Leadership in context 1 Essay Example | Topics and Well Written Essays - 1000 words

Administration in setting 1 - Essay Example Numerous occurrences happen in the board as a result of the misguided judgment which emerges between pioneers in the association where by they ought to comprehend that administration is doing things right while initiative is dong the correct things. Administration is fascinating in light of the fact that it doesn't just have a worry with the administration task, yet it likewise investigates sociological nature of humanity. Basic Analysis According to Burnes (2009) basic investigation of correspondence approaches applied in authoritative change influences the execution of hierarchical in the cutting edge society. This is on the grounds that the methodology associated with change assesses results to less consideration. Change in administration has consistently been a trademark in hierarchical life however a significant number of the individuals encourage that recurrence and extent are more noteworthy than at any other time. Today organizations face an expanded test of assets in rivalry in the business sectors for their sources of info. As indicated by Lewis (2011) association must take in to thought the main thrusts and limiting powers for change whereby the main thrusts must surpass the controlling powers. Notwithstanding the difficulties and elements, the business condition association must receive their moral practices and practices, all things considered, time and outside conditions. Basing contention with Conant and Ashby reasoning in usage hypothesis traces that the exploration plan in hierarchical changes towards possibility incorporates watching an authoritative change activity by utilizing an alternate procedure of models. Again it centers around distinguishing and diagnosing how and when to react to separate changes in an association. Consequently, ones model to fit in an association results to vital addressing in the examination plan by looking at the upsides of authoritative model wellness (Wagner 2012). As indicated by Burnes (2004), change has consi stently been a quality of hierarchical life, albeit many contend that recurrence and size of progress is presently more prominent than any time in recent memory. The ramifications of this announcement as for contemporary comprehension of the change procedure is that, the executives makes the arrangement of the individuals and innovation stream in an orderly manner in everyday life in this manner making the association innovation to run viably and proficiently. Essentially, as indicated by today’s life, change in initiative is substantially more corresponding to investing more energy so as to change the entire procedure of the executives in the association accordingly making it move quicker and all the more proficiently (Burnes 2009). Change initiative is progressively about the individuals, and their dynamic plans as per vision and crucial their venture exercises. Change in administration has capability of controlling things in an association; for instance, in today’s world, the discussions are consistently in favor of progress in the board subsequently the world doesn't do much about change in initiative since it is related with the ways on the best way to make things move in a methodical way. It perhaps frustrated by some the difficulties, however the truth of the matter is that there is no one who is impeccable in making the best decision, so it is clearly a serious deal in a large portion of the associations. The objective is frequently set to limit the interruptions and the effect of progress which concerns’ with the main thrusts and dreams in the association. Models of Planned Change The models have been profoundly

Isolation of Casein From Milk

In this trial, casein was segregated from milk by methods for isoelectric precipitation. A percent yield of 5% was acquired by the group.IntroductionMilk is a murky white or somewhat blue white fluid emitted by the mammary organs of female warm blooded animals, serving for the sustenance of their young. This fluid, as emitted by cows, goats or certain different creatures are utilized by people as food and as a wellspring of dairy items, for example, cheddar and spread. Milk structure varies generally among species. Variables causing these changes include: the kind of protein; the extent of protein, fat, and sugar; the degrees of different nutrients and minerals; and the size of the butterfat globules, and the quality of the curd. By and large, dairy animals milk contains 3.4% protein, 3.6% fat, and 4.6% lactose, 0.7% minerals and supplies 66 kcal of vitality for each 100 grams. Ox-like milk ordinarily contains 30-35 grams of protein for every liter. Of which, 80% is organized in case in micelles.Figure 1. Model of Casein SupramoleculeContaining a genuinely high number of proline buildups, which don't connect and no disulfide spans, casein has, accordingly, generally insignificant tertiary structure. It is nearly hydrophobic, coming about to its poor dissolvability in water. Demonstrating just constrained likeness with surfactant-type micellae it might be said that the hydrophilic parts live at the surface and are circular, casein is found in milk as a suspension of particles called â€Å"casein micelles.† On the other hand, the inside of a casein micelle is exceptionally hydrated. The caseins in the micelles are held together by calcium particles and hydrophobic interactions.Casein’s isolelectric point is 4.6. It has a negative. The isoelectric point (pI) is the pH of an answer at which the net essential charge of a protein gets zero. At an answer pH that is over the pI the outside of the protein is prevalently adversely charged and along these lin es like-charged particles will display frightful powers. Moreover, at an answer pH that is underneath the pI, the outside of the protein is overwhelmingly emphatically charged and repugnance between proteins happens. Nonetheless, at the pI the negative and positive charges drop, horrendous electrostatic powers are diminished and the fascination powers prevail. Theâ attraction powers will cause collection and precipitation. The pI of most proteins is in the pH scope of 4-6.Mineral acids, for example, hydrochloric and sulfuric corrosive are utilized as precipitants. The best detriment to isoelectric point precipitation is the irreversible denaturation brought about by the mineral acids. Consequently isoelectric point precipitation is frequently used to hasten contaminant proteins, instead of the objective protein. The precipitation of casein during cheesemaking, or during creation of sodium caseinate, is an isoelectric precipitation.tive charge in milk since milk’s pH is 6.6.1 Results and DiscssionCasein was disconnected from milk by methods for isoelectric precipitation. A percent yield of % was gotten by the gathering. Table 1 presents the information and results got from the examination which incorporates: (1) the heaviness of powdered milk, (2) the underlying pH, (3) the last pH, (4) the volume of the acidic corrosive utilized, (5) the heaviness of casein and (6) the percent yield. So as to process for the percent yield, the heaviness of the confined casein was separated by the heaviness of the powdered milk, and afterward increased by 100%.Table 1. Information and aftereffects of the investigation: Isolation of Casein from Milk. Before autoclaving, the disengage was a white-yellowish strong with smooth surface. Subsequent to autoclaving, it transformed into an earthy colored arrangement with dark accelerate. The filtrate was a yellowish arrangement. The general standard behind this test is that when casein is at its isoelectric point, it is for the most part at the pH where it is least solvent. Thus, casein accelerates at this pH. To clarify further, casein is available in milk as calcium salt, calcium caseinate. It is a blend of alpha, beta and kappa caseins to shape a group called micelle. These micelles were liable for the white hazy appearance of milk.The casein, as proteins, is comprised of a huge number of individual amino acids, every one of which may have a positive or a negative charge, contingent upon the pH of the [milk] framework. At some pH esteem, all the positive charges and all the negative charges on the [casein] protein will be in balance, with the goal that the net charge on the protein will be zero. That pH esteem is known as the isoelectric point (IEP) of the protein and is commonly the pH at which the protein is least dissolvable. For casein, the IEP is around 4.6 and it is the pH esteem at which corrosive casein is hastened. In milk, which has a pH of about 6.6, the casein micelles have a net negative ch arge and are very stable.During the expansion of corrosive to drain, the negative charges on the external surface of the micelle are killed (the phosphate bunches are protonated), and the impartial protein encourages. A similar guideline applies when milk is matured to curd. The lactic corrosive bacillus produces lactic corrosive as the major metabolic finished result of starch [lactose in milk] aging. The lactic corrosive creation brings down the pH of milk to the IEP of casein. At this pH, casein precipitates.2. Experimental5g of powdered non-fat dry milk was broken up in 20 mL warm refined water in a 100-mL measuring glass. The arrangement was warmed on a hot plate to 55 °C. The container was then expelled from the hot plate. The underlying pH of the milk arrangement was noted. An answer of 10% acidic corrosive was then included dropwise entire while being blended by a mixing bar. The corrosive arrangement was ceaselessly included until the pH arrived at 4.6. The volume of the acidic corrosive utilized was noted. The arrangement was left remaining until a huge indistinct mass was formed.The segregated casein was dried between channel papers. The casein was gauged and the percent yield was resolved. The secluded casein was then partitioned into two bits. One part was utilized for corrosive/base hydrolysis. The other part was put away in the cooler (to be described later utilizing different substance tests).

Symbiotic Ants and Aphids Have a Strong Relationship

Cooperative Ants and Aphids Have a Strong Relationship Ants and aphids share an all around archived harmonious relationship, which implies the two of them advantage commonly from their working relationship. Aphids produce a sweet nourishment for the ants, in return, ants care for and shield the aphids from predators and parasites. Aphids Produce a Sugary Meal Aphids are otherwise called plant lice, they are exceptionally little sap-sucking creepy crawlies that gather the sugar-rich liquids from have plants. Aphids are additionally the most despicable aspect of ranchers the entire world over. Aphids are known yield destroyers. The aphids must expend enormous amounts of a plant to increase satisfactory nourishment. The aphids at that point discharge similarly huge amounts of waste, called honeydew, which thus turns into a sugar-rich dinner for ants. Ants Turn Into Dairy Farmers As a great many people know, where there is sugar, there will undoubtedly be ants. A few ants are so ravenous for the aphid honeydew, that they will drain the aphids to cause them to discharge the sweet substance. The ants stroke the aphids with their reception apparatuses, invigorating them to discharge the honeydew. Some aphid species have lost the capacity to discharge wasteâ on their own and rely altogether upon guardian ants to drain them. Aphids in an Ants Care Aphid-grouping ants ensure aphids remain very much took care of and safe. At the point when the host plant is exhausted of supplements, the ants convey their aphids to another food source. In the event that savage creepy crawlies or parasites endeavor to hurt the aphids, the ants will safeguard them forcefully. A few ants even venture to such an extreme as to obliterate the eggs of known aphid predators like ladybugs. A few types of ants keep on thinking about aphids during winter. The ants convey the aphid eggs to their homes for the winter months. They store the valuable aphids where temperatures and stickiness are ideal, and move them varying when conditions in the home change. In spring, when the aphids incubate, the ants convey them to a host plant to take care of. An all around archived case of the remarkable mutualistic relationship of a corn root aphid, from the species Aphis middletonii,â and their guardian cornfield ants, Lasius. Corn root aphids, as their name recommends, live and feed on the underlying foundations of corn plants. Toward the finish of the developing season, the aphids store eggs in the dirt where the corn plants have wilted. The cornfield ants gather the aphid eggs and store them for the winter. Smartweed is a quickly developing weed that can develop in the spring in the cornfields. Cornfield ants convey the recently brought forth aphids to the field and store them on the transitory host smartweed plants so they can start taking care of. When the corn plants are developing, the ants move their honeydew-delivering accomplices to the corn plants, their favored host plant. Ants Enslave Aphids While it shows up the ants are liberal overseers of aphids, ants are increasingly worried about keeping up their consistent honeydew source than everything else. Aphids are quite often wingless, however certain natural conditions will trigger them to create wings. On the off chance that the aphid populace turns out to be excessively thick, or food sources decay, aphids can develop wings to travel to another area. Ants, be that as it may, don't approve of losing their food source. Ants can keep aphids from scattering. Ants have been watched tearing the wings from aphids before they can get airborne. Additionally, an ongoing report has indicated that ants can utilize semiochemicals to prevent the aphids from creating wings and to block their capacity to leave. Assets and Further Reading Cranshaw, Whitney, and Richard Redak. Bugs Rule!: An Introduction to the World of Insects. Princeton University, 2013.

Family Means Free Essays

When asked â€Å"what does family mean? † I consequently think about the legitimate definition. The lawful meaning of family is a gathering of people comprising of guardians, kin, kids, and different family members, who have ties of blood, marriage, or selection. Since the lawful definition is off the beaten path, we can get to my definition. We will compose a custom article test on Family Means or on the other hand any comparative theme just for you Request Now Family otherwise called kinfolk, society, faction, family members, or tradition, to me is somewhat unique in relation to the lawful definition. Family to me is a gathering of individuals who love you unwittingly yet at the same time genuinely. Family is the place you can act naturally and for me that is likely one of the defining moments among family and dear companionship. To others family may be the gathering of individuals that you recount to exhausting stories to on the grounds that you realize that paying little heed to anything they are as yet your family. There are times I think that its difficult to rest around evening time and I message my cousin Lindsey and regardless of what occurs, I can inform her concerning it and she doesn’t express anything to anyone. There was one time when I thought I was bombing a class since, this year particularly, I have a feeling that i’m loosen a tad. So I informed Lindsey concerning it and she said â€Å"stop messing around and study since I realize your grandmother doesn't play. † Just that one line sort of put everything in context on the grounds that my grandmother, regardless of how pleasant she may appear, she truly doesn’t play with regards to evaluations and her family. Family in short can make somebody a piece of an option that could be greater than themselves. Family is the single word that can cause somebody to return some place they truly didn’t need to ever return to. Some relatives make you distraught, furious, resentful, disappointed. Some make you need to consider them each name in the book, and by book I don’t mean the Bible. Be that as it may, simultaneously yourâ family is simply the main thing you can discover trusting in, and crying to, and cherishing like never before. So with regards to family nobody should feel like they must have some sort of gatekeeper up on the grounds that these are the individuals that should mind the most. Everyone’s meaning of family or kinfolk is extraordinary in any case, to me that is the thing that it ought to be. What’s your definition? Instructions to refer to Family Means, Essays

Delta air lines Case Study Example | Topics and Well Written Essays - 2750 words

Delta carriers - Case Study Example Three of the most significant variables are development, quality and stock decrease. Basic beliefs include: security, high assistance quality and client needs and needs. So as to improve coordinations, the organization is planned to focus on working with different transporters which permit it to include bigger requests. Objectives and targets are meant to improve its present situation available and increment gainfulness. A continuum of asset maintainability is to make assets and capacities portrayed by their strength and imitability. Monetary objective is to expand deals and liquidity of business. The approach of wellbeing received via aircrafts will be the fundamental vital models throughout the following years (Delta Airline News, 2006; Dove-Morse, 2004). Control of loan costs impacts the degree of purchaser credit and thus the size of a person's spending plan, as will levels of tax collection. During times of high swelling the administration should well acquaint measures with control costs on flights. The principle factor is that carrier industry works on the global field and a significant impact on cost is the money conversion scale which changes as per the condition of the economy. Expanding taxes and amounts power bearers to discover better approaches to lessen transportation costs which lowing nature of their administration. With overall revenues crumbling, contenders are attempting to change. Joblessness rate is high in aircraft industry: roughly 7,4%. During the time of downturn joblessness rate was multiplied lessening purchasing limit of potential market (Delta Air Lines.2006). Innovative powers produce critical thinking developments. Aircraft target is on normal as subject to solid data innovation as some other organizations. Enhancements in freight ships and taking care of gear, expanding containerization, uses of IT to planning and controlling shipments and to customs methodology, new fields, and a large group of other mechanical advances and developments have diminished the expenses of administrations and data. Then again, carrier innovation cost is one of the most elevated among different businesses. The way of life and structure of Apple create after some time and in light of a perplexing arrangement of variables. Today, client care in aircrafts depends on notoriety and dependability and this no less obvious in the new types of framework administration. In fields, for example, bundle conveyance and cash the board, customers are looking for signs that their dangers will be limited or dispensed with. For these sorts of purchaser acts, client care assumes a basic job in mitigating the feelings of dread of shoppers by anticipating a picture of reliability and aptitude. Delta Airlines has contenders, however they don't affect the organization's income. The nearness of substitute administrations like trains, ships or vehicles transportation can bring down assistance allure and benefit just as the value levels. The occasions of 11/09 and late crashes of Boeing planes happened these years decrease the engaging quality of carrier industry. The organization has lost some $6.1 billion since the beginning of 2001 from its carrier activities, as indicated by First Call, which tracks corporate earnings(Isidore, 2005). Numerous potential travelers want to utilize elective vehicle regardless of whether it requires some investment to arrive at the spot of goal. For this situation, the dealing intensity of clients is significant. Notwithstanding the way that

55 Research Paper Topics to Jumpstart Your Writing

55 Research Paper Topics to Jumpstart Your Writing The research paper is one of the most tried and true assignments in high school or college. Its your teachers opportunity to see how well you can research, convey, and organize that research, and assemble everything into one five-paragraph (or maybe 15-page) paper.Before you get started on your paper, youll need to have a comprehensive understanding of what your teacher expects out of your completed assignment, as well as a really great topic that you can spend a lot of time researching. However, with several classes filled with many students, your teachers have likely seen the same topics over and over (and over) again. Here are some research paper topics that are guaranteed to keep your interest (and theirs). Borrow one of these ideas or get inspiration from this list, which is broken down by subject category.Social issues research paper topicsSocial issues are always going to exist, unfortunately. But the more we learn about what they are, how we can solve them, and how to prevent them, the better off well be. Here are a few social issues topics to think about and to do research on.Many children are diagnosed with ADD or ADHD and are subsequently put on medication, but some advocate that children are overly medicated and that we should instead have more patience for those who cant sit still or have minor behavioral issues. How should this issue be approached?The homeless population in the United States is more than 1.5 million people. What are the conditions that lead to someones being homeless? Are there ways to combat it?Girls who have been in the foster care system are more likely to be human trafficked. Why is this? What can be done?Someone who grows up in poverty is more likely to live in poverty all their life. Why is that? How can someone escape poverty?Opioid addiction is a huge issue in the United States right now. What led to the widespread abuse of opioid drugs? What is being done to solve this problem?Sexual assault is a hot button issue on colle ge campuses. How widespread is sexual assault on college campuses and what is being done to stop it?Each year, 1.2 million students drop out of high school. What is causing them to drop out? What can be done to combat the dropout rate?Many terminally-ill patients in America are advocating for assisted suicide. What countries already allow this, and what are the pros and the cons?Performance artists in public places such as beach boardwalks have their activities regulated by some local governments. Why is this? What are the pros and the cons?TV shows such as Hoarders have shed light on people who collect tremendous amounts of items, trash, and/or animals in their house. How are these people being helped? What causes hoarding problems?Political research paper topicsThe events in politics may always be changing, but the nature of politics remains the same. Theres always a lot to discuss and a lot to learn, making for a very interesting research topic for your paper. Here are a few idea s to get you thinking.North Korea has recently ramped up its nuclear program. What are some ramifications of this?There has been a large political divide in the country for the past few years. What factors led to the large division?What is the AHCA? How is it different from the ACA?The U.S. recently pulled out of the Paris Climate Agreement. What is the Paris Climate Agreement and what is Americas history of involvement with it?Confederate monuments are being torn down after the events in Charlottesville. Write about the history of one confederate monument thats been torn down. When was it built? What were the circumstances of it being constructed?Some feel that religious liberties have been threatened in the United States for several years. Why do they feel this way? What is the history of religious liberties in this country?Much of the news in the last couple of years has been the rise of populism. What is the definition of populism? How does it affect the political climate?Many p arents are choosing not to vaccinate their children because they have read that there is a link between vaccines and autism. Should parents have to vaccinate their children to guarantee herd immunity for all children? Even though the evidence points out that vaccines do not cause autism, why do parents still insist? How have certain celebrities contributed to this issue by being vocal on this topic?Many people in Middle America dont feel that their viewpoints are adequately expressed in the national media. Why do they feel this way? How does this affect national discourse?Historical research paper topicsMany of us learn a lot about the Revolutionary War or the Civil War in our classrooms, but often theres not enough time to explore everything that you might be interested in. Here are a few off-the-beaten-path research paper topics that will be sure to capture your attention as well as your instructors.What caused the market crash of 2008? How are we still recovering?There were sever al all black towns in the United States in the early 20th century. What led to the establishment of these cities?Who were the Freedom Riders?What were the Tulsa Race Riots?What was Female Hysteria in the Victorian era?There are a lot of conspiracy theories surrounding Kennedys assassination. Research about one in depth and discuss how the theory came about.What was the Korean War over? How does it affect society today?What was the Vietnam War over? How does it affect society today?What was the Space Race? Who were the major players and why did it matter so much who got to the moon first?Why did a lot of protesters and hippies gather at Haight-Ashbury in the 1960s? Write about the history of this notable neighborhood in San Francisco.What were Jim Crow laws? How do they still affect society today?When was Affirmative Action enacted? How does it still affect society today?What was the Reconstructive era? How does it still affect the South today?What was Watergate? Who were the major p layers and what was the result? How did it affect the country?What was the Equal Rights Amendment? Why was it not ratified?What was Prohibition? What were the circumstances and why did it finally end?Who was the first woman to hold political office in the United States?Eleanor Roosevelt was a very notable First Lady. Who was she and why was she so important?What was the case Loving v. Virginia? Who did it involve and what was it about?Environmental research paper topicsThere are many things to learn and research on about the world around us. Whether its how we can combat climate change or research alternative fuels, its important to know the answers for a healthy global environment for our future children and grandchildren. Here are a few ideas for environmental research paper topics.What is global warming? What can we do to minimize the effects of it?Some people say that certain global warming studies are funded by industries that have a vested interest in the issue, such as solar energy companies. How are they funded and conducted? Should the research be conducted by impartial parties?The polar ice caps are melting. What does this mean for our environment?There are many endangered species throughout the world. Pick one to write about and write about conservation efforts being made.What are alternative fuels? Should we use them or not? Write about the pros and the cons.What are some ways you could individually reduce your carbon footprint?What countries are leading the globe on combating climate change? What steps are they taking to lead the way?What is deforestation and how does it affect the environment?Many coral reefs are disappearing. Why is that and what kind of actions are scientists taking?What are sinkholes? Why do they occur?Film, literature, and art research paper topicsFilm, literature, and art are part of what defines a culture. Its not surprising then that there is much to explore when you are thinking about these topics. Here are a few interest ing paper topics that pertain to film, literature, and art.Look at a list of classic films. Pick one and write about why it was so influential.In the year 2017 its still quite rare to find a female film director. Pick a favorite female film director and discuss what unique perspectives she adds to film and culture.Theres more of a push to ignore the traditional canon of literature because it features a lot of white, male writers. What do this mean and what do you think of it?Female artists are highly underrepresented in art museums throughout the world. Is it just that there arent many female artists traditionally? What are some efforts being made to include more female artists?Some people feel that Hollywood is hypocritical in embracing director Roman Polanski. What makes them feel this way? What events made him a controversial figure?Read a banned book and research on why the book was banned. What were the circumstances?They say poetry is a dying art. What do you think? Is poetry still alive and well?After youve chosen a topic, be sure to get a second opinionChoosing an interesting research paper topic is often half the battle. Once you get a topic nailed down that youre really fascinated by, its a lot easier to research and write about it.After youve written all of the content of your research paper, its always important to get someone to look over your paper and ensure that its error-free and makes sense to the reader. If you have any questions, be sure to reach out to your instructor or a parent for advice. Finally, if you want to ensure that your paper doesnt contain any spelling or grammar mistakes, you should consider hiring a professional editor such as one from ServiceScape to take a look at your paper. A professional can help you spot an error that you may have missed and help you achieve clean, easy-to-read copy that is guaranteed to impress.

About danone uk limited - Free Essay Example

EXECUTIVE SUMMARY Activia and Actimel are the two probiotic yoghurt brands that are currently being marketed by Danone in the UK. The current market strategy for these products is that they are healthy food and part of a healthy lifestyle. Some modifications were made in the currents marketing strategy, which include modifying the current target market for both brands. These brands have the potential to make Danone UK Limited the market leader in the United Kingdom. 1. DANONE: THE PROBIOTIC BRANDS; THE PRESENT AND THE FUTURE. Danone UK limited, is a UK based subsidiary of the French company group Danone, which has its organizational headquarters situated in France. Danone UK is into the production and marketing of dairy products and water. Most of group Danone brands are household names in the United Kingdom and internationally, and they include the probiotic dairy brands; Activia and Actimel (DATAMONITOR, 2009). The dairy division of the Danone group, is a leader in the production of dairy products worldwide, and presently holds about 22% of the dairy products global market share (DATAMONITOR, 2009). Group Danone has different subsidiaries in varying countries and each brand has a unique attribute and name that appeals to the region or country where they are marketed. 1.1. SWOT ANALYSIS The strength, weakness, opportunities and threats that are currently influencing Danone UK are highlighted in the table below. Table: 1 STRENGTHS * Health conscious company * Innovative Products and marketing * Customer oriented Research focused WEAKNESS * Lack of long term planning * uncorroborated claims OPPORTUNITIES * Health consciousness among populace * Growth in awareness on digestive health Probiotic bacteria awareness THREATS * New entrants * Increased competition * Stores own brand * Increase in cost of milk and production * Consumer unawareness on benefits of good bacteria * Government regulation on health claim of probiotic brands 1.2. PEST ANALYSIS GRID The grid below highlights some of the factors that affect the market presently and therefore gives an idea on the way forward in the present market environment. Table 2: POLITICAL ECONOMIC SOCIAL TECHNOLOGY Government debt Recession Unemployment Trends in Research Government policy Research sponsorship Advert withdrawal E-commerce Cold weather New technology Migration 2. MARKET ANALYSIS: UK YOGHURT MARKET The UK yoghurt market comprises of the spoonable yoghurts (pots), drinkable yoghurt (drinks) and tube yoghurts. (Mintel Oxygen, 2009) The market share value of the drinking yoghurt has seen a decrease in recent years as more people turn to more healthy option of yoghurt products that more often come in pots and tubes; the tube yoghurt is more attractive for children as parents can pack it into lunch boxes for them, thus this area has also seen a significant growth in recent years. The pots yoghurt market saw an increase in sales as they offer fewer calories and some come with health claims that lead to an increase in sales, the most active category in recent time has been the probiotic or healthy yoghurt category (spoonable) (Euromonitor,2009). Development of new products and increase in sales in some categories of the yoghurt market have mostly been due to health issues, as the behaviour of consumers suggest that they prefer a healthy lifestyle and also love to indulge, thus the development of new products that offer both a healthy and indulgence option. This trend has lead to the improvement in performance of the yoghurt market generally, in comparison to other desert options. The yogurt and Fromage Frais (pots and tubes) currently hold about 15.60% of the dairy market share in the UK (Data Monitor, 2009). The pots and tubes are the best performers in the market, and they hold about 85% of the market share, while the drinking yoghurt has been largely affected by competition from other markets that offer or claim to offer a more healthy option in form of drinks e.g. smoothies and fruits juices (or soft drinks). 2.1. MARKET SEGMENTATION Majority of the market share for 2008 as seen above was held by top manufacturers which include Muller, Danone and Yoplait. Supermarkets own brands are gradually gaining a large percent of the market share, with other brands constituting about 27% of the total market share. The probiotic yoghurt brands of Danone UK are doing well in the market currently, and account for about 19% of the UK yoghurt market share. 2.2 COMPETITOR ANALYSIS Muller dairy UK is Danone UK main competitor and the current market leader. Muller has being the market leader for a while and they function across the entire yoghurt category. Some of the Muller brands are not doing so well in the market, with some consumers perceiving it as too sweet and unhealthy, but with recent brand repositioning, re-launches and new products introduced in the market they are able to continually hold onto the number one spot. Weakness: The major weakness of the Muller brands is that consumers still perceive them as unhealthy, as they usually have high sugar content (Mintel Oxygen, 2009). 2.3 COMPETITIVE ADVANTAGE: Danone Has exclusive patent on the friendly bacteria (Lactobacilli casei Imunitass) used in addition with other bacteria in Actimel. All probiotic brands by Danone are considered healthy, hence the first choice for consumers who prefer a healthy way of life. 3. BRAND POSITIONING Probiotic yoghurts contain live bacteria that positively aid the consumers digestive system by improving microbial balance in the intestine. The probiotic brands Actimel and Activia are in the spoonable (Activia), drinking (Actimel) and the healthy option categories. In comparison, some major competing brands are perceived as unhealthy with great taste and very sweet e.g. Muller brands are perceived as unhealthy due to the sweet taste and the fact that the brands are positioned as all day snacks (Euromonitor , 2009). PERCEPTUAL MAP Healthy Actimel Activia Muller Vitality Poor taste Great taste Muller Light Unhealthy 3.1 ACTIVIA Activia is in the class of spoonable yoghurt (pots), and is in the healthy brand category. It contains the probiotic bacterium (friendly bacteria) that helps in improving the functions of the digestive system. Activia comes in fat free and low calorie flavours that consumers see as a great benefit; thus Activia has seen a rapid increase in market share since its launch in 2002, and it is one of the best performers in its category due to innovation which comprises health benefit and indulgence (Mintel Oxygen, 2009). It has a wide range of flavour in packs of four and eight pots and recently it has been proposed to introduce single pots for people with a busy lifestyle or people on the go. 3.2 ACTIMEL This is in the drinking yoghurt category, and contains the probiotic bacteria L.casei Imunitass; its main function is boosting and providing support for the immune system. Actimel has 13 different varieties, and 4 have zero percent fat content. Actimel aids the bodys immune system by fighting off germs when consumed on a daily or regular basis (Danone, 2009). 3.3 BRAND PERSONALITY GRID The consumer perception of Activia and Actimel are highlighted in the personality grid below (Table 3 and 4). ACTIVIA PERSONALITY VALUE BENEFIT ATTRIBUTE Physically fit Quintessential Indulging Wide variety range Healthy Innovative Convenient Handy Delightful Trustworthy Rich taste Relieves bloating Reliable Variety ACTIMEL PERSONALITY VALUE BENEFIT ATTRIBUTE Healthy Nutritious Boost immunity Wide product range Tasty Trusted Rejuvenation Different flavours Immunity Reliable 4. TARGET MARKET AND STRATEGY: THE PRESENT AND THE FUTURE Target Market Activia Women ACTIMEL Senior citizens Adults Rest of population 4.1 MARKETING STRATEGY (PRESENT SITUATION): The Probiotic brands are currently marketed as health beneficial products, with the emphasis on good bacteria, and the need to see the brands as part of a healthy way of life and not just as a snack. 4.2 ACTIVIA The current marketing strategy for Activia focuses solely on women and it was put in place in response to consumer demand for healthy products. Activia is positioned as an indulgent healthy food that helps women in reducing the feeling of being bloated especially after meals, and also aids in regulating the function of the digestive system. In a recent advert a woman is seen feeling more physically fit and flexible after having a pot of Activia. An interactive website has also been set up for Activia and the content is specifically for women as it gives them health tips and encourages them to share their story on the benefits of Activia. The website has a health based outlook that further reinforces the fact that Activia is a healthy brand. (Danone , 2009) Adults on the go are gradually being included in the current strategy, with the plan to introduce single pots of Activia (Mintel Oxygen, 2009). 4.2.1 DRAWBACK This strategy targets only the women in the population, and in some ways most women in a particular age demographic i.e. 25 and above. Although this strategy has been successful so far; what steps can be taken to prevent the present segment of consumers from shifting loyalty to a brand that is healthy, of good quality and is priced lower. What can be done to increase the present target market, as large segments of the population which include children, active adults and the elderly have not been included in this strategy. 4.2.2 MODIFICATION As manager of the probiotic brands of Danone UK Ltd, I will increase the target market to include families and the elderly. The family market will include children and men, while the elderly include men and women from age 55 and upwards. This segment of the population (55+) is going to see a rapid increase in sales and market share in the future as the population ages, and with the right marketing mix of price, distribution and place, this target segment offers great potential of growth for the future of the market (Mintel Oxygen, 2009). The family segment will come with a rebranding option that will target the women who have families. As women do most of the household shopping, when they buy Activia for themselves, they will have no option but to buy for their families. More flavours and packaging should be introduced to appeal to children and their parents. The current marketing strategy for the women consumers also have to be continued and improved to make the customers remain even when offered cheaper varieties, and to do this, loyalty programmes have to be introduced i.e. where consumers gain points for each pack of Activia bought. Although this might seem expensive for the company at the start of the program, as it has to be in conjunction with supermarkets, but in the long run it will be advantageous as we would have gained a loyal customer base. The present website also has to be improved to include healthy recipes tips as women love to cook healthy for their families. An interactive educational website should be introduced for children; activities on the website can include opportunity for children to pick their favourite Activia flavours, competitions that will include one where kids get the opportunity to mix different fruity flavours and submit their entries online, with opportunities to win prices. When children are loyal to their favourite brand (Activia) parents will have no choice but to also become loyal, in that way we also get families to be consumers of the Activia brand. Thus our market share will see an increase that will come from this segment of the population. 4.5 ACTIMEL The current marketing strategy for Actimel is capitalising on the immune system boosting characteristic of the probiotic bacteria in the drink and also the claim that it improves the body capacity to combat stress for people with busy lifestyles, through the action of the bacteria in the gut. In recent times, the company has also aimed to encourage the use of Actimel by patients in the hospital as a recent study shows that Actimel has the capacity to aid patients fight off infections. Advertising and promotional activities by Danone on Actimel has helped to boost the image of this brand by placing it as a brand that supports active lifestyles and is also healthy. 4.5.1 DRAWBACK An advert for Actimel was recently banned by the Advertising Standards Authority (ASA), that the claims made by Danone on Actimel (that it boosts the natural defence of children) were not supported by sound scientific evidence (BBC, 2009); a few consumers will brand Actimel as untrustworthy. To restore the image of Actimel, scientific evidence that proves that it helps boost the natural defence of children has to be peer reviewed before publishing. Although some health professionals have said it improves immunity, this has to be reinforced so the customers can have trust in the brand. The target population for Actimel has to re-defined, as it is currently vague (covers the whole segment of the population). 4.5.2 MODIFICATION The target market for Actimel has to be clearly defined, as it seems to target all the members of the population at the moment. The population has to be segmented, and each segment given a definite strategy and marketing plan that is specific for it. The proposed target market will be segmented as shown in fig 4. There is a lot of potential in targeting the elderly and hospital patients, as they need things to help boost their immunity, and Actimel can perform that function, hence there is an opportunity of growth here. The current market strategy of positioning Actimel as a healthy lifestyle choice is great, and will work well with all segments of the population especially the adults with an active way of life. The brand should be repositioned in the children segment, as the problem with the advert can affect sales that are generated. Thus positioning it as a healthy option for children, that offers the benefit of friendly bacteria, with proven scientific studies will enable Actimel regain the trust of consumers from this segment of the population. 5. CONCLUSION Actimel and Activia have been doing well so far in the UK market, and have the potential to do better in the future. The current marketing strategies for these two brands need to be improved on. The segmenting of the target population for Actimel will give a clearer view of the market strategy put in place to enable it gain more market shares from competitors like yakult and Muller vitality. The target market for Activia will need to be expanded in order to enable Activia gain market shares in the mainstream yoghurt market. It is perceived as a healthy brand, thus it has the potential to get more market share if the target population is increased. In the future the customer base of Activia and Actimel will remain loyal as loyalty schemes will be introduced to enable them stay faithful to the brand as long as the option of indulgence and healthy living at the right price is offered. New flavours that will keep consumers interested and innovative products will definitely make and keep Danone as a leader in the UK yoghurt market. References BBC. (2009, October). Healthy yoghurt advert banned. Retrieved December 1, 2009, from News Website: https://news.bbc.co.uk/1/hi/uk/8305918.stm Danone . (2009). Danone Activia. Retrieved December 29, 2009, from Your digestive health matters website: https://www.danoneactivia.co.uk/ Danone. (2009). Actimel L.casei Imunitass. Retrieved November 30, 2009, from How Actimel Can Help You: https://www.actimel.co.uk/Benefits/Default.aspx Danone UK Ltd. (2008). Danone. Retrieved November 30, 2009, from About Danone Mission Website: https://www.danone.co.uk/mission.htm DATAMONITOR. (2009). GROUPE DANONE. London: Datamonitor. Euromonitor . (2009). Yoghurt United Kingdom. London: Euromonitor International. Mintel Oxygen. (2009, May). Yogurt UK May 2009. Retrieved November 27, 2009, from Market Share and Product Positioning website: https://academic.mintel.com/sinatra/oxygen_academic/search_results/show/display/id=393957/display/id=460332#hit1 Mintel Oxygen. (2009, May). Yogurt UK May 2009. Retrieved November 27, 2009, from Segment performance website: https://academic.mintel.com/sinatra/oxygen_academic/search_results/show/display/id=393957/display/id=460332?select_section=460331 Mintel Oxygen. (2009, May). Yogurt UK May 2009. Retrieved November 28, 2009, from Table of content website: https://academic.mintel.com/sinatra/oxygen_academic/search_results/show/display/id=393957/display/id=460331?select_section=460345