Mind Mapping for Children with ASD Uses and Benefits

Mind Mapping for Children with ASD Uses and Benefits Children with Autism Spectrum Disorder (ASD) face many challenges in life. Their symptoms include difficulties in communication, social impairment as well as repetitive and stereotyped behaviours. Even those with what is called high-functioning autism and Asperger Syndrome have many special needs that have to be met in order for them to integrate with society and be successful throughout the course of their education. “The soul never thinks without a mental image.”  â€" Aristotle What most children with ASD have in common are strong visual skills. They tend to be visual thinkers and learn better through visual means. For those children it is important that caregivers and teachers use visual supports when communicating with them. Images  not only improve memory and recall but also help the child to comprehend information and express their thoughts. One particularly versatile technique that combines texts with images and a graphical structure is  mind mapping, which  is already widely used in educational contexts.   “Often, children can’t learn because one component in their mental ‘circuit board’ is missing. Mind mapping helps them wire the circuit board completely.” Mind mapping offers a number of distinct benefits that are particularly valuable for children with impairments such as ASD. Mind maps enable them to… See the bigger  picture Make out  relationships between individual pieces of information Understand hierarchy and connections While most children are able to comprehend abstract information at a certain age, children with ASD can experience difficulties in this area and, like younger children, they can profit from a learning-by-doing approach, which can be realized by mapping out their thoughts or knowledge about a certain subject.  Because of their graphical structure  as well as their usage of images  and symbols, mind maps also  involve  more senses than plain text normally does. Furthermore, creating a mind map doesn’t feel as much like work as writing linear notes or texts does. Mind mapping feels more like doodling, and thus is actually a lot of fun. Once the child understands the basics of the technique, they can apply it independently and for any given subject. Mind Mapping for Reading Comprehension A Case Study Danny Cayelli is a bright 13-year-old student diagnosed with what is known as high-functioning autism, a type of ASD that compromises his social skills as well as executive functioning. He uses MindMeister for his reading comprehension assignments at school. Danny has problems doing more than one thing at a time. He gets overwhelmed easily and has troubles answering complex questions. “The factual knowledge is there,” his mom, Elsa Cayelli explains, “but it’s like he’s missing a filing structure in his head that would let him access the information efficiently.” When his reading comprehension assignments at school became more difficult, Danny had a hard time keeping up. “He got very frustrated and his grades dropped,” Danny’s mom says. “When we talked to his doctor about it, he suggested Danny do a summary of each chapter as soon as he had finished reading it. That did help, but since Danny was using text documents to do those summaries, he still wasn’t able to organize his thoughts and notes the way he needed to. The big turnaround came when Danny’s English teacher showed him how to use MindMeister.” With it, Danny is able to create mental maps that represent his thoughts in an organized fashion. The visual structure triggers his memory and lets him access information more efficiently than ever before. MindMeister enables Danny to work through his reading assignments and prepare his book reports all on his own. Since he started using the tool, his grades have gone up from an F to a B level and his reading comprehension has improved. But what’s more, he finally enjoys doing his homework again. You can read the complete case study here. An Entire School Based on Mind Mapping According to Tony Buzan, Australia was the first country to apply mind maps in the education of autistic children and has done so with astonishing results.  Seabrook Primary School in Victoria states that it “has had enormous success in student self-confidence and academic achievement following the introduction of mind mapping in 2002”. Their initial efforts were focused on the school’s more difficult students and those with discipline and behavioral problems. They note that mind mapping “enabled them to be far more engaged and less difficult.” For their autistic students, they report that mind maps finally gave them an opportunity to show their knowledge and communicate with their teachers. Studies and Recommendations Over the past few decades a number of studies have been conducted on the subject, one of them by Joy Beaney and Penny Kershaw in 2003*  (“Positive Thinking Skills”). The two women were investigating ways to improvethinking skills of children with ASD and other communication difficulties who were being educated as part of a mainstream class. One of their goals was to provide teachers of such children with practical strategies and tools to be used in the classroom. Among others, they found that one key element is the “specific teaching of ways to record and organize material, with mind maps particularly useful in enabling the children to see both the whole picture and component elements.” Many other experts recommend the use of mind maps and similar techniques in the education of children with ASD, among them Francine Brower (“100 Ideas for Supporting Pupils on the Autistic Spectrum”)**, M. Cathleen Gardill and Asha K. Jitendra (“Advanced Story Map Instruction: Effects on the Reading Comprehension of Students with Learning Disabilities”)***  as well as the National Autistic Society in the UK. Learn More The following map contains a number of articles, books and studies focusing on mind mapping for children with ASD and other learning disabilities. * Beaney, J. and Kershaw, P. (2003) Positive Thinking Skills. Special, Summer. ** Brower, F. (2007) 100 Ideas for Supporting Pupils on the Autistic Spectrum.  London, Continuum. *** Gardill, M. C. and Jitendra, A. K. (1999). Advanced Story Map Instruction: Effects on the Reading Comprehension of Students with Learning Disabilities.

Mind Mapping for Children with ASD Uses and Benefits

Mind Mapping for Children with ASD Uses and Benefits Children with Autism Spectrum Disorder (ASD) face many challenges in life. Their symptoms include difficulties in communication, social impairment as well as repetitive and stereotyped behaviours. Even those with what is called high-functioning autism and Asperger Syndrome have many special needs that have to be met in order for them to integrate with society and be successful throughout the course of their education. “The soul never thinks without a mental image.”  â€" Aristotle What most children with ASD have in common are strong visual skills. They tend to be visual thinkers and learn better through visual means. For those children it is important that caregivers and teachers use visual supports when communicating with them. Images  not only improve memory and recall but also help the child to comprehend information and express their thoughts. One particularly versatile technique that combines texts with images and a graphical structure is  mind mapping, which  is already widely used in educational contexts.   “Often, children can’t learn because one component in their mental ‘circuit board’ is missing. Mind mapping helps them wire the circuit board completely.” Mind mapping offers a number of distinct benefits that are particularly valuable for children with impairments such as ASD. Mind maps enable them to… See the bigger  picture Make out  relationships between individual pieces of information Understand hierarchy and connections While most children are able to comprehend abstract information at a certain age, children with ASD can experience difficulties in this area and, like younger children, they can profit from a learning-by-doing approach, which can be realized by mapping out their thoughts or knowledge about a certain subject.  Because of their graphical structure  as well as their usage of images  and symbols, mind maps also  involve  more senses than plain text normally does. Furthermore, creating a mind map doesn’t feel as much like work as writing linear notes or texts does. Mind mapping feels more like doodling, and thus is actually a lot of fun. Once the child understands the basics of the technique, they can apply it independently and for any given subject. Mind Mapping for Reading Comprehension A Case Study Danny Cayelli is a bright 13-year-old student diagnosed with what is known as high-functioning autism, a type of ASD that compromises his social skills as well as executive functioning. He uses MindMeister for his reading comprehension assignments at school. Danny has problems doing more than one thing at a time. He gets overwhelmed easily and has troubles answering complex questions. “The factual knowledge is there,” his mom, Elsa Cayelli explains, “but it’s like he’s missing a filing structure in his head that would let him access the information efficiently.” When his reading comprehension assignments at school became more difficult, Danny had a hard time keeping up. “He got very frustrated and his grades dropped,” Danny’s mom says. “When we talked to his doctor about it, he suggested Danny do a summary of each chapter as soon as he had finished reading it. That did help, but since Danny was using text documents to do those summaries, he still wasn’t able to organize his thoughts and notes the way he needed to. The big turnaround came when Danny’s English teacher showed him how to use MindMeister.” With it, Danny is able to create mental maps that represent his thoughts in an organized fashion. The visual structure triggers his memory and lets him access information more efficiently than ever before. MindMeister enables Danny to work through his reading assignments and prepare his book reports all on his own. Since he started using the tool, his grades have gone up from an F to a B level and his reading comprehension has improved. But what’s more, he finally enjoys doing his homework again. You can read the complete case study here. An Entire School Based on Mind Mapping According to Tony Buzan, Australia was the first country to apply mind maps in the education of autistic children and has done so with astonishing results.  Seabrook Primary School in Victoria states that it “has had enormous success in student self-confidence and academic achievement following the introduction of mind mapping in 2002”. Their initial efforts were focused on the school’s more difficult students and those with discipline and behavioral problems. They note that mind mapping “enabled them to be far more engaged and less difficult.” For their autistic students, they report that mind maps finally gave them an opportunity to show their knowledge and communicate with their teachers. Studies and Recommendations Over the past few decades a number of studies have been conducted on the subject, one of them by Joy Beaney and Penny Kershaw in 2003*  (“Positive Thinking Skills”). The two women were investigating ways to improvethinking skills of children with ASD and other communication difficulties who were being educated as part of a mainstream class. One of their goals was to provide teachers of such children with practical strategies and tools to be used in the classroom. Among others, they found that one key element is the “specific teaching of ways to record and organize material, with mind maps particularly useful in enabling the children to see both the whole picture and component elements.” Many other experts recommend the use of mind maps and similar techniques in the education of children with ASD, among them Francine Brower (“100 Ideas for Supporting Pupils on the Autistic Spectrum”)**, M. Cathleen Gardill and Asha K. Jitendra (“Advanced Story Map Instruction: Effects on the Reading Comprehension of Students with Learning Disabilities”)***  as well as the National Autistic Society in the UK. Learn More The following map contains a number of articles, books and studies focusing on mind mapping for children with ASD and other learning disabilities. * Beaney, J. and Kershaw, P. (2003) Positive Thinking Skills. Special, Summer. ** Brower, F. (2007) 100 Ideas for Supporting Pupils on the Autistic Spectrum.  London, Continuum. *** Gardill, M. C. and Jitendra, A. K. (1999). Advanced Story Map Instruction: Effects on the Reading Comprehension of Students with Learning Disabilities.

The Information Age Has Dawned Upon Us - 898 Words

The Information Age has dawned upon us. Our generation was born into an era where an unbelievable amount of relevant knowledge is presented to us with minimal effort, but like most life-changing advancements, it does not come without drawbacks. The internet is an almost completely unregulated information-based society. A Mecca of easily accessible information, but also a place for hackers, data thieves, and internet-trolls to prosper. So as we are thriving in this world of digital data, we are also generating an information trail as we shop online, interact through social media, and store our information to cloud-based services. However, many consumers, although concerned about privacy invasions, simply accept the loss of their privacy as a consequence of the Information Age and are not willing to give up the benefits and conveniences in which information technology has provided them. Recently, with the government intervening through proposed laws such as CISPA and Americans becoming more cautious, the issue of compromised data and digital privacy is rapidly coming to the fore. â€Å"What is the big problem with creating a safe browsing environment?†, one might wonder when discussing the internet. Simply put, there are too many factors that play into protecting ourselves as technology rapidly progresses to create an equilibrium that everyone is happy with. The 1st amendment often conflicts with the wants of internet users in the information age. â€Å"What should theShow MoreRelatedCriticism Of Secular Humanism787 Words   |  4 Pagesself-fulfillment without belief in God.† Next, here is a little bit of background on this topic. 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The Symbolism Of A Voyage Gone Wrong - 1725 Words

6. Device : Dialogue Quote: As the Pequod and the Albatross cross paths, Ahab calls out to the other ship, â€Å"Ahoy there! This is the Pequod, bound round the world! Tell them to address all future letters to the Pacific Ocean! And this time three years, if I am not at home, tell them to address them to—(Melville 234). However, it is unclear if the other ship was able to hear Ahab over the rough winds that have just knocked the speaking trumpet from the Albatrosses captains’ hand. Analysis: The few words Ahab speaks to the Albatrosses captain end with the ominous thought of the Pequod not making it home to Nantucket. The foreshadowing of a voyage gone wrong is emphasized not just by the cautionary â€Å"and if I am not at home†¦,† but also by the possibility of the unfinished sentence not reaching the other ship. This could allude to the Pequod being out of reach of any help and destined not to return home. The theme of death in the entire novel is emphasized here, the ill-fated mission of the Pequod dooming her and her crew to never complete their journey home. 7. Device: Juxtaposition Quote: The narrative of Ishmael onboard the Pequod is interrupted by Ishmael telling a story of a ship the Pequod encountered. He is speaking to a group of men in Peru, long after his voyage with the Pequod. He begins the story with, â€Å"For my humor s sake, I shall preserve the style in which I once narrated it at Lima, to a lounging circle of my Spanish friends, one saint s eve, smokingShow MoreRelatedEudora Welty s A Worn Path856 Words   |  4 Pagestwentieth century could not see past the color of one’s skin and the hardships which are faced because of this blindness. Welty short story demonstrations these difficulties with Phoenix Jackson and her journey to town. Through symbolism and motifs and even the symbolism has double meaning. For example, â€Å"seem like there is chains about my feet† (Welty 1) as her path is face with a hill. Yes, it could be just the hardship of the hill or the chains of slavery or her life of struggles. While developingRead More Us e of Symbolism, Tone, and Irony in The Swimmer, by John Cheever1704 Words   |  7 Pages Finding home boarded up; a sensation of coldness and unwelcoming takes over. Sudden misfortunes arise from what was once a perfect life, and the world appears upside-down. Attempts to remember what went wrong fail. Memories are unclear and time seems blurry. At one time, John Cheever found himself in this position, using alcohol to ignore his problems. John Cheever was born in Quincy, Massachusetts in 1912. In 1941, he moved to suburban Westchester and eventually became addicted to alcoholRead MoreCaryl Phillipss Cambridge Analysis1342 Words   |  6 Pagessense of empowerment. Emily Cartwright, a thirty year old British woman, is sent by her father, an absentee plantation owner, to the Caribbean to inspect the conditions of estate. The journey to this unnamed island is a long and treacherous sea voyage on which her maid, Isabella dies. Upon arrival to the island Emily learns that the plantation manager appointed by her father has mysteriously disappeared, and Mr. Arnold Brown has replaced him. Emily decides to document her experience on the islandRead MoreThe Between Heart Of Darkness And The Inferno1990 Words   |  8 Pagesbefore he starts his journey, give it the atmosphere of a quest. And in the journey itself there are the usual tests and obstacles of a quest. After Marlow passes through the bizarre company headquarters in Brussels and the inanity surrounding his voyage to the African coast, he makes a difficult and painful journey inland. 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These include differences in environments, occupations, and social structures at the destinations, different rates of return, female migration, and the general wealth and power of Europe. Nearly all Asian emigrants

The Catcher Rye Should Be Apart Of Schools Curriculums...

Many schools throughout the United States have banned The Catcher in the Rye by J.D. Salinger from their curriculums. There has been much debate on whether or not teachers should be able to include it as a part of their lesson, and if copies should be allowed in libraries. However, without a doubt, The Catcher in the Rye should be apart of schools’ curriculums for anyone above elementary school. There are very few inappropriate themes, banning the novel would be neglecting the First Amendment, and would also ignore a good chance for teens to relate to a character their age. One example as to why I believe The Catcher in the Rye shouldn’t be censored for anyone in middle school and above is because the students would be able to handle the†¦show more content†¦They’re rare and evenly spread throughout the book and they almost never come off as a shock because they’re so nonchalantly mentioned. Thus, although the novel does, in fact, contain inappropriate moments, they aren’t the main focus and students would be able to handle it with maturity and are therefore suitable for any student in middle school or above. Another reason as to why I believe The Catcher in the Rye should be available to all students above elementary school is because censoring it would be ignoring the first amendment rights of free speech. â€Å"If librarians caved into every demand to remove materials from their collections, they would not have much left to put on the shelves. Only materials that offended no one would be spared. Such a situation might appeal to some people, but it would not serve the needs of our democracy or satisfy the constitutional requirements for free speech.† (Steffens). Including a diverse selection of books in a library or school setting would be the promotion of free speech and a diverse selection of opinions and views. However, if books keep getting censored and removed, that would be ignoring the first amendment and almost all opinion-based materials would be gone. Secondly, â€Å"As agents of the government, libraries are bound by the Constitution to promote free speech and diversi ty of opinion.† (Steffens).

Quality An Individual Possess Management †Myassignmenthelp.Com

Question: Discuss About The Quality An Individual Possess Management? Answer: Introducation In the concept of leadership there are several models and concepts, but as leadership is a quality that an individual possess it has a lot of personal and customizable aspects related to it. From the inputs that I have gathered from the lessons and classes of leadership I have understood that leadership is not only a quality in a human being it is a process of understanding, interacting and dealing with other individuals (Choudhary, Akhtar Zaheer, 2013). I am a person who is sentimental and throughout my life I had a view that it is a negative aspect of my character, but while learning the leadership concepts and models I figured that being sentimental means that I have a better understanding about the emotional values of other people which makes the other person more comfortable to be under my leadership than anyone else. One of the biggest strength that I have is that I am patient and I am willing to listen than to speak more often. For a leader to operate effectively it is very i mportant to be able to attentively listen to the followers than to just put ahead thoughts of my own (Nahavandi, 2016). I realized if I listen only then I will be heard by the people who think me to be their leader. In todays time people think that it is alright not care, but a little effort in caring and showing that you care makes all the difference in the world. A leader should care to bring about a difference. Another aspect of leadership is communication that I have discovered about myself is I lack in the skill of communication. Communicating and interacting with other individuals is an art that not everyone has but it can be cultivated, it can be learnt and developed through training and guidance (Du et al., 2013). I realized that in the process that the effectiveness of the communication process lies in the medium that is being used to communicate. For example if I want to talk to someone who is in a place where the cell reception is very bad I should leave that person and m essage rather than trying to call in him or her. Along with communication comes the feedback aspect this is where listening is required, until and unless there is a feedback to the chain of communication it process is incomplete (Jain Jeppe Jeppesen, 2013). Every communication has a purpose and that purpose if is completely fulfilled when it ends with a feedback. I had always perceived my emotional side being a negative aspect of my character, something that I have always tried to hide so as to mask my outer appearance with a rough and tough character. While discussing this assignment with my partner I understood that being considerate and understanding is not a negative aspect rather it is the best part of a leader. I think I always tend to be a transformational leader as I look forward to changes and improvement of the current situations. In order to understand and work out the grievances and negative outlook of the followers or juniors it is very important to bring about changes in small quantity. My partner also appreciated my participation in the task and complimented on my commitment and work ethics. Ethics is something that I feel is a backbone of someones character (Moriano et al., 2015). It is not only doing the preconceived right things or listening to the conscience it is also behaving and applying smartness in the process. Being e thical is an individual aspect and keeping the leadership skills in sync with the ethics of an individual is the best practice of leadership according to me. Business ethics teach a lot about leadership as well but again I think leadership is circumstantial and depends on the type of institution which is being represented by the leader (Vermeeren, Kuipers Steijn, 2014). As a transformational and adaptive leader I think most of the clash of interest is bound to occur to conflict the changes proposed. Most human beings are apprehensive of changes and are most of the time comfortable in the situation and position they are in. Hence, to bring about changes and to alter the mindset of people in the first place is the most challenging aspect of transformational style of leadership (Nanjundeswaraswamy Swamy, 2014). Many people tend to think of a transformation to be imposing in nature and will try to retaliate by not following the guidelines without realizing that the changes that are brought forward are made keeping in mind the improvement and the betterment of the organization as well as the employees. In the case of conflict of interest among people and leader the most effective way I think of solving the issue is making an informative presentation of the changes implemented and how it will affect the lives of the people in a positive way. In doing so again ethics become important part of leadership where false hopes and lies can take a leader down the rages as trust is the basis of leadership and a leader should always show loyalty towards the people and work for their betterment and put the interest of the people over his or her own (Delmatoff Lazarus, 2015). For me it is very important to gain the trust of the people who are going to follow me in the future. It is important because if they do not trust me they will not listen to what I have to say even if it is for the betterment of the people. In order to cultivate this trust first of all I have to know the point of interest of each of the people, I think a leader should know the group of people he or she is leading because that gives an insight in analyzing why a person is behaving the way he is. As I have mentioned my characteristic of listening to people and being patient, this is an advantage and lends me an edge over any other leader (Aydin, Sarier Uysal, 2013). I do my research and my homework because I know there are several questions that I need to answer to the people. Another advantage in my characteristic is that I am attentive and observant of my environment. In this way I learn a lot form the people and try to implement that in the operational process. This aspect of my ch aracter makes the people believe in me and gather a loyal group of followers who are free to question my decision but ever doubt my judgment of a situation. I am also adaptive leadership styles in any organization has to be dependent on the type of followers, the goal of the team and the circumstance the team is working in. depending on the task requirement and the requirements of the department a leadership styles may take the form of Autocratic, Participative, Transactional and Transformational (Anderson Sun, 2017). I have always seen myself as a people person; hence I can engage with people and motivate and inspire them to move towards a collective goal in the future. In case of my shortcomings in the way I communicate and especially the poor choice of medium can be easily overcome by engaging in various communication lectures and understanding some basic theories of communication. As a leader I want to be always fair, ethical in my work and also maintain my value as well as respect others. Reference List: Anderson, M. H., Sun, P. Y. (2017). Reviewing leadership styles: Overlaps and the need for a new full?rangetheory.International Journal of Management Reviews,19(1), 76-96. Aydin, A., Sarier, Y., Uysal, S. (2013). The Effect of School Principals' Leadership Styles on Teachers' Organizational Commitment and Job Satisfaction.Educational sciences: Theory and practice,13(2), 806-811. Choudhary, A. I., Akhtar, S. A., Zaheer, A. (2013). Impact of transformational and servant leadership on organizational performance: A comparative analysis.Journal of Business Ethics,116(2), 433-440. Delmatoff, J., Lazarus, I. R. (2015). The most effective leadership style for the new landscape of healthcare.Journal of Healthcare Management,59(4), 245-249. Du, S., Swaen, V., Lindgreen, A., Sen, S. (2013). The roles of leadership styles in corporate social responsibility.Journal of business ethics,114(1), 155-169. Jain, A. K., Jeppe Jeppesen, H. (2013). Knowledge management practices in a public sector organisation: the role of leaders' cognitive styles.Journal of Knowledge Management,17(3), 347-362. Moriano, J. A., Molero, F., Topa, G., Mangin, J. P. L. (2014). The influence of transformational leadership and organizational identification on intrapreneurship.International Entrepreneurship and Management Journal,10(1), 103-119. Nahavandi, A. (2016).The Art and Science of Leadership -Global Edition. Pearson. Nanjundeswaraswamy, T. S., Swamy, D. R. (2014). Leadership styles.Advances in management,7(2), 57. Vermeeren, B., Kuipers, B., Steijn, B. (2014). Does leadership style make a difference? Linking HRM, job satisfaction, and organizational performance.Review of Public Personnel Administration,34(2), 174-195.

VirPharms Marketing Plan

Executive Summary VirPharm Company was established in St Petersburg in 2009. The firm is currently engaged in manufacturing of over-the-counter and prescription drugs. The company boasts of a wide range of extremely qualified staff with extensive knowledge in the development of novel synthetic drugs, clinical trials as well as their introduction into medical profession. The main objective of VirPharm is to augment sales volumes and expand the market share of its various products.Advertising We will write a custom assessment sample on VirPharm’s Marketing Plan specifically for you for only $16.05 $11/page Learn More Although the pharmaceutical market is subject to various criticisms from media outlets, the company has numerous competitive advantages that it plans to use in order to prevail over these challenges. For instance, VirPharm recently rebranded BOPREX into RELEVEN to capture new market. RELEVEN will be priced competitively in the OTC marke t in order to gain an upper hand over other competitors. The main target market for this newly packaged drug will be young executives (21-40 age categories) who experience various pains brought about by their busy schedules. The second target market for this product is the older generation (50-75 years) which are still actively engaged in career advancement. Virpharm also plans to employ various channels (i.e. online distribution and office supply stores, and vendor machines) to differentiate RELEVEN from other OTC drugs. The firm expects that RELEVEN will gain 20% of the OTC market share within 24 months after its introduction into the market. VirPharm’s Marketing Plan Current Marketing Situation Virpharm is a medium-sized pharmaceutical company that produces number of over-the-counter (OTC) prescription medicines. The main goal of Virpharm is to expand the market share for its various products. Although the company has achieved remarkable achievements through Hapizine (an a ntidepressant); the exclusive rights for this medicine will expire soon rendering its market share to generic competition. Recently, the company obtained permission to sell BOPREX over the counter as treatment for migraine and general pain (Ferrell Hartline 2010, p.664). According to the latest data, BOPREX is ranked sixth in terms of market share. The Virpharm plans to use this strategic market plan to augment the market share held by this product by launching it via OTC market (Buckley 2004, p.4). The firm aims to leverage BOPREX’s strength in a highly competitive and saturated market to achieve this goal. The main competitors for this product in OTC market include aspirin, nonsteroidal anti-inflammatory drugs (NSAIDs) and acetaminophen.Advertising Looking for assessment on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More One of the major weaknesses in the market is weak product differentiation. As of now, grocer y stores and drugstores are the two main outlets for OTC pain relief. The NSAID marketplace has a number of challenges. For instance, it is currently the subject of media criticism as a result of the adverse heart-related side effects. What’s more, the market is currently saturated by competitors making brand loyalty a seemingly difficult task to accomplish. Nonetheless, Virpharm possesses a number of strengths that it aims to employ to conquer these challenges. For example, the firm has an extremely inspired workforce and a market-leading sales force. In addition, the firm’s cost of production is somewhat lower compared to other competitors in the market (Ferrell Hartline 2010, p.665). Virpharm intends to enter into new markets yet to be explored by their rivals. For example, it plans to rename BOPREX as â€Å"RELEVEN.† The firm plans to competitively price this newly renamed product slightly lower than other rival brands in the market. The main target market for this product will be young professionals (aged between 21 to 40 years) with a principal focus on pain relief attributed to daily overexertion. The firm has also identified the elderly population segment (which is increasing) as another target market. Virpharm aspires to spend much of its efforts to market RELEVEN to the 50-75 years age category. What’s more, the firm aims to use new distribution channels (i.e. online platform and office supply stores) to differentiate RELEVEN from other drugs. Virpharm anticipates acquiring 20% of the market share for OTC pain relievers in a span of two year after the product is launched (Ferrell Hartline 2010, p.665). Marketing Goals and Objectives Virpharm has explicit marketing objective that have resulted in remarkable achievements and which will be employed as the basis for future accomplishments. The principal objective of Virpharm is to develop and expand the sales as well as market share for each drug it manufactures. It is worth mentioning that the pharmaceutical company has produced a number of high quality prescription and OTC medicines that have granted it a substantial market share and brand preference. One of the main goals of any public company is to maximize the wealth of the investors. It is against this background that the main marketing objective of Virpharm is evidently aligned with its mission given that it affects the value of investors. What’s more, the marketing objective (to expand sales and market share) grants Virpharm elasticity to react to adjustments in the external environment as well as the requirements of consumers (Ferrell Hartline 2010, p.665). According to Linn (2010), marketing is a pragmatic discipline grounded on several minor reasoning and concepts. It is a discipline that combines several activities in order to enhance sales volume of a particular product (p.2). Communication is thus a crucial ingredient in this endeavor since marketing applies to branded products on ly (Linn 2010, p.3). There are various theories that organizations employ in their marketing strategies.Advertising We will write a custom assessment sample on VirPharm’s Marketing Plan specifically for you for only $16.05 $11/page Learn More For example, the Transaction Model shows the interactive relationship between the merchant’s offer and the consumer’s perception about the product (Linn 2010, p.24). In other words the main objective of the merchant is offer a product/service that the consumer will perceive it as more valuable than its price tag. On the basis of careful consideration of SWOT analysis, the current main goal of Virpharm is â€Å"to launch and position RELEVEN as the convenient, prescription-strength, over-the-counter pain reliever† (Ferrell Hartline 2010, p.677). The major driving force for this marketing plan is expediency. One of the fundamental demands of consumers for drugs in the OTC market entails e xpediency; regardless of whether the drug is sold via an online platform or retail store. What’s more, RELEVEN possesses distinctive attributes in the OTC market. This will provide consumers the expediency, satisfaction and confidence of obtaining a prescription-strength drug without physician’s direction (Ferrell Hartline 2010, p.677). The first objective of the abovementioned goal is to â€Å"obtain a 20 percent share of the multipurpose pain relief market within two years of launch† (Ferrell Hartline 2010, p.677). While a majority of rival drugs are manufactured and marketed as relief for specific diseases, RELEVEN will be marketed as an all-purpose pain reliever for various ailments such as fever, pains, general aches, migraines and headaches. The targeted market will be young executives who undergo overexertion at workplace (due to noise, computer strain, stress, or tension) or at home (as a result of household chores). The second objective is to â€Å"g arner 20 percent of sales from online ordering system within one year of launch† (Ferrell Hartline 2010, p.678). As RELEVEN continues to gain market share, the accessibility of nonconventional procurement alternatives, such as accessibility from office supply retailers and online ordering will position RELEVEN as a frontrunner in the office environment (Ferrell Hartline 2010, p.678). This implies that online consumers will be able to procure this product from the comfort of their office Target Market, Customer Analysis and Positioning Main Target Market The main target market for Virpharm is made up of men and women in the 21-40 age categories and employed in an office setting. These individuals (with a diverse ethnic backdrop) are located in both metropolitan and suburban regions. They are usually single in their 20s and typically bear children in their 30s. What’s more, most of them posses advanced academic qualifications such as Bachelor’s and Master’ s degrees.Advertising Looking for assessment on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More These individuals earn substantial incomes but have limited leisure time. This market segment embodies an effortlessly identifiable and quantifiable group. This is a considerable consumer segment that is reachable via numerous diverse communication channels. In spite of the fact that young professionals constitute the main target market for Virpharm, the older active adults are the second target market for RELEVEN. This market segment (which comprises of men and women in the 50-74 age categories) continues to expand and is projected to become the biggest consumer of pharmaceutical merchandises in the future (Ferrell Hartline 2010, p.679). Classifying Characteristics Majority of the young professionals in VirPharm’s target market can access web via numerous locations such as home and workplace. What’s more, a number of them have a laptop or home office to work from home. This target group maintains a freestyle lifestyle in which they prolong their working hours for car eer advancement. In addition, they maintain robust social lives that encompass attending social meetings, bars, restaurants and sports events. Given their lifestyle, this target group values expedient access to medications because they have limited time for filling prescriptions or for physician’s visits. In addition, they anticipate swift relief for their ailments. The younger segment of this target is also conversant with internet, mobile phones and pagers hence are used to acquiring information via their fingertips (Smith Zook 2011, p.9). In order to capture this market, it is crucial to allow easy and swift access to RELEVEN (Ferrell Hartline 2010, p.679). This strategy echoes some postulations of Social Cognitive Theory. For instance one of the salient concepts of this theory is an environmental variable (observational learning). This theory creates an environment in which one (marketers) can observe the behaviors of others (shoppers) and gain insight on the consequenc es of those actions (Lefebvre 2000, p.7). The older population target is currently leading an active lifestyle that transcends the normal retirement age. The country’s baby boomers embody a substantial portion of the population and thus a considerable consumer segment. The baby boomers, in their 50s, are still pursuing career advancement. What’s more, many others remain actively employed well beyond 65 years with no prospect of retiring in the near future. The baby boomers also lead active lives such as pursuing primary and second careers, attending social gatherings (i.e. sports events) and redecorating their residential homes through gardening and landscaping (Ferrell Hartline 2010, p.679). With regard to pain relief, the primary target group (21-40 years) hunts for effective pain relief for several symptoms such as hangovers, eye strains and headaches. Given their busy schedules, this cohort seeks prescription-strength drugs that are accessible over the counter. Wh at’s more, the younger group is easily swayed by products that are deemed trendy and popular. On the other hand, the older cohort basically requires less costly but effective drugs. In terms of purchasing habits as well as tastes and preferences, the younger group procures products online on a regular basis. Apart from online shopping, most of them regularly visit local convenience stores to procure products (Shaw Jones 2005, p.249; McNeal 2000, p.10). What’s more, they are ready to pay more in order to save time. On the other hand, given the escalating cost of prescription drugs and healthcare, the older generation seeks less expensive medications as substitute for pain relief (Ferrell Hartline 2010, p.680). As noted above, the primary target is less concerned about price. They are willing to spend an extra coin to get effective drugs. In other words, convenience and effectiveness of a product are the main factors that influence the decision of younger generations t o procure drugs. It is also worthy to note that the primary target group has a tendency of enduring pain rather than treating it. VirPharm’s marketing strategy should thus focus on swaying non-consumers of pain relief drugs by providing an effective option to relief; one that can be utilized expediently on a temporary basis and with negligible side effects. On the other hand, the older group (secondary target market) is price-conscious and likely to procure renowned drugs in the OTC market (Ferrell Hartline 2010, p.680). Product Strategy One salient aspect of RELEVEN that VirPharm will give emphasis to relates to the product’s prescription-strength formula. RELEVEN is an effective cure for migraine headaches, osteoarthritis and general pain relief. The company plans to launch the product in capsule form comprising of single dosage strength. In order to abridge the RELEVEN’s initial offering, the product will presented as treatment for general pain such as arthr itis, migraines and headaches. Subsequent offerings will encompass optional product forms, such as tablets in different dosages. A salient advantage for the company is that RELEVEN copyright protection will run for three years after product launch. This product will thus be protected from generic imitations in the near future. In addition, VirPharm’s exclusive rights to RELEVEN will sustain the product’s initial pricing model during the patent period (Ferrell Hartline 2010, p.681). Product Branding and Packaging RELEVEN is poised to replace BOPREX in the OTC market. This name (RELEVEN) was chosen to cleverly convey its function in offering pain relief. The white capsule (with red RELEVEN inscribed on it) will at first be packaged in three various sizes: an Office Pack containing 250 capsules, Personal Relief pack (100 capsules), and a Trial Pack (10 capsules). Even though other rivals provide bigger packages (i.e. Family packs), VirPharm’s Office Pack is suitab le for office/work settings. Subsequent packaging will contain two capsules (a single-dose) that will be accessible via vending machines in all parts of the United States (Ferrell Hartline 2010, p.681). Product Differentiation and Positioning There are a number of aspects that differentiates RELEVEN product. First, this product will be packaged with an office presence; positioned as the finest remedy for various illnesses prevalent in an office/work settings such as migraines, headaches and eyestrains. The Office Presence will be improved further via online distribution as well as office supply stores. In addition, the product will be differentiated as an e-medicine that is easily available via online platform. It will be marketed as a brand choice for the main target group. The product will also acquire brand loyalty via its coolness factor, prestige and novelty. RELEVEN will be sold together with supplemental products. Nevertheless, given its distinctive attributes, RELEVEN will be sold as a supplemental drug in office supply stores. Apart from close collaboration with other retailers, including Office Depot, Office Max and Staples, the firm will collaborate with producers of explicit product line to display RELEVEN’s free trial packages together with their product offerings (Ferrell Hartline 2010, p.681). According to Lefebvre (2000), there are various marketing theories and model used by organization to position their respective products in the market (p.1). It is worth mentioning that the concept of value exchange is commonly used to describe social marketing programs (Gronroos 2006, p.320). This is because marketing is based on theories that explain consumer behaviors (Lefebvre 2000, p.2). For example, Social Cognitive Theory explains consumer behavior as a reciprocal determinism. In other words, environmental events, cognitive, interpersonal aspects and behaviors all work as interrelating determinants of each other (Lefebvre 2000, p.7). Accordi ng to this theory, an individual behavior is not a subject of intrinsic factors (i.e. an individual is not a product of environment). On the contrary, the theory postulates that an individual has direct control on his/her personal behaviors, what he/she do and the manner in which he/she react to their environment. Thus adjustments in any of these three factors are assumed to bring about adjustments in the other elements (Lefebvre 2000, p.7). Pricing Strategy RELEVEN is aimed at young generations who have expressed (in their shopping behaviors) that price is an irrelevant factor when procuring products. Expediency and status seem to be the crucial factors for this market segment. By marketing RELEVEN as the finest treatment for general pain as well as gaining a substantial office presence, the inexpensiveness of this product will remain the secondary focus of its attractiveness. In spite of the fact that price is not a salient aspect in marketing this product, the company can neverth eless take advantage of its access to less costly raw materials and thus reduce production cost. The pricing strategy, while principally reliant upon vendors, will position RELEVEN as an inexpensive treatment for general pain. Revenues will be acquired via sales volume as well as considerable profit margins. With a Personal Relief pack (100 capsules) priced at $5.63, VirPharm’s projected retail price for RELEVEN will be $8.99. This price is akin to Aleve and Advil and less costly than other drugs used to treat migraines. The Office Pack (250 capsules) and Trial Pack (10 capsules) will have a list price of $8.77 and $0.83 respectively (Ferrell Hartline 2010, p.681). Distribution Strategy VirPharm’s distribution strategy for RELEVEN is multifaceted. During the initial phase, shelf space will be acquired via conventional venues including mass merchandise retailers, grocery stores and drug stores. Nonetheless, the principal distribution channel will be via websites and of fice supply stores. During the growth stage, access to RELEVEN will be enhanced via less conventional locations (i.e. photocopy and shipping centers). This is because the main target group (young active generation) are known to frequent these locations. In addition, the product will be made available via online platforms such as OfficeDepot.com, OfficeMax.com and Staples.com. Firms that procure technological tools and supplies as well as office supplies will be able to access RELEVEN via their regular shopping activities. Another distribution strategy will entail single-dose packages via vending machines located in bowling alleys, golf courses, health clubs, shopping malls and offices. Besides, the firm aims to distribute RELEVEN nationally through online retailers (Ferrell Hartline 2010, p.682). Secondary Target Market Although the company’s secondary market will comprise of many retailers, the key focus will be on acquiring shelf space in online supplies warehouses as well as office supply vendors. VirPharm will also target other businesses (i.e. photocopy and shipping centers). In addition, the firm will also target vending machine services as an avenue to gain direct access to consumers. These merchants are critically needed to help increase sales via enhanced use and visitation of their product offerings. With respect to the vending services, VirPharm’s aim is to augment sales given that profitability is closely related with the quantity of goods sold (Ferrell Hartline 2010, p.682). Product Strategy The all-purpose pain relief provided by RELEVEN echoes the requirements of office supply consumers. For online vendors, providing this RELEVEN as an add-on sale product is an effective way to augment their sales. Given that the drug will be positioned in line with a strong office presence, office suppliers stand to gain immensely from their association with RELEVEN (Ferrell Hartline 2010, p.682). Pricing Strategy The principal pricing strategy is to merge considerable sales volumes and midsize profit margins for profitability. RELEVEN will be presented to vendors at a higher price than aspirin and generics, but at a lower price compared to numerous drugs specifically designed to treat migraines and arthritis. As noted above, the list price offered to wholesalers and vendors for Office Pack (250 capsules), Trial Pack (10 capsules) and Personal Relief (100 capsules) pack will be $8.77, $0.83 and $5.63 respectively (Ferrell Hartline 2010, p.683). Distribution Strategy VirPharm will employ discounts on some of its over-the-counter merchandises as well as slotting charges to acquire shelf space in key merchant stores. These inducements will be removed after RELEVEN gains brand name recognition. The company also plans to introduce free-standing display packs in key retail stores. In addition, point-of-sale exhibits will be presented to convenience stores, shipping and photocopy centers and office supply stores to attract shop pers at the exit points. What’s more, distribution of RELEVEN through vending machines will be subcontracted to a third-party vending supply firm. After the product is initially introduced to the market via both conventional and nonconventional channels, the firm will then adopt online distribution as its primary strategy. Smith and Zook (2011) assert that social media has opened up novel communication channels which offer markers direct access to consumers (p.6). For example, Web 2.0 facilitates communication between marketers and customers (Earls 2002). VirPharm anticipates a 50% increase in online distribution after initial distribution channels have generated brand name recognition. Given that the VirPharm will use its staff as well as consulting company, communication with the supply chain will be done mainly via sales negotiations as well as site visits. A sum of $125 million will be set aside for marketing activities such as trial packages displayed in several retail s tores, consulting services and to meet travelling expenditures of the sales personnel (Ferrell Hartline 2010, p.683). Marketing Implementation In light of the precise direction and focus of VirPharm’s marketing plan, the firm will abide by the initial structural strategy that is rather centralized. This strategy is preferred given that the firm has adopted untried channels. What’s more, the centralized strategy permits efficient utilization of limited financial and human resources. The Senior Vice President of the OTC Division will oversee the overall marketing plan and will serve as a sounding board to get feedback on emerging problems as well as provide assistance in dissipating any conflicts that might endanger the plan. In addition, a senior account administrator from the Consumer Group will oversee the implementation of the marketing plan. He/she will ensure that adequate resources are made available, enlist internal staff, ensure deadlines are met and supervise the completion of the marketing plan (Ferrell Hartline 2010, p.683). Apart from employing internal resources, VirPharm will engage the services of a consulting company that is experienced on procurement, advertising, promotion and online-based selling. Given that the driving force of the marketing strategy is particularly centered on online distribution of REVELEN, several challenges are bound to emerge since VirPharm has never used this channel before (Ferrell and Hartline, 2010, p.683). However, online-based marketing strategy promises limitless benefits in terms of product marketing and distribution. For example, Smith and Zook (2011) assert that social media has heralded a new era of marketing in which consumers are the main focus of organizations (p.4). In addition, social media has granted marketers novel tools that they can use to interact with consumers and encourage them buy their products. Thus, social media has brought about joined-up marketing strategy where the out-bou nd marketing methods (i.e. telemarketing, direct mail, and advertising) is combined with in-bound marketing-in which social media enhances communication between organizations and consumers (Smith Zook 2011, p.4; Ludicke 2006, p.7). As a result, a knowledgeable and skilled staff should be employed to alleviate problems associated with the novel marketing plan as well as to offer general feedback and direction to the project. One of the salient services that the consultant will offer will be scientific study about the purchasing behaviors of corporate shoppers as well as the locations and vendors that are most established and visited (Ferrell Hartline 2010, p.684). A comprehensive list of the implementation process is provided in appendix A. Evaluation and Control To ensure that VirPharm implements RELEVEN’s marketing strategy in an effective manner; relevant procedures must be implemented in order to measures real outcomes of the plan against stated objectives. As mentioned in the previous sections, the main objectives for the introduction of RELEVEN into the over-the-counter market are: (1) attain a 20% of the market share for the all-purpose pain relief in a span of two years after product launch; and (2) acquire 20% of sales from online distribution within 12 months of product launch (Ferrell Hartline 2010, p.684). The first objective will be evaluated through a blend of internal and external (third-party) reports. To be specific, VirPharm will employ the outcomes of Nielsen’s point of sale measurement data to monitor market share as well as sales in terms of merchant type and region. The second objective will be evaluated through a combination of internal sales records of VirPharm and data from partners within the supply chain. The company projects that approximately 9% of sales will be realized from online retail stores such as Amazon.com and Drugstore.com. Another 10 to 12% of sales will be realized from online ordering at conventional re tail stores such as Walgreen, CVS, Wal-Mart, Office Depot, Office Max, and Staples (Ferrell Hartline 2010, p.684). Implementation Timeline Appendix B shows a 3-month plan for the introduction of RELEVEN into OTC market. Given that several activities must be completed (i.e. product artwork and simulation of the website), RELEVEN will not be launched until the first week of June. However, a number of VirPharm’s promotional activities will commence simultaneously during the initial week of sales. These will include website banners, television ads and promotional gifts associated with office supply stores. The final production of the product (RELEVEN) will commence in the first week of May. This will offer adequate supply to retail shelf space and warehouses before product launch. After RELEVEN is introduced into the OTC market, VirPharm expects production to run on an uninterrupted basis. It is worth mentioning that this is merely a 3-month plan given that a number of these act ivities spin around the product launch. However, marketing activities are expected to continue in the future and will be modified on the basis of product demand and efficiency (Ferrell Hartline 2010, p.685). References Buckley, J 2004, Pharmaceutical Marketing: Time for Change, University College Cork, Cork. Earls, M 2002, Welcome to the Creative Age: Bananas, business and the death of marketing, Wiley, Chichester. Ferrell, OC Hartline, MD 2010, Marketing strategy, 5th edn, South-Western Cengage learning, Ohio. Gronroos, C 2006, ‘Marketing Theory: Adopting a service logic for marketing’, Marketing Theory, vol.6 no. 3, pp. 316-313. Lefebvre, RC 2000, Handbook of Marketing and Society, Sage Publications, Newbury Park, CA. Linn, CE 2010, General Theory of Marketing. Web. Ludicke, M 2006, A Theory of Marketing: Outline of a Social systems Perspective, DUV, Gabler Edition Wissenschaft, St. Gallen. McNeal, J 2000, Children as consumers of commercial and Social Product, Texa s University, Texas. Shaw, EH Jones, GB 2005, ‘Marketing Theory: A history of schools of marketing thought’, Marketing Theory, vol. 5 no. 3, pp. 239-281. Smith, PR Zook, Z 2011, Marketing Communications: Integrating Offline and Online with Social Media, 5th edn, Kogan Page, London. Appendix A: Tactical Implementation Activities Appendix B: Product Launch Plan This assessment on VirPharm’s Marketing Plan was written and submitted by user Carley Russo 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. You can donate your paper here.