Squid Essays - Squid, Megafauna, Giant Squid, Sea Monster, Tentacle

Squid Squid are wild and wonderful. They are believed to be remarkably intelligent because of their apparently complex communication system. They include the Vampire Squid, and the elusive and mysterious Giant Squid. I researched the Giant Squid which is the biggest animals in the sea. The giant squid lives in most of the world`s oceans and is among the biggest animals in the sea but it is rarely seen. It hunts smaller sea creatures but larger animals feed on it. It has inspired fantastic tales but the facts are even more fascinating than the ficiton. For over 2,000 years the giant squid has inspired fear, fascination, and fantastis stories. Encounters with this huge invertebrate have always been rare and distant. And only recently has there been scientific evidence to dispute the legends. Centuries ago, people invented explanations for what their astonished eyes saw. In 1500`s, when several large unfamiliar sea creatures were stranded in Norway, people decided they were ?gMermen?h. A merman is a giant squid. Until the 1880`s , the giant squid was thought to be a legend. But in 1888, a giant squid 57 feet long washed ashore on a New Zealand beach. It had tentacles 35 feet long, and its eyes were each larger than a dinner plate. (It is amazing!) One captured sperm whale regurgitated two 42 foot long tentacles in an aquarium, meaning the squid they came from was roughly 66 feet long, and weighed 85,000 pounds. Scientists do not know exactly where in the sea it lives, they have not been to study it alive. The giant squid can be up to 18m (59 ft), and their weight can be up to 900kg (1980lb,nearly 1ton). In addition, They were caught everywhere in the world, especially in the North of Atlantic. Scientists suspect giant squid live mostly at depth of 200 to 700, One of the giant squid found stranded on U.S. shores where in Washed ashore on Plum Island, Massachusetts, in 1980. It was the only third giant squid that they found stranded in U.S. shores. The total of specimen was 2.7m ( 9 ft) and the weight was 200 kg (440 lb).The giant squid eat mainly fishes and other squids, based on scientific analysis of the stomach contents of two giant specimens. Giant, menacing sea monsters have been written about for centuries. Sailors have told fantastic stories of being attacked by monsters with enormous flailing tentacles and huge, black menacing eyes . These stories probably originated from sightings of the largest marine invertebrate which is the giant squid. The giant squid have the ability to jet propel themselves through the water at 20 miles per hour, faster than most sailing ships of the past. As squid can also launch itself out of the water while moving at high speed , appearing to fly, which would be pretty unnerving to superstitious sailors on a whaling ship. In recently, a scientific expedition was launched to search the deepest oceans of the world for the elusive giant squid. Deep water manned and unmanned submarines will be used to try to find out more about the huge invertebrates. Perhaps there are still many things that we don?ft know about the squid, but the mystery of the sea monsters will soon be solved.

7 Signs Youre A Surprisingly Good Employee

7 Signs Youre A Surprisingly Good Employee Sometimes it can be hard to gauge how you’re really doing at your job. On a bad day, it can feel like you’re doing horribly. On a good day, you feel like the best employee ever. The reality is probably somewhere in between, but how do you know? Here are 7 signs that you may well be on your way to being that best employee ever, whether you’re new in the role or have been there for a while.1. You look forward to going to work.Sunday night is usually gut-check time: when you think about getting back to your Monday routine and heading into work, how do you feel? If you feel any enthusiasm, or pleasant optimism about the week ahead, chances are you’re doing something that fulfills you, and that you do well. If you like your job, you’re probably also doing well and feeling comfortable.2. You feel challenged, but not overwhelmed.If you embrace new projects with gusto rather than dread, and look forward to adding new responsibilities and competencies to you r repertoire, you’re doing pretty well.3. Time is flying.This is not to say that you’re losing track of time, or lacking time management. When things aren’t going well, time can feel like it’s slowing†¦down†¦to†¦a†¦trickle. If your day feels like it’s moving briskly, and isn’t a slog through an endless to-do list, things are in a good place.4. You’re seeking out new tasks and responsibilities.If you’re talking to your boss about taking on new projects that go above and beyond your current job description, that’s a sign that you’re succeeding in your role, and ready to start moving up.5. People come to you for advice.If you’re a go-to guru for information related to your job, it means that people trust what you’re giving out. Sure, a Godfather-like line around your desk, of colleagues asking for favors, is not ideal for your own productivity, but if your colleagues are using you as a sounding board, that’s a good sign of your trustworthiness and competence as a team member.6. You move on after mistakes.No matter how good you are at your job, mistakes and missteps happen. If you can shake those off, take some lessons, and move on with your work life, chances are you’re doing fine overall.7. You’re surrounded by calm.If your desk is an oasis of neat, organized zen, it suggests that you’re feeling good about your workload- and your workday. If the stacks of papers, sad desk lunch remnants, and random stuff are almost as tall as you are, that can show that you’re overwhelmed or too stressed.If you’re not doing so hot at work, there are also warnings signs for that as well. But if you like your job, and are engaging with it in positive ways, you’re going to be A-OK!

Yes, Reverse Racism is Real Essays - Racism, Discrimination

Yes, Reverse Racism is Real Essays - Racism, Discrimination Yes, Reverse Racism is Real Racism is an ongoing problem in our society especially considering the curren t political atmosphere. However, the image of racism in the American context that one conjures up usually involves 'the white man' me ting out racism to every person of color like a souther n gentleman reeling out "how do you do's " . That brings the following q uestions to mind: Is there such a thing as reverse racism? Are African American's capable of treating other races discriminatorily and with prejudice as well? Yes, yes , and a thousand times yes. Persons of color are capable of being racist towards other races, including Caucasia ns, contrary to popular belief . The debate about the ability of blacks to be racist hinges on the definition of racism. The definition that is widely accepted by the public treats racism as the systematic oppression of and discrimination towards a race which requires one race to be in a position of power over the other, to institute and benefit from their racist actions. If we were to take this definition as gospel, no Black person could ever be accused of racism as within the Amerikkkan society, constructed and controlled by Whites, Black persons are definitely not the ones in a posit i on of power. That is similar to saying a smaller child can't bully a larger child because the larger child has a physical advantage. That definition is false. There are several ways an oppressed and marginalized group may be able to discriminate against and show prejudice towards their oppressor, and black people have found a w ay to finesse the system. The Oxford dictionary puts it a little bit differently: it defines racism as " p rejudice, discrimination, or antagonism directed against someone of a different race based on the belief that one's own race is superior" . This is a definition one could work with. It simplifies the concept of racism and gives each race or group of people equal opportunity to be able to be prejudiced or discriminatory. Reverse racism is therefore when a minority or marginalized group, such as Blacks, discriminates against their oppressor. You may ask when, where and how can Black people be racist? By the same methods W hite people are racist; either b ehind closed doors or blatantly. A black person using slurs such as cracker' is racist, despite its uselessness as an insult . Calling a white person the c word', while less offensive than it's n counterpart, is still derogatory behavior . Mocking white facial features by saying white people are pale and crusty is racist . Making jokes about the incestuous preferences of Caucasians is racist. S aying that Caucasian lips look like bologna or an open wound is racist ! If you are able to ignore the explicit antagonism in the previous examples of com mon utterances in the black community, you have a bad case of denial. The result of reverse racism is the co ntinued tension between races. The continuous lack of communication and the distrust that racism brings will do nothing to bridge the chasm that exists . The implicit racial segregation will continue and there will be no integration of people of colour into th e system which has been designed to disenfranchise them . By the same token, reverse racism makes the marginalized group no better than the ones who oppress them. This way of living is fruitless and only perpetuates the hatred we see present today. All in all , racism is racism, regardless of the hue of perpetrator . T o only see racism as racism when it is committed by the right race' is a biased view that doesn't always lay the blame where it belongs. Until we can admit the wrongs committed on both sides of the racial divide and move to remedy them, there's no way the divide can ever be bridged.

How Barometers Measure Air Pressure

How Barometers Measure Air Pressure A barometer is a widely used weather instrument that measures atmospheric pressure (also known as air pressure or barometric pressure) the weight of the air in the atmosphere. It is one of the basic sensors included in weather stations. While an array of barometer types exist, two main types are used in meteorology: the mercury barometer and the aneroid barometer. How the Classic Mercury Barometer Works The classic mercury barometer is designed as a glass tube about 3 feet high with one end open and the other end sealed. The tube is filled with mercury. This glass tube sits upside down in a container, called the reservoir, which also contains mercury. The mercury level in the glass tube falls, creating a vacuum at the top. (The first barometer of this type was devised by Italian physicist and mathematician Evangelista Torricelli in 1643.) The barometer works by balancing the weight of mercury in the glass tube against the atmospheric pressure, much like a set of scales. Atmospheric pressure is basically the weight of air in the atmosphere above the reservoir, so the level of mercury continues to change until the weight of mercury in the glass tube is exactly equal to the weight of air above the reservoir. Once the two have stopped moving and are balanced, the pressure is recorded by reading the value at the mercurys height in the vertical column. If the weight of mercury is less than the atmospheric pressure, the mercury level in the glass tube rises (high pressure). In areas of high pressure, air is sinking toward the surface of the earth more quickly than it can flow out to surrounding areas. Since the number of air molecules above the surface increases, there are more molecules to exert a force on that surface. With an increased weight of air above the reservoir, the mercury level rises to a higher level. If the weight of mercury is more than the atmospheric pressure, the mercury level falls (low pressure). In areas of low pressure, air is rising away from the surface of the earth more quickly than it can be replaced by air flowing in from surrounding areas. Since the number of air molecules above the area decreases, there are fewer molecules to exert a force on that surface. With a reduced weight of air above the reservoir, the mercury level drops to a lower level. Mercury vs. Aneroid Weve already explored how mercury barometers work. One con of using them, however, is that theyre not the safest things (after all, mercury is a highly poisonous liquid metal). Aneroid barometers are more widely used as an alternative to liquid barometers. Invented in 1884 by French scientist Lucien Vidi, the aneroid barometer resembles a compass or clock. Heres how it works: Inside of an aneroid barometer is a small flexible metal box. Since this box has had the air pumped out of it, small changes in external air pressure cause its metal to expand and contract. The expansion and contraction movements drive mechanical levers inside which move a needle. As these movements drive the needle up or down around the barometer face dial, the pressure change is easily displayed. Aneroid barometers are the kinds most commonly used in homes and small aircraft. Cell Phone Barometers Whether or not you have a barometer in your home, office, boat, or plane, chances are your iPhone, Android, or another smartphone has a built-in digital barometer! Digital barometers work like an aneroid, except the mechanical parts are replaced with a simple pressure-sensing transducer. So, why is this weather-related sensor in your phone? Many manufacturers include it to improve elevation measurements provided by your phones GPS services (since atmospheric pressure is directly related to elevation). If you happen to be a weather geek, you get the added benefit of being able to share and crowdsource air pressure data with a bunch of other smartphone users via your phones always-on internet connection and weather apps. Millibars, Inches of Mercury, and Pascals Barometric pressure can be reported in any one of the below units of measure: Inches of Mercury (inHg) - Used mainly in the United States.Millibars (mb) - Used by meteorologists.Pascals (Pa) - The SI unit of pressure, used worldwide.Atmospheres (Atm) - Air pressure at sea level at a temperature of 59 Â °F (15 Â °C) When converting between them, use this formula: 29.92 inHg 1.0 Atm 101325 Pa 1013.25 mb Edited by Tiffany Means

Psychology Essay Example | Topics and Well Written Essays - 1250 words - 4

Psychology - Essay Example Therefore, evolutionary theory becomes a theory of context and environment, so that the psychology of an individual is to be understood by taking into consideration the environment the individual lives in - past, present and future, as well as the changes that have occurred in this environment over a period of time. Culture is viewed as no more than the constantly changing social environment that reflects the changing perspectives of groups of individuals over time. Within the environment, organisms are competing for resources, however when employing an evolutionary perspective, it is not natural selection that determines which individuals will survive. The approach that can be employed is that certain kinds of individuals or patterns can be reproduced within a particular kind of environment. Hence, the evolutionary paradigm does not embark upon the study of an individual’s mind with any preconception about normalcy based upon what is considered to be natural, but as a factor of his or her environment, examining what factors shaped the individual’s past and present environment and what elements of the future environment are likely to shape the individual’s being, state of existence and manner of thinking. For example, in the context of the attachments that an individual has with others, Fonagy et al (2000) offer the view that attachment patterns may reflect environmental conditions, such as the low level of correlation between an infant’s attachment to its mother as opposed to its father. Montague et al (2003) examined attachment patterns and the imposition of punitive measures through withholding of attachment in both African American children and European American children, and noted while the environment of the former produced increased sel f reliance, the latter revealed a more negative effect of such withholding of affection, thereby indicating that changing environmental and other trends could play a

Criminal Justice System Structure Research Paper

Criminal Justice System Structure - Research Paper Example The basic goal behind the establishment of a uniform criminal justice system in America was to maintain social control. The criminal justice system in America is comprised of different components that work together to maintain justice in the society. The main aim is to provide justice to criminals, victims of crimes and to bring law violators in a fair trial through upright and legitimate system U.S criminal justice system is unique in its own way. According to this system, a person under trail remains innocent till the time he is proven guilty. As a result, criminals or offenders hold the right to defend themselves under fair and regular trial. U.S criminal justice system ensures that criminals receive justice without being abused or punished brutally.The History of the U.S Criminal Justice System: Criminal justice systems are implemented to ensure the protection of citizens. Religion and philosophers had established a great influence on the U.S criminal justice system during coloni al American times. Ever since from its inception, the U.S criminal justice system has ensured that any person accused of an offense would receive a fair trial. With the passage of time, the U.S criminal justice laws have become more defined and standardized for the entire citizens. Today criminals in U.S receive more benefits and rights as compare to the early days of its inception.  Basic Components of the Criminal Justice System: There are five main components of the U.S criminal justice system.... These five components are: 1- Local Law Enforcement: Local law enforcement bodies constitute of police and other crime controlling authorities. Anyone who faces crime reports to these bodies. Police play an important role in providing initial justice to the victim. Police also play an effective role in dealing with low level crimes such as high speeding or trespassing. These low level crimes can be resolved directly by the involvement of the police (Walker, 1977). For severe offenses, the police precede the victims of the crimes and the offender to the court system for fair smooth trial. 2- Court Trial: Court trial is considered as the second important step after the criminal enters into the legal system. The police, the investigative bodies or the witnesses present the evidences, documents or other facts to the prosecutor. It depends on the prosecutor what to decide for the offender. If the violator is charged for his criminal actions then it is preceded by a court case. 3- Court Ca se: Court case is the most important component of the U.S criminal justice system. The case is brought before a judge in a court. If the offender is proven guilty and his offenses are minor then it depends on the judge what he decides for the offender. Sometimes the judge offers a small punishment and the case is over. However, if the offender is involved in a severe crime or if the offender pleads â€Å"not guilty† then the entire case is followed (Walker, 1980). 4- Trial and Role of Grand Jury: Grand jury also plays an important role in differentiating the guilty souls from the innocent. Grand jury hears from both sides and decides which party should be proven guilty or not guilty after analyzing and making their own observations.

Learner-to-Educator Ratio and its Impact on the Quality of Education Thesis

Learner-to-Educator Ratio and its Impact on the Quality of Education in South African Primary Schools - Thesis Example Though the number of educators has also increased but not at the rate desired to keep pace with student enrolment. Presently there are some 400,000 teachers employed in primary schools. The success of the primary school system is judged by academic performance based mainly on the level of passes in the systemic evaluations that take place in Grade 3 and 6. In 2001 the learner achievement results showed low achievement in numeracy and literacy. There are a number of determinants of academic success such as socioeconomic background of learners, learning facilities, resources, quality of the teachers and learner-to-educator ratio. In 2004 the grade 6 national systemic evaluation indicated that although a new curriculum and learning materials was developed and instituted throughout the primary school system learning achievement was still below par. A great majority of learners scored at the ‘non-achieved’ level (lower than 40% overall) with 41% in natural sciences, 38% in languages and some 27% in mathematics. Only 31% in natural sciences, 28% in languages and 12% in mathematics were functioning at or above the required grade 6 level (scores above 50%) and outstanding (scores over 70%) combined (Bulunga, Daniel, Southall, Lutchman (2006). With the increasing number of learners entering primary school and the low rate of increase of the number of educators it is prudent to note that the disparity between the two will eventually become large and its effects far reaching. As one of the determinants of academic performance the learner-to-educator ratio defined as the average number of pupils per educator at a particular level of education in a given school year becomes important to the delivery of high educational standards. There is a view amongst some researchers and educators suggesting that smaller classes has the benefit of allowing teachers to have the opportunity to devote much more time to every student in an effort

A company Assignment Example | Topics and Well Written Essays - 250 words

A company - Assignment Example A closer analysis of the advert would make you come to the realization that this company is open for any ideas that can make it achieve its objective. Any employee who can offer that has a greater future in the company. 3. To make the advertisement more appealing, I would advise the Field Vine presenter r to opt for a better and more conspicuous logo which tends to catch people’s attention more easily (Tellis, 2004). The general citation of the name as the logo is rather too plain. 4. The general presentation format can be improved by use of coloured and more conspicuous writings in order to appear more attractive. In addition, the arrangement of the adverts would have been done in line with a given pattern to appear more spectacular. 5. Effective advertisement is all about attracting the potential clients’ attention and keeping them glued the moment they give the slightest attention to it (Tellis, 2004). Attraction is best achieved by use of colourful and creative advertisement outline and general appearance. To have the targeted audience stick to the advertisement and possibly make some purchase, an ad needs to be more accurate, informative and elaborative in its description. If this is put into consideration in the above sets of adverts, significant changes are bound to be

Managing Financial Resources Research Paper Example | Topics and Well Written Essays - 1750 words

Managing Financial Resources - Research Paper Example The administration, design, and production budgets should be reviewed so that problems with those could be uncovered and favorable changes could be made. Prices of inputs used for the production process could have increased. New machinery could have been bought for production or design. Sales declined by 15 percent. Normally the Direct costs also should have gone down proportionately. Ideally the direct costs should have come down from 110 million to about 96 million. This indicates that direct costs are not truly apportioned among the products. A review of the costing method is required to identify any problems with it. Similarly, when sales have gone down by 15 percent, gross profit came down by 27 percent. If profit margin was the same on all products, the gross profit would have come down to a similar extent. This means that a larger percentage of sales were of products that are priced so that the profit margin is low on their sale. Some products might even be prices at a level that causes a loss. The above observation, when seen together with the increase in production overheads confirms the view that the costing of products is not done in a realistic manner. The deployment of more resources in production resulted in increased production overheads, but it did not result in increased sales. ... The above observation, when seen together with the increase in production overheads confirms the view that the costing of products is not done in a realistic manner. The deployment of more resources in production resulted in increased production overheads, but it did not result in increased sales. Increases in the marketing budget also did not increase sales, which could be a result of poor advertising practices. II. Pricing Policies Slingshot follows "cost plus pricing." This method adopts an average cost for products and the selling price is arrived by adding a percentage "mark up" (In this case 15 %). This method overlooks the fact that the basic costs of some products are more than those of other products. In fact, the selling price is not directly related to the value addition done in specific products. A more reliable method for pricing is "Absorption Cost Pricing." In this method, direct and indirect cost of each product is scientifically determined and allocated. Each product sold by a company is given a share of the company's direct and indirect costs and given a separate total cost. A "mark up" is applied to the actual cost as determined for each product. "Cost plus pricing" and "Absorption cost" pricing both do not take into account any "market factors" such as demand and availability. This may not be necessary for this kind of business where market demands remain steady. However. a massive increase in the amount of resources devoted marketing did not seem to bring any results. This might be a result of limited demand elasticity. It could also be a result of bad marketing. Consumer surveys should be done to analyze consumer demand so that marketing is more effective. The market for Slingshot's products and any companies that compete with

The Devil In The White City Expository Essay Example for Free

The Devil In The White City Expository Essay In The Devil in the White City by Erik Larson, many inexperienced women come to Chicago in hopes of finding new opportunities and a successful job. These women were often single with no previous experience in the city, which made them an effortless target for Dr. Holme’s vile plans. With his charisma and reassuring presence, Dr. Holmes could instantly allure these women. Most women in this time period were often sheltered or brought up in a secure and familiar environment. However, in the beginning of the book on page 11, it states, â€Å"Never before in civilization have such numbers of young girls been suddenly released from the protection of home and permitted to walk unattended upon the city streets and to work under alien roofs.† I believe that because these young women had recently been liberated from their small town life, it created even more of an excitement and eagerness to take any employment opportunity that came their way. This in turn, worked against them, by prompting them to take the desirable jobs with Dr. Holmes. Another factor that induced these women to be so susceptible to Dr. Holmes’ corrupt plans was his undeniable charm. With their naà ¯ve mindset, a young man with striking eyes and a perfect physique (page. 35) was a handsome welcome to their new lives. This unexpected warmth in a new city enticed the young women and brought them to trust Dr. Holmes despite his underlying motives. However, because of their infatuation with him, the women were oblivious to his subtle maneuvers such as standing too close, staring to hard, and touching too long (page. 26) that would have revealed his ulterior intentions. This captivation gave Dr. Holmes the opportunity to have these women wrapped around his finger and be in complete control. Overall, the young women coming to Dr. Holmes were much too ignorant and enthusiastic to be alone in a large and unpredictable city, such as Chicago. Their curiosity and willingness to find a new life led them into very lamentable situations that cost them their lives. Unfortunately, I think that even if these women had been somewhat more apprehensive, Dr. Holmes, with his alluring charm, would still have the upper hand at reeling these women into his deplorable plot.

FMCG Market Analysis

FMCG Market Analysis EXECUTIVE SUMMARY The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products. Growth is also likely to come from consumer upgrading in the matured product categories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around US$ 28 billion of investment in the food-processing industry. Rapid urbanization, increased literacy and rising per capita income, have all caused rapid growth and change in demand patterns, leading to an explosion of new opportunities. Around 45 per cent of the population in India is below 20 years of age and the young population is set to rise further. Aspiration levels in this age group have been fuelled by greater media exposure, unleashing a latent  demand with more money and a new mindset. The importance of consumer sales promotion in the marketing mix of the fast moving consumer goods (FMCG) category throughout the world has increased. Companies spend considerable time in planning such activities. However, in order to enhance the effectiveness of these activities, manufacturers should understand consumer and retailer interpretations of their promotional activities so that appropriate differentiation can be used. Retailers stated that role of word of mouth and television advertising was very important in providing information inputs to the consumers regarding sales promotion activities. This perception of retailers was supported by the consumer unaided recall of sales promotion schemes which were widely advertised. The research concludes with the discussion of the results, managerial implications limitation of the study and future research directions. CHAPTER 1 INTRODUCTION I. ABOUT THE DISSERTATION INTRODUCTION Advertisements convey brand differentiation and this may be important in several categories, which consist of several brands. In FMCG products like tea, coffee and detergents, â€Å"differentiation awareness† can be created by television advertising, but in certain categories there may be a need to demonstrate the effectiveness of brands. Differentiation with which consumers cannot â€Å"connect† may have a negative implication and if a brand â€Å"connects† consumers with its differentiation, it is likely to also differentiate itself in terms of getting identified with the consumer. A detergent or a washing machine, which claims â€Å"low water consumption† has to demonstrate this claim at a retail outlet especially given the fact that the quality of water varies across areas even in a specific geographical region. It is also essential that a good â€Å"differentiation proposition† result in a positive word-of-mouth. In a certain situation, the company may have two offerings in a product-line and there is a need to differentiate them clearly depending on the target segments involved. This is a complex situation where differentiation decides the growth of the brand and the perceived difference between the offerings. An added layer to the complexity is the same brand name being used for the offerings. Fairness cream is a category in which the benefit is the fairness of the complexion. A brand like Fair and Lovely built over the years still has a strong association with the category but under tremendous pressure from competitive brands and the most important criteria which these brands is the herbal touch associated with them. Herbal ingredients are becoming popular with consumers in several categories and personal care in India has a strong tradition of herbal care. Fair and Lovely had to launch its herbal variant (it used the same brand probably because of the brand equity built up over the years) . The interesting fact is the differentiation being conveyed by advertising. The original version uses an aspiration route in which the brands ultimate benefit is success through confidence. Estimates based on Chinas current per capita Consumption, the Indian FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. The dominance of Indian markets by unbranded products, change in eating habits and the increased affordability of the growing Indian population presents an opportunity to makers of branded products, who can convert  consumers to branded products. Penetration level in most product categories like jams, toothpaste, skin care, hair wash etc in India is low. The contrast is particularly striking between the rural and urban segments the average consumption by rural households is much lower than their urban counterparts. Low penetration indicates the existence of unsaturated markets, which are likely to expand as the income levels rise. This provides an excellent opportunity for the industry players in the form of a vastly untapped market. Moreover, per capita consumption in most of the FMCG categories (including the high penetration categories) in India is low as compared to both the developed markets and other emerging economies. A rise in per capita consumption, with improvement in incomes and affordability and change in tastes and preferences, is further expected to boost FMCG demand. Growth is also likely to come from consumer upgrading, especially in the matured product categories. CHAPTER 2 I. LITERATURE REVIEW Impact of Effective Advertisement on Consumer Attitude Dr. F.R. Alexander Pravin Durai By going through this article I have come across some points which you should look upon. If you want to read the article it is present in the appendix. Following are some points:- Advertising is the only direct method which helps to reach masses of potential buyers. Advertising, being dynamic, changes with changing methods of distribution and consumption. In the present era of information explosion and media influence, these advertisements playa major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and · also the consumption pattern of the society in general. Thus, the impact leads to cultural and social changes to a great extent. Why is there a need of advertising? Advertising is a way of communicating information to the consumer which enables him or her to compare and choose from the products and services available. Advertising is the most economical means by which a manufacturer or an Institutional body can communicate to an audience whether to sell a product or promote a cause of social welfare. Essentials of Effective Advertisement-the writer thinks that there are 4 important things for an advertisement to be effective. They are importance of claim, believable, uniqueness and repetition. The advertiser must constantly assess the situation to choose the right environment and ideal time for an advertisement to be launched. Some of the situations are as follows:- When there is a favorable primary demand of particular product. When there is a distinctive product differentiation from other competitive brands. When mass market is penetrated. In order to ensure that the advertisements reach the target consumers in a most effective way and gets right response from them, it has to be ensuring that such advertisements are presented in the right way. The following steps on the part of the consumer may ensure that the advertisements are on the right track. Getting attracted towards the advertisements. Listening and observing the contents of the advertisements in full. Continuous watching of the same over a period. Comparing the advertisements of similar products. Making a trial purchase as follow up activity. Assessing the level of utility of the product individually. Ascertaining the level of utility derived with other similar consumers. In the article Dr. Alexander Told about a model which exemplifies the attitude or response of a consumer to an advertisement. Techniques of advertising for Fast Moving Consumer Goods Dr. Archi Mathur- Assistant lecturer, Department of Management Studies, National Law University, Jodhpur Dr. HK Bedi- Professor, Dean, Department of Management Studies, National Law University, Jodhpur This article shows how an advertiser can use different techniques of advertisements to show FMCG products. The techniques are as follows: Value added ads- In addition to providing information about the product; Value-added advertising transforms a product into something more appealing to consumers than the physical object produced in the factory. Therefore, it is a missing link between brand attributes and the customer perception, between product features and need fulfillment, .between benefits and values. Comparative ads- the advertiser compares the 2 brands of the same product category. The ad can be copied as the Pepsi and sprite example in the case. They have used the same story but both have them had a different approach. Informative ads- these ads are used to provide information to the consumer about different products and services. Health and Hygiene ads- these ads show that the product is taking care of the consumers health. It is emphasizing of the physical attribute of the product. What does the product do? How does it help you? The ad tells you all. These are some of the techniques. Lifestyle ads- Another way to. nave an impact on the consumers mind is portraying the life-style of a successful person. Humorous ads- Humor in the advertisement is normally kept in order to create a light, jovial and likely kind of an atmosphere Demographic ads- these ads are meant for different segments based on age, sex etc. Farex Cereal Food for infants is an advertisement targeted directly towards the infants, as it comprises a healthy food for them. It is also targeted indirectly towards the mother. Packaging ads- Advertisement is trying to lure the customers to buy their products on the basis of the way they are brought in front of the consumers eyes ie. Packaging. Dabur has brought in different flavors in the market of fruit juice. E.g. Mango, Pineapple, Orange, Mixed Fruit Jete. All these are in different packages, i.e. 50 ml, 1000 ml, etc. They claim that unlike other juices, which have preservatives in them, these products are without preservatives. Hence, the punch line is Real Fruit Juice. Price ads- Marketers also lure the customers by showing in an advertisement that a product is available at a lesser price without any compromise on the standard. Cadbury India advertised the 5-Star chocolate by offering 30% more chocolate in its 5-Star bar for the same price. Celebrity ads- Celebrities are mainly used in the advertisement either to lure the rural people in buying a particular product or in forcing the young generation to buy the products. This is also called endorsement advertising.,{t is also used in portraying that a particular product is best inqtJality because a person who is also very well known in his/her field endorses it. The impact of these stars in advertisements enables the company to increase its sale. CHAPTER 3 I. RESEARCH METHODOLOGY II. RESEARCH OBJECTIVE The main objectives of the study are: 1. To assess current consumer sales promotion schemes in the market 2. To assess how consumers differentiate the products based on advertisements 3. To get an insight into retailers views regarding the schemes being offered in toilet soap category, and consumer perceptions 4. To study consumer perceptions regarding various schemes in this category and responses toward them. 5. To study the various methods of differentiation. 6. To analyze the methodology adopted by companies to target end consumers. 7. To address basic business questions like: Do companies have the right product/service to offer? How companies reach their customers? How the buying power can be created? To prepare new business strategies RESEARCH METHODOLOGY Methodology: Technique used for the survey is questionnaires, focus group discussions and interviews. In order to address the above questions an exploratory study was conducted. The idea was to probe and get deeper insight into sales promotion scenario in toilet soap market and to tap perceptions of retailers and consumers. In order to address above mentioned objectives (i) study of secondary sources was carried out, 10(ii) in-depth interview of six retailers was undertaken and 11(iii) structured questionnaire was designed to seek consumer responses. Convenience sampling was used for both retailers as well as consumer studies. Six retailers ranging from small kirana store to supermarket were approached. All the retailers were located in the Noida. The respondents for consumer study were postgraduate students in the age group of 19-24 belonging to middle and upper middle and upper class. The total respondents were 30 in number. They were residing in hostel or as PG hence sole decision-makers for t his category. Also this age-group being more experimental and likely to be more deal prone, so their perceptions, preferences would give some insights to companies planning sales promotions targeted at them. Scope and Limitations: The geographical scope of the study was restricted to the NOIDA city due to time and resource constraints. The study being exploratory in nature, the sample size was restricted to 30 consumers (student group) and 6 retailers. Focus being mainly on in-depth probing, the generalizations drawn are only indicative and not conclusive. CHAPTER 3 I. FMCG AN INTRODUCTION II. INDIAN CONTEXT III. MARKET OPPORTUNITIES IV. EVOLUTION AND CHARECTERSTICS FMCG -FAST MOVING CONSUMER GOODS BRIEF DECRIPTION OF INDIA FMCG MARKET MARKET OPPORTUNITIES IN FMCG: According to Estimates based on Chinas current per capita Consumption, the Indian FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. The dominance of Indian markets by unbranded products, change in eating habits and the increased affordability of the growing Indian population presents an opportunity to makers of branded products, who can convert consumers to branded products. Penetration level in most product categories like jams, toothpaste, skin care, hair wash etc in India is low. The contrast is particularly striking between the rural and urban segments the average consumption by rural households is much lower than their urban counterparts. Low penetration indicates the existence of unsaturated markets, which are likely to expand as the income levels rise. This provides an excellent opportunity for the industry players in the form of a vastly untapped market. Moreover, per capita consumption in most of the FMCG categories (including the high penetration categories) in India is low as compared to both the developed markets and other emerging economies. A rise in per capita consumption, with improvement in incomes and affordability and change in tastes and preferences, is further expected to boost FMCG demand. Growth is also likely to come from consumer upgrading, especially in the matured product categories EVOLUTION:  § 1950s-80s Low Investment in the sector Low purchasing power Govts emphasis on small scale sector HLL and other companys urbane focus  § Post liberalization Entry of MNCs Focus shifted to getting to rural consumer first Others, like Nestle, remained with the urban population Latest fad to hit the market is the ‘sachet bug.  § Mushrooming of regional brands Nirma enters and changes the focus to ‘Value for Money in the 70s Post liberalization, Jyothi Laboratories, ‘Ghari Detergent and ‘Anchor toothpaste giving the nation-wide brands a run for their money. CHARECTERSTICS: FORECAST 2010:  § Rural and semi-urban  § 128 million population thrice the urban  § Market size growth from 48k to 100k Crores (Growth of 50% at 10%CAGR)  § Increase penetration from the current less than 1%  § Problems in the rural sector * Low per capita disposable incomes * Large number of daily wage earners * Acute dependence on vagaries of monsoon * Seasonal consumption * Poor infrastructure roads and power supply  § Urban  § Market 16.5k to 35k Crores (Growth of 100% at 20%CAGR)  § Intense competition severe pressure on margins Focus on newer products, such as fruit juices Source: Assocham Report ‘Future Prospects of FMCG CHAPTER 5 I. UNDERSTANDING DIFFRENTIATION II. TYPES OF DIFFRENTIATION III. THE INDIAN CONTEXT I. II. UNDERSTANDING DIFFERENTIATION: Differentiation is the process of adding a set of meaningful and valued differences that distinguish a companys offering from those of its competitors. Differentiation is strongest when it satisfies all of the following criteria: 1. Important: the difference delivers a highly valued benefit to a sufficient number of buyers 2. Distinctive: the difference can be delivered in a clear way 3. Superior: the difference is a better way of obtaining a benefit 4. Pre-emptive: the difference cannot be easily copied 5. Affordable: the buyer can afford to pay for the difference 6. Profitable: the company will earn a return by maintaining the difference BRAND loyalty in fast moving consumer goods categories is a topical issue, with several brands resorting to price cuts across categories. More importantly, price cuts or sales promotion by themselves do not seem to have done much for brands in terms of sustaining brand loyalty. They may attract consumers in the short run: consumers may stock the brands and consumers new to the brand may try it. But over a period of time, a brands value may get diluted in consumers psyche, and will eventually lose a strong base of consumers. The following are some aspects of marketing mix elements and consumer behavior which could contribute to brand loyalty. Product differentiation If the products are differentiated in their characteristics and this difference is perceivable, there are chances of brand loyalty being formed based on satisfaction with greater performance or fit of product with needs. In this case, loyalty is driven by functional or symbolic benefits. Functional benefits would be specific tangible features of the product whereas symbolic benefits would be intangibles such as brand personality and `hedonistic value of purchase. Price differentiation If the price differentiation in the market is perceivable, price-led loyalty might exist in the market. Price-led loyalty is practised by supermarkets, airline companies and FMCG brands, which come out with frequent sales promotions based on freebies. Alternatively, price might be taken as an indicator of brand quality, and the customer might go in for higher priced options. Price-led loyalty has to be carefully considered with other marketing mix elements and the consumer should never perceive dilution, especially in low-priced bands. Hence, lower prices should create a sense of value through the product offerings as well as through communication. Branding activity If the category is organized and there is branding activity, there will be greater loyalty than there would have been if the category were unorganized. Branding activities can differentiate between brands on name, symbol, images and associations. Branding activity in this context refers to creating strong associations which will influence the consumers not only with regard to functional attributes but also with symbolism. Hamam soaps portrayal of its pure ingredients with the child and mother imagery is a good example of one of these dimensions. Branding activities in a broad sense could range from advertising to sales promotion and public relations involving several aspects. III. The Indian context The following were the observations from the literature survey and the examples chosen from the Indian context. The factors indicate that there will be a large segment of consumers for whom price-led loyalty will dominate. Hence there will be strong behavioural loyalty in the segment and only weak attitudinal loyalty. There is thus spurious loyalty in this sector. There is a moderate level of symbolic and functional differentiation which has been exploited by strong brands to build a loyal following. Examples of this include brands such as Dove, Ponds Dreamflower talcum powder, Gold Flake, Wills Navy Cut, Amul and Cadbury. These brands have probably built strong attitudinal loyalty through their brand personality and other brand building efforts. In the FMCG sector, brand habit is high whereas attitudinal loyalty is low. As creating attitudinal loyalty based on functional differentiation is difficult, symbolic differentiation is the key. Building strong brand personalities and associated symbolic benefits is important for crafting customer loyalty. The factors discussed cannot be treated in isolation: they are to provide a synergy to result in brand loyalty. The combination of these factors and the timing of the combination is the topical challenge which marketers face in an environment where loyalty is slowly eroding. Local challengers Some of the most successful FMCG brands in 2002 came, not from the stables of a Hindustan Lever and a Colgate, but from obscure regional players such as Kaleesuwari Refineries, Parakh Foods, Anchor Switchboards and Kanpur Detergents. Over the past couple of years, brands such as Gold Winner and Gemini in refined oils, Anchor White in toothpastes and Ghari in detergents have managed to sustain double digit growth rates, even as the market leaders have struggled to hold on to single digit growth rates for their brands. Yes, the comparison is unfair, as the local brands had a minuscule base to start with. But these brands have demonstrated it is not impossible for a new challenger to break into the traditional bastion of one or two large FMCG players. Traditionally, large FMCG categories in India have been dominated by just one or two players, who rule the roost by dint of their sheer financial muscle and distribution reach. But, of late, successful regional brands have been finding chinks in their armour. And how! Aggressive pricing In the edible oils market, as national players were forced to hike their selling prices in response to rising commodity prices, both Gemini and Gold Winner have used aggressive pricing to woo consumers away from the national brands. Packed tea too, has seen similar trends. The limited differentiation in grocery and the flexibility offered by a restricted area of operations have stood these companies in good stead. Anchor White, among the few debutants in the toothpaste market to garner a significant share, first wooed the retail trade with high distribution margins, and then used rock-bottom prices to lure consumers into trying the product. Though none of these companies can match the market leaders in adspend, they have used focused regional and local advertising to draw consumers attention to their brands. The mushrooming of local and regional media has undoubtedly helped the local players milk the most from their ad budgets. Banking on `power brands While the local brands have been adding to their brand portfolios, the market leaders have largely stayed off new product launches. In keeping with its power brand strategy, Hindustan Levers marketing strategies in 2002 revolved around rejigging and relaunching established brands such as Lifebuoy, Rin, Surf and Vim. The company phased out brands such as Sunlight in detergents, and Jai in toilet soaps, so as to focus better on its 30 power brands. The strategy appears to have worked, as brands such as Lifebuoy and Rin have moved into a higher growth trajectory after the relaunch. In fact, HLLs power brand strategy has found a few followers in the FMCG market, with companies such as Godrej Consumer also announcing plans to focus on a clutch of key brands. Streamlining and spend While the power brand strategy has helped the leading players put their marketing prowess behind their most important brands, it has not really helped them save on ad spend. For most FMCG companies, advertising and promotion spends in 2002 grew faster than their sales. In high penetration categories such as soaps, detergents and toothpastes, marketing efforts of the players revolved around persuading existing consumers to use more of the product or to upgrade to a higher-priced brand. The slew of 100 gm free for every 150 gm offers in toothpastes and the series of promos on the 2 kg packs of premium detergents were both intended to induce existing consumers of a product to pep up their usage of the brand. Companies operating in relatively low-penetration categories such as chocolates, shampoos and skin creams tailored their marketing strategies to bringing in new users, through scaled-down versions of their brands in affordable pack sizes. The low-priced Chocostik, a liquid chocolate in a small-sized pack, launched by Nestle India, has helped pep up the companys topline and is now a large contributor to the companys revenues. Nestle India is now trying out a similar small-sized Rs 5 pack for Maggi noodles. Shampoos have been among the few FMCG categories to register a positive growth rate in 2002, and growth in this category has been driven mainly by sachet packs and by scaled-down 50 ml bottles priced at less than Rs 10. Overall, the FMCG slowdown of the past three years has served a useful purpose. At one level, it has made sure that the dominant players in the market no longer enjoy unlimited pricing power, as they have in the past. There now appears to be a greater effort on the part of the players to hold selling prices and look at their own operations to save on cost. At another level, the emergence of the regional challengers has made sure that consumers of FMCG products have a few more choices in their purchases of essentials. Is selling soap the same as selling a TV? It isnt. The difference is how the particular product is sold and more importantly, how is it distributed. India is a unique market, where the manufacturers who deliver products at the doorstep, which is the ideal way to deliver anything, spoil our consumers. We have an extremely evolved distribution mechanism for most products. Different products are sent to the consumer differently. Depending on the number, the price of the product and the complexity of the selling process, they may vary from direct selling to selling through a channel that may have as many as four levels between the manufacturer and the consumer. A look at a few of them will show what it means to be a sales person of that product. Most FMCG (fast moving consumer goods) products are not hard-sold to the end consumers. Sales are built up largely by pull a technique using advertising and consumer promotion. The sell-in happens to the trade i.e. to various members of the distribution channel the CarryingForwarding/Super-stockist, the distributor, the wholesaler and most importantly the retailer, who is the interface with the end-consumer. This chain forms the most important link in getting the product economically to the consumers doorstep. A large MNC in the FMCG industry may be covering as many as 1 million outlets across the country with the help of thousands of distributors. Even a mid-sized company covers at the least 1 lakh outlets. Factoring in the vagaries of operating in more than 25 different states, each with its own sales tax complexities, different consumer needs, differences in the distribution structure, not forgetting differing octroi structures within a state, distribution is extremely complex in India. If the sell-in does not happen to this channel for whatever reason or is sub- optimal, a product is likely to fail. CHAPTER 3 I. UNDERSTANDING ADVERTISEMENT II. UNDERSTANDING SALES- PROMOTION III. CREATING DIFFRENTIATION THROUGH ADVERTISEMENT IV. PROBLEMS FACED BY MARKETERS I. UNDERSTANDING ADVERTISEMENTS Whether it is a serial in a regional satellite channel or a One Day International cricket match, there is a non-stop stream of advertisements, which clutter the commercial break. Well-established brands attempt to sustain brand recall while new ones try appealing to prospective consumers to get into their `consideration set. There are ads for children, housewives and youth. With advertising expenditure in the order of Rs. 8000 Crores per annum in the recent times and the proliferation of brands across categories, there is a strong need to consider the effectiveness of these advertisements. The idea is not to cease advertising but to consider how considering decisions would have to be considered with non-advertising alternatives. These non-advertising alternatives may also enable a brand to create and sustain consistent associations, which may be desirable in terms of long-term implications. A contemporary approach that creates a synergy between various aspects of a promotional mix (a dvertising included) provides a refreshing approach towards marketing communications. There may be several objectives of advertising and a promotional mix could be used in an innovative manner to address each of these objectives depending on the product category and target segment. Creating-brand-awareness When a new brand enters a category or creates a â€Å"new to the market† offering, it needs to create brand awareness. This would depend on whether the product is a consumable or a durable. The involvement level in a speci FMCG Market Analysis FMCG Market Analysis EXECUTIVE SUMMARY The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products. Growth is also likely to come from consumer upgrading in the matured product categories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around US$ 28 billion of investment in the food-processing industry. Rapid urbanization, increased literacy and rising per capita income, have all caused rapid growth and change in demand patterns, leading to an explosion of new opportunities. Around 45 per cent of the population in India is below 20 years of age and the young population is set to rise further. Aspiration levels in this age group have been fuelled by greater media exposure, unleashing a latent  demand with more money and a new mindset. The importance of consumer sales promotion in the marketing mix of the fast moving consumer goods (FMCG) category throughout the world has increased. Companies spend considerable time in planning such activities. However, in order to enhance the effectiveness of these activities, manufacturers should understand consumer and retailer interpretations of their promotional activities so that appropriate differentiation can be used. Retailers stated that role of word of mouth and television advertising was very important in providing information inputs to the consumers regarding sales promotion activities. This perception of retailers was supported by the consumer unaided recall of sales promotion schemes which were widely advertised. The research concludes with the discussion of the results, managerial implications limitation of the study and future research directions. CHAPTER 1 INTRODUCTION I. ABOUT THE DISSERTATION INTRODUCTION Advertisements convey brand differentiation and this may be important in several categories, which consist of several brands. In FMCG products like tea, coffee and detergents, â€Å"differentiation awareness† can be created by television advertising, but in certain categories there may be a need to demonstrate the effectiveness of brands. Differentiation with which consumers cannot â€Å"connect† may have a negative implication and if a brand â€Å"connects† consumers with its differentiation, it is likely to also differentiate itself in terms of getting identified with the consumer. A detergent or a washing machine, which claims â€Å"low water consumption† has to demonstrate this claim at a retail outlet especially given the fact that the quality of water varies across areas even in a specific geographical region. It is also essential that a good â€Å"differentiation proposition† result in a positive word-of-mouth. In a certain situation, the company may have two offerings in a product-line and there is a need to differentiate them clearly depending on the target segments involved. This is a complex situation where differentiation decides the growth of the brand and the perceived difference between the offerings. An added layer to the complexity is the same brand name being used for the offerings. Fairness cream is a category in which the benefit is the fairness of the complexion. A brand like Fair and Lovely built over the years still has a strong association with the category but under tremendous pressure from competitive brands and the most important criteria which these brands is the herbal touch associated with them. Herbal ingredients are becoming popular with consumers in several categories and personal care in India has a strong tradition of herbal care. Fair and Lovely had to launch its herbal variant (it used the same brand probably because of the brand equity built up over the years) . The interesting fact is the differentiation being conveyed by advertising. The original version uses an aspiration route in which the brands ultimate benefit is success through confidence. Estimates based on Chinas current per capita Consumption, the Indian FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. The dominance of Indian markets by unbranded products, change in eating habits and the increased affordability of the growing Indian population presents an opportunity to makers of branded products, who can convert  consumers to branded products. Penetration level in most product categories like jams, toothpaste, skin care, hair wash etc in India is low. The contrast is particularly striking between the rural and urban segments the average consumption by rural households is much lower than their urban counterparts. Low penetration indicates the existence of unsaturated markets, which are likely to expand as the income levels rise. This provides an excellent opportunity for the industry players in the form of a vastly untapped market. Moreover, per capita consumption in most of the FMCG categories (including the high penetration categories) in India is low as compared to both the developed markets and other emerging economies. A rise in per capita consumption, with improvement in incomes and affordability and change in tastes and preferences, is further expected to boost FMCG demand. Growth is also likely to come from consumer upgrading, especially in the matured product categories. CHAPTER 2 I. LITERATURE REVIEW Impact of Effective Advertisement on Consumer Attitude Dr. F.R. Alexander Pravin Durai By going through this article I have come across some points which you should look upon. If you want to read the article it is present in the appendix. Following are some points:- Advertising is the only direct method which helps to reach masses of potential buyers. Advertising, being dynamic, changes with changing methods of distribution and consumption. In the present era of information explosion and media influence, these advertisements playa major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and · also the consumption pattern of the society in general. Thus, the impact leads to cultural and social changes to a great extent. Why is there a need of advertising? Advertising is a way of communicating information to the consumer which enables him or her to compare and choose from the products and services available. Advertising is the most economical means by which a manufacturer or an Institutional body can communicate to an audience whether to sell a product or promote a cause of social welfare. Essentials of Effective Advertisement-the writer thinks that there are 4 important things for an advertisement to be effective. They are importance of claim, believable, uniqueness and repetition. The advertiser must constantly assess the situation to choose the right environment and ideal time for an advertisement to be launched. Some of the situations are as follows:- When there is a favorable primary demand of particular product. When there is a distinctive product differentiation from other competitive brands. When mass market is penetrated. In order to ensure that the advertisements reach the target consumers in a most effective way and gets right response from them, it has to be ensuring that such advertisements are presented in the right way. The following steps on the part of the consumer may ensure that the advertisements are on the right track. Getting attracted towards the advertisements. Listening and observing the contents of the advertisements in full. Continuous watching of the same over a period. Comparing the advertisements of similar products. Making a trial purchase as follow up activity. Assessing the level of utility of the product individually. Ascertaining the level of utility derived with other similar consumers. In the article Dr. Alexander Told about a model which exemplifies the attitude or response of a consumer to an advertisement. Techniques of advertising for Fast Moving Consumer Goods Dr. Archi Mathur- Assistant lecturer, Department of Management Studies, National Law University, Jodhpur Dr. HK Bedi- Professor, Dean, Department of Management Studies, National Law University, Jodhpur This article shows how an advertiser can use different techniques of advertisements to show FMCG products. The techniques are as follows: Value added ads- In addition to providing information about the product; Value-added advertising transforms a product into something more appealing to consumers than the physical object produced in the factory. Therefore, it is a missing link between brand attributes and the customer perception, between product features and need fulfillment, .between benefits and values. Comparative ads- the advertiser compares the 2 brands of the same product category. The ad can be copied as the Pepsi and sprite example in the case. They have used the same story but both have them had a different approach. Informative ads- these ads are used to provide information to the consumer about different products and services. Health and Hygiene ads- these ads show that the product is taking care of the consumers health. It is emphasizing of the physical attribute of the product. What does the product do? How does it help you? The ad tells you all. These are some of the techniques. Lifestyle ads- Another way to. nave an impact on the consumers mind is portraying the life-style of a successful person. Humorous ads- Humor in the advertisement is normally kept in order to create a light, jovial and likely kind of an atmosphere Demographic ads- these ads are meant for different segments based on age, sex etc. Farex Cereal Food for infants is an advertisement targeted directly towards the infants, as it comprises a healthy food for them. It is also targeted indirectly towards the mother. Packaging ads- Advertisement is trying to lure the customers to buy their products on the basis of the way they are brought in front of the consumers eyes ie. Packaging. Dabur has brought in different flavors in the market of fruit juice. E.g. Mango, Pineapple, Orange, Mixed Fruit Jete. All these are in different packages, i.e. 50 ml, 1000 ml, etc. They claim that unlike other juices, which have preservatives in them, these products are without preservatives. Hence, the punch line is Real Fruit Juice. Price ads- Marketers also lure the customers by showing in an advertisement that a product is available at a lesser price without any compromise on the standard. Cadbury India advertised the 5-Star chocolate by offering 30% more chocolate in its 5-Star bar for the same price. Celebrity ads- Celebrities are mainly used in the advertisement either to lure the rural people in buying a particular product or in forcing the young generation to buy the products. This is also called endorsement advertising.,{t is also used in portraying that a particular product is best inqtJality because a person who is also very well known in his/her field endorses it. The impact of these stars in advertisements enables the company to increase its sale. CHAPTER 3 I. RESEARCH METHODOLOGY II. RESEARCH OBJECTIVE The main objectives of the study are: 1. To assess current consumer sales promotion schemes in the market 2. To assess how consumers differentiate the products based on advertisements 3. To get an insight into retailers views regarding the schemes being offered in toilet soap category, and consumer perceptions 4. To study consumer perceptions regarding various schemes in this category and responses toward them. 5. To study the various methods of differentiation. 6. To analyze the methodology adopted by companies to target end consumers. 7. To address basic business questions like: Do companies have the right product/service to offer? How companies reach their customers? How the buying power can be created? To prepare new business strategies RESEARCH METHODOLOGY Methodology: Technique used for the survey is questionnaires, focus group discussions and interviews. In order to address the above questions an exploratory study was conducted. The idea was to probe and get deeper insight into sales promotion scenario in toilet soap market and to tap perceptions of retailers and consumers. In order to address above mentioned objectives (i) study of secondary sources was carried out, 10(ii) in-depth interview of six retailers was undertaken and 11(iii) structured questionnaire was designed to seek consumer responses. Convenience sampling was used for both retailers as well as consumer studies. Six retailers ranging from small kirana store to supermarket were approached. All the retailers were located in the Noida. The respondents for consumer study were postgraduate students in the age group of 19-24 belonging to middle and upper middle and upper class. The total respondents were 30 in number. They were residing in hostel or as PG hence sole decision-makers for t his category. Also this age-group being more experimental and likely to be more deal prone, so their perceptions, preferences would give some insights to companies planning sales promotions targeted at them. Scope and Limitations: The geographical scope of the study was restricted to the NOIDA city due to time and resource constraints. The study being exploratory in nature, the sample size was restricted to 30 consumers (student group) and 6 retailers. Focus being mainly on in-depth probing, the generalizations drawn are only indicative and not conclusive. CHAPTER 3 I. FMCG AN INTRODUCTION II. INDIAN CONTEXT III. MARKET OPPORTUNITIES IV. EVOLUTION AND CHARECTERSTICS FMCG -FAST MOVING CONSUMER GOODS BRIEF DECRIPTION OF INDIA FMCG MARKET MARKET OPPORTUNITIES IN FMCG: According to Estimates based on Chinas current per capita Consumption, the Indian FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. The dominance of Indian markets by unbranded products, change in eating habits and the increased affordability of the growing Indian population presents an opportunity to makers of branded products, who can convert consumers to branded products. Penetration level in most product categories like jams, toothpaste, skin care, hair wash etc in India is low. The contrast is particularly striking between the rural and urban segments the average consumption by rural households is much lower than their urban counterparts. Low penetration indicates the existence of unsaturated markets, which are likely to expand as the income levels rise. This provides an excellent opportunity for the industry players in the form of a vastly untapped market. Moreover, per capita consumption in most of the FMCG categories (including the high penetration categories) in India is low as compared to both the developed markets and other emerging economies. A rise in per capita consumption, with improvement in incomes and affordability and change in tastes and preferences, is further expected to boost FMCG demand. Growth is also likely to come from consumer upgrading, especially in the matured product categories EVOLUTION:  § 1950s-80s Low Investment in the sector Low purchasing power Govts emphasis on small scale sector HLL and other companys urbane focus  § Post liberalization Entry of MNCs Focus shifted to getting to rural consumer first Others, like Nestle, remained with the urban population Latest fad to hit the market is the ‘sachet bug.  § Mushrooming of regional brands Nirma enters and changes the focus to ‘Value for Money in the 70s Post liberalization, Jyothi Laboratories, ‘Ghari Detergent and ‘Anchor toothpaste giving the nation-wide brands a run for their money. CHARECTERSTICS: FORECAST 2010:  § Rural and semi-urban  § 128 million population thrice the urban  § Market size growth from 48k to 100k Crores (Growth of 50% at 10%CAGR)  § Increase penetration from the current less than 1%  § Problems in the rural sector * Low per capita disposable incomes * Large number of daily wage earners * Acute dependence on vagaries of monsoon * Seasonal consumption * Poor infrastructure roads and power supply  § Urban  § Market 16.5k to 35k Crores (Growth of 100% at 20%CAGR)  § Intense competition severe pressure on margins Focus on newer products, such as fruit juices Source: Assocham Report ‘Future Prospects of FMCG CHAPTER 5 I. UNDERSTANDING DIFFRENTIATION II. TYPES OF DIFFRENTIATION III. THE INDIAN CONTEXT I. II. UNDERSTANDING DIFFERENTIATION: Differentiation is the process of adding a set of meaningful and valued differences that distinguish a companys offering from those of its competitors. Differentiation is strongest when it satisfies all of the following criteria: 1. Important: the difference delivers a highly valued benefit to a sufficient number of buyers 2. Distinctive: the difference can be delivered in a clear way 3. Superior: the difference is a better way of obtaining a benefit 4. Pre-emptive: the difference cannot be easily copied 5. Affordable: the buyer can afford to pay for the difference 6. Profitable: the company will earn a return by maintaining the difference BRAND loyalty in fast moving consumer goods categories is a topical issue, with several brands resorting to price cuts across categories. More importantly, price cuts or sales promotion by themselves do not seem to have done much for brands in terms of sustaining brand loyalty. They may attract consumers in the short run: consumers may stock the brands and consumers new to the brand may try it. But over a period of time, a brands value may get diluted in consumers psyche, and will eventually lose a strong base of consumers. The following are some aspects of marketing mix elements and consumer behavior which could contribute to brand loyalty. Product differentiation If the products are differentiated in their characteristics and this difference is perceivable, there are chances of brand loyalty being formed based on satisfaction with greater performance or fit of product with needs. In this case, loyalty is driven by functional or symbolic benefits. Functional benefits would be specific tangible features of the product whereas symbolic benefits would be intangibles such as brand personality and `hedonistic value of purchase. Price differentiation If the price differentiation in the market is perceivable, price-led loyalty might exist in the market. Price-led loyalty is practised by supermarkets, airline companies and FMCG brands, which come out with frequent sales promotions based on freebies. Alternatively, price might be taken as an indicator of brand quality, and the customer might go in for higher priced options. Price-led loyalty has to be carefully considered with other marketing mix elements and the consumer should never perceive dilution, especially in low-priced bands. Hence, lower prices should create a sense of value through the product offerings as well as through communication. Branding activity If the category is organized and there is branding activity, there will be greater loyalty than there would have been if the category were unorganized. Branding activities can differentiate between brands on name, symbol, images and associations. Branding activity in this context refers to creating strong associations which will influence the consumers not only with regard to functional attributes but also with symbolism. Hamam soaps portrayal of its pure ingredients with the child and mother imagery is a good example of one of these dimensions. Branding activities in a broad sense could range from advertising to sales promotion and public relations involving several aspects. III. The Indian context The following were the observations from the literature survey and the examples chosen from the Indian context. The factors indicate that there will be a large segment of consumers for whom price-led loyalty will dominate. Hence there will be strong behavioural loyalty in the segment and only weak attitudinal loyalty. There is thus spurious loyalty in this sector. There is a moderate level of symbolic and functional differentiation which has been exploited by strong brands to build a loyal following. Examples of this include brands such as Dove, Ponds Dreamflower talcum powder, Gold Flake, Wills Navy Cut, Amul and Cadbury. These brands have probably built strong attitudinal loyalty through their brand personality and other brand building efforts. In the FMCG sector, brand habit is high whereas attitudinal loyalty is low. As creating attitudinal loyalty based on functional differentiation is difficult, symbolic differentiation is the key. Building strong brand personalities and associated symbolic benefits is important for crafting customer loyalty. The factors discussed cannot be treated in isolation: they are to provide a synergy to result in brand loyalty. The combination of these factors and the timing of the combination is the topical challenge which marketers face in an environment where loyalty is slowly eroding. Local challengers Some of the most successful FMCG brands in 2002 came, not from the stables of a Hindustan Lever and a Colgate, but from obscure regional players such as Kaleesuwari Refineries, Parakh Foods, Anchor Switchboards and Kanpur Detergents. Over the past couple of years, brands such as Gold Winner and Gemini in refined oils, Anchor White in toothpastes and Ghari in detergents have managed to sustain double digit growth rates, even as the market leaders have struggled to hold on to single digit growth rates for their brands. Yes, the comparison is unfair, as the local brands had a minuscule base to start with. But these brands have demonstrated it is not impossible for a new challenger to break into the traditional bastion of one or two large FMCG players. Traditionally, large FMCG categories in India have been dominated by just one or two players, who rule the roost by dint of their sheer financial muscle and distribution reach. But, of late, successful regional brands have been finding chinks in their armour. And how! Aggressive pricing In the edible oils market, as national players were forced to hike their selling prices in response to rising commodity prices, both Gemini and Gold Winner have used aggressive pricing to woo consumers away from the national brands. Packed tea too, has seen similar trends. The limited differentiation in grocery and the flexibility offered by a restricted area of operations have stood these companies in good stead. Anchor White, among the few debutants in the toothpaste market to garner a significant share, first wooed the retail trade with high distribution margins, and then used rock-bottom prices to lure consumers into trying the product. Though none of these companies can match the market leaders in adspend, they have used focused regional and local advertising to draw consumers attention to their brands. The mushrooming of local and regional media has undoubtedly helped the local players milk the most from their ad budgets. Banking on `power brands While the local brands have been adding to their brand portfolios, the market leaders have largely stayed off new product launches. In keeping with its power brand strategy, Hindustan Levers marketing strategies in 2002 revolved around rejigging and relaunching established brands such as Lifebuoy, Rin, Surf and Vim. The company phased out brands such as Sunlight in detergents, and Jai in toilet soaps, so as to focus better on its 30 power brands. The strategy appears to have worked, as brands such as Lifebuoy and Rin have moved into a higher growth trajectory after the relaunch. In fact, HLLs power brand strategy has found a few followers in the FMCG market, with companies such as Godrej Consumer also announcing plans to focus on a clutch of key brands. Streamlining and spend While the power brand strategy has helped the leading players put their marketing prowess behind their most important brands, it has not really helped them save on ad spend. For most FMCG companies, advertising and promotion spends in 2002 grew faster than their sales. In high penetration categories such as soaps, detergents and toothpastes, marketing efforts of the players revolved around persuading existing consumers to use more of the product or to upgrade to a higher-priced brand. The slew of 100 gm free for every 150 gm offers in toothpastes and the series of promos on the 2 kg packs of premium detergents were both intended to induce existing consumers of a product to pep up their usage of the brand. Companies operating in relatively low-penetration categories such as chocolates, shampoos and skin creams tailored their marketing strategies to bringing in new users, through scaled-down versions of their brands in affordable pack sizes. The low-priced Chocostik, a liquid chocolate in a small-sized pack, launched by Nestle India, has helped pep up the companys topline and is now a large contributor to the companys revenues. Nestle India is now trying out a similar small-sized Rs 5 pack for Maggi noodles. Shampoos have been among the few FMCG categories to register a positive growth rate in 2002, and growth in this category has been driven mainly by sachet packs and by scaled-down 50 ml bottles priced at less than Rs 10. Overall, the FMCG slowdown of the past three years has served a useful purpose. At one level, it has made sure that the dominant players in the market no longer enjoy unlimited pricing power, as they have in the past. There now appears to be a greater effort on the part of the players to hold selling prices and look at their own operations to save on cost. At another level, the emergence of the regional challengers has made sure that consumers of FMCG products have a few more choices in their purchases of essentials. Is selling soap the same as selling a TV? It isnt. The difference is how the particular product is sold and more importantly, how is it distributed. India is a unique market, where the manufacturers who deliver products at the doorstep, which is the ideal way to deliver anything, spoil our consumers. We have an extremely evolved distribution mechanism for most products. Different products are sent to the consumer differently. Depending on the number, the price of the product and the complexity of the selling process, they may vary from direct selling to selling through a channel that may have as many as four levels between the manufacturer and the consumer. A look at a few of them will show what it means to be a sales person of that product. Most FMCG (fast moving consumer goods) products are not hard-sold to the end consumers. Sales are built up largely by pull a technique using advertising and consumer promotion. The sell-in happens to the trade i.e. to various members of the distribution channel the CarryingForwarding/Super-stockist, the distributor, the wholesaler and most importantly the retailer, who is the interface with the end-consumer. This chain forms the most important link in getting the product economically to the consumers doorstep. A large MNC in the FMCG industry may be covering as many as 1 million outlets across the country with the help of thousands of distributors. Even a mid-sized company covers at the least 1 lakh outlets. Factoring in the vagaries of operating in more than 25 different states, each with its own sales tax complexities, different consumer needs, differences in the distribution structure, not forgetting differing octroi structures within a state, distribution is extremely complex in India. If the sell-in does not happen to this channel for whatever reason or is sub- optimal, a product is likely to fail. CHAPTER 3 I. UNDERSTANDING ADVERTISEMENT II. UNDERSTANDING SALES- PROMOTION III. CREATING DIFFRENTIATION THROUGH ADVERTISEMENT IV. PROBLEMS FACED BY MARKETERS I. UNDERSTANDING ADVERTISEMENTS Whether it is a serial in a regional satellite channel or a One Day International cricket match, there is a non-stop stream of advertisements, which clutter the commercial break. Well-established brands attempt to sustain brand recall while new ones try appealing to prospective consumers to get into their `consideration set. There are ads for children, housewives and youth. With advertising expenditure in the order of Rs. 8000 Crores per annum in the recent times and the proliferation of brands across categories, there is a strong need to consider the effectiveness of these advertisements. The idea is not to cease advertising but to consider how considering decisions would have to be considered with non-advertising alternatives. These non-advertising alternatives may also enable a brand to create and sustain consistent associations, which may be desirable in terms of long-term implications. A contemporary approach that creates a synergy between various aspects of a promotional mix (a dvertising included) provides a refreshing approach towards marketing communications. There may be several objectives of advertising and a promotional mix could be used in an innovative manner to address each of these objectives depending on the product category and target segment. Creating-brand-awareness When a new brand enters a category or creates a â€Å"new to the market† offering, it needs to create brand awareness. This would depend on whether the product is a consumable or a durable. The involvement level in a speci

Cambridge Admissions Essay -- Cambridge Admissions Essay

Cambridge Admissions Essay As a child growing up in Communist China, I woke up every morning to the blasting of People's Central Broadcasting Station from a large radio on the dresser and fell asleep every evening in the surreptitious murmuring of Voices from America from a small radio by Grandpa's pillow. By fourth grade, I figured out that the two stations often reported the same events from opposite standpoints, using different words and tones, and thus projected contradictory interpretations onto the same events. Eager to share this revelation with my grandparents, I pointed out the differences between the two stations by singing their respective theme songs and by imitating the voices of their newscasters. To my disappointment, they were much more alarmed than amused. "Don't you talk nonsense in school," Grandma warned me. "You'll bring us trouble." With hindsight, I have realized that her reproach was no more than an attempt to protect what little freedom we did have. Back then, I knew only enough to keep my mouth shut, but I could not shut my mind off to questions that sprang up the more I listened, questions that shattered my faith in what I was taught. Like a small window that opened unto another world, the radio by Grandpa's pillow made me re-examine my own world in a new light. More than the accumulation of knowledge, learning, for me, means to test my own beliefs and prejudices against other points of view and to understand the reasons behind our differences. The classes I have taken at Harvard in the humanities and social sciences have shown me how to observe multiple layers of meaning in a given cultural situation, while campus journalism, internship with a documentary filmmaker, and summertime explorati... ..., philosophy and theater-as well as make a film composed of ten or twenty video "postcards," or an anthology of poetic fragments. Half will be detailed observations of Cambridge-thoughts on and video clips of spots I would frequent and of individuals I would see on a daily basis. The other half will be snapshots from travels to other parts of Europe-of places I may never see again and of strangers I will meet on the road. The most crucial criterion for inclusion in the anthology will be revelation-the moment captured has to be a window opening unto a different world, be it an idyllic countryside or warring battleground, an international city or a private home, a civilization that perished centuries ago or a community that has just come to be. This will allow me to explore the different possibilities of sharing what I see and experience with those not there with me.

Evolution of Goaltending in the NHL Essay -- essays research papers

Today, the term hockey describes differing games in various parts of the world, but specifically in North America it refers to as ice hockey. In its origin, hockey is one of the oldest games played. The earliest mention of the sport of hockey dates back to 1572, when it was on a list of prohibited games. Hockey's birthplace is believed to be in Asia and authorities credit Persia with having devised it about 2000 BC. People who perfected the game of polo must have known "hockey on the ground" before "hockey on horseback". Certainly though ice hockey originated in Canada. Two theories have surfaced as to who really came up with ice hockey. The first credits English soldiers serving with the Royal Canadian Rifles at Kingston, Ontario. They improvised the game at the rear of their barracks at Tete du Pont, on the iced up harbor on Christmas day in 1855. After sweeping the snow from the ice, the soldiers tied "runners" to their boats and, with borrowed hockey sticks, played a match with an old lacrosse ball. The other theory gives not soldier's credit, but students credit. It tells that G.F. Robertson, of Mcgill University in Montreal first thought of ice hockey. On a visit to Britain in 1879, he had watched a field hockey match and had greatly been intrigued by it. Himself being a skilled ice skater, he wondered if it was at all possible to combine the two sports into one, thereby creating something new and exciting. On his return home, he discussed the idea with a friend and together they worked out a synthesis of hockey and skating, adding for good measure a few football rules. Enjoyment of the game proved so great that from an initial experimental venture, it soon graduated at their college to an invigorating sport of tremendous speed, leading eventually to the formation of the McGill University Hockey Club. The first theory is the one believed to be the right one but no one knows for certain the originator of the game. We do know that the term "Ice Hockey" was the earliest recorded in a game that took place in Montreal. As the Canadians love and knowledge for the game of ice hockey grew, so did the sport. After various problems between teams playing with different rules, McGill University stepped in to set up the rules, thus making ice hockey a sport. The most popular ice hockey league in the world is the National ... ...the goalies in the NHL have always had to evolve along with the game. The position of goaltending has greatly evolved since the formation of the NHL and even before the NHL started. The formation of the NHL in 1917 opened doors for players to show off their skills to the world and make a living, especially the goalies. The equipment that goalies use have evolve to be much lighter, more comfortable, and more aerodynamic since the start of the NHL and will keep enhancing in time. The physical and mental abilities of goaltenders today is much more sharper, stronger, and quicker than what they were in years in the past. The style of play of goalies these days has evolved greatly from the base styles that were set by some of the great goalies in the past. Also, the rule changes that the NHL has set forced goalies to evolve their game to fit the new rules and make the most out of what situations are presented to them. These are all the aspects of the position that have evolved throughout the years in the NHL. Goaltenders today are the most conditioned, sharpest, quickest, and most important piece of a professional hockey team and has all evolved from what goalies in the past have done.

Were the 1920’s the “Golden Twenties” as Often Portrayed?

From the point of view of farmers, minorities and labor, were the 1920’s the â€Å"Golden Twenties† as often portrayed? BY: ROBERT TANNER U. S. History 101. 5 Jim Blackwood 11/25/2009 Bibliography Allen, Frederick L. Only Yesterday: An informal history of the 1920s. New York: Harper and Brothers, 1931. Drowne, Kathleen, and Huber, Patrick. The 1920’s. Connecticut: Greenwood Press, 2004. Irving L. Bernstein. The Lean Years: A History of the American Worker 1920-1933. Boston: Houghton Mifflin, 1960. Sage, Henry J. The Roaring Twenties. October 11, 2006): Internet. http://www. sagehistory. net/twenties/Twenties. htm. November 25, 2009. Williams, Betty. The 1920’s. London: Batsford, 1989 The 1920’s or the â€Å"Roaring Twenties† were a time in U. S. History of great change. This period could be described as the â€Å"Golden Twenties†, where many discoveries and inventions of great importance were made, prosperous industrial growth, increas e in the standard of living, rise of consumerism, and significant changes in people’s lifestyles. But were the 1920’s â€Å"Golden† for everyone? In my essay I will first take a look at the â€Å"Golden† aspects of the twenties, highlighted by some of the inventions and discoveries that took place during the era, which helped define and shape the twenties, and follow that up with the farmers’ point of view on the twenties. First off, let’s take a look at some of the stuff that defined the 1920’s. The 1920s, or the â€Å"Roaring Twenties† were a decade in which nothing big happened, no major catastrophes of large events, at least until the stock market crash of 1929, yet it is one of the most significant decades in U. S. history because of the great changes that came about in American society. The Twenties were known by various images and names: the Jazz Age, the age of the Lost Generation, flaming youth, flappers, radio and movies, bathtub gin, the speakeasy, organized crime, confession magazines, Hemingway and Fitzgerald, Lindbergh, Babe Ruth, Bobby Jones, the Great Crash, Sacco and Vanzetti, AL Smith, cosmetics, Freud, the â€Å"New† woman, the Harlem Renaissance, consumerism, all these images and more are part of the â€Å"Golden† Twenties. In fact, the 1920s may have been the decade of the greatest social change in American history. Reacting perhaps to both the disillusionment from the First World War and against the strictures of Victorian culture, Americans abandoned old ideas with a vengeance and adopted new concepts wholesale. It was also a time of deep divisions: wets (for repeal of prohibition) against dries, town against country, natives versus foreigners, Catholics against Protestants; the decade also saw a resurgence of the Ku Klux Klan and an American sense of alienation from the rest of the world. The decade began amidst the ashes of the Great War, blossomed into a riotous age of spending and profit making, cheap automobiles and new consumer products. Everybody seemed to be on a roll. Then in 1929 the Crash hit the stock market, and for many complicated reasons the Great Depression followed. It was a decade of huge figures, heroes of the kind we don’t see any more, or not often: Charles Lindbergh, Babe Ruth, Bobby Jones and others. Americans started going to the movies and listening to the radio in enormous numbers, and they found themselves becoming more affluent as the markets rose, seemingly without end. It was a time of new awakening for African-Americans, many of whom had fought in France, and the Harlem Renaissance opened Americans to Black literature, poetry, music and other arts of a quality never seen before. Literary figures like Fitzgerald, Hemingway and Thomas Wolfe brought white American literature to a new plane as well. The Progressive movement was not dead in the twenties, a Progressive Presidential candidate got almost 5 million votes in 1924, but it was not an activist decade. Everybody knew what Harding meant when he called for a return to â€Å"normalcy,† even hough there was no such word in the dictionary. The Twenties began on a somber note, rose to great heights of excitement. Then on Black Tuesday, October 29, 1929, it all came crashing down, and things were never the same again, but then again, they never are. â€Å"1† A â€Å"Golden Age†, Americans in the 1920s had discovered many things. They had more leisure time, and they discovered radi o and movies. The first â€Å"talkie,† â€Å"The Jazz Singer† was produced in 1927; color pictures followed a few years later. Americans of that era loved film stars like Charlie Chaplin, and they honored heroes like Charles Lindbergh. They had more time to participate in and watch sporting events, and Babe Ruth became the first athlete to earn a salary of $100,000 for a season. When reminded that that was more than President Hoover made, the Babe replied, â€Å"I had a better year. † It was also a golden age of literature as well. Scott Fitzgerald, Ernest Hemingway, Thomas Wolfe, Marjorie Rawlings, the Black writers mentioned above and many others brought American literature to new heights. â€Å"2† As for Business in the 1920s: It was the Age of the Consumer. During the 1920s everybody seemed to be buying everything. Cars, radios, appliances, ready-made clothes, gadgets and other consumer products found their ways into more and more American homes and garages. Americans also started buying stocks in greater numbers, providing capital to already booming businesses. All the signs pointed upwards, and starry-eyed men and women began to believe that it was going to be a one-way trip, possibly forever. Henry Ford’s assembly line not only revolutionized production, it democratized the ownership of the automobile. Ford showed that handsome profits could be made on small margin and high volumes. By 1925 his famous Model-T sold for under $300, a modest price by the standards of the 1920s. Americans had never had it so good. Thanks to pioneers like Charles Lindbergh, the airplane began to come of age in the 1920s. Although used for various purposes in the World War, airplanes were still exotic gadgets until after Lindbergh’s flight, when planes began to carry mail as well as passengers for travel rather than just for thrills. Regularly scheduled flights began, and airports were constructed to handle passengers and small amounts of cargo. The end was in sight for railroad domination of the transportation industry. â€Å"2† Not everyone prospered in the 1920s. Farmers, becoming increasingly more skillful and efficient in producing food, found that laws of supply and demand still plague them. The more they produced, the lower prices tended to fall. In the early 1920s bread was at its lowest price in 500 years relatively to other necessities. It was still tough to make a living down on the farm. The 1920s afforded unprecedented economic opportunities for many Americans, but not for the nation's farmers. They had enjoyed unusual prosperity during World War I, owing to the increased demand for American agricultural products in war-torn Europe, but in the 1920s they were plagued by low prices for agricultural products, high costs for producing these goods, and heavy debt. Increases in the American farmers' productivity created surpluses that drove commodity prices down and lowered their income. While prices for agricultural products remained low, costs for land, machinery, equipment, labor, transportation, and taxes were rising, creating greater disparity between a farmer's costs and income. The pervasive â€Å"farm problem† of the 1920s was complex. The market compensated a farmer's increased productivity and efficiency with a lower standard of living. Collectively, Americans devoted too many resources: land, labor, and capital, to agriculture. Consequently, the supply of agricultural products far outstripped the demand for them. The problem, however, is much easier to diagnose in retrospect than it was during the 1920s. Arguing that the problem with American agriculture was overproduction seemed paradoxical to contemporaries who closely associated the independent farmer with the essence of American virtue and character, someone to be emulated, not discouraged, from increasing his crop yields. Instead of realizing the link between low prices and overproduction, farmers blamed their adversity on insufficient credit, high interest rates, inadequate tariffs, and declining world trade. Overwhelmed by the seriousness of their problems, farmers looked to the federal government for assistance. Farmers' demands for federal help ran against the popular political mood of the 1920s, which demanded a reduction in government involvement in business. Moreover, the growing urban character of the nation weakened farmers' political influence. Yet agriculture had powerful allies in Congress. In 1921 two Republican legislators from Iowa, Sen. William Kenyon and Congressman L. J. Dickinson, organized the â€Å"farm bloc,† a bipartisan group of congressmen that exerted political pressure for legislation to alleviate the farmers' economic misery. During President Harding's administration this legislative caucus advocated generous credit, higher tariffs, and cooperative marketing, all proposals that treated symptoms rather than the core problems, production surpluses and price disparities. From 1920 to 1921, farm prices fell at a catastrophic rate. The price of wheat, the staple crop of the Great Plains, fell by almost half; the price of cotton, still the lifeblood of the South, fell by three-quarters. Farmers, many of whom had taken out loans to increase acreage and buy efficient new agricultural machines like tractors, suddenly could not make their payments; throughout the decade, farm foreclosures and rural bank failures increased at an alarming rate. Agricultural incomes remained flat, with rural Americans' wealth falling far behind their urban counterparts. Rural electrification increased at a snail's pace, with more than 90 percent of American farms still lacking power into the 1930s. The proportion of farms with access to a telephone actually fell during the Roaring Twenties. So, it’s no great exaggeration to say that for rural America, the Great Depression began not in 1929 but in 1920, and it continued for an entire generation. The roaring prosperity of America's cities during the 1920s made the privation of rural life all the more painful, by contrast. The divide between Haves and Have Nots in the 1920s was the divide between city and country. â€Å"3† In Conclusion, the 1920s, â€Å"Roaring† Twenties, or â€Å"Golden† Twenties, can be viewed as two distinct points of views. That of the urban society, which experienced an increase in the standard of living, rises of consumerism, and significant changes in their lifestyles. Times were good, and era of the 20s could truly be viewed and defined as the â€Å"Golden† Twenties. On the other hand, there was the farmers’ point of view, which could be described as the exact opposite. By becoming increasingly more skillful and efficient in producing food, the farmers had found that the laws of supply and demand were not working in their favor. The more they produced, the lower prices tended to fall. Hence, times were tough, and it was hard for them to make ends meet. Overall, one would almost have to reword the 20s, maybe by calling them the â€Å"Golden† twenties for some but not all. Endnotes ( Henry J. Sage, The Roaring Twenties. (October 11, 2006): Internet. http://www. sagehistory. net/twenties/Twenties. htm. 1 2 Kathleen Drowne, and Patrick Huber. The 1920’s. Connecticut: Greenwood Press, 2004. 3-29 3 Irving L. Bernstein. The Lean Years: A History of the American Worker 1920-1933. Boston: Houghton Mifflin, 1960. 216-350