Why have traditional theories of assimilation consistently failed to Essay

Why have traditional theories of assimilation consistently failed to explain the nature of immigrant adaption - Essay Example In order to discuss assimilation further, it is first important to understand the primary reasons as to: why people migrate, the places where people migrate to and the different type(s) of people who migrate. Once we have looked in greater depth at the issues surrounding migration can we then start to understand the theories surrounding assimilation and the reasons why these theories consistently fail to explain immigrant adaption. As Castles and Miller (2009) state: International migration is hardly ever a simple individual action in which a person decides to move in search of better life chances, pulls up his or her roots in the place of origin and quickly becomes assimilated in the new country. Much more often migration and settlement are a long drawn out process that will be played out for the rest of the migrant’s life and affect subsequent generations too. So, if this process is so complex and long lasting why do people do it? People migrate for many different reasons these include economic, social, political and environmental. The term economic migration refers to someone who is migrating for the purpose of seeking employment or better employment opportunities or to improve their financial position. ‘Economic advantage has long been one of the main stimulants to migration – both for the individual workers seeking economic betterment and for the states attracting workers to fill labour shortages and skills gaps. With globalization and the rapid growth in ease of travel, economic migration has become an increasingly significant phenomenon world-wide. The International Organisation for Migration estimates that there are 80 million economic migrants world-wide’ (Economic migration to the EU, 2005). Economic migration is the most common cause of migration. Social migration involves either moving for a better quality of life or to be closer to friends or family where as political migration refers to someone who is migrating primarily because of

Comparison a work of art Term Paper Example | Topics and Well Written Essays - 250 words

Comparison a work of art - Term Paper Example Though the place portrayed is in shadow, it is not dark, on the contrary, it is light enough to see elegant detail, and it is the sunlight splashing on the water outside of the secluded shadow that is overly bright and impossible to make out. This all combines to show a place in nature as protective, walling you in, making you feel comfortable, and safe from the outside world. The second painting has nearly the opposite effect. The painting, rather than being in the position of someone who is in a secluded, shaded space, takes the perspective of one out in the beating sun. Here extremely bright light is shown to be the norm, with everything in the bright sun being visible and detailed, and things in the shadows being somewhat less. The ratio of shadow to sun is also inverted, as this painting portrays a miniscule amount of seclusion and protection in an open sea of defenselessness. The trees being the only point of shade of shelter in the entire field of view gives the viewer the impression that they are in an unimaginably vast place, and completely exposed. These two paintings both use light and shadow to give sense of protection or exposure, respectively, and in doing so give two completely different interpretations of nature, one as a secluded place that protects from the outside world, and the second that shows how exposed and vulnerable one can be in

Executive Summary - Research and Evaluation Essay

Executive Summary - Research and Evaluation - Essay Example The use of e-tickets also eliminates the need to have airport counter staff and space. These can be replaced by self-servicing kiosks. The customers do not have to face the risk of losing the ticket and hence is advantageous to them as well (Williams, 2007). The use of e-tickets empower centralized staff by providing them with relevant data and information as and when required. However the technique creates problems for passengers when they have to switch planes between airlines or the flight is delayed or cancelled (Malaval and Benaroya, 2002). Along with these issues, the concept has also brought issues regarding information security and privacy (Nemati, 2006). Moreover, the concept can’t be used for infants. Apart from it, the cost of moving from a paper-based ticketing system to e-ticket requires a global tie-up and synchronized system between all the airlines of the world. This system is costly and very complex to implement (Perreaux, 2006). p-value is the probability that is in agreement with the alternate hypothesis. It is the smallest level of significance level ÃŽ ± for which the null hypothesis Ho can be rejected (Mendenhall et al., 2009) The t-test as well as the p-value confirms that the null hypothesis can not be rejected. This implies that the mean number of complaints received per month is less than or equal to 15. Hence the proposition that the number of complaints per month made by passengers has increased as a result of use of e-ticketing stands false. At the same time, e-ticketing leads to a reduction in the cost of operations of airlines. It also reduces the cost of passengers by eliminating the middlemen: travel agency. Moreover, airlines can highlight it as an initiative to save paper and environment. Hence, the use and promotion of e-tickets is strongly recommended to be done by airlines. Williams, L. (2007, September 27). From online to onboard. [Online]. Computing p.25. Available at:

Food Essay Essay Example for Free

Food Essay Essay Food. When people see or hear that word, many of them think of food as something that just keeps us healthy and alive. In my perspective that is true. But there is so much more to it than many people see. It is cultural, a tradition, and can have many different meanings. It can also be seen as edible art and a way to express yourself. To me, it is a way to get away from everything. As a child, I didn’t enjoy eating what my parents wanted me to. I was obsessed with sugary treat and that is almost the only thing I’d enjoy eating. Going to the dentist was always a pain because I was always scared of the dentist which till this day I don’t like going to the dentists. My mother would always think I would have a lot of cavities but to her surprise I never had any cavities as a child. But the bad side was, I would always get stomach aches because of the amounts of sugar I would eat. Even that wouldn’t stop my sweet tooth. As I got older I slowly realized that there are so many other foods that taste amazing! I would begin eating more and more foods that were different. And nowadays I love food! I eat everything that my mother will cook; I am not the same picky child as I was before. I not only love to eat food, but I love to cook as well. I’m definitely not an amazing cook but I still love it and it means a lot to me. Just give me a recipe and the ingredients and I will be fine. Just like anyone my age, I started off cooking small and easy foods. I would begin with cooking eggs, omelets, brownies and pancakes. And I would slowly make more and more types of food. For example I love cooking pasta and making sushi with my mother. It doesn’t seem like very high end kind of foods to make but it does the job well and tastes great and is healthy at the same time. Now that I am an adult, more is more expected from me from both my parents and my boyfriend. All three of them are making me learn to cook more and more because it’s something everyone my age should know how to do. Food is not only great tasting, but also is a stress reliever; a mood changer. Whenever I am feeling down, sad or maybe even bored I can always count on my kitchen because it isn’t going anywhere and is always there when I need it. Especially when I have an anxiety attack and I just want to be alone, I plug in my earphones, turn up my music and eat of course. It really helps me at home and helps me cope with being away from my boyfriend who is stationed on the other side of America and who just got home from Afghanistan. Just something about food that helps me feel better all the time. As a child I remember always watching my mother cooking and all. And just like every other child I always wanted to help because it would make me feel more grown up. So as awesome as my mother is, she would let me help her. Of course she gave me the easiest things to help her with. For example, if she was baking a cake she would let me crack the eggs, put in the butter, use the measuring cup to put in the right amount of flour. And she would even let me mix the batter too sometimes. When my mother would let me do all those things it made me feel so empowered and I felt like a responsible adult. As I got older, cooking had a special place in my heart. She would slowly let me make on my own, with her by my side of course. Making sure I’m doing it right. Till this day I remember always sneaking into the kitchen and steal some batter from the cake she was making and run off giggling. I would also sneak the chocolate she was using. Every time my mother bakes, I always have these memories. The house would always smell so good when she would cook. Food isn’t just plain and simple. It is unique and is almost fragile. While cooking even the smallest change in the recipe can change the taste of the dish dramatically. With spices especially it can change the food because if you put too little it won’t taste good, same if you out too much. You have to put in the perfect amount for it to taste good. Not only is the taste of the food good, but also the smell of the food while cooking is amazing. While cooking the smell of the food cooking just makes you want to eat it a lot more. When it comes to cooking, my mother is my biggest inspiration because no matter what is going on at home, when my mom fixes us some food; it of course doesn’t fix any of the problems but it does lighten the mood and helps us feel a little better. I’ve noticed that many arguments are when people are hungry or have an empty stomach. She absolutely loves cooking and it makes her happy and it’s the same for me as well. As I was younger, I would love to watch cooking shows where they compete over who can cook the best, also I would love watching the shows where they show a lot of cooking gadgets. Those shows always caught my attentions. Watching those shows just amazes me because of the things people can create with food, it’s just breath taking and makes me so happy! As for being Ukrainian and Polish, we h ave many different types of food that we make. In my culture we eat a lot of potatoes. Many people think it’s funny and weird that we eat a lot of potatoes but to me it tastes good and it is very healthy. We also make many different salads. Being Ukrainian and Polish and coming from a fairly large family, we eat a lot so it opens my eyes to many different types of food and makes me interested in trying everything. If I had to describe food in my perspective in the least amount of words I’d have to say that food to me is not just food, it’s a way I live my day to day life and what I create with food is not just to keep me stress free but is also a hobby and a way I keep people I know happy. Food isn’t just something we can just describe as a culture or what goes in our stomachs.

Nitration of Acetanilide and Methyl Benzoate

Nitration of Acetanilide and Methyl Benzoate Nitration of Acetanilide and Methyl Benzoate by Electrophilic Aromatic Substitution Abstract The purpose of this experiment was to synthesize methyl nitro benzoate from methyl benzoate, as well as nitroacetanilide from concentrated nitric acid (HNO3), and concentrated sulfuric acid (H2SO4) by using an electrophilic aromatic substitution reaction. The HNO3 and H2SO4 were combined to form a nitrating solution, which was added to a mixture of methyl benzoate and H2SO4, and the same was done with acetanilide. Following recrystallization, melting point was used to identify and characterize the product of the reaction. The melting point was determined to be 74 ËÅ ¡C-80 ËÅ ¡C for methyl nitro benzoate and for nitroacetanilide it was 195 ËÅ ¡C-200 ËÅ ¡C, which indicates meta-regiochemistry for methyl benzoate and para-regiochemistry for nitroacetanilide. The percent yield of this reaction for the recrystallized product was 59.3% of methyl nitrobenzoate, while it was 6.75% for nitroacetanilide. Figure 1: The reaction for the nitration of acetanilide. Figure 2: The reaction for the nitration of methyl benzoate. Experimental Concentrated sulfuric acid (0.6 mL) and concentrated nitric acid (0.5 mL) were added to a reaction flask and placed in an ice bath. Concentrated sulfuric acid (1 mL) was added to methyl benzoate (0.5 g) in a vial which was then packed in ice, and the same was done with acetanilide.ÂÂ   While stirring, the cold H2SO4/HNO3 mixture was added drop-by-drop. After the acid mixture was added, the reaction mixture was removed from the ice to warm to room temperature, with stirring. It was then transferred by Pasteur pipet into a beaker and stirred for five minutes. The methyl benzoate nitration formed white solid, and the acetanilide nitration for a light yellow solid. The crystals were the vacuum filtered with a Buchner funnel. The crude product was recrystallized by adding a distilled water and ethanol slowly while heating the product. While cooling, the solution produced large white crystals for methyl benzoate nitration and light yellow crystals for the acetanilide nitration. The ma ss, melting point percent yield were obtained. Results and Discussion Through the use of electrophilic aromatic substitution, acetanilide is nitrated to nitroacetanilide, while methyl benzoate was nitrated to methyl nitrobezonate. The first step of the reaction involved in the donation of an electron pair, which generates the nitronium ion from nitric acid by protonation and loss of water, using sulphuric acid as the dehydrating agent. The mechanism for methyl benzoate can be seen below. Figure 3: The mechanism of the nitration of methyl benzoate to methyl nitrobenzoate. To prevent acetanilide from dinitrating, the nitrating solution of HNO3 and H2SO4 were added drop by drop to the acetanilide solution, so that the concentration of the nitrating agent is kept at minimum. The cooler temperatures were used to reduce the reaction rate and help to avoid over nitration. The electrophilic aromatic substitutions involved the replacement of a proton on an aromatic ring with an electrophile that becomes substituent. The sulfuric acid protonates the methyl benzoate, which creates the resonance stabilized arenium ion intermediate.3 The electron deficient nitronium ion reacts with the protonated intermediate meta position. The ester group is the meta deactivator and the reaction takes place at the meta position because the ortho and para positions are destabilized by adjacent positives charges on the resonance structure.2 The major product of the methyl benzoate nitration is the meta product due to carboxyl and nitro groups both being powerful electron withdrawing groups. Table 1: The weight, melting point, and percent yield of both Nitroactenilide and Methyl Nitrobenzoate. Product Name Crude Weight (g) Product Weight (g) Percent Yield (%) Melting Point (ËÅ ¡C) Literature Melting Point (ËÅ ¡C) Nitroactenilide 0.585 0.045 6.75% 195-200 214-217 Methyl Nitrobenzoate 0.56 0.32 59.3% 74-80 78-80 The actual yield of methyl nitrobenzoate is 0.32 g while the theoretical yield is 0.54 g. The melting point is 74ËÅ ¡C 80ËÅ ¡C, and the value is closed to the literature value which is 78ËÅ ¡C 80 ËÅ ¡C. The percent yield for the methyl benzoate electrophilic aromatic substitution reaction was 59.3% with 0.32g of methyl nitrobenzoate formed. The percent yield for the reaction with acetanilide was 6.75% with 0.045g of nitroacetanilide formed, which can be seen in table 1. The melting point observed was 195-200 ËÅ ¡C, which can be accounted for impurities in the product, which can be seen below in table 1. Some impurities might be Ortho and Meta directing substances, as well as there could have been some experimental errors that occurred during the experiment such as not overheating solutions during the reactions. These low yields may have resulted from poor recrystallization, product lost during transfer from one apparatus to another, or human error. The miss ing percent accounts for the impurities removed during recrystallization. However, some product must have been lost in the acetanilide reaction recrystallization because of such a low percent yield. The melting point of the final product was 74-80 ËÅ ¡C suggesting that it was formed by meta-substitution. The literature melting point for meta-methyl nitrobenzoate is 78-80 ËÅ ¡C. Therefore, the melting point is lower than it should be suggesting that an impurity is in the product. This impurity may have occurred due to poor recrystallization or it may have been picked up after recrystallization. The melting point of the nitroacetanilide product was 195-200 ËÅ ¡C suggesting the para-regiochemistry. The literature melting point for the p-nitroacetanilide is 214-217 ËÅ ¡C. Therefore, the melting point of the product is a little lower than the literature value, suggesting that an impurity exists in the product from poor recrystallization of contact with an impurity during recrystallization. The methyl nitrobenzoate product was determined to be meta-substituted based on its melting point range. This can also be proved by evaluating the attack of the benzene ring of methyl benzoate on the electrophililic species and nitric acid.4 The C-OCH3 substituent is a meta-deactivator. Therefore, when the benzene ring attacks the nitronium ion, the NO3+ group will add meta-positon. This creates a resonance stabilized arenium ion without a positive charge on the carbon with the C-OCH3 substituent. Then the proton is removed from the meta position by the weak base, the HSO4-, formed in the creation of the nitronium ion, which reforms the sulfuric acid catalyst.3 Once the proton is removed the substitution product, methyl nitrobenzoate remains. The nitroacetanilide product was formed by a para-substitution. This can be determined by examining the melting point and comparing it to the literature values for each position.4 However, this can also be determined when examining the electrophilic aromatic substitution reaction of acetanilide on the electrophile, nitric acid. The NHCOCH3 substituent is an ortho-para-activator. Therefore, when the benzene ring of acetanilide attacks the nitronium ion, it can add ortho or para. The para substitution, if more stable than an ortho substitution, will be added because the para position is a further distance from the position of the NHCOCH3 substituent. Therefore, the benzene ring adds at the para position based on the melting point and resonance in the mechanism shown above. Conclusion The methyl m-nitrobenzoate and p-nitroacetanilide were prepared. The percentage yield is 6.75% for nitroacetanilide and 59.3% for methyl nitrobenzoate. The melting point of the products are 74ËÅ ¡C 80ËÅ ¡C and 195ËÅ ¡C 200ËÅ ¡C. From the given physical constant, the literature melting point of methyl m-nitrobenzoate is 78 80ËÅ ¡C and 214ËÅ ¡C 217ËÅ ¡C for nitroacetailide, so it can be concluded that the products were methyl m-nitrobenzoate and p-nitroacetanilide. References Wade, Jr., L.G. Organic Chemistry 2003, 722-741. Chemistry Laboratory Manual: Susquehanna University 2014, 242-244 250 ChemFinder.Com. Cambridge Soft Corporation. . Anerjee, Dhruv K. Ortho and Par % of Key Reaction. Utkarschemistry. 2013. Appendix A: Finding the Limiting Reagent Grams X 1 mol / molecular weight = moles of reactant Nitric Acid: 0.6 mL X ((1 g/1 mL) X 1 mol) / 98.08 g/mol = 0.0061 mol Nitric Acid: 0.5 mL X ((1 g/1 mL) X 1 mol) / 63.01 g/mol = 0.0079 mol Methyl Benzoate: (0.55 g X 1 mol) / 181.14 g/mol = 0.030 mol Appendix B: Calculating Theoretical Yield of Methyl Nitrobenzoate Moles of limiting reagent X molar ratio X molecular weight of product) / 1 mol = theoretical yield (0.030 X 181.13) / 1 mol = 0.54 g Appendix C: Calculating Percent Yield (Actual / theoretical) X 100% = percent yield (0.32 g/ 0.54 g) X 100% = 59.3%

Effect Of Postimpressionists On The Next Generation Essay -- essays re

Postimpressionism Postimpressionism was a movement in late-19th-century French painting that emphasized the artist's personal response to a subject. Postimpressionism takes its name from an art movement that immediately preceded it: Impressionism. But whereas impressionist painters concentrated on the depiction of a subject's immediate appearance, postimpressionists focused on emotional or spiritual meanings that the subject might convey. Although impressionist artists interpreted what they saw, their approach nevertheless remained rooted in observation of the natural world. Postimpressionists conveyed their personal responses to the world around them through the use of strong, unnatural colors and exaggeration or slight distortion of forms. Postimpressionism can be said to have begun in 1886, the year that French painter Georges Seurat exhibited Sunday Afternoon on the Island of La Grande Jatte (1884-1886), and to have ended in 1906, the year French painter Paul CÃ ©zanne died. British art critic Roger Fry, however, coined the term postimpressionism, in 1910 when he organized an exhibition of French paintings at the Grafton Galleries in London. Fry is said to have been dissuaded from using the word expressionist to describe the work of CÃ ©zanne, Seurat, Paul Gauguin, Henri Matisse, Vincent van Gogh, and others, and to have finally declared: "Oh, let's just call them post-impressionists; at any rate, they came after the impressionists." The term was firmly established when Fry held a second show of postimpressionist art at the Grafton Galleries in 1912. The Postimpressionists The painters most closely associated with postimpressionism all took part in Fry's first exhibition: CÃ ©zanne, Seurat, Gauguin, Matisse, and van Gogh. Although their styles differed greatly from one another, these artists shared an ability to communicate concepts, emotions, or personal sensation through their art. Unlike other postimpressionists, Paul CÃ ©zanne did not create symbolic equivalents between elements of his paintings and particular emotions or concepts. Instead, CÃ ©zanne, who began his career as an impressionist, felt that he could communicate the intensity of his personal sensation through his painted observations of nature. He repeatedly turned to traditional artistic subjects, such as landscapes, still lifes, and nude bathers. However, his r... ...m, used more decorative shapes, stencilling, collage, and brighter colors. It was then that artists such as Picasso and Braque started to use pieces of cut-up newspaper in their paintings. An early 20th-century school of painting and sculpture in which the subject matter is portrayed by geometric forms without realistic detail, stressing abstract form at the expense of other pictorial elements largely by use of intersecting often transparent cubes and cones. CÃ ©zanne influenced cubism, the highly influential visual arts style of the 20th century that was created principally by Picasso and Braque in Paris between 1907 and 1914. The Cubist style emphasized the flat, two-dimensional surface of the picture plane, rejecting the traditional techniques of perspective, foreshortening, modeling, and chiaroscuro and refuting time-honoured theories of art as the imitation of nature. Cubist painters were not bound to copying form, texture, colour, and space; instead, they presented a new reality in paintings that depicted radically fragmented objects, whose several sides were seen simultaneously. this has been collected from various resources on the net ... ibiblio.org, among others

Intergrated Marketing Plan for Home Run Inn Pizza

Executive Summary The America frozen pizza market is the largest in the world; the US pizza market represents 43% of the global market. The magnitude of this market therefore, increases the Americans spending on frozen and fresh pizza to about $39. 8 billion each year. It was further confirmed through the Tyson Foods’ presentation at the national pizza conference that 33% of Americans consume frozen pizza at least once in every two weeks.There is no doubt that the busy schedules and the increasing demands in the modern day American family life has contributed to the huge spending in the frozen pizza category. The understanding of the frozen pizza market by the competitors further increases the competitive obsession among the players in the market. These major brands are all spending a lot on promotional campaigns so as to stay at the top of the competition. The top ten names within the frozen pizza category are: Digiorno, Freschetta, Tony’s, Red Baron, Tombstone, Bagel Bites, Totino’s, California kitchen, Stouffer’s and Mystic Pizza.Despite its very rich history, good packaging approach and been the Chicago number one frozen pizza, Home Run Inn pizza has not fully succeeded in reaching out to its target audience the same way its competitors have, therefore, Home Run Inn Pizza does not make it to the top ten amongst its’ competitors within the frozen pizza category. Our aim in this paper is to provide a comprehensive communication plan for Home Run Inn pizza in other to address its current market situation and provide an alternative campaign plan that will advance the awareness and recognition of the brand, Home Run Inn Pizza among its target audience.Brand Background Home Run Inn Pizza is the Chicago number one frozen pizza. The brand was started in West Side Chicago Bar, in the late 1940’s-In the home of Vincent and Mary Grittani. Nick Perino joined his mother-in-law, Mary, to create the famous Home Run Inn pizza after he returned from the World War II and the task of taking care of his family became a prevailing issue. Mary Grittani on the other hand, was looking for a way to fill the vacuum created by the demise of her husband-Vincent Grittani.Having come together as a family driven by necessity, they developed the recipes for their pizza and began making pizza together in the Home Run Inn Kitchen tavern and served the pizza as a way of encouraging their customers to patronize their drink. As a result of the success achieved while their pizza was been served for â€Å"luring purpose†, they seized the opportunity to launch into full time pizza production. While the demand for their pizza was growing bigger in the 50s, Nick started the frozen pizza approach in other to meet the increasing demands from the local people and those who lived far away (www. homeruninnpizza. om/our-story). Home Run Inn has over eight pizzerias operating in Chicago land and sells frozen pizza in more than twenty states in the United States. These locations are strategically located to meet the increase in demands of the pizza market. The name- Home Run Inn†¦ Prior to the involvement of Nick Perrino, the name Home Run Inn has been in existence since 1923. The name came into being through an unexpected incident that happened while a baseball game was been played in the neighborhood. One of the balls that were thrown accidentally landed on the front window of Mary and Vincent Gritanni’s newly acquired Tavern, thereby hattered the window. This unexpected incident gave birth to the name popularly known today as â€Å"Home Run Inn. † Market Analysis As earlier mentioned, the frozen pizza industry is a multi-billion dollars worth industry and each competitor within this market is striving to stay on top so as to have the major share of the category among its target group. Despite the highly competitive nature of the frozen pizza market, Home Run Inn Pizza has 22. 4% of the marke t share with Digiorno pizza having the largest share of the category. In 2009, Home Run Inn sales through the conventional grocery store were reported to be $46. million. Home Run Inn may not be among the top 10 leading pizzas on the national level but the brand still maintain its number one position within its Chicago heritage. In other to further its market strength Home Run Inn will need to extend its market participation beyond Chicago land. Though, Home Run Inn sells pizza in other States like Denver, Colorado and plan to open more pizzerias to compete within the market. Logo/packaging Home Run In has a unique logo that makes it easily recognizable among its competitors. This uniqueness contributes positively to the brand recognition nd awareness of Home Run Inn pizza in the market place. In other to meet up with the competitive demands, Home Run Inn pizza comes in different packages and styles. The smaller size of the Home Run Inn is designed for the people on the-go, who will like to have pizza during work hours. Home Run Inn styles are part of its attributes. These are: Home Run Inn Classic cheese, Signature, and Ultra thin. Home Run Inn Classic Cheese- Classic Cheese Recipe was perfected in 1947, it’s all: * All natural, no preservative, 0g trans fat per serving Available sizes: * 6 inch (7. oz) microwaveable, 10 inch (18. 5 oz), 12 inch (27. oz), 2-pack (54 oz) Ingredients: Crust: wheat flour, water, corn oil, yeast, salt Mozzarella cheese: Pasteurized part-skim milk, cheese cultures, salt, enzymes Sauce: Tomato puree, water, oregano, salt, black pepper Home Run Inn Signature It’s: * All natural, No preservative, 0g trans fat per serving Available size: 12 inch (31 oz. ) Ingredients: Crust: Wheat flour, water, corn oil, yeast, salt Mozzarella cheese: Pasteurized part-skim milk, cheese cultures, salt, enzymes Sauce: Tomato puree, water, oregano, salt, black pepperSausage: Pork, salt, spices, flavoring, Mushrooms Home Run Inn Ultra Thin c rust Classic pizza dough, stretched out thin for a cracker-thin, crispy crust. It’s: All natural, No preservative, 0g Trans fat Available sizes: * 6 inch (4 oz) microwaveable and 12 inch (16. 5 oz. ) Consumer Insight Home Run Inn started as a family business with a rich background; consumers having this knowledge tell their stories in various ways regarding their past and present relationship with the brand. We understand that consumers annot have same relationship with our product on the same level, while some have positive experience with our brand and are willing to buy again some are on the negative side while commenting on their experience with the brand Home Run Inn Pizza. Since our objective here is to revive our brand, using research instrument such as focus group will further allow us to get the opinions of the consumers. The information acquired through the opinion of the focus group would be used toward rebranding and updating our brand in the market place. The com petitionHome Run Inn competes within the frozen pizza category. The competitors with the Home Run Inn include the direct and the indirect competitors, who are both present to share the market with Home Run Inn Pizza. The direct competitors or the primary competitors are those within the same frozen pizza category with Home Run Inn; these include the private label brands and those groups that sell pizza through delivery via ordering online or eat-in. While the indirect competitors are the restaurants who do not sell pizza but their foods can be an alternative consumption for the pizza consumers’ market.These competitors are group under the following: Brand-HRI| Competitors/category: Direct- frozen| Indirect-as alternatives | Category-frozen| Digiorno, Freschetta, Tony’s, Red Baron, Tomstone, Bagel Bites, Totino’s , California, Stouffer’s, Mystic Pizza, Sams Club, Take and Bake, Gino’s East, Palermo’s, Newman’s own and all private label pizza. | Subway, McDonalds, Kentucky fried Chicken, Chipotle, Bueno beef, Popeyes, Olive garden, PF Changs, Red lobster, Chinese buffets, Denny’s and all the local restaurants. | Unfrozen-DirectDominos, Pizza hut, Mystic Pizza, Papa Jones, Rosati’s, Giordano, Chicago pizza, Jimmy Jones and all the pizza delivery restaurants. | | The brand image of Home Run Inn The perception of the consumers toward Home Run Inn is that of a family person who is caring, welcoming and willing to offer immediate solution to the wants of its consumers. We hope to further build on this image in this campaign. The brand value of Home Run Inn The brand value of Home Run Inn lies in its rich history-The consumers still ttach so much to the traditional heritage of the brand which places the brand as the Chicago number one among its audience. Home Run Inn brand Personality Home Run Inn is caring. We hope to use this personality to appeal to our target audience in our campaign for Home run Inn. Home Run Inn brand voice Home Run Inn frozen pizza brand voice sounds affectionate and persuasive to its consumers. The voice recognizes the busy nature of everyday life and its calling persuasively and tenderly, that it can help to reduce that burden of cooking after a busy day. What makes Home Run Inn Different?According to the Chicago Tribune, Home Run Inn Pizza is noted for its very distinctive â€Å"crusty† pizza and making its own sausage for its pizza. Home Run Inn SWOT Analysis Strength| weakness| * It has a rich history * It’s number one frozen pizza brand in Chicago * It operates pizzerias where family can visit and buy pizza * It’s easy to prepare * It has potential for growth | * According to some consumers in Indiana it is very difficult to find Home Run Inn pizza to buy in Indiana. * Inadequate brand awareness * No major TV Ads * More focused on Chicago market|Opportunity| Threat| * The frozen pizza market is big therefore, Home Run Inn can take ad vantage of the market * Opportunity to benefit from the huge amount spent by the consumers yearly * Home Run Inn can come up with new product, this can increase their market share| * The tough competition from the direct and the indirect competitors is the major treat * The private labels whose products are cheaper pose serious threat to the existence of Home Run in the market * The local restaurants provide an alternative choice for consumers. | Communication objectiveOur communication objective for Home Run Inn pizza is to increase the brand awareness and recognition among the target audience. Marketing Objective While the marketing objective for Home Run Inn is to increase sales of the brand by generating trial among the would-be consumers. Through our gorilla marketing we would encourage our target group to taste our newly branded Home Run Inn. Home Run Inn Target Audience Home Run Inn key target audience is mum with kids from age 3-12. She has a busy schedule; she is concerned about feeding her family right within her daily routine.She is the decision maker at home when it comes to what the family eats and she loves her family to enjoy freshly baked, healthy and well prepared pizza within the comfort of her home. Therefore, she is considering healthy and none-time consuming pizza that will bring satisfaction to her family feeding experience. Home Run Inn brand position Home Run Inn is family oriented; therefore, our brand is strategically positioned among mums with kids who have busy lives and are concerned with the well-being of their family. Creative brief for Home Run Inn Pizza 1.What is the opportunity and/or Problem the advertising must address? Home Run Inn though is referred to as Chicago number one yet the brand is not well known among some pizza enthusiast as a result they don’t consider buying the brand. Even those who claimed to know the brand still don’t buy. They would rather buy brand like Digiorno because it has ongoing advert isement which easily brings the brand to memory when they see it on display in the stores. We want to address this problem of lack of awareness through our advertising and make our target market to be informed and aware of our brand. . What do we want people to do as a result of the advertisement? As a result of our advertisement we want consumers to consider Home Run Inn Pizza first when they think of buying frozen pizza. 3. Who are we talking to? Mums with kids between ages 3-12: We are talking to ups and doing mums with kids, who like to feed their family rights despite their busy schedules. They are health conscious; they love to eat good pizza with their family within the comfort of their homes. 4. What’s the key response that we want?We want our target audience to feel that Home Run Inn pizza is the right food for them because it is healthy. 5. What information/attributes might help produce this response? Information such as: our brand rich history and the availability of different styles that may meet the desired need of our target market. 6. What aspect of brand personality should the advertising express? The aspect of brand personality that the advertising should express should be the friendly, approachable and reliable aspect of our brand. 7. Are there media or budget consideration? Yes, there are media considerations.We hope to use social media marketing tools to engage our target market. We will embark on guerilla campaign and the traditional TV ads. Since, our target audience is mum with kids, we would use print media advertising campaign that will directly appeal to mum’s plight. Our print advertisement will use both the billboards and the magazines channel. 8. This could be helpful†¦ * The name Home Run Inn was given to the pizza through an accidental landing of base ball on the founder’s tavern * Home Run Inn was founded in Chicago * It’s a family owned business†¦Our CTB statement for Home Run Inn Convince mum with kids that Home Run Inn is the best pizza in the market because is healthy and easy to prepare. PR/Promotion for Home Run Inn Pizza Theme: when pizza matters†¦ PR: Home Run Inn will leverage partnership with the Boys scout of Chicago during its 3rd Annual â€Å"Scout Night with the Chicago Fire Soccer Club†. During the night out event, Home Run Inn will supply free pizza to the first 200 attendee of the event while every other attendee after the first 200 will have the opportunity of receiving Home Run Inn coupons. PROMOWe will have promotional slogan for Home Run Inn Pizza during the event†¦Because we care†¦ Our plan for the promotion is to encourage people to donate 10 cents for each box of Home Run Inn pizza they purchase; the proceed will be given towards providing support for the Chicago fire soccer club. We hope to achieve this plan by asking consumers to buy Home Run Inn Pizza four times and get the fifth one free, provided they show proof of pur chase. Spider Chart: xxx Magazine campaign Ad #1: xxx (Woman thinking) Whenever I think of Home†¦I think of you†¦Home Run Inn Pizza, feeding made easy†¦ Ad #2: xxx (Tired woman)No matter how tired I am†¦Home Run Inn has the magic†¦Home Run Inn†¦we feed right†¦ Direct/Internet marketing * Mailing- Home Run Inn coupons will be mailed out to the homes of those people we know buy our product. The inscription on our envelope will read†¦because we care†¦ We will also mail invitations to them concerning The Chicago Boys Scout Night out. We will encourage them to come and be part of the event as â€Å"free pizza† will be served to the first 200 attendee of the event. * Email- Email will also be sent out regarding the Chicago Boys Scout Night Out event.The subject of our email also will be †¦because we care†¦We will inform our target in the email that they can bring members of their family to the event since we are family focused brand†¦ Free pizza for the first 200 people†¦ Rationale Home Run Inn target audience is mum with kids; having this background knowledge influences our strategic approach towards rebranding our product among the target audience. While strengthening the brand among the earlier mentioned target audience, we do believe that new market will be gained that will eventually lead to an increase in patronage of our brand in the market lace. References 1. Our Story: Retrieved on 08/07/2012, from http://www. homeruninnpizza. com/our-story/history-a 2. Home Run Inn Pizza scores in retail arena with frozen niche: Retrieved on 08/07/2012, from http://www. findarticles. com/p/articles/mi_m3190/is_n12_v28/ai_14919920/ 3. Home Run Inn Tops Chicago in frozen pizza sales: Retrieved on 08/08/2012, from http://www. mediapost. com/publications/article/121542/home-run-inn-tops-chicago-market-in-frozen-pizza-s. html 4. Consumers Reports put frozen pizza to the test: Retrieved on 08/08/2012, from h ttp://www. pizzamarketplace. om/article/178146/Consumer-Reports-puts-frozen-pizza-to-the-test 5. Pizza Quest, Home Run Inn and Palermo’s: Enterprise builders. Retrieved on 08/09/2012, from http://jimbaker. wordpress. com/2010/02/01/pizzaquest/ 6. Frozen Pizza: Which Taste Best? Retrieved on 08/09/2012, from http://www. goodhousekeeping. com/product-reviews/food/food-products/frozen-pizza 7. Frozen pizza Hits a growth Bump: Retrieved on 08/09/2012, from http://www. supermarketguru. com/index. cfm/go/sg. viewarticle/articled/2120 8. Top 10 frozen pizzas: : Retrieved on 08/09/2012, from, http://www. dailypress. com/news/dp-toptenlist. o14,0,3664087. story