in the industry. This on e time product development can lead to long term profits.RD CHALLENGESRD also has many challenges associated with it. These may include the following.High CostsInitial setup costs as well as continued investment are necessary to keep research work cutting edge and relevant. Not all companies may find it feasible to continue this expenditure.Increased TimescalesOnce a commitment to RD is made, it may take many years for the actual product to reach the market and a number of years will be filled with no return on continued heavy investment.Uncertain ResultsNot all research that is undertaken yields results. Many ideas and solutions are scrapped midway and work has to start from the beginning.Market ConditionsThere is always the danger that a significant new invention or innovation will render years of research obsolete and create setbacks in the industry with competitors becoming front runners for the customer’s business.It is important for any business to understand the advantages and disadvantages of engaging in Research and Development activities. Once these are studied, then the step can be taken towards becoming and RD organization.In the meanwhile, it is good practice to inculcate a research mind set and research oriented thinking within all employees, no matter what their functional area of expertise. This will help bring about new ideas, new solutions and an innovative way of approaching all business problems, whether small or large.

Analysis Of The Article A Question Of Honor - 952 Words

Sebastian Poe CO150.801 Kathryn Hulings Essay #1 Plagiarism, by almost every light, is a serious problem deserving of time, attention and care. However, its prevention is a complex, difficult question, complicated by excessive sloth and lack of action from administrators. The article â€Å"A Question of Honor†, written by William Chace, a professor and concerned citizen, is effective at reaching its intended audience. Largely, the intended audience is students, professors, and administrators who are concerned with plagiarism and wish to stop it. Consequently the purpose of the article, the prevention of plagiarism, is addressed. The article was originally published in American Scholar in the Spring 2012 issue. It can be located in the Ethics in Higher Education, edited by Nancy Henke et al. Chace’s thesis suggests that plagiarism can be prevented by the culture associated with the university. The article was originally put in an academic journal, making its audience somewhat easier to determine. As well, the article uses appeals to scholarly professionals. The text spends a good portion of the prologue establishing the claim that there is a chronic problem of plagiarism present in this culture. In the body text of the article, Chace first of all presents counterarguments to the idea that cheating is an acceptable way to learn how to write, then spends the majority of the article describing how to prevent cheating. This is effective for the genre, a persuasive article in anShow MoreRelatedAnalyzing Team Names and Mascots by S. L. Prices Article, The Indian Wars977 Words   |  4 PagesThe author S. L. Price of the article â€Å"the Indian Wars† analyzes the confusing subject of Native American names and mascots used in sports teams in high school, college, and professional levels. 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As Some Schools Plunge Into Technology, Poor Schools Are

As some schools plunge into technology, poor schools are left behind. (2012, January 24). Retrieved March 10, 2017. In this article, the authors indicate that students in high-poverty schools lack education because of the absence of technology in the schools. They explained that students who do not have the experience with technology fall behind academically compared to wealthier students. They discussed the importance of technology for the students’ learning and they believe that without technology the students will never learn the common techniques that others learn. The authors stated that the high-poverty schools have technology budgets that typically fall through. In result, they believe that extra funding should be provided to†¦show more content†¦While these students do not have technology at home, they also do not have technology at school, and most likely will fall behind other students. They discuss that it is important for these schools to get extra funding because the taxes are not enough. They also discuss ways to get funding, and how to be successful with these fundra isers. They discuss ways that parents and students could help raise money for the school, such as dances or car washes. This article is relevant to this project because they discuss why it is important to get funding for schools in high-poverty areas. Also, they discuss successful ways to fundraise, which is helpful information for this fundraising project and furthermore how much money can be raised for the schools. Low-income schools find new way to fundraise. (n.d.). Retrieved March 10, 2017. In this article, the authors discuss the importance of fundraising. They stated that high-poverty schools need extra funding for technology. They discussed ways to fundraise that have been successful, including online fundraising. 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Integrated Marketing Comunication Free Essays

IMC PLAN by Daniela Stolk Table of Contents 1. 0 2. 0 Executive Summary Promotion Opportunity Analysis 2. We will write a custom essay sample on Integrated Marketing Comunication or any similar topic only for you Order Now 1 2. 2 2. 3 2. 4 3. 0 Communications Market Analysis Competitive Analysis Opportunity Analysis Target Market Analysis 7 10 12 14 15 17 20 21 22 24 25 26 29 30 31 32 33 36 37 39 40 41 42 43 44 Corporate Strategies 3. 1 3. 2 3. 3 3. 4 3. 5 Corporate Image Strategy Brand Development Strategy Brand Positioning Strategy Public Relations Strategy Evaluation 4. 0 Integrated Marketing Communication Management 4. 1 4. 2 4. 3 4. 4 IMC Objectives IMC Budget Agency Selection Internet Website 5. 0 IMC Objective One – Consumer 5. 5. 2 Marketing Budget – Consumer IMC Methodologies – Consumer 5. 2. 1 Advertising – Consumer 5. 2. 1. 1 5. 2. 1. 2 5. 2. 1. 3 5. 2. 2 Advertising Budget Creative Brief – Consumer Advertising Design Consumer Promotions 3 5. 2. 3 5. 2. 4 5. 2. 5 5. 3 5. 3. 1 6. 0 Personal Selling – Consumer Sponsorship Programs Database Programs Sample Media Schedule – Radio 45 46 47 49 51 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 69 70 7 1 72 73 75 76 77 78 Media Plan IMC Objective Two – Distribution 6. 1 6. 2 Marketing Budget – Distribution IMC Methodologies 6. 2. 1 Advertising – Distribution 6. 2. 1. 1 6. 2. 1. 2 6. 2. 1. 3 6. 2. 2 6. . 3 6. 3 Advertising Media Budget Creative Brief – Distibution Advertising Design Trade Promotions Personal Selling – Distribution Media Plan 7. 0 Strategic Planning 7. 1 7. 2 7. 3 7. 4 7. 5 7. 6 7. 7 7. 8 7. 9 Company Background Mission and Vision Statement Goals and Objectives Product Review SWOT Analysis SWOT Matrix Marketing Mix Strategies Management Team Industry Research 8. 0 Corporate ID 8. 1 8. 2 8. 3 Letterhead Envelope Business Card 4 9. 0 Advertising Campaign 9. 1 9. 2 9. 3 9. 4 9. 5 9. 6 9. 7 9. 8 9. 9 3 Ad Series TV Story Board Radio Script Press Release Direct Mail Piece Banner Ad Billboard Poster POP Exhibit 9 80 83 86 87 88 90 91 92 93 5 1. 0 Executive Summary 1. 0 Executive Summary The following is an integrated marketing communicat ions plan designed for HOLA Jewelry. This plan includes a promotion opportunity analysis, corporate strategies and our IMC Objectives: Consumer and Distribution. This plan will also include an advertising plan, promotions, personal selling, sponsorships and database programs. Additionally, a media plan and methods of evaluating the success of this IMC plan are described. HOLA is a unique and high-end jewelry brand that wants to introduce beautiful fashion statement. Not only will we sell a beautiful fashion statement but a great concept along with the brand that will give us the opportunity to enhance our brand image. Our products will be offered in sterling silver and gold with multiple designs of earrings, bracelets, rings and necklaces. This brand is primarily offered to Hispanics in the USA. The main idea is to bring a sense of unity and pride among Hispanic Americans living in the USA. They will not only love the fact of wearing beautiful jewelry, but the fact to be supporting Hispanic non-profit organizations by buying our products. Since HOLA is a new brand that will be launching in the beginning of 2009, we want to make sure to create brand awareness among potential customers and future distribution partners by advertising in various medias. Our main objectives for this IMC plan are to build a strong brand image, to develop brand awareness and to enhance the firm image. On the other hand, we also want to encourage distribution channels to carry our products in order to be able to increase market share, sales volume and to build customer traffic. HOLA’s target market for the consumer segment is males and females between the ages of 1835, who represent middle to high-class status and who can afford to buy jewelry. This segment is directed primarily to Hispanics. It is a huge and dominant market that gives us the opportunity to be targeting to this specific market for the first launch in order to later infiltrate into different 7 markets. To successfully reach our target market, we will utilize magazines, radio and direct marketing pieces. Our main goal is to create a marketing communications program that includes advertising, sponsorships, promotions and direct marketing. This will allow us to increase market share and to build customer traffic. 8 2. 0 Promotion Opportunity Analysis 2. 1 2. 2 2. 3 2. 4 Communications Market Analysis Competitive Analysis Opportunity Analysis Target Market Analysis 2. 0 Promotion Opportunity Analysis HOLA is a beautiful and elegant jewelry brand that will be launching its first collection in January 2009. The name says it all; it is a beautiful word and the most famous Spanish word worldwide. Also the word HOLA has a wonderful meaning: ‘’HERITAGE OF LATIN AMERICA’’. Latin Americans, being the first minority in the United States, represent a huge market. This population is growing at a 5 to 1 pace and there is no jewelry brand offered specifically to this market. The main concept of this brand is the fact that it is directed to the Latin American Population in USA. Our primary marketing strategy is to create brand awareness in the beginning of the first launch. We want position HOLA as the number one jewelry brand in the consumer’s mind. We want to make sure that our main target market understands not only HOLA’s unique business concept but also the unity it will bring with the Hispanic population in USA. By doing so, HOLA will be able to build loyal customers that will start the word of mouth throughout this powerful market and that will continue to spread into new markets. The main target market for HOLA are Latin American males and females who are 18 and 35 years of age, that represent middle to high-class status who are able to afford fine jewelry. In addition to that, people who are proud of their heritage and background history and that love and can afford to wear beautiful jewelry. In terms of the marketing mix variables, HOLA wants to introduce a unique and well-designed collection that will include multiple designs in sterling silver and gold with precious stones, such as diamonds, rubies, sapphires and emeralds. A line of silver and gold combined will also be available. The beautiful design has tremendous flexibility for collections that will be launched in the future. We consider the design is beautiful and well rounded, it allows endless combinations for pendants, earrings, bracelets, rings, necklaces, etc. A line for children and a religious one will also be considered for future collections. The pricing strategy will set up to a higher than average price among its competitors. HOLA wants to position itself as an upscale brand as well as superior quality jewelry. 10 HOLA wants to promote itself with famous Latin American celebrities, charity events, holidays, sponsorships and tourism. We also want to reach our main target market through a variety of media such as magazine ads, catalogs, Internet and various channel promotions. HOLA Jewelry will focus its main distribution in those states where there is high concentration of Hispanic Americans: Florida, Arizona, Texas, Illinois and California. The first launch will be based in South Florida. The jewelry collection will be available in middle to high-level retail stores such as Nordstrom and Macy’s. In addition to that, the line will also be available online at the HOLA website. Today, the Internet is growing and people prefer to do online shopping than going to the actual store. 11 2. 1 Communications Analysis The jewelry market is a huge one. The USA has a 45% consumption rate in contrast to the rest of the world; which means that almost half of the world’s jewelry market is consumed by the USA. Since this is such a strong and huge market, jewelry brands that are able to spend more money in the communication strategy need to use the most successful methods. The most common used channels are magazines, direct marketing, trade shows and the Internet. The high-end jewelry brands advertise their products mainly through magazine ads, direct marketing and trade shows. When advertising for magazine ads, they will either introduce new collections or simply notify heir loyal customers to continue to visit their stores. These high-end jewelry brands such as Tous, Tiffany’s and Bulgary also utilize direct marketing in order to keep their customers aware of what they have available. The primary direct marketing tool that is used are catalogs, which are sent monthly to subscribers who can afford to buy their fine jewelry constantly. Trade shows are a very powerful use of communication channel because jewelry brands are able to introduce new collections as well as building relationships with distribution partners such as Nordstrom, Macy’s and Neiman Marcus. Today, the Internet is also very useful because almost every business has an online website where they sell their products and try to turn visitors into future buyers and subscribers. With online subscribers, the marketing team will be provided with an online database with information such as name, age, gender, zip code and email address. This information is successful because customers will be aware of product promotions, sales and new collections that will be sent through emails. The lower-end jewelry brands such as small boutiques or low priced jewelry spend less money on developing a strong brand. Some small boutiques can’t afford to spend money on magazine ads or direct marketing and so they utilize the Internet as their primary communication channel. They try to promote and sell their products through their websites. In order to have consumers to come and visit their store, the most successful method is by word of mouth. 12 On the other hand, low priced jewelry distribute their products through low- to –middle end retailers such as Walmart, TJ Max and Target. This positions their products as middle-to-low end quality that most people who represent low to middle high-class status will be able to afford. 3 2. 2 Competitive Analysis Even though the jewelry market is a huge one with many brands and with a high level of competition; HOLA has no main competitor because of the way this brand is being developed and launched. Additionally, our unique philosophy and image won’t allow HOLA to have a major competitor. However, there is a brand that will be considere d a minor competitor because of the similarity of the design concept and the target it reaches the most (Hispanic). In comparison to HOLA; Tous is a strong jewelry brand that started their collections with a symbol of a bear. This symbol has been and is still being used in almost every design that Tous provides. Unlike HOLA, Tous is already a well-established brand that has been in business for many years. Not only does Tous is well known for their jewelry and famous bear, but also for the beautiful handbags they offer that have been a very powerful trend for years. Tous is what will be considered as our competitor because HOLA wants to stick with the concept of introducing a symbol that will be part of the design in each and every earring, bracelet, necklace and ring offered. Since it has been such a powerful strategy for Tous to build a strong and recognizable image HOLA will introduce their first collection with the logo and the word â€Å"HOLA† on it. This will represent what Tous used as the bear symbol. Aside from the similarity of the design concept, Tous’s main target market are Hispanics. Since this brand was first introduced in Spain, it has been able to reach a big part of the Hispanic Market in the USA. Their ads and website are also provided in English and Spanish. This is why Tous will be considered not only a competitor but also a business model to follow. 14 2. 3 Opportunity Analysis An analysis of the high-end jewelry market as well as the Hispanic market shows several opportunities for HOLA Jewelry. These opportunities will reveal the plan HOLA wants to pursue for consumers and distribution. Consumers †¢ HOLA has the powerful opportunity to build a strong brand image by targeting to the Hispanic Market in the USA. This market is a huge and dominant one. This allows HOLA to establish itself as a powerful jewelry brand in the USA. The fact that HOLA is targeting to this specific market also gives the opportunity to expand to different markets in the future in order to grow and become a high-end jewelry brand. †¢ Latin Americans have a high rate of consumption in the jewelry market. In addition, the jewelry market is a $40 billion per year industry. This is why HOLA will have the opportunity to develop brand awareness as well as to establish itself in this powerful market because consumers will have a new and unique brand available with a meaningful message tailored to them. Our unique marketing approach will allow us to enhance the firm image. Consumers will feel proud to wear HOLA Jewelry because of its meaningful concept and the unity it wants to bring among Hispanics in the USA and the fact that part of the sales will be donated to Hispanic charities around the country. Distribution †¢ HOLA will have the opportunity to increase market share through a selective distribution. Its products will be so ld to specific middle to high-level retailers in the USA. By doing so, we will be able to better infiltrate into the jewelry market and to better reach our main target market. 15 HOLA will have the opportunity to increase sales volume by distributing its products in different geographic locations in the USA. They will be determined according to those states where there is high concentration of Hispanic Americans: Florida, Arizona, Texas, Illinois and California. †¢ Through new channels of direct distribution, HOLA will have the opportunity to build customer traffic. Sales through the Internet and catalogs will be the two main channels that will allow the traffic growth. 16 2. 4 Target Market Analysis Target Market HOLA’s target market will be a Hispanic American who is looking for modern and high-quality jewelry. The target is a person who will be highly influenced by other Hispanics and who will be able to follow this new trend by wearing HOLA jewelry and feel proud of their roots. The target will also be someone who has a passion for fashion jewelry and are the typical trend followers. Someone who is willing to spend money in order to satisfy their wants and feel with a unique and modern look. Our marketing campaign focuses on two target segments: 1. Hispanic Target: Hispanic males and females between the ages of 18-35 with a total annual family income of $75,000 and up who represent middle to high-class status and can afford to buy fine jewelry 2. American Target: American Males and females between the ages of 18-35 with a total annual family income of $75,000 who represent middle to high-class status and can afford to buy jewelry. †¢ Males are considered to be part of the two target segments not only because there will be designs offered to them; also because they are the ones who are considered to be buying jewelry for their spouse, fiancee or daughter on special occasions. Customer Analysis HOLA will focus on a special kind of customer: the kind of person who is proud to be a Hispanic living in the USA and who likes to wear fine jewelry. The psychographics will allow us to determine the different consumer segments that will feel satisfied by buying HOLA products. †¢ Hispanic Pride: This group will include Hispanics who are proud of their heritage and live in the USA trying to blend in and be part of this country. These customers will feel 17 proud to wear HOLA jewelry not only because of its modern and unique look but also because of its unique business concept. †¢ Fine Jewelry Lovers: These are the typical customers who love to wear jewelry on a daily basis. Hispanics have a high purchasing power in the jewelry industry; this is why this segment includes fashion lovers who are ambitious and who are willing to pay more for high quality jewelry. Segmentation Analysis †¢ Consumer: The consumer market is based and segmented by age, lifestyle, income and personal interest. The two segments include Hispanics as a primary target and Americans as and a secondary target. The groups share the same interests, lifestyle and annual income. The Hispanic group is considered the primary target because it is the market that is trying to be reach first. On the other hand, the secondary target includes Americans who will also be considered part of the target market but as a secondary market that will be reached completely after the brand is well established and considered not only for Hispanics but just a jewelry brand offered to a wide public. †¢ Distribution: HOLA’s main distribution will be through different states where there is the most concentration of Hispanics. These states include Florida, Arizona, Texas, Illinois and California. These five states will allow HOLA to distribute the jewelry lines to different middle to high-end stores available in each state. 8 3. 0 Corporate Strategies 3. 1 3. 2 3. 3 3. 4 3. 5 Corporate Image Strategy Brand Development Strategy Brand Positioning Strategy Public Relations Strategy Evaluation 3. 0 Corporate Strategies HOLA’s image is based on offering a beautiful, elegant and entirely unique line of jewelry. HOLA also wants to introduce a concept along with the brand that con nects directly to the Hispanic Market. This is why HOLA stands for Heritage of Latin America. In order to start building a strong brand, HOLA will start by developing a unique and elegant line of jewelry that will be appealing to the Hispanic Market in USA. Research and efforts will be made to attract the primary market in the beginning of the first launch. HOLA’s goal is to create a strong image among its competitors by creating brand awareness through uniqueness and differentiation. Through marketing efforts such as advertising, sales promotions, public relations and sponsorships; HOLA will be able to start building potential customers as well as developing relationships and contracts with leading retailers to maximize the exposure of their products. 20 3. 1 Corporate Image Strategies HOLA’s corporate goal is to be become one of the most modern and unique lines of jewelry offered to the Hispanic Market in the USA. In addition to that, HOLA wants to bring a sense of unity and pride among Hispanics Americans through a representation of the brand with famous Hispanic celebrities around the country, charity organizations, special promotions, public relations, etc. It is a society pulled in two directions, trying to blend in and be part of this country while remaining true and proud to their unique heritage. They have become a huge and strong market in the USA, since they represent almost 16% of the entire population and a big influence in this country’s everyday life. By being introduced to this new line of jewelry, Hispanics will start to follow this new trend that offers a meaningful concept to them. HOLA wants their future customers to know that they will be provided with beautiful and unique designs of earrings, bracelets, necklaces and rings offered in sterling silver and gold with a variety of precious stones, based around a basic design using the word â€Å"hola†. In order to start this new trend successfully, HOLA will start building new customers by implementing unique strategies of advertisements, sales promotions, public relations and sponsorships. The fact that HOLA will be donating part of its sales to charity organizations will attract consumers to buy our products. This will allow HOLA to help build and maintain a strong image in the market place as well as brand awareness. Even though these strategies will help this brand to become one the most modern and unique lines of jewelry to wear with its meaningful business concept; there are certain obstacles that might have to be overcome. This is an untested concept, it remains to be seen if it will resonate with the Latin community. 21 3. 2 Brand Development Strategy The brand name â€Å"HOLA† was selected because the word â€Å"HOLA† is the most common word among Hispanics and also one of the few Spanish word that is understood by Americans. Almost everyone knows the meaning of it and it expresses â€Å"friendship†. HOLA wants to introduce a jewelry line in the USA that stands for Heritage Of Latin America. The brand is trying to communicate primarily with the Hispanic market and by using this well-known word; future customers will eventually feel familiarized and will evoke positive feelings from the brand name and its concept. The name â€Å"HOLA† will be a successful word that has a high level of stimulus codability because it has a meaning and cultural concept behind the word. The brand name will be easily recognized in advertisements and it will immediately grab the attention to its main target market. Each design will be built with the HOLA symbol in order to make this shape recognizable in every jewelry design. Since the word is famous and communicates â€Å"friendship†, the brand will be able to sell its products though the use of this word in every piece of jewelry. The logo is an undulated square plaque with rounded corners, 4 holes (one on each corner) and a smaller hole in the center, which represents the letter ’’O’’. Part of the word HOLA, which is carved through the design, gets together with the letters ‘’L’’ and ‘’A’’; which ends up on a beautiful symbol that will be perfect to use in the first collection in order to promote the brand successfully in the beginning of the first launch. The symbol has the word HOLA in the middle in order to be recognized easily. The logo remains consistent with the brand image by representing elegance and uniqueness. The logo’s color is gray with a platinum effect that represents a modern look as well as the typical sterling silver color in jewelry. HOLA wants to transmit an overall look of simplicity as well as cleanliness. The lines will be available for women, men and children. The design is very well rounded and allows endless possibilities in jewelry for future collections that are being developed. HOLA wants to communicate two main words: â€Å"unity† and â€Å"friendship†. This market will not only love the fact to wear beautiful jewelry designs but the fact that they represent a huge market in the USA that share a unique heritage: history, roots, language, culture, art, family values and traditions. 22 Logo Design 23 3. 3 Brand Positioning Strategy HOLA is positioned based on its attributes and price-quality relationship. It wants to position itself in consumers mind as a modern and unique jewelry brand that not only represents a beautiful fashion statement, but a cultural meaning within the brand. HOLA wants to build an effective positioning strategy so that the firm can expand itself into new markets in the future. HOLA wants to establish long-term relationships with both, consumers and distribution partners. The quality and elegance of the jewelry collection will be positioned in the consumer’s mind as a beautiful piece of jewelry to wear and to feel proud of wearing. In contrast to its major competitors, we will offer an affordable price with a good value for attractive jewelry designs appealing to a wide public. Most jewelry brands limit their main target marketing by offering designs only to females. On the other hand, HOLA will offer multiple designs to both, males and females. By wearing HOLA, Hispanics will feel proud of their heritage. They will be able to represent their cultural background with a universal word that offers friendship. Many Hispanics wear fine jewelry because of tradition and over half own a piece of religious fine jewelry. They also follow the latest trends, such as right-hand rings and three-stone jewelry. There are many occasions like: birthdays, Christmas, Father’s day, Mother’s day, etc. Any occasion will be perfect to buy this jewelry – a unique cultural symbol and a unique and beautiful fashion statement. HOLA is more than a brand; it is a business concept that wants to incorporate sports, successful Latin American celebrities, charity organizations, tourism and art to its jewelry line. By donating part of its sales to charity organizations; HOLA will attract consumers to buy our products. 24 3. 4 Public Relations Strategy HOLA will hire an external PR consultant to handle our press and make our information newsworthy. The consultant will be part of a PR agency; they will be in charge of monitoring internal and external publics and provide positive information about our company. We have to work hard on informing our consultant about our business concept and company background. Otherwise, the audience will think this is just like every other jewelry brand. We have to make sure to provide successful information about our unique strategy that is being developed as part of this brand. Our primary strategy is to maintain a consistent image of community involvement within the Hispanics living in the USA. We will generate positive publicity by informing the audience about our unique brand that wants to bring a sense of unity among Hispanics besides the beautiful jewelry we will be offering. The fact that HOLA will be donating part of our profits to charity organizations will put a positive image into the consumers mind. We will also establish a strong brand reputation through sponsorship events and campaigns that will inform the audience on how they can change someone’s life by buying our products and becoming part of the HOLA spirit. 25 3. 5 Evaluation Evaluations for our consumer objective will be conducted internally and by DS Innovation Media through constant marketing research that will take place after the launch of the brand in 2010. These evaluations will be done early in the year in order to plan for the rest of the year according to the studies made. The evaluation will involve an in-depth analysis of the brand awareness and brand image, positioning, advertising campaign, consumer promotions and direct marketing. The analysis will provide us with the necessary feedback concerning our advertising goals and objectives for the next year. Brand awareness and brand image will be evaluated by conducting surveys to individuals that fit our main target market. It will also be evaluated by looking at our website traffic and the number of subscribers in our database. The awareness will be collected by the end of each year and later studied in order to follow with a new approach if the current one is not increasing brand awareness. The position analysis will be measured by the end of the year. Our Marketing Director and the rest of the consulting team will evaluate this. The analysis will allow us to know if the right positioning was projected. The results will let us adjust our main goals and objectives for the next year. The advertising campaign will be evaluated by conducting an advertising impact study. The information provided from this study will allow us to know how efficient and influential our campaign has been. We want to know if we are reaching the main target market and if they are getting the concept of the brand and the meaning of the word â€Å"HOLA† through our advertisements. All this information will be available through attitude and opinion tests. Our consumer promotions’ effectiveness will be evaluated by measuring the amount of customers that bought our products by utilizing gift cards that were sent through direct mail. This will be determined by information that will be kept from purchases made online or at a retail store. This evaluation is also part of the direct mail program. This will allow us to see the impact of the direct mailing. DS Innovation media will be in charge of evaluating the effectiveness of these efforts. 26 To evaluate the distribution component we will utilize various methods of evaluation. We will analyze the impact of our advertising to our members of the distribution channel. This will consist of a large study conducted internally and externally. The evaluation will include an analysis of the personal selling aspect and trade promotions. Personal selling will be a very important aspect of our evaluation. It will be done during March and April. We want to find if the satisfaction level of our distribution channel members is what we projected. This will consist of an examination that will determine the overall satisfaction of our business customers. Trade promotions will also be part of our evaluation since we are utilizing this method to push our products through the channel. We will examine the effectiveness of the promotions we used previously and how it impacted sales. According the results on the effectiveness we will later determine what will remain consistent or what needs to change from the previous trade promotions. 27 . 0 Integrated Marketing Communication Management 4. 1 4. 2 4. 3 4. 4 IMC Objectives IMC Budget Agency Selection Internet Website 4. 0 IMC Management HOLA’S main objectives for this plan are to develop brand awareness and to reach our main target market. In order to do so, we will implement strong marketing strategies in the consumer and distribution mark et. The overall budget for this IMC plan for the year 2010 will be a total of $1,639,000. The largest portion of the budget will be spent on media cost in order to fulfill for our number one objective (consumer). This portion is $1,087,000, which is 66% of the overall budget. A smaller portion will be allocated to the distribution efforts. It will be 34% of the overall budget, which is a total of $552,000. 29 4. 1 IMC Objectives HOLA’s primary objective is to develop brand awareness. Advertising efforts will allow us to inform potential customer and distribution partners about our products. The following marketing objectives will help us achieve our main goals. Objective One (Consumer) – To create brand awareness among Hispanics in the USA. – To position HOLA as a unique and high-end jewelry brand. – To inform potential customers about our unique business concept. Objective Two (Distribution) – To encourage channel members to carry our products. – To persuade channel members to provide information to potential customers about our business concept. 30 4. 2 IMC Budget HOLA’S total expense budget is set to $1,639,000. The IMC budget will be allocated into two main objectives: IMC Objective 1 (Consumer), IMC Objective 2 (Distribution). The total budget will be distributed as follows: -IMC Objective 1 (Consumer): $1,087,000 -IMC Objective 2 (Distribution): $552,000 IMC Objective 1 addresses the need to create brand awareness towards potential customers. Most of the budget will be spent on media costs and brand development. Therefore, 66% of the IMC budget is allocated to his objective, of which 40% will be spent on advertising. IMC Objective 2 addresses the needs of the channel of distribution. We will use 34% of the total budget in order to market potential customers, of which 20% will be spent on advertising. 31 4. 3 Agency Selection HOLA selected DS Innovation Media as our agency that will handle most of the integrated marketing communications material. DS Innovation Media is a outique agency located in Boca Raton, Florida. Their area of expertise is to assist clients in marketing, website design, advertising design, direct mail and integrated campaigns. Additionally, they have bilingual professionals who are able to specialize in the Hispanic Market. HOLA decided to use DS Innovation Media as their external advertising agency because it is a small agency that has experience in marketing and advertising strategies that have been able to help other clients to build strong image for their businesses. Aside from the experience and their multicultural knowledge, HOLA chose this boutique because it is a small agency that will focus on their marketing communications plan as well as providing affordable prices for exceptional advertising and marketing plans. DS Innovation Media will provide us with a successful integrated marketing communications material that will help the brand to build a strong image as well as to develop brand awareness to two specific targets. 32 4. 4 Internet Website HOLA’s website, www. holatin. com is an important aspect for our communications strategy where our main purpose is to draw more customers into our business. It is a content and an e-commerce website. First of all, we want to ensure that we provide our visitors with the necessary information about our company since it offers such a unique business concept. This portion of the website will be easy to navigate. The website will also contain a Flash video that will show all the jewelry we offer. This presentation will be available to all customers who wish to see our products in a more dynamic format. For other visitors who are not into this level of high-tech computerization, a â€Å"skip intro† tab will be available in order to take them directly into the home page. HOLA’s e-commerce site will allow us to sell our products online in order to make it convenient for some shoppers. It will contain an appealing catalog that will show a presentation of our products by looking at photos and general information. It will also contain a shopping cart where the purpose is to assist consumers as they select products. The site will continue with a payment page where customers will make the final decision to buy their products. Our website will also provide customer service, HOLA will support the customer after the sale when necessary. Customers will have the opportunity to send e-mail or use the FAQ for further information about their purchase. Finally, the website will be part of our strategy to create a positive public relations image. We will place information about non-profit organizations as well as links to website where their purpose is to help Hispanic charity organizations in the USA. HOLA will also contain other links to other websites that will inform the Latin Americans about events or general information about Hispanics that might fit their interest. DS Innovation Media will help us accomplish these goals in order to build a successful website. The agency will also work on expanding and improving the online database program that will allow us to build closer relationships with our customers as well to increase sales. 33 Site Map HOLA Home Page Brand Concept Brand Image Products Bracelets Earrings Necklaces Pendants Rings News Contact Information 34 5. 0 IMC Objective One – Consumer 5. 1 5. 2 Marketing Budget – Consumer IMC Methodologies 5. 2. 1 Advertising – Consumer 5. 2. 1. 1 Advertising Budget 5. 2. 1. 2 Creative Brief – Consumer 5. . 1. 3 Advertising Design 5. 2. 2 Consumer Promotions 5. 2. 3 Personal Selling – Personal Selling 5. 2. 4 Sponsorship Programs 5. 2. 5 Database Programs Media Plan 5. 3. 1 Sample Media Schedule – Radio 5. 3 5. 0 IMC Objective One – Consumer The objective of our target market focuses on creating brand awareness within the Hispanic market in the USA. W e also want to persuade customers that we will offer a unique and high-end jewelry along with a unique business concept. The development of these objectives will help us to generate sales that will result in profits for our business. In order to accomplish our main objectives we will utilize a combination of advertising, consumer promotions, direct marketing, sponsorships and public relations. The overall jewelry market has not been advertised heavily specifically to Hispanics. This will allow us to advertise heavily to this target market. 36 5. 1 Marketing Budget – Consumer The IMC Budget by consumer will be spent in 5 major areas. For the advertising budget we will be spending a total of $437,000. As shown in the table and the graph below, it represents that advertising is the largest portion of the total budget. We believe it is an important investment because it will help us achieve our main goal: create brand awareness among potential customers. The second major part of this budget will be $200,000. This amount will be spent on several sponsorships that will take place throughout the year. This will also be considered and important investment in our company because it will enhance the brand image and help to create positive word of mouth. For personal selling, we will spend $180,000 in order to develop high quality customer service when selling our products. The database program will be developed once the website is active. The development of this process will be constantly changing throughout the year until we are able to acquire the necessary information from our customers. The cost for the database program will be approximately $120,000. Finally, for consumer promotions we will utilize mainly direct mail pieces. By utilizing this method we will provide customers with gift cards and catalogs. This will show the customer that we care about them as well as informing them about our new collections. The cost for this will be approximately $150,000. HOLA does not have to choose to spend the exact budget amount for consumer advertising. This is an estimated budget where the purpose is to demonstrate all possibilities that will help achieve our main goals for reaching our customers. 37 IMC Budget by Consumer Budget Advertising Consumer Promotions Personal Selling Sponsorships Database Programs 2010 $437,000 $150,000 $180,000 $200,000 $120,000 Total $1,087,000 38 5. 2 IMC Methodologies – Consumer In order to reach our main target market effectively we will utilize various methods. Advertising is the primary component of our approach. In addition to that, we want to supplement with consumer promotions, direct marketing and sponsorship programs. Creating brand awareness and enhancing our brand image is the primary goal for advertising. Through consumer promotions we will encourage our customers to continue to buy our products as well as persuade them to visit our website and retail stores that carry our products. The direct marketing approach will be done through mail and email. This will motivate individuals to buy our products by looking at our catalogs and the jewelry offered. The sponsorship programs will help to generate brand awareness and enhance our brand image. We will sponsor Hispanic events that will consist of fund raising programs that will help charity organizations with the gain of the total profits of the event. 39 5. 2. 1 Advertising – Consumer Advertising is our primary communication vehicle for this IMC plan. Our primary goals are to build a strong brand image, create brand awareness and to inform future customers about our unique brand. We also want to establish HOLA brand name in the consumer’s evoked set. HOLA is an entirely new and unique jewelry brand. Therefore, we need to ensure that our advertisements are consistent, creative and very effective. By placing effective advertisements in several media we will be able to start reaching our main target market. Television advertisings will be 58% of our advertising budget. We will start to place our ads in the beginning of the year 2009. The months will be during January, March, August and November. The advertising campaign will inform customers about our new jewelry brand that is being offered to Hispanics. The three main TV channels will be: Telemundo, Univision and Mega TV. Radio advertising will be 28% of our budget. We will place the radio ads in two main radio stations: Romance 106. 7 and Amor 107. 5. These two radio stations are Hispanic and they target to this specific market. Both stations have as their primary audience Latin Americans. By utilizing these two radio stations we will be able to place ads in the morning drive time from 7-9 and also in the afternoon from 4-6. Our magazine ads will be placed primarily in Level Magazine. This magazine targets the Hispanic market as well. We will start placing our ads in January 2009 and continue to do so for the entire year. We will also consider other magazines that target this specific market later throughout the year. Additionally, we will begin to place our ads in magazines that target Americans in order to start reaching our secondary target. Internet advertising will consist of banner ads that will be placed primarily on Hispanic websites. The three main websites will be terra. com, entretenimiento. com and latino. msn. com. These three websites have large number of visitors and by looking at our banner ads traffic will be directed to our website. 40 5. 2. 1. 1 Advertising Budget Consumer advertising will be 40% of the $1. 08 million budget for Objective One. Of the $437,000 allocated for consumer advertising, $255,000 will be for television advertising, $120,000 will be for radio advertising, $18,000 will be for newspaper advertising, $26,000 will be for magazine advertising, $15,000 will be for Internet advertising and the remaining $3,000 on billboard advertising. Budget Television Radio Newspaper Magazine Internet Billboard 2010 $255,000 $120,000 $18,000 $26,000 $15,000 $3,000 Total $437,000 41 5. 2. 1. 2 Creative Brief – Consumer Objective: To build a strong brand image and to develop brand awareness. Target Audience: Males and females between the ages of 18 to 35 who represent the Hispanic population in the USA. These customers typically earn an annual family income of $75,000 and represent middle to high-class status. This target includes people who are jewelry lovers and can afford to buy fine jewelry. It is the typical Hispanic who likes to look and feel elegant and modern by wearing a beautiful fashion statement. On the other hand the target audience will include the same gender, age, lifestyle and annual income. Unlike the primary target, the secondary target will be directed to the American market. Message theme: The primary theme will be that HOLA is a unique and modern line of jewelry that is being introduced to Hispanics living in the USA. Support: The meaningful business concept along with the brand that wants to bring a sense of unity among Hispanics; which will include the participation of famous Latin American celebrities and charity organizations. Unique Selling Point: Modern and unique line of jewelry with beautiful designs directed to the Hispanic market. Product Benefit: Unique, beautiful jewelry that looks good. Personal Values: By wearing HOLA jewelry, Hispanics will feel proud of their roots and happy to buy beautiful jewelry from a brand that will give part of their profits to charity organizations. Leverage Point: The leverage point will be the headline, which is the meaning behind the word HOLA: â€Å"Heritage of Latin America†. This meaning will be further explained in the copy by informing that this brand sells not only jewelry but also a meaningful business concept and our unique strategy to be helping charity organizations. 42 5. 2. 1. Advertising Design HOLA will utilize an affective message strategy for their print advertisements. This strategy will allow HOLA to sell their products through emotional advertising, which leads the consumer to act. Feelings and emotions affect decisions and connect the consumer with the product. This is why HOLA will utilize this method because the brand is building itself with a uniq ue concept among Hispanics that will invoke feelings. The strategy will be conveyed through an emotional appeal. The ad will feature the meaning behind HOLA (Heritage of Latin America), their roots and passion for life. The text will be focused on the main characteristics Hispanics have: beauty, love, warmth and joy. HOLA will also utilize informative execution. This will be developed by informing the viewer with further explanation in the copy about this unique brand and the whole concept it wants to transmit. In addition to that, the jewelry will be the main point of the ad, which will grab the eye of the consumer. The overall look of the ad will demonstrate elegance, uniqueness and a clean look. For our television commercials HOLA will utilize a slightly different approach. We will still utilize an affective message strategy through emotional adverting. The appeal will also be emotional. Unlike the ad, the TV commercial will utilize a slice of life execution that mimics real life events. This will demonstrate the four main aspects of the brand: love, joy, warmth and beauty. 43 5. 2. 2 Consumer Promotions The budget for consumer promotions will be $150,000 for the entire year. Since HOLA offers high-end jewelry, the consumer promotion will be through direct mail. Each month, birthday gift cards will be sent out to our subscribers who provided us with information about their birthday and other general information. The gift card will have a special offer of 10% off of their purchase online or at any retail store that offers HOLA jewelry. This method will be very effective because it will show the consumer that we care about them. This will also invite the consumer to visit our webpage or retail stores where our products would be carried and to introduce them with our new designs. Aside from the gift cards, invitation cards will be sent along with the catalogs in order to have our subscribers invite friends and family members to join the HOLA community. This will be sent during the months of October and November in order to promote the Holiday season by becoming a member of our website. Each customer will be notified that if they become a member they will receive free catalogs, gift cards and they will also have the opportunity to donate to charity organizations by buying our products. This will have an emotional appeal to consumers during the holiday season of giving. Other consumer promotions such as price reductions or coupons would not be a prominent part of this plan. We offer high-end jewelry brand and offering the mentioned promotions would not be a logical approach. Our image instead is a high quality brand that offers beautiful jewelry to a very powerful market. 44 5. 2. 3 Personal Selling – Consumer HOLA will spend $180,000 on personal selling for the consumer budget. We want to ensure that the sales people from the retailers have the required knowledge, background and experience in order to develop high quality customer service when selling our products. The salespeople should be trained in order to provide customers with information about our company and the whole background reasoning for this new brand. We will be checking on a bi-monthly basis inventory and sales in order to make sure that everything is on track. Additionally, we will be placing additional information on posters and POP displays in retailers as soon as new collections come out. HOLA will also offer incentive programs to our retailers. We will provide the salespeople with HOLA jewelry. This will encourage each sales person to provide our customers with a high level service and at the same time the opportunity to show our jewelry through the sales person that is in charge of selling our products. Since there is no personal sales team for HOLA; the people who will be in charge of selling our products will be the salespeople from each retailer. HOLA’s goal is to be able to open a store in the future in order to provide our future salespeople with unique uniforms that will represent our store with elegance and high-end brand. 45 5. 2. 4 Sponsorship Programs For sponsorship programs we want to enhance our company image in order to help our firm develop closer relationships with prospective customers. We want to match our target audience by sponsoring Hispanic charity events primarily. In the future we would also like to sponsor a variety of events related to Hispanic causes. In all these events we will be spending a total amount of $200,000. We will be presenting a unified message to our main audience in order to project a positive corporate image and create brand awareness. In all these events we will make sure it fits with our corporate image; this is why we also choose to sponsor fundraising events such as, concerts of Latin American singers, fashion shows by having the models wear HOLA jewelry and finally, bar/restaurant openings in Miami. The main goal is to gain profits that will be later donated to non-profit organizations. Our catchy phrase will be: â€Å"Catch the HOLA spirit and be part of it! † We will place the HOLA symbol around the event in big posters and we will also give away pins with our company logo. We want to make sure that we put our website address in every piece we give out in order to begin to build traffic in our website and begin word of mouth. 46 5. 2. 5 Database Programs Collect Data: Through data collection we will be provided with information for direct mail and Internet marketing. The total budget for this will be approximately $120,000. All information that will be collected will be available from an online database program in our website. The person in charge to manage all the information available will be the marketing director and several assistants that work for HOLA as a marketing team. Information such as age, gender, annual income, lifestyle and email address that will be filled by our customers who buy anything online or at retail stores. Aside from general information, we will also ask customers about what influences their purchase decision such as price, quality, the concept of the brand, etc. We would want to know if our customers are buying our jewelry because they either loved our jewelry as a fashion statement, or because they were inspired by the business concept. All the information will be kept confidential at all times and only available to our marketing representatives who will manage and access everything on the database program. Data Warehouse: HOLA will use the data warehouse by targeting customers through direct marketing. Our system will work in a way that the salespeople have access to important customer information as they prepare to make sales calls. We will make sure that our internal salespeople are able to have access to the database when a customer calls to place an order or deal with inquires and complaints from previous purchase. Direct Marketing We will implement a direct marketing campaign in order to reach our customers constantly. Our campaign will consist of two methods of direct communication: e-mail and mail. We know that consumers are being reached and bombarded with direct marketing material so we will make sure that our campaign is entirely unique and creative in order to attract the mind of the viewer when looking at our direct marketing pieces. Through mail we will be sending catalogs to update our customers about our latest collections or any promotions available. Through email we will also inform our customers about similar information but with less information. We will continue to follow our objectives and themes when it comes to creativity. 47 Permission Marketing HOLA will provide a subscriber tab on our website in order to obtain information by asking customers for their email to see if they will allow us to send them information about our product developments and/or promotions. They can either choose to become or not to become part of the e-mail list. We will notify them that by becoming an online subscriber they will have the opportunity to donate to charity organizations and help people around the world. We also want to collect as many emails as possible in retailers and trade shows in order to attract customers aside from the online subscribers. Frequent Shopper Program We will encourage our customers to continue to buy our products by placing continuous advertising and by inspiring them to wear beautiful jewelry for a meaningful reason. Through our advertisements we will always inform about our unique business concept as well as the several benefits from buying HOLA products. This will inspire customers to make repeat purchases because they will feel happy to make donations to charity organizations. 48 5. 3 Media Plan Our primary objective is to create brand awareness and influence consumers as they are approaching a purchase decision. In order to develop successful brand awareness we will use frequency and continuity. The main goal is to establish HOLA as a high-end jewelry brand that is mainly offered to Hispanics Americans. Additionally, we want to transmit and inform future customers about our unique business concept. Jewelry is not purchased on a frequent basis. As a result, it is important for consumers to have HOLA brand in their evoked set just as they are contemplating a purchase. We will do so by placing repetitive ads in several medias such as television, radio, magazines, direct mail, Internet and mall. HOLA does not have to choose to utilize all media that will be listed in the following pages. They are part of this IMC plan where our purpose is to demonstrate all possibilities that will maximize frequency, reach and profitability for HOLA. Television For Television advertising we will start to place our ads in the beginning of the year 2009. The months will be during January (launching the brand), February (Valentine’s Day), March (Mother’s Day, several promotions will be offered. The advertising campaign will inform customers about our new jewelry brand that is being offered to Hispanics. The three main channels will be: Telemundo, Univision and Mega TV. These three channels are mainly directed to the Hispanic market. This is why they were chosen; they will inform our main target about our products by placing our ads. The perfect timing will be during the morning news during the weekdays, this is the typical time were our main target (Hispanic women) are watching morning television while getting ready to go to work or take their kids to school. At night will also be a good time for our ads placement because people are usually watching soap operas or news before going to sleep. Radio Radio advertisements will be placed in two main radio stations: Romance 106. and Amor 107. 5. These two radio stations are Hispanic and they target to this specific market. Both stations have 49 as their audience Latin Americans that are constantly listening to this radio station because they feel identified with the topics, music and several programs that are offered to their audience. By utilizing this radio station we will be able to place ads in the m orning drive time from 7-9 and also in the afternoon from 4-6; trying to reach once again, Hispanic women that will be either driving to work or traveling their kids to school. On the other hand, we have many employees that listen to radio during their office hours as well as people who are in transition to or from work. Magazine HOLA will place print advertisements in Level Magazine. This magazine targets the Hispanic market as well. They try to reach Latin American men and women from 25-38 years of age who earn from a medium to high household income. His or her main lifestyle will be someone who lies within what is new and sophisticated. This magazine fits perfectly with the target we want to reach and this is why it was chosen. Level is a publication created by and for the Hispanic and Latin American community in the USA. By introducing this brand to the Level team we were able to negotiate a special rate with the level team in order to place a full-page ad 11 times throughout the next year for a lower price than what is usually offered. Direct Mail Through direct mail we will be able to send catalogs to customers who become subscribers online as well as future customers that will be part of the client database. This will enable us to introduce our customer with new collections and designs available. Aside from the catalogs that will be sent according to the launch of new collections there will also be consumer promotions for database clients who’s birthday is about to come. Internet For the Internet HOLA will place banner ads in different websites. The three main websites will be terra. com, entretenimiento. com and latino. msn. com. These three websites have large number of visitors and by looking at our banner ads traffic will be directed to our website and consumers will start to become aware of this new jewelry line. 50 5. 3. 1 Sample Media Schedule – Radio Format: Hispanic Music. 07. 5 Amor MEDIA WEEKS (January) SPOTS/ DAY (Mon-Fri) LENGTH/ SPOT DAYPART1 (6am-9am) COST/SPOT (Daytime 1) DAYPART 2 (4pm – 7pm) COST/SPOT (Daytime 2) COST/ WEEK Week 1 (1-7) Radio (107. 5) Week 2 (8-15) Week 3 (16-22) Week 4 (23/29) TOTAL: 4 4 4 4 30sec 30sec 30sec 30sec 2 spots 2 spots 2 spots 2 spots $550 $550 $550 $550 2 spots 2 spots 2 spots 2 spots $500 $500 $500 $500 $1 0,500 $10. 500 $10,500 $10,500 $42,000 51 6. 0 IMC Objective Two – Distribution 6. 1 6. 2 Marketing Budget – Distribution IMC Methodologies 6. 2. 1 Advertising – Distribution 6. 2. 1. 1 Advertising Media Budget 6. 2. . 2 Creative Brief – Distribution 6. 2. 1. 3 Advertising Design 6. 2. 2 Trade Promotion 6. 2. 3 Personal Selling – Distibution Media Plan 6. 3 6. 0 IMC Objective Two – Distribution Our second objective is to encourage our channel members to carry our products and to provide information about our company to potential customers. We will do so by utilizing middle to highend retailers. This is a traditional distribution channel that will be in charge of pulling customers into the store. The main goal is to be the vendor of choice of the retailers and to increase sales volume and market share. We will use a selective distribution by selecting different geographic locations in the USA. The states will be determined according to those states where there is high concentration of Hispanics. The main retailers will be primarily Nordstrom’s and Macy’s. These retailers will give HOLA the opportunity to position itself as a high quality jewelry brand. 53 6. 1 Marketing Budget – Distribution The budget for developing distribution channel for 2010 will be a total of $552,000. As shown below in the table and graph; the largest portion will be spent on trade promotions. It has been budgeted for approximately $180,000. These funds will be spent primarily on retailers that carry our products. For advertising we will utilize trade journals, direct mail and the Internet that will cost $110,000. We will also spend $100,000 on database programs and $150,000 for personal selling. Finally, for the Internet we will spend approximately $12,000. This overall budget provided below will allow us to start initial distribution and recruit channel partners. HOLA does not have to choose to spend the exact budget for distribution. This is an estimated budget where the purpose is to demonstrate all possibilities that will help achieve our main goals for distribution channels. Budget Advertising Trade Promotions Personal Selling Database Programs Internet 2010 $110,000 $180,000 $150,000 $100,000 $12,000 Total $552,000 54 6. 2 IMC Methodologies In order to develop distribution channels, we will implement advertising. Our main goal is to establish relationships with our channel members that will carry our products. We will use several tools such as trade journals, direct mail and the Internet. We will also utilize trade promotions, which will allow us to gain advantage among our competitors. Personal Selling will be an important tool used for this plan. We want to build strong relationships with those who will become our partners. We will advertise in trade journals and on websites of channel members. This will be important for attracting retailers who will be selling our products. The tools listed above will improve our communication between our future partners and us. It will also gives us the opportunity to increase orders from our retailers in the future. 55 6. 2. Advertising – Distribution The advertising budget for our distribution channel will be divided into three main channels: trade journals, direct mail and the Internet. Our main goal is to establish relationships and encourage our distribution partners to carry our products. Trade journals will be approximately 54% of our budget. We will purchase advertising space in MJSA journal. We will send out our ad vertisements through direct mail to our major distributors. Finally, to supplement the trade journals we will place banners ads on the Internet in trade journal sites. 56 6. 2. 1. Advertising Media Budget The advertising budget for the distribution program will be 20% of the $552,000 for Objective Two. Of the $110,000 allocated for distribution channel advertising; $100,000 will go to trade journals and $75,000 will be for direct mail. With the remaining, $10,000 will be used for the Internet. Budget Trade Journals Direct Mail Internet 2010 $100,000 $75,000 $10,000 Total $110,000 57 6. 2. 1. 2 Creative Brief – Distribution Objective: To generate inquiries into stocking HOLA jewelry line into middle to high-end retailers in order to increase sales volume and market share. Target Audience: These targets are middle to high-end retailers that sell high quality jewelry and certain fashion statements such as clothes, shoes and handbags. All these retailers are willing to know how adding HOLA jewelry line will benefit their business. Message Theme: The primary theme is that HOLA will satisfy individuals who are looking for fine jewelry with a modern and unique design they can wear on a daily basis. For the distribution market, the theme is carried one step further to include the distributor as an important link to that customer. The Support: HOLA not only sells high-end jewelry but a unique concept with the brand that wants to sell specifically to Hispanic Americans living in the USA. HOLA will be donating part of its profits to charity organizations. The Constraints: There are many jewelry brands that want to sell their products to the same distributors. Therefore, the distributors may not want to sell more jew How to cite Integrated Marketing Comunication, Papers