Sunday, August 7, 2011
Wednesday, November 24, 2010
Chapter 1: The Issue
Alcohol is created when grains, fruits or vegetables are fermented. When drank this beverage changes the usual behavior of an individual. Some of these changes could include loss of motor co-ordination, slurred speech, false judgments, blurry vision, stumbling when walking and may cause blackouts (passing out) when taken to the extreme.
Alcohol abuse has become very common among teenagers in Malaysia. Alcohol abuse is the re-occurring consumption of alcohol over short periods of time and usually in large quantities. This may also be called binge drinking. Binge drinking leads to a lot of problems in a young person’s life. Problems that are physical such as intentional or unintentional injuries, personal problems such as troubles with the family and and political problems such as going against the law. Even though young people are sometimes aware of the troubles brought on by alcohol they continue drinking in large numbers. According to a study carried out in Malaysia in 1988, 1 614 secondary school pupils from age 13 to age 15 found that the majority never drank alcohol, 1 per cent drank daily, 1.3 per cent drank weekly, and 9 per cent drank less than once a month (Hoo & Navaratnam 1988). Although this may seem like the numbers of those who drink are little, take consideration into their age, little 13 to 15 year olds should not drink at all.
Although in Malaysia alcohol is illegal for people under the age of 18, it is easily accessible to teenagers. Alcohol can be found anywhere and usually people who sell the alcohol are so business minded that they do not care who buys, they just need to sell. Besides the easy access, alcohol is cheap, a group of teenagers could easily put together a few ringgits and buy some.
Alcohol abuse among teenagers is not only a societal problem, it also goes against the religious beliefs of Malaysia. That is why more awareness has to be raised on this issue.
1.2 Problem Identification
More and more teenagers in Malaysia start drinking at an earlier age. A lot of parents under estimate the effects of alcohol because they think as long as their teens are drinking and not taken drugs, its better. Another factor is that Malaysia is a Muslim country, this means that drinking is forbidden no matter what age one is. Statistics show that 45% of Malaysian youths under the age of 18 consume alcohol regularly. Of all the legal and illegal drugs, alcohol is by far the most widely used by teenagers, and according to a national survey many are regularly drinking to excess (World health survey, 2003).
1.3 Signs of Alcohol Use
There is a few tell tale signs that can show that a teenager drinks. Although the signs may indicate something else other than alcohol intake parents and teachers should take it upon themselves to find out what is going on.
Physical
Red, glazed eyes
Dilated pupils
Health complaints
Having alcohol on their breath
Emotional
Mood swings
Secretive behavior
Personality change
Home
Constantly running out of money and having nothing to show for it
Breaking house rules
Forgetting doing household chores they were supposed to do
School
Missing school
Discipline problems
1.4 Types of Alcohol Abuse
Alcohol abuse comes in three different types, these types include:
Binge drinking
Alcohol dependency
Alcoholism
Binge Drinking
Binge drinking is where by one stays for days or even months without drinking, but when they drink again they go over their limits. They usual result of binge drinking is being very drunk and can lead to blackouts. Bingers can drink for days and will only stop once passed out.
Alcohol Dependency
Alcohol dependency is a chronic disease where by one has an uncontrollable urge to drink even though it causes all sorts of problems in their lives. One may start depending on alcohol to make them happy when they are happy or sad even though that may not be the reason why they first started drinking. One may also take alcohol more frequently to get them through their day to day activities and to give them more confidence to say or do things. Signs of alcohol dependence are, thoughts on where, when an how you are going to get your next drink, having a high tolerance of alcohol because your body is used to it and also having withdrawal symptoms when there is no alcohol. Withdrawal symptoms could include, shaking uncontrollably, vomiting and restlessness.
Alcoholism
Alcoholism is not much different from alcohol dependency but it is a much worse stage of drinking. It is an addiction where by an individual simply cannot stay away from alcohol. They are unable to resist the urge to drink and the only way they can heal is when they seek professional help. Rehabilitation centers are there to help alcoholics beat their addiction by keeping them locked away from temptation of drinking. An alcoholic may take years to be completely free from the addiction.
1.5 Causes of Alcohol Abuse In Teenagers
Intake of alcohol in teenagers does not really come out of the blue, there are a few factors that lead to this bad habit. Some of these factors are listed below:
Peer group/Individual
Influence from peers who drink
Lack of motivation in life
Low self esteem
Stress and depression
Family
Bad parental attitudes
Problems at home
Absence of parents
Having no one to look to for advice
Community
Low community values
School
Not doing well in school
No career prospects
No enthusiasm about the future
1.6 Effects of Alcohol
We all know that alcohol brings a lot of problems within the community. Some of these problems include:
Road accidents
Poor performance in school
Violence towards others
Unprotected sexual intercourse
Prevention
It is a common belief that prevention is better than cure, so in order to save our young generation we could try doing the following:
Counseling for teenagers at risk of alcohol abuse
Strict regulations when it comes to alcohol advertising
Making teenagers aware of the consequences of alcohol
Limiting the accessibility of alcohol
Educating and informing teens of social norms
1.7 Alcohol Abuse by Teenagers Awareness
Awareness on teenage drinking is at a rise. This is shown by the Malaysia Hindu Sangam which engaged in efforts to fight this epidemic. The member who is also a youth leader, Arun Doraisamy, suggested that said under-aged drinking should be an offence punishable by two days in the lock-up and the legal drinking age should raised from 18 to 21. He also suggested that a tier-based tax must be enforced based on alcohol content, instead of the standard 10% now. He called for the setting up of a centre to handle prevention, research and rehabilitation. Parents, teenagers and teachers should all be approached on dealing with alcohol in their daily lives.
1.8 Alcohol Abuse by Teenagers Awareness Life Cycle
As can be seen in the above graph, alcohol abuse awareness among teenagers is at a late stage of introduction. This is because the population is more concerned about teenagers doing drugs and smoking than drinking alcohol. Most of the campaigns are titled drug abuse among teenagers or substance abuse among teenagers. Although they consider alcohol to be in the same spectrum as drugs, it is never really addressed in detail as other drugs like cocaine, heroine, ecstasy and marijuana. The awareness level can be improved by doing more campaigns about alcohol and vigorously promoting them.
1.9 Competitor's Analysis
1.9.1 Direct Competitors
Anti-smoking campaigns
Most of the focus on teenage drinking is clouded by anti-smoking campaigns because there is a common belief that smoking is more risky health wise as compared to drinking. An example is that on the packaging of cigarettes, there are disturbing images of damaged lungs, deformed babies, damaged throats and so on to show people the dangers of smoking but on alcohol packaging, there is nothing that lets you know that drinking could harm you. So anti smoking campaigns are getting more coverage as compared to alcohol abuse campaigns.
The issue of teenagers taking drugs is considered more dangerous compared to teenagers drinking alcohol. Because of this, the society spends more time on drug abuse campaigns and forgets about the most common and accessible drug which is alcohol. Such campaigns get more air from television and radio and have world wide attention.
1.9.2 Indirect competitors
Teenage suicide campaigns
Teenage suicide are usually the result of teenage drinking, but the society ignores the cause of this problem and put more focus on the problem happening but not on how to stop it, which is stopping alcohol provision to teenagers.
Teenage pregnancy campaigns
Teenagers have unprotected sex when they are under the influence of alcohol. Although alcohol is the problem behind the problem, more focus is put into pregnant teenagers and not how to keep them from drinking alcohol which usually leads them into making wrong decisions of having unprotected sexual intercourse.
1.10 SWOT Analysis
Strengths
Teenagers will live healthier lives
Teenagers will do better at school without the distraction of alcohol
Inspire people to quit drinking as the campaign could help them realise its dangers
Help teenagers to make sound decisions in their every day lives without the effects of alcohol
Help teachers and parents relate better with students
To improve awareness
Weaknesses
The campaigns are small
Poor strategies
Lack of exposure
Insufficient funds
Opportunities
Awareness is increasing
Less competition because of few campaigns
Threats
Insufficient funds
Ignorance from teenagers as they take drinking lightly
Lack of interest because teenagers consider drinking "cool"
Chapter 2: Alcohol Abuse Analysis
2.1 Alcohol cases in Asia and Malaysia
In Western Europe there is a trend, this trend involves more teenagers are turning to alcohol at a younger age. This trend is also creeping into Asia and hence Malaysia too. 45 per cent of Malaysian youth under 18 years of age consume alcohol regularly (http://www.topix.com/forum/world/malaysia/TK78Q6TQ28RJ20V8L). This fact might contribute to the fact that Malaysia is the tenth largest consumer of alcohol in the world. The average range of alcohol dependence in Malaysia is 22 years.
In 1997 Alcopops, or alcoholic lemonades and sodas with 4-5 per cent alcohol hit Malaysia and targeted the youths. They went by brand names such as Storm, Pelican, Hooch, Stinger, DNA and Two Dogs and some of them came in colourful bottles with some cartoon characters on them. This is quite clear that the drink were made to be marketed to a younger customer. At first they were sold in clubs and bars but they eventually made their way to family supermarkets where they were sold along side juices and other non-alcoholic beverages.
2.1 Campaign Demographics and Psychographics
Demographics
Gender
Female
Male
Age
13-19
Occupation
Students
Location
Urban/Rural
Income
Student Allowance
Psychographics
Perception: Health and fitness is important in one’s life
Learning: School books, internet, magazines
Motivation and Needs: Education, family, friends
Attitude: Socially intelligent
Personality: Attentive, open-minded
Lifestyle: Busy, socially active, popular
Chapter 3: Product Profile
3.1 Product names
Nike Air Max, Nike Lunar Eclipse, Nike free run, Air Jordan
3.2 Product Classification
Nike products are durable goods made for athletic customers.
3.3 Products Characteristics
Nike air max
Price : RM190.00
Color : Black, white, red, orange, red
Nike Lunar eclipse
Weight : 346grams
Price : RM220-RM300
Color : White, black, yellow
Nike free run
Price : RM139-RM155
Color : Yellow, green, grey, black blue
Weight :340grams
Air Jordan
Price : RM419-RM500
Color : White, black, grey, red
Weight :350grams
3.4 Distribution
Nike is distributed both directly. It is distributed directly to retail stores worldwide and can also be sold directly from its factories. Nike is distributed directly to retail stores in about 110 countries. These stores usually have a Nike logo over the Nike products they sell so they are straight up Nike stores.
3.5 Product Life Cycle
3.6 The Brand
Nike is a clothing and apparel company. It is targeted towards manufacturing sportswear for athletes the world over. It has a wide range of sportswear for sports such as, soccer, basketball, tennis, skateboarding, hockey, swimming, lacrosse and cricket. Nike has been in business since 1964 and still continues to be in good business. Nike’s headquarters are in America, Beaverton but it also has stores all over the world including Malaysia. This proves how successful Nike has been.
3.7 Brand Image and Implication
Nike is in its maturity stage because it is a very successful brand and has been around for many years. It is doing well in the market in comparison to its direct competitors. Nike has a market share of 29% in Asia. Nike’s revenue was totaled to just under $19.2 billion in 2009.
3.8 Strength and Weakness
Strength
Popular brand
Large sales
Customer loyalty
Strong brand awareness
Plenty of exposure
Experienced team
Proper funding
Quality products
Weakness
High prices
Controversial marketing schemes
Exploitation of the less fortunate
Appeals to one group of people (rich athletes)
3.9 Advantages and Disadvantages
Advantages
Quality products
Attractive shoes
Durable
Highly advertised
Disadvantages
Expensive
Have been reported to cause foot injury
Sometimes die out after use in a short time
Low pay for hardworking factory workers
Nike shoes are the best in the world and you can find any pair of shoes in whatever sport you are interested in.
3.11 Promotional History and Advertising Schedule
This is love (TV Commercial), 2004
Series of ads aimed at women athletes, 2005
Nothing but the truth (TV commercial), 2007
Ads on MTV.COM, ESPN.com, print ads, neon billboards
3.12 Positioning Statement
Nike provides shows for any kind of sport the world over and it is targeted to people form the age of 15-35.