Critically assess the postwar consensus thesis Essay

Critically assess the postwar consensus thesis - Essay Example There was however, some conflicts noted between the parties concerning the postwar consensus. The parties had consent to similar principles as well as aims but had differences in styles and emphasis (Bogdanor, 2011, para 1-9). This paper therefore has the focus of analyzing the concept of post war consensus with attention on the policies inside this concept as well as understanding the collapse of the concept as reviewed through scholarly works. Much of the evolution in the concept is attributed to in differences postulated by partisan political parties as well as the administration over the period. The concept of welfare state comprehensive in Great Britain dates back to mid Second World War as was developed in the reposts of William Biveridge in 1942. This is therefore the postulated foundation upon which the concept of postwar consensus is claimed to be built. Therefore, the policy formulations that resulted from the government of the labor party formed a basis on which the consen sus was formed on. The government undertook and implemented various policies which were distinct to the leadership history of the country. The conservative party had great influence in the industrial charter, which followed the successful formation of the previous government by the labor party. Moreover, the acknowledgement of the various policy frameworks by the party as they were designed and implemented by the party in power made the conservative party to reserve many of the policies during the 1947 industrial charter (Anon, nd, p. 217-222). Great Britain categorizes the historical perspective into two phases which span through the consensus period as well as the period after the consensus was broken and the period runs to today. The consensus period spun the years 1945 to 1979 after which the post consensus period set in and has been up to the current period (Matthijs, 2008, p. ii). After the end of the Second World War, the consensus that settled in and had a guiding commitment to full employment, industries were nationalized, government undertook to control the economic demand through application of the Keynesian techniques. Moreover, the government adopted the social welfare in a system of self-sponsored technique. The period after the election in 1945 saw the labor party form the government and adapted reformation policies and not revolutionary policies (McCulloch, 1985, p. 465). Economist and other analysts interpreted the system of government adopted by the labor party government as reformists as against revolutionalists. Non-revolutionary alliances of trade unions as well democratic socialists were the foundations, which formed the Labour party. The governance structure that succeeded the election of the Labour party to office mainly comprised of the political class of persons who had gotten into politics in the early 20th century. This period, which span across the years 1945 to 1951, was a characteristic period in the history of the country as it is credited to be the period in which many of the legislations in Britain were formulated. The government also placed policies which oversaw many industries nationalized until the 1980s. The welfare state as was a characteris

Marketing Professional Practice Essay Example for Free

Marketing Professional Practice Essay Executive Summary This report aims to develop some feasible strategies for a non-profit making organization – Care For Your Heart to achieve objectives in certain areas: 1. Enhancing the public awareness of the organization’s profile and service; 2. Reaching the youngsters and working group segments; 3. Gaining more donations for future development; and 4. Strengthening the network with medical doctors or nurses as part of voluntary work. These objectives can be carried out by the three main recommended strategies, include rebranding, sponsorship campaigns, and volunteer programs. Before launching other programs, rebranding is recommended to refine the image of Care For Your Heart by designing a new logo and name, which is more professional and appealing to the target market. The rebranding is also related to the strategies for achieving the organization’s new direction. The sponsorship campaigns aim at attracting companies for sponsorship, enhancing public awareness, and attract donations. The prospective sponsors include Nestle, Hung Fuk Tong, Watson, and HKHC. The respective strategies are Nestle milk powder lid design, Turn in Your Can; Hung Fuk Tong Care For Your Heart soup series; Watson Heart Caring Bottle Label Competition and launch of water bottle, carboy bottle design and poster distribution at offices; Cardiac Health Care Bus, Health Care Charity Fund, professional health talks, and Charity Health Check Day. Furthermore, volunteers for current and future events and campaigns are sourced from IVE, medical colleges, doctors, and HKHC. These strategies provide substantial benefits to Care For Your Heart. By successfully striving sponsorship and donations, Care For Your Heart can enhance its visibility, awareness and credibility via appearance of logo on sponsor’s products and websites. Donation is easier to attract when the organization is more credible, and more funds can be used to offer more activities for its members and the public. The campaigns and volunteer programs allow the organization to reach its young and business target markets when products and events are exposed at heavy traffic spots and offices. The sponsorship programs will last for two years, and the volunteer program is on a continuous basis, which the details are shown in the timeline in the later part of this report. And the estimated budget is set. Background of Organization Care For Your Heart is a registered non-profit charitable organization formed by a group of cardiac patients together with their families since 1995. Its services mainly target cardiac patients and their families. In 1998, Care For Your Heart set up the first cardiac mutual help and resource center, and is committed to patients and the public health (Organization Introduction 2010). Up until 2011, Care For Your Heart has more than 2600 members, and over 180 volunteers (Number of Members 2010). Members mostly age around 51 to 80 (Age of Members 2010), and geographically concentrated in Hong Kong Island (Residence of Members 2010). The sources of funds is attracted from multiple channels; include donations, Community Chest, Social Welfare Department and other activities (Sources of Funds 2010). Logo of the Organization The flower-liked logo represents that the organization is concerned about heart related issues. Vision and mission of Organization Care For Your Heart aims to encourage mutual support spirit among cardiac patients and family support, so that the patients can positively face their illness (Organization Introduction 2010). It strives to enhance cardiac patients knowledge towards cardiac diseases, boost recovery, and prevent the opportunity of relapse; to act as a bridge between patients and medical institutions in order to provide all-round services; gather patients, protect and strive for rights and welfares; promoting social knowledge about cardiac disease, prevention, caring and accepting cardiac patients and enhance public awareness towards heart healthiness (Organization Introduction 2010). Care For Your Heart aims to increase the number of members; encourage members nd others to volunteer in charitable events and supporting activities; to attract more stable funding, such as monthly donation; to enhance awareness and educate public about the increasing trend of youngsters suffering from coronary heart disease; to motivate general public changing their lifestyle to improve health; to attract business groups’ awareness about cardiac disease; to establish a stronger network with doctors for f acilitating volunteer work, and other events and activities. (Future Prospect 2010). . Introduction The chairman of Care For Your Heart has illustrated the current issues faced by the organization and proposed several questions. This report is to develop feasible strategies for the organization to overcome its situation and further development in certain area. 1. Develop relevant strategies in order to enhance the public awareness of the organisation’s profile and service; 2. Attract more younger and working groups to join the organization; 3. Gain more donations for further development and 4. Strengthen a network of medical doctors or nurses as part of voluntary work. 2. Target Market 3. 1. Target Group The target market is defined by Care For Your Heart, basing on its current situation and problem. Based on research, heart disease has a rejuvenating trend and threatening working group aged 20 years old or above. These groups are targeted as they are constantly under high pressure and heavy workload. Business class with quick life rhythm typically lack of resting time. In addition, they always overlook the importance of keeping their heart healthy. 3. 2. Medical Doctor Another target group is the medical doctors. Medical doctors play an important role for these kinds of organization because of their professional medical knowledge. Other than that, Care For Your Heart inviting medical doctors for volunteering can expand their network in medical field and increase its credibility to the public . 3. 3. Partnership The following are some suggested partners for Care For Your Heart to cooperate with: * Nestle Hung Fook Tong * Watson * Hong Kong Health Check Medical Diagnostic Group Limited Details will be illustrated in the following part of the report. 3. 4. Other Stakeholder Stakeholders| Details| Donors| * Existing donors (Social Welfare Department, The Community Chest, Food and Health Bureau) * Potential donors at all ages in global * It is important for a non-profit organization to have positive and enough reputation, which will influence donation. Policy from donation also affect the operation of the organization| University| * Helps to disseminate cardiac information * Helps to enhance the awareness of the organisation * Eg: Hong Kong College of Technology, The Chinese University of Hong Kong etc| Hospital| * Reach more cardiac patients * Helps to enhance the reputation of the organisation| General Public| * Opinions leaders who can influence the peers * cardiac patients and families| Media| * Global newspapers and magazines * TV stations, radio stations, newspapers and magazines publishers, leaflets, seminar| Potential Investors| * Corporations or individuals that are interested to invest in â€Å"Care For Your Heart† (Children’s Heart Foundation and The Hong Kong Tuberculosis, Chest and Heart Diseases Association: can enhance the awareness of â€Å"Care For Your Heart† and donation| 3. Campaign Strategy 3. 1. Rebranding As brand is a valuable asset, it allows organization to communicate a clear set of v alues toward its stakeholders. Non-profit organization is a kind of concept-brand which is associated with an abstract concept, such as cancer awareness, environmentalism or cardiac disease (Daly and Moloney 2004, 30). The current logo of Care For Your Heart is too old-fashion and poorly deliver the meaning about cardiac care issues. To best meet the target group, suggestion is given for the organization to redesign its logo and name. Rebranding  is the creation of a new name, term, symbol, design, or a combination of them for an established brand with the intention of developing a new position in the mind of stakeholders (Daly and Moloney 2004, 30). The change in the name and logo of the organization may enhance public awareness and reputation. Furthermore, the newly established brand elements can also better related to the current situation that the organization is facing (Muzellec and Lambkin 2008, 284). The new logo and name designed for the organization aims to better suit the target group, and will be illustrate in the following: 3. 1. 1 New logo: The new logo echoes with the name â€Å"Care For Your Heart†, containing a hand showing a gesture of holding a heart. Hand represents human; gesture represents caring; heart represent cardiac and compassion. The new logo is simple, more eye-catching, and the meaning is more obvious at a glance than the old version, thus the target market can easily understand the role of Care For Your Heart. Furthermore, the logo shows the commitment of Care For Your Heart to embark on a new direction and coordinate with our proposed strategies. 3. 1. 2 New name: Care For Your Heart can rename its Chinese name from to. The new name provides formality, thus projecting a more professional image. Moreover, it can better represent the mission of Care For Your Heart, which is to gather cardiac patients for mutual help and enhance public’s concern of cardiac disease. 3. 2. Seek For Partnership To achieve the goals proposed by the client, it is necessary for the organization to engage some partnership in order to support its daily operation and further activities. There are four potential companies for partnering with Care For Your Heart to enhance awareness, funding supply and voluntary work, including: Nestle, Hung Fong Tong, Watson and Hong Kong Health Check Medical Diagnostic Group Limited. These potential partners have similar vision and mission within Care For Your Heart in terms of concerning the health of people. The cooperation between â€Å"for profit† business and non-profit organization is called cause-related marketing (CRM), which both parties are involved to create mutual benefits. â€Å"For profit† business implemented CRM to build brands, revitalize corporate, carrying out corporate social responsibilities, and make community involvement visible (Papasolomou, and Kitchen 2011, 63). Non-profit organization can be benefited due to the contributions from the â€Å"for profit† business in order to meet its needs and objectives. CRM is proved to be an important marketing tool which demonstrates a firm’s commitment in addressing a social issue (Papasolomou, and Kitchen 2011, 63). The following are the strategies proposed to cooperate with the partners. 3. 3. 1. Nestle Carnation Omega High Calcium Milk Powder Reason for partnership with Nestle Nestle is a well-known nutrition, health and wellness company which founded in Switzerland in 1866. The company’s mission is â€Å"Good Food, Good Life†, which is to provide great tasting, nutritionally superior food and beverage, and great services to consumers around the world (Nestle 2011). Creating shared value is a fundamental part of Nestles way of doing business to create long-term value for shareholders and society, which is beyond compliance and sustainability (Creating Shared Value 2011). One of its products, the Carnation Omega High Calcium Milk Powder is chosen as a health product for the World Heart Day in 2010 and 2011. This low-fat milk power can strengthen the heart and reduces cardiac related diseases. The ingredients and functions of this mike powder are the followings (Milk Powder 2008). i. Omega 3 and 6 fatty acid: Regulate body’s cholesterol level and benefit to the cardiovascular system. ii. Low-fat: Reduce fat absorption which benefit to the heart. iii. High in calcium: Benefit to the bones and prevent osteoporosis. iv. Vitamin A, B and E: Assist in metabolism and health function. This milk powder was sold in different channels as well as supermarket and drugstore in Hong Kong, such as PARKnSHOP, Welcome and Watson. Each of them operates more than 200 stores and has different customer segments. It is believed that Care For Your Heart can gain benefits through enhanced awareness, and obtaining stable and long-term based donation. Proposed Strategy I. Cardiac information inside the lid, and logo on the package. Cardiac information as well as â€Å"7 ways to protect your heart†, â€Å"Make your heart healthier†, etc. is suggested to print on the internal side of the lid. Every time when consumer opens the lid, they can read the information provided by Care For Your Heart. A colorful background can be used in order to attract their attention and increase the visibility of such information. Moreover, the logo of the organization is also printed on the package of the milk powder to gain awareness (Refer to Appendix 1 and 2). The followings are the suggested cardiac information. 7 ways to protect your heart: * Maintain appropriate cholesterol level by having low-fat diet * Maintain appropriate weight and balanced diets. * Eat 2 fruits every day * At least 30 minutes aerobic exercise per day * No smoking and alcohol * Remain a cheerful mood * Regular Body check II. â€Å"Turn in Your cans† Yoplait Yogurt, a France originated brand founded in 1964, had launched a campaign called â€Å"Save Lids to Save Lives† for 10 years. The main concept of this campaign was to raise money for charity organization and activities, such as Susan G. Komen Breast Cancer Foundation,  Race for the Cure, etc. Every lid that the customer reserved, Yoplait will donate US$0. 1 after they registered the code number on the lid online (Save Lids to Save Lives 2011). A loyalty program called â€Å"Turn in Your Cans† is proposed to achieve long-term relationship among three parties: the customer, Care For Your Heart, and Nestle. When customer finished one can of milk powder, they could turn in the can to a supermarket or drugstore, then Nestle could collect those cans for recycling. A stamp would be awarded per one returned can. When customer collected 3, 5 and 10 stamps, they can enjoy discount of 10%, 30% and 50% respectively for the next purchase. This campaign could increase customers’ loyalty towards this milk powder, and attract purchases from new customers. As a result, Nestle can gain an increase in sales, and Care For Your Heart can receive donations. III. 5% donation from the total sales of the milk powder To obtain long-term donation, Care For Your Heart could receive 5% of total sales from this milk powder. The milk powder is selling at the price around HKD$104. 6, which means Care For Your Heart can receive approximately HKD$5 from each can of milk powder sold. 3. 3. 2. Hung Fook Tong Reason for partnership with Hung Fook Tong Hung Fook Tong is the biggest herbal tea group in Hong Kong founded in 1980s. With more than 700 staff members, and over 100 stores among Hong Kong (Milestone 2011), it is persistent in using genuine ingredients with no added preservatives in the product. Producing and developing quality products are the philosophy of â€Å"making naturally† (Mission 2011). In 2011, Hung Fook Tong acquired the prime awards for corporate social responsibility 2011 from Prime magazine (Company news 2011), which shows that Hung Fook Tong continuously strive to fulfill corporate social responsibility. Hung Fook Tong has introduced a series of Chinese soup and individually packed soup into the market under its brand name. Those series of soup is nourishing, which helps to maintain good body condition and is good for health. As individually packed soup could reduce the time of making soup at home, it is typically popular among working class. Thus Hung Fook Tong is another suggested source to cooperate with for gaining long-term donation and enhancing public awareness. Proposed Strategy I. â€Å"Care For Your Heart† soup series There are several soup recipes shared by some Chinese medical doctors on Care For Your Heart website. Those soups are beneficial to the heart and can prevent heart attack. Care For Your Heart could cooperate with Hung Fook Tong to introduce these series of soup or invest in new soups for the target market. Such as: * Mushroom  soup with bamboo fungus and  lotus root. * Black hen soup with lily and cloud ear fungus. * Black hen soup with chestnut. These series of soup can sold at a cheaper price HKD$40 for increasing sales volume, which others series are sold at HKD$48 and HKD$63. II. Logo on the package front and cardiac information at the package back The logo of Care For Your Heart is suggested to put on the front side of the individually packaged soup, and some cardiac information at the back. This increases the visibility of the organization, as well as disseminating cardiac information when customer turns the package to look at the ingredient list of the soup. During the selection process, consumers make decisions base on the soup’s functions, thus the â€Å"Care For Your Heart series† can impress those that concern about heart health, and attract those customers that are previously not aware of the heart health series. The logo of Care For your Heart can also be placed on the menu to increase visibility (Refer to Appendix 3 and 4). III. 5 % donation from the total sales of â€Å"Care For Your Heart† series Care For Your Heart could receive 5% total sales of individually packed soup in order to obtain long-term donation. Each individually packed soup is sold at the price around HKD$40, which means Care For Your Heart can received approximate HKD$2 from each sold of the soup. IV. Coupon Hung Fook Tong can also sponsor 500 packs of coupons, which contains 10 pieces within one pack with a total value of HKD$398, to Care For Your Heart for voluntary reward purpose. 3. 3. 3. Watson Reason for partnership with Watson Firstly, Watsons Water under A. S. Watson Group is currently a wholly owned subsidiary of the Hutchison Whampoa Limited, and is a world-renowned brand for supplying purest quality water. Moreover, the A. S. Watson Group has obtained a number of awards, such as â€Å"Asia’s Best Brand Award – for excellence in Branding and Marketing† in 2010 and 2011, â€Å"Caring Company† by the Hong Kong Council of Social Services from 2002 to 2011, and â€Å"Top Ten Brand names Award† by Chinese Manufacturer’ Association of Hong Kong in 2003 (Our Achievements 2011). Furthermore, A. S. Watson Group is positive related to healthiness, as it owns the Watsons Athletic Club which is committed in sponsoring and supporting local athletic events. This healthy association links with Care For Your Heart’s mission to improve public’s health issues. Secondly, the A. S. Watson Group is committed in performing corporate social responsibilities, and view CSR as opportunities. From A. S. Watson official website: â€Å"We encourage our business unites to develop programmes with organizations that are relevant to local community needs, and we support our employees’ effort in getting involved and contributing to society (Lai 2011). † This provides a favorable circumstance for Care For Your Heart to persuade Watson’s participation. Thirdly, Watsons Water has wide distribution channels, from street stores to big chained supermarkets. With the various availability of channels, it allows Care For Your Heart to increase exposure to the public and enhance the recognition of the company name. Proposed Strategy There are 3 main activities in this campaign: including Watsons bottled water label design competition, donation from the designed bottle, and cardiac slogan labels on Watsons Water carboy series and posters distributed to offices I. Watsons bottled water label design competition The first stage of this campaign starts with organizing a Watsons bottled water (both distilled and mineral water) label competition hosts by Watson and cooperates by Care For Your Heart. The theme of this competition is called â€Å" † â€Å"Watsons Heart Caring Bottle Design Competition†, which encourage a submission of bottle label design aiming at enhancing public’s awareness towards cardiac disease. The competition will open for one to two months and targets youngsters age 15 to 25, whom are interested in drawing or design, and would seek for self-esteem through competition. The opening of this competition will be announced via newspapers (both paid and free), Watsons Water’s official website, and Facebook page. For motivation, awards will be given to the top three winners. The tentative prizes include: Champion: HK$5000 with certificate First runner up: HK$3000 with certificate Second runner up: HK$1500 with certificate All participants will also obtain a certificate as encouragement. After collecting all designs, both Watson and Care For Your Heart will have representatives appraising the designs and select the winners. A press conference will be held for the announcement and award ceremony of the top three winners. And their work will be launched on the bottle, which will be further discussed below. II. Launch of the specially designed bottle for donation to Care For Your Heart After the end of competition, the second stage of the campaign is the launch of this specially designed Watsons Water. The top three winners’ designs will be launched for 280ML to 800ML bottled water, both distilled and mineral. The distribution channels include all major types of supermarkets (Welcome, Parkn’ Shop, City’super etc. ), convenient stores (7-11, Circle K etc. ). The preparation for the label design will be around one month, and the tentative distribution period is set to be 2 to 4 months. Care For Your Heart can negotiate the percentage of total sales for donation with Watson. The recommended percentage is 5 to 15%. Furthermore, the label will contain information about the donation. For example: â€Å"Every bottle of water you purchase, Watson will donate $1 for Care For Your Heart on cardiac disease funding. † III. Cardiac info/ slogan on the Watson’s water carboy series in offices and posters distribution The third stage of the campaign is the launch of promotional label on Watsons Water carboy together with the distribution of posters to offices. The objectives of this event are to create opportunity for Care For Your Heart to reach the business sectors and to increase their awareness towards cardiac disease and provide some tips on prevention. This campaign will last for one to one and a half year. i. Poster Posters will be distributed together with the water bottles, and encourages offices to post it in the pantry or places near the water dispenser. The poster will contain some brief tips on preventing the formation of cardiac disease due to stress and imbalanced lifestyle. The information on the poster is the same as the information on the lids of the Nestle milk powder (Refer to Appendix 5). ii. Label A label is designed for 4. 5L, 12L and 18L bottles which fit most types of water dispenser, containing Care For Your Heart’s logo, slogans about heart protection. Appendix 6 shows an example of the label design. IV. 5% donation from the sales of designed Watsons Water bottle Watsons bottle water sold at the price HKD$6. 5, which Care For Your Heart can receive an approximate donation of HKD$0. 3 per bottle of the water sold. 3. 3. 4. Hong Kong Health Check ; Medical Diagnostic Group Limited (HKHC) Reason for partnership with HKHC Hong Kong Health Check ; Medical Diagnostic Group Limited (HKHC) is a company providing a variety of body check service to the community and has developed 15 health checking center in Hong Kong. The mission of the company is to provide  excellent  and  high standards of  imaging and  diagnostic services in order to improve  community  health under the concept of  preventive medicine. (About Us, 2011) It is chosen to work with Care For Your Heart as the two organizations are sharing similar missions of improving community health and health care awareness. Proposed Strategy I. Cardiac Health Care Bus The main functions of the Cardiac Health Care Bus are to provide free basic heart disease related health checks, for example, blood pressure, blood sugar, cholesterol; and educate public about heart disease preventions. If patients are diagnosed to have a possibility of getting cardiac disease, they will be refered to HKHC for a comprehensive health check. A medical professional and two volunteers from Care For Your Heart will be on duty in the bus. There will be 6 buses available, 3 for New Territories, 2 for Kowloon and 1 for Hong Kong Island. The buses will serve everyday in two spots with two time periods, from 11a. m. to 3p. m, and 4p. m. to 8p. m. , which can serve around 50 to 70 people every day. This idea is feasible as it has been successfully adopted by other organizations, such as the Pok Oi Hospital. II. Health Care Charity Fund (HCCF) HCCF is a working partner of HKHC, who aims to implant the concept of Health we care you care to the community through educational and medical healthcare service (Vision and Mission. 2011). Its missions are to help the needy of the community by offering free health check services and organizing professional health talks; to increase the healthcare awareness of the community by promoting the concept of preventive healthcare through comprehensive periodic health check at the highest standard; and to serve the community through supporting volunteering services which organized by non-profit making organizations or collaborated with local communities (Vision and Mission. 2011). The nature of this organization fits with Care For Your Heart’s vision as both organizations achieve their missions by organizing talks, fund raising and voluntary work. Two programs are designed for corporation of CFYH and HCCF. i. Professional Health Talks Health talks will operate once each year at each community center in 18 districts by Care For Your Heart. The talks emphasize on heart care related topics, such as prevention, types of heart disease etc. Professional speakers are the volunteers from HKHC and talks are sponsored by HCCF. Each talk is opened for 100 to 200 audiences (depends on the population of the district) and is free of charge. The target of this campaign is to reach citizens in 18 districts within one year and four months for 6 districts. For the first four months, talks will operate in North, Tai Po, Sha Tin, Tsuen Wan, Tuen Mun and Yeun Long; the next four months will operate in Kwai Tsing, Kowloon City Kwun Tong, Sham Shui Po, Wong Tai Sin and Yau Tsim Mong; and the last four months will operate in Island, Sai Kung, Central and Western, Eastern, Southern and Wan Chai. ii. Charity Health Check Day The date of Charity Health Check Day is set on the World Heart Day in every year. 5 to 10% of body checks income from HKHC will donate to Care For Your Heart through HCCF. HCCF used this format previously with HKHC and the Senior Citizen Home Safety Association (SCHSA) on mother’s and father’s day in 2011. Part of the body check income on that day was donated to HCCF, and the donations are used to provide personal emergency link for the elderly people (Tuesday Charity Health Check Day, 2011. ). 3. 3. Potential benefits receive by Care For Your Heart By the partnership with the above sponsors, Care For Your Heart can be benefited in various ways. I. Enhance awareness Firstly, as concerned by Care For Your Heart, it is currently facing low recognition by the public. To reverse this situation, its visibility, awareness and credibility can be increased by having Care For Your Heart’s name and logo appearing on sponsor’s events, and product packaging, which the product is well-recognized, easily found and consumed. Care For Your Heart can also leverage Nestle, Hung Fook Tong, Watson and HKHC’s goodwill on being healthy. Moreover, those sponsors enhance Care For Your Heart’s publicity by placing the organization name as the beneficiary organization at the end of the TV commercial. II. Reach the target segments Those proposed strategies allow Care For Your Hear to reach its desired target segments – the youngsters and businesses. Different channels were used for the distribution of the product by Nestle and Hung Fook Tong, such as supermarket, drugstore and MTR shop as well, which helps in increase exposure and visibility of its name and logo to different segment. Moreover, the Watson bottle water competition provides an opportunity for youngsters to demonstrate their stills in art, and act as a channel to educate them about cardiac diseases through participation. On the other hand, labels on carboy bottles and posters in office pantry can be an attention getting tool. By placing these at prominent spot, it can firstly get their attention. When they are continuously exposed to the information, they will be able to remember and recall the message. Furthermore, if the Cardiac Health Care Bus is successfully introduced, the mobility of those buses can further help Care For Your Heart in reaching more people in Hong Kong. III. Donation Donations can be gained through the sales of each product and the money can be used for funding daily operations or future activities. Furthermore, if the sponsors are willing to renew the contracts with Care For Your Heart, it will be able to obtain donations in a long-term basis. 3. 4. Potential benefits receive by sponsors I. Perform Corporate Social Responsibility The main benefit that Nestle, Hung Fook Tong, Watson and HKHC could gain is to accomplish its role in performing corporate social responsibility. Each company is committed to invest on creating shared value for society, as well as social welfare, environmental protection and other aspects regarding to the global compact. Companies could achieve its goals when cooperating with Care For Your Heart. II. Improved brand image Furthermore, the ultimate objective of performing CSR is to improve consumers’ perception towards the brand, which is being a contributor to the society thus enhancing goodwill. III. Boost Sales Each sponsor can boost its sales or expands market share due to its contribution to the society. Customers are more likely to choose a product when they realize that they can engaging in the contribution process (Stanalan, Lwin, and Murphy 2011, 51). IV. Benefits distributed by Care For Your Heart Care For Your Heart will provide the following benefits to all sponsors: * Have a one page free advertisement in the organisation magazine and annual report. Brief profile of the sponsors and the detail of ongoing campaigns on Care For You Heart website * Acknowledge the name and logo at the bottom of Care For Your Heart official website with hyperlinks to sponsors’ homepages * Acknowledge the name and logo on all promotion materials including newsletters, organisation magazines, broch ure covers or free gift bags etc. * Acknowledge the name and logo of sponsors on volunteers’ shirts * Provide at least one banner during any events * Announcement of sponsorships in all events or public speech * Guaranteed to be the only sponsor in the same category of industry * Allow to display company’s materials or products on the table for any events 3. 5. Volunteers’ recruitment The recruitment of volunteers for Care For Your Heart targets three groups: students from IVE, trainees of medical colleges, retired doctors, and the Hong Kong Health Check ; Medical Diagnostic Group. The details of the recruitment program are the followings. IVE On recruiting volunteers for Care For Your Heart, firstly, a non-academic volunteer program can be opened for the Hong Kong Institute of Vocational Education students majoring in Applied Nutritional Science, Pharmaceutical, Medical and Health Care, or Social services. Students are encouraged to apply the campaign throughout their study. This volunteer campaign requires students to participate in volunteer work for Care For Your Heart once in two weeks for four to six hours. The working time will be recorded and accumulated until they graduate or withdraw from the program. A quota on working time is set for students as a goal, for example, participating volunteer work for 72 hours in half a year. Students who have achieved the goal of this program will be rewarded with a non-academic award by Care For Your Heart, which is beneficial to their future career. Medical colleges’ trainees Secondly, trainees in medical colleges of the University of Hong Kong and the Chinese University of Hong Kong are a considerable group for voluntary works. They obtain the required health care knowledge and elementary first aid skills. Moreover, this voluntary program can be included as part of the intern training. Similar with the program for IVE, a certificate will be given to participants as a reward, which helps their future career. Moreover, participants can enrich their practical experience before they enter the society. Medical professional Thirdly, doctors are another great source to attract as volunteers. They obtain the expertise in the cardiac field thus able to provide professional consultation for patients. Care For Your Heart can target this group by inviting those doctors that are seeking self-actualization, and appeal to them through mental motivation. For example, suggesting them to offer one or two days of voluntary consultation. By acquiring a sufficient number of voluntary doctors, members of Care For Your Heart can be benefited as it has more human resources to organize thorough functions and events for its members and the public, thus achieving the goals of increasing public awareness towards cardiac disease. Moreover, doctors can enhance their reputation and image by showing their sincerity in contributing to the society. Hong Kong Health Check ; Medical Diagnostic Group Lastly, referring to the event of the Cardiac Health Care Bus campaign, doctors from the Hong Kong Health Check ; Medical Diagnostic Group will volunteer for conducting simple tests and explain the health report to patients. Moreover, regarding this event, additional helpers are needed for showing information and assisting the doctor. These helpers can be chosen from IVE and medical college volunteers mentioned above. 3. 6. 5. Motivations to volunteers Besides, by analyzing their profile, Care For Your Heart can obtain data on the number of medical professionals and young volunteers the organization has attracted . ii. Amount of Donation Two sources of donations are needed to be evaluated: the public and partnership programs. By measuring the amount of donation from public and sponsoring partners, it can reflect Care For Your Heart’s reputation and credibility in public’s mindset. It can also show the benefits gain by both parties when the campaigns are launched (increased sales, product awareness and reputation). iii. Awareness Public opinion research will be conducted 3 times after 4, 12 and 24 months. The survey aims to collect data including: awareness and image of the organization; frequency and amount of donation; and awareness of activities and partnership program. The result will demonstrate whether the new strategies and rebranding are successful in enhancing the public awareness, especially within the working class. Regulate evaluation acts as a monitory function and can state the weaknesses of each program. Therefore, the organization can reinforce certain areas in order to achieve the ultimate goals. 6. Conclusion To conclude, Care For Your Heart could reach its target groups and deliver cardiac related information to the public by adopting the strategies mentioned above. Rebranding and those cooperative strategies can meet its goals effectively and efficiently. By performing cause-related marketing, all participating parties will receive benefits from the campaigns, as well as enhancing public awareness and improving brand image. The sales volume of the newly introduced products and the current product will also be increased, due to the change of customers’ perception towards the brand. The corporate partners will provide funding supply from the donations gained from product sales, and hence increase the cash flow of Care For Your Heart. Moreover, the reputation of Care For Your Heart will also be enhanced by the well-known partners. http://www. pokoi. org. hk/tc/services_cmedical. aspx http://www. hungfooktong. com/news/n017/index. html http://www.nestle.com/ http://www.aswatson.com/our-customers/ http://www.hungfooktong.com/tc/ http://www.yoplait.com http://www.hkhealthcheck.com/corp/tc/ http://www.hungfooktong.com/overseas_about.php http://www.aswatson.com/innovation/ http://www.hccf.org.hk/en/about_us.htm ;

Effects of Yoga on Weight Loss

Effects of Yoga on Weight Loss Austina Burton Abstract For this single-system research design, the main goal was to analyze the effect a 35 day intervention of doing yoga had on weight loss in a college student. A young, single Caucasian female student participated in yoga every day, for 35 days, for 60 minutes each time. A baseline was documented over 15 days, and the intervention was documented over 35 days. Her weight was recorded every five days between seven o’clock and nine o’clock in the morning. At the end of the 35th day, the participant showed an increased weight loss of 7 pounds. The results suggest that doing yoga can have positive effects on weight loss. These results are consistent with prior studies; however those studies included other factors that could influence weight change into their research, whereas this study focused solely on yoga as the main intervention. Effects of Yoga on Weight Loss Research suggests that obesity rates in the United States have more than doubled in the past fifty years, with 32.2% of adults considered obese in 2004 (Ogden et al., 2006; Flegal et al., 2002). The Center for Disease Control and Prevention, or most commonly referred to as the CDC, has found that obesity is becoming more common, serious, and costly. Currently, more than one-third of U.S. adults are obese (Adult, 2014). That is 34.9% or 78.6 million people. Rates of overweight and obesity appear to be increasing most dramatically among young adults, the 18-to-29-year-old age group. To be more detailed, the rates went from 7.1% in 1991, to 12.1% in 1998. With those having some college education, they demonstrated even greater increases in overweight and obesity (Mokdad et al., 1999). A young Caucasian woman, currently in her sophomore year of college, would like to lose weight by doing yoga; however, she has had trouble losing weight in the past. Studies show that college students are affected greatly by obesity. This critical period, involving the young adult, contains the term â€Å"Freshman 15†, which refers to the notion that the first year of college is associated with a fifteen pound weight gain. Yoga has been positively correlated with helping people â€Å"shed pounds, or at least keep them from gaining weight† (Fred, 2005). In addition, Bruckheim (1990) found that reducing fat intake can increase weight loss; however, the participant would not like to change her eating habits at this time. Statement of the Problem In this study, the case that will be presented is a 19 year old woman, who is going to do yoga; and not change what she eats. She is 5’7† tall and weighed 150 pounds at the beginning of the study. In an interview during the baseline period of the study, the participant stated she was unhappy with her weight, which causes her to feel bad about the way she looks. The participant talked about prior attempts at losing weight, which included dieting and exercising. She also stated that, with being a full time college student, she is unable to stick to a regular schedule of exercising, and has been unable to stay on a diet. Her weight has been over 150 pounds since her 9th grade year of high school, and she has had trouble losing weight ever since. The goal of this study is to increase the participant’s weight loss by doing yoga for 60 minutes per day, for 35 days. The participant’s reason for wanting to lose weight is because she wants to look thinner, and fit b etter in her clothes. Literature Review There have been numerous research studies conducted to find out more about obesity rates in America, as well as how general exercise and dieting can affect weight loss; however, there are few studies addressing the effects yoga can have on weight loss among Caucasian women who are full time students. One study completed by Wharton, Adama and Hampl (2008) found that university students are prone to using inappropriate weight loss practices , and Lloyd-Richardson et al. (2009), found that both males and females gain weight, with similar patterns observed over the freshman year and the greatest weight changes for both sexes occurred during the first semester. When it comes to physical activity and exercise, Rocette et al. (2005) found that exercise participation was approximately 50% at the beginning and end of freshman year. Although they observed no changes in aerobic or strengthening exercises, more students reported engaging in stretching exercises at the end of freshman year; however, more than half of the students in Rocette’s (2005) sample reported eating high-fat fried or fast foods at least 3 times during the week. Its widely known that regular yoga can help reduce stress, which in turn slows the production of cortisol, the hormone responsible for belly fat. A study done by Caffrey (2013) found that yoga practitioners lost fat over an initial 6 month study period, and â€Å"kept losing it during a maintenance period with less direct supervision.† Another study, funded by the National Cancer Institute, â€Å"involved 15,500 healthy, middle-aged men and women who were asked to complete a written survey recalling their physical activity, and weight history between the ages 45 and 55† (Fred, 2005). The study measured the impact of yoga with weight change, independent of other factors such as diet or other types of physical activity. The result was that those practicing yoga, who were overweight to start with, â€Å"lost about 5 pounds during the same time period those not practicing yoga gained 14 pounds† (Fred, 2005). Methodology A single system, research design was conducted over 50 days to assess the effectiveness of yoga on weight loss for an overweight 19 year old Caucasian woman. The weight loss intervention was introduced after a 15 day baseline period. The primary objective was to determine whether yoga could decrease weight, while keeping the same eating habits over a 35 day intervention period. During the 15 day baseline period (February 1st-15th), the participant was asked to document her weight in pounds every five days by nine o’clock in the morning, using a standard weight scale. The baseline period was reported to the researcher through text messages. Following the 15 day time period, an interview was conducted over the phone, where the participant established her goal to participate in yoga for 60 minutes each day for 35 days. After the baseline period and interview were over, the researcher made phone contacts with the participant every five days to monitor the progress (February 16th-March 22nd). The researcher recorded the participant’s weight in pounds on a graph over a 50 day time period (see Figure 1). Figure 1. The intervention was implemented following the 15 day baseline period, which is marked by the dotted line. Results The goal of this research study was to analyze the effect of a 35 day weight loss intervention based on yoga. A young female college student participated in yoga seven days per week for 60 minutes each day. A baseline was documented over a 15 day time period and the intervention was documented over 35 days. The participant’s weight was recorded every five days. At the end of the 50th day, the participant showed a weight loss of seven pounds. As shown in Figure 1, the goal of decreasing the participant’s weight was met. The participant showed decreased body weight, from 150 pounds to 143 pounds. Those findings are consistent with previous studies. Discussion Single-system research designs are a research methodology that lets a practitioner track their progress with a client (Bloom, 1993). Yoga has been positively associated with weight loss in experimental and quasi-experimental designs, â€Å"which look at the effect of an intervention within, or between, groups of people† (Fred, 2005). The use of yoga as an intervention in a single system design worked due to being able to establish a realistic goal and an intervention plan. Limitations occur within most research studies. In this single system research design, there were such limitations. Weight loss is affected by numerous things, such as your environment, genetics, metabolic rate, activity level, and what you eat. This study focused solely on activity levels and did not take into account the environment, genetics, metabolic rate or what the participant was eating. An uncontrolled diet was the main limitation to this study. The participant stated that she ate out at least once a week, and mostly ate at the dining hall on her college campus, where the food did not usually meet nutritious guide lines. The effect of this can be seen in Figure 1, when a pound or less was lost between day 25 and 35. The participant’s influx of weight during the baseline period was due to her ending menstrual cycle. The participant stated it was normal for her to gain weight towards the end of it. Before this study, the participant was not getting any exercise on a reg ular basis, so when she started doing yoga 60 minutes per day, it had a profound effect on her weight. Although a form of exercise alone helped this participant lose weight, research has found that, when coupled with high activity levels, eating healthy can have an even more profound effect on weight loss (Sareen et al, 2012). For that reason, when research is done further on the effects of yoga on weight loss, I recommend having a diet plan incorporated into the design if weight loss is the main goal of the study. References Adult Obesity Facts. (2014, September 9). Retrieved March 15, 2015, from http://www.cdc.gov/obesity/data/adult.html Bloom, M. (1993). Single-system designs in the social services: Issues and options for the 1990s. New York: Haworth Press. Bruckheim, A. (June 26, 1990). Reduce fat intake to reduce weight. Chicago Tribune (pre-1997 Fulltext), 2. Caffrey, M. (2013). Restorative Yoga Better Than Stretching for Trimming Subcutaneous Fat in Overweight Women. American Journal of Managed Care. Retrieved March 22, 2015, from http://www.ajmc.com/publications/evidence-based-diabetes-management/2013/2013-1-Vol19-sp7/Restorative-Yoga-Better-Than-Stretching-for-Trimming-Subcutaneous-Fat-in-Overweight-Women Fred Hutchinson Cancer Research Center. (2005, July 21). Regular Yoga Practice May Help Prevent Middle-age Spread. ScienceDaily. Retrieved March 22, 2015 from www.sciencedaily.com/releases/2005/07/050720064358.htm Lloyd-Richardson, E.E., Bailey, S., Fava, J.L., and Wing, R.; Tobacco Etiology Research Network (TERN). (2009). A prospective study of weight gain during the college freshman and sophomore years. Prev. Med. 48 (3): 256–261. doi:10.1016/j.ypmed.2008.12.009. PMID:19146870. Ogden CL, Carroll MD, Curtin LR, McDowell MA, Tabak CJ, Flegal KM. (2006). Prevalence of overweight and obesity in the United States, 1999–2004. Jama; 295(13):1549–1555. Racette, S. B., Deusinger, S. S., Strube, M. J., Highstein, G. R., Deusinger, R. H. (2005). Weight Changes, Exercise, and Dietary Patterns during Freshman and Sophomore Years of College. Journal Of American College Health, 53(6), 245-251. Sareen S. Gropper, Karla P. Simmons, Lenda Jo Connell, and Pamela V. Ulrich. (2012). Changes in body weight, composition, and shape: a 4-year study of college students. Applied Physiology, Nutrition Metabolism, 37(6), 1118-1123. Wharton, C. M., Adams, T., Hampl, J. S. (2008, January 01). Weight loss practices and body weight perceptions among US college students. Journal of American College Health : J of Ach, 56, 5.)

Los Vendidos :: essays research papers

Los Vendidos means the sell-outs. All the characters in the play sold-out at some point during the play. The characters sold out both their races and their way of life. I would say that the person who sold out the most was the Mexican-American because he sold-out both his Mexican, his American heritage and way of life. He wanted to be perfect, so when he found that the Americans and the Mexicans had their flaws he sold them out. He now has to search for a new and perfect race to identify with. (He will be searching for a while.) The Mexican- American sold out his Mexican Heritage when he said, "The problems of the Mexicans stem from one thing alone he's stupid, he is under-educated, he needs to stay in school. He needs to be ambitious and be forward looking, most important he needs to think American" (Page 382). In his statement he is only finding the bad of his people and stating it for the entire room to hear. He shows great disrespect for the Mexican heritage by saying all that is wrong with them. He shows their flaws, weaknesses, and imperfections. I believe your heritage makes up who you are and that is you, so you should never disrespect yourself by disrespecting your heritage. I believe thee way he sold-out was by disrespecting his heritage. the Mexican- American is still trying to decide weather he is going to live Mexican or American. When the Mexican-American says, "The only thing I don't like is how come I always got to play the goddamn Mexican-American"(Page-384). You are unsure by this statement weather he is selling-out his Mexican or his American lifestyle. You know he wants to perfect because of his attitude toward playing the part of the Mexican-American. The Mexican American doesn't know where he wants to go in life I guess this proves no matter how old you are or how much of an education you have you sell people out and walk all over them.

Essentialism: Gender Role

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Inflections in English

Inflections in English Inflections in English Inflections in English By Maeve Maddox Inflections are word elements that indicate grammatical relationships among the words in a sentence. For example, the verb walked is in the past tense; we know this because of the inflectional ending -ed. The noun girls is plural. We know this because of the s that has been added to the singular word girl. All languages make use of inflections. Those that make use of a great many inflections–like Latin–are called â€Å"synthetic languages.† Those that do not have so many–like English–are called â€Å"analytic languages.† The low incidence of inflections in English requires speakers to pay attention to word order. In Latin, on the other hand, word order hardly matters. Take nouns as an example. In Latin, nouns have special forms, according to whether the noun is being used as the subject of a sentence, the direct object, the indirect object, a complement, a noun with a built-in preposition, a possessive noun, or a noun of address. In English, except for possession and number, a noun is a noun is a noun. If we look at the English word girl out of the context of a sentence, we know it’s a noun, but we can’t tell anything else about its grammatical function until it is used in a sentence. If we look at the Latin noun puellam (girl), we know that it is the direct object form. The form puella is a subject form. Puellae is genitive (possessive) form meaning â€Å"of the girl.† Because the inflections are â€Å"built in,† their order in a sentence doesn’t much matter. In English, however, word order tells us if a noun is a subject or an object. If it comes before the verb (usually) a noun is a subject. If it comes after an action verb, it’s an object. For example, in English, â€Å"The boy loves the girl† means something different from â€Å"The girl loves the boy.† In Latin, on the other hand, Puer puellam amat, Puellam puer amat, and Amat puellam puer all mean the same thing: â€Å"The boy loves the girl.† Then there are the adjectives. Latin adjectives have to accord with the nouns. To say, â€Å"The big boy loves the pretty girl† you write: Puer magnus puellam bellam amat. To write, â€Å"The pretty girl loves the big boy,† you can leave the words in the same order, but you have to change the endings to show function and gender: Puella bella puerum magnum amat. Because English retains so few inflections, it is a little surprising that so many of the errors we discuss on this site have to do with the few inflections that do remain. Nouns Nouns are inflected by the addition of an apostrophe to show possession: The boy’s backpack was stolen. (singular noun, ’s) The boys’ backpacks were stolen. (plural noun, s’). The letter s is usually added to a noun to form the plural: The girl climbed Mount Everest. The girls climbed Mount Everest. Errors with plural nouns occur with words that do not form the plural by adding s, for example, woman/women; calf/calves, etc. Errors in placing the apostrophe are quite common. For example: â€Å"The mens’ locker room† instead of â€Å"the men’s locker room.† Some uncertain writers sprinkle apostrophes in very unlikely places: Chloe sing’s with the choir. (Should be sings) The dog hurt it’s paw. (Should be its paw) Verbs Regular verbs are inflected to show past tense by adding the suffix -ed: talk, talked, (have) talked. Errors occur with verbs that indicate past tense by changes in spelling, for example, write, wrote, (have) written. See the DWT post Beware of the Irregular Past Participle. Pronouns Because pronouns have retained more inflected forms than nouns, they are the source of probably half the grammatical errors made by native speakers. The inflections that give trouble with the personal pronouns are these: Subject forms: I, he, she, we, they Object forms: me, him, her, us, them For more on pronoun case, see All Pronoun Cases Are Created Equal. Possessive forms are of two kinds: those that stand for a noun (possessive pronouns), and those that stand before a noun to show possession (possessive adjectives). Possessive pronouns: mine, yours, his, hers, ours, theirs Possessive adjectives: my, your, his, her, its, our, their For example, That book is mine. (Possessive pronoun standing for book) That is my book. (Possessive adjective qualifying book) The pronouns you and it present no problems because they are the same in both their subject and object forms. Other errors with the possessive forms are misspelling its and using their with a singular antecedent: Wrong: The house is having it’s roof replaced. Correct: The house is having its roof replaced. Wrong: Every scout will do their duty. Correct: Every scout will do his duty. Adjectives Adjectives are inflected to show comparison. This article illustrates the different ways of doing it: Comparative Forms of Adjectives Adverbs Adverbs are also inflected to show comparison. Adverbs that end in -ly are inflected by adding more and most in front of them: happily, more happily, most happily. Note: Some authorities regard the comparison of adjectives and adverbs as word formation rather than inflection. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Grammar 101 category, check our popular posts, or choose a related post below:Addressing A Letter to Two PeopleFor Sale vs. On SaleDrama vs. Melodrama