Successful brand extensions in the FMCG industry

Successful brand extensions in the FMCG industry INTRODUCTION Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product category. A brands extendibility depends on how strong consumers associations are to the brands values and goals. While there can be significant benefits in brand extension strategies, there can also be significant risks, resulting in a diluted or severely damaged brand image. Poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity. Most of the literature focuses on the consumer evaluation and positive impact on parent brand. In practical cases, the failures of brand extension are at higher rate than the successes. Some studies show that negative impact may dilute brand image and equity. In spite of the positive impact of brand extension, negative association and wrong communication strategy do harm to the parent brand even brand family. Organizations frequently follow brand extension strategies. This paper investigates the impact of category similarity, brand reputation, perceived risk, and consumer innovativeness on the success of brand extensions in FMCG, durable goods, and services sectors. A set of hypotheses were developed and tested in a study amongst 153 consumers. The findings show that extensions into categories more similar to the original brand tend to be more readily accepted. Likewise, the reputation of the original brand is an important factor influencing the success of the extension. These findings are consistent across FMCG, durable goods, and services brands. However, perceived risk about the extension category was only found to enhance acceptability of extensions for durable goods and services brands. Innovative consumers are more positively disposed towards service brand extensions than FMCG and durable goods brand extensions. REVIEW OF LITERATURE In his paper, Hem Leif E a set of hypotheses were developed and tested in a study amongst 701 consumers. The findings show that extensions into categories more similar to the original brand tend to be more readily accepted. Likewise, the reputation of the original brand is an important factor influencing the success of the extension. These findings are consistent across FMCG, durable goods and services brands. However, perceived risk about the extension category was only found to enhance acceptability of extensions for durable goods and services brands. Innovative consumers are more positively disposed towards service brand extensions than FMCG and durable goods brand extensions. (Factors Influencing Successful Brand Extensions By: Hem, Leif E.; de Chernatony, Leslie; Iversen, Nina M.. Journal of Marketing Management, Sep2003, Vol. 19 Issue 7/8) In his paper, Thamaraiselvan, Raja, projects the intense competitive environment where companies launch new products to satisfy constantly changing consumers preferences. The new products are prone to failures due to many factors. Companies take efforts to reduce new product failure rates to maximize their returns for their stakeholders. A brand extension, leveraging existing brand names to new product categories is one such strategy to reduce the risk of new product failures. This study primarily focuses on how consumers evaluate brand extensions for FMCG (Fast Moving Consumer Goods) and service product categories in Indian market conditions. It explores how exactly the consumers evaluate different product categories based on factors like, similarity fit, perceived quality, brand reputation and perceived risk. It brings out the impact of brand reputation of the core brand and perceived service quality on the brand extensions evaluations. It highlights the role of perceived risk invo lved in the extended product category in brand extensions evaluations. Most importantly, this study establishes the relationships among similarity fit, brand reputation, perceived service quality and perceived risk in extended product categories through appropriate multivariate analysis. (How do Consumers Evaluate Brand Extensions- Research findings from India. By: Thamaraiselvan, N.; Raja, J.. Journal of Services Research, Apr2008, Vol. 8 Issue 1 ) In his article, Park, examines two factors that differentiate between successful and unsuccessful brand extensions: product feature similarity and brand concept consistency. The results reveal that, in identifying brand extensions, consumers take into account not only information about the product-level feature similarity between the new product and the products already associated with the brand, but also the concept consistency between the brand concept and the extension. For both function-oriented and prestige-oriented brand names, the most favorable reactions occur when brand extensions are made with high brand concept consistency and high product feature similarity. In addition, the relative impact of these two factors differs to some extent, depending on the nature of the brand-name concept. When a brands concept is consistent with those of its extension products, the prestige brand seems to have greater extendibility to products with low feature similarity than the functional b rand does. (Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency. By: Park, C. Whan; Milberg, Sandra; Lawson, Robert. Journal of Consumer Research, Sep91, Vol. 18 Issue 2 ) In his research paper, Hem Leif, projects that the most successful brand extensions are considered to be those having high perceived similarity between the parent brand and the extensions, and being well known in the marketplace. However, previous research has mainly examined the effects of overall measures of perceived similarity between a parent brand and an extension. Correspondingly, little is known about the effects of different areas of consumer knowledge. This study investigates the effects of three types of perceived similarity (usage, associations, competence) and three areas of consumer knowledge (original brand, original category, extension category) on evaluations of brand extensions. The results indicate that some types of perceived similarity and knowledge are more important than others. These findings imply that brand managers need to identify and measure the relevant types of perceived similarity and knowledge that will affect evaluations of brand extensions in order to design effective communication strategies for extensions. (Effects of different types of perceived similarity and subjective knowledge in evaluations of brand extensions. By: Hem, Leif E.; Iversen, Nina M.. International Journal of Market Research, 2009, Vol. 51 Issue 6 ) In his article, Swaminathan, focuses on the impact of a new brand extension introduction on choice in a behavioral context using national household scanner data involving multiple brand extensions. Particularly, the authors investigate the reciprocal impact of trial of successful and unsuccessful brand extensions on parent brand choice. In addition, the authors examine the effects of experience with the parent brand on consumers trial and repeat of a brand extension using household scanner data on six brand extensions from a national panel. In the case of successful brand extensions, the results show positive reciprocal effects of extension trial on parent brand choice, particularly among prior non-users of the parent brand, and consequently on market share. The authors find evidence for potential negative reciprocal effects of unsuccessful extensions. In addition, the study shows that experience with the parent brand has a significant impact on extension trial, but not on extension repeat. (The Impact of Brand Extension Introduction on Choice. By: Swaminathan, Vanitha; Fox, Richard J.; Reddy, Srinivas K.. Journal of Marketing, Oct2001, Vol. 65 Issue 4 ) INDIAN FMCG INDUSTRY The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of $13.1 billion. It has a strong MNC presence and is characterized by a well established distribution network, intense competition between the organised and unorganised segments and low operational cost. Availability of key raw materials, cheaper labour costs and presence across the entire value chain gives India a competitive advantage. The FMCG market is set to treble from $11.6 billion in 2003 to $33.4 billion in 2015. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products. Growth is also likely to come from consumer upgrading in the matured product categories. With 200 millio n people expected to shift to processed and packaged food by 2010, India needs around $28 billion of investment in the food-processing industry. The Indian FMCG sector is the fourth largest sector in the economy and creates employment for three million people in downstream activities. Within the FMCG sector, the Indian food processing industry represented 6.3 per cent of GDP and accounted for 13 percent of the countrys exports in 2003-04. A distinct feature of the FMCG industry is the presence of most global players through their subsidiaries (HLL, PG, Nestle), which ensures new product launches in the Indian market from the parents portfolio. Demand for FMCG products is set to boom by almost 60 per cent by 2007 and more than 100 per cent by 2015. This will be driven by the rise in share of middle class from 67 per cent in 2003 to 88 per cent in 2015. The boom in various consumer categories, further, indicates a latent demand for various product segments. For example, the upper end of very rich and a part of the consuming class indicate a small but rapidly growing segment for branded products. The middle segment, on the other hand, indicates a large market for the mass end products.The BRICs report indicates that Indias per capita disposable income, currently at $556 per annum, will rise to $1150 by 2015 another FMCG demand driver. Spurt in the industrial and services sector growth is also likely to boost the urban consumption demand. HOUSEHOLD CARE The size of the fabric wash market is estimated to be $1 billion, household cleaners to be $239 million and the production of synthetic detergents at 2.6 million tonnes. The demand for detergents has been growing at an annual growth rate of 10 to 11 per cent during the past five years. The urban market prefers washing powder and detergents to bars. The regional and small un-organised players account for a major share of the total volume of the detergent market. PERSONAL CARE The size of the personal wash products is estimated at $989 million; hair care products at $831 million and oral care products at $537 million. While the overall personal wash market is growing at one per cent, the premium and middle-end soaps are growing at 10 per cent. The leading players in this market are HUL, Nirma, Godrej Soaps and Reckitt Colman. The oral care market, especially toothpastes, remains under penetrated in India (with penetration level below 45 per cent). The industry is very competitive both for organised and smaller regional players. The Indian skin care and cosmetics market is valued at $274 million and dominated by HUL, Colgate Palmolive, Gillette India and Godrej Soaps. The coconut oil market accounts for 72 per cent share in the hair oil market. In the branded coconut hair oil market, Marico (with Parachute) and Dabur are the leading players. The market for branded coconut oil is valued at approximately $174 million. FOOD AND BEVERAGES The size of the Indian food processing industry is around $ 65.6 billion, including $20.6 billion of value added products. Of this, the health beverage industry is valued at $230 million; bread and biscuits at $1.7 billion; chocolates at $73 million and ice creams at $188 million. The size of the semi-processed/ready-to-eat food segment is over $1.1 billion. Large biscuits confectionery units, soya processing units and starch/glucose/sorbitol producing units have also come up, catering to domestic and international markets. The three largest consumed categories of packaged foods are packed tea, biscuits and soft drinks. The Indian beverage industry faces over supply in segments like coffee and tea. However, more than half of this is available in unpacked or loose form. Indian hot beverage market is a tea dominant market. Consumers in different parts of the country have heterogeneous tastes. Dust tea is popular in southern India, while loose tea in preferred in western India. The urb an-rural split of the tea market was 51:49 in 2000. Coffee is consumed largely in the southern states. The size of the total packaged coffee market is 19,600 tonnes or $87 million. The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a year or $1 billion. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season to 15 million during offseason. The market is predominantly urban with 25 per cent contribution from rural areas. Coca cola and Pepsi dominate the Indian soft drinks market. Mineral water market in India is a 65 million crates ($50 million) industry. On an average, the monthly consumption is estimated at 4.9 million crates, which increases to 5.2 million during peak season. With the presence of 12.2% of the world population in the villages of India, the Indian rural FMCG market is something no one can overlook. Increased focus on farm sector will boost rural incomes, hence providing better growth prospects to the FMCG companies. Better infrastructure facilities will improve their supply chain. FMCG sector is also likely to benefit from growing demand in the market. Because of the low per capita consumption for almost all the products in the country, FMCG companies have immense possibilities for growth. And if the companies are able to change the mindset of the consumers, i.e. if they are able to take the consumers to branded products and offer new generation products, they would be able to generate higher growth in the near future. It is expected that the rural income will rise in 2007, boosting purchasing power in the countryside. However, the demand in urban areas would be the key growth driver over the long term. Also, increase in the urban populatio n, along with increase in income levels and the availability of new categories, would help the urban areas maintain their position in terms of consumption. At present, urban India accounts for 66% of total FMCG consumption, with rural India accounting for the remaining 34%. However, rural India accounts for more than 40% consumption in major FMCG categories such as personal care, fabric care, and hot beverages. In urban areas, home and personal care category, including skin care, household care and feminine hygiene, will keep growing at relatively attractive rates. Within the foods segment, it is estimated that processed foods, bakery, and dairy are long-term growth categories in both rural and urban areas.

Pros and Cons of High Fructose Corn Syrup Essay -- Artificial Sweetene

High-Fructose Corn Syrup Abstract: High-fructose corn syrup is a commonly used artificial sweetener in foods. High-fructose corn syrup is a hydrolyzed version of ordinary corn syrup, which is produced via a steeping process. It is so widely used because it is both economically favorable and it helps to preserve food for extended periods of time. However, the drawbacks of high-fructose corn syrup include issues like potential obesity, diabetes, loss of liver function, malnutrition, and cancer. The fact that the producers of high-fructose corn syrup can deceive people that HFCS is harmless makes matters worse. High-fructose corn syrup (HFCS) is an artificial sweetener commonly used in the United States. As its name implies, this sweetener is derived from agricultural corn. All high fructose corn syrups are corn syrups whose fructose content has been increased via enzymatic processes and then mixed with pure corn syrup. There are several different formulations of high-fructose corn syrup. The product sold in the United States (HFCS #2) has the following composition: moisture, 29%; dry substance, 71% D.S.; dextrose, 50% D.S.; ash, 0.03 D.S.; and nitrogen, 0.002% D.S. The amounts of dextrose, fructose, and other saccharides may vary slightly in HFCS #3, but the analysis is fairly consistent. HFCS #1 hasn’t been commercially sold specifically for consumer consumption in the U.S. for many years. Instead, it is used by food producers in their products. 2 The process by which high fructose corn syrup is made is complicated. To start, ordinary corn syrup must be obtained. Then, enzymatic processes increase its original sweetness. To produce the basic un-enhanced corn syrup, wet milling is a commonly used technique. Wet-milling includ... ...Jones. 2006. 24 July 2008. . Forristal, Linda. â€Å"The Murky World of High-Fructose Corn Syrup.† Westonaprice.org. Ed. Linda Forristal. 2003. 24 July 2008. . Inglett, George E. Symposium: Sweeteners. Westport, Connecticut: The Avi Publishing Company, Inc., 1974. HFCSFacts.com. 2008. The Corn Refiners Association. 25 July 2008. Steindom, Joel. â€Å"My Food Manifesto, Part One: The Bad News.† Steidom.com. Ed. Joel Steindom, Heather Steindom. 2007. 24 July 2008. . National Academy of Sciences (U.S.). Sweeteners: Issues and Uncertainties. Washington, D.C.: National Academy of Sciences, 1975. Lachmann, Alfred. Starches and Corn Syrups. New Jersey: Noyes Data Corporation., 1970.

Similar Themes but Dissimilar Fate

Parallel incidents that can be found in â€Å"Pyramus and Thisbe† and Shakespeare’s â€Å"A Midsummer Night’s Dream† demonstrate Shakespeare’s adaptation of the tragic myth. The mere mention of the myth in Act 5, confirms the playwright’s attempt to imitate the theme of the story. However, in contrast to the other, â€Å"A Midsummer Night’s Dream† being a comedy, offers a happy ending, where lovers are united and blessed by fate. The story of Pyramus and Thisbe occurs as a play within â€Å"A Midsummer Night’s Dream. † It is presented in Theseus’s wedding, supposedly to satirize the love between Lysander and Hermia. However, a twist occurs in the end, giving the play a happy ending, thus departing from the real context of the myth. Parallelism between the two can be recognized in the theme, characterization, and plot. Both use the theme of forbidden love and disobedience. The beginning of the play suggests a close thematic resemblance to the myth. Egeus, the father of Hermia, seeks Theseus’s judgment regarding his disobedient daughter. Hermia, the daughter, is arranged to marry Demetrius, but she loves another man named Lysander, who also occurs in the scene. The lovers are very much in love but Egeus refuses to have them marry because of a promise he has given Demetrius. From this, we can see parallelism in the theme of forbidden love and disobedience of children to their parents. However, the presence of Demetrius is an addition, because in the myth, there is no mention of a third party. As such, Demetrius’s character is one element that suggests Shakespeare’s intention of dissuading from the old lovers’ myth. Like Pyramus and Thisbe, Lysander and Hermia are blinded by their love. That night, they profess their love for one another. Like the lovers in the myth, they seem unable to live without each other. Therefore, they plan to elope to Lysander’s aunt’s house to get married in secrecy. In doing so, they need to trod a forest where they meet a different fate. Similarly, Pyramus and Thisbe, being forbidden to continue with their love, decide to elope the next night and see each other at a monument, where they meet a tragic ending. This event in the plot makes a good resemblance with that of the myth, where lovers decide to take full control of their fate. However, just like the old myth goes, the lovers are doomed not to have everything going according to their plans. In Act 3 of the play, we see Shakespeare’s intention to make a twisted ending with the decision Lysander makes. As Lysander and Hermia lose each other in the forest, we find another parallelism where Pyramus fails to see Thisbe in the designated place. According to the myth, Pyramus does not find Thisbe and thinks that she is slain by a lion. In thinking so, he kills himself, and when Thisbe sees him dying, she does the same. Taking resemblance to the myth, Lysander is supposed to meet his death in the forest. This should happen in the hands of Demetrius who decides to take revenge over him for losing Hermia. However, the death of Lysander that the audience expects does not happen. Instead of dying like Pyramus, Lysander confesses his change of heart to Demetrius, â€Å"Content with Hermia! No; I do repent The tedious minutes I with her have spent. Not Hermia but Helena I love: Who will not change a raven for a dove? (Act 3, Scene 2) He confesses that he has had a change of heart and does not love Hermia anymore. Instead, he loves Helena, the girl who loves Demetrius. Because of this twist, Lysander is saved from potential death. Similarities in characterization can be recognized in the two literary texts. In the myth, the characters are too overcome by love, as in the play. Specifically, we see Thisbe and Hermia with great similarity in their intentions. In her dialogue with Demetrius, Hermia shows characteristics of Thisbe of being passionate to her love and willing to die. She pleads to Demetrius, â€Å"For thou, I fear, hast given me cause to curse, If thou hast slain Lysander in his sleep, Being o'er shoes in blood, plunge in the deep, And kill me too. † (Act 3, Scene 3) This shows the discernment of Hermia to die instead of living without Lysander. Like Thisbe, Hermia feels there is no tomorrow if she will not be reunited with Lysander. More than the characterization, we see a similarity in the portrayal of women in the two plots. Both assign women martyr roles of being true to their lovers. Not only do we see Hermia deeply in love with Lysander, but Helena with Demetrius as well. As such we see that the centuries that passed between the myth foretold and the writing of the play did not effect the way women are perceived in the society. As both literary texts contain, they are pictured as martyrs who await their lovers, willing to give up their life for the sake of the other. The theme, characterization, and some parts of the plot demonstrate similarities between the two works. This only shows that the theme of forbidden love among youths is very recurrent in literature. Specifically, the theme of disobedience to one’s parents reveal imitation of the myth. In addition, the characterization which suggests the theme of loyalty despite death as seen in Hermia clearly resembles that of myth. The readiness to die just to escape suffering, and follow a lover till death are also elements taken from â€Å"Pyramus and Thisbe. † Overall, while the play shares similarities with the myth, Shakespeare’s disposition to end his play in a more romantic way provides the characters with a different fate.

Globalization And Its Discontents Book Review II

Globalization and its Discontents: Book Review II Joseph E. Stiglitz in his book, Globalization and its Discontents, seeks to explain how an institution that is set to ensure economic and political stability in developing nations often fails to contribute to their progression. Loans made by international institutions, such as the IMF, and the World Bank, are often promoted as to have the ultimate aim of enhancing a state’s domestic economic stability and international capabilities. The author mainly focuses his arguments on critiques of the IMF and its actual motives for lending enormous amount of money to countries facing dire circumstances. In addition, Stiglitz elaborates on his argument as he contends on issues affecting developing nations that come as consequence of receiving loans from international lenders. Such issues are result of liberalization, privatization and deregulation of markets. The author notes that loans made by international institutions, mainly focusing on the IMF, may result beneficial to many developing states, and few times allow them to prosper more than they otherwise would have on their own. His argument is not that the loans themselves are harmful, rather, it is the conditions that come attached to such loans that often induce and accelerate economic default in countries seeking to obtain prosperous results from the borrow. 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The Issue Of Gun Control - 1932 Words

Adam Minniear Ms. Revenaugh English 9, period 6 10 December 2015 Mo Guns, Mo Problems On July 23, 2015, a 59-year-old man with a history of mental and legal problems shot up a movie theater in Lafayette, Louisiana(â€Å"Shootings Expose Gaps in Background Check System†). Even more shocking than this is the fact that the gun this man had purchased was purchased legally through a loophole in the current gun control regulations, which is exactly why these regulations must be tightened. What is gun control you might ask? Well, gun control is what the government has done to handle how a gun is made, how it is sold, and what citizens can and cannot do with a gun. Gun control is very important to society because if we didn’t have it, not just America, but the world would be anarchy since there wouldn’t be any laws that say that a person cannot go shoot up a school or shoot an innocent man on the streets. So basically, without gun control, anybody could do anything with a gun. 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Firearm can be used as defending or an assaulting weapon. In United States, firearm increase the rate of homicide, suicide and gun violence, which can harm and murder people. Moreover, taking away people’s gun will not work effectively because the murder and criminal will find another ways to get guns. Also, the black market will appear for the people who cannot get guns from regulated market s. In addition, if regulated guns are banned, murderers may useRead MoreThe Issue Of Gun Control1678 Words   |  7 PagesJanuary 2014 The 2nd Amendment Over the past few years, the issue of gun control has been widely discussed. You surely have heard the phrase, â€Å"Guns don’t kill people, people kill people† uttered and i wholeheartedly support this statement. It is important to treat guns responsibly so they do not end up in the wrong hands. I believe gun control violates our inalienable rights. Another piece of our liberty will surely be taken away if guns are banned, and socialism and totalitarianism will be rightRead MoreThe Issue Of Gun Control1208 Words   |  5 PagesWill Christopherson Traverson English 2 1 March 2017 Gun Control The United States has 88.8 guns per 100 people, or about 270,000,000 guns, which is the highest total and per capita number across the globe. The current public gun control debate in the United States seems to be placed on standby until it is sparked up by a major mass shooting. There were at least 126 mass shootings between January 2000 and July 2014.(pro). Opponents of more gun laws accuse supporters of using a horrific event to further

Bipolar I Disorder Group And The Control Group - 873 Words

According to Dbsalliance.org. bipolar I disorder is characterized by one or more manic episodes or mixed episodes and one or more major depressive episodes. Bipolar I disorder is the most severe form of illness marked by extreme manic episodes (Types of Bipolar Disorder). In the experiment, Understanding Creativity in Bipolar I Disorder, the experimenters hypothesized that bipolar I disorder would be related to elevations of and greater variability in lifetime creative accomplishment and divergent thinking In this experiment, there were two groups which were the bipolar I disorder group and the control group. The experimenters examined if divergent thinking within the bipolar group was related to positive affectivity, ambition, medication, or depressive and manic symptom severity. They also examined if trait like levels of positive affectivity, neurocognition and ambition were related to either divergent thinking or lifetime creative accomplishment within bipolar disorder. In this experiment there were 62 participants that were diagnosed with bipolar 1 disorder and 50 control participants that had no diagnosis of a lifetime mood disorder. The people that were participating were recruited from the Bay Area Community in California. Everyone was fluent English speakers and ranged between 18 and 65 years old. Neither with no history of brain injury or medical conditions of the central nervous system and no show of impaired mental status or developmental disability. EveryShow MoreRelatedUnderstanding Creativity Of Bipolar I Disorder1009 Words   |  5 PagesIn the experiment, Understanding Creativity in Bipolar I Disorder, the experimenters hypothesized that bipolar I disorder would be related to elevations of and greater variability in lifetime creative accomplishment and divergent thinking In this experiment, there were two groups which were the bipolar I disorder group and the control group. 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Events Managements

Questions: 1. Identify the key stakeholders of the 2014 Commonwealth Games in Glasgow and briefly outline their motivations and roles. Define a stakeholder, list all the stakeholders and choose about three to four to further talk about them and their roles.2. Critically evaluate the positive and negative impacts the Commonwealth Games have had on Glasgow and how they are being measured. (Explaining outcomes using examples and explaining economic, social, environmental and physical challenges).3. What lessons can be learnt from Glasgow for other commonwealth countries who are considering bidding for the Games in future years? Answers: Introduction It has been indicated by evidence that no previous country as a host has shown a positive impact of health sustainability resulting from a main sports event. Holding this event was not enough for making sure that health will be improvised. A legacy plan needed to be established even before the process of planning (Potter 1998). An assessment from health impact was done in the year 2008 which was followed by a successful big from Glasgow for hosting the common wealth games in the year 2014 and suggestions were made for the important stakeholders as partners for considering the plan to implement and obtain a positive influence that can help in mitigating the potential negative influence of the event. Glasgow center for health consideration of population, NHS Greater Glasgow and Clyde along with the council of Glasgow city commissioned the progressive and Dudleston Harkins Research Society Ltd for assessing HIA effectiveness in influencing the sports events legacy (Lee et al 2005). This also helped in appropriately understanding the way in which HIAs generally are used as effective techniques for promoting health. The general aim of this essay lies in evaluating the sports event hosted by Glasgow 2014 in terms of important stakeholders for the event with their main responsibility and role in the project, evaluating the beneficial and disadvantageous influences of the Games on the city of Glasgow and the way in which they can be measured economically, socially, environmentally and physically along with evaluating the consequence of the project to understand its impact for other countries bidding to host for common wealth games in the future (Glasgow 2014). The scope of this essay lies in analyzing environmental emissions (both direct and indirect either after or before), advantages and disadvantages of hosting such as event, how the impact can be measured along with the Type of Model used by Glasgow and other models that other countries can choose from. 1. The Common Wealth Games, 2014, hosted by Glasgow was supported by various members such as the Scottish Government and the committee that helped in organizing the event. Definition of Stakeholders: As per the definition provided by business dictionary.com, Stakeholders are those individuals or parties who have a concern towards an organization and are part of the organization. These stakeholders do not have equal position in the company but their participation to the functions and operations of a company helps the company to grow profits. These stakeholders have a share in the profit of a company and are also responsible to share the companys loss. Main Stakeholders List of Glasgow 2014 NHS Greater Glasgow and Clyde Glasgow center for Population health Glasgow University medical research council Population Health Glasgow centre NHS Greater Glasgow and Clyde, Medical Research Council Social and Public Health Sciences Unit Scottish Health Impact Network of assessment Glasgow Centre for International Futures Forum Social Care Executive Members Roles and Responsibility The assessment of Health Impact of the Sports event was done by the council of Glasgow city, Population Health Glasgow center, NHS Greater Glasgow and Clyde, Medical Research Council Social and Public Health Sciences Unit. Scoping Event was supported by Scottish Health Impact Network of assessment, Glasgow Centre for International Futures Forum (Andrew Lyon), Social Care Executive Member (Councilor Archie Graham), substance (Adam Brown) and ECOTEC (Clare Johnson). Community engagement was supported by stakeholders namely, Scottish Center for community development, Coordinators from Glasgow community planning partnership engagement network, Council of students from Glasgow and several individual and community members who volunteered in the event. Feedback of the event was supported and given by Archie Graham (Social care and Commonwealth games Executive Member, Council of Glasgow city (2014 team) and coordinators from partnership engagement (Fidell et al 2000). Steering group multiagency helped in guiding the work were Glasgow Culture and Sport center, Greater Glasgow NHS, City council and development and regeneration services of Glasgow. Stakeholder Motivation The following are the 3 important motivations for all the stakeholders which came from various concerns that the city of Glasgow in terms of its health position was facing. 1. The first concern was the weak position of health quality in the city in comparison to other Scotland cities and well known areas of UK. Mortality of infants has also reduced in the city since the past 3 decades (Hallenback 2009).2. Another concern was the problems such as smoking levels being relatively high, levels of obesity, levels of physical activity being less and alcohol consumption along with illicit drug usage in the city being high. Such health behavior trends have been known to have an adverse impact on the diseases in future and the levels of mortality. All the stakeholders along with their roles were highly motivated to bring the health quality of Glasgow at a common high individually and collectively (Hensher DABA 2001).3. Furthermore, the stakeholders had complete knowledge of the observation that HIA applies a qualitative and quantitative proof inclusive of perceptions from stakeholders and their experience in order to develop options that can enhance the positive influence and negate completely the negative influence. 2. Positive Impacts Social benefit: The main areas of potential influence were identified from the events scope which especially remained in enhancing employment opportunities and employment ability. Economic benefit: This would in turn positively influence the image of Glasgow city in terms of regenerating the city, pride of civic apprehension, peoples health and their well-being, developing infrastructure, enhancing environment and various themes to cross cut such as engaging community, inequalities being tackled and cohesion of community (Giuliano 2008). Environmental Benefits: However, prior to the event, positive evidences were gathered in order to analyze the positive influence of the Games to be true or false. Evidence 1: Survey from household- This survey explicitly resulted in stating that Glasgow citizens completely believed in this event to have a positive influence on the people at a larger scale such as the belief of people on the event to bring healthy impact for them and their families. Evidence 2: Reviewing Systematically- This review helped in understanding the influence of main multiple events on sports from the year 1978 to the year 2008 over health determinants. The findings reported to the steering group of HIA that the evident quality was low but there were identified gaps when examining the consequences (Gardiner 2008). However the positive impact of the review can be exclaimed from economic diversity of the city with its image enhancement. From this perspective it can be stated that an established process such as an HIA for professionals in public health domain help in informing the makers of policy with provided evidences. This is especially significant for intervention in the society not specifically aimed at generation of effective health. Negative Impacts Economic and Social Influence: Even after a wide range of potential positive impacts, there unfortunately is also lacking evidence for many of the needed influences. There is especially inadequate proof for impact attribution to such events instead of several other trends. Environmental Influence: From this perspective, even after the abundant data present over prior multi events of sports, academic research robust around such games legacy is rare. Such a large event being hosted can cause a large footprint environmentally with regard to creation of waste, needed travelling and excess consumption of food and drinks. Financial Influence: More capital can be wasted if consideration is not given to infrastructure development taking place with regard to long term benefits of the construction. Initiatives of regeneration have a tendency to be positive along with being negative. Forceful eviction and forceful relocation are some similar negative impacts of such a scenario (Gardiner 2006). Political Influence: Lacking coordination present between the sector of public and private. More focus on internal structure of the city with lacking wider areas integration. Constructing buildings permanently that were very large for use every-day Measuring impact is needed for determining the real impact and to under if the process of HIA has influenced the process of decision making. It is evident that the event will critically impact health of people by influencing the economic ability, civic pride, decision making engagement, new infrastructure provision and cultural event participation promotion (Kemp 2012). However, it was challenging to deliver precise estimation of these influences because from similar intervention, there is no qualitative evidence present. Using the Community Engagement National standards and a tool named as VOiCE (Visioning outcome in community engagement) were applied alongside the Development Center for Scottish Community. Outcomes using examples The main strength of the Common wealth Games remained in program planning, use of several methods, working collaboratively, share data and feedback being provided. The final score of the evaluation resulted in 5 out of 6 indicating an excellent performance with main strengths remaining related to the Standards of Nation along with stated outcomes achievement. This was available proved by the following Examples: Example: Safer Routes for Travelling Actively was evident as an essential outcome of the HIA. Infrastructure of transport improved in terms of access, pollution issues and standards of safety. This was the result of emerging infrastructure requirement, reviews conducted systematically and from the consultation phase of stakeholders. The program faced several Challenges of Economic, social, environmental and physical nature as follows Social and Economic: Improving the population health especially to prevent obesity is challenging for Scotland because it already is ranked the second amongst obesity level developed nations along with no improvements being shown. Example: Before the Olympic games of Sydney the obesity levels increased and also after the games. There has been no guarantee that a main event of sports will result in positive influence being gained socially and economically for the nation hosting the event. Furthermore, it is also argued that the benefits for the host nation are often lost (Lee et al 2007). There is no influence that will take place automatically on activities in the society which are non-sport based. Other challenges are inclusive of delivery alignment and legacy alignment, expectations being unmanageable, caution and ambition being mix reasonably, developments are linked and HIA is not enough for planning the legacy especially for engagement of community. Environmental: During the time of construction, noise pollution will be the main challenge as it can lead to stress for other people. Stocks of housing do not yield long term sustainability and the need to build green houses will require further planning. Pollution due to traffic congestion is another significant challenge (Waitt 2001). Physical: According to the Poll results from YouGov, more than 70 percent population still will not be motivated for doing more exercises even when life of people depends on the same. Any improvement in health, levels of activity of lifestyle have been shown by no other nations hosting common wealth games according to Chief Medical Officer, London 2012 (Owen 2002). Very less information is present of the influence of this event on development of sport in the local area, regions and at the level of nation. Furthermore, health benefits related to games are not known yet. 3. What went well with Glasgow was the simplicity offered to its citizens through hosting a sports event at an international level. Also, the positive impact was simple but results in complicated outcomes that need to be addressed as per the recommendations. Communities involved in making decisions on facilities establishment and up gradation to ensure that the requirements in the local environment are met. Every facility was ensured to have a process in place for the involved communities in alignment with making decisions with the Community Engagement National Standards (Friedman et al 2010). More requirement for facilities helped in motivating the enhancement in physical activities. However the conduction of HIA was the main efforts made by Glasgow inclusive of themes mapping for Framework of Legacy revealing certain essential lessons learnt with regard to HIAs in future. The main challenge related to this HIA and the associated framework of legacy was to ensure main partners are taking up the role and responsibility as per the suggestions. Outlined stakeholders also faced issues in making sure that the steps are taken under specific actions with the National Standards in order to make sure that the process is properly monitored (OBrien 2009). It was also suggested as such there needs to be a main group that sits above every organization involved in the process in order to side by side govern the assessment process and eventual recommend the way in which monitoring can be done of the implementation process fruitfully. Glasgow while hosting the event made sure that all the involved members understood this HIA in the appropriate manner and were aware that the proc ess is an approach to collect comprehensive work pieces that involved various stages such as reviewing literature and consulting the community. Environment emissions with regard to the legacy of environment for the Games in 2014 aiming to not only be an exemplar but also environmental sustainability through natural resources efficient usage, low-carbon promotion and several technologies preferred environment (Gardiner 2006). There were various particular measure of environment for the Games 2014 inclusive of zones with lower emission around the venues of 2014, venues free from car, vehicles with higher technologies and renewable energy usage. Policy consideration for sustainability in construction was essential to design buildings at a lower use of energy. Various potential impacts of negative nature to the local environment are inclusive of noise pollution, pollution from dust and vibrating due to activities of construction. The associated regeneration with the games needs to be an example that helps in promotion of urban design sustainability encouraging travel and physical activity. Therefore, knowledge refreshment amongst stakeholders or introduction of HIA as a concept or model along with its influence over policy to newly recruited staff can help in making sure that the HIA has an advanced impact and it also removes the HIA perception not being applicable still. The type of Model used by Glasgow, 2014 while hosting the common wealth games was Health Impact assessment model which is the systematic process to identify the differential proposed plans and projects health and wellbeing influence (Gardiner 2006). This took place in democracy, equity, sustainability and ethical usage for framework of evidences. This tool was used to positively influence the decision making process. Understanding the properly complicated and political environment that surrounds the HIA development and implementation is important for making sure that the recommended change has been implemented. This illustrated that HIA is significant to conduct HIA that can match along with map the current structure of policy. Conclusion This essay has been based on various factors considered when Glasgow 2014 hosted the common wealth Games. These factors were related to social, environmental, political and economic along with physical challenges that the event had to face. In addition, more focus in this essay has been given to the way in which the program was evaluated and what was presented in the outcome. The model of HIA has been taken evidently in order to attain the resulting consequence in the health quality domain (Gardiner 2006). Additionally, the HIA process was comprehensive with thoroughness in nature and the process helped in making use of current networks and present findings in concise manner, resonated manner and in accordance to the solutions from several evaluations and consultations community. From the legacy frameworks outlined themes, the organizations and nations in the future will be successful in hosting common wealth games for health benefits through recommended frameworks (Gardiner 2006). H owever, as the population is growing rapidly it becomes important to review and learn from such events in order to make sure that there are beneficial requirements of health obtained for every population group through hosting such sports events. References 1. Glasgow 2014, 2014, Delivering a lasting legacy for Scotland: analysis of consultation responses, Scottish Government (Available at https://www.scotland.gov.uk/Resource/Doc/253682/0075174.pdf.)2. Lee, BK., Jun, NY., Lee, HK., 2005, Analysis of impacts on urban air quality by restricting the operation of passenger vehicles during Asian Game events in Busan, Korea. Atmospheric Environment, 39, pp 2323-2338.3. Potter, CSJ., 1998, Assessing the impacts of transportation on ambient air quality: the 1996 Atlanta Olympics. Washington, D.C, Transportation Research Board4. Fidell, S., Pearsons, K., Tabachnick, BG., Howe, R., 2000, Effects on sleep disturbance of changes in aircraft noise near three airports. Journal of the Acoustical Society of America, 107: 2535-47.5. Hallenbeck, ME., 2009, Traffic impacts during the Goodwill Games : final report, Research Project GC8719, Task 29, Goodwill Games Traffic Impacts. [Olympia, Wash.?]: Washington State Dept. of Transportation, Planning, Resear ch and Public Transportation Division, in cooperation with the U.S. Dept. of Transportation, Federal Highway Administration 6. Hensher DABA, 2001, Going for gold at the Sydney Olympics: how did transport perform? [Sydney, N.S.W.]: Institute of Transport Studies, Australian Key Centre in Transport Management, the University of Sydney and Monash University 7. Giuliano, G., 2006, Changes in travel demand characteristics during the 1984 Los Angeles Olympics. Irvine, Calif.: Institute of Transportation Studies, University of California 8. Gardiner, S., 2008, Creating sustainable mega event impacts: networking and relationship development through pre-event training. Sport Management Review, 9:25-47.9.Kemp, S., 2012, The Hidden Workforce: Volunteers' Learning in the Olympics. Journal of European Industrial Training, 26, pp 109-116. 9. Kemp, S., 2012, The Hidden Workforce: Volunteers' Learning in the Olympics. Journal of European Industrial Training, 26, pp 109-116. 10. Friedman, MS., Powell, KE., Hutwagner, L., Graham, LM., Teague, WG., 2010, Impact of changes in transportation and commuting behaviors during the 1996 Summer Olympic Games in Atlanta on air quality and childhood asthma. Jama-Journal of the American Medical Association, 285:897-905. 11. Lee, JT., Son, JY., Cho, YS., 2007, Benefits of mitigated ambient air quality due to transportation control on childhood asthma hospitalization during the 2002 summer Asian games in Busan, Korea. Journal of the Air Waste Management Association, 57, 968-73. 12. Waitt, G., 2001, The Olympic spirit and civic boosterism: the Sydney 2000 Olympics. Tourism geographies, 3, pp 249-278. 13. Owen, K., 2002, The Sydney 2000 Olympics and urban entrepreneurialism: local variations in urban governance. Australian geographical studies, 40, pp 323-36.14. O' Brien, DJ., 2009, Strategic business leveraging of a mega sport event: the Sydney 2000 Olympic Games experience. Gold Coast, Qld.: CRC for Sustainable Tourism 15 Gardiner, S., 2006, Creating sustainable mega event impacts: networking and relationship development through pre-event training. Sport Management Review, 9:25-47. 16. Searle, G., 2007, Uncertain legacy: Sydney's Olympic stadiums. European Planning Studies, 10, 845-60