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Shirley Jackson Using Color To Symbolize Cruelty and Evil...

Shirley Jackson What is humanitys true nature? Are people basically good, or basically evil? Over the centuries, many people have tried to find the answer to this question, to no avail. Author Shirley Jackson takes a definite stance on the issue throughout her work, arguing that people are basically evil. Many times, this theme is obviously stated in her stories, but sometimes it is woven in more subtly. In her short stories The Lottery,† Elizabeth, and Flower Garden, Shirley Jackson uses color to symbolize the cruelty and evil common in everyday life. In â€Å"The Lottery,† Jackson tells the story of what appears to be an innocent festival in a small, rural town in the United States. All of the townspeople gather around a black†¦show more content†¦Traditionally, the color black is used to represent death; in the context of a ritual stoning, it represents both death and malice on the part of the townspeople participating in the event. As Cleanth Brooks and Robert Warren say in â€Å"Shirley Jackson: ‘The Lottery’†, much of the story is a commentary on the practice of scapegoating common in old ritual practices and in current ones such as tabloid reporting (224). This is also symbolized with the black box—the townspeople â€Å"[keep] their distance, leaving a space between themselves and the stool† (Jackson â€Å"The Lottery† 292) that the box is kept on when it is brought out, and focusing any visible nerves on the black box and the black mark that means their death. In this way, the color black becomes a physical manifestation of the townspeople’s cruelty, as they have come to fear it rather than the people who may kill them during the ritual. The theme of color used to symbolize cruelty is continued in Jackson’s short story, â€Å"Elizabeth,† although it is more subtle than in some of her other stories. The titular character is a disappointed woman in her thirties, carrying on a loveless relationship with her boss. In general, the theme of hidden evil in everyday life is harder to pick out than in many of Jackson’s other stories—there is no horrifying twist or startling revelation to make the theme more obvious. Cruelty is instead shown in the

Sustainability Reporting Style of Wesfarmers and Woolworths Limited

Question: Discuss about the Sustainability Reporting Style of Wesfarmers Limited and Woolworths Limited. Answer: Introduction In the recent era, massive progress can be seen in the businesses all over the world and the businesses are expanding is a very fast pace. Thus, the companies are able to generate more amounts of revenues and profitability. However, it has been seen that the business activities of these companies have negative effects on the environment, community and the people of community. For this reason, it is the responsibility of the companies to adopt the strategies of Corporate Social Responsibility and Sustainability. In this situation, the Global Reporting Initiative (GRI) is considered as a major tool to promote sustainability and corporate social responsibility in the companies. The main aim of this repost is to compare and contrast the sustainability reporting style of two Australian companies that use GRI guidelines for sustainability. For this report, two Australia corporations are selected; they are Wesfarmers Limited and Woolworths Limited. Purpose of Sustainability Report It can be seen that both Woolworths and Wesfarmers use to prepare well-structured sustainability report according to the guidelines of GRI. In case of both the companies, there are some major purpose behind the development of sustainability reports. They are discussed below: Woolworths The major purposes of sustainability reporting in Woolworths are discussed below: People: Creating diversity in the workplace is a major purpose of sustainability reporting in Woolworths. Women should occupy 40 percent of the position of executives and senior managers posts in Woolworths as per the sustainability strategy of the country. In addition, the company has taken major initiatives to reduce the wage gap between men and women. According to the initiative of Federal Governments Employment Parity Initiative, including indigenous people in the workforce is a major purpose of the sustainability reporting of Woolworths (woolworthsgroup.com.au 2017). Planet: Another major sustainability reporting purpose of Woolworths is to make a healthy Australia by reducing environmental pollution. There are two sub purpose sunder this initiative. They are to work towards zero food wastage and to reduce carbon emission below 10% level (woolworthsgroup.com.au 2017). Prosperity: Another major purpose of sustainability of Woolworths is to establish a trusted relation with their stakeholders. In this context, the purpose of Woolworth is to inspire the customers to buy their products in the healthy and sustainable way. With the help of sustainability reporting, Woolworths is determined to get the top quality ranking (woolworthsgroup.com.au 2017). Wesfarmers The sustainability reporting purpose of Woolworths is discussed below: People: Development of people is one prime purpose of sustainability reporting in Wesfarners. It is the sustainability objective of Wesfarmers to provide safe workplace to the employees of their company. The employees of Wesfarmers get better opportunities to enhance their career (wesfarmers.com.au 2017). Sourcing: Another major purpose of sustainability reporting in Wesfarmers is to maintain a good relationship with the suppliers of their company. The company is determined to source products in a responsible way without harming the environment. Community: It is the purpose of Wesfarmerss sustainability initiatives to provide their customers with safe products in order to make positive contribution towards the community (wesfarmers.com.au 2017). Environment: Another major purpose of sustainability reporting of Wesfarmers is to reduce the amount of carbon emission in order to reduce the negative effects of climate change. In this process, waste reduction is another sustainability purpose of Wesfarners. As a result of this purpose, the company has taken many crucial initiatives to reduce the negative effects of environmental pollution (wesfarmers.com.au 2017). Governance: Another major purpose of the sustainability reporting as per GRI in Wesfarners is to maintain robust policies for corporate governance. Stakeholders It needs to be mentioned that every business organization develop the sustainability reports for some of the key stakeholders of their organizations. There is not any exception of this fact in the cases of Woolworths and Westerners. In this context, it needs to be mentioned that both Woolworths and Wesfarmers have the same stakeholders, which are interested in the sustainability reports of these companies. The first stakeholder is the investors. As the people of Australia become more environment and sustainability conscious, they consider the sustainability reports before investing (wesfarmers.com.au 2017). The second stakeholder is the community people. It can be seen that the operational activities of the companies affect the environment and the community people. For this reason, the people of community are interested in the sustainability reports of these companies as the sustainability actions will bring good for them. The next stakeholder is the young Australian that is in need of jobs. It needs to be mentioned that it is one of the major sustainable objectives of both the companies to create jobs in the market. Due to this, the young Australian will be interested in the sustainable reports of these companies (woolworthsgroup.com.au 2017). Thus, these are the major stakeholders of these two companies for sustainability reports. Differences between Sustainability Reports From the above discussion, it can be seen that both Woolworths and Wesfarmers use to publish their sustainability reports on yearly basis. In this context, it is crucial to mention that both the companies use the guidelines of GRI at the time to prepare their sustainability reports. The overall objective of both Woolworths and Wesfarmers is same for sustainability reporting. However, there are some major differences between the sustainability reporting of Woolworths and Wesfarmers. The major difference can be seen in the purpose of sustainability reports of Woolworths and Wesfarmers. The three major purpose of the preparation of sustainability reports of Woolworths are people, planet and prosperity (wow2016cr.qreports.com.au 2017). Based on these three aspects, Woolworths uses to develop their sustainability reports. As per 2016 sustainability report of Woolworths, different type of description and information is provided in it. However, in case of Wesfarners, it can be seen that the company has different set of purpose of sustainability reports. Apart from the common purposes of sustainability, some additional sustainability purposes can be seen for Wesfarmers; they are sourcing and governance. It needs to be mentioned that the 2016 sustainability report of Wesfarners also includes all the details and information regarding the purpose of sustainability (sustainability.wesfarmers.com.au 2017). Apart from the purposes, differences can be seen in the structure of the sustainability reports of these two companies. It can be seen that there are four sections in the 2016 sustainability report of Woolworths; they are performance highlight, group review, business review and other information (wow2016cr.qreports.com.au 2017). However, the structure of 2016 sustainability report of Wesfarners is different. There are four major parts in 2016-sustainability report of Wesfarners; they are sustainability at Wesfarners, managing directors welcome, detail about the companys major principles and details about the business of the company. By observing the sustainability repots of both Woolworths and Wesfarmers, it can be seen that the details about GRI reporting have been provided in different formats. In case of Woolworths, all the GRI indexes are provided at the end of the report with the page numbers. However, in case of the 2016 sustainability report of Wesfarmers, the GRI indexes are provided in the form of footnotes in each page (sustainability.wesfarmers.com.au 2017). Thus, as per this discussion, it can be observed that there are some crucial differences between the sustainability reports of Woolworths and Wesfarmers. Importance of Sustainability Reporting It needs to be compulsory for the companies to publish their sustainability reports based on the guidelines of GRI. The major reason is that the there are many benefits for the sustainability report preparation as per the guidelines of GRI. They are discussed below: Building Trust: Sustainability reports help in bringing transparency about non-financial performance of the companies that helps in the reduction of reputation risks of the companies (globalreporting.org 2017). Improved Systems and Processes: With the help of GRI guidelines, business organizations become able to examine the effectiveness of internal management and business decision-making processes of the companies (James 2015). Vision and Strategy: Sustainability reporting helps the companies to properly engage with their stakeholders. This particular process leads to the development of robust visions and strategies for the businesses (Toppinen et al. 2012). Reduction in Compliance Cost: The measurement of sustainability performance helps the companies in complying with the regulatory requirements and this process reduces compliance cost for the companies (Toppinen and Korhonen?Kurki 2013). Competitive Advantage: With the help of sustainability reporting, companies can build goodwill in the market. This process provides them with the necessary competitive advantages (Fernandez-Feijoo, Romero and Ruiz 2014). According to the above discussion, it can be observed that there are many benefits of the adoption of GRI guidelines for the preparation of sustainability reports. For this reason, it is compulsory for the business organizations to prepare sustainability reports based on the principles of GRI. Conclusion The above discussion shows the analysis and evaluation of sustainability reporting of Woolworths and Wesfarmers. The above discussion shows that both the companies have different purpose for the preparation of sustainability reports based on the guiding principles of GRI. The analysis shows that there are some key differences between the sustainability reports of Woolworths and Wesfarmers. They are the structure, content and information in the sustainability reports and others. The study also shows that there are many benefits of developing sustainability reports based on the principles of GRI. Thus, it is compulsory for the companies to adopt it. References Fernandez-Feijoo, B., Romero, S. and Ruiz, S., 2014. Commitment to corporate social responsibility measured through global reporting initiative reporting: Factors affecting the behavior of companies.Journal of Cleaner Production,81, pp.244-254. globalreporting.org. (2017).The benefits of sustainability reporting. [online] Available at: https://www.globalreporting.org/resourcelibrary/The-benefits-of-sustainability-reporting.pdf [Accessed 28 Oct. 2017]. James, M.L., 2015.The Benefits Of Sustainability And Integrated Reporting: An Investigation Of Accounting Majors'perceptions.Journal of Legal, Ethical and Regulatory Issues,18(1), p.1. sustainability.wesfarmers.com.au. (2017).2016 SUSTAINABILITY REPORT. [online] Available at: https://sustainability.wesfarmers.com.au/media/1835/edited-extract-of-wesfarmers-2016-sustainability-report.pdf [Accessed 28 Oct. 2017]. Toppinen, A. and Korhonen?Kurki, K., 2013. Global Reporting Initiative and social impact in managing corporate responsibility: a case study of three multinationals in the forest industry.Business ethics: A European review,22(2), pp.202-217. Toppinen, A., Li, N., Tuppura, A. and Xiong, Y., 2012. Corporate Responsibility and Strategic Groups in the Forest?based Industry: Exploratory Analysis based on the Global Reporting Initiative (GRI) Framework.Corporate Social Responsibility and Environmental Management,19(4), pp.191-205. Wesfarmers.com.au. (2017).Our approach to sustainability. [online] Available at: https://www.wesfarmers.com.au/investor-centre/company-performance-news/our-approach-to-sustainability [Accessed 28 Oct. 2017]. Woolworthsgroup.com.au. (2017).Corporate Responsibility - Woolworths Group. [online] Available at: https://www.woolworthsgroup.com.au/page/community-and-responsibility/group-responsibility/corporate-responsibility [Accessed 28 Oct. 2017]. Woolworthsgroup.com.au. (2017).Environment and sustainability - Woolworths Group. [online] Available at: https://www.woolworthsgroup.com.au/page/community-and-responsibility/group-responsibility/environment [Accessed 28 Oct. 2017]. wow2016cr.qreports.com.au. (2017).2016 CORPORATE RESPONSIBILITY REPORT. [online] Available at: https://wow2016cr.qreports.com.au/xresources/pdf/wow16cr-full.pdf [Accessed 28 Oct. 2017].

Metabical Positioning and Communications Strategy

Decision Making Process for Metabical Metabical is a prescription drug for controlling weight loss for overweight individuals, and a product of Cambridge Sciences Pharmaceuticals (CSP). CSP is a healthcare researcher that focuses on developing, manufacturing, and selling drugs that treat health disorders. Its drugs cure health disorders, which include immune deficiencies, metabolic, acute, and chronic disorders.Advertising We will write a custom case study sample on Metabical: Positioning and Communications Strategy specifically for you for only $16.05 $11/page Learn More Researchers found the drug to be effective for overweight persons bearing body mass index (BMI) of 25 to 30. It combined calosera, an appetite supplement compound with meditonan, fat blocking, and calorie absorbing agent. The combination enhanced weight loss for overweight individuals. In addition, the drug had optimal effects when used in low dosages, which have minimal negative effect s on the liver as opposed to other drugs. Additionally, researchers also introduced a different perspective of the drug, which allowed the users to use only a single pill daily. Just like other prescription drugs, metabical has negative side effects that patients felt after the consumption of high-level calories and fats. The drug was clinically tested and the results showed that the drug was effective with majority test participants achieving their goals for weight loss by twelve weeks. Tests revealed that persons with BMI of 25 to 30 lost at least twenty-six pounds after taking Metabical. Metabical was also effective in the modification of behavior and healthy eating habits. Test participants on Metabical dosage had a mean of less than 10 per cent of weight shedding in a period of three years. However, researchers found the drug to be less effective to individuals with BMI of above 30 since they lost low weight, and thus not recommended for that group. After the approval of its us e in over the counter, CSP embarked on pricing models in order to come up with the favorable price for Metabical. However, it estimated to have a retail price of approximately $3 to $5 per pill. In the United States, the majority in the population have overweight problems, which compelled the medical insurance plans not to cover the health rated problems to overweight risks. Hence, patients bought the drugs without the involvement of reimbursements from the medical insurance cover plans.Advertising Looking for case study on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More There were expectations that few prescriptions would cover the cost of Metabical, but Printup thought of launching a campaign to persuade health care insurance plans to include the cost of Metabical in the drug plans from review of the first six months performance of sales. CSP planned to launch Metabical in January 2009 after successive approval by the F ederal Drug Authority (FDA) of the United States. FDA approved Metabical as the first drug for overweight individuals. The researchers gave time for the development of reliable positioning strategy and associated marketing communication plans for the new drug. The overall marketing duties fell on the hands of Barbara Printup, the head of marketing department at CSP. CSP made various decisions on the development of Metabical. CSP also had planned to assist individuals who succeed in achieving the desired weight results to adopt healthy eating habits in order to keep the weight in check. CSP expected to carryout development of support program on which it could spend $200,000. In addition, it expected the cost of producing the program for year 1 to be at least $2 million but the estimated cost of the program was to be lower than 10% of the marketing budget for year 1. The program would include online referencing materials, which included; online weight-control tools, personal support, meal plans, and exercise plans. There was no trial testing for the decision of the support program before its implementation and therefore, studies had not measured its impact for further decision making. However, Printup, senior marketing director at CSP, was optimistic that the program would assist the Metabical users to attain and maintain their goals of weight loss. Yet, there was anxiety on how she was going to highlight the program within communications strategy. Consumer Segmentation By 2000, overweight population formed 34 per cent of the total population in the United States with adults being the most affected, and 4.5 per cent falling into the category of being severely obese. Studies on the vice showed that obesity of adults’ population increased with advancement in age for both men and women.Advertising We will write a custom case study sample on Metabical: Positioning and Communications Strategy specifically for you for only $16.05 $11/page Learn More The studies found highest incidences for each gender disparity to be ages between 65 and 74 for men, and 55 and 64 for women (Dewhirst and Davis 90). Secondly, studies on the vice also found low-level education to be a great factor that facilitates the increase in the cases of obesity. Population of people with less than the high school level education was greatly affected by the cases of obesity, but excess weight affected all demographic segments. However, health service providers were opportunistic about the prospect of Metabical, which could aid overweight individuals to shed off their weight and establish exercise habits and healthier eating habits. In addition, they said that it was a hard task of taking a pill everyday, but the support program was an excellent idea that would complement the idea of achieving obese free population (Weinstein 118). In 2007, Print commissioned a market survey of overweight individuals. Results showed interesting findings from the respondents who were overweight individuals. Nearly, 70 per cent of them indicated that they were not satisfied with their body weights. In addition, 35 per cent of the overweight population indicated that they were actively trying to lose excess body weights. In addition, 15 per cent of individuals in that segment indicated that they were comfortable using drugs for controlling body weights. Lastly, 12 per cent were desperately in need of an appointment with a health service provider for a prescription. Printup had the mandate to carryout market segmentation. In carrying out the market segmentation, she considered various factors, which included population age, level of education in a population, and the size of affected proportion in a population. Beginning with the population age, studies found that the majority of the affected individuals are adults of ages between 55 and 74 for both men and women. Therefore, this insight formed a market segment, which comprises of adults ne ar retirement age and old aged. Secondly, the level of education was a factor that determined the severity of overweight in a population. Hence, it is a crucial factor in the formation of market segment for the Metabical drugs.Advertising Looking for case study on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The task was to identify the market segments by considering the populations literacy levels. The studies showed that individuals with low-level of education, less than high school education, were the most affected by the severity of overweight cases. Thirdly, clinical tests found Metabical to be most effective for overweight individuals with BMI of between 25 and 30. Therefore, Printup could choose individuals with BMI of between 25 and 30 to be an effective market segment. In addition, this segment formed the only market for the Metabical and thus of crucial importance to CSP. Lastly, market segment can be determined by putting into consideration all the above factors, and their effects on the entire population. Low level of education in a population contributes to overweight due to ignorance on the effects of unhealthy eating habits. In addition, most people are unemployed and stand high chances of spending a lot of time eating due of idleness. Shockingly, unemployed population do es not afford the cost of buying organic foods and thus consume a lot of fast food, which is unhealthy. Position of Metabical in the Market Place Cambridge Sciences Pharmaceuticals (CSP) can easily identify the differential advantages of Metabical in the marketplace. It was the first overweight drug that the Federal Drugs Authority of the United States approved for use in the health sector, which was after successful clinical tests in which respondents responded positively by losing their weight. In addition, the majority of people in the entire overweight population were desperately in need of consulting health service providers for prescription. Therefore, metabical stood a high chance of selling well in the market by being a monopoly. In addition, Alli and other preexisting drugs failed to eliminate the overweight problems without harmful effects to patients and as a result, FDA eliminated them from the market (Dewhirst and Davis 90). In addition, Metabical has a chance of gettin g into the health assurance plan due to its effectiveness in reducing the risks of overweight to a victim. Successful incorporation of Metabical into the medical plans would help the researchers to get a large market share for there are no close substitutes in the market. Moreover, medics praised the drug for being a major breakthrough to a health disorder that has affected many people with no cure, which shows that metabical will find its way into health facilities as a recognized prescription unlike its predecessors. Communication Strategies The drug in question required an effective communication that would include every player in his or her making of decisions. The effective plan ought to focus on two parties for the drug, viz. the end of application use, who is the patient and the health care officer offering the prescription. In addition, the health care providers ought to be the one who supplement the metabical prescription with the recommendation of the right support program depending on the nature of the patient’s case (Carlton and Blaise 77). The drug was a major breakthrough for the CSP because it gave an opportunity for researchers to dominate in the overweight drug market. Therefore, the launching budget for the drug ought to be higher than the ones of the previous launches that the researchers have had in the past. However, there was going to be a close relationship between the budget for the Metabical and the most recent launched drug. Hence, the current budget was going to be a fine tune of the previously used budget with the major differences being in the costs of things that have changed due to inflation in the economy (Carlton and Blaise 82). In addition, in the generation of a market timeline, I planned to perform a comprehensive test of advertising and product promotion campaigns in the first year of the drug launch. The test would involve respondents who are conversant with marketing medical drugs for specific market segment. Their feedback would be a great milestone in the making of a comprehensive market budgeting plan for metabical and the support program for patients who are under the medication program. Advertising is the most important marketing strategy for a new product in the business. Medical drugs require a specific advertising strategy depending on the target customers. Metabical targets both the patient and the health care provider and thus direct-customer advertising strategy could be the best method of advertising for it would reach the targeted customers effectively. However, FDA had allowed the drug producers to use media and other channels for advertising drugs and thus television, online, and print media could be the best choice of advertising methods for the case of metabical. Over the first year of launch, the drug needed to have heavy advertising in order to achieve a comprehensive market sensitization within a short time frame. Therefore, I would recommend for the utilization of more th an two-thirds of the first year’s total marketing budget on direct–customer forms of advertising. This assertion holds because the main objective is to create awareness of the existence of metabical in the drug market and more so to the target market segments that CSP had identified earlier before the launching. The most effective form of direct-consumer form of adverting for metabical ought to have three most important initial concepts, which include sensitizing patients that weight loss is tough and thus it cannot be done by oneself. This move could help to win the willingness of patients to purchase the drug as assistance in achieving their weight loss goals (Quelch and Beckham 89). Secondly, the concept of encouraging patients to build desire for building physique that is attractive. This aspect could boost the persuasiveness of advertisements for the desire of many humans is to have attractive physique in their lifetime, and thus many patients would choose to buy the drug with physique attractiveness as their ultimate goal. Lastly is the creation of awareness of the most weight loss that a patient can achieve after taking the drugs. This stage is the most important part of the advertising that tends to create awareness of the targeted patients in the population. The message could read something like those extra twenty pounds could kill you. This statement implies that patients with more than twenty extra pounds depending on their BMIs would eliminate themselves from the market segment (Weinstein 67). In addition, it was crucial for the advertising strategy to target the medics. Therefore, a professional advertising method was necessary in order to reach the medics in health care centers and training institutions. The most effective form of advertising for the above goal was advertising in the academic and professional print media such as in the medical journals and reports. In addition, online advertisements were also crucial and could be ef fective when done on the websites of CSP, hospitals, health institutions of learning, and other health organizations. These forms of advertising could help in effectiveness of the aligned timeframe of advertising. One year is a short period for advertising and creating comprehensive awareness for a new drug in the market. Hence, it is necessary to carry out frequent evaluations of the effectiveness of the advertising strategies that were in use. I would recommend for the adjustments of the advertisement strategy intended for health care providers by touching on three important elements (Quelch and Beckham 89). They include sensitizing the medics, which is done by informing them that Metabical drug is effective and safe weight loss drug for patients, and hence an alternative to the previous prescriptions that were in use. Second, is emphasizing on the harmful effects of obesity and overweight disorders to the patients. The advertisement should touch on the effects such as diabetes, h eart diseases, and others that are fatal for the human life. Thirdly, informing them that the FDA has approved Metabical as the only effective and safe weight-loss-drug in the drug industry of the United States. In addition, it is crucial to inform them of the findings of the clinical tests whereby the drug was found to be most effective for patients with BMI of between 25 and 30. That information is essential for sensitizing them about the right patient for the prescription. The advertisements ought to inform them of the importance of the support program to the victims who were under the medication (Carlton and Blaise 114). Lastly, product promotions are very crucial for the promotions of new market products in the business. Therefore, metabical needed product promotion campaigns in order to boost its sales in the market. Product promotion is more effective than advertisements for the seller gets immediate feedback from the buyers. In addition, the seller is capable of reaching the target customers and directly informs them on crucial information about the product. However, product promotion does not have a wide coverage of the market when compared with other forms of advertisements, but it has more influence in the market than the other forms of marketing. It is also expensive and time consuming though it has significant long-term advantages for the product sales. I would recommend that product promotion and public relations for the metabical follow the launch, as they would help to emphasize information about the drug to the public. Within the first year of launch, the marketing department should keep on evaluating the effectiveness of the marketing strategies that the researchers are using. This move would help to ensure that the cost of marketing strategies does not exceed the estimated marketing budget without significant returns from the market. In addition, evaluation helps in early detection of problems, which otherwise would deter the achievement of the marketing goals and identification of their correction measures before it is too late. Hence, Printup, the researchers marketing director, ought to have a schedule of regular meetings with the executive of CSP within the first one year of the product launch. In those meetings, she would brief the executive about the sales performance with regard to the successively reached market segments, and tell the plans that are already in place for the unreached market segments. In addition, she would also give an assurance of whether the marketing budget will be enough to cater for all costs of her marketing strategy. Lastly, she would assure the executive that the aligned period is enough for the planned marketing strategies. Works Cited Carlton, Maria, and David Blaise. The power of promotional products: how to  motivate prospects, reward performance and create targeted promotions with residual value, New York: Maruki Books, 2007. Print Dewhirst, Timothy, and Brad Davis. â€Å"Brand Strategy and Integrated Marketing Communication (IMC): A Case Study of Player’s Cigarette Brand Marketing.† Journal of Advertising 34.4 (2005): 81-92. Print Quelch, John, and Heather Beckham. Metabical: positioning and communications  strategy for a new weight loss drug, New York: Harvard Business Publishing, 2009. Print. Weinstein, Art. Handbook of Market Segmentation: Strategic Targeting for Business  and Technology Firms, Washington D.C: Haworth Press, 2004. Print This case study on Metabical: Positioning and Communications Strategy was written and submitted by user Bright Hen to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. 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