Origin of the Chinese Zodiac Signs

The well-trodden (no pun intended) story of the Chinese zodiac is cute, but a bit trite. The tale usually begins with the Jade Emperor, or Buddha, depending on the teller, who summoned all the animals of the universe for a race, or a banquet, depending on the teller. The 12 animals of the zodiac all headed to the palace. The order that they came in determined the order of the zodiac. The order is as follows: Rat: (1984, 1996, 2008, add 12 years for each subsequent year)Ox: (1985, 1997, 2009)Tiger: (1986, 1998, 2010)Rabbit: (1987, 1999, 2011)Dragon: (1976, 1988, 2000)Snake: (1977, 1989, 2001)Horse: (1978, 1990, 2002)Ram: (1979, 1991, 2003)Monkey: (1980, 1992, 2004)Chicken: (1981, 1993, 2005)Dog: (1982, 1994, 2006)Pig: (1983, 1995, 2007) During the journey, however, the animals got involved in everything from high jinx to heroism. For example the rat, who won the race, only did so through guile and trickery: it jumped onto the back of the ox and won by a nose. The snake, apparently also a little sneaky, hid on the hoof of a horse in order to cross a river. When they got to the other side, it scared the horse and beat it in the contest. The dragon, however, proved to be honorable and altruistic. By all accounts, the dragon would have won the race as it could fly, but it had stopped to help villagers caught in a flooding river cross safely, or it stopped to assist the rabbit in crossing the river, or it stopped to help create rain for a drought-ridden farmland, depending on the teller. Actual History of the Zodiac The actual history behind the Chinese zodiac is much less fantastical and much harder to find. It’s known from pottery artifacts that the animals of the zodiac were popular in the Tang Dynasty (618-907 A.D.), but they were also seen much earlier from artifacts from the Warring States Period (475-221 B.C.), a period of disunity in ancient Chinese history, as differing factions fought for control. It’s been written that the animals of the zodiac were brought to China via the Silk Road, the same central Asian trade route that brought the Buddhist belief from India to China. But some scholars argue that the belief predates Buddhism and has origins in early Chinese astronomy that used the planet Jupiter as a constant, as its orbit around the earth took place every 12 years. Still, others have argued that the use of animals in astrology began with nomadic tribes in ancient China who developed a calendar based on the animals they used to hunt and gather. The scholar Christopher Cullen as written that beyond satisfying the spiritual needs of an agrarian society, the use of astronomy and astrology was also an imperative of the emperor, who had the responsibility for ensuring harmony of everything under heaven. To rule well and with prestige, one needed to be accurate in astronomical matters, Cullen wrote. Perhaps that is why the Chinese calendar, including the zodiac, became so entrenched in Chinese culture. In fact, reforming the calendar system was viewed as appropriate if political change was eminent. Zodiac Fits With Confucianism The belief that everyone and every animal has a role to play in society translates well with Confucian beliefs in a hierarchical society. Just as Confucian beliefs persist in Asia today alongside more modern social views, so does the use of the zodiac. It’s been written by Paul Yip, Joseph Lee, and Y.B. Cheung that births in Hong Kong regularly increased, bucking declining trends, to coincide with the birth of a child in a dragon year. Temporary fertility rate increases were seen in the dragon years of 1988 and 2000, they wrote. This is a relatively modern phenomenon as the same increase wasn’t seen in 1976, another dragon year. The Chinese zodiac also serves the practical purpose of figuring out a person’s age without having to ask directly and risk offending someone.

The Production Of Animal Agriculture Essay - 1153 Words

1.0 Introduction Animal agriculture is defined as the practice of breeding animals for the production of animal product purposes (MacLachlan, 2016). Animal agriculture is a continuous expanding industry globally. The quest for intensification in livestock farming has thundered ahead with little regard for sustainability and overall efficiency (Eisler, 2014). Because of this little regard of sustainability; there have been many issues and problems which have been risen due to the mass production of animal farming locally in Australia and also world-wide. The two major issues that are continuous problem; is water usage and waste and also deforestation. The agriculture sector is the largest user of fresh water resources. In 2000, animal agriculture accounted for seventy percent of water use of water use and ninety-three per cent of water depletion worldwide (Kirby M. , 2013). Water is a necessity resource that needs to be used in farming, from growing grain for feed and for animals to drink. It takes ro ughly 9084 litres of water to produce one pound of beef meat (Kirby, 2015). Two acres of rain forest are cleared each minute to raise cattle or the crops to feed them (Simon, 2015). Agriculture is estimated to be the direct driver for around 80% of deforestation worldwide (Wageningen University and Research Centre, 2014). 2.0 Water Consumption Water consumption is a major issue in animal agriculture, it is an abused resource in animal farming and needs to be considered as aShow MoreRelatedEnvironmental Implications Of Animal Agriculture1668 Words   |  7 PagesIn the past several years, there has been a rising shared interest in understanding where and how food is produced. Yet gradually over time, the consumer has become further and further removed from food production and agriculture. 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What is meant by the term “balanced diet” Free Essays

Introduction The dictionary definition says a diet is what someone uses if they want to lose weight. Nutritionist’s think otherwise because to us a balanced diet is what we need for the body to work perfectly and properly. We therefore need to eat the correct amount of Proteins, Carbohydrates, fats, minerals, and vitamins. We will write a custom essay sample on What is meant by the term â€Å"balanced diet†? or any similar topic only for you Order Now Food also needs to supply sufficient amounts of water to maintain good health. Water makes up our fat free mass which is about 72.5 per cent of our body weight. It also contains small amounts of calcium, magnesium, Potassium, sodium, Sulphate and Nitrates: Vittel Mineral water. A diet should not contain items that are harmful. A balanced diet should be nutritious and wholesome. http://www.buzzle.com/articles/why– is- a- balanced- diet- important Government departments use expert committees to provide dietary guidelines to help us to achieve a balanced diet. The Dietary reference Values and the recommended Dietary Allowance are commonly used. Carbohydrates provide most important source of energy. They contain elements of Carbon, Hydrogen and Oxygen. The name also indicates that â€Å"Carbo†, contains carbon, â€Å"Hydro† for the hydrogen part and â€Å"ate’’ – Oxygen The body breaks down carbohydrates into sugars and starch. This is then absorbed into the blood. This process produces Carbon dioxide and water and releases energy for other processes. A good source of carbohydrates can be found in Potatoes, Breads and Cereals. Proteins are needed for growth and repair. Proteins contain Carbon, Hydrogen, Oxygen, Nitrogen and sometimes sulphur. Proteins have very large molecules, so they cannot get directly into our blood; they must be turned into amino-acids by the digestive system. There are over 20 different amino-acids. Our bodies can turn the amino-acids back into protein. Our cells do this very well by lining the long chains of the amino-acids together in the correct order. There are millions of possible combinations or sequences of amino-acids. It is our DNA which contains the information about how to make proteins. The cells get their amino-acids from the blood in order for the function to take place. Proteins can also be used as a source of energy too. The Body can sometime produce excessive amino-acids and these are removed from the body. The Nitrogen form the amino acid is excreted as a chemical called urea. The liver makes urea in the kidneys, and this is excreted in the urine. Like carbohydrates, fats also contain elements Carbon, Hydrogen and Oxygen. Fats are a source of energy. They are also stored beneath our skin to help to insulate the body against the cold. Fruits and vegetables are important in our diets as this will provide us with vitamins. If we eat too much carbohydrates and proteins, well convert the excess into fat and gain weight as a result. It is important to balance the amount of energy containing foods with the amount of energy that you use when you take exercise. There must be some fat in your diet because it contains fat soluble vitamins. Vitamins are only required in very small quantities. Vitamin A: These are good for your eyes, Vitamin B: Contains about Twelve different chemicals, Vitamin C: Is needed for your body to repair itself, Vitamin D: can be made in your skin, also known as the sunlight Vitamin, required for absorption of Calcium. Vitamin E: the nice one for reproduction. Mineral salts are also needed in small quantities, but we need more of these than we need vitamins. Iron is required to make haemoglobin for the red blood cells. Calcium is needed for the making and maintenance of healthy teeth, bones and muscles. Sodium is used by all cells, especially nerve cells. Iodine is used in the production of a hormone called thyroxin. Fibre in our diet cannot be digested; it is often referred to as cellulose or called roughage. This is a carbohydrate used by plants to make their cell walls. If you do not eat food materials which contain fibre you might end up with problems of the colon and rectum. The muscles of your digestive system mix food with the digestive juices and push food along the intestines by peristalsis. If there is no fibre in your diet these movements cannot work properly. You must have carbohydrate, protein, fat, vitamins, mineral salts and fibre in the correct proportions. If there is not enough protein, you will not be able to grow properly and you will not be able to repair yourself i.e. wounds will not heal properly. If you do not have enough energy containing foods you will feel very tired. If you have too much energy containing foods will become overweight. If you think that you are overweight you might try taking more exercise to burn off some of the excess food which you ate at your last meal. Nowadays there are many health problems that people are experiencing due to several reasons. For most of the problems the only solution is a balanced diet. People have a misconception that a balanced diet means avoiding specific foods which may prove harmful to the body. Eating a balanced diet means all types of food but in moderation to provide necessary nutrients to maintain a healthy body. All essential nutrients play an important role for the proper functioning for the human body. Not having a balanced diet can be more harmful to the body. Eating foods in a well balanced proportion helps prevent infections and disorders. If the body gets all the required nutrients it will improve the function of the immune system. Following a balanced diet you reduce the possibilities of some types of cancer, control blood sugar levels and blood pressure. Alcohol has no nutritional benefits in our diet it only increases our energy intake. http://www.purhon.com/biology/diet For the purpose of reducing and controlling weight people tend to forget the importance of a balanced diet. People who want to reduce weight try different ways but seldom succeed; this is because the routines chosen often include consuming huge amounts of food that don’t contribute to weight loss. There are several weight loss diets to name but a few, crash diets recommend a near starvation diet plan because the calorie and food intake are drastically reduced. Fad diets are used for those who want to lose weight very quickly. These types of diets can be unhealthy and one must remember the weight gain did not happen in a day or a month. Atkins diet is becoming more and more popular not just by the clients but also the press. There are many different diets often recommended for weight loss. High fibre diets, Low calorie diets, Low carb diets and south beach diets. Zone Diet, Weight loss pills, Liquid Diets, Weight Loss Supplement. Time needs to be given for a controlled and efficient weight loss programme. If the body gets all essential nutrients regularly it will certainly be fit promoting a healthy body growth and maintenance. Body composition, age, gender affects our diets, in terms of Kilo calories consumed daily. For example, a pregnant woman needs 2500kcal a day during the pregnancy and 2600kcal per day during lactation. A normal adult needs 2200kcal in women and 2500kcal for men. The elderly 2000kcal per day with a variety of foods eaten you need to ensure you get you correct amounts of vitamins and calcium for bone maintenance. The elderly energy reduces with age and only requires enough calories for their well being. Physical activity is important to ensure that the amount of energy taken in is burnt off equally. A balanced diet should have about 15% protein, a third of the calories must be carbohydrates and a man 30g of fat per day, woman 20g per day. Eat less sugar and salt per day no more than 2g for age 1-3, 3g for 4-6, 5g for 7-10 and over 11 to adults 6g. Educate yours elf with package information in the shops to ensure you do not over consume salt and sugar, and where possible make most things yourself from fresh and avoid adding salt to dishes, especially pre-prepared foods. This way you can ensure you are adding correct quantities of salt to food and you are in control of what you put inside the body. http//www.nhs.uk/livewell The routines of a growing child or a teenager are also very important because they are constantly growing and their energy demands vary from infants through childhood. Infants need the help of supplements at an early age because their diet is mainly liquid and not complex. By the pre- school age their eating habits are more advanced their dietary pattern will start to set to later life. Infants should be given small meals as they have small appetites but still have a high nutrient dependency. Meals should be kept interesting to avoid irregular food intake and to allow them to fall into lazy habits such as chewing and more reliance on snacks. If possible during their play time a pretend cafe setting and food songs all help with their knowledge and understanding of foods. Infant diets too have a calorie intake guide; boys 1-3, 1230kcal per day and 4 years, 1715kcal per day. Girls age 1-3, 1165kcal per day and 4years 1545kcal per day. Feeding school children through to adolescent can also be a challenge as there can be many issues. Some may have poor food intakes and some foods will be alien to them depending on their socioeconomic background. The media can sometimes influence a child’s choice of food, none the less a high quality diet is what is important to prevent most childhood nutritional problems such as obesity, tooth decay, anaemia, diabetes and heart conditions later in life. The inserted table shows how much calories is need per age group in Boys Age (years)4-6 7-10 11-14 15-18 Energy (kcal)1715 1970 2200 2755 The inserted table shows how much calories is need per age group in Girls Age (years)4-6 7-10 11-14 15-18 Energy (Kcal)1545 1940 1845 2110 Physical tasks should be easily performed without exertion on the body, this is necessarily in modern day living as there is so much physical and mental stress in the lives of people. Healthy eating would also be beneficial to the state of mind. An active lifestyle is good for both the body and mind. This helps you co-ordinate effectively, take immediate decisions, tackle problems effectively and increase the remembering and memorising capability of a person. Knowing these benefits you can plan your diet and put into practise as soon as possible. The chances of your body getting infected would be reduced considerably. It would also help you to stop development and spreading of diseases and infections. Nutrition and Child Health 2000 Pages 4,12,13,14, 60-72 http://www.buzzle.com/articles The united Kingdom (U.K) is an example of a country with a typical western diet. Western diets contain several food groups that provide nutritional needs of the body. The food groups in the diet that provide all the nutrients and non- nutrients for good health include: cereals, bread, vegetables, fruit, roots and tubers, dairy products, meats, fish, eggs, protein, fats and oils. In human diet, cereals amount to the most important plant foods because it contributes energy and carbohydrate intake. Fruit and vegetables are sources of vitamins and an important source to the dietary fibre intake. The potato skin contains large amounts of vitamin C which is an important source of vitamins. In many developing counties non animal based sources of protein e.g. legumes are still number one in their diet. In the USA and the U.K meat sources are from pig, sheep and cattle. In India, Middle East and Africa goat and camel are mainly consumed. Other meat sources include rabbit, deer for venison, poultry e.g. chickens, duck, turkey and geese. In the U.K chicken has now become the most popular meat source. Meat is also a source of fat in the diet and in the United Kingdom the consumption is very high. The main varieties of fish eaten are white fish, oily fish and seafood. These also form an important source of good proteins and are low in fat with the exception of oily fish. Oily fish provides a good source of polyunsaturated fatty acids. Fish provides a good source of iodine, calcium from fish bones and vitamin D also known as the sunlight vitamin. Human Nutrition 2011 pages 4-7,68-69, 88-89 From the information given above it is clear that a balanced diet is not about eating one type of food and cutting out another. The correct way to deal with this is to eat a variety of quality foods and follow the recommended energy allowances per age groups and to live an active life style in maintain general well being. Over eating and irregular mealtime, stress, impaired sleeping and the large supply of cheap food stuff must be avoided at all times. References: Colour Oxford English Dictionary, 2002. Oxford: Oxford university press http//www.buzzle.com/articles/why– is- a- balanced- diet- important, accessed, 12/02.2011 http//www.purhon.com/biology/diet, accessed, 12/02/2011 http//www.buzzle.com/articles/Atkins -Diet/2000-2010,2011, accessed, 24/02/2011 http//www.buzzle.com/articles/fads-diet,31/07/2010, accessed, 24/02/2011 http//www.buzzle.com/articles/crash-diet, accessed, 24/02/2011 http//www.nhs.uk/livewell accessed 24/02/2011 Holden Chris and MacDonald Anita, 2000 Nutrition and child health: London: Harcourt Ltd Geissler, Catherine A and Powers, Hilary J. 2011 Human Nutrition: 12th Edn. London: Elsvier Ltd How to cite What is meant by the term â€Å"balanced diet†?, Essay examples

Sofy Night Pad Application of the Integrated Marketing Communication

Questions: Your team is required to write a marketing communications plan for a fast-moving consumer good (consumer packaged good) of your choice for the Singapore market for a six-month campaign. The assignment should specify both the brand as well as the specific product (e.g. MILO ready-to-drink carton packs). The assignment has two parts: (A) Oral Presentation; and (B) Written Proposal.The marketing communications proposal should include at least these SIX components: 1. Background of organization and industry: Provide a brief profile of the company to explain the nature and scope of the business. Briefly outline key factors in the industry that may be pertinent to your proposal. 2. Communication Objectives: This section should begin with the statement of Marketing objectives. Communication objectives, drawn from the marketing objectives, are subsequently defined. Objectives should be SMART (i.e. specific, measurable, achievable, realistic, and time-framed). Your recommendations will be mea sured against their likely effectiveness to accomplish these. 3. Target audience profile: Offer a succinct description of the target audience (in terms of behaviourgraphic, demographic, psychographic, and/or geodemographic characteristics). It is imperative that the recommendation on your marketing communication mix be directed at this group. (Since this is an ad campaign, the focus is on target audience and not target market, the latter of which may be a broader segment or a combination of segments.) 4. Positioning: Provide a benefit-centred positioning statement and positioning map. 5. IMC Program: Recommendations on Message Media represent the most important component. Message: This section identifies the most differentiating and motivating message about the brand-and-product that can be delivered to the target audience. Focus on: Brand benefit(s) The Big Idea/Creative idea that promotes the key benefit Creative execution One sample of creative execution (e.g. storyboard, webisode, print ad) Executional consistency Media: Selection of media channels and media vehicles, with a report of the following. Media objectives: reach, frequency, weight, GRPs/TRPs, timing Behavioural sequence modelling or Communication effects modelling Media calendar 6. Budget Evaluation: Suggest budget allocation by media or other approach. Indicate when and how campaign will be evaluated for effectiveness and/or efficiency. Answers: Introduction: Application of the integrated marketing communication plan is hitherto been considered as one of the most intrinsic approaches of business development. Pealoza and Venkatesh (2010) seems to have strategically mentioned that the main target of this type of communication attribute is not only to promote the product or to promote the organizational ethics, at the same time this helps in developing of the market orientation for an organization. The market communication planning is basically a concept of oriental management. This specific research work is focusing on the genuine factors of market development and communication plan. In this research work the researcher is going to focus on the marketing strategy taken by Unicharm Corporation in order to market Sofy Night Pad in Malaysia. 1. Background of the Organization: Sofy Night Pad is one of the integrated products of Unicharm Corporation, hails from Japan which is basically a chemical company has been specialized in producing of diapers both for the babies and adults. In 2001 the organization had been checked to producing the most hygienic products by UN (Mller and Saren, 2009). It topped in 2011 among the other diaper manufacturers of Japan. In 2013 the company has acquired around 43.12 billion by selling their products over different Asian countries. The organization seems to have recorded of having around 10,300 employees in different manufacturing and marketing departments working across the world. Among the other brands of Unicharm save Sofy are Lifree, MamyPoko. Blattberg et al. (2009) has identified the company of developing different pet foods, nappies and toiletries as well. It is sure that the organization has developed all through these years which have paved ways for gathering marketing aspects for the organization (Brodie et al. 200 8). The social value of the organization is also literally effective which helps the organization to have developed and attaining the customers attention. Application of the different marketing strategy is really essential to attain the market orientation for the organization. Pels et al. (2008) specifies that as the organizational ethics are potentially managed in the coming days to cop up with the demand of the market place, the organization can attain the market benefits. It is to be mentioned that the organizational ethics are the most corporate logistics that needs to be fulfilled by Unicharm Corporation. The conditional approaches of the organization are helpful which needs to be managed and attained. The most potential approaches of the organizational ethic of Unicharm Corporation are to let the customers feel great even in the most disturbing situations. The ethical approach to maintain a healthier prospect, the products of Unicharm Corporation is literally ahead of other consistent available products of the market place. 2. Communication Objective: Unicharm Corporation has aimed of conducting a ix month campaign across Malaysia to let the product and the organization to be familiar by the common people. The basic approach of marketing objectives for Unicharm Corporation is to maintain a unique communication with the other companies as well. The organization targets in entertaining the market orientation. For this approach the organization targets at SMART objectives which comprises of specific, measurable, achievable, realistic and time framed approaches of the organization (Pelsmacker et al. 2009). Specific: The company has to be specific in their approaches about the product. As Unicharm Corporation wants to launch Sofy Night Pad in Malaysian market place, the focus is needed to be centered on the products genuineness and has to fulfill the demand of the customers of the market place. As the product is normally manufactured for the women, the target has to be specifically determined and needed to be brushed properly. Measurable: The approach of the company and its prospect is needed to be measurable. The total target of financial benefit is needed to be measurable and sophisticated. How much the market can be sophistically managed is also a matter of significant attribute. Achievable: The targeted market approach needs to be managed properly which has to be managed properly. Unicharm Corporation has to target for the long term achievements which are needed to be uniquely achievable (Pealoza and Venkatesh, 2010). Realistic: The realistic market approach of acquiring the Malaysian market management is not so much identical. Therefore, Unicharm Corporation has to be realistic in its approaches so that it can manage the organizational and marketing ethos. Time Frame: As it has already been mentioned earlier that the campaign will be run for 6 months in different parts of Malaysia, it is expected that it will bring a high result for making a significant market penetration for the organization. 3. Targeted Audience: The targeted audience for this campaign is the women who generally need to go out for professional works. Although the company with this product targets a specific group of customers o the market later it is aimed to include all women of the Malaysian society. For this purpose application of the behaviourial approach is literally important. The behaviourial segment of the market place helps in managing the organizational ethos. Berry and Yadav (2008) seem to have mentioned that application of the communication mix in this approach is really essential. Unicharm Corporation may prefer digital and handy advertisements to let more people to be attracted to the products. Attention of the public relation is really helpful which helps in managing more conditional approaches of business for Sofy in Malaysian market place. Unicharm Corporation may also focus on expanding on the sales promotions as well. On the other hand, personal selling is also an option to be managed for making the market (Pealoza and Venkatesh, 2010). The communication approach of the organizational ethics is very much essential that helps in managing the ethical approaches. Although the broader sense of markeing approaches is helpful in the developing of the organizational and marketing ethos of the organizational benefits. 4. Positioning Biraghi and Gambetti (2013) presumed that positioning is an essential part as well as the effective for launching the new product in a particular region. Therefore, the company Sofy tries to positioning their new products Sofy Night Pad into the market of Singapore. In order to position the new product, Sofy has to provide information through several questions to their target audiences such as what do you do? Therefore, the management or the advertise department of the company has to play important role in order to position the products on consumer mind (Danaher and Rossiter, 2011). However, in terms of positioning the new products of Sofy in the Singapore market, organisation has to maintain the following fundamentals Understand the single greatest influence about the customers buying behaviour Evaluate the product according to the mental map of customers such as use of incredible tagline like feel free wherever you go Apart from that, for positioning the product Sofy has to demonstrate the relevance of products such as usability benefits among others, credibility, supportability, factual terms, etc. Therefore, Davidson (2013) argued that positioning statement is also another aspect that affect the brand value on the consumers, mind. There are several aspect of positioning statement that clearly identifies the credibility as well as volubility of new product (O'Donnell and Rice, 2012). Following positioning statement will be the effective method that compelling and important for Sofy Night Pad in Singapore market especially to the target audiences The new Sofy Nught Pad innovative and has extra dry sheet that make comfortable to the user The extra dry sheet especially design for liquid absorption quickly into the napkin The new Sofy Night Pad is design with top sheet that minimizes the contact of skin from moisture. It make the spot dry and feel comfortable. Figure 1: Positioning Map (Source: Nieddu et al., 2010, pp- 2358) 5. Integrated Marketing Communication Program Message: In order to launch the new product, the company Sofy developed string message format. The company provides printed advertise poster from small to large. For small ad poster, company used 11 * 17 for medium 18 x 24 and for large 24 x 36. In order to make the ad, the communicator design a impressive headline use Sofy Night Pad and feel comfortable (Filipovic, 2013). Therefore, in terms of designing the message, the communicator used very attractive colour such as green, red, pink, violet, etc. Apart from that, Sofy involved Maria Sarapova in order to advertise their product through TV channel. The visualization and quality also clearly mentioned by the communicator during advertise (Fuchs, Ricci and Cantoni, 2012). Media: In order to promote as well as position the product, communicator such as Sofy used non personal communication channels including media (Morrison and Conaway, 2012). Following table shows the media that consists Sofy Night Pad ads in the market of Singapore Media Name Explanation Print Media Magazines, direct mail, news paper, press released, Press kit etc (Kerr and Drennan, 2010). Electronic Media Video Tapes, Web Page, Social Media, Audio Tapes, etc, Google add word, podcast, blog and RSS feed (Mackert, 2012). Broadcast Media Television, Radio, Satellites Event and Trade Shows Event Sponsorship, travel and accommodation, signage and collateral, client or prospect entertainment, trade promos (Moore, 2012). 6. Budget and Evaluation Particulars TOTALS Public Relations TOTALS Press Releases $ Press Kits $ 450.00 Other $ TOTAL $ 450.00 Mobile, Online and Web Marketing TOTALS Online Advertising Design $ 5,400.00 Google AdWords Program $ 31,600.00 Website Development, Hosting, Updates $ 5,500.00 Search Engine Optimization (SEO) Organic $ 4,150.00 Social Media Management - Facebook/Twitter/Youtube $ 5,850.00 Podcasts $ 900.00 Mobile $ 1,370.00 Blog and RSS Feed $ 2,550.00 TOTAL $ 57,320.00 Advertising TOTALS Advertising Design $ 4,800.00 Print Advertising Placements $ 3,050.00 Radio, TV, Outdoor Adverts $ 500.00 Point of Purchase $ Co-op $ TOTAL $ 8,350.00 Events and Tradeshows TOTALS Event Sponsorships $ 7,500.00 Travel Accomodations $ 19,000.00 Signage Collateral $ 3,700.00 Audio/Vidieo Equipment $ 6,000.00 Client/Prospect Entertainment $ 5,000.00 Trade Promos (USB Pens, Hats, etc) $ 6,000.00 TOTAL $ 47,200.00 Direct Marketing TOTALS Graphic Design $ 14,600.00 Direct Mail Program $ 22,000.00 Email Marketing System (Hosted i.e. Constant Contact $ 6,000.00 Email Marketing List Purchases $ 10,000.00 Customer Surveys $ 600.00 TOTAL $ 53,200.00 TOTALS SUMMARY TOTALS Public Relations $ 450.00 Mobile, Online and Web Marketing $ 57,320.00 Advertising $ 8,350.00 Events and Tradeshows $ 47,200.00 Direct Marketing $ 53,200.00 TOTALS $ 1,66,520.00 % of TOTAL 100.0% Table 1: Summary of the detail budget for the first Year Total cost Percentage of cost January $ 36,950.00 22.2 % February $ 25,470.00 15.3 % March $ 23,200.00 13.9 % April $ 21,100.00 12.7 % May $ 7,950.00 4.8 % June $ 8,400.00 5.0 % July $ 8,400.00 5.0 % August $ 9,950.00 6.0 % September $ 3,700.00 2.2 % October $ 7,250.00 4.4 % November $ 7,150.00 4.3 % December $ 7,000.00 4.2 % Table 2: Monthly composition of expenses for first year Figure 1: Monthly composition of expenses for first year From the above diagram, it has been seen that, the company has to invest more in the first four month after starting or launching the products in Singapore market. After four months, the investment of the company will low. It indicates that the company will start to make profit after four month. Details of the budget for this marketing communication plan for Sofy Night Pad in Singapore market has been mentioned clearly in the appendix. Conclusion This study explained the marketing communication plan for Sofy Night Pad in the Singapore Market. The company Sofy has already established their business in the First Moving Consumer Goods industry. Therefore, now they wanted to launch new product and target market is Singapore. SMART objectives has been analysed that clearly demonstrate the marketing communication objectives for Sofy Night Pad. Analyst represent the positioning map for the product from the point of view of Singapore Market. Integrated Marketing Communication has been discussed also in this study. Non-personal communication channels are used for communication or promoting the brand of Sofy. Reference List Berry, L. L. and Yadav, M. S. 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