Education is a significant tool Essay

Rodriguez and Freire could share an agreement on the fact that education is a significant tool on the path leading to success. Freire would disagree with Rodriguez on the fact that there is no â€Å"end of education†. Richard Rodriguez and Paolo Freire write of education as the core factor in one’s life. Two Million Minutes, the film makes the argument that U.S. students are performing at a mediocre level, at best, in math and science, and that this cannot stand, given the growing economic and educational might of nations like China and India. U.S. student’s aren’t being pushed hard enough and are just getting by through high school, with the help of The Banking Concept of Education and The Achievement of Desire we can make a change in the student’s education and attitudes towards wanting to be successful in life. Through Freire’s lens, Richard Rodriguez would be seen as a banking student, but could later be seen as a problem-posing student throughout the course of his life; in the eyes of Freire, Rodriguez was considered a receptacle which he did not understand the knowledge he absorbed. With this comparison, the reader can conclude that the banking education is a great part of a student’s life; as seen in the documentary, 2 Million Minutes, students use all their time they have in high school, studying, memorizing their school curriculum in order to get a great education at a high level university to become very successful in their lives. This all ties into how the political aspect of the classroom has an impact on the society as a whole and having this power can change generations to come. The types of relationships Rodriguez had with his teachers, family and in life was affected by specific styles of education and as he looked through Freire’s lens of the banking concept, he came to realized that that method of education had a detrimental effect on his life. Early on in Rodriguez’s essay he illustrates the characteristics of an automaton which confirmed Freire’s views regarding the banking concept. Despite his definition of a â€Å"scholarship boy†, Rodriguez lacked self-confidence which led him to be overpowered by his teachers and his books. Through Freire’s lens, Rodriguez would be considered a waste basket. He was filled not only with his  teacher’s knowledge, but also with information obtained from his â€Å"important† books. Rodriguez seems to be a classic student of Freire’s banking system. Rodriguez shows signs of fleeing away from the ways of the banking concept early on. He concedes by saying, â€Å"I became the prized student anxious and eager to learn. â€Å"Too eager, too anxious an imitative and unoriginal pupil.† At the time Rodriguez was simply just absorbing the narrated information that he obtained from his teachers and books. Even though he was able to narrate the information he received, he did not truly know or understand the knowledge he absorbed. Rodriguez and Freire both state that education is vital for success. Freire states that, â€Å"Projecting an absolute ignorance onto others, a characteristic of the ideology of oppression, negates education and knowledge as processes of inquiry† (Freire 3).Rodriguez did not question or analyze the information; he simply accepted and deposited the knowledge without any doubts. By learning to use his education wisely and make connections between different texts, he heightened his intelligence. In 2 Million Minutes the featured American students Neil and Brittany are certainly intelligent, but they seem more concerned with extracurricular activities and friends than with their studies. Indian students Rohit and Apoorva, however, and Chinese students Xiaoyuan and Ruizhang all plan careers in math or science, and their families and schools support these goals. The film incorporates these students’ descriptions of their high school experiences and future aspirations with the hopes of their parents, and filmmakers juxtapose scenes from the different homes and schools. As it states â€Å"knowledge is a gift bestowed by those who consider themselves knowledgeable upon those whom they consider to know nothing.†(pg.1) Freire is stating that the students do not know anything and that the job of the teacher is to fill the â€Å"piggy bank† of the students’ minds with coins of knowledge. If we just give the students what they want and don’t allow the m to engage back then they aren’t really learning anything. They should both be able to state their opinions, have conversations in which both students and teachers participate, and the students should have the opportunity to lead discussions. This way students develop a relationship with their teachers, their peers, and the world. This will enable them to receive an education where the teachers do not oppress the students, and there is a dialectical relationship between the two;  showing that they care and really want to be informed and learn something new. Although Freire and Rodriguez have different opinions, they both agree that education is the dominating event in the shaping of an adult life. Paulo Freire and Richard Rodriguez opinions of education are almost completely opposed, but they come to a conclusion of agreement in that the primary educational goal is to form a relationship with oneself, and with the world. Rodriguez spent many years of education fulfilling the â€Å"banking† concept, and although he later recognizes the loss it entailed, he primarily believes that imitation plays an important role in the process of education for one must do this to succeed. Here, Freire would argue that the educational system is currently oppressive towards the students, and that there is a sense of necrophilia behind it all, that being the love of death. This love of death, he explains, is the technique of teaching based on memory. Rodriguez would contradict this explanation of education, relaying that â€Å"banking† plays a large role in the success of the student. Freire and Rodriguez have opposing views on the ideas of imitation, alienation, and power, Freire believing all of these concepts need to be removed or reformed and Rodriguez believing that they are important aspects for academic success. Freire’s view on Rodriguez is that he truly didn’t understand what he was being taught, and that’s where The Banking Concept of Education comes in which Rodriguez isn’t communicating with his teachers he’s just listening to what he’s being taught. Paulo Freire and Richard Rodriguez have contradictory views concerning education. Paulo Freire discusses the negativities of present education and explains how it should be reformed, whereas Rodriguez illustrates his own life in education, and how it led him to be the person he is today. Freire believes in â€Å"problem posing education† which consists of an alive, dynamic change in students, allowing them to become humanized with a relationship with the world. 2 Million Minutes it stated that U.S. students aren’t focused and determined to do well in school like those in other countries like India and china. In comparison between the United States with China and India, there is a definite difference between the difficulties of the curriculum within the educational system. Even though we would believe that the educational system in U.S. is the complete and the most perfect one in the world; the amount of the curriculum contents students learn are actually a lot less than students in China and  India. Freire would argue that if Rodriguez was educated under the method of problem-posing he would have embraced his home life and would have developed as an individual. In the end Rodriguez had balanced his life out and reconnected with his family. Education in the end helped Rodriguez realize that other elements of his life are important. Both Freire and Rodriguez believe that a person cannot be without education.

Veet Promotion Campaign

To better understand the market and shape the key marketing problem, we conducted primary research to find out the general trends of hair removal among women in Singapore. From this we found a significant result of women in Singapore favouring razors over cream due to the main reason convenience. As such, the report seeks to explore different promotional methods that would allow us to help these heavy razor users to overcome their misconceptions of cream being inconvenient and subsequently to trial Veet ® hair removal cream.The promotional campaign incorporates intergrated marketing communications and features efforts including sampling, couponing, talks, and point-of-purchase displays, featured articles on blogs, mobile advertising, trade promotions and tie-in promotions. All in all, we hope that the campaign will successfully expose more consumers to Veet ® hair removal cream samples, convert them into Veet ® users and ultimately increase sales for Veet ® .Our overall ROMI sees a negative figure due to costs incurred from our sampling program but CLV is strong at 107 percent. Section Two: Situation Analysis 2A. Depilatory Industry The depilatories industry in Singapore is a steadily growing one, experiencing a 4% growth in 2009 to reach almost $4 million in total sales. Razors and blades for women are the fastest growing depilatories followed by hair removal creams. Depilatories (or hair removal products that remove hair to the level of the skin) include razors, shavers, creams, bleaches and pre-shaves.Currently, international manufacturers Procter & Gamble (S) Pte Ltd and Reckitt Benckiser (S) Pte Ltd have found dominance in the Singapore depilatories market with their popular brands Gillette and Veet ®  ®. However, with the increasing awareness of epilators (or hair removal products that remove the entire hair from the root), many women in Singapore are also turning to these methods, including the use of wax strips, epilators and lasers. 2B. Com pany & Brand History Company background Veet ® was first launched under the brand name, Neet, in Canada in 1901.It was later bought by Reckitt Benckiser Pte Ltd in 1960 and has since been sold in nearly 200 countries worldwide. Reckitt Benckiser is a British global consumer goods company, making and marketing household, personal and healthcare products. The company’s strategy is to have a highly-focused portfolio concentrating on its 17 Powerbrands which contributes to 62% of its net revenues in 2008. Veet ®  ®, one of its 17 most profitable and recognised brands, has two major products, namely hair removal creams and wax strips. Target marketVeet ®  ®Ã¢â‚¬â„¢s current target market consists of young female professionals and students aged 16 – 35 who are cost-conscious and seek convenience. Some may even be apprehensive of pain. This includes both first-timers who are seeking but have not yet tried hair removal products and also existing users of alternative hair removal products such as shavers and epilators. 2C. Marketing Mix Adopted by Veet ®  ® Veet ® has used the following marketing mix to develop a strong brand recognition, as well as competing for leadership position in the depilatory industry. Product Veet ® promises smooth, glowing skin in just 3 minutes.The hair removal cream/gel works by using an active ingredient to dissolve the hair and the specially designed Perfect Touch spatula enables quick removal of the cream for a smooth and long-lasting finish. The wax strips removes the hair shaft from the root by the mechanical action of removing the strip from the skin, comes in a 20s box. Place Veet ® is mass-marketed to Health & Beauty stores (Watsons, Guardian and Unity) and supermarket chains (NTUC Fairprice, Cold Storage, Shop N Save, Carrefour and Giant). It is also available online via the supermarket chain’s online shopping service. PricePrices of Veet ® ranges from $8. 45 for a 100gram hair remover cre am to $17. 20 for a 150ml hair remover gel. The Veet  ® wax strips (20s) are priced at $12. 90. Promotion In 2007 and 2008, Veet ® organized the Miss Veet ® Standout Challenge which selected 10 finalists to compete for the crowning through their catwalk and Q&A skills where notable personalities including local bloggers were guest judges. Brand Characteristics * Brand image: The product with its use of soothing colours and graphics of nature communicates an image of natural well being which appeals to the brand’s core customers – women. Brand personality: Veet ® relates to the personality of elegant, sensual, graceful and beauty. * Brand equity: The 3 green leaves on the Veet ® logo and the use of floral graphics on the product elude a natural feel to users. 2D. Internal Analysis for Veet ®  ® Veet ® Strengths Strong brand presence in Singapore market Procter & Gamble (S) Pte Ltd that manufacture Gillette series of razor brands and Reckitt Benckiser (S) Pte Ltd that manufacture Veet ® are the dominance brands in the market. Consumers trusted the brands as they provided relative good hair removing results.Strong brand equity allows Veet ® s to use sales promotion to build competition barriers that deter consumers from using private labels. Veet ® removing cream has smoother result as compared to other razors and shavers Clearly, we know the numerous side effects of using razors and shavers. Firstly, cuts happen when blade movement is perpendicular to the blade’s cutting axis. Following on, shaving of hair has been know for causing Hirsutism, a condition in which shaving certain parts of the body hair will result in hair stubbles and accelerates process of hair growth, causing a greater density of hair.Razors and shavers manufacturers through the years have been innovating new razor design to mitigate the problems but are unable to eradicate the shaving aftermath. By using Veet ® remover cream, consumers avoid the ris k of razor cuts, while growth hairs become finer. Veet ® remover cream contains moisturizing content that allows users to remove and moisture their skin at the same time. Veet ® dominates market share for hair removal cream Referring to appendix 456, the depilatories environment in Singapore is mainly dominated by razors and shavers brand (portions highlighted in orange).Following 53. 3% of the market share dominated by razors and shavers brands, Veet ® covers the next prominent portion of the market share (33. 6%). This proves that the next preferred depilatories after shaving is removal cream and/or waxing strips; and this market is primarily dominated by Veet ® . In terms of intratype competition, Veet ® faces weak competition from its rivalry brands, namely Nair removal cream, Marzena wax strip and other smaller brands that are currently sold in supermarkets and personal hygiene stores.Veet ® ’s high market shares also correspond to the net worth of the brand viewed by retailers. This implies that Veet ® distribution network, more specifically retailers, are more willing to cooperate with Veet ® in its upcoming sale promotion – since Veet ® ’s promotion will increase stock turnovers for the retailers. Veet ® Weaknesses Potential target market low expectation about Veet ® performance As highlighted in pointer three (3), consumers are more incline to use razors and shavers as they place focus on convenience when choosing depilatories.Consumers associate Veet ® with inconvenience as they have to apply the removal cream on intended areas and wait for six (6) minutes before washing the chemical away. This lengthy process as compared to shaving tends to discourage consumers from buying them. However, Veet ® ’s previous advertising campaign attempted to change consumer’s belief about Veet ® being an inconvenient product. The advertising campaign also aimed to change consumer’s focus on convenie nce to place heavier importance on the results of hair removing. Wide deviation in user’s review about Veet ® performanceRaise of social media importance will affect potential consumer’s expectation towards a brand and ultimately, affecting the consumer’s decision to purchase the brand. As a consumer engages in information search, it demonstrates her engagement with the brand in the HEM model. A search through users’ reviews in social media review centre explain that there is a huge different between the users’ rating. Some users rated Veet ® one (1) star as the brand did not remove their body hair effectively and it causes red chemical burns.Fortunately the bad ratings are neutralized as other users rate Veet ® five (5) stars as they love the product for being simple and easy to use. More importantly they love the brand because it produces better hair removing result than razors and shavers while not leaving chemical irritation on their skin . The two vast differences in users rating thus imply that potential customers still have to rely on other forms of peripheral cues to evaluate their product choices. Sales promotion will help to attract a portion of this market where consumers eventually have to purchase and experience hair removal results by themselves. E. External Analysis for Veet ® Consumer Evaluation Primary Research Method A primary research was conducted through an online questionnaire (Appendix 1) with one hundred women aging between 16 year and 35 year old. Through the survey, it will help us to gain understanding about target market’s depilatory products usage behavior and motivation. Veet ® Opportunity Veet  ® has relatively high brand awareness (Appendix 2A) According to survey results, Veet  ® products have high brand awareness. Consumers are able to recognize the product category that Veet ® belongs.With the high brand awareness, this shows that advertising efforts are showing positiv e results in the market. Market Share between Razor Market and Veet  ® Market – On Par (Appendix 2B, 2C, 2D, 2E) Majority of Veet ® target market have already performed some form of hair removal procedure as they are image conscious and are concern about how others view them if they appear to be untidy. Currently 18% of our respondents have not engaged in hair removal procedure and a significant portion of this group would either consider or may not do hair removal in the next three to six months period.This highlights that our promotional campaign should not direct at this group of consumers, as sale promotion is unlikely to change a consumer’s behavior. More advertising instead of sale promotion should be engaged to encourage this group of consumer to start removing hair through Veet  ® products. With the remaining 82% of the market that has started removing body hair, we learnt that that is an equal market share between Razor products and hair removal cream pr oducts. As covered previously, Veet  ® is the leader in the hair removal cream industry; therefore we can assume that Veet ® has a market share of 34%.More than half of our respondents who are using razors mainly are very likely to try Veet ® given that there is an attractive sale promotion campaign. With a higher perceive value, there is high potential to convert a portion of the razor users instead of non-hair removal users, to start using / trying Veet ® products. Veet ® Threats Key Performance Factor: Convenience (Appendix 2F) Consumers today are leading increasingly hectic lifestyles and these cause them to regard convenience as the key factor when choosing depilatory products.Consequently razors and blades continued to remain popular among consumers commanding a combine market share of around 40 percent in 2009 with Gillette Venus leading the pack taking 75 percent of the razor market. In addition, as consumers become more sophisticated, they are turning to products that promised a cleaner shave and even opted for products with enhanced functions like moisturizing effect or catered to sensitive skin. This explains why consumers are trading up other depilatories for Veet ® air removal cream which sees it clinching the top position with nearly 34 percent of the depilatory market share. However, there is still a large part of consumers who are still unaware of the convenience in using Veet ® which is well reflected in our primary research. We saw that 70 percent of the surveyed razor users have never use Veet ® before and hence have no knowledge about its convenience. Strong Price Competition from other Razor Brands The relatively low price of the Bic Soleil Shimmer Clic compared to other brands saw the fastest growth in 2009.We attributed this trend to the slowing down of the economy last year. The treat is not high since the sophistication and affluence of consumers would invest in a more functional depilatory with the recovery of the econ omy. Summarized SWOT Analysis Below is a SWOT diagram summarizing Veet ®  ®Ã¢â‚¬â„¢s internal and external analysis: Section Three: Targeting, Positioning, Objectives Setting, Budgeting 3A. Key Marketing Problem From our situation analysis, it is clear that while there is high awareness level for Veet ® hair removal cream.Being a market leader in the depilatories, Veet ® has generated adequate awareness for its hair removing products. However, Veet ® must compete mainly with razor product brands such as Gillette. The main threat that is stopping Veet ®Ã¢â‚¬â„¢s growth is that target market do not perceive Veet ® as convenience as razors. There is a need for our campaign to address this misconception about Veet ®  ®, and to further strengthen Veet ® positioning with the product benefit that razor product cannot achieve- benefit such bladeless solution to stubble free skin.Overall, the management team of Veet ® wants to find out: â€Å"What should be changed abo ut the current marketing efforts to increase the sales of Veet ® hair removal cream? † In our research to help Veet ® in this management decision issue, we will be looking into the following marketing research problem: â€Å"How can Veet ® promote trial of its hair removal cream in the hair removing market through a promotional campaign? † 3B. Segmentation of the Women’s Depilatories market in Singapore This research segments the women’s depilatories market in Singapore using a behavioural segmentation base.We have divided the market into several segments according to the frequency of using razors and the frequency of using Veet ® hair removal cream, as seen in the perceptual map in Appendix 3. The different segments as follows: 1) The Bladers: Heavy razor users who have never used Veet ® hair removal cream before. 2) The Biased: Relatively heavy razor users who use Veet ® only on special occasions such as parties. 3) The Balancers/Switchers: U sers of both razors and Veet ® . These consumers have no loyalty to either method and switch easily. ) The Professionals: High frequency Veet ® users who use razors occasionally to ensure better hair removal effect 5) The Cavemen: Non-users of hair removal products. These are hairy ‘monsters’ who have never shaved and also includes those who are ‘hairless’ and do not need to shave. 6) The Un-conventional: Non-users of razors and Veet ® but who are users of other hair removal methods such as waxing and lasers. 7) The No Bleeders: Our Veet ® lovers. 3C. Our Target Market Out of the different segments, we have decided to select ‘The Bladers’ as our target market for Veet ® hair removal cream.This is primarily due to the relative ease of conversions of ‘The Bladers’ into users of Veet ® hair removal cream, as compared to ‘The Cavemen’ who are non-users of hair removal products. ‘The Bladers’ alread y have a desire to remove hair, whereas â€Å"The Cavemen† do not even see a need to remove hair. This was based on our survey results, where we found out that there is quite a low percentage, 18%, of non-users who are willing to use hair removal products in the first place (Appendix 2D).However, there is a much more optimistic percentage, 58%, of current users of shavers who are likely or very likely to try hair removal creams since they already have a desire to remove body hair (Appendix 2E). Moreover, the market size for current users of razors is 32. 8% (Appendix 2C) while that of current non-users of hair removal products is only 18% (Appendix 2B). With a larger market, there is a greater potential to tap upon in the current market for users of razors. In addition, we did a targeting specified by personification for ‘The Bladers’.This person would represent the typical non-Veet ® user whom we hope to convert into a Veet ® user. Her profile is seen below: * Name: Rachel Quek * Age: 27 * Occupation: Marketing Executive * Hobby: Loves shopping, online shopping, going to the beach, clubbing, social networking * Personality: Fun, image-conscious, highly regards others’ opinions on her appearance, has a fear for pain * Shopping behavior for personal product: Loves trying products before deciding to buy * Current hair removal method: Uses Gillette Venus because of convenience * Monthly expenses on personal grooming: $300 Time spent on personal grooming daily: 2 hours on weekdays, 3 hours on weekends * Dressing habits: Frequently in dresses and above-knee skirts 3D. Positioning Statement Our positioning statement is: For women in Singapore who currently shave, who now seek a painless, smoother & longer-lasting hair removing effect; Veet ® is a bladeless hair removal product that moisturizes your skin – a total beauty experience that no woman should miss out on. 3E. Objective SettingThere is already high awareness of Veet ® hair removal cream in the women’s depilatories market in Singapore, with 95% of the market being aware of it (Appendix 2A). Yet, only 27. 9% of the market uses it (Appendix 2C). Through the implementation of our one-year campaign, we hope to be able to see an increase in this market share as we move ‘The Bladers’ up the Hierarchy of Marketing Communication Effects (HEM) from the ‘Awareness’ to ‘Trial’ stage (Appendix 4). However, ‘The Bladers’ currently either have no expectations or have a bad expectation of Veet ® where they think that it is inconvenient to use (Appendix 2F).For those who have no expectations, we want to push them to try our product through samples, creating expectations of convenience and pushing them to eventually buy since they have the assurance from trying the product first hand. For those who have poor expectations of the product being inconvenient, we need to give them samples to change this att itude and also further push them to buy our product. We have thus established our campaign objectives below: 1) To see 40 percent of ‘The Bladers’ being exposed to our campaign 2)To have 40 percent coupon redemption among all who received our sample and coupon 3) To achieve 20 percent of our target segment purchasing our tie-in promotion 4) To see 30 percent of the ‘The Bladers’ joining our contest 5) To collect a consumer database from our couponing system for Veet ® ’s future promotional campaigns 3F. Budgeting We will be employing the objective and task method of budgeting so that we can clearly specific what role each component of the marcom campaign satisfy for the brand and set the budget accordingly.The overall campaign budget will comprise fully of promotional dollars. The rationale of this decision links back to our objective of moving ‘The Bladers’ up the HEM from awareness to trial and therefore a heavy focus on promotion wi ll be a better plan. We did not specifically allocated portion of the budget for media and public relation (PR) spending since they consist of only a small percentage of the budget. They are still present in the campaign but act as a support for the main promotional campaign. Therefore they will be accounted under the under the promotion budget instead.That explains a 100 percent allocation of the S$400,000 budget to promotion. Promotion Budget Breakdown We strongly believe that it is crucial for our target segment to test our product before they can move from being ‘aware’ to eventually product ‘trial’. To accomplish this objective, the majority of the promotion budget will be devoted to heavy sampling (50 percent of promotion budget or S$200,000). A self created event will constitute one of the channels for distributing our samples and it will cost us S$10,000. We would like to incentivize our consumers as well and therefore 7. percent or S$30,000 will be allocated to a couponing exercise which will overlay sampling. A tie-in promotion with a complementary product will follow so as to induce purchase and further incentivize our consumers. This component will be given S$50,000 of the promotion budget. An online contest will also be running throughout the campaign but due to the relatively low investment involved, it will be weighted at 1. 25 percent only. S$80,000 will also be budgeting for trade allowances for our partner retailer’s involvement in our full campaign as well as slotting allowances given for erecting our point-of-purchase (POP).Our POP will be given S$15,000 in the budget. The remainder of the promotion budget will be assigned to media and PR efforts to drive the promotional campaign. (Please refer to Appendix 5 for full budget allocation) Section Four: Our Promotional Campaign 4A: Allocation of efforts in the overall Integrated Marketing Communication Campaign Advertising – (1% effort) Through our situat ion analysis, we learnt that Veet ® has very high level of brand awareness, and this is mainly pushed by Veet ® advertising efforts.In addition, the target market has relatively little target consumers who have not started doing hair removing procedure, advertising investment will not be effective as the market coverage is significantly lower as compared to putting the investment in converting current razor users. Lastly, given our campaign objective of moving ‘The Bladders’ from brand awareness level to trial level, advertising will not be effective to move the target consumers into actions – by getting them to start trying Veet ® product.However, we will engage trade promotion tools by getting our partner retailer to advertise Veet ® sale promotion to its customers. Personal Selling and Public Relations – (1% effort) As Veet ® belongs to the FMCG (Fast Moving Consumer Goods) product category, it would unwise for our campaign to invest in sales people to encourage consumers to purchase Veet ® products. Moreover, hair removal procedure is considered a private personal grooming process. Therefore it is difficult to involve ‘The Bladders’ in an open environment for a hair removal demonstration.Little investment will be put into public relations as majority of the target market are aware of Veet ® usage. Direct Marketing – (5% effort) In our campaign, we will be adopting mobile advertising. The customer database will be collected through consumer’s opt in option when they send a SMS (Short Message Service) to obtain a SMS coupon. With the customer details collected, we will direct advertising messages via mobile services in the subsequent promotion campaign. Sales Promotion – (90%) Majority of our investment and efforts will be invested on Sale Promotion.Sale promotion will be the center of our campaign with the remaining IMC tools acting as a supporting role to communicate about the sales promotion to ‘The Bladders’. As consumers have the perception that Veet ® product is not as convenience as razors, the campaign will focus on changing this misperception by allowing ‘The Bladders’ to personally experience Veet ® product. In addition, ‘The Bladders’ will experience the smoother hair removal effects (stubble free), this will help to strengthen Veet ® ’s positioning. Shaping user experiences will be done primarily through sampling.With user experience appropriately shaped, couponing exercise and attractive contest incentives will be used to spur ‘The bladders’ to start trying Veet ® product. With the understanding of how investment will be made in this campaign, following is our proposed promotional campaign for Veet ® . 4B: Our promotional campaign for Veet ® Overview of campaign Our promotional campaign will be primarily revolving around bringing across the mindset of Veet ® hair removal cream as one that is convenient coupled with a plus point of better hair removal results to our target group ‘The Bladers’.The entire promotional campaign duration will be 12 months, and staged in three phases: (i) Feeling the stubbles, (ii) Long-lasting smoothness and (iii) The Veet ® Contest. Phase 1: Feeling the Stubbles Objective: Expose ‘The Bladers’ to our campaign and drive word-of-mouth As we are targeting ‘The Bladers’ who are already experienced customers in the hair removing market, they will be less likely to take notice of the convenience and added benefits of Veet ® if it is done through the mass media channels like commercials, ads or any other imagery that is forced upon them.Thus in ‘Feeling the Stubbles’, we will seek to first roll out the promotional campaign in a subtle manner with heavy sampling also known as tryvertising, by conveying the intended messages based on their experience with our product and also conc urrently incorporate mobile couponing as a piggyback to that to have a best reach to our target group. Diagram 2: Sample & Couponing Sketch The sample we will be giving out is a 30ml Veet ® hair removal cream tube that comes with the brand’s signature perfect touch spatula and tied together with the tube is a double sided information card.On the front side of the information card, it is a surface full of protruded patterns that resemble the stubbles after shaving with a razor following a tagline of ‘Feeling the Stubbles? ’ And on the flipside, it will feature our tagline of ‘Stubbles-Free in 3 minutes’ following our couponing exercise. Diagram 3: Mobile Couponing Process The recipients of the sample will be required to text in to our number with their name and identification number for a mobile coupon.The mobile coupon will then entitle them to a 10 percent discount on a full sized Veet ® hair removal cream at any of the stores of our partner ret ailer and also a contest entry chance. Each mobile coupon will come with a uniquely coded two-dimensional Quick Response (QR) code for tracking the redemption levels and from the codes to track which the efficiency of the sampling mediums deployed. The retailer will be incentivized with every mobile coupon redeemed. Sampling MediumsIn this heavy sampling exercise, we will be distributing our samples through three sampling mediums namely digital media platform, collaborative events and through our partnering retailer. The three mediums are The Sample Store, Corporate Luncheon and in the stores of Watsons. The Sample Store (www. thesamplestore. sg) is a local platform that distributes product samples online. Since its launch in 2008 it has since built a huge database of members both on its website and facebook fansite and still growing its popularity as many recognize it as one that operates on unbiased reviews that are given by members.Members who redeem any samples will receive them via mail. Other than having our samples be placed on the site, we will also want to minimize or prevent any possible clutter of the many different brands and products on The Sample Store. We will be working with the team over there with three additional features. First, we will have our product featured in The Sample Store’s blog as a new sample which members will be able to access directly to this page or link through the main site.Currently the site’s blog maintenance team has an updates indicator of how recent is the blog updated for the ease of members to track new entries. On the blog entry, there will be a link for the readers to direct them to page to grab our sample. Hello Rachel Veet ® Hair Removal Cream Sponsored Link The Sample Store Blog The Sample Store product placement Secondly on the actual product placement page, we will also be having our product be featured in the section of ‘Sponsored Link’ to further minimize the brand and product c lutter in our sampling exercise.Be it on the main page of ‘Samples’ or when members scroll through the pages of samples, the ‘Sponsored Link’ function will come in handy as it is a permanent display on the top of every page that effectively maximizes the chance of reach and redemption. Thirdly, we will also put up a special request to have our product placement be strategically located beside Gillette or any other razor products so as to have a better chance in reaching our target group ‘The Bladers’.Veet ® Corporate Luncheon is a series of collaborative events with the National Skin Centre’s Health Talk aiming at bringing these talks to the premises of 48 companies. These series of lunch talks will be done in a form of registered events in which employees register with the human resources department and there will be a seat limit capped at 50 for each session. During each hourly session, there will be a 40 minutes skin talk by the Nat ional Skin Centre’s dermatologists.Following up will be a 20 minutes product talk and interactive demonstration session by Veet ® whereby the models for demonstration will be picked from the audience. Thereafter, the dermatologists will wrap up the entire talk by testing the skin hydration levels of the models after using Veet ® hair removal cream product. Lunch will also be catered to encourage participants of the talk to clear any doubts regarding Veet ® ’s products while handling out Veet ® ’s samples. Sampling @ Watsons is the main highlight of the three sampling exercises as it is a highly targeted sampling exercise in conjunction with the ones mentioned above.From our primary research it shows that when ‘The Bladers’ want to make any purchase regarding personal care products, Watsons will be their first choice. Thus, to be in line with that, we will be making Watsons our exclusive partner for distributing Veet ® ’s samples acr oss Watsons’ good scalability of 101 outlets islandwide. Also derived from our primary research, we found that there are some complementary products that the razor-users are most likely to use before, during or after shaving. Diagram 6: Determinants of scanner-delivered samplingWith this information, we have designed a scanner-delivered sampling exercise whereby once any of these 6 items (body lotion, tights, sunblock, deodorant, razors and shaving aids) is purchased, a Veet ® sample will be automatically be presented to the customer. To gain retailer’s agreement and cooperation, a heads-on competition with other razors and shaving aids companies will be eliminated by having these two items as an exception. Only with purchase of other items on top of razors and shaving aids, will the customer be entitled the Veet ® sample.In addition to the scanner-delivered sampling conducted, we will be purchasing retail spaces at Watsons to have a point-of-purchase display at th e storefront of Watsons’ outlets. This will allow us to cast a bigger net to reach and expose our target group ‘The Bladers’ to our campaign should they coincidentally fall out of the sampling determinants during our campaign period. Diagram 7: Point-of-Purchase Display The display will be in line with the sampling exercise, seeking to convey the message of convenience being ‘Stubbles-free in 3 minutes’.Wobblers will be attached to the fixture indicating information including the mobile couponing exercise and contest entry chance. The entire Phase 1 sampling exercise will be held in a 4 months period, with the exception of the featured article on The Sample Store’s blog which can be posted up for the entire campaign. Couponing and redemption exercises will be conducted for a 5 months period. Diagram 8: Phase 1‘Feeling the Stubbles’ timeline 4B. Phase 2: Long-lasting Smoothness Objective: Build brand associations of better hair rem oving effect and experience After exposing our target group to the campaign in Phase 1, Phase ‘Long-lasting Smoothness’ will seek to build brand associations of Veet ® as one that provides a the total hair removing effect and experience. To be in line with that, we will be partnering with Vaseline a brand that is known for its long heritage of body lotions and the effectiveness of hydrating skin, bringing a great boost to both brands when seen as complementary products. Together, we will be offering a tie-in promotion bundle which includes a 400ml Vaseline body lotion and 100ml Veet ® Hair Removal Cream.Diagram 9: Vaseline and Veet ® bundle Pricing of the bundle will be at $15. 90, strategically seeking it to be lower than a separate purchase of either items and also importantly be lower than that of a combined purchase of razors or razor refills and Vaseline body lotion altogether. Based on the respondents of Phase 1, we will be deploying a closed-loop marketing tactic whereby we will be sending text messages to the people who redeemed our coupon in Phase 1 to inform them of the tie-in promotion.Similar to the point-of purchase display in Phase 1, we will be purchasing retail spaces at Watsons to have a point-of-purchase display at the storefront of Watsons’ outlets in addition to the closed-loop marketing text messaging. This will allow us to cast a bigger net to build brand associations of a total hair removing effect and experience to our target group ‘The Bladers’ should they not be in time to redeem our coupons during our couponing period. The same point-of-purchase fixture will be used from the previous occasion to lower costs.Wobblers will be attached to the fixture will be changed now to indicating information Diagram 10:Bundle Point-of-Purchase Display including the 15 percent savings with the special bundle pricing drawing comparison with its usual price, reinforcement of a total experience of long-lasting smoo thness and a contest entry chance. Bundle packages will also be concurrently placed on Vaseline’s shelves. Cards regarding contest information will be slotted in the bundles. The entire Phase 2 tie-in promotion will be held in a 4 months period after the sampling and couponing exercise of Phase 1.Diagram 11: Phase 2‘Long-lasting Smoothness’ timeline 4C. Phase 3: The Veet ® Contest Objective: Drive trial and traffic to Veet ® Singapore Facebook page. Build brand excitement and buzz Phase 3 of the campaign will act as a overlay campaign to both Phase 1 and Phase 2. To effectively drive product trial and building brand excitement, a Veet ® Singapore Facebook fanpage will be set up as currently Veet ® do not have any adoption of social media locally. Diagram 12: Contest Card SketchWhen the recipients of the samples make a purchase using the mobile coupon in Phase 1, purchase a bundle in Phase 2 or making a regular purchase after the 2 phases, the retailer wil l be handing out contest cards for every purchase. On the flipside of the contest card, it will visibly tell recipients that they have won one chance to ‘The Veet ® Contest’ by entering the scratch code on the contest card on Veet ® Singapore’s Facebook fanpage. Every additional purchase will entitle them an additional chance in becoming the grand winners of the contest.Diagram 13: Veet ® Singapore Facebook fanpage In addition, by liking Veet ® ’s page will entitle the contest participants 5 more winning chances to the contest. The top 3 winners of the contest will walk away with a $500 Watsons Gift Vouchers each and there will also be 5 winners who will walk away with a year’s supply of Veet ® hair removal cream as consolation prizes. Such information will also be detailed on the Facebook fanpage. At the end of the entire contest, announcement of contest winners will also be conducted via the Facebook fanpage.Phase 3 will be held as a sup porting role in the entire 12 months period, concurrently with Phase 1 and 2. Diagram 14: Phase 3‘The Veet ® Contest’ timeline Section Five: Conclusion 5A. ROMI and CLV (Appendix 6) Retail price of Veet ® hair removal cream is at S$10. Our profit margin for the product is at 40 percent or S$4. We will take annual discount rate to be at 12 percent and this will translate to 1 percent monthly discount rate. We are looking at a three tiers conversion model with light users purchasing once in two months, medium users once a month and heavy users twice a month. 1. Phase 1The sampling exercise overlay with couponing will see an estimated 40 percent conversion rate in total out of the sample/coupon given out over the four months. Of the 12,500 potential converts per month, we will be looking at 4 percent becoming heavy users, 16 percent medium users and 80 percent light users. This will transit to a monthly profit of S$32,000 but a negative return of marketing investment ( ROMI) of 56 percent. However, we are projecting a relatively high constant retention rate of the converts at 90 percent for heavy users, 85 percent for medium users and 80 percent for light users.Therefore this will give us a positive customer lifetime value (CLV) of 106 percent. 2. Phase 2 Our tie-in promotion with a moisturizer brand will see a conversion rate of 20 percent. However we foresee that three-quarter of them will be those who used the coupon in Phase 1 and are returning customers. Therefore we are looking at 1,560 new converts per month from the tie-in promotion. Although we will have a negative ROMI of 53 percent in this phase, we will be looking at the same retention rate for all three conversion segment hence getting a positive CLV of 124 percent. . Phase 3 The Veet ® contest will run from the start to the end of the one year campaign and we are expecting purely new converts (not from Phase 1 and 2) only from those who picked up a contest form from our POP at our partner retailers. Since we foresee that a percentage of them would be purchasing for the contest, we lowered their retention rate to 80 percent, 60 percent and 40 percent for the heavy, medium and light converts respectively.Given that our main intention of the contest is to create hype for the campaign and rewarding the real converts who purchase through Phase 1 and 2, we are expecting to see only 310 converts per month which will transit to a slightly positive ROMI of 5. 3 percent and only 25 percent in CLV. 4. Overall The overall campaign will see a conversion of 14,730 users per month and a total of close to 60,000 converts throughout the full one year campaign. Although we will be getting a negative overall ROMI of 55 percent and a slightly high average acquisition cost of S$5. 74 we will be achieving a strong CLV of 107 percent. . Best and Worst Case The best case scenario will see us having 25 percent more conversions from Phase 1, 50 percent more from Phase 2 and Phase 3 an d this will increase the ROMI to -44 percent and CLV to 162 percent.As for the worst case scenario, it will be the reverse having 25 percent lesser in conversions for Phase 1 and 50 percent lesser for Phase 2 and 3 will see us having a negative CLV for both Phase 2 and 3 but an overall CLV of 66 percent. ROMI will stand at negative 64 percent. 5B. Evaluation of Campaign The success of our campaign will depend on meeting our pre-set objectives. To have 40 percent coupon redemption among all who received our sample and coupon * To collect a consumer database from our couponing system for Veet ® ’s future promotional campaigns We can easily track this by tabulating the number of request for the mobile coupons. As the distribution of the samples with the coupons are highly targeted at ‘The Bladers’, we can foresee near to 100 percent of the mobile coupon being redeemed by our target segment. As for the database, when our consumer sends in a message requesting for t he mobile coupon, we would locked in their numbers and consolidate it into a database.This database will be straightaway put to use in Phase 2 of our campaign where we will send them a message informing about the tie-in promotion being offered in our partner retailers. * To achieve 20 percent of our target segment purchasing our tie-in promotion * To see 30 percent of the ‘The Bladers’ joining our contest The numbers for these two objectives can be tracked when our target segment sign up for the contest. When entering the contest on Facebook, they will be asked a simple question regarding when they were first exposed to the product.If they choose either through the tie-in promotion or through the sample with coupon distributed, we would know that they are our target segment ‘The Bladders’. As the contest card comes with a unique code for entering into the contest, a consolidation of the unique codes keyed in for each Phase of the campaign will indicate to u s the number of our target segment who participated in the online contest. * To see 40 percent of ‘The Bladers’ being exposed to our campaign The number of samples given out, coupons redeem and contest details will give us a rough estimate to how many of our targeted segment was in face exposed to our campaign.Appendix Appendix 1: Questionnaire Done Through Online Medium S/N| | Options| 1| Have you heard about the brand Veet ®? | Yes No| 2| Veet ® is product that| ShampooBody WashHair Removal CreamHand LotionNail Protection CreamFeminine Wash | 3| In the last 12 months, have you done any hair removing procedures? | Yes (Go to Qns 5)No (Go to Qns 4)| 4| Will you consider starting removing body hair in the next 3 to 6 months time? | Yes NoMaybe| 5| Which of the following hair removing method do you use dominantly? Razor blade (Go to Qns 6)Hair removal cream Wax Strips (Go to Qns 6)Saloon (Go to Qns 6)Others (Pls Specify: ______________)| 6| What is your reason for usi ng the particular hair removing method? | (Open ended answer)| 7| Given an attractive promotion, would you consider using Veet ® to remove body hair in the next 3 to 12 months? | YesNo (Go to Qns 8)Maybe(Go to Qns 8)|8| What is your reason for not considering using Veet ® to remove body hair? | (Open ended answer)| About Yourselves| | Age| 11 – 1515- 2021 – 2526 – 3031 – 3536 – 4041 – 4546 – 5051 – 55| | Occupation| (Open ended answer)| Amount of time spent on personal grooming daily (Weekday)| | | Amount of time spent on personal grooming daily (Weekend)| | | Amount of money spent on personal grooming monthly| | | Where do you usually purchase personal grooming products? | NTUCGuidanceWatsonVenusProvision ShopsGiantShop and SaveThe Market PlaceOthers (Pls Specify:________________)| | What are some products that you would usually purchase with hair removal product? | (open ended answers)| Appendix 2: Descriptive Survey Resu lts (Important insights) – Total Number of Respondents: 30 Appendix 2A: Graph Showing Awareness Level of Veet Hair Removal Cream 1.Have you heard of Veet Hair Removal Cream? Appendix 2B: Graph Showing market doing hair removal 2. Have you done hair removal before? Appendix 2C: Graph Showing Type of Hair Removal Method Used by Women 3. (For the 82% of women who have removed hair before) which type of hair removal method do you use? Appendix 2D: Graph Showing Percentage of Non-Users on Whether They Will Ever Do Hair Removal 4. Do you think you will ever do hair removal in the next three to six months period? Appendix 2E: Graph Showing Percentage of Razor Users on Whether They Will Use Veet 5. For current razor users) Will you use try using Veet hair removal cream? Appendix 2F: Summary of Reasons of Current Razor Users for Not Wanting to Try Veet 6. (For those who are unlikely to try Veet hair removal cream in Q5) Why not? * Inconvenient (Most responses) * I am unsure of the eff ects of using cream * May not remove all the hair as effectively as razors * Using cream makes my skin dry * More expensive * I am used to using razors already Appendix 3: Segmentation Map of the Women’s Depilatories Market in SingaporeAppendix 4: Graph Showing How ‘The Bladers’ Will Move Up the Hierarchy of Marketing Communication Effects (HEM) Appendix 5: Budget Allocation Appendix 6: ROMI and CLV Bibliography Veet Hair Removal Cream Review, retrieved on 19 October 2010, retrieved from http://www. reviewcentre. com/reviews74276. html Veet Bladeless Razor Review, retrieved on 19 October 2010, retrieved from http://www. viewpoints. com/Veet-Rasera-Bladeless-Razor-reviews Depilatory Industry Overview in Singapore, Euromonitor International: Country Sector Briefting, June 2010, retrieved on 22 October 2010

Marketing Communication and Branding Case Study

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Assessment of overhead costs Essay Example for Free

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The overheads associated with the small technical tools would also reduce as the need for such tools would no longer be presented by the manifold line, if the line is to be outsourced to a third party. The usage of the utilities like coal, gas and electricity used to drive the manufacturing process of manifold would also be eliminated as an expense. Therefore the overhead associated with this expense would also be significantly reduced. On the other hand the wages of the no production employees and the benefits provided to them might not decrease. Any decrease in this overhead would be minimal as the non production employees are not greatly impacted by the outsourcing of a production line as opposed to the production associated employees and personnel. Similarly the deprecation conducted on the property and the taxes would not reduce and can remain stable as the property is shared by all product lines and as long as the other two product lines are operating, the depreciation overhead would still occur at the same rate. The expenses related to constant personnel for the training, travel, and union representation would also considerably reduce as the number of personnel employed will decrease with the outsourcing of the manifold product line. The project expense of the setup and arrangement of new equipment and machinery would not be a reducing overhead as this expense is effect by purchase of new equipment and not by the operation of a product line. The overhead associated with the benefits provided to employees in terms of overtime payment, on an hourly basis, state unemployment and the pension provided to employees and labor at the company would not reduce by a significant amount. Instead this expense can increase as more people are laid off or provided early retirement if the manifold line is outsources. Similarly the benefits of this kind provided to the skilled hourly workers specifically those associated with production will also reduce in the long term due to the outsourcing of the manifold producing. The reduction of this overhead would be due to the reduction in the employee/ labor strength in the production department which would reduce the expenses of benefits for the labor. Estimated Proposed Budget. In order to effectively budget for the year 1991, considering the manifold line is outsourced to a third party for manufacture, substantial assumptions had to be made. These assumptions pertained included adjusting the estimates of the active production lines at Bridgestone Industries with the incremental growth trend for their respective costs. The costs increase form year to year due to inflation and the changes in the CPI index. As a result it is important to adjust any forecasted figures for the respective growth trend of the costs and revenues. It has also been assumed that by outsourcing the manifold production line, the company is able to eliminate the costs associated with manifold production line labor, the direct materials used by the manifold production line and the overheads that were contributed to by the manifold production online. Another assumption that is made in the proposed budget is that even though the company has outsourced its operations for the manifold production line. The company is still selling the products by purchasing them from the outsourcing company and providing them to the automobile manufacturers in the United States. As a result the sales revenue is forecasted even though the costs associated are eliminated and not considered. Moreover the costs associated with outsourcing are not incorporated in the budget as they are no longer part of the manufacturing/ productions department. The following is the proposed budget for the year 1991 which considers the manifold production line to be outsourced while no additional production line is dropped by the Bridgestone Industries. Proposed Budget for the year 1991 USD (‘000) 1991 Sales Fuel Tanks 87,378. Manifolds 97,031 Doors 52,681 Mufflers/Exhausts Oil Pans 237,089 Direct Material Fuel Tanks 17,693 Manifolds Doors 17,414 Mufflers/Exhausts Oil Pans 35,107 Direct Labor Fuel Tanks 4,788 Manifolds Doors 3,084 Mufflers/Exhausts Oil Pans 7,872 Overheads 1000 3,093 1500 3,229 2000 1,152 3000 768 4000 4,049. 5000 11,043 8000 2,039 9000 3,261 11000 1,650 12000 8,543 14000 4,418 43,246 The proposed budget that has been drawn up significantly depicts that if the company opts to outsource the manifolds production line in the year 1991, then the company is able to observe significance reductions in its operating costs and overheads. Therefore it can be mentioned that by outsourcing the manifold production line the company can experience cost savings and better revenue levels. The proposed budget for the year 1991 indicates that the Sales forecast increased to $237 million while the direct material based costs are forecasted to be at $35 million. The forecast of the direct labor employed for the active production lines would be at $7 million only while the total overheads for the operation would be equivalent to 2 million only. The overhead burden rate in the year 1991 as a result is reduced to 307 percent with the allocated overhead for the fuel tank’s production line at $26 million while the production line for manufacturing the rear and front doors would be at approximately $17 million.

Comparison Between Two Methodologies By Using Nimsad Information Technology Essay

Comparison Between Two Methodologies By Using Nimsad Information Technology Essay The main objective of this assignment is to do comparison between two various methodologies such as SSADM Structured Systems Analysis and Development Methodology and ETHICS Effective Technical and Human Implementation of Computer-based Work Systems by using NIMSAD framework. Both methodologies have shown their own concept of identifying problem situation and finding solution to fix the problems. Avison and Fitzgerald (1995) show the definition of information system development methodology as a collection of procedures, techniques, tools, and documentation assistance which will help the system developers in their efforts to implement a new information system and they also mentioned the methodology with the above collections. There are two principles for comparing methodologies: The first one is Academic reason, this is for understanding the diagnosis of the methodology. The Second one is Practical reason; this is to select a methodology, group or part of the methodology for a particular application and. There are lots of methodologies exists. There may be many comparisons can determine and define the methodology (Avison and Fitzgerald, 1995). So, we must know the basic rules of the two methodologies before start doing comparison. The comparison and views of the methodologies will be shown below. SSDAM (Structured Systems Analysis and Design Method) Structured System Analysis and Design method is a framework that adopts Structure approach to the analysis and design of the information systems alike previous structured methods such as Yourdon in 1976,DeMarco in 1979 . It is sequential development process called as waterfall method. It was produced for Central Computer and Telecommunications Agency (CCTA) and also the UK government now known as Office of Government Commerce (OGC). In 1981 UK government was taken this method as a compulsory for all projects but since then the other countries and some private organization used it greatly (Ashworth et al, 1995).SSADM supports the developers and project managers in understanding four questions they are What is to be done, When it is to be done, How it is to be done, Where the resultant inform is to be documented (Bentley et al, 1995).Some history of this methodology since 1980, Central Computer and Telecommunications Agency determines the analysis and design methods. In the year of 1981 Learmonth Burchett Management Systems (LBMS) method has chosen from shortlist of five. In the year of 1983 SSADM made mandatory for all new information system developments. Version 2 of SSADM was released in 1984. Version 3 of SSADM was released and that was adapted by NCC in 1986. After 1988, SSADM certificate of Proficiency launched, SSADM promoted as open standard. Version 4 of SSADM has released in 1990. (Websites: http://www.dcs.bbk.ac.uk/~steve/1/tsld005.htm). This is a wide methodology and also flexible to apply at any kind of problem situation. It divides the works or projects into distinct units (Downs et al, 1992).SSADM is a basic assumption that systems have an underlying, generic, data structure which changes very little over time (Ashworth et al,1990). The SSADM version 4 has formed five important frames such as, Feasibility Study (FS), Requirements Analysis (RA), Requirements Specification (RS), Logical System Specification (LS) and Physical Design (PD). This five-module framework has seven stages and each stage has explained exactly with their own strategy, controls, and activity, this helps the main purpose of the project management technique (Avison and Fitzgerald, 1995; Downs et al, 1992). Diagram: The Feasibility Study (FS) is first module of the methodology; it holds the position of stage 0, this phase has four steps: First one is prepare for study to know measurement of evaluation of the project; then define the problem by using comparison between requirements with current position; selection of Feasibility from among others; the final one is to submit a report of the Feasibility. Data flow diagram and flow documents are used in this technique (Avison and Fitzgerald, 1995). Requirement Analysis (RA) is one of the most important stages of SSADM. This involved with describing the requirements of information systems. This is a fundamental level for business purpose. It has two stages; a major aim of the first stage is to make understand fully about the system for analysts. Analyst should investigate the feasibility of the project if before stage was not done and also the problem situation should be described by using data models and data flow models; Interviewing to the employees and users also included in this stage. The second one is Business System option; during this stage the analysts would determine such business system options by group actions for their customers. The previous stage has named that, a business system option is a potential solution to the system requirements. This includes boundaries of the solution and inputs and outputs. Requirement Specification (RS) is a single stage and it makes over the description of the current environment and business system option which was made by Requirements Analysis. Clients of this system would select business option at the end of RA. During this stage analysts should combine the investigation of all the stages results from 1 to 3 by keep the business option, to develop a specification of the system. It also describes actual function of the system. Entity-event modelling and rational data analysis are the techniques used in this stage. During the stage 3, various models of the system are being developed such as, Data Flow Model (DFM) and Logical Data Model (LDM).This stage brings details the DFM and LDM. The function definition has unites into one for specification process design at this stage. The next module, Logical System Specification (LS) has two stages in it. Such as stage 4 and stage 5, Technical System Option considered as stage 4 and Logical design as stage 5. Technical System Option is the final stage for analysis phase and conversion to the literal system design. Many execution chances are suggested to select nearly suitable solution similar to stage 2. This technical system options are measured by financial cost and performance of the system and limitations etc. After the stage 4, Logical Design took place as a stage 5, the works and investigation has been done as same like before stage. The main execution of Logical Design is about human factor. It defines dialogue and updates enquiries in non-procedural manner, which is independent of any implementation strategy. Physical Design (PD) is the final module of this system. It is the best choice of possible technical and logical solution, the designer combines the result of the previous stages to build the final aim of the system. This is stage 6 and outcomes in PD for the data and processes (Ashworth et al, 1990, Bentley et al, 1995, Downs et al, 1992). The above essay tells that, SSADM has a well-defined structure and easy to understand by everyone. Many of the UK University has taken this information system in comprehensively and completely. These models and diagrams are giving complete definitions for the final users and developers to understand (Ashworth et al, 1990, Avison and Fitzgerald, 1995). ETHICS (Effective Technique and Human Implementation of Computer-based Systems) Ethics methodology came up out of work started by Enid Mumford at Manchester Business School in 1969. Since then, it has been used in industries and the health services. Much experience gained from these usages (Mumford, 1997). Ethics is acronym, but this approach is to represent the ethical position. This is the information system development, which strongly supports the human participation (Avison and Fitzgerald, 1995). This methodology is well-known for its importance and interest in the human side of systems design (Jayaratna, 1994). It includes the socio-technical view for the system to be effective and this technology should be applicable for social and organisational factors. It also means that a valuable quality of working life and increased job satisfaction of the users is one of the major objective of this system design process. Mumford determines the essential quality of socio-technical approach as one which recognizes the interaction of technology and people and produces the work systems which are both technically efficient and have social characteristics which lead to high job satisfaction; and job satisfaction as the attainment of a good fit between what the employee is seeking from his work-and his job needs, expectations and aspirations-and what he is required to do in his job-the organisational job requirements which mould his experience(Avison and Fitzgerald, 1995). To determine the concept of fit is used to describe the job satisfaction in five fields: Firstly, knowledge fit as a good fit lives when employees should accept that their skills are being adequately utilized and their knowledge being improved to make them efficiently; Physical fit is the second area that means; job must suitable for the employee status, encouragement of the progress and work interest; thirdly efficiency fit, it composed of the effort-reward bargain, work controls and supervisory controls; fourthly the task structured fit, that measures the level to the employees task are considered as being fulfilling and demanding; and the final area is ethical fit, this is also represents social value fit and determines whether the employer organisation be compatible with values of employee(Avison and Fitzgerald 1995). Ethics is a methodology that based on human participation and socio technical character. The Ethics design group consist of users, managers and technical experts. The objective of this methodology helps the design group in the way of identifying and formulating the problem, and also it will set objectives and develop alternatives, and allow other actions like implementing and evaluating new system. It aims to construct the computer based system that provides job satisfaction and achieve the efficiency needs of the organisation (Jayaratna, 1994). During this development, the importance placed on both the human and social and the technical views of the system. Users formulate social alternatives to improve job satisfaction, and experts formulate technical alternatives to improve business efficiency. The above aspects are emphasis to identify the best socio-technical fit under the common cost, resource and other environment constraints (Wong, 2001). Here, the ETHICS steps are executed by the design group: Why change? By enquiring about the problem situation of the current system, design group try to get objective through regular meetings and some discussions to answer the question: why do we need to change. This step gives clear reasons about why the changing system needed (Mumford, 1993). System Boundaries. The design team tries to identify the boundaries of the system and also how it is interfaces with other system. Description of Existing System. This step aims to educate the design group to know how the existing system works. Everyone in this group has more comprehensible of previous system before moving to the new system. 4, 5 and 6 Definition of the key objectives, tasks and information needs. Identify the key objectives for the design groups; the task required to achieve these objectives and information is needed to carry out the tasks. 7. Diagnosis of Efficiency Needs. The design group tries to identify the weak link in the system and that is to be documented. These are main reason for errors. Everyone outside the team help to identify the efficiency need. This could be the opportunity for the team to get involved in the development process. 8. Diagnosis of Job Satisfaction Needs. This is achieved by the standard questionnaire given in the ETHICS methodology. As we know earlier ETHICS is a human-cantered method for others to gain the job satisfaction. The design team tries to identify people needs and also ways to increase satisfaction by using ETHICS questionnaire. This questionnaire covers knowledge fit, physical fit, efficiency fit, task structured fit and ethical fit. 9. Future Analysis The new system need to be designed in the way that apart from just being better from previous system, it should also be able to cope with future changes that may occur in the technological, business and organisation or fashion. 10. Specifying and weighting Efficiency and Job Satisfaction Needs and Objectives Mumford identifies that this is the key step for the whole methodology. Objectives are set according to the diagnosis results of the three previous steps. It can be very difficult task and must involve everyone in the organisation. 11. Organizational Design of the New System. This is the logical and conceptual design of the new system. It should be performed in parallel with next step. The output of this step is detailed about the organizational changes which are needed for the job efficiency and satisfaction objectives. 12. Technical Options. The physical design has been taken by this step for new system. There are some various technical systems like hardware, software and GUI would be investigated and evaluated. By end of this step, most suitable one helps to achieve target of the project and job satisfaction. 13. Preparation of Detailed Design Work. In this step the selected system is designed in detail. The previous documentation is recorded and groups are defined, tasks, responsibilities are allocated and finally relationships are created. 14. Implementation. This is the important step of the development project. The design group now applies the success implementation of design. This connects closely to planning the implementation process in detail. 15. Evaluation. After the successful implementation, the system is assured it is meeting its main objectives, particularly in relation to efficiency and job satisfaction (Avison and Fitzgerald, 1995, Mumford, 1993). Mumford recognizes that implementing this methodology is not an easy one; also she is making the addition point that participative may not work at the powerful situations where the objectives of the system have as a part of the reduction of cost and redundancies. Aylors and Myers suggest that participation may be achieved will be dependent on culture and politics of the organisation more than individuals (Avison and Taylor, 1995). However, many organizations are trying to establish the participation approach in flexible and more useful manner. The comparison between two methodologies (SSADM ETHICS): As we said in the introduction before, we will do comparison between two methodologies mentioned above by using NIMSAD (Normative Information Model-Based System Analysis and Design) framework. These methodologies are compared in detail by using the different steps. This framework consists of three steps and one of the steps contains eight stages fewer than three phases and all the stages steps are correctly evaluated. The steps and stages of the framework will be explained below, The Problem Situation (the methodology context). The Intended Problem Solver (the methodology user). The Problem Solving Process (the methodology). Phase 1- Problem Formation: Stage 1- Understanding the situation of concern. Stage 2- Performing the diagnosis. Stage 3- Defining the prognosis outline. Stage 4- Defining Problem Stage 5- Deriving notional systems. Phase 2- Solution Design: Stage 6- Performing the conceptual/logical design. Stage 7- Performing the physical design. Phase 3- Design Implementation Stage 8- Implementation of design. Evaluation. Problem Situation: This framework will be involved with clients and defines different between the action world and thinking world. This step explains that the problem situation lives in only on action world but the problem solving situation will be in both world. A diagrammatic model cannot catch the elements of an organisation, but they could be used to clarify the concepts and components. This clearly tells that the problem solvers own knowledge and skills will not help to understand the problem situation unless he/she know the organisational language (Jayaratna). In Ethics, the problem situation of the existing system is clearly analysed through the regular meetings and proper discussion. This step could be a main cause for the system change plan. The boundaries of the system have been identified by the design group and also they try to determine how boundaries are connected and communicated with other system (Mumford, 1993).When compare to Ethics, SSADM investigate and study about the problem situation and they will confirm the position from user. These results are explained by the data flow diagram Diagram of problem solving situation: Intended Problem Solver: The intended problem solver is who originate within the organisation or outside of it. We have begun to discuss about the agreement of role and the act of forming relationship to be effective. The NIMSAD framework explains that the intended problem solver adds the single man component to the process and their Mental Construct is used. In Ethics, after the analysis process, this step shows that the design group is been educated about the problem which will make them clear view of the existing problem situation. The main aim of the problem solver is to achieve the job satisfaction and efficiency needs. But in SSADM, the problem solver is fully trained and skilled. They will not get any advice like Ethics and have to understand the problem and find the solution of their own. Diagram for the intended problem solver: Problem Solving Process: NIMSAD defines three important phases and eight detailed stages in this step and can be applicable for any problem solving process. This framework cannot be assumed and this should be achieved at the right time. This methodology could be structured process to alter transformation from current situation to the desired situation. Phase 1.Problem Formulation: Stage1.Understanding the Situation of concern: Understanding the problem is fully based on each one of our mental construct. This stage will build boundaries to determine the field of interest and clear communication of boundaries to avoid danger and this focused on investigation and establish concerned situation. In Ethics as mentioned above, the problem situation is identified. After that the boundaries are set accordingly for evaluating the problem. Then the designer will start gathering the points to solve a problem. In SSADM, the problem is been assumed as a data flow diagram and this will be used to solve the problems. So they will start making points to evaluate the problems. Stage2.Perfoming the Diagnosis: Diagnosis is clearly communicated expression of understanding and that is gained from investigating the problem situation. This is a static expression and also identified by the tool for problem solver or prescribed by the methodology. Mental construct and situation concern are the dynamic process of the expression. Action World cannot be represented by only in diagrammatic way but, it can be a certain priority for the problem solver. In Ethics, diagnosis is to identify the weak link which creates errors and make a document of them for future use. The weak links are the reasons for errors in the system. Everyone from outside can help to determine the efficiency needs. This will be an opportunity for them to get involve. Ethics is human-centered method and its aims to get job satisfaction from each of the employers. A new system should be developed or designed for to cope with the future changes. Diagnosis is a big opportunity for the whole management to get involve for the result (Mumford, 1993). In SSADM, the developers have not been advised or educated to cope the problem situation. The designers should know what the system actually need and they should study and decide about problem. The designers will keep the current records and previous documents Stage3. Defining the prognosis outline: Prognosis pointed a diagrammatically by various outline shape and also it is a desired situation. The prognosis outline compares the current situation with desired situation for to identify the problem. This stays only in outline rather than elaborated. It is presented in few methodologies because, this is an intellectual and political skills. Ethics problem situation has been done in various outlines, and the designers will get feedback from others or inside of the organisation to handle the situation as much as possible. In SSADM, problem elements of the existing system could be chosen by the user among some options like business. Analyst should design the system requirements for how the users exactly want. Stage4.Defining Problem: After clarifying the before stages rationale, the problem solver can look at the system prevention from moving from current to desired state. It will try to find the explanation of problem statements. This process defines that the problem looks at the mapping of two comprehended states. Jayaratna defined that this process is critical and identify the absence of the aspects and this must be based on some form of questions what and why, not how and whom. In Ethics, the design team tries to determine the way to increase the job satisfaction by asking questions. There are some key steps involved in this step as mentioned in before stage. Everyone from the organization must get involve for the development process. In SSADM, the problem cannot be solved by simply looking and thinking as prognosis does. So result of the feasibility study should be combined by the analyst with business option. Stage5.Deriving Notional Systems: Notional system is achieved after completing the Diagnosis to Prognosis as current to desired situation by mapping for to defeat the identified problems and alter the transformation. This model allows the structured problem situation and that can be unstructured or ill-structured and this may be difficult to find. In Ethics, prefers no diagrammatic representation for the changing process. All the design group and analyst will be educated and advised properly for the development process to get good results (Mumford, 1983). SSADM, it is a validating necessary step for the user. The data flow diagrams are used to achieve the actual model of the system requirements. There will be priority for the users need and also feedbacks after increasing prototype for next process. Phase2. Solution Design: Stage6.Perfoming the conceptual/logical design: Diagnosis model is basis for the creation or change of structures, roles, task, functions, information and attitudes of the notional system. This stage is also providing a chance for to re-evaluate the previous stage. In this event, the boundary situation and its contents are considered. In Ethics, the job satisfaction is achieved by the modification from result of this stage. This stage will study that, this is been done by the logical design for developing the system. SSADM use the data flow diagrams for all of the logical design techniques. The designers will perform their operation by changing the diagrams according to the requirements and guidelines. This organisation of system checks the requirements for the system development process. Stage7. Performing the Physical Design: The physical design provides the ways and entails of implementing the logical design. It also points that physical constrains and resources available to implement the logical design. The physical design is regarded with two questions to perform, how it could be done and who is going to do this. The criteria of the physical design determine the decision of the appropriate model, such as Efficiency, Reliability, Security, and Accuracy, upgradeability and Availability, etc. In Ethics, this stage is followed by the logical design. It is investigated and evaluated using the hardware, software, and GUI. In order to achieve the design of the system. In SSADM, the physical design checks whether, it reaches the users specification or the needs of the developing system. Then the system is passed to the programmer from the developer and from here the implementation of the system begins. Phase 3.Design Implementation: Stage8.Implementatoin of the design: It is concerned with the organization of the notional system inside the context of the problem situation. The writing code practice and requiring knowledge and skill in itself, is the component of the implementation process. The competence at translating model from thinking world to action world will be the tested in the implementation stage. Ethics plays vital role in the implementation of the design. The design group complete the entire system and produced to user, then gets the feedback from user. If there are any changes in the developed system, they have to restart the entire system. This is considered as a main drawback in this method (Mumford, 1993). When compare to Ethics, SSADM is well organised, because in this methodology the design group explains the system in each and every stage and then proceed to the forthcoming stages. Evaluation: The entire purpose of NIMSAD framework is evaluating all the methodologies. Evaluation is nothing but asking question, so this framework concerned with the user for to ask questions from the first three steps for the evaluation process. Then the problem solver will ask questions related to the problem situation, then their own the mental construct and experience will be taken for the evaluation. In Ethics, this is the final step of the methodology after completing the implementation part. This evaluation process checks whether the system is achieved the job satisfaction and efficiency needs which is the main objectives of the system. When compare to the Ethics, SSADM does not give more importance to this stage, because it will get feedbacks from the user at each and every stage. Conclusion: There are lot of essential differences between the SSADM and ETHICS as we have looked in the previous sections. The ETHICS methodology aims to attain balance between the designers and available technologies. It provides good opportunity for the developers to work in flexible, highly co-operative environment. Some people believe that ETHICS is impractical because, unskilled cannot design in the right manner and management never take that. The socio-technical approach is the solution for problem situation. As we discussed earlier, ETHICS will not be the right solution like other methodologies, it has both negatives and limitations. The people should trust themselves and try to learn the system to achieve great job efficiency. Every organization attains the profit and business objectives by the combination of job satisfaction and job efficiency. As we discussed earlier, SSADM is a structured subsystem and this will be one of the main reason for easy understanding and studying the system and also causes for well-defined subsystems. The final users and developers can understand the exact definitions through diagrams and models. SSADM is a growing development method and it helps to distinguish the physical and logical parts of the design. The final users of the SSADM involves in the development process. It gives an idea about to use different techniques of this framework such as how, why, when, and where. It gives three various system views for the developers (Ashworth et al, 1990).