Highland Springs Entry into China

Highland Springs Entry into China International Marketing: Highland Springs Entry into China Market Selection and Environmental Analysis Executive Summary â€Å"Increased global communication has also created a greater diversity in the marketplace. Consumers are becoming more sophisticated because of the increased scope of communication, requiring a flexible and responsive strategy, instead of standardisation.† (Prevos, 2008) page Despite converging consumer and market factors, intrinsic differences still exist between country markets and even within countries in terms of regional and cultural factors.Ref More recent debate has tended to centred around the notion of increasing fragmentation, thought to be in conflict with the concept of globalisation itself ref and Yangs (1995)page research deals in much detail with what he refers to as â€Å"the seeming contradiction between rising nationalism and globalism† citing that â€Å"it appears that political and economic boundaries need not necessarily converge anymore.† Although many believe that C consumer markets have converged in terms of tastes and preferences across markets, thus offering potential for strategically equivalent segmentation (Kale Sudharsham, 1987). Tthere still exists vast disparities in terms of the PESTLE factors impacting upon business, particularly social and cultural elements but also the regulatory factors which govern industry, and ultimately, determine the strategies firms opt to pursue. Thise report shall proceed to analyses those factors which impact most on Highland Springs entry into the Chinese market and the subsequent strategies it pursues. It is by no means exhaustive as there are so many inter-related factors at play simultaneously and in varying degrees from a global perspective. Thee report has attempted to analyse those factors deemed to beconsiders the most significant factors, and in particular, with a focuses on the cultural elements which eaffect consumer behaviour and which have the most direct impact o n the strategy which Highland Springs opts to pursue strategy in the Chinese market in the launch of its premium bottled water brand. Environmental Analysis â€Å"There exists a well-developed literature of market failures committed abroad by international marketersOne major reason of such failures is poor market selection.† (Rahman, 2003) Although From table 1, It is clear that China is viewed as offers offering muchsignificant potential for western manufacturers, particularly of consumer goodshowever , a thorough environmental analysis is highly recommended, Ggiven the stage of Chinas economic development and the fact that despite its rapid and impressive progression in recent years, it still lags behind developed markets not only in terms of consumer buying habits and and sophistication, but also most significantly, in terms of market infrastructure which impacts significantly on the subsequent elements of the marketing strategy to be implemented, particularly distribution and logistical elements of bringing the product to market. The Chinese market is highly fragmented on a regional basis and is characterised by much diversity in terms of consumer income as well as propensity to buy certain goods or products. Such disparities are most notable when analysing the vast discrepancies in income levels between the urban and rural populations. â€Å"Few of us know even simple facts about the geography, culture, and economics of countries other than our own. Even fewer people have at their fingertips details that tell whether their goods will sell in a particular market.† Cavusgil (1985) states that few people know the basic tenents of geography, culture or economies of countries different from their own and continues that there are even fewer people who know whether their products will be sold successfully in specific markets. (Cavusgil, 1985) Chinas market is geographically vast in comparison to Highland Springs domestic UK market and its other international markets primarily in developed economies, with much higher numbers of potential consumers. It is also highly diverse in cultural terms internally than the company may be used to dealing with in international markets and characterised by huge differences in terms of social and cultural aspects including language variations on a regional basis which implies that a standardised approach is less applicable. Arguably, Carey (2006) posits that much of the demand for Western-type products is forecast in the highly urbanised areas and in the special economic zones where many workers with available spending power are located and given the nature of the product, considered at the luxury end of the market, this is highly relevant. Despite its progression, as Carey (2006) highlightscontinues that, â€Å"tThough urban incomes are rising, the majority of the Chinese population rem ains mired in rural poverty, awaiting economic and political reforms that may not happen for another decade, if at all.† Table 21. Off-Trade Sales Value and Growth of Bottled Water Region Value ($ million, 2003) CAGR (1998-2003) CAGR (forecast) (2003-08) East China 827.5 18.4% 12.0% North and Northeast China 511.5 17.8% 12.0% Mid-China 466.8 22.3% 16.0% South China 475.7 18.0% 12.0% Southwest China 335.7 23.1% 16.0% Northwest China 179.6 24.3% 16.0% Source: Euromonitor. Soft Drinks in China. April 2004. Check Chinas economic progression has resulted in increased demand for many products and services, such as for example mineral water. In addition, the fact that as clean drinking water is a scarce commodity, has seen the market has grown rapidly in recent times, highlighted by the table abovesince 1989 (Table 2), though this also has implications for the strategy to be adopted, particularly with regarding to issues relating to Corporate Social Responsibility. Highland Spring is different from many of the suppliers in the market given that it is considered to be a premium brand which emulates certain lifestyle elements of the developed West in much the same way as Perrier or Evian of France do., Ttherefore entryherefore, entry into the market does not indicate that it would be competing head-on directly with the domestic playerscompetitors. This is relevant as many market commentators see higher income consumers in emerging markets as chooseing to purchase foreign brands which tend to commu nicate wealth and success. In this respect, Highland Spring is therefore at the premium end of the water market and its Scottish origins should allow the brand to align itself alongside the leading foreign brands that are already established in this e market and to which many in the emerging markets such as China are viewed as aspiring toaspire, for example, China. The Scottish origin should also allow it a degree of differentiation to the predominantly French origin of the leading playersbrands. â€Å"Although in countries such as India and China consumption rates are not as high they have risen dramatically, tripling in India and doubling in China over the past 5 years. In countries such as these the main product line is Nestle pure life, a low cost purified tap water with added minerals.† (Edwards, A., 2007) The analysis here has highlighted demonstrated that the potential demand for Highland Spring is likely to derive from those consumers who earn proportionately moremore, for example, in income terms such as professionals and also the younger segments of the market who are likely to be more exposed to Western- style goods particularly with the increase in overseas education and travel as well as exposure to media, such as including the internet and cable/satellite television., though Though censorship remains high in the nation, it is assumed that the nature of the product should not make this such an problem issue as it would for manufacturers of, for example alcoholic beverages, for example. In addition, an important target segment shall be is the expatriate community which could prove a lucrative segment, particularly in the leading cities of Shanghai and Beijing, thus making the hotel, restaurant and leisure segments of the market highly attractiveprofitable. It is unlikely that th e product shall achieve much success in targeting the lower-income segments of the population given the availability of and loyalty to local regional brands as well as the substantially lower prices of such products. This highlights demonstrates how, despite the substantial cultural differences in existence regionally in China, there is still scope to adopt strategically equivalent segmentation (Kale Sudharsham, 1987) across specific target segments in the market, (Kale Sudharsham, 1987).Tthough clearly, adaptation may be necessary to some or all aspects of the marketing variables in the context of the political, regulatory and cultural factors at play. This market analysis is by no means exhaustive but has rather highlighted those factors at play which have the most impact on the subsequent strategy to be pursued by Highland Spring in China. Further information relating to the market and consumer buying behaviour is contained in the appendix. The preliminary analysis has also highlighted demonstrated that despite the diversity inherent in the Chinese market, there is certainly potential for the Highland Spring brand across specific market segments. In addition, despite the apparent differences between consumers in mature markets in comparison to China, in terms of the Highland Spring brand, given the luxury nature of the product, there is also much similarity, thus epitomising Levitts (1983) theory of converging commonality and Ohmaes (1989) view of â€Å"Managing in a Borderless World† where he highlights how leading premium or luxury brands lend themselves more to global standardisation. Simultaneously, while there remains much scope to extend the global branding and positioning of the product in the market, the fact remains that premium bottled water is still regarded by many as considered to be in the infancy stages in China as opposed to the mature markets of the West. This implies that despite convergence, adaptation is still required if not to the product itself, but to the marketing strategy to be implemented in order to obtain â€Å"â€Å"strategic fit† (Aaker, 1992) between the product and the market. An important consideration for Highland Spring in its launch is the image of the industry as a whole, particularly, from an international perspective. Given that many are of the opinion that Wwater is a basic human necessity., Mmany firms within this market continuum ,for example,such as Highland SpringSpring, at the premium end and Nestle at the lower end within this particular sector and Nestle at the other end of the scale, have been criticised for essentially profiteering from emerging economies such asfor example China and India where the availability of clean water is scarce and in some instances, non-existent. This must be considered from both an international as well as local perspective so as to protect the value of the brand and its positioning in consumers minds. The companys commitment to both environmental and social sustainability cannot be over-emphasised in its proposed launch of its product in the Chinese market and must also be considered with regarding to any partn erships or alliances that are formed.entered into. Marketing Mix Strategy Product Strategy â€Å"When it comes to product strategy, managing in a borderless world doesnt mean managing by averages. It doesnt mean that all tastes run together into one amorphous mass of universal appeal.† (Ohmae,( 1989) states that product strategy does not have to be â€Å"managed by averages†and continues to suggest that individual brands of water can retain their own special taste. The very nature of the product implies that little adaptation should be applied if any at all as part of the appeal and the value of the brand itself, are the Scottish origins. The â€Å"Scottishness† of the brand also appeals to the psychological experience of consumption as highlighted stated by Clegg (2005) â€Å"Working the link between place of origin and product quality is the oldest trick in the brand book. It milks our thirst for mythology and plays mercilessly on our superstitious hope that special places have the power to revitalise and transform.† Highland Spring must however, ensure that it meets with stringent regulatory requirements in the Chinese market and must also ensure that the transportation of the products does not in any way adversely affect the contents and quality of the water itself. The research has also highlighted that many Chinese consumers view bottled water as being ref more beneficial to health with many multinationals such as Nestlà © opting to add vitamins and other health-associated minerals to their water brands in an attempt to appeal to a wider range of consumers and gain advantage over competitors, particularly the local playersbrands. This, however, appears to be more at the lower end of the market rather than the premium end in which Highland Spring should be positioned and appears less relevant as the aesthetic elements of the product have more influence over the purchasing process. Labelling may require adaptation, again given the regulatory environment as well as the language barriers in existence. Although China is characterised by low literacy levels in comparison to the developed World,ref it is assumed that the target segments in question shall be characterised by higher literacy levels than one might normally associate with brands competing in the lower-priced segments. In addition, with regard to product policy, it must also be highlighted that the product itself, while remaining largely standardised across national borders, is at varying stages of the product life cycle in different country markets. Highland Spring can be considered as being in a mature market in the UK and other more developed economies, whereas in China it is at the introduction stages of its cycle and in the consumer adoption process. This has an influence on the subsequent communication and distribution elements of the mix especially at the early stages where communicating the essence of the brand and any associated benefits, both tangible and intangible shall will be of paramount importance. Price Pricing is an important variable to consider as Chinese consumers are deemed to be more price-sensitive than their Western counterparts as highlighted by St-Maurice (2008): â€Å"On average, Chinese consumers are willing to pay a premium of about 2.5 percent for a branded product they purchase regularly, By contrast, in developed markets, premiums for familiar brands can reach 20 percent or more. Our research suggests that rising inflation is making Chinese consumers more price sensitive and less loyal to their preferred brands.† Analysis of competitors pricing policies should be examined especially the leading French players in the market. It may be prudent initially to introduce the product at a lower price than competitors in order to gain a foothold in the market. Appropriate distribution agreements with local agents should facilitate this and assist in keeping prices down initially with the anticipation that margins shall will rise as the product gains a foothold in the market. Given the premium nature of the product it is important than price also communicates the brands quality and prestige image while simultaneously not being positioned so high as to exclude potential customers. Promotion â€Å"As China becomes a major player in the global economy, authorities in Beijing are trying to balance the need for more information with their goal of controlling content as a means to maintain power.† (Zissis, C. and Bhattacharji, P., 2008) This is perhaps the variable in which adaptation is most likely to occur given the cultural differences inherent within the Chinese market. It is also important yet again, to be aware of any regulatory requirements regarding information communicated through promotional media as well as on labelling requirements. However, it is safe to assume that in spite of the variances in terms of regulations as well as language barriers, the promotional element should be relatively consistent on a global basis in order to create a global brand with more universal appeal. Country of origin is an important element to communicate as well as the pureness, quality and superiority of the product highlighting, perhaps, certain elements which may be deemed more important to the Chinese consumer, particularly any health or purity elements which would serve to differentiate and position the brand above the leading foreign competitors in the marketplace. An interesting element to consider is the massive inc reases in the number of Chinese visitors to events such as the annual Edinburgh Festival so some sort of tie-in or complementary advertising with relevant tourist companies or airlines, both international and Chinese operators, may be prudent in heightening brand recognition out with the Chinese market initially. As highlighted by the environmental analysis of the market, literacy levels are substantially lower in the Chinese market yet the target market in question is assumed to be within those segments that possess the relevant literacy levels as well as the available disposable income. The same can be assumed in terms of access to communication mediums such as quality and international press as well as television and internet. The same mediums may not, for example, be options for those companies targeting the lower priced end of the water market where much more local adaptation shall undoubtedly be required and thus images become much more important as well as billboard and regional campaigns such as in-store promotions. However, despite recommendations to promote a global campaign â€Å"adapting global programs to the local level can often improve the effectiveness of a campaign.† (Aaker and Joachimsthaler, 1999) and this is likely to be reflected in the medium used rather than the promotional messages and images themselves. Sponsorship with leading sporting or other social events and special offers or tie-ins with other products or establishments such as hotel chains and health spas should also be examined in order to gain more exposure for the brand in the early stages. Place Highland Spring is involved in both the on and off- trade in its domestic market whereas in China, sales are likely to be predominantly, if not wholly concentrated in the on-trade, primarily through hotel and restaurant chains and in exclusive wine bar/bistro type establishments in the highly urbanised zones of the main cities of Beijing and Shanghai in order to target segments directly as well as to raise the profile of the brand. Clearly the reputation and standing of such establishments in the market must be consistent with the quality and image of the Highland Spring brand itself. Market Entry Strategy This is perhaps the most important element of Highland Springs launch in the Chinese market as the choice of suitable partnerships in terms of distribution, logistics and retail establishments shall be overwhelmingly important to the subsequent success or failure of the product launch. Analysis has highlighted that the Chinese market per se is still extremely complicated to operate within. Despite the progress made in terms of lowering trade barriers, many obstacles still exist and protectionism is still very much a reality which foreign operators must contend with. As a result, many markets, particularly consumer markets, are characterised by a high proportion of strategic alliances and joint ventures and distribution arrangements than one might normally encounter in more developed economies. Foreign companies appear to have opted for this style of partnership as a means to overcome some of the obstacles in the marketplace, affording them more control over activities and gaining add ed insight into the local operational complexities. This is in line with what Ohmae (1989) refers to as â€Å"market insiderization† achieved through collaboration with local agents established in the market who are aware of the intricacies of operating in the Chinese business environment. Although predominantly entering the market through exporting, also deemed necessary given the nature of the product and the fact that country of origin is an essential part of the brand itself, C collaborative arrangements shall be necessary with domestic Chinese firms in order to facilitate entry into the market, as well as the subsequent distribution of the product itself. The identification of a suitable partner shall be required, one which offers expertise in terms of knowledge of the market and a well-established and reliable distribution network in place with links into prospective retail outlets. Given the premium image of the Highland Spring brand, partners, distributors and any other agents appointed in the market, must also be reliable and well-thought of within the industry. Another important element to consider is that all storage and distribution facilities comply with both Chinese and international regulations to ensure that the product quality shall be retained when in transit and in storage. Highland Spring already have an arrangement in place with a US-based company named Savi Networks and employ the companys SaviTrak(TM) for Wireless Cargo Monitoring system in many of their international markets. This shall be explored in terms of capabilities within the Chinese market as the company is already active in Hong Kong. As Highland Spring explains, â€Å"Whether it is our devotion to protecting our Organic Land or using the latest in technology to manage the flow of our natural product to distant consumers, we are incessant in our quest that the customer experience, whether in Hong Kong or Dubai, be the same quality as those in the UK.† (PR Hub, 2009) Further details of this are contained in the appendix. Clearly a major factor for success is the distribution capability of potential partners in the marketplace. Related companies in the alcoholic and soft drinks segments of the market, particularly international companies such as PepsicoPepsiCo or Diageo, or even in conjunction with other food related companies such as Scottish Salmon, may offer the potential to form collaborative distribution arrangements such as piggybacking. This could also be of benefit not only in terms of lowering costs but also from the point of view of providing non competing but complementary products to the market and may be of particular appeal to many of the larger hotel and retail outlet chains in the nation. This would also substantially lower the risks involved in market entry into the Chinese market. Although on the whole, the analysis has highlighted that some sort of partnership or arrangement with local players is deemed necessary, this does not rule out the opportunity to enter into partnership with other foreign firms already established in the market, and as highlighted in the preceding paragraph, this could provide added opportunity and and economies of scale scale economies for all involved in both the supply and demand for the product in question as explained by Young et al (1989) â€Å"where the company sells its goods abroad through the overseas distribution facilities of another producer; the two firms would normally have complementary, non-competitive products.† References Aaker, D. and Joachimsthaler, E., 1999, The Lure of Global Branding, Harvard Business Review, November-December. Carey, W.P., 2006, â€Å"Starbucks Banks on the Middle Kingdoms Middle Class†, June 21, available at, http://knowledge.wpcarey.asu.edu/article.cfm?articleid=1263, accessed 01/11/09 Cavusgil, S.T., 1985, Guidelines for Export Market Research, Business Horizons, November-December. Clegg, A, The Myth of Authenticity, 15 Aug 2005, available at http://brandchannel.com/features_effect.asp?pf_id=276, accessed 26/11/09 Edwards, E., 2007, Bottled Water: Pouring Resources Down the Drain?, School of Built and Natural Environment, Swansea Institute of Higher Education. Kale, S H and Sudharsham, D., 1987, â€Å"A Strategic Approach to International Segmentation†, International Marketing Review, Summer. Levitt, T, 1983, The Globalization of Markets, Harvard Business Review, May-June. Ohmae, K, 1989, â€Å"Managing in a Borderless World†, Harvard Business Review, May-June. Prevos, P, 2008, â€Å"Converging Commonality and Business Strategy†, 25 October, available at http://prevos.net/mba/convergence.pdf, accessed 31/10/09 Rahman, S.H., 2003, Modelling of International Market Selection Process: A Qualitative Study of Successful Australian International Businesses, Qualitative Market researcresearch]vh: An International Journal, Vol.6, Issue 2. St-Maurice, I., Sussmuth-Dyckerhoff, C. and Tsai, H, 2008, â€Å"Whats New With the Chinese Consumer†, McKinsey Quarterly, October. Yang, X. (1995) Globalization of the Automobile Industry: The United States, Japan and the Peoples Republic of China Greenwood Publishing Group. Young, S., Hamill, J., Wheeler, C. and Davies, J.R., 1989, International Market Entry and Development: Strategies and Management, Harvester Wheatsheaf, Prentice Hall. Zissis, Bhattachari, 2008, Media Censorship in China, Council For Foreign Relations, March 18 available at http://www.cfr.org/publication/11515/p-9 http://www.worldwatch.org/node/5063, accessed 15/02/10 PR Hub available at http://blog.taragana.com/pr/highland-spring-ltd-uk-selects-savi-networks-savitraktm-for-wireless-cargo-monitoring-8443/, accessed 13/02/10 Bibliography Aaker, D. and Joachimsthaler, E., 1999, The Lure of Global Branding, Harvard Business Review, November-December. Aaker, D., 1991, â€Å"Managing Brand Equity†, The Free Press, New York. Aaker, David A, 1992, â€Å" Strategic Market Management†, John Wiley Sons Inc. Arnold, D., 2000, â€Å"Seven Rules of International Distribution†, Harvard Business Review, November-December. Brooks, Ian et al, â€Å"The International Business Environment†, Prentice Hall, 2004 Carey, W.P., 2006, â€Å"Starbucks Banks on the Middle Kingdoms Middle Class†, June 21, available at, http://knowledge.wpcarey.asu.edu/article.cfm?articleid=1263, accessed 01/11/09 Cavusgil, S.T., 1985, Guidelines for Export Market Research, Business Horizons, November-December. Chakravarthy, B and Perlmutter, H V, 1985,Strategic Planning For a Global Business, Columbia Journal of World Business. Clegg, A, The Myth of Authenticity, 15 Aug 2005, available at http://brandchannel.com/features_effect.asp?pf_id=276, accessed 26/11/09 Czinkota, M and Ronkainen, I; International Marketing, The Dryden Press, 2nd edition, 1990 Dawar, N., 2004, What Are Brands Good For? Sloan Management Review, Volume 46, Number 1. de Mooij, M., 2009, Global Marketing and Advertising: Understanding Cultural Paradoxes, SAGE, London. 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(2008) Converging Commonality and Business Strategy, retrieved on 09/01/10 from http://prevos.net/mba/convergence.pdf Quelch, J.A. and Hoff, E.J., 1986, â€Å"Customizing Global Marketing†, Harvard Business Review, May-June. Rahman, S.H., 2003, Modelling of International Market Selection Process: A Qualitative Study of Successful Australian International Businesses, Qualitative Market researcvh: An International Journal, Vol.6, Issue 2. Raju, P.S., 1995, â€Å"Consumer Behaviour in Global Markets: the A-B-C-D Paradigm and its Application to Eastern Europe and the Third World†, Journal of Consumer Marketing Vol.12 No.5. St-Maurice, I., Sussmuth-Dyckerhoff, C. and Tsai, H, 2008, â€Å"Whats New With the Chinese Consumer†, McKinsey Quarterly, October. Walters, P.G.P and Samiee, S., 2003, Executive insights: Marketing Strategy in Emerging markets: The Case of China, Journal of International Marketing Vol.11, No.1. 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Zissis, Bhattachari, 2008, Media Censorship in China, Council For Foreign Relations, March 18 available at http://www.cfr.org/publication/11515/ Top Global Food and Beverage Companies: Strategies for Success, Just-Food, January 2009 http://www.ats.agr.gc.ca/asia/4203_e.htm#N_1 http://www.worldwatch.org/node/5063 http://english.peopledaily.com.cn/english/200012/16/eng20001216_58005.html http://blog.taragana.com/pr/highland-spring-ltd-uk-selects-savi-networks-savitraktm-for-wireless-cargo-monitoring-8443/

Literature Summative Assesment

Rules of the Game Pre Reading: A. Read the cartoon and answer the questions.1. What country do the mother and daughter live in? They live in America.2. Was the mother born there? How do you know? No, she wasn’t born in American. I know because in the cartoon the daughter asks the mother if she means America and the mother says no where we are from original, our mother country.3. Why is the mother angry? The mother is angry because the daughter doesn’t know her and her mother's origins.4. Why is the daughter angry? The daughter is angry because her mother keeps nagging her.B. The mother and daughter in this cartoon do not understand each other. In your opinion, which of the following factors are to blame for this lack of understanding? Explain. The different in their †¦. Language : the mother was born and raised in another country so her English isn’t as fluent as her daughter's, who was probably born in the USA, this may cause a â€Å"shortage† in com munication or embarrass the daughter. Culture : the mother probably comes from a more traditional culture, which may cause a conflict between her and her daughter. C. Do you think the same types of conflict between parents and children are common in our country? Why or why not? I think that the same types of conflicts exist in our country because it consists of different ethnic groups and minorities. Every generation differs from the one before it, especially when the parents are born and raised in other countries. For example, the Russian immigrants who have trouble learning the Hebrew language and their children who adjust more easily. Basic Understanding Part 1What lesson does the narrator learn from her mother? The narrator learned from her mother that she can get what she wants without nagging.What hopes does the narrator's mother have for her children? The narrator's mother hopes for her children that when they grow up they will learn in a University.Is the family poor? Does narrator think so? The narrator's family is poor because she lives above a bakery with two bedrooms flat, but the narrator doesn't think that her family is poor because she says that her bowl was always full and that she ate five meals a day.Do you think the narrator's memories of her childhood are pleasant or unpleasant? All in all, I think the narrator's memories of her childhood are pleasant. She fondly remembers her life in San Francisco's Chinatown, which were filled with games in back alleys, fragrance of Chinese food and the different shops in the area.Why do the children prefer the alley to the playground? The children prefer the al ley to the playground because its’ darkness gives a sense of mystery and adventures.Why is the narrator scared of the sanddabs? The narrator is scared of the sanddans because it reminds her story that her mother told her about a careless girl who ran into crowded street and was crushed by a cab.What joke does the narrator play on the tourist? The tourist asked the narrator and her brother to pose for a picture in front of the â€Å"scary† restaurant, and after he took the picture, she told him to have dinner in the restaurant. The tourist asked what they served, and she shouted: â€Å"Guts and ducks and octopus gizzards! † and ran off.How did the narrator get her name? What does this tell us about her parents' desire to adapt to their new culture? The narrator was named after the street that her family lived in, and it tells us that†¦What is the tone of this passage? The tone of this passage is deductive and defensive , the mother explains the many abilitie s Chinese people have.Vocabulary practice: Write a sentence about the story using each pair of words/ phrase. 1. Invisible / strength: Waverley's mother taught her the art of invisible strength. 2. Strategy / arguments: Waverly learned from her mother the strategy for winning. 3. Rise above / circumstances: Waverly’s mother wanted her family to rise above their circumstances. 4. Two bedroom flat / Chinese bakery: Waverly lived in a two bedroom flat that sat above a small Chinese bakery. 5. Alley / playground: the best playground for the Chinese children was the dark alleys. 6. Playmates / adventures: The playmates always find adventures in the dark alleys. 7. Named after / official: the narrator is named after an official name of a street. 8. Wicked / Chinese torture: the wicked people should be tortured in Chineseculture. Understanding the poem: Answer the questions. 1. Point of view is the perspective from which a story is told. Whose point of view is rules of the game told from? The story is told by the narrator's point of view. 2. How did Waverly get her name? She was named after the street that her family lived in. 3. Where does the story take place? Copy and complete the chart. The setting City| San Francisco. | Neighborhood| China town. | Home| Jong family home| 4. What do we learn about Waverly's family? Waverly's family is a Chinese poor family that lives in Chinatown in San Francisco and in her home there is one girl named Waverly and her two brothers. Basic Understanding Part 2 1. What do we learn about Chinese culture from this incident? we learn from this incident that Chinese people attribute great importance to modesty and humility. It was shameful for the mother that her son was disappointed with his chip gift. 2. Is Waverly happy with her gift? How do you know? Waverly was happy with her gift which is life savers candy because she says that she kept eating them all the night because they were her favorites. 3. Why does Mrs. Jong tell Vincent to throw the chess set away? Mrs. Jong told Vincent to throw the chess set away because it was used before and he knows that because there are missing parts. 4. What is it about chess that attracts Waverly? She sees that the chessboard seems to elaborate secrets waiting to be untangled. 5. How does Waverly convince her brother to let her play chess? She uses the Lifesavers (her gift from the Christmas party) as a bribe to be let into the game. 6. Why do you think Mrs. Jong tells Waverly not to rely on other people to explain the rules? Because there is a sentence which says: â€Å"better you take it, find out yourself†. This means that it's better to find the answer yourself because Waverly has to learn to go forward alone without any help. 7. Why do Waverly's brothers lose interest in chess? Waverly's brothers lose interest in chess because they become more interested in roaming the streets in their Hopalong Cassidy cowboy hats. Vocabulary practice A. Which word in each group has a different meaning from the other two?donated / given / receiveddecent / poor / fineroken / lacking / missinggraciously / impatiently / politelyextra / replacement / substitutetactic / strategy / foresighthide / reveal / showadversary / partner /opponentB. Complete the sentences with the correct form of the words from exercise A. There may be more than one possible answer. 1. The gifts at the Christmas party were given. 2. It would have been a decent chess set- except that it was obviously used. 3. Several of the chess pieces were missing, but Mrs. Jong accepted the gift politely. 4. Vincent wouldn’t let Waverly play until she offered her life savers as replacement for the chess pieces. 5. Waverly studied the instruction book and learned some important strategies for winning at chess. 6. She learned that chess is a game of secrets which she must never reveal. 7. Soon, Waverly wasn't losing any games -but she lost her adversaries! Understanding the story: Answer the questions. 1. Which gift does Waverly choose at the Christmas party? The gift that Waverly chose was heavy and compact one that was wrapped in shiny silver foil and a red satin ribbon. 2. Who gets the chess set? Vincent, Waverly's brother gets the chess set. 3. What is wrong with the chess set? The wrong thing about the chess set is that it was used before and there are missing parts. 4. How is the problem solved? The problem was solved by putting a buttons (Lifesavers) instead the missing parts. 5. How does Waverly learn to play chess? She learns the rules of the game and goes on to continue playing chess. 6. How old is Waverly at this time? Waverly is six years old. Basic Understanding Part 3 1. Why is the man surprised by Waverly's question? — 2. What are these the names of? â€Å"These† is the names of strategies in chess which Lau Po taught Waverly. 3. What do we learn about Chinese culture from Mrs. Jong behavior? We learned about Chinese culture that it is built on modesty. 4. What strategy does Waverly use to convince her mother to let her compete in the tournament? The strategy that Waverly used to convince her mother to compete in the tournaments is the art of invisible strength 5. Why do you think the boy wrinkled his nose? Because he is 15 years old and she is 9 years old and he thought that she is young to play chess. 6. What does the wind represent in this passage? The wind represents the thinking power of Waverly. 7. What does Waverly silence tell us about accepted codes of behavior in the Jong family? It's tells us about the respect and listening to elders and for what he says because he has more experience than us. 8. How does Mrs. Jong justify Waverly's special treatment? Mrs. Jong justified Waverly's special treatment by telling Vincent:† Waverly squeezes all her brains out for winning chess. You play, worth squeeze towel†. 9. How does Waverly behave at chess competitions? What does this tell us about her character? It tells us that Waverly is very smart because she made for her opponent a good measure and that will make him think less because he is thinking that he is going to win and then Waverly will win. Vocabulary practice: A 1. Form as many phrases as you can by combining words the box. You may use words more than once, but use each word at least once. *champion *game *regional *chess *grand master *smile *child *local *status *etiquette *national *tournament *exhibition *prodigy *triumphantnational championchess national championlocal championlocal tournamentchess gamechild prodigyhess etiquetteexhibition gametriumphant smilegrand master statusregional tournamentA 2. Complete the sentence with the words combinations you formed. You may use words more than once, but use each word at least once.Waverly learned the fine points of chess etiquette from Lau Po.After watching an exhibition game, a man suggested that Waverly should play in local tournament.Waverly said that she didn't want to play in the local champion, but she really did.After Waverly won an important national tournament, shop owners in the neighborhood decided to sponsor her in national champion.By her ninth birthday, Waverly was a national champion, but she was still 429 points away from grand master status.6Waverly had become a child prodigy and her picture appeared in life magazine.At the end of a game, Waverly would flash her opponent a triumphant smile.B. Match the words from A and B to form verb phrases. Use each phrase in a sentence about the story. Make any necessary changes. A B 1. Attend 2. Want desperately 3. Defeat an opponent 4. Display trophies 5. Do chores Understanding the story: Answer the questions.Who helps Waverley become a better chess player? Lau Po, an old man helped Waverley to become a better chess player.Who watches Waverly exhibition games in the park? Some of Chinese people and tourists watch Waverly's exhibition games.Why does Waverly think her mother will not allow her to play in chess tournament? Waverly thinks that her mother will not allow her to play in chess tournament because she thinks that her mother will not let her play with strangers.What does Mrs. Jong give Waverly at her first tournament? Why? Mrs. Jong gave Waverly a small tablet of red jade which the sun's fire to give her luck in the tournament.How do people in the neighborhood show their pride in Waverly's achievements? The Chinese bakery beneath their home displayed her growing collection of trophies in its window, a flower shop, headstone engraver, and funeral parlor offered to sponsor her.What concessions do her parents make to allow her practice? Her parents allowed her not to clean to allow her practice .At what age does Waverly become a national chess champion? Waverly became a national champion in age nine.How does Waverly dress for competitions? Waverly wears a crisp pink and white dress with scratchy lace for the competitions.Basic Understanding Part 4 1. Why does Waverly find it difficult to practice at home? Waverly finds it difficult to practice at home because her mother who stands beside her while she is trying to plan her steps in the game. 2. How do you think Waverly's brothers feel about her special treatment? I think that he feels so angry about that, because they do all the work in the home when she is practicing all the time. 3. Why do you think Mrs. Jong insists that Waverly accompany her to the market? Mrs. Jong insists that Waverly accompany her to the market because she wants to boast and show that Waverly is her daughter. 4. How does Waverly feel about her mother's boasting? Waverly feels embarrassed when her mother boasted her. 5. What do you think Waverly wants to escape from? I think that Waverly wants to escape from her mother's nagging. 6. How does Mrs. Jong react when Waverly finally arrives home? She says calmly:† we not concerning this girl. This girl not have concerning for us. † 7. Who does Waverly see as her opponent? Waverly sees her mother as her opponent in the chess game. 8. What do you think Waverly's daydream symbolizes? The imaginary game could symbolize the transition from childhood to approaching adulthood. Vocabulary practice: A 1. Match the sentence beginnings in A to the endings in B. 1. Mrs. Jong thought of herself as –Waverly's protective ally. 2. She had a habit of – standing over Waverly while she practiced. 3. Waverly's parents made many concessions – to allow her practice. 4. Waverly had to accompany her mother – to the market on Saturday. 5. Waverly thought her mother was using her – to show off. 6. She thought her mother's behavior – was embarrassing. 7. Waverly pulled away from her mother – and knocked into an old woman. 8. The woman's bag of groceries – spilled to the ground. 9. Waverly fled from the market – looking for escape routes. 10. When she finally returned home – the door was locked. 11. Waverly stood there and – waited for her punishment. B. Complete the paragraph with the correct form of the words and phrases from the list. Advance * alone * angry black slits * chessboard * disappear * fly out* grow light * rise up * scream * triumphant smile. Waverly lay on her bed. In her mind she saw a chessboard her opponent was opposite her – two angry black slits on her face was a triumphant smile. As Waverly's opponent advance Waverly's pieces scream, retreated and fell off the board. Waverly felt herself grow light and she rise up into the air. She flies out of the window and over the city until everything below disappear and she was alone. Understanding the story Answer the questions 1. Why is it difficult for Waverly to concentrate at home? Waverly found it difficult to practice at home because her mother who stands beside her while she trying to plan her steps in the game. 2. What further concessions do her parents make to allow her to practice? She doesn't have to eat all the food that her mother made for her, she doesn't have to wash the dishes, and she doesn't have to tidy her bed. 3. What is Waverly's one obligation at home? The only thing that Waverly does at home is practicing chess. 4. How does Mrs. Jong show that she is proud of her daughter? How does Waverly react? Mrs. Jong shows her daughter that she is proud of her by insisting that she accompanies her to the Saturday market days walk with her proudly between the shops and saying â€Å"this is my daughter wave-ly Jong† to anyone who looked their way. One day Waverly tells her mother that she wishes she wouldn’t do that, and reproaches her mother that If she wants to show off, she should learn how to play chess. 5. Describe the scene that Waverly imagines at the end of the story. Waverly imagines a chessboard and her mother standing in front of her as her opponent and Waverly sees her white pieces falling off the board one by one and her mother's pieces are approaching her. Analysis and interpretation A 1. In this story the game of chess is used as a metaphor for life. Rules of the game† refers not only to the rules of chess, but also to the rules of life. Do you think this is a good comparison? Why or why not? It is a wonderful comparison; the rules of chess that Waverly learns are similar to the life skills for achieving success. This is the art of invisible strength. Examples: 1. Self control –†Bite back your tongue† â€Å"Vincent at first refused to let me play, but when I offered my Life Savers as replacements for the buttons that filled in for the missing pieces, he relented. â€Å". 2. Hiding your desires –†strongest wind cannot be seen† 3. Withholding knowledge – â€Å"I also found out why I should never reveal â€Å"why† to others. A little Knowledge withheld is a great advantage one should store for future use†. â€Å"It’s a game of secrets in which one must show and never tell. † 4. Foresight – â€Å"see the endgame before the game begins† â€Å"†¦ It is essential in the endgame to have foresight, a mathematical understanding of all possible moves. â€Å". 5. Planning –† the one who plays better has the clearest plans for both attacking and getting out of traps. † A 2. Answer the following questions, keeping the chess – life metaphor in mind. 1. When Waverly is six years old, her mother teaches her an important rule of life:† The art of invisible strength†. By this she means remaining silent, hiding her desire in order to get what she wants. How does this lesson help Waverly get what she wants from her mother? Give two examples from the story how does it later help her succeed at chess? Thus it is that Waverly, the protagonist and narrator of this short story, possesses a strange hybrid mix of values and lessons she has learned, some from her Chinese heritage taught to her by her mother, and some from her American heritage: her birth country. The art of invisible strength, then, is part of Waverly's Chinese heritage: â€Å"I was six when my mother taught me the art of invisible strength. It was a strategy for winning arguments, respect from others, and eventually, though neither of us knew it at the time, chess games†. This â€Å"art of invisible strength† is described by her mother as not confro nting others openly. Instead, you must seem to go along with them whilst subtly leading them in the direction that you prefer. 2. Waverly says of chess:† A little knowledge withheld is a great advantage one should store for future use†. Do you think this is true in life as well? Explain. Yes, I think this quote is true in life as well as in chess. I think it's true because the more knowledge we have, the more we can make use of it in the future knowledge can be a weapon for the future. 3. At the end of the story, Waverly imagines a game of chess in which her mother is her opponent. Who is wining this game? How does Waverly react when she understands that she cannot defeat her mother? How does this imaginary game reflect what is happening in Waverly's life? In the game Waverly visions in her mind that her mother is her opponent and she is winning. When Waverly understands that she cannot win this game, she felt herself growing a light and suddenly flies out the window. This game reflects Waverly's life in the sense of the on-going conflict with her mother, in which she feels she cannot win, and prefers to run away. 4. When Waverly says at the end of the story † I closed my eyes and pondered my next move†, do you think she is talking only about chess? What else might she be referring to? What do you think her next move will be? I don't think that Waverly is talking only about chess; I think she is also talking about her next move at home if to apologize to her family or to keep on not talking to them, but I think at the end she will apologize to her family because she is still young and she still needs her parents. B 1. Conflict is the struggle between opposing forces. One of the main themes of the story is the culture conflict between American- born Waverly and her Chinese- born mother. The chart below outlines some main differences between the two cultures. Read the chart and answer the questions that follow. Chinese people value †¦| American people value †¦| group cooperation | Individualism and personal freedom| maintaining â€Å"face† by showing respect and avoiding open confrontation or criticism | Open discussion and self- expression, even if it means direct confrontation and criticism| modesty, humility| Assertiveness| A formal social society in which status is based on age, gender and family| an informal society in which status is based on personal achievements, with equal opportunity for all| Respect for elders; obedience| Self- determination; independence| Mystery and magic| Rational thinking and logic| 1. What are some of the main differences between Chinese and American culture? The differences between Chinese culture and American cultures are: The Chinese culture in built on modesty, humility, Reciprocity and understanding between each other and also to give respect to elders. The American culture everyone has to go in his own way and to be assertive, to do the maximum to get to his/her goal even to â€Å"Run over† people. 2. Which aspect of each culture do you prefer? Explain. I prefer the American people's values because their cultures and values are liberal and are similar to the values that I was brought up on. 3. How is your own culture similar to / different from Chinese and American culture? My culture is similar to the Chinese culture in the aspect of giving respect to the elders and to be modesty. B 2. Which thinking skills did you use to answer the questions in B1? Explain. * Comparing and contrasting: finding similarities and differences and drawing conclusions. I used the thinking skill Comparing and contrasting because I was asked to find similarities and differences between a different cultures and the best way to finds differences between two categories are Comparing and contrasting. C 1. Now apply this thinking skill to the story. Copy and complete the diagram below with words from the list. How are Waverly and Mrs. Jong similar? How are they different? Support your answers with examples from the story. Waverly: mischievous, competitive, Americanized, independent and selfish. Mrs. Jong: modest, boastful, proud and superstitious. Both: strong-willed, traditional, clever, stubborn, determined, hard-working, confident, ambitious. Examples:Mrs. Jong is determined to teach Waverly the â€Å"art of the invisible strength†.Waverly is determined to learn how to play chess.Mrs. Jong is modest because when Waverly won her first game she said that it's luck.C 2. We often compare and contrast in our daily lives. Give one example of how you have used this thinking skill in the past few days. I used this thinking skill of compare and contrast that happened a couple of days ago between the choices of buying a new acoustic guitar or to continue practicing on my old guitar and when I will get better in playing the guitar I will buy a professional acoustic guitar. D 1. Imagine that a student from another country has joined your class recently. Although he seems bright, he doesn't pay attention in class, doesn't do his homework and doesn't interact with the other students. Which of the following might be connected to his behavior, in your opinion? Explain. He doesn't pay attention in class and he doesn't do his homework though he seems bright because he might have difficulties with the language and with new students whom he didn’t know. D 2. We can also use this thinking skill to gain a fuller understanding of people and events in literature. How is the characters' behavior in this story connected to their cultural backgrounds? Discuss the following, keeping in mind what you have learned about Chinese and American culture. (Page 78) 1. Mrs. Jong is showing her modesty by attributing Waverly's success in the chess game to luck rather than her excellent skill in playing chess. 2. Lao Po teaches Waverly to be humble and not announce the end of the game with arrogance and pride because she may be mistaken, and her opponent may still make a move and win the game. This saying also reflects a belief in mystery and magic, rather than logical reasoning. 3. Waverly cannot say anything to disagree with her mother, because in Chinese culture children show obedience and respect for their elders and do not contradict their parents. 4. When Waverly tells her mother that she can't practice when her mother stands over her, she is expressing her own feelings and asserting herself. This is an example of how her behavior has become Americanized. 5. Waverly is being impolite to her mother. She is showing her disrespect to her elders. This behavior contradicts the values of respect and obedience to the elders that is valued in the Chinese culture. Here Waverly shows the influence of the American cultural values of assertiveness and independence. D 3. Find additional examples in the story of how the characters' cultural backgrounds are reflected in their behavior. . One of the mothers at the Christmas party slaps her son because he did not show appreciation for her gift. His mother has to apologize to the crowd for his bad manners. 2. Waverly talks back to her mother and criticize her. She expresses her opinions openly- a quality values by the American culture. 3. Mrs. Jong gives Waverly a small tablet of red jade for luck before the chess tournament. This is an example of the importance of magic and mystery in Chinese culture. D 4. Tell your classmates about a time when you used the thinking skill of making Connections to help you to understand something better. Two weeks ago I saw a friend that Is walking and his leg is broken, I asked him what happened to him and he said nothing, two hours later other friend told me that they lost the football league game and his friend was quit the game after 30 min, then I understood that he was hurt in the game. E 1. Because of the cultural differences between them, Waverly and her mother view things from different perspectives. Decide whether each of them would agree or disagree with the following statements. Explain your answer. 1. Mrs. Jong would probably agree. Waverly would probably disagree. Waverly would think that children need to adopt the values of the culture they live in. 2. Waverly would probably agree. Mrs. Jong would probably disagree. Mrs. Jong would believe that cultural values should be passed on from generation to generation. 3. Mrs. Jong would probably agree. Waverly would probably disagree. Respect for parents and obedience is part of the Chinese culture. Waverly would think that children should express their own opinions openly and not have to behave as their parents wish. E2. Discuss the statements above with a partner. Whose perspective do you identify with- Waverly's or her mother's? My partner disagree with this statement because he think that if the children will obedience for everything which his parents says to him the boy will not be wrong and he will not learn from his mistakes. F. thinks back over the story. Answer the questions. 1. How is the theme of cultural conflict reflected in the story? The theme of cultural conflict is reflected in the conflict between Chinese-born Mrs. Jong and American born Waverly. Waverly and her family live in Chinatown in San Francisco. They live above a Chinese bakery, shop in a traditional Chinese stores (like the medical herb shop and fish market), go to the First Chinese Baptist Church and get presents from a Chinese Santa Clause. The Chinese immigrant parents want to preserve their traditional culture, whereas the children want to integrate in American society. Waverly's mother emphasizes traditional Chinese values of self-control and obedience, whereas Waverly wants to assert her independence. The young Chinese American fined them pushed away not only from American society but also from their Chinese parents and heritage. 2. How is the theme of conflict between mothers and daughters reflected in the story? This story is really one big struggle about independence between Waverly and her mother. Waverly, as the story progresses, becomes more aware of her talent, shows embarrassment at the way her mother takes pride in her and wants to exploit her gift and talent to bring attention to her: â€Å"My mother would proudly walk with me, visiting many shops, buying very little. â€Å"This is my daughter Wave-ly Jong,† she said to whoever looked her way. One day, after we left a shop I said under my breath, â€Å"I wish you wouldn't do that, telling everybody I'm your daughter. While the narrator enjoys the challenge of winning at chess for its own sake, clearly the mother enjoys the success of her daughter for the admiration it brings to her. At the end, the imaginary of the chess board in Waverly's dream is used to symbolize the conflict between Waverly and her mother, as each struggles for mastery over the other. The way that the story ends, with Waverly closing her eyes and â€Å"pondering my next move,† shows Waverly's desire to escape her mother and treats her conflict as a game of chess. Although Waverly has lost this round, she is considering how to ventually beat her mother and gain the independence she so desperately desires. 3. in the beginning of the story, Waverly is more in touch with her Chinese culture. How has this changed by the end of the story? In the beginning of the story, Waverly is more in touch with her Chinese culture because she is younger and her mother has more control over her. She lives and plays in a Chinese neighborhood. By the end of the story, Waverly is older and has been more exposed to American culture. She has attended chess tournaments, each one further away from home. As a result she is less in touch with her Chinese culture. 4. Mrs. Jong is upset because Waverly is becoming Americanized, but she herself adopts certain aspects of American culture. Find examples in the story. Mrs. Jong names Waverly after the street they live on. She takes her children to a Christmas party. She allows Waverly to play in the chess tournaments and she gives Waverly special privileges (according to the American rules). 5. Waverly sometimes sees her mother as her opponent. Are they â€Å"playing† by the same rules? Explain. How does this affect their relationship? Waverly learns the Chinese rules of behavior and uses them to get what she wants. For example she uses self-control and manipulation to get her mother to allow her to play in the local chess tournaments. However, as Waverly gets older, she and her mother don't always play by the same rules. Mrs. Jong plays by the Chinese rules of behavior, whereas Waverly has begun to reject these rules in favor of the American values of self expression and independence. This causes conflict in their relationship. 6. Explain the ending of the story. What does Waverly's daydream symbolize? Do you think it could be metaphor for growing up? Explain. At the end of the story Waverly imagines a chess game with her mother as her opponent. Mrs. Jong sits opposite from her, winning the game of inner strength. The chess game is a metaphor for her struggle and rebellion against her mother, and therefore for growing up. In her imaginary game, Waverly breaks free from her mother's influence. She leaves the safety of her home and neighborhood and floats above the city. She is free but also alone with no one to guide her or tell her what to do. She must now make her own decisions. Waverly has to plan her next move at home concerning her relationship with her mother. The imaginary game could symbolize the transition from childhood to approaching adulthood. G. Like the United States, Israel is a country of many immigrants. Have you, or has anyone you know, ever experienced a cultural conflict similar to the one Waverly experiences in the story? Share an example of this with your classmates. I had a Jewish friend that his parents came to Israel from Russia, but he was born here and was raised up on the Israeli culture. His parents want him to be surgeon so he could make the Russian community proud but he wants to be musician so he had many fights with his parents until they give up. Bridging text and context A. Read the background information. To what extent is the information reflected in the story rules of the game? (Page 79) The two stories is very similar because the two stories are about the Chinese immigrants families. and both families has one girl and two boys, in both stories the girls have Arguments with their mothers and there are conflicts between the American culture and the Chinese culture. B. How does reading biographical information about Amy Tan add to or change your understanding of the story? The author's difficult relationship with her mother is reflected in Waverly's difficult relationship with her mother, whom she sees as her opponent in the imaginary game. The culture's conflict that Chinese Americans experience is another theme that is reflected in the story. Waverly does not entirely identify with the American mainstream or with her parents' Chinese culture. C. Compare and contrast the fictional character of Waverly Jong with the author, Amy Tan. The character Waverly Jong is both similar and different from the author Amy Tan: 1. Both were the only daughters of Chinese immigrant parents and both had difficult relationship with their mothers. 2. Amy Tan became a successful writer, while Waverly became a successful chess player. Reflection 1. Did you enjoy reading the story? Why or why not? I enjoyed reading the story because it reminds me of myself, even though I am not an immigrant, but still there are many things that happened to Waverly that happened to me also, and it's good to see how people from different cultures react to similar situation, because if this kind of situations will return in the future, I will know how to deal with them. 2 . What did you found interesting or memorable about the story? What I found interesting in the story are the conflicts between Waverly and her mother because it happens to everyone, not only them but it's memorable because they have a different culture which will make them look differently from myself in a similar situation. What interest me is the comparison between their culture and my own.

Influence of Advertisement on Brand Preference Essay

Vithya Vivekananthan, Faculty of Commerce and Management, Eastern University, Vantharumoolai, Sri Lanka vcvithya@gmail. com ABSTRACT Measuring the influence of Advertisement in Consumer Brand Preference is very essential for every marketer. If advertisement does not create any positive change in consumers’ brand preference, all the resources such as money, time and efforts spent on advertisement will go in vain. Most of the marketers use Advertisement as a tool to attract substantially new customers and to retain the existing customers. This research studies about the â€Å"Influence of Advertisement in Consumer Brand Preference in the Soft Drink Market†, which is one of the most competitive markets in Batticaloa. Every Brand in this market use Advertisement as a major weapon to overcome the fierce Competition. There are numerous Advertisements of different Soft drink brands exposed in Television. But, the main thing here is, the marketer want to identify that, do all these advertisements positively influencing the consumers’ brand preference. In order to study the influence of Advertisement in Consumer Brand Preference, three main variables are considered with appropriate dimensions. They are; Information, Communication and Comprehension. The structured questionnaire was used to collect primary data from 200 respondents. The study found that all three variables indicate high influence of Advertisement in consumer brand preference. Even though it has high influence in overall view, the advertiser wants to consider the indicators, which have low and moderate influence in their future developments of the Advertisements to maintain its position in the market in the long-run. Eventually, this study recommends some actions for improving the influence of Advertisement in consumer brand preference. – 2 – Introduction The importance of sales on business survival and the connection between customers and sales, it is expedient for organizations to engage in programmes that can influence consumers’ decision to purchase its products. This is where advertising and brand management are relevant. Advertising is a subset of promotion mix which is one of the Four ’P’s in the marketing mix i. e. product, price, place and promotion. As a promotional strategy, advertising serve as a major tool in creating product awareness and condition the mind of a potential consumer to take eventual purchase decision. Marketers’ survival depends on consumer satisfaction. Consumer satisfaction depends on their perception and brand preference of the particular brand. In brand preference, advertising plays a major role. Nearly everyone in the modern world influence to some degree by advertising. Organizations in both public and private sectors have learned that the ability to communicate effectively and efficiently with their target audiences is important to their success. In today’s world, there are a myriad of media outlets-print, radio, and television are competing for consumers’ attention. There are number of creative and attractive advertisements we can see and hear in television, Radio, newspapers and in magazines. Within these media, television advertisements are more attractive and interestingly watched by mass audience. It has often been said that television is the ideal advertising medium where the consumer spends the most â€Å"attentive† time. However, the main thing here is, the marketer want to identify the influence of advertising in consumers brand preference. Nowadays soft drinks have become essential part in lifestyle of the people in the society. There are number of soft drink brands are available in the market. In those brands, some brands are very famous not only in Sri Lanka but also globally. For the research purpose Coca-cola, Fanta, Elephant, and Ole are selected. These are the most preferred brand of the consumers in Sri Lanka. For these brands, different advertisements are available in Television. Some brands’ advertisements are more attractive than others are and some are new creative advertisements. There is no any television advertisement regarding Pepsi during the research period. Therefore, Pepsi was not take into consideration. – 3 – It is very hard to find people who never consume any brand of soft drink. Everyone in the society prefers a particular brand. We can see frequent advertisements for Soft drinks in Television. Companies spend much on their advertisements to attract more customers. So it is very important to study its’ influence in consumer brand preference. Problem statement There are numerous advertisements in Medias; television, radio, newspapers and magazines but, the important question for a marketer is â€Å"do all these advertisements positively influence the consumers’ brand preference?If advertisement is not create any positive change in consumers’ brand preference, all the resources such as money, time and efforts spent on advertisement will go in vain.

Using Simple vs Simplistic