Marco Polo Essays (298 words) - Marco Polo, Kublai Khan, Cathay

Marco Polo POLO, Marco (1254-1323?). In 1298 a Venetian adventurer named Marco Polo wrote a fascinating book about his travels in the Far East. Men read his accounts of Oriental riches and became eager to find sea routes to China, Japan, and the East Indies. Even Columbus, nearly 200 years later, often consulted his copy of 'The Book of Ser Marco Polo'. In Marco's day the book was translated and copied by hand in several languages. After printing was introduced in the 1440's, the book was circulated even more widely. Many people thought that the book was a fable or a gross exaggeration. A few learned men believed that Marco wrote truly, however, and they spread Marco's stories of faraway places and unknown peoples. Today geographers agree that Marco's book is amazingly accurate. Marco Polo was born in the city-republic of Venice in 1254. His father and uncles were merchants who traveled to distant lands to trade. In 1269 Marco's father, Nicolo`, and his uncle Maffeo returned to Venice after being away many years. On a trading expedition they had traveled overland as far as Cathay (China). Kublai Khan, the great Mongol emperor of China, asked them to return with teachers and missionaries for his people. So they set out again in 1271, and this time they took Marco. From Venice the Polos sailed to Acre, in Palestine. There two monks, missionaries to China, joined them. Fearing the hard journey ahead, however, the monks soon turned back. The Polos crossed the deserts of Persia (Iran) and Afghanistan. They mounted the heights of the Pamirs, the "roof of the world," descending to the trading cities of Kashgar (Shufu) and Yarkand (Soche). They crossed the dry stretches of The Gobi. Early in 1275 they arrived at Kublai Khan's court at Cambaluc (Peking). At that time Marco was 21 years old.

Definition and Examples of Belles-Lettres in English

Definition and Examples of Belles-Lettres in English In its broadest sense, the term belles-lettres (from the French, literally fine letters) can refer to any literary work. More particularly, the term is now generally applied (when used at all) to the lighter branches of literature (The Oxford English Dictionary, 1989). Until recently, belles-lettres has similarly been used as a synonym for the familiar essay. Adjective: belletristic. Pronunciation: bel-LETR(É™). From the Middle Ages until the late 19th century, notes William Covino, belles-lettres and rhetoric had been inseparable subjects, informed by the same critical and pedagogical lexicon (The Art of Wondering, 1988). Usage note: Though the noun belles-lettres has a plural ending, it can be used with either a singular or plural verb form. Examples and Observations The emergence of a literature of belles-lettres in Anglo-America reflected the success of the colonies: it meant there now existed a community of settlers who took settling in the New World enough for granted not to write about it. Instead of histories, they wrote essays in which style mattered as much as content and sometimes more . . ..Belles-lettres, a literary mode that originated in 17th-century France, signified writing in the style and service of cultivated society. The English mostly kept the French term but on occasion translated it as polite letters. Belle-lettres denotes a linguistic self-consciousness testifying to the superior education of both writer and reader, who come together more through literature than through life. Or rather, they meet in a world reconstructed by literature, for belles-lettres makes life literary, adding an aesthetic dimension to morality. (Myra Jehlen and Michael Warner, The English Literatures of America, 1500-1800. Routledge, 1997)Reporting tr ained me to give only the filtered truth, to discern the essence of the matter immediately and to write about it briefly. The pictorial and psychological material which remained within me I used for belles-lettres and poetry. (Russian author Vladimir Giliarovskii, quoted by Michael Pursglove in Encyclopaedia of the Essay, ed. by Tracy Chevalier. Fitzroy Dearborn Publishers, 1997) Examples of Belle-Lettrists Often the essay is the favoured form of the belle-lettrist. The works of Max Beerbohm provide good examples. So do those of Aldous Huxley, many of whose collections of essays . . . are listed as belles-lettres. They are witty, elegant, urbane and learnedthe characteristics one would expect of belles-lettres. (J.A. Cuddon, A Dictionary of Literary Terms and Literary Theory, 3rd ed. Basil Blackwell, 1991) Belletristic Style A piece of prose writing that is belletristic in style is characterized by a casual, yet polished and pointed, essayistic elegance. The belletristic is sometimes contrasted with the scholarly or academic: it is supposed to be free of the laborious, inert, jargon-ridden habits indulged by professors.Reflection on literature has most often been belletristic: practiced by authors themselves and (later) by journalists, outside academic institutions. Literary study, beginning with research on the classics, became a systematic academic discipline only in the 18th and 19th centuries. (David Mikics, A New Handbook of Literary Terms. Yale University Press, 2007) Oratory, Rhetoric, and Belles-Lettres in the 18th and 19th Centuries Cheap print literacy transformed the relations of rhetoric, composition, and literature. In his review of [Wilbur Samuel] Howells British Logic and Rhetoric, [Walter] Ong notes that by the close of the 18th century orality as a way of life in effect ended, and with it the old-time world of oratory, or, to give oratory its Greek name rhetoric (641). According to one of the literature professors who occupied the chair of rhetoric and belles lettres established for Hugh Blair, Blair was the first to recognize that Rhetoric in modern times really means Criticism (Saintsbury 463). Rhetoric and composition began to be subsumed into literary criticism at the same time that the modern sense of literature was emerging . . .. In the 18th century, literature was reconceived as literary work or production; the activity or profession of a man of letters, and it moved toward the modern restricted sense, applied to writing which has claim to consideration on the ground of beauty of form or emotiona l effect. . . . Ironically, composition was becoming subordinated to criticism, and literature was becoming narrowed to imaginative works oriented to aesthetic effects at the same time that authorship was actually expanding. (Thomas P. Miller, The Formation of College English: Rhetoric and Belles Lettres in the British Cultural Provinces. University of Pittsburgh Press, 1997) The Influential Theories of Hugh Blair [Throughout the 19th century, prescriptions for] fine writingwith their attendant critique of literary styleadvanced an influential theory of reading as well. The most influential exponent of this theory was [Scottish rhetorician] Hugh Blair, whose 1783 Lectures on Rhetoric and Belles-Lettres was the text for generations of students. . . .Blair intended to teach college students the principles of expository writing and speaking and to guide their appreciation of good literature. Throughout the 48 lectures, he stresses the importance of a thorough knowledge of ones subject. He makes it clear that a stylistically deficient text reflects a writer who doesnt know what he thinks; anything less than a clear conception of ones subject guarantees defective work, so close is the connection between thoughts and the words in which they are clothed (I, 7). . . . In sum, Blair equates taste with the delighted perception of wholeness and posits such delight as a psychological given. He makes this remark by way of connecting taste with literary criticism and concludes that good criticism approves unity above all else.Blairs doctrine of perspicuity further connects least effort on the readers part with admirable writing. In Lecture 10 we are told that style discloses the writers manner of thinking and that perspicuous style is preferred because it reflects an unwavering point of view on the part of the author. (William A. Covino, The Art of Wondering: A Revisionist Return to the History of Rhetoric. Boynton/Cook, 1988)

TIMEs Person of the Year Winners (1927-2017)

TIME's Person of the Year Winners (1927-2017) Since 1927, TIME Magazine has chosen a man, woman, or idea that for better or worse, has most influenced events in the preceding year. Although TIMEs list is not an academic or objective study of the past, the list gives a contemporary viewpoint of what was important during each year. In 2018, TIME issued four separate covers, memorializing journalists who lost their lives in 2018. They are Jamal Khashoggi, Washington Post columnist;  staff members of the Capital Gazette newspaper; Reuters journalists Wa Lone and Kyaw Soe Oo; and Maria Ressa, journalist and founder of Rappler. TIMEs Person of the Year Winners 1927 Charles Augustus Lindbergh 1928 Walter P. Chrysler 1929 Owen D. Young 1930 Mohandas Karamchand Gandhi 1931 Pierre Laval 1932 Franklin Delano Roosevelt 1933 Hugh Samuel Johnson 1934 Franklin Delano Roosevelt 1935 Haile Selassie 1936 Mrs. Wallis Warfield Simpson 1937 Generalissimo Mme Chiang Kai-Shek 1938 Adolf Hitler 1939 Joseph Stalin 1940 Winston Leonard Spencer Churchill 1941 Franklin Delano Roosevelt 1942 Joseph Stalin 1943 George Catlett Marshall 1944 Dwight David Eisenhower 1945 Harry Truman 1946 James F. Byrnes 1947 George Catlett Marshall 1948 Harry Truman 1949 Winston Leonard Spencer Churchill 1950 American Fighting-Man 1951 Mohammed Mossadegh 1952 Elizabeth II 1953 Konrad Adenauer 1954 John Foster Dulles 1955 Harlow Herbert Curtice 1956 Hungarian Freedom Fighter 1957 Nikita Krushchev 1958 Charles De Gaulle 1959 Dwight David Eisenhower 1960 U.S. Scientists 1961 John Fitzgerald Kennedy 1962 Pope John XXIII 1963 Martin Luther King Jr. 1964 Lyndon B. Johnson 1965 General William Childs Westmoreland 1966 Twenty-Five and Under 1967 Lyndon B. Johnson 1968 Astronauts Anders, Borman and Lovell 1969 The Middle Americans 1970 Willy Brandt 1971 Richard Milhous Nixon 1972 Nixon and Kissinger 1973 John J. Sirica 1974 King Faisal 1975 American Women 1976 Jimmy Carter 1977 Anwar Sadat 1978 Teng Hsiao-Ping 1979 Ayatullah Khomeini 1980 Ronald Reagan 1981 Lech Walesa 1982 The Computer 1983 Ronald Reagan Yuri Andropov 1984 Peter Ueberroth 1985 Deng Xiaoping 1986 Corazon Aquino 1987 Mikhail Sergeyevich Gorbachev 1988 Endangered Earth 1989 Mikhail Sergeyevich Gorbachev 1990 The Two George Bushes 1991 Ted Turner 1992 Bill Clinton 1993 The Peacemakers 1994 Pope John Paul II 1995 Newt Gingrich 1996 Dr. David Ho 1997 Andy Grove 1998 Bill Clinton and Kenneth Starr 1999 Jeff Bezos 2000 George W. Bush 2001 Rudolph Giuliani 2002 The Whistleblowers 2003 The American Soldier 2004 George W. Bush 2005 Bill Gates, Melinda Gates, Bono 2006 You 2007 Vladimir Putin 2008 Barack Obama 2009 Ben Bernanke 2010 Mark Zuckerberg 2011 The Protester 2012 Barack Obama 2013 Pope Francis 2014 Ebola Fighters 2015 Angela Merkel 2016 Donald Trump 2017 The Silence Breakers 2018 The Guardians and the War on Truth Person of the Year Fast Facts Charles Lindbergh  (1927) was the first and youngest person to receive the distinction at 25 years old.Mrs. Wallis Warfield Simpson, the woman whom English  King Edward VIII abdicated  in order to marry, was the first woman to receive the honor (1936).Although a number of people have received the honor twice,  U.S. President Franklin Delano Roosevelt  is the only person to have been named three times: 1932, 1934, and 1941.Adolf Hitler, the murderous leader of Nazi Germany, received the honor in 1938- before he started   World War II. Hitlers  TIME  cover, however, shows him with dead bodies hanging above him.Soviet leader Joseph Stalin, who was a U.S. ally during World War II, but who was ultimately responsible for the deaths of approximately 20 to 60 million of his own people, was awarded the honor twice.A whole generation was named in 1966: Twenty-five and Under.In 1982, the computer became the first object ever to receive the distinction.There are several years whe re large groups of people were nominated: the American Fighting-Man (1950), the Hungarian Freedom Fighter (1956), U.S. Scientists (1960), Twenty-Five and Under (1966), the Middle Americans (1968), and American Women (1975). The winner in 2006 was even more unusual. The winner was you. This choice was meant to draw attention to the impact of the world wide web, which had made each of our contributions both relevant and important.

Discourse analysis Essay Example | Topics and Well Written Essays - 2500 words

Discourse analysis - Essay Example The essay concentrates on scout since she is a key character as well as portraying the author when she was young as well as when she grew up and came to understand the various things that were different for her to understand when she was young. Prejudice is defined as an opinion on an individual that is usually based solely on religion or race before even all the facts are known (Johnson 1994). This essay will seek to explain the various instances of prejudice that are shown in the book especially those that touch on Tom Robinson, Boo Radley and Atticus Finch since they are the key characters in the book. I will also have a look at aunt Alexandria and her role in the book. She was introduced in the story as a defender of the tried and tested status quo in the southern society that the book was set in. The novel I used to work on this essay has no published Coda. The discourse analysis is on Lee Harper’s To Kill a Mockingbird hence this will be the principle form of literature in this narrative. The other books played a mostly supplementary role to this book. I also intend to make use of Understanding to Kill a Mockingbird: A Student Casebook to Issues, Sources, and Historic Documents. This will be of help to me since it pinpoints the main issues in the novel such as racism and prejudice which are the main topics of the narrative. This makes it much easier to understand and critique where necessary as I read along. Zakrzweski Janelle’s Reading Race: Exploring Racial Themes in to Kill a Mockingbird will also be particularly useful since race is the most critical issue in this book as it was written in the thick of the civil rights movement in the south. The book resonated with the prevailing mood in the society. The study of identity plays a significant role in modern sociological thought. I had to come up with the various ident ities in the narrative and this was helped by going through Karen Cerulo’s essay titled Identity Construction: New

How to acquire wisdom Assignment Example | Topics and Well Written Essays - 750 words

How to acquire wisdom - Assignment Example The author takes the approach of love in a manner to suggest its influence is like a natural calamity and is beyond human intervention; more like fate. To King Lear, love was conditional and one needed to be submissive to his quests in order to get what she wants (Shakespeare, Raffel and Bloom 99). Though Cordelia was his most favorite among all his daughters, she refused express love to her father the way the other sisters did. King Lear wanted to receive love but never had the slightest idea about how to give out love contrary to his view on love Morrie believed love is unconditional and a give get idea (Bond and Mulligan 100). Morrie suggests that it is better to die rather than live a life without love. The episodes speak much about how people participating in a love activity should care, support and show concern for the members who need it. The imperativeness of love begets all other wants including leading a destructive path. Morrie emphasis on love and family was stirred up by his life set up (Bond and Mulligan 118), The book speaks of how he grew up having no affection and love. Both Morrie and King Lear learned virtue of love the hard way, Morrie lacked love in his early life while King Lear learned the value of unconditional love when her daughter Cordelia whom he had disowned returned and stayed with him since the other daughters disowned him though they claimed to love.

Russias Culture and Demographics

Russias Culture and Demographics Russia Tyler A. McClellan Brother Brittan Russia has not always been what it is today. It began as many small settlements that came together to form an empire, many languages and minority languages are spoken, many religions practiced, and it is number nine in terms of world population. The religious customs of the Russian culture are not the same as American religious customs but very similar. Their meet and greet is very much the same but diverse all at the same time. A meet and greet is where you either meet someone that you have never met before or you meet an old friend. Early Russia was not exactly ‘Russia,’ but a collection of cities that gradually coalesced into an empire (ucsf.edu, 2015). Along with the many small settlements of migrating people were small kingdoms looking for more new uncharted and unclaimed land to expand their empires and territories. A settlement that was slightly larger than the rest probably by a different name was established; this larger settlement, now called Moscow, later became the capital of Russia. These small settlements and empires that came together to form one giant democracy that is called led to a more modern and civilized form of living; this was the start in which came to form the modern country that we now know as Russia today. When the country was first established they were a country with a dictatorship form of government that ruled over its people with brute force. But now the people are allowed to voice their opinion and get a say in everything making modern Russia a well established democra cy. Even though Russian is the official spoken language of Russia there are also many minority languages that are spoken as well as a total of three major languages. â€Å"About 100 others are used across the country† (rt.com, 2015). Russian is obviously the most widely known and spoken language in Russia; as it is the official language of Russia. It is estimated that 81% of the people that live in Russia speak Russian. The second major language spoken in Russia is Ukrainian and it is the secondary language as far as the total percentage of people that speak it at a total of 3%. And last but not least is the language Tartar. It is the third and smallest major language. But it is the most widely spoken minority language in Russia as far as minority languages at a total percent of 3.8% or more. Minority languages include but are not limited to: Chuvash, Bashkir, Belarusian, Moldavian, and other various languages 8.1%. Russias ethnic makeup is very vast and unique. The last census stated that there was more than 100 ethnicities within Russia. The Slavs (Russians, Ukrainians, and Belarusians), who account for about 85 percent of Russias population (countrystudies.us, 2015). Some of the ethnic percentages are almost the same when they are compared to the linguistic percentages and statistics. Native Russians make up the largest part of the countrys population at 81.5%, while Ukrainian is at 3%, and Tartar 3%. In addition to the ethnicities listed, the minority ethnicities include: Chuvash1.2%, Bashkir 0.9%, Belarusian 0.8%, Moldavian 0.7%, and other various ethnicities 8.1%. There are many religions that are practiced in Russia the main ones are Russian orthodox at 70%, Ukrainian at a total of 3%, and other various religions ranging anywhere from 16%-25% of the total population of Russia. The Russian religion and the religious customs are very different from the western way of doing things, as is the ir view on the rest of the world and other things such as their country and way of doing business with associates. The first time two Russian men meet for the very first time they start off with a vise grip like hand shake that is very, very firm and look each other in the eye. When two very close Russian male friends meet they pat each other on the back and they may possibly hug one another as well. When two Russian woman meet for the very first time they too shake hands bus it is not as aggressive and intense as when two Russian men meet for the first time; But when two Russian women meet and they are very close friends they kiss each other very lightly on the cheeks starting with the left then the right cheek and then the left again. Russians take a great amount of pride in their country and think it is great and everyone else in the world should view it and feel the same way that they feel about their country as well. One last thing that is interesting about the Russian culture is that all names are patronymic this means that the name is passed down from generation to generation. Russia comes in position number nine as far as world population at an approximate total number of 142,470,272 people that live in Russia. The top three largest cities located in the country in terms of population are as follows in descending order: Moscow is not just the capital city of Russia it is also the largest city with a total of 10,381,222 people, Saint Petersburg 5,028,000 there are inhabitants, and finally the third and smallest city out of the top three is Novosibirsk with a total of 1,419,007 people that live here. The ruble or rouble is the currency of the Russian Federation (themoneyconverter.com, 2015). One American United States dollar currency roughly equals just over Sixty one and one half Russian Rubles. To be exact 1 USD equals 61.54 Russian Rubbles. Russia is a very large country with an extensive history and a massive population. It began as many small settlements of people looking to expand their territories that came together to form present day Russia. These people influenced each other in various ways and that is why there are so many different languages spoken, religions practiced, and ethnic groups within Russia. All of these factors come together and intermingle to make the large country we now call Russia. Bibliography: ucsf.edu (2015) A Brief History of Russia Retrieved on February 25 from: http://missinglink.ucsf.edu/lm/russia_guide/historyofrussia.htm kwintessential.co.uk (2014) Russia Language, Culture, Customs and Etiquette Retrieved on February 25 from: http://www.kwintessential.co.uk/resources/global-etiquette/russia-country-profile.html rt.com (2015) Basic facts about Russia: Language Retrieved on February 25 from: http://russiapedia.rt.com/basic-facts-about-russia/language/ geonames.org (2015) Russia Largest Cities Retrieved on February 25 from: http://www.geonames.org/RU/largest-cities-in-russia.html aneki.com (2014) Top 100 Most Populous Countries Retrieved on February 25 from: http://www.aneki.com/top_100_populous.html countrystudies.us (2015) Ethnic Composition Retrieved on February 25 from: http://countrystudies.us/russia/32.htm themoneyconverter.com (2015) Convert Russian Rouble to United States Dollar | RUB to USD Retrieved on February 25 from: http://themoneyconverter.com/RUB/USD.aspx

Colgate Max Fresh Essay

Gross world product up 2.5% in 2005, following two years of < 1% growth. Overall emerging market economies exploding; + 10% GDP growth in China and + 6% growth in Latin America. Political values in emerging markets may make it difficult for foreign competition to enter market without domestic partner and / or; foreign investment & market diversification less attractive (import / export tariffs). Situational Analysis Situational Analysis Industry Purpose of the Oral Personal Care industry is to prevent teeth and gum diseases and deliver cosmetic benefits. Scope of the industry includes toothpaste, floss, mouth rinses and toothbrushes. Industry Definition Competition Colgate has dominant market value share in China (32%) and Mexico (82%). China market fragmented with Colgate & P&G representing 53% of share. Situational Analysis Industry Product Development growth strategy with launches of premium tier brand extensions Crest Whitening Expressions (US) Crest With Scope (US), Colgate Icy Fresh (China), Crest Cool Expressions (MX). Brand Position: Competition Strategy (P&G) C+S = toothpaste + mouthwash + whitening CWE / CCE = flavor + toothpaste + whitening Entering Emerging Markets under its Crest brand without JV partners. Leveraging x-brand scale with Crest + Scope. Built its brand around therapeutic benefits, while cosmetic benefits market growing fastest in Emerging Markets. Innovating in cosmetic segment; a historic Colgate stronghold. Heavily invests in advertising behind new product launches. Situational Analysis Growth Market Strategies Porter Five Forces Analysis Global Oral Personal Care Colgate Palmolive Oral Care SWOT Analysis Situational Analysis Marketing Strategy Pricing: Positioned as a super-premium brand, price parity to Crest Cool Expressions (14.99 – 15.99 pesos). Marketing Budget: $2MM marketing budget aimed to drive trial through in-store merchandising, sampling, and public relations. Corporate Marketing Strategy Objectives Colgate Max Fresh (CMF) Mexico Marketing Plan Strategic Growth driven by high margin core business. Advertising focused on high margin products and high potential markets. Innovation driven: 40% of sales from products launched in past 5 years. Tactical Growth Strategy: Product Development; Super Premium segment Growth Targets: China 2% YR1, 2.8% YR2; MX 5% YR1, 6% YR2 value share. Will require trading up consumers. Value Proposition: CMF would drive new dimension of freshness Target Market: Geared towards 18-34 yr. old adults (female oriented); augment Colgate’s strong competitive position in Value & Mid-Tier. Situational Analysis Marketing Strategy Will US developed media plans translate? Can Colgate effectively trade-up consumers? What impact will cannibalization have on profitability? Is market large enough in Mexico for premium segments? Will benefits of CMF convey to Mexico consumers? BASES testing and Consumer Viability Index showed marginal promise.. CMF Marketing Concerns for Mexico Symptoms of Colgate Palmolive’s Primary Problem Emerging Market consumers are price sensitive Crest attacking cosmetic segment Consumers experiment through trial vs. large initial purchase Despite Growth in key areas Colgate-Palmolive operating profits and net income are down. +6.5% unit volume growth +7% sales dollar growth +0.1% growth in gross profit margin -2% Operational Profit -7% Net Income To drive growth Colgate-Palmolive is looking to focus on higher margin core businesses. Core Elements of the Strategic Problem In the US toothpaste market CP is seeing a 3.1% increase in volume of sales attributable to the Super Premium Toothpaste Category. Global Strategic Opportunity exists in the Premium Toothpaste market. Represents $75 M sales dollar increase and total market cap of $409.5 M dollars Only the Premium Toothpaste Category is growing at a substantial rate. In 2004 CP captured ~60% of that Sales Dollar Increase in the US largely dues to the introduction of Colgate Max Fresh. In order to continue to grow CP must find a way to develop their Premium Toothpaste product CMF in emerging countries. Colgate Palmolive’s Primary Problem Would the costs of adopting CMF in each new country provide sufficient incremental sales and profits to justify the added complexity of localized marketing and rollout plans associated with those new markets. Colgate-Palmolive must continue to globalize its Premium Toothpaste Strategy. Any solution must balance they cost of localization with the expected sales and profit increase for each new market. Also it is in Colgate-Palmolive’s best interest to develop reusable guidelines as it approaches other new markets similar to China and Mexico. Colgate Palmolive’s Secondary Problems Type 1: Establish a tactical marketing plan for the CMF rollout in an emerging market where Colgate-Palmolive has little previously established presence(China) Type 2: Establish a tactical marketing plan for the CMF rollout in an established market that has high competitor activity(Mexico). In order to establish an effective global strategy two types of secondary problems must be solved in the Colgate Max Fresh Case Study: Any solution must balance they cost of localization with the expected sales and profit increase for each new market. Secondary Problem Detail Need to introduce a product to push Colgate-Palmolive profitability Colgate has worldwide share, the only way to expand is to drive high margin business. China(new markets) have strongly entrenched local brands. Colgate Max fresh will need to compete with its own joint venture brand Darlie(High End). Due to new product introduction at the Super Premium Toothpaste Market competitor Crest has 3% growth year to year, Colgate Equity Brands have been stagnant for 3 years. CP is not only loosing out on possible profits but also slowly loosing market share to its #1 competitor. Market is unfamiliar with CMF â€Å"breath strips† US Marketing Video will be ineffective due to the US Star involved. Is it worth creating new celebrity backed marketing content? Will the Go Big or Go Home strategy work in China and other similar markets? How can Colgate-Palmolive best enter the Chinese Market with CMF. China Secondary Problem Detail Colgate-Palmolive knows P&G will be introducing Crest Cool Expressions(CWE) in Mexico in the near future. CO must develop the best marketing plan to stunt P&G Crest Cool Expressions while protecting their overwhelming market share. 82% Value share for Colgate-Palmolive CP needs to create a marketing plan to introduce CMF with limited budget and maximize regional utility. Due to CP’s large inherent market share, the goal of the Mexican campaign will be to maximize the product funnel. There is a large opportunity present to upsell customers from the Big Red Brand toothpaste to the new CMF toothpaste. Mexico See Exhibit 17 – Will waiting to introduce CMF until after the CWE product introduction change the company estimates of profitability? Can the Mexico Snowsurfer commercial be better standardized for global marketing plans? Going forward how will CP utilize this marketing plan for future markets? Colgate-Palmolive Company Alternatives Locally make the clear bottle Works for China, not Mexico China Allows for ease of expansion of the Colgate Max Fresh brand in clear bottle to other regional locales Also, provides future capabilities for use in other new products Problems: This does add 20% variable cost to COGS Initiates a 6 month delay on production $1.5 M sunk cost before production Alternatives Colgate-Palmolive Company Alternatives Regional Market Alternatives Mexico China Colgate-Palmolive Company Alternatives Provide more trial availability with the smaller packages to sway more to give CMF a try CMF has the breath strips or â€Å"cooling crystals† within the toothpaste, therefore bundle the breath strips package with CMF to build awareness. Stop utilizing celebrities to promote CMF Provide regional flavors Keeps product as a premium product Cost of $200,000 per flavor Has shown promising outcomes in other regions In China, Crest utilized a tea flavor and Colgate a salt flavor In Russia, after releasing a local flavor, the toothpaste market share rose from 11.8% in 2002 to 24.9% in 2005. Colgate-Palmolive Company Alternatives Allows for greater differentiation between the CWE toothpaste In Mexico, drop the price from 15.99 pesos to 14.99 pesos to protect a greater share of CP market share. In Mexico and other markets CP is highly entrenched in, utilize clear bottle In Mexico, Keep the price at 15.99 pesos Implementation Strategic Vs. Tactical Plans The strategic plan moving forward for emerging markets will be to use an easily customizable commercial and adapt it to multiple countries Colgate is the dominant toothpaste brand world wide, so our primary goal will be to prevent Crest from gaining market share and also to upsell our existing customers to the super premium segment We agree with the decision to use a celebrity commercial in China due to the size of the market share the Crest is cultivating Each region and culture has a different set of values and preferences Each region will have a unique tactical plan to maximize effectiveness Jay Chou Colgate Max Fresh Commercial Implementation in China Dispensing the toothpaste in clear bottles to build brand awareness Colgate-Palmolive has invested a large amount of capitol in the Max Fresh marketing campaign Maximize the return on investment by: Transition to less expensive packaging once consumers are familiar with product Include breath strip samples with Max Fresh tooth paste in selected markets Snowsurfer Commercial (English Dub) Implementation in Mexico Our strategies in Mexico will be very similar to our plan in other emerging markets Focus will be on preserving our market share instead of new growth Use clear bottle and breath strip samples in select markets to increase brand awareness Colgate accounts for 82% of total market share compared to 10.2% of Crest’s total market share Crest + Scope only accounts for 3%of total market share Set price at 14.99 pesos per 100 ml We will re-evaluate our Colgate Total (19.36 pesos per 100 ml) marketing campaign to focus on the affluent 40+ age group to minimize cannibalization Implementation in Brazil Characteristics of the Brazilian Market 71% of Brazilians agree that â€Å"music is an important part of my life† 33% have participated in trips to the beach in the last 30 days 76% agree that â€Å"it is important to be attractive to the opposite sex† 65% agree that â€Å"it is important to keep young looking† 32% express the desire for plastic surgery in order to improve their appearance Statistics from Geoff Wicken, KMR Group Tactical Strategy Brazil Vollyball is the 2nd most popular sport in Brazil To become a sponsor on the FIVB circuit, we must apply by July 31, 2006 Update packaging to include â€Å"Made in Brazil† The busy season in Rio De Janeiro December to March, so we recommend kicking off a medial marketing campaign in October 2006 This will give Colgate-Palmolive a chance to evaluate the success of the BreathStrip samples in China and Mexico If we do not see the return on investment we will not include the promotional packaging in Brazil Brazilians place a high emphasis on being attractive to the opposite sex, which means there could a tremendous opportunity to market Colgate Max Fresh as a product that will whiten teeth and make you more â€Å"kissable† Adapt the SnowSurfer commercial to the Brazilian market Sponsor a national beach vollyball tournament Conclusion Colgate-Palmolive is actively seeking ways to increase their operating profit and net income Introducing new high margin products to emerging markets will be critical to their success Marketing Colgate Max Fresh as efficiently and effectively as possible will be necessary in helping us achieve our financial goals UNILEVER