Marketing Activities by Redbull

Course: International Marketing Date: 29. 04. 2008 â€Å"If we don’t create the market, it doesn’t exist. We don’t bring the product to the consumer; we bring consumers to the product. † Red Bull Co-founder Dietrich Mateschitz Executive Summary This paper is an analytical look into the external and internal marketing activities conducted by Red Bull in the United Kingdom and in Thailand. Through comparing Red Bull’s position within these two nations we intend to define the differences in the marketing and branding strategy of the product within the European and Asian markets. Factors which will be studied include the differences in UK and Thai marketing activities, DEPEST factors of both nations, market analysis’, and a look into the companies micro environment. First a look into the DEPEST factors of both nations will identify the playing field Red Bull has to work with in each region. The Thai market is an emerging economy with and unstable political environment yet persistently strives for westernization, growth, and technological improvements. The United Kingdom is a world power with a strong matured first world economy that wields strong political strength, technological advancement, and consumer sophistication. Through looking at the Ruscon model, MaBa model, and Porters Five Forces we tie their theories to Red Bull’s corporate practices and role within each respective region. A Meso-Analysis of Red Bull is then undertaken to understand who the company is with a look into the history, general market information, market behavior, size and segmentation, and competitors that Red Bull is continually faced with in the market. Next we look into the Micro-environment surrounding Red Bull and analyze their mission and vision of becoming the most accessible and recognizable energy Beverage Company in the world. We observe their regional profitability and position within the markets. In the UK there is more liberal and innovative product placement, while in Thailand the products maintain a more traditional and conventional placement method. Then we approach Red Bull’s regional strategy. We will answer how the company intends to maximize sales of its product within each region. Key strategic tools that will be used to identify the strategy include Porter and T&W, looking at segments and positioning, branding, and targeting. In order to determine what Red Bull’s key strengths are we look at its industry leadership as a sustainable competitive advantage in the UK and Thailand. Its innovative beverage formula and strong marketing techniques are then assessed as being the core competencies within its strategic plan. A final look at the marketing mix via the product, price, place, promotion, and personnel will focus on the entire package that Red Bull delivers and look at all the elements that have lead to its success. A SWOT analysis is then used to summarize the strengths, weaknesses, opportunities, and threats that are currently facing Red Bull internally and externally. Finally we conclude with a list of recommendations for Red Bull. Our recommendations are shaped to prevent consumers from getting bored with Red Bull. They focus on the company taking advantage of its strong position and expanding their product line and riding the wave of consumer loyalty by introducing a wide array of health / energy based product lines. Contents | | | | | |Executive Summary | | | | | |Introduction |7 | | | | |1. DEPEST-factors |8 | |1. 1 Thailand |8 | |1. 1. 1 Demographic |8 | |1. 1. 2 Economic |8 | |1. 1. 3 Political/ Regulatory |9 | |1. 1. 4 Ecological/ Ethical |9 | |1. . 5 Socio-cultural |9 | |1. 1. 6 Technological |9 | |1. 2 United Kingdom |9 | |1. 2. 1 Demographic |9 | |1. 2. Economic |10 | |1. 2. 3 Political/ Regulatory |10 | |1. 2. 4 Ecological/ Ethical |10 | |1. 2. 5 Socio-cultural |10 | |1. 2. Technological |10 | |1. 3 DEPEST – Differences and Conclusions |10 | | | | |2. Ruscon Model |12 | | | | |3. MaBa Model |13 | | | | |4. Porter’s Five Forces |14 | | | | |5. MESO- Analysis |15 | |5. General Marketing Information |15 | |5. 1. 1 Market Behavior |15 | |5. 1. 2 Size and Segmentation |16 | |5. 2 Competitors |17 | |5. 2. Indirect Competitors |18 | | | | |6. Micro-Environment |19 | |6. 1 Mission and Vision |19 | |6. 2 Market Position and Profitability |19 | |6. Strategy |20 | |6. 3. 1 Porter and T&W |21 | |6. 3. 2 Segments and Positioning |21 | |6. 3. 3 Branding |21 | |6. 3. 4 Targeting |22 | |6. SCA and CC |22 | |6. 4. 1 Sustainable Competitive Advantage |22 | |6. 4. 2 Core Competencies |22 | |6. 5 Marketing Mix |22 | |6. 5. 1 Product |23 | |6. . 2 Price |24 | |6. 5. 3 Place |24 | |6. 5. 4 Promotion |24 | |6. 5. 5 Personnel |26 | |6. 6 SWOT-Analysis |27 | | | | |7. Future Recommendations |28 | | | | |Conclusion |29 | | | | |References |30 | |Appendices |31 | | | | |A1. DEPEST Factor Chart |31 | Introduction Red Bull energy drink has taken the international energy drink market by storm. As the first of its kind within the western world it has created a market, demand, and a position as the market leader and most recognizable brand within the industry. The purpose of this paper is to look at the extreme success of this company and compare its marketing strategies within the UK and Thailand. It is designed to focus on the micro methods employed by the company while also consider the Meso and external factors which affect tactics. This paper is focused towards individuals interested in the energy beverage market. It looks into the different approaches and considerations necessary when on the international playing field. It is also applicable for potential market entrants and competitors who require more information on Red Bull and what considerations must be taken when planning the marketing strategy. Red Bull was chosen for this study because of it strong reputation, global presence, and intensive yet simple marketing strategies. Its focus on bringing the beverage to the consumer has made it the leader and innovator in marketing energy beverages. Thailand was as a basis of study because it is the country of origin for the beverage. Before Red Bull adopted its current western image and taste it existed for decades within Thailand. The United Kingdom was chosen as the basis of comparison as its consumer markets are the most influential and critical within the western European market. The report begins by giving you insight into the Red Bull brand and its history. The product is then described with its core products and augmented products. Next macro elements of each market are observed. These conclusions then progress to defining the micro elements of the product and the marketing plan. Through analyzing the product on an all inclusive scale we are then able to assess the strengths, weaknesses, opportunities, and threats which will lead us into recommendations for the company and conclusions. . 1. DEPEST-factors 1. 2 Thailand 1. 1. 2Demographics Thailand, natively known as Ratcha Anachak Thai, has a population of 65,068,149 people. The population is growing with a rate of 0. 663% a year. This is an average grow rate for a country of this size. However, due to the influences of various diseases, such as AIDS, which plague the nation, the population average remains lower with high mortality rates. The population is mostly of Buddhist faith; almost 95% national support. Within the south of Thailand there are areas of strong Muslim influence. The population is almost evenly divided between women and men. There are 49% male and 51% female. These females and males make a certain number of households; 8. 8 million in total. The birthrate within the population and family is 13. 73 births per 1,000 people. And with a death rate of 7. 1 deaths per 1,000 people the death rate is therefore less than the birthrate, etting infants bring the population back up. The average age of the Population is now 32. 4 years old. This is also decreasing as the birthrate is increasing. 1. 1. 2 Economic With a well-developed infrastructure, a free-enterprise economy, and generally pro-investment policies, Thailand appears to have fully recovered from the 1997-1998 Asian Financial Crises. The country was one of East Asia's best performers from 2002-04. Boosted by strong export growth, the Thai economy grew 4. 5% in 2007. [1] The unemployment rate is 1. 9% which appears to be a low amount, but it should be taken into consideration that there are a lot of people working in bad conditions, even children are working. Economic growth is the increase in value of the goods and services produced by an economy. The economic Growth of Thailand is 4% in the year 2007. This means that there are 4% more goods produced than in the year 2006. The total GDP, in 2007, was an astonishing $585. 9 Billion. Internationally Thailand is ranked #26 in the worlds largest GDP’s. With the historical background and current economy this ranking Thailand is suitable. However when comparing this to other countries, such as the United states it appears very low. Inflation is rising in the general level of prices over time. It is also referred to a rise in the prices of specific sets of goods and services. It is measured as the percentage rate of change of a price index. In Thailand the inflation Rate was 2. 2% in 2007. The income per capita stayed the same however; 9,100. 1. 1. 3Political/Regulatory Thailand is a constitutional monarchy based on the civil law system. The sales Tax Rate was 7% in 2007. On every product 7% taxes are included. Individual taxes due are dependent on the salary received and the amount of taxes that are paid. There are differences in scales and they vary from 5% to 35% income tax. 1. 1. 4Ecological/Ethical Thailand has signed the Kyoto agreement which means they have agreed to reduce carbon emissions and various other greenhouse gasses (or engage in emissions trading). 1. 1. 5Socio-cultural Thailand has a high Power Distance (PDI) which is indicative of a high level of inequality of power and wealth within the society. This condition is not necessarily forced upon the population, but rather accepted by the society as a part of their cultural heritage. The ranking of 64 is slightly lower than the Asian average of 71. [2] 1. 1. 6Technological Thailand has been a country struggling for a long time to move forward. It was a country where it was cheap to produce, but not very likely to invest in. This has changed over the years and it has become a ‘High Technological Area’. This means that there are more investors and the country can look forward to a growing future. 1. 2United Kingdom 1. 2. Demographics The first half of the 20th century saw the UK's strength seriously depleted after two World Wars and the Irish republic withdrawal from the union. The second half witnessed the dismantling of the Empire and the UK rebuilding itself into a modern and prosperous E uropean nation. Now the United Kingdom has a population of 60,587,300 people in total. The population is growing about 0. 275% a year; this was an estimate of 2006 to 2007. In the UK the female to male ratio is about the same. The population is 46% male and 54% female; there is a slight upper hand for females. The number of families living together is 2,648,025. 1. 2. 2Economic The unemployment rate in the UK is 5,4 % which means that of all the people who are eligible to work 5,4% can not get a job, but usually this rate is higher since people are not registered as looking for a job. The economic growth is 3,1% which means that the GDP of $2,270 trillion went up in 2007 with 3,1%. At number 8 on the world ranking scale it is very strong with international trading. The income per person of a citizen of the United Kingdom makes $ 37,328. This did not change in the year 2007 even though the inflation rate was 2,3%. 1. 2. 3Political/Regulatory As in Thailand the United Kingdom is a constitutional monarchy based on common law tradition with early Roman and modern continental influences. The sales tax rate is 17,5% and the income tax is directly based on income. In England the scale is between 10% and 45%. 1. 2. 4 Ecological/Ethical England is working on different ways to fight global warming. It is assigned to the Kyoto protocol. The UK has, in 2005, reduced the amount of industrial and commercial waste disposed in landfill sites to 85% of the 1998 levels. It has also recycled and/or composted at least 25% of household waste, increasing to 33% by 2015. 1. 2. 5Socio-cultural The power distance in the UK is not as big as in Thailand but it is still considerably high. The individualism of the people in the United Kingdom is however a lot higher than in Thailand. 1. 2. 6Technological The United Kingdom is a country that was always been at the forefront of technical development. In recent years however this has fallen behind to just normal technical development; its is no long leading the way. 1. 3 DEPEST- Differences and Conclusions The main differences are in the economical factors and in the cultural background. The countries differ a lot when it comes to income and GDP. The United Kingdom is much stronger and developed then Thailand. Thailand is a developing nation while the UK is a first world international power that is well into a maturing phase of its growth. The cultural differences are handy to know when doing business, as it is extremely important to know who you are targeting. A marketing strategy must be catered to the region as they have different needs, desires, and characteristics. It shows Red Bull what it can and cannot do. In the UK an advertisement can be a success and generate a lot of sales; however in Thailand the advertising campaign can be a complete failure and ruin the good reputation of Red Bull. Both countries have a strong environmental focus. Technologically Thailand is building itself from the ground up and the UK is currently renewing its technical structure. This is a benefit for both countries as it indicates the ability to remain competitive internationally. Legally the two countries also differ. Thailand is based on a civil law system and the United Kingdom is common law system. 2. Ruscon Model Involvement Red Bull is low in customer involvement. The drink is a convenience product that most people just buy when they get to the store. The consumer does not need to involve themselves when they buy the product. Brand equity Red Bull has very strong brand equity. It was the first energy drink to penetrate the European market and has developed into a brand that is available and involved internationally. With this there come advantages for Red Bull. Their awareness in the market is enormous. Customers are loyal to the brand. Other brands are regarded as imitators; while no other company has as strong a reputation and the same taste. Often consumers are only aware of Red Bull because of its involvement in extreme sports. Attitude To buy a Red bull can is an emotional choice. You go into the store and you chose to buy it. There is no need to think very much about it which means it is low in involvement and also short buying behavior. Motivation After looking at the model it was clear that Red bull has a strong transformational motivation, but low involvement. Red Bull is a product that is supposed to energize and revitalize the user. It is a product that the buyer needs a positive and functional reason to buy. 3. Maba Model The main difference for Red Bull in the Thai and United Kingdom markets is the size. In view of the market growth, competition, price sensitivity or the entry barriers there are some slight differences in these two countries. People look at Red Bull differently in Thailand then they do in the United Kingdom. Therefore the market share is larger in United Kingdom then in Thailand. There is more competition for Red Bull in the United Kingdom then it is in Thailand. Red Bull is over all more developed in the United Kingdom then it is in Thailand. They come out quite alike on the Mada Model, but United Kingdom still comes out stronger. 4. Porter’s 5 forces Figure 4: Porter’s 5 forces model of Red Bull Porter’s 5 Forces[3] is an external analysis of Red Bull’s competitive environment. As we can see from the model there are 4 main threats consisting of: Threat of new entrants This is the largest threat for Red Bull. In today’s society imitator companies are being created every day. And one of these can actually be better at what they do then Red Bull. This is something Red Bull needs to look after to be sure that they stay ahead of competition. Bargaining power of buyers The consumers in this market have a great deal of buying power. They can choose which brand and taste they want. Therefore Red Bull must be diligent in making sure it differentiates itself from the competitors and keeps its value offered high in the eyes of the consumer. Threat of substitute products Threat of substitute products is the second largest threat after new entrants. This is because Red Bull only has two different products which do not differ so much. They only offer regular and sugar-free varieties. Therefore Red Bull needs to extend their product line. This way they can ensure that they stay a step ahead of the competitors. Rivalry among existing firms There are numerous competitors to Red Bull, but as the market leader Red Bull’s market share as not been greatly affected by these late comers. The competitors are targeting Red Bull but as long as they can maintain their brand strength and image then Red Bull will consistently stay out of reach. 5. MESO-Analysis 5. 1 General Market Information The history of Red Bull is a two part evolutionary process. TC pharmaceuticals in Thailand developed Krating Daeng (Thai word for Red bull) in the 1970’s and throughout the 70’s and 80’s sold large quantities of the beverage throughout Asia. In 1982, Dietrich Mateschitz, an Austrian marketing director for a German toothpaste company worked with TC Pharmaceuticals to cater the product for European consumers. In 1987 Mateschitz and TC Pharmaceutical owner Chaleo Yoovidhya founded Red Bull Gmbh. Mateschitz retained 49% ownership and has full control of marketing and branding outside of Asia. Yoovidhya holds 49% ownership, and his son controls the remaining 2%. Together they control Red Bull (Krating Daeng) branding and marketing of the original recipe within Thailand via TC Pharmaceuticals. The original Thai Recipe is a non-carbonated sweeter formula, which resembles syrup and is sold in a small medicine bottle. The modified European recipe is not as sweet and is carbonated. Since being released in Europe the modified formula has risen to become the most successful and aggressively marketed energy beverages. Mateschitz aligned the brand image with trending aggressive sports, and placed the product in the middle of popular culture within arms length of all consumers. 5. 1. 1Market behavior Brand building To build a strong successful brand a number of aspects are needed for the public to be interested in the product. Red Bull made a large effort to become a good brand and it succeeded in its work, but why is that? Quality The quality of a product is very important, especially for a product where there was no market before it was created, such as Red Bull. The quality needs to be consistent and it needs to be delivered flawlessly every time. In contrast to the competitors, Red Bull’s name and logo is a strong branding advantage. It is well known and therefore helps ensure a higher market share, as consumers tend to lean towards larger names and industry leaders. Communications Communication of Red Bull to the public is through various aspects of the media. There are intensive advertisements in magazines, commercials on TV, websites on the internet, street promotional teams in Red Bull cars, and intensive sponsoring of sporting events (I. e. Red Bull sponsors Thai Kickboxing, and Owns a Formula 1 Team). The amount and direct approach will take slightly different form within each country. First-mover advantage Because Red Bull was fully created by the owners themselves they decided not to make different products next to Red Bull. Sticking to one product was a smart idea because it prevents the consumers and the company’s focus from getting distracted between products. The only exception has been the creation of Sugar Free Red Bull which is responding to the western consumer desire for products with less sugar. This was a smart move since it helped to increase sales even more and increase the advantage over competitors. Long-term perspective Long-term Perspectives lead to important factors in brand-building: the need to invest in the brand over the long-term, building customer awareness, communicating the brand’s message, and creating customer loyalty. It requires that Red Bull continually reinvest profits back into their own brand. Red Bull enjoys short term sales but is determined to find long term costumers. This takes time and is not something done over night. When a good relationship is built then the customers always come back. And it is easier and cheaper to keep current customers than to go out and find new ones. Internal marketing Finally, management should ensure that the brand is marketed internally as well as externally. By this it is meant that the whole business should understand the brand values and positioning. This is particularly important in service businesses where a critical part of the brand value is the type and quality of service that a customer receives. International distribution Red Bull is now sold worldwide in over 50 countries. Unfortunately the drink is not sold in countries among France, Denmark and Norway for example because these countries believe that Red Bull contains to much caffeine for their health restrictions. Distribution of the western formula has not spread into Asia yet, as it currently maintains the original non-carbonated brand. Distribution is as aggressive in Thailand as it is in the UK. 5. 1. 2Size and segmentation Red Bull follows the psychographic segmentation, based on behavior and personality. It is important for the consumer to feel invigorated, energized, cool, and young while drinking a Red Bull. It is also these people that Red Bull wants to sell their product to. With doing this segmentation Red Bull can get as many as possible to buy their drink. It no longer is marketed to only truck drivers and low income workers but is targeting to everyone that lives and active lifestyle. Red Bull is a non-alcoholic energy drink and therefore falls under the category of soft drinks. Soft drinks can be divided into sub-segments and one of these segments is energy and sports drinks. These can be divided again into three different categories: †¢ Glucose energy drinks †¢ Sport drinks †¢ High energy stimulation drinks Since 1996 the market of soft drinks has grown by 5% and by 1997 it reached a total amount of ? 6. 896bn, which is an equivalent of 10bn liters. Moreover it can say that the segment of energy and sports drinks represents 2. 6% or ? 177m of the overall soft drink market. Since 1992 an increase of 64% in volume sales can be found within this very young market of energy and sports drinks[4]. The main differences of the mentioned sub-segments of soft drinks are as followed: Glucose Energy Drinks These drinks provide physical energy through glucose or a mixture of sugars, originating from the Lucozade brand. These drinks do not contain any other substantial ingredients such as Lucozade Energy, Lucozade NRJ or Red Card. In 1927 they were originally positioned as a convalescence drink. Sports drinks These are also known as isotonic drinks, which replace body fluids after sport activities or exercises. Sport drinks help to re-energize and re-hydrate the body and can be taken before, during, or after exercises. These drinks require you to drink large amounts quickly. Examples for this kind of drinks are Gatorade, Isostar and Dexters. High-energy Stimulation Drinks These drinks have ingredients such as caffeine and taurin, which help to increase concentration, endurance, alertness and reactions. This kind of drink is not only designed for athletes, but can also be used for everyone who wants to get stimulated and energized in the mind and body. Red Bull belongs to the category of high-energy stimulation drinks. Red Bull created this international sector in 1987 and the later segment makes up ? 14m or 8% of the value sales of the energy and sport drink market. Glucose energy drinks represent the majority of the volume sales with ? 126m or 70%. Sports drinks represent ? 39m or 22%. [5] 2. Competitors Energy Drinks have become very famous in the last decade. During the last ten years, hundreds of them have been established around the world. All of them are marketed as energy spending and as very suitable mixer with alcohol, whereas Red Bull has never formally been associated or condoned for consumption with alcohol. Direct Competitors Within the market there have only been very moderate developments in the energy drink market. There are only very few serious competitors of Red Bull in the world. These include: Purdey’s Gold High EnergyIndigo Price:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   ? 1. 03Price:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   ? 0. 79 Lipovitan B3Lucozade Energy Price:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   ? 0. 99Price:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   ? 0. 49 In the Netherlands the main competition that Red Bull had was a brand called Bullit. This energy drink tasted basically the same, but it was a lot cheaper, like a quarter of the taste. When Red Bull saw this, they solved it with buying the company. Therefore Bullit is not seen as a competitor for Red Bull any more. 5. 2. 1 Indirect Competitors Indirect competitors are those from the glucose or conventional energy drink family. The largest distributor of those drinks in England is Lucozade with a wide product range in terms of flavor. Lucozade owns approximately 90% of the market share of sports drinks which probably is the result of high media spending and the tradition of the company (1927). Another indirect competitor are juices because some consumers prefer beverages with less sugar content, that are natural and better for you. 6. Micro-environment 1. Mission and Vision Mission statement The mission statement of Red Bull is to provide a product that helps energize and revitalize its users. Therefore Red Bull invented the slogan† Red Bull gives you wings†. It strives to provide consumers with a product that will be beneficial to them while still tasting good and being cheap. Vision The vision of the Red Bull beverage is to maintain its position as the original and primary energy drink in the world. Red Bull wants to reach out to as many people as possible and to help these people in their everyday life and with whatever they do. Red Bull says they want to stimulate the body and soul of their consumers[6]. Mateschitz wants it to be something that people can use and enjoy. The company wants to make their product accessible to the entire world, enabling anyone to reap the benefits of the drink. 2. Market Position and Profitability Market Position It is very important for a company to position itself in the right market for people to recognise it. This also goes for the energy drink industry. Red Bull is often called the â€Å"Porsche† of energy drinks. This is because they are positioned at the top as the best product in the market. Red Bull is perceived as a premium/high margin brand product. There is no other energy drink company to this date that comes close to Red bull’s strong position. Because of Red Bull’s industry strength they have the possibility to command premium prices from their consumers, as there are few other brands to compare prices with. It offers something few other brands do. Another example of this is the I Pod in relation to the rest of the mp3 Market. In the UK the average price of a Red Bull can is 1. 05 which is clearly above its competitor’s average price of 1. 03. [7] The price expresses the superiority of Red Bull and further on it proves that there are no substitutes. The positioning policy of Red Bull is: premium product, premium price and premium profitability. Positioning is about the position a brand occupies in a market in the minds of consumers. Strong brands have a clear, often unique position in the target market[8]. Red Bull is known by its consumers as a drink that can rejuvenate the user and ‘give them wings’. Specifically for students and athletes it is a drink that provides needed strength and energy. Red Bull also sponsors a lot of events dealing with sports. This gives the public something to relate to and enjoy other than just drinking the drink. It will give the company more recognition and the people more awareness of Red Bull. Repositioning Before Red Bull became really well known the brand had a lot of myths it needed to fight. There were rumors that Red Bull was made of the balls of the bull, or that it is unhealthy, and addictive. The company does not want these myths associated with the Red Bull drink, and therefore Red Bull needed to reposition itself in the market. Red Bull started new marketing campaigns, and to avoid high costs students were hired. These students went around towns in a Red Bull car and passed out samples. This method of bringing the product to the consumer is constantly combined with entertaining advertising campaigns. For example, Red Bull launched animated commercial campaigns with the slogan â€Å"Red Bull ‘gives you wings†. These methods stimulate the creativity, freedom and inspiration of the consumers. Profitability Red Bull is now standing as the marked leader when it comes to energy drinks. This again says that their profitability is very good. Last year (2007) Red Bull hit an all time high with standing on a 65 % marked share world wide. This made them pull in sales for over $ 1 billion. Other competition does not come near this at all. 3. Strategy Through investing a large amount of money into marketing and promotion, Red Bull has become the company it is today. Mateschitz wanted to make fuzz about the brand because there were no Energy drinks before Red Bull so he was standing in an open market without any brand awareness from his target consumers. Red Bull is currently sponsoring over 500 athletes all over the world[9]. Instead of choosing well known super stars as Coca Cola does they chose to use more youthful and edgy people. For example: BMX riders, skateboarders, and Formula 1 Drivers. Red Bull is also sponsoring a lot of surfers all around the world. After managing to create the brand fuzz, he looked at the packaging. It was essential for him to make a package that the consumer recognized and also made them want the product. This can be seen today as very successful as the can is very recognizable. Nowadays wherever you turn you can see Red Bull. Numerous television commercials rely on humor appeals to attract consumers. On festivals they have big tents were you can only buy Red Bull and then sit down and relax. One strategy that Red Bull goes for is that if Red Bull is sold at a club or bar, no other energy drink is allowed to be sold on the same place. This makes the choice of the consumer easier, but it also makes competition far less. The strategy all along was to make people aware of the product and have it available for as many people as possible to buy it. 1. Porter and T&W Promotional Strategy Red Bull utilizes a â€Å"push† promotional strategy in combination with extensive advertising, public relations, and positive publicity all over the world. Advertising of the product takes place in Thailand in the form of television, print media, urban advertisements, and radio media. The energy drink market in the world is becoming more saturated with competition and is therefore requiring more intensive investments into advertising. Public relations and positive publicity have carried Red Bull over the past 30 plus years. As a well know company world wide it takes part in assisting its people and promoting sporting events and active lifestyles of most people. The Red Bull logo has also built such a reputation that it is widely reproduced illegally on t-shirts and clothing on Asian markets. Regardless of the legality it has been a great means of integrating the product into a symbol of the nation. Marketing Strategy Red Bull approaches the world market as a market leader. Being the pioneer of energy drinks it has developed the largest reputation as the market leader. By differentiating their product as the original they also follow a growth plan of integration. Business is expanded and maintained through direct marketing. Red Bull has greatly utilized sales representatives and sales offices to facilitate in the transfer of their products. Customer value strategy When deciding what to buy, the consumer makes an evaluation of the benefits of the product; a safe home, a roof over your head. This also includes the costs of the product; money, loss of savings, and possible mortgage. The difference between the benefits and the costs is the perceived value. These days the producer needs to be careful how to market the product since the customer needs to think the product is worth more than purchase price. This is a complicated challenge for the producer of Red Bull since a lot of potential customers think that it is only a drink. So how does Red Bull market their product to make the customer thinks they are receiving great value? In the beginning the product was rather unknown and had a relatively bad name. At its website (Red Bull. com), an enormous amount of content is dedicated to dispelling (unpleasant) myths and criticisms associated with its product. Questions, such as who has examined Red Bull? Is Red Bull addictive? , Is Red Bull a doping substance? , are on the website. Red Bull was also linked with alcohol drinks and some parties where there were unfortunate medical accidents[10]. When Red Bull came to understand these questions they informed the public the best they could through the website. This eased the consumers and they bought more and more Red Bull. In 1997 the sales went from 1 million cans to 300 million cans world wide in 1998. Red Bull became known as a good brand because of the smart marketing strategies of the founder of Red Bull; Dietrich Mateschitz. In order to reach the consumers without spending millions on advertising he resorted to buzz marketing to stimulate sales. He hired students to drive around in cars with Red Bull cans on the back and hand out free samples at parties and events[11]. This gave the brand a cool, younger image and that is still standing today. Now that Red Bull chased the assumptions away by good information on their website and created a cool brand more and more consumers come and purchase the product. But still the question remains why people buy Red Bull over the cheaper versions of the Competitor? The reason for this is because Red Bull built a good brand name. The brand is reliable and well known by a lot of people. There are no hidden ingredients since they are all written on the outside of the can and therefore there are no secrets anymore. Red Bull also gives back to the world by hosting big popular events and supports creativity. It sponsors a lot of sports and it is seen a lot on for instance skate boards, sail boats, race cars, motor cycles and surf boards. It is a cool drink associated with sports, creativity, fun and freedom. 2. Segments and Positioning For now Red Bull segments themselves in the Soft drink category within the UK, and more as a pharmaceutical energy substance within Asia. Both stores are widely available in grocery stores, convenience stores, and gas stations. 3. Branding Red Bull is one of the bigger companies in the world when it comes to branding. Red Bull is no longer only an energy drink that you can buy in a store. It is now a big brand name affiliated with more things. Nowadays you can see Red bull sponsoring even Formula 1 with their own car and team. Other places where you can see Red bull is in the Red Bull Air Race which is held in London every year. What Red Bull is doing which few other brands do is trying to keep the brand exclusive in the consumers mind. Both air planes and formula 1 are seen as exclusive to most people in the world. Last year Red Bull worldwide used $600 million, or 30% of revenue, on marketing to make their branding better. [12] 4. Targeting The target group for the energy drink is everyone who likes to drink energy drinks. And this is mainly the way Red bull wants it to be in both the UK and Thailand. They want to target everyone that they can possibly target. There is an age restriction on the drink which is from 0 – 16 years old. Anyone younger then this age should not be able to buy the drinks anywhere. Therefore Red bull is targeted to everybody over the age of 16 that is active. Though in the UK there is said to be three main stereotyped users that can be identified. The Athlete: Physically active individuals that use the beverage to regain energy and maximize athletic performance. The Worker: Within the UK this term is general covering managers to construction workers. Within Thailand this maintains to be the primary target market. Thai workers have multiple jobs and drink Red Bull to keep them productive. The Clubber: This category is fairly new. In recent years consumers began to mix Red Bull with alcohol. Red Bull sells now 34% of its units within bars and clubs. It is almost impossible to find the right target group, the reason for that is because of the various applications of Red Bull. Hence a clear cut categorization in age groups and socio-economics groupings is not feasible. But what we can be sure of is that the typical Red Bull drinker is dynamic and active, the gender does not play any role at all. But it is more likely that more less younger people who really like to go out fall for Red Bull. 4. SCA and CC 1. Sustainable Competitive advantage The sustainable competitive advantage that Red Bull has is it brand awareness and recognition. Red Bull was the first energy drink on the marked. This is a large advantage for Red bull because they could get recognition for their product before anybody else could. Their brand name has become so large that a lot of newcomers struggle to manage through the first year because Red bull has such a large marked share. 2. Core competencies The core competence of a Red Bull drink is that it makes you work a bit harder, and your brain becomes a bit clearer for a while. 5. Marketing Mix 1. Product Red bull has recently released one new product which is a Red Bull cola which is a mixture of Red Bull and coca cola. The other new product they have is Red Bull Vodka, which is a mixture of modified Red Bull and Vodka. Neither of these products is discussed in this report because they just are being released and therefore information is very limited. Core product Picture 1: Red Bull cans Red Bull’s effects are appreciated throughout the world by top athletes, busy professionals, active students and drivers on long journeys[13]. † This raises the question; what is the buyer actually buying? This question directly refers to the core product. What d raw people to Red Bull all over the world is the special ingredient that keeps you alert and awake when drinking it. Red Bull raises concentration and reaction speed. It will also increase vigilance after drinking. This means that the herbs in the drink make you more alert than you were before. Red Bull has a lot of advantages and the speeding of the body’s metabolism is one of them. Red Bull  ® Energy Drink supplies tired minds and exhausted bodies with lost substances and reduces harmful substances. It provides immediate energy and vitamins[14]. † Actual product Red Bull’s actual product is a canned or bottled energy drink that gives the consumer more energy and is also enriched with vitamins to create the perception of healthy qualities. The packaging is clearly identifiable as Red Bull based on the packaging. Within the UK the colors of Red Bull make it clear that it is indeed the ‘real’ Red Bull, but also the distinctive Red Bull bulls on the side and the Red Bull name on the drink are obviously present on the container. The outside of the can has is a dark blue color mixed with grey/silver. The intensity of the blue can vary depending on whether or not the can is Red bull light version, or the original Red Bull. Within Thailand the beverage is still labeled as Krating Daeng (Red Bull in Thai) but is sold in a gold can or a brown medicine bottle with the blue and silver label. The gold can with more substance is more appealing to Asian consumers based on color and quantity preference. Augmented product Red Bull has no special after-sale service but it does claim that if for what ever reason a customer is not 100% happy with its purchase then it will respond to their complaint. 2. Price The price of a Red Bull can varies from country to country. This is because they realized that 4 euros in Thailand is expensive, while rather cheap in UK for example. Therefore Red Bull goes into every country and checks out their economy to come with the appropriate price for the product. However Red Bull is said to be a bit expensive. This is because (Explained earlier in the report) they see themselves are a premium brand and likes to set their price up to those standards. In the United Kingdom the price of a Red Bull can is about 1, 5 pounds, this equals to around â‚ ¬ 2, 5. In Thailand the drink can be bought for a quarter of this price, but is called Krating Daeng. It can be questioned why people still buy Red Bull at this price. There are other options out there that are just as good as Red Bull, but people still buy it. This is because Red Bull has managed to put up a brand name of its own. In the UK people are willing and able to pay more to get the â€Å"real† product. Red Bull is consistently referred to as the best quality so for good results it is the best option. In Thailand it is marketed to the lower and middle classes as a productivity enhancer rather than an everyday beverage. Therefore they keep it cheap to maintain high sales and create dependency for the product within the working class. 3. Place The strategy that Red Bull uses for distribution is an intense distribution strategy. This means that they want the product to reach as many people as possible. Therefore you can find a Red Bull can in as many places as possible. This varies from normal super markets, clubs, bars, night shops, cafe’s, sport centers etc. They hope to reach a larger target group with doing this. In both UK and Thailand they depend on extensive sales representatives and distribution offices to ensure that every vendor possible is distributing the product. What makes Red Bull so special is that they often have stands at events were you can only buy Red Bull. This is because they know a lot of people that go to different events actually drink Red Bull. If a night club sells Red Bull, then they are not allowed to sell any other energy drink brand. This narrows the possibility for the consumer and it makes it easier to choose. Promotion Red Bull is said to have one of the most amazing marketing and promotions budgets in the world which is where the majority of money is reinvested in. And they are very successful with it. Their promotion strategy can be put into three bars. These are Media Advertising, Sports and event sponsoring and sampling. Media Advertising Red Bull uses all the available media channels, including cinema, TV, radio, press and the internet. In other words the company focuses on the media most often used by younger more active individuals. Therefore they advertise in TV shows like T. F. I. Friday and in magazines like Time Out and Men’s Health. Their advertisements in the different media channels are very successful. They allow the consumers to interpret the product and the moments of use themselves. Red Bull achieves this by a humorous and witty cartoon campaign, transferring the message that this energy drink helps you to escape by `giving you wings ?. The idea of communicating with the consumer in form of a simple cartoon is easy to understand. People do not only enjoy the campaigns they even remember what the product is called and what it delivers, which is the most important characteristic for a successful campaign. Sports-and Event-Sponsoring The company also implements sponsoring in their marketing mix strategy. Sponsoring supports the image, the credibility and the visibility of the product. On the one hand Red Bull sponsors the athlete target market in extreme sports such as free climbing, paragliding and motor sports. As previously stated it is heavily involved in Formula 1 and has invested millions in building a competitive team. Within Thailand its reputation exploded through it becoming the primary sponsor of the countries national sport, Thai Kickboxing. Every fighter in Thailand wants to wear shorts that have the Red Bulls on the side. This strategy contributes to Red Bull that the brand appears (logos and stickers) and that the product ? s target market is more precisely defined. On the other hand Red Bull does event sponsoring. The company either creates its own events (i. e. Red Bull Music Academy) where the whole events are promoted by Red Bull or they promote other events (i. e. Speed Ski World Championship). Event sponsoring attracts people’s attention towards the product and connects them to the corporate vision. Sampling Sampling is another very important part of the three pillar marketing system. The methods used are well tested and proven in other markets. The major purpose of Red Bull is to energize, the company offers samples at the right place at the right time, where it can find its exact target market. Examples of usage are driving, studying, working night shifts and sports. Red Bull is following the basic sampling rules consisting of: †¢ never impose the product †¢ always explain the benefits of the product drink always a full can( 250 ml) †¢ It must always be chilled †¢ Always be cautious about whom your are giving the sample to This year 8 teams will sample 400,000 consumers across the UK. Because of its 30 years of existence within Thailand samples are no longer utilized. 4. Personnel In regards to personnel it is ess ential that they are work as hard as possible to make the product a success. With Red Bull this starts with the owners Dietrich Mateschitz, and Chaleo Yoovidhya. Each is in charge of operations within their respective regions. Both are extremely devoted men and have invested a great deal of time to improve on Yoovidhya’s original recipe. It was Mateschitz vision taking the product international through the aggressive use of young energetic sales teams that turned it into the massive beast it is today. Within both nations working for Red Bull reflects a sense of pride. More in Thailand though because it was created there. Working for Red Bull has a lot of advantages. For example every account manager at Red Bull is driving a large Red Bull hummer. Other advantages are extra vacation days, 13 months pay, freebies, work trips, free tickets for several events etc. Red Bull wants their employees to enjoy what they are doing because they believe this will affect the way the employees are working. They find it very important to properly represent their company. It is said that Red Bull is one of the hardest companies to be hired to because they set high standards for their employees. They want every employee to be a perfect fit. Red Bull is getting larger and larger for every day that passes by. 6. SWOT Analysis Figure 3: SWOT Analysis | | | |Strengths |Weaknesses | |Primary Market Entrant / defined the industry |Limited product line | |Large brand recognition No flexibility with formula | |Over 30 years of experience |Matured brand image | |Control of pricing |High price | |Strong reputation | | |Marketing strategy and large reach | | | | | |Opportunities |Threats | |New design |Increasing competition | |New product line |Health trends might urge users to not rely on energy drinks | |Can offer new flavors and versions of the product |European formula of Red Bull may taint the reputation, image, and| |Can pursue African markets and introduce European formula into |popularity of Thai formula | |Asia |Bad press in regards to medical symptoms of the drink | | |People lose interest in the flavor | 7. Future Recommendations Through analyzing Red Bull’s business operations we have developed several recommendations for the company. The greatest threat within both markets is the company’s complacency in evolving its product line. As strong as Red Bull is today once the maturity phase sets in the public will become bored. We suggest that Red Bull expand their line of energy drinks potentially venturing into the herbal iced green tea energy drinks. Red Bull energy bars to associate with working out may be another means of increasing the company’s visibility. We currently see Red Bull at the fore front of active living beverages. Therefore within the UK they should try to offer the entire package ranging from nutritional supplements, protein shakes, to energetic meal options. We feel that their website is underdeveloped and can incorporate more interactive content including fitness/ nutrition advice, sport tips, and active living testimonials. These suggestions fit for both markets as they will resolve each regions weakness. Within Thailand extra emphasis needs to be put on online media as there currently is no link from the company to the consumer. Conclusion Because Red Bull started created the energy beverage industry on the international scale it is now a very successful and powerful brand. Red Bull is well known in United Kingdom as well as Thailand. It made smart moves considering promotions and marketing to make the brand stay ahead of the fierce and increasing competition. In the countries that are analyzed it has become clear that Red Bull is an unbeaten brand. In both the countries the drink is perceived differently. In Thailand the drink is more linked to a pharmaceutical purpose whereas in the UK the drink is more used for recreational purposes. In both of the countries and for Red Bull in general there are threats and opportunities. To stay ahead of the competition Red Bull can change the image of the brand; make it a more stylish product than it is now. The brand has not changed its packaging in years and changing it can make a difference in sales. In Thailand the brand is also well known and has large sales, but here there are also more competitors making their way into the market. One of the main strong points of Red Bull is the original recipe, but at the same time new flavors and additional features of the drink can contribute to increasing sales and more customers. References Website of BBC (2008) visited 17. 03. 08; http://news. bbc. co. uk/1/hi/uk/1437154. stm Website of Brand Cameo (2008) visited 16. 03. 2008; http://brandcameo. org/features_profile. asp? pr_id=44 Website of CIA (2008) visited 12. 03. 2008 https://www. cia. gov/library/publications/the-world-factbook/geos/th. html Website of Drawert (2008) ,visited 19. 03. 08; http://www. drawert. com/red_bull_2. php Website of ecandy (2008), visited 19. 03. 08; http://www. ecandy. com/ecandyfiles/SOTIC2006_Grabner(summary). pdf Website of fastcompany (2008), visited 17. 03. 08; http://www. fastcompany. com/articles/2001/10/redbull. html Website of Findarticles (2008) visited 17. 03. 08; http://findarticles. com/p/articles/mi_m0BDW/is_22_42/ai_75286777/pg_1 Website of ITIM International; Geert-Hofstede Cultural Dimensions (2008) visited 30. 03. 2008 http://www. geert-hofstede. om/hofstede_thailand. shtml Website of marketingweek (2008) visited 17. 03. 08; http://www. marketingweek. co. uk/cgi-bin/item. cgi? id=57354&u=pg_dtl_art_news&m=pg_hdr_art Website of Red Bull (2008) visited on 12. 03. 2008; http://www. Red Bull. com/#page=ProductPage. Benefits Website of Red Bull (2008) visited 16. 03. 2008; http://www. redbull. com/images/historysection/pdf/1/Selling_Power_DM_Sept. pdf Website of Red Bull (2008) visited 16. 03. 2008; http://tutor2u. net/business/marketing/brands_building_brands. asp Website of Wikipedia (2008) visited 30. 03. 2008 http://en. wikipedia. org/wiki/Porter_5_forces_analysis Appendices DEPEST- Factors chart DEPEST- Factors |UK |Thailand | |Demographic Developments |Population: 60,587,300 |Population: 64,631,595 | | |Male/Female Ratio: 46%:54% |Male/Female Ratio: 49%:51% | | |Number of Households: 21,263,035 |Number of Households: | | |Family households: 2,648,025 |Family households: 8. 8 million | | |Average age of the Population: |Average age of the Population: 32. 4 | | |39,0 (Increasing) |(increasing) | | | | | |Economic Developments |Unemployment rate: 5,4 % |Unemployment rate: 1. % | | |Economic Growth: 3. 1 % |Economic Growth: 4% | | |GDP: $2. 270 trillion   |GDP: $585. 9 Billion | | |Per Capita Income: $37,328 |Per Capita Income: 9,100 | | |In flation Rate 2,3 % |Inflation Rate 2. 2% | |Political (Law) Developments |Sales Tax Rate: 17,5 % |Sales Tax Rate: 7% | |Income Tax: 10– 45 % |Income Tax: 5-35% | |Ecological/ Ethical Developments |Kyoto agreements |Kyoto agreements | |Socio-Cultural Developments |Consumer Behavior |Consumer Behavior | | |Hofstedes cultural Dimensions |Hofstedes cultural Dimensions | |Technological Developments |High Technological Area |High Technological Area | ———————– [1] https://www. cia. gov/library/publications/the-world-factbook/geos/th. html [2] http://www. geert-hofstede. com/hofstede_thailand. shtml [3] Website of Wikipedia (2008) visited 30. 03. 2008, http://en. wikipedia. org/wiki/Porter_5_forces_analysis [4] Website of Findarticles (2008) visited 17. 03. 8, http://findarticles. com/p/articles/mi_m0BDW/is_22_42/ai_75286777/pg_1 [5] Website of marketingweek (2008) visited 17. 03. 08, http://www. marketingweek. co. uk/cgi-bin/it em. cgi? id=57354&u=pg_dtl_art_news&m=pg_hdr_art [6] Website of ecandy (2008), visited 19. 03. 08, http://www. ecandy. com/ecandyfiles/SOTIC2006_Grabner(summary). pdf [7] Website of Drawert (2008) ,visited 19. 03. 08,http://www. drawert. com/red_bull_2. php [8] Website of Red Bull (2008) visited 16. 03. 2008, http://tutor2u. net/business/marketing/brands_building_brands. asp [9] Website of fastcompany (2008), visited 17. 03. 08 , http://www. fastcompany. com/articles/2001/10/redbull. html 10] Website of Brand Cameo (2008) visited 16. 03. 2008, http://brandcameo. org/features_profile. asp? pr_id=44 [11] Website of Red Bull (2008) visited 16. 03. 2008, http://www. redbull. com/images/historysection/pdf/1/Selling_Power_DM_Sept. pdf [12] Website of BBC (2008) visited 17. 03. 08, http://news. bbc. co. uk/1/hi/uk/1437154. stm [13] Website of Red Bull (2008) visited on 12. 03. 2008, http://www. Red Bull. com/#page=ProductPage. Benefits [14] Website of Red Bull (2008) visited on 12. 03. 200 8, http://www. Red Bull. com/#page=ProductPage. Benefits ———————– Figure 1: Ruscon Model Table 1: Maba Model Figure 2: Maba Model Picture 2: Thai Red Bull Can

Bicultural Education Essay

At the onset of a new school year, students routinely are on the lookout for their new teachers. This behavior may be rooted to possibly terror or lenience that the fresh teacher may bring to the four corners of the classroom. From the viewpoint of the educators, however, being in the company of between twenty and thirty young people may mean various things. Such may be twenty or thirty reasons too to use authoritarian language over a rowdy class or to create a relaxed ambience around a subdued class. The teacher, as an adult, enforces his will by numerous measures over the very juvenile students, who submit to the adult’s lead or, if they resist it, find themselves subject to some kind of injunction. Darder’s book Culture And Power In The Classroom: A Critical Foundation For Bicultural Education delves into the reality that American education is in a revolution. The statistics of students with little or no knowledge and skill in speaking the English language are on the rise. The situation also suggests that in the enrollment season, schools will be flocked with assorted kids. From the linguistically and ethnically different to the academically different as far as the pop US culture is concerned. The callous reality is that the success of students and educators lies in the curricular particulars. Teachers and students working hand in hand, in a culturally sundry classroom will grasp that there is no single best tactic to edify all students. The mindset is that there is an array of strategies that should be incorporated. Not every rubric is suitable for every foreign language classroom. An educator, or a cluster of educators, may desire to cultivate their own rubric for evaluating their students’ linguistic proficiency. Some linguists toiled with educators to generate rubrics for their group of foreign students. The procedure of constructing rubrics can itself aid teachers in modifying their lesson plans to satisfy the distinctive needs of their foreign students. Darder furthers that in addition to the textbook to be used as principal reference for the session, the lecture would include a number of aids that shall help the pupils understand various concepts successfully and enjoyably. Specifically, the lecture shall be carried out not without visual aids as some itself may be confusing in the absence of visual illustration. Using examples, strategies, and integration of the concepts may guarantee that key concepts or valuable ideas are not elapsed, or that these are not confused with other concepts instilled by the primary culture. On the other hand, the full attention and sensitive actions of the school administration, mentors, and most importantly, the parents make up the key solutions to the non-English-speaking students. Personally, I do believe that an individual education plan must be developed for each child. Parents have the right to participate in this planning, but not all do. There is the possibility that even the best-designed educational plans will not be carried out because of lack of time and resources. Teachers who want to be helpful may have large classes and heavy workloads that prevent individualized instruction in a bicultural classroom. In the end, Darder remarks that developing a learning culture, which attaches importance to respect to children with different cultural backgrounds is essential to guarantee healthy relationships and an atmosphere beneficial to the learning experience in a bicultural classroom. Education curricula that are anchored in the postulation that the customs of the mainstream group in society are the best and sole means to function have the end product of marginalizing foreign students and of thinning their contribution in and outcomes from education. I agree that core curricula and school resources must place premium on the assortment of the school population and of American civilization so as to make sure that all students can feel they fit in. Educators have to be able to utilize the virtue of compassion that students convey to the learning environment. Reference Darder, A. (1991). Culture And Power In The Classroom: A Critical Foundation For Bicultural Education. Greenwood Publishing

Right to Education Act 2009

Right to Education Act 2009: Major Issues and Challenges By:sudarshana Rana India remained a major center for education of the world in the ancient and medieval period, during the British Raj. India’s traditional system of knowledge system was by and large destroyed and no other alternate system was created to fill this vacuum. Presently India has emerged as a leading nation in the world. On the other side there are continuous challenges to India. According to UNESCO data ‘largest number of illiterate people of the world are in India’.In the post- independence era, numbers of steps were initiated in this direction. The preamble of Indian constitution emphasized the need for equal opportunities for the entire population of the country irrespective of caste, creed or religion. The Constitution of India in A- 21 (A), 24 and 39 of the directive principles of state policy pledges its commitment towards the cause for upliftment of children. According to A-21(a) the stat e shall provide free and compulsory education to all children of age of 6 to 14 years as stated by law.The Background of the Right to education In the early 1990’s India initiated major economic reforms and intensified the process of globalization. India’s political and social life was also pressing through a phase which posed the danger of long accepted value. To enable the people to benefit in the new environment would require new designs of human resource development. For this purpose there was no other alternative except for educating the entire nation. The national policy of Education (NPE) was adopted by parliament in may 1986.The new policy lays special emphasis on the removal of disparities and to equalize educational opportunity by attending to those who have been denied equality so far . The National education system plays a positive interventionist role in the empowerment of women. The most important initiative in this direction was the sarv – shiksh abhiyan by which education had to reach each and every Indian . These all initiative failed to deliver the desired results . It is being realized that right based development of children must be the center of planning.The UPA government gave a top priority to universalization of education . In the common minimum- programme in 2004 , it pledged to rise public spending in education to at least 6% of the GDP with at least half this amount being spent on primary and secondary education. A national cooked nutritious mid- day meal scheme funded mainly by the central government , was introduced in primary and secondary schools. Government also universalized the integrated child development services (ICDS) scheme to provide a functional anganwadi in every settlement and ensured full coverage for all children.State level variations in literacy : The states like Kerala have done a wonderful work in this direction and such experience can be valuable guide map for the states where the literacy level is quite low. If the existing rate of literacy is allowed to continue then it will be quite difficult to achieve the target of â€Å"universalization of education even by 2015, a deadline which has been set up by UNESCO â€Å". Major challenges and issues 1. Finance has been a major problem in front of the government.What- ever the finances provided by the central government for education is not properly utilized by the various state governments. It has been found that funds for this purpose are systematically diverse by various state governments. 2. Excessive infiltration and migration from the neighboring countries pose a serious problem . The total number of migratory population in India is more than 50 million which is more than the total population of the countries , therefore such migrated population makes quite difficult the implementation of right to education act throughout the country. 3.Excessive poverty: The majority of population is living under extreme poverty conditions and hence, people do not prefer schools and go in search of jobs or self- employment professions. Therefore without removing poverty, the act cannot be implemented in the full spirit. 4. Lack of involvement of panchayati raj institutions and other social organizations ; it is important that various institutions and grass root level organization must be involved since these institution are directly linked with the common masses and success of the literacy programme is possible only through their involvement.In nutshell, it can be concluded that the Right to Education Act is a major revolutionary step in the history of post independent era. Private sector has also come to play role in the education –the need of the hour is to have strong public private partnership for the implementation of this act. Moreover, there is a strong need for regular monitoring of this act on a regular basis so that failures can be checked timely.

Personal essay for university application Statement

Essay for university application - Personal Statement Example I am the eldest of the child in my family and first to graduate among brothers and sisters with a bachelor’s degree in marketing with minor in management information system. I am the first female member of my family to graduate however both my parents are educated and well-respected in their own field. My father has a degree in civil engineering and I consider him as my role model to follow his footsteps. Since my family has a private business in real estate and banking sector therefore like my father, I also plan to contribute to my family business of banking. My Grandfather was one of the founders of the Qatar Commercial Bank and by having a degree in Islamic Finance, I plan to join Banking and be part of the exciting and emerging field of Islamic finance which is fast becoming the banking of choice in many countries. During my studies for BBA, I took internship at the United Development Co and my job was in business to business relations. It was a wonderful experience to directly work with the smaller businesses in real life and help them evolve their marketing and business systems so that they can evolve and improve their chances for survival. This experience has allowed me to actually understand what the problems of the businesses are and how little external help can actually provide the lifeline to these firms. I also realized that access to finance is one of the key to the success of these firms. I believe that a degree in Islamic Finance can actually help me to better understand the field of Islamic Finance and how small businesses can actually benefit from this. I also believe that a degree in Islamic Finance can actually help me to bring in innovative and new ideas to my family business and help it grow to serve the wider needs of the Qatar’s economy. My experience, education and family ground allow me to learn the Islamic Finance at highest level and earn a degree which can certainly add

The Catholic Church Article Example | Topics and Well Written Essays - 500 words

The Catholic Church - Article Example Catholics become a full fledged member of the People of God, Christ's mystical body, the Church that Jesus Christ built on the Rock, Peter (Mt. 16: 16), and on his successors, the Bishops of Rome. For this purpose of His incarnation Jesus taught man His gospel, suffered and died on the cross and then arose from the dead. He instituted the sacraments and established one true church, a society made of the baptized. It is one, holy, catholic and apostolic, indefectible and infallible. Its rulers are the Bishops, successors of the apostles, under the successor of Peter, the Bishop of Rome. The Catholic Church also fosters the ways that God provides fervenient graces which helps Catholics to continue to strengthen their faith. The channels of God's grace are principally the seven sacraments, which are sensible signs (words and acts) that signify ad confer grace, and are administered by the Church. Baptism makes us Catholics and remits the original sin inherited from our first parents, and the personal sins we may have at the time. Confirmation gives us the grace of the Holy Spirit to make us strong in the faith we received in Baptism.

Globalization of English (Rhetorical Analysis) Essay

Globalization of English (Rhetorical Analysis) - Essay Example There is also a host of many other scholars who share the same opinion with different reasons. People are increasingly using English all over the world as the primary language, especially in the business settings. This number of people using the English language as a linguistic of communication has been on the rise over the decades. There are indeed three genres of population who use English. The first being native English speakers for whom English is their mother tongue and most widely used language. As a matter of fact, many people in Europe and the Americas know only English and no other language. The second classes of people are people for whom English is a second or working language (not their mother tongue) and it is this segment of the world’s population who have been responsible for the propagation and dissemination of business English. The third class is people for whom English is a foreign language over which they have little if no command. The use of the English language has been spread all over and the growth seems exponential owing to the fact that it is considered an international language. This means the world has accepted that the use of English in its indulgence is inevitable and therefore individuals are trying their best to get a mastery of the language. The fact remains that business English has proliferated because of the efforts of globalization and the spread of UK and American cultures throughout the globe. Europeans have been very enterprising and innovative business people willing to take calculated risks and through colonization, the propagation and spread of English through schools and other educational places have been assured. In most parts of the globe, English medium schools are in great demand and many convents profess and inculcate English values and language systems throughout their currency. The main challenges are that most people now tend to neglect their own native languages at the cost of English and also there are

Winona LaDuke and Climate Change Essay Example | Topics and Well Written Essays - 750 words

Winona LaDuke and Climate Change - Essay Example LaDuke seeks to increase the first nation’s resilience in environmental justice. For example, in speaking out concerning climate change, the author seeks to promote the use of alternative sources of energy. The author identifies climate change as a human rights issue that has greatly affected the Pacific Islanders, Indigenous people, and Local-Land based communities due to their dependency on activities such as hunting, fishing and gathering rights. The dependency on fossil fuels has also resulted in health issues such as respiratory and infectious disease. The author also observes that the economic and cultural displacement in the society has also been in an attempt to access fossil energy. There are native solutions that greatly aid the country’s environmental sustainability. LaDuke observes that wind energy can easily be utilized in twenty-three Indian Reservations in the Great Plains. LaDuke states that these regions can produce 300 gigawatts of power that is enough to meet the country’s needs. Solar energy is another alternative that can be utilized in The Great Lakes, North West and North Eastern regions including other tribal lands in the South Western. The native solutions are beneficial as they promote local economies as they provide income, jobs and tax revenues. The native solutions respect the traditions and the responsibilities of the Aboriginal communities in protecting the sacredness of the earth. The issue of environmental justice is an important issue affecting societies on a global scale.

Technology and Mass Media Essay Example | Topics and Well Written Essays - 500 words

Technology and Mass Media - Essay Example 53). The five components of intimate relational ties basically guide the person to adjust to the subsequent changes brought about by old age. The stronger relational factor to define success of family ties in the later life might be commitment. In the absence of all the good things brought by youth, the feeling of accountability for another person is one of the few things that make the bond of the ties stay as it is. Commitment is especially important because without it, it would be somehow impossible to exhibit deep feelings and expressions of caring and compassion. On the other hand, the other components play their roles individually but serve with the same purpose; to strengthen family ties even in the later life. For example, the preference of close proximity of the elderly to their children and grandchildren poses willingness to perform duties despite their old age, such as baby sitting. Reference Connids, I.A. (2009). Family ties and aging. CA: Fine Forge Press.

Hotel Ole Housekeeper Assignment Example | Topics and Well Written Essays - 500 words

Hotel Ole Housekeeper - Assignment Example High standard of housekeeping therefore becomes essential for customers’ satisfaction and for their regular patronage. Moreover, role of housekeeper becomes crucial as room rental constitute around 50% of the revenue, thereby, making customers’ satisfaction intrinsic part of hotel’s objectives. Housekeeper is vital part of service industry that is responsible for the overall cleanliness and welcoming environment of hotel. Housekeeper also ensures Attractive decoration, cleanliness and maintenance of public and office area like reception, corridor, banquet hall, conference hall etc. Housekeeper also looks after the comfort, health, hygiene and safety of the guests by ensuring cleanliness and material comfort in the room. The fresh sheets, spotless toilets, clean wardrobe, fast laundry services and good ambience of the room in general, greatly facilitate guests’ comfort. Effective communication through room service also helps to resolve his/her problems related to housekeeping services. He is responsible for the general well-being of the guests and their comfort throughout the stay. The feedback from guests therefore becomes essential tool to assess the level of service of the housekeeper that reflects their level of satisfaction and expectations. The regular appraisal system by supervisor through feedback and direct communication is important ingredient to monitor and assess the job specific skills of the housekeepers and to know whether the job objectives are fulfilled. It also encourages regular communication with them to understand their expectations, their needs and their requirements vis-Ã  -vis job fulfillment and job satisfaction. Most importantly, it helps to create an environment of trust and relationship that contributes to higher work productivity and commitment to the organization. The 360 degree appraisal/ feedback is another key

Psychology Assignment Example | Topics and Well Written Essays - 500 words - 3

Psychology - Assignment Example It is also the emotional control center. However, this is the part of the brain that is most prone to injury because of its location. The following are some of the effects in case the frontal lobe is not functioning due to damage. The major function of the frontal lobe is motor functions. Impairment to this part of the brain may result in loss of movements and strength (Carter, Susan, Martyn, Steve, Christopher, Uta and Melanie 107). This mainly affects the arms, fingers and hands. Damage of the frontal lobe may make an individual lose control of his or her hands and arms. Research has also revealed that damage to the frontal lobe may result in dramatic changes in a person’s social behavior. This is because scientists believe that this part of the brain controls nearly all behavioral aspects of human beings. Without optimum functionality of this part of the brain, a person may experience reduced ability to solve problems. Strong evidence also indicates that the person may have difficulties with being attentive. Impairment to this part of the brain may also result in memory loss. An individual may have problems identifying some of the people he or she knew before damaging the frontal lobe. An individual may also find it difficult to recall past events. Depending on which side of the frontal lobe suffers the most damage, a person may speak excessively or on the other hand speak fewer words. Impairment to the left side of the frontal lobe may result in a person speaking fewer words while damage to the right side of the frontal lobe may result in an individual speaking excessively. Damage to the frontal lobe may also affect the emotional aspect of an individual. Research has revealed that the frontal lobe controls the emotional part of humans in the brain. If the frontal lobe is not functioning optimally, an individual may become too emotional about things that he or she would have

ODCE model tax tready Essay Example | Topics and Well Written Essays - 1000 words

ODCE model tax tready - Essay Example In this regard, GoodFood Inc. has been identified to be conducting operations in different States owing to which the company is taxable under the OECD model2. The term Permanent Establishment (PE) in Article 5 is used for tax treaty purposes. PE is a concept of tax that indicates the business level in the Source State. It also involves in various other treaty provisions. Alternative provision found in paragraph 42.43 of Article 5 of the OECD model implies that foreign enterprises should be present more than 183 days, but it is not necessary to have a specific place of business. The alternative provision does not require specific time, but it is necessary to fix the place of business. In this respect, according to the provision, GoodFood Inc. is not taxable, as the date of business commencement is not mentioned3;4. The UN model is used as a tool in international tax treaty negotiations in developing and developed countries for managing tax issues. The role of this model is to allocate taxing right between the residence jurisdictions and source jurisdictions. This model allows larger source taxation. It is also referred to as ‘double taxation convention’. The OECD model allows more exchange of information and this mode involves in the every kind of taxes and description while the UN model only involves taxes in the model. However, the provision of exchange information is similar to both models. Thus, based on the UN model, GoodFood Inc. is taxable5;6. The services PE provision in Article 5 of OECD model is used for tax treaty purposes. The services PE provision requires foreign enterprises to be operating more than 183 days in a twelve month, but not necessary to have a fixed place of business. The main commitments of PE provision are to provide a taxation right to the Source State. This provision is essential for several articles, but is important for article 7, which is included in industry profits. In this respect, it can be stated that

Critical Analysis Essay Essay Example for Free

Critical Analysis Essay Essay The media throughout the world has been in the frontline in educating members of the public on important social issues ranging from politics, drugs, terrorism, and popular music to sports. The best of all is the fight against AIDS. AIDS is one of the diseases which is threatening the existence of humanity and therefore more initiatives are being developed to fight it. In addition to videos, movies, plays and advertisements in sports’ and entertainment channels, songs have been composed by some artistes to try and spread the message to among other people, the youth who are of high risk of contracting the disease. These songs are played in the AM and FM radio stations throughout the world (Emad, 2006). This paper will discuss the representation of AIDS in songs which are played in our radio stations. It will also analyze its representations through advertisement on various entertainment and sporting channels such as MTV and VH1. It will finally analyze the importance the songs and advertisement channels have on the eradicating the disease. Songs about AIDS Social marketers have been trying to have more people get informed on the basic of HIV/AIDS. See more: how to write a critical analysis outline Some of the countries have encouraged the use of such channels as MTV to spread the fight against the disease and where they have been successful, the prevalence rates have been low. In the recent past, more musicians have been dieing of AIDS and that is why some of their colleagues are trying to come up with songs to not only make their partners aware but also educate the public on the crisis. In the U. S, an organization- The Estate Project- which was launched some years back as an Aids awareness initiative is now getting popularly with it programs. The main mission of this organization, just like other radio stations is to compile the musical works of artistes who have died of the disease and inform the public. It also aims to preserve the cultural legacy of the crisis (Emad, 2006). In the U. S for example, many artistes have composed songs to promote programs intended to fight the scourge. Examples of these songs are; ‘HIV blues’ by Kerry Stevens from the album ‘out in the country’ and ‘positive’ by Spears Jay from the album ‘family values’. These and other songs contain messages on how to keep safe from the disease or remain health if you are infected. These songs especially those by well known artistes in the U. S and Europe can be very attractive to the youth. Likewise, the Federal government has also developed policies which require that all organizations including the media houses and musicians help it fight the pandemic. Some songs have specifically been composed to pass messages on the use of condoms. The condoms are considered one of the strategies that help in preventing people from having unsafe sex. The songs when played in the radio stationed will help pass information to the young people who may not have access to the information elsewhere. ‘Sauti ya America’ is one of the radio stations broadcasting from the U. S to many of the African countries and it uses its superiority and quality of transmission to educate the Africans on the seriousness of the crisis and it also tries to provide suggestions on how the youth can stay health. Many of the young people in the world today and especially those in third world countries don’t have the accurate and correct information about AIDS. In rural areas where the information on the diseases is limited, more youth are engaging in unprotected sex. Research has suggested that the youth can easily receive information on the disease through advertisements Advertisements Entertainment channels such as MTV has noticed that there is information deficiency in the society. Through its music shows featuring the best artistes not only in America but also in Europe, the entertainment channels aim at passing important social issues to its fans. The programs are then broadcasted to countries in Africa and Europe. These programs are needed to develop the penchant for advocacy in the music industry with an objective of political and social motivation. The entertainment channels help the organizations fighting against AIDS to build some sort of cohesion between the facts about the disease and the myths that people believe concerning AIDS (Johnson, 2005). The whole process of representation in songs started in the late 1980s when AIDS in the U. S became a pandemic and the federal government decided to bring the issue of HIV/AIDS to a situation where people must decide and publicly accept the reality about the disease. The songs and the advertisements stations had a role to play and the role at that point in time did not have sufficient knowledge to combat the spread of the disease. VHI for example allocates more of its resources such as time and money to educative materials and talk shows. It uses its extensive radio frequencies to reach and educate most of its fans on the facts about AIDS. VH1 has through its programs such as the ‘legend’ and ‘celeb’ shows, promoted the â€Å"kick out† campaign. The campaign had been founded by the Rogers family to help U. S citizens change their lifestyles and accept the fact that people should abandon form sex still they are married. This program and others including its international channels in more than twenty countries are able to reach a wider population hence are in a position to convince and attract listeners. The amount of space and airtime which is being devoted to the fight against HIV/AIDS has increased in the recent past mainly because of the global concerns which are being addressed by our world leaders including the U. S president who has devoted most of the federal funds to fighting the scourge in third world countries. Today, more often than not, you can see that the radio stations are covering the issue with a certain perspective not just for the matter of reporting. More and more radio stations are analyzing the issue for a positive point of view compared to the past when they only reported statistics (Johnson, 2005). FM and AM stations are now looking at issues such as preventing child-mother transmission, treatment, testing, orphans and vulnerable members of the society etc. These are the real issues that affect the society; not just mentioning which of the artists is riding high in music, what did politicians say about the spread of AIDS in Texas, who pronounced what and such sort of things. Conclusion Entertainment channels such as MTV and VH1have the main players in the fight against the spread of HIV/AIDS. The main aim of using such entertainment and music stations is to reach a majority of the youth who are mostly attracted to the music and programs in these stations. Songs on its part has a role to play especially if they contain the messages which encourage people to protect themselves from the disease. The management of such institutions should therefore promote the culture of teaching members of the public on the dangers of contracting HIV/AIDS through their daily programs. References Emad, R. (2006): Role of journalists: Journalists Speak at 18th Annual National, Managed Health Care Congress, UK Johnson, A. (2005): Fighting AIDS through the Media. New York Press, New York

Surface Modification of Titania Experiment

Surface Modification of Titania Experiment 1.4  Surface Modification of Titania and its requirement: The chief active fields of research in non-homogeneous photocatalysis with semiconductor particles is development of a system that is capable of using the visible sunlight to degrade inorganic organic contaminants. The total photocatalytic activity of a particular S/C system for the discussed purpose is measured by various factors.The major factors include semiconductor stability, photocatalytic efficiency, process, response of wavelength range and selectivity of products . Modifying the surface of the semiconductor can surmount the limitations and drawbacks of a particular semiconductor as a photocatalyst for a particular use. Various benefits of modifying and changing the surface of titania have been studied. Below is the list as discussed before: (a) Inhibiting recombination by increasing the charge separation and therefore the efficiency of the photocatalytic process; (b) Changing yield of the particular product. (c) Increasing the wavelength response range (i.e. excitation of wide band gap semiconductors by visible light); and 1.4.1  Metal Semiconductor Modification The photocatalytic process is changed after the addition of the noble metals as the surface properties of the semiconductor are modified. The metal generally enhances and changes the output of a particular product . The rate of photocatalytic reaction is also altered by the metal. Besides, there is also a chance that addition can change the reaction products also. The electron will migrate to the metal where it gets trapped after the excitation and as a result of this migration , the electron-hole recombination is inhibited. The movement of negatively charged electrons to the metal particles has been confirmed by various studies showing there is a reported reduction in photo conductance of metal which has been deposited on the semiconductor compared to no reductionin photo conductance of the bare semiconductor particles. The hole becomes free to diffuse to the surface of the semiconductor particles.The oxidation can take place on the surface of the semiconductor. Besides, the metal has also got its own photocatalytic activity. Hence, the metal actually alters the photocatalytic properties of the semiconductor by altering the distribution of electrons. The Fermi levels of the two align in such a way which causes the electrons to flow from the semiconductor to the metal as the two species come together in contact. This reduction in electron density in the semiconductor leads to increase in the hydroxyl group[14]. This in turn alters the photocatalytic process on the semiconductor surface. The modification (electronic) of the semiconductor surface using metal deposition has witnessed with many noble metals such as gold, silver and platinum. 1.4.2  Modification of Titania by Noble metals like Silver: Ag has been deposited onto TiO2 in most of the studies asit is more cost-effective than other noble metals such as gold and platinum. Moreover, the Ag nanoparticles also have an intrinsic ability to stop and prevent the growth of bacteria. Also is has a very effective photocatalytic ability at the nanoscale [15]. Ag has formerly been added to TiO2 nanoparticles, TiO2 nanofilms and on TiO2 nanorods. Various studies conducted by Li et al have reported that Ag-deposited TiO2 anatase nanoparticles have shown an improvement in the photoresponse compared to that of anatase bare TiO2 nanoparticles [16]. Ag–TiO2 nanocomposite films has also been used and have showed an increased photocatalytic activity compared to the non-modified material. In fact, UV-illuminated Ag–TiO2 nano-composite films have been found out to be up to 6.3 times more effective at photo degrading MO than are UV-illuminated bare TiO2 films [17]. Plasmonic photocatalysis has lately been anticipated to increase and extend the photocatalytic activity of TiO2 to the visible light range (400nm-800nm). The plasmonic photocatalysts are different combinations of noble metal nanoparticles and semiconductor nanoparticles. The semiconductors nanoparticles absorb UV / visible light. Noble metal nanoparticles usually have very strong absorption in the visible region of solar light due to localized surface plasmon resonance commonly known as LSPR. If this energy of the absorbed visible light by the noble metal nanoparticles can be exploited to improve the reaction rates of photocatalysis, then the semiconductor/metal system is known as plasmonic photocatalyst. There’re different mechanism for plasmonic photocatalyst to enhance and extenf the photocatalytic performance to visible light range of the solar spectrum: Coupling of noble metal nanoparticles directly with the semiconductor nanoparticles .This will lead to transferring of the photogenerated electrons or holes (due to the LSPR absorbance present in the metal nanoparticles) to the semiconductor, thereby enhancing the photocatalytic performance of the semiconductor [18] . One thing that shall be kept in mind is that the direct contact of semiconductor with noble metal may also lead to back transfer of charges from the semiconductors to nanoparticles of the noble metal. The transfer of the absorbed energy by the noble metal nanoparticles to semiconductors via radioactive route using the localized interaction of the LSPR-induced improved localized elec. à ¯Ã‚ ¬Ã‚ eld with semiconduuctors. [19]. Ag−TiO2 composites have been extensively studied prepared by a lot of methods. Loading of Ag nanoparticles on the surface of TiO2 is done via dià ¯Ã‚ ¬Ã¢â€š ¬erent techniques. Photocatalytic activity enhancement has been reported with these samples of Ag−TiO2. But because of the fact that most Ag is present on the surface of TiO2 nanoparticles, the exposed TiO2 surface area to illumination is reduced. It must be noted that the interface between Ag and TiO2 is also limited. Hence, in order to assist the charge-transfer process, we must maximize the interface between Ag and TiO2. We can also achieve a better design by simply mixing Ag NPs to TiO2 structures. This has been successfully done using the sol−gel method [20,21]. But there is a drawback of the sol−gel method as it typically needs precursors and therefore may have organic residues in the samples. Hence, in order to achieve a very good control over the structure of samples, we must make Ag−TiO2 p orous nanostructures directly through physical methods. Also it must be stated that silver metal deposition is of considerable interest because of it excellent potential applications.. There are a lot of applications of silver in the medical field and in the anti-microbial field. This has led many researchers and scholars to develop and synthesize silver deposited titania coated sanitary wares [22], food preparation surfaces, air conditioning filters, medical devices etc. Ag traps the excited electrons from TiO2 and also leave the holes behind for the degradation reaction of organic species .Furthermore, it also results in the extending the response of wavelength in the visible region [23–25]. Ag nanoparticles can also facilitate in the process o electron excitation by creating a local electric field [26]. The plasmon resonance effects in Ag nanoparticles show an enhancement in this elect. field [27]. The effect of Ag deposition on TiO2 on the photocatalytic activity of TiO2 by UV irradiation was studied by Chao et al. [28] (using the sol–gel method) .T hey found that silver promotes also leads to the anatase to rutile phase transformation, which may be credited to the increase in specific surface area. This increase in the specific surface area causes the enhancement in photocatalytic activityand the electron–hole pair charge separation. Au/Pt deposition onto TiO2 nanoparticles has also reported an increase in the photocatalytic reactivity of TiO2. Yu and coworkers reported an enhanced photocatalytic reactivity micro-spheres of Au/TiO2 nanocomposite compared to bare TiO2 microspheres and Degussa P25 TiO2 nanoparticles [29]. In addition, the UV-illuminated nanofilms of titania surrounded with Au nanoparticles have also shown a better photonic efficiency than the UV-illuminated bare TiO2 films [30].

Synthesis of Substituted Quinazolinones

Synthesis of Substituted Quinazolinones 6. DISCUSSION Heterocyclic compounds, widely distributed in nature are very essential to life. They play a vital role in the metabolism of all living cells. With their high degree of structural diversities and broad spectrum activities, they have proven to be one of the most economically useful chemotherapeutic agents. Synthesis of novel heterocyclic compounds with more potent activities, better efficacy and lower toxicity is the need of the day to the modern synthetic and medicinal chemists. In the present work, a total of 90 newer therapeutic compounds with heterocyclic rings like quinazolinonyl isoxazole and thiocarbamoyl pyrazolines were synthesized by conventional heating. In the 1st step, a total of 18 substituted quinazolinones were synthesized followed by 18 substituted acetylated quinazolinones in the 2nd step by acetylation of 1st step compounds. Treatment of various substituted acetylated quinazolinones with benzaldehyde lead to 18 substituted quinazolinonyl chalcones respectively. Further, when the chalcones were treated with thiosemicarbazide and NH2OH.HCl lead to synthesis of a total of 36 compounds with complex quinazolinonyl thiocarbamoyl pyrazolines and quinazolinonyl isoxazoles. All the above synthesized compounds were structurally confirmed by the IR, 1HNMR and mass spectral analysis. After structural confirmation by physical and spectral characterizations, they were evaluated for pharmacological activities like antibacterial, antifungal, anthelmintic, analgesic and anti-inflammatory activities. 6.1 Structural characterization of synthesized compounds Reaction of anthranilic acid and its derivatives bromo, iodo anthranilic acids with aromatic amines (aniline, p-chloro aniline, p-bromo aniline, m-chloro aniline, p-fluoro aniline and p-methyl aniline) and carbon disulfide in the presence of potassium hydroxide in methanol under reflux for 3hr afforded the corresponding 3-(un)substituted phenyl-6-(un)substituted-2-thioxo-4(3H)-quinazolinones 1a-r. Absorption bands in the range 3210-3445 cm-1 and 1505-1590 cm-1 in the IR spectrum of the synthesized compounds (1a-r) indicated the presence of N-H and a thioureide group (N-C=S) in the thioxoquinazolinone system. Strong absorption band in the range of 1600-1690 cm-1 and a medium band at 1100-1290 cm-1 were also observed due to C=O stretching and C=S stretching respectively [66]. The absence of any band in the region 2600-2550 cm-1 (characteristic of a thiol group) indicated that the compound exists in the solid state in the thione form. The 1HNMR spectrum of 2-thioxo-quinazolin-4(3H)-one in DMSO-d6 showed a singlet of 1H intensity at ÃŽ ´13 ppm for the proton attached to the nitrogen at position 1, and a complex multiplet of 14 protons between ÃŽ ´ 6.0-8.8 ppm. All the above results correlate and confirm the formation of thioxoquinazolinone ring system in respective compounds 1 a-r. When compounds 1 a-r treated with acetic anhydride, N-acetylation was took place and acetyl group was introduced at 1st position of the thioxo quinazolinone nucleus and gave compounds 2 a-r. Acetylation was confirmed by the appearance of peak at ÃŽ ´ 1.72 ppm and disappearance of a peak corresponding to NH in between ÃŽ ´ 9.7 ppm to ÃŽ ´ 13.0 ppm due to the protons of acetyl group. Claisen-Schmidt condensation of 2 a-r with benzaldehyde in alcoholic alkali gave corresponding quinazolinonyl chalcones 3 a-r. IR spectrum of the quinazolinonyl chalcones showed a peak at 1670 cm-1 characteristic of à ¯Ã‚ Ã‚ ¡, à ¯Ã‚ Ã‚ ¢-unsaturated keto functional group [255] of chalcones. Appearance of doublets in the range of ÃŽ ´ 6.7-6.9 ppm and ÃŽ ´ 7.44-7.56 ppm, disappearance of singlet corresponds to 3 protons of the N- acetyl group confirmed the 2-propen-1-one moiety of the titled compounds 3 a-r. 5-Phenyl-3-[3’-(un) substituted phenyl-6’-(un) substituted-2’-thioxo-4’ (3’H)-quinazolinon-1’-yl]-1-thiocarbamoyl-2-pyrazolines 4 a-r were prepared by refluxing quinazolinonyl chalcones with thiosemicarbazide in the presence of sodium hydroxide. Disappears of peck corresponds to ÃŽ ±, ÃŽ ²-unsaturated keto functional group of chalcones at 1670 cm-1 and appearance of pecks at 709.92 cm-1, 1067.42 cm-1, 1386.89 cm-1,1517 cm-1 and 3239.62 cm-1 confirmed the thiocarbamoyl-2-pyrazoline nucleus. Appearance of singlet at ÃŽ ´ 8.46 ppm indicated the two protons of thiocarbamoyl group (NH2-C=S) at 1st position of 1-thiocarbamoyl-2-pyrazoline ring [256]. Cycloaddition of chalcones with hydroxyl amine hydrochloride (NH2OH.HCl) gave isoxazoles 5 a-r. Absence of C=O band and appearance of new bands in the range of 1210-1270 cm-1, 1560-1610 cm-1 in the IR spectrum of all the compounds indicated -C-O-N- and C=N of isoxazole ring respectively [257, 258]. Appearance of a peek in the range of ÃŽ ´ 5.9-6.9 ppm in 1HNMR spectrum correlates with IR spectrum data and confirms the formation of isoxazole ring in the respective compounds. 6.2 Biological activities 6.2.1 Antibacterial activity All the titled compounds (1 a-r, 2 a-r, 3 a-r, 4 a-r and 5 a-r) were evaluated for antibacterial activity. The results were given in Table 5.29, 5.30, 5.31, 5.32 and 5.33. In all compounds basic skeleton and the electron withdrawing halogens played a key role in pharmacological activities. Compounds with electron withdrawing F, Br, Cl groups at para position of phenyl ring and electron releasing CH3 group at para position of the phenyl ring displayed maximum activity against Bacillus subtilis 6.2.2 Antifungal activity All the titled compounds (1 a-r, 2 a-r, 3 a-r, 4 a-r and 5 a-r) were evaluated for antifungal activity. The results were given in Table 5.34, 5.35, 5.36, 5.37 and 5.38. In all compounds basic skeleton and the electron withdrawing halogens played a key role in pharmacological activities. Compounds with electron withdrawing F, Br, Cl groups at para position of phenyl ring and electron releasing CH3 group at para position of the phenyl ring displayed maximum activity against Candida species. 6.2.3 Anthelmintic activity All the titled compounds (1 a-r, 2 a-r, 3 a-r, 4 a-r and 5 a-r) were evaluated for anthelmintic activity. The results were given in fig 5.1, 5.2, 5.3, 5.4 and 5.5. In all compounds basic skeleton and the electron withdrawing halogens played a key role in pharmacological activities. Compounds with electron withdrawing F, Br, Cl groups at para position of phenyl ring and electron releasing CH3 group at para position of the phenyl ring displayed maximum activity against Perithima posthuma. 6.2.4 Analgesic activity All the titled compounds (1 a-r, 2 a-r, 3 a-r, 4 a-r and 5 a-r) were evaluated for analgesic activity. The results were given in fig 5.6, 5.7, 5.8, 5.9 and 5.10. In all compounds basic skeleton and the electron withdrawing halogens played a key role in pharmacological activities. Compounds with electron withdrawing F, Br, Cl groups at para position of phenyl ring and electron releasing CH3 group at para position of the phenyl ring displayed potent analgesic activity. 6.2.5 Anti-inflammatory activity All the titled compounds (1 a-r, 2 a-r, 3 a-r, 4 a-r and 5 a-r) were evaluated for anti-inflammatory activity. The results were given in fig 5.11, 5.12, 5.13, 5.14 and 5.15. In all compounds basic skeleton and the electron withdrawing halogens played a key role in pharmacological activities. Compounds with electron withdrawing F, Br, Cl groups at para position of phenyl ring and electron releasing CH3 group at para position of the phenyl ring displayed maximum anti inflammatory activity.