W6 A566 Automated Collaborative & Expert Knowledge Management Systems Essay

W6 A566 Automated Collaborative & Expert Knowledge Management Systems - Essay Example se perspectives include: A focus on information communication technology support for the knowledge management life cycle and for certain organizational instruments which are implemented as part of a knowledge management initiative. The second perspective is a focus on the proposed analogy between human and organizational information processing, learning, and memory. The third perspective is a review of a set of functions that are part of knowledge management system as offered on the market. The fourth perspective is the extensions and the integration of existing software tools, such as intranet solutions, document management systems, workflow management systems, groupware, and communications systems (Maier 2007). According to Jawadekar (2011), knowledge management system is the process of managing knowledge in an organization in steps, starting with identification, validation, creation, acquisition, codification and transfer and measurement. It also involves the creation of intellect ual capital and converting some into intellectual property in order to meet the set business strategies and implementation. The purpose of knowledge management system is to support decision-making personnel and stake holders in the organization with the online ready access to the organization’s knowledge resources. It has development and management phases (Jawadekar 2011).The knowledge management system design has two components: knowledge development and knowledge management. The system is dynamic because knowledge varies from time to time and improves with the application in business. The phases of change and improvement are known as cycles. The definition of knowledge management system extends further to include the integration of knowledge in business operations and decision-making systems. Integration is happens through business rules, and formulae that are involved the decision-making framework. The KM life cycles provide basis for the definition of application areas from

Psoas Major Muscle Anatomy Health And Social Care Essay

Psoas Major Muscle Anatomy Health And Social Care Essay Psoas major muscle had been known for a long time as a hip flexor. The name Ilipsoas used in many literatures to express that both Iliacus and Psoas major have same action as a primary hip flexors. However, development in the knowledge of psoas major morphology and geometry changes this belief. Although the detailed spinal attachment of Psoas major is relatively complex; there is a common belief that psoas major essentially arises from transverse processes, body and intervertebral discs of all lumbar spines and body of 12th thoracic vertebrae (Standring 2004). McGill et al. (1988) considered Psoas major the largest muscle in Cross Sectional Area (CSA) at the level of lower vertebral spines. Anatomical and biomechanical studies in the 1980s and 1990s showed a lot of controversy about action of Psoas major. Moore (1983) reported that Psoas major is the dominant hip flexor, whereas (Woodburne and Burkel, 1988) concluded that Psoas major flexes lumbar spines and laterally rotates lumbar spines during pelvic fixation. Bogduck and Twomey (1987) indicated that Psoas major controls lumbar lordosis to support changes in lumbar load. Unfortunately, many of these studies were either built on incomplete understanding of fascicular anatomy of psoas major or used less accurate old imaging techniques in case of radiology in-vivo studies. For example, old MRI scanners emphasized cadaver overestimation in anterior/posterior shearing forces when compared with data gathered from dissection procedures. The huge technical development in the last two decades such as using more accurate new Magnetic resonance Imaging (MRI) machines, pilot dissection techniques, new biomechanical devices and modeling techniques enhanced by computers hardware and software helped the researchers to gain better knowledge about psoas major morphology, geometry and functional anatomy. An example of studies used different models is (Sanlaguda and McGill 1995) which used MRI, modeling techniques in addition to pilot dissection procedures to develop knowledge about psoas major geometry. Development of psoas major anatomical knowledge including bilateral variation and racial variations of psoas major are important to many health care professionals. Ramesh et al. (2008) reported the importance of discovering variations in geometry of psoas major for radiologists during interpretation of radiology images and for surgeons during surgical interventions. Psoas major plays role in function of both trunk and lower extremities (Hanson et al 1999). In addition, Knowledge of psoas major anatomy is essential to anaesthetist who works on a regional anaesthesia technique, the location of lumbar plexus within the psoas major gives importance of psoas major anatomy in anaesthiology science (Farny et al. 1994). Further more, Psoas major anatomy is important in physiotherapy practice, Barker et al. (2004) reported changes in CSA of psoas major in people who suffer from Unilateral Low Back Pain (LBP). Therefore, it is important for musculoskeletal rehabilitation practitioners to under stand both anatomy of Psoas major during assessment and rehabilitation programmes of back and hip disorders. The aim of this essay was to address and critique the accumulated anatomical knowledge of Psoas major in the available anatomical literatures. Various dissection procedures of psoas major either as a single muscle, in combination with other trunk muscles were discussed. Describing gross anatomy and fascicular anatomy of psoas major reviewed with an attempt to analyse study results as possible in this essay. Radiology imaging scaqnners such as Magnetic resonance imaging (MRI) used in Psoas major anatomical literatures discussed as essay space allowed. Attempts were exerted to find psoas major studies used ultrasound or x-ray machines without success. Discussing action of psoas major involved using biomechanical studies. Although this essay focused on discussing anatomical not biomechanical literatures of psoas major, discussing action of psoas major involved using few biomechanical literatures. Dissection studies of psoas major 1.1 Fascicular anatomy Bogduk et al. (1992) studied fascicular anatomy of the psoas major by dissecting three old males (above 60 years).Bogduk defined fascicle as Psoas major portion shared a common discrete area of attachment in vertebral column and independent of each other in areas of attachment . Bogduck exploratory cadaveric study presented valuable morphological and biomechanical data about both structure and action of Psoas major. For example, study showed that origin of psoas major fascicles arose from intervertebral disc and transverse process from level of T12-L1 to level of L4-L5, study has also the first which reported that each fascicle has its own tendon and that L4-L5 tendon forms central part of common psoas major tendon. Unlike many previous authors, Bogduk experiment found that equal length of Psoas major Fascicles not designed to flex or extend the lumbar spine but stabilize the lumbar spine during movement by exerting compression and shear forces on lumbar joints. Although this finding reported earlier by Crisco and Panjabi (1990), Bogduk study could explain the stabilization role of psoas major practically from anatomical (not biomechanical) view depending on detail description of independent action of psoas major fascicles. Bogduk study produced important data about Physiological Cross Sectional Area (PCSA) for each psoas major fascicle. These PCSA data in addition to line of action for each fascicle helped significantly to clarify that psoas major have multiple actions (fascicles attached to upper lumbar levels with the vertical line of action have mobilizing role and fascicles attached with lower lumbar levels with the horizontal line of action havestabilizing role). However, methodological procedures described shortly in bogduk study, which was expected from an exploratory study. Bogduk Study used only three old male cadavers, which restricted its morphological and geometrical data (such as PCSA) to be old in active males only. It is not unusual to collect different morphological data from different age group or different gender in Psoas major, for example,Santaguida and McGill (1995) used different age groups to collect geometrical data of psoas major. In addition, cadaver status (whether fresh or preserved) and storage process not reported at all in the study. 1.2 Geometry of psoas major Santaguida and McGill (1995) studied three dimensional geometric data of psoas major, Seven young male cadavers (five of them only used in measurement and two used to develop pilot dissection technique) used to collect morphological data, Unlike (Bogduk et al. 1992), Santaguida and McGill (1995) focused on measuring morphological features such as superficial muscle length, internal and external tendons length and angle of pinnation (i.e. angle betwen psoas major fibers and lumbar spines) rather than studying fascicular anatomy of psoas major. The important findings in Santaguida and McGill (1995) were that muscle fibers originating from higher lumbar levels displayed fewer steep angles (i.e. more vertically oriented than fibers originating at lower two lumbar levels) which confirms findings of Bogduk et al. (1992), Santaguida study found also that measurement of pinnation angel cannot be measured from a single plane. Measurement of pinnation angle is important to calculate PCSA. As s ame as Bogduk (1992), detailed methodological procedures not well reported in Santaguida and McGill (1995). Although the number of dissected cadavers bigger (five compared with only three in Bugduk study) and age of cadavers was younger but cadavers again were from same gender (male). Racial differences in geometry of Psoas major discussed by Hansen et al. (1999). A large Number of male cadavers (fourty four) used to measure Psoas major length, width, anatomical CSA (ACSA) and circumference by using a measurement tool (digital caliper). Study introduced first (racial) data, Psoas major size was significantly larger in the black group than in the white group but no difference was noted related to muscle length and width between blacks and whites. Although dissection procedures described with more details when compared with procedures described in both Bogduk et al. (1992) and Santaguida and McGill (1995), dissection procedures in Hansen et al. (1999) still carried many (non well-explained) procedures. Certainly, study has not reported medical history of cadavers and activity level which well-known to affect CSA size. Furthermore, Authors have not explained why medical examiners were interested to exclude muscle bulk differences or anatomical variations in routine a utopsies (specially if known that medical examiners not awarded about the study) . Sample selection bears a question too, cadavers age ranged from 14-25 years, which mean that some of the cadavers were still in development stage, which may be different according to the ethnic group. In addition, researchers tried to avoid bias by using medical examiner decision about race of cadavers. However, study has not clarified reliability of both measurement tools and testers (inter-tester and intra-tester reliability) of Psoas major geometry. Study also held in different centers without clarifying whether same dissection procedures followed exactly in all centres or not. Study also not clarified whether CSA measurement excluded tendinous fibers or not. All these notes indicated that results of psoas major CSA in the white group which is much lower than many other dissection studies such as Bogduk et al. (1992) and Santaguida and McGill (1995). Ilayperuma and Nanayakkara (2008) studied gross anatomical characterization of the psoas major muscle by dissecting thirty four old Sri Lankan males and females. Study showed significant gender differences in ACSA at L4-L5 level, mean width and thickness (males got higher results). In addition, study showed that mean of psoas major ACSA (L4-L5 level) in Sri Lankan males was larger than the white group in Hansen et al (1999) but less than the black group in same study in L4-L5 level. However, study used same measurement tool in Hansen et al. (1999) and same comments on Hansen et al (1999) can be applied here too. Where the study held in a medical school it is necessary to clarify whether cadavers were fresh or preserved with any chemical embalming materials such as formaldehyde. Chemical embalming well-known to cause shrinking or distortion of cadavers, which alter muscle size, width, length and ACSA. Bilateral variation of psoas major is rarely reported. Jelev et al. (2005) was the last available scientific report. Routine anatomical dissection of the retroperitoneal space of sixty seven old female cadaver showed that Femoral nerve was embedded between two bellies medial and lateral. The medial belly was the usual left psoas major but with wider origin wider ( transverse process and intervertebral discs of L1-L5 vertebrae and from the anterior (pelvic) surfaces of S1-S3 vertebrae).The lateral belly was unusual muscle situated behind and oblique (from dorso-medially to ventro-laterally) to the left psoas major found. This abnormal muscle originated from the left transverse process of L3 vertebra and from the intertransverse ligament between L3 and L4 vertebrae. Geometry inserted with a short tendon (1.8 cm) to the common tendon between the left psoas major and Iliacus. The right psoas major in same old female cadaver showed widened origin similar to the left psoas major. This stud y showed clearly chance to find variations (in this case bigger size of psoas major muscle), this variation is important to surgeons, anaesthiologists, radiologist and physiotherapists where the pattern of practice should be changed according to anomaly found within subjects. In physiotherapy practice, variation of psoas major muscle anatomy should change rehabilitation program duration and intensity. Using MRI in Psoas Major Studies MRI used extensively to measure geometry of psoas major in-vivo (Tracy et al. 1989, Parkkola et al. 1992, Tsuang et al. 1993, McGill et al. 1988, Santaguida at al. 1995, Wood et al. 1996, Baker et al. 2004). Table 2 shows Psoas major CSA data from MRI, CT and Dissection studies. However, different MRI data-acquisition techniques and data analysis process software were used, the difference between the measured spinal levels (where psoas major attached with) and difference between subjects used made a difference in the gathered data. Copied from Gatton et al. (1999). Copied from Gatton et al. (1999). 2.1 psoas major CSA in old and new MRI machines . The MRI machines in the old studies (early 1990s and before) used outdated data acquisitions and software, which had large estimation errors (Mitsiopoulos et al. 1998). Accurate estimation of skeletal muscle mass (include psoas major) is important to make a correct comparison with data gathered from cadavers because MRI has a wide application and is a good way to gather in-vivo data from young people. The use of MRI as a reference standard is based on the assumption that measured CSA is equivalent to actual skeletal muscle CSA. Two types of muscle parameters can be considered during anatomical MRI scan of skeletal muscles, the first related to muscle tissue that includes interstitial adipose tissue (IAT) and the second, specifically related to adipose tissue-free skeletal muscle (ATFSM). In healthy young adults anatomical skeletal muscle is only slightly larger than ATFSM. However, IAT increases with increasing obesity and age. Some disease states, such as muscular dystrophy, are also accompanied by a relatively large mass of IAT. Recent MRI machines which use ATFSM measurement reference with more efficient hardware and upgraded software permit rapid whole body measurement in less than 30 minutes (Ross et al. 1996). Therefore, it is important to take notes about features of MRI machines used to collect data about various skeletal muscles (include psoas major) to get better idea about chance of estimation error. Almost all MRI studies of psoas major anatomy prior to 1995 used MRI machines follow IAT rather t han ATFSM Scanning technique. Therefore, estimation errors are more plausible in studies prior done in the last century such as (Tracy et al. 1989, Parkkola et al. 1992, Tsuang et al. 1993) specially for old age people because the level of IAT higher in skeletal muscle than young people and technical capabilities of old MRI scanners. New MRI scanners with more powerful hardware and software introduced new technology called Total Imaging Matrix (TIM). This technology allows patients to be scanned in most cases without their head passing into the magnet of the machine reducing the claustrophobic element of the exam. The system is also much quieter than old MRI machines. In addition, TIM technology helped radiologists diagnose patients better as well. TIM images the body faster and can provide a clearer picture of what is being examined. Baker et al. (2004) used MRI scanner with TIM technology and scanning ATFSM (Magnetom Symphony, Siemens AG, Erlangen, Germany), CSA of Psoas major was significantly lower than 1990s studies (the lowest mean of CSA in Santaguida et al. (1995) was 421 mm in L1-L2 level, whereas in Baker et al. (2004) the biggest CSA reading was 197.7 in the right side symptomatic un-certianed level in the unilateral back pain patients. This huge difference in estimation of CSA between different MRI s canners with different technologies bears different hypothesis reasons. The first reason indicates that CSA of psoas major decreases significantly in Unilateral Back patients. The second reason indicates that new technologies of MRI imaging showed that in-vivo CSA of psoas major is much less than old CSA of psoas major gather by old MRI technologies. The third reason indicates that old studies (in table1) might measure other structures closely related to psoas major muscle such as iliacus, psoas minor or central tendon of psoas major specially in lower spinal levels rather than measuring psoas major only. Both the first and third reasons explain in the last sentence looks plausible, Dangaria and Naesh (1998) used MRI to compare CSA of Psoas major for both healthy volunteers and patients with Back patients with herniated discs and found that CSA decreased significantly in Back patients with herniated discs, although old MRI machines were used. Inaccurate description of the anatomical information found in (Parkkola et al. 1992, Tsuang et al. 1993, McGill et al., Wood et al. 1996, Baker et al. 2004), tested muscle was either described as iliacus (which may indicate measurement of both muscles CSA) or psoas (which may indicate combining psoas minor with psoas major). All studies addressed in the last paragraph agreed in issuing two common trends related to subject characteristics. The first common character is that psoas major CSA is smaller in females, this decrease in female,s CSA explains why CSA in Parkkola et al. and Chaffin et al(table 2) are smaller than other studies where subjects of both studies were exclusively females. Lower than average CSA found also in Baker et al. (2004) and might derived from using female subjects in the patient or volunteer group. The second common character is the pattern of change in the psoas major CSA across spinal levels (increasing gradually from L2/L3 to L4/L5 and decrease at L5/S1). 2.2 Effect of MRI procedures on calculating Psoas major CSA Effect of trunk position on ACSA of back muscles (include psoas major) in MRI studied by Jorgenson et al. (2003). Briefly, results showed that neutral trunk position during MRI imaging showed maximal ACSA and that ACSA at levels L4-L5 and L5-S1 intervertebral discs decreased by different percentage as the trunk moved from neutral about 45 flexions in the sagittal plane. Outcome of Jorgenson et al. (2003) study showed the importance of describing scan angle and trunk position during MRI scan to ensure getting the maximum CSA and minimize confusion during analysis of gathered psoas major CSA data. Reviewing table two studies showed that two studies only (Dangaria et al. 1997, Santaguida at al. 1995) taken care to describe the trunk and pelvic position during MRI imaging. Santaguida at al. (1995) reported that scan angle was cosine of 20 between the scan slice and line of action of psoas major muscle fibers at L4/L5 and L5/S1 levels, which reduced CSA at both levels, Dangaria et al. (19 97) reported that all patients received special care to correct pelvic tilt before MRI imaging. However, the previous studies showed human position inside MRI scanner is vital in Estimating Psoas major CSA. Therefore, results of studies failed to introduce accurate description of subject position inside MRI scanners might was inaccurate. Biomechanical models This assignment aim is not to discuss biomechanical aspects of Psoas major muscle composition or action. However, using cadavers to calculate biomechanical forces helps to better understanding of muscle action. Yoshio et al. (2002) studied 25 osteoligamentous specimens with psoas major tendon to measure the flexion angle of the hip joint where psoas major tendon loses contact with the femoral head and pelvic surface. Further Ten osteoligamentous specimens used to measure tensile force and pressure exerted on the psoas major and/or bone tendon interface during contraction of psoas major. Tension force of psoas major tendon measured in different angles of hip flexion. Results suggested that psoas major muscle works as (i) erector of lumbar vertebral column and stabilizer of the femoral head in the acetabulum at 0Â ° 15Â ° of hip flexion (ii)in 15Â °-45Â ° of hip flexion, psoas major maint spine erection role and partially loses femoral head stabilization role (iii) 45Â °-60Â ° o f hip flexion psoas major works as flexor of lower extremity. Cadaver used in the study was old (above 70 years) from both genders, which restricted study sinding on the old age group. In addition, cadaver preparation procedures not described well in Yoshio et al. (2002). Study Procedures involved screwing lumbar spine and pelvis . First section of this essay showed that psoas major has stabilizing role in lumbar spine and fixation of the lumbar spine in Yoshio et al. (2002) lost one of the important roles of psoas major, which may have affected on calculation of psoas major action on the hip joint. Conclusion Knowledge about psoas major gained mainly by dissection and radiological images and specially MRI. Dissection helped to give knowledge about features and action of fascicles of psoas major,differences in geometry of psoas major (such as size, length and width) in different ethnic groups and genders. Bilateral variations and anomally of psoas major knowledge gained also from dissection although it was rare. ACSA and PCSA differences between different levels of lumbar spines were gained from cadaver dissection. MRI was powerful in measuring geometry of psoas major in-vivo, studying psoas major geometry data for patients with specific disorders such as back pain perfomed mainly by MRI. Newer models of MRI offered quick and accurate imaging of human body. Biomechanical models offered valueable information about action for clarifying multiple actions of psoas major. Further histological studies is important to introduce new data about muscle fibers types of psoas major.

Free Euthanasia Essays: Problems With Assisted Suicide :: Free Euthanasia Essay

Problems With Assisted Suicide Americans want to know what the report card says, in other words, what are the results of the Netherlands and Oregon experiments with assisted suicide. Let's sift through the data and relevant studies in order to arrive at a conclusion which either affirms or rejects the practice. Although the New England Journal of Medicine article (2/24/00) was the first time a major medical journal in the United States had recounted problems associated with assisted suicide in the Netherlands, there had been prior warnings: In 1995, Dr. Pieter Admiraal, who has practiced euthanasia in the Netherlands for years, warned of the risk of failure associated with assisted suicide. After explaining the preparations that must be made for an assisted suicide death, he wrote: "In spite of these measures, every doctor who decides to assist in suicide must be aware that something can go wrong, with the result being a failure of the suicide. For this reason, one should always be prepared to proceed to active euthanasia. In other words, the doctor should always have at hand thiopental and muscle relaxant" (to administer in the form of a lethal injection). (Admiraal) Â  Barbiturates are the most common substances used for assisted suicide in Oregon and in the Netherlands. Overdoses of barbiturates are known to cause distress: Extreme gasping and muscle spasms can occur. While losing consciousness, a person can vomit and then inhale the vomit. Panic, feelings of terror and assaultive behavior take place from the drug-induced confusion. Other problems can include difficulty in taking the drugs, failure of the drugs to induce unconsciousness and a number of days elapsing before death occurs. (NEJM) Dr. Katrina Hedberg, a co-author of Oregon's two official reports on assisted suicide, denies that there have been complications in assisted suicide deaths in Oregon. "Those things have not materialized," she stated. (Oregonian) But news reports from Oregon indicate otherwise: * A man experienced difficulty during his assisted suicide death and his brother-in-law had to help him die. "It doesn't go smoothly for everyone," the person who helped explained. "It would not have worked without help." [Oregonian, 1/17/99 and 3/11/99] * In another case, after a man took the drugs intended to induce death, his physical symptoms were so disturbing that his wife called 911. He was taken from his home to a hospital where he was revived.

A Review of the Role of Soluble Fiber in Health with Specific Reference to Wheat Dextrin

Journal of International Medical Research http://imr. sagepub. com/ A Review of the Role of Soluble Fiber in Health with Specific Reference to Wheat Dextrin JL Slavin, V Savarino, A Paredes-Diaz and G Fotopoulos Journal of International Medical Research 2009 37: 1 DOI: 10. 1177/147323000903700101 The online version of this article can be found at: http://imr. sagepub. com/content/37/1/1 Published by: http://www. sagepublications. com Additional services and information for Journal of International Medical Research can be found at: Email Alerts: http://imr. agepub. com/cgi/alerts Subscriptions: http://imr. sagepub. com/subscriptions Reprints: http://www. sagepub. com/journalsReprints. nav Permissions: http://www. sagepub. com/journalsPermissions. nav >> Version of Record – Feb 1, 2009 What is This? Downloaded from imr. sagepub. com by guest on March 27, 2013 The Journal of International Medical Research 2009; 37: 1 – 17 A Review of the Role of Soluble Fiber in Health wit h Specific Reference to Wheat Dextrin JL SLAVIN1, V SAVARINO2, A PAREDES-DIAZ3* 1 AND G FOTOPOULOS4Department of Food Science and Nutrition, University of Minnesota, St Paul, Minnesota, USA; 2 Department of Internal Medicine, Gastroenterology Unit, Genoa, Italy; 3Novartis Consumer Health, Parsippany, New Jersey, USA; 4Novartis Consumer Health, Nyon, Switzerland dextrin, based on a search of PubMed. The evidence suggests that soluble fibers help to regulate the digestive system, may increase micronutrient absorption, stabilize blood glucose and lower serum lipids, may prevent several gastrointestinal disorders, and have an accepted role in the prevention of cardiovascular disease.It is concluded that supplementation with soluble fibers (e. g. wheat dextrin) may be useful in individuals at risk of a lower than recommended dietary fiber intake. ACIDS; Dietary fiber is widely recognized to have a beneficial role in overall health, but only at adequate levels (25 – 38 g/day for he althy adults). Wheat dextrin in particular is a soluble fiber that can easily be added to the diet and is widely used in the food industry. There is some debate about whether increased intake of soluble fibers leads to health benefits.This paper reviews the evidence regarding the physiological effects and potential health benefits of the addition of soluble dietary fibers, with specific reference to wheat KEY WORDS: SOLUBLE FIBER; WHEAT DEXTRIN; SHORT-CHAIN FATTY PHYSIOLOGICAL EFFECTS; HEALTH BENEFITS PREBIOTICS; Introduction Fiber, the indigestible part of plants such as cereals, fruits and vegetables (Table 1), has a fundamental role in the regulation of the digestive system and may help to prevent troublesome disorders such as constipation,1 – 3 diarrhea4 – 6 and irritable bowel syndrome. – 9 Fiber may also help to regulate the absorption of micronutrients,3,10,11 stabilize glucose12 – 14 and cholesterol levels,15 – 17 have a role in cardiovascu lar health18 – 20 and possibly help to prevent some forms of cancer. 21 – 23 *Current address: 90 Possum Way, New Providence, NJ 07974, USA. Many nutrition and healthcare professionals use the terms ‘soluble’ and ‘insoluble’ fibers for nutrition labeling. 24 – 27 Soluble fibers dissolve in water and usually form a gel.They are generally fermented by bacteria in the lower intestine, but they are indigestible and hence not absorbed into the bloodstream. 24,28 Soluble fibers also ferment to form short-chain fatty acids (SCFAs) such as butyrate, acetate and propionate (Table 2). 17,29 – 34 Short-chain fatty acids generate approximately 1 – 2 kcal/g of ingested fiber, so are used as an energy source by the intestinal Downloaded from imr. sagepub. com by guest on March 27, 2013 1 JL Slavin, V Savarino, A Paredes-Diaz et al.The health benefits of soluble fiber TABLE 1: Classification systems for fiber based on four different fibe r characteristics Dietary fibers Lignin (polyphenolic compound, in cell walls of woody plants and seeds) Cellulose (glucose polymer, in all plant cell walls) ? -Glucans (glucose polymers, in oats, barley) Hemicelluloses (polysaccharides, in plant cell walls) Pectins (viscous polysaccharides, in fruits and berries) Gums (viscous polysaccharides, in seeds; e. g. uar gum) Inulin and oligofructose (mixture of fructose chains, in plants such as onions) Resistant starch (starch in plant cell walls; inaccessible to human digestive enzymes; often found in bananas and legumes; may also be formed by food processing) Soluble fibers Wheat dextrin ? -Glucans Gums (e. g. guar gum, partially hydrolyzed guar gum) Mucilages (e. g. psyllium) Pectins Fructo-oligosaccharides Some hemicelluloses Sources: oat products, legumes (dry beans, peas, lentils) Fermentable fibers Wheat dextrin Pectins ? Glucans Guar gum Partially hydrolyzed guar gum Inulin and oligofructose Sources: oats, barley, fruits, vegetab les Viscous fibers Pectins ? -Glucans Some gums (e. g. guar gum) Mucilages (e. g. psyllium) Functional fibers Resistant dextrins (e. g. wheat dextrin) (indigestible polysaccharides formed when starch is heated and treated with enzymes; includes resistant maltodextrins) Psyllium (viscous mucilage, isolated from husks of psyllium seeds; also known as ispaghula husk) Chitin and chitosan (nondigestible carbohydrate from exoskeletons of crustaceans, e. . crabs, lobsters; deacetylation of chitin gives chitosan, a nondigestible glucosamine polymer) Fructo-oligosaccharides (FOS, short synthetic fructose) Polydextrose and polyols (synthetic polysaccharides used as bulking agents and sugar substitutes in foods) Insoluble fibers Cellulose Lignin Some pectins Some hemicelluloses Sources: wheat bran, some vegetables Non-fermentable fibers Cellulose Lignin Sources: cereal fibers rich in cellulose (e. g. wheat bran)Non-viscous fibers Cellulose Lignin Some hemicelluloses mucosa and are absorbed thr ough the colonic wall, where they are metabolized to produce energy or transported into the general circulation. 29 SCFAs also stimulate epithelial cell differentiation and proliferation. 29 Soluble fibers can also promote the growth of colonic Downloaded from imr. sagepub. com by guest on March 27, 2013 2 JL Slavin, V Savarino, A Paredes-Diaz et al. The health benefits of soluble fiberTABLE 2: Short-chain fatty acids (SCFA) produced by fermentable, soluble fiber17,29 – 34 Butyrate Widely recognized as the most significant acid in terms of its documented effects in the colon The preferred nutrient for the cells lining the colonic epithelium, in particular the distal colon and rectum The preferred substrate for colonocytes Positive effects on colonic mucosal growth, crypt cell proliferation, and early-response gene expression Acetate A fuel for skeletal and cardiac muscle, kidney and the brain A substrate for fatty acid and cholesterol synthesis Propionate Metabolized by the l iver Only SCFA that can be a major source of glucose (after metabolism, used for energy production) May play a role in cholesterol lowering bacterial flora (prebiotic effect). 35 – 37 Insoluble fibers, on the other and, do not dissolve in water, are generally less fermentable by colonic microflora and are indigestible,26 so pass through the intestines almost intact. Insoluble fibers have passive water-attracting properties that help to normalize large bowel function by acting like a sponge, pulling water into the stool and making it easier to pass. 38 They may also decelerate intestinal transit time, increase fecal weight through bulk action, delay glucose absorption and help to control and balance the pH in the intestines. 39,40 In the USA, the daily intake recommended by the American Dietetic Association (ADA) is 20 – 35 g fiber/day for healthy adults, and ‘age plus 5 g/day’ for children. 6 The World Health Organization (WHO) recommends > 25 g/day,41 whi le the British Nutrition Foundation recommends 12 – 24 g/day for healthy adults. 42 The Food and Nutrition Board of the Institute of Medicine established the Adequate Intake (AI) recommendation for fiber (both soluble and insoluble),24 which ranges from 19 to 38 g/day for children, depending on age, and from 25 to 38 g/day for healthy adults. The majority of people, however, do not seem to achieve the recommended daily intake of fiber, and women in general seem to consume lower amounts than men. 43,44 Wheat dextrin is a soluble fiber that has been widely used in the food industry because it has a low viscosity and so has a good consistency when added to water, beverages or soft food. 4 It is formed by heating wheat starch at high temperature, followed by enzymatic (amylase) treatment to form a resistant starch. 24,45 It qualifies as a dietary fiber because the non-digestible glucoside linkages (Fig. 1) lead to incomplete hydrolysation, so that only a small percentage of wheat dextrin is absorbed in the small intestine and the rest is slowly fermented in the large intestine. 3 This review aims to assess the evidence regarding the physiological effects and potential health benefits of supplementing the diet with soluble fibers, with specific reference to wheat dextrin. Data source The PubMed database (US National Library Downloaded from imr. sagepub. om by guest on March 27, 2013 3 JL Slavin, V Savarino, A Paredes-Diaz et al. The health benefits of soluble fiber CH2OH O OH O OH O CH2OH O OH HO O CH2 O OH O OH O OH CH2OH O OH O OH CH2OH O OH OH O OH OH O OH O OH HO 1:2 bond O O CH2OH O OH CH2OH O O OH OH O OH 1:3 bond CH2OH O OH O CH2 O OH O HO CH2OH O OH 1:6 bond O CH2 O H2 C O O CH2OH O CH2OH O OH O HO OH FIGURE 1: Chemical structure of wheat dextrin of Medicine, National Institutes of Health, Bethesda, MD, USA) was searched (to July 2007) using the terms ‘wheat dextrin’ and ‘soluble fiber’, and studies were selected based on wh ether they evaluated the physiological or clinical effects of soluble fibers.Although this non-systematic approach limits the review in that a quantitative analysis was not performed, it does allow a general and potentially useful overview of the effects of supplementation with soluble fibers. Physiological effects of soluble fibers FERMENTABILITY In vitro fermentation of wheat dextrin, inulin and partially hydrolysed guar gum (PHGG), and analysis of the resulting SCFA production over a 24-h period17 revealed that all three fibers demonstrated detectable fermentability. Acetate was the main SCFA produced by all fibers, accounting for about 50% of the total SCFA. Over 24 h, wheat dextrin produced substantially more total SCFA, propionate and butyrate than PHGG, which consistently showed lower fermentability at all time points (Fig. 2A – 2C).To reduce gas production (which can be socially undesirable and cause uncomfortable bloating), extensive fermentation at 24 h is desirable , while fast fermentation (e. g. high values at 4 h) may be undesirable. The total amount of SCFA produced by wheat dextrin at 4 h was just over half the amount produced by glucose Downloaded from imr. sagepub. com by guest on March 27, 2013 4 JL Slavin, V Savarino, A Paredes-Diaz et al. The health benefits of soluble fiber A Concentration ( µmol/ml) 120 100 80 60 40 20 0 B Concentration ( µmol/ml) 16 14 12 10 8 6 4 2 0 0 4 8 12 Time since start of fermentation (h) 24 0 4 8 12 Time since start of fermentation (h) 24 C Concentration ( µmol/ml) 45 40 35 30 25 20 15 10 5 0 0 4 8 12 Time since start of fermentation (h) 24 Wheat dextrin PHGG Inulin F97 GlucoseFIGURE 2: Analysis of short-chain fatty acid (SCFA) production following in vitro fermentation of wheat dextrin, partially hydrolysed guar gum (PHGG) inulin and glucose (positive control) over 24 h: (A) total SCFA production; (B) butyrate production; and (C) propionate production17 (positive control) and almost half the amount produced by inulin at the same time point (Fig. 2A). The fermentation of wheat dextrin, therefore, occurred slowly over 24 h, so its consumption was less likely to result in the gas production that can occur as a result of rapid fiber fermentation. composition towards a more beneficial distribution. 17,46 For example, the consumption of fructo-oligosaccharides led to an increase in fecal bifidobacteria,36,47,48 while ingestion of polydextrose resulted in a dosedependent decrease in bacteriodes and an increase in beneficial lactobacilli and bifidobacteria. 49 Administration of PHGG for 3 weeks increased the Lactobacillus spp count in feces. 0 Consumption of wheat dextrin led to a lower colonic pH, an increase in the fecal concentration of glucosidases, a statistically significant increase in the beneficial lactobacilli population and a statistically significant decrease in pathogenic Clostridium perfringens. 35 In another study, wheat dextrin increased the fecal concentration of glu cosidase;45,51 increased glucosidase activity is considered beneficial to the host and is linked to substrate fermentation leading to more SCFAs and lactic acid production. PREBIOTIC EFFECT The SCFAs produced by soluble fermentable fibers are moderately strong acids (pK 4. 8)29 and so they lower colonic pH. Lowering the pH in the large ntestine may support the growth of bifidobacteria and lactobacilli because they have a strong intrinsic resistance to acid and the lower pH may help to prevent the growth of pH-sensitive pathogenic bacteria such as clostridia. 30 Many soluble fermentable fibers have demonstrated a significant prebiotic effect and alter the intestinal microflora Downloaded from imr. sagepub. com by guest on March 27, 2013 5 JL Slavin, V Savarino, A Paredes-Diaz et al. The health benefits of soluble fiber EFFECT ON LAXATION AND REGULARITY The formation of SCFAs helps to improve laxation and regularity by increasing fecal bulk and weight and increasing the waterholding c apacity (and thus the hydration) of feces. 0,46 The increase in fecal bulk and weight results from the presence of fiber, the water that the fiber holds and the partial fermentation of the fiber, which increases the amount of bacteria in the feces. 52 Studies have confirmed that consumption of the soluble fibers inulin or oligofructose result in an increase in fecal weight,53 while inulin helped to reduce constipation2 and polydextrose increased fecal mass and sometimes stool frequency. 49,54 Consumption of psyllium significantly increased stool frequency and stool weight, increased stool water content, improved stool consistency, increased the frequency of bowel movements and reduced pain on defecation. 55 – 59 Wheat dextrin significantly increased dry fecal output by 70% (P < 0. 02) and wet fecal output by 45% (P < 0. 05) (Fig. 3). The increase in wet fecal output was due to increased dry matter output (38%) and increased water output (62%). IMPROVED NUTRIENT/MINERAL ABSORP TION Although dietary fibers are traditionally thought to decrease mineral absorption, animal models and human studies have demonstrated that soluble fermentable fibers appear to increase the absorption of certain minerals. 3,10,60 – 62 For example, soluble fibers may increase calcium absorption through the increased production of SCFAs, with an increase in the villus crypt height, number of epithelial cells per crypt, cecal vein flow and mucosal-to-serosal calcium fluxes and stimulation of the expression of calbindinD9K, thereby enhancing the active calcium transport route. 3 Soluble fibers may also increase the absorption of other minerals such as magnesium, zinc and iron. 3,10,11 Studies in rats showed that the absorption of calcium, magnesium and/or zinc may be enhanced by guar gum,64 inulin,10,65 oligofructose65 and PHGG. 11 In healthy men supplemented with either wheat dextrin or dextrose (100 g/day), ingestion of wheat dextrin significantly increased magnesium apparent absorption (50. 9%, P = 0. 001) and retention (30. 9 mg/day, P = 0. 024) and tended 80 P < 0. 02 70 60 Increase (%) 50 40 30 20 10 0 Wet fecal output FIGURE 3: Effect of wheat dextrin on fecal output3 Dry fecal output P < 0. 05 45% 70% Downloaded from imr. sagepub. om by guest on March 27, 2013 6 JL Slavin, V Savarino, A Paredes-Diaz et al. The health benefits of soluble fiber (not statistically significant) to increase calcium apparent absorption (37. 4%) and retention (111 mg/day) (Table 3). 3 prandial plasma glucose concentrations (–13 mg, P = 0. 04) and a significant reduction in the urinary excretion of glucose (P = 0. 008) compared with the low-fiber diet. 13 In fact, the effects of fiber on glucose concentrations are most evident in individuals with diabetes mellitus and it has been suggested that diabetics should consume 25 – 50 g/day of dietary fiber, with ? 55% of their calorie intake coming from carbohydrate. 4 To assess the effect of fiber on the risk for diabetes, more than 65 000 women (40 – 65 years of age) were followed for 6 years; it was found that dietary glycemic index and glycemic load were positively associated with the development of type 2 diabetes, and dietary fiber was inversely associated. 75 Beyond the effects of fiber on post-prandial glucose and insulin, fiber alters the responses and actions of the gut hormones gastric inhibitory peptide,76 glucagon-like peptide177 and cholecystokinin (CCK). 78 CCK is a peptide hormone and neurotransmitter that regulates gut motility, gall bladder contraction and pancreatic enzyme secretion and may mediate the post-prandial glycemic and insulinemic response to viscous fibers. A direct correlation has been reported between post-prandial CCK and subjective satiety scores following ingestion of foods with varying amounts of fiber. 79,80 DECREASED GLYCEMIA AND INSULINEMIAThrough the production of SCFAs, soluble fibers can stimulate pancreatic insulin release and affect liver con trol of glycogen breakdown,66,67 and so may be effective in decreasing blood glucose and insulin levels and improving glycemic and insulinemic indices. 68 Guar gum,69,70 inulin12 and dextrin71 were all found to improve postprandial glycemia. In healthy subjects, the glycemic index of wheat dextrin was 25% compared with dextrose and the insulin response with wheat dextrin was also low at 13% compared with dextrose. 14 Resistant dextrins led to reduced blood glucose concentrations and insulin secretion in rats after sucrose or maltose loading,72,73 reduced the post-prandial blood glucose concentrations in healthy men and women,13 and significantly reduced fasting blood glucose concentrations in type 2 diabetics. 6 In patients with type 2 diabetes given a diet high (25 g soluble plus 25 g insoluble fiber) or low (8 g soluble plus 16 g insoluble fiber) in total fiber, the high-fiber diet resulted in significantly lower pre- TABLE 3: Effect of wheat dextrin supplementation (100 g/day) on the absorption and retention of magnesium and calcium in healthy men3 Dextrose diet Calcium Apparent absorption, mean, mg/day (%) Retention, mean, mg/day Magnesium Apparent absorption, mean, mg/day (%) Retention, mean, mg/day 187 (28. 8) 39. 3 65 (30. 4) –0. 3 Wheat dextrin diet 269 (37. 4) 111 117 (50. 9) 30. 9 Statistical significance (P-value) 0. 093 0. 122 0. 001 0. 024 Downloaded from imr. sagepub. com by guest on March 27, 2013 7 JL Slavin, V Savarino, A Paredes-Diaz et al.The health benefits of soluble fiber REDUCED CHOLESTEROL LEVELS The SFCAs can suppress cholesterol synthesis by the liver and may reduce serum levels of low-density lipoprotein cholesterol (LDL-C) and triglycerides. 81 Soluble, viscous fibers are also thought to exert their hypocholesterolemic action by increasing fecal sterol excretion and stimulating hepatic bile acid synthesis. 82,83 In a metaanalysis of 67 controlled trials, consumption of 2 – 10 g/day of fiber (i. e. pectin, oat bran, gua r gum, psyllium) reduced total cholesterol by 4% and LDL-C by 7% compared with placebo. 15 No significant effect was observed on serum high-density lipoprotein cholesterol (HDL-C) and triacylglycerol concentrations.A greater reduction in serum total cholesterol and triacylglycerol concentrations was also noted in type 2 diabetics who consumed 60 g/day resistant dextrin compared with type 2 diabetics or healthy adults who consumed 30 g/day. 16 No difference was observed in the concentration of HDL-C. A diet high in total fiber (25 g soluble plus 25 g insoluble fiber) led to significantly reduced plasma total cholesterol (P = 0. 02), very-low-density lipoprotein cholesterol (VLDL-C) (P = 0. 01) and triglyceride (P = 0. 02) concentrations compared with a low-fiber diet, indicating that high fiber intake, especially soluble fiber, improves plasma lipid profile. 3 It has also been proposed that soluble fermentable fibers may lead to a reduction of cholesterol levels via the increased amo unts of propionate produced during their fermentation by the commensal bacteria, because propionate may inhibit cholesterol biosynthesis. 84 Fibers producing high amounts of SCFAs (particularly propionate), such as wheat dextrin, may help to sustain cholesterol levels within the normal range. 17 The cholesterol-lowering effects of wheat dextrin have been demonstrated in animal trials. 85 The findings suggest that its cholesterol-lowering effect is likely to be related to reduced cholesterol and bile salt absorption. However, not all soluble fibers are hypocholesterolemic agents; for example, oat bran has been shown to lower serum lipids while wheat bran did not. 81 IMMUNE FUNCTIONIt is possible that SCFAs help to improve immune function, as they stimulate the production of T helper cells, antibodies, leukocytes and splenocyte cytokines, all of which have a crucial role in immune protection. 86,87 In addition, SCFAs improve the barrier properties of the colonic mucosal layer, thus in hibiting inflammatory and adhesion irritants. 88 – 90 Lactic-acid-forming bacteria competitively inhibit and/or suppress the growth of pathogenic bacteria, and may have a positive influence on immune function. 91,92 WEIGHT REDUCTION Obesity is associated with increased energy intake and decreased consumption of fiberrich foods,93 while fiber intake is inversely associated with body weight and body fat. 94 – 97 Increasing daily fiber intake is an effective way of providing a satiating effect. 8 Dietary fiber also decreases gastric emptying and/or slows energy and nutrient absorption (a fiber-rich meal, which is also usually richer in micronutrients, is processed more slowly and nutrient absorption occurs over a greater period of time99), leading to lower post-prandial glucose and lipid levels. Furthermore, addition of dietary fiber to a low-calorie diet has been shown to lead to a significantly greater weight loss (8. 0 kg) compared with placebo (5. 8 kg). 100 When post -menopausal women consumed higher fiber diets, this was associated with significant weight loss. 101 A high Downloaded from imr. sagepub. com by guest on March 27, 2013 8 JL Slavin, V Savarino, A Paredes-Diaz et al. The health benefits of soluble fiber carbohydrate diet consumed ad libitum (i. e. elf-regulating), without energy restriction or change in energy intake, caused significant body weight and body fat losses in older men and women, with a significant decrease in thigh fat area (P = 0. 003). 102 A review of the effects of increased fiber (high-fiber foods or supplementation) on hunger, satiety, energy intake and body weight revealed that controlled energy intake with increased dietary fiber led to an increase in post-meal satiety and a decrease in subsequent hunger. 103 With ad libitum energy intake, increased dietary fiber (14 g/day) resulted in an average 10% decrease in energy intake and 1. 9 kg weight loss over 3. 8 months of intervention. The effects of increasing dieta ry fiber were reported to be greater in obese individuals.When evaluating the effects of 1 week of supplementation with soluble fiber (guar gum, 40 g/day) on hunger, satiety rating and energy intake, mean daily energy intake decreased significantly from 6. 7 to 5. 4 MJ, while hunger and satiety scores did not change. 104 Long-term (4 – 5 weeks) assessment of wheat dextrin (30 or 45 g/day) supplementation demonstrated a trend towards better weight maintenance; compared with baseline, body weight was increased in the control group supplemented with pure absorbable maltodextrin (+0. 87 kg; P = 0. 07), whereas body weight remained stable in the wheat dextrin-treated groups (+0. 0 kg). 35 sometimes stool frequency. 9,54 Psyllium significantly increased stool frequency and stool weight, increased stool water content, improved stool consistency, increased the frequency of bowel movements and reduced pain on defecation. 55 – 59 Administration of PHGG for 3 weeks increased the frequency of defecation (+0. 17 /day), increased fecal moisture (+5%) and decreased fecal pH. 50 Supplementation with PHGG also helped to reduce the use of laxatives (from an average of 2. 0 to 0. 2 doses/day). 105 Wheat dextrin (100 g/day) had a positive effect on fecal output in healthy men,3 with an average 45% increase in wet fecal weight (P < 0. 05) and 70% increase in dry fecal output (P < 0. 02) (Fig. 3). DIARRHEA Increased intake of soluble fiber may enhance recovery and improve stool consistency in diarrhea. ,5,106 – 109 Persistent diarrhea resolved in more children taking PHGG (84%) compared with those on the control diet (62%) (odds ratio 3. 12), while the duration of diarrhea was reduced and there was a trend towards reduction in daily stool weight that reached significance on days 4 – 7. 6 Compared with non-fiber control in children, PHGG significantly reduced the mean frequency of diarrhea (8. 8% versus 32. 0%; P = 0. 001), resulted in significantly fewer days with diarrhea per total feeding days (10. 8% versus 31. 5%; P < 0. 001) and led to a significantly lower mean diarrhea score (4. 8 versus 9. 4; P < 0. 001). 110 PHGG also suppressed diarrhea caused by the ingestion of high levels of non-digestible sugar substitutes. 11 In elderly patients with diarrhea, 4-week supplementation with soluble dietary fiber (7 g/day) significantly reduced the water content of feces (P < 0. 01), the fecal pH (P < 0. 05) and the frequency of daily bowel movements (P < 0. 05). 5 In addition, the fecal characteristics improved The role of soluble fiber in disease CONSTIPATION Increased daily fiber intake can ameliorate constipation. 40,49,52 – 59 Consumption of inulin or oligofructose was shown to increase fecal weight,53 inulin reduced constipation2 and polydextrose increased fecal mass and Downloaded from imr. sagepub. com by guest on March 27, 2013 9 JL Slavin, V Savarino, A Paredes-Diaz et al.The health benefits of soluble fiber and the tota l level of SCFAs increased significantly (P < 0. 05). 5 In patients with fecal incontinence, significantly fewer incontinent stools were observed in those who consumed dietary fiber (psyllium or gum arabic) than those receiving placebo. 4 Improvements in fecal incontinence or stool consistency did not appear to be related to unfermented dietary fiber. However, the effects of increased soluble fiber on diarrhea are inconclusive, as a meta-analysis of randomized, controlled trials found no evidence that dietary fiber was effective in treating diarrhea. 112 randomized studies would be useful to confirm the potentially beneficial effects of soluble fiber in IBS.DIVERTICULOSIS A diet low in fiber is thought to play a role in the pathogenesis of diverticular disease. 114 Increasing dietary fiber produces bulky, soft stools, facilitating defecation and reducing intracolonic pressure. 114 Increased fiber also helps to promote regular bowel function and is important in controlling and minimi zing diverticular disease. 115 – 117 Non-viscous soluble fiber is associated with a decreased risk of diverticular disease and an improvement of bowel pain. 115 In patients with diverticulosis, it is recommended that patients consume 20 – 35 g/day of fiber either through the diet or supplementation. 118 IRRITABLE BOWEL SYNDROMETreatment for irritable bowel syndrome (IBS) is aimed at alleviating symptoms. In patients with mild symptoms, fiber supplementation (particularly non-gelling soluble fibers) may help to relieve the severity and frequency of IBS symptoms, including abdominal pain, spasms or distension/tension, bowel dysfunction (e. g. fluctuation between constipation and diarrhea) and flatulence. 8,9,113 PHGG was better tolerated than wheat bran and more readily accepted by IBS patients, resulting in an improved quality of life during the treatment period. 113 PHGG also had a positive effect on evacuation frequency with a decrease in the frequency of IBS symptoms such as flatulence, abdominal tension and abdominal spasm. 13 Based on its physiological properties, wheat dextrin may also help to alleviate gastrointestinal symptoms associated with IBS through increased fecal output,3 enhanced prebiotic capabilities35,45 and significant but slow fermentation in the lower intestine, producing high concentrations of SCFAs but lower amounts of gas, which could be an important aspect in relieving the discomfort caused by IBS. 17 However, double-blind, HEMORRHOIDS A low-fiber diet is thought to contribute to the etiology of hemorrhoids. 119 Increasing the fiber content in the diet can have a beneficial effect in the treatment of symptomatic hemorrhoids. 120,121 A recent meta-analysis demonstrated that increased fiber reduced the risk of bleeding and decreased the rate of recurrence of hemorrhoids,120 while a Cochrane review found that the risk of not improving hemorrhoids and having persisting symptoms decreased by 53% with increased intake of fiber, with a significant reduction in bleeding. 121CARDIOVASCULAR DISEASE A number of studies have consistently found that a fiber-enriched diet (14 g fiber/1000 kcal energy) is associated with a significant reduction (16 – 33%) in the risk of coronary heart disease (CHD). 19,20,122 – 126 A pooled analysis of studies evaluating dietary fiber Downloaded from imr. sagepub. com by guest on March 27, 2013 10 JL Slavin, V Savarino, A Paredes-Diaz et al. The health benefits of soluble fiber intake in the USA and Europe indicated that each 10 g/day increase in total fiber intake was associated with a 14% decrease in the risk of coronary events (e. g. myocardial infarction), and a 24% decrease in deaths from CHD. 9 A study on the relationship between dietary fiber and risk of cardiovascular disease (CVD) among women over a 10-year period showed that the ageadjusted relative risk for major CVD was 0. 53 for women consuming the highest amount of fiber (22. 9 g/day) compared with thos e on the lowest fiber intake (11. 5 g/day). 125 Although few interventional studies have specifically assessed fiber intake on the risk of CVD, increased fiber has been shown to ameliorate some of the risk factors for CVD (e. g. high cholesterol levels, high blood pressure, obesity and diabetes). For example, fiber can significantly reduce blood cholesterol levels and so may be important to cardiovascular health. 5,16,81,127 Consuming foods rich in viscous soluble fibers has been shown to reduce blood levels of LDL-C by 10 – 15%, with an expected reduction in CVD events of 10 – 15%, and it has been stated that a diet including 5 – 10 g/day of viscous soluble fiber reduces CVD events and death independent of baseline risk. 18 Although the cholesterol-lowering effect of soluble (especially viscous) fibers probably contributes the most to its cardioprotective effects, other mechanisms are likely to play a role. As part of a lifestyle modification program, fiber can help to reduce blood pressure significantly,128 supporting research that found that highfiber intake was inversely associated with the risk of high blood pressure or hypertension. 129,130 Two intervention trials found that increased fiber intake resulted in significant reductions in blood pressure compared with placebo. 31,132 In an analysis of the association between nutrient intake and risk of stroke, dietary fiber was inversely correlated to the incidence of stroke, a relationship that was stronger in hypertensive than normotensive men. 133 Fiber is also effective at reducing the risk of diabetes and, thus, the risk of developing CVD, and can improve glycemic and insulinemic indices12,14,69 – 71 and decrease blood glucose and insulin levels. 13,16,72 Lowfiber, high-glycemic load diets are associated with higher serum triglyceride levels and lower HDL-C levels, which are risk factors for CVD. 134,135 Increased fiber consumption may also help control body weight and support a weight reduction program by helping to reduce obesity and, possibly, the associated risk of CVD. 94 – 104 Safety aspects of fiber supplementationReduced absorption of trace elements has traditionally been proposed as a potential negative effect of dietary fiber intake;136,137 however, it is unlikely that healthy adults who consume fiber in amounts within the recommended ranges will have problems with nutrient absorption. In fact, clinical data demonstrate that soluble fibers (e. g. inulin, fructo-oligosaccharides, wheat dextrin) may positively affect the absorption of certain minerals. 3,10,11,64,65 Fermentation of dietary fiber by anaerobic bacteria in the large intestine produces gas (including hydrogen, methane and carbon dioxide), which may be related to complaints of distention or flatulence, especially with high intakes of fiber. An increase in dietary fiber should also be accompanied by an increase in fluid intake, and fiber should be increased gradually to allow th e gastrointestinal tract time to adapt.Normal laxation may be achieved with relatively small amounts of dietary Downloaded from imr. sagepub. com by guest on March 27, 2013 11 JL Slavin, V Savarino, A Paredes-Diaz et al. The health benefits of soluble fiber fiber, and the smallest intake that results in normal laxation should be used. 138 Nevertheless, wheat dextrin has been shown to be well tolerated even up to the relatively high intake of 45 g/day. 51 Higher daily intakes (60 and 80 g) resulted in greater flatulence (P < 0. 05) and some bloating compared with placebo, but no intake resulted in diarrhea. fiber can have beneficial effects on constipation, diarrhea and the symptoms of IBS.Soluble fiber also has additional positive effects on cardiovascular health, leading to a significant risk reduction of CHD. Thus, this review of the physiological effects and subsequent health benefits of soluble fibers suggests that daily fiber supplementation could be beneficial in those individ uals who are at risk of inadequate fiber in their diet. Most servings of common foods contain between 1 and 3 g of dietary fiber so it may be difficult to consume the recommended amounts of fiber. Dietary assessment programs can estimate fiber intake for different population groups, allowing the identification of groups that have deficient fiber intake.At an individual level, fiber intake can be generally estimated based on servings of fruits, vegetables and whole grains having 2 g of dietary fiber per serving, and servings of legumes having 5 g of dietary fiber per serving. Values from high-fiber cereals or fiber supplements can be added to these totals. Wheat dextrin is one example of a soluble fiber supplement that has been shown to help normalize bowel function and is well tolerated, even at large intakes. It is slowly but extensively fermented, leading to a significantly high production of SCFAs, while its slow fermentation profile could help minimize the undesirable effects of gas production and flatulence. Wheat dextrin has also demonstrated enhanced prebiotic capabilities when used at an intake of 30 – 45 g/day.Based on its physiological properties, supplementation with wheat dextrin should be useful in individuals that need to complete their dietary intake with a fiber in order to achieve the daily recommended dietary levels of fiber. Conclusion Review of the evidence indicates that soluble, fermentable fibers, including wheat dextrin, have positive physiological effects that may help to improve bowel regularity and result in some health benefits. Soluble fibers are fermented in the large intestine, leading to the production of SCFAs that lower colonic pH and result in a significant prebiotic effect in which the growth of beneficial intestinal microflora (e. g. ifidobacteria, lactobacilli) and fecal glucosidase concentrations are increased, while the growth of pH-sensitive pathogenic bacteria (e. g. clostridia) is prevented or suppressed. In th is way, SCFAs could promote normal bowel regularity and may help to reduce serum glucose and cholesterol levels. SCFAs also positively influence the absorption and retention of certain micronutrients (e. g. calcium, magnesium, zinc), and may improve immune function by stimulating the production of immunoprotective factors (e. g. T helper cells, antibodies) and improving the barrier properties of the colonic mucosal layer. Soluble fibers that are slowly yet extensively fermented in the large intestine (e. g. heat dextrin) are tolerated more easily than those that ferment quickly, as the latter can produce larger amounts of gas in a shorter period of time, leading to bloating and flatulence. By improving digestive balance, regularity and hydration in the gut, soluble Downloaded from imr. sagepub. com by guest on March 27, 2013 12 JL Slavin, V Savarino, A Paredes-Diaz et al. The health benefits of soluble fiber Acknowledgments Editorial support was given by Deborah Nock, DPP-Cordell Lt d, Saxthorpe, UK. Funding for the review was provided by Novartis Consumer Health, Nyon, Switzerland. Conflicts of interest Alberto Paredes-Diaz and Grigorios Fotopoulos were Novartis Consumer Health, employees at the time of manuscript preparation.The other authors had no conflicts of interest to declare in relation to this article. †¢ Received for publication 8 September 2008 †¢ Accepted subject to revision 9 September 2008 †¢ Revised accepted 11 December 2008 Copyright  © 2009 Field House Publishing LLP References 1 Cummings JH: The effect of dietary fiber on fecal weight and composition. In: CRC Handbook of Dietary Fiber in Human Nutrition (Spiller GA, ed), 2nd edn. Boca Raton: CRC Press, 1993; pp 263 – 349. 2 Kleessen B, Sykura B, Zunft HJ, et al: Effects of inulin and lactose on fecal microflora, microbial activity, and bowel habit in elderly constipated persons. 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Project on Cement Essay

Any accomplishment requires the effort of many people and this work is no different. I especially thank Mr. R.K.Gupta; Director of Cii & CITMS, whose support and patience was instrumental in accomplishing this project. I would like to thank our Faculty Guide Miss.Pubali Koley whose diligent effort made this project possible. My grateful acknowledgement to all the staff member of Ultra tech Cement limited for their support and cooperation. At last again I want to extent my thanks to all the teachers of Cii & CITMS – Durgapur for giving support and confidence for doing this project. [pic] This ambitious project at ULTRATECH CEMENT under the project title â€Å"ADVERTISING AND PROMOTIONAL STRATEGY† has been carried out under the able guidance of company & institutional experts. The vision or the objective of this project was to identify the Advertising needs. As the growth is a continuous process, so it is also very much important to find out the corners or the areas where the scope for the development is present. The effectiveness of the Advertising was also under the scan during this period where it is observed that the effective Advertising can effectively maximize sales volume & revenue. This Advertising process is also effective to manage the planned sales strategy. The Advertising process at WEST BENGAL CEMENT WORKS is judiciously planned &Divided into four parts. This practical project helped a lot to get the knowledge from all the avenues of the Marketing Management &it is also perceived that it will help the company time to time in its growth process. Introduction T he function of Advertising is to close the gap between the desire performance and the actual job performance. The need for quality Advertising program is on the increase due to the fact that the highly competitive business environment is throwing up new and complex challenges, literally every day. New and complex services are coming into existence, thereby pushing up the need for high- quality Advertising program. Due to the slowdown in the economy, many jobs are coming into existence, many jobs cuts are taking place leading to a situation where works must retain themselves to stay employed in the same organization or to complete in the market place. [pic] †¢ To identify importance of Advertising in the organization. †¢ To identify the specific Advertising area. †¢ To identify the effectiveness of different types of advertising. †¢ To identify the best methods and techniques for advertising. †¢ The development of Advertising and sales promotion schemes to meet desired goals of organization. ââ€"   Increase in sales volume ââ€"   Maximize profit ââ€"   Developed sales promotion schemes [pic] ↠ Because of busy schedule of the employees the interview was quite tough after a quite of waiting time. ↠ Most of the executives were too busy, thus to obtain the desired & accurate data there was a need to take the prior appointment from them. ↠ 50% of the sample size were not giving the correct feedback (due to varied hidden reason), thus there will be variance in the outcome of the study. ↠ Most of the employees were not confident about the proper management (misuse) of the information provided by them. ↠ They were also often reluctant in identifying the needed information. [pic] TITLE: â€Å"Advertising & promotional strategy† at West Bengal Cement† Works.† Research methodology is the method through which the project has been done. This includes various sources of collecting data. TARGET GROUP: The target group for the survey was Managers, Officers, Supervisors and of â€Å"ULTRA TECH CEMENT LIMITED† and press releases. SAMPLE SIZE: Out of 38 employees, 35 were taken as a sample for the survey QUESTIONNAIRE The company is having small number of staff. So, the questionnaire was made mainly for Managers, Officers and Supervisors. Some specific questions have been prepared relating to the topic and have been analyzed in such a way that it can fulfill the objective of the project. FORMAL INTERVIEW: Formal interview has been taken during the non peak office hour. [pic] [pic] UltraTech [pic] OUR VISION TO BE PREMIUM GLOBAL CONGLOMERATE WITH A CLEAR FOCUS ON EACH BUSINESS OUR MISSION TO DELIVER SUPERIOR VALUE TO OUR CUSTOMER SHAREHOLDERS, EMPLOYEES AND SOCIETY AT LARGE OUR VALUES INTEGRITY, COMMITEMENT, PASSION SEAMLESSNESS AND SPEED UltraTech [pic] West Bengal Cement Works OUR RESOLUTIONS – 2009 †¢ ‘ZERO’ BREAK DOWN †¢ GOOD HOUSE KEEPING †¢ TRUST AND SUPPORT R.B.SINGH Sr.dy.general manager COMPANY PROFILE Company Name:UltraTech Cement Limited (An Aditya Birla group of company) Industry : Cement manufacturing Type of Company: Public Limited Company Unit Name& Address:West Bengal Cement Works Near EPIP, MUCHIPARA, G.T. ROAD Post-Rajbandh Durgapur-713212 District- Burdwan West Bengal Registered Office : UltraTech Cement Limited B- Wing, Ahura centre, 2nd floor Mahakali Caves Road Andheri (east), Mumbai-400093 Board of Executives †¢ Mr. Kumar Mangalam Birla, Chairman †¢ Mrs. Rajashree Birla †¢ Mr. R. C. Bhargava †¢ Mr. G. M. Dave †¢ Mr. N. J. Jhaveri †¢ Mr. S. B. Mathur †¢ Mr. V. T. Moorthy †¢ Mr. O. P. Puranmalka †¢ Mr. S. Rajgopal †¢ Mr. D. D. Rathi †¢ Mr. S. Misra, Managing Director Board of Directors Executive President& Chief Financial Officer Mr. K. C. Birla Chief Manufacturing Officer R.K. Shah Chief Marketing Officer Mr. O. P. Puranmalka Company Secretary Mr. S. K. Chatterjee AT THE HELM ULTRATECH The Aditya Birla Management Corporation Private Limited is the Group’s apex decision making body and provides strategic direction to Group companies. Its Board of Directors comprises: †¢ Mr. Kumar Mangalam Birla, Chairman †¢ Mr. S. Aga †¢ Mr. D. Bhattacharya †¢ Mr. S. K. Jain †¢ Dr. S. Misra †¢ Mr. S. Misra †¢ Dr. B. K. Singh †¢ Mr. K. K. Maheshwari †¢ Mr. Vikram Rao †¢ Mr. Ajay Srinivasan MILESTONES [pic] 2009 †¢ Grasim’s pulp and fibre division has won the highly prestigious Asian CSR Award. The Asian CSR Awards, Asia’s Premier CSR Awards program, is a project of the Asian Institute of Management, Manila. †¢ The Ministry of Labor and Social Welfare, Government of Thailand will be conferred â€Å"The Best Labor Relations and Welfare Award, 2009† on Indo Thai Synthetic Company Limited. †¢ Birla Sun Life Mutual Fund has been named â€Å"The Asset Management Company of the Year, India†, by the Hong Kong based magazine, â€Å"The Asset†, in the country awards category of their â€Å"Triple an Investment Performance Awards 2009†. †¢ CNBC TV18 Crisil recognized Birla Sun Life Mutual Fund as â€Å"The Mutual Fund House of the Year† in 2008 and 2009 (for 2007 and 2008), creating history as the only fund house to have won this recognition in two consecutive years. †¢ The Birla Sun Life Equity-Linked FMP won the â€Å"Best Local Currency Structured Product-India† at – Triple an Investment Performance Awards 2009. †¢ The Best â€Å"Onshore Fund House – India Award† by Asian Investor, a Hong Kong based magazine at – Asian Investor Investment Performance Awards 2009†. †¢ Rajiv Gandhi Award for Eminence in Social Field, 2009 was conferred on Mrs. Rajashree Birla by Mr. Jyotiraditya Scandia (Union Minister of State, Commerce & Industry) on 19 August 2009. The award recognizes Mrs. Birla’s path breaking work among the poor, more so in India’s villages, carried out through the Aditya Birla Centre for Community Initiatives and Rural Development. †¢ Idea Cellular wins the Economic Times’ â€Å"Emerging Company of the Year Award for 2009†. MILESTONES [pic] 2008 †¢ The President of India, Mrs. Pratibha Patil conferred the much coveted Rotary International Polio Eradication Champion Award on Mrs. Rajashree Birla in an elegant function at the Rashtrapati Bhavan (Delhi), attended by the Chairman, select Rotarians and WHO officials. †¢ The Aditya Birla Group was honored with the India Today Group’s Readers Digest Gold award in recognition of the work that truly exemplifies the highest values of society as well as those of Reader’s Digest. The award was received by Mrs. Rajashree Birla, Chairperson, and Aditya Birla Center for Community Initiatives and Rural Development, at the Pegasus Corporate Social Responsibility Awards 2007 function. MILESTONES [pic] 2007 †¢ Hindalco in a joint venture with Alex USA Inc. Tran Works Information Services announces success of bid to acquire Minacs Worldwide. †¢ Grasim Industries Limited, India; Thai Rayon Public Company Limited, Thailand and P.T. Indo Bharat Rayon, Indonesia form a JV with Hubei Jingo Wei Chemical Fibre Company, China, for VSF. †¢ Hindalco awarded the Genentech Safety Silver Award for its outstanding safety performance during 2005-06 †¢ Hindalco awarded the CII – Sorabji Green Business Centre â€Å"National Award for Excellence in Water Management 2007†. [pic] 2006 †¢ Indian Rayon re-christened as Aditya Birla Novo. †¢ Aditya Birla Group to set up a world-class aluminum project in Orissa. †¢ The Aditya Birla Group signs a framework agreement to acquire St Anne Nackawic Pulp Mill, Canada. †¢ Board reconstituted with Mr. Kumar Mangalam Birla taking over as Chairman. †¢ Completion of the implementation process to demerge the cement business of L&T and completion of open offer by Grasim, with the latter acquiring controlling stake in the newly formed company UltraTech. †¢ Grasim, Nada, received the FICCI Annual Award 2003-2004 in recognition of corporate initiative in rural development. MILESTONES [pic] 2005 †¢ Mr. Kumar Mangalam Birla, Chairman of the Group, is selected as Business India’s Businessman of the Year – 2003. †¢ Mr. Kumar Mangalam Birla is selected as The Economic Times’ Business Leader of the year. †¢ The Group is ranked 16th in India’s first ever survey of ‘Great places to work in’, published in Business World magazine. The Group’s joint venture concern, Birla Sun Life Insurance, is ranked 9th in the same study. †¢ The Group is ranked 20th in a study on the ‘Best Employers in India’, conducted by Hewitt Associates and Business Today. †¢ Hindalco receives the Asian CSR Award for its â€Å"Rural Poverty Alleviation Program†. LOCATION OF W.B.C.W IN WEST BENGAL [pic] Organizational environment West Bengal Cement Works has rail & road connectivity to meet inward & outward logistics requirements. The private railway siding is connected to main line of eastern railway at Durgapur, which is 8.72 KM from plant. The cement is packed in bags with the help of three packers operating round the clock. The packed cement is dispatched to various destinations by road & rail. Organization Culture ⠝â€" Purpose: To produce the cement as per marketing requirement with minimum cost. ⠝â€" Objective: Zero breakdown, Good Housekeeping, building trust & support. ⠝â€" West Bengal Cement Works is having following facilities: âž ¢ Clinker unloading by wagon tippler (cap. 15 trips per hour) âž ¢ Fly ash bowers unloading system âž ¢ Cement mill with 1.0 million ton per annum capacity âž ¢ Cement dispatch facility by road & rail âž ¢ Clinker, Gypsum & fly ash receipt by rail & road respectively Land Details: o Factory:61.67 Acres o 16 flat residential complex:10202.4 Esq. o Assisted siding:2830 M. o Private assisted siding:2210 M. WHY DURGAPUR? West Bengal Cement Works (WBCW) is the 10th cement manufacturing unit of Ultra Tech Cement Limited, Which is located at Durgapur. ⠝â€" RAW MATERIALS Clinker : Hirmi Cement Works Fly Ash : Bakreswar Thermal Power Station Durgapur Project Limited (DPL) Gypsum : Hindi Liver Chemicals, Haldia Slag : Durgapur Steel Plant (DPL) Bokaro Steel Plant POWER : GPL, DVC TRANSPORT : North Eastern Railway, National Highway-2 WATER : River Damodar MARKET : Local Growth of City development LAND : 62.92 acres of good land for Construction. CAPITAL : Huge number of Bank for getting easy Cash MANPOWER : Available amount of skilled and Unskilled Labors from local area DEMOCRACY : Good demographic structure is found Here CEMENT PROCESS GYPSUM from Yard Gypsum hopper Electronic weigh feeder SLAG from Yard Slag hopper FLUASH from Bin Supplied SCHENK For accurate quantity CLINKER from Silo Slag hopper to Mill SEPAX SEPARATION CEMENT PACKING PLANT PRODUCT MIXESPacking in 50 kg bag with electronic packer loading in truck or rack PORTLAND POZZALANA CEMENT CLINKER : 70-74% FLYASH : 20-25% FLYASH : 3-4% PORTLAND SLAG CEMENT CLINKER : 50-54% SLAG : 40-42% GYPSUM : 3-5% Plant Layout [pic] A Partial View of West Bengal Cement Works [pic] [pic] ON [pic] [pic] ââ€" ¡ Advertising is the dissemination of information by non personal means through paid media, where the source is clearly identified as the sponsoring organization. Advertising is one of the important components of the promotion mix. It is a powerful communication medium and a vital marketing tool. FEATURES: ââ€" ¡ Advertising is one of the methods of promotion mix. ââ€" ¡ It is a paid mass communication, not aiming at a specific individual. ââ€" ¡ It is salesmanship in writing or printed salesmanship. ââ€" ¡ It is undertaken to influence the buying behavior of the customers. ââ€" ¡ The communication media are diverse such as print (newspapers and magazines), broadcast (radio and television), and direct (mail, billboards and motion pictures). `NATURE OF ADVERTISING ↠ Element of Marketing Mix ↠ Promotion Mix ↠ Mass Communication ↠ Massages ↠ Price of Advertising ↠ Sponsor ↠ Persuasive ↠ Element of Control ↠ Identifiable ↠ Target Group SCOPE OF ADVERTISING ↠ Effectiveness of Massages ↠ Appropriate Media ↠ Merchandise ↠ Advertising Functions ↠ Responsibility of Advertiser ↠ Fulfillment of Objectives ↠ Generates Various Activities ↠ Advertising as an Art & Science PRIMARY FUNCTIONS OF ADVERTISING: âž ¢ To increase sales âž ¢ Persuading dealers to stock âž ¢ Assisting dealers to stock âž ¢ Increase in per capita use âž ¢ Recognition for quality âž ¢ Protecting manufacturers’ interest âž ¢ To eliminate seasonal fluctuations âž ¢ Creation of demand SECONDARY FUNCTIONS OF ADVERTISING: âž ¢ Oral support to salesman âž ¢ To furnish correct information âž ¢ Ensures product improvement âž ¢ Sense of security âž ¢ Appointment of efficient employees †¢ The scope of Advertising includes these activities such as selection of media, communication with customers, and maintenance of brand loyalty and so on. Advertising Objectives: ââ€" ª Simulating Demand : âÅ"“ The current user of a product may be persuaded to increase the existing rate of product consumption. This may be reminding them about the product, its brand and the possible advantages of the product. âÅ"“ The second way of stimulating demand for the product is to attract new user into the market by telling them the qualities of the product and possible uses so that they may change their brand. âÅ"“ The third way of stimulating demand is to tell the current users about new users of the product so that customers may use the company’s product for several other purposes. ââ€" ª Increasing profits âÅ"“ Advertising does increase sale of the product. âÅ"“ Advertising will reduce various ‘marketing costs’ Specific objectives of Advertising: âÅ"“ It introduces new product to potential customers. âÅ"“ âÅ"“ It promotes the brand by repeat purchase leading to brand loyalty. âÅ"“ It increases the timing and number of uses. âÅ"“ It builds the product and company image. âÅ"“ It sets the trend by changing perception and behavior. âÅ"“ It aids sales promotion campaign. âÅ"“ It shoots up the sale and increases the market share. âÅ"“ It answers the competitive attacks. Reminder advertising: †¢ Reminding them where to buy it. †¢ Maintaining its top of mind awareness. ââ€" ª Information Advertising : âÅ"“ Informing the market about a new product âÅ"“ Suggesting new uses for a product. âÅ"“ Informing the market of a price change. âÅ"“ Explaining how the products work. âÅ"“ Describing the available services. âÅ"“ Correcting the false information’s. âÅ"“ Reducing consumers fears. âÅ"“ Building up a company’s image. ââ€" ª Persuasive advertising : âÅ"“ Building brand preference. âÅ"“ Encouraging switching to your brand. âÅ"“ Persuading customer to purchase now. âÅ"“ Persuading customer to receive a sales call. Advertising Goals: âÅ"“ To increases sales âÅ"“ To establish brand equity, and âÅ"“ To enter the target market. Behavioral goals: âÅ"“ Advertising goals aim at changing the attitude and behavior of the target audience towards a brand. âÅ"“ Advertising goals in behavioral terms is analysis of the communication and decision process that will affect the desired buyer behavior. âÅ"“ Advertising could be aimed at any of these or a communication of these intervening variables. Communication Related goals: âÅ"“ Advertising is directed at a group of users of product called the target audience. âÅ"“ Attract attention âÅ"“ Secure interest. âÅ"“ Build desire for the product and finally âÅ"“ Obtain action. Approaches for setting Advertising Objectives: ââ€" ª AIDAS model âÅ"“ ‘A’ refers to Attention âÅ"“ ‘I’ refers to Interest âÅ"“ ‘D’ refers to Desire âÅ"“ ‘A’ refers to action; and âÅ"“ ‘S’ refers to Satisfaction ADVERTISING COPY ELEMENTS âž ¢ Headlines âž ¢ Subheading âž ¢ Body copy âž ¢ Captions âž ¢ Blurb or balloon âž ¢ Boxes and panels âž ¢ Slogan, Logo, Signature GUIDELINES FOR COPY WRITING âž ¢ Cash in on your personal experience âž ¢ Write from the heart âž ¢ Learn from the experience of others âž ¢ Study the product âž ¢ Study competitors’ advertisement âž ¢ Study testimonials from customers âž ¢ Solve the prospect’s problem âž ¢ Put your subconscious mind to work âž ¢ â€Å"Ring the changes† on a successful idea COLOUR ↠ Colors are often used to attract attention and to enhance memory value. ADVERTISING LAYOUT PROCESS [pic][pic] VARIOUS ADVERTISING MEDIA ââ€" ¡ PRINT MEDIA: âž ¢ Newspapers âž ¢ Magazines âž ¢ Journals ââ€" ¡ OUTDOOR MEDIA: âž ¢ Advertising Boards âž ¢ Vehicle advertising âž ¢ Electric displays âž ¢ Sky writing âž ¢ Sandwich men ââ€" ¡ DIRECT MAIL: âž ¢ Leaflets âž ¢ Sales letters âž ¢ Folders âž ¢ Booklets âž ¢ Catalogues âž ¢ Brouchers ââ€" ª BROADCASTING MEDIA: âž ¢ Radio âž ¢ T.V âž ¢ Film âž ¢ Web based advertising [pic] AN — OVERVIEW S ales promotion includes all those activities other than advertising, personal selling, public relation and publicity, that are intended to stimulate customer demand and improve the marketing performance of sellers. Need of sales promotion: ââ€" ª To secure attention towards new products. ââ€" ª To improve the market share of a company. ââ€" ª To avoid duplication of goods. ââ€" ª To create awareness among consumers about new brands. ââ€" ª To face competition in the market. ââ€" ª To create talking points for their sales force. SALES PROMOTION TOOLS ââ€" ª Contest ââ€" ª Premium offers ââ€" ª Mail – in free offers ââ€" ª Free gifts with goods ââ€" ª Picture cards ââ€" ª Gift coupons ââ€" ª Coupons ââ€" ª Cross coupons ââ€" ª Jumbo packs ââ€" ª Money – off offers ââ€" ª Sales letters SALES PROMOTION STRATEGY [pic] ADVERTISING & SALES PROMOTION STRATEGY TAKEN BY ULTRATECH CEMENT LIMITED ADITYA BIRLA GROUP — AT A GLANCE o The roots of the Aditya Birla Group date back to the 19th century in the picturesque town of Pilani set amidst the Rajasthan desert. It was here that Seth Shiv Narayan Birla started trading in cotton, laying the foundation for the House of Birlas. Through India’s arduous times of the 1850s, the Birla business expanded rapidly. In the early part of the 20th century, our Group’s founding father, Ghanshyamdas Birla, set up industries in critical sectors such as textiles and fibre, aluminums, cement and chemicals. As a close confidante of Mahatma Gandhi, he played an active role in the Indian freedom struggle. He represented India at the first and second round-table conference in London, along with Gandhiji. It was at â€Å"Birla House† in Delhi that the luminaries of the Indian freedom struggle often met to plot the downfall of the British Raj. Aditya Vikram Birla: putting India on the world map |[pic] | | | A formidable force in Indian industry, Mr. Aditya Birla dared to dream of setting up a global business empire at the age of 24. He was the first to put Indian business on the world map, as far back as 1969, long before globalization became a buzzword in India. In the then vibrant and free market South East Asian countries, he ventured to set up world-class production bases. He had foreseen the winds of change and staked the future of his business on a competitive, free market driven economy order. He put Indian business on the globe, 22 years before economic liberalization was formally introduced by the former Prime Minister, Mr. Narasimha Rao and the former Union Finance Minister, Dr. Manmohan Singh. He set up 19 companies outside India, in Thailand, Malaysia, Indonesia, the Philippines and Egypt. [pic] Quality push: Mr. B. Venugopal, Senior Vice-President, UltraTech Cement Ltd, at the inauguration of mobile concrete laboratory in Durgapur. UltraTech Cement, as part of its ‘product plus’ services, has introduced a mobile concrete testing laboratory for ascertaining the quality of reinforcement materials and for guiding those building houses about its quality. ULTRATECH: BRAND POWER Excerpts from an interview with O.P. Puranmalka, Group Executive President, Grasim Industries and Chief Marketing Officer, UltraTech Cement Ltd. |[pic] | | | In step with its global agenda, the cement business of the Aditya Birla Group, is orchestrating a contemporary brand makeover. With UltraTech Cement, the Aditya Birla Group has established itself as not only the most respected domestic player but also among the global leaders in cement. Associate Editor Vidyut Kumar Ta in an exclusive interview with O.P. Puranmalka, Group Executive President, Grasim Industries and Chief Marketing Officer, UltraTech Cement Limited, analyses the strategy behind promoting a single brand identity of the company’s cement products. Signature line [pic] â€Å"The name UltraTech with the signature line, ‘The Engineer’s Choice’, admirably captures the premium nature of the brand and its salience.† According to Mr. Puranmalka, excellent product quality and customer care will remain the hallmark of UltraTech cement. Jaan Wahi Pehchaan Nayi [pic] K eeping pace with the current industry trend and taking the UltraTech brand to a new pedestal, the group decided to have one national brand. Birla Plus with its very strong presence in the North was a very well known brand. Its tag line ‘Har Nirman Ki Jaan’ and ‘Is cement mein Jaan Hain’ had become household phrases. Observes Mr. Puranmalka: â€Å"We opted for UltraTech as the national brand because while on the one hand, it gives us the opportunity to strengthen common attributes of a premium brand, scale of operations and the Aditya Birla Group’s reputation, it also provides an opportunity to build on the positioning platform of ‘expert’ and imagery signifying ‘progress’, ‘cutting edge technology’ and ‘modernity’. Strategy A lthough cement is said to be a low-involvement category, the brand awareness in this category is very high. Major brands like ACC, Ambuja and some strong regional brands have been fighting for mind space. Says Mr. Puranmalka: â€Å"Brand awareness is the category driver. We wanted to be different and were constantly on the look out for high visibility media. We found that cricket has a great following in our country and we wanted to explore the possibility of associating with this sport. CHAK – DE STRATEGY [pic] I ndia, the world’s largest producer of movies in as many as 10-12 different languages, provides a great opportunity for advertisers to reach the masses. Films are a great entertainment platform for most Indians. Many FMCGs have encased this opportunity. The in-film branding opportunity was used by UltraTech for the first time ever in the cement industry. The film Chak De India, promoting women’s hockey in India, became an all-time hit. In the movie UltraTech was the sponsor of the Indian women’s hockey team. UltraTech branding was all over, throughout the movie. ‘It was a big gamble we took,†Ã‚  says Mr. Puranmalka. â€Å"Initially we were skeptical, with many big banners with big stars failing in the recent past. After a lot of deliberation, we decided to go ahead with this gamble and finally Chak De India almost became like a national anthem, with India winning the women’s hockey title in reality and our cricket team winning the inaugural 20-20 World Cup.† BRANDED CHANNELS S urging ahead of competition, the cement business brought in a new concept in cement marketing — UltraTech Building Solutions, a one-stop shop for all construction needs. â€Å"This is a unique concept and was tested in Rajkot which is one of the fastest-growing cities in construction in the country today,† says Mr. Puranmalka. â€Å"Advocating our Plan, Build and Support† philosophy, it seeks to enhance the shopping experience of customers and strengthen existing trade partnerships, by upgrading the service proposition. It offers a wide spectrum of end-to-end home building solutions, high quality construction materials and allied value-added services. As a business model, UltraTech Building Solutions offers home building solutions from planning to completion. B asically, every customer who walks in to UltraTech Building Solutions outlet receives guidance on construction-related issues as well as value-added services like Vastu, usage of budget software to estimate costs involved for construction, paper clearance procedures, etc. The customer gets a ready reckoner of information on how to choose and buy quality construction materials. With the Rajkot success and with key learning points, the company intends to open many more outlets across the country. Measuring Effectiveness â€Å"O nce the goals are well defined we need to measure the effectiveness of all such initiatives that are undertaken from time to time,† says Mr.  Puranmalka. â€Å"We are research-savvy in our approach. We go into minute details to find out the cause and effect, keeping the larger picture in mind.† This is true right from the selection of the brand name UltraTech to ad campaign testing, media effectiveness and so on. Regular Brand Health Monitoring studies are undertaken to understand various critical issues like awareness, usage pattern, equity indices, psycho-economic mix of the target group (TG), etc. Mr. Puranmalka adds: â€Å"Recently we initiated and completed a customer satisfaction survey to understand the expectations of customers and benchmark with the best in the industry. Of course there are some insights, which we need to address internally, but overall we are happy with the outcome. The results are very encouraging and you would be glad to know we are steeri ng ahead of competition.† Rajasthan Royals ropes in UltraTech as team sponsor: ⠝â€" Rajasthan Royals has roped in UltraTech Cement as their team sponsor. With this, the Emerging Media-owned IPL franchise’s sponsor roster stands at eight. ⠝â€" Rajasthan Royals CMO Raghu Iyer, â€Å"All deals are intended to be long-term. Our earlier team sponsor was Bajaj Allianz but we agreed to mutually part ways amicably.† ⠝â€" UltraTech Cement will have branding on the team jerseys and team-replica merchandise. Iyer added that plans are being worked upon as to how the two parties can best take this relationship forward. ⠝â€" As had been reported earlier by Indiantelevision.com, TCS is the franchisee’s technology partner. TCS will offer expertise in IT solutions to the T20 cricket team on and off the field for the next three years. The Television Plan: âž ¢ The franchisee is planning activities with Super sport which will air the IPL in South Africa. Rajasthan Royals had earlier entered into a strategic  partnership with the Nashua Cape Cobras. The first match will be played on 11 April. In the days preceding the encounter, there will be special features in the form of player profiles and interviews. âž ¢ In India the franchise’s partners are Aaj Tak and Times Now. The plan is to offer them special footage and capsules. Ayer added that the franchisee is in talks with several broadcasters to air their DVD. Victory will be aired on the channel. âž ¢ Rajasthan Royals claims that it is witnessing good sales of the two DVDs that it has launched earlier. While Road to Victory is about how the team triumphed in the IPL’s inaugural edition, Access All Areas aims to give fans an idea of what goes on behind-the-scenes to make the IPL a success. [pic] The prime purpose of the project is to identify Advertising and sales promotion strategies of ULTRA TECH CEMENT LIMITED. The ingredient for a successful analysis is a structured questionnaire, for the better construction of analysis of the data generated from the questionnaire. The following step by step analysis is a proportionate mix of good high quality and dire views. 1. How ‘advertising’ is effective to increase the sales volume? Always: – 65% To great extent: – 25% To some extent: – 10% To very little extent: – 0.0 Not at all: – 0.0 [pic] Remark: As there is no magic for success and to increase sales volume and profit, Advertising is the only key. 2. How ‘advertising’ is effective to stimulate demand for the product? Always: – 60% To great extent: – 25% To some extent: – 15% To very little extent: – 0.0 Not at all: – 0.0 [pic] Remark: Without advertising its’ very complex to stimulate demand for product. 3. DO you feel that ‘Advertising’ will reduce various ‘marketing costs’? Always: – 55% To great extent: – 35% To some extent: – 10% To very little extent: – 0.0 Not at all: – 0.0 [pic] Remark: Advertising is so effective to reduce various marketing costs. 4. Do you feel that ‘Advertising’ increases repeat purchasing? Always: – 70% To great extent: – 20% To some extent: – 5% To very little extent: – 5% Not at all: – 0.0 [pic] Remark: Maximum no. of customer accepts that advertising increase repeat purchasing. 5. Do you feel that ‘Advertising’ informing the market about a new product? Always: – 85% To great extent: – 10% To some extent: – 5% To very little extent: – 0.0 Not at all: – 0.0 [pic] Remark: Advertising is highly effective to inform the market about new product. 6. Is ‘Advertising’ act as building up a company’s image? Always: – 68% To great extent: – 23% To some extent: – 5% To very little extent: – 4% Not at all: – 0.0 [pic] Remark: Advertising is a successive method to build up company’s image. 7. How ‘Advertising’ is helpful method for market positioning? Always: – 52% To great extent: – 25% To some extent: – 10% To very little extent: – 7% Not at all: – 6% [pic] Remark: Advertising is quite impressive method for market positioning. 8. How ‘Sales Promotion’ effectual to improve the market share of a company? Always: – 55% To great extent: – 20% To some extent: – 15% To very little extent: – 10% Not at all: – 0.0 [pic] Remark: Sales promotion is effective policy to improve the market share of a company according to people. 9. How ‘sales promotion’ work to face competition in the market? Always: – 70% To great extent: – 20% To some extent: – 10% To very little extent: – 0.0 Not at all: – 0.0 [pic] Remark: Sales promotion used as effective tool to face competition in the market. 10. Do you feel that ‘Sales Promotion’ should attract the attention of the target audience? Always: – 75% To great extent: – 20% To some extent: – 5% To very little extent: – 0.0 Not at all: – 0.0 [pic] Remark: Sales promotion should attract the attention of the target audience to purchase particular product. ADVERTISING EFFECTIVENESS Most advertiser try to measure the communication effect of an AD – that is, its potential effect on awareness, knowledge, or preference. They would also like to measure the AD’S sales effect. ââ€" ª The consumer feedback method asks consumers questions such as these: 1) What is the main message you get from this AD? 2) How likely is it that this AD will influence you to undertake the action? 3) What works well in the AD & what works poorly? 4) How does the AD make you feel? 5) Where is the best place to reach you with this message? ââ€" ª Portfolio tests ask consumers to view or listen to a portfolio of advertisements. Recall level indicates an ad’s ability to stand out and to have its message understood and remembered. ââ€" ª Laboratory tests use equipment to measure physiological reactions – heartbeat, blood pressure, pupil dilation, galvanic skin response, perspiration – to an ad. SALES EFFECT RESEARCH What sales are generated by an ad that increases brand awareness by 20% and brand preference by 10%? The fewer or more controllable other factors such as features and price are, the easier it is measure advertising’s effect on sales. The sales impact is easiest to measure in direct marketing situations and hardest in brand or corporate image – building advertising. Companies are generally interested in finding out whether they are overspending on advertising. Researchers try to measure the sales impact through analyzing historical or experimental data. [pic] SALES PROMOTION EFFECTIVENESS [pic] O nce the goals are well defined we need to measure the effectiveness of all such initiatives that are undertaken from time to time,† says Mr. Puranmalka. â€Å"We are research-savvy in our approach. We go into minute details to find out the cause and effect, keeping the larger picture in mind.† This is true right from the selection of the brand name UltraTech to ad campaign testing, media effectiveness and so on. Regular Brand Health Monitoring studies are undertaken to understand various critical issues like awareness, usage pattern, equity indices, psycho-economic mix of the target group (TG), etc. Mr. Puranmalka adds: â€Å"Recently we initiated and completed a customer satisfaction survey to understand the expectations of customers and benchmark with the best in the industry. Of course there are some insights, which we need to address internally, but overall we are happy with the outcome. The results are very encouraging and you would be glad to know we are steering ahead of competition.† [pic] The improvement in sales & profit is the evident for an organization. So requirement of advertising and promotional schemes is tremendous. ↠ The structure of a persuasive message can influence the effectiveness of advertising. ↠ Customers influenced by message appeals like comparative, fear and humor appeals. ↠ The designs of advertisement impress customers. Design means the arrangement of various parts in a pre determined order say a blue print. ↠ Advertising media should be elected carefully. Media reduces gap between customer and manufacturer. ↠ Sales promotion schemes lead to increase of sales. [pic] ↠ It has been observed during the course of questionnaire survey that 56% interviews suggested improvement of advertising and sales promotion techniques. Management is being advised to improve inefficiencies such as: âž ¢ Advertising message should be meaningful. âž ¢ Avoid unethical advertisings. âž ¢ Reduce use of women as sex objects in Ads. âž ¢ Banned on alcohol & tobacco ad. âž ¢ Reduce using of false claims & info. âž ¢ Careful about social values & consumer rights. ↠ These are some initial steps which improve advertising efficiency. Efficient advertising and sales promotion schemes increase profit of organization. So, it helpful to meet organization goals. [pic] †¢ PHILIP KOTLER, Marketing Management †¢ Monthly Magazine issued by company †¢ Mr.B.Devamaindhan, Advertising management and Sales promotion †¢ Web based information CONCLUSION †¢ Design good layout and message of advertising to make it effective. †¢ Organize sales promotion programs to increase sales volume and repeat purchase. †¢ Care about ethical issues and social values. †¢ Provide quality service to the customers. †¢ Use reliable schemes to promote consumers. A FINANCIAL REPORT ON ULTRATECH CEMENT LIMITED Cash Flow statement of UltraTech Cement Limited |Profit before tax |1,361.46 |1,507.01 |1,166.19 |285.59 |43.24 | |Net cash flow-operating activity|1,457.57 |1,375.26 |1,113.09 |551.63 |337.42 | |Net cash used in investing |-1,645.43 |-1,441.79 |-1,046.25 |-357.24 |-87.18 | |activity | | | | | | |Net cash used in fin. Activity |191.66 |77.63 |-38.84 |-191.02 |-235.81 | |Net inc/dec in cash and |3.80 |11.10 |27.99 |3.37 |14.43 | |equivalent | | | | | | |Cash and equivalent begin of |100.69 |89.59 |61.60 |58.23 |41.83 | |year | | | | | | |Cash and equivalent end of year |104.49, |100.69, |89.59, |61.60 |56.6 | Dividend Sheet of UltraTech Cement YEARMONTH DIVIDEND (%) |2009 |Apr | | | | |50 | |2008 |Apr | | | | |50 | |2007 |Mar | | | | |40 | |2006 |Jul | | | | |18 | |2005 |Apr | | | | |8 | |2004 |Sep | 5 | Annual results in brief – UltraTech Cement Limited |   |Mar ‘ 09 |Mar ‘ 08 |Mar ‘ 07 |Mar ‘ 06 |Mar ‘ 05 | |Sales |6,436.96 |5,509.22 |4,910.83 |3,299.45 | | | | | | | |2,681.05 | |Operating profit |1,760.29 |1,720.06 |1,417.81 |554.26 |272.81 | |Interest |125.51 |75.67 |86.83 |89.64 | | | | | | | |106.88 | |Gross profit |1,684.46 |1,744.24 |1,392.44 |501.62, | | | | | | | |188.18 | |EPS (Rs) |78.48 |80.94 |62.84 |18.46 |0.23 | Profit loss account |   |Mar ‘ 09 |Mar ‘ 08 |Mar ‘ 07 |Mar ‘ 06 |Mar ‘ 05 | |Income | | | | | | |Operating income |6,385.50 |5,512.43 |4,909.05 |3,299.45 |2,681.05 | |Expenses | | | | | | |Material consumed |1,193.97 |1,008.92 |902.06 |733.72 |609.13 | |Manufacturing expenses   |1,805.56 |1,314.78 |1,194.54 |958.30 |839.40 | |Personnel expenses |216.76 |171.55 |117.22 |92.26 |72.96 | |Selling expenses |1,256.46 |1,143.02 |1,137.66 |843.99 |650.98 | |Administrative expenses |177.93 |160.03 |133.93 |109.57 |137.36 | |Expenses capitalized |-8.38 |-13.37 |- |- |- | |Cost of sales |4,642.30 |3,784.93 |3,485.41 |2,737.84 |2,309.83 | |Operating profit |1,743.20 |1,727.50 |1,423.64 |561.61 |371.22 | |Other recurring income |99.29 |87.31 |57.65 |23.11 |21.70 | |Adjusted PBDIT |1,842.49 |1,814.81 |1,481.29 |584.72 |392.92 | |Financial expenses |134.09 |81.93 |92.61 |96.99 |128.05 | |Depreciation   |323.00 |237.23 |226.25 |216.03 |221.78 | |Other write offs |- |- |- |- |- | |Adj usted PBT |1,385.40 |1,495.65 |1,162.43 |271.70 |43.09 | |Tax charges |384.44 |499.40 |383.91 |55.83 |-36.45 | |Adjusted PAT |1,000.96 |996.25 |778.52 |215.87 |79.54 | |Non recurring items |-23.94 |11.36 |3.76 |1.48 |-77.24 | |Other non cash adjustments |- |- |- |12.41 |0.55 | |Reported net profit |977.02 |1,007.61 |782.28 |229.76 |2.85 | |Earning before appropriation |2,575.14 |1,782.77 |962.85 |239.87 |20.77 | |Equity dividend |62.24 |62.24 |49.79 |21.79 |9.33 | |Preference dividend |- |- |- |- |- | |Dividend tax |10.58 |10.58 |6.98 |3.06 |1.33 | |Retained earnings |2,502.32 |1,709.95 |906.08 |215.02 |10.11 | SUBSTANCE: Observing this financial report we say the company is in good condition financially. The gross profit of this company was 188.18 in Mar 05’ and it increased 1496.28 in Mar 09’. We find a steady growth of UltraTech cement limited in six year. Company’s dividend jump 5 – 50 in six year only (2004 – 2009). Net profit was 2.85 in Mar 05’ and 977.02 in Mar 09’. Advertising expenses of UltraTech cement limited jump 605.48 point in six years (04 – 05). Advertising expenses of this company increases cause of advertising formulation strategy being changed. Company wants to capture potential market by good advertising and sales promotion activities. [pic][pic][pic][pic][pic] ———————– PCS SILO1 PCS SILO2 BALL MILL Step 1 THUMBNAIL SKETCHES STEP 2 ROUGH STEP 3 COMPREHENSIVE STEP 4 PASTE UP OR MECHANICAL DEFINING THE SALES PROMOTION TARGET SETTING SALES PROMOTION OBJECTIVES SETTING THE SALESPROMOTION BUDGET DEVELOPING THE SALES PROMOTION STRATEGY SELECTING TYPE OF SALES PROMOTION COORDINATING THE PLAN EVALUATING SALES PROMOTION EFFECTIVENESS SHARE OF MARKET SHARE OF MIND AND HEART SHARE OF VOICE SHARE OF EXPENDITURES