Identify The Main Moral Issue Which George Faces Essay Sample free essay sample

The quandary George faced was between his trueness and friendly relationship to Lennie and what he thought he should make. This is really evident at assorted points of the book. George’s friendly relationship with Lennie has hindered him from making what he truly wants. Although over the class of the book. we doubt George’s program and its feasibleness. with Steinbeck suggesting that George was merely trailing a fool’s dreams. It is evident that these dreams were simplistic. and there were cases when Steinbeck intimations at them being unachievable for George. However. even without these guesss. it is evident that Lennie is destroying everything for George. Lennie’s retarded thought and behaviour causes them to acquire into problem. Ultimately. George can non keep onto a steady occupation and gets into problem himself. To me. though. George is afraid of traveling out on his ain. and about ever makes Lennie an alibi. We will write a custom essay sample on Identify The Main Moral Issue Which George Faces Essay Sample or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page With some ambiguity. Steinbeck besides shows the reader that George truly loves Lennie. his concluding forfeit is hiting Lennie. with compassion that he knows the other cats can non and would non give Lennie. This is the apogee of George’s quandary: does he protect Lennie further or kill him. thereby liberating himself from the load of caring for him? Identify the phase ( s ) of Kohlberg’s Theory of Moral Development of George and Lenny. Justify your pick of phase ( s ) of Kohlberg by discoursing the chief features of each phase and give illustrations from the book where the characters speak or act in conformity with the phase ( s ) . Lennie is evidently stuck in the obeisance and penalty orientation. Harmonizing to Crain. at this phase. an single unquestioningly obeys the regulations set out by society or governments. In Lennie and George’s relationship. George seems to be the authorization that Lennie obeys. Lennie avoids making things that would gall George. and thereby acquiring punished. While at some point. Lennie hid the dead mouse from George. to the full cognizing that George didn’t like it. This is another trait of Stage 1 logical thinking. wherein the single grounds that George might allow him to maintain the mouse because â€Å"he ain’t making nil incorrect. merely petting it. † George. on the other manus. is under phase two. or the degree of self-interest. Crain points out that the logical thinking is more of returning favours. What is right for the person in Stage 2 is what meets his ain opportunism. Many times throughout the book. George asks himself â€Å"what’s in it for me? † He frequently inquiries why he’s stuck with Lennie when all he does is to acquire them in problem. and he derives no benefit at all from being with Lennie. But the reply is that George longs for Lennie’s friendly relationship and company. Lennie alleviates his solitariness. which is fundamentally Steinbeck’s chief subject all along. Besides. George is spurred by his aspiration of the farm they’re traveling to purchase. boulder clay and ain. His actions are guided by what he could acquire in his current occupation. to progress that dream. He speaks of the money he’d get after the work. how he’d save that money to purchase the farm. George besides goes farther by stating that if he keeps on traveling from farm to farm. he’d have nil in the terminal. but with a farm of his ain. he’d get to work for his ain money and non gain for person else. However. further into the narrative. George can be classified under phase five. or societal contract driven where the moral logical thinking is based on the greatest good for the bulk. George sees that Lennie can non go on destorying life. and acquiring into problem. so he shoots him. He didn’t want to but he had no pick. George had to compromise his love for Lennie. instead than allow him run amok once more at another clip. He besides shot Lennie to save him from a more barbarous decease at the custodies of Curly and the others. Identify the chief moral theory George used to decide the moral issue he faces. Give examples/evidence of the moral theory George used to decide the moral issue ( s ) he faces by giving from the book where George speaks or Acts of the Apostless in conformity with the theory. As noted above. George was driven by societal contract in the last via media he made. George has realized that Lennie will neer larn from his old errors and has a great capacity for injury. so for the greater good of the bulk. he shoots him. Harmonizing to Crain in his book â€Å"Theories of Development† . phase 5 respondents normally talk about rights and morality that take precedence over some Torahs. The fact that George killed Lennie. which is slaying. seems to show this point. Mentions: Crain. WC. ( 1985 ) . Chapter Seven: KOHLBERG’S STAGES OF MORAL DEVELOPMENT. pp 118-136. Theories of Development. Prentice Hall. Retrieved on 24 April 2008. lt ; hypertext transfer protocol: //faculty. plts. edu/gpence/html/kohlberg. htm gt ;

Common Features of a Shakespeare Comedy Essay Example

Common Features of a Shakespeare Comedy Essay Example Common Features of a Shakespeare Comedy Paper Common Features of a Shakespeare Comedy Paper Essay Topic: Cymbeline The Taming Of the Shrew Common Features of a Shakespeare Comedy What makes a Shakespeare comedy identifiable if the genre is not distinct from the Shakespeare tragedies and histories? This is an ongoing area of debate, but many believe that the comedies share certain characteristics, as described below: * Comedy through language: Shakespeare communicated his comedy through language and his comedy plays are peppered with clever word play, metaphors and insults. 1. Love: The theme of love is prevalent in every Shakespeare comedy. Often, we are presented with sets of lovers who, through the course of the play, overcome the obstacles in their relationship and unite. Love in Shakespearean comedy is stronger than the inertia of custom, the power of evil, or the fortunes of chance and time. In all of these plays but one (Troilus and Cressida), the obstacles presented to love are triumphantly overcome, as conflicts are resolved and errors forgiven in a general aura of reconciliation and marital bliss at the plays close. Such intransigent characters as Shylock, Malvolio, and Don John, who choose not to act out of love, cannot be accommodated in this scheme, and they are carefully isolated from the action before the climax. * * Complex plots: The plotline of a Shakespeare comedy contains more twists and turns than his tragedies and histories. Although the plots are complex, they do follow similar patterns. For example, the climax of the play always occurs in the third act and the final scene has a celebratory feel when the lovers finally declare their love for each other. Moreover, the context of marriage- at least alluded to, is the cap-stone of the comedic solution, for these plays not only delight and entertain, they affirm, guaranteeing the future. Marriage, with its promise of offspring, reinvigorates society and transcends the purely personal element in sexual attraction and romantic love. * Mistaken identities: The plot is often driven by mistaken identity. Sometimes this is an intentional part of a villain’s plot, as in Much Ado About Nothing when Don John tricks Claudio into believing that his fiance has been unfaithful through mistaken identity. Characters also play scenes in disguise and it is not uncommon for female characters to disguise themselves as male characters, seen in Portia in the Merchant of venice. Shakespeare’s 17 comedies are the most difficult to classify because they overlap in style with other genres. Critics often describe some plays as tragi-comedies because they mix equal measures of tragedy and comedy. For example, Much Ado About Nothing starts as a Shakespeare comedy, but takes on the characteristics of a tragedy when Hero is disgraced and fakes her own death. At this point, the play has more in common with Romeo and Juliet, one of Shakespeare’s key tragedies. The 18 plays generally classified as comedy are as follows: 1 Alls Well That Ends Well 2 As You Like It 3 The Comedy of Errors 4 Cymbeline 5 Loves Labour’s Lost 6 Measure for Measure 7 The Merry Wives of Windsor 8 The Merchant of Venice 9 A Midsummer Nights Dream 10 Much Ado About Nothing 11 Pericles, Prince of Tyre 12 The Taming of the Shrew 13 The Tempest 14 Troilus and Cressida 15 Twelfth Night 16 Two Gentlemen of Verona 7 The Two Noble Kinsmen 18 The Winters Tale 2. 3. Comedy is a drama that provokes laughter at human behavior, usually involves romantic love, and usually has a happy ending. In Shakespeares day the conventional comedy enacted the struggle of young lovers to surmount some difficulty, usually presented by their elders, and the play ended happily in marriage or the prospect of marriage. Sometimes the struggle was to bring separated lovers or family memb ers together, and their reunion was the happy culmination (this often involved marriage also). Shakespeare generally observed these conventions, though his inventiveness within them yielded many variations. 4. Eighteen plays are generally included among Shakespeares comedies. In approximate order of composition, they are. These works are often divided into distinct subclasses reflecting the playwrights development. The first seven, all written before about 1598, are loosely classed as the early comedies, though they vary considerably in both quality and character. The last four of these- Loves Labours Lost, the Dream, the Merchant, and the Merry Wives- are sometimes separated as a transitional group, or linked with the next three in a large middle comedies classification. The Merry Wives is somewhat anomalous in any case; it represents a type of comedy- the city play, a speciality of suchwriters as Ben Jonson and Thomas Dekker- that Shakespeare did not otherwise write. The next three plays. Much Ado, As You Like It, and Twelfth Night, are often thought to constitute Shakespeares greatest achievement in comedy; all written around 1599-1600, they are called the romantic, or mature, comedies. The next group of three plays, called the Problem Plays, which include Alls Well that Ends Well, Troilus and Cressida, and Measure for Measure that were written in the first years of the 17th century, as Shakespeare was simultaneously creating his greatest tragedies. The final cluster, all written between about 1607 and 1613, make up the bulk of the playwrights final period. They are known as the Romances which include Pericles, Cymbeline, The Winters Tale, The Tempest, and often The Two Noble Kinsman. (The problem plays and romances were intended to merge Tragedy and comedy in Tragicomedies. Many minor variations in this classification scheme are possible; indeed, the boundaries of the whole genre are not fixed, for Timon of Athens is often included among the comedies, and Troilus and Cressida is sometimes considered a tragedy. 5. Shakespeares earliest comedies are similar to existing plays, reflecting his inexperience. The Comedy of Errors- thought by many scholars to be his first drama, though the dating of Shakespeares early works is extremely difficult- is built on a play by the ancient Roman dramatist Plautus. Characteristically, Shakespeare enriched his source, but with material from another play by Plautus. The Subplot of The Taming of the Shrew was taken from a popular play of a generation earlier, and the main plot was well known in folklore, though the combination was ingeniously devised. The Two Gentlemen of Verona likewise deals with familiar literary material, treating it in the manner of John Lyly, the most successful comedy writer when Shakespeare began his career. 6. However, the young playwright soon found the confidence to experiment, and in Loves Labours Lost, the Dream, and the Merchant, he created a group of unusual works that surely startled Elizabethan playgoers, though pleasurably, we may presume. In the first he created his own main plot and used a distinctively English variation on the Italian Commedia Dell’Arte traditions for a sub-plot. He thus produced a splendid array of comic situations. The plays abundant topical humor was certainly appreciated by the original audiences, although today we dont always know what it is about. In any case, the major characters are charming young lovers, the minor ones are droll eccentrics, and the closing coup de theatre, with which a darkening mood brings the work to a close, is a stunning innovation. Already, the eventual turn towards tragicomedy is foreshadowed. A Midsummer Nights Dream mingles motifs from many sources, but the story is again the playwrights own; moreover, the plays extraordinary combination of oddity and beauty was entirely unprecedented and has rarely been approximated since. The Merchant of Venice mixes a social theme, usury, into a conventional comedy plot to deepen the resonance of the final outcome as well as to vary the formula. Here, the threat that is finally averted is so dire as to generate an almost tragic mood, again anticipating developments later in the playwrights career. . The mastery that Shakespeare had achieved by the late 1590s is reflected in the insouciance of the titles he gave his mature comedies (Twelfth Nights subtitle- What You Will- matches the others). That mastery is accompanied by a serious intent that is lacking in the earliest comedies. Shakespeare could not ignore the inherent poignancy in the contrast between life as it is lived and the escape from life represented by comedy. In Much Ado, as in The Merchant of Venice, a serious threat to life and happiness counters the froth of a romantic farce. Even in As You Like It, one of the most purely entertaining of Shakespeares plays, the melancholy Jaques interposes his conviction that life is irredeemably corrupt. Feste’s song at the close of Twelfth Night gives touching expression to such sentiments, as he sends us from the theatre with the melancholy refrain, the rain it raineth every day (5. 1. 391). We are not expected to take him too seriously, but we cannot avoid the realization that even the life of a jester may be a sad one. The mature comedies thus further a blending of comedy and tragedy. 8. In the end, however, all of Shakespeares comedies, including the later problem plays and romances, are driven by love. Love in Shakespearean comedy is stronger than the inertia of custom, the power of evil, or the fortunes of chance and time. In all of these plays but one (Troilus and Cressida), the obstacles presented to love are triumphantly overcome, as conflicts are resolved and errors forgiven in a general aura of reconciliation and marital bliss at the plays close. Such intransigent characters as Shylock, Malvolio, and Don John, who choose not to act out of love, cannot be accommodated in this scheme, and they are carefully isolated from the action before the climax. | | | | | | | | | | | | | | 9. In their resolutions Shakespeares comedies resemble the medieval Morality Play, which centeres on a sinful human who receives Gods mercy. In these secular works, a human authority figure- Don Pedro or Duke Senior, for instance- is symbolically divine, the opponents of love are the representatives of sin, and all of the participants in the closing vignette partake of the plays love and forgiveness. Moreover, the context of marriage- at least alluded to at the close of all but Troilus and Cressida- is the cap-stone of the comedic solution, for these plays not only delight and entertain, they affirm, guaranteeing the future. Marriage, with its promise of offspring, reinvigorates society and transcends the purely personal element in sexual attraction and romantic love. Tragedys focus on the individual makes death the central fact of life, but comedy, with its insistence on the ongoing process of love and sex and birth, confirms our awareness that life transcends the individual. 10.

Doctorate of Education in Learning Technologies Personal Statement

Doctorate of Education in Learning Technologies - Personal Statement Example In fact, these experts began referring to the then learning environment as traditional and as such wanted to supplement and enrich the environment with new ways that were meant to present learning content in a better, and advanced manner. As such, exploration of the technology that was purposely meant for education pursuits suggested that it was possible for technology to teach. Further research affirmed that the process of learning comprised of the link between existing knowledge to knowledge that had newly been acquired through numerous conclusive professional adventures. As a result, the adventures suggested that technology was better placed in facilitating learning, presenting new knowledge and supporting the task of making connections between the known and the unknown. It is for undoubted reasons that educational technologies today, are continually expected and demanded as essential components in the modern classroom. As such, the professional relationship between teachers and students in reference to educational technology has gained continuous passion although it has both pros and cons. Apparently, the inception and rise of the Internet in several parts around the globe especially during and after the World War II has exposed the efficiency of technology in learning facilities through the delivery of necessary content because experts have continually argued that individuals learn best through experience. Similarly, learning success relies on the quality of the presented content and the instruction strategies that have been employed in the presentation. For instance, Scholar Thomas Edison predicted that there would come a time when books in learning facilities would be replaced with motion pictures as the teaching medium. Although the prediction did not come to pass,

Case Study 1 Essay Example | Topics and Well Written Essays - 1250 words

Case Study 1 - Essay Example The Nissan Motors Co., Ltd, operates in the retail automotive industry. Its core business is the manufacturing, sales and distribution of automotive products and marine related equipment and parts. The company is also involved in provision of financial and other support services in the motor industry. According to the 2012 financial report, the company had an annual sales turnover of  ¥9,409.0 billion (Nissan Motor Co., Ltd, 2012: P6). The Nissan Company Ltd has played a significant role in the general Indonesian economy. The company employs approximately 157,365 full-time employees annually in its global market with 10% coming from Indonesia. The company has also contributed significantly to the automotive industry, which accounts for 48% of the national GDP of Indonesian economy (Nissan Motor Co., Ltd, 2012: p13). Planning is very important for the lantern success of the company. According to the 2012 financial report, Nissan Company has identified various issues that call for strategic interventions. The company is operating under a mid-term plan termed as â€Å"NISSAN POWER 88† in the financial year 2011 to 2016. Under this plan, the company hopes to improve customer-driving experience, improve the power of the Nissan Brand and ultimately raise the quality of the Nissan car. With this plan, the company hopes to increase its share in the global market and also raise its operating income (Nissan Motor Co., Ltd, 2012: p17). In order to achieve this short-term plan, the Nissan Company has identified a number of strategies and tactics identified below: The company has established strategic alliances and partnership with other companies. The most successful alliance has been with Renault Company; this alliance was established in the year 1999. The other key strategic alliance was with Daimler AG Company that was established with the intension of sharing production technology (Interbrand, 2013:

Social Entrepreneurship Essay Example | Topics and Well Written Essays - 250 words - 3

Social Entrepreneurship - Essay Example ddle financial institutions has not been experienced making the social enterprises to result to crowdfunding as the major source of revenue (Othmar, 2012). To assist the social enterprises to generate more revenue and improve the UK social sectors, the Social Finance pays the social organizations such as Peterborough prisons that reduce the number of reconvictions by 7.5 per cent. To mitigate financial problems, crowdfunding has been adopted as one of the avenues of raising capital, debt and equity finance as well as seeking for donations. Crowdfunding entails motivating a large number of audiences for example via the social sites to contribute towards the financial kit of the social enterprises. Additionally, entrepreneurs are now focused at other sources of funds including leasing companies that provide office equipments especially when there is stability in the cash flows (Weerawardena and Mort, 2006). In the same way, government agencies have also been involved to provide subsidies, credits and grants. These are significant especially for the projects that can be managed sustainably. For the small entrepreneurial initiatives, bootstrapping has been the major source of income. The additional sources of revenue for instance crowdfunding can work especially based on the increased use of social sites such as face book and twitter. Since the public, banks and the government are aimed at creating a strong linkage, Ridley-Duff (2009) argues that the solutions to financial issues that social enterprises are facing will be effective. Othmar, M.2012. Literature Review and Research Agenda for Crowdfunding of Social Ventures. Research colloquium on social entrepreneurship. University of Oxford, Skoll Center of SAID Business School, 1,

River And Water Management Flood Control Environmental Sciences Essay

River And Water Management Flood Control Environmental Sciences Essay Floods are a major concern in many parts of the world due to the many losses experienced in time of floods. Therefore, flood management techniques are very important in areas that are prone to frequent flooding. Flood management techniques are structures designed with the aim of containing floodwater in order to control floodplains. The designing of flood control techniques entails estimating the levels of water that causes floods and then measuring the required height that will create a working flood defense. Flood defenses are strong barriers that prevent water from flooding floodplains (Woods Woods 2007, p.5). Floods generally occur when flowing surface water spills over the restraining banks into dry land. Floods are a natural occurrence in almost all river systems. Areas that are prone to flooding include those that are located downstream of dams and low lying areas. Flooding causes vast losses which include human and animal life, soil erosion, damages of properties, destruction of vegetation and other environmental damages. Also, areas that are affected by floods could also be prone to droughts. This can even cause further loss of human and animal lives. Flood waters are usually polluted with harmful bacteria resulting from sewage. This means that people affected by the floods are at greater risks of getting infective diseases (Proverbs, et al., 2011, p. 221). However, floods also have positive impacts on ecosystems. One benefit from flooding includes more fresh water for domestic and irrigation usage. Other benefits include large deposits of minerals and nutrients into affected areas. Apart from these, floods also help to improve the condition of water ecosystems. However, they can be considered to be the most damaging compared to volcanic eruptions and earthquakes due to their frequencies. Therefore, strict measures must be in place to prevent the massive losses occurred during floods (Gruntfest Handmer, 2001, p.12). Methods used to control floods Techniques that are applied in controlling floods involve the adaptation of the river environment and areas which are close to the river. Flood control techniques can be applied on the river channel, floodway or on the floodplain (Ghosh, 1997, p.55). Techniques applied in floodplains Floodplains are areas that lie below the flood elevation and entirely on the floodway and river channel. The majority of techniques applied on floodplains lie far from the river but they are designed to reduce flood damage. Levee/Floodwall around structures This technique involves the construction of a levee/floodwall around structures that are located in floodplains. Levees can either be permanent or temporary. Construction of the levee usually requires the use of strong, artificial or natural material that can endure pressure from the floods (Hyndman Hyndman, 2010, p.356). The principle of using levees and other barriers is to raise the height of structures located in floodplains which floodwater must then climb in order cause flooding. These structures are there to offer protection to structures. However, they put other structures at a high risk of flooding due to the then increased water retention in the floodplains. Furthermore, serious damage to protected structures can then occur when the levees are unable to hold back floodwater. This is because the pressure that the floods hit the structure is extremely high compared to when there is no barrier (Green, 2004, p.36). The use of levees, dykes and floodwalls has a negative impact on the natural river processes (Harmancioglu, 1994, p.42). Ideally, developed water spills should form a natural channel which provides a way for the floods to flow. Therefore, levees would reduce the ability of the floodplains to process floodwaters. The inability of the floodwaters to flow freely within the floodplains would interfere with fish in their aquatic habitat. The river would respond by creating other channels in order to allow excess water to flow. The developed channels clear the backwater as well as reduce habitat complications (Harmancioglu, 1994, p.43). Off-stream detention pond The main aim of creating detention ponds in floodplains is to collect the floodwaters once the river has reached its maximum capacity. Detention ponds are constructed away from the floodway but must be within the floodplain catchment. When directing water into the detention ponds it will have an impact on reducing the amount of water a river carries. This will have a negative impact on natural river processes due to the reduction of water flowing downstream. Reduced amount of downstream flow could then cause a reduction in sediment transport, which may lead to the rising of the ground level of the channel and deposition of fine sediments. In addition, allowing water to flow into a detention pond may cause more water to flow into the pond than expected. This may lead to an increased development of river channels (Ali, 2002, p8.3). Detention ponds also create new surroundings for the breeding and maturing of fish. However, the construction of detention channels must be done in a way that creates a connection between the pond and the mainstream so that the rivers natural environment can be maintained. Severe damage to the environment can occur when the detention ponds break down leading to flooding in the floodplains. Techniques applied on floodway The floodway is made of river banks and the active channel. In general, the floodway forms the part of land that is immediately next to the river. This piece of land allows flood waters to pass without raising the floods depth upstream. One characteristic of floodways is the presence of small banks, either due to cuts made by previous floods or natural levees due to deposits from previous floodwater (Mambretti, 2011, p.66). Reducing the bank slope This technique consists of cutting the riverbank backwards to produce a gentler slope (Masoudian, 2009, p.14). It may involve replanting or resurfacing the bare bank using materials afterwards. Reducing the bank slope will have an impact on the increasing flood transportation at the channel level due to the increased bank width. This usually happens because reducing the bank slope increases the surface area of the bank channel, which then increases the volume of bank flow. However, if slope reduction is done through planting vegetation, it is likely that the bank stability will be increased. This has an effect of creating a natural containment, which reduces the velocity of water. A reduction in the velocity of water then decreases the rates of soil and bank erosion. Vegetation along river banks may also trap sediments within flows, which may then lead to a buildup of banks, increasing the effectiveness of banks in controlling floods (Masoudian, 2009, p.16). The fact that reducing the bank slopes then also reduces erosion along the river banks has a negative impact on natural river processes. Without erosion on the river banks there will be a reduced amount of sediments, a reduced level of wood debris and a reduced amount of channel migration. Therefore, the erosion occurring naturally along river banks is vital in maintaining an active balance within river systems. Aquatic habitats will also be affected; reducing bank slopes has a negative impact of clearing areas where fish may hibernate during the day in order to be safe from predators. Juvenile fish usually hide in undercut river banks making it an essential component of an aquatic habitat (Masoudian, 2009, p.17). Reinforcing riverbanks This technique involves adding supportive material to riverbanks in order to increase their stability and in resisting flood flows. The most commonly used reinforcement method involves planting natural vegetation as it acts as a stabilizer and increases the ability of riverbanks to control floods. Planting vegetation on riverbanks can be done through hydro seeding, which involves various methods to add a mixture of water, fertilizer and seeds into riverbanks. The planted seeds will then grow and form a vast network of root systems. The root system helps in holding the soil together, which then strengthens the riverbanks. The other method used to introduce plant material on riverbanks is hand planting. In this technique, mature plants are inserted into riverbanks to continue with their growth (Stokes, et al., 2007, p.50). Planting mature plants has the advantage of providing immediate protection against floods through flow reduction. The other method involves the use of plant mats, which are either natural or synthetic materials implanted with plant seeds and fertilizers. The mats are then spread on the riverbanks, and then the watering process follows to allow the seeds to germinate and support the following growth. Apart from irrigating the plant mats, continued instabilities in the river level can help in germination and supporting growth (Beek, et al., 2008, p.33). The main impact of introducing plants along river banks is the formation of strong riverbanks that can withstand pressure from flowing water. The other impact is the prevention of enhanced channel migration. Floods that may occur along banks with sufficient plant material may be less severe compared to those occurring in areas without plant stabilizers. The use of plant stabilizers provides a long-lasting solution to control of floods. This technique also offers an environmental friendly method of flood control, which is easy to maintain. Continued increases of vegetation along riverbanks increases channel roughness and reduces the water velocity. The use of plants also comes with the advantage of providing food for the aquatic life in the protected rivers. Fish may also find a natural habitat in the vast root system generated by plants (Beek, et al., 2008, p.34). Gabions Gabions are constructed using wire mesh baskets that are filled with stones of two-six inches. Like plants, gabions are meant to strengthen river banks, which boosts the river banks ability to resist pressure from flowing water. However, for gabions to be effective plants should be added to them. Gabions also deteriorate in time, which means that replacements are required when they stop functioning properly. The use of gabions reduces the natural erosion that occurs along riverbanks. This then reduces the amount of sediments delivered to downstream habitats. In addition, flows that are deflected by the gabions may create new river channels (Mascarenhas, 2011, p.82). Gabions also lead to an increase in water velocity, which has the disadvantage of reducing the amount of backwater that is essential for the survival of fish and other aquatic life. Well-designed gabions may serve as a reliable source for spawning gravel as well as habitats for aquatic life. Techniques applied along the river channel Sediment trap/mining This technique involves excavating or dredging a depression on the riverbed. Construction of sediment traps requires the proper assessment of sediment load within a river in times of flooding. Maintenance of sediment traps require continued mining of sediments after every serious flood event. Sediment mining reduces the amount of sediment deposits in the river channel, which in turn increases the channel volume as well as the flood transportation. Removing sediments could only have a short term impact of improved flood transportation because of the continued deposition of sediments downstream. Therefore, continued removal of sediments is necessary to prevent incidences of flooding (Mascarenhas, 2011, p.105). Removal of sediments within the river channel affects natural river processes. One effect of sediment mining is the change of the channel morphology. Any changes in the channel morphology affect the way the water flow and the river bed interact with each other. Removing sediments from the river channel changes the channel gradient. These changes then have further impacts on the gradient both upstream and downstream. An increase in the gradient in one location of the river may lead to the formation of a v point or otherwise known as a nick point. This leads to increased erosion in the channel, which extends to a point where the gradient is stable or where there is bedrock resistant to erosion (Raudkivi, 1993, p.35). The removal of sediments affects aquatic habitats in several ways. When fine sediments are removed, there is a creation of a spawning habitat for a variety of fish species. On the other hand, removal of spawning gravel reduces the level of spawning habitats (Raudkivi, 1993, p.41). Flow realignment This technique of flood control involves the digging of new and deeper channels on the river bed but with a different position compared to the existing channels. When flow realignment is done to increase flood transportation, there is a reduction in frequency and severity of floods. Flow realignment creates different structures for the river flow. This interferes with natural river processes both upstream and downstream. The most significant impact of flow realignment is obviously on aquatic habitats. The use of heavy equipment to make flow realignments creates disturbances on the river bed; this alters existing aquatic habitats. Therefore, usage of flow realignment techniques needs thorough assessment of potential impacts on the aquatic ecosystem (Fleming, 2002, p.47). Word Count: 2,108

Cadbury India

EXECUTIVE SUMMARY Chocolates had its beginnings in the times of the Mayas and the Aztecs when they beat cocoa into a pulp and made a bitter frothy chocolate out of them. They first became popular in Europe in a highly unrefined form. Then the Hershey Food Company was the first to bring out chocolates in the currently popular solid form. The main ingredient of chocolates is cocoa, grown mainly on the equatorial zones of South America. The other ingredients that go into the making of chocolates are: sugar, milk solids, and permitted emulsifiers. Cocoa constitutes nearly 40% of the total raw material cost.The following report attempts to make a study on the chocolate industry and the position of the chocolate brand, Cadbury. The brand name chosen is the umbrella brand as we feel that the corporate name is recognised as a brand, not so much its individual products. The study will focus on the marketing and advertising strategy employed by Cadbury in the context of the Indian macro enviro nment and industry structure. The advertising strategy will be studied with respect to Cadbury's business and marketing objectives. The strategies adopted will be analyzed for each product offering.The same is followed to a minimal extent for its major competitor, Nestle India Limited, to get an understanding of where Cadbury stands. The report initially focuses on an examination of the industry environment and the product class. The report then goes on to analyse the corporate, marketing and advertising strategies adopted by the selected company and its main competitor. It concludes by looking at the future challenges and recommendations for the industry and the company. TABLE OF CONTENTS Chapter 1 INTRODUCTION ; RESEARCH METHODOLOGY1 1. Research details(Type of research, Sample size, Sample design, DataCollection)8 2. Limitations of the project8 3. Market Segmentation9 4. Psychographics ; Demographics 12 Chapter 2 COMPANY PROFILE13 Chapter 3 KEY SUCCESS FACTORS 14 Chapter 4 PRODUC T PORTFOLIO 15 Chapter 5 STRATEGIC BRAND ANALYSIS 16 Chapter 6 ORGANISATION ANALYSIS 17 Chapter 7 COMPETITOR ANALYSIS 19 7. 1 Nestle (Strengths and Weaknesses)19 7. 2 Amul (Strengths and Weaknesses)21 7. 3 Cadbury (Strategy and Future Plans) 22 Chapter 8 CUSTOMER ANALYSIS 24 8. 1 Need gap analysis vis-a-vis competitors24Chapter 9 EXTERNAL ENVIRONMENT ANALYSIS29 9. 1 The Chocolate Industry in India 29 Chapter 10 BRAND IDENTITY 30 Chapter 11 BRAND PRISM 31 Chapter 12 BRAND POSITIONING 33 Chapter 13 BRAND IMAGE 36 Chapter 14 BRAND PERSONALITY 37 Chapter 15 PORTERS FIVE FORCES FRAMEWORK 40 Chapter 16 FUTURE CHALLENGES42 Chapter 17 RECOMMENDATIONS TO GEAR UP FUTURE CHALLENGES 43 Annexure Appendix A: Porter’s 5 Forces Model44 Appendix B: Positioning with respect to the price segments45 Bibliography46 Chapter-1 INTRODUCTION AND RESEARCH METHODOLOGY 1. 1 Research DetailsType of Research: Exploratory and Descriptive. Sample Units: Two of the Number One brands in India namely Cadburys and Nestle, respectively, were chosen on the basis of their market shares. These two industries were chosen on the basis of the usage of the products, as the usage of FMCG’s is high and noticeable. Sample Design: Non-probability sampling was resorted to and the methods used is Convenience sampling and Judgment sampling. Samples size: The total sample size is 32, which includes consumers of all the two brands, retailers of Cadburys and Nestle. Data Collection: Data was collected both from secondary sources as well as rimary data was also collected. A structured questionnaire method was used to collect primary data. Secondary data was soured from various published sources which include magazine like A;M, Business India and Business world. Newspaper like Brand Equality, Brand wagon and The Times of India were also used. Annual Report of Cadburys and Nestle were also referred. Data was analyzed manually and with the help of computer software EXCEL, to make graphs and pie charts. 1. 2 Limitations of the project: 1. For generalization of the results a study needs to be undertaken based in a larger sample across different industries. . Since the study is confined to Mumbai only, the findings cannot be applied to other parts of the country. 1. 3 Market Segmentation This can be done in two ways: product forms and customer based. With Respect To Product Forms There are four major segments in the Indian Chocolate Industry: Moulded Chocolate Segment This segment constitutes 50% of the total market. Cadbury’s Dairy Milk (CDM) – Cadbury’s flagship brand – has 50% of this segment market. To position CDM in this segment Cadbury used the traditional demographic variables of age, socio-economic groups and usage intensity.CDM was positioned as a product that elders (parents) bought for children. Cadbury has actually associated itself to enduring and emotional values of love, sharing, parental affection, and reward. Considering that CDM practica lly acts as a trend setter for all the brands in this segment, this limited the positioning of the entire category towards children only. Amul attempted to expand the category by bringing in teenagers, but it was not successful. The Cadbury brands in this segment are CDM, Fruit ; Nut, Crackle, Bournville.CDM is basically the leading brand here, and the others act as an endorser basket for the company. Nestle forms 25% of this segment and the company’s major brands are Nestle Classic, Nestle Milk Chocolate and Nestle Crunch. From around 1993, this segment began showing signs of maturity. This was hurting CDM. This led to Cadbury attempting to rejuvenate the segment. They changed their core customer from children to that of the universe: both children and adults. This attempt at redefining the market to enticing all age groups helped bring about changes in the segment.Today, the notion associated with the consumption of chocolates is that of casualness instead of just product c onsumption. Today, this segment grows at 40% per annum, and is likely to remain an important segment for further growth. Countline Bars Segment This segment forms 33% of the chocolates market. This segment is mostly targeted at teenagers. Major Cadbury brands are 5-Star, Break, Real, Krisp, and Double Decker. 5-Star is doing well here (about 50% of the segment) while the rest of the brands act as endorser brands. Nestle has a minor presence in this category with its product Bar-One.Growth of a Sub Segment: Chocolate Wafers Chocolate wafers are the new products being offered by chocolate companies today in order to expand the market. In 1995, Cadbury and Nestle launched Perk and KitKat respectively. These were wafer–enrobed chocolates in a new context and a different benefit offering. Both chocolates had a snack positioning. Perk offered the anytime anywhere snack proposition – ‘Thodi si Pet Puja’, whereas KitKat tried to promote snacking through ‘Hav e a break, Have a KitKat. The growth rate of this segment is 15-20% annually, and is estimated to be worth over Rs. 00 crores, making it a very lucrative segment. Internationally, confectionery products like wafer chocolates have a very high tonnage and have a much bigger future than plain chocolates. Market research and success of these two brands suggest that Indian consumers are ready for accepting the wafer chocolate proposition. The conviction of both Cadbury and Nestle towards this segment can be gauged from the fact that both brands are seeing unprecedented allocation of funds, to the tune of 60% to 70% of the total advertisement budget of both companies on chocolates. Choco Panned SegmentsThis segment forms 4% of the total market and Cadbury has 100% of the market in this segment. The major brands are Nutties, Caramels, Butterscotch and Tiffins. All of these brands have been used by Cadbury to drive variety, induce gifting practices and serve to some specific taste preferenc es. Cadbury does not advertise these brands. They have been used as flanker products. The opportunity for growth in this segment is high what with the imminent entry of multinationals like Mars and Hershey’s. This is also likely to pose a threat to Cadbury, what with its complacency. Sugar Panned SegmentThis segment form 15% of the total market and Cadbury has about 98% of this segment, its major brands being Gems and Eclairs. Eclairs has been used strategically to foster chocolate consumption among children as well as adults by offering a tiny ‘guilt free, eat no more than a biteful’ at a convenient price point. (65% of Eclairs eaters are from the households earning less than Rs. 4000/- per month. ) Gems is still Cadbury’s primary tool to protect its franchise in the child segment. It was previously associated in its commercials with the international spy character, James Bond.Around 1995, Gems was repositioned to broad base its appeal from 3-6 years olds to teenagers as well. However this failed due to the product form which has become deeply rooted with kids and hence the company has reverted back to the target segment of kids with a new offering of ‘Chocogems'. With Respect To The Consumer Buying Power These are: 1. High income customers (price greater than Rs. 25 for 40 gm. ) who will go in for premium chocolate brands. 2. Middle income customers (price between Rs. 10 – 25) who are price sensitive. 3. Children, who are mostly price driven and will consume more of toffees in the price range of Rs. . 50 – 1. 1. 4 Psychographics And Demographics This is attempted in terms of the consumers. 1. High income customers – it is estimated the age group buying the chocolates will be 22 onwards. The income level is estimated to be Rs. 8000 per month. The customers are mostly urban, and are mostly professionals (engineers, doctors, executives, etc. ) The psychographic profile: They can either be individuals indulgi ng themselves, or they could be indulging their children. They are inner directed people who form their own values and norms and believe in not adhering blindly to social norms. They re somewhat occasion driven in their buying behaviour. 2. Middle income customers – it is estimated that the age group in this segment will be 15 plus. The income level is estimated to be around Rs. 5000 per month. The consumers can be urban, semi urban, and is currently spreading to rural areas. The psychographic profile: they are likely to be variety seeking in their behaviour. They are self expressing by nature and inner directed to an extent. They like to indulge themselves. Children – the upper age limit is estimated to be 12 years. They mostly purchase their chocolates with their pocket money.The consumers can be urban, semi urban, and rural, though their is a somewhat greater emphasis on urban. The psychographic profile: they are novelty seeking in behaviour. They are also fun lovin g. CHAPTER-2 COMPANY PROFILE Cadbury India Limited Cadbury India limited was set up as a wholly owned subsidiary of the UK-based Cadbury Schweppes Overseas Limited in July 1948. They started off by setting up production facilities at Thane to manufacture chocolates, malted foods, cocoa powder and drinking chocolate using the technical know how of the parent company.The company has manufacturing facilities at Malanpur and Induri. During 1997, the company invested Rs. 80 crores in the two factories. At Malanpur, the capacity of Eclairs (one of the Cadbury range of products) production was increased, a new wafer line was installed, and the chocolate making capacity was increased. This increase is from 7000 to 17000 tonnes. At Induri, a new moulded line was installed to manufacture center filled moulded in orange and coffee Truffle. Cadbury is the market leader in the Indian chocolate market with a share of 70% and sales of around 12000 tons.It has successfully differentiated its produc t over the years by strategic brand building. The company had realised that chocolates by itself do not satisfy any immediate needs (soft drinks would satisfy thirst, ice cream would provide relief from heat), so they would have to be associated with human feelings of romance, magic, love and affection. So it had at one point of time employed emotional attachment as basis of differentiation. This has lately been modified to including the rational perspective so as to catalyze increased consumption of chocolates within the family.KEY BUSINESS OBJECTIVE: – â€Å"to continuously provide products that are value for money†. CHAPTER-3 KEY SUCCESS FACTORS (KSF) On analysing the market, the phenomenal success of the company can be attributed to: The pioneer advantage (first mover advantage) – The company was the first to enter the Indian market, as early as 1956. For a long time, it was practically the only dominant player in the market. It, therefore, enjoyed a large s hare of both customer’s heart and mind. So much so that for an entire generation, chocolate was synonymous with Cadbury. It is only recently that the company has started facing some threat from Nestle.A strong endorser brand – Cadbury realised early that volumes would not be enough to support all its brands with heavy advertisements. Hence what they were to take CDM as the flagship brand and advertised it heavily to popularise the brand name to help the flanker brands around CDM. But in the last two years the company has spent extensively on the chocolate wafer segment (without treating it as a flanker brand of CDM), seeing as how the segment has been growing phenomenally. Right product formulation – the climatic conditions and the Indian taste are very different from the western markets where the company first started its operations.Cadbury was able to successfully reformulate its product as per the Indian conditions, while entrants like Nestle could not do so. Presence in all segments – Cadbury has a presence in the entire range, starting from low priced hard boiled sweets and sugar confectionery to the premium range of chocolates. The company also claims success in all these segments it has been entering recently. CHAPTER-4 PRODUCT PORTFOLIO The following is the list of the major brands of the company: Cadbury’s Dairy Milk Cadbury’s Gems Cadbury’s Nutties Cadbury’s Crackle Cadbury’s 5 Star Cadbury’s Mr.Pops Cadbury’s Eclairs Cadbury's Truffle Cadbury's Gold Cadbury's Bournville Cadbury's Tiffins Cadbury's Butterscotch CHAPTER-5 STRATEGIC BRAND ANALYSIS OF CADBURY CHAPTER-6 ORGANIZATION ANALYSIS It was in 1824 that John Cadbury opened a shop in Birmingham in the UK. Originally selling tea and it was, however, the marginal lines of cocoa and chocolate that in just a few years took over as the mainstay of the business. The Cadbury Brothers first made milk chocolate in 1897, but by tod ay's standards was a very coarse dry product made by blending milk powder with cocoa and sugar.The Swiss who produced a superior product by using condensed milk then dominated the milk chocolate market. In the early 1900s George Cadbury was determined to meet this challenge and, together with the experts from the Bournville factory, started to research new recipes and production methods. By June 1904 the recipe was perfected and a delicious new milk chocolate made with full cream milk, and containing far more milk than any previously known product, was ready to go into production. Although considerable technological advances have since been made in the production processes, the recipe is still basically the same as it was in 1904.In 1905 the chocolate was launched under the name Cadbury  Dairy  Milk. Cadbury India limited was set up as a wholly owned subsidiary of the UK-based Cadbury Schweppes Overseas Limited in July 1948. BRAND CHARTER VISION:- â€Å"Cadbury in every pocketà ¢â‚¬  and â€Å"Superior Shareholder Value† PURPOSE:-â€Å"Working together to create brands people love†. VALUES:- Cadbury is an international company, proud of their long heritage, respectful of the social and natural environment in which they operate, supportive of their consumers, customers and colleagues and passionate about success.Cadbury believes in making, marketing and selling unique brands which give or bring  pleasure to millions of consumers around the world every day. Cadbury is committed to the highest standards of corporate governance and corporate and social responsibility. BRAND TEXTURE:- Chocolate-The very word makes your mouth water. Chocolate is not just a food it’s a state of mind. Throughout history, chocolate has been associated with romance and sharing, and today the richness and smoothness of Cadbury chocolate is what makes it one of the world's favorite treats.Cadbury is a world-renowned name with more than 150 years of chocolate he ritage. Available in over 160 countries, Cadbury is the single largest brand in chocolate on an international basis. The Cadbury name can be seen in all chocolate related categories including confectionery, ice cream, cakes, biscuits, chilled desserts and chocolate based drinks. Synonymous with the very word chocolate, Cadbury has a unique relationship with the consumer. This relationship is underpinned by the powerful visual icons of the Cadbury brands – the Cadbury signature, the colour purple, the ‘glass and a half' trademark, and the chocolate itself.These all come together to form the brand identity-the Cadbury Master Brand. Cadbury had realized that chocolates by itself do not satisfy any immediate needs (soft drinks would satisfy thirst, ice cream would provide relief from heat), so they would have to be associated with human feelings of romance, magic, love and affection. So it had at one point of time employed emotional attachment as basis of differentiation. T his has lately been modified to including the rational perspective so as to catalyze increased consumption of chocolates within the family. CHAPTER-7 COMPETITOR ANALYSISIndian Chocolate market having a turnover of Rs. 350 crore (20,000 tonnes) has three major market players CIL dominating the market by capturing 70% of the market share, followed by Nestle having 20% of market share, Amul having a niche market of 7% and remaining 3% with small players. 7. 1 Nestle India Limited: Nestle is a strong player in chocolates world wide but it entered the Indian market much later (in 1991) than one of its global competitor Cadbury. . Nestle ended 1997with a 41% increase in their net profit with Rs. 74. 3 crores. The net sales of the company amounted to Rs. 425 crores, which is an 18% increase over last year. Out of this, chocolates had a 31% increase in the sales turnover. Nestle’s initial foray into the Indian market was not very successful. The problem was in the formulation of the product. They were soft chocolates with high fat content which were unsuitable to the Indian climate. Also, the distribution focus had been on the larger cities and urban areas, which limited their customer base. It was with the launch of KitKat that the company’s strategy changed with respect to both product and distribution.It increased its distribution network to cover small towns and interiors as well, so as to increase their customer base. It also modified the formulation of the moulded chocolates to suit the Indian conditions. The company used three layers of foil packaging so that KitKat could survive the summer heat. The product was targeted at the casual consumers of chocolates – primarily adults through a clear proposition of fulfilling a snacking need which basically took advantage of the fact that the existing chocolates in the market were too heavy to be had as a light snack.The company sees a huge potential in the wafer covered with milk chocolate, not on ly in the chocolate market but also in the premium biscuit market. The company is trying to expand the market in this direction by portraying it as a product taken during the breaks. The distribution and packaging are in harmony with the broad marketing plans of the company. Nestle followed a strategy of distributing its chocolates in ice-lined Sintex tanks to protect them. KitKat currently has the maximum reach in terms of the number of outlets it accesses.This has helped the company to increase the consumer base and to sell the new concept. KitKat packaging synergies with the total brand appeal. It has been packaged to keep the product fresh, crisp and protected from the harsh climactic conditions in the country. Special packaging is also integral to KitKat break ritual, which plays a part in the brand mystique. Nestle owes much of the success of its Eclair to the price point at which it was kept. Nestle Eclair has a filling of white chocolate. This makes it relatively less expose d to the perils of high excise duties faced by other Eclairs.The white chocolate filling also -makes it different in the taste and therefore Cadbury Eclairs for a long time neglected it as its competitor. Taking advantage of the exemption from excise hike, Nestle has priced its Eclair appropriately in a price sensitive market. Taking this price advantage, it has been able to corner 7. 5% of the market for chocolates as a whole and 27% of the market for eclairs. Milky Bar is a white chocolate from Nestle and is targeted primarily at children. The sugary taste of the white chocolate appeals to the children.It is positioned as a source of energy and nutrition (Ad Line – Milkybar, give me the power). The positioning is used to influence the decision-making unit for the consumers in this segment i. e. their –parents. The health and nutrition oriented proposition is used to counter the negative perception of the parents that chocolates are bad for the teeth and unhealthy. Ne stle have also entered the sugar confectionery market, in direct competition with Cadbury by offering Allen's Splash, and Allen's Koffees, and Allen's Butterscotch.With eroding margins and increasing competition, Nestle has also started to look at exports to boost its turnover. Strengths: †¢ Market leader in coffee and baby food sector †¢ Well-established distribution network extending to rural areas. †¢ Strong brands in the FMCG sector. †¢ Low cost operations †¢ Large product portfolio. Weaknesses: †¢ Low presence in health drinks: – In comparison to Bournvita, Horlicks and Boost the market penetration of MILO is very low. †¢ Low Market Share in chocolates as compared to Cadbury’s. †¢ Didn’t get the first movers advantage. Initially the distribution focus had been on the larger cities and urban areas, which limited their customer base. 7. 2 Amul (Gujarat Cooperative Milk Marketing Federation Limited):- Amul is the third p layer in the chocolate market in India. This brand does not have any international lineage and is miniscule in terms of market share in chocolates, as compared to the other two players Cadbury and Nestle. Amul had an extremely focused positioning of ‘A gift for someone you Love’, albeit not targeted at a single age group. Strengths: †¢ Strong and extensive distribution and sales network. Large market penetration in dairy industry †¢ Age old market presence carries a traditional image. †¢ Quality and purity and trust as consumer relationship. †¢ Value for money and low price. Weaknesses: †¢ No focus on the chocolate industry. †¢ Lack of organizational commitment. †¢ Amul chocolates have shown a very limited product differentiation. †¢ Low retailers margin. 7. 3 CADBURY: Cadbury’s strategy is to create robust and sustainable regional positions in its two core markets, confectionery and beverages, through organic growth, acqui sitions and disposals.It has exited markets where its believed it did not have or could not build, sustainable business models. It has strengthened existing positions and extended its presence in higher margin, faster growing product categories or geographies within its core markets. The company follows a multi branding strategy i. e. having more than one brand cater to a particular segment that may even lead to the cannibalization of sales of one brand. The game plan for the company is to increase the consumption of chocolate and confectionery among adults by offering products in convenient packs at affordable price. FUTURE PLAN:-To develop the future we need a clear understanding of the future. Cadbury’s has these goals for the years ahead:- †¢ Deliver superior shareowner returns on the back of superior business performance †¢ Profitably and significantly increase its share of the global confectionery market †¢ Profitably secure and then grow its share of the regional beverages markets in which the company has chosen to participate †¢ To reinforce its reputation as a Company which motivates, develops and rewards employees for superior performance and make a difference in the communities in which it does business. To develop brands with mass franchise and widen out its distribution network further into the rural sector †¢ Keeping with the awareness that new product development provides the key to growth in this market †¢ Launch one new product every year and extend its sugar confectionery range â€Å"The future strategy of the company is to maintain its dominance. † CHAPTER-8 CUSTOMER ANALYSIS 8. 1 NEED GAP ANALYSIS VIS-A-VIS COMPETITORS: 1. Based on Retail Price: [pic] 2. Based on Packaging: [pic] 3. Based On Brand Name: [pic] 4. Based on CustomersHigh income customers – it is estimated the age group buying the chocolates will be 22 onwards. The income level is estimated to be Rs. 8000 per month. The custome rs are mostly urban, and are mostly professionals (engineers, doctors, executives, etc. ) Middle income customers – it is estimated that the age group in this segment will be 15 plus. The income level is estimated to be around Rs. 5000 per month. The consumers can be urban, semi urban, and is currently spreading to rural areas. Children – the upper age limit is estimated to be 12 years. They mostly purchase their chocolates with their pocket money.The consumers can be urban, semi urban, and rural, though there is a somewhat greater emphasis on urban. The psychographic profile: they are novelty seeking in behaviour. They are also fun loving. Consumer Buying Behaviour:- The product category comes under Fast Moving Consumer Foods (FMCG) and the product is generally purchased as a convenience good. The general characteristics of this product are: It is a low involvement product, but there are significant differences in various brands in market. The following matrix may hel p in studying the behavior of consumer for this particular product category.High InvolvementLow involvement Significant differences Complex buying behavior Variety seeking behaviour Between brands * chocolates Few differencesDissonance reducingHabitual buying Between brandsbuying behaviorbehaviour In this category, consumers are often found to do a lot of brand switching. Although the consumer expects some benefits from chocolates, but he chooses a brand without much evaluation, and evaluate it during consumption only. But next time, quite often he may reach for another brand out of boredom or a wish for a different taste.Brand switching occurs for the sake of variety rather than dissatisfaction. Since Cadbury has 70 % of market share, this variety-seeking behavior had not affected its sales negatively. This had been possible due to various factors like lack of strong competition. However, with the new entrants in the market, there has been stiff competition. There are few segments like wafer chocolates segment where company faces strong competition from Nestle, the second major player in the market. In these segments company should try to increase brand loyalty for its brands.This increased consumer loyalty will also act as deterrent towards development of strong competitors in other segments. Further to increase the overall size of market, company should try to increase consumer’s involvement with chocolates. The company has its products focused around three basic propositions:- ( Drives attitudes and behaviour: This is led by the company's flagship brand Cadbury Dairy Milk (CDM). CDM is currently positioned on the emotional plank of spontaneity and self-expression and is targeted mainly on the adult consumer. Drives Snacking Consumption: It has two main brands in this category – 5 Star & Perk. However both the brands are positioned in a slightly different manner. Perk is positioned as a any time snack anywhere, whereas 5 star is positioned as a Energy Bar. †¢ Drives variety, gifting and taste preference: The two brands in this category are Gems and Eclairs. However, there is a lot of difference between these two brands. While Gems is targeted primarily at children, Eclairs is a chocolate simulator, which simulated the taste and the feel of the chocolate but has to popped in the mouth like a toffee |Drives attitude and |Drives snacking and consumption |Drives variety, gifting and taste | | |behaviour | |preference | |Endorsers |Dairy Milk |5-Star |Gems | | | |Perk |Dairy Milk Eclairs | |Flankers |Bournville |Break |Butterscotch | | |Crackle | |Caramels | | |Nut Milk | |Nutties | | |Fruit & Nut | |Tiffins | | |Creamy Bar | | | | |Roast Almond | | | |Prodigals | | |Overtures (now withdrawn) | | | | |All Silk | Besides these endorsing brands, Cadbury traditionally has maintained a whole battery of flank and satellites in its brand portfolio.It has always focused on preempting any moves by a competitor by launching a bra nd of its own. The threat of Nestle's entry led to the launch of tactical brands like All Silk, Crackle and Break. Therefore, in the Cadbury's brand system, the flanker brands are used for the tactical purpose of plugging a gap in the segment where the threat of entry by a rival brand was imminent. Cadbury has also entered the sugar confectionery range of Googly and Mocka with the intention of expanding its range further. However, Nestle's successful entry through KitKat in the wafer segment proved that unless you support your flank brands actively, they are not going to be of any use in blocking competition.And hence Cadbury is showing some active interest in the area. CHAPTER-9 EXTERNAL ENVIRONMENT ANALYSIS 9. 1 The Chocolate Industry in India The chocolate industry in India has a size of 20000 tonnes and is worth about Rs. 400 crores. The chocolate market has been growing by nearly 35%; however there has been some slowdown in the last two years. The chocolate market is predominan tly urban with coverage of 95%. The sales volume have decreased by 5% in the last year and the chocolate market had declined with the average consumption coming down by 25% from 16000 tonnes to the current level of 12000 in the first quarter of 1997, largely due to the steep hike in excise duties. However, this trend has seen kind of a reversal in the latter half of 1997. Cadbury India limited was set up as a wholly owned subsidiary of the UK-based Cadbury Schweppes Overseas Limited. The parent company is the fourth largest in the world chocolate market, after Mars, Nestle, and Philip Morris. They set up operations here as far back as 1948, and will thus be completing 50 years of its existence here. Cadbury’s milk chocolate was first introduced in the Indian market in 1956. It made an immediate impact, quickly becoming the market leader – a success story, even to this day. The Major Players The major national players in the chocolate market in India are: Cadbury India LimitedNestle India Limited Gujarat Cooperative Milk Marketing Federation Limited (Amul) Two giants – Cadbury and Nestle, dominate the combined chocolate and eclair market. Together they have a 90% share of the entire market. Amul holds a 5% share, and is present only in the moulded chocolate segment of the market CHAPTER-10 BRAND IDENTITY Definition: Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organization members. Brand Identity Structure of Cadbury CHAPTER-11 BRAND PRISM Picture of sender (company)Taste, wholesome Friendly, Indulgent Physique Personality Liberation,Relationship Culture Individualism, Self Indulgence Casual, Independent Reflection Self Image Free child Picture of recipient (Customer) BENEFITS DERIVED FROM CADBURY BRAND †¢ Functional Benefit: Taste and contented †¢ Emotional Benefit: Happ iness †¢ Self-Expressive Benefit: Being yourself. liberation CHAPTER-12 BRAND POSITIONING Cadbury is the perfect expression of spontaneous, happy, joyous feelings. Eating Cadbury provides the  Ã‚   ‘Real Taste of Life’ experience. [pic] Positioning is the space occupied by Cadbury in the minds of the consumer.For the chocolate market, Cadbury is pitted against competitors like Nestle, Amul and substitutes like, chips, biscuits and other light snacks. Idea of positioning Cadbury is to occupy a distinct space, which is differentiable, yet powerful. The positioning of Cadbury in India is as follows: †¢ Thodi si pet puja kabhi bhi kahi bhi† †¢ Kya swad hai zindagi main †¢ Khane ka bahana chahiye Cadbury is the perfect expression of spontaneous, happy, joyous feelings. Eating CDM provides the ‘Real Taste of Life’ experience Basis of positioning Cadbury India believes in the following when it comes to positioning: †¢ Product based positioning †¢ Strong corporate brand. Product based positioning Quality/Value |Associations with Use Occasion | | | | |Kya swad hai zindagi main. |Thodi si pet puja kabhi bhi kahi bhi. | |The quality aspect is hugely emphasized in Cadbury. Even the |Cadbury can be consumed anytime as has been expressed in its | |physique, particularly the visuals(glass and a half symbol) |advertisement continuously. | STRONG CORPORATE BRAND Consumers know they can trust a chocolate bar that carries Cadbury branding. The relationship between Cadbury and individual brands is symbiotic with some brands benefiting more from the Cadbury relationship, i. e. ure chocolate brands such as Dairy Milk. Other brands have a more distant relationship, as the consumer motivation to purchase is ingredients other than chocolate, e. g. Crunchie. Thus the positioning of the umbrella brand Cadbury is such that it signifies trust to a great extent because of which the brand has a massive fan following. CHAPTER-13 BRAND IMAGE â€Å"Taste of life†Ã¢â‚¬Å"Be your self, care â€Å"free Brand image is what is perceived by the customers across the target segment. Its target segment can be divided into following segments: †¢ Kids †¢ Teenagers †¢ Mature adults Use based segmentation: Festivals such as Holi, Diwali. Occasions such as Valentines Day, birthdaysFor kids means enjoying the taste of chocolate and life. For adults the values are self expression. CHAPTER-14 BRAND PERSONALITY Many of the world's most powerful brands spend a great deal of time putting personality into their brands. It is the personality of a brand that can appeal to the four functions of a person's mind. For example, people make judgments about products and companies in personality terms. They might say, â€Å"I don't think that company is very friendly†, â€Å"I feel uneasy when I go into that branch†, â€Å"I just know that salesmen is not telling the truth about that product† or â€Å"That offer doesn't smell right to me†. Their minds work in a personality driven way.Given that this is true, then how can a company create a personality for its product or for itself? The answer lies in the choice and application of personality values and characteristics. A product's brand personality is a description of its characteristics in relation to the target market for the product. It assists marketers to develop suitable advertising and promotional campaigns for the product. The following diagram shows the Brand Personality of Cadbury. [pic] Cadbury’s different brands have different Brand Personalities. Some of them are discussed below: †¢ Cadbury’s Dairy Milk – The Rebel Leader Brand Personality of youthful exuberance and rebelliousness †¢ 5 Star – The champion companionMale personality and reliability †¢ Perk – The girl next door Brand personality of a warm, perky, naughty accessible, Indian girl next door â⠂¬ ¢ Milk Treat – Children’s Superhero For kids and School going children CHAPTER-15 PORTER’S FIVE FORCES FRAMEWORK [pic] MAKING OF THE BRAND CADBURY IN INDIA When Cadbury entered Indian market it knew that that India is a tough nut to crack with its vast and diverse geographical and cultural diversifications. Major challenges for Cadbury India was to get people accustomed to chocolates- primarily seen as a western taste and do so by reaching out to the masses in a land where mindsets and preferences are as diverse as the country itself.It decided to use a common platform that is universal to all cultures –‘The platform of love and affection’. It used emotional appeals to position its brand as a surrogate to parental affection for their children. The positioning clicked for Cadbury but the brand audit done a few years later revealed that it had restricted its market to the kids. To grow it had to target the elders also. So what was the next B ig Idea? The marketers decided to position the product ‘for the kid in all of us’. The communication for the new positioning was ‘The Real Taste of Life’. It portrayed itself as a perfect expression of spontaneous happy, joyous feelings.Cadbury conducts regular audits and tries to reinvent its strategies according to the findings of the audits. CHAPTER-16 FUTURE CHALLENGES Cadbury was recently plagued with allegations of supplying Worm infected chocolates. It received huge negative publicity and needs to avoid such fatal mistakes. The root cause for the above problem lies in the Distribution. Chocolates are a perishable product and therefore needs to be supplied to a retail outlet as fast as possible. At the same time retailers should be compensated for any stock that has expired without any hassles. The products also need to be transported in a refrigerated environment as they melt in room temperature. This Therefore needs to clearly redefine its distribut ion strategies.As Indian markets become more receptive to globalization there are chances of more and more MNCs entering the Indian market. Cadbury needs to maintain its brand equity through regular innovative advertisements and promotions. There is a growing threat from local substitutes. The Sweet shops are reinventing themselves and coming up with their own versions of chocolates. These find favor with the local tastes and are available in many varieties. Both MNC and Local Bakery brands are expanding their operations. Theses bakeries are manufacturing various verities of chocolates locally with local blends. They do not have to invest in extensive distribution and have as good quality as Cadbury. Their USP is providing fresh chocolates.Cadbury has to reinvent its strategies to face such future challenges. CHAPTER-17 RECOMMENDATIONS TO GEAR UP FOR FUTURE CHALLENGES †¢ Cadbury’s major problems are linked to the need for very responsive distribution network due to the p erishable nature of its products. Costs go up and problems like the recent worm episode arise. What we suggest is a revamping of its distribution network to make it more responsive. †¢ Indian consumers mainly consume sweets during some festivals. It must come up with innovative offerings for its chocolates to suit the need during such occasions. e. g. : Come up with shapes similar to Indian Sweets and package it innovatively reflecting the festival colors. Start exploring newer distribution channels like E-tailing where Hi-value chocolates are sold in specialized packs. [pic] Appendix B Positioning with respect to the price segments | Positioning |Drives attitude and behaviour |Drives snacking and consumption |Drives variety, gifting and taste | |Price | | |preferences | |High | |KitKat |Cadbury’s Fruit & Nut | |(above Rs. 25 for 40 | | |Cadbury’s Roast Almond | |gms. | | |Cadbury’s Bournville | | | | |Cadbury’s Nut Milk | | | | |Tango Almond | |Medi um |Cadbury’s Crackle |Cadbury’s Perk |Tango Fruit & Nut | |(Rs. 10-25 for 40 |Cadbury’s Dairy Milk | |Cadbury’s Creamy Bar | |gms. | | |Tango Cashew | | | | |Tango Crispy | | | | |Amul Fruit & Nut | | | | |Nestle Crunch | |Low |Nestle Premium Milk |Nestle Milkybar |Amul Milk Chocolate | |(below Rs. 10 for 40 |Nestle Classic |Kandos |Amul Bitter | |gms. |Tango Milk |Chuckles |Amul Orange | | | |Nestle Bar One |Amul Crisp | | | |Cadbury’s Break |Cadbury’s Relish | | | |Cadbury’s Five Star |Nestle Rich Dark | | | | |Mystique | BIBLIOGRAPHY Kapferer, Jean-Noel. â€Å"Strategic Brand Management†. The Free Press. A division of Macmillan, Inc. 1992 Edition Kotler, Philip. â€Å"Marketing Management† Analysis, Planning, Implementation, and Control Prentice-Hall, Inc. Eighth Edition Aaker, David, et al, â€Å"Advertising Management† Prentice-Hall, Inc. Fourth Edition Business Line ‘Catalyst' – Thu. Feb 19,199 8. Financial express ‘Brand Wagon' – Fri, Oct. 27, 1995 Internet Sources: †¢ www. business-standard. com †¢ www. financialexpress. com †¢ www. conomictimes. com †¢ www. hinduonline. com †¢ www. indiaserver. com †¢ www. expressindia. com †¢ www. indiainformer. com †¢ www. cadbury. co. uk †¢ www. india-today. com/btoday Back issues of A&Ms ———————– CADBURY Competitor Analysis ? Strength & Weakness ? Strategies ? Future Plan forecast Organization Analysis ? Vision, values and culture ~ brand texture ? Resource utilization Ext. Environment Analysis ? Policies & Govt. regulations (PEST) ? Technological ? Political Customers Analysis ? Need gap analysis ? Consumer behaviour Uti l ity Retail price C N A Utility Pkg. design A N C Utility A N C Brand name Joyful, lighthearted, CarefreeDairy Milk, Perk, Fruit and Nut, Crackle, Kit kat â€Å"The real taste of life† Stars: Ba chan, Zinta, Cyrus Real Taste of Life Brand Essence: spontaneous, happy, joyous feelings. Across the age Half full glass of milk pouring into chocolate and forming the C of Cadbury Cadbury Relationship Customer Cadbury For whom: Kids, teens, mums, adults, mature adults. (FOR EVERYBODY) Why? Offers rich taste Kya swad hai zindagi main Against whom: Competitors like, Nestle, Amul Substitutes like, Chips, Biscuits. When: All purpose consumable. Gifts, Light snack Receiver â€Å"current perception† Sender â€Å"Goal† Cadbury’s Brand Personality Reliable Down-to-Earth Fun-Loving Indulgent Confident FriendlyCadbury’s Brand Personality Indian sweets having chocolate flavor Many MNC’s planning to enter India. Also there threats from existing players in confectionary industry wanting to enter choclates. Vertical Integration could increase bargaining power of suppliers. Indian consumers are price sensitive and may easily switch. High rivalry but Cadbury enjo ys a good brand recall. Substitutes Substitutes like IceCreams, potato chips, biscuits, soft drinks, chewing gum, are a source of threat as well as opportunity for market expansion. Suppliers Major raw material Suppliers are cocoa producers in Latin American countries. Due to negligible Domestic production inIndia, suppliers enjoy high bargaining power. Milk supply also fluctuates, therefore, in summer months, milk suppliers gain sufficient bargaining power. Competitors Duopoly Both the major players have Financial muscle to sustain their Brands All players following a pull strategy. Buyers Since chocolates do not satisfy any immediate needs, it is not a necessary item. Consumer power is very high and consumers need to be persuaded through various positioning planks to consume chocolates. New Entrants Imminent entry of global majors like Hershey's, Mars etc. is bound to change the power equation in the Indian chocolate market. Appendix A Porter's 5 Forces Model

History of Jets vs. Patriots

English 101 Analysis Essay NY Jets vs. NE Patriots Rivalry The rivalry between the New York Jets and the New England Patriots exists because of the volatile history amongst players, coaches and fans, past and present, and because of the extreme loyalty, and passion that the people associated with these two teams exhibit. New York City and Boston are approximately 3 1? 2 hours apart by car. This Rivalry is likely the largest in the history of the National Football League (NFL). Throughout the history of these two teams their rivalry record is 53-52-1.The 53 stands for the Patriots win`s against the Jets. This shows that the games have been very close and the Patriots have one win over the Jets. The â€Å"1† stands for a â€Å"draw†. This means the game went into double over-time and stayed a tie. This is very rare to come across and it does not even happen yearly in the NFL. These teams continue to play great games and keep one of sport’s greatest rivalry`s going. Many motives throughout the history of the NFL have helped make this rivalry exciting to watch, and helped to create some of the greatest games to ever go down in the NFL.Both of these teams are in the American Football Conference (AFC). Within this conference they are also in the same division, which is the (AFC East). The New York Jets were on top of the AFC and their rivalry against the Patriots in the early years of the NFL. New York was the first AFC team to win a Super Bowl title, dating all the way back to the 1968-1969 season. They played this game against the Indianapolis Colts, and goes down as one of the largest Super Bowl upsets in the history of the League. The whole world doubted them and the AFC was basically considered a joke during this time period.Hall of Fame quarterback Joe Namath, made a bold promise that the sports world has still not forgotten. This move was almost as bold and crazy as Babe Ruth calling his homerun in the World Series. He made a public promis e to his team and sports fans that he would carry the Jets to win this Super Bowl. This seemed like a ridiculous promise seeing as the projections had New York losing this game by a whopping sixteen points! This Super Bowl upset was a larger upset then the 2008 game, when the New England Patriots got upset by the New York Giants.The Giants were fourteen point underdogs and came back to beat the undefeated Patriots in the most watched sports event. These two Super bowls will never be forgotten, and they go down as two of the greatest and most memorable upsets in Super bowl history! During the time period of the late sixties when the Jets were on the rise, New England was still attempting to find their franchises identity, repeatedly getting beat by star quarterback Joe Namath and the New York Jets. Within this time period, both teams began to create fan-based families.The rivalry basically began with the fans of the two teams. They began to hate each other. Anybody representing these two teams would be welcomed by each other, and instantaneously liked. They both agreed in the fact of having a mutual dislike for each other. Being a huge fan and a part of the huge fan community games are taken very seriously. You must have respect for the opposing team’s stadium when you are a fan at the opposing stadium. To these hard-core fans walking in to the stadium with his-respect is like, walking into their house, where their families live and showing disrespect.This is all how the rivalry began between the Patriots and Jets. The cities mutual hate and family like bonding has helped to create this great rivalry. In this decade the New England Patriots have done remarkable things, achieving the ultimate goal of making it to the Super Bowl more than any other team in the National Football League. They have done this with star quarterback Tom Brady who was groomed and raised by arguably the greatest head coach in the history of football, Bill Belichick. Tom Brady and the Patriots have found there way to four Super Bowls since the year 2000.This is more super bowl appearances in this time period than any other team. Not only did they make it to those four Super Bowls, but they also won three of them, only losing that great upset against the New York Giants in the 2008 Super Bowl. In the Tom Brady and, Bill Belichick era, New England has been consistently successful. The Jets have fought hard to keep up with them as they find themselves having to take it one game at a time. The New York Jets have been successful since hiring the defensive coordinator from the Baltimore Ravens, Rex Ryan.He is a self spoken coach who loves his team and isn’t afraid to say what is on his mind. This is the kind of coach the Jets needed, someone to spark the team and never consider the team out of the play-offs. He is a defensive minded coach who loves to run the ball rather then pass it. This has helped the Jets create schemes to confuse their long time rival t he Patriots. The most important recent game these two teams have faced off against was last season. It was during the 2010-1011 playoffs in the divisional championship game. This is the second round of the play-offs, and the game took place in New England.Young quarterback Mark Sanchez from USC, and the New York Jets came out flying high and shut down the Patriots dynamic offense. The Jets defense played great and the Jets were able to make a statement to New England and the rest of the world that they are the better team, winning the three game series on the year, winning two games and losing one. The Jets won this game twenty-eight to fourteen, advancing to the AFC Conference Championship game against the Pittsburg Steelers. The Jets played a terrible first half and ended up losing their second consecutive Conference Championship, falling one game short of the Super-bowl once again.This wasn’t all bad for the New York Jets. Mark Sanchez proved he was in New York to stay and be the franchise quarterback for years to come. In his second season in the NFL he finally quieted all of the critics proving he could win in big games. Him and second year head coach Rex Ryan have a four win, two loss record in the play-offs. All of these play-off games were played on the road against very good football teams making it more impressive for the young quarter-back and new head coach. These are all prime example of how the Patriots and Jets each show loyalty.This is a huge reason the rivalry exists between these two teams. This most recent season which is still taking place, the Patriots have continued to win and amaze opponents and fans all around the nation. There almost perfect offense have continuously embarrassed teams and showed promise that they are on their way to their fifth Super Bowl since the year 2000. New faces are beginning to emerge in New England. One of the biggest is there new running-back Danny Woodhead. He runs the ball hard and is a great threat to catch it out of the back field at just five-foot- ten 185 pounds.He is a quick player with the ability to change the game at any time. What makes this player so intriguing is that he was dropped by the New York Jets and scooped up off of free agency by the Patriots. Bill Belichick took Woodhead under his wing and gave him the shot that he deserved. This makes sparks the Jets-Patriots rivalry because any time you get a player playing against his former team it is always interesting. The Patriots handled the Jets this past season easily beating them in both contests in which they played each other. In these two games Danny Woodhead had two touchdowns and touched the ball endless amounts of times.The Patriots and Jets games were once known as the Tuna Bowl; referencing former New England coach Bill Parcells who ended his famous argument with owner Robert Kraft by taking his talents back to New York to run the hated Jets. This was just one piece of the puzzle to make this rivalry gre at. There have been numerous events that have taken place since September of 1960 when these two teams faced off for the first time. This goes all the way back to when the NFL wasn’t even in tact yet. In the two clubs' very first meeting, the New York Titans hosted the Boston Patriots at New York's Polo Grounds.The Titans looked as if they were about to win the game until there punter fumbled a snap and Boston brought it back for a touchdown to seal the first win in the New York and Boston football rivalry. The Jets argued that the ball was kicked by a Boston player which is illegal, however the call stood to lead the Boston Patriots to a twenty-four to twenty-one win over the New York Titans. Six years later, the then-Boston Patriots tied the Jets twenty-four to twenty-four at Fenway Park for the only dead-heat in the rivalry's history.The Patriots led twenty-four to four-teen after three quarters but two Joe Namath touchdowns and a field goal tied the game. It would also be the last time the Patriots did not lose to the Jets until October 1971. On December 8th 1985 was the first time these two teams faced off in a play-off game. The Patriots traveled to Giants Stadium where the Jets shared a stadium with the New York Giants. The Patriots offense erupted and won the game twenty-six to four-teen. This was their first play-off win since beating the Buffalo Bills in 1963 to be named the AFL divisional champions.This was a very exciting win for the Patriots. You know it’s a great rivalry when the fans can’t be in the same stadium without causing complete chaos. Patriots and Jets fans hate each other and do not get along. This was definitely the case in October of 1976. The Patriots hosted the Jets on Monday night football, which was unofficially renamed â€Å"Monday Night Madness† when the rowdiness of drunken fans at the Patriots home field led to mass arrests by local police and the cuffing of fans to a chain-link fence when other sp ace became unavailable.On this Monday night game the patriots ran over New York with 330 yards rushing and five rushing touchdowns. They also tossed a late game touchdown to beat the Jets forty-one to seven. Perhaps one of the largest player swaps in the history of these two teams was hall of fame running back Curtis Martin. After playing three seasons in New England, the 2005 NFL rookie of the year became a free agent. The Patriots fought hard to keep Martin in New England but it just couldn’t work out for them as they were out bided. The Jets offered Martin a 6-year, $36 million contract, and the Patriots, low on salary cap space, opted to not match the offer.The Jets sent a first round draft pick to New England and took Curtis Martin for the remainder of his career. Martin became the heart and soul of the team, and remained on the team until 2007 when he blew out his knee and ended his career. In 2008 star Patriots quarterback, Tom Brady was facing the Kansas City Chiefs i n the first game of the regular season. He dropped back for a pass early in the first quarter when a freak accident happened that put the future hall of fame quarterbacks career in jeopardy. Chief’s lineman was looking to sack Tom Brady when he fell on Brady’s leg causing him to tear his ACL and MCL.This put Brady out for the season and forced the Patriots to start young quarter-back Matt Castle. This was the first year the Patriots didn’t win the American Football Conference, in almost a decade. During this season the Jets and Patriots split the regular season wins one to one. The following season which was 2009, Tom Brady was back, and so were the Patriots. The first match between these two teams in 2009 was a highly anticipated game. It was the first time fresh Jets quarterback Mark Sanchez, and brand new head coach Rex Ryan would face off against Tom Brady and the Patriots.In the week prior to the game, Ryan placed a phone message to all Jets season ticket h olders asking them to â€Å"make it miserable for (Tom) Brady and company,† following up on his comments during the offseason that he would not â€Å"kiss Bill Belichick's Super Bowl rings. † He told the Jets fans that â€Å"the Patriots had a better head coach and a better quarterback,† but that the game would decide â€Å"who has a better team. The Nose Tackle for the Jets Kris Jenkins, called this New York’s version of the Super Bowl. The Jets had not beat New England since half way hrough the 2000-2001 season, but they knew with a new coach who could spark the team, anything was possible. In the end, the Jets defeated the Patriots 16-9 in the 100th overall meeting of the rivalry series. The Jets and Patriots have both exposed passion for every single game played against each other. They play their hearts out and it’s always an exciting game to watch. The rivalry goes so much deeper than just the stats and the games. The fans and communities ar e passionate believers. As you can see throughout the history of the New England and New York football rivalry there have been some memorable moments, players, and games.Both teams have been exposed to key components to have a great rivalry. These components are family, history, loyalty, and passion. The Patriots have had more success in the long run, even though the series record proves the two teams to be about equal. The patriots have made it to more Super Bowls, and Play-off games. The Patriots have quickly learned if they take the Jets lightly it will not end up in their favor. These two teams have defiantly proved they are worthy of playing great games, and this rivalry will likely never go away!

Shinto Religion and Japanese Nationalism

Shinto Religion and Japanese Nationalism Introduction Shinto refers to the indigenous Japanese religion, which has always influenced the lives of many people politically, socially, and even economically in the country. The Shinto religion has a set of practices that were created in the prehistoric periods, but are still valued. The practices are conducted meticulously in order to ascertain the connection between current events and the precedent.Advertising We will write a custom proposal sample on Shinto Religion and Japanese Nationalism specifically for you for only $16.05 $11/page Learn More However, studies show that these historical records do not give the clear picture as to how Shinto, as a religion, established itself in the Japanese society. The writings give disorganized folklores, narratives, and myths. In modern Japan, Shinto is a term commonly utilized to refer to communal shrines, which are used for various reasons including war cenotaphs, crop celebrations, marriage, historical tribut es, and sectarian groups1. A number of historians and analysts give a unified definition of the role of Shinto in the modern society, by using a standardized language and practice, which entails adopting an analogous style in dressing and ritual. Shinto was derived from the phrase ‘the way of the Gods’. It was a Chinese name that combined the words kanji (shi), implying the spirit and kami (to), meaning a theoretical path or a study. The spirits were usually understood from various perspectives with some believers suggesting that they were human-like while others holding the view that they were animistic. A majority of believers were of the view that they were abstract objects meaning that they represented nonfigurative forces such as mountains and rivers. Spirits and people are inseparable meaning that they are closely interrelated. In fact, the relationship between human beings and spirits is complex to an extent that the presence of spirits will always determine the behaviour of an individual. The national statistics of Japan show that over 80 percent of all Japanese practice Shinto as a cultural aspect, but not necessarily as a religious feature2. Studies show further that even though some individuals believe in Buddhism, they also engage in Shinto rituals meaning that it is a cultural practice among the people of Japan. In this regard, Shinto is considered a cultural belief that influences the lives of many people, both believers and other non-believers of Shinto religion. Studies shows that Shinto is treated as a way of doing things in society, but not as a religious practice, given the diversity of the Japanese society.Advertising Looking for proposal on asian? Let's see if we can help you! Get your first paper with 15% OFF Learn More For instance, a number of individuals, both taking Shinto as religion and those believing in Buddhism, tend to celebrate the birth of their loved ones in Shinto shrines. Thesis Statemen t It is true that Shinto culture influences the lives of many Japanese in a number of ways, which means that it cannot be separated from Japan, as well as the Japanese. In some point in history, Shinto was declared a state religion, which had a tremendous effect on national values. In other words, it can be noted that Japanese nationalism is attributed to Shinto culture. As per the writings of various scholars specializing on Japanese culture, such as John Nelson and Scott Littleton, Shinto religion is closely related to the Japanese nationalism. My research would therefore focus on establishing the relationship between Shinto religious practices and Japanese nationalism. Nationalism is a political concept suggesting that policies made ought to be based on exclusivity whereby the interests of the nation-state should always be given a priority when making decisions at the global level. Whenever the Japanese people make their decisions, they always consider the teachings of Shinto rel igion, which implies that Shinto religion has always influenced the decisions of policy makers. Background Information Shinto prodigies suggest that Japanese emperors were always related to each other in blood meaning that they belonged to the same clan. This relationship was in an unbroken line, with Jimmu Tenno being the first emperor who was Amaterasu-Omikami grandson. The kami was the first leader of the Japanese people who contributed to the creation of Japan as a state. Japan is an old country whose leader was known as kami3. All Japanese are descendants of kami, with Amaterasu being the first leader. The imperial family was the valued family unit in the entire clan, yet it originated from the kami. This shows that Japan is the way it is because the gods liked it. Moreover, the leadership of the country was selected by god hence the people of Japan had a religious responsibility to support the leadership. Before any state function, all emperors had to worship the kami and offe r some sacrifices in order to protect the Japanese populace from any form of tribulation.Advertising We will write a custom proposal sample on Shinto Religion and Japanese Nationalism specifically for you for only $16.05 $11/page Learn More In fact, a court liturgical was developed to ensure that god was worshiped before any state function could be performed. In the subsequent centuries, Buddhist traditions seemed to take over, but they contained several Shinto elements meaning that Shinto was more of a cultural aspect than a religious belief4. Towards the end of the 17th century, Shinto took over the affairs of the government, which resulted to the Meiji Restoration. Consequently, Shinto was made a state religion in 1868. The first leader of Japan, Amaterasu, who was also a staunch supporter of Shinto religion, was promoted to be one of the gods. Shinto religion taught that the Japanese leader was not only a political leader, but also a religious leader. I n other words, the country’s leader was made a high priest. The emperor would therefore rule not only Japan, but other parts of the world as well. Since Japanese were related to god, they had a moral responsibility of ensuring that they offer their skills to other people. Since the emperor was associated with god, her position changed in society meaning that he was also a religious leader5. Some analysts observe that the Japanese emperor was the powerful figure in the land to an extent that he would not respect the law. In the 20th century, the emperor had inadequate powers mainly because she was both a temporal and a political leader. No one would question her leadership given the fact that she would release the military at will. Article 28 of the Meiji constitution gave people an opportunity to worship a god of their choice, but the emperor made it illegal for an individual to believe in any other faith, apart from Shinto. Every aspect of life, including political, social, and economic, centred on the Shinto religion. In the education sector, Shinto religion was made a national core subject, both in primary and higher education. It is factual to conclude that Shinto religion controlled the lives of many in Japan until 1946, just after the Second World War. Literature Review Littleton, Scott. Shinto: Origins, Rituals, Festivals, Spirits, Sacred Places. Oxford, NY: Oxford University Press, 2002.Advertising Looking for proposal on asian? Let's see if we can help you! Get your first paper with 15% OFF Learn More The source is very important in explaining the relationship between Shinto practices and the development of Japanese nationalism. The author stated that Buddhism and Shinto religions had coexisted for several years, yet Shinto was treated as a cultural practice. Kami was still respected as the Japanese most important god. The historian traced the origin of Shinto whereby he first noted that it was the way of the Gods6. Some of the events and festivals in the Japanese culture were worshiped within Buddhism, yet they awere the elements of Shinto culture. He also concurred with the fact that Shinto practices gained momentum during the Meiji Restoration. Through this resource, the rituals and festivals of Shinto religion would be understood better. Nelson, John A Year in the Life of a Shinto Shrine. Seattle: University of Washington Press, 1996. The third chapter of the book on the Kami and the fourth on rituals and customs are critical to the understanding of the Shinto religion as reg ards to nationalism. The author underscored the fact that the people of Japan valued kami so much since she contributed in the making of the nation7. Many people were of the view that Japan could not be in existence without the kami. Therefore, kami was the national unifying factor. Even non-Shinto believers conducted the Shinto rituals and practices as a sign of patriotism meaning that people respected the culture of Japan. In the third chapter, the author observed that many visitors were comfortable following the Shinto culture because it was not regarded as religion. The book will therefore serve an important role as far as establishing the relationship between Shinto practices and nationalism is concerned. Littleton, Scott. Littleton. Understanding Shinto: Origins, Beliefs, Practices, Festivals, Spirits, and Sacred Places. London: Watkins Pub, 2011. The book is critical as far as the understanding of Japan is concerned. In fact, the author cautioned that an individual could not understand the socio-political and economic aspects of Japan without conceptualizing the cultural practices of Shinto. In this regard, it is evident that a strong relationship between Shinto practices and Japanese patriotism exists. In the view of the author, understanding Shinto culture entails the study of rituals, ceremonies and sacred architecture8. Once an individual comprehends the Shinto culture, he or she would be in a position to determine its effects on the life of ordinary Japanese. Since the source claims that Japan cannot be separated from the Shinto religion, it will serve a special purpose of explaining the interconnectedness of Shinto and major Japanese cultural practices, which would further confirm that Shinto has an effect on the country’s nationalistic ideals. Averbuch, Irit. The Gods Come Dancing A Study of the Japanese Ritual Dance of Yamabushi Kagura, Ithaca: East Asia Program, Cornell University, 1995. The above resource suggests that the Shinto cultur e has retained its rituals over several years to an extent of making these rituals national symbols. Kagura is one of the oldest rituals, which is related to dance. It has been retained for years in Japan9. In particular, the above source insists on Izumo kagura, which is indeed the most popular type of the traditional Japanese dance. In many public functions, the dance is usually played as one of the ways of showing patriotism to the ideals of the country. This also confirms that Shinto is closely related the country’s nationalism. Inoue Nobutaka, Shinto, a Short History. Washington: University of Washington Press 2003. The source suggests that Shinto is no longer viewed as a modern religion, but instead a traditional religion of Japan that is related to culture. This means that people worship other forms of religions as their second option, but the first option is Shinto. Moreover, the author is of the view that modern scholars relate the Shinot religion to kami, meaning a traditional god10. Since it is treated as a traditional religion, it influences the behaviour of many Japanese, which confirms the notion that it shapes nationalist ideals. Sugimoto, Yoshio. An Introduction to Japanese Society. Cambridge: Cambridge University Press, 1997. The source introduces a number of cultural practices in Japan. Through analysis, the author observed that a number of these cultural practices, which are valued as national ideals even in modern Japan, have their roots in the Shinto religion. This implies that Shinto is no longer a normal religious belief that an individual may choose to neglect. In particular, the author discussed the issue of impurity whereby the Shinto religion teaches that certain types of deeds generate ritual impurity, which demands personal cleansing for an individual to have the peace of mind. The wrong actions are referred to as kegare while purity is referred to as kiyome11. The author was of the view that a normal schedule in an individu al’s life is referred to as ke while a season full of festivities is referred to as hare, meaning good. Many Japanese worldwide celebrate whenever they feel that they have achieved their objectives. They celebrate following the teachings of Shinto meaning that cultural practices in the country rely on the Shinto teachings. Pilgrim, Richard, and Ellwood, Robert. Japanese Religion. New Jersey: Prentice Hall, 1985. The two historians note that since the time of Nara and Heian, practitioners have been adopting a diversified set of beliefs through language and practice12. They note that the style of dressing and the performance of rituals show that Shinto religion contributed a lot in the development of Japanese culture. Bowker, John. The Cambridge Illustrated History of Religions. New York: Cambridge University Press, 2002. The author supports the writings of other historians by observing that religion contributes enormously to the development of any culture in the world13. In Ja pan, the development of culture is attributed to Shinto. Yamakage, Motohisa. The Essence of Shinto, Japans Spiritual Heart. New York: Kodansha International, 2007. The view of the author is that Shinto religion forms the backbone of the Japanese culture meaning that it influences the life of each individual14. Without Shinto culture, the author observes that there would be no religion in Japan. Averbuch, Irit. Shamanic Dance in Japan: The Choreography of Possession in Kagura Performance. Asian Folklore Studies 57.2 (1998), 293–329. The resource supports the previous works, which suggested that aspects of culture, such as dance, play a role in extending the influence of any culture15. In Japan, kagura dance has contributed a lot in developing and maintaining culture. Shimazono Susumu, and Murphy, Reagan. â€Å"State Shinto in the Lives of the People: The Establishment of Emperor Worship, Modern Nationalism, and Shrine Shinto in Late Meiji.† Japanese Journal of Religious Studies, 36.1 (2009), 93-124. The article talks about the Japanese society after the abolishment of Shinto as a state religion. The authors discuss the way in which Shinto managed to penetrate society to an extent that it was considered a national ritual. In particular, the authors focus on period ranging from 1890 to 1910 whereby the emperor was the most powerful figure in the country due to her position as a religious leader16. The source reviews three major features including the ritual system, educational structure, and the training system for the priests. Susumu, Shimazono. â€Å"State Shinto and the Religious Structure of Modern Japan.† Journal of the American Academy of Religion 73.4 (2005), 1077-1098. The author gives some of the reservations that many people of Japan have towards Shinto as a religion. The author is of the view that people are comfortable associating themselves with Shinto as a cultural belief, but not as a religion meaning it plays a critical part i n determining the country’s nationalism17. The western values on religion affected the views of many Japanese regarding Shinto, but many individuals are unwilling to abandon it since it is part of their culture. Fukase-Indergaard, Fumiko, and Indergaard, Michael. â€Å"Religious Nationalism and the Making of the Modern Japanese State Religious Nationalism and the Making of the Modern Japanese State.† Theory and Society, 37.4, (2008), 343-374. The source talks about the role that religion played in developing the Japanese nationalistic ideals. In the source, the author is observes that the Japanese were determined to strengthen their culture through implementation of the Shinto rituals and practices. Some scholars had earlier advised that western societies achieved their objectives mainly because of the strong religious ideals. State Shinto was instituted as one way of ensuring compliance from the locals. The author concludes by noting that, even though Shinto was aimed at realizing modernity in Japan, its path was different from those of the west18. In Japan, the state was never separated from religion since political leaders doubled up as religious leaders. In this regard, the country was able to achieve nationalistic objectives, as opposed to a number of countries in Europe and the United States. Suga, KÃ… ji. â€Å"A Concept of Overseas Shinto Shrines: A Pantheistic Attempt by Ogasawara ShÃ… zÃ…  and Its Limitations.† Japanese Journal of Religious Studies 37.1 (2010), 47-74. The source notes that Shinto shrines (kaigai jinji) refer to the national heritage of Japan since they are not only present in the country, but also in other countries with Japanese emigrants. Before Japan was defeated in the Second World War, many individuals believed that the Japanese race was the most powerful in the world. The shrines were constructed in various countries to show the presence of Japanese19. This meant that the Shinto shrines were symbols of n ational unity. Teeuwen, Mark. â€Å"Comparative Perspectives on the Emergence of JindÃ…  and Shinto.† Bulletin of the School of Oriental and African Studies, University of London, 70.2 (2007), 373-402. In Japan, the author is of the view that an individual may not actually differentiate between Buddhist believers and Shinto believers because they tend to have similar set of beliefs20. The article claims that Shinto originated from Buddhism, with believe of the kami. Bibliography Averbuch, Irit. Shamanic Dance in Japan: The Choreography of Possession in Kagura Performance.† Asian Folklore Studies 57.2 (1998), 293–329. Averbuch, Irit. The Gods Come Dancing A Study of the Japanese Ritual Dance of Yamabushi Kagura, Ithaca: Cornell University, 1995. Bowker, John. The Cambridge Illustrated History of Religions. New York: Cambridge University Press, 2002. Inoue, Nobutaka, Shinto, a Short History. Washington: University of Washington Press, 2003. Littleton, Scott. Littl eton. Understanding Shinto: Origins, Beliefs, Practices, Festivals, Spirits, and Sacred Places. London: Watkins Pub, 2011. Littleton, Scott. Shinto: Origins, Rituals, Festivals, Spirits, Sacred Places. Oxford: Oxford University Press, 2002. Nelson, John. A Year in the Life of a Shinto Shrine. Seattle: University of Washington Press, 1996. Pilgrim, Richard, and Ellwood, Robert. Japanese Religion. New Jersey: Prentice Hall, 1985. Shimazono, Susumu, and Murphy, Reagan. â€Å"State Shinto in the Lives of the People: The Establishment of Emperor Worship, Modern Nationalism, and Shrine Shinto in Late Meiji.† Japanese Journal of Religious Studies, 36.1 (2009), 93-124. Suga, KÃ… ji. â€Å"A Concept of Overseas Shinto Shrines: A Pantheistic Attempt by Ogasawara ShÃ… zÃ…  and Its Limitations.†Japanese Journal of Religious Studies 37.1 (2010), 47-74. Sugimoto, Yoshio. An Introduction to Japanese Society. Cambridge: Cambridge University Press, 1997. Susumu, Shimazono. â€Å"St ate Shinto and the Religious Structure of Modern Japan.† Journal of the American Academy of Religion 73.4 (2005), 1077-1098. Susumu, Shimazono. â€Å"State Shinto and the Religious Structure of Modern Japan.† Journal of the American Academy of Religion 73.4 (2005), 1077-1098. Teeuwen, Mark. â€Å"Comparative Perspectives on the Emergence of JindÃ…  and Shinto.† Bulletin of the School of Oriental and African Studies, University of London, 70.2 (2007), 373-402. Yamakage, Motohisa. The Essence of Shinto, Japans Spiritual Heart. New York: Kodansha International, 2007. Footnotes 1Irit Averbuch,The Gods Come Dancing A Study of the Japanese Ritual Dance of Yamabushi Kagura, (Ithaca: East Asia Program, Cornell University, 1995), 45. 2Irit Averbuch, Shamanic Dance in Japan: The Choreography of Possession in Kagura Performance, Asian Folklore Studies 57.2 (1998), 296. 3John Bowker, The Cambridge Illustrated History of Religions (New York: Cambridge University Press, 2002) , 90. 4Nobutaka Inoue, Shinto, a Short History (Washington: University of Washington Press 2003), 13. 5Motohisa Yamakage, The Essence of Shinto, Japans Spiritual Heart (New York: Kodansha International, 2007), 45. 6Scott Littleton, Shinto: Origins, Rituals, Festivals, Spirits, Sacred Places (Oxford, NY: Oxford University Press, 2002) 65. 7John Nelson, A Year in the Life of a Shinto Shrine (Seattle: University of Washington Press, 1996), 115. 8Scott Littleton, Understanding Shinto: Origins, Beliefs, Practices, Festivals, Spirits, and Sacred Places (London: Watkins Publishers, 2011), 112. 9Irit Averbuch, The Gods Come Dancing A Study of the Japanese Ritual Dance of Yamabushi Kagura, (Ithaca: East Asia Program, Cornell University, 1995), 18. 10Nobutaka Inoue,Shinto, a Short History (Washington: University of Washington Press 2003), 118. 11Yoshio Sugimoto, An Introduction to Japanese Society (Cambridge: Cambridge University Press, 1997), 37. 12Richard Pilgrim and Robert Ellwood, Japanes e Religion (New Jersey: Prentice Hall, 1985), 94. 13John Bowker, The Cambridge Illustrated History of Religions (New York: Cambridge University Press, 2002), 59. 14Motohisa Yamakage, The Essence of Shinto, Japans Spiritual Heart (New York: Kodansha International, 2007), 75. 15Irit Averbuch, Shamanic Dance in Japan: The Choreography of Possession in Kagura Performance,† Asian Folklore Studies 57.2 (1998), 325. 16 Susumu Shimazono and Reagan Murphy, â€Å"State Shinto in the Lives of the People: The Establishment of Emperor Worship, Modern Nationalism, and Shrine Shinto in Late Meiji,† Japanese Journal of Religious Studies, 36.1 (2009), 114. 17Shimazono, Susumu, â€Å"State Shinto and the Religious Structure of Modern Japan,† Journal of the American Academy of Religion 73.4 (2005), 1087. 18 Shimazono Susumu, â€Å"State Shinto and the Religious Structure of Modern Japan,† Journal of the American Academy of Religion 73.4 (2005), 1077-1098. 19KÃ… ji Suga, â⠂¬Å"A Concept of Overseas Shinto Shrines: A Pantheistic Attempt by Ogasawara ShÃ… zÃ…  and Its Limitations,† Japanese Journal of Religious Studies 37.1 (2010), 70. 20Mark Teeuwen, â€Å"Comparative Perspectives on the Emergence of JindÃ…  and Shinto,† Bulletin of the School of Oriental and African Studies, University of London, 70.2 (2007), 392.