Android Application Development Fundamentals

Application Fundamentals Quickview †¢ Android applications are composed of one or more application components (activities, services, content providers, and broadcast receivers) †¢ Each component performs a different role in the overall application behavior, and each one can be activated individually (even by other applications) †¢ The manifest file must declare all components in the application and should also declare all application requirements, such as the minimum version of Android required and any hardware configurations required †¢ Non-code application resources (images, strings, layout files, etc. should include alternatives for different device configurations (such as different strings for different languages and different layouts for different screen sizes) In this document 1. Application Components 1. Activating components 2. The Manifest File 1. Declaring components 2. Declaring application requirements 3. Application Resources Android applications are written in the Java programming language. The Android SDK tools compile the code—along with any data and resource files—into an Android package, an archive file with an . apk suffix. All the code in a single . pk file is considered to be one application and is the file that Android-powered devices use to install the application. Once installed on a device, each Android application lives in its own security sandbox: †¢ The Android operating system is a multi-user Linux system in which each application is a different user. †¢ By default, the system assigns each application a unique Linux user ID (the ID is used only by the system and is unknown to the application). The system sets permissions for all the files in an application so that only the user ID assigned to that application can access them. Each process has its own virtual machine (VM), so an application's code runs in isolation from other applications. †¢ By default, every application runs in its o wn Linux process. Android starts the process when any of the application's components need to be executed, then shuts down the process when it's no longer needed or when the system must recover memory for other applications. In this way, the Android system implements the principle of least privilege. That is, each application, by default, has access only to the components that it requires to do its work and no more. This creates a very secure environment in which an application cannot access parts of the system for which it is not given permission. However, there are ways for an application to share data with other applications and for an application to access system services: †¢ It's possible to arrange for two applications to share the same Linux user ID, in which case they are able to access each other's files. To conserve system resources, applications with the same user ID can also arrange to run in the same Linux process and share the same VM (the applications must also be signed with the same certificate). An application can request permission to access device data such as the user's contacts, SMS messages, the mountable storage (SD card), camera, Bluetooth, and more. All application permissions must be granted by the user at install time. That covers the basics regarding how an Android application exists within the system. The rest of this document introduces you to: †¢ The cor e framework components that define your application. †¢ The manifest file in which you declare components and required device features for your application. Resources that are separate from the application code and allow your application to gracefully optimize its behavior for a variety of device configurations. Application Components Application components are the essential building blocks of an Android application. Each component is a different point through which the system can enter your application. Not all components are actual entry points for the user and some depend on each other, but each one exists as its own entity and plays a specific role—each one is a unique building block that helps define your application's overall behavior. There are four different types of application components. Each type serves a distinct purpose and has a distinct lifecycle that defines how the component is created and destroyed. Here are the four types of application components: Activities An activity represents a single screen with a user interface. For example, an email application might have one activity that shows a list of new emails, another activity to compose an email, and another activity for reading emails. Although the activities work together to form a cohesive user experience in the email application, each one is independent of the others. As such, a different application can start any one of these activities (if the email application allows it). For example, a camera application can start the activity in the email application that composes new mail, in order for the user to share a picture. An activity is implemented as a subclass of Activity and you can learn more about it in the Activities developer guide. Services A service is a component that runs in the background to perform long-running operations or to perform work for remote processes. A service does not provide a user interface. For example, a service might play music in the background while the user is in a different application, or it might fetch data over the network without blocking user interaction with an activity. Another component, such as an activity, can start the service and let it run or bind to it in order to interact with it. A service is implemented as a subclass of Service and you can learn more about it in the Services developer guide. Content providers A content provider manages a shared set of application data. You can store the data in the file system, an SQLite database, on the web, or any other persistent storage location your application can access. Through the content provider, other applications can query or even modify the data (if the content provider allows it). For example, the Android system provides a content provider that manages the user's contact information. As such, any application with the proper permissions can query part of the content provider (such as ContactsContract. Data) to read and write information about a particular person. Content providers are also useful for reading and writing data that is private to your application and not shared. For example, the Note Pad sample application uses a content provider to save notes. A content provider is implemented as a subclass of ContentProvider and must implement a standard set of APIs that enable other applications to perform transactions. For more information, see the Content Providers developer guide. Broadcast receivers A broadcast receiver is a component that responds to system-wide broadcast announcements. Many broadcasts originate from the system—for example, a broadcast announcing that the screen has turned off, the battery is low, or a picture was captured. Applications can also initiate broadcasts—for example, to let other applications know that some data has been downloaded to the device and is available for them to use. Although broadcast receivers don't display a user interface, they may create a status bar notification to alert the user when a broadcast event occurs. More commonly, though, a broadcast receiver is just a â€Å"gateway† to other components and is intended to do a very minimal amount of work. For instance, it might initiate a service to perform some work based on the event. A broadcast receiver is implemented as a subclass of BroadcastReceiver and each broadcast is delivered as an Intent object. For more information, see the BroadcastReceiver class. A unique aspect of the Android system design is that any application can start another application’s component. For example, if you want the user to capture a photo with the device camera, there's probably another application that does that and your application can use it, instead of developing an activity to capture a photo yourself. You don't need to incorporate or even link to the code from the camera application. Instead, you can simply start the activity in the camera application that captures a photo. When complete, the photo is even returned to your application so you can use it. To the user, it seems as if the camera is actually a part of your application. When the system starts a component, it starts the process for that application (if it's not already running) and instantiates the classes needed for the component. For xample, if your application starts the activity in the camera application that captures a photo, that activity runs in the process that belongs to the camera application, not in your application's process. Therefore, unlike applications on most other systems, Android applications don't have a single entry point (there's no main() function, for example). Because the system runs each application in a separate process with file permissions that restrict access to other applications, your appl ication cannot directly activate a component from another application. The Android system, however, can. So, to activate a component in another application, you must deliver a message to the system that specifies your intent to start a particular component. The system then activates the component for you. Activating Components Three of the four component types—activities, services, and broadcast receivers—are activated by an asynchronous message called an intent. Intents bind individual components to each other at runtime (you can think of them as the messengers that request an action from other components), whether the component belongs to your application or another. An intent is created with an Intent object, which defines a message to activate either a specific component or a specific type of component—an intent can be either explicit or implicit, respectively. A unique aspect of the Android system design is that any application can start another application’s component. For example, if you want the user to capture a photo with the device camera, there's probably another application that does that and your application can use it, instead of developing an activity to capture a photo yourself. You don't need to incorporate or even link to the code from the camera application. Instead, you can simply start the activity in the camera application that captures a photo. When complete, the photo is even returned to your application so you can use it. To the user, it seems as if the camera is actually a part of your application. When the system starts a component, it starts the process for that application (if it's not already running) and instantiates the classes needed for the component. For example, if your application starts the activity in the camera application that captures a photo, that activity runs in the process that belongs to the camera pplication, not in your application's process. Therefore, unlike applications on most other systems, Android applications don't have a single entry point (there's no main() function, for example). Because the system runs each application in a separate process with file permissions that restrict access to other applications, your application cannot directly activate a component from another application. The Android s ystem, however, can. So, to activate a component in another application, you must deliver a message to the system that specifies your intent to start a particular component. The system then activates the component for you. Activating Components Three of the four component types—activities, services, and broadcast receivers—are activated by an asynchronous message called an intent. Intents bind individual components to each other at runtime (you can think of them as the messengers that request an action from other components), whether the component belongs to your application or another. An intent is created with an Intent object, which defines a message to activate either a specific component or a specific type of component—an intent can be either explicit or implicit, respectively.

Pressures Students Face Essay

Pressures Students Face Imagine sitting in a classroom full of college students. They are from all walks of life. What could possibly be going on in the heads of those students? For instance could it be about the girl or boy that they have a crush on? Maybe they are wondering what they will do after school today? No, most of these students are working jobs to pay bills and tuition for the college they are attending. Also trying to maintain a good grade average which has to be a C or higher. These are some of the pressures that most college students have to face in this time of their lives. First, the pressures to perform academically are one of the primary causes of stress for all students. Most colleges recommend that students maintain a 2.0 GPA and a C average or better in order to keep the finical aide they received and to pass their semesters. First, coursework can be very demanding. For instance students who want to do their best and excel in school will want to make the top grades and struggle to get into graduate schools places a lot of pressure on them. If a student falls below a C average they will not pass the semester that they are taking and will lose what finical aide that was acquired for them to attend college. So keeping good grades is the main pressure they have to face besides having to pay to go to college. In addition to paying for college is another pressure that a college student has to face every year Students have to make sure there are enough funds for books, classes, supplies, and if so rooms. Many students face financial stresses. Students have to find enough money to pay for their tuition as well as getting enough funds to cover living expenses and traveling expenses back and forth while attending college. Furthermore students that have sufficient funds to pay for college still have to worry about repaying the loans that they have gotten before even graduating from college and joining the work force. Finally, being a full time student and working a full time job can be overwhelming for college students. Taking full time classes and juggling a job puts a lot of pressure on students and leaves little time for them to study and attend classes. Friedrich Nietzsche once quoted That which does not kill us makes us stronger. Meaning that if students can juggle jobs and college that will only make them stronger and better at what they do. Therefore, college students face pressures by trying to work, making sure  they maintain good grades and having enough tuition to pay for the college. Students have to face so many pressures going to college this is only a few of them. Being a full time student and working is not an easy job but people who want to get anywhere in their lives have to better their education so they can get better job opportunities. Many students with a lot of pressures just want to give up and quit at times. But as Winston Churchill once quoted Never, never, never give up. They just need to keep trying and no matter what once they graduate and have degree in their hands it will be well worth the pressures they had to endure during college.

Fraud And Cyber Terrorism Research Paper Example | Topics and Well Written Essays - 750 words

Fraud And Cyber Terrorism - Research Paper Example Fraud prevention includes acts such as scheming corporate fraud policies, introducing internal audit departments, implementing internal controls and whistle-blower systems. The strategic method of fraud is an efficient technique to detect and illustrate both known and unidentified frauds. When implemented proactively to identify unknown fraud, it depicts laser-like precision that allows for much more efficient investigation. (Sanjay Goel. 2010). Cyber terrorism threat Cyber terrorism is the act of illegally accessing computers and information chiefly via the internet to create physical harm or severe disturbance of infrastructure. Cyber terrorism could scholarly be defined as â€Å"The premeditated use of disruptive activities, or the threat thereof, against computers and/or networks, with the intention to cause harm or further social, ideological, religious, political or similar objectives or to intimidate any person in furtherance of such objectives.† Efforts of dealing with cyber terrorism Agencies that deal with fraud such as Interpol and the FBI are doing a great job in fighting against cyber terrorism. Interpol in its part is assisting all the member countries and training their personnel to equip themselves with the current trends and forms of fighting cyber terrorism. The Council of Europe Convention on Cyber Crime, which is the first international treaty for fighting against computer crime, is the product of a 4 years work by experts from the 45 member and non-member states that include Japan, USA and Canada. The treaty has already imposed after its endorsement by Lithuania on 21st of March 2004. (Achkoski, J., & Dojchinovski, M. 2011) How to try to avoid cyber terrorism With the ever changing trends in the cyber technology sector, there are no foolproof methods to protect a system. To say that you have a completely secure system, then it means that it can never be accessed by anyone. Even in most military set up, top secret information is kept on servers with no outside connection as a form of deterrence of cyber terrorism. Another common way that cyber terrorism can be avoided apart from such isolation is encryption. The wide spread use of encryption is repressed by most states ban on its exportation thus its intercontinental communication is left somewhat unsecured. (Kapodistria, H., & Christos D. 2011) Other internet users tend to encourage the use of firewalls to screen all communications to a system including e-mail messages, which may carry â€Å"logic bombs.† Firewall is a somewhat generic phrase for methods of filtering admittance to a network. Firewalls tend to define the services and access that is allowed to each user. Judicial repercussions on cyber threats   Since the Internet "is a cooperative venture not owned by a single entity or government, there are no centralized rules or laws governing its use?† The lack of geographical restrictions may give rise to a state of affairs where an act that may be deemed legal in one country turns out to be illegal in the other. (Jewkes, Y., & Yar, M. 2010). In general, most internet users tend to relate to the following "theories" under which a country may assert regulatory jurisdiction: (a) A country may assert jurisdiction based on "objective territoriality" when an illegal activity occurs within the country. (b) A country may assert jurisdiction based on the nationality of the wrong doer. (c) A country may assert jurisdiction based on the right to defend the nation's sovereignty when faced with terrorization acknowledged as serious in the international community. Conclusion The predicament of cyber terrorism and fraud is involves many

Genocide as a part of international crimes Essay

Genocide as a part of international crimes - Essay Example The act of genocide is believed to be a severe violation of humanity. Even though, it was assumed in the early days, there has been a need for the international community to rise up and condemn the inhuman act. The international community came up strongly in the 1990`s to condemn such an act. This was a fight that required brave souls to strongly come up with legal frameworks that would make certain such offenses do not recur in future. High penalties were imposed on any nation or an individual that violated humanity. However, a lot of challenges have ensured that such standards are not achieved to the latter. Genocide is any act committed with intent to destroy part, national, ethnical, racial or religious group (Shaw, 2007). For instance, killing members of a particular group or causing both body and mental harm to a targeted group of people is also considered as an act of genocide. In most cases, the act is also accompanied by adding conditions that could physically affect them later. Such acts are deliberately done especially on grounds to suppress a particular group of individuals. Sometimes, enforcing measures that could prevent births within the group and transferring children of a group to another group using force could also be considered an act of genocide. Normally, the government or regime is always assumed to be in control of the state that is committed to eliminate one or more groups for political purposes. Threats from outside interference are not present. The killing is headed by the military and paramilitary organized by the state. In most cases, the victims are in no position to literally defend themselves. In the real world, the government believes that, the group is normally a threat to the dominate society regardless of whether the victim group was a cohesive or even enjoyed coherent unity. The group’s identification was based on their perception of

Cycles of Failure, Mediocrity and Success and the Role of Staff Essay

Cycles of Failure, Mediocrity and Success and the Role of Staff Empowerment on Breaking the Cycle - Essay Example The paper tells that the role of employee motivation in generating customer satisfaction has been traditionally studied in the context of employees within the service sector. This is because from the company’s perspective frontline interactions with customers are a significant way of attaining competitive advantage and differentiating oneself. Hence, employees dealing in frontline work are expected to anticipate the needs of customers, deliver the service based on customized needs and build long term, personalized relationships with the customers. Thus, staff empowerment is a crucial aspect of maintaining employee motivation and customer loyalty. From the above it follows that poor working environment can translate into poor customer service with employees dealing with their customers the way their managers treat them. Furthermore, employee turnover is attributed to what is known as the â€Å"cycle of failure†. In other cases, some degree of job security is present but there is little room for practicing one’s own initiatives. This situation arises from the lack of empowerment and is termed as the â€Å"cycle of mediocrity†. However, by employing the right tools of empowerment, the management of any company can develop a positive attitude in service employees which is known as â€Å"cycle of success†. The â€Å"cycle of failure† is attributed to the delegation of monotonous, mundane tasks to cheaply hired and untrained employees by employing the division of labor philosophy. This cycle is split into two cycles that work simultaneously. The first one involves failure with workers and the second one involves failure with customers. The cycle of failure pertaining to employees involves working on tasks requiring little or no skills and little scope for personal control. The output is strictly controlled by technology and emphasis is on following the rules as opposed to focusing on the quality of customer service. It is a c ommonplace to hear management attributing this failure to shortage of skilled labor, dearth of motivated employees in the labor market and the fact that high costs of skilled labor would have to be borne by customers in the form of high prices (Lovelock, Wirtz, & Chatterjee, 2007). Mostly companies consider training as a cost (and not an investment) and fear that it will result in wastage of funds if the employee walks away after acquiring the training (Lovelock, Wirtz, & Chatterjee, 2007). Failure with customers is associated with the lack of a consistent and clear image of the company to the customers which occurs because of changing faces due to high employee turnover. Also companies focus too much on the attraction of new customers as opposed to the retention of

Human Rights Essay Example | Topics and Well Written Essays - 250 words - 1

Human Rights - Essay Example In addition to these, the power possessed by people of any nation determines whether the people exercise their rights, or not. Simplifying and reducing the number of human rights would not work to the advantage of humanity. The human rights as they are can be easily understood by any human being, hence no need for further simplification. On the other hand, reducing the number of human rights would omit important issues, which stand central to the dignity of man. Therefore, adjustments to the human rights would lead to greater harm than good. In my opinion, female genital mutilation accounts for the biggest human rights challenge of our time. Girls and women are denied their rights through the violence involved in the practice. The act also denies them their physical, as well as mental integrity. This follows the fact that people still practice it in the secrecy of their homes. The various cultures, especially in Africa and the Middle East that advocate for this practice do it without raising an alarm to the outside communities. The girls and women involved in the act take an oath of secrecy; hence, most people do not report the vice. The secrecy emanates from the fight against the many non-governmental organizations, and governments that seek to abolish the act (Snarr & Snarr, slide 8). Consequent to these, efforts aimed at eradicating such abuse of human rights continues to fail, which makes female genital mutilation the biggest human rights challenge of our

Science Education and Public Understanding Essay

Science Education and Public Understanding - Essay Example According to the report findings in Colloquial Use, Law in Science are a simple generalisation about how certain things in this natural world behave under certain conditions. In addition, the term is used to denote an existing experimental relationship between two or more parameters. In this case, it can be explained that Laws are commonly created after a lot of study and experiments have been conducted and hence a connected between two scientific quantities established. A good example of scientific the Laws include the thermodynamics, which explains the relationship between a given quantity of heat and the amount of kinetic energy that can be produced. In this case, the law shows how a quantity behaves rather than giving the explanation on why it behaves certain way. Another illustration of a scientific law is the famous Newton's  Law of Gravity. The law gives a prediction on the behaviour of an objected when dropped from a certain height. However, the law does not give an explana tion on why the object behaves in that particular manner.This essay declares that  a hypothesis is a critical part to a theory. This is because the hypothesis predicts the outcome of a theory that will either be proven to be authentic or void. It is created when it has survived all challenges of falsifying the theory. Most scientists show demonstrate a large number of experiments that are enough for them to only give details of all the tests that it carries out.

Business Failures Essay Example | Topics and Well Written Essays - 250 words

Business Failures - Essay Example This does not necessarily means that the organization needs to keep the money locked up in bank or in hand. Instead the organization should invest the money in assets and investment options that can be easily converted into case when required. For example the company can invest the money in a bank’s saving account to earn returns on this amount of money (Whittington, 2012, p.631). Another issue that organization may fail in relation to financial management is overestimation and underestimation of budgeted revenues as well as expenses that the business may incur in future. In order to ensure that the company continues to operate successfully and the company has the required financial resources to pay off its loan, the company should indulge in underestimation of the sales of the company (Etzel, 2007, p.175). In order to estimate the sales the company can conduct interviews with the customers regarding their intention to purchase the goods and services and how often they may do so (Jenster, 2009,

Causes and Effects of Global Warming Essay Example | Topics and Well Written Essays - 750 words

Causes and Effects of Global Warming - Essay Example Nonetheless, numerous ways causes and effects usually lead to these climate change pieces of evidence and the causes and effects of global warming are discussed in this essay. The primary cause of global warming is the emission of carbon dioxide from the burning fossil fuel burning mainly from power plants and locomotive. Numerous nations including the United States have the addition of the use of electricity from burning coals have increasingly emitted enormous amounts of carbon dioxide into the atmosphere. For instance, 40 percent of the United States’ carbon dioxide emission into the atmosphere originates from the production of electricity. Moreover, nearly its 93 percent emission is from burning coal that is also pegged on the utilization of electricity in industries (Haldar, 2011). Therefore, the immense production of electricity from burning coal in the United States among other countries will only increase emission of carbon dioxide into the atmosphere thereby increasin g the effects of global warming. Carbon dioxide emission from burning gasoline is another cause of global warming. This cause is also increasing the intensity of global warming since numerous people like using locomotives; hence, the more the use of cars among other locomotives that use gasoline, will only increase the emission of carbon dioxide into the atmosphere; thus, intensifying the effects of carbon dioxide into the atmosphere. Additionally, the increasing population increases the consumption of gasoline due to increased purchase and use of cars (Haldar, 2011). Other than use in cars, gasoline is also used in other industrial manufacturing processes; therefore, the increased on the demand on items that are manufactured by using gasoline, will increase the emission of carbon dioxide into the atmosphere thereby addition the injury of increased global warming.

The Specific Heat Capacity of Water and Metal Lab Report

The Specific Heat Capacity of Water and Metal - Lab Report Example The temperature of 500 ml of water in a beaker was measured before a warm heater connected to power supply was dipped in the beaker. After 10 minutes of heating and constant stirring of water, the power supply was switched off, and water temperature measured. The same procedure was repeated for a period of 15 minutes. The results were recorded in table 1. The temperature of aluminium block was recorded before a heater connected to a power supply was used to heat the block for a period of 8 minutes. The above procedure was repeated using Copper block and the results were recorded in table 2. The experimental specific heat capacity of water was 4785 JKg-1 oC-1 while the literature value was 4187 JKg-1 oC-1. Therefore, the percentage error for water was calculated using the formula: % Error= |Experimental value-Theoretical value| Ãâ€"100 The specific heat capacity of water determined in this experiment had a numerical value of 4785  ± 263 JKg-1 oC-1 while that of aluminium and copper were 1278 and 545 JKg-1 oC-1, respectively. The standard (literature) specific heat capacities of water, aluminium and copper are 4187, 900 and 386 JKg-1 oC-1, respectively (Table of specific heats). The obtained values were more than the literature values. The anomalies observed between these values were probably due to random errors in the experimental procedures e.g. the loss of heat to the surrounding and the presence of impurities in the water hence leading to an increase in the boiling points. Systematic errors could be due to the weights of the metal blocks and temperature readings as well as fluctuations in pressure. In future experiments, loss of energy to the surroundings could be avoided by using more energy to heat the water for it to attain the required temperature. In addition, water with higher levels of purity can be u sed in the experiments so that the effect of impurities on

Internship Report Essay Example for Free

Internship Report Essay I am Nigel Ng Ding Xun from Business Information Technology. During the ending of my second year in Ngee Ann Polytechnic, I had to go through what may be the toughest thing I faced during my time studying in Ngee Ann. Internship. I was placed in the company Lau Chin Huat Co. Lau Chin Huat Co. is a firm of certified public accountants. In the company, there are a total of three different departments. The IT department, the Accounts department, and the Audit department. The head of the IT department is my supervisor, Mr Anthony Lum. He is the one that handles any of the IT problems faced in the company. Staffs in the company often treat him as the ‘boss’, as Mr Lau is not in the company most of the time. Mr Anthony is very strict when it comes to work. He is known as one who would get displeased very easily when a work given by him to his staffs is not completed on time even though the time given may not be sufficient. Therefore, most of his co-workers tend to panic and put in their utmost effort into completing their work efficiently. The Accounts and Audit departments are managed by mainly Mr Yeo, and Miss Ai Ting. They might be my superiors, but when working there, I could sense the amount of respect they have for all of their staffs, regardless of their status in the company. Due to that, many of the staffs deeply respect them, including me. The Audit Department performs audit work on client’s financial statements and records. They assist in preparation of audit working papers of clients to facilitate further audit work, and the prepare audit reports for review by audit work. They are not in the company most of the time as they are often off to another company for auditing of work. The Organisational Chart for Lau Chin Huat Co: Lau Chin Huat uses mainly two kinds of software to run their business, it being Adagio and OpenOffice. Adagio itself has many different kinds of products, but the products that Lau Chin Huat uses would be mainly focused on Adagio Payables, Adagio receivables, and Adagio Ledger. With these softwares combined, you can complete accounts payables, receivables and General Ledger management for your business. Open Office is just like Microsoft Office, just that it does not cost a single cent and that it is free for everyone to use. During my first week at Lau Chin Huat, I was told to do a descriptive and pictorial step by step user manual of the software, Adagio. It basically meant that I had to take screenshots of every step of the process, combine it into one or two pictures, and describe what it was for. Although it was time consuming, it was really useful to me in the sense that I had a better understanding on how to use Adagio after finishing the user manual. Moving on, during the third week of my internship, I was exposed to excel and its formulas. Using formulas would promote ease of access as users would not need to manually key in the data needed anymore. Just a click and drag would solve all those issues. I was also given easier kind of work, such as editing templates that would be used as receipts. I learnt how to conduct stock take, and I also had to key in the stock count of the companies who have already conducted their stock take. As it has always been my dream to work in an accounting firm, I found much joy while doing the work needed at Lau Chin Huat. The one thing that I really love when I was working at Lau Chin Huat would be that my co-workers are really friendly. As almost half of the company comprises of interns like myself, it was really easy to get along with them. To my surprise, even those that are working as full-timers are really friendly as well. Everyone will always lend a helping hand to you when in need, or when you are at doubt. During our lunch break, we would gather together and talk about anything and everything in the world. This is something that I really cherished and enjoyed during my 2 months of Internship at Lau Chin Huat. I could still remember my first few days where I knew no one and I felt really lonely during lunch breaks as I always had to dine alone. Until that day where one of my colleagues asked me whether I would like to join them for lunch. That really made my day. Till now, I could still clearly remember that situation and how elated I felt at that time. That made me realized how important it is to have friends in life. Though the working environment may be small, but everyone in the company is very bonded. We share everything with each other, and we treat each other as our own siblings. Although it sounds as though we will play around in the company, but when it comes to work, we put our heart and soul into producing efficient and quality work. During my first few weeks at Lau Chin Huat, I faced many problems/difficulties. To start it off, I admit that I was not happy at all being posted here. The travelling distance from my house to Lau Chin Huat was a long journey, I had the lowest pay amongst all my friends, and worst of all, I had to work on Saturdays. Being a comparative person, after I was told by my friends that my posting was the worst amongst all of them, I was really unhappy. I was really negative and it was not a good start for me on the first day I started working at Lau Chin Huat. I was easily affected during work, and little things that annoyed me just made me hated having my internship here even more. That was when I wanted to opt for a change of internship placement. It’s a long story, but basically, that step I made was the biggest mistake in the time of undertaking my Internship. I caused a lot of problems for everyone, and that mistake almost cost me to fail my Internship. Luckily, I was given a second chance by Lau Chin Huat, and I am really grateful to them for that. I was then asked to go in with a positive mindset and do the best that I can. I mean, after all, it’s just six weeks. How hard can it get, seriously. That sentence was told to me by my NPIS supervisor, Mr Tay. It really woke me up. It made a lot of sense to me, and I told myself to give it another shot. Apparently, my habit of not being able to be punctual was a major obstacle to overcome for me. I was late most of the time, and that feeling was really horrible. The stares given by others when you are late and you walk into the company. Sometimes, I just wish to bury my head under the ground. I felt so ashamed of myself, I was scolded by Mr Anthony and he was really unhappy. From that moment I told myself not to be late anymore, to wake up early to attend work on time. The first time when I was punctual actually felt really great. I did not have to rush to work, I was not panicking about how I should explain to my boss about why I am late, and I was praised by Mr Anthony for being punctual. I was happy. That was when I started waking up earlier, just so that I would arrive to work on time. There were many times when I faced difficulties in completing my work, as the task given to me was kind of ‘impossible’. There was this once where I was given this Excel file and I was supposed to derive with formulas in order for easier formatting of data. Everything was a breeze and I did not face any difficulties until this one cell where I was supposed to format cells according to their address. (Eg. Block 340; one cell. Ang Mo Kio Avenue 2; one cell.) Due to the different formatting of data in the database, I was unable to derive with this particular formula. All of my time was then spent on looking for ways to come out with the formula, researching on whether there are such formulas, but to no avail. When I told Mr Anthony about it, he told me that he would fail me for this because if I could not find the formula, the work would not be counted as complete, and he grades me based on the results produced. That was when I really panicked and I was really upset. Thankfully, Mr Yeo knew about the plight I was in and he told Mr Anthony that it was not fair for me and asked him to give me simpler work instead. Knowing that I was given a second chance, I tried even harder so that the work that I produced would be up to Mr Anthony’s standard. On the last day of my work, I realized that Mr Anthony is not such a bad guy after all. He had a talk with me before I left the company. He explained to me the reasons why it seemed like he was always picking on me. He told me that in the past, he was just like me. Always being late, and that he did not give a care in the world. Thankfully, his supervisor talked to him and changed the way of how he saw things. Now, that he realized the amount of similarity that we used to have, he told himself that he just wanted to show me the way of life, just like how his supervisor did for him. He told me that he knows that I did my best, and he was proud of me. These words that he said are words that I will never forget. During my time at Lau Chin Huat, it really taught me the importance of responsibility, punctuality and respect. I was always late and I did not bother whether about punctuality at all, but after being posted to Lau Chin Huat, I realized how important punctuality really is, be it work, or anything else you do. It is able to see a person’s level of responsibility just by whether they are punctual or not. I also realized that respect is not necessarily always given to others, it will only be given to those who deserve it. These are qualities being taught to me that I will carry with me wherever I am, be it when I am working, or when I am doing other things. My suggestions to improve the work done would be to always do things with a positive mindset and to persevere on in whatever you do. With a positive mindset and perseverance, no matter how tough your work is, a positive mindset will guide you through the way and your perseverance will make sure you see it to the end. To me, I think that these are the qualities everyone should have as this will help and benefit you in whatever you do. In conclusion, having my Internship at Lau Chin Huat taught me more Excel formulas that I would be able to use in my course of study, it also taught me how to do reports after a stock take. Internship taught me many valuable life lessons. I am really glad that I gave my all during the second chance that was given to me. If given the chance to, I would be more than happy to work for Lau Chin Huat again.

Gran Torino Essay Example for Free

Gran Torino Essay After a while, the two bonded and where Walt helped him through manhood by toughening him up, providing dating advice and helping him get a job in construction. During this, Walt learned that Thao had tried to steal the car to be a part of the gang that he confronted earlier in the movie. Throughout the rest of the movie, the gang had harassed Thao by destroying his construction tools, conducted a drive-by shooting, sexual and physically assaulting Thao’s sister. He then realized that Thao and his sister will never safe as long as the gang is still in the neighbourhood. For this reason, he had gone to the gang member house and committed one final act to help save them. In this paper, the effects of social construction of race and how it is portrayed in the film will be examined. First, the concept of social construction will be analyzed, providing an overview of the definition and its effects. Furthermore, how it is illustrated in the film will be examined. Race as a Social Concept Historically, race has been utilized to differentiate individuals based on their biological and physical appearance. Traits including body shape, skin color and hair style were used to divide individuals into particular racial group (Machery and Faucher, 2005, pp. 1208). However, no empirical evidence exists to supports these classifications. This, in turn shows that differentiations are not rooted biologically or based on getting differences. Rather, the concept of race is explained through process of social construction. Through the lenses of social constructionism, it does not deny the evident physical differences in skin color and characteristics of individuals (Rothenberg, 2008, pp. 10). It simply sees these differences on a continuum of diversity rather than as reflecting innate genetic differences among people† (Rothenberg, 2008, pp. 10). Therefore, race exists due to society’s placing significance on the differentiation between individuals. Effects of Social Construct of Race Takaki stated that â€Å"race†¦has been a social construction that has historically set apart rac ial minorities from European immigrant groups† (as cited in Rothenberg, 2008, pp. 9). Throughout time, the categorization of race had form white hierarchy and domination over other groups of race. This in turn caused an effect of inequality, marginalization and unfair treatment towards particular groups. Asians, Blacks, Aboriginals, and Latinos are among the groups who are subjected to this form of treatment. Some examples include the justification of enslavement of black people, and the denial of access to Canada for non-white individuals. The success behind these social constructs is these divisions of race appear to be natural and a part of everyday lives rendering it to be invisible (Perry, 2011, pp. 16). Thus making it easy to be taken for granted (Perry, 2011, pp. 6). As Michael Omi and Howard Winant (1994) stated, Everyone learns some combination, some version, of the rules of racial classification, and of her own racial identity, often without obvious teaching or conscious inculcation. Thus we are inserted in a comprehensively racialized social structure. Race becomes ‘common sense’—a way of comprehending and being in the world. (as cited in Perry, 2011, pp. 16) Therefore individuals are aware of these divisions but choose to accept it as it has become a natural dynamic in society. Identifying Asian The concept of race is a social process that constructs differences creating divisions among individuals. Throughout time, the classification of certain groups has resulted in prejudice and stereotyping of particular racial groups. This is portrayed in one scene in Gran Torino when Walt was looking with scorn at Thao’s grandmother and said, â€Å"Why the hell do this chinks have to move in this neighborhood for? † (Eastwood, 2009). The protagonist’s use of the word â€Å"chinks† shows the stereotypical label of the Asian community. Chinks† is used to refer to the epicanthic fold found in the inner angle of the eye (wisegeek, n. d. ). This use of this term is associated to the racialization of the Asian race because this difference in appearance was utilized to negatively identify members of this group. Other perceptions in the film include Walt’s snarky comments such as â€Å"aren’t Asians supposed to be smart? Or the assumption as the Hmong as â€Å"jungle people† (Eastwood, 2009). These stereotypical and prejudiced statements are seen extensively throughout the movie. The irony of it is the statements reflect society’s views of the Asian identity. This leads to the notion that through the social process of differentiating groups based on racial traits and characteristics leads to the division of races with the effect of oppressing some. This, sequentially cause the stereotypical and prejudiced associations to be made. If society had not placed a meaning on physical appearance or characteristics, the racial assumption would not exist. Furthermore, if no classification were made towards these individuals, the Asian race will not exist. Youth Asian as Gang Members The Montreal police define a street gang as ‘a group of individuals, usually adolescents and/or young adults, who use the power of group intimidation in order to carry out, on a more or less regular basis, violent criminal acts’ (as cited in Chan and Mirchandani, pp. 116). Police documentation had identified five ethnic groups where street gangs originated (as cited in Chan and Mirchandani, 2002, pp. 117). Among the five is the Asiatic ethnic group (as cited in Chan and Mirchandani, 2002, pp. 117). The process of police construct of race in terms of street gangs involves the process of racialization (as cited in Chan and Mirchandani, 2002, pp. 123). Robert Miles defines it as â€Å"a process of categorization through which social relations between people are structured by the signification of human biological characteristics in such a way as to define and constructs social collectivities† (as cited in Chan and Mirchandani, 2002, pp. 12). It is when negative characteristics, traits and behaviour are associated with particular groups (Jiwani, 2011, pp. 43). This is due the perception and presumed differences of the group (Jiwani, 2011, pp. 43). In terms of the police construction of police, this can be seen through the provision of â€Å"Images of violence-prone ‘ethnic youth’ from war-torn countries (it is taken as given that the ‘ethnic youth’ in question are male) (as cited in Chan and Mirchandani, 2002, pp. 123). When compared to children in Quebec, Ontario, a police man stated â€Å" ‘ Here in [Quebec] our kids are born with a hocky puck in their hand, but there [a country of origin of immigrants] they come into the world with a grenade in their hands† (Symons, 2002, pp. 18)†The culture belief portrays the racialization of the street gang issue (Symons, 2002, pp. 118). The ideology that street gangs originated from the upbringing in a war-torn country signifies street gangs as an immigration issue. As another police stated â€Å"‘They have guns there [in country of origin],â€⠄¢Ã¢â‚¬ ¦ ‘It’s part of their more’† (Symons, 2002, pp. 118). This is seen with the portrayal of the Hmong gang in Gran Torino. Earlier in the film, Sue had shared to Walt that the reason they resided in America and is to escape the violence that is occurring in their homeland (Eastwood, 2009). By providing this background story of escaping a war torn country and the portrayal of young Asiatic gangs terrorizing the neighborhood, supports the racialization of Asiatic gang members. This has come from the social process of constructing that living a life in a war-torn country makes the individual a gang member. Since this living condition is associated with the Asian youth, these members are automatically perceived as a gang member. Other scenes in the film include the portrayal of the ethnic group Latinos as gang members, which are also identified as the patent of street gangs Minority groups and Immigrants as Criminals A key stereotype of Asians race is that of the mysterious, devious, fearsome Asian† (Zong and Perry, 2011, pp. 115). This consecutively marks the group as different and foreign which causes them to be feared and avoided. (Zong and Perry, 2011, pp. 115). Within society this is reflected through minorities and immigrants being â€Å"over police and under protected† by the criminal justice system (as cited in Chan and Mirchandani, 2002, pp. 69). Often times, during the legal process, immigrants are provided longer sentences and severe punishments compare to those who have lived in Canada for 20 years and more (Chan and Mirchandani, 2002, pp. 8). In terms of other minority groups, Blacks and Aboriginals are overrepresented in the correctional system ((Zong and Perry, 2011, pp. 115). Individuals in society are aware of these unfair treatments, but many still links race and crime together. This is due to the belief and perception of immigrants and minorities as dangerous and different. It is important to note that these factors cannot be found when looking at the white population. This leads to the notion that â€Å"‘Canadians’ do not break the law, but racialized ‘immigrant groups do’† (Chan and Mirchandani, 2002, pp. 9). The portrayal of minority groups and immigrants in the film can be seen when no white individual is shown to be a criminal. The members of the street gangs were of Latino, Black and Asian descents. The white characters portrayed were successful businessmen, a hero and a priest. In fact, the protagonist was a Korean War veteran where he killed several men in battle. Instead of being convicted for his actions, he was provided a medal of honor. The portrayal of these scenes shows that white individuals do not commit crime and so cannot be identified as criminals. Society had classified certain inviduals to be part of the Asian and Black race dividing them from the white population. Throughout various events and social processes the perception of Asian and Black race to be dangerous was constructed. This in turn had let these groups to be viewed as criminals. This is believed to be taken a significant effect due to unfair treatment and portrayal of minorities and immigrant in the criminal justice system. White as ‘powerful’ The notion of race as a social process has caused an effect where certain groups are marginalized. Within the society, a white individual is the dominant and superior while others are oppressed, and inferior. This perception has led to the view of that the white population is powerful compared to the other racial groups. The portrayal of this can be seen with the protagonist of the film. Thao and the other gang members had gone to his house to attack him. During the fight, Walt comes out pointing a rifle towards the gang threatening them to get off his lawn and leave. By doing this, he earns the respect of Thao’s family and the Hmong community. To show their gratitude, they showered him with gifts, meals and flowers. Through the remainder of the movie, Walt was shown to be a leader, influencer and hero. He was guiding Thao away from becoming a gang member by providing a job, teaching about manhood and purchasing items for him. He was also shown as a savior when he gave up his life so that Thao and his family can live a life without any gang violence. Within the racial context, the representation of Walt as the savior illustrates the ideology that white is powerful, whereas the Asian group is seen to be helpless, powerless and vulnerable. This leads back to the notion of social constructionism where the division of race had caused some groups to be in power and the others as powerless. In this case, the white group is seen to be of dominance while the Asian group is perceived to be inferior and vulnerable. Conclusion A once popular belief in society was that everyone was born into distinctive biologically and natural based differences known as race (Rothenberg, 2008, pp. 9). However as time passed, the notion of race had transformed into the idea that it was created through human interaction known as social construction. In other words, through social processes, the differences between racial groups were constructed and not from nature itself. However, through the development of division among groups, some were placed in a position of power while others in a minority position. Throughout time, the white group have become the dominant and powerful group over other racialized group. This, sequentially have led to several unfair treatment, marginalization, and oppression against this group. These effects have been portrayed in the film Gran Torino in regards to the racial group of the White and Asian. Through social constructionism, prejudices and stereotypical terms have been used to identify the Asians groups. Secondly, the notion of Asian youth as gang members. Thirdly, the perception of Asian individuals as criminals. Lastly, the ideology of white power over Asian groups. These reflections of currents societal beliefs and perception towards the White and Asian groups originated from the process of social construction. In other words, the reason why it the racial groups of Asians and White exist is through social collectivities . If society did not place a meaning towards the differentiation among individuals, race would not exist, thus these assumptions would be of non-existent as well. References Eastwood. C. , Gerber, B. , amp; Lorenz, R. (Producer). (2009). Gran Torino [Motion Picture]. United States of America: Warner Brothers. Jiwani, Y. (2011). Mediation of Race and Crime. In B. Perry (Ed. ), Diversity crime and justice in Canada. (pp. 39-56). Don Mills, Ontario: Oxford University Press. Jiwani, Y. (2002). The criminalization of race and the racialization of crime. In Chan, W. , amp; Mirchandani, K (Ed. ), Crimes of Colour (pp. 67-86). Toronto, Ontario: University of Toronto Press. Machery, E. , amp; Faucher, L. (2005). Social Construction and the Concept of Race. The Philosophy of Science Association, 72, 1208-1219 doi: 0031-8248/2005/7205-004. Perry, B. (2011). Criminal Justice/Social Justice. In B. Perry (Ed. ),  Diversity, crime, and justice in  Canada  (pp. 3-38). Don Mills, Ontario: Oxford University Press. Rothenberg, P. (2010). Race, class, and gender in the United States  (8th  ed. ). New York: Worth Publishing Symons, G. (2002). Police constructions of race and gender in street gangs. In Chan, W. , amp; Mirchandani, K (Ed. ), Crimes of Colour (pp. 115-127). Toronto, Ontario: University of Toronto Press. Zong, L. , amp; Perry, B. (2011). Chinese Immigrants in Canada and Social Injustice: From Overt to Covert Racial Discrimination. In B. Perry (Ed. ),  Diversity, crime, and justice in  Canada  (pp. 106-124). Don Mills, Ontario: Oxford University Press.

Fragrance Advertising and Brand Study

Fragrance Advertising and Brand Study INTRODUCTION TO THE PROJECT What is Brand? â€Å"Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to customers.† Brand is a name or symbol that is commonly known to identify a company or its products and separate them from the competition. A well-known brand is generally regarded as one that people will recognise, often even if they do not know about the company or its products/services. These are usually the businesses name or the name of a product, although it can also include the name of a feature or style of a product. Brand Positioning In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. Also positioning is defined as the way by which the marketer creates impression in the customers mind. The task of the marketer is to mould consumer perceptions so as to occupy the desired position for his brand. Perceptions or brand positions can be changed even if the product is the same; this is known as repositioning of a brand. Positioning has four components. The first component is the product class or the product category in which the brand is to operate. The second is the consumer segmentation. It is impossible to think of a position for a brand without, at the same time, considering the segment for which offers benefits that other brands do not. The third is the mapping of the brand in the consumer mind. Brand benefits and attributes make up the fourth component of positioning. A consumer can allot a position in her mind only to a brand whose benefits are meaningful to her. The search for vacant positions in the market must be conducted with reference to the product benefits and the preferred importance of such benefits. The position that we seek in a consumers mind is based upon the knowledge of the consumers perception of the product category. What is the imprint of the various brand in the Definition from Wikipedia The position that we seek in a consumers mind is based upon the knowledge of the consumers perception of the product category. What is the imprint of the various brand in the consumers mind? Is there a vacant position? The answers lead us to a product concept and the emotional or psychological values which it must offer. The position which a brand seeks in the target customers mind is influenced by its functional features or attributes. The attribute must be such as to make the position credible. The position of the brand is also influenced by its non- functional features comprising functional as well as emotional or psychological values. Positioning is the pursuit of differential advantage. One of the major contribution of positioning theory to marketing strategy has been to bring out the concept of dissimilarity between the brands in the minds of target consumers and to uncover the many opportunities for such perceived differentiation based upon the capabilities of the product. Who am I? What am I? For whom am I? Why me? The answers to these would determine the brands position in the mind of the consumers. Except for the most basic necessities, consumers buy product both for their functional benefits and their symbolic meanings. Consumers prefer to buy those products and brands that match best with their image of themselves. Brands can be, and are likened to people; they acquire human characteristics. This is known as brand personality. It refers to the symbolic and emotional characteristics of a brand. Positioning is something (perception) that happens in the minds of the target market. It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category. It will happen whether or not a companys management is proactive, reactive or passive about the on-going process of evolving a position. But a company can positively influence the perceptions through enlightened strategic actions. COMPANY PROFILE McNroe Consumer Products Pvt Ltd 14,Netaji Subhas Road. Kolkata Phone- +91 33 22102095 Website-www.mcnroe.com Vision To become the most admirable grooming and lifestyle brand in India. The booming young adult population with high disposable income is more conscious of the latest trends than ever before. Keeping pace with changing times, the company is sharply focused to create and offer great products to the Indian Youth. HISTORICAL BACKGROUND The company was originated in the year 1986 as McNROE Chemicals. Promoted by Mr. N.K Daga. He is currently a Director in the company. McNROE Chemicals was incorporated as McNROE Chemicals Pvt. Ltd. On 26th July 1996. In September, 2009 the name of the Company changed as â€Å"McNROE Consumer Products Pvt. Ltd. with a view to reflect the aspiration to be a personal care Company. The company operates on a sound understanding of fragrance and its relevance to customers. The business of the Company grew in size and stature and in first 10 years of its business successfully expanded the area of distribution of its products to the states of Eastern North East India and North Central India. PRESENT STATUS Presently the company is a 140 crore company. The companys distribution network spans across Dealers, sales agents, CF agents and Super Stockist. Company brands are distributed across the country through a team of 1200 distributors covering 380000 Retail outlets. The Company has its manufacturing units in the state of Uttaranchal. The company is currently building capability to enter and serve Modern Trade Outlets. The marketing strategy of the company has been consulted by the Future Brands. MAJOR BRANDS HEAVENS GARDEN Products- Talcum Powder, Skin Care (Anti septic Cream, cold cream, moisturizing lotion) SECRET TEMPTATION (Female Range) Products- Talcum powder, perfumeries (perfumes deodorants) WILD STONE (Male Range) Products- Talcum Powders, perfumeries (perfumes deodorants), Skin care products (Shaving cream, After shave lotion, Shaving brush, Soap) Premium range of cosmetics is marketed under the brand name SECRET TEMPTATION and WILDSTONE for female and male range respectively. Mass family segment is marketed under the brand name HEAVENS GARDEN. The range of products of company include talcum powder, cold cream, anti septic cream, deodorant, spray perfume, moisturizing lotion, After Shave Lotion, Soap. INTRODUCTION TO THE BRAND WILD STONE Living life on the edge can be intensely pleasurable. Wild Stone is for the man who enjoys unshackled pleasure Wild Stone is a quintessentially male brand, providing personal care products for young Indian males. Rough and rugged, it does away with the controlled norms of social interaction, taking contact between men and women to an elemental, instinctual level. Wild Stone bases its products on the changing needs of Indias youth. Wild Stone answers the need for fragrance on the go, with its Deodorants and Perfumes. The strong fragrances are ideally suited for Indian weather conditions. Soaps and shaving products complete a mans personal care ritual. With a wide range of fine fragrances, Wild Stone offers an international experience to its users. The brand was started in the year 2005, targeting the middle class working people. Their products are targeted at the uber-masculine male â€Å"who loves living life on the edge†. Wild Stone markets itself as the masculine and mysterious brand in the Indian market. The brand is targeted at male aged 22-28. All its campaigns revolve around this central theme of seduction where girls make the first move. The feeling of being seduced gives a big boost of self confidence to a man. Along with these, the brand also ensures that customers are constantly engaged with new fragrances and campaigns. The company started the brand with a tagline â€Å"Wild by nature†. They moved on to the â€Å"Barely Legal† tagline which was more subtle and had sexual Undertones. Now the brand has again a new Tagline â€Å"It happens†. The new tagline gives a message that Wild Stone man doesnt have to Try Too Hard†. Brand anchor is â€Å"Dangerous Liaisons† and the brand destination is to become â€Å"The iconic Indian Male Fantasy brand that owns the space of Indian sensuality†. Wild Stone has grown rapidly over the last two years, to emerge as the number three brand in the fastest growing FMCG category today. It is the top brand in several states, has achieved universal awareness. With a clearly differentiated position, and strong growth across categories, Wild Stone is set for success. Wild Stone has become one amongst the top three brands in the Indian deodorant market within few years of its launch. Wild Stone deodorant has a national market share of 7.4%. PRODUCTS Deodorants TalcShaving cream Soap Aftershave Lotion DEODORANTS Night Rider Green, aromatic,floral, woody, musky Wild Stone Wild Stone Aqua Fresh Citrus, spicy, floral, ambery, woody, musky Aqua freshness with citrus and amber. Wild Stone Raw Passion Aromatic, green, citrus, slightly fruity, ambery, woody, musky Sparkling, energetic irresistibly masculine. Wild Stone Ultra Sensual Aromatic, lavender, rosemary, spicy fresh, woody, musky The classic fragrance of the Wild Stone man. Wild Stone Hydra Energy Citrus, fresh, lavender, spicy, aromatic, green,woody, ambery, musky Refreshing fragrance, perfect to begin your day. Wild Stone Forest Spice Green citrus, lavender, aromatic, spicy, woody, powdery, musky Adventurous to the core. OBJECTIVE OF THE STUDY To study the deodorants industry in India To study the companys desired consumer perception of its brand WILDSTONE To make an in depth study and analysis of the actual brand perception of the consumers To locate gaps, if any, between the desired and actual brand perception Recommend strategies, based on my project study results, to plug such gaps. Research design and methodology Sources of data collection The study is a cross sectional study. Data was collected at a single point of time. For the purpose of present study a related sample of population were chosen for the sake of convenience. Primary data: It is the data collected afresh or for the first time OR It is data which is collected by the researcher directly from the respondents. There are various methods of data collection. The ones I have used are:- Observation : Data is collected based on observation done in the market Interview method:. Collected some information by informal interviews by the target consumers at different places to formulate the correct questionnaire. Questions related to the survey were asked on one to one basis Questionnaire: Designing the questionnaire Ø Multiple choice questions Ø Scaling Ø Subjective Method of sampling It refers to the method to be applied and the technique to be used in selecting the sample. Random sampling A sampling process where each element in the target population has a equal chance or probability of inclusion in the sample. Judgmental Sampling The selection of a unit, from the population based on the judgment. Judgment sampling involves the choice of subjects who are most advantageously placed or in the best position to provide the information required. They could reasonably be expected to have expert knowledge by virtue of having gone through the experience and processes themselves and might perhaps be able to provide good data or information to the researcher. Sample size A sample is a part of the total population .It can be an individual or a group of elements selected from the population. Although it is a subset it is representative of the population. The Sample size is 120. Questionnaire The questionnaire format was made in accordance to the research objective. However the questionnaire was modified as the survey progressed for the purpose of seeking more authentic information to enhance post survey analysis The questionnaire format is available in the annexure Research methodology It is a set of systematic techniques used by scientific researchers. During execution, the framework should always indicate the purpose of what one is doing at that moment The research methodology used is Descriptive Analysis study: Descriptive research (or statistical research)  § This research describes data and characteristics about the population or phenomenon being studied. Descriptive research answers the questions who, what, when, where and how  § Although the data description is factual, accurate and systematic, the research cannot describe what caused the situation.  § The description is used for frequencies, averages and other statistical calculations.  § Qualitative research often has the aim of description and researchers may follow it up with examinations of why the observations exist and what the implications of the findings are. In brief, descriptive research deals with everything that can be counted and studied. However there are always restrictions to that. Our research must have an impact to the lives of people around us. Similarly the results of this project will be beneficial to both the company and the consumers since the company will use these key findings about the consumers brand and consumption perception to design its marketing and other strategical concepts to position the brand in the consumers mind. ANALYSIS OF THE STUDY As mentioned the project is relating to mapping the consumer perception about the brand WILDSTONE. Evaluating the different framework available for conducting the survey. Then shorlisting the appropriate framework. For this project KAPFERERs BRAND IDENTITY PRISM have been considered for the survey. Brand Identity Prism Kapferer has developed a brand identity prism where he distinguishes a sender and recipient side, plus an externalisation and internalisation side. The 6 identity facets express the tangible and intangible characteristics of the brand and give it a unique authority and legitimacy of values and benefits. The six facets of the identity prism can be described as- Physique -Physique is both the brands backbone and its tangible added value. It is the basis of the brand. An exterior tangible facet communicating physical specificities, colour, form and brand qualities. Personality- An internal intangible facet which forms the character, soul and brand personality which are relevant for brands. Culture- An internal intangible facet to integrate the brand into the organization which is essential in differentiating brands. It symbolises the organization and the value it stands for. Here culture means the set of values feeding the brands inspiration. Relationship- It is the handshake between the consumer and the organization. Reflection It is the consumers perception about the product. Self image-If reflection is a targets outward mirror, self image is the targets own internal mirror. Through our attitude towards certain bran, we indeed develop a certain type of internal relationship with ourselves. An external intangible facet reflecting the customer attitude towards the brand. These six facets define the identity of the brand as well as the boundaries within which it is free to change or to develop. It demonstrates that these facets are all interrelated and form a well structured entity. Kapferers brand identity prism defines the following: The brands particular vision and aim What makes the brand different What need is the brand fulfilling What are the value or values What is its permanent nature What are the signs which make it recognizable BRAND IDENTITY PRISM OF WILD STONE DATA ANALYSIS The following are the results of the survey done for the brand Wild Stone.The questionnaire was designed based on the Brand Identity Prism.The 6 identity facets of the prism express the tangible and intangible characteristics of the brand and give it a unique authority and legitimacy of values and benefits. 1. What is your Profession? 69 percent of the target consumers were serviced based people. 31 percent people were business men. 2. Why do you use deodorant? A question was asked by the people relating to the utility of deodorant to them.43 percent of the people use deodorant for freshness. 23 percent of the target consumers use it for removing body odor. 3. From where do you purchase deodorant? 4. How do you give importance to the factors while purchasing a deodorant? (Rank 1 for the highest priority and 5 for the lowest) When the target consumers were asked about the priority they have before purchasing a deodorant for themselves, 43 percent people go for the fragrance. They give importance to the smell of the deodorant. 27 percent give importance to the brand of the deodorant. 5. Which brand of deodorant do you use? (The survey was done for the 3 brands of deodorants. Axe, Park Avenue and Wild Stone. The survey of the customer was not considered if he used any other brand of deodorant.) 48 percent of the target consumers are the users of AXE, an HUL product. Axe holds the major share among the other brands of deodorants i.e Park Avenue and Wild Stone which holds 24 and 28 percent respectively. PHYSIQUE An exterior tangible facet communicating physical specificities, colour, form and brand qualities. Physique is the starting point of branding and therefore it forms the brands backbone. 6. How do you recognize the Wild Stone products? * More than 1 answer was also given by the target consumers. For eg. a consumer may say that he recognize the product by the color and logo. An open ended question was asked by the target customers about the recognition of the Wild Stone brand. The question was asked by the consumers to know what makes them recognize the brand Wild Stone. As surveyed with 120 target consumers, 64 percent people recognize the Wild Stone brand products by the color. Around 12 percent people recognize by the logo unit of the brand. Only 17 percent people were able to recognize the logo unit of the brand i.e. the Scratch Mark. Few people recognized the product from their overall packaging unit. 7. Which color comes to your mind when you think of the Wild Stone product? * More than 1 answer was also given by the target consumers. Again an open ended question was asked to the target consumers to know what color comes in their mind when they think about the Wild Stone brand.39 percent of the target consumers responded the color black .17 percent consumers perception matched with the companys view i.e. the color Silver .The company associated silver with the brand. As the color silver signifies self-confidence and self-assurance. However, majority chose the color black with the brand. 8. Other than the Brand name, what symbol in the product helps you recognize the product? Logo unit helps to recognize the brand easily. Logo units are the representatives of the brands. Only 22 of the target consumers recognized the symbol in the product i.e. the scratch marks. PERSONALITY An internal intangible facet which forms the character, soul and brand personality which are relevant for brands. 9. If Wild Stone a man, which age group should he belong to? The brand identity prism focuses on the personality of the brand. The intangible facets like the age, the character etc. of the brand. The company has positioned the brand to reflect the person belonging to the age group between 22-28. Around 56 percent of the people matched with the companys perception.31 percent of the target consumers perceives the brand to belong to the age group of 18-22. 10. Which celebrity would you suggest who should endorse Wild Stone? As the company says the brand is definitely for male. Wild Stone markets itself as the masculine and mysterious brand in the Indian market. All its campaign revolve around the central theme of seduction where girls make the first move. Had Wild Stone been a person, its appearance would have been a masculine type. Company feels the brand as the masculine and the mysterious type.38 percent of the target consumer feels that Akshay Kumar is the better choice who can endorse the brand. Akshay Kumar the action hero is known better for his masculine nature. So the majority feel Akshay Kumar as the best option for endorsing this brand. They have the same perception as the company. Company also positioned the brand as mysterious if a person.And around 32 percent of the target consumers feel Emraan Hashmi (better known for his mysterious characters in Bollywoodmovies) can be a better option for endorsing the brand. 11. What sort of games would Wild Stone play, if a man? ENJOYS A HINT OF DANGER The Wild Stone brand as a person will enjoy a hint of danger. Company positioned it as a brand which enjoys the risk and adventure. The danger with that adventure is enjoyed. Bungee jumping is considered as the most dangerous game among the options given. 20 people of the total 120 believe that the brand Wild Stone if a person will enjoy Bungee Jumping. But 48 out of 120 believe that Wild Stone as a person will enjoy river rafting the most as it appeals more thrilling and adventurous. REFLECTION- An exterior facet with tangible and intangible areas, and defines the behaviour that identifies the brand the way the brand connect to its customers. 12. If Wild Stone were a person, rate the following attributes: (1 denotes for Strongly Agree and 5 for strongly disagree) CULTURE- An internal intangible facet to integrate the brand into the organization which is essential in differentiating brands. It symbolises the organization and the value it stands for. 13. If Wild Stone a person, please rank its modernity. The company positioned the brand to be modern. It belongs to the young generation. 58 percent of the target consumers feel the same. 14. If Wild Stone a person, which nationality would he belong? The nationality plays an important role in understanding the cultural background of the brand the consumers would associate it to. The brand belongs to the Indian Nationality.58 percent of the target consumers say that the brand is the Indian brand. It belongs to the Indian nationality.17 percent of the target consumers say that the brand is of American nationality. SELF IMAGE Self-image is the external intangible facet reflecting the customers attitude towards the brand. These inner thoughts connect personal inner relationship with the brand. So called: the target internal mirror 15. Describe people who will be users of Wild Stone brand. * More than 1 answer was also given by the target consumers. When the Wild Stone users were asked about how they feel when they use the Wild Stone deodorants or how they fe Fragrance Advertising and Brand Study Fragrance Advertising and Brand Study INTRODUCTION TO THE PROJECT What is Brand? â€Å"Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to customers.† Brand is a name or symbol that is commonly known to identify a company or its products and separate them from the competition. A well-known brand is generally regarded as one that people will recognise, often even if they do not know about the company or its products/services. These are usually the businesses name or the name of a product, although it can also include the name of a feature or style of a product. Brand Positioning In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. Also positioning is defined as the way by which the marketer creates impression in the customers mind. The task of the marketer is to mould consumer perceptions so as to occupy the desired position for his brand. Perceptions or brand positions can be changed even if the product is the same; this is known as repositioning of a brand. Positioning has four components. The first component is the product class or the product category in which the brand is to operate. The second is the consumer segmentation. It is impossible to think of a position for a brand without, at the same time, considering the segment for which offers benefits that other brands do not. The third is the mapping of the brand in the consumer mind. Brand benefits and attributes make up the fourth component of positioning. A consumer can allot a position in her mind only to a brand whose benefits are meaningful to her. The search for vacant positions in the market must be conducted with reference to the product benefits and the preferred importance of such benefits. The position that we seek in a consumers mind is based upon the knowledge of the consumers perception of the product category. What is the imprint of the various brand in the Definition from Wikipedia The position that we seek in a consumers mind is based upon the knowledge of the consumers perception of the product category. What is the imprint of the various brand in the consumers mind? Is there a vacant position? The answers lead us to a product concept and the emotional or psychological values which it must offer. The position which a brand seeks in the target customers mind is influenced by its functional features or attributes. The attribute must be such as to make the position credible. The position of the brand is also influenced by its non- functional features comprising functional as well as emotional or psychological values. Positioning is the pursuit of differential advantage. One of the major contribution of positioning theory to marketing strategy has been to bring out the concept of dissimilarity between the brands in the minds of target consumers and to uncover the many opportunities for such perceived differentiation based upon the capabilities of the product. Who am I? What am I? For whom am I? Why me? The answers to these would determine the brands position in the mind of the consumers. Except for the most basic necessities, consumers buy product both for their functional benefits and their symbolic meanings. Consumers prefer to buy those products and brands that match best with their image of themselves. Brands can be, and are likened to people; they acquire human characteristics. This is known as brand personality. It refers to the symbolic and emotional characteristics of a brand. Positioning is something (perception) that happens in the minds of the target market. It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category. It will happen whether or not a companys management is proactive, reactive or passive about the on-going process of evolving a position. But a company can positively influence the perceptions through enlightened strategic actions. COMPANY PROFILE McNroe Consumer Products Pvt Ltd 14,Netaji Subhas Road. Kolkata Phone- +91 33 22102095 Website-www.mcnroe.com Vision To become the most admirable grooming and lifestyle brand in India. The booming young adult population with high disposable income is more conscious of the latest trends than ever before. Keeping pace with changing times, the company is sharply focused to create and offer great products to the Indian Youth. HISTORICAL BACKGROUND The company was originated in the year 1986 as McNROE Chemicals. Promoted by Mr. N.K Daga. He is currently a Director in the company. McNROE Chemicals was incorporated as McNROE Chemicals Pvt. Ltd. On 26th July 1996. In September, 2009 the name of the Company changed as â€Å"McNROE Consumer Products Pvt. Ltd. with a view to reflect the aspiration to be a personal care Company. The company operates on a sound understanding of fragrance and its relevance to customers. The business of the Company grew in size and stature and in first 10 years of its business successfully expanded the area of distribution of its products to the states of Eastern North East India and North Central India. PRESENT STATUS Presently the company is a 140 crore company. The companys distribution network spans across Dealers, sales agents, CF agents and Super Stockist. Company brands are distributed across the country through a team of 1200 distributors covering 380000 Retail outlets. The Company has its manufacturing units in the state of Uttaranchal. The company is currently building capability to enter and serve Modern Trade Outlets. The marketing strategy of the company has been consulted by the Future Brands. MAJOR BRANDS HEAVENS GARDEN Products- Talcum Powder, Skin Care (Anti septic Cream, cold cream, moisturizing lotion) SECRET TEMPTATION (Female Range) Products- Talcum powder, perfumeries (perfumes deodorants) WILD STONE (Male Range) Products- Talcum Powders, perfumeries (perfumes deodorants), Skin care products (Shaving cream, After shave lotion, Shaving brush, Soap) Premium range of cosmetics is marketed under the brand name SECRET TEMPTATION and WILDSTONE for female and male range respectively. Mass family segment is marketed under the brand name HEAVENS GARDEN. The range of products of company include talcum powder, cold cream, anti septic cream, deodorant, spray perfume, moisturizing lotion, After Shave Lotion, Soap. INTRODUCTION TO THE BRAND WILD STONE Living life on the edge can be intensely pleasurable. Wild Stone is for the man who enjoys unshackled pleasure Wild Stone is a quintessentially male brand, providing personal care products for young Indian males. Rough and rugged, it does away with the controlled norms of social interaction, taking contact between men and women to an elemental, instinctual level. Wild Stone bases its products on the changing needs of Indias youth. Wild Stone answers the need for fragrance on the go, with its Deodorants and Perfumes. The strong fragrances are ideally suited for Indian weather conditions. Soaps and shaving products complete a mans personal care ritual. With a wide range of fine fragrances, Wild Stone offers an international experience to its users. The brand was started in the year 2005, targeting the middle class working people. Their products are targeted at the uber-masculine male â€Å"who loves living life on the edge†. Wild Stone markets itself as the masculine and mysterious brand in the Indian market. The brand is targeted at male aged 22-28. All its campaigns revolve around this central theme of seduction where girls make the first move. The feeling of being seduced gives a big boost of self confidence to a man. Along with these, the brand also ensures that customers are constantly engaged with new fragrances and campaigns. The company started the brand with a tagline â€Å"Wild by nature†. They moved on to the â€Å"Barely Legal† tagline which was more subtle and had sexual Undertones. Now the brand has again a new Tagline â€Å"It happens†. The new tagline gives a message that Wild Stone man doesnt have to Try Too Hard†. Brand anchor is â€Å"Dangerous Liaisons† and the brand destination is to become â€Å"The iconic Indian Male Fantasy brand that owns the space of Indian sensuality†. Wild Stone has grown rapidly over the last two years, to emerge as the number three brand in the fastest growing FMCG category today. It is the top brand in several states, has achieved universal awareness. With a clearly differentiated position, and strong growth across categories, Wild Stone is set for success. Wild Stone has become one amongst the top three brands in the Indian deodorant market within few years of its launch. Wild Stone deodorant has a national market share of 7.4%. PRODUCTS Deodorants TalcShaving cream Soap Aftershave Lotion DEODORANTS Night Rider Green, aromatic,floral, woody, musky Wild Stone Wild Stone Aqua Fresh Citrus, spicy, floral, ambery, woody, musky Aqua freshness with citrus and amber. Wild Stone Raw Passion Aromatic, green, citrus, slightly fruity, ambery, woody, musky Sparkling, energetic irresistibly masculine. Wild Stone Ultra Sensual Aromatic, lavender, rosemary, spicy fresh, woody, musky The classic fragrance of the Wild Stone man. Wild Stone Hydra Energy Citrus, fresh, lavender, spicy, aromatic, green,woody, ambery, musky Refreshing fragrance, perfect to begin your day. Wild Stone Forest Spice Green citrus, lavender, aromatic, spicy, woody, powdery, musky Adventurous to the core. OBJECTIVE OF THE STUDY To study the deodorants industry in India To study the companys desired consumer perception of its brand WILDSTONE To make an in depth study and analysis of the actual brand perception of the consumers To locate gaps, if any, between the desired and actual brand perception Recommend strategies, based on my project study results, to plug such gaps. Research design and methodology Sources of data collection The study is a cross sectional study. Data was collected at a single point of time. For the purpose of present study a related sample of population were chosen for the sake of convenience. Primary data: It is the data collected afresh or for the first time OR It is data which is collected by the researcher directly from the respondents. There are various methods of data collection. The ones I have used are:- Observation : Data is collected based on observation done in the market Interview method:. Collected some information by informal interviews by the target consumers at different places to formulate the correct questionnaire. Questions related to the survey were asked on one to one basis Questionnaire: Designing the questionnaire Ø Multiple choice questions Ø Scaling Ø Subjective Method of sampling It refers to the method to be applied and the technique to be used in selecting the sample. Random sampling A sampling process where each element in the target population has a equal chance or probability of inclusion in the sample. Judgmental Sampling The selection of a unit, from the population based on the judgment. Judgment sampling involves the choice of subjects who are most advantageously placed or in the best position to provide the information required. They could reasonably be expected to have expert knowledge by virtue of having gone through the experience and processes themselves and might perhaps be able to provide good data or information to the researcher. Sample size A sample is a part of the total population .It can be an individual or a group of elements selected from the population. Although it is a subset it is representative of the population. The Sample size is 120. Questionnaire The questionnaire format was made in accordance to the research objective. However the questionnaire was modified as the survey progressed for the purpose of seeking more authentic information to enhance post survey analysis The questionnaire format is available in the annexure Research methodology It is a set of systematic techniques used by scientific researchers. During execution, the framework should always indicate the purpose of what one is doing at that moment The research methodology used is Descriptive Analysis study: Descriptive research (or statistical research)  § This research describes data and characteristics about the population or phenomenon being studied. Descriptive research answers the questions who, what, when, where and how  § Although the data description is factual, accurate and systematic, the research cannot describe what caused the situation.  § The description is used for frequencies, averages and other statistical calculations.  § Qualitative research often has the aim of description and researchers may follow it up with examinations of why the observations exist and what the implications of the findings are. In brief, descriptive research deals with everything that can be counted and studied. However there are always restrictions to that. Our research must have an impact to the lives of people around us. Similarly the results of this project will be beneficial to both the company and the consumers since the company will use these key findings about the consumers brand and consumption perception to design its marketing and other strategical concepts to position the brand in the consumers mind. ANALYSIS OF THE STUDY As mentioned the project is relating to mapping the consumer perception about the brand WILDSTONE. Evaluating the different framework available for conducting the survey. Then shorlisting the appropriate framework. For this project KAPFERERs BRAND IDENTITY PRISM have been considered for the survey. Brand Identity Prism Kapferer has developed a brand identity prism where he distinguishes a sender and recipient side, plus an externalisation and internalisation side. The 6 identity facets express the tangible and intangible characteristics of the brand and give it a unique authority and legitimacy of values and benefits. The six facets of the identity prism can be described as- Physique -Physique is both the brands backbone and its tangible added value. It is the basis of the brand. An exterior tangible facet communicating physical specificities, colour, form and brand qualities. Personality- An internal intangible facet which forms the character, soul and brand personality which are relevant for brands. Culture- An internal intangible facet to integrate the brand into the organization which is essential in differentiating brands. It symbolises the organization and the value it stands for. Here culture means the set of values feeding the brands inspiration. Relationship- It is the handshake between the consumer and the organization. Reflection It is the consumers perception about the product. Self image-If reflection is a targets outward mirror, self image is the targets own internal mirror. Through our attitude towards certain bran, we indeed develop a certain type of internal relationship with ourselves. An external intangible facet reflecting the customer attitude towards the brand. These six facets define the identity of the brand as well as the boundaries within which it is free to change or to develop. It demonstrates that these facets are all interrelated and form a well structured entity. Kapferers brand identity prism defines the following: The brands particular vision and aim What makes the brand different What need is the brand fulfilling What are the value or values What is its permanent nature What are the signs which make it recognizable BRAND IDENTITY PRISM OF WILD STONE DATA ANALYSIS The following are the results of the survey done for the brand Wild Stone.The questionnaire was designed based on the Brand Identity Prism.The 6 identity facets of the prism express the tangible and intangible characteristics of the brand and give it a unique authority and legitimacy of values and benefits. 1. What is your Profession? 69 percent of the target consumers were serviced based people. 31 percent people were business men. 2. Why do you use deodorant? A question was asked by the people relating to the utility of deodorant to them.43 percent of the people use deodorant for freshness. 23 percent of the target consumers use it for removing body odor. 3. From where do you purchase deodorant? 4. How do you give importance to the factors while purchasing a deodorant? (Rank 1 for the highest priority and 5 for the lowest) When the target consumers were asked about the priority they have before purchasing a deodorant for themselves, 43 percent people go for the fragrance. They give importance to the smell of the deodorant. 27 percent give importance to the brand of the deodorant. 5. Which brand of deodorant do you use? (The survey was done for the 3 brands of deodorants. Axe, Park Avenue and Wild Stone. The survey of the customer was not considered if he used any other brand of deodorant.) 48 percent of the target consumers are the users of AXE, an HUL product. Axe holds the major share among the other brands of deodorants i.e Park Avenue and Wild Stone which holds 24 and 28 percent respectively. PHYSIQUE An exterior tangible facet communicating physical specificities, colour, form and brand qualities. Physique is the starting point of branding and therefore it forms the brands backbone. 6. How do you recognize the Wild Stone products? * More than 1 answer was also given by the target consumers. For eg. a consumer may say that he recognize the product by the color and logo. An open ended question was asked by the target customers about the recognition of the Wild Stone brand. The question was asked by the consumers to know what makes them recognize the brand Wild Stone. As surveyed with 120 target consumers, 64 percent people recognize the Wild Stone brand products by the color. Around 12 percent people recognize by the logo unit of the brand. Only 17 percent people were able to recognize the logo unit of the brand i.e. the Scratch Mark. Few people recognized the product from their overall packaging unit. 7. Which color comes to your mind when you think of the Wild Stone product? * More than 1 answer was also given by the target consumers. Again an open ended question was asked to the target consumers to know what color comes in their mind when they think about the Wild Stone brand.39 percent of the target consumers responded the color black .17 percent consumers perception matched with the companys view i.e. the color Silver .The company associated silver with the brand. As the color silver signifies self-confidence and self-assurance. However, majority chose the color black with the brand. 8. Other than the Brand name, what symbol in the product helps you recognize the product? Logo unit helps to recognize the brand easily. Logo units are the representatives of the brands. Only 22 of the target consumers recognized the symbol in the product i.e. the scratch marks. PERSONALITY An internal intangible facet which forms the character, soul and brand personality which are relevant for brands. 9. If Wild Stone a man, which age group should he belong to? The brand identity prism focuses on the personality of the brand. The intangible facets like the age, the character etc. of the brand. The company has positioned the brand to reflect the person belonging to the age group between 22-28. Around 56 percent of the people matched with the companys perception.31 percent of the target consumers perceives the brand to belong to the age group of 18-22. 10. Which celebrity would you suggest who should endorse Wild Stone? As the company says the brand is definitely for male. Wild Stone markets itself as the masculine and mysterious brand in the Indian market. All its campaign revolve around the central theme of seduction where girls make the first move. Had Wild Stone been a person, its appearance would have been a masculine type. Company feels the brand as the masculine and the mysterious type.38 percent of the target consumer feels that Akshay Kumar is the better choice who can endorse the brand. Akshay Kumar the action hero is known better for his masculine nature. So the majority feel Akshay Kumar as the best option for endorsing this brand. They have the same perception as the company. Company also positioned the brand as mysterious if a person.And around 32 percent of the target consumers feel Emraan Hashmi (better known for his mysterious characters in Bollywoodmovies) can be a better option for endorsing the brand. 11. What sort of games would Wild Stone play, if a man? ENJOYS A HINT OF DANGER The Wild Stone brand as a person will enjoy a hint of danger. Company positioned it as a brand which enjoys the risk and adventure. The danger with that adventure is enjoyed. Bungee jumping is considered as the most dangerous game among the options given. 20 people of the total 120 believe that the brand Wild Stone if a person will enjoy Bungee Jumping. But 48 out of 120 believe that Wild Stone as a person will enjoy river rafting the most as it appeals more thrilling and adventurous. REFLECTION- An exterior facet with tangible and intangible areas, and defines the behaviour that identifies the brand the way the brand connect to its customers. 12. If Wild Stone were a person, rate the following attributes: (1 denotes for Strongly Agree and 5 for strongly disagree) CULTURE- An internal intangible facet to integrate the brand into the organization which is essential in differentiating brands. It symbolises the organization and the value it stands for. 13. If Wild Stone a person, please rank its modernity. The company positioned the brand to be modern. It belongs to the young generation. 58 percent of the target consumers feel the same. 14. If Wild Stone a person, which nationality would he belong? The nationality plays an important role in understanding the cultural background of the brand the consumers would associate it to. The brand belongs to the Indian Nationality.58 percent of the target consumers say that the brand is the Indian brand. It belongs to the Indian nationality.17 percent of the target consumers say that the brand is of American nationality. SELF IMAGE Self-image is the external intangible facet reflecting the customers attitude towards the brand. These inner thoughts connect personal inner relationship with the brand. So called: the target internal mirror 15. Describe people who will be users of Wild Stone brand. * More than 1 answer was also given by the target consumers. When the Wild Stone users were asked about how they feel when they use the Wild Stone deodorants or how they fe