Health care law Coursework Example | Topics and Well Written Essays - 500 words - 1

Health care law - Coursework Example In addition, Dr. Maxx could be accused of misrepresentation. Dr. Maxx stated that her arm would be good as new. She can argue that statement was the basis for hiring Dr. Maxx and that was the determining factor. Connie arrived at Smallville General hospital ER via the local police. They took her in because she was disheveled, urinating and defecating on herself. She was calling out to passersby â€Å"You are the devil and I am going to stick my knife in your chest.† The SBH doctor refused to treat her stating that his hospital did not accept involuntary psychiatric patients. He advised the police to take her to Metropolis Psychiatric without given proper cause. Under the law, hospitals can deny admission if they are not properly staffed or equipped for psychiatric patients. To me there could be a liability issue for SBH. However, SBH can argue that it was acting with the patient’s best interest at heart. It was beneficial for het to go the other hospital. Doctor could use that defense that upon the brief contact with the patient he evaluated her and there were no sign of an emergency that would prevent her from taking the 75 miles drive to the other hospital. Connie was admitted to MPC and was forcibly administered medication. She was released after a week to the streets of Metropolis. MPC had the right to admit her and treatment, because she was a danger to her self and others. Based on her condition when she was picked up she clearly could not provide the bare necessities for herself. They kept her against her will for 1 week. MPC could be potentially held liable because state statutes typically allow for involuntary detention of psychiatric patients for a limited period ranging from 48-72 hours. Furthermore, they can be liable too for abandonment claim. Connie’s condition will be aggravated by the discharge because she requires further medical help. But MPC can say that they acted in

Community Impact And Practice Research Paper Example | Topics and Well Written Essays - 2250 words

Community Impact And Practice - Research Paper Example Reflective practice as a concept has been extensively used as applied to education for a considerable amount of time. Its success in education has seen it being adopted by health workers and other professionals over time. This has played a pivotal role in causing reflective practice to become widely regarded as being one of the key defining features marking competence. There are a number of different Reflective Practice models available and their use and applicability is seen to be largely varied from one organization or writer to the next one (Smith and Roberts, 2011). The different models of reflective practice in use have caused what is understood to be reflective practice to be quite different within a number of different disciplines and intellectual traditions. It is now quite common to find a number of multiple and contradictory understandings of what exactly are reflective practice within the very same discipline. ... In addition to the examination of the assumptions made in everyday practice, Engaging in reflective practice is also seen to generally involve causing the individual practitioner to become self-aware and resort to critically evaluating their very own responses to the practice situations. The main objective of this is to attempt to recapture practice experiences and subsequently mull them over so as to be able to gain relevant new understandings and consequently be in a general position to improve future practice. 1.1.1 Importance of Reflective Practice Reflective practice is generally promoted as being a key element in the general delivery of effective services to the rather diverse populations of children, infants and families. Reflective practice has been touted as improving the engagement with clients as well as aiding practitioners in seeing a number of strengths and differences that they might normally not be able to perceive (cacenter-ecmh.org 2013). It helps individuals access the â€Å"how† of how things are supposed to be done and includes both the unspoken and spoken processes. Reflective practice has been variously described as being the bridge from theory to practice (Hirst, 2005) as it offers processes that aid its various practitioners in taking concepts that they happen to believe and know and effectively apply them to the myriad real-life situations that are normally seen to be fraught with complexity. 1.1.2 Reflective Practice in the Enhancement of CPD and PDP The population changes seen to be affecting most of Europe and the United States that have mainly resulted in an increasingly aging workforce and ever decreasing pool of highly qualified professional talent is seen to be critically affecting the modern day workforce. It is

Organizational behavior Assignment Example | Topics and Well Written Essays - 250 words - 1

Organizational behavior - Assignment Example Positive organizational culture helps to improve the relationship between the organization and the regulatory authorities. Organizations with a positive corporate culture are guaranteed of success in the long-run. This is because customers gain a lot of interest in the products of a company whose organizational culture is strong (Bratton et al 10). It is also necessary for organizations to have a positive culture since it creates a favorable work environment. As a result, the employees feel motivated to work and give their best while performing the assigned tasks. Organizations whose cultures are positive can have the tasks performed effectively and with a lot of efficiency. Moreover, organizational culture helps organizations to adapt to change with a lot of ease. Compared to organizations whose corporate culture is weak, firms with a positive culture can adapt to changes in technology, as well as advancements in the way business is conducted. Organizations with a strong culture have the ability to create unique brands and at the same time perform well financially (Schein

The Process of Procurement of Materials in the Implementation of a Research Paper

The Process of Procurement of Materials in the Implementation of a Project - Research Paper Example Depending on the type of the project to be worked on, the process of procurement may be considered for direct goods, or indirect goods, or tangible or intangible items. For example, in relation to the production and manufacturing industries, the procurement process occurs for direct or indirect goods, direct goods referring to the materials required directly in the manufacturing process, while indirect goods might not have a direct need, yet have an indirect influence on the process as a whole. An example of a tangible item that might be needed for procurement is the software for a computer. In the cases of other services, the procurement is needed for designing a project, the manufacturing process, the installation techniques as well as the maintenance of the work done. Thus projects that are based on contracts generally involve the procurement strategies and techniques (Kovacs, 2004, pp.7-8). Project procurement is considered as an intricate and difficult process of making a purcha se of the necessary equipment for different needs in different industries. Thus suitable personnel are required for the achievement of this work. The management of the project involves setting up appropriate measures to distribute the roles and responsibilities of the staff in the different parts of the procurement process for a particular project. The items for procurements would vary with different industries. While the selection of the materials to be procured is considered, it is of utmost significance that the materials are essential and match with the requirements of the respective projects (Kovacs, 2004, pp.8-28).

How far do the values of Kino Essay Example for Free

How far do the values of Kino Essay A. The Novelette, The Pearl was written by John Steinbeck in 1944. Steinbeck is a magnificent author who uses dramatic, narrative and musical themes all together . e. g. the song of evil and the song of family to convey his idea effectively. He is able to attain an effect on the reader without lengthy details on emotions, places etc. All his novels are set in Salinas Valley and the main themes of his novels are on man versus nature and how man abuses it. Drama, visual effects and music all blend together in Steinbecks novel making it an all time classic. The Pearl is the story about Kino (Main character Mexican pearl diver) who is the leader of his tribe. In the story he goes on to finding a pearl, which affects him greatly. The pearl of the world gives him dreams of wealth and prosperity but all this changes when things dont turn out the way he planned them to. The pearl gives him suffering and brings out the evil in man. At the beginning of the novel we see the Mexicans oneness with nature as they made songs about it which brought them happiness. The fisherfolks lives were very simple as they lived in poverty and yet they enjoyed the fruits of nature. They lived in brush houses and ate simple food like hot corn-cake. Their sense of unity in the family is shown as they hardly communicate through words because they know what and how one another thinks. (Page 10)- They had spoken once, but there is not need for speech if it is only a habit anyway. Songs were important in their culture as they linked everything to music. The tribe was so closely united and were always ready to help each other. We see this when all the neighbors assist Kino when he takes Coyotito to the doctor for the scorpion bite as a child was a most important thing in life. Another example of closeness is when the tribe goes with Kino to sell the pearl as it a historic event as one of their members are going to get a lot of money. This all shows the loyalty of the neighbors. The tribe is superstitious and at the same time religious, as it is shown to us when Juana prays and chants magic at the same time when seeing the scorpion. They had experience in treating the dangers of nature . e. g. scorpion bites. Both Kino and Juana are superstitious and this is evident when they find the pearl of the world, they hid excitement and the pageant Gods were angry at them. The only thing that made the tribe unhappy was the whites treatment towards them which they thought was unjust. The whites brought fear and distrust . e. g. the way the doctor looks after and treats the rich rather than the poor. The poor lived in brush houses while the rich lived in stone and plaster houses. The whites poison the minds of the tribe as they are victims of ignorance and illiteracy. They were made to believe that their remedies were inferior to those of the white when in most cases they were not. The corrupted values of the whites are seen when the doctor misuses his skills and knowledge to make the baby sick instead of curing him. There is also ill-treatment of the beggars; we see this when they dont help Kino in finding a doctor and they feel it is a source of entertainment when a fisherman comes for help in the city. Eg:(When Kino wants to find a doctor for his son as he got bitten by a scorpion, and instead of the beggars helping Kino finding one, they made fun of him) The irony is that the beggars have no dignity compared to the fishermen who work for a living. When the tribe found the pearl they never thought of riches, only things that will help them where as compared to the whites they only thought of riches and themselves e. g. the doctor was fond of rich silk and expensive clothes compared to the fisher folks who just wore rags. Here a sense of irony is shown as the fisher folks are the whites main source of income and despite this, they still feel disgusted by the fisher folks. The priest was also a disgrace to religion as he too only thought about himself and riches as they wanted materialistic things. We also see how the whites treat their culture as to be very inferior and at the same time exploit them because the tribe is illiterate. Kino represents all the men in the tribe, he was the head of the family and showed the superiority of men e. g. when he eats first in his family and makes decisions. He is a protective father. This is evident when we see him confront the three trackers and when he tries to save his son from the scorpion bite. We see how the pearl changes him from a dependable, hard working man to a man who wants power. The main thing of a man is to have a canoe, as it was a sign of life. The tribe was of fishermen and they depend on canoe to fish in. Here we see Kinos loyalty to the family and family possessions as we see how he valued his canoe which he got from his grandfather-(Kinos grandfather had brought it from Nayarit, and he had given it to Kinos father, and so it had come to Kino) This is how the canoe is passed down from generation to generation.. A canoe was passed down from ancestors and without one they wouldnt be able to get married as it would be hard to support a family. The canoe was a symbol of livelihood, prosperity, independence and survival. Many things were passed down from generations such as Pearl diving, fishing and use of seaweed for remedies. Kinos life is focused on his family whom he loved a lot. His love for Juana is shown when he wants the pearl to help them in getting married. The closeness and the sense of brotherly unity between Kino and his brother Tomas, they gain from the values of their forefathers, as we see how Tomas advises him about the pearl and also helps Kino when the pearl brings bad luck to him. Kino shows his care for the races when he wants the pearl to bring prosperity to the tribe rather than to himself alone we see how he wants education for his son as with education they wouldnt be victims to the whites, he wants his son to spread knowledge and understanding to his tribe in the future through the things he learned. Kino is a skilled fighter where his response to danger is fierce and quick. It is a primitive instinct of the tribe. He is known as a noble savage; he is uncorrupted by a false coating of civilization that we see through the behavior and character of the doctor, priest and the pearl trader. The primitive violent reaction is shown when he attacks the thief that comes and robs him and when he murders one of the attackers in self-defense. When Kino finds a big hole in his canoe there is anger and deep sorrow as without a canoe a man is helpless. He is like a machine when he flees from the attacker to high ground like an instinct of an animal. There is stubborn courage in Kino; he displays a tragic courage for he is a man opposing all the forces against him. We see Kino is a man constant struggle against any prison that binds him. We see at the end of the story Kinos emotion when he loses his son and everything he owns because of the evil pearl and so a result he throws the pearl where it belongs. The situation of Kino could have happened to anyone in the tribe as all he imagined was that everyone would share his joy, but he was wrong. Juana represents all the females in the tribe as a womans character was obedient and respected. Her femininity was shown when she waits for Kino to finish eating and then she would start eating. She respected her husband by making him choose decisions. Juana is an ideal partner for Kino like her instincts when she wants to throw the pearl, and by showing unquestionable loyalty by wanting to stay with Kino and refuses to leave him even though it meant life or death for her and her baby. She shows strength when Kino is weakened by the evil of the pearl. Because of this action Kino draws strength to her loyalty. When Kino said to Juana I am a man he meant that he was half insane and half god and she knew in her womans soul that the forces of nature and society would crush him in the end, yet she needed such a man. Sometimes the female makes decisions for the men as a desperate measure like when she tells Kino to throw away the pearl. Both Kino and Juana were superstitious when finding the pearl and hence both of them suffered from the evil it brought as their simplicity and gullibility made them unaware about the pearls poison and the pain it brought as they suffered a terrible loss and were neglected by society. The dream Kino conjured from its shiny surface was to bring sorrow and death, as too much good luck gave them something bad at the end. But at last he had learnt his lesson and throws the pearl back into the sea where it belongs. There is always a limit to which you can make use of something. Once you begin to abuse it you pay the consequences and this is what happened. Culture is a very important aspect of life as not only is it a symbol/identity but it is also something which no body can take away from you as it becomes part of you. Every culture has its own occasions, celebrations, beliefs, dress etc. In The Pearl John Steinbeck used Kino and Juana very specifically to portray the importance of culture and the way things go about in a particular culture. Eg: the way the canoe was passed down from generation to generation etc.

Social Exclusion Of Different Types Of People Social Work Essay

Social Exclusion Of Different Types Of People Social Work Essay To what extent are EITHER children OR people with disabilities OR older people OR people with illnesses socially excluded? Social exclusion is a blend of multi-dimensional and mutually reinforcing processes of deprivation associated with a progressive dissociation from social milieus, resulting in the isolation of individuals and groups from the main-stream of opportunities society has to offer (Vleminckx and Berghman, 2001, p6) In this piece of work I am going to discuss the notion of social exclusion using the service user group of people with learning disabilities to give examples of social exclusion and to show what the Government is doing to tackle social exclusion.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The quote above is a complex description of the term social exclusion, and perhaps a simpler explanation would be the definition given by BMJ Journals (2001) which defines social exclusion as the inability of our society to keep all groups and individuals within reach of what we expect as a society and the tendency to push vulnerable and difficult individuals into the least popular places (p1).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Exclusion is linked to a persons identity, and the identity of a person that has been excluded becomes oppressed, which in turn leads to the person finding it difficult to control their own life, and which inevitably leads to further exclusion from society (Dominelli, 2002). It is also important to realise that when discussing exclusion you must also need to take into account the Government initiatives on inclusion, as these initiatives are proactive rather than reactive, which means they react to the problem instead of trying to prevent the problem before it arises (Thompson, 2001). The report, Inclusion through Innovation: Tackling Social Exclusion Through New Technologies is a good example of how exclusion and inclusion are linked together (www.socialexclusionunit.gov.uk, 2006). This report explores the improvement of the quality of life for the most excluded groups in society by using Information and Communication Technologies (ICT) to meet their complex needs (www.socialexclusionunit.gov.uk, 2006). The Joint Report on Social Protection and Social Inclusion, that was published by the EU in 2005, tells us how a well designed social protection system not only leads to good economic development but helps to combat the problem of social exclusion (www.europa.eu.int, 2006). A significant piece of legislation that affects the whole population is the Human Rights Act 1998, and Mind (2006) makes us aware that there are articles within this Act that are specific to people with learning disabilities; these articles include the right to life, prohibition of inhumane or degrading treatment, prohibition of discrimination and the right to education. Whilst this piece of legislation is in place, our society should not be facing the problem of social exclusion, let alone having to produce and implement more initiatives in a bid to control the problem (Mind, 2006).   People with learning disabilities are one of the most vulnerable groups in society, and the Government is committed to improving their life chances (www.dh.gov.uk, 2006) The Government in various ways is dealing with social exclusion, although this is difficult because social exclusion comes in many different forms. Despite this, the Government is dedicated to tackling these problems, although many initiatives come late in the process, addressing consequences rather than causes (www.mind.org.uk, 2006, p1). Mind (2006) also informs us that in our society it is the learning disabled that are amongst the most isolated groups.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Thompson (2001) tells us that disabled people have never had priority status in social work, and this particular area has often been given very little attention on training courses for this profession. This in itself can be seen as discriminatory and leads to what is now known as disablism (Thompson, 2001). Thompson (2001) describes disablism as referring to the combination of social forces, cultural values and personal prejudices which marginalizes disabled people, portrays them in as negative light and thus oppresses them. This combination encapsulates a powerful ideology which has the effect of denying disabled people full participation in mainstream social life (p112).   Ã‚   When discussing the exclusion of learning disabled people from society it is important to take into account the medical model of the disability and the social model of the disability; the medical model of disability looks at the person and their difficulties in terms of their condition and looks to repair the person, whereas in contrast the social model of the disability looks towards the society being disabling as society is not making enough provisions to enabled the disabled person to lead what we consider to be a normal life (Thompson, 2001).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   There is an important link between social exclusion and poverty; because of benefit rules people with learning disabilities are effectively unable to gain employment which means that they have to rely on benefits to survive, which rules out the chance of them ever owning their own home which is a common goal for much of the nation (Davies, 2002). Although education is becoming increasingly available for people with learning disabilities, especially opportunities for further education, the reality is that there are still no jobs available for people that are learning disabled, and inevitably this group of people end up re-entering education again as there are no other opportunities for them (Davies, 2002).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   People with learning disabilities often struggle to find relationships; if they are still living with their parents they very rarely spend time with other people of the same age, and those who have left their parents home tend to have only a small social group of people with similar disabilities to their own (Davies, 2002). Because of the protectiveness of parents of children with learning disabilities their children become very dependant on them so when they get older they find it difficult to cope on their own which in turn leads to further segregation for society (Davies, 2002).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Another aspect that excludes people with learning disabilities is that they have a lack of information of the range of services that they are entitled to, from health to housing, although Mencap has produced a picture bank of information to help resolve this problem. The picture bank is a range of visual explanations that can be accessed by people with learning disabilities (www.mencap.org.uk/html/accessibility/accessibility.asp, 2006), and has also helped the Guardian newspaper to publish a news stories with easy to read words and pictures. Watt (2001) tells us that it is in the past 20 years that society has become immensely unequal in the UK, where some people have done extremely well and others have not. It appears that the Government has recognized the issues surrounding social exclusion for many years, but their proposed solutions are small for the problems that apply to the whole of society (Watt, 2001). The Office of the Deputy Prime Minister (2006) emphasizes the fact that people who have become socially excluded often become part of a vicious cycle of related problems which include unemployment, low incomes, poor housing, bad health and family breakdown, and its focus is to prevent this from happening in the future by fighting the problem now. The Social Exclusion Unit repeatedly tells us that it is critical to implement early preventative action, and children and young people are especially vulnerable to the effects of social exclusion (www.socialexclusionunit.gov.uk, 2006, p1). Valuing People (Department of Health, 2001)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The white paper called Valuing People: a new strategy for Learning Disability for the 21st Century was published by the Government on 20th March 2001, and was a key turning point for people with learning disabilities, and not only addressed their needs, but proposed a way of trying to make their lives better (www.mind.org.uk, 2006). Four of the key principles in this white paper were civil rights, independence, choice and inclusion things that people born without disabilities take for granted (www.mind.org.uk, 2006). The main aim of Valuing People was to give people with learning disabilities a chance to have a real say in where they live, what work they should do and who looks after them (Department of Health, 2001a). Valuing People sets out proposals from the Government to improve the life chances and opportunities for people with learning disabilities and their families, and looks towards collaboration between different agencies in order to ac hieve this (Niace, 2003).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Nothing about us without us (Department of Health, 2001b) This report was published by the Department of Health regarding the rights of people who have learning disabilities, and the report says that a person with learning difficulties cannot have their lives discussed without them being present so that they are involved in making the decisions about their life (Department of Health, 2001). The report also says that if decisions are being made that could affect people with learning disabilities then there must be people present that have learning disabilities (Department of Health, 2001). A report called Hidden Lives was published by the charity Turning Point, in which they examined how effective legislation had been in tackling social exclusion (Batty, 2004). The results of the report were quite alarming, with many service users claiming that improvement had been very slow, and the charity fear that people with learning disabilities are facing social exclusion forever (Batty, 2004). The solution to social exclusion lies not in myriad attempts ro repair society at points of breakdown, but in persuading relatively affluent groups that social inclusion is worth paying for (Watt, 2001)

Product Life Cycle Of Cadbury Dairy Milk

Product Life Cycle Of Cadbury Dairy Milk Cadbury chocolates was started in Birmingham in 1824 by John Cadbury. Chocolate in those days was a very elitist product. Cadbury Dairy Milk came up with the mix of milk and chocolate tray which is pretty much how the product still is. There has been no drastic change in the recipe of the product but the packaging and the representation and prominence of the glass and half of milk logo has changed over a period of time. Cadbury India began its operations in 1948 by importing chocolates and then re-packing them before distribution in the Indian market. Today, Cadbury has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). Its corporate office is in Mumbai.Worldwide, (http://www.iloveindia.com/economy-of-india/top-50-companies/cadbury-india.html) A Timeline: 1904   A new recipe is perfected by George Cadbury for milk chocolate. 1905   Cadbury launches Dairy Milk onto the market a new milk chocolate that contains far more milk than anything previously tasted and with a unique creamy taste. 1913   Dairy Milk becomes Cadburys best selling line. Mid 1920s   Dairy Milk becomes UK brand leader a position it still enjoys today. 1928   Fruit Nut is introduced as a variation of Dairy Milk. The glass and a half advertising slogan is introduced. 1933   WholeNut is added to the Dairy Milk family. 1948   Cadbury Dairy Milk is sold in India 1998   Dairy Milk is re-launched with the new and modern pack design, but its recipe and unique taste are still very similar to the original recipe. 2005   Cadbury Dairy Milk celebrates its 100th birthday. (http://www.innovation.cadbury.com/allaboutus/ourbrands/featurebrands/Pages/CadburyDairyMilk2.aspx?TabIndex=1) Brand Identity : Kapferers model Stage in the Product Life Cycle Cadbury Dairy Milk is in the maturity stage of the product Life cycle. It currently has a market share of 70% in the chocolate market and is way ahead of its competitors. There is a high degree of brand awareness. The colour purple and the glass and half full logo is amongst the most recognised logos and the association of the two with Cadbury Dairy Milk is synonymous. Market Scenario/Challenges According to AC Nielson study of 2007: Facts Figures The Indian Chocolate market is estimated to beat around 1500crores. It is growing at the rate of 18-20% per annum With 72% of the market share in India, Cadbury is the market leader. Companies The 2 main competitors in the Indian market that Cadbury faces any competition from are Nestle and Amul. There are several new and local brands like Candico, Sweet World etc. which are trying to make its presence felt. Consumer Trends The Mithaai or sweet has been the tradition in India so far. Chocolates are noow trying to break into that league and hence faces stiff competition more from this product category than its immediate competitors. Chocolates are more of an impulse buy. Consumers are preferring chocolates to Mithaai because of proper packaging, longer shelf life, mid-range pricing and convenience. Consumers have started showing interest in not just milk chocolates but other varieties like Dark Chocolate etc. One of the major challenges that Cadbury Dairy Milk faces is a decline in sales due to new variants being introduced in the market by other brands which could result in the product moving from maturity to decline stage. Another major challenge comes from a different product category altogether which is the Indian Sweets or Mithaai. Steps taken by brand at each stage- at a communication and product level Introduction Cadbury Dairy Milk advertising has always depicted a rich tapestry of human emotions and relationships. In the 1980s, it was positioned as the perfect expression of love, captured in memorable copy: sometimes Cadbury can say it better than words. During the early1990s, Cadbury Dairy Milk emphasised its international identity, communicating that it was the real taste of chocolate. In 1994 came the path-breaking real taste of life campaign. The ad featuring a woman running on the cricket field celebrating the victory is still strongly etched in our mind even today. This campaign created a dramatic shift in the way chocolates were perceived. Cadbury Dairy Milk has increasingly become trapped as a reward or bribe for children and this campaign unshackled the brand by re-positioning it to the free-child in every adult. Cadbury Dairy Milk redefined itself as the perfect expression of spontaneous, shared good feelings, providing the real taste of life experience. The strategy paid off: Bran d Cadbury grew by over 50% in sales volumes. (Super brands) Growth Then in 1998, the next stage of growth for the brand dealt with popularising consumption in a social context, especially in more traditional settings like weddings. With the campaign Khaanein waallon ko khaanein ka bahana chahiye featuring Cyrus Broacha, Cadbury Dairy Milk aimed to substantially increase penetration levels. The campaign was launched in tandem with the award winning Kuchh khaas haicampaign and the media strategy was to let the two co-exist towards a common vision: A Cadbury in every pocket. The brand penetrated into smaller towns and sales volumes grew by 40% (Source: Internal Sales Data). (Super brands) Crisis Management The worm controversy resulted in Cadburys brand image taking a beating. They had to recall a batch of chocolates. Instead of taking any short term measures, Cadbury used this opportunity to take action and rebuild the trust of people. They launched a project Vishwas which educated retailers and wholesalers on storage and other aspects apart from educating consumers. The other major step was to change the packaging. The companys repackaging exercise, which used a combination of packaging technologies, was unprecedented in the category. With the redesigned packaging in place, the company decided to communicate the measures it had taken to safeguard quality standards. To add credibility to its pitch, Cadbury took recourse to Amitabh Bachchans deep baritone. This was the first time that a celebrity was used to endorse Cadbury Dairy Milk. The commercial did wonders to consumer confidence. A series of ads with Bachchan including Pappu Paas ho Gaya to Miss Palampur brought back the lost credibility of the people. With Bachchan they also launched their new positioning of Kuch Meetha Ho Jaaye bringing in the tradition of celebrating a joyous occasion in India with sweets and now Cadbury Dairy Milk in particular. Maturity The focus for a period shifted to taking the concept of Kuch Meetha Ho Jaaye further. The Pehli Tareekh Hai campaigns talked about the importance of having Dairy Milk and celebrating on getting your pay on pay-day. The ads had a very retro-feel to it and did click with the audience. But, it is the recent string of Shubh Aarambh ads that have brought back the old charm of Cadbury Dairy Milk with its very interesting insight of mixing the traditional with the new age. Summary Cadbury Dairy Milk has adapted itself to the Indian market quite impressively. From making a sweet eating nation to switch to chocolates to becoming the market leader, Cadbury Dairy Milk has done it all because of the emotional connect it established with the consumers. Its communication also always focused on the emotional aspects and feelings of life apart from spontaneity. Its communication has always showcased its values and personality. In my opinion, the Kuch Meetha Ho Jaaye concept is a goldmine which can be used in a variety of ways in a country like India.