The Marketing Mix And The Success Of Innocent Marketing Essay

The Marketing Mix And The Success Of Innocent Marketing Essay The marketing mix has been the core of marketing theory and practice since the 1960s (Lehtinen, 2011). The marketing mix represents the controllable elements of marketing which collectively form the ground of an organization in the perception of customers(Judd, 2003). In the 1960s, McCarthy diminished Bordens twelve controllable marketing elements to a four-element framework: product, price, place and promotion(Constantnides, 2006). Since the marketing mix and 4Ps entered the marketing textbooks, they have been treated as the unchallenged basic model of marketing and been universally accepted(Lehtinen, 2011). With the development of marketing management and the business environment, great changes have taken place in mainstream marketing(Grà ¶nroos, 1994). Are the marketing mix and its 4Ps still in power? Does the marketing mix contribute to the success of an organization and how does it perform in the long-term development of the organization? The purpose of this essay is to analyze how the marketing mix contributes to the organization by taking innocent as an example, and to identify the limitations of the marketing mix as a marketing management tool in the long-term development of a company. The debate over the marketing mix as a marketing management tool has been primarily argued theoretically rather than on an empirical level (Constantnides, 2006). While the marketing mix still has its stage, for long-term success, relationship management is the key to stable development in the dynamic business environment(Wahab and Ali, 2010). When involved with modern business trends, customer-oriented economics needs a relationship-oriented approach to marketing(Grà ¶nroos, 1994). The marketing mix and the success of innocent Innocent was set up by three young Cambridge students in 1998 as the UKs only range of natural smoothies(Brown and Grayson, 2008, p.3). In just four years, the turnover rose from  £0 to  £10.6 million(Anonymous, 2004, p.6). Sales boosted to  £80 million in 2006 and roared over  £100 million in 2007(Brown and Grayson, 2008, p.3). The rapid increase in profit made innocent a huge success within the first five years (1999-2003). In the next five years (2004-2008), the expansion was a huge success in the middle of Europe(Innocentdrinks, 2012). How does the marketing mix contribute to the development of the organization in the following four aspects: product, price, place and promotion? Products Keeping introducing new products successfully or services into the market is important to the long-term growth of a company (Tzokas et al., 2004). The first pallet of smoothies (250ml), labeled innocent, was introduced to the public in 1999, when the market for pre-packaged smoothies was still new(Brown and Grayson, 2008, p.5). In the first stage, little effort was made in introducing new products, but the company has constantly launched new flavors and formats to enhance brand awareness(Anonymous, 2004). In the year 2003, the company launched four new recipes for the existing ranges, a range of two super smoothies and three more flavors of a brand new range called Juicy Waters(Anonymous, 2004, p.7). New categories of products were introduced to the market in the second stage, especially the veg pots in 2008 and fruit tubs in 2009(Innocentdrinks, 2012). From 1999 to 2003, innocent focused on extending its existing smoothie product range rather than develop completely new categories s uch as cream or yogurt. Innocents sales benefited from new product development(Baxter, 2010). To some extent, profits can be increased by filling the existed product line(Kotler et al., 2005). Price The 250ml bottle of smoothies was priced  £1.89 when first introduced to the market(Brown and Grayson, 2008, p.4). Their main competitor PJs, UKs biggest smoothies company then, was doing well in the high priced product section and growing very rapidly (Brown and Grayson, 2008). Innocent focusd on being an ethical company, producing green products(Salisbury, 2011), which contributes to its financial performance because potential consumers are willing to pay more for an ethical product, especially manufactured by a company with strong sense of sustainability and social conscience(Anonymous, 2004). On one hand, a company can charge its customers for the value-added factor in the prices (Lancioni, 2005). On the other hand, consumers may consider high price as a guarantee of quality (Huang and Sarigà ¶llà ¼, 2012). Sharma and Lyer(2012) demonstrated that there exists of a segment of consumers who would pay a premium for an ethical product. Place Distribution network plays an important role between the marketing and supply chain interface(Chan et al., 2012). The industry pays more attention to coordination between retailers and suppliers, and a demand chain is preferred to a supply chain(Burt and Sparks, 2003). Research into distribution costs led to the decision that the sales effort should focus on London-based independents channels for the introduction stage, with a movement to multiples later(Brown and Grayson, 2008, p.4). The comparatively higher price of innocent tallied with the high living expense in London, and the place in marketing interacted with the brand image(Dhamija et al., 2011). The distribution infrustration, including the selling network and transportation system, has a close connection with the economic performance(Wilkie and Moore, 1999). Innocents London center set a good starting point for further economic development, as well as for its global expansion. Besides, due to the short shelf life feature, i nnocent innovated new ways of distribution to overcome this challenge: let the retailers dominant the order amount(Anonymous, 2004). Changing power relationships in the channels, from the organizations to the retailers, is a growing trend in the distribution perspective(Burt and Davies, 2010). By transferring the power to retailers, innocent reduced the wastage of products, which solved the thorny problem in fruit drinks and smoothies. Promotion Promotional activity is an essential tool for tempting British consumers to purchase fruit juice, juice drinks and smoothies(Price, 2012). Like many small businesses in their early stage, many of Innocents most successful promotional activities started as one-off, opportunistic events (Brown and Grayson, 2008). These included putting woolen hats on the bottle in winter, the famous campaign called The Big Knit. 2012 takes the tenth year turn for Innocent to run this promotion(Innocentdrinks, 2012). Unlike many brands, relying on traditional advertisements, such as TV commercials, posters, POP, innocent mainly focused on low-cost activities and event promotion to increase the brand awareness, the Fruitstock, its famous annual summer jazz festival held in London, replaced in 2007 with the Innocent Village Fete, is an example(Brown and Grayson, 2008, p.7). These promotion activities link to innocents brand equity: sustainable. The brand equity helped to define the brand value in the beginning stage, and then shaped the sustainability strategy the company adopted (Brown and Grayson, 2008). Besides, the consistency and coherence in brand image, product descriptions and promotion availability played a vital role in the whole process(Edelman, 2010). The limitations of the marketing mix in the long-term development of an organization From a marketing management point of view, the 4Ps may have been helpful at one time, at least for the packaged goods(Grà ¶nroos, 1994). However, the marketing mix and its 4Ps cannot satisfy a market-oriented or customer-oriented definition of marketing(Grà ¶nroos, 1989). Kotler (1992, cited in Lehtinen, 2011) stated that companies must move from a short-term transaction-oriented goal to a long-term relationship-building goal. For innocent, the marketing mix did have its advantage in the introductory marketing, but people-power and the relationship marketing approach also play an active role in its marketing strategy, especially for the development in the secondary stage and long-term success.(Gordon, 2012). People-power It is widely accepted that people is an essential element of the mix ingredients(Baker, 2008). People as the fifth p formalizes the idea that the power of customer-oriented employees does make a difference in the market (Judd, 1987). Staff can help the organization differentiate itself in significant ways in order to gain a competitive advantage and deliver value to customers(Judd, 2003). Innocent created the innocent view of marketing along with the learning and personal development for its employees, compensation packages and incentives were set up to encourage employees to become personally involved in sustainability(Brown and Grayson, 2008). The reflection of these behaviors became a way of advertisement and promotion, and the influence was closely linked to its brand equity. As Judd(2003, pp.8-9) stated, the ability of an organization to meet its external customers needs is a function of how clearly all the people are focused as they perform their respective jobs. Grà ¶nroos(1994) proposed that marketing is to establish, maintain, and enhance relationships with customers and other stakeholders at a profit, in order to achieve the common goal of the parties involved. Almost all the stakeholders are involved in people-power. Apart from the internal staff, media, retailers and distributors are all external people-power. Innocent was once ranked as the UKs best smoothie by BBC(Brown and Grayson, 2008, p.7). The companys blog and the monthly column in the Guardian served as advertisements. Innocents high rate of sale with a premium price also reflected its strong relationship with the distribution outlets. Since its creation, Innocent has invited its retailers to a birthday party every year to keep a close partnership(Anonymous, 2004). Such relationship building contributed to the boost in the quantity of distribution outlets by 265% in 2003, and secured major distribution partnerships with flagship retail brands such as Sainsburys, Starbucks and Boots(Anonymous, 2004, p.9). NGOs and charity organizations welcome the cooperation with Innocent; media advertise this brand even for free(Brown and Grayson, 2008, p.8). Cross-stakeholder integration incorporates the interests of all the stakeholders in the organizations way of communication(Mulhern, 2009). Good people-power management thus guarantees their success not only for the first two stages, but also for long-term operation due to the consistency. The integration of relationship marketing and the marketing mix While there are voices for a shift from the marketing mix to the relationship marketing(Gummesson,1995; Gronroos,1994), the co-exist of different marketing approaches are still acceptable(Lehtinen, 2011). The significance of the marketing mix would not fade out but might be reinforced through an interactive approach(Berry, 1983, cited in Lehtinen, 2011). Researchers have found that three basic types of relationship marketing (database, interaction and network) can co-exist with transaction marketing(Gould, 1998). For innocent, starting building relationship with customers and other stakeholders at beginning contributes to their continuous increase in sales and market expansion. Marketers pay heed to relationship marketing mainly because of customer retention, which values in the competitive environment(Doaei et al., 2011). For the long run, relationship marketing focuses on customer involvement and brand loyalty by setting up a long-lasting bond with the customers(Copulsky and Wolf, 1990). The combination of the marketing mix and relationship marketing should be efficient and effective in the current business environment (Lehtinen, 2011). According to Copulsky and Wolf(1990), relationship marketing integrates elements of advertising, sales promotion, public relationships, and direct marketing to create more effective and efficient ways of reaching consumers. The most basic definition for relationship marketing is to attract and keep customers in the long-term(Leahy, 2011). Organizations intended to encourage continuous repeat purchase through this long-term relationship(Fournier, 1998). Relationship marketing increases repeat purchase and enhance customer loyalty(Wahab and Ali, 2010). Innocent performs well in its corporate business achievement, which is the key benefit from the implementation of relationship marketing. Conclusion It is demonstrated in innocents case that the marketing mix still has its advantage in the early developing period of an organization. For a long-term sustainable success, the combination of the marketing mix and the relationship marketing result in better performance. Innocents consistence and persistence in maintaining relatively good relationship with customers and other stakeholders implies the shift from one-way delivery to interaction. The application of marketing strategies differs from one organization to another. Parallel combination of the best options or systematic utilization of these approaches according to the organizations developing stage, the characteristic of the products or service and the brand equity will make contribution to the long-term success of the organization. Further researches can be done in more specific areas. For example: how to choose the most suitable marketing approach for each company and discovery of new key elements in marketing activities and related measurement. Besides, innocent insists in ethical operation. With the increasing awareness of sustainability, more attention can be paid to the interplay of the ethical issues and the marketing strategies. Word Count: 1996

International and Comparative Human Resource Management Essay

Globalization of business activities has over the recent past happened at rising rates. With the rapid growth of technology, coupled with constant innovations, several corporate organizations have targeted to operate in global scale. With the advent of multinational corporations, the landscape of human resource has undergone a lot of transformations that have given it a new definition. It is important to note that the definition of human resource management has not remained the same given the international dimension added to it (Edwards & Rees 2006; Brewster & Harris 1999). The degree to which a corporation or company can be considered to be multinational is normally determined by looking at and assessing human resource management policies it has put into place and implementation of the same; these policies are considered alongside other facets of organizational structures and functions. In ethnocentric corporations, human resource policies are formulated at the head quarters, home countries, and then supplied worldwide to other subsidiary corporations. It has been argued that this is not an appropriate strategic policy formulation for a multinational corporate organization with international human resources (Briscoe & Schuler 2004). International human Resource Management is concerned more with global management of human capital of a given multinational corporation. The main aim of IHRM is to empower a multinational corporation to achieve success in its global operations; this means the corporation being competitive world all over, being efficient in its international operations, adapting to the global business environment and adapting to the same within the shortest time possible, being locally responsible (in every geographical region of its operations) and being able to transmit learning to all its globally dispersed subsidiaries. The main themes of this paper are about institutional factors that can potentially Influence IHRM practices and policies in developing countries. It also examines the implications of International Human Resource Manager. There are many actors that really influence the process of International Human Resource Management. However, for the purposes of this paper, the main focus will be on three institutional factors. Institutional factors that can Influence IHRM practices and policies in developing countries Institutional strategies and policies Different multinational corporations have different human resource management approaches. Several studies have found out that there is substantial national variance in terms of human resource management (Cooke 2002). This has mostly been witnessed where the parent country’s strategies seem to dominate how a multinational corporation manages its human capital. This is referred to as ethnocentric or forward diffusion strategies (Keeley 2001). This ethnocentric approach has been a big hindrance to the diffusion of parent practices into other subsidiaries. More research studies that have been done have also drawn focus to the influence which the parent country has on how strategic decisions regarding human resource management is done by a company in the host country. Most developing countries pursue different trade policies and strategies; they are these strategies and policies that inform how the multinational corporations operate and interact with other corporations from other developing and developed nations as explained by Kidd et al (2001, pp. 154-163). The fact is that these developing nations have different cultures from the host nations. Due to these differences, it has become an uphill task to transfer human resources management strategies amongst the developing nations. Moreover, different nations come up with changing legislations regarding labor management. These legislations are on policies that may concern minimum wages payable to an employee, the number of expatriates allowed in a foreign owned corporation and also the work status of such expatriates. Developing economies have different economic systems governed by different economic policies and strategies (World Book Encyclopedia 1994). Some economies are centralized while others are liberalized. In the centralized economies, it becomes a bit more difficult for foreign-owned corporations to get foreign expatriates and according to Dutkiewicz and Espino (1997, p. 22), a corporation may be forced to hire purely locally; the issue here is that centralized economies are under direct governments’ control. With respect to this, different governments come up with certain restriction or legislations that may be different from the home country of a parent corporation. Different countries also have varied legislations regarding human capital and multinational corporations are expected to comply with the legislations of the host countries. One area in which legislations differ is in terms of income. Income taxes may vary and have different ranges. This is always likely to have negative impact on the attitude of employees who are transported or exported to countries where income taxes are high. Besides, due to currency fluctuation in the global financial market, managing the salaries for the expatriates becomes a big challenge to International Human Resource Management process. Political factors Politics is one of the major factors that directly impact on IHRM. The political activities in the developing economies have significant influences in the IHRM. Elaboration of this point is evidenced by the fact that different developing nations have varied political environments. The political environments of developing nations are more dynamic in comparison to the political environment of Western developed and other developed nations. Due to this, International Human Resource Management process faces more challenges in the developing economies than developed countries. The causes of these challenges emanate from the fact that the political landscape is characterized by varied opinions by different rival politicians giving promises to the people during electioneering periods; this has made the political environment of the nations to be unstable and hence unpredictable in terms of efficient and effective IHRM policies implementation (Sparrow 2009). Political factors are intertwined with economic factors; this is in the sense politics determines economic activities in the countries. The role of politics in this sense is strong in the developing countries where poverty indices are still low. Political instability and or elements of social conflicts may scare away foreign direct investments; and most importantly, foreign workers may fear working in such economies. The effect of this scenario is ineffective transfer of human capital to certain regions. However, political stability and relative peace in these economies are likely to benefit multinational corporations as far as IHRM is concerned (Sparrow 2009). Within the political environment, there are several pressure groups and institutions that represent different interests of particular individuals. Labour unions are some of the mostly prominent pressure groups shaping the political landscapes. The availability and the latent influence exacted by the labour unions are some of the dominant factors considered when multinational corporations are deciding on countries to expand their operations to. The multinational corporations consider critically the potential cost and other limiting factors associated with the influence of labour unions. The structures of labour unions, their priorities and legislations and practices vary greatly amongst the developing nations. Some of the unions are organized based on the basis of shared industries while others are organized according to occupation of the members. There are nations where labor unions play a major role in labor relations and, low, are allowed to have representations in the boards of multinational corporations. Otherwise, there are also developing nations where independent labour unions are suppressed. Moreover, in some countries labour unions are only mainly concerned with safeguarding personal interests of workers; such interests are commensurate wages and better working conditions. In other nations, labour unions are actively involved in political process and activism. The presence of labour unions may be both beneficial and disadvantageous to multinational corporations. However, it is the prerogative of individual Multinational Corporation to decide whether it is to venture and carry out its expanded operations in a country of choice. However, it is important to mention that there are varied implications of the dynamic labor unions to the International Human Resource Management, especially in developing nations where labour unions are fully involved in mainstream politics and activism. These unions are not just a collection of workers, but also of individuals with political motivation. The consequence of this is that political issues may get into the core business of a multinational corporation thereby jeopardizing its business objectives. Therefore, International Human Resource Managers have to deal with more diversified labour issues than the national human resource managers. Organizational culture Organizational culture is one of the institutional factors that affect the IHRM. An organization’s culture is a popular concept in the theory of organizational management. It is used to refer to the underlying fundamental assumptions, shared norms and values that determines and informs the behavior of individuals attached to the organization; it serves as a behavioral control and provides a framework within which employees are to carry out organizational duties. Research has shown that there is evidence of potential ability of organizational culture in informing the values of the employees (Perkins 2000). Nonetheless, further studies have shown that an organizational culture may instill values and norms that are not consistent with those of national culture to its employees. Consequently, the both national and organizational cultures are likely to conflict at international level. Focusing on organizational culture, it is crucial to note that when a corporation goes multinational, it is likely to face challenges in situations it establishes subsidiaries in countries where its culture is potentially in conflict with the national culture of the host country. It therefore implies that an internationalizing corporation requires carrying out of thorough audit of the new regions of operations and reforming its organizational culture to conform to the national culture of the host state. This may include changing its human resource policies and harmonizing them with those of the host state (Perkins 2000). Every organization has its own culture, which it uses to remain distinct within the global sphere (Joynt & Warner 1996). However, this may not stand due to varied national cultural practices of different nations. As has been discussed earlier, the organization will be forced to adapt to cultural practices of the host countries; this may mean employees working in each subsidiary have differing norms and values. This situation is extensively discussed and explained by Heath (2005, p. 233). The organizations may find it appropriate to adapt to the cultures in the host countries. The implication of this is that the organization is most likely to lose its organizational cultural identity; but still the organization has to operate as a unit on the world business platform. Taking for instance, operating in a purely Muslim country will need restructuring how human capital is managed in the organization. The relationship between men and women in Muslim countries are not as liberal as other non-Muslim nations. Therefore, the organization is faced with lots of cultural dilemmas in terms of IHRM. Joint ventures and acquisitions are some of the ways through which multinational corporations expand their operations. Given the varied organizational cultures of the developing countries, integrating human capital to work as a unit is likely to be faced with some challenges on the basis of cultural conflict. This situation may be more evident where two multinational corporations come together just to form a joint venture. However, the organizational culture of the acquiring corporation may dominate the whole negotiation. But it is also important to note that, with this respect, organizational culture may not be a problem where a multinational corporation expands its operations to regions where its culture is identical or closely related to the host’s national culture and organization (Perkins 2000). Due to different and varied national and organizational cultures, a multinational corporation may consider localizing recruitment of its human capital. The advantage of this is that there is no need to grapple with cultural issues since human resources are tapped locally; the employees are already familiar with their own national culture and are able to form a uniform organizational culture (this is where the organization has decided it will allow its organizational culture to vary regionally or geographically). This is exemplified where multinational corporations expand within the developing Muslim states. Adoption of new technology and effecting new changes form an important part of an organizational culture. Employees and other stakeholders have different opinions regarding new changes; due to this, it is important that they are well prepared for such changes. Otherwise, any form of change may not get their support, especially when change involves the corporate organization going global with its business operations. An organization may be forced to ensure that its potential expatriates are well informed on the imminent changes and how they are likely to be affected.

The American Dream The Great Gatsby By F. Scott Fitzgerald

The Tainted American Dream America is known as the land of the free; where opportunity and prosperity are around every corner. Merriam-Webster’s definition of American Dream is â€Å"a happy way of living that is thought of by many Americans as something that can be achieved by anyone in the U.S. especially by working hard and becoming successful.† Anyone, regardless of circumstance or socioeconomic status, with enough hard work and determination can achieve the American Dream. The Great Gatsby can be portrayed as a critique of excessive materialism in America during the 1920s. Fitzgerald continues to portray this time as an era of the degeneration of moral values and the skewed idea of the American dream. The downfall of the American society, as well as the American Dream, can be seen in the novel’s main characters: Jay Gatsby and Daisy and Tom Buchanan. This American dream was originally centered around the pursuit of happiness, but during this time was contaminated by greed and corruption. This symbolism is seen in the description of The Valley of Ashes, which is said to be located â€Å"halfway between West Egg and New York† (26). The Valley is quite different from the loud, lavish and fascinating New York City. Tom paints us a picture by describing it as â€Å"a fantastic farm where ashes grow like wheat into ridges and hills and grotesque gardens,† where the â€Å"ashes take the form of houses and chimneys and rising smoke† (26). It is inhabited by the poor, working class who areShow MoreRelatedAmerican Dream : The Great Gatsby By F. Scott Fitzgerald1280 Words   |  6 PagesProfessor Ludwig 10 November 2014 American Dream The ideal American Dream is that every citizen in the U.S. may have a promising future, happiness, a family, and health. Some reach the American Dream, and some settle for less. People who do not obtain any type of American Dream cannot truly be happy because their life is not truly fulfilled, which does not satisfy their ambition. Jay Gatsby, a young man who over came poverty, and achieved the ideal American Dream but fell in love with a young ladyRead MoreThe American Dream in The Great Gatsby, by F. Scott Fitzgerald1129 Words   |  5 Pageseconomy began to soar, and the notion of the American dream began to take effect. The American Dream is the idea that anyone can come from any background and no matter who they are, if they work hard and stay true to themselves, they can achieve their dreams. The Great Gatsby, set in the early twenties, displays that socio-economic power is obtained through inheritance, forming an aristocracy of power and wealth. The Great Gatsby, written by F . Scott Fitzgerald, demonstrates how geography and locationRead MoreThe American Dream in The Great Gatsby, by F. Scott Fitzgerald1082 Words   |  5 PagesThe 1920’s was a time of great change to both the country lived in as well as the goals and ambitions that were sought after by the average person. During this time, priorities shifted from family and religion to success and spontaneous living. The American dream, itself, changed into a self centered and ongoing personal goal that was the leading priority in most people’s lives. This new age of carelessness and naivety encompasses much of what this earlier period is remembered for. In additionRead More The American Dream in The Great Gatsby, by F. Scott Fitzgerald2776 Words   |  12 PagesIntroduction The â€Å"Great Gatsby† is a very twisted and convoluted novel which was written by F. Scott Fitzgerald. It has been written in late 1925, the characters in the novel focus upon a fictional town of West Egg. 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Scott Fitzgerald1438 Words   |  6 Pages Broken Dreams and Fallen Themes In The Great Gatsby, Fitzgerald employs the use of characters, themes, and symbolism to convey the idea of the American Dream and its corruption through the aspects of wealth, family, and status. In regards to wealth and success, Fitzgerald makes clear the growing corruption of the American Dream by using Gatsby himself as a symbol for the corrupted dream throughout the text. In addition, when portraying the family the characters in Great Gatsby are used to exposeRead MoreThe American Dream : F. Scott Fitzgerald s The Great Gatsby1362 Words   |  6 PagesGatsby Corrupted Dream The American Dream is originally thought to be about how hard work can lead one person from poorness to richness with the right amount of effort put in. The American Dream can have different meaning to different people but at the end they are all trying to achieve a goal. The American Dream usually requires hard work and dedication. But cheating your way to success can change a person. An example of a distorted American Dream would be F. Scott Fitzgerald s The Great GatsbyRead MoreCorruption of the American Dream in The Great Gatsby by F. Scott Fitzgerald855 Words   |  4 Pages In the novel The Great Gatsby, F. Scott Fitzgerald gives the reader a glimpse into the life of the high class during the 1920’s through the eyes of a man named Nick Carraway. Through the narrators dealings with high society, Fitzgerald demonstrates how modern values have transformed the American dreams ideas into a scheme for materialistic power and he reveals how the world of high society lacks any sense of morals or consequence. In order to support his message, Fitzgerald presents the originalRead MoreCorrupted American Dream in the Great Gatsby by F. Scott Fitzgerald1389 Words   |  6 Pagesit corrupted them as they set to reach the American dream by acquiring wealth for the only purpose to pursue pleasure. 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Lesson Plan Addition and Subtraction With Pictures

Students will create and solve addition and subtraction word problems using pictures of objects. Class: Kindergarten Duration: One class period, 45 minutes in length Materials: Holiday stickers or holiday pictures cut outPaperGlueChart paperLarge pieces of white construction paper Key Vocabulary: add, subtract, together, take away Objectives: Students will create and solve addition and subtraction word problems using pictures of objects. Standards Met: K.OA.2: Solve addition and subtraction word problems, and add and subtract within 10, e.g. by using objects or drawings to represent the problem. Lesson Introduction Before beginning this lesson, you’ll want to decide whether or not you wish to focus on the holiday season. This lesson can easily be done with other objects, so simply replace the references to Christmas and New Years with other dates or objects. Begin by asking students what they are excited about, with the holiday season approaching. Write a long list of their responses on the board. These can later be used for simple story starters during a class writing activity. Step-by-Step Procedure Use one of the items from a student’s brainstormed list to begin modeling the addition and subtraction problems. For example, drinking hot chocolate may be on your list. On chart paper, write down, â€Å"I have one cup of hot chocolate. My cousin has one cup of hot chocolate. How many cups of hot chocolate do we have altogether?† Draw one cup on the chart paper, write the addition sign, and then a picture of another cup. Ask students to tell you how many cups there are altogether. Count with them if necessary, â€Å"One, two cups of hot chocolate.† Write down â€Å" 2 cups† next to your pictures.Move on to another object. If decorating the tree is on the students’ list, turn that into a problem and record it on another piece of chart paper. â€Å"I put two ornaments on the tree. My mom put three ornaments on the tree. How many ornaments did we put on the tree together?† Draw a picture of two simple ball ornaments three ornaments , then coun t with students, â€Å"One, two, three, four, five ornaments on the tree.† Record â€Å" 5 ornaments†.Continue modeling with a few more items that students have on the brainstormed list.When you think that most of them are ready to draw or use stickers to represent their own items, give them a story problem to record and solve. â€Å"I wrapped three presents for my family. My sister wrapped two presents. How many did we wrap altogether?†Ask students to record the problem you created in Step 4. If they have stickers to represent the presents, they can put down three presents, the sign, and then two more presents. If you don’t have stickers, they can simply draw squares for the presents. Walk around the class as they draw these problems and help students who are missing the addition sign, equal sign, or who aren’t sure where to start.Do one or two more examples of addition with the students recording the problem and answer on their construction pape r before moving on to subtraction.Model the subtraction on your chart paper. I put six marshmallows in my hot chocolate. Draw a cup with six marshmallows. I ate two of the marshmallows. Cross two of the marshmallows out. How many do I have left? Count with them, â€Å"One, two, three, four marshmallows are left.† Draw the cup with four marshmallows and write a number 4 after the equal sign. Repeat this process with a similar example such as: I have five presents under the tree. I opened one. How many do I have left?As you move through the subtraction problems, begin to have students record the problems and answers with their stickers or drawings, as you write them on chart paper.If you think students are ready, put them into pairs or small groups at the end of the class period and have them write and draw their own problem. Have the pairs come up and share their problems with the rest of the class.Post the students pictures on the board. Homework/Assessment: No homework for this lesson. Evaluation: As students are working, walk around the classroom and discuss their work with them. Take notes, work with small groups, and pull aside students who need help.