Rheumatoid Arthritis Essay -- essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  Rheumatoid arthritis is a chronic syndrome that is characterized by inflammation of the peripheral joints, but it may also involve the lungs, heart, blood vessels, and eyes. The prevalence of this autoimmune disease is between 0.3% to 1.5% of the population in the United States (Feinberg, pp 815). It affects women two to three times more often than men, and the onset of RA is usually between 25 and 50 years of age, but it can occur at any age (Reed, pp 584). RA can be diagnosed by establishing the presence of persistent joint pain, swelling in a symmetric distribution, and prolonged morning stiffness. RA usually affects multiple joints, such as the hands, wrists, knees, elbows, feet, shoulders, hips, and small hand joints. RA is usually characterized by the inflammation of the synovium, which lines the joints and tendon sheaths of the body.   Ã‚  Ã‚  Ã‚  Ã‚  The etiology of this disease is unknown. There are multiple factors involved in this disease, including autoimmune reactions and environmental factors. There is also a genetic predisposition that has been identified that can be related to the cause of RA. Rheumatoid arthritis develops as a result of an interaction of many factors. Much research is going on now to understand these factors and how they work together. Rheumatoid arthritis is one of several "autoimmune" diseases because a person's immune system attacks his or her own body tissues (Gordon, pp 16). A feature of rheumatoid arthritis is that it varies a lot from person to person. For some people, it lasts only a few months or a year or two and goes away without causing any noticeable damage. Other people have mild or moderate disease, with periods of worsening symptoms, called flares, and periods in which they feel better, called remissions. Still others have severe disease that is active most of the time , lasts for many years, and leads to serious joint damage and disability. Rheumatoid arthritis occurs in all races and ethnic groups. Although the disease often begins in middle age and occurs with increased frequency in older people, children and young adults also develop it.   Ã‚  Ã‚  Ã‚  Ã‚  In 1987, the American Rheumatism Association developed seven criteria to define RA. First, morning stiffness in and around joints lasting at least one hour before improvement. Second, there is arthritis of three or more joint areas. Third, there is swelling of at least one ... ...person's tension can be released in more positive ways rather in a harmful manner towards himself/herself or towards others. The OT may also promote the person to participate in more social activities to get him or her to feel more competent and increase one's self-esteem.   Ã‚  Ã‚  Ã‚  Ã‚  Persons with arthritis often do not comply with treatment and management routines, so the Occupational therapist may need to provide him or her with good learning or teaching techniques. The OT must also share with the patient the expectations about treatment and management, encourage personal responsibility for his or her care, and maintain a relaxed environment to encourage communication with other professionals and loved ones. The OT must also be cautious of any other health concerns that may arise due to the progression of the illness or even side effects from the medications. There are so many affected by Rheumatoid Arthritis and it is a growing illness that has been seen across the United States. In the future of medicine, more and more research will be done to find the cure to this illness, but for now, such treatment like Occupational therapy will further advance the lives of those living with RA.

Econ 7002 Tutorial 1

ECON 7002: Semester 1 2012 Tutorial Topic 1 Tutorial Topic 1 CHAPTER 1 Practise Economics: Question 2: In light of your answer to question 1, provide some explanations for the apparent differences in the relative share of government expenditure in the countries listed in the above table. Governments spend money on social security, health services, infrastructure such as roads, bridges etc, and transfer payments such as unemployment benefits and pensions.The disparity within the table is partially a reflection of the strength of the taxation system (without a strong tax system the government will lack the revenue to cover expenditure on the areas noted above); the need for government to replace private investment expenditure and the position of the government within the economy, that is a â€Å"planned† versus a â€Å"free† economy. In the case of Australia, although it is classified as a mixed economy the relatively high level of government expenditure is accounted for by the strong taxation system and broad base of social security payments.Conceptual Questions: Question 4: What are economic resources? Give some examples of each type of economic resource. Economic resources are also termed â€Å"Factors of Production† and can be divided into Physical and Human Resources that can then be broken down further into:  ¦  ¦  ¦ Land: forests, arable land, minerals and water Labour: physical and mental labour Capital; physical capital such as factories, machinery and infrastructure. Remember MONEY is NOT an economic resource as it does not produce anything.Entrepreneurship: the ability to put the various other resources together in an innovate manner- also a risk bearer  ¦ One of the most important points to remember is that all economic resources are scarce and therefore we need to make choices. Analytical Questions: Question 3: Graph the data in the table. Are there constant or increasing opportunity costs for the production of missiles? There are increasing opportunity costs in the production of missiles because the production of cars falls at a higher rate as larger quantities of missiles are produced. ECON 7002: Semester 1 2012 Tutorial Topic 1 40? Guided? Missiles? (thousands)? 35? 30? 25? 20? 15? 10? 5? 0? 0? 2? 4? 6? Cars? (millions)? P1? P2? P3? 8? 10? 12? Question 7: Suppose improvement occurs in the technology of producing guided missiles but not in producing cars. (a) Draw the new production possibilities curve on the diagram that you created in answering question 3. P1 is the original PPC and P2 represents an improvement in the technology of producing guided missiles but not in the production of cars.The production possibilities curve therefore rotates clockwise with the maximum possible production of cars (8 million) unchanged and an increase in the maximum possible number of missiles produced. (b) Now draw a curve that reflects technological improvement in the production of both products. P3 represents an improvement in the technology of producing both cars and guided missiles and therefore an increase in the possible production of both. Discussion Questions: Question 3: Comment on the following statement from a ewspaper: ‘Our secondary school serves a splendid hot meal for a dollar without costing the taxpayers anything, thanks in part to a government subsidy. ’ All government subsidies are ultimately borne by taxpayers. The cost will either result in an increase in taxes to pay for the subsidy or some other government expenditure must be forgone, or the government will spend newly created money, which will be inflationary and thus be paid for by taxpayers through higher prices for other goods and services. Thus, this statement is incorrect. 2

Business Ethics and Social Responsibility Essay - 2333 Words

This paper will compare and contrast the various interpretations of four separate authors in respect to ethics and social responsibility as they apply to business. The four articles to be reviewed are; â€Å"The Social Responsibilities of Business is to Increase its Profits† by Milton Friedman, â€Å"The Relevance of Responsibility to Ethical Business Decisions† by Patrick E. Murphy, â€Å"What is ‘business ethics’† by Peter F. Drucker and â€Å"To Be Ethical Not To Be: An International Code of Ethics for Leadership† by Ala’ Alahmad. Each of these articles represents the author’s interpretations on the interplay between â€Å"business ethics† and â€Å"social responsibility† supported by both external and personal research. Although none of the authors represent†¦show more content†¦Social responsibility can be defined as the obligation held by both individuals and corporations to act in a way that benef its society at large. It is the behavior that addresses the trade-off between the economy and ecology and therefore attempts to reach equilibrium between the two. Corporate Social Responsibility (CSR) is a relatively new concept which imposes strategies designed to create positive impact on society while maintaining profitable business practices. Since every business holds different economic and sociologic objectives, there really are no clear-cut CSR directives; however the main motive of CSR is shared among all businesses. In Ala’ Alahmad’s article, he makes the assertion that although there is no accepted international code of ethics, the following values should be held by all leaders: â€Å"honesty, tell the truth no matter what, respect, punctuality, not judgmental, just, humble and dignity†. He also states that ethics are â€Å"a person’s concept of right and wrong†. Note that he does not state it is a corporate or company’s concept of right or wrong. He holds to the concept that ethics are entirely a product and parcel of the individual. To further supplement this argument he states that â€Å"ethical leadership is the demonstration of normatively appropriate conduct through personal actions and interpersonal relationships, and promotion of such conduct among followers through two-way communication,Show MoreRelatedSocial Responsibility And Business Ethics Essay1470 Words   |  6 Pagesrole of social responsibility in business organizations and societ y. This paper will compare similarities and differences between Cohen’s perspective on social responsibility to the social responsibility and business ethics theories of Drucker and Milton Friedman. Furthermore, this paper will provide a frame of reference on corporate social responsibility and business ethics presented in other research. Social Responsibility Defined Cohen, 2009 wrote in his article that Drucker defined social responsibilityRead MoreBusiness Ethics And Social Responsibility1167 Words   |  5 PagesCOMPARITIVE BUSINESS ETHICS AND SOCIAL RESPONSIBILITY Essay on Ethics and corporate Social Responsibilities SUBMITTED BY: Karuna Shrestha SID# TIA2346 SUBMITTED TO: Understanding Ethics and CSR (Corporate Social Responsibilities) Corporate social responsibility is no more characterized by the amount of cash an organization adds to charities, yet by its general inclusion in exercises that enhance the nature of individuals lives. Corporate Responsibility has come up as a huge topic in theRead MoreBusiness Ethics And Social Responsibility1828 Words   |  8 PagesIntroduction Businesses nowadays hold a lot of responsibility when developing and selling products/service ethically. Business ethics is the discussion that many scholars are talking about in securing a business’s reputation and success. In this paper, I will be tackling the surrounding ideals when it’s comes to business ethics and how a business should be run in order to have social responsibility. In addition, the theories that are based around these topics will be added into a scholarly debateRead MoreBusiness Ethics And Social Responsibility879 Words   |  4 PagesBusiness Ethics and Social Responsibility During this short summer class, I have understood more than I ever could have done before. Not only because the study of ethics is crucial, but also because being socially responsible is part of being ethical. Among the most important assignments required from this course are: Journals, discussion boards, social project, and the lectures. However, the first group collaboration was our own code of ethics; from there, students were required to follow it asRead MoreBusiness Ethics and Social Responsibility665 Words   |  3 PagesBusiness Ethics and Social Responsibility Sexual orientation discrimination includes being treated differently or harassed because of your real or apparent sexual orientation -- whether gay, lesbian, bisexual, or heterosexual. This type of discrimination may be illegal in your workplace, depending on where you work. This is not a personal problem that should be handled among themselves. As an Equal Employment Opportunity company, the company should ensure that guidelines are given andRead MoreBusiness Ethics and Social Responsibility Essay1471 Words   |  6 PagesEthics in the workplace help the organization to grow and prosper. They bring about leadership, work culture and literacy. Ethic are beliefs about what’s right or wrong and good or bad based on individual’s values and morals, plus a behavior social context. Ethical behavior conforms to individual beliefs and social norms about what’s right and good. Unethical behavior conforms to individual beliefs and social norms about whatâ€⠄¢s wrong or bad. Business ethics refers to ethical or unethical behaviorRead MoreBusiness Ethics And Corporate Social Responsibility Essay1382 Words   |  6 PagesSOLUTION Business Ethics Business ethics are moral principles that guide the way a business behaves. The same principles that determine an individual’s actions also apply to business. Acting in an ethical way involves distinguishing between â€Å"right† and â€Å"wrong† and then making the â€Å"right† choice. It is relatively easy to identify unethical business practices. For example, companies should not use child labor. They should not unlawfully use copyrighted materials and processes. They should not engageRead MoreBusiness Ethics : Moral And Social Responsibility1750 Words   |  7 PagesBusiness ethics are moral and social responsibility that a business is supposed to have towards the community in general. Many companies are concerned about their social responsibility, particularly to the environment and their employees. Our values and morals are our personal guidelines that help us make decisions about what is right and what is wrong. Most companies have policies and procedures it is important for managers and employees to have guidelines to follow in the workplace. I think weRead MoreBusiness Ethics And Corporate Social Responsibilit y1502 Words   |  7 Pages Nowadays, a business wants to exist and grow in a society, which business ethics and corporate social responsibility are sensitive and crucial objectives, the business should do what is right. Many people agree that business does not exist beyond society, it is a citizenship in the society. Therefore, business has to have many certain obligations and social responsibility. It generally means business have to do something good for the community, making social contribution, and using effectivelyRead MoreCorporate Social Responsibility And Business Ethics8391 Words   |  34 Pages CORPORATE SOCIAL RESPONSIBILITY AND BUSINESS ETHICS Final Project Report for Legal Aspects of Management Submitted To Prof. Dr. D.S. Sengar Professor, IIM Lucknow Submitted By Group 9 Abhinav Bansal, PGP31186 Chheda Adarsh Jayesh, PGP31199 Manideep Akarapu, PGP31213 Ritika Srivastava, PGP31226 Surbhi Aggarwal, PGP31239 â€Æ' Table of Contents Executive Summary 3 Acknowledgement 4 Business Ethics 5 Corporate Social Responsibilty 7 CSR Law 7 Crisis Management CSR 10

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Beauty in The Picture of Dorian Gray Essay - 1224 Words

In Oscar Wildes novel, The Picture of Dorian Gray, beauty is depicted as the driving force in the lives of the three main characters, Dorian, Basil and Lord Henry. Dorian, the main character, believes in seizing the day. Dorian is described as an addict, having mad hungers that grew more ravenous as he fed them. Basil, the artist, admires all that is beautiful in life. Lord Henry, accredited ones physical appearance to the ability of achieving accomplishments in life. Lord Henrys moral position in Dorian Gray is akin to that of the devil; he is the initial serpent in the Garden, and continues to coax Dorian to evil throughout the novel. Beauty ordains the fate of Dorian, Basil, and Lord Henry. The novel embodies the relationship of†¦show more content†¦Dorians features retain their youth and purity, while his deepening moral corruption caused by his narcissistic worship of the beautiful is made visible only in the portrait. Dorian sets his conscience aside and lives his life according to a single goal of acheiving pleasure. His painted image, however, asserts itself at his conscience and hounds him with the knowledge of his crimes. He aspired to have had a good life rather than one filled with artificial meaning. The image of Dorian reflects his conscience and his true self, and serves as a mirror of his soul. The moral beauty of Dorian lies within the portrait of himself. The portrait imitated his life. He finally realized that beauty cannot help him escape his evil actions. He deeply lamented his wish that the portrait bore the burden of his age and sin. He Buckner 3 finally realized there is no way to undo the effects of age or of sin on a soul. Dorian tries to destroy the picture, so he will no longer be reminded of the evil that beauty has caused him. But, as he destroys the picture, he kills himself, and the picture is cleansed and beautiful again. Dorian gives nothing less than his soul for the mistakes that he made. The price that one must pay for their discrestions is exceedingly high. Basils life is also driven by beauty. He is infatuated with Dorians beauty in the beginning. He appreciated Dorians beauty but did not wish to possess it for himself. BasilShow MoreRelatedBeauty in The Picture of Dorian Gray 809 Words   |  4 Pagesnovel, The Picture of Dorian Gray, beauty is depicted as the driving force in the lives of the three main characters, Dorian, Basil and Lord Henry. Dorian, the main character, believes in seizing the day. Basil, the artist, admires all that is beautiful in life. Lord Henry, accredited ones physical appearance to the ability of achieving accomplishments in life. Beauty ordains the fate of Dorian, Basil, and Lord Henry. The novel embodies the relationship of beauty and morality. Beauty is not basedRead MoreThe Picture Of Dorian Gray Literary Analysis1029 Words   |  5 PagesThe Picture of Dorian Gray: What’s the meaning? The famous and well-renowned saying â€Å"do not judge a book by its cover† is something we have all heard ever since we were little children. In the novel, The Picture of Dorian Gray, this advice is crucial. This idiom expresses that someone should not judge something based on its appearance. A book, or in the case of this novel, a person, might actually be very different from the image portrayed on its cover or their outside appearance. This could notRead MoreKiller Instincts in Oscar Wildes Novel, The Picture of Dorian Gray778 Words   |  3 Pagesothers,† (Wilde 46). Dorian Gray deceives himself by not knowing he is in love, and ends by showing everyone his most horrible traits. In his novel, The Picture of Dorian Gray, Oscar Wilde talks about Dorian Gray, an innocent, beautiful young man who does not understand the power of his own beauty. Basil Hallward, an artist, discovers Dorian and paints a magnificent portrait of him. When one of Basil’s friends Lord Henry advises Dorian of his divine beauty and youth, Dorian wishes for the portraitRead MoreThe Picture Of Dorian Gray Essay1460 Words   |  6 PagesAs seems to be the theme of Oscar Wilde’s book, The picture of Dorian Gray, art an beauty are both the same, yet they are different. But how can this be? Well, beauty and art are intertwined the moment art is used to capture a sliver of pure beauty, in order to make that moment last forever. According to Lord Henry, â€Å" Yes, Mr. Gray, the gods have been good to you. But what the goods give can easily be taken away. You only have a few years in which to live really, perfectly, and fully† (Wilde Pg.Read MoreAnalysis Of The Picture Of Dorian Gray1301 Words   |  6 PagesIrony in The Picture of Dorian Gray More often than not, it is hard to face the consciousness of the inevitable. Everyone feels the distress of realizing that time is fleeting and they will soon grow old and wrinkly, no longer their youthful self. The Picture of Dorian Gray, by Oscar Wilde, illustrates this human condition specifically through the main character Dorian Gray. Mr. Gray captures the artistic imagination of artist Basil Howard, who constantly paints portraits of Dorian. Basil usuallyRead More Inner and outer beauty in Dorian Gray Essay1495 Words   |  6 Pages The term ‘beauty’ may have very relative significance. Something can be beautiful for us, but ugly for other people. The external beauty of a person is often the first thing that we pay attention to. This is the result of the association of beauty with good and ugliness with evil. Through the outer appearance we make a general opinion about a given person. Such a way of thinking may be very misleading. In order to get to know the perso n we need to look to the inside – into the soul. This is theRead MoreInner and Outer Beauty in Dorian Gray1512 Words   |  7 PagesThe term ‘beauty may have very relative significance. Something can be beautiful for us, but ugly for other people. The external beauty of a person is often the first thing that we pay attention to. This is the result of the association of beauty with good and ugliness with evil. Through the outer appearance we make a general opinion about a given person. Such a way of thinking may be very misleading. In order to get to know the person we need to look to the inside Ââ€" into the soul. This is the placeRead MoreThe Picture Of Dorian Gray971 Words   |  4 Pagesnineteenth century novel, the Picture of Dorian Gray demonstrates the importance of the aesthetic movement in Victorian England. This suggests youth and physical attractiveness is emphasized and are valuable additions to society. Therefore, what matters to Dorian, is not the internal goodness an individual possesses but the appearance they present. Consequently, Dorian is able to forget the violent acts he commits as long as he appears beautiful on the outside. Since external beauty is valued, Wilde arguesRead MoreThe Picture Of Dorian Gray Analysis1623 Words   |  7 Pages Oscar Wilde’s novel The Picture of Dorian Gray shows us the triumph of a corrupting influence over a virtuous one. In the novel, Lord Henry’s influence over Dorian overpowers Basil’s and leads to Dorian’s eventual demise. In analyzing Oscar Wilde’s The Picture of Dorian Gray, the theme of good versus evil reflects off of Lord Henry’s and Basil’s interactions with Dorian and Dorian’s internal struggles, thus exemplifying that a person with weak virtues will falter in the face of hedonistic temptationRead MoreProposal for A Narcissistic study of The Picture of Dorian Grey919 Words   |  4 Pagesï » ¿ A Narcissistic study of The Picture of Dorian Grey General Overview Oscar Wilde’s The picture of Dorian Grey’s novel is about a young man named Dorian Gray, the subject of a painting by artist Basil Hallward. Basil is impressed by Dorians beauty and believes his beauty should not be wasted and it is responsible for a new mode in his art. Dorian meets Lord Henry Wotton, a friend of Basils, and becomes enslaved by Lord Henrys world view. He shows him a new hedonism, and suggests the only things

Oxford dictionary meaning of the word “research” Free Essays

The proposed article fall within the area of subject of research, as the context and purpose of article is to bring about a rationale thinking in application areas of auditing vs.accounting.Understanding definition of term â€Å"research†. We will write a custom essay sample on Oxford dictionary meaning of the word â€Å"research† or any similar topic only for you Order Now â€Å"Identification of key area, to effort on, find facts, draw/derive/produce positive or negative results and apply whichever is applicable, and complete findings.† This article is written without any prejudicial interest and true replica of events that occur in business accounting, viewed at a macroscopic level.   Practicing of accounting demands an ethical code of conduct, as auditors are the intermediary officials for companies as well stakeholders, who safeguard ipso facto corporate sector. Type of Research First reading ensured enough time to read each page, to perceive the subject and contents to form a basis for finding and comprehend the facts. Second reading is attempted to learn and recognize, what made the article to give such a serious effect, and grounds of falsification. Final critique reading and view   on art, style, etiquette and magnitude of the article and draw inferences, as a whole. Research Questions: Does the article represent a view of research to lay facts, scholarly view to consider and instigate appropriate measures of corrections in ethnic field of auditing or an elite journalistic article ? Is the usage of Jargon is in compliance and accurate with the subject of article? What is the satisfaction of Author(s) who have ventured efforts in perceiving the facts? The author(s) have endeavored on article in prediction or to pre-empt the startling scams or scandals in corporate sector? Where does the error take rest? With Auditors/Company officials/Rating How to cite Oxford dictionary meaning of the word â€Å"research†, Papers

Horlicks free essay sample

Born: 1873, in the US History: Two Chicago, US-based brothers, James and William Horlick, first patented the malt-based milk drink as baby food. the US While the exact date of its India launch is not known, some of its commercials date back to the early 1900s. Currently owned by GSK Consumer Healthcare Ltd in India Status: Horlicks holds 58% of the Rs1,900 crore health food drinks market, and is currently a Rs1,000 crore brand in India Brand story: From a drink that was supposed to promote a good night’s sleep to one that can help children grow taller, stronger and sharper, Horlicks has come a long way.Simultaneously, its brand image, too, has changed—from a fuddyduddy, boring health drink recommended by doctors to something that is nourishing, and enjoyable. In 1992, as its market share grew, the brand extended itself to a new product—Horlicks Biscuits. In 1994, it started singing the â€Å"micronutrient† story, fol lowed by its â€Å"smart nutrientsâ €  campaign in 1998. The brand underwent a massive transforma tion in 2003, when almost everything about it changed—from the taste and flavour to the packaging. It also changed its positioning: it was nourishing, yes, but also tasty.Another turning point came in 2005, when the brand released a clinical study which claimed that children who consumed Horlicks were â€Å"taller, stronger, and sharper† than those who did not. For the first time, the brand tried to communicate with children, not just their mothers. Beginning a major advertising and marketing campaign along that theme, new variants such as Horlicks Lite were launched, followed by the revamp of Junior Horlicks in 2006. The latest variant is Women’s Horlicks, launched this year.We are constantly striving to ensure that the brand is relevant to consumers,† says Shubhajit Sen, vice-president, marketing, GSK Consumer Healthcare Ltd. Product innovation, he maintains, is likely to remain a priority Source- http://drypen. in/case-studies/brand-horlicks-case-study-and-strategies. html Market- Horlicks Quite often, a jar of Horlicks occupies a visible position in Indian kitchens. Successive generations of Indians over the past half-century have consumed it – stirred in a glass of hot milk or water – and become totally confirmed believers in Horlicks’s virtues of good health and nutrition.This is only to be expected for a brand that consumers have been using since the 1930s. Today, Horlicks is one of the best known brands in the health food category. It owes its success to a strong brand heritage, commitment to quality, focused communication, a strong distribution network and a deep understanding of consumer needs. Health food drinks provide nourishment for the family, particularly growing children and serve as energy providers for adults. The market for malted milk powders in India is huge as the product is widely used as a nutrition and energy supplement by children and adults.The size of the market is estimated at Rs. 10,170 million. Horlicks occupies the leading position with over 50% shares of the market (Source: ACNielsen ORG-MARG 2002). Despite Operation Flood, the durability of the Horlicks brand has remained and has, in fact, been strengthened over the years. This is because the brand has been able to reinvent itself – and the market – and create positioning strategies that are in sync with consumer needs. It has created new segments in the market place by introducing sub- brands aimed at specific consumers.Mothers Horlicks is targeted specifically at pregnant and lactating mothers, while Junior Horlicks has been especially formulated for little children. This strategy has expanded the market and brought new groups into the Horlicks fold. Most brands in the category, today, offer a variety of flavors to cater to the changing tastes of consumers. Product innovations, too, are the norm as the brand that offers the most value to consumers is likely to win. Horlicks’ enviable brand reputation and continuous product improvement has helped it stay ahead of its competitors. AchievementsHorlicks has a significant presence in over fifteen countries. Today Horlicks is the best known brand in the health foods category in India. The brand enjoys the trust of generations of Indian mothers and this relationship has been nurtured by the brand by fortifying the product from time to time. In 1998, Horlicks was fortified with Smart Nutrients – a unique combination of vitamins and minerals – intended to imbibe growing children with mental agility and physical fitness. Junior Horlicks was relaunched with extra nutrients to build the immunity of little children.Today, Junior Horlicks contributes 11% to Horlicks’ total sales turnover and has been one of the fastest growing product extensions to the Horlicks brand. But it isnt just product development that Horlicks has concentrated upon. It has also created new attractive packaging options including jars, refill packs and sachets. Horlicks was the first brand in India to introduce a refill pack option and also the first to shrink-wrap bottles. In a way, there’s a Horlicks pack for every occasion and mood. History Some malted barley, pinches of wheat flour with a dash of evaporated milk.Thats Horlicks recipe for success. James Horlicks, after whom the brand is named, was a chemist who worked for a company which produced dried infant food. He became ambitious after inventing some recipes of his own. So along with his brother William, they found J and W Horlicks of Chicago. In the 1870s, babies often fell sick as fresh milk soured quickly without refrigeration. It was this recipe, invented by James and William that Saved the day. From then on, their business grew rapidly. It was in 1906 that James returned to Britain and opened the Horlicks Malted Milk Company.Later, their sons sold the brand to SmithKline Beecham, now known as Glaxo SmithKline, (GSK) for ? 20 million. Up until the 1960s Horlicks was positioned as an adult restorative drink that gave extra energy, especially during convalescence. The 1970s saw its position shift to ‘The Great Nourisher’. It was in this phase that the brand saliency shot up. Suchitra, the protagonist, epitomised the modern housewife of those days. She was the gatekeeper of her familys health. The medical credentials were reinforced through the depiction of a doctor as the rational voice.The next decade saw Horlicks face an immense external challenge. Thanks to Operation Flood, there was availability of milk and the raison detre for buying the brand became weaker. Horlicks fought back. In 1984, Horlicks aimed at growth by growing the consumer base. By 1994, it had created ‘Ideal Horlicks’ – and improved product formulation that also brought back the taste people reminisced about. In 2002, Horlicks was relaunched on the immunity platform. Product Put a couple of tablespoons full into a mug. Add warm water or milk and you’re ready to enjoy a drink that’s tasty and nourishing.Add ice cubes, cold milk or water to reconstituted Horlicks and it turns into a delicious, thirst quenching drink on a hot afternoon. That is why Horlicks is considered to be ‘the great nourisher’ for the entire family. The medical credentials and heritage of the brand have reinforced the image of the brand for years. Junior Horlicks, a specialist brand for little children. Mother’s Horlicks, a special nourisher for pregnant and breast feeding mothers, and Horlicks Biscuits are the other forms in which the brand is available.A selection of flavours – including chocolate, vanilla and honey – allow consumers to enjoy the nourishing goodness of Horlicks in a variety of delicious ways Recent Developments The new century has seen the Horlicks brand successfully battle the quirks of a fickle market. In fact, during 2001/02, Horlicks overcame grave challenges. The process invigorated and reinforced all the traditional virtues of the Horlicks brand and in the process created the basis on which Horlicks confidently looks to its future. The initial years of the new millennium were turbulent for Horlicks. While the brand stayed ahead of its rivals and retained market leadership, it showed a decline in absolute sales growth. Analysis revealed that the brand was suffering on three counts: usage by medium and heavy users had declined; the brand was not being perceived as ‘modern and contemporary’ and there was a loss in brand relevance among children. A complete brand re-launch was initiated in July 2003, and this involved improving the product, introducing new flavours, new packaging and a new communication campaign. For the first time in the brand’s history, it was decided to target children directly.Consumer research revealed that children perceived the brand to be old fashioned – something that their grandparents drank. This increased their resistance to the brand. Moreover, mothers too, were reluctant to force their children since they wanted to be seen as friends rather than as figures of authority. So, ‘better taste’ was the only way to make Horlicks the preferred choice among children. The focus was on ‘pleasurable nourishment’ and this paved the way for the introduction of New variants – including vanilla and honey. The regular variant, too, was improved to offer the best possible taste.And finally, packaging was made smarter, more vibrant and attractive. The new, improved Horlicks was advertised through the ‘Pran chonchol’ campaign, which established the Horlicks experience as integral to the lives of spirited live-wire children. The brand’s personality changed dramatically – the serious, do-good, earnest personality was replaced by a spirited, engaging, fun- loving character. What remains unchanged, though, is the commitment of the company to inventing new reasons and ways for consumers to enjoy the nourishing goodness of Horlicks. Promotion Horlicks released its first Indian press ad campaign way back in the 1930s, positioning itself as the family nourisher. Over the years, Horlicks’ communication has always connected with its consumers. In the 1970s, Horlicks was among the first brands that gave expression to the urban housewife’s concerns by creating the character of Suchitra, a modern housewife concerned with her family’s health. During the 1980s, Horlicks created one of the most popular TV campaigns with its ‘Why do I drink Horlicks? ’, commercial.It was one of the early instances of slice-of-life advertising that showcased the wide acceptance of the brand among people from different walks of life. The brand has been endorsed by celebrities, including leading lights of the Indian film industry such as Amitabh Bachchan who featured in a series of radio ads in the 1960s and 1970s; and Moon Moon Sen and her daughters Riya and Raima in the 1980s. Former world chess champion Vishwanathan Anand has also endorsed the brand. and 1970s; and Moon Moon Sen and her daughters Riya and Raima in the 1980s.Former world chess champion Vishwanathan Anand has also endorsed the brand. Apart from brand building campaigns, the brand is also well-supported by consumer promotions. Below-the-line activities, merchandi-sing, sampling programmes in schools, shopping malls and at sponsored events have helped Horlicks achieve top-of- mind recall scores of more than 70 and 45 respectively in the key markets of Calcutta and Chennai (Source: IMRB ATP, Q3 2003). Horlicks ranks amongst the most cherished and valued brands in India today (Source: Brand Equity 2003). Brand ValuesHorlicks has always been a brand that stands for good health and nourishment through a wholesome, natural product. A commitment towards product quality and reinforcement of essential nutrients has won over the trust of generations of mothers. The brand gives them the reassurance that they seek in caring for their family. Family bonding is at the heart of Horlicks’ brand values. This, in turn reinforces Horlicks’ image as a caring and trusted brand. Horlicks has always been a brand that stands for good health and nourishment through a wholesome ,Things you didnt know about horlicks †¢ Horlicks was first invented to substitute milk as baby food. †¢ In India, 2 billion cups of Horlicks are drunk every year. †¢ In some global markets, Horlicks is positioned as a sleep enhancing night time drink. †¢ Where there is a problem taking solid food, Horlicks can provide the nutrition that would otherwise be missing from the diet. †¢ People on special diet, including liquid diet or any diet devised for gastric disorders, can benefit from the nutritional convenience of Horlicks