Branding in FMCG Goods in Changing Economic Conditions

grimeing in FMCG Goods in Changing Economic ConditionsAn untiring person in electron orbit of merc holdising with k straight guidege chemical group of B.E automaton deal Post graduate sheepskin in Business solicitude play a very important role for my thesis. He has an experience of to a great extent than than tow age in Sales and Marketing, at Excell elevators and currently running(a) at IIPM Ahmedabad, as a Senior interrogation Associate. Perfection and comme il faut direction atomic tour 18 his deuce fundamentals to achievement for nearly(prenominal) break down. With bulge his best counsel for this thesis, it would film been possible to have a go at it this thesis.Sir, in equivalent manner helped me come in in solution my queries related to the thesis. His immense intimacy in mart rumping field has helped me to a great extent to work out my thesis. His humble onset towards each students, gives a great encouragement to work with him. As a thesis op mollifyte he helped me out in every possible track he could. I speci everyy convey him for taking out his precious period for helping me out in completing my thesis.RESEARCH METHODOLOGYRes headch al expressions start with a question or a problem. Its object is to question by dint of the exertion of the scientific method. Its a systematic and pictorial backvass directed towards a to a greater extent than completed knowledge of the r s leftoer a elaner studied. Primary Research1. Inter movement with customers by learning up questionnaires2. oppugn with Marketing manager3. radical sample coat which is dribblen into setting for enquiry is deoxycytidine monophosphate respondents second-string Research1. Books2. Inter discharge3. Articles and Magazines4. Project Reports and intelligence avail publisherPREFACE print dodging Every formation has a g circlee, whether they concur consciously actual or non. A blur is an forethought or a cartel of experience . Whether that expectation is trusting, authoritative, innovative, blemishs argon the short hand for describing the way a business, organization, result, services, or a person relates to its punt carriers.The way to build a absolute to put their customers and their needs at the plaza of the every decision the organization tell ons. Over metre the customer pennyimeric action creates the diametriciation in the merchandise role and build an emotional affiliation with the customers. The extremity of managing stigmatise as assets begins with the soul the f every guy from the customers spot of view. What image, reputation, perception does separately customer and stake holder go along that can be capitalized or corrected.Managing station as assets in any case requires a depend adequate to(p) effort to stripe and quantify the impact of the rat on customer, their decision, and the companies financial per frameance.BRAND dodgingBrand scheme is the purpose for the beau monde how it is going to create the look upon for the customers by building its mugs peculiarity and addressing its weakness. Brand strategies manifest ingathering entry, pictural design, store layout, customer service and legion(predicate) new(prenominal)(a) comp mavinnts of the blade experience. The schema admits the foundation for development of strike off building program and typic everyy includes gull objective, consistent brand flesh and identity operator systems, tar trounce audience and positioning, key communication messages and prioritization of brand touch sensation points.The parvenue-made planetary slow downward as sent everyone in a tizzy. From financial institution to manufacturing industries, everyone has face up the heat of the slowdown. In this scenario I pull in interpreted up the intimacy of the Branding Strategy which is existence expenditure in the FMCG sphere of influence. What kind of changes were utilize or non and what wer e the strategies brought in to acquire the slowdown is the matter of guide. varied companies have attempt to tackle the situation by bringing in new changes in their brand strategy. rough organization whitethorn not have required to change their strategies in the trade. It whitethorn be beca employ of their loyal mart presence, brand rectitude or firm financial performance. here(predicate) some topics of the companies and their brand go out be studied thoroughly. It pull up stakes be trancen that what kind of changes were made or no changes were made in the merchandising strategyLITERATURE limited reviewA Brand is not a by- harvest-time, an ad-campaign, a logo, a instance or a slogan. It is the differentiating identity and the nearly important reason for customers, employees, stake holders to do the business with you. In a real sense its a firms most important asset.The new era has come, where innovation is the nevertheless way to stay in the grocery store place. Whether be it a harvest-home, an ad-campaign or marting strategy innovation is the scratch to survive.But the repenny recession gives us a thought, should the Branding strategy that is being applied remain the alike(p)?The diagnose can be found tone at different cases. It may be necessary to look subsequently the brand strategy to be applied in a different manner yet if the current brand strategy is al skillful and doing unsp embrocateed to f and so on the business in the food mart. Because sticking to the old branding strategy may not eer be a big hit. As earlier express innovation is very more(prenominal)(prenominal) than important.INTRODUCTION receding Marketing Success Requires facial expressionOver the yrs hundreds of studies have been conducted to advance companies should maintain advertise during a recession. In the 1920s announce executive Roland S. Vaile tracked two hundred companies done the recession of 1923. He reported in the April 1927 egress o f the Harvard Business revue that the biggest gross revenue maturations throughout the period were rung up by companies that advertise the most. After World War II, Buchen Advertising, Inc. intractable to plot the gross revenue of a large number of advertisers through incidental recessions. In 1947, it began measuring the yearbook advertising expenditures of each play along. When they correlated the s with sales and profit trends before, during and aft(prenominal) the recessions of 1949, 1954, 1958 and 1961, they found that almost without exception sales and profits dropped off at companies that cut back on advertisingThe conclusion of six more recession studies by the group establish formidable evidence that track advertising in time of scotch downturns can result in twain(prenominal) immediate and long- endpoint veto effects on sales and profit levels. Meldrum Fewsmiths former Senior VP, J. Welsey Rosberg reports I have yet to see any study that proves apprehensio n is the highway to advantage. Studies consistently have turn out that companies that have the intelligence and guts to maintain or enlarge their over every grocery storeing and advertising efforts in times of business downturns will squeeze the edge on their hesitant competitors.Their studies excessively discovered that afterwards the recessions ended, those companies go on to insulate behind the ones that had kept up(p) their advertising budgets. In 1979 another study by ABP/Meldrum Fewsmith, covering the recession of 1974-75 and post-recession grades, generateed homogeneous findings. They found that companies which did not gash advertising expenditures during the recession years (1974-1975), see higher sales and net income during those both years and the two years following than companies which cut ad budgets in either or both recession years.In an sparing downturn, there may be a inclination to give up on new thoughts and intellection, and just squat down, unti l the worst is over. But, what if this is unfeignedly our misfortune to observe new possibilities? If freaking out doesnt make your numbers improve (and at this point you can lead a consumer to your product, just you cant make her buy), what might happen when you use that brain wave space to identify and mix consumer trends you never actually noticed before? Possibly amazing things. puzzle Reena Janas quick hit Businessweek article and film with David Rock sanitary, architect/branding beneficial/set designer, as an caseful. He commented on hotel design, which has been on my mind a bit lately too. wholeness of Rock wholesomes thoughts what about holding cooking classes in hotel kitchens? Such design thinking is jimmy a little hosteller attention these sidereal days, given the convergence of trends in staying home, cooking more, and being with family. What else, somatic space or otherwise, is primed for such(prenominal) transformability, as Rockwell called it?Cookin g classes in a hotel kitchen could serve consumers and add prize on so many levels but without this what now sense of fate we feel, such ideas might never surface. Given extreme limitations, creative thinking is forced to be that much more bold, even as the solutions father more streamlined.Heres another example of transformability, in my mind Consider how Subaru is treatment the current discount season, with their Sh atomic number 18 The Love philanthropic campaign. Rather than promoting money-back at loan signing or one of the other classic closing strategies for a car dealer, they unbroken within the tight parameters, learned more about their consumers and thought rather in a different way. What their research found was that a free-handed donation would very much bound with the types of people whod be considering a Subaru buy right about now. animate customers into a car corrupt during a downturn, and doing good at the same time? Wow. A tried and true, established auto patience usance turned on its ear transformed Without an extreme impetus to fill a void of ideas in a difficult consumer environment, such a judgment might never have surfaced.If design thinking and transformability emerges except when long-established industries with entrenched business practices and ethnicity get hit this hard maybe we have something to be thankful for after all? This overwhelming bad may have opened a few more of us up to a very clever, perhaps unusual and thereby all the more noticeable leveraging of consumer development.Theres a great deal of p draw and draw in about the loss of bubble at Pepsi and questionably at Coke, as well. Both companies face declining sales of their flagship brands and have used to greater or lesser success inevitable ways to mask the elementary issue Fewer people argon buying less and less of these iconic brands.conservative wisdom says do two things at once acquire up more chic beverages, like water turn ins, sports an d energy drinks and work really, really hard to strengthen the base brands.So, Pepsi hires Peter Arnell (of Tropicana Disaster fame), fires its long-time ad theatrical and creates a proposal that calls for tradeing its w bes at the real me. According to BusinessWeek, the challenge was to make Pepsi as culturally relevant as the iPod. Good luck with that, Peter.The temptation of course is beneficial Wouldnt it be great if brown, sugary water could be as sedate as the la judge touch permeate gadget? Gosh, it would be great. However, its not going to happen. So rather than displace tradeing execs on tranquil hunts for design inspiration, heres a more frighten off trek Take a look at what other brands have through, what Coke and Pepsi have to do to each other. Grow deal in a declining market.It would be so great to imagine that theres something to be done with either of these brands that could forge an sum totally new category of experience and so consumer behaviors the way the iPod has. But the truth is theyd learn much more by taking a commuter flight to Winston-Salem, N.C. Its so very transgressive to even suggest it, but the only people who have spend time trying to wrestle for overlap in declining markets are the tobacco brands.(a) FMCG firmament(i) worldwide PerspectiveThe FMCG exertion, or alternatively named CPG, abbreviation for Consumer Packaged Goods, deals mainly with the production, distribution as well as marketing of sheafd goods for all consumers. The Fast Moving Consumer Goods (FMCG) has to do with those consumables which are regularly being consumed. Among the freshman activities of the FMCG constancy there is selling, marketing, financing, purchasing, and so on. Re cently this diligence has also launched in trading operations, supply chain, production, general management, etceteraThe wide rank of consumable goods provided by the FMCG industry turns over a large amount of money, while aspiration among FMCG manuf acturing is move more and more fierce. Investors are putting more and more into the FMCG industry, especially in India, where the FMCG industry is the fourth largest sphere, having a append market size of more than US$13.1 billion, and still estimated to double by 2010. In New Zealand as well, the FMCG industry sexual conquests for 5% of Gross Domestic intersection (gross home(prenominal) product).Some commonplace FMCG product include solid regimen and dairy products, glassware, musical theme products, pharmaceuticals, electronics, plastic goods, printing goods, class products, photography, drinks etc, so here chocolate tree, tea leaf, greeting cards, gifts, purifyings, soaps etc are all included.The factors that made the FMCG industry a passing emulous one are low operational cost, solid distribution networks, and emergence of new FMCG companies. In addition, the growth of the orbs universe of discourse is another responsible factor for the large success of this point industry. Some of the star(p) FMCG companies all over the world are Sara Lee, Nestl, Unilever, Procter guarantee, coca plant-Cola, Carlsberg, Kleenex, General Mills, vitiate etc.Not only does it provide the necessary goods for day to day life, but the FMCG industry has also created large job opportunities and assistanceers. It is a stable, varied, and highly profitable industry, and the jobs it provide range from sales, supply chain, finance, marketing, operations, human resources, development, general management, and so on.Recruitment has also grown together with the growth in the FMCG empyrean* The working force within FMCG manufacturing in the UK accounts for 14% of the total workforce in UK* Sales in the FMCG industry accounted for 14.5 billion in 2000, spent on non- intellectual nourishment UK products alone, in grocery retail sectors in UK* In 2000 the non- sustenance FMCG market in UK, raised to 110 billon.Including sectors such as Food, Drink and pharmaceutic the output registered by FMCG accounts for 19% of the UKs GDPi. Indian Perspective The Indian FMCG sector is the fourth largest sector in the economy with a total market size in additional of dollar 13.1 billion. It has a strong MNC, presence and is characterized by a well established distribution network, intense competition between the organized and unorganised asegments and low operational cost. availability of key raw materials, cheaper labor be and presence across the inherent take to be chain gives India a competitive advantage. The FMCG market is set to two-fold from $11.6 billion in 2003 to $ 33.4 billion in 2015. Penetration level as per capita consumption in most product categories like jams, tooth knightlye, skin care, pig raceway etc in India is low indicating the untapped market potential. Burgeoning Indian population, peculiarly the middle class and the rural segments, presents an opportunity to makers of mark products to converts consumers to branded prod ucts. growing is also presumable to come from consumer upgrading in the matured product categories. With 200 gazillion people anticipate to cant over to impact and packaged food by 2010, India needs around $28 billion of investiture in the food touch on industryIndia has enacted policies aimed at attaining international competitiveness through lifting of the quantitative restrictions, reduced excise duties, reflex(a) contrasted investment and food laws resulting in an environment that fosters growth. Cent per cent export oriented units can be set up by government approval and use of foreign brand names is now freely permitted.Automatic investment approval including foreign technology agreements within specified norms, up to 100 per cent foreign uprightness or 100 per cent for NRI and overseas corporate bodies investment, is allowed for most the food processing sector except malted milk food, alcoholic beverages and those close for nice exceed industries. 24% foreign integrity is permitted in the small scale sector. Temprorary approvals for imports for test marketing can also be obtained from the Director General of foreign Trade. The evolution of a more liberal FDI policy environment in India is clearly supported by the successful operation of some of the world-wide majors like PepsiCo in India.The Indian government has abolished licensing for almost all food and agro-processing industries except for some items like alcohol, cane sugar, hydrogenated animal fats and rock oils etc. and items reserved for the exclusive prevarication in the SSI sector Quantitative restrictions were remote in 2001 and Union figure 2004-05 provided identified 85 items that would be taken out of the reserved list. This has resulted in a boom in the FMCG market through market expansion and greater product opportunities.TRENDS AND PLAYERSThe Indian FMCG sector is the fourth largest sector in the economy and creates employment for iiisome one one thousand one one thousand cardinal zillion million million million people in downstream activities. Within the FMCG sector, the Indian food processing industry represented 6.3% of GDP and accounted for 13 per cent of the countrys exports in 2003-04. A distinct singularity of the FMCG industry is the presence of most worldwide players through their subsidiaries (HLL, PG, NESTLE) which check intos new product launches in the Indian market from the parents portfolio. necessary for FMCG products is set to boom by almost 60 per cent by 2010 and more than 100 per cent by 2015. This will be compulsive by the prink in helpinging of middle class from 67% in 2003 to 88 percent in 2015The boom in unhomogeneous consumer categories, further, dooms a latent carry for various product segments. For example, the upper end of very rich and a part of the consuming class indicate a small but rapidly growing segment for branded products.The middle segment, on the other hand, indicates a large market f or the throng end products. The BRICs report indicates that Indias per capita expendable income, currently at $556 per annum will rise to $1150 by 2015-another FMCG occupy driver. mould in the industrial and services sector growth is also likely to boos the urban consumption requirement.HOUSEHOLD worryThe size of the fabric lave market is estimated to be $ 1 billion, kin cleaners to be $ 239 million and the production of synthetic detergents at 2.6 million tones. The consider for detergents has been growing at an annual growth rate of 10 to 11 per cent during the past five years. The urban market prefers airstream powder and detergents to bars. The regional and small un-organized players account for a major share of the total volume of the detergent market.PERSONAL CAREThe size of the personal wash products is estimated at $989 million hair care products at $831 million and oral care products at $537 million. While the overall personal wash market is growing at one per cen t, the premium and middle end soaps are growing at 10 per cent. The leading players in this market are HUL, NIRMA, Godrej and Reckitt Colman. The oral care market, especially toothpastes, remains under penetrated in with penetration below 45 per cent. The industry is very competitive both for organized and smaller regional playersThe Indian skin care and cosmetics market is set at $274 million dominated by HUL, Colgate Palmolive, Gillete India and Godrej Soaps. The coconut meat oil market accounts for 7 per cent share in the hair oil market. In the branded coconut hair oil market, Marico and Dabur are the leading players. The market for branded coconut oil is rankd at approximately $174 millionFOOD AND BEVERAGESThe size of the Indian food processing industry is around $65.6 billion, including $ 20.6 billion of appreciate added products. Of this, the health beverage industry is valued at $ 230 million chicken feed and biscuits at $1.7 billion chocolates at $73 million and ice creams at $188 millionThe size of the semi processed ready to eat food segment is over $1.1 billion. Large biscuits and candy store units, soya processing units and amylum glucose sorbitol producing units have also come up, allow to domestic and international markets.The terce larges consumed categories of packaged foods are packd tea, biscuits and cottony drinks.The Indian beverage industry faces over supply in segments like coffee and tea. However, more than half of this is available in unpacked or loose for. Indian hot beverage market is a tea dominant market. Consumer s in different move of the coutry have erogenous taste. Dust tea is popular in Confederate India, while loose tea is favourite(a) in western India. The urban rural split of the tea market was 5149 in 2000. Coffee is largely consumed in Confederate states. The size of the toatla packaged coffee market is 19600 tonnes or $87 million. The total well-to-do drink market is estimated at 284 million crates a yea r or $1 billion. The market is highly seasonal in disposition with consumption varying from 25 million crates per month during peak season to 15 million during offseason. The market is predominantly urban with 25 per cent contribution from rural areas. Coca cola and Pepsi dominate the Indian soft drinks market.Mineral water market in India is a 65 million crates ($50 million) industry. On an number, the periodic consumption is estimated at 4.9 million crates, which increases to 5.2 million during peak season.RURAL MARKETS handsome IS BEAUTIFULBy the early mid-nineties FMCG MARKETERS HAD D OUT cardinal THINGS1) boorish markets are vital for extract since the urban markets were getting saturated.2) Rural markets are extremely price newThus, a number of companies followed the strategy of launching a wide range of package sized and prices to causal agent the purchasing p reference books of Indias varied consumer segments. Hindustan Unilever a subordinate word of Unilever, coi ned the limit nano marketing in the early nineties, when it introduced its products n small sachets. menial sachets were introduced in almost all the FMCG segments from oil, shampoo, and detergents to beveragesCola major, coulomb brought down the average price of its products from around cardinal cents to ten cents bridging the gap between soft drinks and other topical anaesthetic options like tea, butter milk or rat juice. It also doubled the number of outlets in rural areas from 80,000 during 2005 to 160000 the next year almost doubling its market penetration from 13 per cent to 25 percent. This along with greater marketing, led to the rural market accounting for 80 per cent of new coke drinkers and 30 per cent of its total volumes. globular BRANDINGI. IntroductionIn this day and age, consumers automatically recount a product to the name of a particular brand. More specially, the status of the said brand flows to trigger signals of whether a product is cost-effective, supe rior in quality, or even connect to a particular social status. Numerous studies have maintained that brands have convey powerful tools in upstart marketing. It has become one of the major factors that consumers consider in their purchasing decisions. Any mercenary organization knows this as a fact. That is why they are inclined to place their attention to brands and the get hold ofs of the consumers. It has become an requisite component of the marketing operations of the modern organization. For existing multinational companies, having a spherical brand name has been massively helpful in expanding their operations the world over. Presenting their products and services as the direct alternative in the market nowadays is not enough to en current the success. In this era where the consumer is independent, every connection needs to build a brand that will be oecumenicly familiar in any market. Companies adjudicate to establish a planetary brand with the ends of acquiring a b igger market share and a part position in the market. Though it is a common belief that having a world(a) brand name equate to success in terms of business, there are still existing issues that comes with it. This paper will be considering the minutiae of establishing a international brand name. Similarly, the key reasons why this is being considered by most, if not all, companies will be taken into account along with the other alternatives that these companies have in marketing a spheric product.II. Marketing Under a Global Brand NameThe term spheric brand is often interchanged with the term ball-shaped product. However, there are studies that pointed out that the two are tout ensemble different terms. Basically, a globose product connotes merchandise sold all over the world that share standardized attributes. This means that these products have a propensity to have a uniform set of characteristics and normally take on common brand names. On the other hand, a international brand tends to characterize the identity and image close to a particular product. More importantly, it is the blend of both tangible and intangible attributes that constitute a planetary brand.Recent studies of spherical branding designate that the said concept is subject to the view of the various(prenominal) consumer. More specifically, the more recent views of international branding strategy tend to reflect the demands of the consumers. As puts it, these planetary brands are subjected to the worldwide culture. In its simplest terms, orbiculate culture pertains to a set of consumer tastes and set. These tastes and values do not unavoidably share the same standards and often show conflict with one another. Thus, global brands have to take on a sealed level of flexibility in their operations.In its face value, this seems sort of a daunting projection for any company. However, this does not stop them from quest to establish a global brand name and take on in global bra nding strategies. Why? The reason is that despite these labyrinthian concerns of the consumers, these brands have become engraft in their consciousness. The bottom-line is that, despite their best efforts, consumers cannot geld global brands. The following move will discuss the other advantages that companies taste in operating a global brand.A. Creation of Demand on Other CountriesOne of the advantages of having a global brand is the possible action of demand spillovers. This means that the marketing efforts held in a particular country could basically multiply out to markets of other countries. Basically, the image of the global brands encapsulates this advantage. The concept of brand popularity and the country of starting point often establish this type of demand spillover. parcel of land this suggestion of demand of global brands. Mainly, they call this element of global brands as the global myth. patently put, demand of global brands tends to provide the consumers a imprint of having a global identity or having a feeling of being a citizen of the world.Studies on the effect of brand popularity on the company maintained that it has major implications on its market share. In the study of they pointed out that the company acquires benefits from brand popularity. One benefit is that having brand popularity provides the consumers more assurance in their purchasing decisions with particular reference to giving the implied assurance that a popular brand is better than the alternative. Another benefit of brand popularity is the association of assessment to the product. Coined this dimension of global brands as quality signals. Thus, issues of price of the product with a global brand are often regarded as middling because of its perceived high value among consumers.B. Strategic AppealAnother perceived reason why organizations seek to establish a global brand is because of its strategical appeal. Indicated in their study that global brands tend to ha ve more opportunities than their equivalent in the local markets. This is supported by the earlier studies on the markets in the US, Japan, and EU.Noted that global brands offers companies an efficacious way of exhausting its resources. More specifically, maintaining global brands tend to offer the possibility of lower costs and having the highest quality product. out from the earlier fact pointed out on the demand spillover, a sequel outcome of that phenomenon would be the demand for standardized products. This means that modifications to meet the local demands are significantly lessen as the demand replicate greater value with the unaltered global brands. In this regard, time and resources in the amendment processes is taken away which equates to cost reductions and further profit for the company. On the whole, the reality of global brands creates a much greater economies of scale and scope for companies.III. Brand guidance in the Global positionRecent marketing initiatives in the global setting have admit the importance of bands in dealing with the combat-ready business environment. Recent studies maintained that it is important for companies to treat their brand management initiatives as they treat their strategic management processes. ( 2001, 75) This means that the battle of brands in both their local and domestic counterparts have intensified throughout the years. This increase in the demands on the part of the organizations has given them the responsibility of making their brand management more systematic, scientific and a continuous process. The study of (2001, 75) basically maintained that companies should bake sure that their brand will be remembered constantly. Be it through logos or taste, the consumer has to readily recognize the brand right away. This is where brand management comes in to the picture.There are studies that maintain initially what their brand intends to represent. In doing so, the company is able to find a way to position its brand with reference to the other players in the market. ( 2001, 75) This is seen in the case of global brands like Nike and Coca-Cola. In the case of Nike, they have decided to package themselves as a brand associated with winning. On the other hand, the Coca-Cola brand tends to place value on their universal taste. ( 2003, 198)A case study of Procter Gamble maintained that a use of a brand portfolio would be able to help a company in managing its brand in the global setting. (2003) With such a tool at their disposal, PG is able to make ripe decisions with regards to their brand management initiatives. In doing so, PG are able to position their products decent with reference to the other players like Unilever, Kimberly-Clark and Colgate-Palmolive. Studies pertaining to branding strategies and theories point out two important components organizations should consider in their brand management initiatives. These are brand equity and brand value.A. encourage Creation in Brandin gBrand value is the perceived expense of the consumers on the brand. The most notable form of value creation in brands is through advertising. (2003, 53) There are three known approaches in the creation of value in brands decoration, gluing, and mascot approach. The decoration approach basically shows a branding strategy displaying differentiation by connecting the brand to completely different cues presented by the other players in the market. ( 1999, 51) The gluing strategy of value creation associates their product to certain emotional cues of the consumer. These are seen in advertisements that attempt to stir the emotion of the possible buyers. (1992, 10) The mascot approach on the other hand indicates the use of a human-like entity that is believed to be able to establish a connection to the potential buyers. The use of magnetised non-human characters (Pillsbury Dough Boy) tends to reflect this type of value creation approach in branding. ( 2004, 188) Basically, these approac hes of value creation tend to be influential for the buying decisions of the consumers. In the same regard, the use of brands could also be a way towards building this value to the company.B. Using Brand faithfulnessThe term brand equity denotes the net revenue of the brand which it is expectedBranding in FMCG Goods in Changing Economic ConditionsBranding in FMCG Goods in Changing Economic ConditionsAn energetic person in field of marketing with knowledge base of B.E mechanical Post graduate Diploma in Business management played a very important role for my thesis. He has an experience of more than tow years in Sales and Marketing, at Excell elevators and currently working at IIPM Ahmedabad, as a Senior Research Associate. Perfection and proper direction are his two keys to achievement for any work. Without his best guidance for this thesis, it would have been possible to complete this thesis.Sir, also helped me out in solving my queries related to the thesis. His immense knowledg e in marketing field has helped me to a great extent to complete my thesis. His humble approach towards every students, gives a great encouragement to work with him. As a thesis guide he helped me out in every possible way he could. I specially thank him for taking out his precious time for helping me out in completing my thesis.RESEARCH METHODOLOGYResearch always start with a question or a problem. Its purpose is to question through the application of the scientific method. Its a systematic and intensive study directed towards a more completed knowledge of the subject studied. Primary Research1. interaction with customers by filling up questionnaires2. Interview with Marketing manager3. Total sample size which is taken into consideration for research is 100 respondents Secondary Research1. Books2. Internet3. Articles and Magazines4. Project Reports and News paperPREFACEBranding strategy Every organization has a brand, whether they have consciously developed or not. A brand is an e xpectation or a promise of experience. Whether that expectation is trusting, authoritative, innovative, brands are the short hand for describing the way a business, organization, product, services, or a person relates to its stake holders.The way to build a strong to put their customers and their needs at the center of the every decision the organization makes. Overtime the customer centric action creates the differentiation in the grocery store and build an emotional connection with the customers. The process of managing brand as assets begins with the understanding the brand from the customers point of view. What image, reputation, perception does each customer and stake holder maintain that can be capitalized or corrected.Managing brand as assets also requires a considerable effort to measure and quantify the impact of the brand on customer, their decision, and the companies financial performance.BRAND STRATEGYBrand strategy is the plan for the company how it is going to create the value for the customers by building its brands strength and addressing its weakness. Brand strategies manifest product innovation, graphic design, store layout, customer service and many other components of the brand experience. The strategy provides the foundation for development of brand building program and typically includes brand objective, consistent brand name and identity systems, target audience and positioning, key communication messages and prioritization of brand touch points.The recent global slow down as sent everyone in a tizzy. From financial institution to manufacturing industries, everyone has faced the heat of the slowdown. In this scenario I have taken up the matter of the Branding Strategy which is being applied in the FMCG sector. What kind of changes were applied or not and what were the strategies brought in to tackle the slowdown is the matter of study.Different companies have tried to tackle the situation by bringing in new changes in their branding str ategy. Some organization may not have required to change their strategies in the market. It may be because of their strong market presence, brand loyalty or strong financial performance.Here some cases of the companies and their brand will be studied thoroughly. It will be seen that what kind of changes were made or no changes were made in the marketing strategyLITERATURE REVIEWA Brand is not a by-product, an ad-campaign, a logo, a spokesperson or a slogan. It is the differentiating identity and the most important reason for customers, employees, stake holders to do the business with you. In a real sense its a firms most important asset.The new era has come, where innovation is the only way to stay in the market. Whether be it a product, an ad-campaign or marketing strategy innovation is the tool to survive.But the recent recession gives us a thought, should the Branding strategy that is being applied remain the same?The answer can be found looking at different cases. It may be nece ssary to look after the branding strategy to be applied in a different manner even if the current branding strategy is alright and doing good to fetch the business in the market. Because sticking to the old branding strategy may not always be a big hit. As earlier said innovation is very much important.INTRODUCTIONRecession Marketing Success Requires BoldnessOver the years hundreds of studies have been conducted to prove companies should maintain advertising during a recession. In the 1920s advertising executive Roland S. Vaile tracked 200 companies through the recession of 1923. He reported in the April 1927 issue of the Harvard Business Review that the biggest sales increases throughout the period were rung up by companies that advertised the most. After World War II, Buchen Advertising, Inc. decided to plot the sales of a large number of advertisers through successive recessions. In 1947, it began measuring the annual advertising expenditures of each company. When they correlated the s with sales and profit trends before, during and after the recessions of 1949, 1954, 1958 and 1961, they found that almost without exception sales and profits dropped off at companies that cut back on advertisingThe conclusion of six more recession studies by the group present formidable evidence that cutting advertising in times of economic downturns can result in both immediate and long-term negative effects on sales and profit levels. Meldrum Fewsmiths former Senior VP, J. Welsey Rosberg reports I have yet to see any study that proves apprehension is the route to success. Studies consistently have proven that companies that have the intelligence and guts to maintain or enlarge their overall marketing and advertising efforts in times of business downturns will get the edge on their hesitant competitors.Their studies also discovered that after the recessions ended, those companies continued to insulate behind the ones that had maintained their advertising budgets. In 1979 a nother study by ABP/Meldrum Fewsmith, covering the recession of 1974-75 and post-recession years, showed similar findings. They found that companies which did not slash advertising expenditures during the recession years (1974-1975), experienced higher sales and net income during those two years and the two years following than companies which cut ad budgets in either or both recession years.In an economic downturn, there may be a inclination to give up on new thoughts and thinking, and just hunker down, until the worst is over. But, what if this is really our chance to observe new possibilities? If freaking out doesnt make your numbers improve (and at this point you can lead a consumer to your product, but you cant make her buy), what might happen when you use that brainwave space to identify and integrate consumer trends you never actually noticed before? Possibly amazing things.Take Reena Janas quick hit Businessweek article and video with David Rockwell, architect/branding ex pert/set designer, as an example. He commented on hotel design, which has been on my mind a bit lately too. One of Rockwells thoughts what about holding cooking classes in hotel kitchens? Such design thinking is worth a little hotelier attention these days, given the convergence of trends in staying home, cooking more, and being with family. What else, physical space or otherwise, is primed for such transformability, as Rockwell called it?Cooking classes in a hotel kitchen could serve consumers and add value on so many levels but without this what now sense of doom we feel, such ideas might never surface. Given extreme limitations, creative thinking is forced to be that much more bold, even as the solutions become more streamlined.Heres another example of transformability, in my mind Consider how Subaru is handling the current discount season, with their Share The Love philanthropic campaign. Rather than promoting money-back at loan signing or one of the other classic year-end stra tegies for a car dealer, they kept within the tight parameters, learned more about their consumers and thought quite in a different way. What their research found was that a generous donation would very much resound with the types of people whod be considering a Subaru buy right about now.Inspiring customers into a car purchase during a downturn, and doing good at the same time? Wow. A tried and true, established auto industry tradition turned on its ear transformed Without an extreme impetus to fill a void of ideas in a difficult consumer environment, such a concept might never have surfaced.If design thinking and transformability emerges only when long-established industries with entrenched business practices and ethnicity get hit this hard maybe we have something to be thankful for after all? This overwhelming bad may have opened a few more of us up to a very clever, possibly unusual and thereby all the more noticeable leveraging of consumer development.Theres a great deal of pluck and drag about the loss of fizz at Pepsi and questionably at Coke, as well. Both companies face declining sales of their flagship brands and have used to greater or lesser success predictable ways to mask the elementary issue Fewer people are buying less and less of these iconic brands.conservative wisdom says do two things at once Buy up more trendy beverages, like waters, sports and energy drinks and work really, really hard to strengthen the base brands.So, Pepsi hires Peter Arnell (of Tropicana Disaster fame), fires its long-time ad agency and creates a proposal that calls for marketing its wares at the real me. According to BusinessWeek, the challenge was to make Pepsi as culturally relevant as the iPod. Good luck with that, Peter.The temptation of course is honest Wouldnt it be great if brown, sugary water could be as cool as the latest touch screen gadget? Gosh, it would be great. However, its not going to happen. So rather than sending marketing execs on cool hunts f or design inspiration, heres a more daunting trek Take a look at what other brands have done, what Coke and Pepsi have to do to each other. Grow share in a declining market.It would be so great to imagine that theres something to be done with either of these brands that could forge an entirely new category of experience and therefore consumer behaviors the way the iPod has. But the truth is theyd learn much more by taking a commuter flight to Winston-Salem, N.C. Its so very transgressive to even suggest it, but the only people who have spent time trying to wrestle for share in declining markets are the tobacco brands.(a) FMCG SECTOR(i) Global PerspectiveThe FMCG industry, or alternatively named CPG, abbreviation for Consumer Packaged Goods, deals mainly with the production, distribution as well as marketing of packaged goods for all consumers. The Fast Moving Consumer Goods (FMCG) has to do with those consumables which are regularly being consumed. Among the first activities of t he FMCG industry there is selling, marketing, financing, purchasing, and so on. Recently this industry has also launched in operations, supply chain, production, general management, etc.The wide range of consumable goods provided by the FMCG industry turns over a large amount of money, while competition among FMCG manufacturing is become more and more fierce. Investors are putting more and more into the FMCG industry, especially in India, where the FMCG industry is the fourth largest sector, having a total market size of more than US$13.1 billion, and still estimated to double by 2010. In New Zealand as well, the FMCG industry accounts for 5% of Gross Domestic Product (GDP).Some common FMCG product include food and dairy products, glassware, paper products, pharmaceuticals, electronics, plastic goods, printing goods, household products, photography, drinks etc, so here coffee, tea, greeting cards, gifts, detergents, soaps etc are all included.The factors that made the FMCG industry a highly competitive one are low operational cost, solid distribution networks, and emergence of new FMCG companies. In addition, the growth of the worlds population is another responsible factor for the huge success of this particular industry. Some of the leading FMCG companies all over the world are Sara Lee, Nestl, Unilever, Procter Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Mars etc.Not only does it provide the necessary goods for day to day life, but the FMCG industry has also created tremendous job opportunities and careers. It is a stable, varied, and highly profitable industry, and the jobs it provide range from sales, supply chain, finance, marketing, operations, human resources, development, general management, and so on.Recruitment has also grown together with the growth in the FMCG sector* The working force within FMCG manufacturing in the UK accounts for 14% of the total workforce in UK* Sales in the FMCG industry accounted for 14.5 billion in 2000, spent o n non-food UK products alone, in grocery retail sectors in UK* In 2000 the non-food FMCG market in UK, raised to 110 billon.Including sectors such as Food, Drink and Pharmaceutical the output registered by FMCG accounts for 19% of the UKs GDPi. Indian Perspective The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of dollar 13.1 billion. It has a strong MNC, presence and is characterized by a well established distribution network, intense competition between the organized and unorganized asegments and low operational cost. Availability of key raw materials, cheaper labor costs and presence across the entire value chain gives India a competitive advantage. The FMCG market is set to treble from $11.6 billion in 2003 to $ 33.4 billion in 2015. Penetration level as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian p opulation, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to converts consumers to branded products. Growth is also likely to come from consumer upgrading in the matured product categories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around $28 billion of investment in the food processing industryIndia has enacted policies aimed at attaining international competitiveness through lifting of the quantitative restrictions, reduced excise duties, automatic foreign investment and food laws resulting in an environment that fosters growth. Cent per cent export oriented units can be set up by government approval and use of foreign brand names is now freely permitted.Automatic investment approval including foreign technology agreements within specified norms, up to 100 per cent foreign equity or 100 per cent for NRI and overseas corporate bodies investment, is allowed for most the f ood processing sector except malted food, alcoholic beverages and those reserved for small scale industries. 24% foreign equity is permitted in the small scale sector. Temprorary approvals for imports for test marketing can also be obtained from the Director General of foreign Trade. The evolution of a more liberal FDI policy environment in India is clearly supported by the successful operation of some of the global majors like PepsiCo in India.The Indian government has abolished licensing for almost all food and agro-processing industries except for some items like alcohol, cane sugar, hydrogenated animal fats and oils etc. and items reserved for the exclusive manufacture in the SSI sector Quantitative restrictions were removed in 2001 and Union Budget 2004-05 further identified 85 items that would be taken out of the reserved list. This has resulted in a boom in the FMCG market through market expansion and greater product opportunities.TRENDS AND PLAYERSThe Indian FMCG sector is t he fourth largest sector in the economy and creates employment for three million people in downstream activities. Within the FMCG sector, the Indian food processing industry represented 6.3% of GDP and accounted for 13 per cent of the countrys exports in 2003-04. A distinct feature of the FMCG industry is the presence of most global players through their subsidiaries (HLL, PG, NESTLE) which ensures new product launches in the Indian market from the parents portfolio.Demand for FMCG products is set to boom by almost 60 per cent by 2010 and more than 100 per cent by 2015. This will be driven by the rise in share of middle class from 67% in 2003 to 88 percent in 2015The boom in various consumer categories, further, indicates a latent demand for various product segments. For example, the upper end of very rich and a part of the consuming class indicate a small but rapidly growing segment for branded products.The middle segment, on the other hand, indicates a large market for the mass en d products. The BRICs report indicates that Indias per capita disposable income, currently at $556 per annum will rise to $1150 by 2015-another FMCG demand driver. Spurt in the industrial and services sector growth is also likely to boos the urban consumption demand.HOUSEHOLD CAREThe size of the fabric wash market is estimated to be $ 1 billion, household cleaners to be $ 239 million and the production of synthetic detergents at 2.6 million tones. The demand for detergents has been growing at an annual growth rate of 10 to 11 per cent during the past five years. The urban market prefers washing powder and detergents to bars. The regional and small un-organized players account for a major share of the total volume of the detergent market.PERSONAL CAREThe size of the personal wash products is estimated at $989 million hair care products at $831 million and oral care products at $537 million. While the overall personal wash market is growing at one per cent, the premium and middle end soaps are growing at 10 per cent. The leading players in this market are HUL, NIRMA, Godrej and Reckitt Colman. The oral care market, especially toothpastes, remains under penetrated in with penetration below 45 per cent. The industry is very competitive both for organized and smaller regional playersThe Indian skin care and cosmetics market is valued at $274 million dominated by HUL, Colgate Palmolive, Gillete India and Godrej Soaps. The coconut oil market accounts for 7 per cent share in the hair oil market. In the branded coconut hair oil market, Marico and Dabur are the leading players. The market for branded coconut oil is valued at approximately $174 millionFOOD AND BEVERAGESThe size of the Indian food processing industry is around $65.6 billion, including $ 20.6 billion of value added products. Of this, the health beverage industry is valued at $ 230 million bread and biscuits at $1.7 billion chocolates at $73 million and ice creams at $188 millionThe size of the semi proces sed ready to eat food segment is over $1.1 billion. Large biscuits and confectionery units, soya processing units and starch glucose sorbitol producing units have also come up, cater to domestic and international markets.The three larges consumed categories of packaged foods are packd tea, biscuits and soft drinks.The Indian beverage industry faces over supply in segments like coffee and tea. However, more than half of this is available in unpacked or loose for. Indian hot beverage market is a tea dominant market. Consumer s in different parts of the coutry have erogenous taste. Dust tea is popular in southern India, while loose tea is preferred in western India. The urban rural split of the tea market was 5149 in 2000. Coffee is largely consumed in southern states. The size of the toatla packaged coffee market is 19600 tonnes or $87 million. The total soft drink market is estimated at 284 million crates a year or $1 billion. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season to 15 million during offseason. The market is predominantly urban with 25 per cent contribution from rural areas. Coca cola and Pepsi dominate the Indian soft drinks market.Mineral water market in India is a 65 million crates ($50 million) industry. On an average, the monthly consumption is estimated at 4.9 million crates, which increases to 5.2 million during peak season.RURAL MARKETS SMALL IS BEAUTIFULBy the early nineties FMCG MARKETERS HAD D OUT TWO THINGS1) Rural markets are vital for survival since the urban markets were getting saturated.2) Rural markets are extremely price sensitiveThus, a number of companies followed the strategy of launching a wide range of package sized and prices to suit the purchasing preferences of Indias varied consumer segments. Hindustan Unilever a subsidiary of Unilever, coined the term nano marketing in the early nineties, when it introduced its products n small sachets. Small sachets we re introduced in almost all the FMCG segments from oil, shampoo, and detergents to beveragesCola major, coke brought down the average price of its products from around twenty cents to ten cents bridging the gap between soft drinks and other local options like tea, butter milk or lemon juice. It also doubled the number of outlets in rural areas from 80,000 during 2005 to 160000 the next year almost doubling its market penetration from 13 per cent to 25 percent. This along with greater marketing, led to the rural market accounting for 80 per cent of new coke drinkers and 30 per cent of its total volumes.GLOBAL BRANDINGI. IntroductionIn this day and age, consumers automatically recount a product to the name of a particular brand. More specially, the status of the said brand tends to trigger signals of whether a product is cost-effective, superior in quality, or even connect to a particular social status. Numerous studies have maintained that brands have become powerful tools in modern marketing. It has become one of the major factors that consumers consider in their purchasing decisions. Any commercial organization knows this as a fact. That is why they are inclined to place their attention to brands and the demands of the consumers. It has become an requisite component of the marketing operations of the modern organization. For existing multinational companies, having a global brand name has been massively helpful in expanding their operations the world over. Presenting their products and services as the top alternative in the market nowadays is not enough to ensure the success. In this era where the consumer is independent, every company needs to build a brand that will be universally familiar in any market. Companies seek to establish a global brand with the ends of acquiring a bigger market share and a better position in the market. Though it is a common belief that having a global brand name equate to success in terms of business, there are still existing is sues that comes with it. This paper will be considering the minutiae of establishing a global brand name. Similarly, the key reasons why this is being considered by most, if not all, companies will be taken into account along with the other alternatives that these companies have in marketing a global product.II. Marketing Under a Global Brand NameThe term global brand is often interchanged with the term global product. However, there are studies that pointed out that the two are completely different terms. Basically, a global product connotes merchandise sold all over the world that share standardized attributes. This means that these products have a propensity to have a uniform set of characteristics and normally take on common brand names. On the other hand, a global brand tends to characterize the identity and image close to a specific product. More importantly, it is the blend of both tangible and intangible attributes that constitute a global brand.Recent studies of global bran ding designate that the said concept is subject to the view of the individual consumer. More specifically, the more recent views of international branding strategy tend to reflect the demands of the consumers. As puts it, these global brands are subjected to the global culture. In its simplest terms, global culture pertains to a set of consumer tastes and values. These tastes and values do not necessarily share the same standards and often show conflict with one another. Thus, global brands have to take on a certain level of flexibility in their operations.In its face value, this seems quite a daunting task for any company. However, this does not stop them from seeking to establish a global brand name and take on in global branding strategies. Why? The reason is that despite these complex concerns of the consumers, these brands have become embedded in their consciousness. The bottom-line is that, despite their best efforts, consumers cannot ignore global brands. The following parts will discuss the other advantages that companies enjoy in operating a global brand.A. Creation of Demand on Other CountriesOne of the advantages of having a global brand is the possibility of demand spillovers. This means that the marketing efforts held in a particular country could essentially multiply out to markets of other countries. Basically, the image of the global brands encapsulates this advantage. The concept of brand popularity and the country of starting point often establish this type of demand spillover. Share this suggestion of demand of global brands. Mainly, they call this element of global brands as the global myth. Simply put, demand of global brands tends to provide the consumers a feeling of having a global identity or having a feeling of being a citizen of the world.Studies on the effect of brand popularity on the company maintained that it has major implications on its market share. In the study of they pointed out that the company acquires benefits from brand popularity. One benefit is that having brand popularity provides the consumers more confidence in their purchasing decisions with particular reference to giving the implied assurance that a popular brand is better than the alternative. Another benefit of brand popularity is the association of assessment to the product. Coined this dimension of global brands as quality signals. Thus, issues of price of the product with a global brand are often regarded as reasonable because of its perceived high value among consumers.B. Strategic AppealAnother perceived reason why organizations seek to establish a global brand is because of its strategic appeal. Indicated in their study that global brands tend to have more opportunities than their equivalent in the local markets. This is supported by the earlier studies on the markets in the US, Japan, and EU.Noted that global brands offers companies an efficient way of exhausting its resources. More specifically, maintaining global brands tend to o ffer the possibility of lower costs and having the highest quality product.Aside from the earlier fact pointed out on the demand spillover, a consequent outcome of that phenomenon would be the demand for standardized products. This means that modifications to meet the local demands are significantly lessened as the demand replicate greater value with the unaltered global brands. In this regard, time and resources in the amendment processes is taken away which equates to cost reductions and further profit for the company. On the whole, the creation of global brands creates a much greater economies of scale and scope for companies.III. Brand Management in the Global SettingRecent marketing initiatives in the global setting have acknowledged the importance of bands in dealing with the dynamic business environment. Recent studies maintained that it is important for companies to treat their brand management initiatives as they treat their strategic management processes. ( 2001, 75) This means that the battle of brands in both their local and domestic counterparts have intensified throughout the years. This increase in the demands on the part of the organizations has given them the responsibility of making their brand management more systematic, scientific and a continuous process. The study of (2001, 75) basically maintained that companies should bake sure that their brand will be remembered constantly. Be it through logos or taste, the consumer has to readily recognize the brand right away. This is where brand management comes in to the picture.There are studies that maintain initially what their brand intends to represent. In doing so, the company is able to find a way to position its brand with reference to the other players in the market. ( 2001, 75) This is seen in the case of global brands like Nike and Coca-Cola. In the case of Nike, they have decided to package themselves as a brand associated with winning. On the other hand, the Coca-Cola brand tends to pl ace value on their universal taste. ( 2003, 198)A case study of Procter Gamble maintained that a use of a brand portfolio would be able to help a company in managing its brand in the global setting. (2003) With such a tool at their disposal, PG is able to make sound decisions with regards to their brand management initiatives. In doing so, PG are able to position their products properly with reference to the other players like Unilever, Kimberly-Clark and Colgate-Palmolive. Studies pertaining to branding strategies and theories point out two important components organizations should consider in their brand management initiatives. These are brand equity and brand value.A. Value Creation in BrandingBrand value is the perceived worth of the consumers on the brand. The most notable form of value creation in brands is through advertising. (2003, 53) There are three known approaches in the creation of value in brands decoration, gluing, and mascot approach. The decoration approach basica lly shows a branding strategy displaying differentiation by connecting the brand to completely different cues presented by the other players in the market. ( 1999, 51) The gluing strategy of value creation associates their product to certain emotional cues of the consumer. These are seen in advertisements that attempt to stir the emotion of the possible buyers. (1992, 10) The mascot approach on the other hand indicates the use of a human-like entity that is believed to be able to establish a connection to the potential buyers. The use of charismatic non-human characters (Pillsbury Dough Boy) tends to reflect this type of value creation approach in branding. ( 2004, 188) Basically, these approaches of value creation tend to be influential for the buying decisions of the consumers. In the same regard, the use of brands could also be a way towards building this value to the company.B. Using Brand EquityThe term brand equity denotes the net revenue of the brand which it is expected

Does Africa Need Foreign Aid for Poverty Alleviation?

Does Africa Need Foreign Aid for P e verywherety fill-in?By Carolyne SimiyuForeign attend to, is the transfer and loaning of funds, inter subject ara justs or operate from one(a) unsophisticated to another(prenominal). It is often transferred from one formu later(a)ed economy to another ontogeny country.1 The main aims of aid, particularly in poor nations, are to exempt poverty, give support to the needy such as intern t off ensembley dis aimd mortals and refugees, hypothesise infrastructure, and revamp economy. However, the efficacy of aids for poverty botheviation in Africa has disoriented its objective. Since the 1950s, the idea that huge sums of donations shag remedy poverty has dominated frugal evolution discourses. More than half of the sub-Saharan Africa are poorer now than in the 1960s.2 I do not deny the fact that some(prenominal) factors wee-wee contributed to poverty in Sub-Saharan Africa which include natural disasters such as famine, draught, and wars . But what nigh the huge overflow of hostile aid they take a crap been channeling to this developing countries? What did they use it for?According to statistics, while progress has been made in other developing regions of the world, especially East Asia in the perish half dozen decades, the per centimeage of those living in extreme poverty increased in sub-Saharan Africa.3 Such statistics butt joint be both appalling and at the same time overwhelming.There are several indicates to why foreign aid is ineffective for poverty alleviation in Africa. The first source is that poverty in Afri butt joint countries is not a vicious circularise waiting to be broken by foreign assistance. Instead, poverty is created by economic institutions that systematically block the incentives and opportunities of poor heap to tally their lives recrudesce by themselves and their country. Let us for instance the system of apartheid in southeastward Africa which Nelson Mandela campaigned against . In this situation, apartheid was a set of economic institutions which was intended to work against the unforgiving South Afri contributes. It contained rules that governed and dictated to flock what they should do and what they should not do, including the incentives and opportunities they are entitle to.4 In 1913, the South African government declared that 93 per cent of South Africa was for the white economy, while 7 per cent was for blacks (who constituted culture 70 per cent of the macrocosm). Blacks had to ease up a pass a national passport to travel to the cities for job opportunities in the white-controlled mines and industries. They could not own property, nor bestir oneself a business on that point. Such economic institutions, which we call extractive sapped the God-given potentials and opportunities of the vast population of black South Africans and largely unplowed them in poverty. While the country was ripe-bodied during this period, the wealth was in few h ands and the majority were poor. As such, foreign aid would not remove such institutional force-out that deprived the majority access to the national resources.It should be noted that people in poor countries cast off the same ambitions as those in rich countries. Just like those from developed nations, people from poor nations also need freedom of accessibility to economic resources, to have the same opportunities and chances to good wellness divvy up, clean portable water in their stations and quality education for their children. The reason to why the poor remain poorer is because their basic ability including their talents have been denied the probability to grow by their various institutions in those countries.In Sub-Sahara African states, it is weighty to note that once you are wealthy, you are privileged because you are authorise to power while the poor on the other hand, are slight privileged and at the mercy of those in power. By way of conclusion, the establish fr om above examples and analysis have shown that poor people are trap within extractive economic institutions and until these institutions undergo a radical reform, foreign aid and any suppuration it collide withks to achieve testament only be a mirage, not only in Sub-Sahara Africa, but across all developing countries of the world.1. Shah, Anup. Foreign Aid for Development Assistance. Global Issues Sunday, September 28, 2014, http//www.globalissues.org/article/35/foreign-aid- exploitation-assistance2. Daron Acemoglu and James A. Robinson. Why foreign aid fails and how to really serve well Africa. The Spectator. January 27, 2014. Accessed February 04, 2017. http//www.spectator.co.uk/2014/01/why-aid-fails/.3. Fosu, Augustin Kwasi. 2015. Growth, discrepancy and Poverty In Sub-Saharan Africa Recent Progress In A Global Context. Oxford Development Studies 43, (1) (Jan 02) 44-59, https//www.lib.uwo.ca/cgibin/ezpauthn.cgi?url=http//search.proquest.com/docview/1680154815?accountid=1511 5 (accessed February 4, 2017).4. Ronci, Donatella. 1973. Apartheid In South Africa Exploitation and Superprofits. La Critica Sociologica 25, (0) 117-128, https//www.lib.uwo.ca/cgi-bin/ezpauthn.cgi?url=http//search.proquest.com/docview/60911505?accountid=15115 (accessed February 4, 2017).acromegaly Case Study Healthcare NeedsAcromegaly Case Study Healthcare NeedsChanging Care unavoidably through the life sentence showsYou are required to deliver an assignment base on a person who is in the easy tips of adulthood. The person can be a family division, friend or client.The assignment requires you to write just about in general the physical, intellect, stirred and social developing in afterwards adulthood first and then compare it to the actual separates current well being and lifestyle using the PIES tool. You must seek your own personalised prejudices, fears and anxieties about working with people in your care. What has influenced it? What has changed it?include in the assignment should be any variations whether positively charged or invalidating that are bear upon the individual as well as recommendations on how you can positively and confidently react to the needfully of the person during this point in time of life.Specific tallys You must seek permission from the adult before create verbally essay.You must change the identity of the person as well as respecting confidentiality of the person.The essay must cover the following headingsP.I.E.S of ripening during late adulthood(10 Marks)P.I.E.S of development of individual as well as your own personal prejudices, fears and anxieties.(5 Marks)Variations/factors touch individual at this stage of life(5 Marks)Recommendations to respond confidently to the necessarily of the person(10 Marks) launchingFor my assignment I have chosen a family member in the late stages of adulthood with a condition called acromegaly. For this assignment I go forth use the internet, books and information direc tly from my family member and her immediate family in prepare to complete this assignment. All names will be changed in army to protect the persons privacy and confidentiality. Permission has been sought from my family member to do this assignment on her condition and her stage of development.Main ashesClients Name LucyAge 67Condition AcromegalyAcromegaly is a hormonal disorder that develops when your pituitary secretor produces too much product hormone (mayonnaiseclinic.org, 2015)P.I.E.S of development during late adulthoodPhysical needs During late adulthood our physical appearing is diminishing slowly this is referable to cellular senescence (cells in our bodies start to decline) (Mark Stibich, 2015). Wrinkles start to appear as trim is losing elasticity. Our bones start to lose calcium and can become brickly (osteoporosis) and harder to heal. Certain illnesses are more likely to appear as one ages such as arthritis, heart disease, diabetes and respiratory problems. A good pabulum and regular exercise and most chief(prenominal)ly a positive view in late adulthood can attend greatly in prolonging these physical changes. However, even with a good lifestyle and a positive attitude, unforeseen circumstances whitethorn happen which triggers further degradation of a persons health at this stage of development. Retirement and all it has to direct is in full swing. (Maslow, Hierarchy of Needs) According to Erik Erikson from the age of 65 we start to shade that our lives have become less productive. This indeed can be very true if we do not have a good solitude plan. With the more and more emphasis that is been throw up into place for retirement plans and groups that are been set up for the retired person this is luck greatly with these issues.Intellectual needs As we age our cognitive ability declines. In late adulthood this can become apparent as our intellectual abilities start to decrease, some difficulties with memory and information proces sing (Paget). This is why it is of the essence(p) that adults in this stage keep their card stimulated and active with definite activities. Even by retention up reading newspapers, crosswords, bingo, and quizs.(Activity Theory) A lot of retirement groups that are being set up and there are courses that adults in this stage of development can do which will keep their minds busy and their mastermind stimulated which can have a domino effect on their mental health. Unfortunately illnesses may give that have a negative effect to our cognitive ability such as dementia (Alzheimers, Lewy body, front temporal and vascular), Stroke or acquired brain injuries.Emotional needs Erik Erikson stages of development describes late adulthood stage 65 + as a stage of Ego Integrity vs Despair. He believed that at this stage we look back on our lives so far and if we do not feel we accomplished everything we needed to at this stage of development we can develop a sense of despair which in frolic will lead to feelings of depression. With this in mind this can be a very emotional time for some. At this stage of life it is imperative that we have family and friends that we can talk to and share our fears and feelings with. At this stage of development a person that has a life threatening illness may go through several emotions which is described by Elizabeth Kubler-Ross in her regret cycle.(Changingminds.org,2015)Social needs At this stage of development it is crucial to have interaction with family and friends. As without these interactions a person in late adulthood can feel very isolated. A lot of people before this stage of development, are used to a busy social life, whether it is working or raising their families (Jungs Theory on Ageing). It is very of the essence(p) that they are invited to family gatherings, social events and are visited regularly. This will help greatly with their physical, intellectual, and emotional needs which can have positive effects on the p ersons health if they are kept socially active. It is also important that a person is encouraged to get involved with the various retirement clubs that are set up in their area.(Active retirement Ireland).P.I.E.S of development of individual as well as your own personal prejudices, fears and anxietiesPhysical needs As Lucy is 67 and is in the late stages of adulthood her physical appearance is starting to diminish. Along with these changes unfortunately Lucy has to contend with other physical changes due to her condition acromegaly. A once average size woman Lucy has significantly shown signs of change physically. Her feet have gone from a size 6 to a size 9 shoe, her hands have grown bigger in size also and her weight has risen. She has had to deal with retirement and her condition all at once. A mother of 4 whom held down a full time job as a care assistant in a local nursing home in her area and kept her housework to perfection as she says her self she is a cleaning addict. At t he age of 64 she discovered she had the condition acromegaly and in the last 3 years she has undergone surgery and radiotherapy to try and reduce the favorable tumour on her pituitary gland. Unfortunately this was unsuccessful and Lucy has now to get in herself daily with Somavert 10mg, a medication to reduce the secretions of growth hormone by the pituitary gland. Lucy lives with her daughter, her daughters husband and their 2 children. I feel this is helping greatly with her physical needs as she still helps out with housework when she is well and she brings her grandchildren for walks to the park and playground.Intellectual needsIntellectually Lucy keeps her mind active by reading novels, and attending bingo when she is well enough. As part of her condition acromegaly she is part of a team in Beaumont Hospital whom are researching this condition that is affecting 400 people in Ireland. I feel this is helping her greatly intellectually as she is schooling more and more about t he condition and it is keeping her mind and brain active while doing so.Emotional needsLucys emotions at this stage of her development and with the condition acromegaly can be all over the place. But with her family network around her and her close friends that she can talk to about her fears and anxieties this is a great help to her emotionally. I feel from talking to Lucy that she is very well informed by the research team at Beaumont and this is helping her greatly in dealing with her condition. From talking to her about her life so far I have gathered that she feels she has accomplished everything she needed to so far for this stage of development and I feel she can develop through this stage with a virtue of wisdom (Erik Erikson)Social needs At this stage of development Lucys social needs are still of high importance. She still attends bingo with a close friend, family gatherings and family outings. sometimes she feels that people she hasnt seen in a while think she has put on weight by over eating but in fact it is because of her condition. She is a very outgoing person so this doesnt bother her much as she just explains to them her condition. During her outings to Beaumont for research days she has got close to other people whom are at the same stage of development as her and also going through the same condition.My own personal fears, prejudices and anxieties at this stage of developmentUpon starting my work experience in a nursing home I had a fear that people in the late stage of adulthood development that were in a nursing home were left sitting in an arm death chair all day with no interaction from other residents or staff. I realised the first day that this was not the case and that my nursing home had a activities coordinator that did SONAS activities with all residents. As part of the new HIQA standards person centred care approach this was a crucial part of standard working procedure.Variations/factors affecting individual at this stage of lif eAt this stage of development Lucy is quite lucky as her daughter and son in integrity and grandchildren live with her and her sons live within a mile radius of her house. I feel this is a positive factor at this stage of life and with her condition as she has the comfort of a close knit family of all time there to help her at this stage and she has the added bonus of helping them too. With her condition acromegaly and the stage of development she is at I would worry that her medication daily (somavert) and indeed the condition itself would have adverse effects on her health (cardiomyopathy, diabetes mellitus and osteoarthritis) during this stage of her life. Lucy has informed me that the team at Beaumont are keeping a very close eye on her through many different tests including liver tests, blood tests and scans in order to keep a close eye on any adverse reactions to her medication and condition.Recommendations to respond confidently to the needs of the personIn order for me as a HCA to respond confidently to Lucys needs I would need to have the correct information about her condition in order to help talk her through her treatments as I feel it is imperative to be able to confidently answer any questions she may have. I can research local support groups for Acromegaly sufferers and encourage her to join them and bring her family to help them further conceive what changes are going on in her body. Using my interpersonal skills I can be a good listener and shoulder to cry on when she is feeling depressed and can take her on shopping trips to specialised shops that cater for women of larger stature. Lucy loves to write letters to family in Galway and England but finds it difficult, when her hands are paining her, therefore I can write dictations from her to keep her hobby. Even though she is not at risk of dementia from her illness, I feel it would be good to help her feel a sense of integrity about her life if we make a life book with her as she can visuall y see all that she has accomplished. (Erik Eriksson)ConclusionUpon researching for this assignment I have learned that the late stages of adulthood development can be an emotional rollercoaster for any individual. It is my affair going forward as a HCA to be able to understand the basic needs of a person going through this stage. In doing so I need to put myself in their shoes in my thinking and how I would like to be treated at this stage of development.ReferencesAnon, (2015). online easy at http//google.ie/webhp?sourceid=chrome-instantion=1espv=2ie=UTF-8 Accessed 3 Apr. 2015.Anon, (2015). Blog easy at http//nandahealth.blogspot.ie/2013/09/theories-of-aging-process-biology.html Accessed 3 Apr. 2015.Changingminds.org, (2015). The Kubler-Ross sadness Cycle. online Available at http//changingminds.org/disciplines/change_management/kubler_ross/kubler_ross.htm Accessed 3 Apr. 2015.Cliffsnotes.com, (2015). Theories of senescence. online Available at http//www.cliffsnotes.com/science s/psychology/development-psychology/psychosocial-development-age-65/theories-of-aging Accessed 3 Apr. 2015.Headstrongbrain.com, (2015). What is Cognitive Decline?. online Available at http//www.headstrongbrain.com/FAQ/Q3-48/What_is_Cognitive_Decline Accessed 3 Apr. 2015.Independent.ie, (2011). Pituitary gland The tiny gland that can cause very big problems Independent.ie. online Available at http//www.independent.ie/lifestyle/health/pituitary-gland-the-tiny-gland-that-can-cause-very-big-problems-26776040.html Accessed 3 Apr. 2015.Mark Stibich, P. (2015). Senescence, Healthy Aging and Longevity. online About.com Health. Available at http//longevity.about.com/od/whyweage/a/senescence.htm Accessed 3 Apr. 2015.Mayoclinic.org, (2015). Acromegaly Complications Mayo Clinic. online Available at http//www.mayoclinic.org/diseases-conditions/acromegaly/basics/complications/con-20019216 Accessed 3 Apr. 2015.Mayoclinic.org, (2015). Acromegaly comment Diseases and Conditions Mayo Clinic. onl ine Available at http//www.mayoclinic.org/diseases-conditions/acromegaly/basics/definition/con-20019216 Accessed 30 Mar. 2015.McLeod, S. (2007). Maslows Hierarchy of Needs. online Simply Psychology. Available at http//www.simplypsychology.org/maslow.html Accessed 30 Mar. 2015.McLeod, S. (2015). Erik Erikson Psychosocial Stages Simply Psychology. online Simplypsychology.org. Available at http//www.simplypsychology.org/Erik-Erikson.html Accessed 30 Mar. 2015.Medicines.ie, (2015). Somavert 10mg, 15mg and 20mg Powder and Solvent for solving for Injection unofficial of Product Characteristics (SPC). online Available at http//www.medicines.ie/medicine/9530/SPC/Somavert+10mg,+15mg+and+20mg+Powder+and+Solvent+for+Solution+for+Injection/ Accessed 30 Mar. 2015.Rightdiagnosis.com, (2015). Aging Theories RightDiagnosis.com. online Available at http//www.rightdiagnosis.com/genetics/aging.htm Accessed 3 Apr. 2015.OTHER USEFUL INFORMATIONHealthcare Support1Edel Brew

The Lightweight Cars Competitors And Their Structures Engineering Essay

The Light toilett ever soyplace Cars Competitors And Their Structures Engineering EssayThe constituent effigy strain was prevailed to determine the pass judgment of its global deformational cruelty. This value was calculated to be 1330Nm/deg. This value was to be improved upon by the pastime methodThe creation of a Finite Element ignorantline trial impression model using MSC Patran/Nastran softw be comp atomic number 18d favourably with the physical test results with a complicatednessal stiffness value of 1352Nm/deg for a mass of 47 Kg and an faculty of 88g/Nm/deg.The discussed modifications had been suggested to Atom upon sign appraisal of the bod were incorporated into this baseline model and resulted in growings in twain torsional stiffness and readiness.Further, the programme improvement learn performed resulted in a maximum torsional stiffness of 6448Nm/deg, an append of 377% over the baseline model. A maximum incr salvage in efficiency of 286% to 23g/Nm/d eg for a mass of 148.3Kg accompanied this increase in torsional stiffness. pastime optimisation of the model to gain minimum mass for a stiffness of 6000Nm/deg a torsional stiffness of 6030Nm/deg was realised for a mass of 127Kg, giving an increase in efficiency of 322% over the baseline model to 20.99g/Nm/deg.ACKNOLEDGMENTSFirst, I would handle to thank my parents for their support and encouragement through step up my university railway gondola elevator rail scotch autoeer.I would same(p) to sincerely thank my supervisor Mr. Mike Dickison for his continual support and enthusiasm for this thesis. Thanks to Brunthinthorpe Car Ltd for providing a real interesting normal realize and great support throughout.Finally, a special thanks to all my friends at Coventry who have made this such a great year.presentation1.1 Bruntingthorpe Sports Cars LtdBruntingthorpe Sports Cars Ltd has been involved in the Light studyt cable elevator automobile industry for a telephone itemize of years. They have produced flirt for many other companies.1.2 Aims of ProjectThe purpose of the invent projectTo perform a torsion test on the proto role mannikin to determine its torsional stiffnessTo create a finite cistron model of the tropeTo incorporate a design improvement study and note the issuings on the global torsional stiffness of the var.To approach an optimisation for maximum efficiency.The fol imprinting limitations are assignn for this projectThe consistence shape is fixed and then the general external shape of the material body must not be alteredOverview of Chassis TypesDefinition of a ChassisThe signifier is the swanwork to which everything is habituated in a fomite. In a ultra new(a) vehicle, it is expected to fulfil the fol littleing functions proffer ascent points for the breaks, the steering mechanism, the locomotive engine and gear stripe, the final drive, the fuel tank and the seating for the occupantsProvide rigidity for accurate hand lingProtect the occupants against external imp effect.While fulfilling these functions, the chassis should be light enough to reduce inertia and offer ok effect. It should as well be tough enough to resist fatigue dozens that are produced collectible to the interaction surrounded by the driver, the engine and male monarch transmittal and the road.Ladder frameThe level of the ladder frame chassis dates screening to the times of the horse drawn rail simple machineriage. It was usaged for the building of body on chassis vehicles, which meant a separately constructed body was mounted on a rolling chassis. The chassis consisted of 2 parallel beams mounted down each side of the car where the front and foundation axles were leaf sprung beam axles. The beams were in general channel sections with sidelong soft touch members, hence the name. The main factor influencing the design was resistance to bend dexter unless there was no consideration of torsional stiffness.A ladde r frame acts as a grillage bodily structure with the beams resisting the fleece forces and deflection commitments. To increase the torsional stiffness of the ladder chassis cruciform bracing was added in the 1930s. The torque in the chassis is reacted by placing the cruciform members in plication, although the connections between the beams and the cruciform must be rigid. Ladder frames were use in car construction until the 1950s yet in racing whole until the mid(prenominal) 1930s . A typical ladder frame is shown be natural depression.ladderFig. 1 Ref. 2Twin value-added taxeThe ladder frame chassis became obsolete in the mid 1930s with the advent of all-round independent prison-breaking, pioneered by Mercedes Benz and elevator car Union. The suspension was unable to operate effectively due to the lack of torsional stiffness. The ladder frame was modified to overcome these failings by making the side data track wooden- maneuvereder and boxing them. A closed section has ap proximately one cat valium times the torsional stiffness of an commit section. Mercedes initially chose rectangular section, later work shift to oval section, which has utmost torsional stiffness and high bending stiffness due to increased section depth, while Auto Union used movenular section. The original Mercedes design was further improved by mounting the cross members through the side rails and welding on some(prenominal) sides. The efficiency of twin tobacco pipe chassis is usually low-spirited due to the weight of the large tubes. They were still in use into the 1950s, the 1958 Lister-Jaguar being an example of this type .Fig. 2 Ref. 2Four tubeAs designers sought to improve the bending stiffness of a chassis, the twin tube chassis evolved into the four tube chassis. The original twin tube design was modified by adding two some(prenominal)(prenominal) longitudinal tubes that ran from the front of the car, around the cockpit opening and on to the rear of the car. Th e run and bottom side rails are connected by vertical or diagonal members, essentially creating a very deep side rail and thus improving the bending characteristics. The two sides are joined by a series of bulkheads, normally located at the front, foot slowlys, dash region, seatback, and rear of the chassis.A signifi groundworkt increase in bending stiffness was realised however there is miniscule increase in the torsional stiffness due to the lack of triangulation causing lozenge of the bays. jackpotus21formula1_1961Fig. 3 genus white lily 21 Ref. 4BackboneThe backbone chassis has a long hi fabrication in automobile design with its origins credited to Hans Ledwinka, an engineer with Czech car maker Tatra. Ferdinand Porsche worked with Ledwinka in the 1920s and arguably learned untold of his craft from him. When a chassis derives its torsional stiffness from one large central tube ladder the length of the car, the resistance to twist depends almost entirely on the cross-sec tion(a) area of that tube. Clearly, that cross section fecal matter be much bigger than the typical drive shaft tunnel. Depending on the vehicle configuration it is likely to arrange for an approximately rectangular tube of substantial dimensions. This arrangement fits in well with conventional side-by-side seating, with the large central spine forming a gist console. Such an arrangement was utilised by Colin Chapman on the sacred lotus sprint .backbone_elan_1962Fig. 4 1962 Lotus Elan backbone chassis Ref.4SpaceframeAlthough the spaceframe demonstrated a logical development of the four-tube chassis, the space frame differs in several linchpin areas and offers enormous advantages over its predecessors. A spaceframe is one in which many smashing tubes are arranged so that the loads experienced all act in either tension or compression. This is a major advantage, since none of the tubes are subject to a bending load. Since space frames are inherently stiff in torsion, very little material is needed so they dope be lightweight.The growing realisation of the need for increased chassis torsional stiffness in the years hobby World War II led to the space frame, or a variation of it, becoming world(a) among European road fly the coop cars following its appearance on both the Lotus Mk IV and the Mercedes 300 SL in 1952. While these cars were not rigorously the first to use space frames, they were widely successful, and the attention they received popularised the idea.lotusmarkVI_1952Fig. 5 1952 Lotus Mk.IV spaceframeStressed clamberThe next logical step for chassis development was the stressed clamber design. This is more difficult to construct than a spaceframe with the accurate folding, forming, drilling and riveting of sheet steel or modern complex materials. The less(prenominal)ons learnt in the channelisecraft industry do not usually check directly in automotive practice. The loads on aircraft are widely distributed the lift that holds a plane up, for example, is spread over the entire area of its wings. On a head for the hills/sports car, the loads are much more concentrated, being focused on the suspension mounting points.Even when a method is developed to bring forces and spread them over a load bearing skin, it becomes extremely inconvenient to make any modifications and may unconstipated require a major redesign. Analysis of the stresses in stressed skin construction is more difficult.The continuous protrude considerably complicates access for amends or replacement of the cars mechanical elements. This may overly explain wherefore stressed skin construction was virtually unheard of in race cars before the modern mid-engine configuration. The majority of mid-engine race cars end their stressed skin construction at the back of the cockpit, with either a space frame or the engine itself forming the lodgeder of the structure. For all these drawbacks, stressed skin construction can potentially outperform any other f orm of race car construction in terms of torsional stiffness.Load CasesA chassis is subjected to three load human faces bending, torsion and dynamic loads.The bending (vertical symmetric) load drive occurs when both wheels on one axle of the vehicle encounter a symmetrical bump simultaneously. The suspension on this axle is dis put, and the compression of the springs causes an upward force on the suspension mounting points. This applies a bending moment to the chassis active a lateral axis.bendingFig. 6 Bending Load case Ref. 2The torsion (vertical asymmetric) load case occurs when one wheel on an axle strikes a bump. This loads the chassis in torsion as well as bending. It has been found both in theory and in practice that torsion is a more severe load case than bending.torsion2Fig. 7 complicatedness Load case Ref. 2The dynamic load case comprises longitudinal and lateral loads during acceleration, braking and cornering. These loads are usually ignored when analysing structura l performance.A torsionally stiff chassis offers a number of advantagesAccording to vehicle dynamics principles for predictable and safe handling the geometry of the suspension and steering must remain as designed. For instance the camber, castor and toe angles could change with torsional twist or the steering geometry could change causing bump steer. formerly again fit in to vehicle dynamics principles a suspension should be stiff and well damped to obtain good handling. To this end the front suspension, chassis and the rear suspension can be seen as three springs in series as shown in Fig. 8. If the chassis is not sufficiently stiff in torsion then any advantages gained by stiff suspension will be lost. Furthermore, a chassis without adequate stiffness can make the suspension and handling unpredictable, as it acts as an undamped spring.Rear gapFront SuspensionChassisFig. 8 Chassis and suspension as springsMovement of the chassis can also cause squeaks and rattles, which are unac ceptable in modern vehicles.Simple Structural SurfacesThe wide-eyed structural climb ups method SSS originated from the work of Pawlowski and is described in the notes by Brown and the book by Brown, Robertson and Serpento. These references should be consulted for a thorough understanding of this approach.The SSS method provides a simple way of determining load paths through a structure. Each surface is assumed only to have in-plane stiffness and no out-of-plane stiffness. Each surface is acted on by forces, e.g. the engine mounts. For equilibrium, adjacent surfaces must provide reactions. This demonstrate is continued throughout the structure and determines the load on each SSS. It can then be realised if an SSS has insufficient supports or reactions and therefore determines the continuity of load paths and the structures overall integrity.ssssssFig. 9 Ref. 2 Fig. 10 Ref. 2As can be seen in the SSS example in Fig. 9 the box structure is loaded in torsion by the moment Ms, which causes the shear forces Q1 and Q3. All the surfaces are in complementary shear, and the structure is stiff in torsion. If one shear surface is removed, none of the complementary shear forces can exist.The torsion load is then transferred to the floor of the box via the edge forces Q, so the floor panel is loaded out of plane rather than in complementary shearThe Lightweight cars competitors and their structuresAtom Car Atom car is a brilliant example of the lightweight sports car philosophy. You strip out all the heavy crap that sits in the big fat sports cars, trust in a weeny, light but occasionful engine, and you have something you can have tremendous fun in. The Atom, like its fellow lightweights the Caterhams and the Elises, delivers high thrills for low costs. This is a brilliant weekend car, a trackday car, that you can go very fast in very easily. And I like doing that (on the track obviously) which is why this takes my third and final garage space.Ariel Atom five hundre d V8 reinforced to lionize 10th birthdayTo mark the occasion, Ariel employees assembled an example of their upcoming Ariel Atom ergocalciferol V8 high performance car in a personal take of five hours, fifteen minutes. The Ariel Atom 500 V8 is a highly-anticipated ultra light-weight sports car that has been in the making for around two years. The car, although its not your conventional car perse, is more of a superbike with four wheels. Ariel has confirmed the car will use a 500 horse index thats 373kW V8 in the car that will weigh around 500kg. With a superbike like power-to-weight, the Ariel Atom 500 V8 is sure to be the scariest car ever to hit the market. The engine will be a 32-valve Hartley 3.0 -litre V8 which was derived from merging two Suzuki Hayabusa 1300cc superbike four-cylinder engines together. The engine is said to spin to 16,500rpm, like a superbike. And with a gearbox that allows flat-shifting, like a superbike, Ariel says the car will easily achieve 0-160km/h in under six seconds and go on to a top speed of 270km/h like a superbike. In a recent Autocar report, Atom designer Simon Saunders summed up the Atom 500 V8 build in a few words, The GT-R is the daily driven car that performs excellent everywhere. The Zonda F is the supercar for the long exploration trips through Europe. The Atom is the little insane car for scaring the crap out of yourselfLOTUS EVORNhttp//www.blogcdn.com/green.autoblog.com/media/2008/09/evora-chassis.jpgLotus is progressively building on its 60 year history of creating more with less with all its recent drives on electric and hybrid drive cars. to a fault the power train work, Lotus has business deal of experience with lightweight structures. The in style(p) evolution of that is the architecture of the new Evora sports car that debuted at the London tug Show this summer. Lotus has now won an award for the aluminium chassis of the Evora at the Aluminium 2008 trade fair at Messe Essen in Germany. The Lotus archi tecture is comprised mainly of aluminium extrusions combined with some casting. The components are in initiate riveted together but are primarily joined by adhesive stick to. Lotus developed much of the technology while creating the Elise and has created structures with greater strength and lower weight. With the combination of aluminium structures and the expertness that Lotus also has in advanced involveds, car makers can tap into a lot of technology to help reduce weight and improve fuel efficiency.Lotus provides an automotive structure with a unique approach. They combined adhesive bonding techniques with mechanical joining, resulting in innovative and creative solutions. Lotus used their expertise in lightweight materials to complete this structure, achieving a low weight and a high structural stiffness and therefore ensuring a major daze on environmental and sustainable performance. The Lotus Evora demonstrates an accumulation of our core competencies in atomic number 13 and composite body engineering, jointing techniques and vehicle systems integration. Lotus pioneered the technology of bonded aluminum extrusions for use in road vehicles and has success generousy developed high performance cars for other car companies around the world. One great advantage of our low volume vehicle architecture technology is that it can be used by one car manufacturer looking to develop a range of niche products, or by a group of car manufacturers looking to share investment, but still retain a high degree of end product separation. The Evoras chassis is an evolution of the Lotus vehicle architecture from the Lotus aluminum crossover concept vehicle previously showcased at the Geneva Motor show, and allows for the development of a range of vehicles up to a gross vehicle weight of 1,900 kg. This architecture has been designed to be more applicable to mid-volume applications by utilizing low capital investment manufacturing processes. The Evora structure progresses t he Lotus bonded and riveted technology used in the Elise family of vehicles with unique extrusions and folded panels, whilst providing contemporary ease of ingress/egress, build modularity and improved, lower cost repairs. The Lotus Evora employs a composite roof as a stressed structural member to give an exceptional vehicle stiffness of 26,000 Nm per degree, thanks in part to the seatbelt anchorage frames secondary function as a roll over structure, and partly because the high-tech composite body panels are stressed items. However, disdain this high stiffness, the complete chassis and modules weigh just 200 kg (prototype weight), helping to keep the weight of the whole car to just 1350 kg (prototype weight). To deliver this high performance structure, bonded and riveted high grade aluminum extrusions and simple, handsome folded sheet elements are used in the lower structure, which complements the stressed composite roof upper structure. Attached to the high strength central tub a re sacrificial energy absorbing sub frames of extruded aluminum at the front and lightweight welded steel at the rear. These sub frame modules also offer advantages in terms of convenience and low cost of repair, and during manufacturing can be brought to the production line fully assembled, ready to be attached to the fully assembled tub.LUSO LM23Luso Motors is a Portuguese car design and development crime syndicate which has brought us a lightweight sports car LM 23. This design invigorate from the Lotus 23b. The Luso Motors 23 is powered by a 150-horsepower 1.0-litre Honda CBR1000 engine, is mated to a six-speed sequential transmission. According to LusoMotors founder Ernesto Freitas says customers can choose a number of different engines, including a Subaru turbo boxer. This sport car features a steel tube frame chassis, double skin aluminium alloy sheets, riveted and glued with upcountry foam reinforcements, the outer skin is made out of fibreglass and ascorbic acid fibre c omponents. It weighs just 881 pounds, a lightweight sports car, and 150 hp The car will start at 15,000(about $23,600).Deronda G cd(http//www.sportscarzone.com/deronda-g400-a-race-bred-exotic-sports-car/)Close your eyes and build the ultimate two-seat sports car. Start with a lightweight, tube-frame chassis and then add race-bred suspension and large brakes. Wrap the vehicle in an aero-inspired carbon fiber body shell, but keep the generous cockpit open for wind-in-your-hair enjoyment. Lastly, wedge a huge, torque-laden, tire-shredding engine into the centre of the chassis, and tune the exhaust note so it scares the gophers out of your neighbors front lawn. Now, open your eyes and take a look at the Deronda G400.We recently had an good afternoon with this exceptional hand-built brute in the mountains above Malibu. With a mid-mounted V8 sourced from a Chevrolet Corvette and the book weight of a Smart fortwo, the Deronda seems powerful enough to move the economy. Whats the story be hind the car? Who makes it, and how? Most importantly, can the Deronda be tamed? guide our full adventure after the jump.The Deronda was originally developed in the get together Kingdom by Andy Round, a successful aeronautical engineer. Round cherished to purchase a lightweight high-performance road car, but was forestall and dissatisfied with what he found after looking at offerings from Caterham, Ultima and Westfield. In a bold move, Round decided to build his own sports car using the most advanced components and materials he could get his hands on. crusade dynamics and safety were key priorities, while styling was to be influenced by enactment 1 and Le Mans Series race cars. The first prototype, manufactured by Fabrication Techniques, was called the Deronda F400. Powered by a turbocharged Audi 1.8-liter four-cylinder rated at 210 hp, Rounds new open-cockpit sports car made its debut at the 2004 Auto sport International hie Car Show in the UK.At this point, Auto sport Devel opment, a North American manufacturer and importer of unique pathway and race cars, was sufficiently impressed with the engineering and design of the Deronda that it wanted to build it. Discussions ensued, and the company accredited the counterbalances to build and sell the car on this continent. Before production started, the team up of engineers at Auto sport made a few changes in order to appeal to American drivers. The small 1.8-liter Audi engine was dropped, and a Corvette-sourced 6.0-liter V-8 took its place. To take the much larger power whole kit and caboodle, the team stretched the wheelbase by five inches (increasing overall length by eight inches). The brakes were upgraded, and the suspension was modified to accept the new running gear. The finished product was called the Deronda G400. Available directly from Sirius Motorsports, it is sell turn-key and according to the company, it is 50-state street legal (when licensed as a component car).Each Deronda begins as a pile of two-inch diameter (.095 wall) 4130 chromium second tubes. Stronger and more durable than standard 1020 steel, chrome moly is steel that has been alloyed with small amounts of chromium and molybdenum to increase its strength. The tubing is precisely cut and placed on a large jig where it is TIG-welded by hand. Safety is principal, so the frame is engineered with double side-impact protection tubing, and double rollover hoops (four in total). scatter structures are built into the front and rear for additional occupant protection. Once complete, the intricate frame weighs 650 pounds bare.A custom suspension, comprised of unequal-length control arms with level mounted shocks, is bolted to the rigid platform. Massive cross-drilled Baer rotors are installed with dual-piston caliper Corvette C5 brakes up front (CNC-milled with the Deronda logo) and single-piston C5 calipers on the rear. Aluminum alloy front wheels measure 18-9-inches (wearing 235/30R18 rubber), while the rears m easure 18-10-inches (with 285/35R18 tires).Placed mid-engine in the chassis is a new 6.0-liter LS2 engine (as used in the Corvette C6), mated to a durable Porsche G50 five-speed transaxle, with power delivered to the rear wheels. With stock headers, and environmentally-friendly catalytic converters, the engine is rated at 400 hp and 400 lb-ft of torque. A 14-gallon foam-filled ATL fuel cell keeps the power plant fed, and increases safety (a tank-fed fire-suppression system is optional). The exhaust is fitted with a muffler, but it still lets plenty of the engines anger out the back end.The skin of each Deronda is comprised of a pastiche of fiberglass and carbon fiber body panels. The head rest, dashboard, rear wing, and fenders are all carbon fiber. Twin minimally-padded fiberglass seats with six-point harnesses are installed, and the windscreen is DOT-legal single-piece of laminated glass with a windshield wiper. The entire build process, from tubing to a finished vehicle, takes about eight weeks. The final curb weight is a mere 1,890 pounds.Simple, heretofore functional, is the best way to describe the cabin. The dashboard presents only the most critical information. While the vehicle obviously lacks doors and a roof, rut arrives from air spilled around the front-mounted radiator. Small vents, not unlike ports found on light private aircraft, are able to bleed fresh air into the foot wells. Modeled with dimensions similar to the Porsche 996, the cockpit is accommodating regular for someone who is 62 tall or taller. The seats and pedals are both adjustable for a custom fit to accommodate nearly everyone.After a equivocal process of flipping switches and pushing buttons, the brawny V8 spins to life and settles to a smooth idle. clove pink Corvette headers dump hot gasses into the cats before they are expelled out twin howitzer-looking mufflers. The give way that penetrates the air is a deep irate rumble that will consecrate chills up your spine.With the clutch fully depressed, we slip the milled aluminum gearshift into first gear and slowly release the clutch. Without drama, we pull away. Lacking power steering, the small, flat-bottomed Sparco steering wheel is very heavy at low speeds. The driveway to the main road is steep, but the needle nose of the Deronda offers surprisingly generous ground clearance. As the commerce breaks, we pull into traffic pointing the car down Californias famed Mulholland postulate towards the Santa Monica Mountains. Warned about the power under our right foot, we treat the gas pedal as if it were a made from pursy glass we dont need to spin this vehicle just outside the gate. With the road clear, we goose the hit man. It is immediately apparent that this could be the quickest car weve ever driven.The engine spools to the called-for throttle input as if the transmission is in neutral, yet the car is firmly in gear. A light touch on the gas pedal is met by the white needles on the primary gaug es rapidly sprinting clockwise around their dials. Behind you, the bellow of the LS2 seems to scorch the pavement like the DeLorean in Back to the Future. Gearing doesnt seem to have much effect on the acceleration, either. Whether the transmission is engaged in second or fifth part gear, 400 lb.-ft. of torque propels the lightweight G400 as if it were being launched from a 12-gauge shotgun.On public roads, with the wheels wrapped in street tires, the Deronda is seriously challenged for grip (the car is equipped with an adjustable electronic traction control that can be completely defeated). The wide Toyo Proxes T1R rubber on the rears immediately spins under full throttle initiating the electronic reigns, so we simply avoid the last 40% of the accelerators travel. Even driven at only 6/10ths, the car offers more power than nearly everything else on the road. The company doesnt have cited official 0-60 miles per hour times, but under the right conditions were sure its comfortabl y in the low three-second range. Deronda says the G400 runs out of gears at an ample 183 mph well above the top ends of most minimalist competitors.Redline is a tick under 6,000 rpm, but you simply dont need to go there. The car pulls all the time, regardless of the engine speed or gear. Lug it around town in after part at 1,200 rpm and it will deliver enough torque to repeal the random Subaru WRX that begs to race. For all of its power, the engine is surprisingly tractable and easy to control. Drive it gently, and you flow with the traffic without concern. Step on the gas and the Deronda growls before it rips your head off. Rarely do you find a car with a prickle that so just matches its bark.Blinding acceleration aside, the overall impression is that the Deronda drives much more like a race car than a street car. Without power assisted steering or brakes, the primary controls find out much heavier that those on any high performance road vehicle. Both hands, and both feet, are constantly interacting with the wheel, clutch, brake, and accelerator. Involving would be a supreme understatement.derondafd 02 opt Deronda G400 A race bred exotic sports carAfter time spent following the roads curving through the mountains, we became much more flourishing in the Deronda. Excellent front visibleness allows the driver to precisely place the wheels exactly where intended. While the steering was a chore at low speeds, the effort eased as our velocity increased. The lack of assist soon becomes an asset as the steering feels quick, accurate and very direct.Our insatiable appetite for the accelerator pedal kept us off the brakes, but eventually traffic forced us to call them to duty. As our speeds were relatively low (50-70 mph in the canyons), we couldnt get a lot of heat into the pad compound. The initial application of the pedal seemed futile as the drilled rotors continued to dislocate between the pads. Only when our foot really got on it hard did the Corvette- sourced stoppers feel strong. This car is fitted with generous rotors and track-ready pads, but it was clear we were underutilizing them. It also needed softer street pads (while there is a cockpit-adjustable brake-bias knob, we didnt touch it).Open to the world, the cabin was surprisingly comfortable at speed. The driver and passenger sit low in the chassis, and the large, canopy-like windscreen does an excellent job deflecting the slip stream around the cockpit. It was cool outside, but we could feel some warm air spilling into the foot wells. Rearward visibility was poor, even through the tunnel-vision exterior mirrors, and all you can see is the jet carbon fiber wing (visibility really didnt matter, as nobody passed us). However, even though the Deronda is smaller than most of the other traffic on the road, we neer had an overbearing feeling of being undersized. Quite the opposite, actually, as the incredible power delivery and nimble handling made us feel as confident in traf fic as a squirrel running from a small child.We never tired of darting through the canyons in the needle-nose Deronda. In fact, we entangle like a fighter pilot. Our forward view was through a large glass canopy, we were strapped down with thick shoulder harnesses, and the engines loud roar filled the void left by our wake. Like a jet, the G400 is agile, powerful, and built for speed.Without a doubt, a prepared Deronda would dominate most conventional sports cars on a race track a thought that has already go through the minds of the team at Autosport Development. With a safe, strong, and proven chassis already developed, a closed -cockpit monocoque body for the platform wouldnt be too much of a stretch. We wouldnt be surprised to see something rolling out of the factory in the near future wearing competition attire.derondafd 13 opt Deronda G400 A race bred exotic sports carIf you have to question the styling, the choice of power plant, or whether the seats have enough padding, th e Deronda G400 is not for you. With a base price of $64,000 (most customers spend about $95,000 by the time they get through with(p) customizing), it may be out of reach. If it is in your budget, take note, Sirius Motorsports is on track to han