Own Labels In The Uk Smoothies Market Marketing Essay

Own Labels In The Uk Smoothies Market Marketing Essay For the motivations behind this report a smoothie will be characterized as a beverage that is made with unadulterated squashed natural product, yet which may likewise incorporate a modest quantity of organic product juice or purã ©e, yogurt, milk or soymilk, and is smooth in surface (Mintel, 2010). 1.2 The UK Smoothie Market Despite the fact that the smoothies showcase in the UK appreciated a time of astoundingly solid development of over 150% somewhere in the range of 2005 and 2007, this has now been slowed down by the effect of the ongoing monetary downturn and shoppers changing their dedication to elective, less expensive unadulterated natural product drinks. Just as experiencing negative monetary conditions, smoothie produces have neglected to persuade UK buyers that the beverages are not loaded with calories and are not awful for their teeth., in spite of solid opposing proof from the British Nutrition Foundation. The consequence of the entirety of this is the smooothies showcase declined by some 36% somewhere in the range of 2007 and 2009 (Mintel Report Sales Brochure, 2010). The brand chief in the smoothie showcase, Innocent, has to a great extent been liable for fuelling the development in the market and regardless of the general market downturn, it despite everything orders a 80% piece of the overall industry. Be that as it may, Innocents piece of the overall industry has been helped, by its own presentation, yet additionally by the choice taken by PepsiCo to evacuate its PJs image in mid 2009. PepsiCos justification for evacuating the brand was that it empowered it to concentrate on its top of the line Tropicana brand, which added a smoothie to its range in February 2008 (Lewis, 2008). The smoothie advertise is currently giving indications of a delicate recuperation and Mintel estimates that improved monetary conditions, along with the expanded infiltration of the childrens showcase, will see the smoothies segment coming back to development before long observe Figure 1 underneath (Mintel Report Sales Brochure, 2010). FIGURE 1 Trends and Forecast for Volume Sales of Smoothies, 2005-2015 Complete List % yearly change m liters 2005 27 66 +69 2006 52 127 +93 2007 70 171 +35 2008 60 146 - 14 2009 45 110 - 25 2010 (est) 41 100 - 9 2011 (front) 44 107 +7 2012 (proj) 48 116 +9 2013 (proj) 53 130 +12 2014 (proj) 58 141 +8 2015 (proj) 64 155 +10 2.0 The Importance of Branding in the Smoothies Market With purchasers getting progressively refined and certain about having the option to separate between the contributions of different providers in a commercial center, the estimation of a solid brand has never been increasingly basic (Mitchell et al., p.201. 2003). As indicated by Aaker (p.95, 1996), to be effective, brands should offer shoppers an incentive, which comprises utilitarian, enthusiastic and self-expressive advantages. Marking is basic in the soda pops showcase overall. For instance, Coca-Cola (a partner in Innocent) accepts that 96% of its complete worth as a business can be ascribed to its image (Knox, 2004). In the smoothies showcase the brand chief, Innocent, has exhibited the estimation of a solid brand. The name Innocent positions the brand as straightforward, unadulterated and safe hence conveying both practical and enthusiastic advantages inside its image offer. There are various reasons why marking is basic to achievement in the smoothies advertise, specifically: Customers are skeptical about producers cases of the medical advantages of smoothies. Customers accept smoothies are too costly contrasted with other organic product drinks. Since smoothies are a moderately new item in the market they don't resound with the 45+ age bunch which is a conceivably huge market fragment for smoothies. The dispersion of smoothies depends too intensely on the enormous grocery store ties leaving them open to rivalry from general store own brands. Smoothies brands have to a great extent perceived the benefit of marking in the commercial center and this is prove by a three crease increment in complete publicizing spend in the part in 2009/10. The main brands have developed a great deal of brand value thus (see Figure 2). Be that as it may, notwithstanding this the main brands have not had the option to depend on their image notoriety and value to support deals, rather they have needed to limit the cost of their items broadly in 2008/9, which may affect contrarily on the value of the brands in the more drawn out term. Figure 2: Personalities of Various Smoothie Brands, May 2010 Benecol Blameless Ellas Kitchen Tropicana Normal Base: web clients matured 16+ who have known about the brand 1,517 1,795 674 1,718 % % % % % Legitimate 10 19 10 16 14 Exhausting 9 2 4 3 4 Cool 6 21 10 16 14 Scrumptious 9 35 10 28 21 Locks in 5 12 6 8 8 Energizing 4 19 9 11 11 Fun 5 26 12 15 14 Certified 14 23 12 20 17 Solid 42 49 19 36 36 Regular 23 43 18 31 29 Reviving 9 30 11 34 21 Extraordinary 9 22 8 11 12 Tired 4 1 3 3 3 Customary 8 7 8 19 10 Unappealing 11 4 5 4 6 Undesirable 1 1 2 2 2 Dynamic 4 18 8 13 11 Source: GMI/Mintel 3.0 The Threat from Own Labels in the Smoothies Market The development of general store own name brands is bigly affecting the offer of maker marked, quick moving, shopper products (Veloutsou, 2004). General store own mark brands are not, at this point only the lower quality and lower evaluated options in contrast to producer marks that they used to be as since the late 1990s they have been offering a veritable quality alternative for buyers (Burt, 2000). Watchmen (p.49, 1989), incorporates the danger from substitute items as one of the five powers in his model of industry contenders see Figure 3 beneath. FIGURE 3 : Porters Five Forces Model of Industry Competitors : Substitute items, as own names, represent a noteworthy danger to set up brands in the smoothie commercial center. The main brands, for example, Innocent, are experiencing buyers changing to claim name smoothie and organic product juice items, in the shorter term, due for the most part to value contemplations. The degree of this switch is prove by the way that the huge stores currently rule the natural product juice drinks advertise with their own brands (Keynote, 2010). 4.0 The Brand Position of Tropicana in the UK Smoothes Market Most popular for its organic product juice items Tropicana propelled its smoothie in 2008 upheld by a  £4.5 million limited time crusade. Proprietors PepsiCo expected that the Tropicana smoothie would fill the hole left by its withdrawal of the PJs brand. In any case, regardless of the immense interest in limited time backing and PepsiCos information on the soda pops showcase, Tropicana has neglected to convey. In spite of the fact that it is currently the second biggest of the maker brands, as far as piece of the overall industry, it is far behind the brand chief, Innocent. Its deals and piece of the pie have likewise taken a crash from its pinnacle of 2008 see Figure 4 beneath. Figure 4 : Trends for Take-home Market Share of Smoothie Brands, 2007-2009 2007 2008 2009 2007-09  £m % share  £m % share  £m % share % point distinction Honest 150 71 120 71 100 80 - 33 PJs* 25 12 10 6 na na na Tropicana Smoothies 8 4 15 9 3 2 - 63 Ellas Kitchen 1.5 1 2.2 1 2.5 2 67 Sub-all out 185 88 147 87 106 84 - 43 Others 4 2 5 3 4 3 Own-mark 22 10 18 10 16 12 - 28 All out 210 100 170 100 125 100 - 40 * brand suspended in late 2008 Notwithstanding its poor deals execution in 2009, Tropicana is certainly not a terrible entertainer, regarding its intrigue to shoppers, with a little more than 66% of those overviewed by Mintel saying that they loved it and would get it once more. In any case, most customers despite everything see Tropicana as a juice and not a smoothies brand. 5.0 Summary and Conclusions Following a critical time of development, the smoothies advertise has declined over the most recent two years and is just barely giving indications of recuperation. The market is ruled by Innocent and different brands, for example, Tropicana, have neglected to set up a significant a dependable balance in spite of huge advertising spends. Brand notoriety and value is critical to the accomplishment of smooothies and Innocent has effectively settled its image in the buyer mind. Regarding utilizing its image then Tropicana has an inalienable issue see that it is still most popular as an organic product juice, not a smoothie, brand. It needs, consequently, to assemble its notoriety for being a smoothies brand by conveying an incentive focused on explicitly at smoothie consumers and bolstered by its image quality in the juices advertise. The way that buyers for the most part like its smoothie item and would get it again are a decent establishment for future development. Likewise, considering the brand character scores appeared in Figure 2, where Tropicana is for the most part in runner up, there are chances to expand on the brand qualities of true, cool tasty fun and certifiable, in future limited time action. The short timeframe of realistic usability of all smoothies makes it hard for them to infiltrate the on-exchange. Be that as it may, smoothies have not so much focused on themselves at the drive buy purchaser and, thus, this is an expected region of development similar to the to a great extent lacking childrens advertise. -

Aluminum Essay -- essays research papers

Aluminum, image Al, the most bottomless metallic component in the world's covering. The nuclear number of aluminum is 13; the component is in bunch 13 (IIIa) of the intermittent table. Hans Christian Orstead, Danish scientific expert, first detached aluminum in 1825, utilizing a substance procedure including potassium amalgam. Somewhere in the range of 1827 and 1845, Friedrich Wã ¶hler, a German scientist, improved Oersted's procedure by utilizing metallic potassium. He was the first to gauge the particular gravity of aluminum and show its delicacy. In 1854 Henri Sainte-Claire Deville, in France, acquired the metal by diminishing aluminum chloride with sodium. Helped by the monetary support of Napoleon III, Deville built up an enormous scope trial plant and showed unadulterated aluminum at the Paris Exposition of 1855. Aluminum is a lightweight, brilliant metal. The nuclear load of aluminum is 26.9815; the component softens at 660â ° C (1220â ° F), bubbles at 2467â ° C (4473â ° F), and has a particular gravity of 2.7. Aluminum is a firmly electropositive metal and incredibly receptive. In contact with air, aluminum quickly gets secured with an extreme, straightforward layer of aluminum oxide that opposes further destructive activity. Hence, materials made of aluminum don't stain or rust. The metal lessens numerous other metallic mixes to their base metals. For instance, when thermite (a blend of powdered iron oxide and aluminum) is warmed, the aluminum quickly expels the oxygen from the iron; the warmth of the response is adequate to soften the iron. This marvel is utilized in the thermite procedure for welding iron . The oxide of aluminum is amphotericâ€showing both acidic and fundamental properties. The most significant mixes incorporate the oxide, hydroxide, sulfate, and blended sulfate mixes. Anhydrous aluminum chloride is significant in the oil and manufactured synthetic businesses. Numerous gemstonesâ€ruby and sapphire, for exampleâ€consist mostly of crystalline aluminum oxide. Aluminum is the most bounteous metallic constituent in the covering of the earth; just the nonmetals oxygen and silicon are increasingly inexhaustible. Aluminum is never found as a free metal; ordinarily as aluminum silicate or as a silicate of aluminum blended in with different metals, for example, sodium, potassium, iron, calcium, and magnesium. These silicates are not valuable metals, for it is artificially troublesome, and accordingly a costly procedure, to remove aluminum from them. bauxite a debased h... ...stick of such compartments is an undeniably significant vitality preservation measure. Aluminum's protection from erosion in salt water likewise makes it helpful in pontoon structures and different oceanic gadgets. A wide assortment of covering combinations and created amalgams can be readied that invigorate the metal more prominent, castability, or protection from consumption or high temperatures. Some new amalgams can be utilized as shield plate for tanks, faculty transporters, and other military vehicles. In 1886 the world creation of aluminum was under 45 kg (under 100 lb), and its cost was more than $11 per kg (more than $5 per lb). In 1989, on the other hand, the evaluated world creation of essential aluminum was 18 million metric tons and an expected 4 million metric tons was delivered in the United States alone, while the cost of aluminum was under $2 per kg. U.S. utilization, by significant markets, comprised of holders and bundling, 31 percent; building and development, 20 percent; transportation, 24 percent; electric hardware, 10 percent; customer durables, 9 percent; and incidental, 6 percent. In 1989, reused aluminum represented more than 20 percent of all out aluminum utilization in the United States.

Life as a Finance Major

Life as a Finance Major Hey everyone! It’s been awhile since I last posted, so I want to begin by saying congratulations to all you new Illini (and I’m sorry I’m almost 2 weeks late)! You should be so proud of yourselves, you did it!! You’re in for a wonderful time of growth and personal development, regardless of which school  you end up choosing. Speaking of growth, I wanted to talk about life since declaring as a Finance major. Now that I’m a second-semester sophomore, I’m mostly taking classes that count toward my degree and are within the College of Business. I’m currently in FIN 300 (Financial Markets), which is a notoriously hard finance class, but I have to say I’m actually learning a lot. Right now we’re working on an investment  simulation through UISES. Its a cool way to test different investment strategies and build a stock portfolio  (with fake money, of course). It’s a totally different feeling when you’re in a classroom surrounded by people who are just as passionate about the subject as you are. I guess the biggest difference is that we’re now not only expected to ace our assignments, but also to be experts about what’s going on in the real worldâ€"cue Yahoo! Finance and the Wall Street Journal. It can be a little intimidating sometimes, but I’m enjoying the learning process. I’m hoping that as a result of surviving FIN 300, I’ll actually know what I’m talking about (or at least sound like I do) when it comes to all things finance. gif from tumblr Ria Class of 2018 I'm studying both Finance and Information Systems and Information Technology in the Gies College of Business. I’m from Los Altos, California.

Romes Legacy of Gladiators Essay - 900 Words

Gladiators Rome had many great things, especially within their love of brutality. Many of the Roman people enjoyed to take a break from their hard, ancient, lives and watch some grown men battle people, lions, tigers, and bears to the death (oh my!). Gladiators were a huge part of the Roman society and a large part of Roman culture. The people of Rome loved gladiator battles. The Roman coliseum was built in order to fit the standards of a bloody, brutal battle while also being able to keep thousands of Roman citizens comfortable and entertained. Gladiators were usually prisoners of war brought from conquered regions, as well as Christians and criminals accused for harness crimes including: thievery, rape, and murder. Gladiators were†¦show more content†¦They had many things that we as Americans utilize in our current culture. Many of the main Roman influences include government, art, entertainment, and construction. Roman government is the origin for all of our current gov ernment system. The Romans has three branches of government: the legislative, the executive, and the judicial. The executive had two councils that decided on pretty much every affair within the empire. In the legislative branch was a senate, which advised the executive branch. Lastly in the judicial they had a Supreme Court. Also there was a written law consisting of twelve tablets that gave allowed the citizens to know their rights. As one can tell, the Roman system of government is much like the one currently residing in the United States of America. Americans built many of the buildings in Washington DC like the Romans did. The use of specific types of column and arches with the use of marble and concrete made the buildings look much like the ones used in Rome almost two-thousand and thirteen years ago. Art also made a huge impact on American society. Both Rome and America used realistic people and realistic nature for their pictures. Entertainment wise the people of Rome and the people of American share some what the same interest in the same things. For example gladiators and horse races evolved to boxing and Nascar. Also physically demanding thingsShow MoreRelatedThe Legacy of Rome Essay998 Words   |  4 PagesRoman Gladiators were a highly trained group of people who fought against other gladiators and animals in the Roman coliseums. Most gladiators were slaves captured from other countries that Rome fought. Once Rome conquested their lands, the gladiators were taken prisoner and escorted back to Rome. Once in Rome, they went to the ludus gladiatorius, or Gladiator school, to be trained. 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With knowledge borrowed from the Greeks, Rome made impressive architectural achievements, these were namely major attributes of buildings, colossal structures, and a legacy that would influence later buildings (Cornell and MatthewsRead More Julius Caesar Essay2437 Words   |  10 Pages Julius Caesar’s legacy and attributes are just as robust today as they were in his time. From the time he took power to the time of his death he accomplished more than many other men would have done in a lifetime. He brought the Roman Empire to its height and from his death on, the Empire did nothing but fall. He was one of the world’s greatest leaders and probably the best. At the age of 15 Caesar became head of his family when his father died in 85bc. His family wanted him to pursue a religious

The Effects Of Hiv On A Healthy Lifestyle - 1553 Words

which can cause the virus to spread. However, this issue has recently been solved by producing take-home tests like Oraquick so an individual can take the test in the privacy of their own home and get the results very quickly, rather than waiting for results at a doctor’s office. Although, even if these take-home tests can be effective, they can produce a false negative or a false positive because, for example, Oraquick uses an oral sample from the gums of a person’s mouth than a blood sample, which can cause a false result because there are many confounding variables that can mess with the test (O’Connell, 2003). Thus, it seems better to have a person’s blood drawn to get the most accurate results. Although, for individuals who have contracted HIV, there are certain steps a person can take to live a healthy lifestyle. Most people assume that after a person has contracted HIV, then it is over and there is nothing that person can do. It is true that the HI V virus does not have a cure, but it does not mean that people have to let the virus consume them by thinking there is nothing they can do. If the individual found out early the HIV virus was in their body, they can go to a HIV medical care and receive â€Å"antiretroviral† therapy (HIV/AIDS, 2014). This means the person would receive several antiretroviral medicines that would slow down the rate of the HIV cells(HIV/AIDS, 2014). This means this will slow down how fast the HIV cells take and replace the immune cells inShow MoreRelatedTreating Hiv : A Life Destroying Disease1297 Words   |  6 PagesStevie Riggs Essay 2 Amcult 365 What To Know About Treating HIV HIV has been a life destroying disease since the early 1980s. Originally discovered in gay men, it was once thought to only effect homosexuals. Thankfully to great efforts on research and outbreaks in hemophiliacs, it is now associated with other social groups outside of the gay community. 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Stronger Faster Smarter Free Essays

Stronger, Faster, Smarter By Mary Carmichael A. Account The text â€Å"Stronger, Faster, Smarter† written by Mary Carmichael states that exercise is the key to develop a healthier and smarter brain. According to the text, studies show that exercise such as aerobic doesn’t only increase the size of the muscles via the increased blood flow, the same thing happens to the brain. We will write a custom essay sample on Stronger Faster Smarter or any similar topic only for you Order Now More blood equals more oxygen, which helps maintain the brain cells nourished better. The same kind of exercise has also coaxed the human brain to produce new nerve cells and caused older nerve cells to form interconnected webs that make the brain run faster and more efficiently. All which results in a stronger, faster and smarter brain. These statements are fully held out by research in the field of neuroscience and kinesiology described in the text and also confirmed in the field of biochemistry. With the view of a biochemist the evidence lies on the molecular level. When exercising, our muscles contract and release and within this particular motion a protein called IGF-1 finds it way to the brain through the bloodstream. This protein informs the brain of the increased activity due to the exercise, which makes the brain crank up its production of different chemicals needed to keep the body working in a new and more stressed state. One of these chemicals is called brain derived neurotrophic factor or BDNF and is indispensable when we talk about growing a bigger, stronger, faster and smarter brain. In fact a book on this subject calls it â€Å"Miracle-Gro for the brain. It fuels almost all the activities that lead to higher thought†. With this piece of information we can conclude in a scientific way that an increase of body exercise results in a higher production of chemicals and molecules in the body, where BDNF is one of them. With an increase of BDNF, blood and also oxygen we can conclude that not only does the process of exercise lead to an increased memory and improved function due to an increase of the size of the brain which occurs of the higher amount of bloodstream, it also leads to creation of new nerve cells and their branching out, connection and communication or what we in normal sayings would call an increased ability to learn. B1. Essay Who should be held responsible is the question. And the answer is pretty simple. The educators. And the reason is simple too. As pupils, high school and college students we spend a total of almost 20 years of studying, some even more. At least a quarter of a day is held in these educational institutions that are meant to transform us from an individual to a working but also thinking part of society. Being smarter is the actual goal you set yourself; it is what the society expects when we go to school. We are taught that by being present and participating in the lessons, we learn. But what we forget or don’t know is that a crucial ingredient of learning is being fit to learn. A statement scientifically proven by numerous professors and biologist. An increase of blood flow to the brain due to exercise increases the flow of oxygen, which creates a more healthier, fresh and clean environment where new brain cells can be formed and interconnect with each other to shape what we call learning. Some people will maybe say that keeping yourself fit is a personal responsibility, but what these people forget is that obese people and people who don’t exercise could actually do more good for the society if they were fit. Everyone nowadays know that people who exercise are less likely to get life-treating diseases and studies in physiology also show that an active life equals a longer life. The society benefits from this in many ways. Not only do we live longer, we use less money on medication and treatment. But there is also a missing benefit that we forget. A fitter and healthier society equals a more intelligent society. When you look at societies with a higher level of education and compare them with societies with the exact opposite you will see a dramatic difference in wealth and happiness. I am not stating that you can’t be happy if you are poor or uneducated, but my point is that a clever and educated population tend to form societies where the foundations are based on higher level of theory and education. When taking little Denmark in perspective to the most of the world you will see that we differ by giving every citizen a chance to become an educated individual. Just by having this opportunity you can live a life in wealth and happiness, which you wouldn’t be able to in many other countries. This is also called the â€Å"Jantelov†, which says that you are no better than anybody else. A garbage man has the opportunity to become a lawyer or a doctor but as a garbage man he can live in a middle-class neighborhood and hold is head high without feeling anyone judging his choice of career. He may not have a high level of education, and his work hours may be awkward but he can enjoy the rest of the day with his family and recharge to next day of work. All of this is possible because the country is built by intellectual and educated people who have learned how to build a well working society where everyone have equal rights and have a place in society. To bare out my statement of a more intelligent society equals a happier society, independent studies and surveys in the field of social science all show that Denmark is the happiest place on earth. Little Denmark is ranked above USA, the richest and most powerful country in human history and even way above those paradise-like places like Hawaii. Based on the values of â€Å"Jantelov†, and the way the Danish society system is built by well-educated statesmen you actually have evidence of not only a wealthy, but also the happiest country in the world. It is therefore a united responsibility that should be held out by educators because their role and job is to educate and teach us how to learn. An increased effort done by educators in the field of exercise will contribute as a social benefit because a more fit and healthy society benefits in not only a wealthier and happier but also a more intelligent society. Another good reason why educational institutes should be held responsible of exercise is that they are the places that young people spend most of their time. They are the places we meet with our classmates and going to school or university is a daily routine. When we wake up we know that within few hours we have to head to one of these educational institutes where the educators have the responsibility to teach us. The main purpose is to learn what the educators teach us. Day after day we go to school to learn, but why don’t we exercise every day? This could become a reality if the educators also were coaches or brain trainers, so they didn’t only have the responsibility to teach but also to train our brains to learn with the help of fun games that motivate us to move our bodies. And motivation is the key element to exercise. If we make these games as important as the lessons we would create a social security net which doesn’t let people complete the educational without completing the â€Å"obligatory games†. The ancient Greeks did this as well, and said â€Å"fitness was almost as important as learning itself†. And an old Turkish saying my mom once told me says, â€Å"a healthy mind rests in a healthy body†. But you don’t have to be a scientist, biologist or even a Greek philosopher to see and feel the change in your body and brain when you exercise. Anyone can feel that they have a lot more energy and think clearer when they have exercise on a daily basis. But in our modern culture things such as game consoles and computers have taken over exercise and increased the proportion of overweight people. And after days and months or maybe years with no exercise we lose the motivational compositor that keeps reminding our brain that exercise is a good and satisfying for not only our body but also the brain that rests in it. And this motivation is then replaced by the fun of video games and socializing on the Internet. But a way we can re-experience the lost motivation is by doing something social and fun such as playing a game of soccer, which replaces the fun in video games and living a social life in cyberspace. By doing so, as an everyday routine in the educational institutes it will become as normal as getting up from bed, eating, brushing your teeth and going to school. It will be a regular everyday task almost an instinctual habit. And this is how and why the educators should be held responsible of training us to become better learners so we can develop stronger, faster and smarter brains. How to cite Stronger Faster Smarter, Papers

Stronger Faster Smarter Free Essays

Stronger, Faster, Smarter By Mary Carmichael A. Account The text â€Å"Stronger, Faster, Smarter† written by Mary Carmichael states that exercise is the key to develop a healthier and smarter brain. According to the text, studies show that exercise such as aerobic doesn’t only increase the size of the muscles via the increased blood flow, the same thing happens to the brain. We will write a custom essay sample on Stronger Faster Smarter or any similar topic only for you Order Now More blood equals more oxygen, which helps maintain the brain cells nourished better. The same kind of exercise has also coaxed the human brain to produce new nerve cells and caused older nerve cells to form interconnected webs that make the brain run faster and more efficiently. All which results in a stronger, faster and smarter brain. These statements are fully held out by research in the field of neuroscience and kinesiology described in the text and also confirmed in the field of biochemistry. With the view of a biochemist the evidence lies on the molecular level. When exercising, our muscles contract and release and within this particular motion a protein called IGF-1 finds it way to the brain through the bloodstream. This protein informs the brain of the increased activity due to the exercise, which makes the brain crank up its production of different chemicals needed to keep the body working in a new and more stressed state. One of these chemicals is called brain derived neurotrophic factor or BDNF and is indispensable when we talk about growing a bigger, stronger, faster and smarter brain. In fact a book on this subject calls it â€Å"Miracle-Gro for the brain. It fuels almost all the activities that lead to higher thought†. With this piece of information we can conclude in a scientific way that an increase of body exercise results in a higher production of chemicals and molecules in the body, where BDNF is one of them. With an increase of BDNF, blood and also oxygen we can conclude that not only does the process of exercise lead to an increased memory and improved function due to an increase of the size of the brain which occurs of the higher amount of bloodstream, it also leads to creation of new nerve cells and their branching out, connection and communication or what we in normal sayings would call an increased ability to learn. B1. Essay Who should be held responsible is the question. And the answer is pretty simple. The educators. And the reason is simple too. As pupils, high school and college students we spend a total of almost 20 years of studying, some even more. At least a quarter of a day is held in these educational institutions that are meant to transform us from an individual to a working but also thinking part of society. Being smarter is the actual goal you set yourself; it is what the society expects when we go to school. We are taught that by being present and participating in the lessons, we learn. But what we forget or don’t know is that a crucial ingredient of learning is being fit to learn. A statement scientifically proven by numerous professors and biologist. An increase of blood flow to the brain due to exercise increases the flow of oxygen, which creates a more healthier, fresh and clean environment where new brain cells can be formed and interconnect with each other to shape what we call learning. Some people will maybe say that keeping yourself fit is a personal responsibility, but what these people forget is that obese people and people who don’t exercise could actually do more good for the society if they were fit. Everyone nowadays know that people who exercise are less likely to get life-treating diseases and studies in physiology also show that an active life equals a longer life. The society benefits from this in many ways. Not only do we live longer, we use less money on medication and treatment. But there is also a missing benefit that we forget. A fitter and healthier society equals a more intelligent society. When you look at societies with a higher level of education and compare them with societies with the exact opposite you will see a dramatic difference in wealth and happiness. I am not stating that you can’t be happy if you are poor or uneducated, but my point is that a clever and educated population tend to form societies where the foundations are based on higher level of theory and education. When taking little Denmark in perspective to the most of the world you will see that we differ by giving every citizen a chance to become an educated individual. Just by having this opportunity you can live a life in wealth and happiness, which you wouldn’t be able to in many other countries. This is also called the â€Å"Jantelov†, which says that you are no better than anybody else. A garbage man has the opportunity to become a lawyer or a doctor but as a garbage man he can live in a middle-class neighborhood and hold is head high without feeling anyone judging his choice of career. He may not have a high level of education, and his work hours may be awkward but he can enjoy the rest of the day with his family and recharge to next day of work. All of this is possible because the country is built by intellectual and educated people who have learned how to build a well working society where everyone have equal rights and have a place in society. To bare out my statement of a more intelligent society equals a happier society, independent studies and surveys in the field of social science all show that Denmark is the happiest place on earth. Little Denmark is ranked above USA, the richest and most powerful country in human history and even way above those paradise-like places like Hawaii. Based on the values of â€Å"Jantelov†, and the way the Danish society system is built by well-educated statesmen you actually have evidence of not only a wealthy, but also the happiest country in the world. It is therefore a united responsibility that should be held out by educators because their role and job is to educate and teach us how to learn. An increased effort done by educators in the field of exercise will contribute as a social benefit because a more fit and healthy society benefits in not only a wealthier and happier but also a more intelligent society. Another good reason why educational institutes should be held responsible of exercise is that they are the places that young people spend most of their time. They are the places we meet with our classmates and going to school or university is a daily routine. When we wake up we know that within few hours we have to head to one of these educational institutes where the educators have the responsibility to teach us. The main purpose is to learn what the educators teach us. Day after day we go to school to learn, but why don’t we exercise every day? This could become a reality if the educators also were coaches or brain trainers, so they didn’t only have the responsibility to teach but also to train our brains to learn with the help of fun games that motivate us to move our bodies. And motivation is the key element to exercise. If we make these games as important as the lessons we would create a social security net which doesn’t let people complete the educational without completing the â€Å"obligatory games†. The ancient Greeks did this as well, and said â€Å"fitness was almost as important as learning itself†. And an old Turkish saying my mom once told me says, â€Å"a healthy mind rests in a healthy body†. But you don’t have to be a scientist, biologist or even a Greek philosopher to see and feel the change in your body and brain when you exercise. Anyone can feel that they have a lot more energy and think clearer when they have exercise on a daily basis. But in our modern culture things such as game consoles and computers have taken over exercise and increased the proportion of overweight people. And after days and months or maybe years with no exercise we lose the motivational compositor that keeps reminding our brain that exercise is a good and satisfying for not only our body but also the brain that rests in it. And this motivation is then replaced by the fun of video games and socializing on the Internet. But a way we can re-experience the lost motivation is by doing something social and fun such as playing a game of soccer, which replaces the fun in video games and living a social life in cyberspace. By doing so, as an everyday routine in the educational institutes it will become as normal as getting up from bed, eating, brushing your teeth and going to school. It will be a regular everyday task almost an instinctual habit. And this is how and why the educators should be held responsible of training us to become better learners so we can develop stronger, faster and smarter brains. How to cite Stronger Faster Smarter, Papers