Emily Dickinson Essay Example for Free

Emily Dickinson Essay A poem, sonnet, short story, and other kinds of literature all seem useless if no one has ever read it. The true value of words can only be best appreciated when their meaning reaches other people. Emily Dickinson, one of the authors renowned to have produced some the finest literary pieces, has touched the hearts of many people all around the world through her works. Even today, years after she passed away, her works and influence linger for generations to come. There is no better way to understand the present without knowing and tracing the remnants of the past. Emily Dickinsons classics give people a better grasp of the kind of life that people lived during her time. Analyzing the writing style and the perspective of an author such as Dickinson will give the people a comparison of today and yesterday. Most authors write based on their experience or the surrounding environment, and studying these pieces of literature will provide a person with information about the author, his or her family, and daily living. Emily Dickinsons father was a lawyer and her mother was a housewife. She was born to a wealthy family in Massachusetts and was blessed with good education. She was proved to be an introvert yet an intelligent student. She started writing shortly after she attended the Mount Holyoke Female Seminary (Famous Poets and Poems, 2009). Most of her works center on the issues of death, immortality, nature, and faith. She dedicated her poem entitled â€Å"Safe in their Alabaster Chambers† to her friend and fellow author Thomas Wentworth who participated in the Civil War (Famous Poets and Poems, 2009). â€Å"Because I Could Not Stop for Death† is also one of her famous and well-talked about poems. It obviously talks about death and the afterlife. Some of the controversial lines are the following: â€Å"Because I could not stop for Death, / He kindly stopped for me. / The carriage held but just ourselves / And immortality† (Dickinson, 2000a, n. p. ). In the poem, the author uses the point of view of someone who has experienced eternity to describe it. She illustrates her lifes journey through childhood, maturity, and old age. Contrary to most views, the author describes death as a gentleman who came to take her towards the afterlife. Death is one of the topics she chose probably because it was during her time when the Civil War erupted, and all her loved ones were dying, like her friend Wentworth. Experiencing the death of a loved one makes a person contemplate about it. Emily Dickinson also gave breath to the famous quote, â€Å"love is life† and â€Å"If I could stop one heart from breaking† (Dickinson, 2000b, n. p. ; Dickinson, 2000c, n. p. ). Love is the shortest most powerful word that ever existed. The author is correct when she said that â€Å"love is life† because its power transcends death (Dickinson, 2000c, n. p. ). During the 19th century, people fought hard for life and love. That is why most works coming from these times talk so passionately and deeply about it. â€Å"If I Could Stop One Heart from Breaking† is another classic that talks about what a person can do to help another being. She expounds further by saying that her life would not be in vain if she could help ease a persons pain (Dickinson, 2000b). Life is too short to be wasted for selfish reasons, and as such, the life of an individual who takes the time to go an extra mile for others will not be in vain. Emily Dickinsons works are priceless because they will never go out of style, and her words of wisdom can be applied all throughout the ages. She had a rough life, and she clearly made her point using her words. She is one of the most acknowledged and successful authors of all time not only because of her unique and classical perspective, but also because she succeeded in giving the people of today a peek of what it felt like to have lived and loved in the 19th century. References Dickinson, E. (2000a). Because I could not stop for death. The Complete Poems of Emily Dickinson. New York: Bartleby. com.Retrieved June 22, 2009, from http://www. bartleby. com/113/4027. html. Dickinson, E. (2000b). If I could stop one heart from breaking. The Complete Poems of Emily Dickinson. New York: Bartleby. com. Retrieved June 22, 2009, from http://www. bartleby. com/113/1006. html. Dickinson, E. (2000c). That I did always love. The Complete Poems of Emily Dickinson. New York: Bartleby. com. Retrieved June 22, 2009, from http://www. bartleby. com/113/3008. html. Famous Poets and Poems. (2009). Emily Dickinson Biography. Retrieved June 24, 2009, from http://famouspoetsandpoems. com/poets/emily_dickinson/biography.

Effects Of Intolerance In Society Essay -- essays research papers

In society, many people tend to reject those who are different. In the novel To Kill a Mockingbird, Harper Lee presents a number of situations that reveal the effects of intolerance on other people’s lives. The characters in the novel who were treated with a lack of intolerance were Boo Radley, Atticus Finch and Tom Robinson. By observing the effects of intolerance on people’s lives, the children gain sympathy, respect and understanding for its victims. The children gain sympathy for Boo Radley when they observe how others reject him. Ever since his teenage years, Boo had been a prisoner in his own home because his father kept him locked up as a form of punishment. As a result of his isolationism, Boo gained the reputation of Maycomb’s mysterious man. Town folk have created rumours about Boo for a source of gossip. Miss Stephanie, known as the â€Å"neighbourhood scold†, told the children that â€Å"Boo drove the scissors into his parent’s leg, pulled them out, wiped them on his pants, and resumed his activities† (Lee 11). Jem Finch was another culprit who succeeded in spreading rumours about Boo Radley. The young and mischievous Jem told Dill that â€Å"[Boo] dined on raw squirrels and any cats he could catch† (13). It appeared that the townspeople were blinded by their own stupidity by harassing the helpless Boo Radley. Boo was never given a chance to prove his humanity to the town. Although they assisted in tormenting Boo at first, the children ended up feeling sympathetic toward him. ...

Medicine and business: a practitioner’s guide Essay

The retail sector is one of the major contributors in the economy of the United Kingdom. The sector constitutes a major percentage of the country’s GDP. Sainsbury’s and Tesco companies are among the major contributors of the country’s GDP in the retail industry (Lewis 1990, p.386). This paper seeks to examine in a detailed analysis the performance, efficiency and ability of the two companies to meet the immediate obligations when due over the last three financial periods. The report shows a comparison of the two companies in 2012, 2013 and 2014. The analysis is based on the use of financial ratios where profitability, liquidity, working capital and investment ratios. Profitability ratios will be used to compare the performance of the two companies, in the light of return on equity (ROE), return on capital employed (ROCE), net profit margin and gross profit margin. The liquidity ratios that will be utilized include; acid test and the current ratio. The ratio will be geared at examining the ease at which the companies effectively convert assets into cash while the working capital ratios will assess the rate at which the current assets such as stock circulate in the companies (Richards 1980, p. 35). Objectives             This paper targets to present a detailed analysis over the performance of the two companies and routine operations; therefore the main objectives of this paper are: To compare the performance of the two companies over the last three years To detail recommendations for both companies on the basis of the ratios computed and their implications to the companies and the economy as a whole. Research methodology             The paper will explore the performances of both companies by utilizing ratio analysis. In order to be in a position to undertake this examination, financial statements of both companies over the last three years will be extracted and ratios computed using the information. The results of this report will be expressed in terms of pounds. Financial extracts Tesco Company Income statement For the years 2014, 2013 & 2012 (pounds) 22/02/2014 23/02/2013 25/02/2012 (Millions) (Millions) (Millions) Revenue: 63,557.00 63,406.00 63,916.00 Operating Profit / (Loss): 2,631.00 2,382.00 4,182.00 Net Interest: (432.00) (397.00) (235.00) PBT: 2,259.00 2,057.00 4,038.00 PAT from continuing operations: 1,912.00 1,528.00 3,164.00 Discontinued Operations: PAT from discontinuing operations: (942.00) (1,504.00) (350.00) Profit for the period: 970.00 24.00 2,814.00 Attributable to: Equity holders of parent company: 974.00 28.00 2,806.00 Minority Interests / Other Equity: (4.00) (4.00) 8.00 Total Dividend Paid: c 14.76 c 14.76 c 14.76 Tesco Company Statement of financial position As at 2014, 2013 & 2012 (pounds) 22/02/2014 23/02/2013 25/02/2012 (Millions) (Millions) (Millions) Assets Non-Current Assets Property, Plant & Equipment: 24,490.00 24,870.00 25,710.00 Intangible Assets: 3,795.00 4,362.00 4,618.00 Investment Properties: 227.00 2,001.00 1,991.00 Investments: 1,301.00 1,312.00 1,949.00 Other Financial Assets: 4,706.00 4,430.00 3,627.00 Other Non-Current Assets: 73.00 58.00 23.00 Current Assets Inventories: 3,576.00 3,744.00 3,598.00 Trade and Other Receivables: 2,190.00 2,525.00 2,657.00 Cash at Bank & In Hand: 2,506.00 2,512.00 2,305.00 Current Asset Investments: 1,016.00 522.00 1,243.00 Other Current Assets: 3,797.00 3,162.00 2,550.00 Other Assets: 2,487.00 631.00 510.00 Total Assets: 50,164.00 50,129.00 50,781.00 Liabilities Current Liabilities Borrowings: 1,910.00 766.00 1,838.00 Other Current Liabilities: 18,296.00 17,937.00 17,342.00 Non-Current Liabilities Borrowings: 9,303.00 10,068.00 9,911.00 Provisions: 777.00 1,278.00 1,260.00 Other Non-Current Liabilities: 3,963.00 3,137.00 2,560.00 Other Liabilities: 1,193.00 282.00 69.00 Total Liabilities: 35,442.00 33,468.00 32,980.00 Net Assets: 14,722.00 16,661.00 17,801.00 Capital & reserves Share Capital: 405.00 403.00 402.00 Share Premium Account: 5,080.00 5,020.00 4,964.00 Other Reserves: (498.00) 685.00 245.00 Retained Earnings: 9,728.00 10,535.00 12,164.00 Shareholders’ Funds: 14,715.00 16,643.00 17,775.00 Minority Interests / Other Equity: 7.00 18.00 26.00 Total Equity: 14,722.00 16,661.00 17,801.00 Retrieved from; Hargreaves Lansdown. ‘Tesco Plc | Financial Statements & Reports’. N.P., 2014. Web. 31 Dec. 2014. Sainsbury’s plc.Income statement For the years ended 2014, 2013 & 2012 15/03/2014 16/03/2013 17/03/2012 (Millions) (Millions) (Millions) Revenue: 23,949.00 23,303.00 22,294.00 Operating Profit / (Loss): 1,009.00 882.00 874.00 Net Interest: (139.00) (134.00) (103.00) PBT: 898.00 772.00 799.00 PAT from continuing operations: 716.00 602.00 598.00 Profit for the period: 716.00 602.00 598.00 Attributable to: Equity holders of parent company: 716.00 602.00 59.00 Total Dividend Paid: c 17.30 c 16.70 c 16.00 Sainsbury’s plc.Statement of financial position As at 2014, 2013 & 2012 15/03/2014 16/03/2013 17/03/2012 (Millions) (Millions) (Millions) Assets Non-Current Assets Property, Plant & Equipment: 9,880.00 9,804.00 9,329.00 Intangible Assets: 286.00 171.00 160.00 Investments: 404.00 532.00 566.00 Other Financial Assets: 283.00 236.00 215.00 Other Non-Current Assets: 1,318.00 38.00 38.00 12,171.00 10,781.00 10,308.00 Current Assets Inventories: 1,005.00 987.00 938.00 Trade and Other Receivables: 433.00 306.00 286.00 Cash at Bank & In Hand: 1,592.00 517.00 739.00 Other Current Assets: 1,332.00 91.00 69.00 Other Assets: 7.00 13.00 N/A Total Assets: 16,540.00 12,695.00 12,340.00 Liabilities Current Liabilities Borrowings: 534.00 165.00 150.00 Other Current Liabilities: 6,231.00 2,950.00 2,986.00 Non-Current Liabilities Borrowings: 2,250.00 2,617.00 2,617.00 Provisions: 256.00 316.00 349.00 Other Non-Current Liabilities: 1,264.00 809.00 609.00 Total Liabilities: 10,535.00 6,857.00 6,711.00 Net Assets: 6,005.00 5,838.00 5,629.00 Capital & reserves Share Capital: 545.00 541.00 538.00 Share Premium Account: 1,091.00 1,075.00 1,061.00 Other Reserves: 807.00 820.00 315.00 Retained Earnings: 3,560.00 3,401.00 3,715.00 Shareholders’ Funds: 6,003.00 5,837.00 5,629.00 Minority Interests / Other Equity:2.00 1.00 N/A Total Equity: 6,005.00 5,838.00 5,629.0 Retrieved from; Hargreaves Lansdown. ‘Sainsbury (J) Plc | Financial Statements & Reports’. N.P., 2014. Web. 31 Dec. 2014. Ratio Analysis Profitability ratios             These ratios indicate company’s profitability status. They determine the capacity of a company to generate returns to compensate the providers of capital. Using the data extracted, return on capital employed, gross profit margin and net profit margin are computed below; Return on equity This ratio is an indicator of the returns that a company generates out of the owners’ equity. Return on equity (ROE) = (Net income/equity capital) * 100 (ALBRECHT 2007, p. 234) Return on capital employed             Return on capital employed is used to indicate how a company is able to generate income to service the providers of capital employed. The ratio can be used to compare profitability of a firm within successive periods to evaluate profitability and predict future failure.The ratio is computed as follows; Return on capital employed = (profit before interest and tax/ capital employed) * 100 (COLES 1997, p. 32) Net profit margin This ratio measures the return per pound of sales a company earns. It is computed through the following formula; Net profit margin = (Net income / sales revenue)* 100 (GITMAN 2008, p. 492) Where, net income is obtained by Lessing total operating expenses from the sales revenue. Gross profit margin This ratio indicates the returns of the company after taking into consideration the costs of production incurred. It is calculated as follows; Gross profit margin = (Gross profit/ sales revenue) * 100(KHAN 2007, p.10) Below is a summary of the ratios; Ratio TESCO SAINSBURY’S 2012 2013 2014 2012 2013 2014 ROE 23.5% 14.3% 17.9% 15.5% 15.1% 16.8% ROCE 12.8% 6.5% 7.5% 8.7% 8.1% 9.2% Net profit margin 6.5% 3.8% 4.1% 3.9% 3.8% 4.2% GP margin 8.4% 6.6% 6.3% 5.4% 5.5% 5.8% Liquidity ratios These are ratios that measure the speed at which a company is able to convert its assets into cash or its equivalents (BUCCI 2014, p.71). They explain how fast a company can turn its current assets into cash so as to meet the current obligations. There are two types of liquidity ratios namely; current ratio and acid test ratio. Current ratio It indicates the ability of the company to convert its assets into cash or cash equivalents. The ratio is computed as follows; Current ratio = current assets/ current liabilities (times) Acid test ratio Acid test ratio also known as quick ratio is a measure that examines the capacity of a company to settle its immediate obligations from own current assets without selling stock. It is computed through the following formula; Acid test ratio = (current assets- inventories)/ current liabilities (TRACY 2011, p.287) The table below is a summary of the ratios computed using the financial data extracted; Ratio TESCO SAINSBURY’ Liquidity ratio 2012 2013 2014 2012 2013 2014 Current ratio 0.64 0.67 0.65 0.65 0.58 0.64 Acid test ratio 0.46 0.47 0.47 0.35 0.26 0.50 Working capital ratios             These are ratios that indicate the efficiency of a company to utilize its assets. They are also referred to as asset management ratios or asset turn over ratios. The commonly used ratios are; receivables turnover, payables turn over and inventory turnover (TALEKAR 2005, p.85). Receivables turnover This is a measure of how fast a company collects its funds from the debtors. It is calculated on the basis of the following formula; Receivables turnover = annual credit sales/accounts receivables It is reported in terms of number of days that sales made on credit remain with debtors before collection. Therefore; Average collection period = (accounts receivables/annual credit sales) * 365 days The ratio can also be expressed as; average collection period = 365 days / Receivables turnover (BOOKER 2006, p. 4). Inventory turnover             This is a ratio of the cost of goods sold to the average inventory. Cost of goods sold comprises of opening stock add purchases less closing stock while average inventory is the mean of opening and closing inventory. It is expressed in terms of days. Inventory turnover= cost of goods sold (COS) / Average inventory Therefore; Inventory period = 365/ inventory turnover Payables turnover This ratio indicates the period that the company takes to pay its creditors. It is defined by; Payables turnover = annual credit purchases/ accounts payables It is also expressed in terms of day. Therefore; Average payment period = 365 days / payables turnover. The table below is a summary of the asset ratios of the two companies; Ratio TESCO SAINSBURY’S 2012 2013 2014 2012 2013 2014 Receivables turnover 15.2 14.5 12.6 4.7 4.8 6.7 Inventory turnover 11.2 11.5 11.0 8.1 8.2 8.1 Payables turnover 10.8 11.0 11.2 5.2 4.9 10.1 Investment ratios These are ratios that help investors to evaluate the returns of their investments. Common investment ratios include; Earnings per share (EPS) Dividend payout ratio Dividend yield ratio Dividend payout ratio This ratio measures the part of earning that a company gives out to shareholders as dividends. It is computed as follows: Dividend payout ratio = (total dividends declared for the year/ earnings available for dividends) * 100 (GEDDES 2002, p. 14). Where; earning available for dividends is the profit after tax and preference dividends. Dividend yield This relates the returns from a share to its market value. It assists investors to assess the returns from their investments. It is worked out as follows: Dividend yield = (dividend per share/ market value per share) * 100 Earnings per share             EPS indicates the proportion of the company’s earnings that are attributable to the ordinary shareholders that have been generated during the period. The earnings attributable to ordinary shareholders are denoted by the profit after tax. EPS = Earnings attributable to ordinary shareholders/ Number of ordinary shareholders. It is an important indicator of company’s performance in terms of the earning power of the shares. However, comparing performance of companies based on EPS is inefficient since some companies may choose to issue more shares. Companies can also choose to increase or decrease the number of issued shares leading to an automatic alteration of the EPS. Ratio TESCO SAINSBURY’S 2012 2013 2014 2012 2013 2014 EPS 38.25 18.04 22.56 32.10 33.00 35.37 39.20 19.05 22.70 30.40 31.22 36.67 40.41 33.67 31.67 26.18 29.45 31.56 Dividend payout ratio 0.5 61.5 1.5 27.1 2.8 2.4 Uses of ratios             Various groups of individuals are interested with the analysis of financials of companies. They use ratios to work out specific financial features of a company that they are interested in. they help individuals in the following ways; To determine profitability: profitability ratios indicate the capacity of companies to generate profits. Ratios help the management to estimate the earning power of the company’s assets. To assess solvency: gearing ratios are used to assess company’s ability to service its debts. They show the relationship between assets and liabilities. A high gearing ratio is an indicator that the company is likely to land into financial problems in the future. They assist in the analysis of financials: Ratios assist stakeholders such as banks, shareholders and creditors to assess the profitability, liquidity and the capacity of companies to pay dividends. Forecasting purposes: financial ratios reflect the trend of the company. Such trends are important for forecasting the future of the company. Past years ratios are used to estimate the future therefore ratios are an important tool of preparing budgets and forecast statements. Limitations of ratio analysis             Despite the overwhelming usefulness of financial ratios, they are characterized by many drawbacks. To begin with, ratios are based on historical data. They are computed using historical financials but not pro forma statement. This poses a great challenge since the financials reflect the past financial position not the current situation. Ratios can thus lead to wrong decision making since what is true now may not be reflected by the past data. Decision making that is based on financial ratios may thus be misleading especially for material items and transactions. Ratios are also computed using financial statements that are normally prepared under accounting principles and policies. Different companies embrace varying policies and principles. The policies also vary with time within the same company. Owing to these variations, it becomes challenging to compare performance of different companies or even the performance of the same company over successive periods. Inflation and seasonal factors also threaten the validity and reliability of ratio analysis. Inflation impacts greatly on the financial statements just like seasonal factors such as economic cycles. Ratios are computed on the basis of historical financial statements which do not take into account the effects of price level changes and seasonal variations. Making decisions on the basis of financial ratios can thus be misleading. Conclusion and recommendation             Over the three years covered by this analysis, it can be seen that Tesco performed better than Sainsbury’s in terms of profitability, working capital ratios and investment ratios. The two companies are however characterized by falling liquidity ratios. To improve this trend, they should liquidate their cash efficiently through the capacity to convert current assets into cash quickly without necessarily selling their inventory. The profitability ratios of Tesco also observed to be declining over the period examined. The company thus should consider ways of improving its profitability such as cutting major costs of production or through increasing sales volume. References Albrecht, w. S., stice, e. K., & stice, j. D. (2007). Financial accounting. Mason, oh, thomson/south-western. Booker, j. (2006). Financial planning fundamentals. Toronto, cch canadian limited. Bucci, r. V. (2014). Medicine and business: a practitioner’s guide. Http://public.eblib.com/choice/publicfullrecord.aspx?p=1697730. Coles, m. (1997). Financial management for higher awards. Oxford, heinemann.Geddes, r. (2002). Valuation and investment appraisal. Canterbury, financial world publ.Gitman, l. J., & mcdaniel, c. D. (2008). The future of business: the essentials. Mason, oh, thomson south-western. Hargreaves lansdown,. ‘Sainsbury (j) plc | financial statements & reports’. N.p., 2014. Web. 31 dec. 2014.Hargreaves lansdown,. ‘Tesco plc | financial statements & reports’. N.p., 2014. Web. 31 dec. 2014.Khan, m. Y., & jain, p. K. (2007). Financial management. New delhi, tata mcgraw-hill. Talekar, s. D. (2005). Management of working capital. New delhi, discovery pub. House.Tracy, j. A. (2011). Accounting for dummies. New york, ny, john wiley & sons. Http://nbn-resolving.de/urn:nbn:de:101:1-201410263287. Source document

British Royal Weddings from Victoria to Meghan Markle

Dark Night of the Soul Summary Essay - 672 Words

Michael Lanyon Eric Rupert Writing 121 14 October 2011 The Dark Night of the soul summary The following is a summary on the short essay The Dark Night of the Soul by Richard E Miller. This short essay is an essay that has been written with a main point always in mind, that reading and writing has very powerful influences people and their imagination but, the act of reading and writing is not being utilized as much in the modern world. Richard has created an essay that proves his point by taking five very different short stories and giving each a twist that helps the reader see the power of reading. As the reader is chronologically going through the essay he or she is given many possible meanings of the essay. The meaning and the†¦show more content†¦Thus he tells the story of Descartes. Descartes was a man going through what modern society calls, â€Å"a mid life crisis.† He was middle aged when felt like he had lost who he was. To remedy his crisis he locks himself in his house in the dark for six days. Here he breaks down his thinking process as well as his feelings and digests the facts. After solving his problem he comes out and writes â€Å"Meditations on First Philosophy.† Through the act of writing he resolves his problems and, gives his answers to the world. This is much like Mary Karr who in his final story solves her problems with her mom through writing a story. Mary lives a rough childhood where she is almost killed by her mom and accidently flown to Mexico all by the age of ten. Mary forgives and forgets the wrong her mother commits. Then many years later when her father’s health begins to decline she finds evidence of her mother’s evil past. Her mother hides her past because of fear of being rejected by her daughter and society. By writing the story Mary is able to put together her fragmented history, and learn who she really is. Miller writes the story in a very unique way. 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Social Security Number Of An Individual - 1472 Words

Social Security Number of an Individual - The number one priority would be to keep the SSN confidential, this information does not need to be accessed by most individuals. Behind that integrity would be the next priority, to make sure this matches up with the individual at hand. Third of course would have to be availability, without this information, it could prove to be difficult to verify someones identity. First Name and Last Name – I feel that all of these attributes serve the same level of importance, due to the fact there is no description of what sort of situation this worksheet is in reference to. A lot of information can be had, just from a persons first and last name, especially if this name is not very common. Credit Card Number – I also see credit card numbers as all holding the same level of importance. I feel this way because these numbers need to kept confidential to minimize the risk of theft. Integrity needs to be held for the fact that if these are manipulated, depending on the situation, refunds may be pushed to the wrong individuals bank account. And I feel availability is just as important for verification reasons. Qualification – I feel that integrity in this care is the most important, for the fact that that these need to match up with the persons actual qualifications to prevent someone being placed in a position that may hold confidential information, when in fact they are not qualified to hold this type of information. Medical Information –Show MoreRelatedThe New Federal Discriminatory Redlining Policies Affecting Minorities1097 Words   |  5 PagesPreparer Office has been intentionally discriminating against people without Social Security numbers unlawfully. Since there is no law against providing a ptin number to people without a SSN, and The Internal revenue service/Return Preparer Office position is unlawful. 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International Sports Marketing Sponsorship -Myassignmenthelp.Com

Question: Discuss About The International Sports Marketing Sponsorship? Answer: Introduction Coca cola has been always at its helm when it comes to advertising, the companys long association with the Olympics further propelled the company to come up with creative advertising. The campaign was focused on how coca cola and Olympics are bringing people close to each other. Coca cola came up with three brilliant advertisements reflecting great positive moments of life. The advertisement relished the long standing 80 years of association between Coca-Cola and the Olympics. It was definitely a sight to see, filled with emotions and lot of earlier achievements and historical footage; it sure was a great campaign. At the same time, Coca Cola also targeted the Chinese market and crafted advertisement for Chinese people (Soderman Dolles, 2008) Outdoor communication Coca-Colas outdoor campaign was reflective of its branding, the company came up with painting of bus shelters and painting on major streets, the painting symbolized bold and dark color of red and it was written Cool is about to arrive. The company launched the campaign in Beijing an year before the actual Olympics in August 2008; it was also successful in creating a good buzz in Beijing (Fullerton Merz, 2008) On pack communication The Beijing campaign was launched by the on pack communication, Coca Cola launched a new composite logo and a cool innovative bottle for Olympics. The new logo was designed keeping in mind a flying red kite intertwined with a background of clouds; it was based on the theme of showcasing China to the world. In addition to this innovative and limited edition bottle, the company also came up with a quirky design to target its young audience (Price, 2008) Online and interactive communication The campaign of Coca cola had an interactive arm to it as well through MyCoke.com, it brought Coca Cola and Olympics game in a fun filled light. Another interactive program by the name of Design the world a Coke allowed people to share their digital bottle with others.WE8 another online interactive arm of the campaign, was a collaboration amongst a number of progressive musicians who designed and created limited edition aluminum bottle designs and free, downloadable companion songs. A collaborative photo experience was also created by Coca Cola for the Olympics, 17 Million people contributed towards creation of this amazing photo Montage (Choi, 2008) Packaging and merchandise Special cans, pins and trading cards were created for the Olympics game. E-Bay was the official partner of Coca cola which helped the company in distributing the merchandise not only in China but all over the world. The special packaging and merchandizing was hugely successful exercise done by Coca Cola in the Beijing Olympics. Sales promotions A number of online contests were created as a part of promotion of the campaign; one of the earliest campaign Win a dream with the Star Team was hugely successful. Another contest was running in China where consumers had to enter unique codes to win exciting merchandize and few lucky winners would also get a chance to meet their favorite footballers. Another prominent campaign was the launch of Delicious Happiness as the Chinese characters of Coca-Cola literally translated to Delicious Happiness (Economy Segal, 2008) Public relations The entire campaign was built on the simple motto of building sustainability communities, the company was focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities in which the company is operating. All these points were part of PR campaign (Mol, 2010) Association of Coca cola with London Olympics 2012 The advertising strategy of London Olympics 2012 was entirely different from all the earlier editions. The company wanted to leverage the power of digital media and move past traditional media. The company curated a large number of online interactive digital campaigns for its audience for a better engagement and conversion ratio. Television advertising was an aid used by Coca Cola to increase the reach of its campaign which was based on the socially responsible objective of the company. Mark Robinson and Kate Perry were featured in an ad Move to Beat campaign in order to promote the sponsorship for the games. 4 short films were also created with time duration of 30-60 seconds and the campaign was aired in multiple countries. The basic agenda of the advertising strategy of Coca-Cola was to create content which teens could relate to and share based on relevancy. Coca cola also ran a couple of Print ads showcasing its recycling efforts, promoting healthy drinking habits, and the amount of People Company employs in the UK. The company also had to launch another campaign highlighting its health ad sustainability credentials as a step against its criticism for sponsoring London Olympics (Poynter MacRury, 2012) On pack communication The on pack communication was in sync with its earlier association with Olympics. Coca cola designed bottles for promotion of London Olympics which were designed on the theme of London Olympics and was based on bringing people closer and together. Online and interactive communication Coca-Colas objective behind sponsoring London Olympics was to bring younger people closer to the heart of Olympics games and thus wanted to use this opportunity in creating positive differences in the UK. The company wanted to create campaign revolving round the youth, inspiring them to lead active healthy lifestyle, and also to connect people with music. Teaming up with Mark Robinson and Katy B was with the sole aim of infusing games with music. The song composed by the singers was launched as the official theme song of the Olympics and it was released as single. A Mobile campaign where the youth could interact with athletes and artist won many awards for being the best integrated marketing campaign. Another campaign on Facebook by the name Track the beat gave young people to access and interacts with the campaign anytime, users were also given powers to collect different beats around the song of London Olympics and share it with their friends. Coca-Cola went in partnership with Sam sung and Android to further promote the spirit of music and game. All in all, the digital marketing campaign was a massive hit across London (Kim, 2013) Packaging and merchandise Like the earlier editions, this time as well coca cola launched exclusive merchandize to communicate the association with London Olympics 2012. 4 pins were produced exclusively for opening and closing ceremonies to get the attention of the consumers and also grab eyeballs for collecting the highly prized collectors items. Three more exclusive designs were created but were limited only to buy at Hyde Park and the Olympic park. A great initiative done by Coca-Cola was to handover all the profit it made from the merchandize to its charity Street games which helps to bring sport to 110,000 young people in some of the most deprived communities in the UK (Taylor, 2012) Sales promotions Company despite launching various promotional offers also came up with London 2012 Olympic Torch Relay to shine a light on the best of British youth and also encouraged people to get involved in the local communities. Coca cola gave chance to million to people to come and witness the grand saga of Olympics by answering simple questions based on its campaign, hugely successful in operation. Other promotion methods like offering unique codes, more quizzes on company, trivia and facts were presented to the youth to increase the engagement and involvement into the sport. Huge promotional displays and point of sale supports such as posters, shelf talkers, cooler clings, banners, and ballot boxes were also created to reinforce the promotional activities of Coca cola in tandem to the London 2012 Olympics. Coca cola also launched a unique campaign in association with McDonald around the world; the promotion ran in almost 65 countries. In the campaign a consumer would get 1 free glass of Coca cola after he collects and give 5 different colored glasses and puts it in the collector box. This was further promoted by creating a viral video, which was posted online and it drove good conversion metrics for Coca Cola (Sheridan, 2012) Public relations The Public release of Coca Cola was in sync with its CSR activity that how it is helping London in achieving the most sustainable games of all times. This was supported by using 100% recycled bottles, which were made from 22.5% of Plant products. This initiative was called as Plant Bottle Initiative; the aim of the campaign was to convert every soft drink recycled bottle back into a new one in duration of 6 weeks. The company also did a press release in which it detailed the step it is taking to reduce the carbon footprint in the UK 2008 Beijing Olympics was inclined more towards the usage of traditional tools of marketing for the promotion of its campaigns. A huge sum of money was spent in creating short films for the campaign, outdoor promotion, and TV advertisements and so on. While the company realized that traditional tools of marketing should be used just to create the awareness around the event, in order to bring the youth and people closer to the event, they have to come up number of digital interactive campaigns for London 2012 Olympics. It has been seen that in terms of consumer awareness about Coca Cola, London Olympics was more successful. Numbers of campaign were launched on Facebook and other media platforms, integrated mobile communication also played a huge hand in the success of the digital campaigns. Social responsibility Coca Cola took a pledge to keep its vending machine free of Hydro Flouro Carbons (HFC) in cooperation with the greenpeace and the United Nations Environment program. The goal of this coalition was to keep a tab on the global warming, and coca cola wanted to keep Beijing Olympics HFC free. A large number of refrigeration systems were also kept in the venues to reduce the effects of the greenhouse gases. While in the year 2012, coca cola was more focused on making its bottle 100% recycled and convert every bottle used in the stadium into a new bottle in duration of maximum 6 weeks. It also underwent through a lot of detailing in explaining to the world how it is further contributing positively towards the sustainability of the environment. It also made a press release to the general public, explaining to them how it is helping in reducing the global carbon foot print. Unique elements of Coca Cola London Olympic campaign An extremely innovative idea by Coca Cola which was initiated at the London Olympics 2012, Coca cola beat box was inspired by its Move to the beat campaign which basically resulted in creation of a ground breaking building in the Olympic park knows as the coca cola beat box. This unique building could be played as a beat box by the consumers and they could create their own beats using the coca cola merchandize. Increased social responsibility London 2012 was important for Coca Cola because of many reasons. It came up with 100% recyclable bottle based on the technology of Plant Bottle initiative. Under this the aim was to convert every single bottle into a new bottle in duration of 6 weeks. In addition to this, Coca-Cola used recycled uniforms and menu cards through the venue, thus contributing towards increased social responsibility. Innovative packaging Coca Cola has always been an innovator when it comes to creating absolutely brilliant designs for its bottles. The company repeated the same by creating never to be seen attractive design and packaging for its bottle. It created three exclusive pins, which were kept only at Hyde and Olympic park for the consumers. People were seen queued to grab a hand at those exclusive bottles placed at those locations. Targeting young people Coca Cola wanted to target the youth as part of its sponsorship with London Olympics 2012 and divert their interest towards healthy lifestyle habits and games. In order to do so, it came up with exclusive integrated mobile campaign which allowed the youth to interact with their favorite footballers. A number of campaigns on Facebook allowed the youth to connect any time with the campaign. Content was created by Coca Cola in sync with the interest of the Youth. References Choi, J. A. (2008). Coca-Cola China's Virtual Olympic Torch Relay programme at the 2008 Beijing Olympic Games: adding interactivity to a traditional offline Olympic activation.International Journal of Sports Marketing and Sponsorship,9(4), 4-13. Economy, E. C., Segal, A. (2008). China's Olympic nightmare: What the games mean for Beijing's future.Foreign affairs, 47-56. Fullerton, S., Merz, G. R. (2008). The four domains of sports marketing: A conceptual framework.Sport Marketing Quarterly,17(2), 90. Kim, H. D. (2013). The 2012 London Olympics: Commercial partners, environmental sustainability, corporate social responsibility and outlining the implications.The International Journal of the History of Sport,30(18), 2197-2208. Mol, A. P. (2010). Sustainability as global attractor: the greening of the 2008 Beijing Olympics.Global Networks,10(4), 510-528. Poynter, G., MacRury, I. (Eds.). (2012).Olympic cities: 2012 and the remaking of London. Ashgate Publishing, Ltd.. Price, M. E. (2008). On seizing the Olympic platform.Owning the Olympics: Narratives of the new China,86, 114. Sheridan, P. D. (2012). An Olympic Solution to Ambush Marketing: How the London Olympics Show the Way to More Effective Trademark Law.Sports Law. J.,17, 27. Sderman, S., Dolles, H. (2008). Strategic fit in international sponsorship-the case of the Olympic Games in Beijing 2008.International Journal of Sports Marketing and Sponsorship,9(2), 22-37. Taylor, C. R. (2012). The London Olympics 2012: what advertisers should watch.