Unilever Product Life Cycle

Introduction †¢William Hesketh Lever founded lever Brothers in 1885. †¢In the beginning as soap manufacturer but later diversified in to food and personal care products. †¢Unilever's corporate centers are London and Rotterdam. Walls’ Introduction †¢Walls introduced in Pakistan in 1997-98. The product line consists from lollies to ice creams. This includes Cornetto, Callipo, Max, Kulfis, Top Ten Choc Bars, Feast, Milky Way and etc. †¢Unilever committed its own resources to acquire ‘Polka' and consolidate the ice cream market for Lever Brothers Pakistan. Low gearing and reputation as a multinational blue chip give Lever ready access to capital at good terms to fund growth †¢Magnum! huuuuuuuuuuuuu †¢Magnum was introduced in 15th of June,2001 †¢Effective weights of mass audience advertising publicly displayed in the summer landscape, would strengthen consumer attachment to the brand and develop strong associations with the summer season †¢The first premium-quality ice cream to enter the adult impulse market.. ;l †¢Product Life Cycle If one looks at a category, the product life cycle seems to be an important determinant for all sorts of decisions †¢Generally a product should be kept in the growth stage as long as possible. †¢Magnum’s Life cycle †¢Magnum is in the growth stage. Due to the amount of awareness in the market, and the sales figures crossing targets, the product can be seen in the growth stage. On the PLC, market growth is also associated with increase in sales. This leads to the market becoming more attractive. Cycle-Recycle Pattern †¢The Cycle –Recycle Pattern is adopted because of seasonality of the sale. In Eid,Happy New year, Valentines day,Christmas and other seasonal events the sales follow pleasant upward trend due to the new flavors and varieties introduced by the firm. †¢Total Quality Management †¢Its all about ever barricading eminence i. e ever improving quality. †¢The quality of the product should be increase with the passage of time to keep customers as well induce new customers. Magnum’s TQM Introduction of new Magnum’s Cup will certainly improve the quality because of inclusion of â€Å"choco-topings†. The new Cup will increase the value to the customer because of its â€Å"take away† facility. pricing? † †¢Magnum’s TQM Again †¢Since Magnum is a premium choc bar and people are paying the premium to get this premium choc bar ,the TQM does have a great vitality in th is context. †¢Magnum is thought as a superb quality choc bar that’s why people wouldn’t compromise on the quality . †¢They know â€Å"they are paying for the best† †¢Forecasting and Demand Management †¢The ice cream market is particularly influenced by the weather and Wall uses a weather index to gauge conditions for sales †¢Also during peak seasons like Eids, Happy New Year and Independence Day demand is high and rices are lowered so as to compete with the other rivals prevailing in the industry . Magnum’s sales forecast †¢In terms of Magnum, this seasonality is relatively low. This is because Magnum is an impulse buying item . †¢In examining the seasonality one must consider the target market of Magnum. Will these people refrain from having a magnum in cold weather? †¢The variation in sales will not be as high or drastic as other ice creams or categories. †¢Positive Aspects for Sales †¢Pakistan’s population growth rate is almost 2% per annum. †¢Urbanization trend on the boom i. people are inducing towards higher life standards of living in cities. †¢Growth in GDP/capita reflects in the consumption pattern of the people. †¢Improved level of law and order conditions results in more FDI’s hence an attractive market. Product and Product Mix †¢A product is anything that can be offered to a market to satisfy a need and and want of the customer. †¢Product includes different product levels which are, †¢Core benefit: The fundamental service or benefit that the customer is really buying †¢Basic product: the marketer has to turn the core benefit into basic product. Levels of Product †¢Expected product: A set of attributes and conditions buyers normally expect when they purchase the product. †¢Augmented product: Augmented product means things beyond the expectation. †¢Potential product: which encompasses all the possible augmentation and transformation Magnum’ Levels †¢The core benefit of the Magnum are satisfaction and the indulgence †¢The basic product is the premium Choc Bar †¢Expectations are related with the Magnum is that it would provide that quality others can not. †¢Potential product,introduction of Magnum in new jar. Product mix †¢Product mix is the set of products the company is offering to the customer. †¢Product mix includes, width, length, depth and consistency. †¢Magnum’s Product Mix †¢Unilever is the parent company and it operates in many businesses like tea, soaps, shampoos etc. this includes in width †¢Length includes different products of the walls like Magnum, Feast ,Cornetto etc. †¢Depth includes variants of the similar product like Magnum, Feast, Sunday all are chocolate related items. †¢Unilever product lines are consistent because most of them are consumer goods. SBU Strategies †¢Almost every business unit of Unilever including Walls holds a lion’ share in their respective markets. †¢For Magnum. hold strategy is appropriate and its holding by the firm. Corporate and division Strategic planning †¢Mission Statement †¢The Mission Statement underlines the dedication to the satisfaction of the everyday needs of the customers. †¢Quality is priority in all senses. †¢We are the part of the society in which we operate. †¢Our Vision is â€Å"Touching hearts changing life† Boston Consulting Growth Matrix †¢Star †¢Question Mark †¢Cash Cow Dog Internal Environment Analysis †¢Strengths †¢- Brand Image †¢- †¢Brand recall is high †¢- †¢Qual ity is one of the best in the market †¢Weaknesses †¢Multiple Brands therefore lack of focus †¢Unhealthy competition in the corporate culture External Environment Analysis Opportunities: – Westernization of Pakistani Society – No DIRECT competition except Quanta Relatively good growth of market †¢Threats: †¢- Threat of bigger competition in the next two years †¢- Instability of Pakistani Political system Marketing Alliances Promotional Alliances The strategic alliance by the Walls with leading fast food corners like KFC and Pizza Hut outlets was an attempt to promote their product. †¢ Marketing Channel †¢These channels are essential to move product from the manufacturer’s warehouse to the consumer’s house. †¢Firms have options to decide levels of channels I. e how many channels does it want to include in the distribution of its product. †¢Walls’ Channels †¢Walls’ uses multi level channel marketing. †¢Walls uses backward integration. †¢Walls’ sales men whirl in the streets of the city on their lorries ,I. e direct marketing. Walls’ own supplier make its product available to consumers. †¢Pull and Push Strategies †¢The painstaking music produce by the whirling lorries of WALLS let its voice count ,pulling the kids to pull their parents. †¢The usage of billboards and print media is a device to push up the target customer. †¢Promotion al Tools †¢In Pakistan, Ice-Cream industry competition may be healthy but there are very few brands to name. †¢Companies have to fight for their market share and use various strategies from price to promotional, which could make them leader in the market. †¢Firms try to compete on the basis of quality, uniqueness and brand name Magnum’s Promotion †¢The most commonly used are the major media that includes billboards and posters in the display media †¢The retailers were provided with free refrigerators by the Walls to motivate them †¢Since the logo of Walls was endorsed on these refrigerators,the brand was promoted as well. †¢Pricing †¢ Historically, for most products price has been the major factor affecting the buyer choice †¢Ice cream companies’ pricing decisions are influenced by both internal as well as external factors. †¢Pricing †¢Internal Factors †¢Survival †¢Company’s objectives †¢Marke t Profit Maximization Market Leadership †¢Product Quality †¢External Factors †¢Economic Factors †¢Governmental rules and regulations. †¢Social concerns. †¢Resellers. †¢Pricing Strategies †¢The management of the Magnum uses â€Å"Price Premium Strategy†. †¢The notion of â€Å"Self Indulgence†transferred the brand advertising doctrine to brand experience I. e â€Å"have a bite please†. †¢Price doesn’t matter to target consumer of Magnum. †¢What's wrong with the Price! †¢Its is said that â€Å"Magnum is too expensive† †¢It is thoughts as a reason of minimal sales. †¢There are relatively inexpensive choc bar exists. †¢Price is not the problem! The Magnum is targeted to the people of elite class ,higher in the socio-economic ranks. †¢The target set for Magnum’s sales have achieved up to maximum extent. †¢Lowering the price will usurp its supremacy and satisfactio n level may decline because of this move. †¢Marketing Management Philosophies †¢The philosophies speak about the different strategic behavior adopted by the firm to sell their product. †¢The philosophies are adopted in the foremost interests of consumers. †¢Magnum’s Marketing Philosophies †¢Product concept , better the quality and the product attributes the better will be the sales. Selling Concept,pushing and pulling consumers time and again , inducing them to buy Magnum, otherwise it will be left †¢un noticed. †¢Marketing Concept,better than that of competitors in satisfying customers’ needs the better will be you share in the market. Magnum’s Marketing Philosophies Customer concept,provide customer what he wants at the price you want The customers decide what we serve to them. Societal Marketing,Walls started a campaign to keep the environment clean in the northern areas to preserve them †¢Brand Decision †¢Creation ,maintenance ,protection and enhancement of a brand is an art. Brand is a symbol,name,term,design or a system or amalgamation of them. †¢It’s a marketing tool and tactic. †¢A promise by seller to deliver specific set of features and values to the buyer †¢Brand Equity †¢High brand awareness of Magnum as a member of Walls’ family. †¢Magnum possess high degree of brand preference. †¢Customer is satisfied with the brand and devoted to it . †¢Customer doesn’t want to change the brand over price issue. Brand Building Tools The campaign inaugurated by the Walls to â€Å"Save the environment† added privileged to the Walls as well its family. Wall’s â€Å"Heart Branding† captures the enthusiasm of the young and the young-at-heart, laying claim to 72% of the frozen desserts market share in Pakistan. Analyzing Competitors †¢By knowing our Competitors we may be able to predict their next moves, exploit their weaknesses and undermine their strengths †¢Who are your competitors? †¢What customer needs and preferences are you competing to meet? †¢What are the similarities and differences between their products/services and yours? Magnum’s Competitors †¢Competitors for walls in general are many; in fact they include all the ice cream providers. For Magnum we would like to define our competition strictly in terms of the target market. In this definition we would consider the product category level. Major Competitors †¢In this list we consider Igloo Quanta to be our main competitor due to similar attributes of the product and a very similar target market. †¢For the purpose of a nalysis we will group the competitors into two. First we would discuss our main competitor i. e. Igloo Quanta and then the rest in one group Who Is The Competitor †¢Igloo Quanta †¢Moven Pick Ice cream †¢Snoopy Ice cream parlor †¢Gelato Affairs Ice cream parlor †¢Igloo Dip Shop Imported Ice creams like Hagen Dazz, Dove, and Galaxy available at places like Aghas Stake Holders †¢At Unilever we are dedicated to meeting the everyday needs of people everywhere. †¢We participate in the well being of the society ,we live and work †¢Touching hearts by changing lives RESOURCES †¢Unilever committed its own resources to acquire ‘Polka' and consolidate the ice cream market for Lever Brothers Pakistan †¢Low gearing and reputation as a multinational blue chip give Lever ready access to capital at good terms to fund growth. †¢In the local ice cream market not many have the capability to invest in completely new technologies. Financial ass ets of more than RS. 7 BILLION. Human Resources †¢People are the driving force for success. †¢HR initiatives focused on encouraging empowerment and transparency in the organization. †¢E-town project brought the Chairman and top team to everyone’s desktops via live streaming video and allowed employees to address their concerns to the panel via a chat server. Resources †¢Me and U,an interactive HR portal that brings employee information to to everyone’s desktop. †¢Child Day Care center allowing employees to have their infants in close proximity under very best care Resources †¢Distinctive Capabilities advantage. †¢Walls has a weather index that helps in describing peak seasons for selling ice creams. †¢Sharp market sensing. †¢Intimate linking with the customers. †¢Strong channel bonding. Organization and it’s Culture †¢Uni Lever ,a visionary organization. †¢Highly professional Organization with the highly professional people. †¢The society is the family and look after of family is my own responsibility Market Segmentation The Magnum has segmented the market on the basis of income ,social and economic class and esteem level. Nice marketing strategy has been adopted focusing on the smaller but elite segment of the society as well as of market. Psychographics Segmentation Life style The people from the A/A+ class are considered for customer ship. Personality People having high level of esteem ,standing high on the need hierarchy pyramid. Behavioral Segmentation Occasions The Magnum focuses on the occasions when somebody wants to rejoice himself by himself. â€Å"I hate somebody nobody hates me! I love somebody no body loves me† Self Indulgence is the underlining theory. Loyalty Status Hard Core Loyals. TARGET MARKET †¢Magnum focuses on the upper niche market. The upper class segment is whom we want to buy our product. †¢These are people who wouldn’t mind spending †¢Rs 25 for an ice cream; rather they would impulsively buy the product whenever they go out for a drive or something. †¢Magnum is â€Å"Just for You† †¢The concept of sharing is not embedded Target Market †¢Target market people from the ages of 18-30, upper class, possessing a very high set of self esteem people †¢People who have style and don’t mind spending more for better quality, brand value etc Market Positioning An art of designing the product of the company and it’s image to occupy a distinctive place in the mind of the target market. Positioning is not what you do to the product. Its what you do to the mind of the panorama Market Positioning †¢Marketing positioning means how the customer rate your product in comparison with your competitors. †¢The firm should offer a substantial value to its customers to sustain the positioning of its product. Magnum’s Positioning Attribute Positioning For self immoderation User Positioning Appealing to stylish people Quality and Price Positioning High price for the higher quality Magnum’s Positioning Since a Rs 25 choc bar is quite prestigious bar,so people feel good when buying the Magnum. The higher the price the higher will be the quality & the higher will be the satisfaction level. People rank it as a premium brand with priceless quality Marketing Research System †¢Walls has its own department for Marketing Research. †¢Primary Data is provided by Sales team. †¢Secondary Data is gathered from publications and other sources.

The Heisenberg Principle and Economics Essays

The Heisenberg Principle and Economics Essays The Heisenberg Principle and Economics Essay The Heisenberg Principle and Economics Essay A quick skim of The Wall Street Journal on a daily basis for just a week should prove to you that the Heisenberg principle does indeed apply to economics. The Wall Street Journal provides daily analyses of economic events and economists’ perspectives on what has happened as well as what is likely to happen. The Wall Street Journal ‘s curculation is evidence that these analyses are taken seriously by both businesspeople and consumers. To see how economists’ predictions change the course of economic events, look at economists’ assessment of leading and coincidental indicators and the subsequent movement up or down in the markets for stocks and bonds. Leading indicators are used to predict what is likely to happen in the future, while coincidental indicators are used to describe the economy’s current condition. When the economists say that the indicators demonstrate that the economy is in a recession or entering a recession, consumers and businesses react immediately to prepare for the anticipated recession by reducing consumption and investing more cautiously. This often serves to hasten the onset of a recession, fullfilling the economists’ original prediction. In turn, if consumers and businesses expect good times ahead, they invest and spend their money more confidently. High levels of investment and consumption translate to strong economic growth. An examination of â€Å"Orders for Durable Goods Plunge by 6%,† [The Wall Street Journal, May 25, 1995] yields an example of how this cycle works. Note Marilyn Schaja’s prediction that the Fed will move toward â€Å"an easier policy stance† and the reaction of investors in the bond markets to this statement and others similar to it; the bond market soared due to speculation that interest rates might be cut soon. This is only one example of how economists’ predictions directly affect the bond market, but the bond market rises and falls dramatically each day in response to speculation about what the Fed will do or whether the economy is predicted to speed up or slow down. Other examples abound on the second page of The Wall Street Journal. But economists are not gods. They cannot know for sure what is going to happen to the economy, and they often disagree with one another. When there is a majority consensus, the Heisenberg principle operates in full force. Businesses and consumers are often susceptible to the majority opinion, and economists’ predictions will likely be fulfilled just because the predictions have been made. When all economists seem to disagree, the individual is left to make his own decisions. In this case, the outcome is less predictable, and it might seem that the observed is less likely to be affected by the process of observation.

The book Breakout Nations Essay Example | Topics and Well Written Essays - 750 words

The book Breakout Nations - Essay Example To recognize the countries that will emerge as economic winner in the future, it is important that one should abandon the habit of making assessments from past events and putting diverse countries in one bracket. It is required that emerging markets be treated separately and one should remember that economic success is not an everyday issue. The new â€Å"breakout nations† may jump from the darkness and Sharma identifies the nations they probably will be and attempts to explain the reason behind his speculation. Through this book, Sharma looks at the world from the glasses of a veteran market player. His book is based on his experiences and studies on developing countries that he gained after twenty years of travelling around the world. This book defines a breakout nation as the one that exceeds expectations or that develops faster than other countries having the same per capita income. Sharma has explained the reason behind this definition. He says that there is a circulating myth that if China’s economic growth gets reduced from its previous rate then it will make no difference as China will still be progressing faster than many western nations. Sharma, however has two views on this. According to him if China’s growth rate declines, then it will be considered as recession within the nation, and also for the rest of the world because people are accustomed to the previous growth rate of China. Sharma explains that other than growth rate, it is also important from where the growth starts. With two nations having same growth rates, it is the country with more per capital income that will be making a huge achievement. He said â€Å"per capita income is the critical measure because a growing pie doesnâ⠂¬â„¢t change a nation’s circumstances if the number of mouths it needs to feed is growing just as fast.† (Sharma, 19) Sharma attempts to speculate as to what factors contribute towards some nations that can

Operation management Essay Example | Topics and Well Written Essays - 2500 words

Operation management - Essay Example At this point, it is good to elaborate some combined leadership and management activities in an operation, such as choosing a job design and work measurement. Managing people is an operation concept that is required to be established in every organization aimed at achieving competitive advantage, especially in today’s tough competition in industry. Apple Incorporated has successfully created its market share not just because of considering other important operational moves, marketing initiatives, good financial performance, but most primarily on how it handles its human resource particularly on managing people. Apple is not only good at creating innovative products for its product differentiation strategy, but also at its ability to managing or leading people, with close details on setting tasks, responsibilities, work performance, work conditions and general skills. Based on the research paper done about Apple, being good at its management function activity, the Apple Incorpo rated in its actual practice always integrates its initiatives to consider people skills and their ability to create highly innovative products. ... has given the job description especially in the product research and manufacturing department to create a significant product design that must be something new in the market. At this point, it should not be impossible for Apple to establish a promising market for smartphones and other products, as it strongly believes the potential of its human resource to formulate the finest products in its industry. This is due to the fact that the company is not only good at creating needs for its offerings; it also ensures that the job description of its human resource fits to its actual strategy of product differentiation. Now, it is, therefore, important that Apple must have substantially managed how it sets tasks for its human resource. Setting tasks requires careful implementation of systematic process of achieving immediate goals and objectives. After all, this should have high link with certain level of responsibilities. On the other hand, considering the fact that Apple wants to lead in i ts industry, implementing a high quality performance within its human resource is not just an obligation that everyone must come to realize, but an actual requirement for the company’s competitive edge. Now that everyone at Apple has specialized skills, the more the human resource will obtain a high opportunity for increase productivity, as the company continues to look forward to advance in the market by creating a need for its new innovative product offerings. Finally, setting tasks, responsibilities, work performances, work conditions and others are not just the actual activities Apple Incorporated must initiate. Another important function that it must establish under its ability to cope with change and complexities is the actual work measurement. As a company trying to lead in its

Regulation of Industrial Relations in the UK Essay

Regulation of Industrial Relations in the UK - Essay Example Up to the 1950s, the UK state’s role in industrial relations was characterized as involving minimum intervention (Kahn-Freund, 1969). However, since the end of the Second World War, the UK state has increasingly intervened in industrial relations. It is fair to state that given the increased intervention by the UK state in industrial relations it is reasonable to conclude that there has been a determined shift away from voluntarism relative to collective bargaining agreements toward state intervention in supporting some minimum standards within the employment contract. The government or state’s intervention has moved toward a more active role in regulating the relationship between employee and employer and working conditions in the UK. This paper demonstrates the UK state’s shift from voluntarism to actively supporting minimum standards within the employment contract by tracing state intervention and the methods by which state intervention has been utilized. In general, states intervene in industrial relations in a variety of roles and capacities. They may intervene as an employer or as a supervisor or regulatory agent for income and price setting. States may also intervene as economic management, or for the protection of standards. States intervene in industrial relations as legislators and rule-makers. States may also intervene in industrial relations in an attempt to establish and promote the parameters of social order (Hyman, 2009). Historically, the UK has operated as an employer in its own right signifying private employers should follow the state’s example in how it treats its employees. As a result of this approach to employment principles, it was expected that employees in the public sector would seek to avoid tensions and conflicts in the workplace (Rollinson & Dundon, 2007).

The Principle of Double Effect Essay Example for Free

The Principle of Double Effect Essay The Principle of Double Effect (PDE) states that it is â€Å"morally permissible to perform an action that has two effects, one good and the other bad† (Harris, 71) if certain stipulations are met. A person would need to make use of the Principle of Double Effect in any situation in which there is what would also be called a moral quandary. A situation in which an action must be performed to achieve a good, but as a result of achieving that good, a bad is also achieved, would be cause to make use of the PDE. The PDE is basically a morality barometer—yes, this effect is bad, but how bad is it really when taking this good into consideration. The PDE strives to determine whether an action full of gray moral area is ultimately morally permissible, and it does so by judging the action through a number of set criteria. These criteria are, in brief, as follows: (1) The act in itself is morally permissible; (2) The good effect from the act cannot be achieved without the bad effect occurring as well; (3) The bad effect is merely a side effect, and not the means through which the good effect is achieved; (4) The good and bad effects are both equally balanced in importance (Harris, 71). In order for the action to be considered morally permissible, all four criteria must be fully met. Take, for example, the story of Mary and her ectopic pregnancy. Mary and her husband are practicing Catholics, and as such they have very strong beliefs against abortion and do not want to do anything that would go against the Church. However, regardless of the course of treatment chosen, Mary’s baby is lost, so this element should automatically be discounted as a determining factor. This in itself is a gray area. The four choices of treatment that Mary is given all have their own set of risks—some have higher risks to her, the mother; others have risks to the future of Mary’s and her husband’s efforts to have another child; all ultimately mean the termination of her pregnancy. Mary’s options include waiting for the egg to pass naturally, which poses a high risk to her the more time passes; taking a drug to thin the egg and force it to pass on its own; one surgery with a risk of making conceiving difficult in the future as well as the common surgical risks to Mary, and another surgery with less risk of complications in the future but also with the common risks of surgery. Because the pregnancy is lost regardless, I would advise Mary on deciding on a course of treatment as quickly as possible, because it is morally right to save oneself. She has already agreed to get treatment, given that the treatment doesn’t violate the Church’s teachings and that she can still bear children in the future. Because of the different levels of risks involved with each procedure, I would recommend the drug therapy. Both surgeries are risky due to the fact that they are surgeries, and the one is even riskier because it can lead to complications in Mary getting pregnant later. The option to let it pass naturally is probably more in line with the Church’s teachings, but it puts Mary at too great a risk and the pregnancy can’t be saved anyway. I would be loathe to think that any Church would encourage waiting it out so as not to be actually physically performing an abortion, when it is a given that the embryo will die regardless. Unfortunately, taking the drug treatment does not fully satisfy the criteria of the PDE: first, the act itself of a woman taking a drug to save her life is morally permissible. However, it is not necessary that she receive this treatment (or any other, for that matter) in order to survive. She can still survive without treatment; it’s just that the risks of her not surviving (or causing damage to her fallopian tube) is greater—note, NOT imminent. Second, there is no way for the good effect (saving Mary’s life) can be achieved without the bad effect (the embryo being killed)—especially when considering that the embryo is dead regardless. This bad effect is unavoidable because if she waits to pass the embryo on her own, she could die too. Third, and this is where the treatment fails to satisfy the PDF criteria, the bad effect is the means of achieving the good effect. The â€Å"abortion,† for what it’s worth, is the only way to guarantee Mary’s life will be saved—and that goes for the drug treatment as well as both surgical options. The fourth criteria is, however, satisfied because the death of the embryo—again, especially considering it will die regardless—balances saving Mary’s life. Based on the third criteria of the PDE, the only morally permissible way to â€Å"treat† this problem is to wait for the embryo to pass through the fallopian tube naturally, putting Mary at the greatest risk. All other options, despite how ridiculous it might be to even be referring to this as an â€Å"abortion,† especially considering the embryo will die regardless, require that the abortion, for what it is, must be performed in order to reduce the risk to Mary’s life. Therefore, no treatment is morally permissible and Mary has to take her chances.

Nursing Reflective Essay on Ethics Committee

Nursing Reflective Essay on Ethics Committee LOVISE GEORGE EXPERIENCE IN THE VIRTUAL ETHICS COMMITTEES Reflective Critique Method As a part of our course, we should engage with six ethics committee. I have attended six ethics committee which has profoundly changed my experience in Teesside University. This reflective essay will use Gibbs reflective cycle (1988) and explain some of my experience in the ethics committee and how I managed in certain situation. I am concentrating on particular aspect participant information sheet. The incident occurred during my first ethics committee which I was due to delivery about my topic participant information sheet. I felt so miserable during at the time, this was my first experience to attend in this session so I have no much knowledge about research topics and terminologies .I thought that participant information sheet means it includes only the participant information and we should write about all details about participant details. My task was to speak about participant information sheet, looking at how this important for researcher what are the criteria should be included in information sheet .When I started to speak about my topic I become so tensed and I am not able to convey my ideas to other members. I stumbled with my first sentence so I could not able to complete my presentation .I felt shy and ashamed about my ability to speak to other members, but I felt so sad towards me and trying not to cry. When the class was finished immediately I left the class room a nd did not speak to anyone. I realized that have no confidence to speak in front of my colleagues and tutors about my subject. Totally I attended six ethics committee, when I was attended last committee my knowledge level increased and got a clear picture about my topic and now I knew as a researcher this information sheet is very essential to conduct their study and without information sheet can not conduct a research. Now I feel more confidence to speak and I can stick my opinion. When I attended ethics committee, I had both good and bad experience. While I am a member of ethics committee, helped me to learn some new ideas and analyzed and interpret each and every matter we discuss in the committee .Before I joining ethics committee I am always feel shy and introverted in social life, but once I actively joined with the ethics committee I become more extroverted and learned how to express my ideas according to my goals. It is clearly evidence in social participitation theory (Srivastava, Angelo, and Vallereux 2008) and helped me to how introverted person can be extroverted or social being. Then started referred different book, journals and even learn to browse internet to get a suitable point and skills to make me more confidence and accurate .The bad experience about committee, even if I prepared well with best of my knowledge, even then also while discussing with others they night have different ideas or views that make me confused weather my points were rig ht or wrong .Hence I still I have confusion in terms in philosophical paradigm and hypothesis. The situation was made good in my own research proposal and helped me to increase my knowledge about my dissertation topic. Knowledge and experience can make the researcher could perform more accurate and successful.(Verburg Andriessen,2011) To me as a learner this knowledge is essential for my research proposal and can prepare a good project. When I started to attended the first committee I thought in research’ Participant information sheet ‘is not much important role just we should invite the participants to take part in our research study .But now recognized without information sheet the research proposal is invalid and all information regarding the participant details will be handled in confidence. I can make a good research which I collected from information sheet. I got all sort of different necessary information from each sheet and I am confident that I can design a better quality research proposal as a part of my research. Each and every participant, who became a member in the research team, should have the aware about their rights and also very important to ensure their safety and dignity. There are six ethical principles can use to protect their participants from harm (ICN, 2003).However there are three rights for every researcher who actively involve in research: privacy, safety and dignity. It is important to keep the confidentiality which we get through participant information sheet. As a researcher every one must keep the anonymity without revealing their names. It’s a protocol to keep the patient details recorded in appropriate manner and it should be separated in different file with proper label and it must be in their cupboard or cabinet which is only accessible to authorized person. It is very essential to respect and keep the dignity for each and every person. While conducting any research, it’s necessary to explain about the purpose and reason for conducting particular researc h to every participant In retrospect, I am planning to do many things in different way. I have been more confidence and should be more proactive myself. I have discussed to the ethics committee members as soon as finishing the committee and I can contribute my opinion. However I learned from the incident is I should be more courage and I have to maintain a good relation with our supervisor in the coming weeks, so that I could do in a best way in committee. In future, I would ensure I will be more confident about research proposal either in qualitive or quanitive, especially in my particular aspect ‘information sheet. I am studying alongside with different teachers during my course, and I will speak about my nervous. I have already personal tutors and I have communication with her, and she helped me a lot to achieve my goal and how to present very well in future, so that I do not feel so nervous. I also want to share with my colleagues about my feelings and I think it will help to study from them. For training purpose I focused to attend in seminar when they were conducting in Teesside University and I want to achieve more confidence and this is the good method to improve my presentation skill. This reflective essay enhanced my level of thinking, knowledge and understanding its importance, had improved with use of reflective model .My competence level has also developed especially the ability to do my presentation in best way to begin. REFERENCES Parahoo, k. (2006) Nursing Research. Principles, process and issues.2nd ed .Hampshire: Palgrave Macmillan. Corti, L., Day, A. Backhouse, G. (2000) Confidentiality and Informed Consent: Issues for Consideration in the preservation of and provision of Access to Qualitative Data Archives. Forum Qualitative Social Research.1 (3) p2-4. Tolich, M.(2009)The principle of cavet emptor: confidentiality and informed consent as endemicethical dilemmas in focus group research. Journal of bioethical inquiry.6 (1) p99-108. Knowledge sharing, Personality Traits and diversity. Available at: http//www.lindenwood.edu/mwr2p/docs/Amayah.(Accessed 5.5.14) Reserach ethics policy: Participiant safety and wellbeing. Available at: http: //www.sheffield.ac.uk/ris/other/gov-ethics.(Accessed 2.5.14)