Analyse Nutella free essay sample

Southerners along with wealthy/successful individuals and elders (targeted for Original Nutella chocolate hazelnut) By implementing our marketing plan, we hope to achieve several goals and objectives within 3 years: ? Improve brand awareness ? Become leading general spread and breakfast in the U. S. ? Achieve greater market share by 35% increase in profits. We will use a differentiated strategy to position ourselves as the leader in the breakfast market by emphasizing out uniqueness, as well as our excellent quality through our taste, and through the positive image and high prestige of our company name. Moreover, we will focus our marketing efforts on shelving Nutella in an eye-catching spot in supermarkets, as well as advertisements on the radio, television, newspapers, and magazine. Also, our sale promotion will include samples and coupons. 1. Situation Analysis 1. 1 Macro environment Situation Nutella 3 Economic ConditionsIn times of economic recession, people are less willing to spend money on shopping goods like chocolate spreads. We will write a custom essay sample on Analyse Nutella or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Nevertheless, Americans are always looking for a â€Å"good deal. That’s why; we will price Nutella and its extensions at the most economical value and price for consumers as possible. TechnologicalModern technology can help in production of Nutella by making it more efficient and effective. As a result, Nutella can be price lower to serve the target market. Social and CulturalIn today’s society in the U. S. , life in general is very fast passed. Thus, people are looking for more convenient products. In addition, there is a growing concern and awareness about a healthy diet. According to a survey taken by 100 people who were told about Nutella and asked if they would try it and the overwhelming majority that said that they would not try Nutella said that it is because chocolate is an unhealthy and bad way to start your day with (please refer to the survey in the appendix). Nevertheless, we will emphasize that Nutella is in fact nutritious and contains vitamins and minerals from several ingredients like skim milk. DemographicsAs â€Å"baby boomers† are reaching senior status, many of them are living longer and spending lots of money on luxury items, entertainment, and travel. Therefore, we can take advantage of this growing trend, especially with Original Nutella chocolate hazelnut, to market our product, and encourage sales. 1. 2 Market Situation The producer of Nutella is the Ferreo Company, which is a private company in Italy. The group is headed by Ferrero International from Luxembourg, â€Å"has sped up its propensity for advertising investments and structure. For the second consecutive year since the beginning of the 1960’s, Ferrero has suffered a slowing down† (www. dowjones. com). Using the Boston Consulting Group (BCG) approach, Nutella is more like a â€Å"question mark† right now, that is trying to become a â€Å"star. † Ian another words, Nutella has a somewhat Nutella 4 high market growth rate with a slightly high market share. A question mark is basically defined as â€Å"a company with low-share business units in high growth markets. † Besides, they â€Å"require a lot of cash to hold their share† (Principals of Marketing: 54). The red circle below denotes approximately where Nutella is currently and the Blue arrow denotes where Nutella want to go. Market Growth Rate Star Question mark High Cash cow Dog Low High Low Relative Market Share Using the General Electric strategic business-planning grid we can show that Nutella has a high-Medium industry attractiveness and a strong business strength. In the chart below Nutella is denoted by the black circle. This suggests that Nutella should invest and as a result it will grow. The GE approach considers â€Å"[the industry attractiveness index, [determined by] market size and growth, industry profit margin, amount of competition, demand, and industry cost structure (Principals of Marketing: 55). Business Strength Strong Average Weak Nutella 5 High Industry attractiveness Medium Low Invest and Grow Maintain Investment Harvest or Divest Nutella 6 1. 3 Competitive Situation Key competitors for Nutella and its product extensions are listed below: TWIST: is a â€Å"real Dutch chocolate† it is banana flavored milk chocolate spread imported from Holland. It is manufactured by De Boer food Importers, Inc. ? We don’t believe that Twist will have a significant impact on our company, because Nutella and peanut butter swirl’s such high quality taste, nutrition, and natural ingredients. In addition, they do not have high arket share or sales in the U. S. or world market. Strengths ? ? ? ? ? Low price ($1. 99) Weaknesses Low company name and brand awareness Artificial flavoring Not as nutritious as Nutella Not advertised much MILKY WAY: is a chocolate flavored spread imported from Poland by master foods Polsa. ? Milky way is not very well known by the world or U. S. market. Also the company; Kozuszki Parcel is not well known. In addition, the product is not selling well and has very little awareness and market share. Strengths ? ? ? ? ? Slightly bigger jar than Nutella’s Weaknesses Low company name and brand awareness Artificial flavored chocolate Not advertised much On average priced . 60 cents higher than Nutella. JIF: is a peanut butter. ? Originally a product of Crisco and Proctor and Gamble, now is part of the Smucker Company. Jif is the top selling peanut butter in the U. S. with significant market share and sales. Nutella 7 Strengths: ? ? ? ? ? ? ? All American breakfast Well known brand name and awareness Lot’s of advertisement Priced on average two dollars less than Nutella Weaknesses: Not unique Not as healthy as Nutella Not very versatile ? Nutri-grain bars might have a potential impact on the sale of Nutella bars. Not only is Nutri-grain one of the top selling breakfast bars in the U. S it is very well known, and might pose a potential threat to Nutella bars. It is also manufactured by Kelloggs, one of the top breakfast companies in the U. S. STREANGHTS ? ? ? ? Well known brand and in U. S. market Very healthy, specially for breakfast NUTRI-GRAIN: are cereal bars with whole grain oats, wheat, and fruit. WEAKNESSES In general does not taste as good as chocolate or Nutella Not unique 1. 4 Target Buyer or End User Situation Our target buyers will include, children between the ages of 4 and 13 and their parents, college students, and southerners and wealthy or successful Americans and elders. As Nutella 8 discussed in detail in the market segments and target analysis these groups will be target further buy their: ? ? ? Demographics Psychographics Lifestyles In addition their wants, needs, attitudes, and perceptions are define in detail in the market segments and target analysis in section five of this marketing plan. It is important to point out that many of our target consumer markets are growing in the U. S. Children between the ages of 4 and 13 make up over 6. 5 million of the U. S. population (www. census. gov). In addition, seniors are growing because of longer life span to a whopping 26 million of the U. S. population (www. census. gov). Nutella 9 1. 5 Product Situation So, how is Nutella doing presently? SALES Gross profit: 1,200,000 Net profit: 610,000 PROFITS Decline in profits from 1997 to 1998, from 1,346,189 to 1,392,000 TURNOVER RATE: 3. 3 percent Distribution trends and development Nutella is available on-line at www. nutellausa. com and www. yahoo. com amongst others. In addition, Nutellas web cite offers a store locator for U. S. consumers. Evidently Nutella is available at all major supermarkets nation wide. From our research, we discovered that Nutella is available in all major supermarkets in southern California and other major cities around the U. S. including: Food-for-less, Alberson’s, Vons, Ralphs, and Pavilions. Marketing spending history In recent years, Nutella has been getting increasing promotions. For example, currently, Kobe Bryant of the Los Angeles Lakers is featured on the Nutella jar with his favorite recipe. In addition, there is a contest to win season tickets to Lakers games. Moreover, in 1998 the â€Å"Got milk? † campaign gave away goodie bags containing of sample size products and inserts from various products including Nutella (www. dowjones. com/ptg. djnr). After the program, a research was conducted that revealed that Nutella â€Å"showed a 75 percent increase in product sale in participating stores during the sampling event, as well as a sustained 25 percent increase the month following the promotion† (www. dowjones. com/ptg. djnr). 1. 6 Distribution Situation DOMESTIC MARKET Risen by 2. percent Nutella 10 VOLUME Risen by 6. 7 percent GROWTH POTENTIAL ? Growth of sales volume is the result of growth of praline and snack divisions, as well as Estathe and Nutella products world wide, specifically in Europe (www. dowjones. com/story_clean). ? Great success of other Ferrero products in the U. S. yield a strong potential for growth of Ferrero company as a whole, as well as Nutella and its product extensions. ? So, Nutella bars and Nutella and peanut butter swirls have very strong potential to raising profits and market share for Ferrero in the U. S. Nutella 11 2. SWOT Analysis Summary 2. 1 Internal Analysis Summary 2. 2. 1. STRENGTHS ? Nutella has captured the European marketNutella is already the leading breakfast spread in Germany, and a popular after-school snack in France and Italy. Nutella is to Europeans what peanut butter is to Americansa tradition. Europeans love Nutella and have it with everything. It is widely available everywhere. However, Nutella has not been as popular in the US. ? Product is positioned as unique and of high-quality in taste and nutritionNutella is a very unique product in the U. S. and is of high quality. It has a one of the kind taste that is very delicious. There are not many chocolate hazelnut spreads from Europe available in the U. S. There are a few imitation brands, but Nutella is the original brand that has been available in the US for 15 years. Nutella is a high quality product with fine ingredients that offers nutrition as well as taste. ? Broad appeal to many market segmentsNutella appeals to a wide variety of people, not just specific segments. Most people like to have various spreads like: peanut butter, jam, chocolate, hazelnut, and banana, on their breads to add flavor. Nutella appeals to so many different segments ranging from children, to upper middle class mature adults. However, these different segments can be recognized and targeted differently because different groups react differently to different marketing mixes, promotions, and advertisements. Since Nutella appeals to so many people, they do not have to depend only on sales from a small market; there are many profitable opportunities. ? Variety of consumption methodsNutella can be eaten in a variety of ways on many different things- it can be eaten on bread, donuts, bagels, crackers, fruits, anything! There are several recipes that can be made from Nutella as well. It is a versatile spread put on anything that needs some Nutella 12 flavoring. It can be personalized to the way the consumer wants it. Therefore, the customer is more likely to be satisfied with the product. ? High company awareness from other popular brands (Tic Tac, Rocher)Many people already know about other brands that Ferrero makes like Tic Tacs, Kinder Surprise Eggs, and Rocher candy. Tic Tac is very popular in the US and advertised well on television. If Nutella is linked with Tic Tac somehow through price bundles or joint advertising, Nutella brand awareness can increase. Also, if one brand has a good name, it can have a good effect on another brand from that same company. 2. 2. 2. ? WEAKNESSES Low Nutella brand awareness in the USMany people do not even know what Nutella is in the US. Results from surveys taken at CSUN show that not many people are even aware of the product. The select few who have heard about it, do not really know much about it. If Nutella were better known more people would probably be willing to buy it. It should be advertised on Nutella 13 television and with coupons in supermarkets. Television ads would really increase awareness because there are so many Americans who watch television. ? Not advertised wellNutella has not been advertised well in the US. No advertisements of any type have been made besides the Kobe Bryant pictures on the jar. However, these Kobe Bryant ads don’t really help because people have to find Nutella first before they realize that Kobe Bryant is associated with it. There are a few ads in sports magazines, but this is only reaching a small portion of the US market. Nutella needs to be widely advertised with television commercials and in-store samples, promotions, and coupons. If Nutella is advertised better, sales will most likely increase because Americans will be more aware of the product. ? Higher price than peanut butter competitorsNutella is priced higher than its biggest competition in the US- peanut butter. Peanut butter is a long-standing tradition in the US, so Nutella should kept its price comparable to peanut butter. Many Americans will not pay more for Nutella over peanut butter unless they are convinced that Nutella is somehow better and of higher quality. If Nutella wants to keep their high price, they rally need to convince the American market that it is worth that price. Nutella must emphasize their uniqueness and high quality to the market. Buyers must become loyal to the Nutella brand, so that price does not matter because they must have the product. ? Not placed on shelf in eye-catching spotNutella is not really placed on the shelves in an eye-catching spot. It is placed right next to its biggest competition, peanut butter. This is not a good place for it to be shelved because most Americans would just buy peanut butter without even looking for Nutella. Also, Nutella is usually placed down low or in a spot not easy to find. If it paid stores to put it in a better spot, it would probably sell better. Maybe some coupons placed under it would attract buyers as well. Nutella 14 ? Americans perceive chocolate as being unhealthyFrom the CSUN poll, it was found that many people perceive Nutella as being unhealthy (please refer to Appendix for further data on survey). Since it contains cocoa, Americans think peanut butter is healthier. The thought of spreading chocolate on bread for breakfast every morning does not do much for many Americans. This is not a big part of their culture as it is in Europe. Nutella should advertise to the American market that their product is indeed healthy. The ingredients including skim milk and hazelnuts should be emphasized in the advertisements. 2. 2 2. 2. 1. ? External Analysis Summary OPPORTUNITIES Faster pace of life, less time to cookIt is currently the information age. The pace of life is much faster, especially in America compared to Europe. People have less time to cook in the morning, and want to make something that is quick. Nutella hazelnut spread solves this problem. All one has to do is spread it on bagels, bread, muffins, crackers, anything. It is fast and adds instant flavor to any breakfast. ? Internet usage has greatly increasedInternet usage keeps on increasing and computers are working their way into every aspect of business. Many companies sell products online in addition to their regular stores. This is a big opportunity for Nutella to increase awareness and advertising online. ? Americans watch many hours of TV per week- Nutella 15 When Americans watch television, they are exposed to many advertisements during commercial breaks. Most people find out about products from the ads they see on TV or hear on the radio. This is a big opportunity to advertise Nutella. If some television ads for Nutella are aired, the millions of TV viewers will see these ads and become aware of this product. ? American love of European trendsMany Americans love the European culture. European lifestyles and cultures are portrayed as cool in the media through magazines, TV shows, and European films. Nutella can be seen as a trendy European spread. Those who like Europe and all the things that go along with it should be targeted. Nutella 16 2. 2. 2. THREATS ? High competition from leading peanut butter brandsPeanut butter is a long-standing American tradition. Nutella can set itself apart from the competition with a more-for-more competitive advantage. This can be accomplished by emphasizing Nutella’s variety, quality, uniqueness, and personalization of spread on different foods ? Imitation chocolate spreadsNutella’s popularity has led to many imitation brands trying to outdo Nutella. Many of these brands, although imitations, are becoming threats. Some of these brands are doing well and are trying to get ahead of Nutella. Nutella must watch these competitors to make sure they don’t take over. ? Bad economic cycles / statesPeanut butter and spreads are generally shopping goods. Therefore, during times of economic downturn and recession people will not be as apt to buy peanut butter or special chocolate and hazelnut spreads. Instead, people will be concerned with first buying the necessities like water, fruits, meats, and soup. During economic downturns, advertising must be increased and reasons given as to why it is so important to buy this product. SUMMARY OF SWOT ANALYSIS INTERNAL EXTERNAL Strengths Opportunities S1: Nutella has captures European Market O1: Faster pace of life, less time to cook S2: Unique product with high quality in taste nutrition O2: Internet usage has greatly increased S3: Broad appeal to many market segments O3: Americans watch many hours of TV per week S4: Variety of consumption methods O4: Americans love of European trends S5: High company awareness Weaknesses Threats W1: Low Nutella brand awareness in U. S. T1: High competition from leading peanut butter brands W2: Not advertised well T2: Imitation chocolate spreads W3: Higher price than peanut butter competitors T3: Bad economic cycles / states W4: Not placed on shelf in eye-catching spot W5: Americans perception that chocolate is unhealthy Nutella 17 3. Issue Analysis 3. 1. Critical Success Factors Nutella has four main critical success factors: ? ? ? Establishing more brand awareness in the US with Nutella bars and Nutella and peanutbutter swirls Providing a high-quality product through its taste, and natural and nutritious ingredients Providing a product that is unique Proving a product that on versatile The combination of these three success factors will give Nutella a competitive advantage in the peanut butter and chocolate spread markets. Nutella must be positioned as it is- a highquality tasting and nutritious, unique product. Americans must be aware of Nutella and know that it is a special product that is worth paying a few extra dollars for. We want to emphasize Nutella as a product that is very unique with a taste unlike any other spread brands. Besides, many imitation brands do not even come close to the great blend of taste created by Nutella’s ingredients. Nutella is a unique product that has been around for many the early 1900’s. Thus, Nutella’s attributes will most likely increase sales and market share. Furthermore, Nutella can increase brand awareness in the U. S. with advertisements, and line and brand extensions. 3. 2 Alternatives To make its business even more successful, Nutella can choose from several strategies to implement. These include the following: Nutella 18 ? Market Development: Nutella must develop its American market. Although it has gained great popularity in Europe, many Americans still are not even aware of this product. A concentrated strategy can be used here to segment the American market into a few sub-segments that can be targeted individually. Different advertising themes can be used to appeal to different segments. ? Market Penetration: expand market share in current U. S. chocolate and peanut butter spread markets with radio and television ads, using Nutella promotions linked with other Ferrero brands, and gaining better shelf locations. ? Product Development: create two other types of Nutella line extensions: ? Nutella bars- for those with a busy lifestyle and who do not have much time to prepare meals ? Peanut butter-Nutella swirls and Nutella-peanut butter swirls- used as a transition product to gradually bring peanut butter users to try Nutella. ? First, Peanut butter-Nutella swirls (more peanut butter, less Nutella) will be marketed; then, Nutella-Peanut butter swirls. 3. 3 Evaluation of the Alternatives ? Concentrated market development: Segmenting the various groups of the American market with help Nutella focus its advertising on specific segments. This will have a more lasting impact and affect because the ads will relate more to the target groups. However, this will be more costly than mass marketing because it requires more time, research, and advertising money. Yet it may be worth the extra effort if it makes a more lasting impact on potential customers. Nutella 19 ? Penetrate: Creating and airing television and radio ads for Nutella will increase brand awareness to a great extent. Ads can be costly, but the increased awareness and sales will make up for it. Better, more noticeable helf locations and joint promotional efforts will also increase brand awareness and hopefully market share in turn. ? Product Line Extensions: Nutella bars will bring in an additional source of revenue and create awareness of the original Nutella spread. In addition, peanut butter-Nutella swirls and Nutella-peanut butter swirls will help the company gradually recruit new users from peanut butter spreads to chocolate spreads. The production of the se products is costly, but if awareness and profits increase as a result, and eventually these costs will be canceled out. 3. Recommendations In order to take advantage of the full potential of Nutella, we have decided to try four of the alternatives in the Unites States: Original Nutella chocolate-hazelnut spread, Peanut butter-Nutella swirls, Nutella-Peanut butter swirls, and Nutella bars. All of these three strategies will work well to: ? Increase market share ? Increase brand awareness ? Increase profits It should be noted that Peanut butter-Nutella swirls will be marketed first, then depending on interest and sale of product, we will introduce Nutella-peanut butter swirls about 4-6 Nutella 20 onths later, after which we will promote Original Nutella chocolate hazelnut to this segment (kids 4-13 year old and their parents) as well. Moreover, concentrated market development will increase brand awareness, which in turn can increase sales and market share. Penetration increases awa reness and Product development provides an additional way to gain extra revenue. Nutella 21 4. Marketing Goals and Objectives 4. 1 Nutella’s Mission Statement: Due to their great success in the European market, Ferrero is ready to introduce Nutella to all American people, from various backgrounds, ages, and lifestyles. At Fererro, our primary mission is to introduce Nutella to all people around the U. S. , as being a unique and of excellent quality in taste and ingredients. In addition, we want all Americans to gain confidence that Nutella- the original and most delicious chocolate hazelnut spread in the world- is the best choice for them. 4. 2 Market Definition Nutella- the original and supreme chocolate hazelnut spread in the world- will deliver taste, nutrition, versatility, and convieneince to the American breakfast tables. In addition, both the mission statement and the market definition for Nutella indicates Ferrero’s incentive to introduce itself to the U. S market as a unique product that will promise ultimate satisfaction and excellence to its buyers. 4. 3 Technological Changes Nutella 22 Since Nutella has been produced for many years in Italy where it was first originally made, Fererro the producer of Nutella has all the capabilities to meet the demand with the present facilities. However the fact that we are developing a new market, which is far from our origin, will change the way we’ll meet the demand in the U. S. Besides, the distance that exists between United State and Europe can cause a potential delay for distribution. Also the duration and time period that takes to manufacture the goods to the American market will most likely take a longer time period than needed. As a result, customers might not purchase Nutella products because it might not be available when wanted, which will hurt Nutella’s image and demand of potential customers. Hence, in order to prevent Nutella from these two possible threats, the following options will be concisely reviewed. Option one The first option is to build a factory in the U. S. Presently, Ferrero- the manufacturer of Nutella- produces some of its product in state of New Jersey. But still Nutella is shipped from Italy to Europe. Hence, if a factory is built, it can cut cost and help make the delivery Nutella faster. Although, the factory should be set up so it only meets 50 percent of expected future demand in the U. S. market. The reason for the limitation is to safeguard the investment of a new factory, so that incase of a loss or low demand, the damage won’t be so extreme. Option two The second option could be to improve our delivery as well as communication to our consumers. In order to achieve this alternative we need to improve our time efficiency cost to cost in the U. S. So, we will build a warehouse in five regions around the U. S. The Nutella 23 approximate location of each warehouse will in following cities: Los Angeles, Utah, Houston, Springfield, and New Jersey. Furthermore, a developed computer system will be connecting all of these warehouses to one another. This system will provide a place for inventory, and will serve as a warehouse for distributors and retailers. In addition, this system will be beneficial to distributors and retailers around the U. S. Moreover, this system will be beneficial to those distributors and retailers who have stores in different states, as it will help them receive shipments faster. To sum it up, this system will help us be more efficient and cost effective in distributing Nutella products. Nutella 24 4. 3 Financial Objectives Increase the overall sale by 35% within the first 12 months and 50 percent within the following two years. ? Ferrero will try to increase sale by 35 percent by 2003, and 50 percent by 2005. The first year increase in sales wont be affected by technological changes. ? Nutella’s annual sales has bee estimated to be 1. 2 million a year in U. S. market, which is relatively low compared to overall spreads in the U. S. Allocation of the required funds for our advertising campaign. ? Proctor and Gamble, the manufacturer of Jif Peanut butter spends several million on advertising for an establi shed name brand, which has accounted for its success. ? Accordingly, for Nutella, in order to create strong brand awareness, a similar size budget will be required. We estimate that we will spend approximately between 35-45 percent of our profits on advertising and promotions. Allocation for required funds for improving shipping and handling ? By comparing and contrasting the two options reviewed in section 4. 2, we conclude that the second option- which will help us achieve faster and effective delivery service- will help Nutella be distributed in a more efficient and cost effective way. ? This option will acquire, a great budget estimated to be about $1,368,000 annually for five warehouses. The chart below specifies the costs of 5 warehouses: Nutella 25 Estimated rent per 6000 square feet (Average 8000*12) Estimated direct labor cost [($1200 per month*4) *12] (Four required in each warehouse full time) Estimated administrative expenses (1600*12) Estimated utility Cost (700*12) Estimated Manager Salaries (2500*12) (One per warehouse) Estimated Office Secretary Salary [(15,00*12)*2] (2 per location) Estimated cost of lease truck [(15,000*12)*2] (Two per location) Miscellaneous Cost (800*12) Total Total for all five locations $ $ $ $ $ $ $ $ 96,000. 00 57,600. 00 19,200. 00 84,000. 00 30,000. 00 36,000. 00 16,800. 00 9,600. 00 $273,600 * 5) $ 273,600. 00 $ 1,368,000. 00 Nutella 26 5. Target Market and Positioning 5. 1 Market Segments and Target Analysis Breakfast market in the U. S. The breakfast market world wide consists generally of Jam, Marmalade, chocolate spread, lemon curd, sweet spreads (honey, syrup, and treacle), and peanut butter. To get the statistics for the U. S. market, we have multiplied each number by 50 per cent, since the U. S. generated 50 percent of sales in the world. Percentage up or down Jam Down 0. 05 % Marmalade Down 2% Chocolate Spread Up 5% Lemon Curd Down 1% Honey, Syrup, and Treacle Up 2. % Peanut butter Up 2. 5% Breakfast item Hence, it is evident from the table above that sale of chocolate spread is up by approximately 5% in the America. Accordingly this is an opportunity for Nutella: to become the leader and raise the sales of the Chocolate spread market. (www. dowjones. com/story_clean) Geographics, psychographics, and segmentation. Nutella 27 Target Market 4-13 year olds and their parents College students Income/class Middle-low class Generation Gen. X Echo Boomers NA Middle-low class Southern U. S. Wealthy/Successful Individuals And elders Middle-Upper class NA Benefits Quality Economic Pricing Convenience Convenience Speed Economic pricing Quality Uniqueness As shown in the table above the first target market, the 4-13 year olds and their parents, will generally be targeted toward middle and low class income families, generation X and echo boomers, and will offer benefits such as quality taste and ingredients, economic pricing, and convenience. Similarly, the college students will be targeted for behavioral variables such as convenience, speed, and economic pricing, as well as their income and lifestyle. Finally, the Southern U. S, and seniors along with middle and upper class individuals will be targeted because studies show that they are more likely to have breakfast (U. S. News World Report: 11/97). 5. 2 Target Market Extend the Nutella success to the U. S. Nutella 28 For the most part, Ferrero has captured the European market with Nutella hazelnut chocolate spread. Some of these countries include: Germany, France, and Italy. In general, Nutella has been marketed and has captured kids twelve and younger, as well as adults and teens. Like peanut butter is â€Å"America’s favorite,† Nutella is European’s choice. We propose a plan to expand the market segments from the European market to the United States market. Our goal is to make Nutella an all American Breakfast and convenient spread. Three market and three versions of Nutella Product line extension of Nutella will consist of: ? Original Nutella chocolate-hazelnut spread ? Peanut butter-Nutella swirls and Nutella-Peanut butter swirls ? Nutella bars Target market 4-13 year olds and parents College Students Nutella product Peanut butter-Nutella swirls Nutella-Peanut butter swirls Nutella bars Southerners and elders Original Nutella Wealthy/Successful individuals Chocolate-Hazelnut Children Between 4-13 And Their Parents Concisely, for the children between the ages of four and thirteen along with their parents we will propose a combination of Nutella and peanut butter spread swirls as a transition product. In a recent publishing by The Grocer, it has been detected that â€Å"sales of chocolate spreads and peanut butter [are] healthy, indicating greater parental indulgence in children’s products† (lexis-nexis. com/universe). Thus, with the Nutella swirls we will attempt to offer this group something similar to their traditional â€Å"American† spread (peanut butter). As a result, we predict that this group will like the Nutella chocolate and peanut butter swirls so much, that they will eventually go for a Jar of original Nutella hazelnut spread instead of a jar of peanut butter or Nutella and peanut butter swirls. Nutella 29 College Students Similarly, for the college students, we will propose the Nutella bars. Since most college students are busy and don’t have much time to cook breakfast, Nutella bars will be a great alternative. It is made especially for people on the go who want to have a quick breakfast. Southerners and Wealthy/Successful People and elders Finally, we will target wealthy and or successful individuals along with southern Americans. Statistics show that this group is more likely to eat breakfast (U. S. News 1997). Thus, It is evident that this group has the time and money to have a traditional breakfast. Hence, we will attempt to encourage this group to try and buy original Nutella chocolatehazelnut spread since they can afford the higher price. Also, it is important to point out that elders (seniors) are living longer, and consuming luxury or shopping goods, which Nutella fits into. Nutella 30 5. 3 Positioning Differentiation strategy approach In trying to implement our plan, we will take a differentiation strategy approach. Not only is the maker of Nutella, Ferrero a well-known and top company world wide, it is especially regarded for its prestige and line of fine products, such as Rocher, Tic Tac’s, and Kinder- eggs. Similarly, Nutella’s position is based on its: ? Uniqueness ? Excellence in quality through our ? Great taste Notoriousness ? Convenience and Versatility In addition, the different lines of Nutella: including the original Nutella-chocolate hazelnut spread, the Nutella and peanut butter swirls, and the Nutella bar appeal and meet the specific wants of each market segment. Furthermore, we predict that Nutella will be a chocolate spread market leader in the United States as it has been in Europe. F urthermore, to paint a more clear picture we have demonstrated Nutella’s position as compared with Twist and Peanut butter on various characteristics. Nutella 1 Nutella=red V= Versatile Twist=blue U= Uniqueness Peanut butter=green N=Nutritious D= Delicious Fig B-1 UV NUTTELA TWIST PEANUT BUTTER Fig B-1 When we compare Nutella with twist and Peanut Butter we will position Nutella as a more versatile and more unique product compare with its competitor U V Fig B-2 TWIST NUTTELA PEANUT BUTTER N Fig B-2 Since Nutella has been positioned as a more nutritious product compare to its competitors. In here we place Nutella higher compare to Twist and Peanut Butter Nutella 32 V Fig B-3 TWIST NUTTELA PEANUT BUTTER D Fig B-3 This Graph shows Nutella as a more versatile product compare to its competitors twist and peanut butter. Also Nutella has been proved to be more delicious and for this reason we place Nutella in a higher place. Nutella 33 6. Marketing Mix 6. 1 Product Mix Nutella provides â€Å"The Ultimate Chocolate Experience† by offering a hazelnut spread that can be eaten with a variety of foods and enjoyed any time of the day. The combination of roasted hazelnut, skim milk and cocoa create a creamy, chocolaty taste with a hint of that roasted nut flavor that will delight your taste buds as you enjoy each delicious mouthful. Nutella will use its company name Ferrero to launch our new product development plans for Original Nutella chocolate hazelnut Spread, Peanut butter-Nutella swirls, NutellaPeanut butter Swirls, and Nutella Bars. Nutella will capitalize on its company name to promote brand awareness. Original Nutella chocolate hazelnut is a delicious creamy chocolaty hazelnut spread that can be eaten with a variety of foods and enjoyed any time of the day. Peanut butter-Nutella swirls and Nutella-peanut butter swirls are delicious peanut butter spread with creamy Nutella swirls. Nutella Bars are delicious for an on-the-go meal or an easy after-school snack. Packaging Nutella 34 ? Sales Task: Our promotional trial pack will be shaped like a squirrel. The squirrel shaped design will attract consumer attention. The jar attracts children to purchase the product because of its unique characteristic. The dispensing method for this package is more convenient and cleaner than the traditional jar shape attracting more sales revenue. ? Competitive advantages: Our jar will be 5% larger than our competition spread jars that are traditionally 18ozs. The larger jar will give our company a competitive edge by attracting American consumers that believe that â€Å"bigger is better. (please note that this alternative will be looked into in the future; 3 year or more) ? Product safety: Our Company, like many others will support the benefits of our packaging to consumers directly and even initiate recycling programs to save the environment. Not only is this packaging more environmentally responsible, it also provides economic and distribution advantages. To this means we have been continually reworking our packaging for better corporate identity, providing a more attractive package, a very important ingredient in the food industry. 6. 2 Pricing Mix Pricing strategy for various products ? Nutella original chocolate hazelnut will set its prices so that it can achieve product quality leadership above its competitors. Price says a lot about our product. Their Nutella 35 higher prices will give the illusion that their product is worth more. We are not afraid of establishing premium pricing for a premium product. o Its price is on average $3. 99-$4. 29 ? Peanut butter-Nutella swirls and Nutella peanut butter swirls will be priced below the industry average for the spreads market. Although we will make money off the Nutella Swirls, we consider this a â€Å"Loss Leader† strategy. Whereby unique product taste and quality will make customer curious and attracted to our additional product lines. o These products will be price similar to Peanut butter prices: between $1. 99 and $2. 95 ? Nutella Bars will be priced competitively. Even though we are subject to some impulse buying, we can provide a product to be resold at a generous mark-up for our dealers, while still providing a satisfactory experience for the customer. o At a retail range of $2. 79 to $3. 05 per box of (6-8) Nutella Bars, we cover the mid-to-upper price range of the breakfast market, while roviding a 33% margin for the dealers. 6. 3 Promotion Mix Sales promotions and public relations Sales promotions and public relations strategies will work together to inform customers of new products, to encourage an image of community involvement, and to limit environmental impact. Nutella will spend close to half a million dollars to build brand awareness and a loyal customer base. Marketing efforts will be f ocused on the target market, and the campaign will Nutella 36 run the entirety of 2001-2003, increasing roughly 35 percent per year to match interested sales revenue. The marketing budget will consistently equal almost 35-45 percent of sales. Advertising We will differentiate Nutella from imitation brands through aggressive advertising and promotional campaigns that demonstrate our unique quality taste, ingredients, as well as convenience, versatility and commitment. The advertising strategy Nutella will consist of advertising in the following media: ? ? Radio: Our ads will be concentrated strongly on the city’s top radio station among our target market segments. We will run regular ads to create brand awareness. Television: Through commercial repetition, a teaser campaign, and the use of catchy phrases, we hope to obtain intellectual ownership of our target market segments: when they think of a delicious and nutritious breakfast food they’ll have to think of Nutella. ? ? ? Newspaper: Sunday News, Daily Times Magazines: Highlights, People, Times, and various cooking magazines. Direct Mail: Flyers sent to mailing list The initial media blitz will be allocated as 10% radio, 45% television, 25% newspaper, 15% magazines, and 5% direct mail. These expenders will be based n 35-45 percent of total sales for the first two years, and then reduced to 25-35 percent of total sales thereafter. Sales promotional advertising ? Samples: Nutella samples will be handed out in grocery stores to introduce new product line. The samples will be accompanied with a â€Å"bounce-back offer† using a buy one get one free offer that promotes the customer to make an after sample purchase. ? Coupons: Accordi ng to a survey published by Dartnell Corporation â€Å"customers clipped 4. 8 billion coupons last year with an average face value of 70 cents, for a total savings Nutella 37 of 3. 4 billion dollars. † Coupons will stimulate sales of Nutella and promote early trial of our new products. ? Point-of-Purchase (POP) promotion: Our Company will offer a five-foot high cardboard display of Nutella next to Nutella spreads. Our company will offer a variety of POP materials, tying them in with television and print messages, and offering to set them up. ? Allowance: Promotional money will be offered to persuade resellers to carry our brand, give it eye-catching shelf space, promote it in advertising, and push it to customers. Currently Nutella is placed on the very top shelves and not in the center shelves where is about eye-level. Public Relations ? Press relations or press agentry: we will spend some of our Television advertising budget to have Nutella and its products be marketed in the news media to attract Americans to trying Nutella and its extensions. ? Investor relations: we hope to maintain and gain relationships with shareholders and others in the financial community. In addition, we will look into offering stock to the U. S. arket exchange (currently Ferrero/Nutella only trades in the European market). ? In the future (5 years or more) we will consider building brand awareness through our Nutella Cafe, leading greater word of mouth marketing. Nutella Cafe will implement a pull strategy in order to build consumer awareness and demand. Nutella Cafe has budgeted $6,000 for promotional efforts that will include advertising with coupons in local publications to attract consumers to Cafe shops. Nutel la 38 6. 4 Place Mix Distribution Strategy for retailers Our Company will use intensive distribution. It is a very popular breakfast in European countries, such as Italy, France, and Germany. (1) Do you think you would try this product? (Yes or No) (1a) Why or Why not? Please specify: (2) What do you usually have for breakfast? a. Creal b. Peanut butter c. Cream cheese d. Other, Please specify: (3) How old are you? a. 18-28 b. 29-38 c. 39-49 d. 50 or older Nutella ? ? ? ? The survey was given at California State University, Northridge, and so it applies primarily to 18 to 28 year olds. 100 people were surveyed: 26 of which had heard of Nutella, and 74 whom had not heard of Nutella. There were two sets of surveys one for the people who have heard of Nutella and one for the people who have not heard of Nutella. These charts briefly summarize the results. People who knew what Nutella was: How old are you? 18-28 29-38 39-49 50 or older 100% 0% 0% 0% How often do you buy Nutella? Regularly Often Rarely 0% 4% 96% If you dont buy and eat Nutella Too expensive Dont like it Cant find it easily Not motivated on regular basis, why not? 33% 11% 11% 44% Can you find Nutella easily in supermarkets? Yes No 55% 45% What do you eat usually for breakfast? Cereal Peanut butter Cream cheese Other 44% 11% 11% 44%

10 Ser Conjugation Charts For Every Tense in Spanish

10 Ser Conjugation Charts For Every Tense in Spanish SAT / ACT Prep Online Guides and Tips One of the hardest parts of learning a romance language- especially one like Spanish- is verb conjugation. In Spanish, the way a verb is conjugated depends on a number of factors, including the subject, the verb tense, and the purpose of the sentence itself. That means that there are actually many versions of each verb, all of which mean something slightly different. And because so much of understanding Spanish revolves around verbs, it’s an important (though pretty confusing) part of learning Spanish as a second language. If you’re taking the AP Spanish exam, ser is one of the most critical verbs that you need to know- and know how to conjugate. Unfortunately, the conjugations for ser can be pretty tricky. But we’re here to help. In this article, we’ll give you every possible verb conjugation for the Spanish verb ser, which means â€Å"to be.† We’ll even give you a quick rundown on what ser means and when to use it! So†¦  ¡si estan listos, vamos! It's time to do like Dora and "Come on, vamanos!"Loren Javier/Flickr Every Single Ser Conjugation Chart We’ve broken down every conjugation of ser by verb tense and form! Scroll down until you see the heading for the verb tense you need, then check out the corresponding chart below. Present Indicative Yo soy Nosotros somos Tà º eres Vosotros sois Usted/El/Ella es Ustedes/Ellos/Ellas son Imperfect Indicative Yo era Nosotros à ©ramos Tà º eras Vosotros erais Usted/El/Ella era Ustedes/Ellos/Ellas eran Preterite Indicative Yo fui Nosotros fuimos Tà º fuiste Vosotros fuisteis Usted/El/Ella fue Ustedes/Ellos/Ellas fueron Future Indicative Yo serà © Nosotros seremos Tà º sers Vosotros serà ©is Usted/El/Ella ser Ustedes/Ellos/Ellas sern Conditional Yo serà ­a Nosotros serà ­amos Tà º serà ­as Vosotros serà ­ais Usted/El/Ella serà ­a Ustedes/Ellos/Ellas serà ­an Present Subjunctive Yo sea Nosotros seamos Tà º seas Vosotros seis Usted/El/Ella sea Ustedes/Ellos/Ellas sean Imperative or Command Yo - - Nosotros seamos Tà º sà © Vosotros sed Usted/El/Ella sea Ustedes/Ellos/Ellas sean Imperfect Subjunctive Note that there are two conjugations for the imperfect subjunctive. In Spanish, these conjugation forms can be used interchangeably! Yo fuera Nosotros fuà ©ramos Tà º fueras Vosotros fuerais Usted/El/Ella fuera Ustedes/Ellos/Ellas fueran Yo fuese Nosotros fuà ©semos Tà º fueses Vosotros fueseis Usted/El/Ella fuese Ustedes/Ellos/Ellas fuesen All Perfect Tenses A quick note: there are multiple perfect tenses, including the pluperfect, preterite perfect, future perfect, conditional perfect, and present perfect subjunctive, and pluperfect subjunctive. When using these forms, the construction is always as follows: Conjugation of haber + sido You’ll conjugate haber in whatever form accompanies the perfect tense. For example, if you’re using the future perfect, you’ll conjugate haber in future tense! Yo sido Nosotros sido Tà º sido Vosotros sido Usted/El/Ella sido Ustedes/Ellos/Ellas sido Dad joke of the day: "Ser" means "to be," not "two bees" Meaning and Usage of Ser As we mentioned earlier, ser means â€Å"to be† in Spanish. But if you’re studying Spanish, you know that there’s a second verb that means â€Å"to be† as well: estar. (We’ll talk about estar in another article, so you don’t need to worry about it now.) Additionally, ser is an irregular verb. That means it doesn’t follow the normal patterns of conjugations that a regular verb- ike hablar (to speak) or vivir (to live)- do. Unfortunately, there’s no easy tip, trick, or formula to help you nail the ser conjugation each and every time. The only way to make sure you know the ser conjugations is to memorize them. So how do you know when to use ser? In general, ser is used to talk about what something is. You can think of ser as a way to talk about a thing’s permanent state or a set of characteristics that don’t change. To show you how this works, here are examples of situations that require you to use ser: Time and Date If you’re talking about a specific time (on a clock) or calendar date, you should use ser. Example: Hoy es Martes.Today is Tuesday. Example: Son las dos. It’s two o’clock. Place of Origin and Nationality Whenever you’re talking about someone’s home country, state, or where they were born, use a ser conjugation. Example: Claudio es puertorriqueà ±o. Claudio is Puerto Rican. Example: El es de Alemania.He is from Germany. Occupation or Profession Use the appropriate version of ser when speaking about a person’s job, profession, or occupation. Example: Mi abuela era doctora en Chile. My grandmother was a doctor in Chile. Example: Adela es arquitecta.Adela is an architect. Religious or Political Affiliation Use ser when you’re talking about someone’s religion or the political party they belong to. Example: El presidente de los estados unidos es republicano. The president of the United States is Republican. Example: Martin es un cristiano, entonces à ©l quiere ir a una colegio cristiano.Martin is a Christian, so he wants to go to a Christian college. What Something Is Made Of When describing what something is made of, use ser. If you’re discussing how something is made, you’ll need to use a verb like hacer (to make) instead. Example: La bicicleta es de metal. The bicycle is made of metal. Example: Los boletos son de papel.The tickets are made of paper. Possession When you’re talking about what something belongs to, use ser. This is how you indicate ownership! Example: Mitzi es la perra de Miguel. Mitzi is Miguel’s dog. Example: Esos libros fueron del seà ±or Villareal.Those books belonged to Mr. Villareal. Permanent Relationships of One Person to Another Use ser to indicate how people are related to one another. Example: Ella es la amiga de Laura. She is Laura’s friend Example: Seà ±ora Mariz es la mam de Juan.Mrs. Mariz is Juan’s mother. Where an Event Is Taking Place Use a ser conjugation to talk about the time and location of a specific event. Example: La conferencia es a las siete en la noche. The conference is at seven p.m. Example: La pasada copa del mundo fue en Rusia.The last World Cup was in Russia. Essential Characteristics of People and Things When deciding between ser and estar to talk about characteristics, use ser when you’re talking about permanent, unchanging, and/or essential traits of a person or item. Example: Colombia es un paà ­s grande. Colombia is a big country. Example: Josà © y Clara son amables.Josà © and Clara are friendly. Generalizations If you’re talking in large generalities, use a ser conjugation. Example: La prueba fue muy difà ­cil. The test was very difficult. Example:  ¡Es fabuloso viajar!It’s fabulous to travel! What's Next? If you’re preparing for the AP Spanish exam, that’s great! You might also look into other classes that offer AP exams in order to maximize your college credit and weighted GPA. Wondering what a good AP score is for the AP Spanish exam? Here’s a list of the average AP scores for every AP test! One of the tricky bits about AP tests is that it’s hard to know when to start studying for them. You’re taking the AP class, after all! Here’s a handy guide to help you figure out the best time to start studying for the AP Spanish test on your own. (Spoiler alert: you do have to study for AP tests outside of the classroom, too!)

The creation of Clinical pathologic coorelation Research Paper

The creation of Clinical pathologic coorelation - Research Paper Example Neoplasms result from misfolded protein accumulation in the cells cycle, which have the consequential effect of altering clinical characteristics (Wiebe et al. 1158) Why spend time reading relevant clinical history? The determination of the nature and cause of patient’s illness by a health practitioner is called diagnosis. This diagnosis is based on evaluating the patient’s symptoms, the physical findings, and the results of various laboratory tests, together with other diagnostic procedures. Once a diagnosis is reached, a prognosis could be offered, and that would establish the most suitable course of treatment, which serves the patient’s best interest. In pathologic diagnosis, pathologists serve as consultants to the physician. They work with all other medical specialists, using the tools of laboratory medicine to provide information that is essential to problem solving in clinical practice, by interpreting fast and accurate results. In addition, because of the new and highly complex tests increasing in recent years, clinicians rely more on the pathologists to give a comprehensive diagnosis that would enable them to develop an optimal plan of treatment. However, pathologists’ first responsibility is toward the patient. Thus, the importance of clinical information and pathological correlation is highly emphasized and recommended. The emphasis and recommendation stem from the fact that the latter deals with the study of biological recesses with abnormal traits such as infectious diseases, hormone sites, disease manifestation, and exhibited patterns. Therefore, the clinical history is an imperative tool in the evaluation process; it aligns with cytomorphologic features and other molecular findings. Unfortunately, Clinicians and surgeons do not understand the subjectivity of microscopic diagnosis, and it gets more meaningful only when the pathologists are fully informed and cognizant of

Compare and contrast the societies of Mesoamerica and the Eastern Assignment

Compare and contrast the societies of Mesoamerica and the Eastern Woodlands in 1491 - Assignment Example Women did not participate in building homes but assisted in working in the fields. The Eastern Woodland Indians were mainly hunters and gatherers2. The natives mostly spoke Algonquin or Iroquois. The Mesoamerican Indians were inhabitants of Mexico and Northern Central America. The main tribes were Mayans, Olmec, Amazonians, and Peruvians. They lived in caves and other structures curved out of stone. Mesoamerican Indians were the first to cultivate corn, potatoes, varieties of beans, squash, pumpkins, tomatoes, chocolate, rubber, cotton and tobacco. The Indians in Mexico developed corn by a breeding process so sophisticated that the journal of science described it as â€Å"mans first and perhaps the greatest feat at genetic engineering†. The natives made different discoveries based on different experiences and ways of life. The Mesoamerican and Eastern Woodland Indians had occupied different parts of America with the eastern Indians occupying the rain forest. Due to this woodland Indians discovered different uses for wood. They made hunting tools, houses, canoes and cooking utensils. The natives who lived near water bodies used the canoes for transport. The Mesoamericans mainly used tools curved out of stone for example, farming tools that were curved out of stone. Both inhabitants practiced farming for food, but they practiced it differently. The Eastern Woodland Indians cleared the forest in order to create more space for farming or when the land got exhausted while the Mesoamericans specifically the Amazonian Indians learned how to farm in the rain forest without destroying it, a process scientists are studying today in the hope of regaining this lost knowledge. The Mesoamericans were very advanced in agriculture. The Native Indians are said to have been the ‘mother of civilization.’ The Mesoamerican Indians having secured their food supply, turned to intellectual pursuits. They invented their own writing, astronomy

Clinical experience

Clinical experience Describe an example of communication from your recent clinical experience and discuss the factors that contributed to its outcome â€Å"Most people have felt anger and helplessness at not being listened to when saying something important. Also the intense frustration of being misunderstood† Ellis, RB. (2003). Defining Communication. In: Ellis, RB, Gates, B, Kenworthy, NInterpersonal Communication in Nursing. 2nd ed. London: Churchill Livingstone. p3. All names in this text have been changed, to respect the confidentiality of the patient and other healthcare professionals (NMC 2002). I have recently been on 7 week placement in a nursing home for the elderly. It was a residential home but also had a small dementia unit in which patients with mental health problems were taken care of. This experience has taught me that communicating with elderly patients with dementia can be extremely difficult due to their loss of memory, language skills, lack of attention and general disorientation. In certain circumstances although the patients indicated that they wanted my attention I found it hard to understand what they wanted due to these communication barriers. In my essay I begin by outlining what dementia is, what communication is and how important verbal and non verbal communication is to sufferers of dementia. Currently in the UK it is estimated that 700,000 people are suffering from dementia (BBC statistics) Dementia is a condition that is connected with an ongoing declineof the brain and itsabilities. It is generally caused by damage to the structure of the brain and is most common in people over the age of 65. Thinking, language, memory, understanding, and judgement are all affected in someone who has Dementia. Sufferers may also have problems in controlling their emotions andbehaviour when in social situations. Due to this their personalities may appear to change. There are 4 kinds of dementia. Alzheimers disease, Vascular dementia, Dementia with Lewy bodies and Front or temporal dementia. These 4 kinds were all present in patients in the dementia unit, where I spent 7 weeks; however I will be concentrating on Alzheimers. Communication is commonly defined as the imparting or interchange of thoughts, opinions, or information by speech, writing, or signs. Although there is such a thing as one-way communication, communication is normally a two-way process in which there is an exchange and progression of thoughts, feelings or ideas towards a mutually accepted goal or understanding. Communication is a process whereby information is imparted by a sender to a receiver via some medium. The receiver then decodes the message and gives the sender a feedback. All forms of communication require a sender, a message, and a receiver. Therefore communication requires a common medium. There are auditory means, such as speech, song, and tone of voice, and there are nonverbal means, such as body language, sign language, touch, eye contact, and writing. (Unknown Author (2000).Communication.Available: http://en.wikipedia.org/wiki/Communication#Communication_Modeling . Last accessed 2 Jan 2010) All forms of communication verbal and non are used by a healthcare worker. With dementia sufferers, good non verbal communication is essential. (Argyle, 1978) believes that non verbal communication can have five times as much effect on a persons understanding of a message compared to the verbal communication at the time. Chomsky calls the act of speech (verbal communication) ‘performance and the knowledge of the language ‘competence. People perform the complexity of speech daily but have no real knowledge of why or how they came to be able to. Speech allows us to hold conversations, ask question, give instructions, hide the truth, build routines and most importantly talk about interactions in which we are involved (Argyle, 1978). Berlo has produced the following model of communication. It is stated below, taken from Berlo, D.K ( 1960) The Process of Communication: an introduction to the theory and practice. New York. Holt, Rinehart and Winston. Berlo believed that the most valuable tool for successful communication is in the relationship between the communicator, known as the Encoder or Source, and the listener, known as the Receiver or Decoder. He believed that common factors must exist between the encoder and decoder for successful communication to occur; as well as an agreed format of communication, known as a Channel. Berlos SMCR model describes the communication process into four components: Source, Message, Channel and Reciever. Berlo states that the source and receiver must share the same set of fundamentals in order to have successful communication. He argues that the way people communicate relate to their position within the socio†cultural system whether they are educated or non†educated, wealthy or poor. He claims that it is these factors that affect both Source and Receiver and in turn, affect the communication process. Both Source and Receiver have to possess the following elements: Communication skills: Both Source and Receiver have to use the same language or code in order to converse. They also have to share the same usage of signs, words and imagery. Berlo states that there are five verbal communication skills that fall under this category. The first four are taken from the Shannon†Weaver model; two encoding skills being speaking and writing and two decoding skills listening and reading. The fifth skill is the most crucial as it relates to thought and reasoning. Take for instance a highly skilled linguist who is fluent in numerous languages. As the linguist travels abroad, he succeeds in speaking and communicating with the natives of the country but fails to comprehend the codes of etiquette or gestures. In doing so, the receivers opinion of the source alters whilst the source is unaware of this mishap; resulting in a changed relationship between the two. Good communication skills are extremely important for health workers. It is essential for a healthcare worker to understand a patients needs and individual requirements in order to ensure best care and patient well being and to ensure that the patient feels respected, valued and is treated with dignity. All of these considerations contribute to patient care. If a patient cannot be understood properly it is very hard to give appropriate care. If there is good communication between a patient and healthcare worker, it will also ease the patients anxiety. Research has shown that patients are at risk of high levels of anxiety and frustration if communicative attempts are unsuccessful. (Finkee, Erin HMS 2008). Communication helps the carer and patient get to know each other better, it helps them to bond which usually results in the patient feeling able to express what makes them happy or upset, what foods they like and more importantly any problems they are experiencing. A good bond can be hard to achieve with a patient with dementia as short term memory is often lacking so previous conversations can be forgotten. Approach towards patients with dementia is very important, facial expressions, tone of voice, uniform and how we present ourselves can say a lot about us and our attitude to the patient. When communicating with the elderly residents if I were to raise my voice in an aggressive way they may feel threatened and scared by me, but if I speak to them in a pleasant tone of voice the then the resident is more likely to feel at ease around me. Eye contact was very important particularly when trying to engage a disorientated patient. I could then start gaining trust and understanding between myself and the resident. When a patient has dementia they cant speak by the final stage. Closed questions are usually more effective by this stage. There are 2 types of questions, open and closed. Open questions leave the answer open to respond with a lot of information or a little. Closed questions are those that a patient has nod or shake their head to or use other body parts such as thumbs up or down. Closed questions such like Are you okay?†, Are you hungry?† allowed the patient to communicate with us without having to construct a sentence. These types of closed questions are a type of non verbal communication.(Berlos communication channel) It was often very difficult to use verbal communication with Alzheimers patients because there short term memory is limited so they quickly lost the thread of the conversation. Nevertheless it is essential to communicate with dementia sufferers in order not only to care for them but to provide comfort and reduce the fear and isolation associated with the disease. On several occasions during the placement I drew on the communication skills I had learned from caring for very young relatives such as my younger brothers. Using games and closed questions to engage them, opening discussions on items around them which were precious to them such as photos or ornaments. Allowing them to discuss the game or object. However I was careful never to push them to recall memories as this may have caused them distress especially if they could not remember such things as where they were born. (In Berlos model I was trying to ensure a common channel) Even using closed questions one sometimes had to explore further than one answer. I witnessed a female patient who was obviously agitated. When questioned she indicated that yes she would like to go to the toilet. When the duty nurse attempted to assist her she became severely distressed to the point of hysteria. Even after she had been to the toilet she remained upset. After some time it became apparent through much questioning that although she needed assistance she had not wanted it from the male duty nurse. Bearing in mind the fact that the patient was a very elderly female who may have been raised with certain attitudes to propriety this incident could have been avoided with more effective communication. (This appears to be an incompatability between the codes of te two individuals making communication impossible. The nurse understood the language of the lady in that she wanted the toilet but did understand the cose/ etiquette of her upbringing) According to Argyle (1990) in a conversation, words make up only 7% of a message; tone, tempo and syntax make up to 38% and body language makes up to 35%. Non verbal communication can be expressed by our facial movements, gaze and eye contact, gesture and body movement, body posture and body contact, use of space and time and how we dress. (Henley 1977) states that how powerful we feel in an interaction can be expressed non- verbally. Our unspoken communication can be shown through our body language. Touching patients can be an essential tool for a nurse. It can offer support and understanding, comfort and security. It adds extra meaning to the spoken word. Often a patient would simply ask me to sit or stand with them or hold their hand. Although this seemed a very simple form of care it was often very emotional for me but seemed to be of benefit to the patient. I have wondered if at such moments the patients were feeling disorientated and the simple act of someone trustworthy being close seemed to help reduce their anxiety for a short while. It was my experience that a smile when appropriate often initiated an attempt to communicate. Macleod and Clark (1991) suggest that most touch between nurses and elderly patients is related to practical procedures, fulfilling a practical rather than an emotional purpose. However i found this not to be true, as i mentioned often i patient would just want you to hold there hand for emotional comfort. Care workers are not always able to spend as much time with individual patients as they would like. This on occasion led to a mismatch between verbal and non-verbal communication. Patients got upset with care workers who although they were carrying out a helpful task looked tired or impatient possibly because of their workload but not because they didnt care. Some patients would like care workers to sit with them during meal times but this could not always be done and on occasion such patients did not eat their meal. It is well recognised that giving nurses the time to listen and be attentive assist patient well-being. Contrary to this were the occasions when patients refused to eat or drink either because they did not want to eat or drink or because they were neither hungry nor thirsty or they did not like the food or drink. These opinions were communicated non-verbally by patients refusing to open their mouth, spitting food out. The inability to explain verbally was a significant barrier to communication. Staff in turn needed to ensure that their verbal and non-verbal communication did not cause further barriers e.g. impatient tone of voice, facial expression or body language. Where patients could communicate verbally barriers still existed to ensuring full understanding especially where lack of concentration was a concern. Background noises, e.g. loud radios or televisions, people around talking as well as us, this can confuse and provide distraction patients. Turning the television down whilst having a conversation with a patient can help. Speaking clearly in a language, style or accent understood by the patient improves verbal communication. Speaking clearly and giving simple instructions also helps patients understanding but listening is by far the most important verbal communication in understanding patients needs. It is important to learn patients names and use them. This helps attract and hold patients attention and more importantly identifies them as an individual with individual needs and not simply a patient. Working in the dementia unit was very emotional. Patients were often distressed and unhappy and seldom happy. Regardless the patients were welcoming and often keen to engage on differing levels. I endeavoured to maintain a positive attitude and outward appearance, to listen and be aware of my own body language. Although I endeavoured to show empathy rather than sympathy it is impossible to really understand how terrible it must be to lose our communication skills so dramatically but most nurses make every effort to ensure maximum two way communication with patients, utilising different means of communication. A nurse can also ensure that she/he obtains a full understanding of the problems dementia sufferers face and guidance on professional best practice. The following case study from my recent clinical experience illustrates communication and the factors that contributed to its outcome. Mr. Jones was brought to the nursing home by his son. He is 88 and has suffered from dementia for a number of years but in the past year Alzheimers has progressed fairly quickly and the need for round the clock care has left his son unable to care for him. Mr Joness symptoms include major confusion, withdrawal from society, delusions and extreme mood swings, he often gets extremely angry. He needs carers for certain normal activities essential for daily living such as finding the toilet, helping him on with his clothes and generally watching over his throughout the day. Some of his needs may also be due to his age; he has problems with his mobility so needs a carer for that not just due to the Alzheimers. My mentor asked me to spend some time with Mr Jones, talking to him and trying to build up a rapport with him. The day before my mentor had given me some leaflets on the subject of dementia and Alzheimers to prepare me and give me a better understanding. When I first sat down with Mr Jones he just seemed like a ‘normal elderly gentleman of fine health for his age, however as I began speaking to him I found quickly how advanced his Alzheimers was. It was quite upsetting for me as I had never been in that situation before. Within the first 20 minutes of speaking to Mr. Jones he had asked me the same question and we had the same conversation around 5 times. I found this rather awkward as I was unsure whether to continue with the repetitive conversation or try to change the subject as I was not sure if either of these would cause Mr. Jones to become distressed. I decided to continue to listen to Mr Jones showing interest in his conversation. Eventually Mr Jones was able to extend that particular conversation little by little telling more of the story. Mr Jones mentioned to me that he was the homes Gardener. Confused by this I went to my mentor who assured me that this was a delusion he had thought was real since his son moved him into the home and to just ‘leave him to it. I was not able to speak to a dementia expert on the subject but I did wonder if this ‘delusion was an expression of a proud mans need to be independent and a provider. Perhaps it was a coping technique at the thought of being put into a home. I therefore chose to discuss gardening with Mr. Jones. I was very careful not to ask any questions about the particular gardening he did at the home for fear of causing embarrassment or confusion. During these conversations one would not have known that they were based on a delusion and Mr Jones remained calm at all times. I found that after the first week of my working there Mr Jones recognised my face, he still continued to ask me the same questions such as ‘where do you live?, ‘do you know my son? and tell me about his gardening job but he would remember by name. The outcome of listening and being attentive during our conversations had enabled Mr Jones to remember my face and in time he might have associated my name with my face. Would this have provided some sense of continuity in his life? The thing that worried me the most however was that Mr Jones would ask me when he was going to get his pay cheque. The other staff told me to tell him ‘next week. I found this shocking and an insufficient answer. I felt that if I did as the other staff told me this would just reinforce the delusion and so I when he asked me the next time I told him the truth. This however made him very distressed and upset. The NMC (2002) advises that we must not add extra stress or discomfort to a patient by our actions. I should have asked my mentor for an explanation of her advice. I have now read further on the subject of dementia and by telling him ‘next week it allowed him to stop worrying about it at that time and enabled us to change the subject to one we could communicate about or to engage in an activity such as a board game. Telling him ‘next week was using his short term memory to prevent distress. This experience has shown me that I have lack of knowledge in my communication skills; I had focussed too much on my morals and worry that I was being untruthful with him when infact perhaps reinforcing his view would have caused him less displeasure. I had not considered his other needs like his wishes or desires and I had not gathered enough personal information about him beforehand to know this maybe he liked gardening.( It would appear that we (Mr Jones the source and me the encoder were speaking the same language but were not on the same cultural channel which led to poor communication in that neither of us understood the others message) This experience was very frustrating and upsetting and highlighted the need for me to improve my communication skills and ensure better understanding of patients conditions and needs before attempting anything more than basic needs communication e.g. are you hungry? I tried not to communicate my frustration, lack of understanding and emotional distress to Mr. Jones by being attentive, asking appropriate questions and using open, non agitated body language ( promoting empathy in the form of my own body language to promote active listening (Egan 2002) until the moment he became distressed at which point I did not have the necessary communication skills to deal with the situation positively I should have allowed more time to understand what Mr. Jones was thinking and feeling by maybe asking him calm questions such as do you know where you are, how long have you been here? And perhaps he would have come to a gradual realisation by himself. I now realise that my concerns about the value of truth (truth is always the best policy) were not compatible with his care needs. when taking into account Berlos model, when one element is missing the communication fails. In the example given, the source and the receiver had a common channel but the message was interpreted differently, there was no common understanding of the message. I hope with further training i will develop a better understanding of communication. Rowe (1999) explains that a person must identify their weaknesses as an initiative for becoming self-aware. I will take all this into account when on my next placement and through the rest of my nursing career.

Trade Secrets

Case study LG Display workers charged with stealing Samsung OLED  secrets Executive summary This report is related to confidentiality argument for the protection of trade secrets. The report investigates the conflict between Samsung and LG. Samsung claims that LG stole its display technology and blame its own Samsung employees. Samsung accused eleven people, including six of its own employees of stealing its trade secrets and it claims that LG has stole its display technology. IntroductionTrade secrets are any confidential business information which provides an enterprise a competitive edge. Trade secrets can be manufacturing or industrial secrets and commercial secrets. It can be in form of ingredients/chemical composition of a product or the details of a manufacturing process. Trade secrets are the information that is kept secret by the companies to give them an advantage over their competitors. History and background Samsung Group is a  South Korean  multinational   compan y.It was founded by  Lee Byung-chull  in 1938 as a trading company. Its headquarter is in Samsung Town,  Seoul Korea. It comprises numerous subsidiaries and affiliated businesses, most of them united under the  Samsung  brand, and are the largest South Korean  company. It is worldwide famous brand. According to the founder of Samsung Group, the meaning of the  word  Samsung is â€Å"tristar† or â€Å"three stars†. The word â€Å"three† represents something â€Å"big, numerous and powerful†; the â€Å"stars† mean  eternity. Samsung entered the electronics industry in the late 1960s. You can read also Thin Film Solar CellIn 1938,  Lee Byung-chull  who belongs to large landowning family founded  Samsung Sanghoe, a small trading company with forty employees located in Su-dong. It dealt in groceries produced in and around the city and produced its own noodles. After that Lee started sugar refinery and woolen mill. It was the largest ever in the country and the company took on the aspect of a major company. In 1948, the Hyosung group’s founder joined Samsung group and invested in a new company called Samsung Mulsan Gongsa or the Samsung Trading Corporation, ith the Samsung Group. The trading firm grew to become the present-day Samsung C&T Corporation. But after some years these two companies Samsung and Hyosung separated due to differences in management between them. In the late 1960s, Samsung Group entered into the electronics industry. It formed several electronics-related divisions, such as Samsung Electronics Devices Co. , Samsung Electro-Mechanics C o. , Samsung Corning Co. , and Samsung Semiconductor & Telecommunications Co. , and made the facility in  Suwon which lies about 30 km south of Seoul.Its first electronic product was a black-and-white television set. In 1980, Samsung entered the telecommunications hardware industry. Its early products were switchboards. Then it started to developed the telephone and fax manufacturing systems and became the centre of Samsung's mobile phone manufacturing which is one of the top mobile company in the world now. They have produced over 800 million mobile phones till now. Samsung diversified into many areas established Samsung as an industry  leader in a wide range of enterprises, moving into businesses such as insurance, securities, and retail..Samsung started to rise as an international corporation in the 1990s. Samsung became the largest producer of memory chips in the world in 1992, and is the world's second-largest chipmaker after  Intel. In 1995, it created its first  liqui d-crystal display  screen. Ten years later, Samsung grew to be the world's largest manufacturer of liquid-crystal display panels. Sony, which had not invested in large-size  TFT-LCDs, contacted Samsung to cooperate, and, in 2006,  S-LCD  was established as a joint venture between Samsung and Sony in order to provide a stable supply of LCD panels for both manufacturers.S-LCD  was owned by Samsung 51% share and Sony 49% share. As on 26 December 2011 it was announced that Samsung had acquired the stake of Sony in this joint venture. In the first quarter of 2012, Samsung Electronics became the  world's largest mobile phone maker  by unit sales, overtaking  Nokia, which had been the market leader since 1998. LG Corporation  is a South Korean  multinational  conglomerate corporation formed by Koo In-Hwoi in 1947. It is the fourth-largest company South Korea, after Samsung Group, Hyundai Motors Group and SK group.Its headquarters are situated in the LG Twin Towers bui lding in Seoul. LG is specialized in making  electronics, chemicals, and telecom products. The LG Group was a merger of two Korean companies, Lucky and GoldStar, from which the abbreviation of  LG  was derived. The current â€Å"Life's Good† slogan is a backronym. Before the corporate name change to  LG, household products were sold under the brand name ofLucky, while electronic products were sold under the brand name of  GoldStar  . In January 2009 LG was able to buy the domain nameLG. om, for a price reportedly to be more than $100 million, placing it among the companies who own their two letter brand's domain name. [7] In 1994 GoldStar gained sponsorship from The 3DO Company to make the first 3DO Interactive Multiplayer. In 1995, GoldStar was renamed LG Electronics, and acquired Zenith Electronics of the United States. LG Solar Energy is a subsidiary formed in 2007 to allow  LG Chem  to supply polysilicon to LG Electronics for production of solar cells. In 2008, LG took its first dive into the solar-panel manufacturing pool, as it announced a preliminary deal to form a joint venture with Conergy.Under the deal, set to be completed by year's end, LG would acquire a 75 percent stake in Conergy's Frankfurt solar-panel plant. LG has produced camcorders called ARTCAM and DSLRs. LG Electronics has about 75 subsidiaries worldwide with around 91,045 employees. LG Electronics owns  Zenith (subsidiary)  and controls 37. 9 percent of  LG Display. LG Electronics' products includes computers, television, mobie phones, home appliances and semiconductors like DRAM, SDRAM and flash memory. LG Electronics introduced their first  Internet TV  in 2007, originally branded as â€Å"NetCast Entertainment Access† devices.They later renamed the 2011 Internet TV's to â€Å"LG  Smart TV† when more  interactive television  features were added, that enables the audience to receive information from the Internet while at the same time watching conventional TV programming. include  computers,  televisions,  mobilephones,  home appliances  and  semiconductors  (DRAM,  SDRAM  andflash mem a http://bgr. com/2012/07/17/lg-display-samsung-oled-technology-theft/ http://www. samsung. com/uk/aboutsamsung/corporateprofile/history06. html Trade Secrets Case study LG Display workers charged with stealing Samsung OLED  secrets Executive summary This report is related to confidentiality argument for the protection of trade secrets. The report investigates the conflict between Samsung and LG. Samsung claims that LG stole its display technology and blame its own Samsung employees. Samsung accused eleven people, including six of its own employees of stealing its trade secrets and it claims that LG has stole its display technology. IntroductionTrade secrets are any confidential business information which provides an enterprise a competitive edge. Trade secrets can be manufacturing or industrial secrets and commercial secrets. It can be in form of ingredients/chemical composition of a product or the details of a manufacturing process. Trade secrets are the information that is kept secret by the companies to give them an advantage over their competitors. History and background Samsung Group is a  South Korean  multinational   compan y.It was founded by  Lee Byung-chull  in 1938 as a trading company. Its headquarter is in Samsung Town,  Seoul Korea. It comprises numerous subsidiaries and affiliated businesses, most of them united under the  Samsung  brand, and are the largest South Korean  company. It is worldwide famous brand. According to the founder of Samsung Group, the meaning of the  word  Samsung is â€Å"tristar† or â€Å"three stars†. The word â€Å"three† represents something â€Å"big, numerous and powerful†; the â€Å"stars† mean  eternity. Samsung entered the electronics industry in the late 1960s. You can read also Thin Film Solar CellIn 1938,  Lee Byung-chull  who belongs to large landowning family founded  Samsung Sanghoe, a small trading company with forty employees located in Su-dong. It dealt in groceries produced in and around the city and produced its own noodles. After that Lee started sugar refinery and woolen mill. It was the largest ever in the country and the company took on the aspect of a major company. In 1948, the Hyosung group’s founder joined Samsung group and invested in a new company called Samsung Mulsan Gongsa or the Samsung Trading Corporation, ith the Samsung Group. The trading firm grew to become the present-day Samsung C&T Corporation. But after some years these two companies Samsung and Hyosung separated due to differences in management between them. In the late 1960s, Samsung Group entered into the electronics industry. It formed several electronics-related divisions, such as Samsung Electronics Devices Co. , Samsung Electro-Mechanics C o. , Samsung Corning Co. , and Samsung Semiconductor & Telecommunications Co. , and made the facility in  Suwon which lies about 30 km south of Seoul.Its first electronic product was a black-and-white television set. In 1980, Samsung entered the telecommunications hardware industry. Its early products were switchboards. Then it started to developed the telephone and fax manufacturing systems and became the centre of Samsung's mobile phone manufacturing which is one of the top mobile company in the world now. They have produced over 800 million mobile phones till now. Samsung diversified into many areas established Samsung as an industry  leader in a wide range of enterprises, moving into businesses such as insurance, securities, and retail..Samsung started to rise as an international corporation in the 1990s. Samsung became the largest producer of memory chips in the world in 1992, and is the world's second-largest chipmaker after  Intel. In 1995, it created its first  liqui d-crystal display  screen. Ten years later, Samsung grew to be the world's largest manufacturer of liquid-crystal display panels. Sony, which had not invested in large-size  TFT-LCDs, contacted Samsung to cooperate, and, in 2006,  S-LCD  was established as a joint venture between Samsung and Sony in order to provide a stable supply of LCD panels for both manufacturers.S-LCD  was owned by Samsung 51% share and Sony 49% share. As on 26 December 2011 it was announced that Samsung had acquired the stake of Sony in this joint venture. In the first quarter of 2012, Samsung Electronics became the  world's largest mobile phone maker  by unit sales, overtaking  Nokia, which had been the market leader since 1998. LG Corporation  is a South Korean  multinational  conglomerate corporation formed by Koo In-Hwoi in 1947. It is the fourth-largest company South Korea, after Samsung Group, Hyundai Motors Group and SK group.Its headquarters are situated in the LG Twin Towers bui lding in Seoul. LG is specialized in making  electronics, chemicals, and telecom products. The LG Group was a merger of two Korean companies, Lucky and GoldStar, from which the abbreviation of  LG  was derived. The current â€Å"Life's Good† slogan is a backronym. Before the corporate name change to  LG, household products were sold under the brand name ofLucky, while electronic products were sold under the brand name of  GoldStar  . In January 2009 LG was able to buy the domain nameLG. om, for a price reportedly to be more than $100 million, placing it among the companies who own their two letter brand's domain name. [7] In 1994 GoldStar gained sponsorship from The 3DO Company to make the first 3DO Interactive Multiplayer. In 1995, GoldStar was renamed LG Electronics, and acquired Zenith Electronics of the United States. LG Solar Energy is a subsidiary formed in 2007 to allow  LG Chem  to supply polysilicon to LG Electronics for production of solar cells. In 2008, LG took its first dive into the solar-panel manufacturing pool, as it announced a preliminary deal to form a joint venture with Conergy.Under the deal, set to be completed by year's end, LG would acquire a 75 percent stake in Conergy's Frankfurt solar-panel plant. LG has produced camcorders called ARTCAM and DSLRs. LG Electronics has about 75 subsidiaries worldwide with around 91,045 employees. LG Electronics owns  Zenith (subsidiary)  and controls 37. 9 percent of  LG Display. LG Electronics' products includes computers, television, mobie phones, home appliances and semiconductors like DRAM, SDRAM and flash memory. LG Electronics introduced their first  Internet TV  in 2007, originally branded as â€Å"NetCast Entertainment Access† devices.They later renamed the 2011 Internet TV's to â€Å"LG  Smart TV† when more  interactive television  features were added, that enables the audience to receive information from the Internet while at the same time watching conventional TV programming. include  computers,  televisions,  mobilephones,  home appliances  and  semiconductors  (DRAM,  SDRAM  andflash mem a http://bgr. com/2012/07/17/lg-display-samsung-oled-technology-theft/ http://www. samsung. com/uk/aboutsamsung/corporateprofile/history06. html

Itm 440 Paper on Bonjour

ITM 440- ­? 540 Introduc0on to Data Networking and the Internet 03/03/12 1 Router Architectures †¢? There are 3 steps a router must follow to process and forward a packet to the next hop. –? Check an incoming packet for errors and other parameters –? Look up the des0na0on address in a forwarding table to determine the proper output port for the packet –? Send the packet out the port 03/03/12 2 Router like a Train Roundhouse 03/03/12 3 Router Architecture †¢? Rou0ng can be implemented using soKware based forwarding –? e. g small dsl router, linux box, etc †¢? Hardware Based –? These are larger routers ith forwarding fabric architectures. †¢? ISP routers , Internet backbone, etc 03/03/12 4 Basic Hardware Routers †¢? Routers are very much like computers. –? CPU’s †¢? Several types used not necessarily as powerful as pc –? NVRAM (Flash Memory) †¢? Stores router con? gura0ons –? DRAM †¢? Shared working storage –? ROM †¢? Bootstrap for router OS 03/03/12 5 03/03/12 6 Larger Internet Routers †¢? Fundamental principle is that the func0ons of a router can be split into two dis0nct parts –? Rou0ng and control †¢? Handles protocols, management of router, etc –? Forwarding packets †¢? Handles actual forwarding f packets †¢? Many packets go straight through this func0on 03/03/12 7 03/03/12 8 Router Access †¢? Console Port –? Port for a serial terminal that is the loca0on as the router and is a]ached by a short cable from the serial port on the terminal to the console port on the router (replaced by RJ45) 03/03/12 9 Console Port 03/03/12 10 Router Access †¢? Auxiliary Port –? Port for a serial communica0on that is a remote loca0on 03/03/12 11 Router Access 03/03/12 12 Router Access †¢? Network –? Can always be managed over the same network onwhich it is rou0ng packets 03/03/12 13 03/03/12 14 ForwardingTable Lookups †¢? Longest Match Rule –? Allows a router to determine the best route based on granularity of the masked address. –? Used when a network ID is found to match more than one subnet mask –? The longest match rule is implemented because the longer the mask found, the be]er granularity the router has in exactly de? ning the correct route. –? It is oKen called the best match or the more speci? c route for a given des0na0on 03/03/12 15 †¢? Example: †¢? – Received datagram of 200. 40. 1. 1 †¢? – Route table lookup found two entries: –? 200. 40. 1. 0/24 –? 200. 40. 0. 0/16 †¢? – Route would use he 200. 40. 1. 0/24 03/03/12 16 03/03/12 17 Dual Protocol Stacks †¢? Hosts can have dual protocol stacks –? If the Ethernet type ?eld is 0x800 the packet is hando? to the IPv4 process –? If the Ethernet type ?eld is 0x86DD the packet is handed o? to the IPv6 process 03/03 /12 18 03/03/12 19 Tunneling †¢? Tunneling occurs whenever the normal sequence of encapsula0on headers is violated †¢? Four types of tunnels –? Host to router –? Put a frame into a frame and violate the normal OSI- ­? RM sequence of headers –? Router to router †¢? Hosts with duel stack capabili0es can tunnel IPv6 packets to a dual tack router that is only reachable over a series IPv4 only device †¢? Routers with duel stack capability can tunnel IPv6 packets over an IPv4 infrastructure to other routers 20 03/03/12 Tunneling †¢? Router to host –? Routers with duel stack capabili0es can tunnel IPv6 packets over an IPv4 infrastructure to a duel stack des0na0on host †¢? Host to Host –? Hosts with duel stack capabili0es can tunnel IPv6 packets over an IPv4 infrastructure to other duel stack IP hosts without an intervening router 03/03/12 21 03/03/12 22 Tunneling †¢? The ?rst two methods is when an IPv6 packet is sent to a router nd the endpoint of the tunnel is not the same des0na0on †¢? The last two methods send the encapsulated IPv6 packet directly to the des0na0on host so the IPv4 and IPv6 addresses used correspond to the same host –? The source host or router must have the tunnel’s address con? gured –? This is called con? gured tunneling 03/03/12 23 Automa0c Tunneling †¢? Does not require special con? gura0on †¢? Uses a special form of the IPv6 address †¢? All duel stack IP hosts recognize the format and encapsulate the IPv6 packet inside an IPv4 packet using the embedded IPv4 address, crea0ng an end to end tunnel ? Hosts that only run IPv6 can also duel stack routers to communicate using a special form of the IPv6 03/03/12 24 03/03/12 25 Tunneling Mechanisms †¢? Manually con? gure tunnels –? De? ned in RFC 2893 and both endpoints of the tunnel must have both IPv4 and IPv6 addresses †¢? Generic Rou0ng Encapsula0on (GRE) tunnels †“? Designed to transport non- ­? IP protcols over IP network †¢? IPv4 compa0ble (6over4) tunnels –? Also de? ned in RFC 2893 these are automa0c tunnels based on IPv4 compa0ble IPv6 addresses using the :: (Pv4 address) form of IPv6 address 03/03/12 26 Tunneling Mechanisms †¢? 6to4 unnels –? Another form of automa0c tunnel de? ned in RFC 3065. They use and IPv4 embedded in the IPv6 address to iden0fy the tunnel endpoint †¢? Intra- ­? site Automa0c Tunnel Addressing Protcol (ISATAP) –? Mechanism much like 6to4 tunneling but for local site networks. Uses a special pre? x and the IPv4 address to iden0fy the endpoint 03/03/12 27 6to4 and ISATAP tunnel addressing showing how the 128 bits of the IPv6 address Are structured in each case. (a) 6to4 (b) ISATAP 03/03/12 28 Transi0on Considera0ons †¢? Terminology used for IPv4 to IPv6 transi0on plans for nodes –? IPv4 only node: host or outer that implements only IPv4 –? IPv6/IPv4 (duel ) node: A host or router that implements both IPv4 and IPv6 –? IPv6 only node: A host or router that implements only IPv6 –? IPv6 node: A host or router that implements IPv6 –? IPv4 node: A host or router that implements IPv4 †¢? Includes IPv6 only and duel node 03/03/12 29 †¢? Includes IPv4 only and duel node Transi0on Considera0ons †¢? The plan also de? nes three types of addresses –? IPv4 compa0ble IPv6 address †¢? An address assigned to an IPv6 node that can be used in both IPv6 and IPv4 packets –? IPv4 mapped IPv6 address †¢? An address mapped o an IPv4 only node represented as an IPv6 address –? IPv6 only address †¢? An address globally assigned to any IPv4/IPv6 only node 03/03/12 30 Ques0ons 03/03/12 31 03/03/12 32 Q1 †¢? 1. Which router, based on the architecture in the ?gure, is probably a small site router? Which is probably a large Internet backbone router? †¢? Although architectures vary, t he router with only memory is likely to be a smaller site router. The router with separate hardware forwarding and control plane is likely the backbone router. 03/03/12 33 Q2 †¢? 2. Which output interface, based on the rou0ng table shown in he ?gure, will packets arriving from the directly a]ached host for IPv4 address 10. 10. 11. 1 use for forwarding? Assume longest match is used. †¢? 64 is 0100 0000, 128 is 1000 0000, and 11 is 0000 1011. All three routes match the ?rst 16 bits. The /18 masks (01 and 10) do not match the address bit pa]ern (00) in posi0ons 17 and 18. So 10. 10. 0. 0/16 is the longest match and the packet will use output interface #1. 03/03/12 34 Q3 †¢? 3. Which output interface will packets for 10. 10. 192. 10 use? Assume longest match is used. †¢? 192 is 1100 0000. Again, all three routes match the ?rst 16 bits.The /18 masks (01 and 10) do not match the address bit pa]ern (11) in posi0ons 17 and 18. So 10. 10. 0. 0/16 is again the longest matc h and the packet will use output interface #1. 03/03/12 35 Q4 †¢? 4. Is 6to4 tunneling automa0c? How many bits will be used for the subnet iden0? er? †¢? Yes, 6to4 automa0c tunnels are de? ned in RFC 3065. Sixteen bits are used for subnet ID. See Figure 9- ­? 9. 03/03/12 36 Q5 †¢? 5. Do the routers require IPv6 support to deliver packets between the two hosts? †¢? No. If IPv6 is not supported on the routers, 6to4 tunneling can be used to deliver packets. 03/03/12 37