Shri Ram College of Commerce

Global Business Operations

Paper 2.7

Cross-Culture Buying Behaviour

Assignment # 1

Name : Praful S. Nair Roll No. 41 Mob. No. 9311672211 Email prafulsnair@gmail.com

Q 1. What is the difference between Milk Complement and Milk supplement? What is the difference between cookie and a biscuit? Is the point of difference technical or there is a nomenclature difference? Also, is there a legal difference? The difference between Milk Complement and milk supplement is that whereas a milk complement is something which is consumed together with the milk, the milk supplement is a product which can be consumed in place of milk which provides the nutritional benefits which may not be present in milk in sufficient quantities. For instance, most powdered health drinks such as Horlicks, complain and Bournvita are consumed with milk (by dissolving the powder in it) and hence, are milk complements. People who are allergic to milk have to rely on calcium supplements for the nutrients which milk would have offered them. Biscuits and Cookies are often confused due to some of the similar qualities in them. They are, in fact, different to a great extent. Firstly, the difference is in nomenclature in the United Kingdom and most English-speaking countries, the product is referred to as a biscuit and in the United States it is known as cookies. There is a technical difference between them as well, which is best defined by the Oxford English Dictionary. Biscuit - a small baked unleavened cake, typically crisp, flat, and sweet. The essential ingredients are flour and water, or milk without leaven. In Latin, bis means twice and coctus means to cook and hence the meaning of the word biscuit would be twice-cooked. Cookie - a cookie in the United States is a small flat or slightly raised cake. It can be baked on the spot and can be eaten. Shopping malls in the US have cookie centres, where cookies are prepared and served hot to the customers. Q 2. How many coats are applied on the outer covering of a ship? What kind of paint is used in that process? Anti-fouling paint or bottom paint is applied to the hull of a ship, which slow the growth of organisms that attach to the hull and can affect a vessel's performance and durability. As per the United States military specification that establishes the general performance and verification requirements, four distinct coats of paint are applied to the exterior hull.

1. Anticorrosive paint (first coat). 2. Anticorrosive paint (second coat). 3. Tie coat - Tie coat(s), if required, is intended for application to the anticorrosive paint and over coated with antifouling paint. 4. Antifouling topcoat Q 3. Identify the people responsible behind Taproot India recently bought by Dentsu. Give a detailed answer. The people behind the successful ad agency Taproot India are Mr. Agnello Dias and Santosh Padhi. Agnello Dias has worked with agencies like Lowe, Leo Burnett and JWT and has around two decades in the Indian advertising industry. He was declared as AAAI Copywriter of the Year in 2004 and NDTVs Creative Director of the Year in 2007. He won the countrys first ever Grand Prix and led JWT to the best ever Cannes performance by an Indian advertising agency. His Teach India campaign won a double Grand Prix at the Media Spikes. He was a part of the Taproot team that won Asias sole gold at the Clio Awards in 2010 in the Print Campaign category. Santosh Padhi got his first break when he joined Mudra in 1996 as a trainee visualiser. He quit Mudra in 1999 to join Leo Burnett as senior art director. He has worked on various brands here, such as Bajaj Chetak, Heinz, Glucon-D, Complan, Tide, McDonalds, Fiat Palio, Mumbai Mirror, ICICI Credit Cards, Hitachi and the Diageo brands. He went on to become the executive creative director and head of art at Leo Burnett before he set up agency Taproot India with Mr. Agnello Dias. Q 4. What are one-minus products? Identify one more brand apart from Rasna. One-minus products are those which require one additional step to be performed before they are ready for consumption. There are certain advantages that the manufacturers of such products perceive. Firstly, the one-minus concept meant that the costs would be reduced substantially which made it attractive to the lower and middle class families.

Secondly, the one-minus concept makes it attractive to the housewife who feels that she also had some contribution in the final product which is consumed. Finally, as in the case of Rasna, the end-user can vary the amount of sugar to be added before consumption to suit his/her taste without having to dilute it. One more brand apart from Rasna based on the one-minus concept is Coca Colas Sunfill. It was launched in 2001, however it failed miserably. It was re-launched by the company in 2011.