Values Essay - 1026 Words

Values Pamela Dyer Southern New Hampshire University Policy, Law, ethics NUR480 Professor S. Butler February 26, 2015 Values Our values define who we are. They are the fundamental beliefs that guide our actions and behavior. They influence the way we interact with others and our thought process. Every day, each one of us makes choices and decisions that directly affect the way we experience each other and the way others experience us. Values, in essence are what motivates us. The values that define me are: caring, compassion, helping others, team work, education, dedication, and results oriented. We all act and make decisions without realizing that these processes are in fact based on our core values. Values are as Burkhardt †¦show more content†¦Things rapidly change in the medical field and it is a major responsibility in nursing is making informed, evidence based decisions, these decisions can sometimes be a matter of life and death, therefore as nurse I feel it is imperative to continue education and make sure your skill set is optimal and appropriate for the decisions you are making. Because values play such an important role in our lives, it is important for individuals to understand their own personal values and when searching for a job, seek out employers with the same or similar values. â€Å"When seeking employment, nurses should identify congruencies or incongruencies between their personal values and those of the institution, because accepting employment implies committing to the value system of the organization† (Burkhardt Nathaniel, 2014, p. 99). Having the same or similar values will give us confidence that we are all utilizing the same principles when it comes to our common goals, interaction with our co-workers, clients and decision making within the organization. â€Å"When personal values are at odds with those of the patient, colleagues, or the institution, internal or interpersonal conflict may result† (Burkhardt Nathaniel, 2014, p. 98). These conflicts can have a negative impact on the patient, theShow MoreRelatedQuestions On V alue Propositions Delivery Value Essay1743 Words   |  7 PagesDiscussion of how value propositions delivery value in different aspects Background and concept definition The term value proposition was first mentioned by Michael Lanning and Edward Michaels in a 1988 staff paper, they think value proposition has a function of delivering value in a business. A clear and simple statement of the benefit and price which firm can provide to its customer. However, the rapid development of business management, there are some argues of this term, and the concept is changingRead MoreValues Reflection805 Words   |  4 PagesValues Reflection Jeremy Paasch CJA 474 August 3, 2015 Jon Sowers Values Reflection Values are the fundamental beliefs of a person, and they help guide us in making decisions and how we live our lives. Values are a part of our everyday life and in the workplace. In the workplace, these are the guiding principles that help to define how the corporation would behave. In this essay, the author will identify personal core values and discuss how we acquire and change values throughout life. AlsoRead MorePersonal Values1435 Words   |  6 PagesPersonal Values Development Personal Values Development The development of personal values occurs over a lifetime of living and experiences. What are personal values? What sources shape and influence those values? What criteria and decision making may be used to reshape our personal values? What impact do personal values have in the workplace and on workplace performance? This paper will address these issues from a personal perspective. Personal Values What are personal values? FirstRead MoreValue Alignment990 Words   |  4 PagesRunning Head: VALUE ALIGNMENT Value Alignment Value Alignment Ethics and corporate values play a significant role in an organization and are both imperative to success. To attain a successful alignment between individual and corporate values, there needs to be a synergy between the employee and the organization he or she work for. The benefits contain significant value to both the organization and the employee. Established in 1898 as Brad s Drink, PepsiCo has grown substantiallyRead MoreFilipino Values1493 Words   |  6 PagesPhilippine Values Values are defined in a number of ways. Maciones (1997) defines it as the â€Å"beliefs, behavior and material objects that constitute a people’s way of life.† He also defined it as standards in a culture by which people make an assessment as to its desirability, goodness and beauty. Values may be helpful as Guidelines. Schaefer (2001) defines values a little more as â€Å"collective conceptions of what is considered good, desirable, and proper – or bad, undesirable, and improper – inRead MoreValue and Integrity1301 Words   |  6 Pagesor artistic values: incorruptibility; the quality or state of being complete or undivided. Although this is correct this isn’t exactly the complete meaning of this word. For every situation, every job, and every position this word â€Å"integrity† is defined differently. The position at which I am applying for is an Administrative Assistant, with this comes great responsibility, handling and having access to sensitive information any candidate must possess some level of morals and values. In my previousRead MoreThe Moral Value Of Moral Values1001 Words   |  5 PagesThe claim that moral values cannot be derived from facts is grounded in the idea that facts are descriptive and informative, whereas value propositions are prescriptive a nd imply that we ought to carry out certain action or act in a particular way. In essence, while facts give us information about the world itself, values tell us how we should act. It is accepted that facts are cognitive and are therefore know to be true or false. However, non-cognitivists support the idea that moral truths cannotRead MoreIntrinsic Value And Extrinsic Value Essay1330 Words   |  6 Pagesproperties, and acts contain values. They would fall into three categories of value: intrinsic value, extrinsic value, and both intrinsic and extrinsic value. Things containing intrinsic value means people value those things with intrinsic value for its own reason (Zimmerman). In contrast, things containing extrinsic value means the value of these things are depending on other things but not by itself. This is the basic difference between intrinsic value and extrinsic value. In addition, knowledge isRead MoreShared Values1926 Words   |  8 PagesBusiness Policy Assignment: †Å"Creating Shared Value† CITIBANK amp; HSBC 9/26/2013 D Siddhartha Reddy-014 PGDM-Finance Executive Summary How to reinvent capitalism and unleash a wave of innovation and growth by Michael Porter and Mark Kramer Shared Value is a new form of capitalism. The idea of shared value was initially explored by the authors in December 2006 HBR. Shared value is  not  social responsibility, philanthropy, or even sustainability, but a new way to achieve economic successRead MoreValues. Value Is Defined As Something That Has Moral Worth.1146 Words   |  5 PagesValues Value is defined as something that has moral worth. These values determine ones priorities and are fundamentally the things that one believes and stands for in life. Throughout my life, I have met people and experienced a plethora of situations that have shaped who I am today. I value many things in my life, however, it can be easily forgotten due to the privileges and securities of all the things I am blessed with. I place value on things that I believe benefit my life and the people around

Windows Sql Server Database Design Essay - 8605 Words

Tasman International Academies Diploma in Information Technology (Level 7) ASSESSMENT: Windows SQL Server Database Design and Optimization STUDENT NAME:: RANJIT SINGH STUDENT ID :: 14112532 ASSESSOR NAME:: IMRAN SIDDIQUE DATE SUBMITTED:: 20/07/2015 SUBJECT:: ASSESSMENT (THEORY) Assessment: Task One Theoretical Questions Outcome 1 (1.1) Q1. Briefly explain following designing requirements that are required when designing the Hardware and Software infrastructure: a) Storage requirements A lot of considerations go into analyzing the storage requirements of a database server. In addition to the physical size of the database, you need to consider the transaction growth rate and data-distribution requirements. Some industries, particularly financial and healthcare institutions, are subject to requirements regarding data retention, storage, and security that must be taken into account in determining storage capacity. You’ll now learn how to determine the current storage capacity of a database server and identify factors that affect its growth. We’ll also look at how to forecast future disk-storage requirements, taking into account any relevant regulatory requirements that may apply to your business or enterprise. b) Network requirements All databaseShow MoreRelatedWindows Sql Server Database Design Essay3374 Words   |  14 PagesTasman Interna tional Academies Diploma in Information Technology (Level 7) Assessment: Windows SQL Server Database Design and Optimization Subject Code: WD 602 Purpose: People credited with this unit standard are able to: Explain purpose designing hardware and software in database. Gain knowledge of server administration, designing physical storage, designing server-level security, data recovery solutions and object-level security. Aim: The assessment aimRead MoreWindows Sql Server Database Design3747 Words   |  15 Pages Tasman International Academies Windows SQL Server Database Design and Optimization Assessor Name: Mr. : Jayaraj Arul Samji Student Name: Kaushal Patel Student Id: 14042338 Introduction Improving the performance of SQL Server queries purpose of this document is to describe different ways. With occasional references to a specific code snippets in this document, index optimization will describe. In other words, run queriesRead MoreWindows Sql Server Database Design And Optimization Essay4264 Words   |  18 Pages Tasman International Academies Diploma in information Technology Level 7 Assignment: - Windows SQL server Database Design and Optimization Subject code: WD 602 Name: Anurag ID: 15052231 Submitted to: Mr. Imran Siddique Outcome 1 (1.1, 1.2, 1.3) Q 1 Briefly explains following designing requirements that are required when designing the hardware and software infrastructure: - Ans: - Infrastructure in everything that helps in the flow and the processing of data. Infrastructure provides aRead MoreWindows Sql Server Database Design And Optimization Essay5564 Words   |  23 Pages Tasman International Academies NAME : K.Nagarjuna SUBJECT : Assessment: Windows SQL Server Database Design and Optimization ID NO : 14091138 SUBMITTED TO : Imran Sidqque SUBMITTED DATE: /july/2015 Diploma in Information Technology (Level 7) Assessment: Windows SQL Server Database Design and Optimization Subject Code: WD 602 Assessment: Task One Theoretical Questions OutcomeRead MoreWindows Sql Server Database Design And Optimization Essay4185 Words   |  17 PagesName :-------- Sukhdeep Singh Mann ID NO. :--------- 14110738 SUB DATE:------- 21-07-2015 Assessment----windows SQL server database design and optimization.. Subject code---WD 602 Outcome 1 (1.1) Q.1 Briefly explain following designing requirements that are required when designing the hardware and software infrastructure: a) Storage requirements Plan your data storage configuration carefully. There are significant cost and performance tradeoffs to consider when planning for data storageRead MoreUnit 17 - Database Design Concepts1192 Words   |  5 PagesUnit 17 – Database Design Concepts a) Write and describe a variety uses organisations make of use of databases and the issues they face - P1.1 Integrity of data Data integrity refers to preserving and promising the accuracy and consistency of data over its entire life-cycle. It is also the critical aspect to the design, implementation and usage of any system. This system can store, process or retrieve data. Data integrity can be negotiated in a number of ways that include: †¢ Human errors when dataRead MoreWhen Designing The Hardware And Software Infrastructure Essay1272 Words   |  6 Pagesphysical size of the database, you need to divide the transaction growth rate and data-dividing requirements. Ehen we create a database we firstly need some storage requirements like Disk throughput capacity, locations and the role of the database server and a disk space capacity to save the database. Network requirements: All database controller and base designers should have a some fundamentals to understanding of the topology and volume of the network supporting the database servers .because this factRead MoreSynopsis Of The Security Comparison1321 Words   |  6 Pagestable displays the synopsis of the security comparison: Functions Oracle SQL Server Authentication Authentication by OS, Network, Oracle, multi-tier, SSL, and database administrators. Windows authentication integration. Mixed mode of Windows and SQL Server maintained within SQL Server. Authorization User resource limits and profiles. Privileges. Roles. Applications Roles. Fine-Grained Access Control. Fixed server, database, and users roles. Ownership and User-schema separation. Least privilegesRead MorePT2520 Week 4 Essay 4142015678 Words   |  3 PagesWEEK 4 ESSAY Implementing Physical Design Max Haney 4/14/2015 PT Oracle 11G MySQL IBM DB2 Microsoft SQL Server 2008 Operating Systems Supported Runs on Windows, Linux, and Unix operating systems Unix Linux, Windows, OS X, IOS, BSD, Amigos, Symbian, z/OS, IOS, Android Unix Linux, Windows, OSX, IOS Windows Interface Supported API GUI SQL GUI SQL GUI SQL GUI SQL Stored Procedures basic PL/SQL block structure API Remote physical table, STOCK. Transact-SQL Latest Stable Version and Year ofRead MoreAnnotated Bibliography On Sql Server1354 Words   |  6 Pagesavailable in sql server Ans ;- a) database mirroring: - Database reflecting is an answer for expanding the accessibility of a SQL Server database. Reflecting is actualized on a for each database premise and works just with databases that utilization the full recuperation model. Database reflecting was presented with Microsoft SQL Server 2005 innovation that can be utilized to outline high-accessibility and elite answers for database repetition. It is intended to keep up a hot standby server with a transitionally

Bakery Marketing and Cakes Free Essays

Date: 12th October, 2012 Name: Momina Saeed 01-111102-108 Sana Khan 01-111101-113 Mian Muhammad Sajawal Marketing Plan 01-111101-157 Section:BBA 6-C â€Å"ENTREPRENEURSHIP† „BAKELICIOUS? MARKETING PLAN Point of differentiation (Pod): ? We will offer customized product to the customers. ? We will bake cakes according to the preferences and requests of the customers. ? These cakes are made up of organic ingredients which are nutritious. We will write a custom essay sample on Bakery: Marketing and Cakes or any similar topic only for you Order Now Unique Selling Proposition (USP): ? Our unique selling proposition is our family recipe for cakes. Segmentation: ? We will sell our product to Elite and Upper Middle class. Objectives: To create awareness. ? To specialize in cakes which are different from any other cakes available in the market. ? To establish a strong presence in the market as a unique bakery. ? Spreading happiness through taste. ? Completing important moments of your life. Data Gathering: Primary sources: ? Direct Interviews from customers. ? Direct Interviews from home bakers. ? We will also get information through questioners filled by the customers. Secondary sources: ? Internet ? Social websites Analysis of data: ? We will analyze the data from filled questionnaires and after conducting interviews. Marketing Mix: As Bakelicious is a service so we are using 7p’s of marketing. Product: ? Cake, cupcakes, cookies and muffins. Price: I. Cost: ? Our price will vary on the size and ingredients used for baking cake. II. Customer: ? For customer we will decide how much customer is willing to pay. ? As we are targeting elite and upper middle class so our cost will be some for both. III. Competitor: ? As we are starting new business so our cost should be less than other competitors. Place: ? We will make our items at home and also do online selling. We will place stalls in funfairs in school, college and universities etc. Promotion: We will do promotion through: ? Fliers ? By creating Facebook pages Positioning: ? Bakelicious will be positioned as a home based bakery that will provide home-baked goods. ? The focus will be on quality and freshness. ? It will be a fun and inviting alternative to mass market companies. ? We will offer highly customized products such that customers will be able to make the treats that they would bake if they had the time. People: ? Momina,Sana and Sajawal Process: ? People can place their orders through Facebook and through Telephone. SWOT ANALYSIS: Strengths: ? A cake business is fun. Most people need cakes for special days or events so what better way to make someone smile. ? Low startup costs. Since it does not require rent some space, then rent can be taken off the budget list. ? High mark-up for cakes. Since cakes are easy to make, we can price them according to their worth. Some are worth more than others but either way, it’s going to make a nice profit. ? Each cake represents a person or a relationship or a celebration by them. So, like each individual or his/her relationship with others, the cakes are unique. ? The cakes are creative, and each is a piece of art. There maybe thousands of bakeries out there, but there are only a handful of bakeries that make as creative cakes like Bakelicious. Weaknesses: ? Bakeries products are perishable items hence need to be sold as soon as possible to gain maximum benefit. The customers also prefer fresh products. ? Our bakery has introduced few bakery items from the possible product lines. This limited menu can be seen as a weakness. ? When dealing with art, a single problem lies in every field, there are not many artists available out there to help us. ? Depending on the size of the kitchen, it needs extra storage space for supplies. This may require purchasing an extra cabinet or rearranging kitchen. Opportunities: ? Expansion of the Product Line in the future with the introduction of more bakery items. ? Bakery Industry is growing at a fast speed and demand for quality food is never ending. ? Changing consumer tastes have given rise to â€Å"artisan† or gourmet cakes. Smaller bakers like Bakelicious with flexible production facilities can capitalize on such. ? In the recent years, customers are becoming more and more health conscious and prefer home-made goods made with quality ingredients and customers are also willing to pay a high price for that. Bakelicious produces just that. Threats: ? Raw-material and energy costs volatile: The costs of major raw materials, such as wheat, vegetable oils, fuel for delivery can change rapidly. The volatility in prices of raw-materials cannot affect the end-product price, thus shrinking the profit. ? Competitors: Current and potential competitors are major threats for Cakes Tell Stories. BUDGETING: After analyzing the prices of the Home Bakers we are going to price our products as follows: ? Ingredient cost for cake Rs 20. 000 ? 2 delivery boys salary Rs 20. 000 Rent of bikes (2) Rs 4. 000 per month ? Bikes fuel Rs 18. 000 per month. IMPLEMENTATION: ? After all this marketing research we will then follow this marketing plan, all of the group members will organize and apply this marketing plan thoroughly. MONITORING: ? One of the group members will oversee the operations in terms of material, delivery system, advertisement and maintenance if required. ? Other two of them will bake the cakes a s required. SALES PLAN OVERALL SIZE OF TARGET MARKET: Islamabad Total Population: 1. 15 million SECTION: A Elite 7% B Upper Middle 15% C Middle 33% D Lower Middle 35% E Lower 20% Total Population = 1. 15 million Percentage of Targeted Section = x 0. 22 Targeted Section = 2. 53 Lacs Average Member in a Family = ?5 Total Families = 50,600 Families Prefer Home Made Cakes = x 0. 20 Total Targeted Families = 10,120 ATAR: Fliers (15%) = 12000 Brushers (10%) = 8000 Social Website (70%) = 2000 Number of Targeted Families Initially = 10120 x 0. 15 x 0. 10 x 0. 70 = 106 Families Years Pessimistic Realistic Optimistic 2013 100 110 130 2014 120 140 160 2015 150 180 200 2016 200 230 260 How to cite Bakery: Marketing and Cakes, Papers

Coffee free essay sample

What is the product mix of Trung Nguyen? What are the key attributes of its coffee? How do these attributes help Trung Nguyen to differentiate itself from its competitors? The product mix refers to the total composite of products offered by Trung Nguyen coffee. It consists of different product lines, various product items in each product line and within each item is the product depth. Firstly, the product line is a group of product or service items that are closely related because they are sold to the same consumer groups, are marketed through the same types of outlets, have similar usage or fall within given price ranges. Thus, Trung Nguyen Coffee’s product lines are: Trung Nguyen Coffee, Passiona Coffee and G7 Instant Coffee. The Passiona Coffee targets at consumers looking for low-caffeine coffee and especially women, while the G7 Instant coffees are made for people who are too busy to brew a cup of coffee themselves. We will write a custom essay sample on Coffee or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Trung Nguyen Coffee has 3 different product items, namely Creative Coffee, Blend Coffee and Espresso Coffee. Passiona Coffee consists of 2 product item, Passiona roasted coffee and Instant Passiona coffee. As for the G7 Instant Coffees, the product items are G7 Pure soluble, G7 Cappuccino and G7 Instant 3-in-1 coffee. Lastly, product depth is the number of variants in a product item. Trung Nguyen’s product depth of Creative coffee includes the Weasel Coffee and Legendee Coffee. Also, some variations of G7 Cappuccino are the Mocha G7 cappuccino and Hazelnut G7 cappuccino. Different sizes of coffees are considered as product depth as well. For example, the G7 Instant 3-in-1 coffee is sold in 3 different sizes: a box of 18 cafe sticks, a bag of 22 sachets or a bulk pack bag of 100 sachets. Table1: Summary of product mix of Trung Nguyen | Product lines| | Trung Nguyen Coffee| Passiona Coffee| G7 Instant Coffee| Product items| -Blend coffee-Espresso coffee-Creative coffee Product depth: Weasel coffeeLegendee coffee| -Passiona roasted coffee-Passiona instant coffee| -G7 Pure soluble-G7 cappuccinoProduct epth:Mocha G7 cappuccinoHazelnut G7 cappuccino-G7 instant 3-in-1Product depth:box of 18 cafe sticksbag of 22 sachetsbulk pack bag of 100 sachets| Key attributes refer to the most important characteristics of a product. Trung Nguyen makes its point of difference through its key attributes like using the best coffee beans, unique brewing style and the new coffee concept. Trung Nguyen has a unique selling point because some coffees offered cannot be found anyw here else. Its coffees are authentically Vietnamese. For example, the Weasel coffee is produced based on the legend in Vietnam. To differentiate itself from its competitors, these key attributes must communicate benefits for consumers. The coffee offered by Trung Nguyen is of a higher quality compared to other coffee brands because they use the best coffee beans sourced from four of the world’s best coffee-growing regions. In addition, Trung Nguyen is awarded with the EureGAP certificate for its good agricultural practices such as having consistently good quality coffee beans and using environmentally friendly technologies. Coupled with their oriental secrets, consumers would prefer Trung Nguyen because their coffee is brewed much more aromatic and rich. Trung Nguyen used their new concept of coffee to set up a â€Å"Creative Coffee House† in order to differentiate itself and gain market share. It is now well-known for the innovative clubhouse whereby customers can enjoy coffee in a beautiful and sentimental ambience while experiencing Vietnamese cultural events and exhibitions. For consumers who value such innovative product services, they will choose Trung Nguyen’s coffee over the other â€Å"grab a coffee to go† coffee styles. 2) What are the roles of branding? What are the benefits of branding to sellers and buyers in the coffee market. The role of branding is to create an identity for the product. The identity created can have some personalities and can gain brand equity. Benefits of branding Some benefits of branding for sellers of the Trung Nguyen coffee are that they are able to accentuate the bases of differentiation from its competitors due to its distinct identity. They can obtain legal protection like trademarks to avoid copycats of their brand. The counterfeit products are capable of stealing Trung Nguyen’s sales when consumers are unsure of how the real packaging of coffee looks like. There is also a chance for the counterfeit coffee to ruin Trung Nguyen’s reputation. Consumers who bought the counterfeit coffee by mistake may view Trung Nguyen to be of a lousier quality instead. All this would be effectively prevented by branding because counterfeiting is an offense. Brand equity is created by branding and careful marketing. Trung Nguyen can in turn earn higher profits as consumers are willing to pay a higher price for this particular brand of coffee. Also, brand equity can lead to higher economic value of the brand, whereby it becomes an asset for Trung Nguyen when it wishes to sell its brand. Last but not least, Trung Nguyen can achieve brand loyalty through creating preferences towards their brand. If Trung Nguyen coffee is able to sustain a consistently good quality coffee product, consumers would remember the brand, spread the word around and continually purchase its coffee. On the buyers end, they may reap the most benefits from Trung Nguyen’s branding. Coffee is a convenience product and it is important to make it easy to find. Consumers will be able to correctly identify the products in a short period of time due to Trung Nguyen’s branding thus becoming more efficient shoppers. Furthermore, consumers may gain assurance of product quality and performance. Employees need to ensure products offered are of consistently good quality and so are specially trained to deliver this promise. Consumers will remain loyal to Trung Nguyen coffee because they are satisfied with this brand and have no need to search for another. 3) What constitutes the brand identity of Trung Nguyen? What is your evaluation of this identity? How can the brand identity be improved? Brand identity is the noticeable elements of a brand and also what the organization wants consumers to perceive the brand as. It constitutes of â€Å"Trung Nguyen† as its name, the logo and its tagline â€Å"Explore creative inspiration† A successful brand name should reflect the personality and values of the brand, be simple, memorable, positive and emotional. A logo is the image that embodies an organization. It is one of the most prominent branding elements that consumers will think of when someone mentions the company. A good brand logo should be memorable, futuristic and consistent and be able to portray the benefits to its target audience. The tagline must be simple and easy to remember. It also needs to remain short since the tagline is always incorporated into many marketing pieces. Evaluation of brand name: Consumers associate Trung Nguyen to â€Å"Central highlands† which refers to Dak Lak, the county capital of coffee where green coffee is grown. This gives an advantageous association between Trung Nguyen and high quality and fresh coffee beans. Also, the brand name represents the uniqueness and richness of the Vietnamese culture. However, the name Trung Nguyen does not hold any meaning for non-Vietnamese. This may alienate consumers from other parts of the world. Another bad point could be that its name is hard to pronounce for non- Vietnamese consumers. Possible improvements: Because the company’s name has been around since 1996 when it was founded, it cannot be changed otherwise the company has to build up brand awareness from scratch all over again. Thus, the company should work hard in educating people and let them understand the positive association between Trung Nguyen and â€Å"Central highlands†. For example, they could use their existing Internet website and include this under the â€Å"learn more† option. People visiting the website can then learn about the association and slowly adopt Trung Nguyen as their favourite coffee. Evaluation of logo In my opinion, the logo might be a little small and insignificant. Psychological influences such as selective exposure and retention affects consumer buying behaviour. For example, the appealing cup of coffee printed on its packaging of Creative coffee may distract the consumers from the brand name. The logo is also unattractive and boring due to the usage of dull and non-contrasting colours. The font used in the logo has little stylistic variations making it rather boring as well. Possible improvements Firstly, the logo should be scaled to a bigger size. Also, the marketing manager of Trung Nguyen can make use of brighter and more contrasting colours to make its logo more outstanding and attention-catching. The font could be changed to something cursive. This can better capture consumer’s attention thus leaving a deeper impression and resulting in better brand memory and recognition. For example Coca Cola, with its logo in a strikingly bright red background and white cursive words, is very successful at making sure that every consumer remembers it. Evaluation of tagline: Trung Nguyen’s tagline â€Å"Explore creative inspiration† consists of only 3 simple words hence should be relatively easy for everyone to remember. However, Trung Nguyen tagline is still quite foreign to people across the globe as they do not use much above-the-line marketing. Possible improvements Through the print media and mass media, Trung Nguyen can improve this aspect of its brand identity. The marketing manager could set up a Facebook page and make it known to people. Maintaining a Facebook page is relatively low-cost as compared to constant TV advertisements. Because millions of people are using Facebook, it is very effective for Trung Nguyen to get their brand identity across. Another point of improvement also through the mass media is through its online website. Perhaps the tagline can be added in the â€Å"history of Trung Nguyen† tab as it is currently not. On top of that, they can make use of emotional branding to elicit a favourable emotional response. Adding emotional words like â€Å"Happy†, â€Å"Healthy† and â€Å"Beautiful† could boost sales of their coffee. As consumers become increasingly aware of health and beauty these days, Trung Nguyen can market more of their Passiona coffee which is enriched with collagen, vitamin PP and other rare oriental herbs through its tagline. 4) What is the branding strategy of Trung Nguyen? What are the advantages and risks of this branding strategy? Trung Nguyen uses an umbrella branding strategy. Different types of coffees have a sub-brand which combines the corporate brand with a new brand. Trung Nguyen’s Passiona Roasted coffee and Trung Nguyen’s Espresso coffee are 2 examples. Advantages of umbrella branding: Capitalizing on the existing brand equity of Trung Nguyen, it can sell newly introduced products quickly. Consumers who have had a good experience with its coffee will transfer this favourable attitude to new items. For instance, Trung Nguyen’s Creative coffee may have been developed earlier than Passiona coffee. Consumers who liked Creative coffee would have a higher chance of buying the Passiona coffee because they are under the same brand and so would also be of an equally good quality. Furthermore, the Passiona coffee can be set at a higher price as consumers are willing to pay more for brand value. This can bring about additional profits for Trung Nguyen. Another advantage of using an umbrella brand is a lower advertising and promotion costs. Trung Nguyen only needs to come up with a single advertisement because its coffees share one identity. Also, because Trung Nguyen is used on all of the products, level of brand awareness is easy to raise. To name an example of a successful sub-branding strategy, Gatorade has developed and introduced Gatorade Frost, Gatorade G2, Gatorade energy bar, etc into the market and stayed popular being the leading sports drink brand in many countries. Risks of umbrella branding: In every marketing strategy there is bound to be a down side. Some risks of umbrella branding are that the failure of one type of coffee may affect the sales of the whole Trung Nguyen branded products. It is inadvisable to put all the eggs into one basket. For instance, if the production G7 Mocha had some discrepancy that caused the coffee to be too sweet, consumers may feel that the rest of Trung Nguyen packet instant coffees are as sweet and so switch over to Nescafe coffee instead. Secondly, sales of one product item may come at the expense of other items offered in the same product line. Lastly, the meaning of Trung Nguyen may also be diluted with an umbrella branding strategy. Apart from coffee, Trung Nguyen also has other product such as Green Tea, Oolong tea, etc. However, Trung Nguyen refers to Dak Lak, the county capital of coffee and so offering tea as an alternative beverage is not so relevant to the brand name.