An Analysis Of Mary Shelley s Frankenstein - 2383 Words

A Gender to Love And Another to Be Loved In the novel Frankenstein, childhood development is a big theme amongst many others. The author, Mary Shelley, had personal motives to say something about it, as she had parents who raised her in a pretty open way. She was able to travel, explore the world, and fulfill her dreams. At the same time, she acknowledges that such dreams were fruitless for the women of her time by creating Elizabeth. In contrast to Shelley, Elizabeth is a character that resembled the typical woman raised to be a mother and a wife. Withal, she created Elizabeth in contrast to Victor, so that we could see the influences of parenting over the maturation of a person. In fact, Shelley makes us think how parenting is crucial to the development of a human being while making a connection with the theories of both Rousseau and Locke. For Rousseau, children are born good and it s society that destroys their goodness while for Locke, children are born with minds as blank as slates and civilization teaches them to lov e and be good (Jamie Gianoutsos Locke And Rousseau: Early Childhood Education. 2-5). Shelley creations suggest that she believed in both theories. Nevertheless, Shelley wanted to say more about the connection between adulthood and parenting, thus, she brings another factor to the table, which seems to be her own theory of human development; that the separation of gender and it s responsibilities on the family setting are detrimental to the developmentShow MoreRelatedAnalysis Of Mary Shelley s Frankenstein1411 Words   |  6 PagesIn the early 1800s Mary Shelley set pen to a paper and started to develop a novel that little to her knowledge would become world renowned. In 1818 she finished and published the novel to sell to the European public. The novel caught the world off guard in the way that a female was able to write about such harsh, dark, and evil things in a European society whose authors like John Locke and Charles Montesquieu preached enlightenment, self exploration, and i ndividualism all in an optimistic enablingRead MoreAnalysis Of Mary Shelley s Frankenstein1615 Words   |  7 Pagesa whole and how accurate a depiction they might think it to be, they will miss out on many of the qualities of the painting that reside below the immediately apparent surface level. Mary Shelley’s Frankenstein is a text dedicated to expounding upon the dangers of such superficial analysis. In Frankenstein, Mary Shelley openly condemns the surface level and appearance oriented methodology under which the human mind operates. The very protagonist of the novel is inspired solely by reputation and howRead MoreAnalysis Of Mary Shelley s Frankenstein 1758 Words   |  8 PagesFrankenstein was published over 200 years ago. Ever since it was published, it has been one of the most famous books known to literature. History.com Staff states that this book, by 21-year-old Mary Wollstonecraft Shelley, is frequently called the world’s first science fiction novel (History.com Staff). According to Wikipedia, Shelley was an English novelist. She was born August 30th, 1797. She died on February 1st, 1951 (Wikipedia). Shelley came up with the idea of Frankenstein as she andRead MoreBiblical Analysis Of Mary Shelley s Frankenstein 1376 Words   |  6 PagesLiterature 16 November 2015 Biblical Analysis: Frankenstein Frankenstein by Mary Shelley often refers to the bible on a number of occasions. However, it is worth noting that many references used by Mary Shelley in Frankenstein can often be identified in Genesis. Much like Genesis, the story of Frankenstein is a viable creation story. The book of Genesis first explains the creation of man and woman, and also recounts the fall of humanity. Unlike Genesis, Frankenstein begins with the fall of humanityRead MoreAnalysis Of Mary Shelley s Frankenstein And Frankenstein1410 Words   |  6 Pagescompassion and sympathy through the love of a person whom cares very deeply about them. In Frankenstein by Mary Shelley, the three main characters Robert Walton, Victor Frankenstein and Frankenstein (The Monster) are shown throughout the story, longing and in search for a companion. Throughout the story, the characters struggle with the battle of wanting either sympathy or compassion from a person or both. Mary Shelley shows the true indication of Human Nature by showing the importance of sympathy andRead MoreAnalysis of Mary Shelley ´s Frankenstein991 Words   |  4 Pagesalive. If it can learn, eventually speak, or came about because of another, it’s a person. The Creature of Mary Shelley’s Frankenstein is no exception. Victor’s creation needs nourishment, education, and morals, which should be provided by it’s creator, it’s parent, just like any other child. The way that needs of an individual are met shapes the outcome of their life. In her novel, Shelley demonstrates this impact that parents have on their child’s life through the contrasting upbringing of VictorRead MoreAnalysis Of Mary Shelley s Frankenstein 1701 Words   |  7 Pages Frankenstein is a novel that is practically devoid of any female presence, yet author Mary Shelley pens a story that is lush with portrayals of feminine ideology. Throughout the course of this novel, the audience is introduced to three different female characters. The first is Elizabeth Lavenza— Victor Frankenstein’s wife. She is presented as a passive and weak woman who embodies the traditional role of women in the 19th century. Caroline Beaufort is present in the novel, but her role is limitedRead MoreAnalysis Of Mary Shelley s Frankenstein 1038 Words   |  5 PagesAlexi Torres English III Dr. W.W. Allman December 1, 2015 Frankenstein In Mary Shelley’s, Frankenstein, she shows that good people can turn evil, but are not born this way. Humans being rude and isolating someone can make a person go insane and do things they are not proud of. Shelley shows this through the creature that Frankenstein creates and gives examples showing his evilness, but also shows that the creature tries to explain many times that he wants a friend and cannot find one becauseRead MoreAnalysis Of Mary Shelley s Frankenstein 1088 Words   |  5 PagesCreature’s Argument In the novel, Frankenstein, by Mary Shelley, the Creature s only need is for a female companion, which he asks Victor Frankenstein his maker to create. Shelley shows the argument between the creature and Frankenstein. The creature says: I demand a creature of another sex, but as hideous as myself (Shelley 139). Shelley shows what the creature wants from Frankenstein and what his needs are. Shelley gives us an idea of the sympathy that Frankenstein might feel for the creature evenRead MoreAnalysis Of Mary Shelley s Frankenstein 843 Words   |  4 PagesThe Wretch Frankenstein is a novel written by English author Mary Shelley about a peculiar scientist named Victor Frankenstein. Victor, who is a scientist endeavoring to make history, engenders a monstrous but attentive creature in an eccentric scientific experiment. The monster that he engenders faces abnegation and fear from his creator and society. The monster is the worst kind of scientific experiment gone awry. The creature has compassion for society but additionally wants to take revenge on

The Evolution Of Music And Its Ability - 1319 Words

The evolution of music and its ability to have multitudinous uses is what makes the notion of music unique when compared to anything else. Communication was one of the first uses of music. Utilizing music as a style of communication required the creation of complex and subtle acoustic techniques, each with the purpose of articulating a specific idea. These musical gestures developed from manipulations of the various parameters of music. When Guido D Arezzo first improved and reworked standard notation by adding time signatures and inventing solfege in 1000 CE, this was the beginning of music taking on the form of art. As musical advances continued many elite composers began to arise. Music was then employed as a form of expression, representing joy, sorrow, and pain. Music can also paint scenes and take the listener to distant places; however, this requires an experienced composer, who can manipulate pitch, tempo, dynamics, instrumentation, texture, and form. If the composer can exp loit these properties of sound and music to paint a vivid world of emotions, he can paint a musical masterpiece. This use of musical gestures is prevalent throughout Western composition, particularly in the form of program music, â€Å"which is a piece of instrumental music, usually for symphony orchestra, that seeks to re-create in sound the events and emotions portrayed in some extra musical source: a story, a play, a historical event, an encounter with nature, or even a painting† (Wright). WhenShow MoreRelatedFrom Vinyl to Digital: The Changing Nature of Music1659 Words   |  7 PagesThe new era of how music is heard 1. The evolution of listening to music The modern day society is highly developed and the sector setting the trend for this development is represented by the technologic industry. Throughout the past recent decades, technology has evolved from an inaccessible dimension into one which impacts all aspects of the modern day life, from the making of breakfast to the means in which the people complete their professional tasks. The evolution of technology is asRead MoreIs Art Important For Human Evolution?901 Words   |  4 PagesArt is crucial to human evolution because it is both a medium of expression that allows humans to evolve and is also key evidence of human evolution. The development and evolution of the human conscious has a direct correlation to the art created from each time period and has allowed researchers to interpret it, using it as a gateway into early human life. Art acts as a window into the minds and lifestyles of our ancestors. It has influenced the development, evolution, and the process of naturalRead MoreMusic Is The Product Of Our Evolution1331 Words   |  6 PagesI studied the hypothesis that music is the product of our evolution and that most mammals and cultures have used music to continue to evolve and reform. Most scientific articles agree that music has evolved throughout thousands of years. Even the first Homo sapiens used music as a mode of communication. But in a bi ological standpoint, music can be used as a way to express mate selection, as a way of motivation and pleasure, development and learning, and social communication. The big questionRead MoreEffects of Mass Media633 Words   |  3 Pages | |What were the major developments in the |The major developments in the evolution of mass media during the 20th century were radio, | |evolution of mass media during the 20th |television, Internet, social media, newspaper, and cell phones. Radios were less expensive| |century? |than telephones and had the ability of allowing huge numbers of people to listen to the | | |same event atRead MoreModern vs. Classical Music955 Words   |  4 Pagesas it would have felt for people listening to a live symphony during the Classical era, the ability the artists, and those involved with them, have with the increase of new technology and business schemes has allowed their base of listeners to be on a global scale for millions, if not yet billions. During the late 17th century to early 19th century, the phenomenon that is the evolution of Liturgical Music had hit the Classical era; extremely skilled artists such as Mozart, Beethoven, Haydn and SchubertRead MoreEvolution Of The Internet And Its Effect On The Music Industry1628 Words   |  7 PagesAmber Dawkins - Music Business Skills The Evolution Of The Internet And Its Effect On The Music Industry The evolution of digital music has created an obvious and drastic shift in the way consumers and producers view and use the music industry. The introduction of digitally compressed music files has made music so easily attainable to all for a small fee or to download illegally for free. This has made the music industry reevaluate how they are to make a profit off their art form. Social mediaRead MoreBlog Essay1124 Words   |  5 PagesThe evolution of streaming music platforms has been a curiosity of mine for the past several months. As a user of both Spotify and Soundcloud, I find myself not only attracted to their service, streaming audio content, but also the dynamic communities formed by their active users. The prevalence of the social web, combined with the music’s unique ability to bring people together, creates a compelling niche—one where like minded individuals can share, relate and discuss the content consumed. In thisRead MoreFine Studio Arts and Music Essay1 286 Words   |  6 PagesFine Studio Arts and Music Fine studio Arts is a discipline which incorporates the creativity of an individual or artist into both plastic and visual media. This field makes use of the traditional fine arts media such as sculpture, painting and drawing and it also utilizes upcoming modern media such as digital images, ceramics and textile. Other in the context of modern media is the maintenance and management of studios, perspective and composition and the theory of art and color (Colwell 56). SinceRead MoreWhat Is A Musician?1469 Words   |  6 Pagesgrowth of technology in music, those who don’t play an instrument such as DJs or rappers. The dictionary definition is â€Å"a person who plays or composes music, esp as a profession,† but I would now say that anyone who can be said to be musically talented, or contributes to music in any way, falls under the title, musician. The lecturer also made the point that pop music can be more easily defined in terms of what it is not, with the particular examples of serious or classical music. I would argue, howeverRead MoreDrumming Traditions Of Ghan Traditional Music1162 Words   |  5 PagesNM2610 Research Essay Drumming Traditions of Ghana The Traditional music of Africa presents itself as an oral practice of instrumental skill passed down from ancient ancestors. This idea has influenced the sound produced through instrumentation thus allowing the replication of spoken language. Within Ghanaian tradition, the practice of dance drumming is a part of everyday culture and can be linked to religion, politics, life events and entertainment (Green 2012 p. 235-238). The practice of drumming

The Neurosis of Nathaniel Hawthorne Essay example

The Neurosis of Nathaniel Hawthorne The influence of Freuds theory of the dynamics of human personality extends far beyond the discipline of behavioral science, reaching into areas such as humanities, philosophy, and literature. Freud believed that a work of literature is the external expression of the authors unconscious mind. Therefore, we must treat the work of literature as a dream, then reveal hidden motivations and repressed desires by applying psychoanalytic techniques. In the story Young Goodman Brown, by Nathaniel Hawthorne, I will explore the use of symbols and repressed images by the author that are conveyed throughout the story. To understand better the approach of psychoanalytic criticism, we must first define a†¦show more content†¦The id is the source for all psychosexual desires and psychic energy. The id operates on the pleasure principal, demanding immediate satisfaction. The ego is the rational and logical part of the mind. It operates as a balance or regulator to the id. The final part is the superego, an internal censor that allows people to make moral judgments in light of social pressures. (150-151) Between the id, ego, and superego, exists an ever-changing balance is created. When the ego cannot meet the needs of the id and superego, a neurosis is created: It is these unresolved conflicts (i.e. neurosis) that Freud seeks to resolve so the patient can return to normalcy. (Bressler 153) Using this tripartite model is an important element for dream interpretation, which is the basis for my criticism of Young Goodman Brown A psychoanalytic criticism of Young Goodman Brown will view the entire story as a single dream of Nathaniel Hawthornes. Freud believed that dreams stored hidden repressed sexual desires, anger, rage, guilt, and emotions from the unconscious. Therefore, our psyche recreates these repressed feeling and emotions through our dreams. When the critic analyzes the literature as a dream, he then unlocks the hidden messages, repressed desires, and underlying motivations of the author. Central to the story of Goodman Brown is his curious journey with the stranger. A lthough the reader is never directly told why BrownShow MoreRelated Psychoanalitic Approach to The Minister’s Black Veil Essay2506 Words   |  11 PagesHooper, pacing slowly his meditative way towards the meeting-house. With one accord they started, expressing more wonder than if some strange minister were coming to dust the cushions of Mr. Hooper’s pulpit · Working in the realm of the Gothic, Nathaniel Hawthorne hits upon psychological points that few of his readers are willing to explore. Of course, one may not be able to relate to an example involving such an eccentric display as Mr. Hooper’s. There is a sudden hush throughout the audience, followed

Hip Hop A Cultural Force - 1568 Words

Hip-hop is a popular art form in today’s society, and it consists of rhyming lyrics that are delivered rhythmically over a musical beat. Knowing how far rap has come, from all the way back then starting out on the streets of New York in the mid 1970’s. Hip-hop has since become a multifaceted cultural force. It’s more than just music some people say and others think it is negative promoting bad things for young listeners. Now hip-hop is something people can relate to. A man by the name of Russell Simmons and co founder of Def Jam Recordings once said â€Å"The thing about hip-hop is that it’s from the underground, ideas from the underbelly, from people who have mostly been locked out, who have not been recognized.† Hip hop is no longer limited to just rap music and break dancing. In today’s society it represents a multi-billion dollar industry that influences everything from automotive design and fashion to prime time television programming, collegiate and professional sports, mass media marketing, and Madison Avenue advertising. Hip hop today is a way of life to some people and even a culture to some people. It keeps people going it’s like a motivator to some people. There are a lot of hip hop artist who influence young people, like Eminem, Kanye West, LL Cool J, Nas, Dj Khaled, Chance The Rapper, and a whole bunch of other artist. Hip hop music in the mid 1970’s had revealed several aspects of the musical genre that seemed to have had a significant interest to young people, butShow MoreRelatedHip-hop was a cultural movement. It emerged in the early 1970s from the South Bronx. Hip-hop came1300 Words   |  6 PagesHip-hop was a cultural movement. It emerged in the early 1970s from the South Bronx. Hip-hop came from the â€Å"ghetto† and it became a cultural force of social protest and creativity. But from the 1990s and onward hip-hop changed from a cultural creative production to one of mass consumption. Hip-hop began to grow and through mass marketing targeting larger and whiter audiences hip-hop evolved in to relying on the images of crime and sex. Hip-hop has changed from a tool of social change to cars, womenRead MoreRoots of Hip Hop968 Words   |  4 PagesTradition†    Hip-Hop as well as many other artistic cultural forms we practice today can be related back to African culture and various traditions. Author of  The Roots and Stylistic Foundations of the Rap Music and Tradition,  Cheryl Keyes, discuss’ the spirit, style, tradition, emotions, culture and the delivery of music. Keyes says that many of these practices can be traced back to the West Afrikan Bardic Tradition in particular. When asking many old-school, and culturally involved hip-hop artists aboutRead More Hip-Hop as a Cultural Movement Essay1570 Words   |  7 Pages Hip-Hop is a cultural movement that emerged from the dilapidated South Bronx, New York in the early 1970’s. The area’s mostly African American and Puerto Rican residents originated this uniquely American musical genre and culture that over the past four decades has developed into a global sensation impacting the formation of youth culture around the world. The South Bronx was a whirlpool of politi cal, social, and economic upheaval in the years leading up to the inception of Hip-Hop. The early partRead MoreReligion in Rap Music1550 Words   |  7 PagesHip hop music, also called hip-hop,rap music or hip-hop music, is a music genre consisting of a stylized rhythmic music that commonly accompanies rapping, a rhythmic and rhyming speech that is chanted. It developed as part of hip hop culture, a subculture defined by four key stylistic elements: MCing/rapping DJing/scratching, break dancing and graffiti writing. Other elements include sampling (or synthesis), and beatboxing While often used to refer to rapping, â€Å"hip hop† more properly denotes theRead MoreHip Hop : A Cultural And Artistic Phenomenon868 Words   |  4 PagesAccording to Aldridge Derrick Hip Hop has developed as a cultural and artistic phenomenon affecting youth culture around the world. For many youth, Hip Hop reflects the social, economic, political and cultural realities and conditions of their lives, speaking to them in a language and manner they understand. Defining the Hip Hop trend is not an easy task, trends are in essence very complex mechanisms that mirror changes in the economic and political landscapes. The Hip-Hop new trends, is a trend thatRead MoreThe Effects Of Violent Music On The Youth Culture1316 Words   |  6 Pagesinformation that will support the reason how Hip-hop has such an impact on the youth culture, how Hip-hop is valued, and how the music and its lyrics are interpreted. Changing Images of Violence Rap music lyrics: 1979-1997 Hip- hop has both a negative and positive impact on African American lives. Over the past three decades, Hip-hop has arisen as a cultural and artistic aspect, influencing youth culture around the world. Hip-hop echo’s the social, economic, political, andRead MoreBecoming Black : Rap And Hip Hop, Race, Gender, Identity, And Politics Of Esl Learning1632 Words   |  7 PagesPART ONE B While searching through the journal database, I came across an article entitled Becoming Black: Rap and Hip-Hop, Race, Gender, Identity, and the Politics of ESL Learning by Awad El Karim M. Ibrahim. The author addresses many dimensions relevant to my own inquiry, which lead to a series of questions asked about its methodology and problematizing ‘identity’ in the reading: â€Å"At the end of the 20th century, when identity formation is increasingly mediated by technological media, who learnsRead MoreHip Hop Rap Music And Subculture1643 Words   |  7 Pages Hip-hop Rap Music and Subculture The topic I have chosen for this review is the association between a particular music genre and a subculture. In particular, the issue of focus is the association of the hip-hop rap genre with the black youth subculture in America. As a youth subculture, hip-hop emerged in the 1970s from New York City’s borough of the Bronx. The African American community was the root of the music genre, which gained popularity in the 1980s and 1990s. As part of its growthRead MoreCultural Theory And Popular Culture1166 Words   |  5 PagesAfter concluding my remaining readings of chapters 7 through 10 from Cultural Theory and Popular Culture, I found my core understanding of the overall theoretical ideas posed by author, John Storey, had become clearer in the rounding up of the semester. Within chapter 7 of the book, popular culture is discussed in relation to issues connected to feminism, gender and sexuality. According to Storey, â€Å"Popular culture has been the object a great deal of feminist analysis† (pg. 136), and, as previouslyRead MoreWomen Of Hip Hop Culture Essay1723 Words   |  7 PagesWomen have decided to consume hip hop regardless of the sexism and machismo of their rap artist spouses. Histori cally, black women who have sex with other women haven’t been recognized in the Black community. Also, the expectations are the same in hip hop culture because men reject lesbians. An example is the murder in 2003 of Sakia Gunn after she declared her lesbian identity to a group of males. We all know that in hip hop culture men predominate and precisely masculine. Women can achieve a higher

Social Justice †Short Essay Free Essays

In all multicultural classrooms there are concerns of social Justice for all students. One of the concerns is that all students get a high quality education no matter what their social standing in the world. I low income and poverty stricken areas it is a concern that students will not receive as good of an education as would a student who attends a school in a wealthier area. We will write a custom essay sample on Social Justice – Short Essay or any similar topic only for you Order Now This is a concern because the low income schools may not receive as much funding. Low funding in turn can lead to students being taught with out of date material and technology. Another social Justice once in the classroom is for disabled or special needs students. It was common up until the quite recently to send all students with physical and mental disabilities to special education classes. Special education classes separate the special needs students from their nondurable peers and there was hardly ever any colonization between the two. There are many students with disabilities that can learn in a regular or inclusive classroom. Students with disabilities are often treated differently and this affects the quality of their education. I believe all students should be taught with the best material and technologies available. No matter their race, gender, religion ability, each student deserves a high quality education. I think we as a community must make sure that this is possible even If it means higher taxes or more fundraising. We need to put our children’s future first before all things. Schools districts also need to test disabled students to place them In the proper learning environment. This would allow all students to get the best possible education for their learning curve. I personally plan to teach In a low Income school district so that I can do my part to help give those students a high quality education. I know I will not be paid as much In this district but In the end I am not going Into teaching to fill my bank account but to fill young minds with the skills and Information to make them future leaders. I plan to utilize every resource available to get better material and technologies for the classroom. There are businesses will donate resources to schools and teachers they feel deserve them. I will work my hardest to show them that my school and I deserve them. I will also make sure all my students know that I think they are all equal and that no student Is better than another. I feel that In the ND Just as all men should be treated equally, all students should be treated equally. Social Justice – Short Essay By miasmas community must make sure that this is possible even if it means higher taxes or districts also need to test disabled students to place them in the proper learning their learning curve. I personally plan to teach in a low income school district so that be paid as much in this district but in the end I am not going into teaching to fill my bank account but to fill young minds with the skills and information to make them think they are all equal and that no student is better than another. I feel that in the How to cite Social Justice – Short Essay, Essays

Promotional Mix free essay sample

Creative Product Promotion You are on work experience with large marketing consultant and have been asked to investigate some marketing/promotion situations as part of a research project they are working on. Carry out the following tasks for them and present your research in a professional report Task 1 (P1) Describe the promotional mix used by two selected organisations for a selected product/service. Use a high street retailer of your choice and a business of your choice, which provides a service. Using these two organisations, you must describe the promotional mix they use to communicate information about their products or services to their customers. †¢You should include a description of the promotional methods they use. †¢Include pictures and examples where possible. †¢You should explain what the promotional mix is designed to do and how the business will benefit by using the particular mix they have chosen. Promotional Mix: The promotional mix is how a business a ttempts to promote their business to a specific target audience. Advertising is used by innocent most effectively than other methods of the promotional mix, methods of advertising they use is they have links with popular children’s websites such as ‘club penguin’ , Innocent also put adverts on the TV. Another method of advertising Innocent use is that they sell magnets along with their smoothies this is effective as it appeals to their target audience. Innocent use advertising most effectively out of the promotional mix as they appeal to their target audience. Innocent use advertising as they are a new company who need recognition so their TV adverts are memorable and funny and they show their personality this links to matching their target audience well with how they advertise. Innocent use sales promotion effectively as they have used promotions such as the free magnets ad club penguin deals, as if they are linked with things such as club penguin people who use club penguin will be more likely to buy their pouts as I benefits them and linking with a big business like Disney which runs club penguin means that it helps appeal to more of their target audience, while giving them a better image and giving them a funnier personality. The innocent website ad Facebook page work effectively with their sales promotion as it uses fun ad games to promote their products while appealing to their audience at the same time. Innocent also use other methods of the promotional mix such as public relations. Innocent use this to get more sales for example inviting the press to a release of a new product so that they report about it and notify the public this will then help increase their audience ad gain more customers. The press an affect the sales a business makes as if they give a bad review and the company gets bad press they will lose customers instead of gaining them. This is effective because customers can get an unbiased opinion of the products, however it is a risky element of the promotional mix as the product/ company might get a bad review and loose customers but if the public like the product then it will gain sales. Elements of the promotional mix that innocent do not use: Things such as direct marketing and personal selling are not used as effectively by innocent because they sell straight to the store such as Tesco or a wholesaler because it keeps their products staying fresher, they will sell more as they will become more reliable as they are always in the shops unlike Avon which you have to wait weeks until you get your product and chose your products and thy well have a wider customer base, this is why they use advertising so effectively as It continues to get their items bought from the wholesaler. An example of personal selling is a car salesperson persuading you to buy a car, innocent do not use this as it would not be worth it, as they would have to pay for a person to sell the products and they would have to sell a lot before they make a large profit. A person would also have to walk around all day with the produce in the heat which can affect the produce. Innocent don’t use direct marketing as they sell their goods to big supermarkets and they don’t have to sell to the customers so it’s up to the supermarket to tell the customer about the products and deals etc. The promotional mix is used well by innocent as their adverts help get them customers and raise awareness of their brand, and appeal to their target audience. Innocent don’t use direct marketing or persona selling as they don’t sell to the customers personally they sell it to supermarkets instead or the wholesaler. Once they have sold their products to the wholesaler or  supermarkets they no longer will have to sell their produce however they do have to still advertise as they need the customers to want to buy their products from the supermarkets etc. so then the supermarket will continue to stock their brand. They use the distribution channels the way they do to make sure their products stay fresh for the customer and they are kept in good condition and by selling to supermarkets before the customer it will help show their brand to a wider audience and help increase awareness of their brand. The promotional mix used by innocent is appropriate because it has worked and their business is expanding and getting larger, they also have a reliable customer base in England which will help them if they decide to sell in America. This is because they have advertised their business a lot and because of their uses of advertising this means they have a wider audience which ranges from children to adults and any gender.

Kingsford Charcoal Business Case free essay sample

During the summer of 2000 two brand managers were tasked with determining the cause of the softening in the overall charcoal category market and to provide recommendations that would change that. The Clorox Company was founded in 1913, its first product being the industrial strength liquid bleach made from a combination of chlorine and hydroxide. By 1957, Clorox was the leading producer of bleach in the US and was purchased by Procter and Gamble. Although the sale was completed, the US Federal Trade challenged the acquisition and thus PG was forced to divest Clorox in 1969. Since then Clorox has aggressively pursued a growth strategy driven by acquisition and internal research and development. By 2000, the company had over 50 products that were market to consumer all over the world and nearly all of its products were among the leaders in their respective categories. The Clorox Company Financials (Exhibit 1) shows net sales and net earnings slight up as compared to prior years; however the quarterly and six month consolidated statement show a decrease in the last two quarters more significant in the last quarter of the year. We will write a custom essay sample on Kingsford Charcoal Business Case or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page This coincides with a decline in the volume growth for Kingsford (Exhibit 3) during the last two quarters as well as the grill penetrations and grill shipment trends both showing a decrease in the year 2000, thus, the importance of understanding, serving and growing the market for Kingsford’s product category. Part A. 1. Given your analysis of the Kingsford case, what are (or reasonably could be) the key drivers impacting the observed trend towards declining growth rates in recent years? Make sure that you include your rationale in your answer? As we reviewed the case and the data available we found that various factors could have reasonably impacted the observed trends towards the decline in recent years. Some of these drivers had a stronger, more significant impact than others. A. Increase In Price The analysis completed by Smith Boyle and Warren shows that both the private label and Kingsford competitor had increase their price significantly over the last year, and that this increase in price may have led consumers to shift to other alternatives for grilling, such as gas grilling. We agree that this may have impacted some of the decline, although we do believe the impact was small compared to other drivers. The price increase between competitors and private labels reduced the gap that existed between these brands and Kingsford approximately to 13. 9%-15% on regular charcoal and by approx. 7% in the instant # 8 bag. Although Kingsford kept their prices steady, some partners slightly increased the price for Kingsford charcoal as well. One of the reason we believe the impact was small is that although the overall charcoal market volume was dropping Kingsford market share increased from 51. % to 59% in 2000. Price increase in other brands, perceived to be of a lesser quality than Kingsford, drove those shares into Kingsford. Among other Charcoal brands Kingsford is well positioned, of superior performance and perceived superior quality over its competitors. It also provides unique variety between its regular bags and those treated with liquid fluid as well as conv enience of use with the various sizes of bags. With this in mind we want to continue to have a healthy gap in price between the private labels, competitors and Kingsford. B. Number of Category SKU’s: Private labels, Royal Oak, Kingsford Like all categories and increase in sku’s make it more difficult for consumers to choose and more difficult for differentiation. Although the article does not go into too much detail regarding the amount of charcoal competitors (mentions Private Labels and Royal Oaks) , private labels have many advantages and increasing market power over manufactured brands. Private labels are more profitable and usually will have lower cost in RD, advertising, sales promotions and distribution. In addition space at retail stores for displays and or promotions are scarce therefore a fee will be required for other brands to display or promote their brands without diminishing display of their private label products as well as making sure they are well stocked. In this situation, the reduction of sku’s is more for the retailer so that fees are managed and both private labels and other brands can display their products, since it will most likely be the case that if space was to be taken it will be from the other brands. With that said, we are not recommending eliminating private labels, however we do feel that keeping things simple at the point of sale will allow for better opportunities to display and merchandise the product and provide consumer the opportunity to choose between two brands (private label and Kingsford ) versus having the retail make that decision for the consumer by reducing the amount of display for the other brands, not having other brands on stock or â€Å"over emphasizing† private label brands , which usually appeal more to a specific group of buyer. Not providing consumers what they are looking for can lead and may have led to choosing alternative types of grilling over the charcoal category. Stronger collaboration with private labels will be needed in order to decrease the impact these have in the sale of Kingsford brand. Some recommendations includes: Partner effectively by seeking win-win relationships with retailers through strategies that compliments the retailer’s private label. An example of this is the strategy Sales Director Nick Vlahos was recommending which is keeping prices same, to buy more time to build a better relationship with retailers that will be willing to increase distribution and merchandising support to Kingsford. As part fo the collaboration/partnership Kingsford would share data and help them understand how their sales increase when customers buy charcoal. Another recommendation would be for Kingsford to innovate with new products that beat private labels and protect the intellectual property of those innovations. And lastly create winning value propositions that provides brand with symbolic imagery as well as functional quality that beats private labels. Private labels are perceived to be cost effective, â€Å"cheaper† product and thus Kingsford needs to ensure that their value proposition, quality and price reflect the premium product they are. C. Shift In Market; Gas Grilling Growth Vs. Charcoal Grill The charcoal category has slowed from 4% growth in 1998 to 1999 to a 2% growth from the 1st half of 1999 to the 1st half of 2000. The forecasted growth did not show improvement and by the end of 2000 the entire category was down relative to 1999. Although the charcoal category seems to be declining the grilling industry overall was growing. The number of events of barbecue had gone up in the U. S. from 1. 4 billion in 1987 to 2. 7 billion in 1995 and over 3 billion in 2000. Most of this growth had come from ownership being among younger, larger, higher, income families. Common reasons for grilling great flavor, desire to be outdoors, gathering with family and friend, easy clean up and informality. For those who choose charcoal as their type of grilling do so for the hands on experience and those choosing gas as their preferred method do so for the convenience, easy clean up , shorter cooking time etc. As we reviewed the data for the gas grilling category we observed that shipments for grills have continuously shown growth since 1997, almost 50% in a period of 3 years. The grill penetration trends confirm the decrease in charcoal needs since the data shows the percent of household that owned a charcoal grill has declined approximately 3% percent since 1998, while the gas grill increased by 2%. Household containing both types of grill have remained relatively flat year over year, which leads us to believe that the direction is towards gas grilling as the preferred method for those that left charcoal. A portion of this shift may be due to the price increase consumers experience although, as mentioned above in the price increase section our understanding based on the data that a minimal amount of consumer chose to go with gas grilling versus charcoal because of price increase. We believe that the younger, larger and higher income families that were contributing in the growth of grilling overall were probably not as familiar with the charcoal method and since gas grilling has invested significantly in advertisement over $10 MM in 2000, this may have contributed significantly in capturing the new generation of â€Å"grillers† into that category. D. Decrease in Advertisement Spend Impacting Overall Category Grilling is part of the American fabric and Kingsford is well positioned through its perceived quality to continue to dominate within its category; charcoal. The grilling industry is a mature one and Kingsford owns 57% of the market share, while private labels brands capture 34% and Royal Oak has 7%. During the last several years the advertisement dollars has been significantly reduce (83%) not only by Kingsford, but by the category overall. Given the maturity of this market and the fact that a shift in the market seems to be occurring as stated in factor C the reduction in this area seems to have significantly impacted the category. In addition the gas grilling had increase their advertising spends from less than $4M in 1998 to over $ 10 M in 2000. Although Charcoal is a mature business, which means we should allocate funds differently when it comes to marketing the product, the fact that gas grilling has increased their advertisement dollars in the last several years, helping customers understand why they should buy a gas grill and have effectively increased their sales and ratios as compared to charcoal grill sales we believe this is an indication that there is a strong need for the category to revamp or reeducate consumer on why charcoal. E. Promotions Charcoal is generally sold through a modified push strategy. Charcoal is often an impulse purchase and good visibility, availability and incentives are important to keep sales flowing. Although Kingsford had very slight changes compared to prior year regarding the amount of time and volume promoted, its competitors did reduced the amount of dollars invested in promoting thus impacting somewhat the overall category. The reduction in the category overall impacted the incremental volume as compared to the prior year. All major brands in the category show a decrease in volume impact, although Kingsford was very small. In addition the investment/weeks per types of promotions run were different between competitors. The data regarding these promotions show that price reduction as a promotion indexed high overall. As we reviewed the data for Kingsford we noticed that more weeks were spend on the promotion that indexed less, Display indexed at a 98 vs. 108 which was temporary price reduction and although the difference between the indexes isn’t significantly high a reallocation in the feature and or price reduction promotion most likely would have resulted in a higher impact in volume generated. Past experiences also show that there is a significant spike when prices are reduced. In addition we noticed that the gap between the category consumption compared to Kingsford’s consumption of charcoal seems to be larger during the peak season and very specific event driven months, reference Exhibit 2- Sales by week. Beginning with Mothers Days’, then Memorial Day, July 4th, etc. , noticed that the gap in consumption is much higher than those during the months of Feb and March. January shows another significant gap between Kingsford and the overall category as it relates to consumption. Although price discounts are considered revenue reduction versus investment, since it has proven to drive significant spikes this type of promotion should be considered to help increase consumption levels for Kingsford. By increasing the consumption level we would increase sales. F. Weather Patterns One final factor impacting the softening of sales is the weather pattern. Precipitation and temperature comparisons between 1999 and 2000 showed a slight increase in rainfall and average temperature of 10 degrees lower than prior year. According to the article fall and winter grilling are correlated to temperatures, thus 10 degrees lower during these months would most likely have discouraged grilling during this season. Although we do believe this had some impact in the overall sales we also believe that compared to the other factors mentioned it was minor. Charcoal consumption during fall and winter months equates to approx. 19% between both seasons (on average about 3. 9% / month). 2. Given your response to question 1, identify one of the key drivers that are resulting in lower growth rates and then develop a recommendation for Kingsford to address this identified core issue? Make sure that you site the relevant pros and cons of your recommendation. There are several drivers from the list above that would impact the softening in revenue Kingsford is experiencing in the 2000. Price being one of those drivers that in short term would deliver an increase in revenue although most likely will not do anything as it relates to capturing the growing market in grilling. In the article the brand managers are considering this approach to help fund the other types of tactics in the areas such as promotion and advertisement, however after reviewing the data if we could only choose one driver our recommendation would be to keep prices as is and focus on Advertisement and Promotions in tandem as the driver to increase not only revenue, but also volume growth. The advertisement focuses on the consumer education and converting â€Å"grillers† into charcoal â€Å"grillers, competing with gas grilling as the alternative method. The promotions focused on marinating a healthy market share in the charcoal category from private label and potentially other brands that might resurfaced with the growth in the charcoal category. Advertisement and Promotions The analysis completed by the 3rd party indicated that the effects of advertising on Kingsford sales in past years drove a 7% incremental volume in targeted markets in 1998 and the benefits accrued in 1999 as well 3-4% volume increase from a the residual impact of advertisement. And although there seems to be a shift in the market as it relates to the grilling experience the desire to grill continues to hold strong in the American culture. As mentioned above the number of events grew from 2. 7 billion in 1995 to over 3 billion in the year 2000. Kingsford reduced its advertisement spend during the last several years by $5 million. During this same time frame gas grilling increased its media spending from less than $4 million to over $10 million. Gas grilling penetration also increased as well as the shipments for gas grills during he same period of time. With a new and younger generation wanting to enjoy the all American way of cooking education of the various alternatives becomes critical for the success of the category. Therefore a plan to advertise charcoal grilling would benefit the category. In addition we propose to combine these with promotions as part of the collaboration with partners to incentivize partners and customers to buy charcoal as their cho ice for grilling. Objectives of Advertisement and Promotions: Educate consumers on the benefits of charcoal grilling †¢ Create ads that are targeted : Regular Exclusive and Instant Elusive †¢ Focus messages on those statements that were statistically significant in the attitudes survey. †¢ Have product available for consumers at time of purchase †¢ Incentivize consumers to purchase †¢ Help partners (channels) grow their business Kingsford has already determined that over 50% of charcoal users do the vast majority of barbecuing, according to the data this is approx. 85% of all occasions. They also know the three types of users and their grilling attitudes; important to each group: Exclusive Regular, Instant Acceptor and Instant Exclusive. Target promotions towards unique features and audience will connect better with the types of users. Example the quick starting product is ideal for those seeking convenience, concerned with knowing how to make a fire and do not consider themselves as expert griller. Combining ads and promotions help provide a more integrated approach towards connecting with the various targets we want to reach. Research data has also provided the most popular occasions for grilling are specific holidays. These holidays also correspond to the three major spikes in charcoal purchases every year. Therefore Kingsford advertisement campaigns should be available during this season and ran with the appropriate amount of time prior to the holiday itself. Promotions that incentivize retailers to display Kingsford product during these key holidays will provide the consumer a better experience as we create a bit of a â€Å"pull† during this time. Barbecue events with â€Å"taste† opportunities are fun ways to expose consumers, especially as they are buying groceries or other products, which has them planning the week ahead. This also provides a great opportunity to promote messages around taste, versatility and authenticity. In addition, studies show that the areas where Kingsford lost its volume growth are in the food channel and FDM. The food channel represents 66% of the total charcoal sales and drug stores as well as non-tracked channels represent 18% 19% of sales. Mass channels showed a slight increased, although the 2nd half of the year was almost flat. Therefore, promotions and partnering with the food stores will be critical to quickly impact the revenue and help support the advertisement spend. Providing promotions that bundle the charcoal, and food ingredients to make the â€Å"ideal dinner† is an easy one stop shop for consumers. Partnering with retailers benefit both Kingsford and the retailer since data shows that customers ten to spend 30% more during their store visit when purchasing charcoal. Advertisement messages should also encourage â€Å"additional† days to grill. Helping consumers see other opportunities in which grilling is just the perfect meal for the day and stressing the ease of using charcoal over grill because of its portability, ease making a fire as well as its great taste should be part of the key messages. Extending the seasonality range for grilling would most likely require campaigns that emphasis in family values, friendships, time to relax, and other leisure activities in early spring or late fall. Pros †¢ Consumers are educated regarding alternatives and their decisions will reflect better their desires in the grilling industry †¢ Kingsford charcoal business will grow or stabilize †¢ Partners business/revenues will grow Opportunities for new markets such as woman and younger families to join the charcoal category †¢ Relationships with partners will be stronger because of the interdependencies on each other for success †¢ Less competition at point of sale by using two brand strategy with retailers †¢ Alignment with Clorox’s strategy of being premium product in its category †¢ Benefits for Consumers regarding product innovation; Kingsford will need to stay abreast of new features and functionality to compete with private label †¢ Excite ment around the grilling experience; growth in the grilling industry Cons †¢ All other brands in charcoal category will grow as a result of Kingsford expense †¢ Innovation on product, quality and differentiation will be a must to distinguish itself within the category †¢ Production capacity, increase demand may strain the ability to fulfill orders †¢ May miss the opportunity to diversify their business or play in the gas grilling arena †¢ May alienate certain targets or segments if positioning isn’t done correctly Part B. Given that Kingsford is currently operating at 80% of total capacity, and that it is reported to be difficult and expensive to add capacity, what long term strategy(ies) do you recommend for Kingsford? Discuss at least two different major alternatives (pros and cons) and then support whatever recommendation you make. †¢ Research and Development investment in New Product Development– this aligns well with Clorox growth strategy and its strength; acquisitions and internal research and development. We reviewed several new products that could be developed and increase Kingsford market share, revenues and profits should they be successful. These options would not require additional production capacity and still help grow the company since our assumption is that the process to manufacture would be different. o Gas-cooking products – Kingsford might have an opportunity to produce coal required for gas grills, products and or seasoning under the Kingsford brand that would provide some of the flavors charcoal grilling has in gas grilling or produce gas grills under the brand of Kingsford in order to cover expanding market pportunities. ? Pros of this alternative would be additional income form the products launched in a growing market. In addition Kingsford would be diversifying their portfolio and thus the risk of a year over year decline. ? Cons – It requires high expenses and time for developing the new business. There is also high possibility of a failure what will lead to damage of brand value and loss of traditional Kingsford customers. In addition Kingsford could accelerate the shift of charcoal grillers to gas grillers quicker than what the market was pacing at. It seems that producing grills might take them slightly off their core business of producing charcoal as an alternative to grilling. o Label licensing to introduce supplementary products that enhances the grilling experience ? Pro this option will increases sales and profits as well as support the promotion of charcoal in general. Depending on the type of products Kingsford may capture new markets that had gone to gas grilling ? Cons -In case of quality problems with additional products, the brand name could be damaged. Moreover, it would require additional financial resources and time for arranging the details, distributing and launching the new products in the market. Risk of this business failure is quiet high and will directly impact Kingsford brand. Lastly if the introduction of supplementary product created an increase in charcoal volume Kingsford would have the fulfillment issue at hand. o New charcoal product – The creation of environmentally friendly/healthier varieties of charcoal as well as flavored types of charcoal. This new product would be developed not using the conventional charcoal process and or materials, which today consist of wood scraps, limestone and sawdust. A potential type of charcoal could be created that seems more â€Å"natural†. Kingsford could use hickory, mesquite, maple or other woods to impart their distinct flavors. This new product could be used to target more environmentally friendly types of markets or organic types focusing on the healthy aspect of charcoal grilling as for the consumer and the environment. ? Pro – Kingsford would once again lead the charcoal market in innovation. Natural† varieties would appeal to the â€Å"green and health conscious market segments. Kingsford could position these new products to enhance the cachet of the Kingsford brand. ? Cons Uncertain, of significant demand for green or health conscious charcoal. Flavored and â€Å"green† charcoals would have somewhat increased costs for Kingsford and introducing  "natural† charcoal could bring undesirable attention to perceived environmental and health concerns of existing products. New varieties could cannibalize regular charcoal sales. In addition, new varieties increase sku’s for Kingsford as well as private labels which may impact revenue if the products continues to depend mostly on a push strategy †¢ Implement and Overall Equipment Effectiveness Strategy Kingsford currently operates at 80% of capacity. This does not tell us much as they could be at 80% of capacity of operations with 60% efficiency. Since we do not know that piece of information we will for sake of analysis assume that there is an opportunity to improve efficiency and thus increase capacity. Capacity is defined as the maximum amount of work that Kingsford is capable of completing in a given period of time with its existing resources. Mathematically capacity is defined as: #Machines or Workers x # of shifts x Utilization x Efficiency The first strategy for Kingsford to deal with a possible increase in sales is to implement an efficiency increase throughout their facilities with and Overall Equipment Effectiveness strategy. The goal is to become more efficient to gain capacity and reduce current production costs to increase profitability. We believe the charcoal market category growth has reached a plateau showing a pattern similar to that shown by a growth-Slump-Maturity pattern. [pic] The charcoal industry could have been growing as shown above through period 25 then possibly during this period the gas grills were introduced and demand for charcoal started decreasing. Kingsford and the charcoal industry are not to the extreme shown in the graph above but the charcoal category has started to grow at a decreasing rate. The article mentions that growth slowed from 4% in years 1998 to 1999 to 2% from the first half of 1999 to the first half of year 2000.