Marketing Communications Plan For Diageo Marketing Essay

Marketing Communications Plan For Diageo Marketing Essay For the company to achieve these objectives, there needs to a situation analysis which will give an overview on the companys currents position. This will be done through analysing the PEST factors that will affect the proposed marketing communications strategy, evaluating White Horse Whiskys performance in the market currently and also identifying the competitors actions. The report will further give an overview of the companys objectives by highlighting the desired position for White Horse whisky through giving a detailed business mission and communication objectives. The communications plan will also give an overview of the how the company will get to its set objectives through the use of the segmentation, targeting and positioning of White Horse Whisky. At the end of the report, the implementation of the plan through the communication tools and messages, the way through which it will be implemented and tracking the progress of the strategy will be discussed to ensure a suitable plan was put into practice. 2.0 SITUATION ANALYSIS (Where are we now?) 2.1 Current Company Performance Diageo is the brand owner of two whisky labels (Bells and White Horse) in the whisky market. White Horse Whisky has a market share of 2.3% in the market as of 2005. The brand has had a downward trend over the past years and wishes to relaunch it in July 2010 to a younger population. The company has a weak distribution chain as Whit Horse Whisky is only available at off-licences and major supermarkets. 2.2 Distinctive Competitive (Marketing) Advantages White Horse Whisky is an established brand which was created in 1890. It has been know as a quality whisky brand especially with the current owners who manufacture global drink labels. 2.3 Marketing Mix (4Ps) Product The product is a blended Scotch whisky which is currently at the decline stage. Price The current price of White Horse whisky is  £14.99 per litre for the squat bottle. Place The brand is available only at super markets and off licences shops. Promotion Diageo has ceased advertising support for White Horse whisky. This has made the brand have little competitive advantage in the market because consumers especially the new drinkers will not be aware of the brand and the old drinkers who need constant reminders and reinforcement might think the brand has died if they are not constantly given information. This could also have been the cause of the gradual decline in the market share of White horse whisky with consumers choosing competitor brands over it. 2.4 Current Customer Segments The brand has 2million consumers over the age of 50years. This accounts for over 50% of the brand consumption. This age group is the ageing population and if the trend continues with them, the brand will eventually die off. 2.5 Uncontrollable Event(s) That Can Impact on the Marketing of White Horse Whisky (Macro Environment) PEEST Analysis Political/legal Whisky brands may be advertised on TV now. Economic The Scotch whisky market has been in decline for over 15years. Ecological/physical environment Increased environmental awareness and the need to treat and respect the world. Socio-cultural Drinking patters have moved away from traditional dark spirits in favour of white spirits, wines and lagers. The number of people in their twenties and thirties drinking whisky has declined over the years. Whisky has always been acknowledged as an acquired taste that was unlikely to appeal to novice drinkers. Whisky is regarded as a spirit that is difficult to mix. Current image of whisky is seen as outdated and largely irrelevant. Binge drinking amongst young people which is seen currently as a serious social problem in UK. Technological Growing rate of internet use among the population in UK. 2.6 Micro Environment MARKET In 2005, the overall whisky market had 3.9m consumers. Size Growth rate White Horse whisky had a decline of 0.6% from 2004 -2005. Market trends The advent of drinkers moving from traditional dark spirits to chilled, long, lighter drinks. Table 1: The market in the microenvironment 2.7 SWOT Analysis for White Horse Whisky Strengths Strong brand name and rich heritage. Diageo has a budget of  £3 strictly for marketing of the brand which will promote awareness and change the way it is perceived by the target audience. Weaknesses Lack of advertising of the brand over the years. Small distribution networks. Opportunities Young people who are being targeted enjoy going out and having fun during their spare time. Recent relaxation of the voluntary code for whisky advertisements on TV. Threats Current whisky image is seen as outdated and largely irrelevant which gives it an old-fashioned image. The Scotch whisky market has been in decline for over 15years Drinking patterns have moved away from traditional spirits like whisky to wine and lagers. Whisky has been known to have an acquired taste that was unlikely to appeal to novice drinkers. Binge drinking by young people. Table 2 : SWOT Analysis for White Horse Whisky 3.0 SET OBJECTIVES (Where Do We Want To Go?) 3.1 Marketing Objectives To increase the brands market share from 2.3% to 6% to consumers under 50years within 3years. 3.2 Marketing Communication Objectives To reposition White Horse whisky from being an old fashioned drink for old age groups to a contemporary and authentic drink for 20-28year old male and females within 3years. 4.0 STRATEGY(How Do We Get There?) 4.1 Segmentation The youth and young people who are upwardly mobile in the UK. 4.2 Targeting The target market will be women and men aged 20-28years who are still experimenting with spirits with no brand loyalty yet. 4.3 Positioning White Horse whisky will be positioned to the target market as a contemporary, fun and quality drink. This position resonates with the values of our target market and our brand values. 4.4 ATR Model for Buying Decision The purchase of whisky is a low involvement decision. This is because it has a low expenditure and cant be viewed as a personal risk. ATR model which is Awareness, Trial, and Repurchase is suitable for this product. The consumer becomes aware of the brand- White Horse whisky through the proposed marketing communication strategy and will make a trial purchase to assess the drink. If taking of the whisky produces favourable results, the consumer will become interested in White Horse whisky and will therefore repeat the buying of the whisky at a later time. This will gradually increase the brand share of the product. The plan will give a devise on how to create the initial awareness of the brand to the selected target market. This can be used to determine the product adoption process. 4.5 Pull Strategy The pull strategy will be adopted to achieve the communication objectives. This strategy involves focusing our communication directly at our target market; this in turn would stimulate a desire, demand and eventual purchase of White Horse Whisky. 5.0 TACTICAL PLAN (How Do We Implement the Strategy?) 5.1 Communication Tools to be used and how they will be used Communication tools Medium Reason for choice Media Vehicles Advertising Type of media selected channels White Horse Target Group Use age Television The target audience have a heavy exposure to TV Specific programmes on ITV: It is an effective tool to reach our target audience on a large scale 1. Prison break This can create a strong brand image for White Horse whisky 2. Gossip Girl TV has a high visual and strong impact that can easily attract the audience because it influences multiple senses. 3. Vampire Dairies The target audience relax by watching these entertainment programmes 4. 24 5. Sports shows Magazine There is high selective readership for magazines. It is easy to communicate with our chosen target audience knowing their choice. Cosmo Girl British Vogue Mens Vogue The magazine can also be passed on to friends and this can be read not necessarily by only the purchaser It will show good quality and pictures and have high information content Billboards and posters This will give a strong impact with a simple message. This helps to connect with the audience less is more attitude.   To be placed strategically near: City centres, malls   Billboards and posters The billboards have a high frequency exposure and will be easily grab attention.   The posters will in addition be placed in bars and clubs The placed location will reach the target market. This will make the target audience aware of the brand as they will be exposed to the advert continuously and frequently.   Advertising Internet This medium is very attractive to them and they spend lots of hours a day on the internet. Low production cost which will reach a potential audience at any time of the day. Web banners on social networking sites (Face book and MySpace) Cinemas The target audience enjoy having night outs especially at the cinema Odeon and Cineworld cinemas across the country when showing:   Action and Science Fiction films in 3D, Romantic Comedy and Thrillers. Spotify This music streaming service has become popular among the target audience. This will be placed for listeners of: rock, RB, hip hop, pop and rap. It has be ability to reach the audience by postcode because there is a registration for the service Its a perfect medium to reach the target audience who love to listen to music. Sales Promotion Free trials Consumers appreciate offers and love to have value for their money. Selected clubs and pubs across the country.   Sales Promotion   Free trials It is quick and easy to implement and will have an immediate impact on the sale of the brand It will encourage retrial Free gifts This will encourage purchase Supermarket chains, off licences There will be a small white horse attached to each white horse whisky bottle There will be free t-shirts distributed to consumers at clubs and bars. Sponsorship Fashion show This will change the perception of it being an old generation drink These sponsorship of youth events will build awareness for the brand The target audience use this as a means of relaxing and will be great fun for them which can easily to reach them. The fashion show and valentine part will hold at selected regions Valentine party 5.2 Message(s) We Wish To Communicate White Horse is approachable, light- hearted and sociable. 5.3 Consistency across Different Tools and Messages The messages are consistent and they all carry the message that the brand is of quality and is a drink for the younger generation. 5.4 Necessary Resources/Budgets There is a  £3 budget for the marketing communication strategy for one year. The budget will be sufficient to implement the strategy in various vehicles for the duration chosen. 6.0 ACTION PLAN (Who, What, When?) Please refer to Appendix 1 and 2 for detailed communication spending. 6.1 Responsible party for implementation This communications plan will be executed by a top advertising firm in the UK. The marketing department will have the responsibility of communication with the advertising agency to ensure all communication is placed as at when due and also make appearances at the sponsorship events. The department will also be responsible for the appropriate quantity distribution of the soft toys (The White Horse) and t-shirts to the regions. The accounting department ensures vouchers raised for the advertising agency are paid on time. Diageos IT department will also make sure the website is always up and running to appeal to consumers who will be visiting the site. 6.2 Time frame of plan implementation The plan will be implemented between July 2010- June 2011. 6.3 Resource Allocation for the Action The communication plan has been done and will cost  £2,899,335. This amount is exclusive of the allocation of  £ 100,000 which will be paid to the agency for creatives production and services. 7.0 CONTROL ( Keeping Track Of Progress) The brand will be monitored through sales analysis. The marketing department will obtain the sales figures weekly that will be used to compare the actual sales of White Horse whisky to the target sale. Information will also be gathered from the distributors of the brand on customers perception of the drink. The sales report should be gotten by region and if any extraordinary low sale is received from any region, their communication should be restructured. Within the first year, the brand share should increase by 0.7% to 3% and the profile of young drinkers should increase to 37%. This will make the overall brand share increase of 6% and 60% of young drinkers by 2013 will be achieved. Depending on the first year figures, the marketing manager should be able to forecast and evaluate the communication strategy being used and make corrective actions where necessary. If there is an exceptionally low increase in the first year period which will essentially where a lot of money will be spent on communication, the communication plans should be revisited to avoid massive failures in 2013. Each person/ department in Diageo should be clear on their responsibilities to enable the company meet the expected target. 8.0 THE 3Ms These are the key resources 8.1 Men This is not mentioned in case study. 8.2 Money   There is a budget of  £3m for the repositioning of White Horse whisky for one year. 8.3 Minutes   The deadline to achieve the 3.7% brand share increase is 3years. The plan will be solely for the 1st year while recommendations for the next 2years will be provided. 9.0 RECOMMENDATIONS FOR THE NEXT 2YEARS From July 2011- July 2013, the following should be done to reinforce the brand in the mind of the consumers: The television adverts should be aired in alternative months. The use of posters at bars and clubs should be continued. The online adverts on Facebook, MySpace and Spotify should continue every month. Other sales promotions should be introduced to give room for another exciting support to the consumers from the brand. The brand should also explore opportunities in celebrity endorsements which the target audience fancy. Quarterly shows should be sponsored at selected clubs around the country. Possible production of shot glasses with the White Horse logo can be distributed to bars and clubs. Appendix 2 (Cost Analysis) TV adverts: Coverage within the UK REGION COST FOR 30 ADVERTS ON ITV LATE PEAK DRAMAS Central  £10,313 London  £16,730 Yorkshire  £3,827 Scotland  £3,169 Total Cost  £34,039 Number of shows to place adverts: 4 Frequency: 4 times weekly, for 20 weeks. Monthly cost:  £344,624 Cinema adverts:  £23,000 per month Magazines: Number of magazines: 4 Frequency: monthly Monthly cost:  £73,200 Outdoor adverts: Billboards and Posters:  £15,000 monthly Online adverts  £37,500 monthly Sponsorships A total of  £150,000 was budgeted to sponsor specified events across the four regions. Sales Promotion 1000 t-shirts and soft horses, free trials over the year:  £ 96,500. 10.0 Creatives to be sent to agency Appendix 3 (Advert for Television and Cinema) This will be a 30 seconds advert which will make our target audience associate White Horse whisky as a fun drink. Scene 1 Nice music playing in the background The advert starts at a bar scene with a couple of people ordering drinks at the bar. In a distance, people can be seen dancing. The camera zooms in on a young man and lady (Lady 1). They exchange pleasantries and the young man leaves shortly as he gets his drink Scene 2 The young man is seen with two others men chatting and looking around. He spots a young lady (Lady 2) in a corner sitting by herself and he walks up to her to ask for a dance. Lady 2 agrees and they move to the dance floor. Scene 3 The young man and Lady 2 are seen dancing and having a good time. Lady 1 walks up to them with two drinks in her hand. She hands a drink over to Lady 2 and turns to face the young man. She says to the young man: I see youve met my mother. The young man has a confused face and says: your mother? Scene 4 The three of are sitted at a table and are seen chatting, laughing and having White Horse whisky. The advert closes and a screen showing the White Horse whisky bottle and a glass with the contents. The tag line: White Horse.Surprising fun is shown below this screen This advert is to make the target audience know that even though the label is old, it still has the right mix and quality to appeal to them. . Appendix 4(Advert for Magazines, Billboards and posters) A picture of a group of four young adults (two men and two women) wearing casual and fashionable outfits. They are smiling at themselves and each person is seen holding a glass that contains White Horse whisky. The caption underneath the picture states: White HorseSurprising fun. Appendix 5(Design for t-shirt) The shirt is a black cotton Polo shirt. At the centre of the shirt in front, there is a White Horse. The back of the shirt carries the caption:Surprising fun.

The Essence of Time in Marvells To His Coy Mistress :: His Coy Mistress Essays

  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The male species has a very creative mind.   The creative mind becomes particularly active when the case involves the female species.   In Andrew Marvell's   "To His Coy Mistress,"   the author shows how his creative mind is put to use.   Marvell, uses time in an   attempt to manipulate his coy mistress.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Time is depicted in three different manners.   First, Marvell uses "ideal time."   In ideal time, he tells how many years he would spend loving her if they were given the opportunity.   He explains to his mistress that if time allowed, he would spend hundreds of years just to   admire her physical being.   Next, he implicates   "real time,"   to persuade her to become accessible to him.   In real time, Marvell gives examples of her aging and how she will go to the grave with her pride if she doesn't give in.   Finally, the use of   "optimum time" plays on her emotions of how sweet the opportunity to make love to her would be.   Marvell tells his mistress that the act would   be almost animalistic and intense.   Throughout the poem, he   uses the phases of time in an attempt to frighten her into having sex with him.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   All three stanza's in the poem   represent a different   time frame. The first   gives his mistress a feeling of   unconditional love.   He leads her to believe he would give all he has to her as   long as time will permit. During the second stanza, Marvell plays on her fear of getting old.   He warns   her that her beauty isn't everlasting and that   she will end up unhappy alone if she doesn't give in.   Marvell's use of optimum time,   the best time, show's his emotions.   He appears to become aggravated.   This seems to be his ace in the hole.   In my opinion, he uses what he believes to be the dearest thing to her, the situation of right here, right now.

Essay --

Happiness is arguably the most sought after goal of the human condition, and time and money are possibly two of the most valuable resources any individual possesses. The article â€Å"Time, money and happiness: How does putting a price on time affect out ability to smell the roses?† by Sanford E. DeVoe and Julian House (2012), sets out to answer the question; what is the connection between time, money, and happiness? The hypothesis that DeVoe and House (2012) proposed was that there is a frustration caused when the goal of maximizing the economic value of time is obstructed and that this frustration can lessen other benefits of experiences, especially pleasure. This hypothesis requires that the individual think about time in relation to its monetary value and therefore whether or not time can be better spent doing something that brings in money. The researchers tested their hypothesis through a few experiments. The first experiment that DeVoe and House (2012) conducted was to directly test their hypothesis. The procedure of this experiment was to take 53 undergraduate students (32 femal...

Capital Punishment: A Global Perspective Essay

               Capital punishment is also called the death penalty. It refers to the legal process where a criminal is put to death by the state, to act as a punishment for a crime that they have committed. The judgment of the jury that a person should get punished in this manner is known as a death sentence while the enforcement is an execution. Crimes that can lead to capital punishment are referred to as capital crimes or capital offenses and include murder, rape, and treason. Reasons for capital punishment Some of the reasons that support capital punishment include;                      Guilty people should get punished in proportion and magnitude to the severity of the crime they have committed. Real justice in essence requires people to suffer for their wrong doing, in an appropriate manner for their crime. Each criminal obtains what their crime deserves, and a murderer or a rapist deserves death.                         Prisoner parole or escapes can give criminals another chance to kill. Could be that the biggest reason to keep the death penalty is to prevent a crime from repeating itself. As much as a criminal is sentenced to life imprisonment, he or she still has a chance to kill while in prison. He is capable of killing his or her fellow inmates, or even the prison wardens. Worse still, a criminal can escape from prison and go on a murder or crime spree. Capital punishment prevents this process of re-offending. Those executed cannot commit more crimes. Execution removes the danger posed to the public by the criminal.                     Capital punishment promotes deterrence. By execution of criminals, it is possible to deter capable murderers from killing people. Crime would become more common if there were no means of deterring people from committing it.                  In case the death penalty is eliminated, it can contribute to the problem of overpopulation in the prison system. This means that the number of prisoners being housed for life will increase. This only adds to the problem of an overcrowded prison system and the facilities in that particular prison could be greatly overstretched. Reasons against capital punishment                     Mentally ill patients may be put to death. Most of the capital crimes are committed in an emotional state in which the perpetrator doesn’t think about possible outcomes. Some people are born with brain defects that cause them to act in unacceptable ways. It could be unconstitutional to put a mentally ill person to death. However, rules have a chance of being vague, and besides, one still needs to convince a jury that the defendant is of unsound mind.                  The court goes to great lengths before settling on a death sentence. During this period, there are endless appeals and required procedures which cause congestion on the court system. These appeals and hearings consume time of judges and other court employees, as well as use up courtrooms and facilities. This time could have been used to resolve other matters if the criminal were sentenced to life imprisonment.                   The society should move away from the revenge mentality. This is because a revenge philosophy leads to an endless circle of violence. Society should be made aware that attacking one’s enemy for revenge always worsens the situation. Besides, capital punishment is useless because it does not bring the victim back to life. Hate, revenge and anger cannot cure the emptiness of a lost loved one.                  Capital punishment does not rehabilitate the criminal or other potential criminals. Instead, it sends wrong signals to the society. It does not make sense for the state to punish someone who has committed murder through murder. Conclusion                        In conclusion, capital punishment should not be brought back because it violates the Bill of Rights. This is because it involves taking away the life of another person. The bill of rights states that everybody has a right to live. When somebody is executed, the right to life is greatly infringed. Besides, punishment of the death penalty is irrevocable. Once carried out it cannot be reversed. When somebody has been executed, it is impossible to bring them back to life. Capital punishment should thus be avoided at all costs.                     Any punishment must be fair, just, adequate and most of all enforceable. Society still views murder as the greatest crime, and should be met with the most severe punishment, which is capital punishment. Whole life imprisonment could fit punishment for murderers. This is because, in prison, the criminals are isolated from their families and are confined in the walls of a prison for the rest of their lives. However, according to many people, life imprisonment seems to be a soft opinion to punish capital criminals, and this perception needs to be corrected in order to do away with capital punishment.                   Imprisonment, whilst expensive and largely pointless, except as a means of removing criminals from society for a given period, is at least enforceable upon anyone who commits murder. Besides, the jury members will not suffer from a guilty conscience of ever passing a verdict for the death of a person. From the arguments on reasons against capital punishment, I should be done away with because it is an inhumane practice. References Hood, R. (n.d.). Capital Punishment: A Global Perspective. Punishment & Society, 331-354. Melusky, J., & Pesto, K. (2011). Capital punishment. Santa Barbara, Calif.: Greenwood. Source document

Game †leadership Essay

Some people prefer to play team sports, while others prefer to play individual sports. Discuss the advantages of each. Then indicate which you prefer and why. Probably, I will not tell you a secret if I say that sport plays a great role in our life. It is also known that the reason of its popularity is not only that sport is a well known method to keep fit, be healthy and beautiful, nice entertainment and recreation. Actually, nowadays, sports, both team and individual, is an integrated part of politics and business, which really lets to earn much money and perhaps this fact makes our passion to it even greater. As for me, I like different kinds of sports independently if it is team or individual one. But frankly speaking, in some situations I give preferences to one of them. First I’d like to speak about advantages of team sports. As for me, all kinds of team sports can be not only a nice entertainment but also a perfect training. Team games usually develop skills of working in group, contribution and, of course, leadership. I like to watch them more then to play. It is interesting for me to define a leader in the team and spy upon him or her. Actually, I have made an interesting own revelation – real team leaders are not always the captains of the team. Unfortunately, the same sometimes happens in other shears of life. As for the advantages of the individual sports, I’d like admit, that besides it gives vivid profits to the health and body, I think it also adds much to the ability of the person to struggle. Winning in sport games, successful sportsman achieves a success in all other fields. Actually I like this idea very much and that is why I feel an excitement both while watching some individual sports and even more while playing myself. In my school years I went info tennis. That is why till now I like this kind of sport mostly. According to my trainer’s words, tennis is the sport for aristocrats, that means that the movements of tennis players should be gentle, but at the same time accurate. Thus, there is no doubt for all of us that sport is very significant part of our life. It gives us not only an opportunity to be healthy and beautiful, but also a chance to be successful. As for me I like almost all kinds of sport games, but still myself I prefer to play individual sports, because it helps me to keep fit and always rush to the victory.

Coca Cola and Pepsi Essay

Pepsi Cola and Coca Cola has been in the cola wars for centuries now. They had strategies to stay in the business competitively; both companies did their best to stay up by making contracts with celebrities, making banners and posters, TV commercials. Pepsi Cola and Coca Cola has the same core benefit for their products, which is to quench the thirst of their consumers as well as selling a non-alcoholic soft drink. Core benefit is the fundamental need or want that consumers satisfy by consuming the product or service. The Coca Cola products are constantly produced in a red background with Coca Cola writing. Conversely, Pepsi products are packaged with their blue writing. Brand knowledge is important for the health of the company. The Coca Cola brand was worth $79 billion in the year 2013 in comparison to Pepsi Cola brand, which was only $17 million worth. A consumer from a different country can identify a Coca Cola product, even though it’s in a foreign language and they may s till recognize the product immediately. Coca Cola is much more widely available than Pepsi. Coca Cola creates a sort of convenience for consumers for being widely available thus getting the loyalty of the consumers. There is a higher demand for Coca Cola than Pepsi thus restaurants are more favorable towards Coca Cola. For example, McDonalds is providing Coca Cola, but KFC and Hardees provide Pepsi. Pepsi has always had the younger generation in mind. Their advertising and marketing strategies are fixed to target teens aged 14 or even younger with a fun and most often interlaced with music. This is evident over the years as Pepsi had musical celebrities like Michael Jackson, Britney Spears and now Beyonce. Coca Cola also targets diversifying their audience and taking geographical aspects in high consideration as they target the world filled with different cultures. The ingredients of these products also can be differentiated as Pepsi has slightly more sugar, caffeine and calories while Coca Cola has slightly more sodium. Coca Cola is a much fizzier drink due to its high percentage of carbonation in comparison to Pepsi. In Kazakhstani market Coca Cola is preferred more than Pepsi. As it was already mentioned, everyone can find Coca Cola everywhere, even far from populated cities. Also, Coca Cola is open to present the process of its creation.

Unit #2 Research Paper Example | Topics and Well Written Essays - 1000 words

Unit #2 - Research Paper Example Additionally, the clause influences the development of constitutions and laws for the successive devolved systems and units of government (Halbrook, 1998). Such units should not therefore enact laws that conflict with the federal constitutions. The provision of the clause and its influence in the operation of the judiciary, justifies the decision of the jury in the Bruesewitz v. Wyeth LLC case. The decision by the jurists sought to uphold the dictates of the clause owing to the fact that the clause serves a pivotal role in sustaining the unity of the states. While the parties had fundamental concerns arising from the conflict between them, the provisions of the clause settles the case thereby dispelling the application of the federal laws whenever the two conflict. The unity of the country is vital for the development of the nation. The clause therefore influenced the decision of the jurist in their judgment. The commerce clause provides the congress with the power to regulate commerce among several states, with foreign nations and with the Indian tribes. The contentious clause continues to operate thereby providing the congress with unparalleled power to regulate and determine the operations of international trade in the country. The clause states that the congress takes control of trade among states. This implies that the congress must oversee and sanction any business that exists between states. The law therefore provides the congress with power over the state governments since it must oversee any business existing between states. As the clause states, the government has the right to control specific commercial activities within the states. The interpretation of the constitution and the clause is definite. The government can only control a commercial activity involving two or more states. A commercial undertaking that exists between two or more involves more citizens. State constitutions