Audi Marketing Mix Analysis

Audi Marketing Mix Analysis The Audi history begins with a man called August Horch, and in 1899, he established the Company HORCH CO. He invented his first car in 1901. But in 1909 Mr. Horch leaves his company and founded another company called Audi. Audi is the Latin translation for Horch and he took that name. In 1910, the brand AUDI Automobilwerke GmbH was registered. In 1931, the AUTO UNION was founded some members were DKW, HORCH, WANDERER and AUDI. Moreover, the new companies insignia to show the union of the four companies was the now familiar 4 rings, that what still used by Audi today. After the 2nd world war, there were again many cars produced, the most important for them were the DKW Munga, a four-wheel jeep with 3-cylinder 2-stroke engine. Invented in 1956 for the German military, there have produced 250 cars for testing purposes. And these cars made a trip around the world and drove more than 240 000 km also without major problems. This was the beginning of the later concept called Quattro and it had nearly 57 000 Mungaswere built until 1968. In the following years, they have many different engine- and car types were invented and produced in large amounts. There also improving, rallying and testing the first real ur-quattro with the new coupe body was build in 1980. And the power has been raised to 200hp in the testing time, and most of the other car producer did with a 2.2l engine. Audi, the core brand that the Audi has been focusing by the Audi Group in adopting its Strategy 2020 on the challenges of the future. The mission We delight customers worldwide was explored in greater depth during 2011 where the strategy took on firmer contours. Heightened environmental awareness, growing uncertainty about the future availability of fossil fuels and increasing urbanization are the results of giving more weight to new issues that have emerged. The Mission of this company is We delight customers worldwide. The Audi brands products are famous of the brand values sportiness, modernism and sophistication. The brand with the four rings aims to suggest customer delight in many other ways and thus can lead to building technologically advanced vehicles. The mission statement which is We delight customers worldwide plays a main role on the path to becoming the leading first-class brand. The Audi brand has well-defined its understanding of customer delight in greater detail in the following four areas of action. That are We define innovation, We create experiences , We live responsibility and We shape Audi. In this company there have three objectives. First is to create impact and drive awareness of Audi Q5 launch. Second is demonstrating Audis core value proposition of Progressive Performance. And then last is communicate Audis prestige offering. Those three objectives is what Audi company execution in this few years. On the other hand, in this few year the Audi Companys target market are predominantly males between 40-50 years old, married with a household income between $137K $265K. And women who are a key influencer in the purchase process of the Q5. Chapter 2: Analysis of Marketing Mix Strategies 2.1 PRODUCT STRATEGIES 2.1.1 Product Classification Audi car are known as the wants or desires that less frequently bought by the consumer so Audi car is classified as luxury product in the category of consumer product. Consumer product is defined as the products and services bought by final consumers for personal consumption. Audi car is known as one of the well-known car that less frequently bought by the consumers due to the price is expensive which is within the range of RM 179,900 to RM 1250,000. Therefore, consumers will do a survey and planning before they actually want to buy it. Wisely consumers will collect a lot of information that relevant to Audi and do price comparison with other car in the market with their main competitors which are BMW and Mercedes-Benz. Furthermore, Audi car is also selling in high price that seldom consumed by the consumers. It is a branded product that having mass advertisement in magazines, television and personal selling by reseller and producer in order to convince consumers to buy it and remind the consumer about their product in the market. Branding Branding plays an important role in identifying the seller and buyers of Audi. It differentiates them from their competitors. Audi is design with four interlinked rings that represent one of Germanys oldest automobile manufacturers. The first ring from the left represents Audi, the second represents DKW, third is Horch, and the last ring is Wanderer.ÂÂ  Its similarity to the Olympic rings caused the International Olympic Committee to indict Audi in International Trademark Court in 1995. In addition, this is a simple logo and made a lot of people to recognize and remember. With the current type of branding, it had brought the product identification to the consumers with its unique design. This will not only ease the consumers to differentiate their product but also help to segment markets. In addition, it also symbolized the inseparable unity of the four founder-companies which are Audi, DKW, Horch and Wanderer. Each of the four companies was allocated a specific market segment within their group. DKW was responsibility for motorcycles and small cars. Wanderer built midsize cars and Audi manufactured cars in the sumptuous midsize class. Horch produced deluxe top-of-the-range automobiles. Besides, it provides product quality and consistency as the consumers know that they will get the same benefit, feature and quality each time they bought the Audi product. Labeling Labeling are using in describing several things of the product. Audi car will offer an instruction book for every buyer. This instruction book encompasses the information of the brand, details about the car, and instruction in how to use and control the car. Packaging Almost all of the products in the market needed packaging. Packaging is essential in term to market the brand and protect the products to ensure the product is safety. Audi car usually covers the seating of new car with plastic to prevent dust will stain the cushion. Furthermore, a protective film will cover on the scene of indicator. This is to prevent the scene to be scratched. Thus, this can protect the product safety. Product Support Services Product support services are to enhance customer service and satisfaction by assess the value of current services and obtain idea for adding new services to delight the customers. For a new or potential customer, Audi will offer free test drive for them. This is to make sure the customer satisfy with their product. They also provide after-sale services included 2 years warranty and 6 months of installment completely free after customer purchase the car to make sure the customer not just satisfy and also happy when use their product because their product performance is greater than the consumer expectation. There are many Service Centers of Audi Company in Malaysia such as Audi Centre Glenmarie, Audi Juru, Audi Johor Bahruand so on. These services will add up the customers satisfaction with the brand of Audi and increase in brand positioning. 2.1.2 Major brand strategy decision Brand Positioning The Audi slogan is VorsprungdurchTechnik, which means the Progress through Technology. Audi is using the German language tagline as many other country used it such as European countries and United Kingdom. Recently, Audi had updated the slogan into Truth in Engineering. Audi is place in the product benefit because Audi automobiles want to provide the most authentic, truthful driving experience in the luxury segment through their slogan. Brand Name Selection The company name is based on the surname of the founder August Horch, the name itself an English similar with the English word hark, meaning listen.Audi is known as the good brand name selection because it can translate easily into foreign languages and distinctive from other brands. The brand name also easy to pronounce, recognize and remember in the world. Brand Sponsorship Audi is consider as manufacturers brands that also call national brands in the brand sponsorship. This is because Audi sell their output under their own manufacturers brand names. For example, the spare parts of all the Audi car can obtain it from German Motors in Petaling Jaya, Malaysia. Brand Development We consider Audi company is using line extension strategy which means existing product and brand for the brand development. Line extension occur when a company introduced additional product in a given product category under the same brand name into the new forms, colours, sizes, ingredients, or flavour of an existing product category. For example, existing Audi S1 is upgrade to Audi S2 and Audi S3 which have a better and advanced performance. Audi S3 thats been tuned by TS Racing. This race car that not only packs an aerodynamic kit, but it was tuned specifically for racing purposes. The kit includes a front splitter, modified bumpers, a rear diffuser, extended wheel arches, and a roof-mounted scoop. 2.2 PRICING STRATEGY Narrowly, price is the amount of money charged for a product or service. Broadly, price is the sum of all the values that consumers exchange for the benefits of having or using the product or service. 2.2.1 Factors affecting pricing decisions Audi is using cost- based pricing method. Audi added a standard makeup to the cost of the product. It is a simplify pricing, which is based on the cost. It is also fairer to both sellers and buyers as the price set is reasonable. Audi is under oligopolistic competition but not monopolistic competition because there are only few companies those producing automobiles such as Mercedes Benz, Porsche, and BMW in Germany. Audi car is a differentiated product. Customers can easily differentiate Audi from the other brands. This is because of the unique logo of Audi which in four rings. The high quality products produced by Audi have developed a very clear image of technology in the minds of their target customers. Besides, Oligopolistic competition market has high barriers to entry. Therefore, Audi is able to earn economic profit in both short run and long run. Audi is price maker which has the power to set its own price. However, it has to be aware of the actions of the others because it is mutual interdependence. Audi shapes its policies with an eye to the policies of the competitors such as Mercedes Benz and BMW. Audi has to observe the actions of them from time to time because the actions of Audis competitors wil l affect Audis profit. Audi spends a large amount of money in advertising to convince customers. 2.2.2 New Product pricing strategies Audi practised market penetration pricing when the new product was introduced in the market. Market penetration pricing is a quick- entry price strategy that assumes low price will gain high sales volume which will result in lowering costs. It set a low initial price which is lower than the eventual market price in order for the brand to penetrate the market quickly and deeply. By using this method, Audi expect to attract a large number of buyers quickly to the new brand as the product demand is highly price elastic. It also assumed that the lowers price will win market share. Once the marker share is gained, the price of Audi will be raised. 2.2.3 Product Mix Pricing Strategies Product line pricing is a pricing strategy used to sell different products in the same product range at different prices based on features or benefits. In another words, it is when a company must decide the price differences between the upgrade of the product or service. Audi has different type of model of car.The purpose of using these strategies is to maximize the profit of the company. For example, there is a huge range price different between Audi S3 and Audi TT. 2.2.4 Price Adjustment Strategies Discount and allowance pricing reduces the product prices to reward customers responses. Discount can be classified in to cash, quantity, functional and seasonal whereas allowances can be divided into trade-in and also promotional. For example, the Audi buyers can get the spare part from Germany Motor located in Petaling Jaya that comes with rebates and warranties. Dynamic pricing is known as time-based pricing or third-degree price discrimination. It occurs when consumers are divided into two or more groups with separate demand curves, and different prices are charged to each group. When done successfully, price discrimination practices like this enables the firm to capture more consumer surplus and thus, increase the profit of a firm. Dynamic pricing adjust the prices continually to meet the characteristics and needs of individual customers and situations. Wide range of goods would be priced according to what the market will bear. If the demands of Audi car increase, the price of it will decrease, vice versa. The location pricing has a different price for different location or sitting arrangement. Audi car will be priced higher in Malaysia due to the location and high government import taxes. 2.3 PLACE STRATEGY 2.3.1 Market Channels/ Distribution Channels Market distribution channel is a system of market institutions that enhances the physical flow of goods and services, along with ownership title, from producer to consumer or business user. Audi is promoting their products by using indirect sales marketing channel. Audi is performing as producer only so it needs other channels like retailers and wholesalers in order to facilitate the exchange process by cutting down the number of contacts necessary. The intermediaries will also help Audi to promote their products to the final consumers with the help of intermediary, Audi manage to focus on produce innovative products rather than busy on promoting their products. 2.3.2 Retailing/ Wholesaling Among the sales channel, Audi is using wholesaler channel to promote their products to the consumers. Wholesaling is known as all activities involved in selling goods and services to those buying for resale or business use. Since Audi is the company that involve in manufacturing products only, so it needs to undergo wholesaling process to promote their products by using developing and spreading persuasive communications. Therefore, Audi has form a strong wholesaling base to promote to the final customers and it need to grasp the real issues facing the wholesalers in order to implement the appropriate growth measures. With the strong wholesaler channel, Audi will able to focus on their innovation for products to keep competing in such high competitive market since this market is known as oligopolistic competition. 2.4 PROMOTION STRATEGIES Audi Company is playing its role very well in the marketing promotional activities through the concept of integrated marketing communications. Audi Company is using a multifaceted promotion mix as its tools to increase the sales of its car and also achieve a higher performance. Those promotional activities of Audi Company are trying their best to attract consumers attention and to make communication with them in order to reach them in a coordinated manner through integrated marketing communication. 2.4.1 Direct Marketing One of the elements in Audi Companys integrated promotional mix is direct marketing. It is offering a very special surrounding for its consumers to make them feeling good in all the way of purchasing their new expectative cars. After stepped in the Customer Center, consumers will be welcomed by Audi Companys staffs and they will consult with the consumer to plan their schedule for the day according to the objective they want to do. The schedule will be included a highlight activities, factory tour. The tour guide will show them how to produce the Audi Cars by using advance technology and accuracy workmanship way. Another highlight activity is visit to Audi shop and Audi museum shop. Audi shop stocks top-quality branded goods and up market lifestyle articles. In the Audi museum shop you are able to browse all the attractive tradition collection and a range of model historical cars are stored in it. At the end of the day that is the moment of the consumers to pick up their new car. 2.4.2 Sales Promotion There is a sales promotion conducted by Audi Company is called as Happy Anniversary and Happy Oktoberfest. This program is available for all the range of the Audi owners. To let more consumers join for this program, Audi Company has provided all the styles, sophistication and performance of its cars in the exceptional prices. Furthermore, consumers also able to test-drive an Audi of their choice to discover which Audi are suitable for them. 2.4.3 Public Relations Public relations refer to a firms communications and relationships with all types of its customers, such as publics. A very good news which is bring from Audi Company is that Audi will organizes the INI and HIN events, which serve as an education forum for everyone. And the INI.JUGEND.KOLLEG and the HIN.JUGEND.KOLLEG is just focus on the youth which are talented and interested in the promotion of technologies. During the series of the events, those participants will gain an opportunity to discuss and obtain some information about the current social and technical topics. A clear and accessible of the knowledge will be brought by a team of well-known speakers from Audi partner universities. With it, Audi Company is able to get more employed with young talent. At the same times, it can gain a good image from its customers and stronger its Brand Name throughout the country or the world. 2.4.4 Product Placement Another promotional mix element using by Audi Company is product placement. It is a non-personal selling marketing strategy. This approach is not only a lower cost-spending but also a very efficient way to gain more patron exposure to the users. Recently, Audi Company is using this approach by launching a free iPhone game which is called A4 Driving Challenge 2.0. By choosing iPhone to expend Audi Companys customer flows as iPhone has gain a high performance of sales in the market segmentations from upper-upper to upper-lower. Audi Company is just a newest brand in using this non-traditional selling method in order to extend sales and to draw in more future clients as well. 2.4.5 Official Web Site On the other hand, it is a new trend that all companies will use advance technology to connect with their existing or incoming customers like social wed site or their own official web site. Same as other company does, Audi Company also having their own official web site which is http://www.audi.com/com/brand/en.html. By browsing their pages, customers are able to obtain latest information, latest improvement and whether there is any latest new product is introduced into market. If consumers are wish to buy a new Audi, there is a fast and convenient way to check in the website, it has uploaded a list of details for all types of the Audi. Chapter 3: Analysis of Market Opportunities 3.1 Technological Opportunities One such opportunity in the future was the concept of a hybrid car that was first introduced in the 90s by Toyota. It would be a great technological opportunity for Audi to explore this as it would be perceived as a core segment of the automotive market of the future. The meaning of hybrid car, as quoted by Jeffrey Orloff (2007), is a vehicle that uses an on-board rechargeable energy storage system (RESS) and a fuel based power source for vehicle propulsion. These vehicles useless fuel than their counterparts and produce fewer emissions. Hybrid vehicles recharge their batteries by capturing kinetic energy through regenerative braking. Some hybrids use the combustion engine to generate electricity by spinning a generator to either recharge the battery or directly feed power to an electric motor that drives the vehicle. This takes place when cruising or in other situations where just light thrust is needed.Besides technology, several other environmental factors will also be discussed o n how it presented such an opportunity for Audi AG and on how Audi could affect those environment. Although there is now in existence of many hybrid cars that are successful like Prius or Tesla, but none has dared to produce an elite and luxurious hybrid car which is currently being developed by Audi AG. Such an innovation could help Audi to dominate the automotive market for the next 25 years as quoted by the company because it would give them a great competitive edge. So far, Audi has developed 3 hybrid concept car which are Audi e-tron, Audi e-tronSpyder and Audi A8 Hybrid. Each of those cars are being researched independently in several workshops that follows on the new hybrid technologies like full hybrid, plug-in hybrid and parallel hybrid respectively. Besides, Audi also monitors all other innovation for a competitive advantage for example new alternative fuels called cellulosic ethanol for the hybrids or even Quattro drive system in correspondent to hybrid technology. With all technology combined and utilized with maximum effectiveness, it helps Audi to address not only th e social concerns but also the economic concerns in the market environment. Focusing on Audi, their hybrid concept cars in the future market is able rival all luxurious sports car and luxury cars existed in the market now.Audi will embrace this opportunity and continue to advance in it technologically by making better hybrid cars and would eventually help pave the way for a more advanced environmentally friendly technology. As quoted in a CNN article by Phil OSullivan (2004), In the future we see this (hybrid cars) as an interim technology. In the future long-term fuel cells (may be) the best alternative. 3.2 Social Market Opportunities Besides, Audi also seeks opportunities in the social of the Asian market as Asian market is new and having vast development in automobile industry. The new emerging markets of Asian markets, especially China and India, are huge opportunities for Audi. By 2015, the Audi Indian car sale is estimated to be reaching more than $40 billion. In China figures indicate that sales will be in excess of 250,000 million vehicles in a similar period of time.The car sales in both of these countries are growing, as people in these countries are getting wealthier and more discerning, they need more high-class brands such as Audi. According to MrMichealPerschke, Head, Audi India, the young generation, especially those who return from overseas, want more and their fathers are handling over the reins of business a lot faster, unlike the past, todays global Indians have different mindset. This kind of mind- set has made India a potential market for Audi to expand their market, giving them the opportunity to be the leader in automobile industry. Another reason for Audi to choose China and India as their target market to expand their automobile industry: China and India are countries which have the most population of people, hence, providing them a great source of labor force, and, the cost of production is much cheaper than in Europe countries because the cost of labor force is much cheaper. China and India have provided a great market opportunity for Audi, as the level of living in these countries is getting higher, thus increasing the demand of luxury cars, and also, people in these countries are able to provide Audi a great source of labor which could enhance the production. Chapter 4: Recommendations 4.1 The electro rheological (ER) fluids used in the hybrid cars engine require high voltage to operate, that is, the breakdown voltage of air is 3kV/mm. Audi can modify the ER fluid, by using different combination of electrodes which can reduce the voltage requirement of ER fluidto function. Suspension, which particles may tend to clump or settle, is also one of the major problems of using ER fluid in hybrid vehicles. Audi can tackle this problem by matching the density of the solid and liquid particles in the components, to ensure the effectiveness of the operation. Or, Audi can use nanotechnology-the nanoparticles, which the particles are very tiny in size, hence, reducing the suspension. To overcome the problem of settlement of particles in the engine, Audi can add lubricant to enhance to lubricity of the engine, which can help to discourage the gravitational settling and promote particle suspense. Lubricant helps to reduce friction, thus, enhancing the smoothness of operation, modify ing the viscosity and inhibiting wear, improving the problem of suspension. 4.2 Next, it could be considered a right choice for Audi to expand its production in China and India because the labour cost in those potentially developing countries is much lower compare to its original country. However, low labour cost might affect the production of the company. A low wage paid to a worker would discourage a worker to put in effort to do his part perfectly. Audi can prevent this problem by increasing the wages or maybe give bonus to its workers who show their initiative to perform well in their job. It would not be a wise decision to have a great number of unskilled or unknowledgeable workers in an operation. Hence, it is suggested that, Audi chooses its crew wisely. Choose skilful and knowledgeable people to join the crew through a careful interview. Otherwise, provide training to those unskilled workers, or provide time- to- time skill- up courses and practical training, so that the workers are equipped with relevant and up- to- date knowledge and skills. Besides, t he Board of Directors has to do its duty checking the employees from time to time, distinguish the problem faced by employees and company, so that improvements can be made to ensure the quality of production is maintained. 4.3 There is a research shows that Asia countries, especially India is a highly potential developing country, as it attracts many international investors to invest in the country, meaning India has potential to become a high class country. This means that people in India will be able to owe luxury cars like Audi in future. However, presently the purchasing power for luxury goods of people in the country is still limited. Actually, Audi can refer to this present situation, come out with the concept of producing low cost cars or ordinary cars, to meet the needs of people in the countries. In this case, people with less income will be also able to own a car themselves. This will not only expand the market and increase the income of the company;it is also beneficial to the people who are having a moderate income. Chapter 5: Conclusion In my opinion, I think the current marketing mix which Audi has, is satisfactory to customer needs. Because for a new or potential customer, Audi will offer free test drive for the customer and to make sure there are satisfy with their product. On the other hand, customer also can easily to obtain latest information from the website. Because Audi Company having their own official web site which is www.audi.com/com/brand/en.html. In providing a wide range of products and with high quality, Audi has by far influenced most of the customers perception favorably towards its products. From time the company was created till now, the quality of the products that Audi offers is improving each year. But the well-known car that less frequently bought by the consumers because the price is too expensive which is within the range of RM 179,900 to RM 1250,000. The price will expensive is because Audi do price comparison with other car in the market with their main competitors which are BMW and Mercedes-Benz. And it is a branded product that having mass advertisement in magazines, television and personal selling by reseller and producer in order to convince consumers to buy it and remind the consumer about their product in the market. Even though the prices imposed by Audi seems to be fair with consideration of the quality of the products offered. The only problem is that, Audi has priced its products too expensively for a middle or lower class customer to afford to buy those products. Apart from that Audi has targeted its market mainly to urban customers as are the only customers who can afford such expensive products. In my opinion, I think Audi has to create also some of low end products with low prices which can be affordable to low income users. As I have mentioned above, In the case of place (distribution), Audi is using wholesaler channel to promote their products to the consumers. With the Audi have strong wholesaler channel, it will able to focus on their innovation for products to keep competing in such high competitive market since this market is known as oligopolistic competition.

Bosnia V. Holocaust Essay -- essays research papers

Genocide is the systematic and planned extermination of an entire national, racial, political, or ethnic group. In Germany during World War II a man named Hitler tried to eliminate any race except for what he called the "Arian" race. In the process he committed genocide by killing off 6 million Jews and a total of 8 million people in all. Europe was going through some very hard times during the mid 1900's so that no one was able to see a disaster such as the Holocaust coming. Many things led to the weakening of Europe at the time. The Ottoman Empire was breaking up plus they were still trying to get over the devastation of WW I. Bosnia and Herzegovina had been having many problems as well. They were a witness to much change and devastation ever since the early 1900's when they became merged as Yugoslavia with three distinct ethnic groups. In the middle of WW II the axis powers split Yugoslavia into two separate pieces, pinning one side in conflict and war against the other . By the end of WW II a man named Josip Tito, a Croatian Communist created a pact between the two fighting sides. This lasted until 1960 when Tito granted Muslims a distinct ethnic status in society as an effort to put them on equal grounds with the Serbs and Croats. After Tito's death conditions got bad. The Serbs gained most of the power and began killing off the weaker non-Serb peoples. The situations between Germany and Bosnia are quite different, however, there is a strong resemblance as well. It is highly unlikely that another Holocaust would ever occur again as long as the memory of the catastrophe is not forgotten. What Happened in Bosnia is quite bad but it is in no comparison with the world domination of Hitler and his army. The main difference between the Bosnia genocide and the Holocaust is that Hitler gained respect and power, whereas the Serbs had the majority of the army and were smarter then the non-Serbs so they were able to take charge. When Hitler first started his campaign people loved him and wanted him in power. It was what he did once he was in power that astonished the nation. However, in Bosnia there were always tensions between the three groups. The Serbs were not let into power; they never had the other group's respect they were just able to establish a strong army and state that was capable of killing. In Yugoslavia there ... ...lves to be the superior race and the way they went about it was to involve themselves in mass murder and the raping of women. In both Germany and Bosnia there was a formation of some kind of party that would eventually try to take over. In Germany it was the "Nazi Party" and in Bosnia it was called the "Assembly of the Serbian People". In Bosnia the Serbs targeted everyone except themselves, as did the Nazi's of Germany. A situation such as the Holocaust, which was created by Hitler, will never happen again on such a large scale just because of the education of the people. If a dictator tried to recreate the scene of the Holocaust he would fail miserably because at this point there are too many alliances and pacts that would have to be broken. No continent would allow such devastation to occur once again. The military alliances are too powerful and the teamwork is too strong. On the other hand, a situation such as what happened in Bosnia can easily occur in the world once again because of the instability of certain governments. All that certain nations need is a strong leader to take their country over and to produce mass-murders.

Pscychological Effects of Ragging on Student and Counteractive Measures for Prevention Essay

Ask any college student what he or she was most nervous about on the first day of college and the answer will most probably be the same — ragging. But what is ragging? Who does it and why? There is no clear definition of ragging (or hazing), but it is generally understood to be the act of college seniors subjecting juniors to teasing or practical jokes. The term includes a relatively harmless prank such as asking a junior to roll a coin around the basketball court to more serious or dangerous acts like sexual abuse and torture. Ragging initially began as an innocent tradition to get new students acquainted with each other but has gradually become a method by which anti-social elements of the institute assert their dominance on the campus. Although ragging can happen in any college, it is most prevalent in medical and engineering colleges. The reason being most students live on campus and are thus soft targets. What to do if you are ragged Ragging can assume any form — abusive language directed at the student or his family, making juniors run errands for seniors, sexual abuse, forcing freshers to strip or speak obscenely about professors in front of other students. Basically, any form of abuse against juniors amounts to ragging. If any of this is happening to you, inform your family about it first. Going against one’s college seniors can be stressful for a fresher, so make sure you have all the support you can get from your family and friends. The second step is to approach the institute’s authorities. Inform them of the goings-on and the names of the culprits. Most colleges have an anti-ragging cell — an association of professors and students who track down and take disciplinary action against students indulging in ragging. If the college authorities seem unwilling to take action, and the severity of the offence is great, you can even approach the police. Ragging has been recognised as a cr ime in India and the police are legally obliged to investigate the matter. Frehsers entrance test Ragging is meant to faimilarise the seniors with the juniors. In the media it is portrayed that ragging is normal event in a student life, seeing TV many seniors develop new ideas to conduct ragging. In the news they tell about the event how a sudden namely ___ got ragged commited suicide or got  affected, but they fail to tell the outcome punishment on the raggers. Demiralise the student: Demoralise the student and will develop phobia and lose interest in studies, leave their goals aspirations, leaving them helpless for rest of their life. Inaction or ineffective action on part of the concerned authority only encourages the mindset of te accused to indulge in such action again. The accused senior gains confidence as being right and will traumatize someone else or same one again. How to deal with being ragged Sometimes, intervention may come too late. In a number of cases, students have succumbed to the humiliation of ragging, and fall victim to bouts of depression and lack of interest in academic pursuits. Extreme abuse has even caused some students to attempt suicide. It is recommended that students grappling with the humiliation of ragging seek help from a trained counsellor. Parents and teachers must take it upon themselves to safeguard the mental health of students by keeping all the channels of communication open. Every effort must be made to help a victim deal with the incident and move on. So, don’t let the fear of being ragged prevent you from pursuing a happy and fruitful college career. Remember, it is as much a crime to tolerate oppression as it is to subject someone to it. Timely action can help change your freshman year from a nightmare into a dream come true. There are 3 types of ragging verbal, physically and sexual. The acts of abuses are making u dance, sing, propose to girl or boy, go kiss a girl or boy, all this acts which the so called seniors will not or r not bold enough to do they do it in form of ragging through the juniors. Teasing or abusing of playing Practical joke on, or causing hurt to any student. or (b) Asking any student to do any act, or perform any thing, which he/she would not, in the ordinary course, be willing to do or perform. It is the animal hidden Instinct. The urge to dominate the neighbour, especially when one has more leisure.It happens not only in colleges/educational Institutions but also in jails and such other Institutions. They want respect from juniors. †¢ they want to show that they  r the SENIORS, and another reason may be that they want to repeat what had happend with them when they were juniors†¦. Please keep in mind the following things and advise your college going friends too. * Ragging is a crime. Do not engage in it or support it * Even petty ragging is against fundamental human rights * There needs to be zero tolerance for any form of ragging * Being senior does not give anyone any right to pull up others for anything * If you see any ragging, immediately inform authorites and even the police * Just pick your phone and call police if anyone rags you even in a small way * Make sure your college has an active anti-ragging cell * If college authorities don’t take small ragging complaints seriously, complain to your parents and the university * As responsible citizens of India we need to elimiate ragging in everyway * Please share this message with all your college going and other young friends Anti-Ragging Act, 2010 and under sections 377, 511, 504, 506, 384, 341 and 323 of the IPC, How Ragging Affects The Victim: 1. An unpleasant incident of ragging may leave a permanent scar in the victim’s mind that may haunt him for years to come. 2. The victim declines into a shell, forcing himself into ignominy and alienation from the rest of the world. 3. It demoralizes the victim who joins college life with many hopes and expectations. 4. Though incidents of physical assault and grievous injuries are not new, ragging also simultaneously causes grave psychological stress and trauma to the victim. 5†¦. WHAT IS RAGGING †¢Teasing, manhandling, ill-treating with rudeness any Fresher. †¢Psychological harm that raises fear in the mind of fresher. †¢Asking the fresher to perform any act, which has the effect of causing or generating a sense of shame so as to adversely affect his/her physique/psyche. RAGGING IS REPREHENSIBLE ACT †¢No act of ragging shall be tolerated. †¢Any act of ragging shall not go unnoticed and unpunished. PUNISHMENT MAY INCLUDE: †¢Expulsion from hostel. †¢Fine with public apology. †¢Withholding a scholarship or other benefit. †¢Debarring from representation in events or campus placement. †¢Adverse entry in Character Certificate. †¢Suspension from the institution. †¢Expulsion from the institution. PROCEDURE OF DISCIPLINARY PROCEEDINGS: †¢If the appropriate authority is satisfied that a prima-facie case exists against the boarder he may be suspended from the hostel, pending a final enquiry. What constitutes Ragging: – Ragging constitutes one or more of any of the following acts:  3 a. any conduct by any student or students whether by words spoken or written or by an act which has the effect of teasing, treating or handling with rudeness a fresher or any other student; b. indulging in rowdy or undisciplined activities by any student or students which causes or is likely to cause annoyance, hardship, physical or psychological harm or to raise fear or apprehension thereof in any fresher or any other student; c. asking any student to do any act which such student will not in the ordinary course do and which has the effect of causing or generating a sense of shame, or torment or embarrassment so as to adversely affect the physique or psyche of such fresher or any other student; d. any act by a senior student that prevents, disrupts or disturbs the regular academic activity of any other student or a fresher; e. exploiting the services of a fresher or any other student for completing the academic tasks assigned to an individual or a group of students. f. any act of financial extortion or forceful expenditure burden put on a fresher or any other student by students; g. any act of physical abuse including all variants of it: sexual abuse, homosexual assaults, stripping, forcing obscene and lewd acts, gestures, causing bodily harm or any other danger to health or person; h. any act or abuse by spoken words, emails, posts, public insults which would also include deriving perverted pleasure, vicarious or sadistic thrill from actively or passively participating in the discomfiture to fresher or any other student; i. any act that affects the mental health and self-confidence of a fresher or any other student with or without an intent to derive a sadistic pleasure or showing off power, authority or superiority by a student over any fresher or any other student. 5. Measures for prevention of ragging:- It shall be mandatory for every technical Institution, University, deemed to be University imparting technical education to take following measures for prevention of ragging at such institutions. 1. The advertisement issued for admission by a technical institution, University including Deemed to be University concerned and/or the admission authority/ affiliating University/State Govt./UT/Central Govt. as the case may be, shall clearly mention that ragging is totally banned and anyone found guilty of ragging and/or abetting ragging is liable to be punished. 2. The ‘Prospectus’ and other admission related documents shall contain directions of the Supreme Court Affiliating University/admission Authority/State Govt/Central Govt. shall make it mandatory for the institutions under their jurisdiction to compulsorily incorporate such information in their ‘Prospectus’. These Regulations shall be printed in the brochure of admission/instruction booklet for candidates. 3. The application form for admission/enrolment shall have a printed affidavit, preferably both in English and Hindi and/or in one of the regional languages. The affidavit should be filled up and signed by the  candidate to the effect that he/she is aware of the law regarding prohibition of ragging as well as the punishments, and that he/she, if found guilty of the offence of ragging and/or abetting ragging, is liable to be punished appropriately. 4. The application form shall also contain a printed affidavit, preferably both in English and Hindi and/or in one of the regional languages and the affidavit should be signed by the parent/guardian of the applicant to the effect that he/she is also aware of the law in this regard and agrees to abide by the punishment meted out to his/her ward in case the latter is found guilty of ragging and/or abetting ragging. 5. The application for admission shall be accompanied by a document along with the School Leaving Certificate/Character Certificate which shall include a report on the behavioral patter of the applicant, so that the institution can thereafter keep intense watch upon the student who has a negative entry in this regard. 6. A student seeking admission to the hostel shall have to submit another affidavit along with his/her application for hostel accommodation that he/she is also aware of the law in this regard and agrees to abide by the punishments meted out if he/she is found guilty of ragging and/or abetting ragging. 7. Every technical institution, University including Deemed to be University imparting technical education shall maintain a proper record of the affidavits obtained to ensure its safe up keep thereof,including digital copies of the affidavits and such digital copy should be made available to the AICTE or to an Agency identified/nominated by AICTE. 8. The AICTE or an Agency identified/nominated for the purpose and affiliating Universities and Directorate of Technical Education of the concerned State Govt./UT shall maintain an appropriate data base of the affidavits in the digital form obtained from every student at the time of admission to the technical institutions, Universities including Deemed to be Universities imparting technical education. 9. Each batch of freshers should be divided into small groups and each such group shall be assigned to a member of staff. Such staff member should interact individually with each member of the group on daily basis to ascertain the problems/difficulties, if any faced by the freshers in the Institution and extend necessary help. 10. Incase of freshers admitted to a Hostel it shall be the responsibility of the teacher incharge of the group to co-ordinate with the warden of the Hostel and to make surprise visits to the rooms in the hostel where the members of the group are lodged. Freshers should be lodged in a separate hostel block wherever possible and where such facilities are not available, the college/institution shall ensure that seniors’ access to freshers’ accommodation is strictly monitored by wardens, Security Guards and Staff. 11. Every institution should engage or seek the assistance of professional counselors at the time of admissions to counsel ‘freshers’ in order to prepare them for the life ahead, particularly for adjusting to the life in hostels. At the commencement of the academic session the Head of the technical Institution, University including Deemed to be University imparting technical education shall convene and address a meeting of various functionaries/agencies, like Wardens, representatives of students, parents/guardians, faculty, district administration including police, to discuss the measures to be taken to prevent ragging and steps to be taken to identify the offenders and punish them suitably. 12. Every fresher admitted to the technical Institution, University including Deemed to be University imparting technical education shall be given a printed information booklet detailing when and whom he/she has to turn to for help and guidance for various purposes (including Wardens, Head of the institution, members of the anti–ragging committee, relevant district and police authorities), addresses and telephone numbers of such persons/authorities, etc. 13. The technical institutions, University including Deemed to be University imparting technical education through the information booklet mentioned 6  above shall explain to the new entrants the arrangements for their induction and orientation which promote efficient and effective means of integrating them fully as students. 14. The information booklet mentioned above shall also tell the freshers about their rights as bona fide students and clearly instructing them that they should desist from doing anything against their will even if ordered by the seniors, and that they have nothing to fear as the institution cares for them and shall not tolerate any atrocities against them. 15. The information booklet mentioned above shall contain a calendar of events and activities laid down by the institution to facilitate and complement familiarization of juniors with the academic environment of the institution. 16. To make the community at large and the students in particular aware of the dehumanizing effect of ragging, and the approach of the institution towards those indulging in ragging, big posters (preferably with different colors for the provisions of law, punishments, etc.) shall be prominently displayed on all Notice Boards of all departments, hostels and other buildings as well as at vulnerable places Some of such posters shall be of permanent nature in certain vulnerable places. 17. The technical Institution, University including Deemed to be University imparting technical education shall request the media to give adequate publicity to the law prohibiting ragging and the negative aspects of ragging and the institutions ‘s resolve to ban ragging and punish those found guilty without fear or favor. 18. The technical Institution, University including Deemed to be University imparting technical education shall identify, properly illuminate and man all vulnerable locations. 19. The technical Institution, University including Deemed to be University imparting technical education shall tighten security in its premises, especially at the vulnerable places. If necessary, intense policing shall be resorted to at such points at odd hours during the early months of the academic session. 20. The technical Institution, University including Deemed to be University imparting technical education shall utilize the vacation  period before the start of the new academic year to launch wide publicity campaign against ragging through posters, information booklets, seminars, street plays, etc. 7 21. The faculties/departments/units of the technical Institution, University including Deemed to be University imparting technical education shall have induction arrangements (including those which anticipate, identify and plan to meet any special needs of any specific section of students) in place well in advance of the beginning of the academic year with a clear sense of the main aims and objectives of the induction process. 22. Mobile Phones and other communication devices may be permitted in residential areas including hostels to provide access to the students particularly freshers, to reach out for help from teachers, parents and Institution authorities. Monitoring mechanism in technical institution, University including Deemed to be University imparting technical education:- a) Anti-ragging Committee: Every institution University including Deemed to be University imparting technical education shall constitute a Committee to be known as the Anti-ragging Committee to be nominated and headed by the Head of the Institution, and consisting of representatives of civil and police administration, local media, Non Government Organizations involved in youth activities, representatives of faculty members, representatives of parents, representatives of students belonging to the freshers’ category as well as senior students, non-teaching staff; and shall have a diverse mix of membership in terms of level as well as gender. b) It shall be the duty of the Anti-Ragging Committee to ensure compliance with the provisions of these Regulations as well as the provisions of any law for the time being in force concerning ragging; and also to monitor and oversee the performance of the Anti-Ragging Squad in prevention of ragging in the institution. c) Anti-Ragging Squad: Every institution University including Deemed to be  University imparting technical education shall also constitute a smaller body to be known as the Anti-Ragging Squad to be nominated by the Head of the Institution with such representation as may be considered necessary for maintaining vigil, oversight and patrolling functions and shall remain mobile, alert and active at all times. Provided that the Anti-Ragging Squad shall have representation of various members of the campus community and shall have no outside representation. d) It shall be the duty of the Anti-Ragging Squad to be called upon to make surprise raids on hostels, and other places vulnerable to incidents and having the potential for ragging and shall be empowered to inspect such places. 8 e) It shall also be the duty of the Anti-Ragging Squad to conduct an on-the-spot enquiry into any incidents of ragging referred to it by the Head of the institution or any member of the faculty or any member of the staff or any student or any parent or guardian or any employee of a service provider or by any other person, as the case may be; and the enquiry report along with recommendations shall be submitted to the Anti-Ragging Committee for action. Provided that the Anti-Ragging Squad shall conduct such enquiry observing a fair and transparent procedure and the principles of natural justice and after giving adequate opportunity to the student or students accused of ragging and other witnesses to place before it the facts, documents and views concerning the incidents of ragging, and considerations such other relevant information as may be required. Actions to be taken against students for indulging and abetting ragging in technical institutions Universities including Deemed to be University imparting technical education:- 1. The punishment to be meted out to the persons indulged in ragging has to be exemplary and justifiably harsh to act as a deterrent against recurrence of such incidents. 2. Every single incident of ragging a First Information Report (FIR) must be filed without exception by the institutional authorities with the local police authorities. 3. The Anti-Ragging Committee of the institution shall take an appropriate decision, with regard to punishment or otherwise, depending on the facts of each incident of ragging and nature and gravity of the incident of ragging. 4. a) Depending upon the nature and gravity of the offence as established the possible punishments for those found guilty of ragging at the institution level shall be any one or any combination of the following:- (i) Cancellation of admission (ii) Suspension from attending classes (iii) Withholding/withdrawing scholarship/fellowship and other benefits (iv) Debarring from appearing in any test/examination or other evaluation process (v) Withholding results (vi) Debarring from representing the institution in any regional, national or international meet, tournament, youth festival, etc. (vii) Suspension/expulsion from the hostel (viii) Rustication from the institution for period ranging from 1 to 4 semesters (ix) Expulsion from the institution and consequent debarring from admission to any other institution. (x) Collective punishment: when the persons committing or abetting the crime of ragging are not identified, the institution shall resort to collective punishment as a deterrent to ensure community pressure on the potential raggers. b) An appeal against the order of punishment by the Anti-Ragging Committee shall lie, 11 i. In case of an order of an institution, affiliated to or constituent part, of the University, to the Vice-Chancellor of the University; ii. In case of an order of a University, to its Chancellor. iii. In case of an institution of national importance created by an Act of Parliament, to the Chairman or Chancellor of the  institution, as the case may be. 5. The institutional authorities shall intimate the incidents of ragging occurred in their premises along with actions taken to the Council form time to time. 9 Action to be taken against the technical Institution, University including Deemed to be University imparting technical education which fail to take measures for prevention of ragging:- 1. Role of the concerned technical institutions, Universities including Deemed to be Universities imparting technical education shall be open to scrutiny for the purpose of finding out whether they have taken effective steps for preventing ragging and action taken against provision indulged and/or abetting ragging. The Council shall constitute Committees to inspect technical institutions, Universities including Deemed to be Universities imparting technical education to verify the status of anti ragging measures and to investigate specific instances of ragging and take appropriate action. 2. The technical Institution, University including Deemed to be University imparting technical education should submit an affidavit along with its compliance report submitted to AICTE annually with details of measures taken for prevention of ragging in technical institutions. The Compliance Report should also contain the details of the instances of ragging and action taken against students, and others for indulging and abetting ragging. 3. All Letters of Approval issued by AICTE such as extension of approval letters, letters issued for additional courses/increase in intake and letters issued for new technical institutions, release of grants, letters of approval issued to integrated campus, second shift etc. shall contain a specific clause of prevention of ragging. 4. The AICTE shall, in respect of any institution that fails to take adequate steps to prevent ragging or fails to act in accordance with these Regulations or fails to punish perpetrators or incidents of ragging suitably, take one of more of the following measures, namely; i. No admission/Withdrawal of approval granted under section 10(k) of AICTE Act. ii. Withholding any grant allocated. iii. Declaring the institution ineligible for consideration for any assistance under any of the general or special assistance programmes of the AICTE. iv. Informing the general public, including potential candidates for admission, through a notice displayed prominently in the newspapers or other suitable media and posted on the website of the AICTE, declaring that the institution does not possess the minimum academic standards. v. Taking such other action within its powers as it may deem fit and impose such other penalties as may be provided in the Act for such duration of time as the institution complies with the provisions of these Regulations. 5. As regards the Universities including Deemed to be Universities imparting technical education the actions proposed to be taken such as stopping release of grants, withdrawal of approval/recognition will be sent to University Grants Commission (UGC), Ministry of Human Resource Development (MHRD), Govt. of India and the concerned State Govt./UT. The UGC, MHRD Govt. of India, and the State Govt./UT concerned shall initiate immediate action on the recommendations of the Council.

Analysis Of Michael Pollan s Article Food Fight - 940 Words

Name: Dongxu Ma English 1A Instructor: G. Ziff Assignment 2 Date: 01/10/2014 Draft 1 Farmer’s Market What is a common American food market? To me, an International student from China, the first impression of American markets is the large dense stores like Wal-Marts that include all kind of food and supplies. It is a wonderful place that has efficiency and cheapness. However, in Michael Pollan’s article Food Fight, he mentions â€Å"Although cheap food is good politics, it turns out there are significant costs – to the environment, to public health †¦ food has come back into view.† (Pollan 109) Whereas my opinion about the American markets is great for its convenience, Pollan says the cheap food these supermarkets supply is actually bad for†¦show more content†¦People that have lower income cannot afford the price of better food; therefore those people would choose to shop in large groceries for its lower price and larger quantity. In Pollan’s word, supermarkets sell cheap and unhealthy food to consumers while Farmer’s Market can affor d consumers better options. However People can still get better organic food in supermarkets at lower price these days. It actually applies that supermarkets nowadays are serving better quality food from local farms just as what Pollan’s idea of Farmers Market but with wholesale price. Consumers now prefer supermarkets for its increasing better quality food and stable price. Also, as I mentioned before, supermarket is really convenient for consumers for not only having better quality food in lower price but also serving multi – options in a large amount. Compare to the supermarkets, the space of Farmer’s Market is limited, which leads to the food options are limited. Farmer’s Market cannot satisfy every consumer’s need of food. From what I observed in Berkley’s Farmers Market, the food options is really being restricted. Farmer’s can only get food that is easy to be carried and kept like fruits, vegetables and made up articles for selling, and consumers, in the other hand, have limited options. Also, not everyone has the ability to get the food from Farmer’s Market for its location andShow MoreRelatedEssay on Microcultures in Canada7105 Words   |  29 Pageswith regards to the different aspects of microcultures. This paper will delve into all three types of microcultures; it will look at Vietnamese, Jewi sh, and Vegan cultures and compare them to mainstream Canadian culture. The subsequent comparative analysis aims at finding differences in an attempt to better understand and communicate more effectively, by clarifying the common misunderstandings that arise when communicating with different microcultures, whether in business or everyday life. Vietnamese Read MoreSuperbugs and Large-scale Use of Antibiotics in Livestock Feeding3115 Words   |  13 Pages As the world’s population continues to grow exponentially, the area of arable farmland shrinks. As a result, new techniques in agriculture have been developed in order to produce more food using less land. Many of these techniques are considered innovative but come at the cost of the environment or human morality. One example, the large-scale use of antibiotics in livestock feeding, has become a staple of the American agriculture industry. Of all the agricultural advancements the industry