Category Analysis of Sports and Energy Drinks In Hong Kong Essay Example for Free

Category Analysis of Sports and Energy Drinks In Hong Kong Essay Introduction Our company, Otsuka Pharmaceutical Co. , Ltd, is planning for a product strategy to its product: Pocari Sweat. Pocari Sweat is a grapefruit-tasting, non-carbonated sweet beverage and is advertised as an â€Å"ion supply drink†. It is designed to increase endurance, replace electrolyte loss or prevent dehydration when exercising for long periods of time. Pocari Sweat is well-recognized by the local people, especially to the athletes. Category Attractiveness Analysis Category Factor The product category we defined is the Sports and Energy Drinks. We gained the first mover advantage when the product was launched at 1980, which we are the market leader which has a off-trade volume of brand share of 43. 8% in 2012 (see Appendix Table 6). The threat of new entrants in this category is low due to the intensive competition, and there is low pressure from substitutes as sports and energy drinks are specialized products. The bargaining power of suppliers is low while the bargaining power of buyers is high. The competition in current market is highly intensive. Details can be referred to the analysis on Category Factors on Attractiveness in Appendix. Overall, this category is still attractive. Aggregate Factor The product life cycle of Sports and Energy Drinks is more likely in mature stage. From the historical figures of whole beverage market, the market size of Sports and Energy Drinks is relatively small. The market growth of off-trade sales volume of this category is increasing constantly by 5. 4% from 2007 to 2012. It will grow constantly in the future by 5% of each year. Since Sports and Energy Drinks are daily commodities for those people after exercising, the sales cyclicity and seasonality is low, as well as the profit variability. Profit level of the market is high. Overall, this category is attractive. Environmental Factor Due to the rise of childhood obesity and the increasing number of cases of cancer, diabetes and heart disease, there are an increasing number of initiatives by both government and non-governmental organizations to promote healthy living and a more balanced lifestyle. The consumer awareness of doing exercises increases and consumers become more willing to engage in sports to keep fit and relieve the stress of their work. Also, there are an increasing number of participations in sports event. Each year, the number of registration of Standard Chartered Hong Kong Marathon increases gradually. Other sports events such as Nike Night Run, New World Harbour Race, and charity runs are also well supported by the local residents. These led to increased consumer awareness of the benefits of sports drinks, result in the increase of purchasing of sports drinks. Competitor Analysis Level of competitions Level of competitions can be divided into Sports Drinks, Sports and Energy Drinks, Beverages and Food. Since the sales volume of Sports Drinks is contributed to 80% (Appendix Table 1) of sales in the Sports and Energy Drinks category, analysis of competition would be focus on the Sports Drinks only. Based on the perceptual map analysis, the closest competitor to Pocari Sweat is Aquarius. Both Pocari Sweat and Aquarius are ion supply drinks with a grapefruit-liked flavour. Aquarius tastes a bit lighter than Pocari Sweat. For Lucozade and Gatorade, the brand images of both are more professional for athletes, with stronger taste in different flavours. Aquarius would be the main competitor for further analysis. In terms of the brand shares of Sports Drinks, Lucozade would also be a main competitor of Pocari Sweat. GlaxoSmithKline, the company of the brand Lucozade, stated that strengthening core business is their strategic concern on 2012. The company objective is having growth in the Sports Drinks market, and they set up a new innovation centre in mainland China. Aquarius, which is a sport drink launched in 2011 by Coca-Cola Company, is highly involved in many race events in Hong Kong. Although there are no Aquarius advertisements in Hong Kong, you can find Aquarius as sponsored sports drinks in local events such as Standard Chartered Marathon Hong Kong. Maintaining growth in the market is also the main objective of Coca-Cola Company in Aquarius. Although Aquarius is a new entrant to the market since 2011, it has about 5% of volume brand shares in the market in two years. With the financial background and the brand image of Coca-Cola Company, it raises the brand awareness of Aquarius by keep involving in the public event, in order to attract the sportsmen to buy their products. Aquarius would be the main competitor in the field of isotonic rehydration sports drink. Conclusion. The Sports and Energy Drinks market is attractive, as the market size is constantly growing, the threat of new entrant is low, the pressure from substitutes is low and the profit variability is low. With the continuous sports and healthy lifestyle promotions by both government and non-government organizations, they will boost up the sales of Sports and Energy Drinks. In the Sports Drinks market, Pocari Sweat is the market leader with 43. 8% of brand shares of total in volume. People prefer buying Pocari Sweat for recovery after exercising comparing with other related products. Aquarius is the closest competitor related to our product. Still, the company has to maintain the brand loyalty and attract more customers by marketing and advertising. Recommendation The company can put more resources on advertising and also target a new market segment: manual labours. Manual labours need to replace electrolyte loss and prevent dehydration while working, especially in the hot seasons. Pocari Sweat would be the best choice for them. Also, the company can invest more on RD to develop a new product which is best suited for the new market segment. Words counted: 934. Reference Euromonitor International 2013, Sports and Energy Drinks in Hong Kong, China, Passport. Euromonitor International 2013, Bottled Water in Hong Kong, China, Passport. Euromonitor International 2013, Carbonates in Hong Kong, China, Passport. Euromonitor International 2012, Consumer Lifestyles in Hong Kong, China, Passport Annual Report 2012, Otsuka Holdings Co. , Ltd. Annual Report 2012, GlaxoSmithKline plc. Annual Report 2012, Swire Pacific Ltd. Supermarket Price Watch. [Online]. Consumer Council. Available: http://www3. consumer. org. hk/pricewatch/supermarket/index. php? filter1=027filter2=006lang=en Erik, P. Sports drinks vs. energy drinks. [Online]. Available: http://www. examiner. com/article/sports-drinks-vs-energy-drinks-the-good-the-bad-and-the-ugly Appendix Category Factors on Attractiveness Reasons Attractiveness Low Threat of new entrants Current market is competed intensively, and the new entrants are hardly survived in this environment. The capital requirement is high as special formula for sports drinks needs to be developed. High High Bargaining Power of buyers The major buyers are supermarkets (61. 4%) and convenience stores (35%), which they have a higher bargaining power when purchasing a large amount of products. (Appendix Table 3) Low Low Bargaining Power of suppliers The ingredients of the Sports and Energy Drinks can be purchased from different suppliers. The switching cost to other suppliers is low. High High Intensity of Rivalry There are 9 major brands in the current market. (Appendix Table 6) The competition is highly intensive. Low Low Pressure from substitutes Other carbonate drinks or juices do not have the same benefits as sports and energy drinks on performance and recovery during exercising. Bottled water would be the main substitutes of Sports and Energy Drinks. High. Attractiveness of Market Variables Reasons Attractiveness Small Market size Compare with other drinks, the market size of Sports and Energy Drinks is relatively small, only has an off-trade sale volume of 20. 3 million litres in 2012. (Appendix Table 2) Low Constant Market growth Market growth of sales volume increased by about 5. 4% each year from 2007 to 2012, the forecast growth rate of the market is also positive. (Appendix Table 4 5) The market is growing constantly. High Low Sales cyclicity Sports and exercising are daily activities across the year. High Low Sales seasonality. Sports and exercising are daily activities across the year. High Profit level With the benefit of economic of scales and mass production, the profit level is high for Pocari Sweat. High Low Profit variability Sports and exercising are daily activities across the year. High Product Life Cycle Stage Reasons Maturity There are lots of competitors in the Sports and Energy Drinks market. The pricing of the Sports and Energy Drinks is stable among this few years, ranged from $9. 5 – 13. 9, which means that the price is at the edge related to the material costs. (Appendix Table 7) Also, the volume growth of category is about 5. 4% in each year from 2007-2012, which is low to moderate growth of the market. The forecast volume growth of the category has 5% which is quite considerable. Level of competitions Product Form Sports Drinks: Pocari Sweat, Aquarius, Lucozade Sport, Gatorade, Drinkazine Energy Watt and other related â€Å"ion supply drinks† Product Category Sports and Energy Drinks: Including the energy drinks, such as Lucozade Energy, Monster Energy, Red Bull, Libogen Tonic Drink Generic Competition Beverages: Carbonated soft drinks, bottled water, beers, juices, etc. Budget Competition All consumer products with similar price. Current Future Company Strategy Matrix on Sports Drinks Otsuka Pharmaceutical Co. , Ltd GlaxoSmithKline Coca-Cola Company Objectives Grow market share and volume Grow market share and volume Grow market share and volume Current Strategies Advertising and promotion of products. Products expanding in multiple segments of category. Products launching and increased advertising spend. Expected future strategies Focus on product development, increased advertising and promotions. Focus on brand extensions with new flavours to fill category. Focus on raising brand awareness through local sports events.

Demetrius in Shakespeare’s A Midsummer Nights Dream Essay -- Midsumme

The Importance of Demetrius  in Shakespeare’s A Midsummer Night's Dream The character, Demetrius, in Shakespeare’s A Midsummer Night's Dream, is very difficult to identify except by his relation to the one he loves, or, more particularly, to the one who loves him. Helena's ridiculous chasing after him and his irritation with her are the primary marks of his character. While in this state, he even begins to threaten Helena with bodily harm, coming off as not quite the gracious courtly lover he truly means to be. It's simple to discover his unchivalrous character by how easily his eye was distracted from Helena by Hermia in the beginning. He could be a gentle, loving man if he truly desired, but he takes satisfaction being put in his place by others. In the end, still under the spell of fairy magic and therefore not seeing with true eyes, he seems a bit imbecilic laughing at the acted "lovers" in the play. He doesn't realize it, but he is in a play of his own. Likewise, as with the other characters, what happens to him is far more interesting than t he sort of character he is.   Shakespeare portrays the character, Demetrius, throughout the play as lacking self-confidence, rude, violent, lacking individuality and unromantic. Since Demetrius only has two lines throughout the entire first act, it shows that he can't stand up for himself, likewise, this lack of speech displays his lack of self-confidence and image: â€Å"Relent, sweet Hermia, and, Lysander, yield Thy crazed title to my certain right† (Demetrius, 1.1.93-94). Demetrius believes that since he has Egeus' approval, that Hermia should relinquish to him and states that Lysander is going against his privilege.   Demetrius takes advantage of his stature by claiming Hermia as a r... ...nsformation are all experienced by Demetrius to a great extent, especially with his lovers and enemies. His vile, yet sensitive personality really kept the reader examining what he could change into next, which seems as if they were more than just a single character. Demetrius, as a character, is essential to the play, for a backbone and plot. 1.  Ã‚  Ã‚  Ã‚  Ã‚   When quoting, you need to use quotation marks around the quotes unless you are separating the quote from you text by indenting each line.   Also, the final punctuation should come not inside the quotation marks but after the parentheses.   If you are using other sources it is very important that you put in parentheses the name of the author and the page number on which the quote can be found.   Also, if you are using other sources you should really, truly use a works cited so that others can find that same source.   

Cognitive Studies as the Direction of Modern Linguistics

COGNITIVE STUDIES AS THE DIRECTION OF MODERN LINGUISTICS At the end of the 20th century linguistics applied to anthropocentric paradigm of knowledge including among other things presentation about the human factor in the language [4, 2001:15]. The cognitive linguistics is the study of how the person operates the symbols, while coming to understanding the world and themselves in the world, the subject matter of which is the human mind, the thinking and the mental processes and conditions [11, 2005: 8]. The processes associated with knowledge and information are called cognitive ones.Their synonyms are also words  «intellectual »,  «mental »,  «and rational ». Cognitive aspect is the basic concept of cognitive linguistics. It is obvious that in the complex of human sciences the relations between language and other human activities are closely interwoven with each other. Languages give cognitive scientists the key to understand human behavior even in the greater degree, than the culture and society [6, 1997:21]. In the 70-80th of the last century mainly lexico-grammatical and thematic groups of words were studied for identifying general and specific characteristics in a lexical system of language.Today the cognitive research is aimed at expansion of the Humanities [2, 2005: 28]. It is the question of great importance for scientists to find out the very existence of the words in the mental lexicon of individuals. Scientists consider the word to be a unit of knowledge, phenomenon or process meant by it, and also the knowledge of unit position in the system of language, where it is associated with other units of the same system [6, 1997: 306-307]. There are many definitions of concepts, as the term  «concept » is currently one of the most popular in a Russian science.It is not only about linguistics, the concept is used in perceptual and cognitive psychology, and lingvo-cultural science, sociology, and many other sciences. The concept is a multifacete d term, that can be considered as the storage of cultural values, and as a unit which the background for the perspective is the cultural environment surrounding the person. According to Professor V. A. Maslova there are 3 approaches to the concept’s definition: 1. The first approach pays great attention to cultural aspect – when the entire culture is understood as a set of concepts and relations between them.Concepts are like clots of cultural environment in the person’s consciousness. 2. The second approach defines the semantics of linguistic sign as the only means of concept formation. 3. Representatives of the third approach believe the concept to be a combination of word meanings from personal, and national person experience, i. e. the concept is the mediator between words and reality. Concepts are universal [11, 2005: 32]. E. S. Kubryakova considers concept as the operational memory unit, mental lexicon, the conceptual system and the language of brain, the whole picture of the world, the quantum of knowledge [7, 1996: 90].Structure of the concept, according to Pr. Stepanov consists of 3 layers: basic sign, optional and inner form, usually not realized. The structure of the concept can be represented in the circle form, in the center of which lies the main concept, the core of concept, and on the periphery is everything that are brought by culture, traditions, national, and personal experience [11, 2005:42]. Each concept includes evaluation, personal attitude towards an object. The same concepts can cause various associations in the different recipients [3, 2006: 24].Cognitive linguistics is aimed at modeling the picture of the world. The concept itself is an element of the picture of the world, when the picture of the world is one of fundamental notions; it is a model of the world, which is formed as the result of human interaction [11, 2005:47]. Concepts can be classified according to different grounds. They can form emotional, educa tional, and other conceptual spheres. Concepts of objects and movements with the concepts of space are included in the list of  «primary » concepts defining conceptual system of the human being.Space is one of the main forms of categories of existence, reflecting the extent, the position, and the location of objects in a world continuum. As a consequence, the space belongs to the basic categories of thinking, and causes strong interest for scientists. The movement is a form of life and the factor of human development. The concept of movement – is a complex phenomenon, and is associated with the characteristics like the starting point of movement, the last point of movement, way of movement, the environment in which the action takes place, its orientation, move pace, and character of action [8, 2004: 10].Identifying the sources of phraseological unit’s origin we share the opinion of N. N. Amosova, who considers it to be the speech situation in which the original wor d is used in a phraseological meaning [1, 1963:65]. Each phrasal unit initially was the individual's formation, and at first was used in a single context. The verbal complex is to pass several stages before becoming a phraseological unit. Potential phrasal unit is a speech phenomenon. When words complex are used in countless contexts, they gradually acquire elements of stability, and form phrases.Actually it is impossible to ascertain the  «forthcoming » of phrases [10, 1996: 158]. We can assume that each word being born in someone's speech gets new meanings in the course of its further usage. The important feature of obtaining new values is the degree of abstraction [13, 2001: 67]. A. M. Melerovich points out abstraction from lexical and grammatical meanings. She distinguishes four levels of abstraction: highest, high, medium, and low one. 1. The highest level of abstraction is observed in phraseological fusions, and in phraseological intensifiers. These phrases are completely abstracted from the literal meanings. . At the high level of abstraction phrasal units have all kinds of abstraction except grammatical one. 3. The average level of abstraction is observed in phrases with partially rethought meanings, i. e. , where one component is used literally, and the other one is used in figurative sense. 4. The low level of abstraction is characterized by the fact that all components are used in the literal senses. The structure of abstraction in this case is so-called  «colorless abstraction » [14, 1959:171]. Thus, the phraseology reflects complex of culture and psychology of the people; it is a unique method of thinking.However, for each language the selection of priority word’s meanings depends on cultural development. Presence of a certain motivation,  «which is directly linked with people’s outlook » proves that idioms have cultural and ethnic connotation. The study of phrases gives the key to understanding of language picture of the world [16, 1996: 214] Literature 1. Amosova N. N. The basics of English phraseology/L. , 1963 2. Karasik V. I. Ethnospecific concepts. Other mentality/Moscow, 2005. 3. Kamishnikov ?. ?. Conceptual sphere/Taganrog, 2006. 4. Kravchenko ?. ?.About the question of modern linguistic cultural science’s origin /Taganrog, 2001. 5. Kubryakova ?. S. Cognitive features of motion verbs. Logical analyses of language/Moscow, 1992. 6. Kubryakova ?. S. Parts of speech from a cognitive point of view/Moscow, 1997. 7. Kubryakova ?. S. , Demyakov V. Z. , Pankrats U. Z. , Lusina L. G. Concise dictionary of cognitive terms /Moscow, 1996. 8. Kubryakova ?. S. Language and knowledge: On the way of language knowledge acquiring: ? : Parts of speech from a cognitive point of view/Moscow, 2004. 9. Kunin A. V. English-Russian dictionary of phrasal units/Moscow, 1984. 0. Kunin A. V. The course of modern English phraseology/Moscow, 1996. 11. Maslova V. A. Cognitive linguistics/Minsk, 2005. 12. Melerovich A . M. The problem of semantic analyses of phrases in Russian/ Yaroslavl, 1979 13. Polikarpov ?. ?. Reflection of historical events by phraseological fund of modern English language/Kaluga, 1998. 14. Smith L. P. Phraseology of English/Moscow, 1959. 15. Stepanov U. S. Constants. Dictionary of the Russian culture. Experience of research/Moscow, 1997. 16. Teliya V. N. Russian phraseology. Semantic, pragmatical and lingvo-cultural aspects / Moscow, 1996.

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