Essay on Names in The Odyssey and The Bible - 1634 Words

Importance of Names in The Odyssey and The Bible Two of the most widely studied ancient works are Homer’s Odyssey and the book of Genesis from the Bible. Each of these texts provides a unique viewpoint of an early civilization. In both of the texts, one can learn not only stories about great heroes, but also about the way that these peoples lived and what they believed. Many interesting parallels can be drawn between the two developing societies shown in the Odyssey and the book of Genesis. One parallel is the importance placed on names by each culture. Although viewed as important in different ways, the value placed on a name shows a striking similarity between the evolving cultures of both the Greeks and the Hebrews.†¦show more content†¦For example, when Athena, disguised as Mentà ªs, introduces herself to Telemachus, she says, â€Å"My name is Mentà ªs; I am the son of a clever father, Anchialos†. A name symbolized not only one’s own fame and honor, but also that of one’s ancestry. I f a man’s family was particularly honorable or dishonorable, it was instantly obvious because of the renown and history that stood behind his name. The name was truly the most important possession of any man in early Grecian culture. This is probably best evidenced by Odysseus’ encounter with the cyclops, Polyphemos. In the beginning, Odysseus merely tells Polyphemos that he is Noman, a man with no history or background, about whom the cyclops does not know if he should fear or welcome, a man whom he could never find again. After he has injured Polyphemos and is away from him, however, Odysseus tells his name, saying, â€Å"†¦your blinder was Odysseus, the conqueror of Troy, the son of Laà «rtà ªs, whose address is in Ithaca!† It seems that Odysseus cannot stand the thought of this great victory not being added to the history of his name, and, although it gets him in lots of trouble, thinks it much worse to do a great deed unknown than to suffer the consequences of having it known. This example clearly summarizes the higher and deeper purpose of a name in ancient Grecian culture, to be a witness for the man himself and his character. In the Odyssey, Homer also uses the namesShow MoreRelatedEssay on The Sweet Song of Dante Alighieris Siren1652 Words   |  7 Pagesincorporating themes of unqualified repentance and realization of the true goodness of things divine. The Sirens are familiar literary characters from Greek mythology; they are most recognized as one of the many perils Odysseus encounters in Homers Odyssey. As Circe explains to Odysseus before he sets out for home, You will come first of all to the Sirens, who are enchanters / of all mankind and whoever comes their way†¦/ They sit in their meadow, but the beach before it is piled with boneheaps / ofRead MoreTrojan War2196 Words   |  9 PagesAphrodite after she offered to make Helen, the most beautiful of all women, fall in love with him. She then proceeded to take Helen from Menelaus, with Paris’s help and give her to him, thus causing the Trojan War. Throughout this struggle up through The Odyssey and The Iliad, the two armies of Greeks and Trojans battle along with the gods for Helen. And the question that must be asked in light of this great mythological struggle is, was the war just? Was the bloodshed of thousands of men, women, and childrenRead MoreAnalysis Of Jo hn Milton s Paradise Lost 1852 Words   |  8 PagesMaust English IV AP 10 October 2015 Select a novel, play, or epic in which a character experiences such a rift and becomes cut off from â€Å"home,† whether that home is the character’s birthplace, family, homeland, or other special place. Then write an essay in which you analyze how the character’s experience with exile is both alienating and enriching, and how this experience illuminates the meaning of the work as a whole. You may choose a work from the list below or one of comparable literary merit.Read MoreHow to Write a Research Paper11497 Words   |  46 Pagesbook by a corporate author (commission, association, committee): 6. A book by an anonymous author: 7. A book with an editor only: 8. A book with an author and an editor: 9. A work in an anthology or a collection of essays: 10. An introduction, preface, foreword, afterword, or textbook glossary: 11. A book in a series (multiple authors): * Note: 47 is series number 12. A multi-volume work, same author, one title: 13. A multi-volumeRead MorePostmodernism and the Simpsons10775 Words   |  44 PagesHugvà ­sindadeild Postmodernism and The Simpsons Intertextuality, Hyperreality and Critique of Metanarratives Ritgerà ° til B.A.-prà ³fs Bjà ¶rn Erlingur Flà ³ki Bjà ¶rnsson bjornfloki@gmail.com Kt. 110982-5779 Maà ­ 2006 Abstract This essay offers a postmodernist reading of the popular television program The Simpsons, with special regard to the postmodern theories of intertexuality, hyperreality, and metanarratives. Before delving into The Simpsons, some major theoretical aspects of postmodernism in aestheticRead MoreTest Bank For Ethics For The Information Age 5th Edition Mike Quinn4321 Words   |  18 Pagesin national elections. d) transmit light without wires. e) All of the above 29. The power of radio as a medium of mass communication was demonstrated in 1938 when Orson Welles put on a dramatization of a) War of the Worlds. b) Hamlet. c) Homer’s Odyssey. d) the assassination of Franklin Roosevelt. e) 20,000 Leagues Under the Sea. 30. ARPA Director J.C.R. Licklider conceived of a Galactic Network that would a) control weapons from space. b) guide spacecraft to distant planets. c) become the world’sRead MoreStudy Guide Literary Terms7657 Words   |  31 Pagesoverwhelming space, danger, instability; whereas earth connotes safety, fertility and stability. 28. claim-to assert or maintain as a fact: Ex. She claimed that he was telling the truth. 29. classification and division- In a classification essay, a writer organizes, or sorts, things into categories. Division separates items into categories. 30. coherence- logical interconnection; overall sense or understandability. The property of unity in a written text or a segment of spoken discourseRead MoreThe Love Song of J.Alfred Prufrock Essay4201 Words   |  17 Pagesto be comforted.   Ã‚   5. Consider the title of the poem. How is it ironic? In what ways is the poem a love song? The title is actually the only place where Prufrock’s name is mentioned – in the poem he talks about himself in the first person. Eliot is clearly poking fun of himself with this title – as a young man he signed his name T. Stearns Eliot, but that doesn’t mean the poem is biographical. For one thing, we’re pretty sure Eliot didn’t drown in the ocean. The other thing to know about theRead MoreAmerican Literature11652 Words   |  47 Pages errand into the wilderness be a city upon a hill Christian utopia Genre/Style: ï‚ · ï‚ · ï‚ · ï‚ · ï‚ · sermons, diaries personal narratives captivity narratives jeremiads written in plain style Effect: ï‚ · ï‚ · instructive reinforces authority of the Bible and church Historical Context: ï‚ · ï‚ · a person s fate is determined by God all people are corrupt and must be saved by Christ Rationalism / Age of Enlightenment period of American Literature - 1750-1800 Content: ï‚ · ï‚ · ï‚ · ï‚ · national missionRead MoreChildrens Literature13219 Words   |  53 Pagesnothing that could be considered a children’s book in the sense of a book written to give pleasure to a child. Because there were very few works composed for children, children borrowed from stories they enjoyed listening to such as the Iliad, the Odyssey, and Aesop’s Fables. Plato specifically mentions children’s education in Book VI of The Republic. Though he holds rather liberal views on education and directly states that children’s lessons should â€Å"take the form of play,† Plato held less liberal

Acid in Soda Free Essays

Experiment 5 The Quantitative Determination of an Acid in Carbonated Beverages Thomas Canfield Kelly Caddell Chemistry 144B T. A. Brock Marvin 15 October 2012 Methods: Two sodas containing citric acid were investigated in this experiment. We will write a custom essay sample on Acid in Soda or any similar topic only for you Order Now Each soda was titrated using one of the two experimental methods. These methods are the traditional titration and the modern titration. Carbonic acid was already removed from the soda by boiling it. Both of the two different titration methods use the same basic set up. Firstly, the buret must be cleaned thoroughly with tap water. While cleaning the buret, it is also checked to make sure there are no leaks. The ring stand is then set up with a buret clamp and the cleaned buret placed in it. Then the buret is filled with 5-10mL of sodium hydroxide, M . 0466 NaOH, three times and emptied after each time to completely rinse the buret. The buret is now filled will NaOH until it reads at the 0. 00mL mark on the buret. The initial volume of NaOH in the buret is then recorded into lab books for future reference. The soda must now be readied for titration. Both sodas require the same set up. The correct amount of soda, depending on which titration, is poured into a 100mL graduated cylinder. This measurement had to be within 5% deviation of the given value to be legitimate. Next, after the initial volume of the soda was recorded for future calculations, distilled water was added up to the 100mL mark on the cylinder. The mixed solution was then put into a 250 mL Erlenmeyer flask. That is as far as the similarities between the two titration methods go. In order to prepare the first soda for the traditional titration, five drops of phenolphthalein dye are added to the soda water solution in the flask. Next, the tip of the buret was placed over top of the soda solution. NaOH solution was added at approximately 2mL increments. The dye will create a pink color that disappears when mixed. When the titration did not disappear, NaOH was no longer added. The final volume of NaOH in the buret was recorded. 4mL was then subtracted from this number and the number received from that was the volume of NaOH that was quickly added each time for a more accurate titration. Another trial was then prepared by refilling the buret to 0. 00mL and the flask was rinsed out. A new soda solution was added to the flask by following the previous instructions. This time the volume of NaOH that could be quickly added was added to the soda solution. After this volume was added, drops of NaOH were then added to the solution continuously until the solution once again remained pink. The volume of NaOH was recorded in the notebook. This procedure for the traditional and accurate titration was repeated three additional times for a total of four accurate titrations. All data was recorded. The ratio of NaOH to citric acid was then calculated in the notebook for each of the four accurate titrations. Using the volume of NaOH and the molarity of NaOH, the number of moles was found. Then using the stoichiometry of the reaction, the number of moles of citric acid was found for each trial. The mean and standard deviation was then calculated for the molarity of citric acid. The modern titration used a pH electrode and the LabQuest device to record accurate titrations. After the LabQuest device was set up correctly, the soda and the NaOH were prepared as in the traditional titration experiment except the soda was placed in a beaker instead of a flask. Using a utility clamp and a stand, the pH electrode was suspended just above the bottom of the beaker. Then the magnetic stir bar was added to stir the soda solution evenly. For these titrations the volume of the NaOH was entered into the LabQuest device during the titration. NaOH was added to the solution until the pH reached 6. 0. NaOH was then added very carefully, drops at a time, until the pH reached about 10. 0. During the titration, the volume of NaOH was entered into the LabQuest device every time the pH level raised 0. 2 pH. The device stores the entered data and records it on a chart. This process of titration was repeated two more times for a total of three accurate titrations. The data stored in the device was then transferred to a computer and saved. The charts and data collected can be found on the last page. The volume of NaOH used to reach the equivalence point was calculated for each of the three titrations. The equivalence point was found graphically. Using the volume of NaOH and the molarity of NaOH, the moles of NaOH were calculated. Using the volume of the soda used, the molarity of citric acid was found. Then the mean and standard deviation of the molarity of citric acid was calculated. Results: In the traditional titration, the recorded data is shown in the following chart: Table 1: Volume of soda| Volume of NaOH| RatioNaOH:soda| MolesNaOH| MolesCitric acid| MolarityCitric acid| Titration1| 40. 00mL| 19. 00mL| . 475| 8. 85* 10^-4| 2. 95* 10^-4| 7. 375*10^-3| Titration2| 40. 00mL| 19. 00mL| . 466| 8. 85* 10^-4| 2. 95* 10^-4| 7. 23*10^-3| Titration3| 40. 80mL| 19. 00mL| . 469| 8. 85* 10^-4| 2. 95* 10^-4| 7. 28*10^-3| Titration4| 40. 10mL| 19. 02mL | . 474| 8. 86* 10^-4| 2. 95* 10^-4| 7. 36*10^-3| From the data in Table 1, the mean and standard deviation was calculated for the molarity of citric acid: Mean molarity of citric acid: 7. 31*10^-3 Standard Deviation: 6. 837*10^-5 In the modern titration, the recorded data is shown for the three trials in the tables below: Table 2: Table 3:Table 4: The data in tables 2-4 was entered separately into three different graphs shown below: Graph 1: Trial 1 Graph 1b: Derivative of graph 1 shown Graph 2: Trail 2 Graph 3: Trial 3 From tables 2-4 and analyzing graphs 1-3, the volume of NaOH used to reach the Equivalence point was calculated. Trial 1: 11. 86mL Trial 2: 11. 28mL Trial 3: 11. 40mL Using the volume of NaOH and the concentration of NaOH (. 0466M) the molarity of NaOH was calculated to four significant figures: Trial 1: 5. 527*10^-4 Trial 2: 5. 257*10^-4 Trial 3: 5. 312*10^-4 Using the stoichiometry of the reaction between citric acid and sodium hydroxide, the moles of citric acid was found to four significant figures: Trial 1: 1. 842*10^-4 Trial 2: 1. 752*10^-4 Trial 3: 1. 771*10^-4 From the moles of citric acid, the molarity was then calculated to four significant figures: Trial 1: 9. 211*10^-3 Trial 2: 8. 761*10^-3 Trial 3: 8. 854*10^-3 The mean and standard deviation were then calculated for the moles of citric acid in the sample of soda used again to four significant figures: Mean: 8. 942*10^-3 Standard Deviation: 2. 376*10^-4 How to cite Acid in Soda, Essay examples

Clark Kent Essay Example For Students

Clark Kent Essay Moulmein High and Smallville both have a target audience that consist predominantly of teenagers. Both the programmes cover issues regarding friendship and love two issues that teenagers often grapple with. Moulmein High is a show about a group of secondary students and their constant struggle with teenage woes. The show tries to reflect the way society perceives todays teenagers to be. Singaporean teenagers are viewed as being very open-minded with a strong preference for Western culture instead of their traditional Asian culture. The characters in the show reflect that very well by trying to speak with a slight American lilt, using American colloquial and dressing (in clothing other than their school uniform) like a typical American teenager. Smallville on the other hand, is an adaptation of the age-old classic Superman. Every episode shows how the main character, Clark Kent tries to find balance between leading a normal life, and using his special gift to save people in need. Surprisingly, Smallville is different as compared to typical American teenage programmes in its definition of beauty. Normally, the main actor would be blonde, blue eyed and a football captain of the school. Similarly, the main actress would be blonde, blue eyed and a head cheerleader in the school. However, in Smallville, both the main actor and actress have dark hair and eyes. Furthermore, the main actress is of mixed heritage. The irony of these two programmes is that the local programme is trying to be more westernised whereas the Western programme is trying to break away from conformity. However, the two programmes do share certain similarities. One of the episodes in Smallville showed how an overweight girl suffered under the insults of her peers. Similarly, an episode in Moulmein High depicted a female character struggling with anorexia. These two episodes show that both locally and in the West, the ideal womans body is slim, or rather skinny. Also, both programmes show that the teenagers have respect for their parents because they obey their parents wishes. The difference is that in Smallville, the teenagers can talk to their parents and treat them like friends. If there are disagreements, the parents and teenagers would discuss and talk things through unlike in Moulmein High where there is no discussion because the parents claim they know what is right and best. Therefore, although the value of respect is reflected in both programmes, Smallville depicts the fact that respect is earned whereas in Moulmein High, respect towards parents seems like a norm. In both Smallville and Moulmein High, couples are seen being intimate and fond of public displays of affection. This reflects the open mindedness and bold behaviour of todays (both in the local and foreign context) teenagers as compared to the past generation, where any form of affection only happened behind closed doors. As an Asian and living in an Asian society, Western media can influence our perceptions and behaviour. However, even if Singapore is considered modernised and in the forefront of economic and business trends, there are still things deemed normal in Western culture that our society will frown upon. For example, although Singaporeans are exposed to many Western films and movies, public displays of affection should still be kept to a minimal. Holding hands in public is acceptable but kissing or cuddling in a public place will either draw stares or make onlookers look away in embarrassment. Our society supports the fact that teenagers should be respectful towards their elders.

Peapod Online Grocery Shopping free essay sample

Pea Pod Behaviors and Comparison What behaviors are involved in online grocery shopping? How does online grocery shopping compare with traditional shopping in terms of behavioral effort? The behaviors involved in online grocery shopping are information contact, funds access, and transaction. The information contact â€Å"†¦occurs when consumers come into contact with information, either intentionally or accidentally, about products, stores, or brands†¦Ã¢â‚¬  (J. Paul Peter, 2010, p. 95) Funds access or money â€Å"†¦is the primary medium of consumer exchange. The consumer must access this medium in one form or another before an exchange can occur†¦Ã¢â‚¬  (J. Paul Peter, 2010, p. 198) I do not believe that the store contact or the product contact is applicable here since the purchases are being made online and not in a brick and mortar store which would allow the customer to see, touch, and feel the items they wish to purchase. The behavioral efforts found in a n online grocery shopping can be described as in an emergency case only. We will write a custom essay sample on Peapod: Online Grocery Shopping or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Online shopping is used when the customer does not have enough time to get into the supermarket to shop. Yet the success of Pea Pod relies on these types of customers for the success of their continued business. The behaviors of traditional shopping are information contact, funds access, store contact, product contact, and transaction. What both the online and traditional shopper has in common are the consumption and disposition, and the communication. Consumers What types of consumers are likely to value online grocery shopping from Peapod? The type of consumers that are likely to value online grocery shopping from Peapod are the busy consumers, women, older people, people without cars (if the stores are not walking distance) and the â€Å"dual-income families (that) are strapped for time†¦Ã¢â‚¬  (J. Paul Peter, 2010, p. 209) to name a few. These customers may feel as if they have no time to get into a brick and mortar store. Their careers and quick paced life may make it inconvenient to take time from their day to get this task of grocery shopping done. Yet, with Peapod, they can order whatever they need online and they know that it will get delivered at their specified time. They did not have to drive to a store, park their car, walk into the store, find a cart or a basket, walk the aisles to pick their products, get on line to pay, put the items on the belt, pay for their items, bag their items, walk back to the car, load the car, drive home, unload the car, and put their groceries away. Peapod saves them all of the steps except for going online and picking the items, paying, and putting the items away once delivered. Opinion and Comparison Overall, what do you think about the idea of online grocery shopping? How does it compare with simply eating in restaurants and avoiding grocery shopping and cooking altogether? I will answer this question from a personal standpoint and not from data or information found in the specified reading. The idea of online shopping definitely intrigues me but I cannot find myself doing it. I can understand the need for this type of service based on the convenience but it is not for me. As a 46 year old career woman who is very rarely home, because of my required travels, I am the perfect customer for an online shopping program. Peapod is created and geared towards making my shopping experience easy and effortless but my better judgment goes against it. I am of the old fashioned belief that I need to see, touch, smell, and feel everything I purchase. I cannot find myself allowing someone else to pick the same pack of steak I would. How would the person picking my order know which stalk of broccoli I would pick had I done it myself? Although, I am usually limited for time, a trip to the grocery store, for me, is a fun and relaxing way to get the items I need to prepare the meals while I am at home. Interestingly enough, my grocery store of preference is Stop n’Shop which is the owner of Peapod. (J. Paul Peter, 2010, p. 209) Stop n’Shop has a system in their stores to allow the customer on the run to save a few steps and helps them get out the door quicker. They have scanning guns at the entrance of the store that a customer can use to scan their items and allow them to then put them directly into their shopping bag. Once all the shopping is done, you take the scanner to a register where the items you have scanned will download onto a screen which then allows you to pay for your purchase. It saves the time by not having to take all of your items out, put them on the belt, wait for a cashier to scan and charge the items, and then put them into bags. I have found this process to be wonderful and time saving for me. While, as I mentioned above, I am not a fan of online shopping and when compared to eating out; it is safe to say that buying nline will be cost effective as compared to a restaurant. Eating out all of the time instead of buying groceries and cooking at home will become very expensive. Also, the time spent getting to the restaurant, placing the order, waiting for the preparation, eating (if you are staying in), paying the bill, then getting back home will be a much longer process in time as compared to shopping and cooking at home. References J. Paul Peter, J. C. (2010). Consumer Behavio r amp; Marketing Strategy (9th Edition ed. ). New York, NY: McGraw-Hill Irwin.

Definition and Examples of Parallelism in Grammar

Definition and Examples of Parallelism in Grammar In English  grammar, parallelism is the similarity of structure in a pair or series of related words, phrases, or clauses. Also called parallel structure, paired construction, and  isocolon. By convention, items in a series appear in parallel grammatical form: a noun is listed with other nouns, an -ing form with other -ing forms, and so on. Kirszner and Mandell point out that parallelism adds unity, balance, and coherence to your writing. Effective parallelism makes sentences easy to follow and emphasizes relationships among equivalent ideas (The Concise Wadsworth Handbook,  2014). In traditional grammar, failure to arrange related items in parallel grammatical form is called faulty parallelism.   Etymology From the Greek, beside one another Examples and Observations Buy a bucket of chicken and have a barrel of fun.(Slogan of Kentucky Fried Chicken)How vain it is to sit down to write when you have not stood up to live!(Henry David Thoreau, A Year in Thoreaus Journal: 1851)The loss we felt was not the loss of ham but the loss of pig.(E. B. White, Death of a Pig. The Atlantic, January 1948)When you are right you cannot be too radical; when you are wrong, you cannot be too conservative.(Martin Luther King, Jr., Why We Cant Wait. Signet, 1964)Immature poets imitate; mature poets steal.(T.S. Eliot, Philip Massinger, 1920)It took a man like Madiba to free not just the prisoner, but the jailer as well; to show that you must trust others so that they may trust you; to teach that reconciliation is not a matter of ignoring a cruel past, but a means of confronting it with inclusion and generosity and truth. He changed laws, but he also changed hearts.(President Barack Obama, speech at the memorial service for former South African president Nelson Mandela, D ecember 10, 2013) After a few miles, we drove off a cliff.It wasn’t a big cliff. It was only about four feet high. But it was enough to blow out the front tire, knock off the back bumper, break Dad’s glasses, make Aunt Edythe spit out her false teeth, spill a jug of Kool-Aid, bump Missy’s head, spread the Auto Bingo pieces all over, and make Mark do number two.(John Hughes, Vacation 58. National Lampoon, 1980)New roads; new ruts.(Attributed to G. K. Chesterton)Hes quite a man with the girls. They say hes closed the eyes of many a man and opened the eyes of many a woman.(Telegraph operator to Penny Worth in Angel and the Badman, 1947)They are laughing at me, not with me.(Bart Simpson, The Simpsons)Voltaire could both lick boots and put the boot in. He was at once opportunist and courageous, cunning and sincere. He managed, with disconcerting ease, to reconcile love of freedom with love of hours.(Attributed to Dominique Eddà ©)Truth is not a diet but a condiment.(Attributed to Chri stopher Morley) Some of the people said that the elephant had gone in one direction, some said that he had gone in another, some professed not even to have heard of any elephant.(George Orwell, Shooting An Elephant. New Writing, 1936)Our transportation crisis will be solved by a bigger plane or a wider road, mental illness with a pill, poverty with a law, slums with a bulldozer, urban conflict with a gas, racism with a goodwill gesture.(Philip Slater,  The Pursuit of Loneliness. Houghton Mifflin, 1971)Unlike novelists and playwrights, who lurk behind the scenes while distracting our attention with the puppet show of imaginary characters, unlike scholars and journalists, who quote the opinions of others and shelter behind the hedges of neutrality, the essayist has nowhere to hide.(Scott Russell Sanders, The Singular First Person. The Sewanee Review, Fall 1998)O well for the fishermans boy,That he shouts with his sister at play!O well for the sailor lad,That he sings in his boat on the bay!(Alfred L ord Tennyson, Break, Break, Break, 1842) [Todays students] can put dope in their veins or hope in their brains. . . . If they can conceive it and believe it, they can achieve it. They must know it is not their aptitude but their attitude that will determine their altitude.(Rev. Jesse Jackson, quoted by Ashton Applewhite et al. in And I Quote, rev. ed. Thomas Dunne, 2003) Effects Created by Parallelism [T]he value of parallel structure goes beyond aesthetics. . . . It points up the structure of the sentence, showing readers what goes with what and keeping them on the right track.(Claire K. Cook, Line by Line. Houghton Mifflin, 1985) Several studies have shown that in conjoined structures, even without ellipsis, parallelism of many types is helpful to the processor,  in that the second conjunct is easier  to process if it is parallel to the first in some way . . ..(Katy Carlson,  Parallelism and Prosody in the Processing of Ellipsis Sentences.  Routledge, 2002) Parallelism has the potential to create rhythm, emphasis, and drama as it clearly presents ideas or action. Consider this long, graceful (and witty) sentence that begins a magazine article on sneakers: A long time ago- before sneaker companies had the marketing clout to spend millions of dollars sponsoring telecasts of the Super Bowl; before street gangs identified themselves by the color of their Adidas; before North Carolina States basketball players found they could raise a little extra cash by selling the freebie Nikes off their feet; and before a sneakers very sole had been gelatinized, Energaired, Hexalited, torsioned and injected with pressurized gas- sneakers were, well, sneakers.[E.M. Swift, Farewell, My Lovely. Sports Illustrated, February 19, 1990] First note the obvious parallelism of four clauses beginning with the word before and proceeding with similar grammatical patterns. Then note the parallel list of sneaker attributes: gelatinized, Energaired and so on. This is writing with pizzazz. It moves. It almost makes you interested in sneakers! Of course you noticed the nice bit of word play- the sneakers very sole.(Lauren Kessler and Duncan McDonald, When Words Collide: A Media Writers Guide to Grammar and Style, 7th ed. Thomson Learning, 2008) Pronunciation: PAR-a-lell-izm

Alexander H. Stephens - Cornerstone Speech

Alexander H. Stephens Cornerstone Speech Delivered 21 March 1861, Savannah, Georgia When perfect quiet is restored, I shall proceed. I cannot speak so long as there is any noise or confusion. I shall take my time I feel quite prepared to spend the night with you if necessary. I very much regret that everyone who desires cannot hear what I have to say. Not that I have any display to make, or anything very entertaining to present, but such views as I have to give, I wish all, not only in this city, but in this State, and throughout our Confederate Republic, could hear, who have a desire to hear them.I was remarking that we are passing through one of the greatest revolutions in the annals of the world. Seven States have within the last three months thrown off an old government and formed a new. This revolution has been signally marked, up to this time, by the fact of its having been accomplished without the loss of a single drop of blood. This new constitution. or form of government, constitutes the subject to which your attention will be partly invited. In reference to it, I make this first general remark: it amply secures all our ancient rights, franchises, and liberties. All the great principles of Magna Charta are retained in it. No citizen is deprived of life, liberty, or property, but by the judgment of his peers under the laws of the land. The great principle of religious liberty, which was the honor and pride of the old constitution, is still maintained and secured. All the essentials of the old constitution, which have endeared it to the hearts of the American people, have been preserved and perpetuated. Some changes have been made. Some of these I should have preferred not to have seen made; but other important changes do meet my cordial approbation. They form great improvements upon the old constitution. So, taking the whole new constitution, I have no hesitancy in giving it as my judgment that it is decide dly better than the old. Allow me briefly to allude to some of these improvements. The question of building up class interests, or fostering one branch of industry to the prejudice of another under the exercise of the revenue power, which gave us so much trouble under the old constitution, is put at rest forever under the new. We allow the imposition of no duty with a view of giving advantage to one class of persons, in any trade or business, over those of another. All, under our system, stand upon the same broad principles of perfect equality. Honest labor and enterprise are left free and unrestricted in whatever pursuit they may be engaged. This old thorn of the tariff, which was the cause of so much irritation in the old body politic, is removed forever from the new. Again, the subject of internal improvements, under the power of Congress to regulate commerce, is put at rest under our system. The power, claimed by construction under the old constitution, was at least a doubtful one; it rested solely upon construction. We of the South, generally apart from considerations of constitutional principles, opposed its exercise upon grounds of its inexpediency and injustice. Notwithstanding this opposition, millions of money, from the common treasury had been drawn for such purposes. Our opposition sprang from no hostility to commerce, or to all necessary aids for facilitating it. With us it was simply a question upon whom the burden should fall. In Georgia, for instance, we have done as much for the cause of internal improvements as any other portion of the country, according to population and means. We have stretched out lines of railroads from the seaboard to the mountains; dug down the hills, and filled up the valleys at a cost of not less than $25,0 00,000. All this was done to open an outlet for our products of the interior, and those to the west of us, to reach the marts of the world. No State was in greater need of such facilities than Georgia, but we did not ask that these works should be made by appropriations out of the common treasury. The cost of the grading, the superstructure, and the equipment of our roads was borne by those who had entered into the enterprise. Nay, more not only the cost of the iron no small item in the aggregate cost was borne in the same way, but we were compelled to pay into the common treasury several millions of dollars for the privilege of importing the iron, after the price was paid for it abroad. What justice was there in taking this money, which our people paid into the common treasury on the importation of our iron, and applying it to the improvement of rivers and harbors elsewhere? The true principle is to subject the commerce of every locality, to whatever burdens may be necessary to fac ilitate it. If Charleston harbor needs improvement, let the commerce of Charleston bear the burden. If the mouth of the Savannah river has to be cleared out, let the sea-going navigation which is benefited by it, bear the burden. So with the mouths of the Alabama and Mississippi river. Just as the products of the interior, our cotton, wheat, corn, and other articles, have to bear the necessary rates of freight over our railroads to reach the seas. This is again the broad principle of perfect equality and justice, and it is especially set forth and established in our new constitution. Another feature to which I will allude is that the new constitution provides that cabinet ministers and heads of departments may have the privilege of seats upon the floor of the Senate and House of Representatives and may have the right to participate in the debates and discussions upon the various subjects of administration. I should have preferred that this provision should have gone further, and required the President to select his constitutional advisers from the Senate and House of Representatives. That would have conformed entirely to the practice in the British Parliament, which, in my judgment, is one of the wisest provisions in the British constitution. It is the only feature that saves that government. It is that which gives it stability in its facility to change its administration. Ours, as it is, is a great approximation to the right principle. Under the old constitution, a secretary of the treasury for instance, had no opportunity, save by his annual reports, of presenting any scheme or plan of finance or other matter. He had no opportunity of explaining, expounding, enforcing, or defending his views of policy; his only resort was through the medium of an organ. In the British parliament, the premier brings in his budget and stands before the nation responsible for its every item. If it is indefensible, he falls before the attacks upon it, as he ought to. This will now be the case to a limited extent under our system. In the new constitution, provision has been made by which our heads of departments can speak for themselves and the administration, in behalf of its entire policy, without resorting to the indirect and highly objectionable medium of a newspaper. It is to be greatly hoped that under our system we shall never have what is known as a government organ. Another change in the constitution relates to the length of the tenure of the presidential office. In the new constitution it is six years instead of four, and the President rendered ineligible for a re-election. This is certainly a decidedly conservative change. It will remove from the incumbent all temptation to use his office or exert the powers confided to him for any objects of personal ambition. The only incentive to that higher ambition which should move and actuate one holding such high trusts in his hands, will be the good of the people, the advancement, prosperity, happiness, safety, honor, and true glory of the confederacy. But not to be tedious in enumerating the numerous changes for the better, allow me to allude to one other though last, not least. The new constitution has put at rest, forever, all the agitating questions relating to our peculiar institution African slavery as it exists amongst us the proper status of the negro in our form of civilization. This was the immediate cause of the late rupture and present revolution. Jefferson in his forecast, had anticipated this, as the rock upon which the old Union would split. He was right. What was conjecture with him, is now a realized fact. But whether he fully comprehended the great truth upon which that rock stood and stands, may be doubted. The prevailing ideas entertained by him and most of the leading statesmen at the time of the formation of the old constitution, were that the enslavement of the African was in violation of the laws of nature; that it was wrong in principle, socially, morally, and politically. It was an evil they knew not well how to deal with, but the general opinion of the men of that day was that, somehow or other in the order of Providence, the institution would be evanescent and pass away. This idea, though not incorporated in the constitution, was the prevailing idea at that time. The constitution, it is true, secured every essential guarantee to the institution while it should last, and hence no argument can be justly urged against the constitutional guarantees thus secured, because of the common sentiment of the day. Those ideas, however, were fundamentally wrong. They rested upon the assumption of the equality of races. This was an error. It was a sandy foundation, and the government built upon it fell when the storm came and the wind blew. Our new government is founded upon exactly the opposite idea; its foundations are laid, its corner-stone rests, upon the great truth that the negro is not equal to the white man; that slavery subordination to the superior race is his natural and normal condition. This, our new government, is the first, in the history of the world, based upon this great physical, philosophical, and moral truth. This truth has been slow in the process of its development, like all other truths in the various departments of science. It has been so even amongst us. Many who hear me, perhaps, can recollect well, that this truth was not generally admitted, even within their day. The errors of the past generation still clung to many as late as twenty years ago. Those at the North, who still cling to these errors, with a zeal above knowledge, we justly denominate fanatics. All fanaticism springs from an aberration of the mind from a defect in reasoning. It is a species of insanity. One of the most striking characteristics of insanity, in many instances, is forming correct conclusions from fancied or erroneous premises; so with the anti-slavery fanatics. Their conclusions are right if their premises were. They assume that the negro is equal, and hence conclude that he is entitled to equal privileges and rights with the white man. If their premises were correct, their conclusions would be logical and just but their premise being wrong, their whole argument fails. I recollect once of having heard a gentleman from one of the northern States, of great power and ability, announce in the House of Representatives, with imposing effect, that we of the South would be compelled, ultimately, to yield upon this subject of slavery, that it was as impossible to war successfully against a principle in politics, as it was in physics or mechanics. That the principle would ultimately prevail. That we, in maintaining slavery as it exists with us, were warring against a principle, a principle founded in n ature, the principle of the equality of men. The reply I made to him was, that upon his own grounds, we should, ultimately, succeed, and that he and his associates, in this crusade against our institutions, would ultimately fail. The truth announced, that it was as impossible to war successfully against a principle in politics as it was in physics and mechanics, I admitted; but told him that it was he, and those acting with him, who were warring against a principle. They were attempting to make things equal which the Creator had made unequal. In the conflict thus far, success has been on our side, complete throughout the length and breadth of the Confederate States. It is upon this, as I have stated, our social fabric is firmly planted; and I cannot permit myself to doubt the ultimate success of a full recognition of this principle throughout the civilized and enlightened world. As I have stated, the truth of this principle may be slow in development, as all truths are and ever have been, in the various branches of science. It was so with the principles announced by Galileo it was so with Adam Smith and his principles of political economy. It was so with Harvey, and his theory of the circulation of the blood. It is stated that not a single one of the medical profession, living at the time of the announcement of the truths made by him, admitted them. Now, they are universally acknowledged. May we not, therefore, look with confidence to the ultimate universal acknowledgment of the truths upon which our system rests? It is the first government ever instituted upon the principles in strict conformity to nature, and the ordination of Providence, in furnishing the materials of human society. Many governments have been founded upon the principle of the subordination and serfdom of certain classes of the same race; such were and are in violation of the laws of natur e. Our system commits no such violation of natures laws. With us, all of the white race, however high or low, rich or poor, are equal in the eye of the law. Not so with the negro. Subordination is his place. He, by nature, or by the curse against Canaan, is fitted for that condition which he occupies in our system. The architect, in the construction of buildings, lays the foundation with the proper material-the granite; then comes the brick or the marble. The substratum of our society is made of the material fitted by nature for it, and by experience we know that it is best, not only for the superior, but for the inferior race, that it should be so. It is, indeed, in conformity with the ordinance of the Creator. It is not for us to inquire into the wisdom of His ordinances, or to question them. For His own purposes, He has made one race to differ from another, as He has made one star to differ from another star in glory. The great objects of humanity are best attained when there is conformity to His laws and decrees, in the formation of governments as well as in all things else. Our confederacy is founded upon principles in strict conformity with these laws. This stone which was rejected by the first builders is become the chief of the corner the real corner-stone in our new edifice. I have been asked, what of the future? It has been apprehended by some that we would have arrayed against us the civilized world. I care not who or how many they may be against us, when we stand upon the eternal principles of truth, if we are true to ourselves and the principles for which we contend, we are obliged to, and must triumph. Thousands of people who begin to understand these truths are not yet completely out of the shell; they do not see them in their length and breadth. We hear much of the civilization and Christianization of the barbarous tribes of Africa. In my judgment, those ends will never be attained, but by first teaching them the lesson taught to Adam, that in the sweat of his brow he should eat his bread, and teaching them to work, and feed, and clothe themselves. But to pass on: Some have propounded the inquiry whether it is practicable for us to go on with the confederacy without further accessions? Have we the means and ability to maintain nationality among the powers of the earth? On this point I would barely say, that as anxiously as we all have been, and are, for the border States, with institutions similar to ours, to join us, still we are abundantly able to maintain our position, even if they should ultimately make up their minds not to cast their destiny with us. That they ultimately will join us be compelled to do it is my confident belief; but we can get on very well without them, even if they should not. We have all the essential elements of a high national career. The idea has been given out at the North, and even in the border States, that we are too small and too weak to maintain a separate nationality. This is a great mistake. In extent of territory we embrace five hundred and sixty-four thousand square miles and upward. This is upward of two hundred thousand square miles more than was included within the limits of the original thirteen States. It is an area of country more than double the territory of France or the Austrian empire. France, in round numbers, has but two hundred and twelve thousand square miles. Austria, in round numbers, has two hundred and forty-eight thousand square miles. Ours is greater than both combined. It is greater than all France, Spain, Portugal, and Great Britain, including England, Ireland, and Scotland, together. In population we have upward of five millions, according to the census of 1860; this includes white and black. The entire population, incl uding white and black, of the original thirteen States, was less than four millions in 1790, and still less in 76, when the independence of our fathers was achieved. If they, with a less population, dared maintain their independence against the greatest power on earth, shall we have any apprehension of maintaining ours now? In point of material wealth and resources, we are greatly in advance of them. The taxable property of the Confederate States cannot be less than twenty-two hundred millions of dollars! This, I think I venture but little in saying, may be considered as five times more than the colonies possessed at the time they achieved their independence. Georgia, alone, possessed last year, according to the report of our comptroller-general, six hundred and seventy-two millions of taxable property. The debts of the seven confederate States sum up in the aggregate less than eighteen millions, while the existing debts of the other of the late United States sum up in the aggregate the enormous amount of one hundred and seventy-four millions of dollars. This is without taking into account the heavy city debts, corporation debts, and railroad debts, which press, and will continue to press, as a heavy incubus upon the resources of those States. These debts, added to others, make a sum total not much unde r five hundred millions of dollars. With such an area of territory as we have-with such an amount of population-with a climate and soil unsurpassed by any on the face of the earth-with such resources already at our command-with productions which control the commerce of the world-who can entertain any apprehensions as to our ability to succeed, whether others join us or not? It is true, I believe I state but the common sentiment, when I declare my earnest desire that the border States should join us. The differences of opinion that existed among us anterior to secession, related more to the policy in securing that result by co-operation than from any difference upon the ultimate security we all looked to in common. These differences of opinion were more in reference to policy than principle, and as Mr. Jefferson said in his inaugural, in 1801, after the heated contest preceding his election, that there might be differences of opinion without differences on principle, and that all, to some extent, had been Federalists and all Republicans; so it may now be said of us, that whatever differences of opinion as to the best policy in having a co-operation with our border sister slave States, if the worst came to the worst, that as we were all co-operationists, we are now all for independence, whether they come or not. In this connection I take this occasion to state, that I was not without grave and serious apprehensions, that if the worst came to the worst, and cutting loose from the old government should be the only remedy for our safety and security, it would be attended with much more serious ills than it has been as yet. Thus far we have seen none of those incidents which usually attend revolutions. No such material as such convulsions usually throw up has been seen. Wisdom, prudence, and patriotism, have marked every step of our progress thus far. This augurs well for the future, and it is a matter of sincere gratification to me, that I am enabled to make the declaration. Of the men I met in the Congress at Montgomery, I may be pardoned for saying this, an abler, wiser, a more conservative, deliberate, determined, resolute, and patriotic body of men, I never met in my life. Their works speak for them; the provisional government speaks for them; the constitution of the permanent government wi ll be a lasting monument of their worth, merit, and statesmanship. But to return to the question of the future. What is to be the result of this revolution? Will every thing, commenced so well, continue as it has begun? In reply to this anxious inquiry, I can only say it all depends upon ourselves. A young man starting out in life on his majority, with health, talent, and ability, under a favoring Providence, may be said to be the architect of his own fortunes. His destinies are in his own hands. He may make for himself a name, of honor or dishonor, according to his own acts. If he plants himself upon truth, integrity, honor and uprightness, with industry, patience and energy, he cannot fail of success. So it is with us. We are a young republic, just entering upon the arena of nations; we will be the architects of our own fortunes. Our destiny, under Providence, is in our own hands. With wisdom, prudence, and statesmanship on the part of our public men, and intelligence, virtue and patriotism on the part of the people, success, to the full measures of our most sanguine hopes, may be looked for. But if unwise counsels prevail if we become divided if schisms arise if dissentions spring up if factions are engendered if party spirit, nourished by unholy personal ambition shall rear its hydra head, I have no good to prophesy for you. Without intelligence, virtue, integrity, and patriotism on the part of the people, no republic or representative government can be durable or stable. We have intelligence, and virtue, and patriotism. All that is required is to cultivate and perpetuate these. Intelligence will not do without virtue. France was a nation of philosophers. These philosophers become Jacobins. They lacked that virtue, that devotion to moral principle, and that patriotism which is essential to good government Organized upon principles of perfect justice and right-seeking amity and friendship with all other powers-I see no obstacle in the way of our upward and onward progress. Our growth, by accessions from other States, will depend greatly upon whether we present to the world, as I trust we shall, a better government than that to which neighboring States belong. If we do this, North Carolina, Tennessee, and Arkansas cannot hesitate long; neither can Virginia, Kentucky, and Missouri. They will necessarily gravitate to us by an imperious law. We made ample provision in our constitution for the admission of other States; it is more guarded, and wisely so, I think, than the old constitution on the same subject, but not too guarded to receive them as fast as it may be proper. Looking to the distant future, and, perhaps, not very far distant either, it is not beyond the range of possibility, and even probability, that all the great States of the north-west will gravitate this way, as well as Tennessee, Kentucky, Missouri, Arkansas, etc. Should they do so, our doors are wide enough to receive them, but not until they are ready to assimilate with us in principle. The process of disintegration in the old Union may be expected to go on with almost absolute certainty if we pursue the right course. We are now the nucleus of a growing power which, if we are true to ourselves, our destiny, and high mission, will become the controlling power on this continent. To what extent accessions will go on in the process of time, or where it will end, the future will determine. So far as it concerns States of the old Union, this process will be upon no such principles of reconstruction as now spoken of, but upon reorganization and new assimilation. Such are some of the glimpses of the future as I catch them. But at first we must necessarily meet with the inconveniences and difficulties and embarrassments incident to all changes of government. These will be felt in our postal affairs and changes in the channel of trade. These inconveniences, it is to be hoped, will be but temporary, and must be borne with patience and forbearance. As to whether we shall have war with our late confederates, or whether all matters of differences between us shall be amicably settled, I can only say that the prospect for a peaceful adjustment is better, so far as I am informed, than it has been. The prospect of war is, at least, not so threatening as it has been. The idea of coercion, shadowed forth in President Lincolns inaugural, seems not to be followed up thus far so vigorously as was expected. Fort Sumter, it is believed, will soon be evacuated. What course will be pursued toward Fort Pickens, and the other forts on the gulf, is not so well understood. It is to be greatly desired that all of them should be surrendered. Our object is peace, not only with the North, but with the world. All matters relating to the public property, public liabilities of the Union when we were members of it, we are ready and willing to adjust and settle upon the principles of right, equity, and good faith. War can be of no more benefit to the Nort h than to us. Whether the intention of evacuating Fort Sumter is to be received as an evidence of a desire for a peaceful solution of our difficulties with the United States, or the result of necessity, I will not undertake to say. I would feign hope the former. Rumors are afloat, however, that it is the result of necessity. All I can say to you, therefore, on that point is, keep your armor bright and your powder dry. The surest way to secure peace, is to show your ability to maintain your rights. The principles and position of the present administration of the United States the republican party present some puzzling questions. While it is a fixed principle with them never to allow the increase of a foot of slave territory, they seem to be equally determined not to part with an inch of the accursed soil. Notwithstanding their clamor against the institution, they seemed to be equally opposed to getting more, or letting go what they have got. They were ready to fight on the accession of Texas, and are equally ready to fight now on her secession. Why is this? How can this strange paradox be accounted for? There seems to be but one rational solution and that is, notwithstanding their professions of humanity, they are disinclined to give up the benefits they derive from slave labor. Their philanthropy yields to their interest. The idea of enforcing the laws, has but one object, and that is a collection of the taxes, raised by slave labor to swell the fund necessary to meet their heavy appropriations. The spoils is what they are after though they come from the labor of the slave That as the admission of States by Congress under the constitution was an act of legislation, and in the nature of a contract or compact between the States admitted and the others admitting, why should not this contract or compact be regarded as of like character with all other civil contracts liable to be rescinded by mutual agreement of both parties? The seceding States have rescinded it on their part, they have resumed their sovereignty. Why cannot the whole question be settled, if the north desire peace, simply by the Congress, in both branches, with the concurrence of the President, giving their consent to the separation, and a recognition of our independence? Text Source: Cleveland, H. (1886). Alexander H. Stephens, in Public and Private: With Letters and Speeches, Before, During, and Since the War. Philadelphia, PA.

Nature or nurture Essay Example | Topics and Well Written Essays - 1500 words

Nature or nurture - Essay Example This at least seem possible conclusions that may be drawn from the work of Michael Kimmel, a sociologist, teaching at the University of New York at Stony Brook. Apart from having written on gender in general and men in particular, he has also produced numerous books and journal articles that deal specifically with the issues of masculinity, particularly that of teenage boys and young men under the age of 30. In a recent book (2008), Kimmel discusses the ‘code of masculinity’ these young men are socialized into, usually from an age earlier than even puberty, and the fear that is created by enforcement tactics used by others around them to ensure that the socialization process is successful. It is not only Kimmel but also others like Kindlon and Thompson (qtd. In Kimmel 2008) who point out that young men are not comfortable with the denial of personal needs and with living in emotional isolation. The cruel treatment they suffer at the hands of their peers leaves them beref t and is the reason for many teenage suicides. The fact that so many young boys and men appear to be extremely ill at ease with ‘wearing the mask of masculinity’ (Pollack qtd. ... nowledges the recent pre-occupation with biology in the area of human identity, and the apparent demise of theories of gender as a social construct, she also points to the fact that the difficulties so-called ‘transgender’ children experience, appear to have been exacerbated by parental indulgence. These children take on role-playing at a very early age – usually the role of the opposite sex – and persist with it, without a sign of change in sight. In A Boy’s Life (November 2008) Rosin maps the options that are open to these children and how their parents agonize over choices they are ill equipped to make. Both Rosin and Kimmel offer a disturbing view of the motivation of peers, parents, communities and professionals, those involved in the negotiation of gender and identity, and how a mix of fear of rejection, a need for normalcy and peer approval, parental weakness and professional ambition can lead to a single-minded homing in on only those solutio ns that serve these purposes. As Kimmel points out, it is not surprising that a system that is held together by fear and constant peer affirmation should selectively look to nature and nurture to justify itself. Like many other ambiguous intellectual constructs, it uses contradictory justifications. Thus, masculinity is described to be the result of evolutionary and chemical processes – biologically determined, unalterable and unassailable (614). It would appear that men come into the world, fully ‘wired’ for masculinity. This is indeed biology at work. Yet, curiously, it is vulnerable. It must be re-enforced by toughening up or it is in danger of lapsing. As Kimmel points out, if it is indeed hard-wired, nothing whatsoever would need to be done to preserve it. But that is clearly not the case, otherwise men

Johnson and Johnson Term Paper Example | Topics and Well Written Essays - 2000 words

Johnson and Johnson - Term Paper Example Product positioning is a vital marketing tool for any organization to make the products superior compared to other competitors’ products. It comprises developing a unique, reliable and standard customer insight about a company’s offerings and brand image. Organizations can position their products on the basis of utilization, cost, or quality. The advertisements play significant part for positioning the products and the offerings of organizations. Through advertisement, organizations position their products by the way of promoting the differentiators to the customers. To become successful, organizations need effective promotion, advertising and sales initiatives and without them there will be less opportunity for future development of business. The purpose of the paper is to describe the advertising and its impact on positioning of Johnson & Johnson Company. The objective will be accomplished by two phases, firstly describing the product positioning and illustrating how organizations can use it to position their products, secondly, how Johnson & Johnson had used advertisement for positioning one of its popular brands named Tylenol. The reason for choosing this topic is to know the relationship between positioning and advertising and to understand the importance of positioning in business. Company Background Johnson & Johnson is one of the most admired organizations, which trades pharmaceutical and healthcare products. Its business operations are expanded to around 60 nations with more than 250 business units. The company invests significant amount on marketing and advertising of their products to the customers. In the year 2010, Johnson & Johnson expended almost 19,424 USD for marketing and managerial purposes. The company provides significant importance on advertisements. The major advertisement media used by Johnson & Johnson are television, radio, print and internet. In the year 2010, the total advertisement spending on Johnson & Johnson was alm ost 2.4 billion USD which indicates that advertisements are used by the company for positioning the brand. Through advertisements, Johnson & Johnson seeks to maintain close relation with the customers and provide useful information about their products. Today, billions of people globally use the products of Johnson & Johnson which is possible due to efficient positioning strategy of the company (Johnson & Johnson Services, â€Å"Annual Report 2010†). Product Positioning Product positioning is an essential element of customers’ purchasing process. It provides the opportunity to encourage the customers’ insights regarding company’s products. Rich, brief and meaningful product positioning assists organizations to communicate message regarding products to customers so that they can accept and be familiar with the product offerings among other substitute products. For successful positioning, organizations need to undertake three steps. First, organizations sho uld recognize the characteristics of target market, i.e. how target market makes their purchasing decisions. After that, organizations need to recognize the type of competition, i.e. how the rival companies are positioning their products and what strategies are they using for successful positioning. Then, organizations must find out the major strengths of their products and assess the purchasing criteria. If the purchasing criteria satisfy the requirements of target customers effectively, organizations can position their products and ultimately can yield better returns. If there is no vacant product position to be filled in the market, then the organization needs to find out the competitor to compete, with a certain product position that can ensure success (On The Mark, â€Å"

Branches of Philosophy Essay Example for Free

Branches of Philosophy Essay There are five types of branches in philosophy. These branches can be categories as Metaphysics, Epistemology, Ethics, Politics, and Estetics. The first branch of philosophy is Metaphysics, also known as the study of existence. Metaphysics act as a foundation in philosophy as well as the foundation of the view of our world. Metaphysics is very important to all of us as it help us to deal with reality by explaining and interpreting the world and nature around us. As you can see, without Metaphysics in our life, we will be unable to preserve our life as well as being ambiguous toward the information and knowledge around us, if this happen, we will have difficulty to live and comprehend the world. Therefore, Metaphysics is very important in our life. There are also some key elements of a rational metaphysics, one of the most important element would be reality. From a metaphysical side of view, reality must be understood perfectly and correctly because reality can be said as absolute and consistent. It has a specific nature independent of our thoughts or feelings. Besides reality, causality also play an important role in metaphysics. This is because everything happens for a reason and also an effect. Every entity has a specific nature and act according to that specific nature. Therefore, we can define that causality is means by which changes occurs, but the changes occurs depending on a specific nature. The next branch of philosophy is Epistemology, which is also known as the study of knowledge. This branch of philosophy is used to address the question â€Å"How do I know about it† as Epistemology is the study of our method or ways to acquired knowledge. It also relates our minds to reality by concerning how are they related to each other before determine whether these relationships are valid or invalid. Epistemology also encompasses the nature and construction of concepts. All mental things such as idea and emotion are also compasses by Epistemology. We need to have Epistemology in order to identify the true and false in our daily life and also the method or ways of evaluating certain things to acquired knowledge and experience toward the world around us. Epistemology is important because we will not be able to identify right from wrong as we are unable to think properly without Epistemology. On the other hand, we will be able to achieve our goal as well as acquired more understanding toward reality if we got enough degree of Epistemology. Flaws in epistemology will make it harder to accomplish anything. One of the key elements of a proper Epistemology is our own senses. Our five senses are valid and also are the only way we can gain information about the world around us. Besides that, logic help us to maintain consistency within our knowledge. Validity is determined by objectivity while concepts are abstraction of a certain details of reality. These are all the key elements for a rational Epistemology. Ethics, also known as the study of how a person acts in his daily life, is dependent on Epistemology because it is impossible to make choices without knowledge. From a fundamental point of view, ethics is a method or way to categorized and pursue our own values. Human needs Ethics to live. This is because without ethics, the whole world will become chaotic as all our action will be aimless and random as all of us are unable to decide a course of action. Ethics will not be able to completely help us to pursue our goal if rationality is ignored. We must all have a rational ethical standard at a certain degree which we are able to identify our goal clearly in order to accomplish our most important values. Every branches of philosophy have their own key element to achieve certain level of value. For ethics, it requires a standard of value to which all goals and actions can be compared to. The ultimate standard of value is none other but the value of our own lives. If a person is able to recognize his importance not only to his physical survival, but to his well-being and happiness, that certain person can be said to have a very good and proper ethics in his life. One of the subset of ethics will be the next branches of philosophy known as Politics. Politics can be defined as the study of how men should interact in a proper society and what constitute proper in life, in other words, it is the study of Force which answer the question ‘What action are permissible’. Politics can be applied to every single person or a group of people. A society is set up by Politics as politics tell how a person should act or behave within a certain society. Politics is very important in a society and even a country itself, this is because a political system in a society or country will greatly affect the individuals within that specific area. The people within that system are allowed to function or act according to the nature of the politics that is applied there. If the system is unable to work out, it will either collapse such as the Communist Russia or it will cause rebel such as in Czarist Russia. The main goal of Politics must be the faculty of reason. This is because reason is the main means of survival for a man as ones cannot survive in an ineffective environment. In a moral political system, coercion must be banned because reason does not function under it as man cannot be forced to think about what is right or wrong. Society cannot be forced to think, but, government plays an important role here as governments can objective laws and also monopoly retaliatory force to prevent one person from doing illegal things that might harm the society. The last branch of philosophy is also known as the study of arts and the sense of life which is called Esthetics. Esthetics also studies the methods of evaluating arts and also the judgment of arts itself. This branch of philosophy depends on the previous branches of philosophy which is Metaphysics, Epistemology, and ethics. It is important to study art because art existed through all of recorded human history. Human’s unique ways of thinking and evaluating makes art unique as well. A person ability to abstract the concept of art can determined the standard of one’s life as well as satisfying his personal intellectual needs. This is why Esthetics is very important as it delves into the reason why does art existed. The main key element of a proper Esthetics is none other than a person’s value judgment of the creator. With the field of ethics, these value judgments can be evaluated as well as observed because art is a selective recreation of reality.

Kate Chopin and Local Color :: Expository Essays

Kate Chopin and Local Color The background setting of most of Chopin's stories is the Creole culture of southern Louisiana. Southern Louisiana was far more French than American as a large portion of the culture was Creole -- those being the descendants of French and Spanish colonists. This Creole society was united in its Catholicism, and the French language and therefore became a "cultural subgroup which had little in common with, [and] was often in conflict with, Anglo-American society" (Walker, 97). This region of Louisiana was referred to as a "Southern Babylon" (Walker, 97). And it was this backdrop of society that Chopin used in her work which earned her the label of being a local-colorist. Consequently the term local-color is generally "taken to mean that the work has only a narrow appeal as a "novelty= piece" and are "noted more for skillful regional description than for insight into human nature" (Bourn). One common characteristic of the local color movement is the intermixing of the languages of the area, being in Chopin's stories: English and French. Yet the use of dialect, also being part of the realist tradition, "reveal[s] the various ethnic groups and ... provide[s] some regional color" (The New Laurel Review). The use of language is important to Chopin's character's status in society: for example, the higher up the character's status is the less his/her accent is discernible; while the "'lowest'" character in the story, speaks an exaggerated mix of Creole dialect and black dialect" (Bourn). However the "dialect [used] does not become a central focus obscuring the more imaginative aspects of [Chopin's] stories" (The New Laurel Review). Yet Chopin surpasses the limitations set by the local color movement, such as being novelty pieces and having a narrow appeal, because the ethnic characters that she creates "are individuals first and members of a race or nationality second" (The New Laurel Review). Chopin is "not [there] just to record the lives of people in an area, but to show how people in these places encounter and deal with issues that have universal value" (Bourn). And therefore, in direct contrast to "a local color novel ... [being] one in which the identity of the setting is integral to the very unfolding of the theme, rather than simply incidental to a theme that could as well be set anywhere" (May, 216).

Research Project on Nimbooz by Pepsico

A Study on the Customer Preference of Nimbooz, Kolkata Chapter| Table of Content| Pg. Nos. | Chapter I| Introduction and Literature Review| | | * Introduction to the Topic| 6| | * Introduction to the Industry| 9| | * Introduction to the Company| 25| | * Introduction to Nimbooz| 44| Chapter II| Research Design| | | * Title of the project report| 59| | * Statement of the Problem| 59| | * Scope of the Study | 59| | * Objective of the Study| 59| | * Hypothesis Development| 59| | * Methodology| 60| | * Data Sampling | | | * Sampling Details| | | * Tools for Data Analysis| | * Limitations of the Study| 61| Chapter III| Analysis and Interpretation| 62| Chapter IV| Summary Of Findings| 85| Chapter V| Recommendations and | 86| | Conclusion| 89| | | * Bibliography | 90| | * Annexures| 91| | * Questionnaire| | INTRODUCTION TO TOPIC The beverage industry of India has seen the introduction of new products over the last few years. PepsiCo launched the lime-lemon drink Nimbooz. The drink is an addi tion to its 7-up category with real lemon juice, no fizz and no artificial flavors. This research is to identify the market performance of one such product that is Pepsi co. s Nimbooz. Market research  is any organized effort to gather information about  markets  or customers. It is a very important component of  business strategy. The term is commonly interchanged with  marketing research; however, expert practitioners may wish to draw a distinction,in that marketing  research is concerned specifically about marketing processes, while  market  research is concerned specifically with markets. Market Research is the key factor to get advantage over competitors. Market research provides important information to identify and analyze the market need, market size and competition.Market research includes social and opinion research, and is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making. The process of market research included – Step 1: Problem Definition The first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making.Problem definition involves discussion with the decision makers and analysis of secondary data. Once the problem has been precisely defined, the research can be designed and conducted properly. Step 2: Development of an Approach to the Problem Development of an approach to the problem includes formulating an objective or theoretical framework, analytical models, research questions, hypotheses, and identifying characteristics or factors that can influence the research design. This process is guided by case studies and simulations, analysis of secondary data and pragmatic considerations.Step 3: Research Design Formulation A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the required information, and its purpose is to design a study that will test the hypotheses of interest, determine possible answers to the research questions, and provide the information needed for decision making. Conducting exploratory research, precisely defining the variables, and designing appropriate scales to measure them are also a part of the research design.The issue of how the data should be obtained from the respondents (for example, by conducting a survey or an experiment) must be addressed. It is also necessary to design a questionnaire and a sampling plan to select respondents for the study. Step 4: Data Collection Data collection handing out questionnaires to respondents for study. It involves a certain level of interaction with the respondents. Step 5: Da ta Preparation and Analysis Data preparation includes the editing, coding, transcription, and verification of data. Each questionnaire or observation form is inspected, or edited, and, if necessary, corrected.Number or letter codes are assigned to represent each response to each question in the questionnaire. Step 6: Report Preparation and Presentation The entire project is documented in a written report which addresses the specific research questions identified, describes the approach, the research design, data collection, and data analysis procedures adopted, and present the results and the major findings. The findings should be presented in a comprehensible format so that they can be readily used in the decision making process. The project incorporates the analysis of the customer preference of Nimbooz.The research studies the overall post-launch consumer behavior and analyses the customer preference of Nimbooz. | INTRODUCTION TO THE BEVERAGE INDUSTRY A  beverage  is a drink specifically prepared for human consumption. Beverages almost always largely consist of water. Drinks often consumed include: Water (both flat or carbonated),Juice based drinks, Soft drinks, Sports and Energy drinks, Alcoholic beverages like beer or spirits ,Coffee, tea ,Dairy products like milk. Filling of beverages can be done cold, hot, ambient and cold-aseptic filling to mention the latest trend of beverage marketing and technology.The beverage is mainly categorized into two major categories based upon the alcoholic and nonalcoholic nature of the drink: An alcoholic beverage is a drink containing ethanol, commonly known as alcohol. Alcoholic beverages are divided into three general classes: beers, wines, and spirits. They are legally consumed in most countries, and over 100 countries have laws regulating their production, sale, and consumption. In particular, such laws specify the minimum age at which a person may legally buy or drink them. This minimum age varies between 16 and 25 years, depending upon the country and the type of drink.Most nations set it at 18 years of age. A non-alcoholic beverage is a beverage that contains less than 0. 5% alcohol by volume. Non-alcoholic versions of some alcoholic beverages, such as non-alcoholic beer mocktails, are widely available where alcoholic beverages are sold. Non-Alcoholic beverages are further of two types based upon carbon content. Carbonated beverages which include sodas, soft drinks which are â€Å"fizzy† and carbonated under pressure. Non-Carboanted beverages are those that lack any carbon content these beverages include contain Fruit juices, Coffee, Tea and other flavoured drinks like lemonade, gigerale etc.The beverage market is worth $55 billion worldwide. The tides are turning for many beverage categories. While the carbonated soft drink and beer categories are merely treading water with flat sales, the energy drink category is surging ahead like never before. Bottled water, ready-to-drink cof fee, ready-to-drink tea and sports drinks follow close behind with substantial sales increase- drinks without added sugar, no beer, along with developments in juice drinks and dairy-based drinks, are helping to turn around sales in these categories.What follows is a category-by-category look at the state of the beverage industry, including the top brands, new products,  innovations and future trend setters. The above graph shows the relative share of all the beverages worldwide. As shown by the above graph the different beverage sectors can be classified according to importance. THE CHANGING BEVERAGE INDUSTRY In order to be successful in the marketplace, one has to think in terms of health innovation, flavor innovation, ingredient innovation and specific age groups. These are the factors that will shape the future of the beverage industry.Today’s consumers are concerned with overall health and wellness. As a result, there is significant impact on food and beverage purchases . Many studies have shown that consumers are as concerned with good health as they are about maintaining a high quality of life. Beverage Industry have gone deep into the consumer preferences and tastes. The soft drink industry is training people to seek out new products, even the big companies are coming out with limited-edition flavors, and consumers are beginning to see that there is more flavor activity going on in the category.Whether that really nets anybody any sales gains is another thing, but it is teaching consumers to seek out and try new products. The beverage industry has grown drastically in the last 10-15 years. Each year the beverage manufacturers turnover increase and they continue to introduce new beverages. The graph shows that the Non carbonated sector is the dark horse which has shown tremendous growth rate from 1997-2010. With health and wellness being major concerns and obesity becoming a global issue, the future of the beverage industry is the non carbonated sector as shown. Packaging TechnologiesWith the increasing global customer base, beverage retailing is transforming. However, with the move toward globalization, it requires longer shelf life, along with monitoring food safety and quality based upon international standards. To address these needs, nanotechnology is enabling new food and beverage packaging technologies. Applications in nano-enabled packaging span development of improved tastes, color, flavor, texture and consistency of beverages, increased absorption and bio-availability of nutrients and health supplements, new food packaging materials with improved mechanical, barrier and antimicrobial properties.According to a study by iRAP, Inc. , the total nano-enabled food and beverage packaging market in the year 2008 was US$4. 13 bln, which is expected to grow in 2009 to US$4. 21 bln and forecasted to grow to US$7. 30 bln by 2014, at a CAGR of 11. 65%. Active technology represents the largest share of the market, and will cont inue to do so in 2014, with $4. 35 billion in sales. In spite of several challenges and restrictions faced by this industry, it is a ‘roll’ like never before. Customer preferences may have shifted, but they are still always on the lookout for a can of ‘coke’ or a new ‘flavored’ drink to quench their thirstINDIAN BEVERAGE MARKET India has a population of more than 1. 15 Billions which is just behind China. According to the estimates, by 2030 India population will be around 1. 450 Billion and will surpass China to become the World largest in terms of population. Beverage Industry which is directly related to the population is expected to maintain a robust growth rate. The price stability throughout the year has contributed to the increase in domestic liquor sales. India is a booming market for the beverage industry. It already accounts for about ten per cent of global beverage consumption today.This means that the country has the third-largest be verage consumption after the USA and China. But that is not the end of the road. Market analyses indicate that beverage sales in India will be increasing by more than 60 per cent between 2008 and 2012. Since India is a country of tea and coffee drinkers, packaged cold drinks have enormous potential. Packaged water, beer, spirits and carbonated drinks are recording what rates are in some cases high double-digit growth. All in all, annual per capita consumption of packaged beverages is supposed to triple from 2. 6 litres in 2000 to 8. 7 litres in 2012.The total carbonated beverages and juices market is estimated at 284 million crates a year. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season to 15 million during offseason. REASONS FOR GROWTH: In India, various positive factors drive the beverage markets. One is the rising number of people in the middle class with extra money to spend on new beverages like wine, new bran ds of imported whiskey, or the fancy energy drinks, some of which are really good to enable people to work longer, to listen longer during conferences, and even to party longer and have fun. Economic drivers:  With strong economic drivers of consumer spending, India is a very different market from that of the 1980s or 1990s. With a GDP of USD800 billion and a GDP growth rate in 2005-06 of over 8 percent, India is now the third largest economy in Asia. Average GDP growth of the last 10 years has been 6. 5 percent per annum. And most significantly, the stepping up of GDP growth is driven primarily by domestic demand rather than exports. * Demographic drivers:  Macro There are compelling demographic trends in the country that promise new and sustained opportunities for beverage product suppliers who can read right the signals.The country boasts an expanding middle class that is currently 350 million strong (a population larger than that of the USA or the European Union). The rapid growth in the retail sector (over 20 percent per annum) is a confirmation of the increasing buying power of the middle class. FRUIT BEVERAGE INDUSTRY: The Indian beverage market offers hot options. The fruit beverages industry in India now stands at Rs 1100 crores (approx. Euro 180 million) and the market has grown at the rate of 30%. Part of the industry of fast moving consumer goods is also the beverage industry.The total beverage industry in India is being estimated to grow at 17% this year, according to experts. Food and beverages segment has not suffered despite the slowdown in the economy. FMCG in stores has done very well. In fact, it registered 10-15% growth in this segment last year. CARBONATED BEVERAGE INDUSTRY Approximately 120 billion liters of beverages are consumed by Indians every year, but only 5% represent store-bought packaged beverages. The majority of Indian consumers (75%) still consume non-alcoholic store-bought beverages less than once a day’, highlight ing a large untapped market opportunity, particularly in the carbonated drinks and juice or juice-based categories (estimated to be worth $1. 5 Billion and $. 25 billion respectively). In order to increase consumption and penetration of such beverages manufacturers will have to address the two primary reasons why some Indians abstain entirely, that is, health concerns and undesirable taste Beverage majors like Coca Cola India, for example, again reported growing sales.Coca-Cola in India reported a solid first quarter 2009 results not only despite a challenging economic environment, but also with unit case volume increasing by 31%. And eight quarters out of the 11 quarters had a double-digit growth. . MILK BASED BEVERAGES Demand for milk and milk-based beverages are also rising. India is the world’s biggest producer and consumer of milk, since milk plays a major role in the Indian diet. The consumption of milk and milk-based beverages has increased by an annual average of 2. 7 per cent in the last four years and most of them (65 per cent) are sold â€Å"loose† / unpackaged.The proportion of the market accounted for by packaged milk and dairy products are increasing, however. In the past four years, for example, demand for milk filled in pouches has grown by 4. 5 per cent annually, while the fi gure for milk in cartons is about 25 per cent. The rising consumption is making it necessary for appropriate investments to be made by the beverage industry. The sector is highly fragmented and 95 per cent of these producers have small or very small operations. Of this, the health beverage industry is valued at $230 million.The Indian beverage industry faces over supply in segments like coffee and tea. However, more than half of this is available in unpacked or loose form. Indian hot beverage market is a tea dominant market. Consumers in different parts of the country have heterogeneous tastes. The urban-rural split of the tea market was 51:49 in 2000. Coffe e is consumed largely in the southern states. The size of the total packaged coffee market is 19,600 tonnes or $87 million. Increasingly packaged coffee is becoming extremely popular and so is the â€Å"cafeteria culture† as promoted by Barista and Cafe Coffee Day.PACKAGED WATER Though not technically a beverage. Packaged mineral water is also considered to be a part os the Beverage Industry. Mineral water market in India is a 65 million crates ($50 million) industry. On an average, the monthly consumption is estimated at 4. 9 million crates, which increases to 5. 2 million during peak season. BEVERAGES FOR HEALTH AND WELLNESS IN INDIAN MARKET The global health and wellness trends in the beverage sector are beginning to notice an increasing level of activity in India.There is today a growing health and wellness consciousness among consumers and an increasing importance given to fitness and healthy lifestyle choices. Changing work and lifestyle habits leave less time for home cooking and therefore spur demand for convenience and ‘complete nutrition’ from meal replacements. There is a greater inclination to ‘self-care’ rather than ‘medicate’, a greater awareness of the ‘functional’ benefits of health beverages and a greater willingness to pay a premium for such beverages. RESPONSE TO HEALTH AND WELLNESSWith these strong drivers of growth, it is not surprising that the beverage industry in India has begun to respond with products that are marketed clearly on a health and wellness platform. However, to set the record straight, ‘health and wellness’ is not a wholly new platform for the Indian market. India has, for decades, had a thriving health food drinks market. Market leader, GlaxoSmithKline Consumer Healthcare (GSKCH), has had iconic brands ‘Horlicks’, ‘Boost’, ‘Viva’ and ‘Maltova’ create ‘top-of-the-mind' recall across generations of Indians.The fact is that there has all along been a strong multinational presence in beverage market and more recently this has been witnessing the emergence of Indian ‘multinationals’ across this sector. However, much of the marketing for health food drinks in the past has been general health and energy positioning, rather than the focus on specific benefits or ingredients that is characteristic of most mature health food markets. This is now changing and the specific initiatives of some companies are going a long way to creating a truly dynamic health and wellness beverage sector in India.Global market leader in Probiotic fermented milk drinks, Yakult, has teamed up with Danone to start manufacturing its probiotic fermented milk drink in India from 2007. Calcium-fortified beverages are a rapidly growing market. Some examples of brands that have introduced calcium-fortified products are ‘Amul Shakti’, Coca-Cola India’s ‘Mazza’, GCMMF launched sports drink ‘Stamina' in early 2006. ‘Red Bull’ was launched in India in 2003. Carbonated beverage giants Coke and Pepsi have also planned to widen their product portfolio with ‘health-based’ beverages (non-carbonated).Pepsi’s ‘Gatorade’ is already on the market. And in what must be among the most significant recent commercialization efforts of a traditional Indian drink, ‘Amul Masti’ Spiced Buttermilk was launched (in a 200 ml tetra pack), marketed on the platform of being free of colour, preservatives, acids and sucrose sugar. SUMMARY: * Indian Beverage Market CAGR[2007-2010]:21% * India ranked 3rd in largest beverage consumption after the USA and China * Total Indian Beverage Consumption every year:120 billion liters * Fruit Beverages Market size: Rs 1100 crores (approx.Euro 180 million) * Fruit Beverage market growth rate: 30% * Majority of Indian consumers:75% consume Non-alcoholic beverages and 25% Alc oholic Beverages * Carbonated Drinks Market size: $1. 5 Billion * Juice or juice-based Drinks Market size: $. 25 billion * Health beverage industry is valued at $230 million * Indian Beer Market Growth Rate: 7 – 8 % * Indian Beverage Industry is 10% of Global beverage consumption today. * Milk-based beverages consumption has increased by an annual average of 2. 7 per cent in the last four years * Total packaged coffee market size: 19,600 tons or $87 million. The Indian soft drink market is worth Rs. 21,600 million a year with a growth of around 7%. * The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a year or $1 billion. * Peak season soft drink consumption : 25 million * Off-season soft drink consumption: 15 million * The market is predominantly urban with 25 per cent contribution from rural areas. * Coca cola and Pepsi dominate the Indian soft drinks market. * Indian Mineral water market size : 50 million industry. BARRIERS IN THE INDIAN BEVERAGE INDUSTRYDespite this flurry of activity, the market is still plagued by low levels of awareness and a lack of sophistication in consumer choices. Price remains a stumbling block. Public concerns over safety and quality of beverages have been aggravated by research findings over alarming levels of pesticide residues in bottled water and soft drinks. Furthermore, there is a lack of detail and clarity in food safety regulation regarding nutraceuticals and functional beverages, and regarding health claims. Within the beverage industry there is inadequate understanding of how to take traditional ingredients into the modern food processing environment.Finally, the retail sector, despite its growth, is still mostly unorganized and this limits the ability to differentiate health and wellness products through the allocation of exclusive shelf space devoted to this category. OVERCOMING BARRIERS: To overcome these challenges, beverage suppliers need to approach the market w ith a multi-pronged strategy for increasing penetration. It can be given as follow: * Price resistance can, to some extent, be overcome by moving from ‘imported’ to manufactured in India’ products. For example, imported ‘Gatorade’ cost INR45 per 200 ml bottle.Now, made in India, it costs INR25. * Substitution or modification is in some ways easier to execute than addition. (Examples of substitution would be herbal tea replacing regular tea or soy milk replacing regular cow’s milk. Examples of modification would be ‘low-fat’, ‘no-fat’, ‘lite’ variants of established beverage brands). * The growing trend towards on-the-go consumption/out-of-home consumption (at the workplace, in schools, colleges and gyms) presents suppliers with new place and form of consumption options (for example, vending machines for dispensing health drinks at schools). Abandoning the ‘one-size-fits-all’ positioning and g eneric selling points of the past, in favour of targeted and specific messaging based on validated health benefits is likely to be more effective to the better informed middle class today. * Leveraging the intrinsic appeal of traditional Indian ingredients such as ayurvedic, herbal or oleoresin ingredients, but delivered in a modern, safe, convenient and consistent form, or packaging and branding traditional Indian health drinks such as buttermilk and lassi, could create whole new markets that derive their strength from known and trusted traditional ingredients or drinks. In the end, beverage suppliers who unlearn many of the long-held misconceptions about Indian consumers and respond instead to their changing needs and priorities will be best placed to maximize the health and wellness opportunity in this large and growing market LEADING COMPANIES Coca-Cola Company: The Coca-Cola Company (Coca-Cola) manufactures, markets and distributes nonalcoholic beverage concentrates and syrups. The syrups, concentrates and beverage bases for Coca-Cola and nearly 400 other soft-drink brands are manufactured and sold by the Coca-Cola Company and its subsidiaries in nearly 200 countries around the world.More than 60% of its products are sold outside of the US. It is headquartered in Atlanta, Georgia. The company recorded revenues of $23,104 million during the fiscal year ended December 2005, an increase of 6. 3% over 2004. The company's net profit was $4,872 million in fiscal year 2005, an increase of 0. 5% over 2004. PepsiCo, Inc. : PepsiCo is a leading global snack and beverage company. The company manufactures, markets and sells a range of salty, convenient, sweet and grain-based snacks, carbonated and non-carbonated beverages and foods.The company operates in 200 countries besides the US and Canada. It is headquartered in Purchase, New York. The company recorded revenues of $32. 6 billion during the fiscal year ended December 2005, an increase of 11. 3% over 2004. The ne t profit was $4,078 million in fiscal year 2005, a decrease of 3. 2% from 2004. Parle Bisleri Pvt Ltd : Parle Bisleri is an Indian bottled water company. The group is also involved in the production of fruit juices under the Alfa brand. Bisleri is a brand of bottled water in India. Bisleri has 60% market share in packaged drinking water in India Unilever:Unilever Group (Unilever) is one of the leading companies in the global fast-moving consumer goods segment. Unilever operates under a dual structure. Unilever NV and Unilever PLC are the twin parent companies of the Unilever Group. Also, Unilever NV, Unilever PLC and their group companies constitute a single reporting entity for presenting consolidated accounts. The group operates primarily in Europe, the Americas, Asia and Africa. It is headquartered in Blackfriars, the UK and employs about 206,000 people. The group recorded revenues of $49,310. million during the fiscal year ended December 2005, an increase of 2. 9% over 2004. The operating profit of the group was $6,605. 1 million during fiscal year 2005, an increase of 25. 4% over 2004. The net profit was $4,940. 8 million in fiscal year 2005, an increase of 35. 2% over 2004. Parle Agro Pvt Ltd: Parle Agro is an Indian company in the beverages industry and has brands like Frooti, consistent winner of India's fruit beverage brand, Appy, Appy Fizz and packaged drinking water, Bailley. A pioneer in the Indian industry, Parle Agro is associated with many firsts.They were the first to introduce fruit drinks in tetra packaging, first to introduce apple nectar and the first to introduce fruit drinks in PET bottles. In 2008, Parle Agro forayed into foods with the launch of two confectionery brands, Mintrox mints and Buttercup candies. This was soon followed by two more brands – Buttercup Softease and Softease Mithai. Recent beverage products from Parle Agro include Saint Juice, LMN and Grappo Fizz. In 2009, Parle Agro forayed into snacks with the launch of Hippo, in line with the company’s vision of becoming a major player in the foods and beverages industry.SWOT ANLYSIS OF THE BEVERAGE INDUSTRY * STRENGTH * Renewal and investment * Innovation and Technological development * Experience in searching for new markets, niches and partners * Availability of key raw materials, cheaper labour costs and presence across the entire value chain gives India a competitive advantage. * WEAKNESS * Old technologies and poor work organization * Insufficient pace of creation and implementation of innovations * Insufficiently effective activities of small and medium-sized businesses * Change in household consumption patterns * OPPORTUNITIES Presence of a favorable market * Market globalization * Foreign direct investment promoting knowledge and developing export channels * Transfer of production to the countries with smaller labour costs * Well established distribution network * THREATS * Unfavorable market trends in energy resources * Increasing competition among exporters and decreasing dependency on one market * Intense competition between the organized and unorganized segments and low operational cost. * Water scarcity in India INTRODUCTION TO PEPSICO COMPANY Pepsi Co. : An IntroductionPepsiCo, Incorporated is a large conglomerate with interests in manufacturing, marketing and selling a wide variety of carbonated and non-carbonated beverages, as well as salty, sweet and grain-based snacks, and other foods. Company Profile Type : Public (NYSE:  PEP) Founded : New York, (1965) Headquarters : Purchase, New York Area  served : Worldwide Key  people : Indra K. Nooyi (Chairwoman), (President) & (CEO) Industry : Food, Non-alcoholic beverage The PepsiCo challenge (to keep up with archrival The Coca-Cola Company) never ends for the world's no. carbonated soft-drink maker. Its soft drinks include Pepsi, Mountain Dew, and Slice. Cola is not the company's only beverage: Pepsi sells Tropicana orange juice brands, Slice mango d rink, Gatorade sports drink, Nimbooz lime drink and Aquafina water. The company also owns Frito-Lay, the world's no. 1 snack maker with offerings such as corn chips (Doritos, Fritos) and potato chips (Lay's, Ruffles). Its Quaker Foods division offers breakfast cereals (Life), pasta (Pasta Roni), rice (Rice-A-Roni), and side dishes (Near East). A true global giant, Pepsi's products are available in some 200 countries.HISTORY Born in the Carolinas in 1898, Pepsi-Cola has a long and rich history. The drink is the invention of Caleb Bradham (left), a pharmacist and drugstore owner in New Bern, North Carolina. The information published here is provided by PepsiCo, Inc. and may be accessed at their site: www. pepsi. com. The story behind Pepsi co. goes as follows, in summer of 1898, as usual, was hot and humid in New Bern, North Carolina. So a young pharmacist named Caleb Bradham began experimenting with combinations of spices, juices, and syrups trying to create a refreshing new drink to serve his customers.He succeeded beyond all expectations because he invented the beverage known around the world as Pepsi-Cola. Caleb Bradham had known that to keep people returning to his pharmacy, he would have to turn it into a gathering place. He did so by concocting his own special beverage, a soft drink. His creation, a unique mixture of kola nut extract, vanilla and rareoils, became so popular his customers named it â€Å"Brad's Drink. † Caleb decided to rename it â€Å"Pepsi-Cola,† and advertised his new soft drink. People responded, and sales of Pepsi-Cola started to grow, convincing him that he should form company to market the new beverage. In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy, and applied to the U. S. Patent Office for a trademark. At first, he mixed the syrup himself and sold it exclusively through soda fountains. But soon Caleb recognized that a greater opportunity existed to bottle Pepsi so that people could drink it anywhere. The business began to grow, and on June 16, 1903, â€Å"Pepsi-Cola† was officially registered with the U. S. Patent Office. That year, Caleb sold 7,968 gallons of syrup, using the theme line â€Å"Exhilarating, Invigorating, Aids Digestion. He also began awarding franchises to bottle Pepsi to independent investors, whose number grew from just two in 1905, in the cities of Charlotte and Durham, North Carolina, to 15 the following year, and 40 by 1907. By the end of 1910, there were Pepsi-Cola franchises in 24 states. Pepsi-Cola's first bottling line resulted from some less-than-sophisticated engineering in the back room of Caleb's pharmacy. Building a strong franchise system was one of Caleb's greatest achievements. Local Pepsi-Cola bottlers, entrepreneurial in spirit and dedicated to the product's success, provided a sturdy foundation.They were the cornerstone of the Pepsi-Cola enterprise. By 1907, the new company was selling more than 100,000 gallons of syrup per year. Growth was phenomenal, and in 1909 Caleb erected a headquarters so spectacular that the town of New Bern pictured it on a postcard. Famous racing car driver Barney Oldfield endorsed Pepsi in newspaper ads as â€Å"A bully drink†¦ refreshing, invigorating, a fine bracer before a race. † The previous year, Pepsi had been one of the first companies in the United States to switch from horse-drawn transport to motor vehicles, and Caleb's business expertise captured widespread attention.He was even mentioned as a possible candidate for Governor. A 1913 editorial in the Greensboro Patriot praised him for his â€Å"keen and energetic business sense. † Pepsi-Cola enjoyed 17 unbroken years of success. Caleb now promoted Pepsi sales with the slogan, â€Å"Drink Pepsi-Cola. It will satisfy you. † Then came World War I, and the cost of doing business increased drastically. Sugar prices see sawed between record highs and disastrous lows, and so did the price of producing Pepsi-Cola. Caleb was forced into a series of business gambles just to survive, until finally, after three exhausting ears, his luck ran out and he was bankrupted. By 1921, only two plants remained open. It wasn't until a successful candy manufacturer, Charles G. Guth, appeared on the scene that the future of Pepsi-Cola was assured. Guth was president of Loft Incorporated, a large chain of candy stores and soda fountains along the eastern seaboard. He saw Pepsi-Cola as an opportunity to discontinue an unsatisfactory business relationship with the Coca-Cola Company, and at the same time to add an attractive drawing card to Loft's soda fountains. He was right.After five owners and 15 unprofitable years, Pepsi-Cola was once again a thriving national brand. One oddity of the time, for a number of years, all of Pepsi-Cola's sales were actually administered from a Baltimore building apparently owned by Coca-Cola, and named for its president. Within two years, Pepsi would earn $ 1 million for its new owner. With the resurgence came new confidence, a rarity in those days because the nation was in the early stages of a severe economic decline that came to be known as the Great Depression. TIMELINE – 1898 Caleb Bradham, a New Bern, North Carolina, pharmacist, renames â€Å"Brad's Drink,† a carbonated soft drink he created to serve his drugstore's fountain customers. The new name, Pepsi-Cola, is derived from two of the principal ingredients, pepsin and kola nuts. It is first used on August 28. * 1902 Bradham applies to the U. S. Patent Office for a trademark for the Pepsi-Cola name. * 1903 In keeping with its origin as a pharmacist's concoction, Bradham's advertising praises his drink as â€Å"Exhilarating, invigorating, aids digestion. * 1905 A new logo appears, the first change from the original created in 1898. * 1906 The logo is redesigned and a new slogan added: â€Å"The original pure food drink. † The trademark is registered in Cana da. * 1907 The Pepsi trademark is registered in Mexico. * 1909 Automobile racing pioneer Barney Oldfield becomes Pepsi's first celebrity endorser when he appears in newspaper ads describing Pepsi-Cola as â€Å"A bully drink†¦ refreshing, invigorating, a fine bracer before a race. † The theme â€Å"Delicious and Healthful† appears, and will be used intermittently over the next two decades. 1920 Pepsi appeals to consumers with, â€Å"Drink Pepsi-Cola. It will satisfy you. † * 1932 The trademark is registered in Argentina. * 1934 Pepsi begins selling a 12-ounce bottle for five cents, the same price charged by its competitors for six ounces. * 1938 The trademark is registered in the Soviet Union. * 1939 A newspaper cartoon strip, â€Å"Pepsi ; Pete,† introduces the theme â€Å"Twice as Much for a Nickel† to increase consumer awareness of Pepsi's value advantage. 1940 Pepsi makes advertising history with the first advertising jingle ever broadcast nationwide. Nickel, Nickel† will eventually become a hit record and will be translated into 55 languages. A new, more modern logo is adopted. * 1941 In support of America's war effort, Pepsi changes the color of its bottle crowns to red, white and blue. A Pepsi canteen in Times Square, New York, operates throughout the war, enabling more than a million families to record messages for armed services personnel overseas. * 1943 The â€Å"Twice as Much† advertising strategy expands to include the theme, â€Å"Bigger Drink, Better Taste. † * 1949 â€Å"Why take less when Pepsi's best? † is added to â€Å"Twice as Much† advertising. 1950 â€Å"More Bounce to the Ounce† becomes Pepsi's new theme as changing soft drink economics force Pepsi to raise prices to competitive levels. The logo is again updated. * 1953 Americans become more weight conscious, and a new strategy based on Pepsi's lower caloric content is implemented with â€Å"The Light Refre shment† campaign. * 1954 â€Å"The Light Refreshment† evolves to incorporate â€Å"Refreshing Without Filling. â€Å". * 1963 In one of the most significant demographic events in commercial history, the post-war baby boom emerges as a social and marketplace phenomenon.Pepsi recognizes the change, and positions Pepsi as the brand belonging to the new generation-The Pepsi Generation. â€Å"Come alive! You're in the Pepsi Generation† makes advertising history. It is the first time a product is identified, not so much by its attributes, as by its consumers' lifestyles and attitudes. * 1964 A new product, Diet Pepsi, is introduced into Pepsi-Cola advertising. * 1966 Diet Pepsi's first independent campaign, â€Å"Girlwatchers,† focuses on the cosmetic benefits of the low-calorie cola. The â€Å"Girlwatchers† musical theme becomes a Top 40 hit.Advertising for another new product, Mountain Dew, a regional brand acquired in 1964, airs for the first time, b uilt around the instantly recognizable tag line, â€Å"Ya-Hoo, Mountain Dew! † * 1967 When research indicates that consumers place a premium on Pepsi's superior taste when chilled, â€Å"Taste that beats the others cold. Pepsi pours it on† emphasizes Pepsi's product superiority. The campaign, while product-oriented, adheres closely to the energetic, youthful, lifestyle imagery established in the initial Pepsi Generation campaign. 1969 â€Å"You've got a lot to live. Pepsi's got a lot to give† marks a shift in Pepsi Generation advertising strategy. Youth and lifestyle are still the campaign's driving forces, but with â€Å"Live/Give,† a new awareness and a reflection of contemporary events and mood become integral parts of the advertising's texture. * 1973 Pepsi Generation advertising continues to evolve. â€Å"Join the Pepsi People, Feelin' Free† captures the mood of a nation involved in massive social and political change. It pictures us the way w e are-one people, but many personalities. 1975 The Pepsi Challenge, a landmark marketing strategy, convinces millions of consumers that Pepsi's taste is superior. * 1992 Celebrities join consumers, declaring that they â€Å"Gotta Have It. † The interim campaign supplants â€Å"Choice of a New Generation† as work proceeds on new Pepsi advertising for the '90s. Mountain Dew growth continues, supported by the antics of an outrageous new Dew Crew whose claim to fame is that, except for the unique great taste of Dew, they've â€Å"Been there, Done that, Tried that. † * 1993 â€Å"Be Young, Have fun, Drink Pepsi† advertising starring basketball superstar Shaquille O'Neal is rated as best in U.S. * 1994 New advertising introducing Diet Pepsi's freshness dating initiative features Pepsi CEO Craig Weatherup explaining the relationship between freshness and superior taste to consumers. * 1995 In a new campaign, the company declares â€Å"Nothing else is a Pepsiâ⠂¬  and takes top honors in the year's national advertising championship. * 1998 – Pepsi celebrates its 100th anniversary. PepsiCo. Chairman and CEO Roger A. Enrico donates his salary to provide scholarships for children of PepsiCo employees. Pepsi introduces PepsiOne – the first one calorie drink without that diet taste! STRENGTH & WEAKNESSES OF PEPSI CO.Pepsi Cola throughout its 100 years of existence has developed much strength. One of the strengths that have developed Pepsi into such a large corporation is a strong franchise system. The strong franchise system was the backbone of success along with a great entrepreneur spirit. Pepsi’s franchise system and distributors is credited to bring Pepsi from a 7,968 gallons of soda sold in 1903 to nearly 5 billion gallons in the year of 1997. . Pepsi-Cola provides advertising, marketing, sales and promotional support to Pepsi-Cola bottlers and food service customers. This includes some of the world's best-loved and most-recognized advertising.New advertising and exciting promotions keep. Pepsi-Cola brands young. The company manufactures and sells soft drink concentrate to Pepsi-Cola bottlers. The company also provides fountain beverage products. Pepsi also has had the good fortune of making very wise investments. Some of the best investments have been in their acquiring several large fast food restaurants. They have also made wise investments in snack food companies like Frito Lay, which at present time is the largest snacks company in the world. Probably high on the list of strengths is Pepsi’s beverage line up.Pepsi has four soft drinks in the top ten beverages in the world. These brands are Pepsi, Mountain Dew, Diet Pepsi, and Caffeine Free Diet Peps. Some other strong brands are All Sport, Slice, Tropicana, Nimbooz, Aquafina and a license agreement with Ocean Spray Juices. Pepsi Cola like any company has weaknesses. Ironically, the one strength that has been credited for most of its success in the past has now become a weakness for Pepsi. This former strength is the franchise system. The franchise system in Pepsi Corporate view has become a liability. Pepsi in today’s market must be able to act as one instead of several separate units. * The franchise system has become a hurdle to Pepsi because many of these franchises have become very strong and will not be dictated by PepsiCo on how to handle their operations. Some of these franchises are unwilling to support certain Pepsi products and at times produce their own private label products that are in direct competition with Pepsi products. * Secondly the franchisees are not willing to make capital expenditures to keep up with Coca-Cola who is a firm believer in reinvesting into their infrastructure (Coca Cola at present time does not operate a franchise bottling system). * Pepsi customers buy nearly five billion gallons of soft drinks per year. Pepsi customers buy their products because of taste, price, p ackaging and promotional factors and of a wide variety of brands. Pepsi customers also buy their products due to the high accessibility of Pepsi brands. * Pepsi products are distributed to many outlets. For example, supermarkets where Pepsi buys large shelf area and display areas so the customer can find them easier, viz, Convenience stores, Restaurants, Movie theaters and almost and other conceivable spots. * Another competitive advantage that Pepsi has is in their product Mountain Dew. Mountain Dew has grown a staggering 74. 1% over the last five years. Mountain Dew has a 6. 3% market share and has recently become the No. 4 soft drink in America. At this current pace Mountain Dew will become the first non-cola to reach the 1billion gallon mark in one year. * Pepsi also has an advantage as an innovator in their field. They are the first soft drink makers to introduce a new one-calorie soda called Pepsi-One with, just approved by the FDA, Ace-K. PEPSICO IN INDIAPepsiCo entered India in 1989 and has grown to become one of the country’s leading food and beverage companies. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. PepsiCo India and its partners have invested more than U. S. $1 billion since the company was established in the country. PepsiCo provides direct and indirect employment to 150,000 people including suppliers and distributors. PepsiCo nourishes consumers with a range of products from treats to healthy eats, that deliver joy as well as nutrition and always, good taste.PepsiCo India’s expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drinks – Gatorade, Tropicana100% fruit juices, and juice based drinks – Tropicana Nectars, Tropicana Twister and Slice. PepsiCo’s foods company, Frito-Lay, is the leader in the branded salty snack market and all Frito Lay products are free of trans-fat and MSG. It manufactures Lay’s Potato Chips, Cheetos extruded snacks, Uncle Chipps and traditional snacks under the Kurkure and Lehar brands.The company’s high fibre breakfast cereal, Quaker Oats, and low fat and roasted snack options enhance the healthful choices available to consumers. Frito Lay’s core products, Lay’s, Kurkure, Uncle Chipps and Cheetos are cooked in Rice Bran Oil to significantly reduce saturated fats and all of its products contain voluntary nutritional labeling on their packets. The group has built an expansive beverage, snack food and exports business and to support the operations are the group's 39 bottling plants in India, of which 17 are company owned and 22 are franchisee owned. PEPSICO VS COCACOLA IN INDIABoth target all income segments of as their products are a ttractive and likeable. Both companies produce parallel products and services (Coca Cola Company, 2009). It is a known factor that when a company goes beyond the national boundaries, the distribution channel and production becomes main concern. When PepsiCo. launches new product and a new promotion strategy, Coca Cola, follows its fierce competitor, with its own version or vice-versa. Both companies are multinational and as they enter new market, they consider many issues such as legal risk, political risk, business risk etc. ecause of the fact that in past these companies had to leave the market due to above mentioned reasons. The companies are very conscious towards taste preferences of the targeted customers. Both companies work on ethics and moral values. They both have public relation department which serves as a chain between consumers and the company. The above graph shows the beverage ranking as at the beginning of 2011. Pepsi reverses a global trend in India, beating its ma in rival Coca-Cola in market share. In terms of Brand Trust too, Pepsi at rank 36 is at 160% higher than its closest cola competitor, Coca-Cola at 60th rank.However the Coke camp has 5 brands among the top 300, as compared to the Pepsi-camp which is only represented by 3 brands among the 300 Most Trusted Brands of India. PEPSICO INDIA SWOT ANALYSIS: Strengths – (a) Pepsico is a well-known brand in FMCG sector. (b) Pepsico is offering many attractive sales promotion schemes. (c) Pepsico is having good market share. (d) Pepsico is offering many brands like 7up, Slice, Mirinda etc. (e) Pepsico is offering Varity of tastes to select. Weakness – (a)Lack of effective customer services. (b) Retailers are not getting proper schemes of Pepsi. c)Visis are out of order. In Jaipur town there is appropriate maintenance services available. (d) Retailers are complaining about cooling. Visis are not cooling well mainly 300 and 400 liters. Opportunities: – (a) Large beverage mar ket. (b) Popular in youth as well as children. (c) New taste can be introduced like apple, even health drink also. (d) In India the major competitors of Pepsi are tea, coffee, lassi, inthis case Pepsi can come in 100 ml or even 50 ml at Rs. 3 or 4. Threats: – (a) Increasing competitors day by day. (b) Poor publicity by competitors. c) Numberless innovation’s area in beverage industry. PEPSICO INDIA PERFORMANCE Pepsi is one of the most well known brands in the world today available in over 160 countries. The company has an extremely positive outlook for India. Outside North America two of our largest and fastest growing businesses are in India and China, which include more than a third of the world’s population. (PepsiCo’s annual report, 1999) Faced with the existing policy framework at the time, the company entered the Indian market through a joint venture with Voltas and Punjab Agro Industries.With the introduction of the liberalization policies since 19 91, Pepsi took complete control of its operations. The government has approved more than US$ 400 million worth of investments of which over US$ 330 million have already flown in. One of PepsiCo’s key strategies was to develop a completely local management team. Pepsi has 19 company owned factories while their Indian bottling partners own 21. Since the entry of Pepsi-Cola to India in 1989, the soft drink industry has under gone a radical change. When Pepsi-Cola entered, Parle was the leader with the Thums-up being its flagship brand.Other products offering by Parle included Limca & Goldspot, another upcoming player in the market was, the erstwhile bottler of Coca-Cola, â€Å"pure drinks†. Its offering includes Campa- Cola, Campa-Lemon & Campa-Orange The two advertisements tags: ‘yehi hai right choice baby’ and ‘nothing official about it’ immediately ring a bell- it’s got to be Pepsi. The advertisement tag ‘yehi hai right choice bab y’ was the first ‘Hinglish’ slogan ever used in the in the Indian market. This slogan proved to be the best suited one for Pepsi and it was a mega hit and at that moment of time.Pepsi in a short span of its operations in India has found a place in the hearts and minds of the Indian consumers. The success has primarily been due to the innovative and passionate Indian team, which has been built over the years. Pepsi is a trendsetter managed and run by Indians, where important decisions are taken locally. The RKJ group is India's leading supplier of retailer brand Carbonated and Non-Carbonated soft drinks, with beverage manufacturing facilities in India and Nepal. It has the license to supply beverages in the territories of Western U. P. part of M. P. , half of Haryana, whole of Rajasthan, Goa, 3 districts of Maharashtra, 9 districts of Karnataka and whole of Nepal. The group has in total 18 bottling plants in India & Nepal and is responsible for producing and marke ting 44% of Pepsi requirement in India. This group has brought name and fame to the Pepsi as in all this regions Pepsi is at the commanding position and in the mean this group has diversified itself into ice cream, suiting and shirtings, restaurants, beer plant in Mauritius & edible oil plant in Sri Lanka PESTICIDE CONTROVERSY 2003:Although Pepsi’s sales were hurt post-cola contamination controversy, Pepsi spokesperson maintained that â€Å"it was difficult to assess whether the slump was due to the controversy or a lean monsoon. Weather has played a spoilt sport, too, and the season has been dull so they were cross fingered whether sales have been hit by the pesticides issue alone. † PERFORMANCE IN 2010: PepsiCo reported that volume, revenue and profit growth for the fourth quarter and the full year of 2010 were driven by gains across its worldwide snacks and beverage businesses.Beverage performance for the quarter was led by high double-digit growth in India, For the full year, beverage volume was led by double-digit growth in India and China. The net revenue grew by 34 per cent, net income rose by six per cent and core constant currency net income rose by 15 per cent. PepsiCo said, â€Å"Our snack and beverage volume gains for the quarter and full year were led by strong performance in key emerging markets. The Middle East, India and China, each reported snack volumes growing by strong double digits, and acquisitions contributed two points of snacks volume growth in the quarter and for the full year. . The company further strengthened its position in India through the formation of a joint venture with Tata Global Beverages to develop and market hydration beverages for the India market. The chronology PEPSICO. in India was: 1977: Parle launched Thums-up and pure drinks launched Coca-Cola. * 1998: In September, final approval for the Pepsi Foods Ltd. Project granted by the â€Å"Cabinet Committee† on economic affairs of the â€Å"Rajeev Gandhi Govt. † * 1990: In March, â€Å"Pepsi-Cola and 7-up† launched markets in north India. 1990: In May, The government cleared the Pepsi-Cola project again but with a change in brand name to â€Å"Lehar Pepsi†, simultaneously it rejects the Coca-Cola application â€Å"Citra† from the Parle, stable hited the market. * 1991: Pepsi-Cola extended its soft drinks business and reached at national scale. Pepsi-Cola launched its product in Delhi and Bombay. * 1992: In January, Brito foods application is cleared by the FIPB. Pepsi-Cola and Parle start initial negotiation for a strategic alliance but took break off after a while. * 1993: Pepsi-Cola launched â€Å"Slice and Teem† captured about 25-30% of the soft drink market in about 2 years. 1994: Pepsi bought â€Å"Dukes & Sones†. * 1995: Pepsi-Cola lunched cans, having capacity of 330ml in various flavors. * 1996: Pepsi-Cola domestic and international operations combined into a Pepsi-Cola Compan y. International and domestic operations combined into one business unit called â€Å"Frito-lay Company†. * 1997: Pepsi-Cola brought â€Å"Mirinda Orange† opposite to â€Å"Fanta†. * 1998: Pepsi-Cola launched â€Å"Mirinda Lemon† opposite to â€Å"Limca†. * 1999: Pepsi-Cola launched â€Å"Diet Pepsi† in can and 1. 5 Lit. PET bottle for health conscious people. * 2001: Pepsi-Cola launched Slice in â€Å"Tetra† Pack. 2003: Pepsi-Cola launched â€Å"Pepsi Blue† to get the favour of world cup season. * 2005: Pepsi-Cola launched Mirinda in â€Å"Straw Berry† flavour to get the favour of movie Batman. * 2005: Pepsi-Cola launched 7-up as â€Å"7-up ice†. * 2009: Pepsi- Cola launches â€Å"Nimbooz†. NIMBOOZ: PEPSICO’S NEWEST OFFERING! INTRODUCTION Numbu Paani is a delicious thirst quencher made from freshly squeezed lemons, salt and sugar. It has a clean and refreshing flavour and is rich with vitamin C. Nim bu Paani, which is nothing but lemonade or lemon squash. It is commonly available in all the towns of India, particularly in the summer season.It is very easy to prepare. Fresh lemon is squeezed in a glass and salt and sugar is added to it. Crushed ice may also be added. Nimbu Paani’ has always been the most commonly consumed cold beverage for Indians, especially during hot summers. Hence it made perfect business sense to launch a non-fizzy drink during summers as it scores above the colas in the health aspect (carbonated drinks actually soaks up the body’s moisture leaving the system more dry). With links to childhood obesity and tooth decay, soft drink sales were down for the first time in 20 years.And sales of bottled water, juices and energy drinks are continuing to eat into the soda market. At such a time PepsiCo decided to launch â€Å"Nimbooz†. The added advantage of it being a very familiar natural refreshing drink which is now being offered in a hygieni c and convenient way would make the mothers prefer it over the Colas. LAUNCH OF NIMBOOZ: The lime-lemon category is the fastest growing segment of the Rs 7,000-crore aerated soft drink market, with both competing brands Sprite from Coca-Cola and PepsiCo's 7-Up registering healthy growth rates.At the onset of the summer, PepsiCo India had launched packaged nimbu paani, Nimbooz by 7UP. The product has been created to suit Indian tastes. PepsiCo was delighted to introduce Nimbooz, a packaged nimbu paani offering specially developed to suit Indian tastes and preferences. Nimbu paani is a well loved Indian drink and Nimbooz brings consumers this well-loved taste backed by PepsiCo quality. PepsiCo claimed that Nimbooz contained no artificial flavours and contained real lemon juice. On 26 Feb 2009  PepsiCo India, the country’s leading food & beverage company, launched its packaged nimbu paani, Nimbooz by 7Up.Inspired by fresh, home-made nimbu paani, India’s favourite bevera ge, Nimbooz by 7Up has been specially created to suit Indian tastes. Nimbooz is a delicious nimbu paani, with real lemon juice, no fizz, and no artificial flavours. Available in trendy, convenient packs, Nimbooz is a great way to enjoy nimbu paani ina hygienic format. PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360 degree marketing communication plan will build awareness through multi-city launches and road shows, 3D activation, leveraging Out-of-Home (OOH) media, radio, press and outdoors.Aggressive trial generation & sampling initiatives were also be taken forward across major cities of the country. A special ‘Nimbooz Highway Gadi’ had been created that would visit the four major highways connecting Delhi to Jaipur, Dehradun, Agra to drive trails and consumer education To introduce the beverage, as part of the teaser campaign which kicked off on March 15, an 18-foot tall wooden lemon squeezer with a four-foot lemon replica in it was placed outside various malls and junctions. The message on it read, â€Å"Asli Refresher Coming Soon†.This innovation was executed at Ambi Mall, Gurgaon; Great India Place, NOIDA; Court Chowk, Amritsar; and Fun Republic Mall, Chandigarh. For the revealer, the lemon was replaced with a 20-foot high Nimbooz bottle on March 18. The teaser in Mumbai was spread across five days. For this, a knotted gunny bag stuffed with lemons was mounted on a canter at Mahim Causeway. The message on the sack read, â€Å"4 Din Mein Asli†. Day 2 saw an untied sack with lemons scattered around it and a similar message, with the number of the day changed.The sack got shorter for the next two days and on the fifth day, a returnable glass bottle (RGB) of Nimbooz appeared on the canter. The on-ground initiative was supported by a TV commercial that reflects Nimbooz ‘Ekdum Asli Indian’ proposition. The film had been created by BBDO India. In times of tough competition, brandin g needs to stand out and this is where outdoor media helps, by making the communication as big as possible. Lemon is central to the idea of Indian refreshment and the same thought went in the making of Nimbooz.They decided to keep the brand proposition simple, yet appealing, by dwelling on the authenticity of Ekdum Asli Indian Nimbu-Paani. â€Å"Its like rebirth of nimboo pani with a new refreshing and energetic taste. Definitely this product has given great and tough competition to the other drinks of its segment. People really love its taste and want to purchase Nimbooz. also pushing friends and family member to try it as they believe once they will try then rest Nimbooz will handle in short YEHI HAI RIGHT CHOICE† WHAT IS A MARKETING MIX? The term â€Å"marketing mix† was coined in 1953 by Neil Borden in hisAmerican Marketing Association presidential address. However, this was actually a reformulation of an earlier idea by his associate, James Culliton, who in 1948 d escribed the role of the marketing manager as a â€Å"mixer of ingredients†, who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe from immediately available ingredients, and at other times invents new ingredients no one else has tried. The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan.Also known as the Four P's, the marketing mix elements are price, place, product, and promotion. Elements of the marketing mix are often referred to as the â€Å"Four P's†: * Product – It is a tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a product from its competitors. Price – The price is the amount a customer pays for the product. The business may increase or decrease the price of product if other stores have the same product. * Place – Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. * Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. MARKETING MIX OF NIMBOOZPRODUCT: PepsiCo India launched a packaged nimbu paani offering – Nimbooz – under its 7Up brand to expand its non-carbonated drinks portfolio. Nimbooz is a non-carbonated lemon drink which contains no artificial flavors and contains real lemon juice. INGREDIENTS: * Water * Sugar * Concent rated Lemon Juice (0. 8%) * Acidity regulators (296,330) * Salt * Preservatives (202) *contains added flavor (natural and nature identical flavouring substances) NUTRIONAL FACTS| ENERGY (kcal)| 43|CARBOHYDRATES (g)| 10. 8| SUGARS (g)| 10. 5| PROTEIN (g)| 0| FAT (g)| 0| PACKAGING: Nimbooz offers great value to consumers in three packaging formats of: * 200ml returnable glass bottles * 350ml pet bottles * 200 ml tetra .PRICE: Nimbooz is relevant and affordable offering for consumers on the go because of its ready-to-drink format that is both convenient and hygienic. The proposition of the Indian refresher perfectly captures the mass appeal of this product and will certainly drive consumer connect.The pricing strategy adopted is of course that of PENETRATION PRICING as followed by all PepsiCo products. PLACE: PepsiCo already has well established distribution network for its other brands so it becomes easier for them to cover the entire Indian market and place Nimbooz in retail outlets and restaurants. Traditional Trade :At Kirana stores in the above mentioned packages. Modern trade:Distribution through sports clubs, gymnasiums, tie ups with sports institutes etc. Wheel and Spokes model: In rural areas, where one dealer serves many villages.After the launch a newspaper article cited the following: | | | PROMOTION PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360 degree marketing communication plan has build awareness through multi-city launches and road shows, 3D activation, leveraging Out-of-Home (OOH) media