Evidence-based Policing Essay Example | Topics and Well Written Essays - 250 words

Evidence-based Policing - Essay Example 3)The advantages are apparent given the ability when implementing this approach to fix approaches that are non-functional while still ensuring the largest amount of individual freedom in situations that may require law enforcement intervention. Evidenced-based policing The disadvantages of this approach can be seen in the single approach that is statistically the best for the general community. While this allows for the best overall response from a cohesive unit it may not allow for individual communities to pursue different approaches that may in fact be better for that individual community. In one study in Britain â€Å"However, households in projects that had received public education and households that received the follow-up visits were both more likely to report new violence to the police than households that did not receive the treatments.† (Davis, Taylor, 1997 pg. 307-333) This shows that in individual situations the use of the community specific evidence-based policin g was ineffective in actually reducing the crimes approached using the model that was seen as most likely to succeed. Using a general approach is beneficial in some areas however, as can be seen is not beneficial in all areas of enforcement.

Bacterial Cell Surface Tension Attachment and Implications for Article - 1

Bacterial Cell Surface Tension Attachment and Implications for Bioremediation - Article Example There was no significant relationship between the culturing of the bacteria with their attachment to the different material that was being tested. The environments under which the bacterial species were cultured had the significant influence on the level of attachment of different bacterial species to various surfaces. These results present essentially in seeking to establish the variance of species adherence to hexadecane. The attachment of microbial cells to solids and hydrophobic liquids is an important prerequisite in the degradation of chemicals that are recalcitrant because of extremely low solubility. Bacterial adsorption at interfaces is a physical and chemical process that, for the majority of micro-organisms, does not involve the expenditure of metabolic energy. The attachment process involves non-specific interactions between the cell surface, the solid or hydrophobic liquid and the bulk liquid phase(Abbasnezhad et al. 2011). Many factors influence bacterial attachment at solid/liquid and liquid/liquid interfaces. Environmental factors such as pH, temperature and the presence of cations, anions and organic molecules in the bulk liquid phase all directly affect the attachment process, as does the nature of the solid or the hydrophobic liquid(Mceldowney & Fletcher 1986). Microbial factors are equally important in determining the extent of bacterial attachment to surfaces, and the characterist ics of the cell surface have a considerable impact on attachment. Microbial cell surfaces are complex and consist of a variety of macromolecules, which vary with the microbial type. The macromolecular composition of bacterial cell surfaces, also, differs with growth substrate, growth phase, and growth rate. Such variations alter the charge and hydrophobic characteristics of bacterial surfaces (Rosenberg et al. 1980).  Ã‚  

Cadbury History And Important Developments Marketing Essay

Cadbury History And Important Developments Marketing Essay The name of Cadbury in the domain of chocolates was first established in the year 1824, when John Cadbury opened a store in Birmingham, London, selling freshly made cocoa and drinking chocolate. Seeing the heavy demand and success of his shop, John Cadbury set up a factory to commercially produce his offerings. In 1861, sons of John Cadbury Richard and George Cadbury took over the control of the company and to save Cadbury from closing down, invested all their funds into a cocoa press. It offered an efficient processing technique, reducing wastage and eliminating use of additives, thereby making the product Absolutely Pure (Cadbury marketed it like this). In the later years, Cadbury realized that a lot of cocoa butter is left after processing cocoa and if it is combined with milk; milk chocolates can be made out of it. So, in 1905, Cadbury launched the Dairy Milk for the first time, which became one of the major chocolates to be sold and consumed around the world. In the same year, Cadbury commissioned its first logo and went ahead on the lines of making it a brand to continue for long. First Cadbury logo commissioned. A smooth and outreaching success of Cadbury received a heavy blow during the Second World War. Rationing was imposed and the manufacturers were prohibited from using fresh milk. Cadbury finally resorted to dried skimmed milk powder and marketed the product as Ration Chocolate. Cadburys Ration Chocolate. So as to expand its operations in other countries, on 19th July, 1948, Cadbury entered India as a private limited company as Cadbury-Fry (India) Private Limited. With the years, they started setting up manufacturing facilities in the country too. Company felt the need to cut costs while maintaining quality. It decided to source the milk and cocoa from India only and eventually undertook the project for development of cocoa and milk in India. This included establishing a special advisory board, research centres and tying up with Induri Farm Ltd., for betterment of cattle breeding for better milk yield. Seeing the growing demand for chocolates in India, Cadbury realized the market potential here. They converted themselves into a public limited company on 7th June, 1977 Cadbury India Pvt. Ltd. And then in 1984, Cadbury launched its legendary brand Dairy Milk in India. Little did they know at that time that this product will become the flag bearer of the company in India. Besides chocolates and cocoa, the company also tried its hands on other products like food drinks, ice-creams, confectionaries, apple juice and even exporting software. The company introduced a high-protein food drink Enriche in 1988. A year later, they introduced Dollops ice cream in strategic alliance with Unilever. Cadbury India expanded its offerings to Five-Star, Perk, Crackle, Gems, Bourneville, Temptations, Nutties, etc and currently has 70.07% of the chocolate market share in the country with Nestle India second in the lead. Out of this around 30% is captured by Cadburys Dairy Milk alone. Mergers and Acquisitions J.S. Fry and Sons Ltd. In 1919, Cadbury merged with Frys, the manufacturers of the first chocolate bar. They merged together to form the British Cocoa and Chocolate Company and became the manufacturers of popular chocolate brands like Countlines (a hit in US and Canada), Crunchie, Fudge and Picnic. Schweppes Cadbury went for a merger with the drinks giant Schweppes. This led to the formation of Cadbury Schweppes in 1969. This merged company went on to acquire top brands like Canada Dry, Snapple, Royal Crown, etc, to increase its world market share in drinks. http://upload.wikimedia.org/wikipedia/commons/thumb/b/b0/Cadbury_Schweppes.svg/161px-Cadbury_Schweppes.svg.png In 2003, Cadbury Schweppes took over the worlds second largest gum manufacturer, Adams and became the world leader in confectioneries. Due to such a wide scale of operations, it became difficult to manage all the verticals under one umbrella. So the company decided to split into two one focusing on the chocolates and confectioneries while other on the drinks business. This led to the demerger of the companies in 2007 to form Dr Pepper Snapple Group to handle the drinks business. Kraft Foods Inc. In January, 2010, Kraft Foods Inc took over Cadbury for  £11.5 billion and became the global confectionery leader. But due to lot of offerings by Kraft Foods it got split into two and Cadbury came under the newly formed company Mondelez International. Consumer Behaviour The consumer behaviour of the world population towards chocolates and confectionaries has seen a drastic change over the years. Initially, chocolates were too costly and selective that only the high-ups of the society could afford to consume it. They were more of a luxury and in England; chocolate boxes were gifted only on very special occasions. But today, from a delicacy, chocolates have become an everyday sweet. Cadbury recognizes it and endorses this belief by its Aaj meethe me kya hai campaigns, forming an image that Cadbury is for everyone, everyday. Also they have made the Cadbury chocolates, especially Dairy Milk, synonymous with the word meetha or sweet. They understand how Indians have a sweet tooth and the youth is moving away from the traditional sweets. To capture this market opportunity, they pushed strongly for campaigns like Kuch meetha ho jaye and offered festive packs like Celebrations to replace the traditional Indian sweets. Some other significant decisions taken by the company with respect to changing consumer behaviour: In 1987, Cadbury launched Wildlife Bar chocolate. For sale of every bar of it, the company contributed a portion to the wildlife fund. The company marketed itself as an environmentally-aware firm, and the people could relate to the cause and supported the company. With the idea of capturing the maximum of India Inc., Cadbury also entered the confectionery business by launching a sugar candy Googly. Such candies were easy to manufacture in bulk, convenient to distribute. Also, they were lowly priced and could be consumed by the all the sections of the Indian society, who either didnt have a taste for chocolate or couldnt afford it. To bring the chocolates and food drinks within the budget of the wide middle-class population of India, Cadbury went for LUP (Low Unit Packs) by introducing chocolates in small grammages. The youth had more affinity to chocolates and colas and wanted to be a part of the new trends. Cadbury made it simpler for them by the LPU offerings and was very effective in capitalizing on this changing consumer behaviour. Not only the youth, the company also targeted the adults especially mothers by introducing its famous food drink Bournvita in sachets. As a result, in the wake of changed consumer behaviour, where mothers preferred health-drinks for their children, Cadbury easily entered the homes of even middle class families, who couldnt afford large packs at a time. Over the years, the consumers have become more health and quality conscious and the companies cant be casual about such stricter consumer behaviour. A classic case when Cadbury erred was the Worms controversy. A batch of Dairy Milk chocolate was infested with worms. It lead to a huge controversy. People lost their trust in a quality conscious company like Cadbury and the consequences were loud and clear-Cadburys Diwali time sale of products dropped by a whopping 30%. The company bounced back by launching Operation Vishwas. They recalled all defective chocolate batches and even introduced double and plastic based packaging to ensure safety. They also roped in a reliable and trustworthy role model Amitabh Bachchan to invoke the lost trust of the people in the brand. Eventually, Cadbury was successful and is the market leader in the country. EMAMI GROUP The Emami Group came into existence when two ex-Birla Group executives Radhe Shyam Agarwal and Radhe Shyam Goenka, resigned from their jobs in 1974 to establish an ayurvedic medicine and cosmetic manufacturing unit in Kolkata. They named the company Kemco Chemicals. The founders had a strong belief that India being the land of Ayurveda, people here still had faith in the traditional medicinal system. And if it can be complemented with latest manufacturing techniques, it can be a huge commercial success. They made a risky decision of setting up their first factory in a sensitive area like Kolkata, where labour unrest, strikes and even cases of violence were common. But later, all turned out to be well. Realizing the size and potential the Indian middle class had, Emami targeted them initially and started off with a paltry sum of Rs 20,000.The distribution of the products under the Emami brand was initiated in West Bengal where the founders went to markets and retailers to market their products. Owing to the superior quality and competitive pricing of the products, as compared to other multinational products, the market and consumers easily accepted Emami. Slowly but steadily, efforts were put in to expand the distribution network in other eastern states. Soon, Emami went pan-India, where too it replicated its success as a trustworthy, reliable and traditional-yet modern brand. The basket of Emami products in the 1970s included standard and daily use products like Emami Talcum Powder, Vanishing Cream and Cold Cream. These were primarily focused at the fairer sex and were backed by strong marketing campaigns on radio and post-1982 on TV too. Emami was doing well when in 1978 it came across an opportunity to take over a dying yet credible company Himani Limited. The company was well known in eastern India for many years but due to poor operations and thin profit margins was on the verge of closing down. Emami at that time took a bold decision of acquiring Himani and by capitalizing on it brand equity and factory unit, transform both Himani and Emami into a larger and more successful company. After six years of acquiring Himani, Emami came out with two revolutionary products under the ambit of Himani only Boroplus Antiseptic Cream and Boroplus Prickly Heat Powder. These were introduced to cater to the change in consumer behavior. People were starting to become more conscious about their choices and wanted specialized products. Earlier they used to go for any cream or any talcum powder. But Emami knew that they had to produce and market specialized products like antiseptic creams for minor cuts and bruises and prickly heat powders for Indias scorching summers, to cater to changing consumer needs, so as to assure their sustenance in the future. Riding high on the success of brand Boroplus, the company launched it in Nepal, Ukraine and Russia. There also these products were a great success. The decade of 90s was very important and crucial for Emami. They launched an ayurvedic cool oil under the Himani brand Navratna Cool Oil. The oil was a runaway success and such was the demand of the product that Emami had to expand operations and setup another manufacturing facility in Pondicherry. Till date, Navratna oil is the world leader amongst cool oils. It was developed keeping in mind the changing behavior and lifestyles of the consumers. Lives became more stressful and hectic. People were losing on their health and wellness quotient and illness crept in. Keeping alive the tradition of massage, Emami developed this cool oil to not only cool off a person but also relieve him of stress, headaches, heat and insomnia. The people connected with the product and realized its usefulness in their lives. Availability of the oil in low unit packs further reached out to the rural population. Eventually, Navratna oil found acceptability in all economic sections of the society due to its USP. The setting up of the second manufacturing facility in Pondicherry provided two-pronged benefit to the company. Not only it catered to the heavy demands of Navratna Oil but also opened the markets of south India for Emami lead by Navratna Oil. Not only powders and oils, Emami increased its offering to chywanprash, hair dyes and pain-relief ointments. To further add on to its portfolio, Emami acquired close competitor Zandu and re-launched its products including balms and health foods. But in 2010, Emami had to face a failure in acquiring a tough competitor like Paras Pharmaceuticals. Paras had a parallel portfolio to Emami and included top brands like Moov, Krack, DermiCool, Livon, SetWet, Zatak, etc. If acquired, Emami would have become a major market player in the FMCG sector. But its bid fell short and Paras was eventually acquired by Reckitt Benckiser (RB). Emami now is in talks with RB to acquire Paras. A classic example of Emami changing with times is the launching of Fair and Handsome, a fairness cream for men. Emami understood that Indian men no longer want that dark skin tone and long for a fairer skin, a belief popular amongst the females. So, they launched a specialized product particularly for mens tough skin. Since its inception, Emami knew that its USP is ayurvedic compositions and it has to maintain it. Ayurveda connected well to the people in the 70s and 80s but in the new millennium, people, especially the youth are reluctant to such age-old traditional methods. They are more inclined towards latest researched techniques and formulations for their health and beauty. Emami understood this threat and heeded to the changing consumer behavior by roping in stars like Amitabh Bachchan, Shahrukh Khan, Kareena Kapoor, and many south stars , which promote the products amongst the youth and portray an image that Emami is a brand which offers the best of ayurveda and modern techniques and is a favourite amongst their star icons too.

Facts About China :: essays research papers

Facts About China 1.)21% of China's population live in urban areas and 79% live in rural areas. 2.)China's national anthem is the "The East is Red." 3.)The capital of China is Beiming or else Peking. 4.)The name of the currency in China is Yuan. 5.)The life expectancy in China for males is 65.5 and for females is 69.5. 6.)The literacy rate in China is 80% 7.)The main religions in China are Atheistic, Buddhism, and Daoism. 8.)In the 5fh century AD the Chinese had calculated the value of pi more than 10 decimal places. 9.)Gunpowder first blew up iun Alchemist's furnace around 800Ad and was quickly put to military use. 10.)China's official name is People's Replubic of China (PRC). 11.)China's total population is more than 1,000,000,000 which makes up more than 1/5 of the world's population. 12.)China cover's 3.7 million square miles. 13.)China's three largest cities are Shanghai, Beijing, and Tianjin. They are not part of any province. 14.)The Chinese language has more than 50,000 different words. 15.)The Chinese have problem's making typewriters. 16.)The Chinese read their books from top to bottom, and from right to left. 17.)Pottery is one of China's most famous kinds of arts. 18.)The Forbidden City is inside Imperial City. Imperial City is inside the Inner City. The Inner City is inside Peking. 19.)China is the third largest country in area after Russia and Canada. 20.)In 1949 communists took power of China. 21.)Ther are 3400 off shore islands. 22.)The earlist recorded history of China is 3500 years ago. 23.)The great paddlefish, giant panda, Chinese water deer and the salamander are in China, but extinct elsewhere. 24.)It is estimated that there are more than 35 cities in China with a population of more than one million. 25.)Mount Everest is 29,028 feet high and is the highest point on Earth. 26.)About 3/4 of all people are farmers. 27.)China has the world's oldest civilization. 28.)The Chinese invented gunpowder, paper, porcelain, and silk cloth. 29.)About 94% of China's population belong to the Han nationality. 30.)China has the biggest army, but not the strongest. 31.)The Great Wall of China was built to keep enemies out of China. It is about 4,000 miles long. 32.)The Peking Man lived in China about 500,000

One Tongue, Brotherhood and Equality

One Tongue, Brotherhood and Equality Language plays a vital role in shaping and constructing any society, community and also country. Not every country around the world has the same language, but English is considered as the most used international language. That is why in countries where English is not their national language, it is taught as a second language. English is so diverse and developed that, even within English speaking countries, there are sometimes more than a few hundred ways the same English is spoken: different states in the United States use different vocabulary to describe the same things, they have their own different accents and their own phrases and idioms. This is where the various conflicts start taking place: This having diversity within the same language within a country creates a big gap between people from different regions. How can the residents of a country stand united in better or worse if within the same country the residents cannot even agree upon speaking one language in one particular dialect? Having one official language is like a bridge way between people from different nations, colors, ethnicities, and it tells that in spite of all the difference that there is among these people one thing is really common among them: The way they speak. It creates an invisible bond between these people and binds them in the tie of brotherhood. This is exactly what Kawame Appiah talks about in his essay â€Å"The Primacy of Practice†, when he mentions â€Å"cosmopolitanism. † Accepting different nations from around the world and within one’s own country with their variations and differences is what true cosmopolitanism is all about. English is a very diverse and lucid language which has derived numerous words from Sanskrit, Arabic, Spanish, French, German and many others. Leslie Savan in her essay â€Å"What’s Black, Then White and Said All Over† points out how â€Å"Black English† plays a major role in forming English. But even though Black English is so influential in forming the modern English that we speak today, it is not above criticism. Black English is mostly considered â€Å"ghetto† and an unsophisticated way of regular English. This division between languages creates gaps between communities of people within the same country which leads to one group of people feeling inferior to the others. This division and difference can only be solved if there was an official language that everybody speaks in. This will not only solve the problems that arise because of differences between various groups of people but will also create a tighter bond between everyone. And since United States is such a big country with a high population, it is necessary for this country to have a declared official language. Known as â€Å"the country of opportunities† and â€Å"the center of melting pot† United States is the home to millions of immigrants. Some of these immigrants do not speak English, but are still leading their lives here. Not knowing English proves to be a barrier for them and they face the difficulty of leading life without knowing it almost everyday. Since English is the de facto language of the United States, it is English that is mostly used as the most common way of conversation. Besides, all the official documentation, legal paper, bills and important papers are all written in English. This comes off as a great barrier for people who do not speak English or are not fluent in it. They always need an interpreter to explain things to them. This interpreter is often their neighbor, or a relative who knows English, or their school going children who know English. It not only makes things more problematic than they have to be, but also wastes time and energy on both sides. Even though translation in Spanish and Creole are usually given with a lot of official documentations now-a-days, it does not solve the bigger problems in the picture. Not knowing English limits people from communicating freely and openly; it hinders them from interacting and limits life choices for them. Since English is world popular and considered to be the international language, its value and importance is felt almost everywhere in the world and its impact can be seen in many people’s lives. For people living in the United States and other English speaking countries, its importance is felt at a higher rate than it is in other countries. Lives are really not so simple for people who do not know English in spite of living in America. One drawback of it is that, without knowing English hardly anyone in the United States can land on a white-collar job. No job or work is considered to be lower than the other and is as respectful as the profession of a doctor or teacher, but it is common for most people to wish to have a white-collar job and be in a real office. (And today’s society is set in a way which makes people feel that way. ) To be factual, not having some kind of intellectual job limits people from improvising their lives. They feel that they could provide better for their children and themselves if they were something other than non-English speaking miners or laborers. Besides a lot of people who used to have high-collar jobs in their native countries and live in the United States but do not know English go through mental depression when they find out they need to do â€Å"odd jobs† to take care of their families. This is when they give up and do not even try learning English thinking it is never going to be worth it and that it is too hard. Besides they think that, since America is such a multi-cultured country with diversity in people, ethnicities and (in this case most importantly) languages, they will not have trouble leading their lives. Not knowing English might be a barrier to them sometimes, but it is also true that, this definitely does not stop their lives. Even than there are a lot of things missing from their lives: The feeling of loss at knowing that they could provide a better future for their children if they had known English and got a better job; the feeling of being a burden on someone for relying upon them to translate for them; or feeling like a handicap at a social gathering where most people are speaking English and that they cannot participate, are some things that nobody wants in their lives. But in case English was declared to be the official language of the United States, these non-English speakers would be bound to learn it no matter what. As a result in the long run, all the above mentioned problems would be solved. Even if it might be hard for them in the beginning and seem like an extra botheration, eventually it will proof to be beneficiary for them. This will not only solve social problems but will fix a lot of the national problems too. Unlike a lot of countries around the world, United States government wants all its residents to participate in civics and politics. Residents who participate in working for the betterment of their country, who participate in general discussion about their country’s future are assets for the country. Residents, who know what is going on in the politics; who know about not just their rights, but also about duties towards their country are what makes the country run smoothly and helps it flourish. But for a lot of people not knowing English s stopping them from civics participation and they think there is no real need to learn English anyway. If English was the declared official language, no matter how hard anyone finds it, they will need to learn it if they wanted to live in the United States. It might seem unfair towards them since, â€Å"we have shared horizons of meaning, because these are debates between people who share so many other values and so much else in the way of belief and of habit, that they are as sharp and as painful as they are. † (Appiah 70). It is natural to feel one’s own way of speaking and native language is superior to any other languages. And logically speaking if any language was chosen as the official language for America, it would be English. But due to this people who speak other languages and not English will automatically feel left out and deprived. They might even feel that since they are the minority group, the American government does not really care about their emotions. But if they knew English and participated in civics they will find out that, they are benefitted more than the government. A lot of frauds, cheatings, money laundering, identity theft, property loss and crimes of other sorts take place with people who cannot communicate properly. For not knowing English, a lot of the people do not know about their rights, the benefits that they can get from their country and states or how to seek help in the time of need. Due to that, when immigrants become the victims of crimes, knowing proper English is often the case that could have helped prevent the crime. This is a vital reason why a country needs to have a declared official language which everybody will be obliged to learn. It is more beneficial towards the residents than it is for the government. Language is very changeable. It does take a lot of time to change a language which has been established as a well developed grammatical form of communication, (such as English) and also for such a long period of time. But changes do occur and these changes are within most people’s viewpoints only if they are willing to see. Looking at the different states within the United States, listening to the diverse way of people expressing their thoughts using totally different vocabulary is just a small way of showing that a language can even alter within its own territorial boundary. One word which is common to one particular state becomes foreign to another state and â€Å"Origins tend to get lost in the roaring mainstream. † (Savan 368). But not all changes are for the betterment of people. Language is like an identity which binds age old traditions and speaks of a country’s history. It is a way to hold up uniqueness of one’s own country. For example, Bangladesh had its war of liberation that was mainly based on its language movement. The people of Bangladesh could not tolerate when the Pakistani government tried to force Bangladeshi people to give up their national and mother language Bengali and make Urdu their declared national language. But this hurt the Bangladeshi people’s feelings: they did not want to give up their freedom, because to them their country’s language was a symbol of freedom and identity, which to many people are the biggest and most valuable assets. Now-a-days, a lot of English words are lost with the pace of time but this language is the symbol of freedom, virtue and of American dream, unity and nationalism, like the language Bengali is to the Bangladeshis. To hold the uniqueness of the American history, to stick with its age old liberty and freedom, it is important to make English, which was the founding fathers’ language, make the official national language of the United States. United States of America has been thriving with its mixed cultures, millions of different races and ethnicities from all around the world and hundreds of different languages. But in spite of thriving economically and politically there seems to be a difference that is too obvious to go unnoticed. This difference can be less of a discrimination if there was one language everybody used. It will make people think equally of each other since â€Å"there is neither bond nor free, there is neither male nor female: for ye are all one in Christ Jesus [. ]† (Appiah 58) and help them realize that even if there are such drastic differences in the way of lives of most people they are really not so different from each other after all.

Beer Wars Strategic Marketing Management Essay

Introduction The market dynamics of the Australian beer market is given in the case study. The beer market in Australia is extensive due to high consumption by Australians. In the early 1800’s, there existed numerous independent breweries. Due to excise laws and better transport systems large breweries started acquiring smaller ones, and through widespread inorganic growth, by 1985 the industry became dominated by two corporate conglomerates, Elders IXL(CUB) and Bond Corporation. Both used aggressive marketing strategies for increasing market share. Top highlighted reasons for beer consumption were mixing with others, relaxing, allowing social drinking and enhancing appetite and the concept of beer being equal to ‘liquid food’. Women in general did not like the beer taste and contributed to only about 12% of the total sales volume, whereas 37% of the 54% adult drinking population admitted to be regular drinkers. Only 10% were ‘ocker boozers’ who contributed to 60% of the volume. Hotels/pubs and retail outlet routes formed the bulk of the sales. Standard beer was the most consumed at 70% followed by light beer at 24%. Males across all age groups equally represented beer consumption with little higher consumption in the 31-40 age group. The marketers strongly believed in the ‘beer image’ having a strong influence on beer brand preference. So the marketers started projecting the alcohol content by way of which they used to segment variants in different ways each brand being targeted at a specific segment. Several different brand imageries have been created. Lastly the several brands and variants that had been created with the hope of creating market share seemed to have fallen flat. A failed attempt in the same direction in the form of Swan Gold trying to entice consumption by women also failed. Problem: Due to increased competition, there was a flux of introducing new products continuously, which put in peril the older products of cannibalisation. The major objectives that the beer companies had were †¢Increase market share by acquiring customers †¢Maintenance of existing customers by ensuring no cannibalisation †¢product positioning and launch strategies for the newer brands and phasing out older brands Solution: Increase the beer market, instead of just market share The consumption of beer has been steadily increasing over the years (from around 5% in 1900 to 12% in 2000). But also around the same time, the consumption of Coffee and other milk based drinks had been exponentially increasing (from around negligible % in 1900 to around 20% in 2000). Therefore instead of eating into each others’ market share, the industry should try to increase consumption of Beer among the non-Beer drinkers and hence increase the whole pie. Encourage successful brands and terminate lagging brands Instead of keeping a huge number of brands which is leading to cannibalisation, the brands which are doing well must be encouraged and marketed well, on the other hand those that are not bringing in much profits should be discontinued. This would simplify marketing and would make it focused. Phase in brands tailored for women The exhibits show that women prefer non beer alcohol, in part due to the image of beer as a male bonding drink. Thus certain brands of beer that can be positioned as less bitter, and more female oriented can be launched. The marketing and advertising of these brands should be done in such a way that the women are targeted. Increase light beer Brands offering light beers and beers with less alcohol would serve two purposes. They would attract customers who do not drink, and also are better served in restaurants according to the exhibits given. Launching beer brands over considerable spans of time 2 versions of Power’s were launched in the same month (February 1991) while Forex Gold and Forex Light Bitter from Lion Nathan were launched with only a month separating them. Because of this no single brand is properly marketed and does not get the time to build itself in the minds of consumers. This also leads to cannibalisation.