Jaguar Land Rovers Targeted Audiences

Jaguar Land Rovers Targeted Audiences This short brief intends to scrutinise Jaguar Land Rovers targeted audiences from a present generation analytical position. Jaguar, despite the recession and the age group of the audience, has been in a leading position. It continues to occupy, in spite of occasional budget recommendations and communication obstacles, a product that provides the ultimate customer satisfaction. 1. Current Marketing Situation The British Jaguar and Land Rover Manufacturers were acquired in 2008 for approximately $2.3billion by Indias Tata Motors from Ford Motors. (Hoovers, 2010, p1). Jaguar offers luxury coupes, sedans and convertibles. The recession, despite restructuring of the company, has resulted in falling sales volumes, and erosion of brand equity. Jaguar XFR occupies a difficult competitive niche. It faces competition from BMWs M5, and the Audi RS6 and Mercedes E63 AMG (Carsuk.net, 2009, p1). 2. Marketing Objectives Jaguar topped the globally accredited JD Power Associates 2009 Vehicle Dependability Study, considerably up from its 10th position in 2008 (Daye Van Auken, 2009, p1). Its primary marketing objective is to strengthen its brand equity and achieve retailing mileage out of the above position. The objective needs to bridge the gap between its consumers inherited brand perceptions of unreliability and its actual performance (Daye VanAuken, 2009, p1). 3. Target Audiences Jaguars targeted market profile consists of individuals who are over 40 years in age and have a high net worth retail customer record. Jaguar XJ, despite being a fine car, did not succeed because of the common perception of it being analogous to the iconic original 1968 XJ Series I (CarsUK, 2009, p1). Jaguars current slogan Born To Perform, appears to be contrary to the perceived style-quotient, which owners cite as reason to acquire the car (Kerwin Kiley, 2004, p1). 4. Positioning Strategy Jaguar requires constant positioning, akin to BMWs enduring 30 year old Ultimate Driving Machine (Kerwin Kiley, 2004, p1). Jaguars marketers need to position the brand as contemporary and cool; in line with the younger age profile of an increasingly affluent target audience (Carsuk.net, 2009, p1). The positioning strategy needs to differentiate Jaguar from its direct competitors, BMW, Audi and Mercedes, areas of performance, dependability and styling. 5. Communication Objectives Fords policy of a mass market approach was contrary to its luxury niche image and ruined Jaguars marketing (Kerwin Kiley, 2004, p1). Its communication objective should now be to prevent brand erosion and strengthen its old image as a special and luxury product (Ã…Â  trach, Everett, 2006, p1). The communication objectives should be realistic in terms of reaching the maximum relevant target audience, without compromising brand exclusivity. The objectives should above all, endeavour to negate perceptions of unreliability in its brand equity. 6. Communications Mix Jaguars Adam Henderson highlighted the companys 360Degree approach on deployment of all available communication marketing channels. The companys communication mix comprises of the following (Riley, 2010, p1): National communications through press, TV advertisements, Out of Home posters/billboards, video and in-market magazines, Digital communications, Experiential luxury drives and track events, Public Relations Social media, Brand Partnerships to engage with similarly interests viz. Barclays Wealth (investment bank), Customer Relationship Management (CRM) and Local dealer marketing 7. Budget Recommendations Much of Fords investment, (of around $10 billion since 1989), went into unsuccessful brand-stretching exercises, rather than in brand extension (Madslien, 2007, p1). The marketing budget is approximately is  £25 million. The marketing focus is on bringing in new customers (Riley, 2010, p1). Restricted budgets are making brands hesitate to invest in mobile campaigns. Jaguar, with achieved benchmarks, should continue such channel investments (Butcher, 2009, p1). Section B: Creative Brief 1. Target Audience Communication regarding current Jaguar offerings, in terms of their exclusive features and break-through styling, should reach the targeted audience of individuals, aged between 35 to 54 years, with high levels of disposable income (MobiAD News, 2008, p1). It is practical to include young financially secure people in the target audience, without estranging its core customers ([emailprotected], 2005, p1). 2. Communications Objectives The communications objective should look at striking a balance between solid old-fashioned elitism and contemporaneous innovative luxury (Riley, 2010, p1). Brand communication should be analogous to that of a design-directed luxury brand, amidst the contemporary luxury world of intelligence, imagination and innovation. Communication should render the brand relevant and compelling to the target audience (Riley, 2010, p1). 3. Communication Obstacles Decades of negative consumer testimonials regarding Jaguars unreliability and under-performance constitute huge obstacles to communications (Daye VanAuken, 2009, p1). Another obstacle amongst luxury auto brands pertains to their desire to endorse exclusivity, which clashing with the demographic distribution of social media (Silverstone, 2010, p1). 4. Key Promise/Benefit The key benefit for the targeted audience is higher levels of customer experiential satisfaction. Increased interaction will accomplish exclusivity to more segments of relevant targeted audience and will benefit all customers, dealers and prospects in terms of continuous customer satisfaction feedback. This will result in improved levels of dependability and customer satisfaction. 5. Reasons for Key Promise Outweighing Obstacles The key promise/benefit equation should bridge the gap between its targeted audiences perceptions of unreliability, versus its actual performance. This gap should be bridged by deployment of direct marketing methods deployed towards its core and potential target segments. Engaging consistently with relevant segments of target audiences through experiential or other channels will help better CRM practices and removal of obstacles. 6. Tone/Key Feeling of this Communication The key feeling needs to be a sustainable zeal for the Jaguar brand (Riley, 2010, p1). It should inspire products and surpass Jaguars historical brand values. It should differentiate itself in conveying that Jaguar, at heart, is a lavish and awe-inspiring sports car company (Riley, 2010, p1). 7. Media (Newspaper, Radio and Direct Mail) to reach the Target Audience The targeted audience needs to be reached through deployment of different marketing channels, viz. newspapers, journals and magazines, both online and offline, and selected radio channels that promote luxury brands (Riley, 2010). Direct mail can be effective only when focused on known and specific HNWI customer segments (Viswanathan Chiam, 2007, p1). 8. Other Creative Considerations Marketing strategy and communications should aim to get the attention of HNWIs attention, by portray the products successful qualities, rather than depending on them (Viswanathan Chiam, 2007, p1). Such audiences are often fickle and can be swayed by differentiated products or services that give them bragging rights (Viswanathan Chiam, 2007, p1). They can thus be persuaded by differentiated products or services that give them bragging rights (Viswanathan Chiam, 2007, p1). Marketing through social networks is also important in the modern day atmosphere of online penetration (Riley, 2010, p1). 9. Budget/Financial Constraints The overall marketing budget limits the budget for the campaign of the current XFR launch and decreases available expend. The digital communication budget is expected to cannibalise the operational budget because of the earlier success of the mobile campaign initiatives. This will constrain the budget for long-term marketing commitment, required for preserving and enhancing brand equity. Section C: Scripts 1. Quarter Page Newspaper Advertisement The innovative Jaguar XJ embodies a bold and spirited automotive magnificence. Its sophisticated, sporting and sleek demeanour, offers an enticing blend of outstanding design, awesome performance and engineering without compromise. The XJ customer can choose from four refined and powerful engines, which utilize the newest power train technology, to get an exceptional mix of class-leading efficiency and dependable performance. Principles of aerospace engineering and extensive use of Computational Fluid Dynamics (CFD) have determined the cars aerodynamic line. The lightweight aluminium body uses over 50% recycled material. Body panels manufactured from recycled material utilise only 5% of the energy needed for new aluminium, leading to a possible saving of 3 tonnes CO2 per vehicle. Building on recent XK and XF successes, the all-new XJ is the new introduction, offered to our ever discerning Jaguar customers. It is the companys four-door flagship, meant to fulfil aspirations of the new generation of customers (CarsUK.net, 2009, p1). 2. A 20 Second Radio Commercial The following script is meant for broadcasting over radio channels and should target distinct layouts and demographics. Both live reads and produced spots can be used simultaneously. Drive times, latter day parts and weekends are recommended for broadcasts. Script: Louis Armstrongs What a Wonderful World is this commercials music bed. What do the acronyms XFR, M5, RS6 and E63 portray? à ¢Ã¢â€š ¬Ã‚ ¦well, they are neither clandestine intelligence agencies of worldwide governments or alphanumeric codes representing chemical compounds. They are sports luxury saloons. If you do know about these life-changing products, you have already heard of the path-breaking Jaguar XJ. The epitome of British luxury, the all-new Jaguar XJ, exudes automotive magnificence (CarsUK.net, 2009, p1). It is sophisticated, sleek and sporting. It offers unparalleled comfort along with a mix of awesome performance, outstanding design and uncompromised engineering (CarsUK.net, 2009, p1). If you wish to test drive a Jaguar, do give us a call or book online vide our website: https://jaguarukforms.aplicor.net/testdrive.aspx. Our telephone numbers are: .. . We promise you an unparalleled experience at Jaguar.

Evolution of Health Care Information Systems Essay

Health care has come a long way in technology for the past, implementing new technology has made the health care industry grow in size. Major events of health care have paved the way for future technologies influence the physicians, administrators, clinicians, and staff to push pass the old ways of thinking and create new initiatives of information systems. Health care information will be moving forward with significant changes, technology involvement will prove to be a positive and much needed impact to the decision making process. Compare and Contrast Health Care Operations within 20 years The evolution of health care information system has been proficient, effective, and patient-focused technologies have an influence on the way health evolve over the years. East Orange General Hospital has a lifetime of learning in keeping up with the new trends of technology.  The changes in the health care information systems from 20 years ago have put value on the system by improving patient safety and confidentiality. â€Å"The broad spectrum of clinic information has made a way for hospitals to integrate with administrative applications of care†. East Orange General Hospital have the use of information technology so the increase of efficiency and patient-centered care to possible with the right measures. Comparing the health IT systems to 20 years in the past has shown the comprehensive strive in implementing and computerizing different aspects of care management. Delivering information in today’s time has shown the function of the new trends of operating and implementing new technology. In 20 years, paper documentation was the normal office rule for information, patient charts came in the paper form. The differences of past information management in health care was ambiguous and undone data, poor availability, and fragmented data of patient charts. In today’s information system, significant advances help maintain a high quality of care. Improving patient care, clinical information expanded to help increase the quality of care. East Orange General Hospital has launched a new electronic medical record system to support efficiency and accuracy in patient accounts. The organization will reduce the use of paper charts, but still uses both paper and electronic record keeping. The implementation of computerized record system at EOGH has now positioned itself to receive incentive payment from Medicaid and Medicare† (Slavin, 2011 Para 1-2). The technology used at EOGH is Centricity, Series, and Precyse systems; these systems control the computerized provider order entry (CPOE), Health Information Exchange (HIE), and Personal Health Record (PHR). Information technology today m ade it possible to improve patient services in many ways. Hospitals will be better equipped with the tools for maintaining patient records and keeping confidentiality of information intact. Paper-based information was the normal way to go 20 years ago, documentation misplaced, duplicates used made patient information unreliable for some parts of record keeping. â€Å"The health Information system has become most challenging with promising results through research, education, and medical informatics in medical records and health care† (Haux, 2004 â€Å"p† 269). Rising technologies in health care need a high-tech approach in the medical community to a terrific life-span in health care organizations and the willingness to use it. Technology is showing how in the future disease management will be a prior and reflection on the progress of better diagnosis with the technology realm of care for health care. â€Å"Various successes of technology have made the concept of prevention, health promotion, and integrative medicine to bond for a product of quality care† (Weil, 2011 â€Å"p†1). Major Events and Technological Advantages that Influenced Current HCIS Practices Technological advantages starts with the implementation of information systems that will help physicians obtain a more rapid response for patient medical records. The change in health care started with the â€Å"potential benefits of the EMR a step further by adding sophisticated hardware to the mix† (Silverman, 1998 â€Å"p† 2). Doctors can use a wall-mounted keyboard with a monitoring system to check results of recent procedures, consultations, operations, or images. Health information recording and clinical data repository is how checking orders of daily medications by touching key pad helps in the integration process of writing progress notes of the clinical findings. Electronic Medical Records has steps in pulling patient charts, â€Å"searching for missing or misfiled data, transcribing orders, filling out multiple lab, diagnostic test, and pharmacy requisitions, or writing progress notes hours after having actually examined the patient are now all completed† (Silverman, 1998 â€Å"p† 2). The clinical data repository needs a good electronic medical records system, so that medical records that been scanned can be reviewed. EMR is a record in digital format which can be capable of experiencing certain health care agendas of care. EMR’s are being embedded in network-connected enterprise-wide information systems† (Dacca, 2013 Para 2). The records included has a certain range of information in summary or comprehensive text, including demographics, immunizations, radiology data, medical history, laboratory test results, medication, and allergies, vital signs, personal status of age, sex, and weight, and billing information. Electronic Medical Record (EMR) is a critical part of quality care for everyone involved in the process of EMRs and America’s standard of care. EMR and other decision support systems can help prevent medical errors that plaques the United States for decades under the fraud and abuse category in health care† (Williams & Austin, 2008 â€Å"p† 40). The second event that has shaped the core of HCIS is how the Health Information Portability and Accountability Act (HIPAA) has helped health care delivery system to excel in providing effective and safe care and highest quality possible. The government created the Health Information Portability and Accountability Act (HIPAA) in the 1950s; this agency is strictly for continual improvement in patient confidentiality within health care facilities. The public are the main concern of the Joint Commission in â€Å"collaboration with stakeholders, joint commission help inspire safe and effective care† (The Joint Commission, 2012 Para 2). The joint Commission governs the assessments of quality and safety of care within health organizations that help set standards that measures quality care with patient confidentiality. Conclusion: Health care technology has reached epic proportion in America, Innovation is important in medical technology; it is the essence health care rganizations. The drive of technology is the innovation for a better quality care in a faster pace. â€Å"Medical technology help improves individual lives and help in the benefits of treatment to individuals whose conditions may have been difficult or impossible to treat† (Wager, Lee & Glaser, 2009 â€Å"p† 5) with new trends of health care. Innovation is improving in products, and improving the way healthcare shows delivery; this is making healt hcare delivery efficient and more sustainable.

Indian indentureship vs. African Slavery - 1445 Words

Hannah Henry Tshana Thomas-Francique West Indian History 18 March 2014 Haitian Revolution: Circumstances Haiti was the French of Santo Domingo, the most prolific colonial economy in the world. Monopolized by plantation agriculture, mainly to stock coffee and sugar to the world market, practically 90 percent was Haiti’s slave population. African slaves were brought to the island in the Atlantic slave trade. The fragment of the populace subsisted of peoples of European ancestry and of mixed heritage, delineated in the law of the colony as â€Å"white† or people of color, proportionately. Both of these groups owned slaves. French bureaucrats subjugated the island. By 1788, the native Indian populace had died out completely as result of†¦show more content†¦He also overtook the heads of the free coloreds and rival black commanders. Toussaint oversaw undisclosed consultations with the British that led to their disengagement from Santo Domingo in 1798; he also had contacts with the United States government, which was then entangled in an implicit war with France and wa s elated to sabotage French jurisdiction over their colonies. Historians contradict about what Toussaint was intending during these years. Some think he already predetermined to establish an autonomous country; others consider he was hoping for an agreement in which Santo Domingo would stay a French colony, but with a government of its own, selected by all its citizens, despite race. Toussaint was mindful that, as subversive earnestness in France was fading, some legislators were calling for the rehabilitation of slavery in the colonies; he had no motive of letting making that come to past. But he needed French support against the British, and so he played a perplexed game and kept his real aims vague. Toussaint did hope to rehabilitate Santo Domingo’s economy. Although he guaranteed the black populace that there would be no return to slavery, he reiterated that most former slaves had to go back to their plantations and continue field work. They would now be paid and have more free time, but they were still not free to leave or to become

Sugaring Recipes to Attract Moths

Many moths will come to lights at night, but if you really want to sample the species in an area, you should try sugaring for moths. Sugaring or baiting is an effective and fun way to attract moths to an area. The bait is usually a mixture of fermenting fruit, sugar, and alcohol. When sugaring for moths, you apply the bait mixture to tree trunks, fence posts, stumps, or other structures, usually around dusk. After dark, you visit your bait sites at regular intervals of time to collect or photograph any moths. You can try sugaring for moths any time of the year, but youll have the best results if the temperature remains above 50 °F. Warm, muggy nights are ideal for baiting moths. Making a Sugar Bait for Moths Every moth enthusiast or entomologist I know has their own favorite recipe for sugar bait. The key to effective bait is making a concoction with a strong odor to attract the moths, and a sweet taste to keep the moths around. Finding a mixture that yields good results may take a bit of trial and error on your part. Start with this basic recipe, and modify it to your liking. Basic Sugar Bait Recipe to Attract Moths brown sugaroverripe bananasbeer (stale beer is preferable)molasses Were not baking a cake here, so theres no need to measure anything. Making a good bait for sugaring moths is more a matter of consistency than it is of proportion. You should try to achieve a consistency thick enough to keep it from dripping, but thin enough to spread with a paintbrush. Crush up the ripe bananas and mix them in. Use enough beer to dissolve the sugar. Stir it all together until you have a thick but fluid bait mixture. Some people prefer to age their sugaring bait, by letting it sit at room temperature for a few days. This will allow it to ferment, which will make the bait all the more attractive to the moths. If you choose to do this, dont put your mixture in an airtight container. Use a loose-fitting lid, or cover the container with a paper towel held in place with a rubber band. If you have any stale or skunky beer around, heres your chance to put it to good use. Moths dont mind a stale beer. Other Sugar Bait Ingredients Really, the fun part of sugaring for moths is creating your own perfect bait recipe. Try some of these ideas to modify the basic recipe, and see what works best to attract moths. dry yeast - if youre going to let your mixture sit and ferment, this may be a good addition to tryrumsweet liqueurs, like schnappswhite sugar – can be substituted for brown sugarhoneymaple syruprotting watermelon – some moth enthusiasts swear by watermelon, claiming its the best moth attractant you can findfermenting peaches, pears, or applesblack treacle – a sweet syrup produced when sugar is refinedcola – some people like to simmer the cola, stirring in sugar and perhaps some molasses until it dissolvesorange soda – open it and let it sit for a while, so it goes flat Applying the Sugar Bait to Attract Moths Now that youve mixed your sugar bait, its time to do some mothing! Youll need a paintbrush to apply the concoction. A 3-4 width paintbrush is ideal for this purpose. Take your mixture to the area where you hope to collect moths, and choose a few tree trunks or fence posts that are easily accessible. Paint the mixture on these locations, making about a 12-inch square (smaller, obviously, if the tree trunk isnt that wide) at eye level. If youre planning to photograph the moths, keep that in mind when applying the sugar bait. Make sure the ground is clear of debris or undergrowth, so you can collect or photograph any moths easily. I recommend sugaring the trees around dusk, so the scents of a fresh batch of bait are wafting through the air just when the night-flying moths are waking up from their naps. When youre applying the bait, remember that other insects (ants, anyone?) may enjoy a sugary snack, too. If you want to find moths, you need to be careful not to spill the bait solution as you walk around the area. Dont let the bait mixture drip down the tree trunk, either. You need to make a nice, neat square of sugar bait, without creating trails for ants to follow. If it drips, its not thick enough and you should go back to the kitchen. Adding molasses will usually do the trick. Some people recommend using the bait mixture as a barrier, to keep hungry ants from reaching the bait square intended for moths. Try painting a ring of the sugar bait around the tree trunk, several feet below the moth bait, and also several feet above the moth bait. This should effectively intercept any ants, and keep them preoccupied and away from the moths. Checking the Bait for Moths Now its just a matter of sitting and waiting for the moths to find your irresistibly stinky bait. Youll probably notice the most moth action between the hours of 10 pm and 1 am but check your bait sites every half hour or so. Be careful you dont spook the moths! Dont shine your flashlight directly at the moths. Flashlights with a red filter, or with red LED lights, will make it easier to observe the moths without disturbing them. Keep your flashlight pointing down toward the ground as you approach. As moths in the area detect the scent of the bait, they will fly to the site to investigate. Youll see moths resting on the areas where you applied the bait.   Sources: Discovering Moths: Nighttime Jewels in Your Own Backyard, by John Himmelman Sugaring for Moths, Catocala website, accessed November 19, 2012 Sugaring for Moths, University of Washington, accessed November 19, 2012Sugar Baits for Moths, National Moth Week, accessed November 19, 2012Sugaring for Moths  (PDF), Michigan Entomological Society, accessed November 19, 2012Attracting Moths, Staffordshire Moth Group, accessed November 19, 2012