Employee Law and Relations Essay Example | Topics and Well Written Essays - 2500 words

Employee Law and Relations - Essay Example The related regulation has brought about typification, tolerance, stabilisation, promotion and acceptance of some varieties of atypical work (Countouris, 2007, p. 142). Contemporary firms, in general, require and admit of considerable flexibility. This makes it imperative for the labour law to accord legal certainty for the forms that make it possible to acquire flexible work. A recent development in this area is that part – time, fixed – term and agency workers do obtain a measure of protection under the extant employment law (Countouris, 2007, p. 142). These forms of work have been acknowledged and described by doctrine, jurisprudence and the law. Moreover, such work has been considered to belong to unambiguous contractual structures. Consequently, such workers are recognised in the UK as employees. The legal status of atypical workers has been clarified due to typification, which accords it legality. On the Continent, such work has been recognised with reservations, by the labour law. Furthermore, such recognition was accorded only when such work could by typified contractually (Countouris, 2007, p. 142). However, over time, employment law has strived to accord social stability to atypical forms. As such, a fourth of the workforce of the UK consists of part – time workers. These workers constitute a segment of the atypical workforce, and are the focus of attention of the European Community Commission. In the year 1990, three directives were issued, with regard to atypical workers. These directives relate to the distortion to competition, working conditions, and the health and safety of temporary and part – time workers (Dickens, 1992, p. 3). This initiative was within the social facet of the Single European Market. Consequently, several decisions have been forthcoming from the European Court of Justice (ECJ) that could bring

Topic is how did Steve Jobs has influenced people's, or my own ideas Essay

Topic is how did Steve Jobs has influenced people's, or my own ideas - Essay Example I am focused on doing the same because I have decided that I wont do anything I don’t want to as I want to focus my energy in doing what am best at in order to achieve my objectives in life. He always gave the best at what he was doing in order to perfect it with the objective of giving the customers the best there can ever be. One of the major lessons I got from him is that life is short hence I have to maximize the use of my time in order to achieve my goals. Furthermore, mistakes are there to make us better citizens and come back much stronger than before. I take my mistakes as life lessons and I do my best not to repeat them and do things differently so as to achieve my objectives in life. I also study the lives of my friends and other people and get the best out of them and avoid the mistakes that they made in life. This has made me who I am today and I still remain focused on achieving greater things in life. He used his personal life experiences during his speeches and this inspired me a lot as I always aspired to be like him. His insistence on not losing faith during hard times often guides me during difficult times. I now understand that there is no time for being hopeless as life is too short to even think of despairing. I am now focused in everything I do and I don’t despair at all regardless of the hardships I face in life. The various challenges and obstacles that tend to inhibit my success in life only make me stronger and wiser and give me confidence every time I manage to overcome them. My mistakes make me a better person because what is important is not to repeat them and stay focused on discovering new ways of doing things. Through his speeches, I managed to understand and appreciate the importance of utilizing the few resources I have at my disposal. Success is not based on doing big things because you may die struggling to achieve that and not do it at all. It is based on utilizing the available resources to get the best out of them. When he said that people don’t realize what they have until they lose them, I was moved because he was stressing on the importance of guarding what we have and using them wisely in order to get the best out of them. Things like time and natural resources are not renewable and should be well utilized for maximum output. We only live once and aging is not reversible so we should do all the things that we are capable of doing in good time so we don’t regret in the future when it’s a little too late. It is important to be yourself and do things in your own unique way. Being original and sticking to oneself helps in discovering and sticking to personal talents as opposed to imitating what the others are doing. This is very important because it ensures that one concentrates at what he is good at and likes doing as opposed to imitating something that is beyond your ability. Setting personal achievable goals is the basic thing here as it drives one to succeed in a given task within a given time frame. It also eliminates the possibility of trying to achieve impossible things because other people are doing them and succeeding with ease. This goes hand in hand with ignoring those who criticize what you are doing and think that you are either crazy or bound to fail. The society has these kinds of people that will either mock you or pull you down so you don’

Nursing and palliative care Research Paper Example | Topics and Well Written Essays - 1250 words

Nursing and palliative care - Research Paper Example This can be achieved by impeccable assessment, and the early identification and treatment of not only pain, but also a range of other problems that might relate to psychosocial, physical and spiritual aspects. Care for dying patients has continued to remain a very fundamental aspect of nursing. As patients shift from a state where they are observed to be sick to that in which they are described as dying, it is principally the nurses who are tasked with the day-to-day duty of helping and supporting these patients and their families in their attempts to try and successfully live with the social, psychological, spiritual and physical consequences of a patient’s illness. When patients reach a state of terminal illness, the independent and autonomous dying role that they assume forces that there be a complementary shift on the part of the doctor and nurse. This is because the role of the doctor is primarily centered on curing and treatment; however when attempts at curing and treatment fail, the supportive and caring role that is played by nurses becomes increasingly more dominant as a patient dies. Despite the commitment that nurses have towards the fulfillment of their roles in /hospi ce care, there are however some negative factors that greatly inhibit the provision of good quality care by these nurses. This paper will seek to show that nurses play an important role in hospice care and the concerns inhibiting nurses from attending to this role need to urgently be addressed. The important role that is played by hospice care nurses cannot be over emphasized. These nursing professionals bring in what is noted to be a unique set of qualities and skills that greatly enhance the overall support and care that is provided to patients facing the end of life. These nurses also serve the crucial role of supporting the families of their patients as well as the communities that support them. The skills possessed

Time management Essay Example | Topics and Well Written Essays - 500 words

Time management - Essay Example She suggests that they can work at the ‘natural pace’ of their class by paying attention to student reactions. By observing whether the students appear bored (the lesson pace needs to be accelerated), or whether students appear agitated or frustrated (the lesson pace needs to be decelerated), the teacher can tailor their style to their students. For example, they could repeat information more or less often, or break material down into smaller sections. On a basic level, there are a number of easy ways in which a teacher can break up the pace of a lesson, to prevent learning becoming monotonous, which apply to both ELL and non-ELL students. As Regan (2003), proposed, they could have brief brainstorming sessions, put a time limit on some activities, or introduce some kind of competition, such as rewarding the first group to finish a set activity. Timing specific activities can certainly be effective, using tools such as quick fire tests on the material just covered. For this reason, Smith (2007) also suggests that each classroom should have a clock which is easily visible to all students. Setting tasks which involve a student preparing something which they will then share with the class as a whole is also an effective method – they will feel a greater compulsion to complete the task in time if it is being shared collectively. Such activities can play a useful role in keeping up the pace of the lesson. Davison (2007) also proposed several measures which can be taken by a teacher to ensure that they are providing an optimum lesson pace for their students, whether ELL or non-ELL. Many of her suggestions involve variety – it is important that the lesson should not follow a regular and predictable pattern, so that the students do not become bored and disengage from the lesson. Therefore, giving a short break in the class can allow students to reflect on the

Disaster Management Essay Example for Free

Disaster Management Essay Disaster management is a way to help when disasters happen but it is also to help prevent them or to inform everyone about what may happen. The main function is to helping the citizens to understand what is happening. The state will determine how severe the disaster is and then the ones who are responsible for reporting to the appropriate government or agency will then make the recommendation to getting help for funding, support, and any emergency supplies to those who are affected by the disaster. The disasters that happen can be unpredictable like earthquakes, while other natural disasters could happen with some type of warning like flooding. B. The state of California has manuals that they use that goes into details about statewide policies, procedures, regulations, and any other important information that was developed and authorized by the state offices, department of finance, department of general services, and the government offices (Disaster Management California Technology Agency State of California, 2013). III. Examine local, state federal legal and regulatory requirements A. Occupational Safety and Health Administration (OSHA)- Has jurisdiction over all public and private sector places of employment in the state with exception of Federal employees, the USPS, private sector employers on Native American lands, maritime activities on navigate waterways of the US, private contractors on designated land under Federal jurisdiction, and employers that requires Federal security clearance. B. Joint Commission of Accreditation of Health Care Organizations (JCAHO) C. The California State Plan is operated under an agreement with OSHA. It is an occupational safety and health program in accordance with Section 18 of the Occupational Safety and Health Act of 1970. D. Department of Health and Human Services (DHHS)- Pandemic and All-Hazards Preparedness Act, Coordination with the Department of Homeland Security, Regional Emergency Coordinators, Emergency Care Coordination Center IV. Is there a Certificate of Need program for your state? A. Certificate of Need (C. O. N. ) programs are aimed at restraining health care facility costs. The Health Planning Resources Development Act of 1974 was put into effect across the nation. Over the past 30 years, there have been numerous changes and about 36 states retain some type of CON program. This program was used to approve the construction and expansion of health care facilities and services based on determination and community need. B. California does not currently have a C. O. N. in effect. Back in 1969, the state had implemented a C. O. N, ending in 1987. California’s C. O. N. program suffered from inadequate staffing and lack of data. V. What are the issues to consider when meeting the International Building Code for a facility? A. New codes vs. Old codes B. Updates to â€Å"I-Codes† done by diverse group of officials i. Corridor width ii. 8 feet of clear, unobstructed width iii. Defend-in-place practices iv. Visual and audible fire alarms. v. Elevator Lobbies vi. Floor openings vii. Smoke control viii. Ceiling and smoke partitions ix. Fully Sprinkler hospitals x. Alcohol-based hand sanitizers xi. Decorations on Wall. C. What Measurements may need to be done in advance of the new plan or renovation? i. Acoustical measurements to plan work zones accordingly to minimize decibels ii. Security measurements to ensure clear sightlines where needed, specialized door access and/or any visual monitoring via camera. iii. Measuring of equipment to ensure adequate planning of rooms iv. Safety measures D. List the stakeholders that may play a role in your development (Scott) Facility management i. Providers that are financially vested in the company ii. Depending on size of facility, CEO, CFO, VP, etc. iii. Input from floor staff to maximize area usage for patients iv. Patients-their input from potential comment cards or direct questioning in how to improve their care from a facility perspective. E. Conclusion i. Strong conclusion that provides details to what the State of California is working towards accomplishing safety awareness. ii. Existing disaster plans in the State of California. iii. State of California has financial instability affecting citizens as well as service. References Disaster Management California Technology Agency State of California. (2013). Retrieved from http://http://www. cio. a. gov/OIS/Government/disaster. asp HHS. gov. (2010). Retrieved from http://www. hhs. gov/asl/testify/2010/01/t20100125a. html US Department Of Labor. (2013). California State Plan. Retrieved from http://www. osha. gov/dcsp/osp/stateprogs/california. html What is disaster management? (2012). Retrieved from http://www. disastermanagement. in/2012/02/what-is-disaster-management. html Certificate of Need: State Health Laws and Programs. (2011). Retrie ved from http://www. ncsl. org/issues-research/health/con-certificate-of-need-state-laws. aspx

Uniqlo Clothing Analysis

Uniqlo Clothing Analysis Introduction Japanese clothing brand, Uniqlo, specialises in stylish casual-wear which is both high quality and affordable. It is the predominant brand of the Japanese company Fast Retailing Company Limited and accounts for 90 per cent of companys total sales (UNIQLO UK). The first Uniqlo store opened its doors in Japan in 1984 and there are now over 760 stores across the country. Now a global brand, Uniqlo began international expansion with the opening of the first UK store in 2001, and it is Uniqlo UK which will be the focus of this report. After introducing itself to the UK, it was not long before Uniqlo had 23 stores across England. However, the brands simple designs did not prove popular and within two years 18 stores were closed (Marketing, 2007). Since its relaunch in 2007, Uniqlo UK has been gaining momentum, but it still has a long way to go towards becoming a leading fashion retailer in Britain. Consequently, this report aims to further this momentum through the development of a new integrated marketing communications campaign which would be implemented in 2010. Summary Context Analysis Customer Context Segment Characteristics Uniqlo currently targets a very wide audience, describing its key demographics as: Male and female; Fashion-conscious; Cost-aware; and aged between 16 and 96! (UNIQLO UK) Calgary Avansino, Executive Fashion Editor of Vogue magazine, has personally experienced the wide appeal of the Japanese brand. She said, â€Å"the store is for a young customer but at the same time I went with my mum who is 60 and she bought the skinny jeans in taupe and burgundy† (The Independent, 2009). However, the lack of focus which comes with having such broad segmentation results in an unclear brand identity, thus making it harder for Uniqlo to stand out. Brand Awareness, Perception Attitudes Awareness Every single one of Uniqlos 14 UK stores are concentrated in and around London. Current marketing communications are therefore focussed mainly on the London area, and as a result awareness of the brand outside this region is low. Include brand awareness pie chart + sentence about where theyre from. Perception Uniqlo is generally perceived as â€Å"deliver[ing] true value quality and style at a fair price† (Inside Retailing, 2009). Attitudes A random selection of Uniqlo shoppers on Oxford Street, London, were asked their opinions of the brand earlier this year. Eighteen-year-old student Rafaela commented on the versatility of the designs, stating they are â€Å"easy to mix and match†, and twenty-year-old textile design student Holly similarly said, â€Å"you can make the clothes look your own with more individual accessories. I love the massive range of colours.† Twenty-seven-year-old visual effects artist Nick liked â€Å"the fact that there are no naff slogans or logos†, and twenty-year-old textile student Iona appreciated Uniqlos â€Å"simplicity† (The Independent, 2009). Level of Involvement Involvement is relatively low when it comes to Uniqlos products. This is because it offers basic, inconspicuous clothing designs, none of which visibly feature the Uniqlo logo, and prices are reasonable which lowers risk. Business Context Market Positioning â€Å"Clothes that can be worn by anyone, any day†; â€Å"Uniqlo †¦ focuses on quality and value with a broad demographic appeal, though it has aimed at attracting young trendsetters by collaborations with designers and artists.† (Mintel, 2008) Current Marketing Mix Product Basics Simple, plain designs for both men and women, in a wide variety of colours. Items include t-shirts, outerwear, knitwear, jeans, trousers, and accessories, as well as dresses and skirts for women. HEATTECH Uses unique material, developed by Uniqlo and Toray Industries, which retains body heat. +J Collection made especially for Uniqlo by designer Jill Sander, released 1st October 2009. In the words of Calgary Avansino, â€Å"Her look is classic and simple, but also cutting edge in the way she cuts and presents her clothes† (The Independent, 2009). UT Uniqlo T-shirts (a sub-brand); Limited edition collections of t-shirts created by designers and artists from all over the world; UT has a different image to the rest of Uniqlos products and the t-shirts are promoted and sold separately. It will therefore not be included in the IMC campaign this report seeks to create. Price Basics Jeans roughly  £25, t-shirts  £8- £14, cashmere around  £25- £45 (Mintel, 2008); HEATTECH From  £6.99 (UNIQLO UK, 2009); +J Outerwear  £49.99- £99.99, bottoms  £24.99- £29.99, shirts  £24.99, jersey and sweats  £14.99- £29.99, knitwear  £19.99- £29.99, cashmere  £59.99-99.99, accessories  £14.99-79.99 (F.Tape, 2009). Place Physical stores: Currently 14 Uniqlo stores in the UK, including global flagship store on Oxford Street in London. The other stores are also all situated in the south of England, in and around the capital. Online store: Uniqlos comprehensive UK online store is an important distribution channel, allowing the rest of the country access to the brand. Promotion Advertising Uniqlo UK generally avoids overt TV advertising, but it has recently released a TV commercial for its HEATTECH range (see Appendix ?). Uniqlo mainly invests in press (newspapers and magazines), and outdoor (billboards, in the subway, and on buses). Look to Appendix C for a table detailing Uniqlos advertising spend, Appendix? for examples of Uniqlos recent print advertising and Appendix ? for examples of their outdoor advertising. This summer Uniqlo launched a global ad campaign for their new casual sportswear, featuring well-known models Agyness Deyn, Luke Worrall and Gabriel Aubry (see Appendix ?). Public Relations UT Cannes Lions Grand Prix 2010 Part of the Cannes Liones International Advertising Festival; Annual t-shirt design competition held by Uniqlo; The top 20 designs will be made into Uniqlo products, and the overall winner gets $10,000 (US); Semi-finalists announced November 2009, finalists announced February 2010. Uniqlo Jump Collection of photographs of Uniqlo employees from around the world (UK, USA, Japan, China and South Korea) mid-jump, and wearing Uniqlo clothing. Uniqlo Paper (Uniqlos online and in-store magazine) Articles in magazines/newspapers Sales Promotion Partnerships with specialised discount websites (www.vouchercodes.co.uk, www.hotukdeals.com); Since January 2008, Uniqlo has been involved in an affiliate programme with LinkShare which has resulted in a partnership between Uniqlo and Marie Claire magazine. The Japanese brand received editorial exposure on Marie Claires website, which featured ten exclusively discounted Uniqlo products (Revolution, 2009). Interactive Marketing Communications Uniqlock Online clock which can be set to any time zone; Features continuous rhythmic music, short clips of Japanese dancers wearing Uniqlo clothes every five seconds, and extended dance sequences every hour; Users can post a mini version of the clock to Facebook, Bebo, Myspace or their personal blog, or they can download it as a screensaver or as an iPhone/iPod Touch application. Uniqlo Calendar (similar idea to Uniqlock) Uniqlo Introduction Flash page attached to uniqlo.com; Gives a sense of Uniqlos brand identity and the range of clothing available. In short, Uniqlo currently has a wide and varied marketing communications mix, and a lot has been done below-the-line to engage the consumer. However, the communications are far from integrated: the advertising campaigns are all rather individual, could quite easily be for HM or Zara, and do not match the quirky, fun and distinctly Japanese character of many of the below-the-line communications. Competitor Analysis Competition within the clothing retail market is fierce, especially given the recent economic downturn, and Uniqlo has many well-established and similarly-positioned competitors to contend with. See Appendix C for a table comparing Uniqlos annual sales total with those of its competitors. According to this table, Uniqlos three most significant competitors are American clothing brand GAP, Spanish Zara and Swedish Hennes Mauritz (HM). Gap â€Å"Clean, classic, American designs† with mid-market stance (Mintel, 2009); Has lost its distinctiveness and sales are falling (Mintel, 2008). Zara â€Å"Fast-moving fashions at affordable prices, inspired by the catwalks† (Mintel, 2009). HM â€Å"Quality at the best price† (Mintel, 2008); â€Å"[S]omething for everyone from modern basics to cutting-edge fashion †¦ Although the UK customer base is heavily skewed to 15-24-year-olds (and women), it †¦ appeals across the socio-economic spectrum.† (Mintel, 2009); Number of high profile designer collaborations in the past, plus recent release of shoe collection from Jimmy Choo; â€Å"Very strong identity in face of competition from other young fashion brands and potential for expansion.† (Mintel, 2008). External Context Stakeholders See Appendix A for a diagram of Uniqlos main stakeholders. One of Uniqlos most significant stakeholders is their suppliers. All Uniqlo products are made in the Far East, mainly in China. Fast Retailing does not own any factories but works closely with the same manufacturers year after year, thus developing loyalty and ensuring its products are of the highest quality (The Independent, 2009). PEST Analysis Political Factors Globalisation has brought the UK and Japan closer together and, as a result, the two countries are increasingly acknowledging mutual interests and concerns (Embassy of Japan in the UK, 2000). Economic Factors After the recession, UK customers have become much more price-conscious. Customers are thus more likely to look for clothes of better value with greater longevity. Socio-Cultural Factors Japanese culture is very different to that of the UK, but elements of Japanese culture, particularly food, fashion and design, have already had a great impact in the West. It has been said that, in general, â€Å"Japan is increasingly the epicentre of cool with Tokyo its style capital† (Inside Retailing, 2009). Technological Factors E- and M-commerce are both growing rapidly, and the internet is becoming increasingly central in the worlds of business and marketing. Internal Context Organisational Identity Fast Retailing, the parent company of Uniqlo, strives for excellence and efficiency in all it does, and, above all, it always put the customer first. See Appendix B for the corporate statement, mission statement, values and principles which constitute the details of Fast Retailings organisational identity. Marketing Expertise After the store closures in 2003, Uniqlos Marketing Chief at the time, Dominic Chambers, lost his job. In 2006, the former Merchandising Director for Dorothy Perkins joined Uniqlo and Marketing Manager, Amy Howarth, as part of a new team (Marketing, 2007). SWOT Analysis The following SWOT analysis has been constructed in order to highlight and summarise the main issues within the Context Analysis. Strengths High quality clothing; Clothes are easy to mix and match; Sophisticated textile technology; Comprehensive online store; Japanese identity; Reasonable prices. Weaknesses Low brand awareness among target market in UK; Brand identity inconsistent and does not stand out against competitors; Uninspiring website design. Opportunities Popularity of Japanese culture; High growth of E-commerce and M-commerce. Threats Economic recession (consumers with less disposable income); Numerous strong competitors. Objectives Business Objectives Open more stores across UK; Before the store closures in 2003, Uniqlo (UK) had branches in the North West of England, the Midlands, Manchester, Liverpool and Coventry, and original plans had been to have 50 UK stores by 2004 (Times Online, 2003). Despite its increasing success, Uniqlo still only has 14 stores in the UK, and they are all located in or around London. In 2007, Chief Operating Officer Simon Coble stated, â€Å"We would like to be trading in all the major towns and cities in UK† (Marketing, 2007). Of course it would not be wise to try and open too many new stores too quickly as this approach failed the first time around, so a realistic target might be to have one or two new stores open in 2011, perhaps in Leeds and Glasgow. Increase UK online stores sales volumes; Currently the Uniqlo website is the only access Scotland, Wales, Northern Ireland and most of England have to the brands wares. Therefore, until more stores are opened across the UK, the online store is vital. A 20% increase in online sales by 2011 would be a realistic target. Increase market share. Because the market is saturated, this will involve taking market share from competitors. A realistic target would be a 1.5% market share by 2011. The reason this percentage is so low is because Uniqlo does not even appear in Mintels table of estimated market shares of leading retailers in womenswear from 2002 to 2007. Further, this table shows that Uniqlos strongest competitor, HM, only had a 1.2% share of the womenswear retailing market in 2007 (Mintel, 2008). Communication Objectives Increase consumer awareness and engagement among target audience across UK; The brand is currently relatively unknown beyond London. In terms of the DRIP Model, this objective fits with the key task of informing the consumer. Of course, awareness is not enough on its own: the consumer needs to be engaged. Uniqlo already engage their consumers through such means as Uniqlock, but engagement efforts need to be furthered as awareness increases. Differentiate from competitors through development of distinctive brand identity. Analysts concluded that Uniqlos initial losses after coming to the UK were due to the brand â€Å"fail[ing] to offer clothes that were sufficiently distinctive from rivals such as Gap, Zara, HM and the recently revitalised Marks Spencer† (Times Online, 2003). In terms of the DRIP Model, this objective fits with the key task of differentiating in the mind of the consumer. Marketing Communications Strategy Segmentation Targeting Look to Appendix E for a table of possible market segments for Uniqlo to target. This IMC campaign will use Segment 2 as its primary target. Because Positioning Positioning Strategy This IMC campaign will be based on a pull-positioning strategy, as objectives are to increase awareness and encourage involvement, and messages are to be directly targeted at end-user customers. A consumer-driven campaign fits with the value Fast Retailing places on approaching issues from the customers perspective. Key Message The key message will be that Uniqlo provides the consumer with fashionable but simple clothing which is easy to mix and match and therefore allows each customer to create their own unique look. Uniqlo does not simply reproduce catwalk trends which result in everyone wearing the same thing: Uniqlo encourages individuality. The brand already promotes a similar idea on their rather isolated online introduction, which can only really be stumbled upon as it is not linked directly from the main website. It states: â€Å"Were not a brand that dictates a total lifestyle. To us, clothes are items the individual chooses to express a personal lifestyle† (UNIQLO INTRODUCTION). The aim of this campaign is therefore to make more of a feature of this message, and make it consistent across the rest of their marketing communications. It will be called the YOUniqlo campaign. Communications Mix The tag-line which will appear throughout our campaign is Uniqlo. Mix it up. It is concise, funky, and vague enough to apply to all our communications tools. It conveys the idea of doing things differently and, more specifically, relates to the fact Uniqlos clothing is easy to mix and match. Advertising Advertising will significantly contribute to a rise in brand awareness and the development of a more definite and unique brand identity. It should also drive further business to the online store from across the UK as well as to the actual shops in and around London, and ultimately increase Uniqlos market share. It is important to remember, however, that our target audience is advertising and marketing literate and will not be patronised by clichà ©s and blatant selling techniques. The YOUniqlo campaign must avoid the overt, and instead offer quirky and entertaining ads which engage the consumer and, furthermore, project a consistent brand identity. Print: Magazines Magazine advertisements are good for creating impact and demanding readers attention. Further, the sheer quantity of different genres and titles means it is easy to target a specific audience (Fill, 2009: 715). Judging by primary research, the chosen target market segment tend to read magazines such as Vogue, Cosmopolitan and Elle (). Particularly since these magazines contain extensive style advice, it would be wise to put print advertisements in them. The YOUniqlo print campaign will use unknown, friendly-looking models who will be much more relatable than the likes of Agyness Deyn. This should bring the brand and the consumer closer together. The adverts will illustrate the mix it up message through featuring one model superimposed three times in the same image. Each version of the model will be in a different pose and wearing a contrasting outfit. The outfits will all look very different but there will be some overlap in individual items, thus demonstrating the mix and match aspect. Appendix ? shows a mock-up of the womenswear ad, though the real ad would be portrait rather than landscape and have a plain white background. There will also be a version for menswear. Outdoor: Transit Shelter Poster The age group being targeted by the YOUniqlo campaign, in particular the students living in and around city centres, are unlikely to have cars. Therefore, advertising at bus stops would be a good idea. Ten classic, relatively unisex Uniqlo items will be selected to make a series of transit shelter posters, with one item being used on each. They will each be nicely photographed front-on and look as though they are being worn, and will be shown life-size on a transparent background, positioned to match where they would sit on an average-sized person. Some interesting and amusing accessories will also be shown in order to create humour appeal. See Appendix ? for mock-ups of the posters. Involvement will then occur as people can pose behind the poster and have it look as though they are wearing the items featured. Since only one Uniqlo item will be shown on each poster, individuals will all look different as the items mix with their own outfits. This therefore expresses the mix it up message. Bus stops on central streets and around university campuses in major cities will be ideal locations for reaching the target audience and attracting attention. Interactive Marketing Communications Website As acknowledged in the SWOT analysis, one of Uniqlos strengths is their comprehensive online store. It is a great functional tool with easy navigation and simple checkout process. However, it currently gives no sense of brand identity, with the main page launching straight into new releases and current offers. Earlier this year Uniqlo collaborated with 4Ps Marketing, a search engine marketing agency, and through customised Search Engine Optimisation and Pay Per Click campaigns Uniqlos only revenue has since increased by 30.76% (4Ps Marketing, 2009). It therefore seems wise to mould and expand the website into a demonstration of the brand as well as its actual clothing. This would add greater interest and individuality to the site, thus helping to differentiate the brand in the mind of the consumer. It would further engage the consumer, and ultimately help fulfil the business objective of increasing online sales volumes. As stated by Terence A. Shimp, websites â€Å"can be considered the centrepiece of companies online advertising efforts† (Shimp, 2007: 443). The general feel of the website should match that of the physical stores, which have a very streamlined look and give a firm but not clichà ©d sense of Uniqlos Japanese identity (see Appendix ?). There should also be the option of signing up to a members section, which will add users to a mailing list and give them access to extra features and exclusive deals. Sponsored Facebook Group Many retailers around the world already use sponsored Facebook groups as a way of directly marketing towards Generation Y, a new type of consumers highly influenced by the internet. Such online groups give marketers the ability to target a particular audience by using a ‘member list to message people and inform them about new collections or events. As part of the YOUniqlo campaign, the sponsored Facebook group will operate in line with the PR activities, and messaging can be tailored depending on the location of the user in relation to that of the event. Consumers can also become more involved through use of the discussion board. Public Relations Organisation of a large-scale PR event would greatly help fulfil the brand awareness and engagement objective. It would not only grab the target audiences attention, but also that of the media, thus generating further publicity for the brand. The YOUniqlo event will revolve around a nation-wide art competition, called Uniqlo Masterpiece appropriate as Uniqlo clothing appeals to artistic, creative people. Consumers will be attracted to a Competition section of the re-launched website, where they can use a Flash application to create their own artwork using small graphics of Uniqlo clothing items in a wide variety of colours (see Figure 1). This will emphasise Uniqlos wide range of items and colours, and it fits with the Mix it up concept as it encourages users to mix Uniqlo clothes to create something truly unique. Entrants must be: Aged 18-25; UK residents; Signed up as member of the Uniqlo website. After the competition closes, twenty semi-finalists from across the UK will be chosen by Uniqlo. Website members will then be able to vote for their favourite from the final twenty, thus creating further involvement and engagement. After the vote closes, five finalists will be revealed and invited down to London for the main event (travel expenses paid), where they will create a real version of their artwork using Uniqlo clothes on one of five big white canvases. The event will take place in the courtyard in front of Somerset House (see Appendix), and big screens will be present to show how the artworks look from above. Each finalist can compete as part of a group of up to four people. The event will have a DJ, be hosted by a local celebrity, and have a judging panel present to decide the winner at the end of the afternoon. PRIZES? + Donation of clothes to Oxfam? which adds CSR into the mix. Scheduling and Implementation Table 1: Media schedule for 2010 YOUniqlo campaign Taking the workings of the fashion industry into consideration, the print and outdoor campaigns will run in accordance with the release of new ranges at the beginning of each season. Pre-Event 01/02/10 Re-launch of Uniqlo website together with opening of Uniqlo Masterpiece competition. 01/02 31/03/10 Online entry using Flash application. 07/04 30/04/10 Online public vote from list of 20 semi-finalists. 07/05/10 Top 5 announced. Event 05/06/10 Final event in London. Table 2: Timetable for Uniqlo Masterpiece competition The competition has been timed so that the main event lands comfortably on Saturday 5th June. Nice weather is important for an outdoor event, and most students will have finished their exams by then. Publicity for competition on website and through sponsored Facebook group. + Use Bluetooth on day of event to attract passers by. Resources The proper execution of the YOUniqlo campaign relies on Uniqlos resources. This resource has evolved to become a strategic function that perceives the association between talented people and the success of an organization. Uniqlo needs to have the strength of extensive man power to establish a successful marketing campaign. The human resource involved in the campaign includes the professional team which comes up with innovative print ads, the efficient PR team which has the ability to host an event by capturing the audiences attention and a tech savvy team which creates breakthrough in internet advertising. The proper execution of a campaign depends on the financial resources available to support it. Uniqlo‘s most recent annual report available (2006) depicts that it has sufficient funds to carry out an extensive media campaign. The costs involved in conducting a campaign include the venue hiring costs, the cost of publishing print ads in magazines and the cost of publicizing the event through various websites. Uniqlo must treat this expenditure of conducting a campaign as an investment to create awareness about their brand and its uniqueness. Justify cost of PR event + prizes by fact that theyve already paid for supermodel Agyness Deyn + various celebs at Uniqlo flagship store opening. Evaluation, Control Feedback Precisely, several post-testing tools will be applied (tracking studies and likeability test) to create reliable and validated feedback (Fill, 2009). Deciding on the scope of the evaluation, it is logical to refer back to the communication objectives and assess to what extent they were achieved. Tracking studies will give the company a good view of communication campaign impact on brand awareness in the targeted regions of the UK. Interviewing a large number of people in these areas on a regular basis will also provide significant data on how their attitude and perception of Uniqlo has being influenced by all marketing efforts of the company. The awareness of the Uniqlo.co.uk will be easier to track by the number of hits from UK users. However, awareness on its own is not so important for the brand performance, unless level of engagement is also high. Youniqlo campaign was designed to create customer engagement with the brand and likeability analysis will aim to assess its success. The method will examine the level of entertainment/enjoyment people received from, for example, PR event or bus stop advertisements. A good showing here will also be the number of pictures uploaded to the company website. The likeability analysis will also demonstrate how well company has managed to differentiate itself from the competitors in consumers minds. QUALITATIVE. Recall tests. Conclusion Corporate Statement Changing clothes. Changing conventional wisdom. Change the world. Group Mission To create truly great clothing with new and unique value, and to enable people all over the world to experience the joy, happiness and satisfaction of wearing such great clothes; To enrich peoples lives through our unique corporate activities, and seek to grow and develop our company in unity with society. Values Approaching issues from the customer perspective; Embracing innovation and challenge; Respecting and supporting individuals to foster both corporate and personal growth; Committing to ethical standards and correctness. Principles Do everything possible for our customers; Pursue excellence and aim for the highest possible level of achievement; Achieve strong results through the promotion of diversity and teamwork; Move speedily and decisively in everything we do; Conduct business in a very real way based on the current marketplace, products and facts; Act as global citizens with ethics and integrity. (Fast Retailing, 2008) Appendix C: Uniqlos Advertising Spend, 2006-7 Total Spend Cinema Direct mail Internet Outdoor Press Radio TV  £m % % % % % % % 0.3 0.0 0.0 0.0 25.3 74.5 0.2 0.0 Uniqlos total advertising spend and media used, year to end May 2007. Source: Nielsen Media Research/Mintel (Mintel, 2007). Appendix D: Total Annual Sales of Uniqlo and Its Competitors Company Name (Flagship Brand) Country Fiscal Year End Sales ( ¥ Billions) GAP USA Jan. 2008 1723.7 INDITEX (ZARA) Spain Jan. 2008 1517.5 HM Sweden Nov. 2007 1342.1 Limited Brands USA Jan. 2008 1108.2 NEXT UK Jan. 2008 666.2

Hardships Of Southern Sharecroppers :: essays research papers

For many people in the 1930’s living conditions were not as adequate as they needed to be. The stock market had just crashed in 1928, and the US was in the midst of the Great Depression. Many people suffered from lack of money, and many others suffered from lack of food. One group of people who suffered greatly during this time period were the southern share croppers. Factors that caused the substandard living conditions of the southern share croppers in the 1930’s include lack of education, poor health care, and inadequate living facilities. The first factor that caused the substandard living conditions of the southern share croppers was their lack of education. There were several reasons the share croppers didn’t get the education they needed. One main reason was because many children didn’t go to school. Harold Walker writes that Southern cotton states ranked lower in rate of attendance for each student enrolled than any of the other states in the natio n (4). A factor that contributed to this was their excessive mobility, which inhibited many children from going to school (Corder 27). It is common knowledge that any child who constantly moves around will not be able to attend school on a regular basis, and even if they go to a school when they get a chance they will be so far behind they would have a difficult time catching up. Another factor that impeded on a child’s attendance at school was the fact that they never went to school when there was cotton to be picked (Walker 8). This may not seem like a large task, but some times it could take weeks to pick all the cotton. These few weeks that a child spent picking cotton was valuable learning time, and missing it could put a child too far behind to catch up. Another reason share croppers didn’t get the education they needed was because many southern rural schools had short terms (Gentry 21). Because of this teachers would not be able to cover all of the material that they needed to cover, or they would have to rush through the material they did cover. A final reason the education of the southern cotton states was not as good as other states was because their teachers were not as good. This was reflected in the fact that the salaries of Southern teachers were not as high as the salaries of other teachers (Mckeon 98).