You can choose the topic Essay Example | Topics and Well Written Essays - 500 words - 3

You can choose the topic - Essay Example It has also been noted that consumers are not conscious enough about the pollution that their cars cause the environment. If citizens would opt to use more of the public means of transport as opposed to their cars, then the amount of exhaust gases released to the atmosphere would drastically be reduced. There is a need therefore for the government to take measures to ensure that amount of exhaust gases released by cars is reduced (National Geographic, 2013). Factories powered by fossil fuels release a lot of waste gases to the atmosphere. This is especially pronounced in the developed nations which have vast networks of industries. The exhaust gases released to the atmosphere are mainly carbon dioxide gas and other poisonous gases which significantly cause air pollution. Laxity on the part of the government to ensure that there are constant checks to ensure that gases released are regulated is to blame. Some of these factories are within residential areas and therefore the air polluted poses a significant risk to human health. Some of the gases released may react with rain water to form acidic rains. The government needs to take severer measures to ensure that factories continuously filter the amount of gases they release to the atmosphere to lessen the level of air pollution caused (National Geographic, 2013). Coal is still popular in the US as a source of energy. Coal burns for a long time but unfortunately releases a lot of carbon monoxide to the atmosphere. Coal is still significantly being used to generate electricity in the US and in this process it releases millions of volumes of carbon monoxide to the atmosphere. Coal is cheap and is readily available thus it has become a favorite option for power generation. There is a need to find alternative source of energy to combat this pollution caused by coal (National Geographic, 2013). Some of the products used at home also have a

Research Proposal on Blood Donation Example | Topics and Well Written Essays - 750 words

On Blood Donation - Research Proposal Example an individual who is in need of a blood transfusion, approximately 41000 donations are required on a daily basis and there is need for there to be a blood reserve in case of an emergency (American Red Cross). Unfortunately, there are blood donation shortages leading to a blood shortage throughout the country. This proposal addresses the problem of blood donation shortages and how it can be addressed. There is lack of adequate research in existing literature dealing with the concept of blood donation. In fact, existing literature has not shown the need for further research as studies conducted mainly address the major reasons affecting individual’s willingness to donate blood. The research study needs to be conducted to address the reasons behind the blood shortages in the US and how they can be addressed. Although past studies have concentrated on some of factors affecting individuals’ motivation to donate blood, they have failed to concentrate on how incentives can positively influence their decision to donate blood (Hough 67). The study raises issues about offering economic incentives to encourage individuals to donate blood and some of the major reasons why individuals fail to donate blood. Various factors influence blood donation decisions including incentives, health concerns and the effects on the donor. Offering incentives is likely to have a positive impact on blood donation since it motivates individuals a higher number of individuals to donate blood. According to this theory, intentions are the major antecedents to behavior. Intention is the then paves the way for attitudes, perceived behavioral control and subjective norms. This model has been supported by a number of studies that have found that model accounts for 39 percent and 27 percent of the variance in intentions and behavior respectively. In the current study, the model can be used to explain the variance in blood donation between 31 percent and 72 percent and between 54 percent and 56

The rules on the deduction of expenses for employed and self-employed Essay

The rules on the deduction of expenses for employed and self-employed persons are different and create inequity in the tax syste - Essay Example Then, on the behalf of the employees, the employers are required to pay the deducted amount to the treasury. ITEPA 2003 provides for the taxation of employees who are resident and ordinarily resident in the UK. According to Section 18, all general earnings are subjected to tax that are received in the form of money. Section 19 deals with the general earnings received in non-monetary forms. The self-employed are those taxpayers who have their own businesses and act as sole traders. They are required to pay their taxes through self-assessment. The extent to which deductions are allowed for the self-employed tends to be more than they are for the employed taxpayers. As a general rule, all amounts that are given to the employees are taxable regardless of the fact whether the taxpayers hold the employment or not. This rule has a few exceptions though. For instance, Section 85 and 93 provide that provision of a non-cash voucher or a credit token --which is of a kind made available to the p ublic generally-- to an employee, or a member of his family, is not taxable if it is provided on no more favorable terms than to the public generally. There is a reduction in meal vouchers u/s 89. ... The income of a self-employed taxpayer is regarded as income from trade and is taxed under ITTOIA 2005. All the profits from trade are taxed after deducting all the deductible allowances. The deductible expenses include all those expenses that are incurred wholly and exclusively for the purposes of the trade and all those losses are allowed to be deducted that are connected out of the trade. Section 34b provides that for any expense that is incurred for more than one purpose, only that part or portion shall be deductible that can be identified as incurred wholly and exclusively for the purposes of the trade. In the same way, expenses that are incurred by the employees wholly and exclusively for the purposes of employment are also allowed as deductions. For instance, s 390 of Income Tax Act 2007 grants relief for loans that are sanctioned for buying plant or machinery for employment use. There are certain expenses which are of such a nature that it becomes very difficult to ascertain whether they should be allowed as deductions or not. This difficulty not only arises in the cases of employees but also extends to the self-employed. In this regard, case law is very helpful. For instance, s.337(1) of ITEPA 2003 provides that for a travelling expense to be regarded as an allowable deduction: i. â€Å"The employee is obliged to incur and pay them as holder of the employment†; and ii. It must be an expense â€Å"necessarily incurred on travelling in the performance of the duties of the office or employment†. This section was created after the judgements in three landmark cases of Ricketts v Colquhoun (1925) 10 TC 118, Owen v Pook (1969) 45 TC 571 and Taylor v Proven (1974) 49 TC 579.

Research Proposal on Blood Donation Example | Topics and Well Written Essays - 750 words

On Blood Donation - Research Proposal Example an individual who is in need of a blood transfusion, approximately 41000 donations are required on a daily basis and there is need for there to be a blood reserve in case of an emergency (American Red Cross). Unfortunately, there are blood donation shortages leading to a blood shortage throughout the country. This proposal addresses the problem of blood donation shortages and how it can be addressed. There is lack of adequate research in existing literature dealing with the concept of blood donation. In fact, existing literature has not shown the need for further research as studies conducted mainly address the major reasons affecting individual’s willingness to donate blood. The research study needs to be conducted to address the reasons behind the blood shortages in the US and how they can be addressed. Although past studies have concentrated on some of factors affecting individuals’ motivation to donate blood, they have failed to concentrate on how incentives can positively influence their decision to donate blood (Hough 67). The study raises issues about offering economic incentives to encourage individuals to donate blood and some of the major reasons why individuals fail to donate blood. Various factors influence blood donation decisions including incentives, health concerns and the effects on the donor. Offering incentives is likely to have a positive impact on blood donation since it motivates individuals a higher number of individuals to donate blood. According to this theory, intentions are the major antecedents to behavior. Intention is the then paves the way for attitudes, perceived behavioral control and subjective norms. This model has been supported by a number of studies that have found that model accounts for 39 percent and 27 percent of the variance in intentions and behavior respectively. In the current study, the model can be used to explain the variance in blood donation between 31 percent and 72 percent and between 54 percent and 56

Due Process Rights Research Paper Example | Topics and Well Written Essays - 500 words

Due Process Rights - Research Paper Example The Due Process also is intended to make people feel that the government is fair in the way it treats citizens in the legal process by listening to both sides of the story (Cornell University Law School, 1992). In Procedural Due Process, the government has to do more than just act in accordance with the law, by observing and granting citizens far procedures, whether or not the procedures are provided for within the law. It would be unconstitutional for the government to deny citizens the due process. The Procedural Due Process is intended to guarantee basic fairness to all citizens regardless of the crimes purported to be committed. Fairness entails a variety of aspects including a chance to be heard in a timely and meaningful manner, the making of a decision based on substantial evidence and the right to even appeal the decision if need be. Due process also puts in focus the importance of individual rights and interests in question, so that the more important the interests are, the more reason why the due process must be afforded to a citizen. The Procedural Due Process entails three main steps, which begin by asking whether there has been a deprivation of rights. Secondly, it has to be established whether the deprivation is of life, liberty or property, and thirdly, there needs to be established what procedures to follow to ensure justice (Chemerinsky, n.d.). The first step determines whether the court would go through the due process, because if there has been a deprivation then it is important to undertake a procedural due process analysis. By undertaking the process, the court must determine the right procedures to follow, and consequently if the government procedures available are inadequate, this will constitute a deprivation of the due process. In these three steps, the Constitution advocates for a fair hearing, before a tribunal or court. The citizen in question must e given the opportunity to present their evidence, while

Network Operating Systems Essay Example for Free

Network Operating Systems Essay Multi tasking is when the operating system seems to be performing two or more tasks at the same time, i.e. MS Word and MS Access, however these tasks are not actually running simultaneously as they are actually resident in memory processor is actually switching between tasks at a very high speed, therefore each user sees their own task as having priority. One disadvantage can be that the more programs that are run by the user, the more memory that is required. Multi Tasking can be split into two categories, co-operative and pre-emptive. Co-operative is when the process currently controlling the CPU must offer a balanced share of the CPU to all other processes, hence Co-operative, as all processes must co-operate for it to work properly. Subsequently an MUOS will allow two or more users a share of the system resources at the same time. The use of the resources must be spread evenly between the requirements of the users so that a problem with one user does not become a problem between all users. Examples of co-operative multi tasking would be Windows 3x and Macintosh. Pre-emptive is when the applications are forced to share the CPU whether they want to or not and examples of this are Windows 95, NT and UNIX. How print sharing operates? NOS A print server allows multiple users access to a single printer. A print server will also give you information on the use of the printer. All print jobs are sent to a Network Printer, controlled by the server, where they will wait in turn to be printed. For example, you can: See how many people are using the printer; Set limits to the usage; Give higher priority to some workstations, allowing them to print before others; See who is currently printing or; See when your print job is coming up. MUOS The Multi-User Operating System Linux uses a printing system called LPD, which constantly runs as a background process and acts as a spooler for files when they are required to be printed. Spooling (Simultaneous Peripheral Operations On-Line) is where all input/output of non-shareable devices is redirected to an intermediate shareable device. This is done, for example to stop other processes queuing for long periods of time to access a certain device. The most common form of spooling would be print spooling, where documents are printed at the printers own rate after being loaded into an intermediate shareable area (buffer).) is where all input/output of non-shareable devices is redirected to an intermediate shareable device. This is done, for example to stop other processes queuing for long periods of time to access a certain device. The most common form of spooling would be print spooling, where documents are printed at the printers own rate after being loaded into an intermed iate shareable area (buffer). System Failure and Robustness On a MUOS, data must be backed up on a regular basis, as if the server goes down then all unsaved work or data on the network is lost. It is therefore necessary to make a hard copy of all-important data. It is also important to have a recovery disc made upon installation. However, on a Network Operating System there is a system failure then only the unsaved data on the actual client is lost and not across the entire Network. The clients will still be almost fully operational without the server itself. A Multi-User Operating System tends to be a lot more robust than a Network Operating System. It is widely recognised that windows in particular is very unpredictable at times and is prone to fatal errors. This is not the case with the likes of Unix or Linux. Application, file sharing and file locking File sharing is a very important part of a Network Operating System. Users will continuously need to access and share the same files across a network and giving them usernames and passwords can do this. However if two or more users were to try and access the same file (for example, a Word document) at the same time and both users on the Network had read and write access, then only one user would be granted access at a time and the other would be denied. This concept is known as File Locking. This could be looked upon as a basic traffic system, if you like, where as soon as one user has access to a file then the red light is switched on. Then, when the first user has finished with the particular file, the green light shows and the second user is free to access the data. In a Multi User Operating System, you would find a different method known as NFS (Network File System). This is a where the server or Network Administrator can control which users can have which type of access to diffe rent applications or files at specific times. Comparison Architecture Clients A Network Operating System uses a Graphical User Interface, as it is part of the Microsoft Windows family, which are all GUIs. This makes the Operating System much easier to use in many ways such as being more user friendly and easier to learn. However a Multi-User Operating System like Unix for example would use a Command Line Interface. This has its good and bad points being that the user has greater level of control over commands; the System is more stable and does not use excessive system resources. On the other hand, the users would  have to familiarise themselves with a lot of commands which can be time consuming. Both have the Kernel as the heart of the Operating System. This is the part of the operating system that loads first, and it remains in main memory and typically, is responsible for memory management, I/O system management, file system management, process and task management and scheduling, and disk management. The Kernel is essentially the nucleus of the operating system that provides basic services for all other components of the operating system. For each process, the Kernel holds a process identifier, the user identity and the size and location of the process. A Network Operating System and a Multi-Use r Operating System will normally operate using Thick and Thin clients respectively: Thin Client: No hard disk on client Connected to a server Applications run on server Data stored on server Mouse, Video, Keyboard etc. through which you can access server Can support sound, CD-ROM etc. Thick Client: Client has own hard disk Client has storage space Client can have own applications stored ETC. Basically the opposite of Thin clients A Network Operating System can support many hundreds of clients across a Local Area Network as can a Multi User Operating System. Protocols and Internetworking In order for a Network Operating System to send or receive data, the data must be broken down into packets by a method called a protocol. Windows NT uses the IPX/SPX, NetBEUI, and TCP/IP protocols for network communication. Netware uses IPX/SPX. UNIX, Linux, and the Internet all use TCP/IP. While different protocols usually cannot talk directly with each other, most Network Operating Software can understand more than one protocol. This also adds the possibility of Internetworking for most Network operating Systems as they can communicate freely over different Networks unlike MUOS. Both types of operating system (NOS and MUOS) have built-in TCP/IP networking, for communications across all forms of networks, and between all forms of computers. Other Protocols and the respective layers of the OSI models at which they operate are shown here: Application Telnet, HTML Presentation SMB, NCP Session NETBIOS (NETBEUI) Transport TCP Network IP. TCP/IP, IPX/SPX Data Link Ethernet Physical Radio Scalability: Multi User Operating Systems are far more scalable because they can run on literally every hardware platform, from the slowest hardware to the worlds fastest. Additionally, most UNIX operating systems support more than one processor, so a machine configured with 4 processors can support many more users than a machine with one processor of the same type. Security: Security measures are very important on any Operating System. On a Network operating System such as Win 2000 server it would be fairly easy to install some sort of security software (Firewall) such as one of the Norton Internet Security packages. Anti-virus software is also readily available and very widely used. With a Multi-User Operating System such as Unix, there are a number of security tools available to download as Freeware that perform a vast array of different tasks relating to security. Hardware requirements: the Typical Hardware requirements for installing two different Operating Systems (Linux and windows 2000 server) are shown here below (minimum and recommended): MUOS (Linux) Minimum Requirements 200 MHZ Processor required 32MB RAM 650MB Hard Drive CD-ROM Network Card NOS (Windows 2000 Server) Minimum Requirements Pentium compatible 133MHZ or faster 128MB RAM 2GB Hard Drive 1GB Free Recommended Requirements Pentium II 200MHZ 256 MB RAM 9GB Hard Drive 2GB Free CD Rom Network Card Costs: Financially, Multi-User a Operating System would be much more viable than a Network Operating System due to the fact that the MUOS can use dumb Terminals, which basically means that the majority of the hardware and more importantly software is on the actual server i.e. the clients (workstations) have only the essential components needed to operate. These would include  Keyboard, Mouse, monitor etc. however in the event of having a very large Network this could in effect end up equally as costly as a Network Operating System. Role of Network Administrator The role of a network administrator in large companies and consulting firms may be only managing network servers, adding users, and adding printers. However, most network administrators also do some desktop support as well as controlling network addresses, protocols used, and the network interfaces because these are all obviously network components. The network administrator will also control routing, name resolution, and assignment of TCP and UDP socket numbers because, again, these are all pretty clearly network specific components. In small companies, day-to-day network administration is often not a full time job and is assigned as a part-time task to someone in the office. To troubleshoot a network you must understand things, such as: how individual PCs work, general networking concepts, and product specific features. A network administrator is a manager: not of people but of computing resources. A network administrator is creating and managing user accounts, installing and maintaining print services, ensuring that the network is running smoothly and that the computers are running efficiently, maintaining the integrity of the network, handling user complaints, and so forth. Users would be allowed access to system resources by means of a user account, which would be set up and then users would be allocated a username and password(s). This would allow the Network Administrator to set different security levels for different clients and users. For example, within a company or Business, you would have different levels of access for different levels of staff members with management having access to more resources and data than perhaps an office junior etc. A network administrator should be able to manage resources by doing the following: Creating, managing and utilizing Windows 2000 shared folders Using the Distributed File System to provide easy access to network resources Using the Windows 2000 events logs to monitor system and application activities Using the Task Manager to observe and monitor resources Using the System Monitor in the Performance tool to optimize performance Using security policies to protect data and system integrity Using auditing to track security events The Network Administrator is also responsible for budgeting decisions regarding the Network itself. This would involve very closely monitoring each and every client, making decisions on whether new hardware or software is required and when. Any Firewalls or Antivirus software would also have to be updated continuously. Bibliography http://www.north.ecasd.k12.wi.us/Departments/TCS/Web%20Pages/Powerpoints/IT%20Essentials%202%20NOS%20chpt%206%203-03.ppt http://www.pctechguide.com/29network.htm#Client-Server http://www.webopedia.com/TERM/N/network.html http://www.microsoft.com/windows2000/server/default.asp http://www.k12.hi.us/~tethree/95-96/landesign/G02/WHAT.html http://compnetworking.about.com/cs/networknos/index.htm http://suned.sun.com/US/catalog/courses/EC-425.html http://www.microsoft.com/windows2000/server/evaluation/business/overview/scalable/default.asp http://www.devdaily.com/unix/edu/UnixSysAdmin/node2.shtml http://www.linksys.com/edu/nos.asp http://www-personal.umd.umich.edu/~salmadra/common.htm http://linux.oreillynet.com/pub/a/linux/2000/07/20/LinuxAdmin.html http://www.cisco.com/univercd/cc/td/doc/cisintwk/ito_doc/introint.htm#xtocid2 http://www.cert.org/tech_tips/unix_security_checklist2.0.html http://www.cert.org/tech_tips/usc20_full.html#A13 Dick, David (2002) The P.C. Support Handbook. Kirkintilloch: Dumbreck Publishing

Bisleri Company Profile

Bisleri Company Profile According to a report by Ikon, a marketing consulting company, the packaged water industry is estimated at Rs.8000 crore currently and is expected to touch Rs.10000 crore by the end of the fiscal 2012-13. It may also touch the Rs.15000 crore mark by 2015, according to the report. The industry has seen a compound annual growth rate of about 19%. Parles Bisleri has the highest market share of about 36%, followed by Coca-colas Kinley which has a market share of about 25% , followed by Aquafina which has a market share of about 15%. Indias percapita consumption is about 30 litres which is less than the global average of 40 litres. In India, South India tops the consumption followed by Western India which is the home for all the major national packaged water brands. In the Natural water category, which is a niche segment where the brand Himalayan water has been a leader has now entered into the Indian market, after being overtaken by the Tata group. Company Profile of Bisleri : History : (1)Bisleri was originally an Italian company created Felice Bisleri, who first brought the idea of selling bottled water in India. Bisleri then was introduced inÂÂ  MumbaiÂÂ  in glass bottles in two varieties bubbly still in 1965. ParleÂÂ  bought over Bisleri (India) Ltd. in 1969 and started bottling water in glass bottles under the brand name Bisleri. Later Parle switched over to PVC non-returnable bottles finally advanced to PET containers. In 1995 Ramesh J. Chauhan started expanding Bisleri operations. In 2003 Bisleri announced its venture to Europe. All shares are held by Mr Ramesh J Chauhan and his family. The brand name Bisleri is so popular in India that it is used as a generic nameÂÂ  for bottled water. According to the companys website, Bisleri invests 10 milion litres of rain water every year. More than just an initiative its a clear reflection of Bisleris outlook to life, whether its products, people or profitability. As one of the worlds most trusted brands, Bisleri is leading the way in bringin about positive change in our daily lives. Some initiatives involve small communities, others involve the entire population, but they are both a part of the meaningful revolution called the Aqua green revolution. Vision: (2) According to the companys website the vision of Bisleri is : The Aqua Green Revolution began with an ambitious dream: An India in which every person has uninterrupted access to scientifically purified and fortified drinking water, irrespective of geographical barriers or economic limitations. Product: Besides Mineral water, Bisleri also produces Bisleri Soda and Bisleri Vedica Natural Spring water. The purification process of Bisleri mineral water involves a six-stage purification process. In the first stage, the ground water is ozonized to destroy the virus and bacteria. The next step involves purification by sand filter which removes coarse particles up to 30 microns in size. A carbon filter is then used to remove color and odor, followed by Reverse Osmosis to filter harmful minerals and salts. The following step involves fortification of water with minerals. Finally the water is ozonized once more to ensure zero-contamination during packaging and storing. Bisleri with added minerals is available in 250 ml, 500 ml, 1 litre and 2 litre bottles and 5 litre, 15 litre and 20 litre jars. Price: Product No.of Bottles in case MRP/Case 250 ml 24 144 500 ml 20 200 1 litre 12 180 2 litre 9 225 5 litre 1 35 15 litre 1 60 20 litre 1 80 Promotion : Bisleri is promoted through TV and print media aggressively. Every opportunity to interact with the customer is used to promote the product. For example, all the vehicles used for supply are painted in green, bearing the BISLERI logo and slogans like Drink and Drive. In 2008, competing with the other brands in the mountain water category, the brand adopted a tv commercial that reflected spirituality, carrying the tagline The sweet taste of purity. The company has also started a new campaign called Stay Protected which is an extension of their own earlier Play Safe and the television commercial concentrated a bit more on the protection aspect. Distribution: Bisleri currently has 25 bottling units and about 5000 vehicles for distribution. Throughout the country, Bisleri has about 3,50,000 retail outlets. Manufacturing operations are done in 18 places in India. For the 20 litre jar, the company has introduced a home delivery system which is done by a specialized distribution system. Bisleri distributes in 3 phases : Direct distribution through roadways Through Local distributors to retail outlets. Home delivery with the help of small depots inside cities. Company Profile of Aquafina : History: Aquafina is a bottled water brand owned by PepsiCo. Aquafina was first launched in Wichita, Kansas, USA in 1994. It started distributing nationally throughout America by 1997. It started operating in India from 1999 starting from the city of Bombay and nationally throughout India in 2000. As of the year 2007, it became Americas biggest selling bottled water brand by sales volume. Product : Aquafina adopts a process called Hydro-7 process which is a seven stage purification process. The water is originated from the public sources and it undergoes reverse osmosis followed by underground and ozone sterilization. It removes impurities like chlorides, salts and other substances that affect the waters taste. Aquafina also claims that its bottles are 100% recyclable. Aquafina also meets the stringent national and international standards set by the World Health Organization (WHO) and the Bureau of Indian Standards (BIS). In addition to bottled drinking water, Aquafina also has a range of different products like Aquafinaflavorsplash which is flavored drinking water, Aquafina Sparkling which is carbonated water. However the production of Aquafina Sparkling was discontinued in 2010 in the US. Health conscious products like Aquafina Alive and Aquafinaplus+ are also produced by Aquafina which are low calorie and vitamin enhanced products. Price : Product Price(INR) 300 ml 5 500 ml 8 1 litre 12 2 litres 25 25 litres 260 Promotion : Aquafina has started advertising in a new way by launching What a body campaign. It helped the brand reach out to different market segments. Through Aquafina, Pepsico has started water conservation initiatives and creating awareness about Pepsicos efforts to conserve water. Aquafina promoted the brand through tv commercials, by using catchy slogans like Purest part of you. It also entered into tie-ups with the Railways and other public places like Departmental stores, Multiplexes etc. thereby promoting the brand aggressively. Distribution : Throughout India, Aquafina has about 19 bottling plants. Aquafina bottled water is available in all the parts of the country with about more than half a million outlets selling the brand. Company profile of Kinley History : Cocac-cola introduced Kinley into the bottled water market in August 2000.Bisleri, which was already a leader in the market of purified mineral water, had a market share of greater than 60% and the term Bisleri was being used as a generic term for mineral water. Kinley established around 20 water plants throughout the country and was in the process of setting up 15 more water plants within the next one year. The situation at the time when Kinley forayed into the bottled water market can be examined with the help of 5C approach. Company : Coca-Cola already enjoyed a strong brand image in the market with the likes of soft drinks like Coca-Cola, Limca, Thums up etc. It also had strong supply and distribution channels. Competition : Coca-Colas major competitor at the time of its entry into the bottled water market was Parle. With a growth rate of about 40% for 10 years, Parles Bisleri earned the faith and the loyalty of the customers in provide safe and pure drinking water. Category : At the time of starting its operations, three categories were much popular in the bottled water market. Pouches were popular in rural areas because of their easy availability and also the price concerns. The bottles of 500 ml to 1 litre were being sold in all kinds of retail outlets. There was also a huge demand for bulk quantities ( of about 20 litres ) in the households as well as the corporate. Context : Because of the scarcity of water in most parts of the country and also the increasing health consciousness among the people of India, the number of people moving towards mineral water is increasing. Collaboration : Since Coca-Cola has a well managed distribution system, it collaborated with restaurants, supermarkets etc. and distributing its products across a variety of retail outlets. Under these circumstances, Coca-Cola launched Kinley, first across a variety of Southern metros and later it spread to all other places nationally. Positioning : The brand Coca-Cola already enjoyed a trustworthy position in the Indian market and it also had an efficient distribution system. Under the initiative of Boondh Boondh mein Vishwas it portrayed itself as a brand of trust and purity. The company stood on the belief that The right to pure, safe drinking water is fundamental. Product : In 2000, 500 ml pack was launched. This was followed by 1 litre, 1.5 litre, 2 litres, 5 litres, 20 litres and 25 litres by 2002. Targeting parties and special occasions, Kinley introduced 200 ml cups. Also, the 200 ml pouches were available to cater the needs of the rural areas where price is an important concern. Reverse osmosis and latest technology is used in the purification of water. The company also started easy to hold bottles in 2008. Price : Product Price 200 ml (pouch) Re.1 200 ml (water cup) Rs.3 500 ml Rs.5 (in Delhi) Rs.8 (Rest of India) 1 litre Rs.10 Place : Kinley was first available in the Southern Metros and then the company started distributing them nationally. The 200 ml water cups were made available in Chennai and Gujarat before introducing them across the country. The 200 ml pouches were first tested in selected areas of Gujarat before marketing them across India. Promotion : Kinley launched the campaign Boondh Boodh mein vishwas. In the words of Coca-Cola, Kinley brand personifies trust which is a key attribute in the packaged drinking water segment. Our product attribute matched with the brand positioning is a key reason that the brand has done so well in market despite aggressive and low price competitors. Kinley started a new campaign Vishwas Karo in 2009. Kinley beat Bisleri in 2002 in retail segment ( 500 ml to 2 litres) where Bisleri continued to be the leader for about two decades. It held a market share of about 35.1% while Bisleri held the second position with a market share of about 34.4%. Currently, while Bisleri enjoys to be the number one brand in both retail and bulk markets, Kinley holds the second position. Company Profile of Himalayan bottled water History : In 2008, Tata took over Himalayan bottled water, a product of Mount Everest Mineral Water to cater to the needs of urban and health conscious market. The company maintains that the water is unprocessed and untouched and is straight away packed from the natural resource. In the words of the CEO, Pradeep Poddar of Mount Everest Mineral water, The launch would be our first transformative step in actualizing our vision of creating next generation beverages with water on the platform of wellness, starting with natural mineral water. In future, we would be straddling the entire consumer pyramid with breakthrough, functional and nutritionally enhanced offerings, making this an exhilarating journey in our quest to make water truly the elixir of life. Strategic Planning: The TATA group forayed into the mineral water industry by acquiring a stake of about 32 percent in Mount Everest Mineral Water which is actually a good move as they got hold of a brand thats already existing in the market and by getting hold of such a large stake, it gets control of majority of the decision making processes of the company. Himalayan is internationally accredited by the US FDA, the European Union, the health ministries of Japan and France. It is a ISO 9001:2000 company that is the only Indian brand of mineral water that is internationally accepted. Segmentation : Based on the type of bottled water, this category is segmented into 1.Natural Mineral Water directly packaged from the source and unprocessed and 2.Ordinary Mineral Water this segment involves treatment with chemicals before packaging. TATA is the leader in the Natural mineral water category. Before acquisition bey TATA, the Himalayan water used to cater to the institutional and the international customers. Targeting : The target for Himalayan water included the following segments Institutional customers and the customers willing to pay a premium. The institutional customers include multiplexes, restaurants, airlines, corporate companies etc. The other segment includes those people who are ready to pay a cost higher than the others. The company mainly targeted those who will be ready to pay Rs.25 for a bottle of water. Positioning : With TATA taking over the brand, Himalayan mineral water got a boost in India as TATA is a trusted brand. The television commercials in the ads used the statement : Go back to the nature untouched, unprocessed pristine water from the Himalayas that took 20 years gathering natures goodness for you. With a slogan Live Natural. The USP of Himalayan mineral water is that it is unprocessed and it is packaged straight from the natural source. Product : Himalayan Natural water is available in 200 ml, 500 ml, 750 ml, 1 litre, 1.5 litres and 2 litre bottles. The bottle design was created by Rediffusion DYR , actualized by SIPA, Italy. The water is collected after it flows through clay, stones and river streams collecting different types of minerals with it for about 20 years. The company plans to introduce new variants of the product keeping in mind the different market segments. Price : The 750 ml water bottles were priced at around Rs.250 for the corporate and the multiplex segments while it was Rs.18 for the retail segment. Though the price is much higher than the other mineral water products of other companies which cost around Rs.10-15, it is highly competitive when compared with its competitors in the natural water segment Eviane by Danone and Perrier by Nestle since it is priced at a rate 1/4th cheaper than the others in the premium natural water market. Place : The plant is primary located in the Daula Kuan Region of Sirmour District of Himachal Pradesh. The company has plans to expand with the help of distributors in various parts of the country. Initially, it made use of its already existing and large distribution network of TATA tea. Himalayan water started being distributed in as many as 19500 Tata tea retail outlets as well as other retail shops through the help of the large distribution network of Tata tea. The company started distributed Himalayan water across the country in all the metro cities and also in places like Goa, Pune, Cochin which attract a fair amount of tourists. The company also entered into a joint venture with Pepsico., which is already a leading company in liquid company so as to leverage its distribution and marketing, thereby establishing Himalayan brand as a leader in Natural water. According to the companys website, Himalayan natural mineral waters clientele includes luxury hotel chains like The Taj, The Oberoi , Marriott, InterContinental; premium airlines like Jet Airways; leading multiplexes such as Adlabs; fine dining restaurants like Zodiac Grill, China Gate, Golden Dragon, Indiana Jones, and Frangipani among others. Promotion : The promotional campaign was handled by Rediffusion DYR with a television commercial that had a slogan Live Natural emphasizing the USP of Himalayan Natural water. The Brand is advertised focusing on the fact that the water has been untouched or unprocessed straight from the natural source, where the water has been flowing across river streams acquiring minerals, for about 20 years. In the words of Abanti Sankaranarayanan, executive director of Mount Everest Mineral Water, The launch marks the beginning of an exciting journey aimed at redefining the entire category of bottled water. We have a unique proposition of hydration with wellness, which will embrace all brand offerings in future. The brand communication is designed to narrate the mysticism of Himalayan to evoke an intimate tone with the consumer. The packaging is contemporary and aspirational and conveys the style quotient of the new Himalayan natural mineral water,