Noam Chomskys Contribution to Linguistics Essay Example

Noam Chomskys Contribution to Linguistics Essay Noam Chomsky was born in Philadelphia in 1928. Noam Chomsky would have to be seen as one of the most significant and influential linguists of the twentieth century. Chomsky received his linguistic training under Leonard Bloomfield, whose behaviorist empiricism dominated American linguistics during the 1930s and 1940s, and from Zellig Harris, whose political stances during the 1950s pleased Chomsky more than his version of linguistic structuralism. In contrast to Saussure and Firth, many linguists writing in the later part of the twentieth century have been avowedly mentalist or cognitivist. The most famous of these is Noam Chomsky. As with Saussure and Firth, it will be impossible to do full justice to an influential and widely discussed scholar. (A brief but useful evaluation of the earlier years of Chomskys contribution to linguistics, psychology and philosophy can be found in Lyons 1970; and Chomskys more recent views can be found in Chomsky 2000). Even at the early stage, Chomsky was producing highly original work, which diverged fundamentally Harriss. In his B.A. thesis he was doing things that were, in his own words, radically at odds with everything in structural linguistics†¦ which is why [it and Logical Structure of Linguistic Theory] were published only 30 years later. The thesis was as different from structural linguistics as anything could be, which was why Harris never looked at it and no one in the field reacted to it. In fact, Morphophonemics of Modern Hebrew remains the only text in existence, that seeks to apply and evaluation measure in anything remotely like the detail. We will write a custom essay sample on Noam Chomskys Contribution to Linguistics specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Noam Chomskys Contribution to Linguistics specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Noam Chomskys Contribution to Linguistics specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Noam Chomskys contribution to Linguistics The programme of cognitive linguistics initiated by Chomsky and his colleagues in the 1950s and 1960s proposed a distinction between deep and surface structure in language. At least in the early stages of this programme, deep structure was assumed to have a mental reality closely related to meaning: It is the deep structure underlying the actual utterance, a structure that is purely mental, that conveys the semantic content of the sentence. It was also suggested that this deep structure might be universal: The deep structure that expresses the meaning is common to all languages, so it is claimed, being a simple reflection of the forms of thought (Chomsky 1966, p.35). Those who followed Descartes characteristically assumed that mental processes are common to all normal humans and that languages may therefore differ in the manner of expression but not in the thoughts expressed (Chomsky 1966, p.6). This universalism is itself tied to mentalism: The discovery of universal principles wo uld provide a partial explanation for the facts of particular languages, in so far as these could be shown to be simply specific instances of the general features of language structure†¦Ã¢â‚¬ ¦ Beyond this, the universal features themselves might be explained on the basis of general assumptions about human mental processes or the contingencies of the language use†¦..'(Chomsky 1966, p.54). Chomskys contribution to linguistics, and thence to modern thought, has been broadly threefold. In the first place, he moved the emphasis of linguistics form the strictly descriptive and inductive level (the level of the endless cataloguing of utterances from which conclusions about grammar could then be drawn) to the ideal level of competence and deep stricture, the level which opens up a creative aspect in language. In short, Chomsky showed, within his technical expertise in linguistics, that language was more than its material execution. Second, he brought about a reconsideration of language learning by arguing that language competence is not acquired inductively through a behaviorist stimulus-response conditioning, but is the consequence of an innate cognitive capacity possessed by human. In other words, linguistic freedom and creativity is not acquired, but always already exists as a governing a priori. Third, the distinction between competence and performance—even when i t was poorly understood—has served as a metaphor for structural studies in other disciplines such as philosophy and sociology (cf., Habermass notion of communicative competence, and Bourdieus notion of habitus – notions which echo Chomskys conception of agency). Noam Chomskys, Remarks on Nominalization (1970), Influence on the development of generative word-formation appeared to be crucial. In Mohanans view, with this seminal paper the traditional notion of word was reintroduced into generative linguistics. Chomsky captured certain lexical regularities in terms of lexical rules; these rules differ in their nature from the transformational rules of sentence generation. Lexical rules are, in Chomskys view, redundancy rules, that is to say, the rules which capture regularities in the lexical entries. Chomsky distinguishes two possible ways of treating derived nominal (and the issues of deriving new word in general); one either extends base rules to accommodate the derived nominals directly (all complex words will be listed in the lexicon), thus simplifying the transformational component—the lexicalist position; or, it is the base structures which may be simplified, and the derivation of nominalizations (and, by implication, all other complex words) would be the matter of transformational rules (without listing any complex word in the lexicon)—the transformational position. In 1965 Chomsky dropped the kernel sentence notion in a major reworking of his model, which introduced a revolutionary new concept to the theory of syntax: a distinction between underlying (deep) structure and surface structure, the two inter-related by transformations, allowing active and passive sentences, for example, to have the same deep structure but two different transformational histories producing two different surface structures, published as Aspects of the Theory of Syntax, this became known as the standard theory. In practice, however, the model soon showed itself to be cumbersome and insufficiently sensitive to the needs of languages other than English. Chomsky and his colleagues made substantial revisions during the 1970s to create the extended standard theory. The old phrase-structure rules were largely replaced by a more flexible syntactic process known as X-bar theory. The deep/surface distinction was preserved along with transformations, but in a heavily modified fo rm, and there were also new features, all tending towards greater simplicity. The revised model (called Government and Binding (GB), later Principles and Parameters (PP)) appeared in 1981 and gave the whole generativist enterprise a new lease of life. Since then there have been further simplifying changes resulting in The Minimalist Program of the 1990s. Syntactic Structures Chomskys first book Syntactic Structures (1957) gave its name to the first wave of thinking, which was chiefly concerned with grammatical description. Its contribution was to show that mentalistic grammar could be made scientific by the use of explicit and rigorous forms of statement, known as Generative Grammar. Hierarchical phrase structure was described through rewrite rules of the S—NP VP type that expand one element into others, yielding eventually kernel sentences of the language. But such rules were incapable of describing the whole of human language and needed to be amplified by transformations that could modify the structure of the kernel sentence into passives, questions, etc. A key example sentence as Colorless green ideas sleep furiously, held to show the difference between grammaticality and meaningfulness. Conclusion Chomskys work has always been motivated by a single goal: to explain human language acquisition. Many of the changes mentioned above were expressly designed to help account for the acquisition process by offering simpler procedures in tune with in the innate capacities of the acquirer.   The reintroduction of innate ideas has been Chomskys most far-reaching and controversial Proposition. For a recent statement of the role semantics in linguistics, see Noam Chomsky, Topics in the theory of Generative Grammar. In this article, Chomsky (1) emphasizes the central importance of semantics in linguistic theory, (2) argues for the superiority of transformational grammars   over phrase-structure grammars largely on the grounds that, although phrase-structure grammars   may be adequate to define sentencehood for (at least) some natural languages, they are inadequate as a foundation for semantics, and (3) comments repeatedly on the rather primitive state of the concepts of semantics and remarks that the notion of semantic interpretation still resists any deep analysis. nbsp;

The Oraibi Split essays

The Oraibi Split essays The split of the Third Mesa pueblo, Oraibi, occurred on September 7, 1906. The split immediately changed the lives of roughly 800 inhabitants of Oraibi who represented nearly half of the Hopi population. Those who left Oraibi were forced to start their lives over in a new location. From a long-term perspective, the split is consequential because it led to the establishment of other villages (e.g., Bacavi, Hotevilla, and Kykotsmovi) of Third Mesa that did not exist before the division (Waters 1977: 113). This eventually resulted in different versions of Hopi history and the Oraibi split from each village. Anthropologists have offered many different explanations of the Oraibi fissioning. These various proposals have caused the interpretation and understanding of the division of Oraibi to be very complex. This essay evaluates explanations of four different anthropologists: Mischa Titiev, Richard Bradfield, Richard Clemmer, and Peter Whiteley. Titiev provides the first explanation to consider. Taking all of Titievs arguments together, he suggests that internal social structure pressures and instabilities led to the disintegration of the Oraibi pueblo (Titiev 1992: 48). Titievs analysis of Oraibi disintegration is based on his view of Hopi social structure and social integration. For Titiev, three features of the traditional social structure of Hopi villages, including Oraibi, were essential. The first feature was the organization of Hopi matrilineal descent groups into households, lineages, clans, and phratries (Titiev 1992:51). In Titievs view, Hopi clans were basically autonomous and corporate, owning land, rituals, and kivas. The second feature was the organization of religious societies and kiva groups. The chief priests of religious sodalities were drawn from the descent group that owned a particular religious ceremony (Page 1994: 47). These ceremonies were controlled by a parti...

Nepetalactone Cycloalkane in Catnip

Nepetalactone Cycloalkane in Catnip Catnip, Nepeta cataria, is a member of the mint or Labiatae family. This perennial herb is sometimes known as catnip, catrup, catwort, cataria, or catmint (although there are other plants that also go by these common names). Catnip is indigenous from the eastern Mediterranean region to the eastern Himalayas, but is naturalized over much of North America and is easily grown in most gardens. The generic name Nepeta is said to have been derived from the Italian town Nepete, where catnip was once cultivated. For centuries humans have grown catnip for humans, but the herb is best known for its action on cats. Nepetalactone Chemistry Nepetalactone is a terpene composed of two isoprene units, with a total of ten carbons. Its chemical structure is similar to that of the valepotriates derived from the herb valerian, which is a mild central nervous system sedative (or stimulant to some persons). Cats Domestic and many wild cats (including cougars, bobcats, lions, and lynx) respond to the nepetalactone in catnip. However, not all cats react to catnip. The behavior is inherited as an autosomal dominant gene; 10-30% of domestic cats in a population may be unresponsive to nepetalactone. Kittens will not show the behavior until they are at least 6-8 weeks old. In fact, catnip produces an avoidance response in young kittens. The catnip response usually develops by the time a kitten is 3 months old. When cats smell catnip they exhibit a range of behaviors that may include sniffing, licking and chewing the plant, head shaking, chin and cheek rubbing, head rolling, and body rubbing. This psychosexual reaction lasts for 5-15 minutes and cannot be evoked again for an hour or more after exposure. Cats that react to nepetalactone differ in their individual responses. The feline receptor for nepetalactone is the vomeronasal organ, located above the feline palate. The location of the vomeronasal organ may explain why cats do not react from eating gelatin-enclosed capsules of catnip. Nepetalactone must be inhaled for it to reach the receptors in the vomeronasal organ. In cats, the effects of nepetalactone can be moderated by several drugs acting upon the central and peripheral nervous system, and by several environmental, physiological, and psychological factors. The specific mechanism governing these behaviors has not been described. Humans Herbalists have used catnip for many centuries as a treatment for colic, headache, fever, toothache, colds, and spasms. Catnip is an excellent sleep-inducing agent (as with valerian, in certain individuals it acts as a stimulant). Both people and cats find catnip to be emetic in large doses. It exhibits antibacterial properties and may be useful as an anti-atherosclerotic agent. It is used as an adjunct in treated dysmenorrhea and is given in tincture form to aid amenorrhea. 15th century English cooks would rub catnip leaves on meats before cooking and add it to mixed green salads. Before Chinese tea became widely available, catnip tea was very popular. Cockroaches and other Insects There is scientific evidence that catnip and nepetalactone may be effective cockroach repellents. Iowa State University researchers found nepetalactone to be 100x more effective at repelling cockroaches than DEET, a common (and toxic) insect repellent. Purified nepetalactone has also been shown to kill flies. There is also evidence that nepetalactone may serve as an insect sex pheromone in Hemiptera Aphidae (aphids) and a defense substance in Orthoptera Phasmatidae (walking sticks).

Ken Griffey Jr. Negotiation Essay Example | Topics and Well Written Essays - 1000 words

Ken Griffey Jr. Negotiation - Essay Example The parties to the negotiation for Ken Griffey's services were divided into four categories. Those categories include: Ken Griffey and those individuals representing or affiliated with Mr. Griffey, the Cincinnati Reds and all those working with them, the Seattle Mariners and their management, and the New York Mets who were minor players in the drama. Bit players including the commissioner and the commissioner's office, the Cincinnati and Seattle baseball fans, and the players that were traded for Griffey could have had some impact as well (especially looking at the transaction five years later). Each of these four entities and the bit players all played their role in the transaction. Some had more impact than others, and some made this entire deal quite interesting to watch from an analytical viewpoint. The setting for this transaction was that Ken Griffey was finishing a contract with the Seattle Mariners. He was a 10/5 year man, which meant that he had control over where he was ultimately going to play baseball, and for what team because he had veto power over any trade involving himself. It was not that he was dissatisfied with the Mariners, and he especially was not dissatisfied with their more than lucrative offer of over $17 million per year, but the was more a case of his wife and family's dissatisfaction with not being able to see Daddy during the season, since they lived in Miami and Seattle is just about as far away from Miami as you can get and still be in the same country. This case hinged more on the matter of love than the love of money, which is quite evident based on the fact that Griffey signed for less money than for what Seattle's offer was worth. The only mistake that the individuals representing Griffey made was that they could have probably gotten even more money from Cincinnati than what they did by holding out a little longer than what they did. Brian Goldberg, Griffey's agent and advisor, knew that no matter what team Griffey ended up playing for, he (Goldberg) was in for a big, fat commission check from this transaction. His advice to Griffey was probably to make a choice based on where he (Griffey and his family) was going to be happiest. Goldberg knew that Griffey would probably be the happiest in Cincinnati, because of other factors as well. Those factors included the fact that Griffey's father had also played for the Reds and was a revered figure in the city because of the success of the team while Griffey's father was playing for them. The team at that time was nicknamed "The Big Red Machine" and won two straight World Series championships. From an analytical standpoint, the New York Yankees could benefit from this knowledge by finding out exactly who the ballplayer is married, engaged or seeing and their feelings about living in New York.Since it was not the money that clinched the deal, then in any future negotiations the Yankees might make, we may wish to keep in mind the spouse, or loved one, of the player and 'wine and dine' them as well as the player. (I'm sure The Boss has already thought of this being the entrepreneur that he is, but I thought I'd throw it in for reference).In analyizing the actions of the New York Mets, who, during the negotiations, attempted to entice Griffey to play in New York instead of Cincinnati a number of the actions that they

Case study on violence Example | Topics and Well Written Essays - 2000 words

On violence - Case Study Example Violence has many categories and has detrimental effects within society that continues to be the focal point of discussion. The use of pressure and abusing power itself is violence and is associated with psychology, retaliation, hatred and other human emotion. One cannot ignore the fact that violence is a decompression of an event that dynamically impacted an individual. This paper will discuss many aspects of violence with key insights and new details based on comprehensive research. In order to acknowledge and understand the true essence of violence, one must understand the root cause of violence. Violence is an issue that is directly associated with emotion and mental health of an individual. Behavioral violence is defined by a force of physical aggressive behavior against another person. In fact, scientist agrees that violence is embedded in humans. Since the dawn of mankind, humans engaged in acts of violence as they would hunt for food and seek shelter. Although some might thin k that in certain scenarios, violence is essential. For instance, primitive humans exerted violence to capture their prey for the needs of surviving. Violence according to many experts can be a critical component of adaptive nature and survival. However, it is clear that violence exerts beyond the traditional methods of survival. A prime example of this is retaliation from a particular incident that had a dramatic effect on psyche of a person. In a midst of a heated moment, violence can be exerted due to rage, anger and fury. Interestingly enough, most people at times acknowledge that they were at fault for conducting this type of behavior. Another key aspect of violence sometimes is used for confidence and pride. Many individuals exert violence sometimes to fulfill their ego and to keep an â€Å"alpha dog† reputation which enables them to achieve a superiority complex. In fact, the â€Å"alpha male personality† image is often brought up in discussions of the notion of human violence. Dale Peterson and Richard Wrangham in â€Å"Demonic Males: Apes and the Origins of Human Violence† conclude that violence in human is embedded. The evolutionary correlation is made from the ancestral ape violent behavior to modern humans. Undoubtedly, the factors characteristics with violence are broad and can be mixed of several other factors. Violence is also associated with propagating cause and is used for justification for a certain outcome. For instance, radical groups utilize violence in order to maintain the conservative norms of society and refute liberal change. Although this is not done out of pain or retaliation, it is used as a threat to implement a purpose that they seek. The Crusaders were the prime examples of aggressors that exerted violence to an extreme means. The environmental surrounding of children raised in a safe environment also plays a critical role. Clearly, the effects of a safe harboring environment in which children are nurtured yields a child less likely to conduct crime. A child that lacks the mutual connection with his parent is more likely to commit crimes. Many children who do not receive this attention often get involved in gangs to fulfill the need of belonging. The young generation in today’s society is the focal point of this conclusive study. Youth violence undoubtedly has sparked much attention as it has become an uncontrollable. Research indicates that around 34% of the offenders arrested for federal charges were under the age of 21 according

Effective communication Essay Example for Free

Effective communication Essay Explain what is effective community? Effective communication is important because it ensures that information is clear, brief, accurate, non-judgmental, and useful. This reduces the possibility of mistakes being made, and ensuring suitable care service delivery. It is important to work as a team with your colleagues, so that you all work to achieve the same outcomes and targets. Explain different type of communication? Communication can happen past many procedures and methods and depending on the channel used and the style of communication there can be various types of communication. Verbal Communication: Verbal communication is divided into written and oral communication. Oral communication can be face-to-face communication or a conversation over the phone; dialogs are influenced by voice tone, pitch, volume and the speed and clarity of speaking. The other type of verbal communication is written communication, written communication can be through mail, or email. The use of written communication depends on the style of writing, vocabulary used, grammar, clarity and precision of language. Non-verbal Communication: Non-verbal communication includes the body language of the person who is speaking, which will include the body posture, the hand signs, and overall body movements. The facial expressions can play a role while communication since the expressions on a person’s face says a lot about his/her mood. On the other hand signs like a handshake, a smile or a hug can independently convey emotions. Non-verbal communication can also be in the form of pictorial representations, signboards, or even photographs, sketches and paintings. Informal communication: Informal communication includes examples of free unrestrained communication between people who share a casual relationship with each other. Informal communication needs two people to have a similar wavelength and hence occurs between friends and family. Informal communication does not have any rigid rules and guidelines. Explain importance of effective communication? Effective communication in the health and social care setting is very important as it allows the health care worker to perform their role effectively, allowing them to work alongside their colleagues whilst developing supportive ties with the users of the service who come from different types of backgrounds, cultures/ and religion. People with communication disabilities are at risk of not being able to communicate effectively with their health care professionals and this could have an impact directly on their health Links: http://www.markedbyteachers.com/as-and-a-level/healthcare/explain-the-role-of-effective-communication-and-interpersonal-interaction-in-a-health-and-social-care-context.html Type of communication: http://solvedassignments.org/message.php?id=109semid=1

Developement Of Europe Essay -- essays research papers

Development of Europe   Ã‚  Ã‚  Ã‚  Ã‚  The notions of â€Å"modernity,† â€Å"modernization,† and â€Å"modernism† play an important role in better understanding the development of Europe. These three concepts can be applied to a range of transformations in the areas of politics, socio-economics, and culture respectively. The three concepts are connected, yet each has its own unique qualities that are useful in understanding the changes across Europe in this period. These ideas are crucial to the better comprehension of the creation of the Europe of today.   Ã‚  Ã‚  Ã‚  Ã‚  To understand the significance of the terms, it is important to first understand the terms themselves. â€Å"Modernity† was a term used around the French Revolution as a term of abuse. However, in the later part of the nineteenth century and in the twentieth century it became associated more with improvement and advancement. â€Å"Modernization† refers to the processes political, economic, and social that made a society modern. An example of this would be industrialization. Finally, â€Å"modernism† is a reference to a high cultural movement and was used to relate to changing attitudes. It is basically a celebration of the notion of progress.   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"Modernity† during the French Revolution was used as a term of abuse. At this time, during the Reign of Terror in particular, France was moving toward a more republican form of government. During their attempt at the Republic of Virtue Catholicism was a focal point of attack. These attacks ended up fueling divisions that in the end proved to be fatal for the republican government. What some people saw as the future, others disliked and associated it with â€Å"modernity.† Hence, the concept of â€Å"modernity’s† use as an abusive phrase. However, at the close of the French Revolution, â€Å"modernity† took on a new use. In the nineteenth century and beyond, â€Å"modernity† became a term associated with good things.   Ã‚  Ã‚  Ã‚  Ã‚  Unlike â€Å"modernity,† â€Å"modernization† has always been a fairly neutral term. It has always described the processes that actually made the society modern. As mentioned before, a perfect example of this would be industrialization. The best place to see â€Å"modernization† is England during the Industrial Revolution. In England during the nineteenth century, industrialization began with the movement from agrar... ...form. The NEP substituted a fixed tax on production for requisitions of grain. This policy encouraged people to produce, sell, and make money. People did get rich, but many more stayed impoverished. This belied the Bolshevik credo of a classless utopia. Furthermore, it was basically only a compromise with capitalist methods. It also lead to opposition from within the party. The Worker Opposition protested Bolshevik usurpation of economic control. They pointed out that the NEP was an agrarian program and not a proletarian one.   Ã‚  Ã‚  Ã‚  Ã‚  Zero Hour is a term that came into being at the end of World War II. It originated in Germany and was used as a way of saying that the slate was wiped clean. The Germans that survived the war did not want to be associated with the Holocaust and a war the took millions of lives. Zero hour was their way of saying they wanted to start over. Eventually, however, zero hour became a term for all of Europe. After the destruction of World War II many Europeans and the nations wanted a new start. Not only were most of the major cities flattened, but the people themselves did not want to be associated with the death and fascism of the war.

Wilde’s the Happy Prince and Other Tales and a House of Pomegranates

Literary influences of the books; Concern of Wilde on blending Christianity and aestheticism; : 1351 In a famous statement to W. B. Yeats, Oscar Wilde called Walter Pater's The Renaissance â€Å"my golden book; I never travel anywhere without it. â€Å"( n1) Nor is Pater's influence limited to a single book. Marius the Epicurean also had a strong impact on Wilde, and during his imprisonment, Pater's Greek Studies, Appreciations, and Imaginary Portraits were among the few books he asked for and received (Letters 399).Pater also had a powerful influence on Wilde's fairy tales, which critics have not so far focused on. The fairy tales of The Happy Prince and Other Tales and A House of Pomegranates reveal many influences–Hans Christian Andersen, Blake, Carlyle–but Pater is a chief influence on many of them. In De Profundis, Wilde wrote of Marius the Epicurean that in it Pater seeks to reconcile the artistic life with the life of religion in the deep, sweet and austere se nse of the word. But Marius is little more than a spectator: an ideal spectator indeed, [. . . yet a spectator merely, and perhaps a little too much occupied with the comeliness of the vessels of the Sanctuary to notice that it is the Sanctuary of Sorrow that he is gazing at. (Letters 476)In many of the fairy tales, Wilde's concern is exactly that of Pater in Marius–to blend Christianity and the artistic life or aestheticism. In others, he is more concerned with the conclusion to The Renaissance, with its insistent advice that we should devote our lives to the private enjoyment of the best objects of art–advice which he strongly rejects. The Happy Prince,† for instance, belongs to the latter group. When we first meet the happy prince, he is a beautiful statue, â€Å"gilded all over with thin leaves of fine gold,† his eyes are â€Å"two bright sapphires,† and â€Å"a large red ruby† is fixed on his sword-hilt (271). His position as an aestheti c object high above the city symbolizes the isolated, carefree, pleasure-seeking life he led before his death, when he lived in a beautiful palace that is itself a work of art. Every evening, he tell us, â€Å"I led the dance in the Great Hall† (272).The happy prince, then, begins his existence as an aesthete, a follower of Pater's advice in The Renaissance that to burn always with this hard, gem-like flame, to maintain this ecstasy, is success in life. [. . . ] We have an interval, and then our place knows us no more. Some spend this interval in listlessness, some in high passions, the wisest, at least among â€Å"the children of this world,† in art and song. [. . . ] Of such wisdom, the poetic passion, the desire of beauty, the love of art for its own sake, has most. 123) Even as a child, the happy prince devotes himself instinctively to a Pateresque life of art, song, and beauty, but in doing so he locks out Christian sweetness and purity. When he becomes a statue, the happy prince gradually recognizes all the pain and sorrow that exists in the city below him, and he develops into a Christian, a child of light. His heart overflows with love and pity, and he sacrifices his aesthetic glory to help others. In this, he is aided by a swallow who undergoes a similar pattern of development.Finally, he strips himself of all his beauty, and his leaden heart cracks when the swallow dies, but both are ready now to enter Heaven. Christianity and aestheticism do not blend in â€Å"The Happy Prince†: Pater's Renaissance is seen as an early, selfish stage that human beings should outgrow. The great problem of the infanta in â€Å"The Birthday of the Infanta† is that she does not go beyond the private aestheticism Pater recommended in his conclusion but remains monstrous in her icy beauty and cold palace, with its many objects of art.In â€Å"The Young King,† on the other hand, Christianity and aestheticism blend fully. The young king, th e son of an artist, is disowned at first by his grandfather the old king, but is later acknowledged as heir to the throne and brought into the palace. â€Å"From the very first moment of his recognition,† we are told, he had shown signs of that strange passion for beauty that was destined to have so great an influence over his life. [. . . ] The wonderful palace–Joyeuse, as they called it–of which he now found himself lord, seemed to him to be a new world fresh-fashioned for his delight; [. . ] he would run down the great staircase, with its lions of gilt bronze and its steps of bright porphyry, and wander from room to room, and from corridor to corridor. (213-14) This crucial passage reveals the young king as a disciple of Pater's Renaissance, constantly in a state of â€Å"ecstasy,† burning with â€Å"a hard gem-like flame† as he privately enjoys the manifold beauties of his palace of art. But as his nature develops, he becomes terribly aware, th rough three successive dreams, of the pain and evil that accompanied the acquisition of such magnificent objects of art.He becomes a Christian, embraces poverty, and goes to his coronation in rags. The realm mocks and opposes him, from the people to the nobles to the bishop, but he presses on and enters the church. The nobles follow with drawn swords, intent on killing him, but God intervenes and crowns him: And lo! through the painted windows came the sunlight streaming upon him, and the sunbeams wove round him a tissued robe that was fairer than the robe that was fashioned for his pleasure. The dead staff blossomed, and bare lilies that were whiter than pearls.The dry thorn blossomed, and bare roses that were redder than rubies. (221) The young king enters a new aesthetic realm, pure and indescribably beautiful. Christianity in this tale is the highest form of aestheticism: the young king abandons Pater's Renaissance and discovers a higher, religious Epicureanism, much as Marius d oes when it dawns on him–in the â€Å"Divine Service† chapter of the novel–that Christianity is â€Å"the most beautiful thing in the world† (303). Like Marius, in his final stage of self-development, the king blends Christianity and aestheticism. n2) The protagonist of â€Å"The Fisherman and His Soul† does the same thing. Initially, fascinated by the beautiful mermaid who sings marvelous songs and lives in a wonderworld beneath the sea, the fisherman casts away his soul and joins her. By the end of the tale, however, his heart becomes large enough to embrace in love both the mermaid and his soul: without abandoning aestheticism, he becomes a Christian, and his grave blooms, prompting a change in the wrathful priest, who speaks of all-embracing love and blesses all of God's creatures.Similarly, in â€Å"The Star-Child† the star-child's physical beauty returns only when he becomes spiritually beautiful along Christian lines: the two go hand in hand. Over and over in the fairy tales, but especially in â€Å"The Young King,† Wilde blends Christianity and aestheticism in the manner of Marius the Epicurean, and over and over he rejects the advice of the conclusion to The Renaissance, presenting it as an inadequate initial stage in the soul's spiritual development. NOTES (n1. ) W. B. Yeats, The Autobiography of William Butler Yeats (New York: Macmillan, 1953) 80. n2. ) In this essay, I follow Gerald Cornelius Monsman's reading of Marius in Pater's Portraits: Mythic Pattern in Fiction of Walter Pater (Baltimore: The Johns Hopkins Press, 1967). Although Marius never takes the final step of officially converting to Christianity, his death according to Monsman is the prelude to a final awakening and the full experience of God.

Chocolate business plan Essay

Introduction The market leader of the chocolate industry in India, Cadbury, is a British subsidiary of the American multinational confectionary, food and beverages conglomerate â€Å"Mondelez International†. Cadbury, is the second largest confectionary company in the world, close on the heels of Mars, Inc. In India, Cadbury owns a market share of 66 %, significantly ahead of the other multinational company operating the same space for many years, Nestle India, as well as other national, international and regional brands like Amul and Ferrero. Cadbury India began its operations in India in 1948, and has been a trusted and favored brand for decades in India. The market share has decreased from 70-80% in view of entry of other international chocolate companies in the Indian market, however it is still significantly large. Cadbury figures in the Brand Trust Report, 2011 in the Top 100 Most Trusted Brands in India. While Cadbury sells products in several categories such as candy, gum, beverages and chocolate confectionary, this report is aimed at studying the marketing strategy employed by Cadbury India in view of its chocolate confectionary business. Some of the products in this category include the highly popular Dairy Milk, Dairy Milk Silk, Bournville, Temptations, 5 Star, Dairy Milk Shots, Celebrations, Perk and Toblerone. In order to analyze the marketing strategy for Cadbury, this report begins with a SWOT analysis of the company. Environmental Analysis Political Food Safety Act 2006: Detailed and exacting regulations, for standards of production as well as imported chocolates, exist in India. Opportunity. Cadbury is better equipped to follow standards in production than smaller regional or local brands. Strength. Expand into the rural areas before local or regional companies focus on the rural market. Import Tax Rates on Chocolates: A tariff rate of 30% is levied on chocolates. Opportunity. Strength. Demand for premium chocolates at affordable prices can be encashed before foreign entrants can grow their roots within the Indian industry by introducing and aggressively marketing domestically manufactured premium chocolates. Economic Per Capita Spending Patterns: The biggest consumption category in India is Food. Spending in this amounts to almost 21% of the Gross Domestic Production. People, on average, spend 31% of their budget monthly, on food. 70% of the food spending is on agri-products, which incorporates candies and confectionary including chocolates. Two-thirds of this spending is on processed products. Domestic spending on food is expected to grow at a compounded 3 annual growth rate of 4% and billed to reach approximately 320 billion US dollars in value within the next 7 years. USD 841 million is spent on chocolates and confectionary in India. Opportunity. In households across income groups, a large share of money spent goes towards processed agricultural products including chocolates and other confectionary items. This can be encashed by developing effective channels to reach out and sell to lower and lower middle income groups. Strength. Socio-Cultural Social and cultural acceptability of products: There is an increasing acceptance of chocolates as an equivalent of traditional sweets in urban areas. Chocolates are, however, still seen as a luxury food item in rural areas. Opportunity. Chocolates are increasingly being seen as an equivalent or substitute for traditional sweets in terms of the convenience it offers when used for gifting on occasions. Strength. Cadbury is already working on this approach to sell to urban consumers. Rural consumers can also be reached out to and offered chocolates as a new gift item replacing sweets leading to increased sales. Technological Constantly improving technology in chocolate making leads to better tasting products as well as more convenient storage. Opportunity. Strength. Cadbury has the financial capability to invest in R&D and has already produced products that are better suited to Indian tastes and storage conditions that other foreign entrants into the industry are not yet as well adapted to. Natural factors. Climate for Cocoa Production: Cocoa, used to produce chocolates can only be grown in regions 15 degrees to the north or south of the equator. Cocoa, originally a crop native to the Amazon basin, can only be grown in the southern states of Kerala, Tamil Nadu, Andhra Pradesh and Karnataka. It is not a commonly grown crop. Threat. Lack or scarcity of domestic cocoa producers can affect production costs of chocolates within the country. Strength. Cadbury has encouraged farmers in Kerala to produce cocoa since the 1970s and is now in the process of promoting Cocoa as an inter-crop plant for coconut growing farmers. Successful pursuance of this connect with the farmers would help Cadbury procure raw material at lower prices within the country. Consumer behavior Age composition: 66% of the population is below the age of 35. Opportunity. It implies that a huge part of the population can be encouraged to take up consumption of chocolates more frequently and will be met with less resistance than that put up by older consumers with already set eating habits. Strength. 4 Competition Traditional Sweets: Very widely available and traditional choice, but inconsistent in hygiene levels and taste. Threat. Build on image of chocolates being a better and more hygienic choice, which adheres to food safety standards set out by the Govt. Build on image that chocolates are a more sophisticated choice for gifting carrying greater meaning than ‘mithai’ from neighbourhood sweet shops. Strength. Confectionary items like candies, cakes and icecream: Candies are easily available and appeal to children who have traditionally been the target consumers for chocolates. Threat. Cadbury can emphasize more strongly that chocolates are not meant only for children but for adults as well who may not prefer to eat candies. Cadbury chocolate can be offered as an experience, that is not replicated by eating candies and conectionary items. Strength. Entry of several foreign players: As India is seen to have a rapidly growing chocolate consuming country, with people willing to spend not only on inexpensive smaller packs of chocolates, but also premium chocolates as well, foreign players have started foraying into the market with the hope of establishing a presence in the premium sector at least. Threat. Cadbury can increase its foothold in the premium sector of chocolate industry by launching and promoting premium chocolate brands with higher cocoa content which could be priced a bit lower than the foreign brands. In fact, Cadbury is already in the process of implementing such a strategy through the introduction of Bournville and Toblerone. Strength. Suppliers Global network: Half of the cocoa sourced for chocolate making by Cadbury is from sources around the globe, including countries like Ghana, for its famous brand Bournville. Opportunity. Cadbury can source the majority of its cocoa from farmers in India through contract farming, while importing from foreign countries specifically for certain brands only. This will help reduce loss due to global fluctuations in cocoa bean prices and also reduce transport or shipment costs. It will also help create an even more positive image in the eyes of the Indian population. Strength. Dealer network: Cadbury has CSR activities directed at the farmers who are producing cocoa on contract for Cadbury in the state of Kerala. Opportunity. Cadbury is now in the process of extending these activities to farmers in 3 more southern Indian states. This will help cement positive relations between the cocoa growers and the brand, which may put it at an advantage when compared to new foreign entrants in the country like Ferrero or Mars, Inc. Strength. 5 Advertising environment Use of role models: Trustworthy role models in the media, when used as Brand Ambassadors, give a much needed push to the further acceptance of a product. Opportunity. Cadbury has been able to utilize this by roping in celebrities like Amitabh Bachchan, thus emphasizing the idea that even adults can have chocolates, since even a person of Amitabh Bachchan’s stature has not shied away from having them. Cadbury also has the financial power to rope in more high profile celebrities for the same. Strength. Availability of media and ad agencies: Several media channels like TV, Radio, newspapers are available for Cadbury to advertise on. Opportunity. Cadbury has been advertising its chocolates heavily throughout, to keep the brand on top of the mind recall. There have been innumerable ads by Cadbury that have long stayed on people’s minds and even evoked nostalgia, indicating a deep connect of the brand with the audience. Strength. Segmentation Cadbury segmented the consumer based on age. Till the 1980s, chocolates were seen as a luxury item which were eaten only on special occasions or used to reward children with. Despite being the market leader already at this time, Cadbury decided to reshuffle their marketing strategy and position chocolates as a snack and an everyday item of consumption rather than a special treat. In order to do this, the first step was to segment the consumers. Geographic or occupation based segmentation would have proven less relevant in helping raise revenues generated from chocolate sales. The segmentation was done on the basis of age. The existing segment of choice for Cadbury had been children up to the age of 14 who had been driving the consumption of chocolates until the 90s. The other segment that the consumers could be grouped into was the adult population. Targeting The decision made to target a segment is based on gauging the segment attractiveness of the segment. During the 90s, with a rise in the population of the 15-35 year olds, combined with a surge in income and spending power due to the simultaneous opening up of the economy, made the adult segment an attractive one and since then, it has been targeted by Cadbury. Being the market leader already, switching to this target consumer group was not a difficult move for them, in terms of channel attractiveness of the segment. The existing channels which served the consumers until the 90s, such as kirana stores, need no resource intensive special adaptations to serve the youth consumer group as well. Alongside this, competitive attractiveness of the youth segment was also high since no other chocolate company had targeted this consumer group so far. Although this meant 6 Cadbury needed to put in extra marketing effort to change the social acceptance of chocolates in this group, it also translated into a first mover advantage for them. Positioning Positioning is the decision of how the brand wants to be perceived as by the target consumer group vis-a-vis competitors. Cadbury has positioned itself to cater to specific needs and attributes that the target consumer group looks for. Cadbury’s objective was to engage the customers of the adult age group. In the early 90s, Cadbury had the leading share in the market but the volume of sales in terms of per capita consumption was very low compared to western countries. This was also because consumption of chocolate by children was strictly governed by adults and hence increasing per capita consumption within the children consumer group was not a feasible option. In order to widen the net of consumers, Cadbury had to increase the social acceptance of chocolates in the adults age group. This was done through the means of extensive and successively huge ad campaigns which eventually lowered the attitudinal barrier that existed. Cadbury had wanted to and has successfully moved from the perception of chocolate being a children’s product to a celebratory/gifting product, and more recently an indulgence product (For instance Cadbury Silk). In 1992, Cadbury launched a series of aggressive ad campaigns starting with ‘Real Taste of Life† which showcased adults eating the chocolates on their own and not in a parent role or buying it as a reward or a way to say sorry to loved ones. This included the famous ad â€Å"Kuch khaas hai zindagi mein† which showed adults enjoying the taste of chocolates on their own. Later on, Cadbury launched a campaign for Perk which said â€Å"Thodi si pet pooja† which emphasized the use of the chocolate as an any time snack to satisfy hunger, which was a marked shift from the earlier perception of chocolates. Later, to promote Cadbury chocolates as an alternative to traditional desserts, the â€Å"kuch meetha ho jaaye† campaign sought to change perceptions once again, this time including the entire family consisting of elderly grandparents also in the ad to show acceptance of the Cadbury chocolates as dessert. By tying chocolates to Indian customs, and festivals, like Celebrations especially for Raksha Bandhan and Diwali, Cadbury has come a long way from the â€Å"Real Taste of Life† campaign, and â€Å"Indianized† itself in order to entrench itself within the minds of the adult population in India. Marketing Mix – 4 Ps Product/Service Product There are four types of products by Cadbury India, and this report is focused on the Chocolates category. These aim to satisfy the hunger need as well as relaxation and convenience need (easily available snacking option). In order to satisfy these needs, the 7 product is available very easily, at least in the urban markets and in various sizes. Cadbury chocolates are branded so as to represent some emotional core values like family values, and togetherness, but at the same time, they are also branded as a fresh, satisfying, convenient product. Place Cadbury has 6 company-owned manufacturing facilities: 1. 2. 3. 4. 5. 6. Thane Induri (Pune) Malanpur (Gwalior) Bangalore Baddi (Himachal Pradesh) Hyderabad There are 4 sales offices, one each in New Delhi, Mumbai, Kolkata and Chennai. The corporate office is in Mumbai. In terms of distribution, Cadbury chocolate products are sold directly to wholesalers and retailers. The network comprises roughly 2100 distributors and 4,50,000 retailers. The chocolates are sold through Kirana stores, gift stores, medical stores, canteens, paan shops, bakeries and so on. Price The generally established price point for chocolates in India is Rs 5 and Cadbury has 4 products at this point including Dairy milk, 5 star, gems and perk. This price point accounts for half of chocolate sales in India. At the same time, Cadbury sells multiple differently sized packs on a range of prices, going up to higher, premium priced products as well such as Bournville. In this way, Cadbury has a hold on various price points available to various groups of consumers based on their appetite for spending. Promotion Cadbury promotes its products through various media channels. It uses mainly television ads with strongly featured taglines that get associated with the products easily. There is some amount of seasonality in the market in the way that demand ideally goes up during festive season due to gifting needs and Cadbury launches special ad campaigns around those times to encash on this increased demand. National level competitors like Amul have been unable to match up to the scale of promotions undertaken by Cadbury. Regional players hardly advertise on a big scale through campaigns. However, its MNC competitor Nestle has its own promotional ads and campaigns that seek to rival Cadbury’s and sometimes directly challenge the Cadbury ads. 8 Recommendations 1. In view of the recent entry of foreign players in the market, though Cadbury does not face the threat of losing a significant amount of its existing customers, for instance, those who buy Dairy Milk or Perk, there is a possibility of losing out on potential customers who are interested in premium chocolates. Since this is a rapidly growing industry, and being the established market leader, Cadbury should focus on its premium chocolate brands in a big way through more visible ad campaigns and promote their products based on the brand equity they have built through the years. 2. While leveraging the lower cost of Cadbury premium chocolates vis-a-vis foreign chocolates, Cadbury must take care to ensure it does not go the Tata Nano way, as lower prices in the premium segment may be perceived as lower quality in the product delivered as well. 3. As it has already managed to successfully position chocolates as a snack for children’s as well as adults’ consumption, it can now focus on activating the elderly consumer segment which is typically more resistant to chocolates compared to traditional sweets and feel guilty on indulging in chocolates even if not restricted by health reasons. 4. Cadbury can now change the positioning of certain specific products or introduce new products to cater to â€Å"instant energy† giving needs similar to Mars bars abroad. 5. Recently, a 20-calorie chocolate has been developed in the UK which is now being sold at Michelin starred restaurants. Cadbury can also direct some of its R&D endeavors towards developing a similar product which would give the company a distinct edge over competitors and help tap into a new markets and increase their consumer width. 9 NATIONAL BRAND 10 Introduction Amul is an Indian dairy Co-operative based out of Anand in Gujarat. The co-operative started off as the Kaira District Co-operative Milk Producers Union in December 1946. The Co-operative was set up by the milk producers of the Kaira district of Gujarat who felt cheated by the unfair trade practices. The co-operative collected processed and marketed milk and was co-owned by the milk producing farmers of the district. The brand Amul was used by the Kaira District Co-operative to market its brand of milk products. By the 1970s the Co-operative model had become highly successful and spawned similar Co-operative in other district s of Gujarat. In order to combine together and expand their market while not competing with each other, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), an apex marketing body of these district co-operatives was set-up in 1973. The brand name of Amul which was held by the Kaira Union was transferred to GCCF. Today, the GCCF is the largest food product marketing organisation of India. The co-operatives collect around 10 million litres of milk per day from around 3 million milk producer members of the Co-operative. Its current turnover is around Rs. 140. 0 billion. Amul started producing and marketing chocolates in 1970. It currently markets 6 different chocolate brands namely Congtas, Fundoo, Chocozo, Bindaaz, Rejoice, Almond Bar, Fruits and Nut and Amul Cooking Chocolate. Current market share of Amul chocolates is just 4% as compared to market leader that is 66%. The main reason behind such low market share is lack of promotion and more focus on dairy products. Environmental Analysis Strengths ? ? ? Raw material (milk) security: Major raw materials for the production of chocolates are Cocoa, milk and sugar. Milk supply is secured for the company which protects it from any volatility in prices. High brand awareness: Amul through its concerted marketing over the last 5 decades has created a brand that is synonymous with good quality. The brand has also become a symbol of successful Indian entrepreneurship that has positively impacted the lives of millions of small farmers, hence there is a sense of patriotism and pride associated with the brand as well. Strong distribution network: Amul has been marketing and supplying milk through a pan India distribution network which supplies milk and milk products to independent retailers but also to its own milk parlours. 11 Weakness: ? ? ? Low market share: Amul chocolates have a low market share in the Indian chocolate industry. The brand, though having a strong recall value, is not primarily associated with chocolates. The market leader in the chocolate industry in India is Cadbury with 70% market share followed by Nestle at 20% market share. Co-operative structure of Amul: Due to the Co-operative nature of GCMMF, there is limited capital infusion in the company. As a result there is a limited scope for aggressive product launches or diversification. Volatility in Cocoa prices: Unlike the major chocolate producing companies in the world, Amul does not own a cocoa plantation. The prices of cocoa are volatile in nature as they are dependent on the international demand supply dynamics. Not having a cocoa plantation of its own exposed the company to volatility in prices of this raw material. Opportunities: ? Huge untapped market: The per capita consumption of chocolate in India has increase from 40 gm per person in 2005 to around 110 gm per person currently. Though this is impressive growth in itself it is still much lower than the per capita chocolate consumption, in countries like Ireland or Belgium which have a chocolate consumption per person of more than 11 kilograms or even USA or Australia which have chocolate consumption per person of around 5 kilograms. There is thus a huge untapped market for growth in the chocolate industry in India. Corresponding Strength: Since Amul has a strong â€Å"Brand awareness†, people would be willing to buy new products launched under its brand name. Amul can launcha variety of new chocolate products for youth and kids. ? Gifting: Gift hampers consisting of chocolates has been a successful marketing strategy by companies like Cadbury. Amul too has the ‘Rejoice’ brand especially for this purpose however there is scope to launch or aggressively advertise this. Corresponding Strength: Since, Amul is a strong brand name and has a strong distribution network, It can very well advertise the gift packs like rejoice and can introduce new brands catering to the same need. ? Advertising: Amul need to advertise and carry out lot of promotional activities to inform the consumers that still exist and can provide them with what they want. It’s been years that Amul’s chocolate advertisement has been telecasted on India’s major television channels. Sales promotions like discounts and free samples can also help them to increase the Brand awareness and attract customers to switch brand from competitors. Big brands use a celebrity as a Brand Ambassador for its product. 12 For example Amitabh Bachchan for Cadbury & Rani Mukherjee for Nestle, Amul can also use a brand ambassador for the promotion of its chocolates. Corresponding Strength: Amul has a huge turnover of around Rs 140 billion and is a financially strong company and has enough funds to carry out the needed advertising campaign and promotions. By spending a small percentage of revenue on advertising campaigns Amul can increase its market share to a large extent. ? Low rural penetration of chocolates: There is significant awareness of the Amul brand even in rural India. The company can leverage these launch cheaper brands targeted at the rural segment which has till now stayed away from chocolate consumption. Corresponding Strength: Amul has been marketing and supplying milk through a pan India distribution network. It has a strong distribution network in rural areas. Amul can leverage this strength and can launch cheaper products in rural market. Threats: ? Strong competition from foreign multi nationals: There is significant potential in the Indian chocolate industry which has been attracting international competition. Companies like Cadbury have been launching premium swiss chocolate brands. Also other premium chocolate brands like Ferrero Rocher are making their presence felt in India. Corresponding Weakness: Since â€Å"Amul† is mostly related to its milk products and has not made its presence felt strongly in the chocolate industry, its still far behind its competitors like Cadburys which is a very aggressive player in the chocolate industry. Amul faces tough competition and to handle the same it needs enormous marketing and advertising campaign and introduction of new chocolate products under its brand name. ? Low brand loyalty in chocolate industry: Chocolates are impulse purchases and compete with categories of soft drinks, snacks and other beverages. Although people may like a particular type of chocolate (dark, milk, white, etc. ) there is not a significant brand loyalty. Hence this presents a threat to established players in the market. Corresponding Weakness: Since Amul has significantly low popularity in chocolate industry and also people are picky while selecting a chocolate, there is not a single chocolate brand product under its brand which enjoys strong loyalty from consumer side. Also, people like to try different kinds of chocolates and are not necessarily inclined towards a single chocolate product. Since, Amul does not offer a large variety of chocolates; therefore it is at a weaker position in the chocolate industry. 13 Segmentation Geographic segmentation: Chocolate consumption is concentrated in urban areas of the country. Chocolate consumption in rural areas of the country may be considered negligible. Chocolates are still considered as a luxury product by the population and are hence consumed by the middle and the upper classes of society which reside in the towns, cities and metropolitan centres of the country. Amul chocolates are thus marketed in these areas of the country. Demographic segmentation: Amul chocolates are mostly segmented its consumers into various age groups like the children, adolescent and youth segments of the society. Since, chocolates are particularly liked by children and middle aged and older generations refrain from eating it citing health concerns due to high sugar content of chocolates. Targeting The brands of Amul chocolates like Fundooz, Bindaaz, Congrats etc. have been named to be attractive to the younger generation who use these words in their daily lexicon. There has been a strategy by the company to provide a young, dynamic and fun loving character to its chocolate through such branding. Amul chocolates also markets two brand namely Amul Cooking Chocolate which is targeted towards the homemakers and professional cooks and chefs. Positioning Positioning is the decision of how the brand wants to be perceived as by the target consumer group vis-a-vis competitors. Amul has positioned itself as an affordable, â€Å"value for money† chocolate. Since, it has mostly targeted kids and youth, it is still considered as a snack unlike cadbury’s product like Celebrations which is considered as gifting option. Amul has not positioned itself as an alternative to sweets or has not developed its product to actually cater to an emotional need. It is simply a chocolate available at a lower price. Marketing Mix. Product Amul has a very low range of products in its chocolate business. There are only 8 chocolate brands that Amul offers as of now in the market and these are Congrats, Fundoo, Chocozo, 14 Bindaaz, Rejoice, Almond Bar, Fruits and Nut and Amul Cooking Chocolate. The problem is that there is no clear differentiation between the products that it offers. For example Cadburys is catering to a different need corresponding to its individual Chocolate product. ? ? ? ? ? Product Dairy Milk Dairy Milk Shots Bournville 5 Star Perk Need Milk Chocolate (Basic taste and style). Small balls of chocolate (Circular unlike chocolate bars) Dark Chocolate Sweeter in taste with honey as an ingredient Crispier with wafer inside However, Amul completely ignores such kind of differentiation between its products and hence their product can be easily substituted by their own products apart from the competitor’s product. Another important factor is packaging because majority of the consumers is kids and youngsters who like attractive packaging. Most kids buy chocolates not just because they like chocolates but also because of the attractive wrappers. Packaging used by Amul stands low on appearance parameter. Also, it lacks a common theme or â€Å"top of the mind† recall point. For example, Cadburys is strongly associated with blue wrapper and more than brown it’s the colour blue that we associate with a chocolate. As compared to this, Amul’s packaging is weak and lacks lustre. Amul needs to make changes to its product (chocolates) like introduction of more flavours and attractive packaging because the wrappers Amul uses is not at all attractive compared to those used by Cadbury and Nestle. This would keep them in competition with competitors like Cadbury and Nestle. 15 Pricing Second P of marketing that is Price is often confused with blindly lowering the prices of different products and completely relying on this strategy to increase sales. However it is of extreme importance to divide the target group on the basis of their price sensitivity and purchase power. Every customer segment has different price expectation from the product. To maximize the returns, it is important to identify the right price level for each segment and then progressively moving through them. Amul has launched various chocolate products to cater to different segments of population. Pricing must take into account the competitive and legal environment of the industry. Majority of people in India live in villages and have low disposable income. With such a heavy competition in the chocolate market, Price plays a very important role. Amul pricing strategy has been â€Å"Value for Money†. Amul’s believes in giving value for money to its customers and it has always followed that principle. Its products are of high quality and available at affordable prices. For example, Cadbury’s â€Å"Fruit n Nut† is priced at Rs 35 per 42 gm pouch whereas Amul’s Fruit and Nut is sold at just Rs 25 per 40 gm. Amul offers same quality at a price 30% lower than its competitor. Amul has not launched any premium (high price) product in its chocolate business. Place Place in marketing is considered as the channels of distribution through which products move from the manufacturer to the consumers. The channels of distribution mean intermediaries or middlemen who act as a link between the manufacturer and the consumers. Factors that need to be considered when choosing the place are the characteristics of the product, characteristics of the buyers, control and competitors channels. Since chocolate is an edible product, Amul should adopt an intensive distribution strategy wherein they will manufacture products and make it available at various shopping malls, food joints, local stores, Chocolate parlours etc. Corresponding to its strong distribution channels, Amul currently has very low visibility. It needs to increase the visibility through offering discount to retailers along with buybacks to convince them to store the Amul Chocolates. Since Amul is a â€Å"value for money† brand it can be placed anywhere from small kirana shops to big malls. Amul has a big brand name because of its dairy products. They can easily use it to increase the awareness of its chocolates using various distribution channels. 16 Promotion Promotion refers to exchange of information between an organization and the consumer of its products. Consumers here include Customers, shareholders, employees, government and other parties related to the products like trade union and media. The aim of promotion is to inform the consumers, differentiate from other products and to persuade them to buy. There are many techniques of promotion like Advertising, Sales promotions, Direct Marketing & Personal selling. Amul has been criticised for lack of promotion. Amul has a strong brand name because of its dairy product leadership. Amul must advertise its chocolates using media like newspaper, television and internet to inform the public about the quality & the price of its product. Amul has totally shifted its focus from chocolates towards milk and other milk products and have totally ignored chocolates. Using the mediums like Television and newspaper the company needs to remind the public that they are back with improved products at an affordable price. 17 Recommendations 1. Amul needs to introduce new varieties of chocolates and improve its existing ones. 2. They should introduce milk chocolates like Nestle’s Milky Bar, Chocolates with fruits and nuts like Cadbury has its Fruit and Nuts, Mint chocolates like Nestle’s After Eight etc.

Hollywood and the Rise of Cultural Protectionism The WritePass Journal

Hollywood and the Rise of Cultural Protectionism Abstract Hollywood and the Rise of Cultural Protectionism AbstractIntroductionHofstede’s definitionTrompenaars cultures definitionHollywood’s Film Industries influence to the worldThe Culture Values promoted by various Hollywood Films ConclusionBibliographyRelated Abstract Like an iceberg, most aspects of culture are largely invisible to the casual observer (for example, gender roles, ways to solve problems, conversational patterns). Using Hofstede’s and Trompenaars’ definitions, what aspects of culture do Hollywood films promote around the world? In what ways do Hollywood movies affect the cultural values of people outside the United States? Introduction Harvie Conn has described film as a cultural mirror, and that it is a  valuable reflection of contemporary attitudes, philosophies,  values, and lifestyles of individuals around the world. Others, such as Michael Medved, have placed  more emphasis on the idea of film as a ‘former’ of culture. (Frame, M, John, n.d) Hofstede’s definition Culture it self has been defined in several ways by several theorist, such as Hofstede’s who defined culture as the â€Å"collective programming of the mind which distinguishes the members of one group or category of people from another. Furthermore he stated it consists of the unwritten rules of what he referred to as a ‘social game’. (Hofstede, Geert H. 2010) He also described culture as the software of the mind that guides us in interactions we face on a day-to-day basis. (Hofstede, 1995)   He identified 3 levels in human mental programming: Human nature (universal; inherited); Culture (specific to group/category; learned) Personality (specific to individual; learned and inherited). To conclude he stated that â€Å"Culture is always a collective phenomenon, because it is at least partly shared with people who live or lived within the same social environment which is where it is learned.† (Hofstede, 1995) In relation to film and the question of whether aspects of culture could be taught to individuals around the world, it is likely that Hofstede would agree so, that that culture could be taught through Hollywood films, as he believed that culture can be learned and also inherited. To expand on the assumption that culture could be learned, particular through film, this could be caused by the ability of individuals to have unique patterns of thinking; feeling; and potential acting which were learned throughout their lifetime, Hofstede would believe that these patterns of thinking’s could be learned through what they see in their lifetime, and what is depicted through films individuals see. (Hostede, Geert, 1991) The reason as to why he believed that culture is inherited was because of the assumption that much of it is likely to be acquired in early childhood, he argued at this time a person is most susceptible to learning and assimilating’, and that ‘As soon as certain patterns of thinking; feeling and acting have established themselves within a person’s mind; (s)he must unlearn these before being able to learn something different; and unlearning is more difficult than learning for the first time.’ (Hostede, Geert, 1991) One should agree with this theory, as what we learn from a young age and what we are continually told always will have an impact on our decision-making and interpretation of things in life. With this being said it could be assumed that when a human becomes older any future learned cultural opinions could have been influenced through Hollywood movies, we will look at the impact of Hollywood people outside of the United States. Trompenaars cultures definition Fons Trompenaars is a Dutch theorist within the field of cross-cultural communication and international management. The theorist developed a model of differences in national cultures. This model includes seven dimensions, it was used identify how people in different national cultures interact with each other. The respective cultures most likely response to each dilemma, this can be seen to illustrate the deep values entrenched in different cultures, and are used to generalize each national cultures most likely response to everyday dilemmas and human interactions. The different dimensions are useful in understanding different interactions between people from different national cultures, and can give guidance to e.g. expatriates having managerial tasks in different cultures. (Anon, 2009) The seven dimensions identified are Universalism vs. particularism (What is most important rules or relationships?) Individualism vs. collectivism (Do we function in a group or as individuals?) Neutral vs. emotional (Do we display our emotions, or do we hide them?) Specific vs. diffuse (Do we handle our relationships in specific and predetermined ways, or do we see our relationships as changing and related to contextual settings?) Achievement vs. ascription (Do we have to prove ourselves to receive status, or is status given to us?) Sequential vs. synchronic (Do we do things one at a time or several things at once?) Internal vs. external control (Do we believe that we can control our environment, or do we believe that the environment controls us?) Trompenaars tested these 7 dimensions on 55 worldwide national cultures. The results found in every national culture, which illustrate the preferred response to different dilemmas concerning each dimension, can therefore be used by business managers to foresee, how different people from different cultures may act and behave in different atmospheres (Anon, 2009) Hollywood’s Film Industries influence to the world From a historically aspect, Hollywood’s influence to other worldwide cultures can be seen from ever since the World War I, after this war occurred, according to sources, the American film industry achieved international dominance and became a principal promoter of American cultural expansion, in doing this Hollywood projecting images of America to the rest of the world. (Tosaka, 2003) In relation to Hofstede’s theory which said that culture could be learned, it would be assumed that with this American cultural expansion, their culture would become taught among foreign people in foreign national cultures. After the war according to the source, the United States emerged as the world’s leading economy and the largest creditor nation. At this time the American-controlled media flooded global markets with their American popular culture. The fact that America started to control media, would assume they were in control of what they wanted viewers to see and they were in control of how they wanted people around the world to think about America. This therefore contributed to the country being increasingly recognized as the center of international mass culture; in effect it helped with the launching of what was referred to as a process of Americanization on a global scale. (Rosenberg, 1890–1945) The aspects that would have been taught among people around the world through film would be social values, lifestyles and fashions, the effects among people around the world, vary as individuals could loathe, admire, and emulate it all over the world. (Rosenberg, 1890–1945) But of all cultural exports American inflicted globally, the Hollywood cinema was alleged to perhaps be the most visible and influential outpost of American culture in the interwar era. America became powerful as they started to control most film markets; in doing this they started enacting their American way of life on the silver screen which would therefore influence the individuals of crowded movie theatres around the world. Because of this Hollywood often became subject of a growing debate about the question of cultural identity in a new, interconnected world. (Tosaka, 2003) Some interpreted Hollywood’s control of film markets as positive, in that it helps ‘serve as goodwill ambassadors for promoting mutual understanding among nations.’ Furthermore, it has been said, that American Producers with regard to their dominance of globally of the film market, sort to ensure that every picture â€Å"shall correctly portray American life, opportunities and aspirations to the world,† while also â€Å"correctly portray[ing] to America the life of other people.†Ã‚   (Hays to J. F. Keeley, 23 August 1924, 281 Motion Pictures- General, 1924, RG 151) But it has been said in real life, however, just like its discourses on modernity and mass culture, Hollywood’s vision of creating global products that crossed the boundaries of culture and nation was often besieged with a constant stream of critical examination by domestic and foreign observers alike. (Tosaka, 2003) Further criticism was made, in regard to Hollywood’s dominance and cultural power to influence people around the world. These people that sit in the cinema watching the films may take the aspects of the movies as a reflection of prevailing social attitudes and start generalizing, there has been a demand for some specific films, to require great caution such as Fictional Films. (Razlogova, Ellen 2005) It has been said, Fictional films are complex industrial and social products. The way they are filmed, distributed, exhibited, and received by various audiences around the world and critics must be investigated to fully evaluate their ability to changes people’s perception of historical evidence. Examples have been made of this; it should be regarded as dangerous to interpret a few films from a specific period as simple reflections of American society. ‘The attitudes portrayed in a specific film may represent a series of compromises carefully designed to be non-offensive. In addition, individual films can indicate very different attitudes toward labor unions, big business, race relations, or womens rights.’ (Razlogova, Ellen 2005) This demonstrates that to different individuals in different cultures, even though their national cultures are different, they will still have the same perception and the same learning from watching the film, whether it is in relation to race or even women’s rights, or gay rights, it shows that film is a powerful regulator of people’s minds. The Culture Values promoted by various Hollywood Films Several Hollywood Films have caused great influences among people these could be seen as positive and controversially negative. Take for instance Movies that deal with Politics such as Air Force One (DVD) 1997 Directed by Wolfgang Petersen. The film is a Hollywood blockbuster movie, starring A-list actor Harrison Ford as James Marshall, President of the USA. The plot deals with fictional political intrigue and the hijacking of Air Force One, the Presidents jumbo jet, by Russian terrorists.  (Davis, n.d) The films influence could be regarded as an influence on Political philosophy, which is defined as philosophical reflection on how best to arrange our collective life our political institutions and our social practices, such as our economic system and our pattern of family life.   (Miller, 1998) The film is alleged to transmit several subtle and overt political  messages.  The film is also seen to be a celebration of American patriotism and militarism. (Davis, n.d) The film Dead Poets Society (1989) makes a critique of traditional education. Upon its release in 1989, Dead Poets Society (written by Tom Schulman, directed by Peter Weir) became a cultural influence among people in the world, as it’s a film that is regarded to have spoken to teens, students, the public and critics at large. (Laic, Carol 2001). The movie is alleged to have represented a social movement of ‘freedom of thought’ in the education of young adults, its influence was significant as traditional learning techniques are challenged by a new English teacher John Keating (Robin Williams) who introduces new progressive approaches in stark contrast to the traditions of disciplined learning styles.  (Laic, Carol 2001). This obviously has an education influence among viewers worldwide, it had the ability to impact on influences the way we are taught new things, therefore it is influential. In regard to influences of religion among the world, the film Passion of The Christ (2004) as stated in the case study, should be regarded as a controversial film, so controversial that the film was in Muslim countriesThe film has created a stir among ultra-Orthodox rabbis and some politicians who want it banned according to the Los Angeles Times. A survey showed that there were a rising percentage of individuals who say Jews were responsible for Christs death is rising, after watching the film. The poll released by the Pew Research Center in Washington is the first statistical evidence that the films box-office success may be associated with an increase in anti-Jewish feeling. (Ekklesia, 2004) Films such as Borat: Cultural Learnings of America For Make Benefit (2006) could be seen as to ridicule of foreign cultures for their religious believes ect. The film Lost In Translation (2003) was criticized for its portrayal of Japanese people as robotic creatures who mix up their L’s and R’s. Because of this portrayal, it’s likely that Americans will assume this is normal for Japanese people to do; therefore it is likely that the portrayal will create ignorant stereotypes among the Japanese and East Asian Americans. Worldwide, protectionism of most goods is insignificant or declining. Do movies constitute a separate category (culture incarnate, as stated in the case study), or should they be treated like any other good? That is, given the nature of movies, is it okay for a country to shield and support its own film industry via protectionism? Why? Are there any other cultural industries that governments should protect? There have been many controversial issues surrounding the idea of cultural protectionism, particularly in relation to foreign film markets, such as Australia. The Australian government had been involved in a series of negotiations with the US for what was described as a bilateral trade agreement. At the time the Bush Administration promised their Prime Minister John Howard a free trade deal as a pay-off for Australian participation in the illegal US-led war against Iraq.’ (Phillips, 2003) The agreement was beneficial to Australian businesses and farmers with better access to American markets and boost export incomes. But to achieve this however, Howard told the media, â€Å"We will have to agree to some things the Americans put to us.† In the agreement America could decline to pay taxation on films, as it was suggested by the Local filmmakers and actors argued that this shows a weakening of protective measures for the small Australian film and television industry. (Phillips, 2003) With this being said, if there is less taxation imposed on America for their films, there will be less finance from quotas (what the government demands to help finance new local-content) towards local films, as stated in the case study. Furthermore, it was said by the Australian Screen Directors Association (ASDA) executive Richard Harris, and an actors union called the Media Entertainment and Arts Alliance (MEAA), that the lack of quotas to promote protectionism of goods could ‘lead to a collapse of the local industry’. They claimed that Australia’s â€Å"cultural identity† was under threat from Hollywood if these agreements were accepted for in return for the free trade deal. (Phillips, 2003) This issue for the Australian film industry if accepted from the US, it would demonstrate a decline in the protectionism of their goods, a loss of their cultural indentify; Australia would have to make do with American film culture, and no film culture reflecting the Australian way of life. Given these circumstances it should be okay for their government to protect their film industry and providing a shield for it. In contrast The French government has expressed support for French Culturalism, As the French President at the time, Jacqes Chirac strongly supported restrictions within the entertainment industry because as he puts it he did not want to see European culture sterilized or obliterated by American Culture for economic reasons that have nothing to do with real culture (Rinaman, n.d) The EU Broadcast Directive was passed in October 1989 in an effort to protect and promote the Europeancultural identity. The directive requires that EU member-states reserve a majority (51 percent) of entertainment broadcast transmission time for programs of European origin. The Directive and quotas (as explained in the case study) implemented by the French Government limit the number   of American films shown in French theatres and on French Television. After the EU Directive was implemented into the French domestic law, American entertainment executives were alleged to have complained that these laws were put in place to limit their audiences globally; they therefore weren’t pleased with these actions for cultural protectionism. In response to the outcry the EU officials claimed that quotas and trade limitations set were not intended to keep American productions out of Europe. The initial goal was to liberalize trade, not restrain it; to enhance business opportunities for all broadcasting companies selling in Europe.   Europeans, and especially the French say, A legitimate desire to preserve national and regional identities should not be confused with protectionism. Creating a more level playing ground within the film industry worldwide is goal France had seemed to be working toward. (Rinaman, n.d) Cultural Protectionism hurts the American Industry more than foreign industry as it stands to economic control within the entertainment industry. US film producers are mostly concerned with the directives implications because of the success of their industry, according to sources, the Hollywood earns $3.5 billion per year from the exports to the European audio-visual market. (Rinaman, n.d) The United States, according to the source had held consultation with the EU under concerning the directive. They argued that the quotas in place violate member-states obligations under the General Agreement on Tariffs and Trade 1994. The US contends that it is entitled to take further action   based on its GATT rights and will therefore monitor the implementation of the EU measures closely, in order to ascertain whether Super 301 measures will be   necessary. (Rinaman, n.d) Other cultural industries that governments seek to protect are also national magazine industries. The Canadian government had placed an 80% tax on all foreign magazines sold in Canada that did not contain at least 80% Canadian content.   The tax was imposed in response to Time Warner Inc. Printing of its Canadian split-run version of Sports Illustrated in Canada. Even though Canadians share many basic attributes with their American neighbours; for instance they speak the same language, watch many of the same films and television programs and read the same best-selling books, they still feel the need for cultural protectionism. The Nation at the time is said to feel that its cultural identity is being compromised by broadcast mixing of programmes on the radio and satellite, this is caused by proximity allowing radio programming to cross the border between the US and Canada with very little difficulty. (Rinaman, n.d) From a General point of view, Canadas market of 26 million people had become saturated by American culture distributed by cultural industries in the US and Canada. According to the source, between 60 and 95   percent of film, television, music and publishing markets were controlled by Americans   Four in every five magazines sold in Canada are foreign publications. This should be the reason as to why government needed to impose taxation, to protect their culture. (Rinaman, n.d) Conclusion To conclude, generally Hollywood still has an impact on cultural aspects of lives, as demonstrated in films of the 21st century, Hollywood films still have the impact to influence cultural beliefs on non-Americans, and these cultural views could be taught and learned as Hofstede believed in his theory, there are many influences such as political which could influence citizens of other nations, along with the issue of patriotism. The influences are not always easy to identify, as said it isn’t easy to see to an observer, e.g. hidden messages. These influences are a threat to societies of other nations, as movies may generalize and stereotype foreign nations. Not all influences are seen as negative as demonstrated in the educational aspects in the film Dead Poets Society (1989). With regard to most of the influence of Hollywood, because of the impact among people all over the world, the author suggests a need for cultural protectionism, to limit Hollywood’s control over t he mass-media globally, so that foreign markets can promote a realistic culture among their society. With regard to the issue as to whether it is right for foreign governments to implement strategies to enforce cultural protectionism, through taxation and legislation, if it protects the local film industries, then it should be allowed and it should not be declining, with regard to the Australian Screen Directors Association’s assumption that the lack of quota could jeopardise their film industry. (ASDA) therefore it could result in a lack of jobs being created for Australians, and therefore cause more issues for the Australian government. As outlined, there are many reasons as to why it is beneficial to promote cultural protectionism of foreign countries; it helps reflect a more realistic aspect of their national culture, if there are more domestic films being produced and less Americanised films. Bibliography Books Hofstede, Geert H. (2010) ‘Cultures and Organizations, Software of the Mind: Intercultural Cooperation and its Importance for Survival’ Published by the McGraw-Hill Companie Hofstede, Geert H. (1995) Cultures and Organizations: Software of the Mind. New York, NYM McGraw-Hill 1995 (Hostede, Geert (1991) Cultures and Organizations: Software of the Mind. New York, NY: McGraw-Hill.) Trompenaars, Fons, Hampden-Turner, Charles Riding the Waves of Culture: Understanding Cultural Diversity in Business Nicholas Brealey Publishing 1997 Emily S. Rosenberg, Spreading the American Dream: American Economic and Cultural Expansion, 1890–1945 (New York: Hill and Wang, 1982), 87–121. Douglas, Ann (1995) Terrible Honesty: Mongrel Manhattan in the 1920spublished in New York by Farrar, Straus, and Giroux, chaps. 9–11 McNair, B. (1999).  An Introduction to Political Communication  (2nd edition) London: Routledge. Robb, D. L. (2004).  Operation Hollywood: How the Pentagon Shapes and Censors the Movies. Amherst: Prometheus. Street, J. (2001).  Mass Media, Politics and Democracy. Houndmills: Palgrave. Wink, W. (1998).  The powers that be: Theology for a new millennium.  New York: Doubleday. Filmography Air Force One (DVD) 1997 Directed by Wolfgang Petersen Cultural Learnings of America For Make Benefit (DVD) 2006 Directed by Larry Clark Lost in Translation 2003 (DVD) Directed by Sofia Soppola Passion of The Christ( DVD) 2004 Directed by Mel Gibson Dead Poets Society (DVD) 1989 Journals 1. Tosaka, Yuji (2003) Hollywood Goes To Tokyo: American Cultural   Expansion And imperial Japan, 1918–1941 The Ohio State University 2003 http://etd.ohiolink.edu/send-pdf.cgi/Tosaka%20Yuji.pdf?osu1060967792 [Accessed March 21st 2011]  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Internet Sources 1. Phillps, Richard ‘Australian film industry: the futility of calls for â€Å"cultural protection† Published 9 December 2003 wsws.org/articles/2003/dec2003/ozfi-d09.pdf [Accessed March 20th 2011] 2. MILLER, DAVID (1998). Political philosophy. In E. Craig (Ed.),  Routledge Encyclopaedia of Philosophy. London: Routledge. Retrieved March 24, 2011, from rep.routledge.com/article/S099 3. Paterson, Robert Geert Hofstede’s Model http://radioweblogs.com/0107127/stories/2003/01/16/cultureGeertHofstedesModel.html [Accessed March 21th 2011] 4 .http://zonecours.hec.ca/documents/A2008-1-1793147.Hollywood_sCase.pdf Hec Montreal [Accessed March 21th 2011] 5 . Trompenaars, Fons, Hampden-Turner, Charles What are Fons Trompenaar’ Cultural Dimensions? businessmate.org/Article.php?ArtikelId=5   (2009) [Accessed March 21th 2011] 6 . BBC NEWS (2004) ‘Christ Film Opens to Controversy’ http://news.bbc.co.uk/1/hi/entertainment/3484916.stm [Accessed March 21th 2011] 7 . Laic, Carol (2001) Selected Moments of the 20th Century: Dead Poets Society  makes a critique of traditional education 8 . The Ontario Institute for Studies in Education of the University of Toronto (OISE/UT) oise.utoronto.ca/legacy/research/edu20/moments/1989deadpoets2.html?cms_page=edu20/moments/1989deadpoets2.html [Accessed March 20th 2011] 9. 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