Integrated Marketing communications used by HP

Integrated Marketing communications used by HP This case study analyses the marketing communication theories adapted by Hp as it progressed to being the worlds number one pc manufacturer in 2007. Its emergence as a global company in 1957 opened a window of opportunity. The theories addressed will aid in forming a combination of the key concepts used by Hp for its global campaign to increase customer loyalty and boost sales. A number of practises are seen to have developed along various communications and marketing theories. However, critical analysis of Hps 63- year development will show a lack of adherence to some very useful models by some academic scholars. A viable description of marketing through effective communication was made by Smith (2002), à ¢Ã¢â€š ¬Ã‚ ¦strategy of choice in a competitive environment is proactive, two -way communication, in which organisation plan for and initiate relationships with the people important to their success, emphasising dialogue over monologue and using various techniques to interact with their publics. Background Hewlett Packard, known as HP, is an electronics producer which was founded in 1939 in California by Bill Hewlett and David Packard. Since its birth the company has gained prominence around the world, becoming a major leader in the industry of electronics and technology. Early product designs produced by the company include inventions such as the resistance-capacitance audio oscillator named Model 200A. It is the manufacturing of products such as the Model 200A that have shaped the future for technology and helped pioneer many of todays products. In 1966, HP introduced the worlds first computer. In 1968 the company then unveiled the first desktop scientific calculator and named it the personal computer (PC). It was this event which boosted HP in to mainstream significance during the 1980s and became leading players in the technological industry. This was established in 1995, when HP entered the home computing market. In 2001the company merged with Compaq forming HP Compaq. This merger ensured efforts were made to further establish the brand as a leading company in the IT and computer industry. This was done through aggressive marketing tactics done through the concept of Integrated Marketing Communication (IMC). 1. Critical evaluation of the role of integrated marketing communications in the success of Hewlett-Packard since 2001 Joep cornelissen (2008) definition of corporate communication is as follows: Corporate communication is a management function that offers a frame work for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favourable reputation with stake holder groups up on which the organisation is dependent. But using of this approach is not always good as some critics may say despite of 20 years of debate most practitioner still see that integrated marketing communication is emerging discipline (eagle and kitchen 2000) rather than fully formed concept. Like many other concept that have yet to fully develop it is subject to fully varying and some times colourful terminology. Thus 360 branding, total branding , whole egg, seam less communication, new advertising, orchestration, relationship marketing, one to one marketing, integrated marketing and integrated communications (Pickton and Broadrick 2001) have all been used to describe all or part of integrated marketing communications concepts promoting the charge that integrated marketing communication is yet another fad. What most observers agree on is that integrated marketing communication is good idea but very hard to implement in practice Like all companies, HP is a company whose primary aim is to make a profit. However whilst this is a common company goal, there are still necessary guideline which should be followed in order to achieve this. Fill (2006) recommends that à ¢Ã¢â€š ¬Ã‚ ¦the process of developing corporate strategy demands that a series of objectives be set at different levels within an organisation. Grunig et al (1992) states that two-way communication, a form of communication which is also practiced by PR practitioners, is a helpful tool from which a mutual understanding can be developed between stakeholders. One of criticisms of HP was that the company was focused more on the advancement of technological innovation. The corporate image of the company was seen as being obsessed with innovative progression and undermining the value of its customers. Shutz et al (1992) cited in Clarke (1997, pg 93) states that such actions are damaging to a company and that customer based communication must be practiced at all times. You cannot depend on the product alone to build consumer confidence. Its the rapport, the empathy, the dialogue, the relationship, the communication you establish with the customer that makes the difference. These separate you from the pack. For all of HPs innovative output and diverse range of products, its market position was infringed through a lack of market research and poor internal organisation. Smith (2002) refers to the work of Tom Harris, who is a leading advocate of integrating communications. He describes integrated communications as an outside-in process that begins with an understanding of the consumer publics, particularly their wants, interests, needs and lifestyles. Fill et al (2001), however, argues that many practitioners deliberately persuade a target audience to behave in a particular way, while others persuade them. In whatever instance it might be, understanding the customers needs, which may in turn change their behavioural pattern, is not a necessarily bad evil. Hp deliberately changed their communications strategy to affect the buying behaviour in their customer through effective brand campaigns that brought mutual satisfaction to both consumer and HP. Clarke (1997) explained that for consulting firms to effectively handle marketing and communications they must reflect the overall objectives of the organisation. Todays market calls for a strategically integrated approach to marketing communications. Hp would have to reorganise its marketing communication s division in to one that is coherent to attract customers. Oliver (2001) defined this as the system Theory - which she said evaluates the relationship and structure as they relate to the whole. Market research builds the right perception and recognise the needs and behaviour of current and future customers; evident in the theory of cognition. The history of HP showed there was lack of strategic planning and changes on marketing and communication structures were needed. During 1960s, consumers probably did not know any better or did not have a chance to choose; and this could force them to adhere to HP products. However, now a days Kotler et al (2008) affirms consumers receive thousands of information per day. In this context, in 2002, HP realized that the company needed to invest in its corporate image. So, the company launched brand advertisement campaigns. In 2006, they create the Computer is personal again, which had focus on personal relationship that public have with its computers. By analysing the competitors, this campaign was based to convince customer that the best way to buy a PC was in a retail shop, where they could touch it. This was an opportunity to differentiate from its main competitor Dell, which has a strong internet sales record. Fill (2009) believes that the marketing segmentation is necessary to meet the consumer need and to have a functional and competitive-level strategy. The Computer is personal again campaign was structured to appeal to young generation, which the company believed to be customers with similar needs and responses. HP targeted the youth market and position itself as a customer loyal corporation. In this scenario, the marketing communication strategies combined channels online and offline and integrated all marketing efforts such as PR, sales, advertisement. Shimp (2000) states that mixing marketing communication elements is decisive to achieve the target public and a specific objective. Also. HP emphasized advertisement and sales promotion in order to maximize the sales, creating a Synergistic effect. Undoubtedly, every channel used by this campaign had a consistent message, which complemented each other. Cornelissen (2008) says the company should communicate on ongoing basis and themed m essages reinforce perceptions of how an organization wants to be seen. Marketing Integration Holm (2006) states that Smith (1999) developed a tool, from which there are seven levels through where marketing integration can occur. Holm says these seven levels are: Vertical objectives integration It means that communication objectives fit with marketing objectives and the overall corporate objectives. Horizontal/functional integration Marketing communications activities fit well with other business functions of manufacturing, operations and human resource management. Marketing mix integration The marketing mix of product, price and place decisions is consistent with the promotion decisions, e.g. with the required communication messages. Communications mix integration. All the 12 communications tools are being used to guide the customer/consumer/client through each stage of the buying process and all of them portray a consistent message. Creative design integration The creative design and execution is uniform and consistent with the chosen positioning of the product. Internal/external integration All internal departments and all external employed agencies are working together to an agreed plan and strategy. Financial integration The budget is being used in the most effective and efficient way ensuring that economies of scale are achieved and that long-term investment is optimized. Let us examine personal again campaign at each of these seven levels: Vertical Objective Integration: level of coordination between communication objective, corporate objective and marketing objective. . Corporate objective: Customer loyalty, profit, growth, market leadership, commitment to employees, leadership capabilities and global citizenship. (Source: www.hp.com) Marketing objective: To increase market share, compete with Dell, target young generation Communication objective: Focus on personal relationships to PC and show consumers the different tasks made possible by HP technology Synergy can be seen among these objectives. All advertisements were base on same theme where celebrities from different field were talking about how HP PC and technology is part of their life. Faces were not shown in any of the commercials and focus was on different tasks that HP makes easy. It reinforces customer loyalty which is corporate objective of HP. Advertisements in this campaign were appealing to young generation and through social media viral effect HP reached new customers which were otherwise non-respondent to traditional media, thus increasing market share. Horizontal/functional Integration: fit of MarCom and business functions like operations and HRM HP had strength in selling through retail stores in consumer segments rather than selling online which was Dells core competence. New campaign communicated that PC is a commodity which is close anyones personal life, its a part of life rather. It pushed customers to visit the nearest retail store to touch, feel and learn how HP technology can be useful to them. Marketing mix integration: How well the promotion (with communication message) goes with the other 3 Ps of marketing mix Although the general theme of the campaign was universal throughout the 100 countries where HP was doing business, some variation can be seen according to place and price. For example in India personal again campaign was supported by Business is Personal Again campaign that targeted SMEs. Although the basic theme remained unchanged, local celebrities and eminent personalities were used for promotion in particular places. Communications mix integration: Different communication tools portray a consistent message Every channel used to communicate message delivered consistent message. TV commercials, internet promotion, PR program, newspaper, billboards, reality shows etc. whichever medium was used for MarCom in personal Again campaign was complement to each other and had same tone/message. Creative design integration: creative design is in accordance with the positioning of the product With this new campaign HP wanted to acquire a trendier brand image. They wanted to target youth market and position itself as a consumer loyal company. Personal again campaign was very much on the line. It relied heavily on animations. Hand gestures were used to convey connectivity, assurance, and emotional connect. Celebrities shown in the commercial were those, who are followed by young generation. Events which were of special interest of youth, like Super Bowl and reality show meet or Delete were focused for marketing communication. Internal/external integration: Internal departments and external agencies work in synergy according to an agreed plan Personal Again campaign was designed by GSP, which is HPs advertising agency since 1996. All previous campaigns were also handled by same agency. Although not much evidences about the extent of coordination of HP and GSP are provided in the case but because of this long period of relationship; mutual trust and understanding between both can be expected. Financial integration: efficient utilization of budget ensuring long-term investment optimization Not sufficient information is provided in the case about budget allocation of Personal Again campaign Also, HP used celebrities in its advertisement in order to emotional connect the public. Fill (2009) citing Patzer suggests that the physical attractiveness of the communicator, particularly if it is the source, contributes significantly to the effectiveness of persuasive communications (Patzer in Fill, 2009, p.43) Celebrities from different field expressed how PC makes their lives easy. The identification of young people with celebrities encouraged the sales and reinforced customer loyalty. The brand value of HP increased 9% after the campaign. The celebrities enables the message to stand out among the clutter and noise that typify many markets (Fill, 2009, p.509). This concept was used by HP to persuade the sales and making the product more attractive to the target public through association with MTV channel. However, Fill (2009) adverts there are two main concerns about the use of celebrities on campaigns. The first one is if the celebrity fit in the image of the brand and if they will be acceptable by the target audience. The other is that the public may remember the celebrity, but not the brand. The use of celebrities and the creation of a realty show Meet or delete on the campaign Computer is personal again influenced the consumer behaviours as it motivate them to buy. Dibb et al (2001) say there are several factors that can persuade a purchase such as personal, psychological and social influence and describe motive as energy giving a persons activities towards satisfying a need or where achieving a goal (Dibb et al, 2001, p.133). Shimp (2000) affirms that advertising may influence consumer to buy items they may not need. The consumer buying decision process has 5 stages: problem recognition, information search, evaluation of alternatives, purchase and post-purchase evaluation, according to Dibb et al (2001). HP created awareness to young people by offering a PC not as commodity, but as extension of person life. The buzz generated by launching first videos on the internet and after in TV made consumer looking for more Knowledge about the product. However, the main goal of t his campaign was to interact with consumers, which could be helpful in the post-purchase evaluation phase as customers could trust that HP would be there if they need anything. Instead of creating a campaign to compete directly against Dell, HP could have done a public relation strategic planning. Smith (2002) citing Al Riel and Laure Riel explains that The purpose of advertising is not to build a brand, but to defend a brand once the brand has been built by other means, primarily public relation [à ¢Ã¢â€š ¬Ã‚ ¦] (Al Riel and Laure Riel in Smith, 2002, p.9). A PR plan could identify and evaluate the organization viability and reputation, where a mutual beneficial relationship between company and consumer could be build, according to Smith (2002). The lack of market research and planning were the main problem of HP. By realizing a SWAT analysis, the company could have set clear objectives and develop a marketing and communication targets that would be the foundation for a nine steps strategic public relation plan. This plan would be beneficial to HP as company goal would be based on research and evaluation. Also, it would allow the HP to monitor the competi tor as a point of reference. HP used or could potentially use the following marketing tools to aid their Personal Again campaign. Category Communication Tool Media Broadcast: Television (Meet or Delete) Print: Newspaper, Magazines Internet: Social Networking Sites, Blogs, Interactive websites, Viral Video, Direct Response and Interactive Online ads featuring celebrities Adverts on websites such as: Yahoo, MTV, MySpace, MSN, Weather Channel, CIO, Forbes, Entrepreneur, InfoWorld, CNet. HPs own interactive websites: www.meetordelete.com and www.fingerskilz.tv Social networking and blog sites Outdoor Billboard Sponsorship Celebrity endorsement 2. Discuss the importance of branding, branding strategy and brand positioning to Hewlett-Packard in developing competitive advantage Brand can be defined as identifiable product, service [..] augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs (Chernatony and McDonald, 2005, p.25). Xie and Boggs (2006) believes that a brand is a result from product differentiation and strategy of market segmentation. Organizations are changing their communication strategy to keep the consumers attention on the corporation and not anymore on the products. Until 2002, HP had not developed a unified image as the company used to invest less than 10% of its advertisement budget on brand ads. HP has focus to being innovative and to diversify its products line, but lack in market research and in position itself to get a competitive advantage from the competitors. Having focus on the corporate branding means the organization behaviour will have more exposure and be more visible and transparent in its activities. When corporate branding works, it is because it expresses the values of desire that attract key stakeholders to the organisation and encourage them to feel a sense of belonging to it (Hatch and Schultz, 2001, p. 1046). So, in 2003, this company introduce Operation one Voice in order to have a consistent message and an identified image for the external and internal public. Chernatony and McDonald (2005) believe that a successful brand has as objective to build a positive relationship with costumer, where feelings of commitment and belonging are presented. For a long time, HP has negligence the importance of connect with consumer. Just in 2006, to differentiate from competitors, HP redefined the PC as personal and not anymore as commodity. From decades, HP has an advantage from competitor for investing in technologic research. However, in the beginning of 90s, the consumers had more options and the competitors such as a Dell revelled themselves with a strong presence in the market. A positive point is that HP has a monolithic identity structure to reinforce the corporate brand, where all the products carry the corporate name. That strategy is a fundamental tool to build a strong reputation. The advantage of using a corporate branding is to apply the vision and culture as part of sales promotion and also to add a unique organisational value. Cornelissen (2008) believes that structure core emphasises the alignment between vision, culture and image. Also, he suggests using the toolkit developed by Hatch and Schultz to analyse the alignment or gap between vision, culture and image, by questioning the interface between those tree elements. Hatch, M, and Schultz, M. (2001) Bringing the corporation into corporate branding, European Journal of Marketing, vol. 37, no. 7/8, pp. 1041-1064. HP vision aims to be leader in its segment, to invent technologies and services that add value to business and also to create social benefit to consumers lives. Its identity seeks to be an innovative company, which produces range of quality products. In this context, there is not an alignment between vision and culture, because HP had not differentiated its strategies from competitors, imitating Dell direct sale tactics. Also, it seems to have a gap between culture and image as consumer have not perceived HP as an organization worried about their needs, but more concerned about develop new technologies .However, vision and image seem to be alignment as the company has a clear idea who is its main stakeholders and it understands the importance to communicate with them on ongoing basis. HP also is involved in corporate social responsibility projects and those help to communicate and reinforce its vision to its stakeholders. For a long period, HP prioritized its objectives, instead of the customers needs. Its products were advertised separately and interestingly did not use a lower price tatic as competitive advantage. According to Sengupta (2007), the position of a brand is determinate by the target consumers. Position then represents the essence of the brand as perceived the target consumer in a multi brand market'(Sengupta, 2007, p. 17). So, HP strategically reinvented the computer, giving a personal touch. In this context, the organization added 9% value to brand in 2007. Sengupta (2007) adverts that the company need to know who they are first and then create awareness in order to position the brand. By interacting with costumers through blogs and website, HP is changing the way how the public perceived its brand. The importance of position correctly a brand can be recognized in Sengupta citation: Position creates uniqueness, credibility, sustainable and valued place in consumers mind for brand (Sengupta, 2007, p. 17). Chernatony and McDonald (2005) affirms that a successful brand is a result of how much value the customers add to a product or a service. HP repositioned the brand, by differentiating the concept of PC. Xie and Boggs (2006) affirm that products and services are quickly imitated and homogenized, maintaining credible product differentiation is increasingly difficult, requiring the positioning of the whole corporation rather than simply its products (Xie and Boggs, 2006, p.349). HP has been investing in technologic research since 1960. In the beginning, the company had focus in hospital equipments and it seems HP looked just to niches, instead of looking the entire market for a long term strategy. However, its brand has extending to computers, printers and digital cameras. Because HP was recognized as an innovative company, this image was transferred to the news products lines. Consumers recognize the name and make associations that enable them to lower the perceived risk and in doing so provide a platform to try a new product (Fill, 2009, p 508). HP expertises in computers were extended to printers and digital cameras. Chernatony and McDonald (2005) states that one factor of success on brand extension is to build and sustain a favourable reputation for a parent brand. Reputation also is an important aspect on consumers loyalty. After decades, HP understood the importance to look what the brand means to the customers. By knowing the core associations that co nsumers perceived the brand, it is more likely to be successful in an expansion. HP targeted young consumers as this public and the company share values such as interest for technologies and innovation. That helps to create a connection. In 2006, a blog, which was part of HP association with FIFA World Cup website, attracted more than 180 thousands visitors. 3. Major challenges ahead for Hewlett-Packard Recommendations HP had certainly done good job on the front of integrated marketing communication by launching the new campaigns and other supporting campaigns. But while doing that there were some areas which were not addressed HPs ability to recognise the need to change its marketing and communication strategy purposefully led to its growth by 2007. Smith R.D. (2002) described campaigns as systematic sets of public relations activities, each with a specific and finite purpose, sustained over a length of time and dealing with objectives associated with a particular issue. Management was able to change the structure, process and relationship within the company to establish lasting partnership with its customers. The advertisements were able to persuade customers in to buying by evoking an inherent desire to be part that a celebrity group. However, to be able to sustain this flow, Hp will have to develop long term strategic marketing communications plans through continual market research and development. Extensive use of celebrity endorsement by having a long term association with celebrities there is a risk that any indecent behaviour of celebrity may affect the companys image. Company was over focused on advertising and under used other elements of communication mix like personal selling, sales promotion, PR. As the company grows in size and market share with huge number of customers, company also needs to address the retaining of existing customers. As small and medium business sector is emerged very attractive segment company should try to acquire number of customers in this segment as in the last campaign some critics said that the campaign was more focused on consumer sector rather than SME and corporate. In the current era of globalisation the economies are interlinked and interdependent on each other. There are new challenges arsing from this kind of phenomenon. To overcome from this kind of situation Doole and Lowe (2001) describe the companies are adopting a long term strategies, where marketing programmes and process are standardised and at the same time it has been adapt to local needs. It is important to understand the differences and similarities between local markets. Due this globalisation where new markets are opening like India, China, Brazil the company must adopt the strategy according to the culture of these countries Fill (2009) states from marketing communication perspectives, the prevailing culture in a region must be respected, otherwise it is likely that a brand and or organization will be rejected (Fill, 2009, p. 842). Kotler (2002) Multi-brand strategy: Multi-brand strategy enables a company to lock up more distributor shelf space and to protect its major brand by setting up flanker brands RECOMMENDATIONS Use the multiband strategy in future to acquire the more shelf space and beat the competition. Use personal selling as tool to improve sales. Use combination of push and pull strategy. More emphasis on sales promotions in store Use of PR to retain existing customer and maintain good relationship with stakeholders. Become more interactive with consumers through new media (develop message board and forums) Focus on corporate advertising as well as consumer advertising Continuous development of innovative new products Integrate at Different Levels of management. Put integration on the agenda for various types of management meetings whether annual reviews or creative sessions. Horizontally ensure that all managers, not just marketing managers understand the importance of a consistent message whether on delivery trucks or product quality. Also ensure that Advertising, PR, Sales Promotions staff are integrating their messages. To do this you must have carefully planned internal communications, that is, good internal marketing. Think Customers First. Wrap communications around the customers buying process. Identify the stages they go through before, during and after a purchase. Select communication tools which are right for each stage. Develop a sequence of communications activities which help the customer to move easily through each stage. Build Relationships and Brand Values. All communications should help to develop stronger and stronger relationships with customers. Ask how each communication tool helps to do this. Remember: customer retention is as important as customer acquisition. Develop a Good Marketing Information System which defines who needs what information when. A customer database for example, can help the telesales, direct marketing and sales force. IMC can help to define, collect and share vital information.

Homoerotic and Homophobic Possibilities in The Castle of Otranto Essay

Homoerotic and Homophobic Possibilities in The Castle of Otranto Eve Sedgwick describes the gothic novel as a â€Å"dialectic between the homosexual and homophobic† (92). Homosexuality was first recognized in the eighteenth century and resulted in far reaching social responses. With the establishment of the term â€Å"homosexuality†, social tensions appeared. These tensions found their way into novels as fears of sexuality and the struggle for sexual expression. Sedgwick terms this emerging homoeroticism as the â€Å"gothic unspeakable†, which is reflected through the depiction of male class and male sexuality (95). Although homosexuality is not explicitly discussed in the text of Otranto, some critics find the relationships and behaviours between the male characters to manifest Sedgwick’s queer reading of the gothic novel. Research on Walpole has yet to turn up any concrete evidence that proves he had a preference for men. However, analysts of Walpole’s letters have found that he had developed strong intimate relationships with men that can only be described as romantic, and therefore homoerotic in nature (Fincher 231). Historically, Walpole has also been accused of being effeminate. In a pamphlet written by William Guthrie, an attack is made on Walpole’s â€Å"ambiguous gender†, of which Guthrie describes Walpole as â€Å"delicate† of â€Å"the third sex† and â€Å"possessing a most ladylike manner† (Fincher 233). There is always the possibility that Guthrie’s pamphlet was only written out of anger. Never the less, it functions as a piece of evidence that suggests Walpole’s sexuality, as well as provides an indication of the attitude towards homosexuality at the time. If indeed Walpole had homoerotic tendencies, then his sexuality would â€Å"give rise to rec... ... wins at the end of the novel, as Manfred’s title and property is stripped from him. Whether this indicates Walpole coming to peace with his own sexuality is debatable, and one can only speculate. Never the less, Sedgwick’s queer reading of the gothic novel provides another unique perspective towards Otranto. Works Cited Fincher, Max. â€Å"Guessing the Mould: Homosocial Sins in Horace Walpole’s The Castle of Otranto.† Gothic Studies 3 (2001): 229-45. Haggerty, George E. "Literature and Homosexuality in the Late Eighteenth Century: Walpole, Beckford, and Lewis." Studies in the Novel 18 (1986): 341-352. Napier, Elizabeth R. The Failure of Gothic. Oxford: Oxford UP, 1987. Sedgwick, Eve Kosofsky. Between Men: English Literature and Male Homosocial Desire. New York: Columbia UP, 1985. Walpole, Horace. The Castle of Otranto. New York: Oxford UP, 1996.

CHEM Lab

Another source of error is that possibly the ice and salt did not get to a low enough temperature, but again I would think this would alter the results giving a higher temperature instead of a lower one. Something that would give too low a temperature is if the thermometer bulb was directly on the test tube, and the temperature decreased because of the ice/salt mixture instead of the alcohol/water mixture. This is what probably happened in my experiment. Another thing that would cause the temperature to be too low is contamination in the alcohol, contributing more solute to the solution than expected. Using table salt and road salt, how would you design an experiment to determine which of these affected the boiling point of water the most? Which substance do you expect will affect it the most and why? Procedure: Weight out 1 g of salt and put it in ml of water in a test tube. Put a thermometer in and put the test tube over a Bunsen burner, recording the temperature till it boils. Ass uming equal masses (1 g each) of salt, the table salt should affect it more because sodium is smaller than calcium and there would be more moles of table salt in g than there would be of road salt.Conclusion: Freezing point depression occurs when a solute is dissolved in a solvent. The solute makes the freezing point of the solvent decrease. How much the freezing point decreases depends on the immolate of the solute. The higher the immolate, the more the freezing point will decrease. The solute molecules interfere with the solvent freezing, and so the solution will have to get colder to freeze than the pure substance would. There was a large percent error in this experiment. There were a number of things the test tube and got too cold from the ice/salt mixture on the outside of the test be.Some other sources of error are measuring the alcohol or the water incorrectly. The graduated cylinder is not very accurate when measuring small amounts such as 2 ml. Some of the alcohol could hav e evaporated during the experiment since it is so volatile. There could have been some contamination in the alcohol, such as other solutes, that would contribute to the decrease in freezing point. I used 91% spoilsport alcohol instead of 70%, and this may be a cause of error as well. The formula holds only for relatively small amounts of solute, and maybe the 91% was too much.This experiment did not turn out as well as I had hoped. Perhaps if there were a way to keep the thermometer off of the test tube itself so that it doesn't get so cold, that would be a better procedure. Perhaps if you could cork the test tube (if it were a large enough one to fit a cork in it) with a hole for the thermometer, then the cork would hold the thermometer in the solution instead of having it touch the sides of the test tube. No matter the numerical results of the experiment, I did learn a lot more about freezing point depression than I had known previously. That aspect of the experiment was successfu l.

Sample Annual Report of a Company

The annual report is purposed to measure a comprehensive statement based on company’s activity through the past year. Moreover, it is targeted to shareholders and customers in order to send them a message about the financial conditions and financial development of a particular firm. Literally, most companies are obliged to prepare an annual report in order to fulfill the requirements of shareholders and demanding audience. Generally, sample annual report of a company includes the complex structure of letter to the shareholder, main highlights of the last year, management discussion and analysis, and corporate information. However, some companies can omit certain account elements when addressing to the general public via websites, advertisements, and television broadcasting. Overall, this report presents annual achievements of a company in a combined way with the help of charts and graphs, or simply as a written statement. In 2015, Coca-Cola Inc. finished their global seven-years advertising campaign. Thus, the main promo idea â€Å"Taste the Feeling† denotes Coca-Cola to be a drink which is suitable for common taste and preference. In addition, the drink definitely dilutes everyday routine, making each day a special thing. Under this campaign, all Coca-Cola brands are united together, creating the product harmony. â€Å"Taste the Feeling† idea reflects both functional and emotional aspects of consuming experience. As a result, each customer can get a Coca-Cola bottle with or without caffeine, adjusting the choice towards lifestyle, diet, and opinion about the drink. The company introduced brand-new fully recyclable Plant-Bottle in 2015. This innovative type of bottle generally meets the expectations of the consumers who have been pledging for environmentally-friendly beverage since 2009. Back in 2009, the first attempts to create the bottle fully made from plants were initiated by PET with their vegetable beverage. Comparing Plant-Bottle to the old sample, it is clear that new bottle has the lighter effect on the environment, is fully-recyclable, and allows to keep the resources owing to the fact that it is completely plant-made. Coca-Cola’s labor system expands to the various countries across the whole globe, creating the most diverse network of employees from almost every nation. Moreover, the company has one of the youngest workforces in the world, forming an internal labor network of talented and innovative workers. The group, which is considered to be important for the company is Millennial Voices. The group consists of young associates who help recruit and train their potential colleagues. Millennial Voices is presumed to be a new vision of how consumer and businessman can interact with each other. It has helped the company in such various aspects as shaping everything from the new technology pilots and performed campus recycling initiatives. Flexible work policies and mentoring program are also their important merits. The basic pillar of Coca-Cola’s internal and external policy is sustainability. Integrating this issue onto the very core of the company, Coca-Cola industries continue creating benefit for both shareholders and certain communities. The main aim of the company is denoted in the majority of innovations which will take place in the next decade as a part of the intersection of sustainability and the supply chain. Moreover, the company devotes itself to empower women all across the globe and enables better management of the water resources. References Bellstrom, K. (2016). Coca-Cola Credits Millennials For Its Extended Paid Parental Leave Policy. Retrieved June 14, 2016, from http://fortune.com/2016/04/11/coca-cola-parental-leave-policy/ Financial results and presentations. (2015). Retrieved May 30, 2016, from http://coca-colahellenic.com/en/investors/financial-results-and-presentations/ Hanlon, P. (2015, January 25). Cokes New Taste The Feeling Brand Campaign Doesnt Lose Bad Feelings. Retrieved June 14, 2016, from http://www.forbes.com/sites/patrickhanlon/2016/01/25/cokes-new-taste-the-feeling-campaign-doesnt-lose-bad-feelings/#3343ea1e1b8b Isdell, E. N., Beasley, D. (2011). Inside Coca-Cola: A CEOs life story of building the worlds most popular brand. New York: St. Martins Press. The Coca-Cola Company. (2015). Retrieved May 30, 2016, from http://www.sec.gov/Archives/edgar/data/21344/000002134416000050/a2015123110-k.htm / For the fiscal year ended December 31, 2015