Nostradamus Essay - 969 Words

Nostradamus nbsp;nbsp;nbsp;nbsp;nbsp;In the 16th century, a French doctor and prophet, Michel de Nostradame, was born. He gained his fame when his predictions of the death of King Henry II of France came true. Nostradamus, as he is also known, wrote a ten volume book, The Centuries, filled with prophecies. He became a man that people from all over the world came to see to seek his counsel. Nostradamus had a life filled with many twists and turns and has made many prophecies that have come true during the twentieth century. nbsp;nbsp;nbsp;nbsp;nbsp;His grandfathers were the first people to notice his display of talent for prophecy when Nostradamus was very young. His grandfathers taught him a wide range of subjects: classical†¦show more content†¦He helped many people get better from this sickness except his own family. All of them died as a result of the plague. When people heard that he could not even save his own family, his reputation was ruined. He escaped Agen under cover of darkness, heading toward Italy. For the next six years, he wandered in Europe on â€Å"a journey of self-discovery.† (Hogue 16.) It was during this time that his prophetic powers came to life. nbsp;nbsp;nbsp;nbsp;nbsp;Once he settled down again in the city of Salon, he remodeled a floor in his house to make it his private study. There he installed his collection of magical devices: astrolalus, divining rods, magic mirrors, and a brass bowl and tripod. He studied at night and people sometimes wondered what the doctor could possibly be doing while others slept. In 1544, he then published his fist almanac of prophecies. This is where his quatrains were first used in his writings Quatrains are four line poems. The success of this almanac encouraged him to publish one every year until his death. In 1554, he began writing his most famous book, The Centuries. It was to have ten volumes with each containing one hundred quatrains. The first three volumes were published in 1555, four through seven in 1556, and the final three were published after his death. (Roberts 23.) Reaction to his books was mixed. Some called him a genius. Some called him an instrument of Satan. His medical colleagues called him anShow MoreRelatedThe Prophecies of Nostradamus Essay2788 Words   |  12 PagesAbstract    What if there was a man who could see into the future? He could predict the fate of not only the ones closet to him, but the fate of the world. Nostradamus was a highly educated man in the medical field. But when tragedy struck him hard, he led a life of solitude. This is the time when he made most of his predictions. Nostradamus was a profit who not only predicted many events throughout history, but also helped put a stop to the plague that devastated Southern France during the 16thRead More Nostradamus Essay examples1506 Words   |  7 PagesNostradamus Biography The following is a biography of Michel de Nostredame, it is a excerpt from Erika Cheetham, The Prophecies of Nostradamus. Childhood Michel de Nostradame, more commonly known as Nostradamus, was born on 14th December 1503, in St. Remy de Provence. His parents were of simple lineage from around Avignon. Nostradamus was the oldest son, and had four brothers; of the first three we know little; the youngest, Jean, became Procureur of the Parliament of the Provence. Read More Nostradamus: The Truth Behind the Prophecies Essay2209 Words   |  9 Pagesin the writings of Nostradamus. For many occasions people have been convinced that this man could see the future and he documented it in his many journals and books titled The Centuries. The writings and prophecies have been a controversial issue for many years. Most Nostradomus translators have more than likely misinterpreted his work because of his nearly illegible style of writings, thus false information is commonly found about this man of the past.   Ã‚  Ã‚  Ã‚  Ã‚  Nostradamus, a French Jew convertedRead MoreRedemption, a Literary Device: Hey Nostradamus! Response Essay1439 Words   |  6 PagesREDEMPTION 1 Redemption, A Literary Device: Hey Nostradamus! Response Essay Kathy Ottaway, 020091223 Instructor Esther  Griffin 10F Cdn. Literature and Criticism - 01 HUMN2000-10F-11296 Tuesday, November 30, 2010 REDEMPTION 2 Redemption, A Literary Device: Hey Nostradamus! Response Essay Redemption. It is a single word that holds great meaning for both the ones who seek it, and for those whose opinions are the ones to grant it, whether it is an outsideRead MoreEssay on Our Decisions and a Predetermined Fate: Oedipus the King772 Words   |  4 Pagestime prophecies have supposedly been passed down directly from the gods unto the prophets. In the ancient Grecian time, god’s word was worshipped and fate was all but fact. In the bible, Moses was one of the most famous prophets. In the 1500s, Nostradamus, who was a French apothecary and seer, wrote an entire collection of prophecies. Throughout history there have been theses men and many more who claimed to know details about the future. Why would so many prophecies become world renowned if thereRead MoreAnalysis Of Hey Nostradamus1514 Words   |  7 Pagesâ€Å"I was glued to Cheryl. My arms actually made suction noises when I moved them. I was covered in her blood.†Coupland, Douglas. Hey Nostradamus ! London: Harper Perennial, 2004. Print. Hey Nostradamus is a book that was written in 2004 set in the real world, about a fictional shooting that took place at Delbrook secondary school, and around the Vancouver area. The story is based on four different peoples accounts in a first person point of view. With each person explaining religion, losing loved onesRead MoreThe Satanic Verses And Hey Nostradamus969 Words   |  4 Pages While the sacred can be reengaged, The Satanic Verses and Hey Nostradamus! depict the secular as people become isolated from belief. By exposing hypocrisy and challenging what is deemed sacred, The Satanic Verses and Hey Nostradamus! uncover the darkness within religion, illustrating possible impurity in religious authority and legitimacy. Peter Mullen points out that religious texts have ‘a definitive authority for the communities which accept and uphold them’. Such authority is engaged with andRead MoreThe Satanic Verses, Truth And Falsity9 99 Words   |  4 Pagesshowing a necessity for the sacred. Nothing stands without faith, and replacements of religion are meaningless. Secularism and the sacred define each other and become inseparable. Doubt in Hey Nostradamus! is brought forward by constant misplacements. Rather than doubt of the sacred and the secular, Hey Nostradamus! engages in the doubt of whether good and evil can coexist, especially in religion. Constant doubt can be found in denarration of the characters, ‘all born lost’(146) as a generation cleanRead MoreWhy Demographic Trends Spell Trouble For China And Russia1299 Words   |  6 Pagesmaking predictions about the future. One of the most famous being, Michel de Nostradamus who lived during the 16th century and is best known for his quatrains that were published in a book call Les Prophecies (Biography.Com). Nostradamus predictions that are forecasted way past the 21st century are based on judicial astrology that calculates planets and stellar bodies in relationship to the earth (History.com). Like Nostradamus, today’s futurists forecast the future however, they use techniques likeRead MoreMedieval Times From The 21st Century2110 Wo rds   |  9 Pagesdoctor in medieval times was Nostradamus. He was believed to be psychic and predict the future. Many believed that his prophecies have come true. Nostradamus was a very important person during the black plague. The black plague was an extremely deadly and vicious disease that killed nearly 40 million people during the Middle Ages. Nostradamus is most known for his work during this time. Many other doctors during the plague were using much different methods than Nostradamus. Most doctors believed that

Rhetorical Analysis Of The Tamarisk Hunter - 1757 Words

Brian Wiest Professor Loren Eason Writing 37 6 November 2017 Rhetorical Analysis In â€Å"The Tamarisk Hunter,† author Paolo Bacigalupe elaborates on the theory of Trickle Down Economics. The Trickle-Down theory claims that by giving more freedom and power to wealthy sources, individuals will become able to contribute more to society. In other words, their economic involvement is theorized to advance overall societal wealth. Bacigalupe satirically approaches this theory in that he further stresses how the water and resources in the short story do not gradually reach the lower class. But rather California, representative of the upper class, hordes all of the water in the West and it by no means trickles down to those like Lolo and his†¦show more content†¦A reader cannot truly perceive the concept of inequality without analysing how those like Lolo are given very little. Due to the fact California acquires all of the water through the Colorado River, the less fortunate like Lolo are obligated to go great lengths to merely make a living. Lolo’s job requires him to remove tamarisk alongside the waterline. Tamarisks fundamentally retain water from the river to the extent that they could detrimentally affect the water supply. However, this job does not adequately support him and his wife Annie in terms of water, therefore they need to illegally smuggle it. The theory of trickle down economics infers that there is an advancement of overall resources for all individuals, and unmistakably that is not the case. The water does not trickle down to individuals like Lolo, consequently they are nearly mandated to steal it. The author deliberately attaches the concept of the allocation of water, given in and of itself, the term trickle down is synonymous with water. Bacigalupe is showing the reader that if this economic theory benefitted all of society, then there would not be members of the lower class struggling to survive. Additionally, Lolo faces no punishment for stealing water, which essentially means that thievery is somewhat warranted; the author expects those who are

Marketing and Competitive Environment in Australia

Question: Discuss about the Marketing and Competitive Environment in Australia. Answer: Introduction In the past few years, there has been an escalation in the competition between providers of higher education within one of the most attractive education market, Australia (Coaldrake Stedman, 1997). The forthcoming years are bound to see another steep escalation in the manner as well as intensity of this competition as globalization picks up even more pace. More than that, advancement in technologies is also leading a clear path for this competition to intensify, along with that the deregulation of the domestic sector has also continued, and the per capita funding has reduced further (Bradley, 2003; O?Keefe, 2005). As this market continues to become much more mature, we will see that even greater elements are added in the mix for better competition as well as contestability majorly for the interests of efficiency and productivity (Brett, 2000) Exacerbating this entire situation are the reports that there has been a slackening in the demand of overseas students in the traditional market. These are the students whose fees have kept many universities from sinking and these universities are still afloat (Illing, 2005d). We can say that there has been an increase in the local market as well as one can see that many international and foreign names have also popped up searching for newer and better opportunities in the Australian Market (Cohen, 2005). We also see a rise in the number of new providers who are offering training and education in many more non-traditional forms (Marginson Considine, 2000). As we see that various Australian public universities are maneuvering for a higher market position, one can doubt up on the capacity of the market to hold all and give enough opportunities to prosper and survive (Brown, 2005a). Marketing and competitive environment Now for this part of the paper, we went through a thesis report by Donald J. Bradman, The Quest of Australian Public Universities for Competitive Advantage in a Global Higher Education Environment where he had interviews with high end representatives of different universities in Australia and we have also gone through the official sites of this university. The university with which we are concerned with is The University of Queensland (sandstone). Some of the top assumptions and implications which we could make out from all these sources were that(Bradman, 2007) :- The level of intensification for the rise in level of competition has been different for different universities but the University of Queensland has been the in the group which is highly concerned with this intensification. A wide range of strategies have been applied by different universities and the University of Queensland is no different in response to this rapid intensification of competition. As we get to know from the prospectus of universities, strategy for 2014-17, university under the situation of competition, change and uncertainty will seek to develop and identify appropriate and new strategic priorities in both research nd teaching and also in development, diversification of resource base, management and in use of technology. Now for further understanding the planning and competiton strategy for the university, we need to go through this screenshot from the prospectus if university for the ongoing batches. Let us observe it:- So, if we go through it quickly, the salient features which one can understand are what cover up basically both the competitive as well as marketing environment(Queensland, 2014) . They are trying to nullify racism or discrimination based on the basis of ethnicity and they wish to attract and keep students from round the world with only qualification being based on educational level.The students will be selected specifically on the basis of merit and potentialImprove and increase participation of students from under represented cohorts for example the indigenous Australian students.Increasing the rate of students retention by better and interactive support systems They focus of the University is at providing an environment where in the main focus is on teaching and the students and all the other things are secondary. This ensures that the students and their parents feel secure while sending their children to university and they can be assured that the utmost importance would be given to the knowledge which the students can gain from their experienced faculty and facilities within the university.Support and adhere to innovative teaching methods which will deliver better outcomes to the studentsProvide students with high quality open resources and learning materialsProvide students with international experience with the help of international internships The university wants to lead the pack in the field of online education and be a role model for other universities and be the first priority for all the students locally and internationally. This will ensure students gain experience and also enhance the quality of teachers and teaching.Develop and publicise innovative online portals and materials which enrich the on-campus experience and also enhance their international profile.Utilise the information system or improving quality of students learning experience. Conclusion In the end, we can end our paper saying that the Australian market is seeing an increase in the number of educational providers but with that the quality might also got affected. Although, University of Queensland has embedded this fact in its prospectus for current session that education needs to be of top quality in order to lead the pack of top class universities. The following paper gives us a very good idea about the different marketing and competitive environment faced by the University of Queensland. References Cohen, D. (2005). U.S. giant casts large shadow. Australian, 17 August, p.44. Coaldrake, O. P. Steadman, L. (1997). On the Brink: Australia's Universities Confronting their Future. St. Lucia: University of Queensland Press. Bradley, D. (2003). University governance. (Speech at Business Higher Education Round Table Conference, 25 November.) www.unisa.edu.au, accessed 12 December 2006. Illing, D. (2005). Overseas numbers softening. Australian, 16 February Donald J. Bradman. (2007). The Quest of Australian Public Universities for Competitive Advantage in a Global Higher Education Environment University of Queensland. (2014). STRATEGY PLAN 2014-17)

Pepsi and Its Competitors Essay Example

Pepsi and Its Competitors Essay World Leader In Convenient Foods Beverages Industry †¢ Revenues – About $43 billion and over 198,000 Employees across the globe †¢ PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay †¢ PepsiCo brands are available in more than 200 countries and territories across the globe †¢ PepsiCo has more than 500 products in it’s portfolio of which 18 brands generate $1 Billion each in retail sales A broad spectrum of beverages worldwide bringing fun and refreshment to consumers Frito-Lay invigorates PepsiCos portfolio of products with plenty of good food and good fun Tropicana, the strongest name in juices; the best of fruit Quaker expands our portfolio with a wide range of healthy food choices Gatorades line of performance drinks adds over 40 years of rehydration sports nutrition research to the PepsiCo portfolio Our Corporate Philosophy Performance with Purpose At PepsiCo we gauge our financial achievement by our social and environmental performance. Our sustainable efforts have given our business the solid foundation we need to keep pace with an ever-changing market A Philosophy That Is Manifested At PepsiCo India Through A Comprehensive Sustainability Program PepsiCo India Our Portfolio Today Meets A Range Of Consumer Food Beverage Needs Beverage Need States Refresh Snack Need States Refresh Hydration Enjoyment Sustenance Enjoyment Health Indulgence Health Indulgence Nourishment Transformation Nourishment Enhancement Energy Energy Serviced By Muscular Brands That Enjoy Consumer Preference and Loyalty Built Through Superior, ConsumerValidated Propositions, Rooted In Insight And Supported By A Robust Information Ecosystem We will write a custom essay sample on Pepsi and Its Competitors specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Pepsi and Its Competitors specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Pepsi and Its Competitors specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Periodic KPI Tracking Digging deeper Consumer Insights †¢ More than observation or findings – Deeper more penetrating †¢ Talking to consumers, not just talking about them †¢ Recognizing relationships †¢ Re-framing the problem †¢ Driven by both people process †¢ Syndicated data †¢Consumer/ retailer data †¢ Trend reports †¢ Customized research ( qualitative quantitative) †¢ Internal data †¢ Consumer motivation emotional attachment to brands †¢ Consumption rituals †¢ Ethnography †¢ Consumer segmentation,Typology †¢ Consumer/Customer decision making tree However Our Consumer Is A Moving Target – Evolving Rapidly Macro Consumer Trends Point To Consumers in Experience-Maximization Mode Stop-Go Stop-Go Lives Lives The reshaping of culture, community, what it means to belong Adapting to a life that is fast, flexible and lived-on-the-go Community Community Transformations Transformations Health Health Wellness Wellness Increasing focus on Wellness, though low evidence yet of walking the talk The rising currency of visual information New New Communication Communication Currencies Currencies Professional Professional Consumers Consumers Experiential Experiential Society Society Consumers seeking savoring experiences Consumers increasingly becoming demanding, sophisticated contradictory in their shopping patterns Fundamentally Changing The Consumer Engagement Paradigm Bite Sized Communications Niche is the new norm Shorter attention time spans, unprecedented exposure Customization personalization, spurred by increased individualism Authenticity is a key value Brand Affinity is tougher to build Declined trust in Corporations demand for more information Brand Platforms are becoming crowded spaces – Cricket is activated by gt; 130 brands! Consumers Are Now In Control The Rules of Engagement Have Changed Altering the Power Equation Between Advertisers Consumers Much Of This Is Powered By A Changing Media Landscape + My Media We, the Media MANY-TO-MANY Consumer control an engagement Niche Media Mainstream Media ONE-TO-MANY ONE-TO-FEW ONE-TO-ONE Social Media Personal Media Segmented Media Mass Media Media Today Is Feeding Consumers’ Appetite For Content†¦ †¦But Also Affiliating Them To Powerful Ideas Traditionally, Media Distribution Had A â€Å"Top Down† Structure broadcaster affiliate (distributor) affiliate (distributor) affiliate (distributor) affiliate (distributor) affiliate (distributor) Now Media Is Essentially De-centralized Content jumps†¦ Consumers â€Å"broadcast† to other consumers through blogs, BBS and social networks. †¦between platforms†¦ between geographies movie gets uploaded then downloaded THE RESULT: Media Democratisation where anyone can become a journalist, author or film maker Driven By The Fact That Markets Have Become Conversations The Cluetrain Manifesto †¢ An influential book written in 1999 – A set of 95 theeses put forward as a manifesto for all businesses operating in what was suggested as a â€Å"newly connected marketplace† †¢ Fundamental to The Cluetrain Manifesto was the premise that the Internet provided a new and unique forum for communication that would ultimately shift the nature of business communication and marketing. A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies. †¢ Powered by Social Media And Web 2. 0 Social media is an umbrella term that defines various activities that integrate technology, social interaction and the construction of words, pictures, video and audio. Source. Wikipedia. org MORE SIMPLY PUT†¦. Social Media is about people having conversations online.. The Social Media Landscape Today Is A Powerful Enabler Of The Changing Conversation Types of Social Media Blogs ( web-logs) †¢ Emerged in the Mid 90s; Simple online diaries by individuals, corporates †¢ Micro blogs †¢ Twitter fastest growing social media brand †¢ Instant messaging, news/image sharing, job board †¢ Continues to evolve as a real-time communication tool †¢ Social Networks †¢ Connections †¢ Music, sports, politics, sex, hobbies †¢ Sub-category includes customizable social networks – eg Ning, KickApps â € ¢ †¢ Video/Image sharing sites †¢ Upload and share; The blurring of ‘public’ vs ‘private’ Social Media Aggregators ‘FriendFeed’, ‘socialthing’ †¢ Centralize users’ various profiles; manage multiple conversations from one location †¢ Social News Aggregators †¢ Submit links to content on other websites †¢ Ranked by discussion it evokes †¢ Social Bookmarking sites – Folksonomies †¢ Bookmark and share useful web pages †¢ Wikis †¢ Creation and editing of interlinked web pages – collaborative websites †¢ 100% UGC – By the readers Media Consumption Is Evolving From LeanBack, Captive to Lean-Forward, Engaged out about OOH, Malls, Book / Music Stores, Theme Parks Mobile Events, Gym, Disc/Pubs, Clubs ean forward Newspaper, Magazines RSS – Feed, Internet Blog, Gaming, Contests, Social Networking lean back TV, Radio Cinema, Movies on Demand, DVR IPTV, Interactive Games scheduled demand participate Both Traditional Media As Well As Social Media Can Be Lean-Forward Traditional media like TV, Press and Outdoor can also be â€Å"lean-forward†. The key i s that the content provides a stimulus that evokes a response/call-to-action and engages in a dialogue with the viewer/reader. An Entire Generation Has Grown Up With Digital As A Way Of Life Consider Some Facts†¦ 27 Social Networking growth at 36% from Jan’ 08 ( Music at 24%, Gaming at 15%) Source: Comscore India – June 2009; Economist – Feb 2009; Social media tracker wave Conversation Velocity- The Speed At Which Chatter Spreads, Is Magnified By Social Networks 28 Average number of friends on facebook Just 2 degrees of separation on facebook results in an exponential multiplier Impact of the chatter: 87% say ‘Word of Mouth’ is a powerful recommendation*. * Source: Nielsen Online Global Consumer Study April 2007 There Is An Emerging Sub-culture Of People Who Simply Consume Online Media 31% 17% China 16% 15% 9% 4% Australia India Korea Malaysia Singapore 16% of those online spend less than 5hrs a week consuming traditional media Ironically, many of these ‘online only’ consumers are still consuming the same content – i. e. Watching TV shows, listening to the radio and so on. Yet they are doing it digitally. The web enables them to access conten t on demand, content previously unavailable, or in a manner that previously wasn’t possible. The Net Is Fast Becoming The Preferred Information Source Search Explosion India 73% of internet users search the web*1 1+ Bn queries per month with 53 Searches per User *2 Over 4. 8 mn Clicks On Search Ads *1 Search revenue projected to touch $120 mn in 2010 from $50 mn *3 *  Source: 1. IAMAI 2008 2. comScore qSearch (June 08) 3. Industry Sources A Significant Growth in ‘Prosumerism’†¦ 32 A Prosumer is someone who both consumes and produces information. A fundamental shift in consumer behavior underpinning Web 2. 0, is the movement from simply consuming information to also producing (and publishing) information – the shift from the â€Å"Consumer† to the â€Å"Prosumer†. Almost 1 in 5 online consumers have started a blog – 60% of them are about personal experiences. Only 14% claim they have visited a corporate blog If brands can learn to converse with, rather than market to consumers, blogs can be used as the ultimate listening post on consumer needs and sentiment. *  Source: Research International APAC study †¦And The Increasing Importance Of Word Of Mouth Taiwan Singapore Malaysia India China Australia Total 0% 20% 40% 60% 80% 100% Influenced by online comments Not Influenced by online comments The cross roads between Prosumerism and Social networks – opinions from people you know and trust – is the ultimate in viral communications, either positive or negative, for brands. Life Caching Is Making Us Digital Storytellers†¦ People are sharing and interacting like never before 36,00,000,000: Photos archived till June ’09. That’s roughly 1 photo for every two people on this planet! 13,000,000: The number of articles available on Wikipedia 132%: The monthly growth rate of Twitter users from Jan to Feb ’09 3,000,000: The average number of Tweets per day on Twitter. com 13 hours: The amount of Video uploaded to YouTube every minute 1,00,000,000: The number of videos viewed per day 200,000,000 blogs! ,000,000,000: the number of minutes spent on Facebook each day Facebook is bigger than Russia The Success Of The US Presidential Election Is Testimony To This†¦ †¢ †¢ †¢ †¢ 5,000,000 – the number of active Barack Obama supporters across 15 social networks 14,200,000 – Number of views Obama’s â€Å"Yes We Can† video got on YouTube An additional 15 of the 1800 official and 139,000 unoffici al Obama videos received gt; 1 million views $ 6, 500, 000 – the amount of money 3 million online donors contributed to the ’08 Obama campaign For companies, resistance to social media is futile. Millions of people are creating content for the social web. Your competitors are already there. Your customers have been there a long time. If your business isn’t putting itself out there, it ought to be†¦ Businessweek Feb 19, 2009 What Implications Does This Pose For Marketers? The New Communication Model Will Need To Evolve from Monologue to Dialogue†¦ †¦ Flipping classical marketing on its head Participation Is The New World Order In Marketing A big shift from monologue advertising to conversational advertising/communication †¢ Marketers today are in a unique position today to create competitive advantage by understanding and leveraging the power of technology. †¢ With the use of technology and the internet as our playground we can go from one touch point to millions in a manner of hours †¢ Moving beyond contact with consumers to something much more meaningful†¦ †¢ †¦ that’s engagement †¢ And engagement fosters connections which lead to relationships †¢ Resulting in brand loyalty. Where Effective Communication Will Combine Both Media Dimensions Leveraging The Power And Impact Of Media Convergence†¦ â€Å"†¦where old and new media collide, where grassroots and corporate media intersect, where the power of the media- producer and the power of the media- consumer interact in unpredictable ways. Henry Jenkins, author â€Å"Convergence culture† †¦ And Borrowing On The Principles Of Transmedia Storytelling The cross-platform blitz for â€Å"The Matrix† was generally interpreted as a major advance in digitalera storytelling (The audience can choose how deep to go! ) or, more often, as a major advance in exploitative licensing and marketing The Wachowski Brothers who produced The Matrix supplemented the first chapter of their film trilogy with two more films; Enter the Matrix, a video game that revealed critical events and interactions offscreen before, and during the events of the 2nd and 3rd films; The Animatrix, a series of animated s horts from acclaimed anime directors that covered critical background events and introduced minor characters featured in the later films; and a compilation of Matrix comics from renowned comic artists and writers. Defining Transmedia Storytelling Transmedia stories are those â€Å"which unfold across multiple media platforms with each new text making a distinctive and valuable contribution to the whole† †¢ †¢ †¢ †¢ †¢ †¢ Each medium should do whatever it does best At best, each part is self contained to make it accessible on its own terms, without the rest of its components The vision needs to be consistent and unified; if it is redundant or selfcontradicting, participants will notice Can attract multiple audiences by using different approaches in different media, to reach each group The logic shifts from â€Å"licensing† to â€Å"co-creation† Can form communities when it brings people and gives them something to do From Transmedia Storytelling Transmedia Planning Advertising Interactive Experience Advertising Public   Relations Interactive Experience Public   Relations Person Person Central  Idea Brand   Community Person Person Retail Direct   Marketing Retail Direct   Marketing Media Neutral Planning Transmedia Planning The Concept Of Transmedia Storytelling Is Reshaping Entertainment, Marketing, Advertising and Branding In 2001, BMW stunned the ad world by investing in short films which had nothing to do with their product The idea was to give film directors a BMW car around which a compelling short film was to be made. Many of the tales centered on life-and-death chase scenes, but several were humorous or even melancholy. McDowell ( Mktg VP, BMW) figured if The Hire, took off and the films were downloaded from BMWs Web site by 1 million to 2 million viewers, BMW would chalk up the same number of eyeballs as a snappy advertising campaign aired during the Super Bowl, but would reach a higher percentage of BMW-type customers: Progressives with a nose for cinema, technology, and high bandwidth. If you really understand your consumer, you can be very clever about how to communicate. You can change the whole paradigm The buzz started slowly with the first film but grew to avalanche proportions by the time Madonnas short comedy film about a cranky diva was released, overwhelming BMWs expectations and forcing the automaker to add servers as fast as it could. But it didnt stop there. As the short-film gambit rocketed around the blogosphere, national TV broadcasters flooded McDowells office with requests for interviews on CBS, Entertainment Tonight, and Fox News. The novelty of an automaker producing films fanned public interest and stoked downloads. After one year, the number of viewers who had visited BMWs Web site to download The Hire shot to over 21 million, and with three more films added in 2002, it rocketed to 100 million, sparking a Harvard Business School case study. One million enthusiasts ordered a DVD with all eight films. Source: Businessweek Watch the Madonna film at http://www. youtube. com/watch? v=8tDg1YKp8M0 More Recently The Viral Marketing Campaign For The Dark Knight Was A Powerful Transmedia Experience http://www. youtube. com/watch? v=1pd74It? yVofeature=related So What Does This Mean For Brands? Brands will be â€Å"owned† by consumers more than ever before Spark Conversations: Create opportunities for your consumers to own the brand by giving them something to talk about Create brand fans by providing interesting consumer experiences, and then leverage the passion of this user base Both individuality and collectivism are important for consumers – enable this for them through our brands Collaborations and Co-creation will be key Focus on Consumer participation in Idea Generation/ NPD Create Ideas that are open source and that consumers can play with Be willing to let consumers contribute to the brand narrative Collaborations and Co-creation will be key Be prepared to use different media to tell different parts of a story Think about partnerships with brands who have similar core values Be transparent, inclusive – this is the era of Authenticity Lets Take A Look At Some Examples 1) ENABLING RELATIONSHIPS AND COMMUNITY When Pepsi created the first online community for a billion cheering cricket fans the Blue Billion Pepsi’s Bluebillion website has evolved into India’s first online cricket community – an affinity league for a billion cheering Indian fans †¢ †¢ Total page views 2. 58 mn Total unique users 6. 6 L http://www. youtube. com/watch? v=FPXhDGoi6yM When Pepsi branded the Unstoppable generation†¦ Youngistaan The Youngistaan Portal Page Views – 2. 63 MM; Unique Users – 1. 08 MM; Avg Time Spent – 8. 1 mins An Experience Gateway For Youngistaanis; A Key Multiplier of the ATL Idea . –1 s PV s lac 6 s PV – 3 la 1. 8 cs s . 25 lac ws – 1 ie Video V 4 lacs; . 6 PVs – 5 lacs 1. 04 d– ons Coup e load own d – PVs la . 65 3 cs When Nike created the NIKE + RUNNING COMMUNITY http://www. youtube. com/watch? v=nhStKDFGv_s When You Can Use The Internet To Get Off The Internet Source: meetup. com Meetup helps groups of people with shared interests plan meetings and form offline clubs in local communities around the world. With more than 2,000 groups that get together in local communities each day, Meetup is the worlds largest network of local groups. Meetup currently has 4. million members in 3,601 cities worldwide, 46,315 local groups, 4,916 Meetup topics and facilitates 102,000 Meetups monthly. Their tagline? â€Å"Use the Internet to get off the Internet! † 2) SHINE THE SPOTLIGHT ON YOUR CONSUMER Doritos Presented Consumers With The Biggest Stage Ever To Showcase Their Creativity – The Super Bowl! Visit  http://www. crashthesuperbowl. com/ Kurkure Gave Its Evangelists The Ultimate Sign of Respect – Featuring Them on Their Packs †¢ Over 50mm Kurkure packs carried pictures of winners along with their recipes gt;1L entries received Positive impact on both Volume and share of teatime consumption †¢ †¢ Pepsi My Can Leveraged User Passion To Give a New Face to the Pack†¦ And The Brand †¢ †¢ †¢ †¢ †¢ Page Views gt; 3. 6 mn Unique Users gt; 3. 06L Total Video Views gt; 3. 13L Total Votes gt; 2. 89 mn Avg. Time Spent 7. 5 min Smith’s Is Recruiting Consumers To Design Their Next Flavor http://www. youtube. com/watch? v=-poiJFcdCXo 3) CUSTOMIZATION Lays Accelerated Consumer Engagement With Its New Flavors Through Consumer Advocacy Dewmocracy â€Å"you want to vote now. Dew itâ₠¬  Mountain Dew Is Leveraging The Collective Intelligence Of Its User Base to Architecture The Brand: From Flavor To Packaging Graphics http://www. facebook. com/mountaindew#/mountaindew? v=app_11007063052viewas=0 http://www. youtube. com/watch? v=n3mphZrRFgk 4) BREATHE LIFE INTO THE BRAND EXPERIENCE Honda staged a live three-minute TV ad showing a team of skydivers demonstrating Hondas current marketing idea Difficult is worth doing. Pepsi Engaged With Youngistaan By Making The Consumer the Chief Architect WHATS UR WAY? Interrupt Engage Entertain 5) INVOLVE YOUR CONSUMER Pepsi’s Gave its Consumers A Collective Voice refresheverything. com An open letter The idea was to create an OPEN LETTER to the President, simply by asking Millenials ( core TG) the question: What would you say to the man who is about to refresh our nation? The timing was perfect. Just as Pepsi introduced the new brand platform of â€Å"Refresh Everything†, the new President was taking office. The initiative capitalized on the excitement and momentum the entire country was feeling. 7,00, 000 visits to refresheverything. com, Over 700 videos (gt; YouTube benchmark of 200 videos); over 4,000,000 video views www. pepsicotastethesuccess. com/case_study_AV 6,000,000 unique Facebook visitors; On Jan 22nd, #1 most viewed sponsor channel TOI Led A Movement That Sparked A Nation’s Imagination http://www. youtube. com/watch? v=pgHyjMgPi2Q Tata Tea Became A Force For Social Change http://www. jaagore. com/ http://www. youtube. com/watch? v=JXWdhB1xYic 6) CONNECT THROUGH ISSUES THAT ARE IMPORTANT TO YOUR AUDIENCE Quaker Oats Partnered With TOI To Raise Awareness†¦ And Action†¦To Promote Heart Health Sunsilk Created A Space For Young Women To Connect On Issues In Their Life Dove Made Its Brand Hugely Relevant Culturally, By Challenging Stereotypes The creative idea: Challenge narrowly defined stereotypes by promoting the idea that beauty comes in all shapes and sizes The Media Used: Primarily New age http://www. campaignforrealbeauty. com/ http://www. youtube. com/watch? v=oYfwIAWWH6M 7) ENGAGE, INTERRUPT, INFLUENCE Pepsi Max In UK Sharply Jump-shifted Salience And Affinity By Evolving Their Engagement Model†¦ share of spend INFLUENCE share of voice engagement share of mind From Communicating to consumers interruption To Engaging with them Bringing The Story Alive By Being Part Of Their Consumers’ World User generated content Virals Messenger Tabs On-line streaming Mobile UK’s first brand channel on YouTube Burger King Leveraged Its Biggest Asset – The Whopper In A Daring Experiment Burger King Whopper Freakout The restaurant experimented with discontin uing the Whopper for a day. Hidden cameras in the restaurant and the drive-in captured genuine consumer reactions. The film attracted 3. 3 million views and inspired a series of spoofs. http://www. youtube. com/watch? v=epsgsfuIN4Y Diesel’s Digital Campaign Positioned The Brand As Cutting Edge http://heidies. com/demo2/ McDonald’s Alternate Reality Games Involved Consumers Without Making Them Feel â€Å"Marketed To† An alternate reality game (ARG) is an interactive narrative that uses the real world as a platform, often involving multiple media and game elements, to tell a story that may be affected by participants ideas or actions. The Lost Ring is an alternate reality game, (ARG) revolving around a fictional Olympic sport that disappeared 2000 years ago that was created by McDonald’s as part of their marketing for the 2008 Olympic Games, in Beijing, China. Read  the  case  at  http://www. thelostring. com/ The Key Challenge For You PepsiCo’s View On Building Brands At PepsiCo, we are committed to building: †¢ Great Brands – – – †¢ with an ambitious vision a distinctive point of view on the world Consumer relevance and bonding Brands built with ideas bigger than just advertising This requires a sharp focus on new rules of consumer engagement, as well as new-age marketing practices that enable a living, breathing relationship with our key consumers The Key Question How can PepsiCo take a leadership position in new age marketing spaces (lean forward media)? More Specifically, Our Challenges Are†¦ How might we leverage lean-forward media to address these following needs? 1. How might new age media be leveraged to build â€Å"brand PepsiCo†? †¢ †¢ With Key stakeholders: Consumers, Customers, Key Opinion Leaders, Government and Institutions? How might this help us engage deeper with them by facilitating dialogue ( as also provide a tool to address consumer concerns) 2. How must consumer-engagement models be structured to suit the brands’ life-stage and communications needs? †¢ How may we drive stronger affinity and connect for brands like Pepsi and Lays which have a â€Å"youth† bulls-eye? Conversely, how can we sharp-shoo t on younger brands like Mountain Dew, Gatorade and Quaker Oats, which have sub-scale AM budgets? 3. What strategic alliances/programs might help us take a leadership position in this space? †¢ †¢ How do we build programs that drive linkages between traditional and new media? Partnership with like-minded brands? Some pointers for you as you work the case†¦ 1. Refer back to slides 24 and 25 for an understanding of the definition of â€Å"lean forward Media†. †¢ Both traditional media as well as social media may be â€Å"lean-forward† – the key is that they must stimulate consumer engagement and dialogue. 2. Consider these facts about the Indian digital market †¢ Despite the large population, total online users are only 57 million ( 5% penetration) †¢ 37% of the users are from Cyber cafes, driven by the growth of online gaming †¢ Broadband has grown 83% from ’07 to ’08. However, 512 mbps is considered broadband †¢ Local language sites have grown to 34% of market †¢ Ecommerce is a USD $2000 Million industry of which travel contributes to 80% †¢ At 400 Million mobile users, India is second only to China †¢ 20% of mobile users are mobile internet users. Most have their first internet experience on their phone. Some pointers for you as you work the case†¦ 3. The tale of two Indias †¢ The TG is not a homogenous group, with key differences between metros and non-metro cities. What’s the new language to connect with both these groups? Young Adults 19-24 yrs, Metros: 4. 1 MM Characteristics Prefer English to Hindi; Experienced online users Key Online Activities Online activities :Emailing-93%, SM-88%, IM/Chats-78%, Job search -78%, Downloads- 69% and News- 66% Higher accessing of content related to dating/friendship, Cinema, financial info and net banking More likely to have a blog , but not as active as their smaller town counterparts Offline Asset Ownership: Own Mobile, Internet Connection at Home, Bank Accounts more than other segments Young Adults 19-24 yrs, Metros: 9. 1 MM Characteristics Prefer Hindi to English Key Online Activities Online activities: Emailing–93%,SM–88%,Job–78%,IM/Chats–77%,Downloads-68% and News- 65% Checking cricket score, mobile content and matrimony search higher than metro Mobile is key Send/receive mail using handset higher than metro Maximum % visiting adult content, SN sites More into blogs and video sharing than metro counterparts, more likely to read a blog and visit blog sites more than 5 times a day. Members of online communities- school/alumni, computers, internet and education highest in this group Offline More computers/laptops than metro counterparts Low cable TV connection/DTH compared to metros Source: Juxt Consult Youth Online Report 2008; Metros: Delhi, Mum, Kolkata, Chennai, Bglore, Hyderabad, Pune, Ahm Some pointers for you as you work the case†¦ Teens 13-18 yrs, Metros: 0. 6 MM Characteristics Comfortable with both English and Hindi Second maximum number of entrants from this group Key Online Activities Mostly accessing from home; Experienced online users with 3 out of 4 accessing over 5 times a day Use more eng info and local language search Online activities: Emailing–87%,SM-81%,Downloads-69%, IM/Chat-68% and Games-59% Least active on online shopping; Members of online communities – professional, games and school, Alumni Offline Very light users of mass media Maximum % of ownership of computer/laptop than the other segments Teens 13-18 yrs, Other towns: 1. 8 MM Characteristics Comfortable with both English and Hindi Maximum online entrants from this group; The only family member using Internet Key Online Activities Use primarily from Home and cybercafe, once daily Online activities :Emailing–86%,SM-85%,IM/Chat-69%,Games-61% and Downloads music/mov-60% Higher accessing of content related to Astrology, Health/lifestyle, cricket score than metros Mobile is key – consistent usage higher than Metro equivalents Members of Games and music communities- video sharing on the rise Searching more than metro counterparts but not buying Offline More iPods than young adults and metro counterparts (on a % basis) Implications Traditional Media †¢ Standard TV advertising has seen a dip in effectiveness, but appetite for content is growing How do we use TV to satiate the hunger for content in a way that is linked to our brands? †¢ The rise of the advocacy channel †¢ Word of Mouth is becoming a big influencer †¢ Media is becom ing catalyst for social activism or at least social activity more people vote for ‘Idol’ than in their national election †¢ Online consumer opinion is now more valued than TV ads or editorial How do we become a part of the conversation? Implications †¢ â€Å"Search online† is becoming the new â€Å"first moment of truth†. How do we configure strategies to emerge on the consumer’s search radar? †¢ Mobiles and Mobile screens are becoming a reflex lifestyle. How can our brands fit in? †¢ Social Networking is growing at a furious pace. How do we play the game by the rules of the medium? Execution Format†¦ 1. Your submission should follow the following format: †¢ †¢ †¢ Your presentation may be in your preferred document format – MS Word or Powerpoint. Your presentation should be within 40 slides or 5000 words. An executive summary should precede your presentation – this is to be presented in video format, between 3-5 minutes duration. The objective is to simply to gauge your presentation skills – we are not looking for sophisticated production values. †¢ Slide 96 has 3 questions posed to you. Your team must address all three.