Mother Dairy free essay sample

MARKETING MANAGEMENT (Final Project Report) ON MOTHER DAIRY ICE CREAMS Presented to: Prof. Neha Gupta Presented by: Sumaira Patel (39) Vishal Narula (63) Akshay Dhuri (64) Swet Shah (65) Himanshu Shah (66) Abhinav Srivastava (68) K J Somaiya Institute of Management Studies and Research Page | 1 CONTENTS Sr. No. Particulars Page No. 1. Mother Dairy – Company Overview 4 2. Marketing Mix (4Ps) 10 3. Segmentation, Targeting, Positioning (STP) 13 4. Mother Dairy Ice Cream Branding Strategy 21 5. Mother Dairy Ice Cream Pricing Strategy 23 6. Mother Dairy Ice Cream Distribution Strategy 24 7. Mother Dairy Ice Cream Advertising Strategy 27 8. Ansoff’s Matrix 30 9. Michael Porter’s Five Forces Model 31 10. BCG Matrix 33 11. Mother Dairy Ice Cream Product Life Cycle 35 12. SWOT Analysis 36 13. PESTEL Analysis 37 14. Future Strategy 38 15. Survey Questionnaire 41 Page | 2 ACKNOWLEDGEMENT We take great pleasure in submitting this project report for the year 2013-2014 as students of K. J. SOMAIYA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH. This report is a part of the requirements of the Master in Management Studies Course, University of Mumbai. We will write a custom essay sample on Mother Dairy or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page We take this opportunity to express our gratitude to all those who helped us in completion of our project successfully. We thank Prof. Neha Gupta for her guidance and suggestions for our project. We would like to give thanks to all the respondents who gave their valuable time in filling our questionnaires and providing us with the valuable information and helped us in completing our project. At last we would like to thank all those who have indirectly helped us for the same, our parents, friends and classmates. Sumaira Patel (39) Vishal Narula (63) Akshay Dhuri (64) Swet Shah (65) Himanshu Shah (66) Abhinav Srivastava (68) Page | 3 1. MOTHER DAIRY – COMPANY OVERVIEW MOTHER DAIRY– At Glance Parent Company National Dairy Development Board (NDDB) Category Milk and Food Processing Sector Food and Beverages Tagline/ Slogan Piyo Pure Mission Mother Dairy’s heritage is intrinsically linked to the cooperative movement in India. With determination pride we will continue to serve our farmers, rural India our consumers. Our values reflect who we are what we firmly believe in. Vision Provide quality food and beverages to consumers at affordable prices while ensuring fair returns to the producers. USP India’s very own producer of milk, milk products, beverages, foods, etc. at affordable rates and of premium quality Product Portfolio Popular Brands 1. Mother Dairy Plain Dahi 2. Dhara 3. Safal Competition Competitors 1. Amul 2. Nestle 3. Britannia 4. Kissan 5. Heinz 6. Reliance Fresh Page | 4 1. 1 FORMATION OF MOTHER DAIRY NATIONAL DAIRY DEVELOPMENT BOARD (NDDB) The National Dairy Development Board (NDDB) was designed in 1969 on Anand Dairy Cooperative outlines of creating district cooperative of milk producers at village level which aim at collection of whatever amount of milk they produce and payment to them according to the quality of milk they supply. Then this milk is processed and supplied to the people at metropolitans and other cities at nominal charges. For about 5 years, NDDB was dormant till the time they received presents of Whole Milk Powder and Butter Oil from European Union and came into action with the help of Indian Dairy cooperation. Operation flood was started in 1970 under the guidance of Dr. Kurein, Chairperson NDDB, Anand and Mr. Jamnadas Patel in Khera, Gujarat. The objectives of Operation Flood are: ? ? ? ? ? ? ? ? To buy the milk from the farmers and villagers as much milk as they could supply at reasonable prices and keep the price of milk stable whole year. To operate, procure, process and market milk and milk products. Production of good milk after its qualitative and quantitative estimation. System to eliminate middleman. Providing technical inputs and services to yield of milk animals. Organizing an efficient transport system to collect milk from villagers. Set up of balancing dairies and storage system to convert excess milk to milk powder and butter oil. Train personnel to plan and manage the system as well as operate the services described. To meet out these objectives, NDDB started dairy plants all over India and Mother Dairy was one of them. It was set up in 4 major cities at Delhi, Mumbai, Chennai and Kolkata. Operation flood was a major dairy development program. Funds were generated by the sale of dairy commodities donated by the World Food Program (FAO-UN) which assisted project to carry out its mission. This included establishing dairy cooperatives in rural milk sheds, setting of animal husbandry units, constructing modern dairies in cities, organizing storage and long distance transportation and project planning with manpower development. The first phase of operation flood was completed in 1979, followed by second phase (1979-1988), assisted by European Economic Community. Its third phase ended in 1996. Page | 5 1. 2 MOTHER DAIRY PROFILE Mother Dairy was set up under the operation flood project on 2nd December, 1974. It is equipped with latest technology. Products are prepared as per the PFA standards. The dairy was established on behalf of the Govt. of India, Ministry of Agriculture (Dept. of Animal Husbandry and Daring). Mother Dairy is being managed by NDDB as a subsidiary unit retaining its independent character. Mother Dairy markets approximately 3. 2 million litres of milk daily in the markets of Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy milk has a market share of 65% in the branded sector in Delhi where it sells 2. 5 million litres of milk daily and undertakes its marketing operations through around 1400 retail outlets and over 1000 exclusive outlets of Mother Dairy. 1. 3 PRODUCT RANGE OF MOTHER DAIRY Mother Dairy has a huge product range and these products have been marketed through retail network. ? ? ? ? ICE-CREAMS Safal (Select frozen vegetables) Jams, Ketch-up Pickle Mango drink other fruit juices ? ? ? ? Paneer Sterilized cream Butter milk (chhachh) Dhara Oil, etc Some of the new products launched recently are Misthi doi, Dahi, Flavored Milk, Lassi, Butter, Pure Ghee, UHT Milk, Dairy Whitner, Cheese etc. Page | 6 Details of Product Safal Products Juice Orange, Orange-Apple, Mixed Fruits, Grape Pickles – Mixed Pickle, Mango Pickle, Red Chili Pickle, Lemon Pickle Jam – Pineapple, Mixed Fruits, Apple, Orange Marmalade Squash – Orange, Lemon Rice Safal Gold Basmati Rice, Safal Silver Basmati Rice, Safal Premium Paramal Rice Safal Drink – Guava, Mango Nectra Tomato Products Tomato Puree, Tomato Ketchup Dairy Products Butter, Ghee, UHT, Curd, Lassi, Flavored Milk 1. 4 ABOUT MOTHER DAIRY ICE-CREAMS In 1996 mother dairy came up with its ice-creams. Mother Dairy ice creams are now being enjoyed across the markets of Delhi/NCR, Mumbai, Kolkata, Punjab, Rajasthan, Uttar Pradesh Uttaranchal. Next year, it plans to go south to Hyderabad and Bangalore. With Indias per capita consumption of ice-cream at 200 ml being among the lowest in the world, opportunity for ice-cream marketers is abundant. And mother dairy is all geared up to take advantages of the opportunities ahead. Mother dairy has a huge variety of ice-creams in its portfolio, from impulse to take away to gallons. The range will be available at Mother Dairy booths, retail outlets and push carts. In the ice cream business their major competitors are Amul, Kwality Wall’s, Cream bell and Vadilal. Among these Amul, Kwality Wall’s are giving neck to neck competition to mother dairy. But to stay ahead of the competition require special effort. Mother dairy ice-creams strategy of product differentiation is value created through quality of the offerings as well as innovations in products. And this is backed by a relevant marketing and promotion campaigns. At present company claims 65 per cent market share in the ice creams market in Delhi and the National Capital Region. A harsh summer, a keenly contested battle, and a pampered consumer, it cant get hotter than that for the ice cream industry Page | 7 Sundae Magic Coffee Excess and Shahi Meva Malai, these sundaes give you the chance to relish what even the Add a little magic to your day with Mother Dairy’s sensational range of sundaes. A liberal sprinkling of nuts accompanied by a thick layer of rich sauce makes these sundaes absolutely irresistible. Available in three exotic flavours Jamaican Almond Fudge, Nawab of Awadh was deprived off. Kulfi This traditional Indian delicacy just got betterricher creamier and with more variety. Surrender to that all time favourite: Kesar Kulfi or enjoy the richness and abundance of nuts with Pista Kulfi. A royal treat for those with a taste for traditional delights. Cups A wide range of flavours to enjoy both at home and while on the move. Take your pick from avariety of flavours like Vanilla, Strawberry, Chocolate, Butterscotch, Choco Chip etc. Guara nteed to make all those family gatherings and outings extra special. Fruit Classics A unique range of premium ice creams in which carefully handpicked fruits blend with rich, creamy ice cream so that every spoonful that melts in your mouth has a natural taste of real fruit. Indulge your senses in the mouth watering flavour of delicious fruit with an added excitement of real fruit pieces. What’s more, it comes in three delectable flavours Strawberry Crush, Mango Marvel and Litchi Surprise Page | 8 Bricks Take your favourite ice creams home. They are a 500 ml or 1 litre Brick. Choose from a mind boggling range of great flavours. The All time Favorite Vanilla, Strawberry, Butterscotch, Chocolate and Two in One. The Simply Irresistible Choco Chip, Kesar Pista, KajuKishmish and Kulfi Pista. The New Unique Choco Fudge, Badam Thandai, Shahi Nazrana andFruit N Nut and Simply Coffee. A delicious for the entire family. Lic Lolleez An all time hit with the kids!! A refreshing and colourful range of ice candies and milk lollies-they are the perfect solution to the summer heat and add that extra zing to the winter chill. Try the new Chulbuli Shararat Lic Lolleez to re-discover the naughtiness in you. Page | 9 2. MARKETING MIX (4 P’S OF MARKETING) PRODUCT PRODUCT VARIETY – A wide range of dairy ice creams and frozen desserts QUALITY – Ice cream rich in calcium and fresh every time DESIGN Includes chocolate bar, cups, candy, tubs and family pack PACKAGING – High quality and eye catching packaging. Packaging colours ranges from orange, blue, green, red yellow and purple. Packaging is colourful in order to attract children and youth SIZES The paper packs are available in 500, 750, 1000, 1250 and 1500 ml and tubs are available at 1 ltr. SERVICE – Satisfying the dessert needs of the population in the best possible manner and delivering quality every time and offering a wide range of variety to choose from. RETURNS – Only in the case of damaged ice creams PRICE Price varies for different ice creams depending upon the size and the form of the product For example a 115 ml tub is priced at Rs 30 and chocolate cones are priced at Rs 40 Price of its competitors is more or less similar. They have price points for different consumers from low cost stick bars to family packs. Overall they follow a penetrative pricing strategy. Page | 10 PLACE Channels- The products goes from the Mother dairy plant to a local area distributor, then from there to a retailer and finally to the consumer. Coverage- First launched in 1996, Mother dairy ice creams were available only in Delhi and NCR region for the first few years. Then it expanded its reach in the north region, and 4 years ago it entered Mumbai. Now they aim to get a national coverage and with that in mind they entered south India. Location Mother dairy delivers ice cream to retailers in company owned trucks. They also have Mother Dairy carts which sell directly to the customers. These carts are normally placed outside schools and colleges, so that they can directly reach out to their target group. PROMOTION Advertising – vehicle advertising, outdoor billboards, point of sale displays and advertisements on television Message- The whole promotion links Ice cream with special moments of life which makes life real good. The campaign aims to lure the target audience for everyday indulgence with the regal, special taste of Mother Dairy ice-cream Page | 11 On ground Activation- Malls and Market are a place where huge crowd of people can approach at once and so Mother dairy goes to various malls to generate a lot of buzz for the Brand. Mother dairy also goes to various schools where it can get in touch with its target consumer directly. Where they organize games, distribute various goodies and freebies and holds contests and promotions. There they also get accurate feedback of how their products are received by the children. It also sponsors many events like in the year 2012 it sponsored an event in Mumbai called UTSAV 2012 – a children’s moment for civic awareness. They were also associated with Channel [V] India fest in Pune in Symbiosis College Page | 12 3. SEGMENTATION, TARGETING AND POSITIONING (STP) 3. 1 SEGMENTATION Mother Dairy Ice Creams has segmented its customers on the basis of Pricing. Their Ice Cream price ranges from Rs5 Rs 500. They have divided the market into 3 categories depending on pricing Value, Mixed Price and Premium. Value: These are low cost stick bars, Kulfis and value added packs Mixed Price: Here we have the mid range products like the chocolate, butterscotch, vanilla cone and cup ice creams Premium: These are the products like the diet sugar free ice cream packs and exclusive flavour tubs like the Caramel Croquant , Blueberry Bliss , Sheer E Khaas etc Premium Mixed Price Value Page | 13 Value Products: Mixed Price : Premium : Page | 14 3. 2 TARGETING Mother dairy ice creams launched in the year 1995 has shown continuous growth over the years and today has approximately 62 percent market share in Delhi and NCR. It introduces new flavours like O’blast, an orange based ice cream dessert to target the kids. It also has a brand chillz which targets the youth (15-25 year olds). It also has range of ice creams particularly targeting the children like the lic lolleez, cool buddies. It targets this segment aggressively – it arranges a media blitzkrieg in summers and plans to increase the number of carts outside schools holds contests and promotions, offering goodies to them. In the ice cream business, where Mother Dairy trails market leader Amul and Kwality Walls, its advertising and promotions budget will double to Rs10 crore. Amul, which is the market leader with 37% market share, spends Rs2. 5 crore on advertising. Kwality has an 8% market share and Mother Dairy has about 7%. 3. 2. 1 Targeting the Heath Conscious Consumers today have become very health conscious and are constantly evaluating among products to pick the healthiest option while making the purchase decision. Eyeing the healthconscious consumers, Mother Dairy has launched new low fat ice-cream Dietz in mango and strawberry flavours. Page | 15 The milk fat content of the products is only 25 per cent of the content in regular ice-creams. Ice creams are considered to be a junk unhealthy food, this range is expected to change the way Indian consumers look at Ice creams. Now consumers can indulge in ice creams without worrying about the health. With the media and doctors in an overdrive to educate Indians on the efficacy of healthy foods, the market is expected to grow multifold. With the launch of healthy ice creams, Mother dairy is all set to ride the healthy foods wave. 3. 2. 2 Targeting the Youth Chillz range particularly targets the younger generation of 15-25 years old. Chillz range includes delightful cups, creamy tubs, drooling chocolate bars and delicious cones. They have vibrant, colourful and attractive packaging. This range gives a youthful perception to the brand and increases the cool quotient of the brand. This range of ice creams has helped Mother dairy to position itself quite well in the minds of its target consumer. Page | 16 3. 2. 3 Targeting the Children Lic lolleez, a popular mother dairy brand are a big hit with children. Lic lolleez are available in many different exciting flavours like mango, cola, orange and gol gappa. To encourage parents to purchase them, Lic loleez are now available with a healthy dose of vitamin C. The company claims that a single Lic lolly bar meets 20% of body’s daily Vitamin C requirement. Page | 17 3. 3 POSITIONING In marketing terms there is no such thing as a product or service that exists by itself in space, independent of consumer. For a product to exist it must find a place in an individual consumer’s perception of the world of products around him or her. And this perception is subjective, governed by the individual consumer’s values, beliefs, needs, experiences and environment. This is the core thought behind brand positioning – the idea that each brand(if at all noticed) occupies a particular point or space in the individual consumer’s mind, a point that is determined by that consumers perception of the brand in question and in its relation to other brands. 3. 3. 1 Positioning of mother dairy ice creams Mother Dairy wants to get into bigger markets and have bigger shares in those markets. The cooperative is also expanding its product portfolio further to match rival offerings – particularly those of Amul. For the first 22 years of its existence, liquid milk was the only dairy product that Mother Dairy offered. It was in 1996 that it came up with ice-creams. Mother Dairy has positioned itself in the market with the promise of the â€Å"Real Good’ factor. The brand assures the delivery of real goodness of milk, fruits, nuts and other ingredients. Mother dairy uses natural ingredients and delivers high product quality. New flavours are periodically introduced in the market. Page | 18 3. 3. 2 Determining a Competitive Frame Of Reference Choosing the most advantageous competitive frame of reference is a very important part of brand positioning. It defines which other brands the brand competes with and therefore which brands should be the focus of competitive analysis. The ice creams market was an emerging market in India, witnessing the entry of numerous players. The national scene was dominated by Hindustan Lever with its Kwality and Walls brands, accounting for about 45 percent of the market. GCMMF was the other national player, with about 30 percent of the market. There were, in addition, very powerful regional players such as Vadilal Ice Creams in the Western India who commanded substantial (in excess of 30 percent) of the regional market shares. Ice creams were largely promoted through local promotions, hoardings (billboards) and advertisements. 3. 3. 3 Channel Differentiation Mother dairy has partnered with DELIVERY ON CALL to provide home delivery of its products in Noida. Mother Dairy has booths all over Delhi-NCR, but the value proposition that Delivery on Call is pitching is that those at the booth don’t deliver products to consumers – consumers typically have to go and buy products from Mother Dairy. Delivery on Call aims to provide the direct to home channel for Mother Dairy’s products. People can sit at home and order from home instead of visiting the booths. 3. 3. 4 Product Differentiation While Mother Dairy still may not have a product portfolio as large as Amul, which is also expanding across the country in a big way and is a much bigger player, its doing its bit. Mother Dairy says the idea is not just to enter new markets, but to do well in those markets which mean bigger market shares in the different product categories in whichever market it is present. The drivers will be value created through quality of the offerings as well as innovations in products. This will, of course, be backed by relevant marketing and promotion campaigns. Mother Dairy is bringing in mass Indian flavours which are building up in terms of absolute percentage of contribution. Their attempt is to make the taste experience in ice creams as familiar as possible so as to increase consumption. Take the case of curd. It started off very slow but today, Mother Dairy claims its growing at close to 60 per cent year-on-year in Delhi. Here again, the Indian flavour formula seems to have worked. If the offering fits well with the Indian consumer, the resistance is lower and acceptance more. Even in ice creams, Mother dairy has launched many Indian flavours specially for the Indian taste buds like shahi meva malai which is a mix of kheer and basundi flavour of ice cream, thandai flavour, rasmalai flavour and golgappa flavoured ice candy. Page | 19 3. 3. 5 Value Proposition Made from rich, creamy milk and superior ingredients, Mother dairy ice creams guarantee a delectable taste experience and are made of milk fats as opposed to frozen desserts. 3. 3. 6 Brand narratives and storytelling Nowadays, more and more companies are positioning their brands with compelling brand narratives, and so has Mother dairy. Mother dairy aims to become a â€Å"lovemark†. â€Å"Lovemarks† are brands that have evolved from a place in the market to the heart of a culture. With the power of love they create life-long emotional connections. With the help of a nationwide multi media campaign Mother dairy wants to make the consumer fall in love with the brand and build an emotional relationship with her. Mother dairy ice creams launched advertisements along these guidelines with the tagline â€Å"Life is Real Good†. The ad is a montage of real situations with which one can correlate to. Another ad revolves around a couple in a plush living room enjoying Mother Dairy’s Classics. The film captures the romance between the product and the couple. These ads try to position the brand in the mind of the consumer. Mother dairy has been successful in creating an emotional connects with its ‘Maa Jaisi Koi Nahi’ campaign. The dairy brand emphasizes how children take their mothers love for granted. The brand reminds kids of what mothers go through just to keep them happy, without ever expecting anything in return. It reiterates that the least the children can do in return is to drink a glass of milk today, so that tomorrow when they grow up they can take care of their mothers. The campaign glorified a mother’s love and thus created a direct connect with the importance of ‘the’ woman of the house. Mother Dairy invited consumers to design the new pack for its milk to increase engagement with the brand. This helped the brand team and the creative team immensely to understand from the consumer what they think of our brand. 3. 3. 7 Proposed Strategy of the Brand Consumers must understand what the brand stands for, but Mother dairy Ice creams has failed in doing this. The idea does not come out very clearly in the advertisements. However people will have a craving for eating ice cream after watching the ad but why should one prefer Mother dairy instead of Amul or Kwality walls . There is no reason for the consumer to prefer Mother dairy over its competitors. Mother dairy ice creams do not have any strong point of difference which can differentiate it from its competitors. Point of difference are attributes or benefits that consumers strongly associate with the brand. Mother dairy needs to have a very clear Brand Mantra or what we call core brand essence. Page | 20 4. MOTHER DAIRY ICE CREAM – BRANDING STRATEGY Branding Mother Diaryâ„ ¢ is recognized brand due to its presence and share in the market. It has wide variety of products milk, dairy products, fruits, vegetables, beverages, frozen food, and icecreams. Mother Dairy Ice-creams Mother Dairy decided to leverage a new brand with existing brand name i. e. they started new sub- brand as Mother Dairyâ„ ¢ Ice-Cream. The company started marketing ice cream sector with having company’s name as the brand. After developing and gaining some market share the company started segmenting their target market. According to the target market the company came out with different brand which will associate with the respected markets. The segmentation of the market was mostly done on the basis of age group first children, second youth generations and third above them. To attract this market the company came out with brand name that will be associated with this age group and sense of belongingness will be generated. Brands Lic Lolleez The target market for this brand is children. The brand name itself promotes the products i. e. lolleez (candy bar) which are famous among children. As the target market is children, the buyers for the products are mostly their parents so they branded Lic Lolleez with goodness of â€Å"Vitamin C†. Chillz The target market for this brand is youth generation or teenagers. The Chillz range reinforces the hip and youthful imagery of the brand and also drives in the point that Chillz ice creams are an integral part of fun activities that youth indulge in. â€Å"Summer time its Chillz time† tag line associated with Chillz. Classics The target market for this brand is group of people, family or friends. The Classics are further differentiated into three groups Fruit, Indian, and Western. The positioning of the Classics is done by ingredient, in Fruit Classics – 100% natural flavour ice cream with real fruit pieces, in Indian Classics – Traditional Indian flavours with Premium nuts, and in Western Classics – Exotic and western flavours of international standards. Page | 21 Dietz Dietz is a sugar free ice cream brand. As a sugar free the target market for the brand is diet conscious and a health issue person. The milk fat in Dietz is 75% less than usual ice cream and low on calorie. The brand intends to delight the health conscious consumer by providing them a hard to refuse option that does not compromise on taste and experience normally associated with regular ice cream. Branding Strategy Even after launching these brands company decides to brand their product in Corporate Umbrella or Company brand name, to distinguish from competitors the company uses its own name Mother Dairyâ„ ¢ Ice-cream. Page | 22 5. MOTHER DAIRY ICE CREAM- PRICING STRATEGY There are several pricing strategies that a business can use: Cost based pricing this can either simply cover costs or include an element of profit. It focuses on the product and does not take account of consumers Penetration price an initial low price to ensure that there is a high volume of purchases and market share is quickly won. This strategy encourages consumers to develop a habit of buying Price skimming an initial high price for a unique product encouraging those who want to be first to buy to pay a premium price. This strategy helps a business to gain maximum revenue before a competitor† product reaches the market. The pricing strategy used by Mother Dairy is the second one, which encouraged the consumers to develop a habit of buying. Clientele The price of your ice cream gives your customers information about how you see your product and what type of target market you expect to buy your offerings. In the case of Mother Dairy, more than 96 percent of the total sample used in survey found the price nominal or in par with the competitors offering the similar products. The Market An ice cream pricing strategy should be based not only on the demand and typical pricing for the type of ice cream being offered, but also on market conditions in general. Mother Dairy positioned its ice cream as an everyday treat and not as an artisan luxury as this is evident from the product offering which is in the middle range or â€Å"just right† buy. The strategy they used is Value Pricing which bridges the gap between the economic and luxury as they sell through ice cream carts and low end ice cream shops rather than high end shops. Page | 23 6. MOTHER DAIRY ICE CREAM DISTRIBUTION RETAILING STRATEGY Distribution Network Mother Dairy Plant LAD Retailer Consumer *LAD is Local Area Distributor The packaged milk is distributed via the distributor network throughout the city. Mother Dairy follows a typical FMCG distribution model to reach to the consumers for its ice creams. They have extended the brand reach and depth to stimulate consumption using traditional retail, their own vending carts, own exclusive booths and kiosks in high throughput locations etc. This year they have also invested disproportionately on asset placement both in retail and vending to drive growth across all geographies and reach out to a larger chunk of consumers. Page | 24 Carry and Forwarding Agent The above mentioned distribution channel and retail channel is same in the area which is in close vicinity of the plant area, For E. g. The Mother Dairy plant in NCR is responsible for the coverage in Delhi, Faridabad, Gurgaon, Ghaziabad, Rohtak, Meerut etc. But when plants are very far located from some regions, one more level of distribution comes into the scene which is in between plant and the LAD and is known as CNF Agent. Mother Dairy Plant CNF Agent LAD Retailer Consumer Page | 25 CNF Agents are generally contracted agents of Mother Dairy where the ownership of the products still belongs to the mother dairy. These CNF Agents are responsible for the transportation of the products from plant to the storage facility, storing it for the time till the LAD or retailer asks for the product and transportation of product from storage facility to LAD or retailer. These CNF agents charge around 2% of the total product rice. E. g. The Mother Dairy plant in NCR is responsible for the supply in Western Uttar Pradesh region where they have around 6 CNF agents. Now these 6 CNF Agents are responsible for the distribution of ice cream from plant to LAD’s in UP. Modern Trade Ice Cream in India Modern trade consists of hypermarkets and supermarkets that retail FMCG. But ice cream in India is never considered as an item under the basket of bulk purchases. This is the reason that ice cream companies choose locations in the residential localities where people decides to buy the ice cream after seeing a counter or a mobile unit/kart. Retailing of the ice cream through mobile units is the best channel when it comes to Mother Dairy. In my personal chat with one of the Area Sales Manager of Mother Dairy ice cream (who looks after the sales in Cannaught Place and India Gate region in Delhi) I was told a very interesting fact that CP and India Gate are highest selling point for ice creams in India. Now on my further drill I found that Mother Dairy has only one retail store at India gate and has around 150 mobile units and this is the reason that they are the leader in selling ice cream at these two points where they take 85-90% of the total sales as they are saving rents and outlets maintenance cost which their competitors can’t avoid. Recent Major Development Keeping in mind the benefit of the direct selling, in NCR region they have partnered with the Noida based E-Commerce Company ‘Delivery on Call’. Mother Dairy has booths all over Delhi-NCR, but the value proposition that Delivery on Call is pitching is that those at the booth don’t deliver products to consumers – consumers typically have to go and buy products from Mother Dairy. Delivery on Call aims to provide the direct to home channel for Mother Dairy’s products. People can sit at home and order from home instead of visiting the retail stores. Page | 26 7. MOTHER DAIRY ICE CREAM – ADVERTISING STRATEGY TVC To tap its target audience Mother Dairy came out with TVC, one TVC for each sub-brand and one showcasing its range of ice-cream where all the four sub-brands are shown and the TVC rides on the thought that â€Å"Life is Real Good†. The TVC capturing all the sub-brands is tagged as Range, it captures real slice of life situation and brings Mother Dairy alive through these moments. It’s a montage of real situations which one can correlate with; cateri

socialized medicine essays

socialized medicine essays Socialized medicine is a service owned by all citizens and is present in many countries. How does it work and what does it do for a nations economy? One of the biggest fears most people have is becoming sick or injured, and the problem for them is paying for it. Under socialized medicine people would receive health care, regardless of their ability to pay. Everyone would be taken care of without worry of how they would pay for their care. The World Health Organization, part of the United Nations, says that, health care is a fundamental human right. The benefit of national health care would be potential for people to live longer lives. Costs would be driven down because doctors, nurses, and other health care providers would become civil servants. Another benefit would be that malpractice suits would decline, because it is very difficult to take legal action against the government (Carol 1994). Economics is the biggest factor in whether socialized medicine is good or bad for a nations economy. The United States, to a point, has socialized medicine with Medicare, Medicaid, Veterans Administration Federal medicine, and health departments. The National Center for Public Policy Research said that, In 1990 the government shared 42 percent of the health and gained over 50 percent of health care in 1992 as expenses begin to rise. In 1993 health care expenditures consumed 13.9 percent of the Gross Domestic Product and 15.6 percent in 1995 according to the Heritage Foundation. Typically, people mistakenly blame rising costs on drug manufacturers, insurance companies, physicians, and hospitals. But the rapid growth in medical expenses is rising due to the rise in medical services needed (Oatman 11-34). As the government attempts to establish health care, hospitals are being overburdened with minor and unnecessary uses of health care services. These have caused emergency rooms to be f...

The problem of evil Essay Example | Topics and Well Written Essays - 750 words - 1

The problem of evil - Essay Example This is not however the case and the controversy induces dilemma on both believers and non-believers. This paper explores the concept of the problem of evil. Concepts of the problem of evil The problem of evil arises from the scope of nature that identifies conflicts in theories in existence of evil and God’s characteristics. This is because a consideration of the nature of God and His power should not allow evil to prevail, or should at least be able to eliminate evil. A number of intellectual opinions have explained impossibility of existence of both God and His powers, and evil and its associated powers and suffering. Two sets of elements, three about God’s power and one about evil illustrates mutual exclusivity between the power of God over evil and the persistent existence of evil to develop the controversy. It is for example believed that God has super natural powers, is present at all places and at all times and knows everything that happens on earth and in heave n. God is similarly defined as loving. This means that He is protective of his creations and ensures their safety from all forms of harm or threats to their well being. The relationship between evil and suffering among human beings and a consideration of God’s loving nature would therefore induce God’s actions to either protect human beings from evil or acts on the pain that comes from evil. Existence of evil and a consideration of God’s omnipresent and omniscient properties also mean that evil occurs in God’s presence, against his powers, and with His knowledge. Consequently, existence of evil casts doubts on the properties of God and induces the dilemma of whether to believe in existence of God’s and His characteristics or not (Beebe 1). Similarly, if God has knowledge about existence of evil and the suffering that evil causes, He knows how to control evil power and has the capacity to control it, then existence of evil would mean that God is not as good as He is expected to be. In addition, if God wanted to control evil but does not, then it would mean that His power is not as sovereign as it is thought to be. Alternatively, if God has the power to control evil and wishes to, but has not, then it would mean that He is not aware of the existence of evil. These therefore mean that the presence of evil implies absence of at least one of the properties of God. Admitting to such a theory that what has been believed to be the properties of God are not actually true also contribute to the dilemma and is a basis to reconsidering possibility of non existence of all the proclaimed properties of God, or worse, the belief in existence of God (Beebe 1). McCallum also explores the problem of evil through existence of evil in the presence of God’s power. The author explains that if God loves and has supreme power, according to a believer’s faith, then He should be able to terminate evil and its consequences. Existence of ev il therefore puts a believer in a dilemma over the properties of God. From a biblical perspective, the author argues that if God is the creator of all that exist then He created evil because evil also exist. Similarly, belief that God is good and powerful would result in Him destroying evil. As a

Cattle Industry Essay Example | Topics and Well Written Essays - 750 words

Cattle Industry - Essay Example Cattle are raised in three phases before it is processed. Calves are first raised on pasture and raised land. They are then sold to a stock feeder who builds them around nine hundred to thousand pounds by allowing them to feed on pasture, crop residue and range land and finally go to feedlots where they are fattened with high-protein feed for slaughter. At the slaughterhouse the carcass is divided into â€Å"cuts†. Earlier the sides of beef would go to wholesalers but now disassembly occurs at the plant itself. After slaughter one portion goes directly to the wholesalers who distribute to institutional users or grocery stores. The grocery chains are directly linked to the packers. Another portion goes for processing into hot dogs or sausages or other forms of meat. It is then canned or frozen for further consumption. The bacterial count has to be kept low while storing so that spoilage is minimum. This is done through plant cleanliness, careful slaughter procedures and keeping temperatures low so that bacteria multiply at a low rate. Transportation is done in refrigerated trucks and spoilage and distribution too has become easy due to vertical integration of firms that deal with packed food. The links in the commodity chain have reduced as even restaurant chains are forming tighter linkages with packers, feedlots and stock feeders.

The Portable Thoreau Personal Statement Example | Topics and Well Written Essays - 250 words

The Portable Thoreau - Personal Statement Example Drifting purposelessly seems an utter waste of the wonderful faculties that man is endowed with, and the stick itself may be symbolic of a man’s life that has to be shaped with the loving care and devotion that an artist gives to his creation. To me the story seems to be a parable espousing the virtues of single minded purpose in going about what one has set out to achieve. It tells of how everything else takes second place to the one goal one has set out for one’s self. It is a tale of devotion to the task in hand, completely disregarding everything else, without which perfection is not possible. If the intentions are right and the devotion to achieving them exists then the result must be great success. As Thoreau himself points out what he learned as the result of his experiment at Walden â€Å"if one advances confidently in the direction of his dreams, and endeavors to live the life which he has imagined, he will meet with a success unexpected in common hours.† (Thoreau, Walden) I agree with this theory. I think if one can identify one’s goal and pursue it without being distracted by other issues, the only outcome will be success. This has been proven by many great people in different fields whether they were scientists or sportsmen, freedom fighters or people born with physical disabilities, such people have overcome mighty odds by the strength of their determination.

The Concept Of Rural Marketing In India Economics Essay

The Concept Of Rural Marketing In India Economics Essay The concept of Rural Marketing in Indian economy has always played an influential role in the lives of rural population of India. In India, except few metropolitan cities, almost all the districts and industrial townships are well connected with rural markets. Though rural marketing is a new concept and ideology in the arena of marketing, it has left a strong feeling among the people that without giving appropriate weight to rural areas and its development, it could never be possible to ensure the overall growth and well being of the country. Since past few years considerable developments are taking place to reconstruct the rural part of India. Many corporate houses have entered into the field of rural marketing to contribute in rural development of the country. Godrej, Birla, ITC, Reliance and many others has established rural retail hubs as a result of that economic status has been significantly improved. Farmers are getting access to market to sell their product as well as keeping themselves updated and informed regarding the going on trends of market. * Assist. Professor, Rajarshi School of Management Technology, U.P. College, Varanasi The rural market in India is not a separate entity in itself and it is highly influenced by the sociological and behavioral factors operating in the country. The rural population in India accounts for around 627 million, which is exactly 74.3 percent of the total population. The concept of rural marketing in India is often been found to form ambiguity in the minds of people who think rural marketing is all about agricultural marketing. However, rural marketing determines the carrying out of business activities bringing in the flow of goods from urban sectors to the rural regions of the country as well as the marketing of various products manufactured by the non-agricultural workers from rural to urban areas. To be precise, Rural Marketing in India Economy covers two broad sections, namely: Selling of agricultural items in the urban areas Selling of manufactured products in the rural regions Some of the important features or characteristics of Rural Marketing in India Economy are being listed below: With the initiation of various rural development programmes there have been an upsurge of employment opportunities for the rural poor. One of the biggest cause behind the steady growth of rural market is that it is not exploited and also yet to be explored. The rural market in India is vast and scattered and offers a plethora of opportunities in comparison to the urban sector. It covers the maximum population and regions and thereby, the maximum number of consumers. The social status of the rural regions is precarious as the income level and literacy is extremely low along with the range of traditional values and superstitious beliefs that have always been a major impediment in the progression of this sector. The steps taken by the Government of India to initiate proper irrigation, infrastructural developments, prevention of flood, grants for fertilizers, and various schemes to cut down the poverty line have improved the condition of the rural masses. Prime Minister Manmohan Singh recently talked about his vision for rural India: My vision of rural India is of a modern agrarian, industrial and services economy co-existing side by side, where people can live in well-equipped villages and commute easily to work, be it on the farm or in the non-farm economy. There is much that modern science and technology can do to realise this vision. Rural incomes have to be increased. Rural infrastructure has to be improved. Rural health and education needs have to be met. Employment opportunities have to be created in rural areas. Go rural is the slogan of marketing gurus after analyzing the socio-economic changes in villages. The Rural population is nearly three times the urban, so that Rural consumers have become the prime target market for consumer durable and non-durable products, food, construction, electrical, electronics, automobiles, banks, insurance companies and other sectors besides hundred percent of agri-input products such as seeds, fertilizers, pesticides and farm machinery. The Indian rural market today accounts for only about Rs 8 billion of the total ad pie of Rs 120 billion, thus claiming 6.6 per cent of the total share. So clearly there seems to be a long way ahead. Although a lot is spoken about the immense potential of the unexplored rural market, advertisers and companies find it easier to vie for a share of the already divided urban pie. The success of a brand in the Indian rural market is as unpredictable as rain. It has always been difficult to gauge the rural market. Many brands, which should have been successful, have failed miserably. More often than not, people attribute rural market success to luck. Therefore, marketers need to understand the social dynamics and attitude variations within each village though nationally it follows a consistent pattern looking at the challenges and the opportunities which rural markets offer to the marketers it can be said that the future is very promising for those who can understand the dynamics of rural markets and exploit them to their best advantage. A radical change in attitudes of marketers towards the vibrant and burgeoning rural markets is called for, so they can successfully impress on the 230 million rural consumers spread over approximately six hundred thousand villages in rural India. What rural market buys? Rural India buys small packs, as they are perceived as value for money. There is brand stickiness, where a consumer buys a brand out of habit and not really by choice. Brands rarely fight for market share; they just have to be visible in the right place. Even expensive brands, such as Close-Up, Marie biscuits and Clinic shampoo are doing well because of deep distribution, many brands are doing well without much advertising support Ghadi, a big detergent brand in North India, is an example. Why Rural Market? The Indian rural market has a huge demand base and offers great opportunities to marketers. Two-thirds of Indian consumers live in rural areas and almost half of the national income is generated here. The reasons for heading into the rural areas are fairly clear. The urban consumer durable market for products like colour TVs, washing machines, refrigerators and air conditioners is growing annually at between 7 per cent and 10 per cent. The rural market is zooming ahead at around 25 per cent annually. The rural market is growing faster than urban India now, says Venugopal Dhoot, chairman of the Rs 989 -crore(Rs billion) Videocon Appliances. The urban market is a replacement and up gradation market today, adds Samsungs director, marketing, Ravinder Zutshi. Reasons for improvement of business in rural area *Socio-economic changes (lifestyle, habits and tastes, economic status) *Literacy level (25% before independence more than 65% in 2001) *Infrastructure facilities (roads, electricity, media) *Increase in income   *Increase in expectations MART, the specialist rural marketing and rural development consultancy has found that 53 per cent of FMCG sales lie in the rural areas, as do 59 per cent of consumer durable sales, said its head Pradeep Kashyap at the seminar. Of two million BSNL mobile connections, 50 per cent went to small towns and villages, of 20 million Rediffmail subscriptions, 60 per cent came from small towns, so did half the transactions on Rediffs shopping site. Special features of rural market Unlike urban markets, rural markets are difficult to predict and possess special characteristics. The featured population is predominantly illiterate, have low income, characterized by irregular income, lack of monthly income and flow of income fluctuating with the monsoon winds. Rural markets face the critical issues of Distribution, Understanding the rural consumer, Communication and Poor infrastructure. The marketer has to strengthen the distribution and pricing strategies. The rural consumer expects value for money and owing to has unsteady and meager status of weekly income; increasing the household income and improving distribution are the viable strategies that have to be adapted to tap the immense potential of the market. Media reach is a strong reason for the penetration of goods like cosmetics, mobile phones, etc., which are only used by the urban people. Increasing awareness and knowledge on different products and brands accelerate the demand. The rural audience are however critical of glamorous ads on TV, and depend on the opinion leaders who introduce the product by using it and recommending it. Opinion leaders play a key role in popularizing products and influence in rural market. Nowadays educated youth of rural also influences the rural consumers. Rural consumers are influenced by the life style they watch on television sets. Their less exposure to outside world makes them innocent and fascinated to novelties. The reach of mass television media, especially television has influenced the buying behaviour greatly. Creating brands for rural India Rural markets are delicately powerful. Certain adaptations are required to cater to the rural masses; they have unique expectation and warrant changes in all four parameters of product, price, promotion and distribution. A lot is already emphasized on adapting the product and price in terms of packaging, flavouring, etc and in sachets, priced to suit the economic status of the rural India in sizes like Rs.5 packs and Re.1 packs that are perceived to be of value for money. This is a typical penetration strategy, that promises to convert the first time customers to repeated customers. The promotion strategies and distribution strategies are of paramount importance. Ad makers have learnt to leverage the benefits of improved infrastructure and media reach. The television airs advertisements to lure rural masses, and they are sure it reaches the target audience, because majority of rural India possesses and is glued to TV sets! Distributing small and medium sized packets thro poor roads, over long distances, into deep pockets of rural India and getting the stockiest to trust the mobility is a Herculean task. Giving the confidence those advertisements will support. Sales force is being trained to win the confidence of opinion leaders. Opinion leaders play an important role in popularizing the brand. They sometimes play the role of entry barriers for new products. The method of promotion needs to be tailored to suit the expectations of the market. Techniques that have proved to be successful are Van campaigns, edutainment films, generating word of mouth publicity through opinion leaders, colourful wall paintings. The Wide reach of television has exposed the other wise conservative audience to westernization. Panchayat televisions in Tamilnadu carries message that are well received and contribute to community development. Dynamics of rural markets differ from other market types, and similarly rural marketing strategies are also significantly different from the marketing strategies aimed at an urban or industrial consumer. This, along with several other related issues, have been subject matter of intense discussions and debate in countries like India and China and focus of even international symposia organized in these countries.   Rural markets and rural marketing involve a number of strategies, which include: * Client and location specific promotion *Joint or cooperative promotion *Bundling of inputs *Partnership for sustainability Client and Location specific promotion involves a strategy designed to be suitable to the location and the client. Joint or co-operative promotion strategy involves participation between the marketing agencies and the client. Bundling of inputs denote a marketing strategy, in which several related items are sold to the target client, including arrangements of credit, after-sale service, and so on. Media, both traditional as well as the modern media, is used as a marketing strategy to attract rural customers. Partnership for sustainability involves laying and building a foundation for continuous and long lasting relationship. Innovative media can be used to reach the rural customers. Radio and television are the conventional media that are reaching the rural audience effectively. But horse cart, bullock cart and wall writing are the other media, which can carry the message effectively to the rural customers.   Rural marketing is an evolving concept, and as a part of any economy has untapped potential; marketers have realized the opportunity recently. Improvement in infrastructure and reach, promise a bright future for those intending to go rural. Rural consumers are keen on branded goods nowadays, so the market size for products and services seems to have burgeoned. The rural population has shown a trend of wanting to move into a state of gradual urbanization in terms of exposure, habits, lifestyles and lastly, consumption patterns of goods and services. There are dangers on concentrating more on the rural customers. Reducing the product features in order to lower prices is a dangerous game to play. Rural Market: Areas with high level of expectation The Indian growth story is now spreading itself to Indias hinterlands. Rural India, which accounts for more than 70 per cent of the countrys one billion population (according to the Census of India 2001), is not just witnessing an increase in its income but also in consumption and production. The Union Budget for 2009-10 hiked the allocation for the National Rural Employment Guarantee Act (NREGA) to US$ 8.03 billion, giving a boost to the rural economy. This is in addition to the ambitious Bharat Nirman Programme with an outlay of US$ 34.84 billion for improving rural infrastructure. According to a study on the impact of the slowdown on rural markets commissioned by RMAI and conducted by MART, the rural economy has not been impacted by the global economic slowdown, according to a study by the Rural Marketing Association of India (RMAI). The study found that the rural and small town economy which accounts for 60 per cent of Indias income has remained insulated from the economic slowdown. Moreover, rural incomes are on the rise driven largely due to continuous growth in agriculture for four consecutive years. Moreover, the rural consumer market, which grew 25 per cent in 2008 when demand in urban areas slowed due to the global recession, is expected to reach US$ 425 billion in 2010-11 with 720-790 million customers, according to a white paper prepared by CII-Technopak. That will be double the 2004-05 market size of US$ 220 billion. According to the study, while the durables market shrunk in urban India, the rural market is seeing a 15 per cent growth rate. Fast moving consumer goods (FMCG) sales are up 23 per cent and telecom is growing at 13 per cent. FMCG According to figures released by market researcher AC Nielsen, demand for personal care products grew faster in rural areas than urban areas during the period April-September 2009. Several FMCG companies such as Godrej Consumer Products, Dabur, Marico and Hindustan Unilever (HUL) have increased their hiring in rural India and small towns in order to establish a local connect and increase visibility. GlaxoSmithkline Consumer Healthcare (GSK) and Nestle and are now launching products specifically for rural markets. Anand Ramanathan, an analyst from KPMG, said, Till recently, most FMCG companies used to treat rural markets as adjuncts to their urban strongholds and rural consumers as a homogeneous mass without segmenting them into target markets and positioning brands appropriately. Retail The rural retail market is currently estimated at US$ 112 billion, or around 40 per cent of the US$ 280 billion Indian retail market, according to a study paper, The Rise of Rural India, by the Associated Chambers of Commerce and Industry of India (ASSOCHAM). Major domestic retailers like AV Birla, ITC, Godrej, Reliance and many others have already set up farm linkages. Hariyali Kisan Bazaars (DCM) and Aadhars (Pantaloon-Godrej JV), Choupal Sagars (ITC), Kisan Sansars (Tata), Reliance Fresh, Project Shakti (Hindustan Unilever) and Naya Yug Bazaar are established rural retail hubs. Pharmaceuticals /Healthcare According to a report by McKinsey, the rural and tier-II pharmaceuticals market will account for almost half of the growth till 2015. The tier-II market will grow to 44 per cent by 2015, amounting to US$ 8.8 billion. The health ministry is setting up a mechanism to screen people in rural areas for lifestyle diseases such as diabetes. Union Health Minister Ghulam Nabi Azad said that in the case of diabetes, the government was working out a strategy to diagnose those in the age group 30-40 years in rural areas, for diseases. The multinational drug company, Sanofi-Aventis, has launched Prayas, a marketing initiative to market generics in rural areas and small towns. Through this initiative, the company looks to share medical knowledge with a body of practitioners and specialists in rural areas through workshops. Telecommunication A joint Confederation of Indian Industries (CII) and Ernst Young report reveals that of the next 250 million Indian wireless users, approximately 100 million (40 per cent) are likely to be from rural areas, and by 2012, rural users will account for over 60 per cent of the total telecom subscriber base in India. In a bid to acquire rural subscribers, most Indian telecom operators have started investing in infrastructure to roll out their services in these areas. Realising this as a huge potential, small Indian handset manufacturing companies, including Micromax, Intex Technologies and Karbonn, have lined up a marketing spend of around US$ 21.02 million for the financial year 2009-10. Infrastructure The World Bank has said that all-weather roads in villages in India have served to double the income of rural households, lift the literacy rate and increase land prices. Meanwhile, the Orissa government had decided to undertake an initiative to improve roadways in rural areas and upgrade 10,000 km of roads in rural areas. The decision was taken at a high level meeting chaired by Mr. Naveen Patnaik, Chief Minister of Orissa in December 2009. The National Bank for Agriculture and Rural Development (NABARD) has sanctioned an amount of US$ 34.4 million to the government of West Bengal under the Rural Infrastructure Development Fund (RIDF) XV. NABARD has also sanctioned a US$ 26.29 million loan to Karnataka for the construction of infrastructure projects, such as secondary schools, rural godowns, jetties, minor irrigation structures, roads and bridges, in rural areas. Automobiles Mahindra and Mahindra Group (MM) arm, Mahindra First Choice, has announced that it is to set up sales and service outlets in rural areas with the target of setting up 100,000 vehicles by 2015, according to MM President Rajeev Dubey. Meanwhile, motorcycle manufacturer TVS Motor Co. Ltd has said that it is depending on a far-reaching penetration of the rural market and the launch of new brands to boost the companys growth in 2010. Services Sector According to a report based on the 63rd round of survey by the National Sample Survey Organisation (NSSO), 60 per cent of the services sector enterprises in the country are located in rural areas. Of the 16.5 million services sector enterprises in India in 2006-07, 85 per cent were own account enterprises (OAEs) while the remaining 15 per cent were establishments. Seventy six per cent of the workers employed in these enterprises were employed in the rural areas of the country. Road ahead According to international consultancy firm Celent, rural markets in India will grow to a potential of US$ 1.9 billion by 2015 from the current US$ 487 million. Rural markets are growing at double the pace of urban markets and for many product categories, rural markets account for well over 60 per cent of the national demand. The success of the National Rural Livelihood Mission (NRLM), which has so far trained 100,000 rural youth, has led the rural development ministry to request an increase in budgetary allocation for the project. Rita Sharma, Secretary in the Rural Development Ministry, has said that they had sought US$ 2.29 billion from the Finance Ministry.

The Pursuit Of Happiness in A Raisin in the Sun Essay -- A Raisin in th

Throughout Lorraine Hansberry’s A Raisin in the Sun, we see the positive and negative effects of chasing the American Dream. Hansberry expresses her different views on the American Dream through the characters and she portrays the daily struggles of a 1950 black family throughout A Raisin in the Sun. In this play, she is able to effectively show the big impact that even small decisions can make on a family. Hansberry shows the many different attachments that come with the fulfillment of this American Dream. Throughout A Raisin in the Sun, each family member has their own pursuit of happiness, which is accompanied by their American Dream. In the play, Mama has her own American Dream that she chases after, which heavily affects the family’s state of being. Mama has to go through many struggles and much frustration while in pursuit of her American Dream (Bloom 17). Mama says, â€Å"Yes, death done come in this house here†¦.Done come walking in my house. On the lips of my children. You what supposed to be my beginning again. You what supposed to be my harvest† (Hansberry 134). She begins to see the harsh effects of what her American dream has done to her children. Mama goes through trials and tribulations to provide a good lifestyle for her children, but neither of them seem satisfied, they both want to accomplish their dreams and aspirations so badly that it blinds them to the reality of what is really important in life. Mama having to carry such a heavy load on her shoulder by trying to hold the family together deprives her of the happiness she once obtained. Mama seems to be the commanding presence and head of the household. She has moral strength and dignity and this is why she is considered the stronghol... ...as the support of the family as oppose to Walter. Each family member has a dream to improve the family situation; however, all of those dreams are depending on one insurance check which begins to cause trouble and tensions within the family (Bloom 18). However, all these dreams are counting on one insurance check to be funded. Throughout a Raisin in the Sun, Each family member has their own pursuit of happiness, which is accompanied by their American Dream. Mama wants to have a better quality of life for her family. Beneatha aspires to be a successful Doctor and an Independent woman. Walter wants to invest in a liquor store and live in luxury. In A Rasin in the Sun, we see that each character goes through their own struggles and frustrations to accomplish their American Dream, but in the end, they all find their happiness within in each other unified as a family.

Proof Media Assignment

Proof Media Assignment (Topic#1) Alice Wang The directorial decision to include Catherine’s eulogy and the post funeral party scene in the film effectively enhanced character development. Catherine’s eulogy was significant in displaying Catherine’s behaviour in front of crowds, and her rash decision to make a speech at her father’s funeral. Catherine is shown to make emotional and rash decisions on the spot, not thinking of consequence. Catherine’s shocking speech is made in a calm tone of voice, but shows her clear resentment towards the crowd gathered at her father’s funeral – â€Å"Where’ve you all been the last 5 years? At the end of her speech, she exclaims â€Å"I’m glad he’s dead† and walks out. As she is walking out, we see that Clair stands up after her, but it is Hal who chases her down – this event showing that Hal is more caring about Catherine’s well-being as well as Clair’ s stance in her regard towards her sister. After Catherine walks out, she shows (to Hal) her disbelief at herself and her regret for saying what she said, and walks home. Later in the Post funeral party, Catherine is shown as a solitary person, away from the party.Hal tells Catherine flirtatiously that her dress looks good on her, which effected in Catherine later telling Clair, â€Å"Clair, I love it† (the dress). This shows that Hal’s opinion matters a lot to Catherine, and that Catherine is beginning to have feelings for Hal. Catherine and Hal exchanges words at the party, and Catherine reveals her intelligence to Hal when they begin discussing about the famous female mathematician, Sophie Germaine. Here, Catherine is revealing that she is, in fact, very intelligent – hinting at her inheritance to her father’s intellectual mind.Meanwhile, Clair at the party, is shown drinking and socializing- the complete opposite of Catherine; highlighting the differe nce between the sisters and their behaviours. Flashing back to Catherine and Hal, as Catherine is opening up to Hal, she shows him up into her room, and Hal kisses her. After Hal pulls away he apologizes to Catherine, saying â€Å"sorry, I’m a little drunk†. This shows that Hal is considerate and has feelings for Catherine as well. They continue kissing and they engage in coitus.Before the act, Catherine expresses that she feels like she is â€Å"like an egg† and â€Å"about to crack open†, and after the act, she is shown crying. This scene further develops Catherine’s character, showing that she is very emotional, but she is still in a rational state of mind, able to feel and give love. Overall, the scenes show character development in how different Claire is from her sister, and how Hal cares deeply for Catherine. Most of all, the scenes show Catherine’s resentment, regret, intelligence, that she is in an emotional state, makes rash decisi ons, and that she is not crazy – that she is still in a rational state of mind.

Nerve Regeneration essays

Nerve Regeneration essays Topic: New ways to aid in nerve regeneration. Specific Purpose: To inform the audience about news techniques and mechanisms that aid in nerve regeneration. Central Idea Statement: The new techniques for nerve regeneration involving magnetic, electrical, and chemical mechanisms look very promising. I. The site is rather common: someone in a wheel chair unable to use their lower body, or worse, unable to function from their neck down because of an accident. You may even know one of these people. They all have one thing in common: spinal nerve injury. To the majority of us, one of the more famous and recent cases involving spinal trauma is that of Christopher Reeve, known to most of us as Superman. Reeve was riding his horse when he fell off, landed on the back of his head and twisted his neck. His spine was damaged near the second cervical vertebrae; that being two vertebrae away from the base of the skull. He states that after his accident he saw a handbook written in 1990 that "didn't even mention anyone higher than [the fourth cervical vertebrae] because 70 percent of them didn't live longer than five days. I am very lucky my injury happened at a time when treatment and surgery had improved." Dr. Cotman from UCI, who worked with Reeve says that Reeve remains optimistic t hat a cure is only a few million dollars away. II. Prior to the end of the Second World War, if a person survived a severe spinal cord injury, the injury still usually resulted in their early death. This was because of complications that accompanied the injury, such as infections to the kidneys and lungs. Though the development of new antibiotics has greatly improved life expectancy, until recently medical science had not been able to restore nerve function. III. According to researchers at the University of Alabama using data from the regional SCI Centers, there are 7,800 traumatic spinal cord injuries each year in the US. Yet these numbers do not ...

Asia is Orientalized essays

Asia is Orientalized essays Images of different kinds of Asian Culture are all around us in the United States. They can be found in restaurants, in newspapers, in magazines, on the internet, and on television. All of these images reflect a typical Americans view of all people that live in Asia. The most common images that we see in the media are not an accurate reflection of what modern-day Asia really is. Many of the images make us perceive Asia as backward, traditional, and inferior to us. This is how Asia is orietalized. These images circulated by Americans serve the purpose of making us feel that we are superior to Asian culture and lifestyle. The first example of orientalism that I found is a picture of a small, male child. He is dressed in a long gown that is decorated in a traditional Chinese design and wearing a hat. Refer to Appendix A. I found this picture on the internet on a web page designed for children to inform them of the Chinese New Year. This picture gives the perception that all Children in China dress this way. The boy in this picture looks very simple and plain. In no way does this icon make China look like a very industrialized and technologically advanced country. In this example an American selected this image to portray Asia as an uncivilized nation that is not as advanced as America is. This image is very misleading. Since this web site is a child based web site, this is a prime example of how orientalism is started early in our country. Little children in America see these images and assume this is how people in China dress on a daily basis. They see these images and that imply that Asia is not a country as good as ours or that it is some exotic place, and they believe it. The second illustration that I came across is a photograph taken of two young female girls. They are Japanese. Both are dressed in very traditional Japanese clothing (robes, sandals, head pieces). They have their hair done up o...

Lindas and The Womans Stockings as a motiv of play death of a salesman Assignment

Lindas and The Womans Stockings as a motiv of play death of a salesman - Assignment Example In this essay we would be analyzing the motifs used in the story with special focus on the motif of the woman’s ‘stockings’. The first time the motif of the stockings appears in the play is when the characters are younger. Willy complains to Linda that he would be unable to pay the bills since people do not like him and he is bad at his job. It is at this juncture that he day dreams about his mistress who laughingly flirts with him and thanks him for the stockings he gave her. The image of the stocking portrays his infidelity and his deceit towards Linda because it is her stockings that he takes and gives it to his mistress. The image of the stockings appears again when Willy’s elder son Biff discovers his father with his mistress in their hotel room in Boston. The significance and meaning the stockings take on here is one of deceit and ingenuity. Biff accuses his father of giving the woman Linda’s stockings and hates him for it. The stockings in this context describes Willy’s ingenuity because he let’s his family down by going after a woman of cheap repute. As the story progresses, the stockings are shown to hold the significant meaning of Willy’s guilt. Willy becomes obsessed with Linda’s stockings and when he sees her mending some stockings he shouts at her and asks her to throw them out. The image of the stockings in this part of the story describes Willy’s remorse brought on by his infidelity. He is unable to bear the sight of the stockings because it reminded him of his infidelity towards his wife. The image of the stockings is used by the author as a metaphorical device to describe sexual infidelity and betrayal which are strong symbols in the story. The image of new stockings is very importantly used to depict Willy’s pride of being able to financially support his family and also to show his guilt in betraying

Critical Analysis of the article provided Essay

Critical Analysis of the article provided - Essay Example These two approaches are the most applicable to the situation prevailing in the healthcare industry, as revealed by the author. The first ethical issue that is obvious in the article is the practice by pharmaceutical firms to entice doctors, with lavish fees and expense, into promoting their own drug as against the other drugs present for the same medical condition. This is achieved through the screen of "medical education." However, this education provided by paid doctors is entirely one sided and favors one company's drug, in comparison with other drugs used for the same medical condition. This practice may lead to the promotion and use of harmful drugs, as has happened several times in the past. The companies get the credibility of the doctors, who they pay for promotion, to promote even under-researched drugs which are known to cause harm to the users. Another ethical concern is that concerning the doctors, who agree to become drug representatives by forgetting the moral responsibility that comes with the medical profession, and suppressing their critical faculties in exchange for monetary compensation. The author was himself one of the doctors who became a drug representative for a particular drug - at first with a clear conscience and in the belief that he is helping to educate other doctors in the benefits of the drug in question, then with a guilty conscience, in withholding some negative information that he came across about the drug he promoted. The author says that the monetary and other benefits provided by the pharmaceutical firms are so large that it clouds the critical faculties of the doctors involved and makes them commit immoral behavior. Another concern brought forth is the unethical marketing strategy used by the pharmaceutical firms in order to make the most profits, even from under-researched or harmful drugs, before the harmful effects of the drugs become full public knowledge leading to a ban on such drugs. The profit motive leads them to commit further unethical acts by recruiting doctors to promote unscrupulous drugs by attracting them with large amounts of money and other benefits. They involve other institutions in this unethical behavior, such as the pharmacies, the American Medical Association, medical research firms and others. There are two basic approaches applicable in this situation. These approaches are used in analyzing the above concerns as below. Utilitarian Approach The Utilitarian theory of ethics is also a consequential or teleological theory. It believes in the "happiness principle" of ethics. "Utility" or "Greatest Happiness Principle" is the foundation of morality according to this theory. Actions are right in proportion to the happiness they promote and wrong in proportion to the pain they produce. So, any action that "promotes the greatest good to the greatest number" is morally and ethically correct according to this theory. There are two types of utilitarianism: Act utilitarianism and Rule utilitarianism. Act utilitarianism postulates that any action that promotes pleasure and an action that leads to the greatest pleasure or good to the greatest number of people, even if produces pain in a few, is basically morally correct. In this sense, the action of the author and other doctors, and the firms which are employing this particular marketing strategy for untested drugs are actually promoting the greatest good