India Biscuits Industryis

India Biscuits Industryis IMC PLAN FOR BISCUITS Suitation analysis: India Biscuits Industryis the largest among all the food industries and has a turn over of around Rs.3000 crores. India is known to be the second largest manufacturer of biscuits, the first being USA. It is classified under two sectors: organized and unorganized. Bread and biscuits are the major part of the bakery industry and covers around 80 percent of the total bakery products in India. Biscuits stand at a higher value and production level than bread. This belongs to the unorganized sector of the bakery Industry and covers over 70% of the total production. Major Players The major players in the biscuit segment are: * Britannia * Parle * Bakeman * ITC Foods Ltd. * Surya Food and Agro Pvt. Ltd. * HLL Major Brands the major brands of biscuit are: * Britannia * Parle * Bakeman * Priya Gold * Elite * Cremica * Dukes * Anupam * Horlicks Even as Britannia Industries Ltd (BIL) is unwrapping a new advertising strategy for its relaunched brand MarieGold, Parle Products Pvt Ltd has roped in Ogilvy Mather India to design the advertising plans for its yet-to-be launched brand Monaco Bites. With the entry of Hindustan Lever Ltds biscuit brand Modern Energy Biscuits, competition is hotting up in the Rs 2,500-crore Indian biscuits market. For starters, BIL has recently relaunched its flagship brand MarieGold with value additions in a bid to rejuvenate the brand. Along with the relaunch, the company has also revamped the advertising and packaging strategy of the brand in the overcrowded category. Strapped with a new tagline ‘Packed with wheat energy, the new avatar of MarieGold in a new packaging hit the Indian marketplace just a few days ago. The company is still in the process of rolling out the relaunched brand across the country, inform sources from the company. And to announce the relaunch of MarieGold, BIL is rolling out a multi-media ad campaign which includes press advertisement, television commercials and radio advertising, says Lowe India (Bangalore) vice-president Preeti Maroli. â€Å"Well be using all the media vehicles that are available. To start with, we have launched a television commercial in Hindi. Very soon, we will roll out print ad campaign first in Hindi. Later we will go for press ads in English,† she adds. To support the mass media ad campaign for its relaunched brand, the agency will be using below-the-line activities too, says Ms Maroli. The agency also has plans to put up hoardings and banners as part of its outdoor media strategy. â€Å"As for our ad strategy, we have used the health plank to highlight the the benefit of wheat energy in the relaunched MarieGold. And of course, we have revamped MarieGolds packaging strategy with the relaunch,† adds Ms Maroli. On the other hand, Parle Products Ltd has hired the services of Ogilvy Mather India to create communication plans for its new product called ‘Monaco Bites. Says Ogilvy Mather India executive director Nishi Suri: â€Å"Amid stiff competition, we won this new account. The other agencies in the fray were Everest Communications and Grey Worldwide. Its a prestigious account as our client plans to launch ‘Monaco Bites in different flavours, including cheese.† According Ms Suri, Ogilvy Mather has been handling the ad account of Parle KrackJack for the last 15 years. â€Å"Our ad campaigns for Monaco Bites are still in the pipeline,† she adds. At present, Britannia Industries and Parle Products Ltd are considered dominant players in the overcrowded branded biscuits category Biscuit majors mapping out new growth strategies in India The economic slowdown hasnt dented this market. On the contrary, the food majors are splurging big time on the biscuits market. To accelerate the volumes in the Rs 9,000-crore brandedbusiness market, three of Indias food majors plan to spend heavily. ITC Foods is working out a full-fledged plan to expand its manufacturing capacity, retail activities and brand activation activities. Britannia Industries Ltd (BIL), on its part, is focusing on consumer promotions and new launches to maintain its position in the overcrowded category. Even ParleProducts, which reportedly has 42% share in this category, is mapping out an aggressive growth strategy that comprises of re-launches, launches and high- profile television campaigns. Clearly, the sector will face a whole lot of action in the next two months. The slowdown has not affected this sector. The sector will be registering a sound growth rate of around 15% this year, informed a Mumbai based analyst. The category has some strong regional presence like Priya Gold in the north and east, Cremica in the west and Dukes in the south. On ITCs plan, Chitaranjan Dhar, chief executive officer, ITC Foods informed that we will be exploring different opportunities for profitable growth. We are planning to reach out to selectmarkets in India. According to Dhar, ITC is intending to expand its operations to meet the increasing demand for its biscuits brands. The company entered this sector about five years back. And now it is ranked the third largest player with a market share of over 12%. BIL has launched a vigorous consumer promotion by enlarging the pack sizes of its flagship brand Tiger Glucose by almost 18%. The offer has helped Britannia sell more packs than competitors Parle and ITCs Sunfeast. Parle Products, on the other hand, is increasing its existingmanufacturingcapacity across the country. The company is concentrating on all brands with no less than 42% share in the branded biscuits market. The company is leading the pack now. In addition, Parle with a new advertising campaign is planning to re-launch Krackjack. Apart from the ad campaign for Krackjack, Parle is also rolling out a high-profile ad campaign for its brand Monaco. The company had recently launched an ad campaign featuring Hrithik Roshan to promote the new alternate of Hide Seek. SWOT Analysis Strength * Fulfill one of our Basic Requirement among Air , Water , Food, Shelter * Widely accepted in all Generations * Easily available in various forms * Provide good Instant Remedy for hunger in the form of readymade food Preserves the non seasonal food and makes it available all throughout the year Weakness * Decreases nutritional value * Increases the cost of food product * Industry and technology requires high investment * Regular usage of processed food can cause alteration in health Opportunities * Increase economy of India * Generate employment opportunity * Good quality of Goods * Provide competition to foreign companies * Improve living standard * Provide goods to nation at cheaper rate * Inflow of foreign reserve and funds for the govt.(taxes) Threats * Many companies are result oriented * Increase in pollution * Sometimes provide poor quality of product for more profit * Lack of technology * Unable to utilize all the resources efficiently PEST analysis Political: Opportunity Government provides subsidiaries to the biscuit industry. Constraints What if the government ran a health campaign to discourage people from eating too much fatty food? Economic: Opportunity Purchasing power of people has increased in India Constraints If there is a big economic downturn in your market? Would consumers switch to cheaper options? Social Opportunity Public demand for health biscuits Constraints Public are now aware of fatty food. Communication objective Create awareness among 90 % of target audience: To make people aware of new product that has all daily required nutrients that are needed for the body through continues advertsiment in newspaper, magazines, TV and radio Message is a biscuit that can keep u fit and fulfil Ur body with all nutrients. Create an image among 70% of target audience: To create an image that will differenciate the product for all other competing products of its kind and create an image of a health related product. Contains fewer fats as compared to other compititors. Develop preferences among 60 % audience: To develop people preference to this product by telling them the benefits of this product. Stimulate purchase intentions To make people think throught promotional program that product worth of buying. Stimulate trial of new product among 40 % of target audience To make people to try the product by following extensive sales promotion and personal selling like coupons and sales presentation. Budget allocation Percentage of the budget is stated for indicating the allocation Estimated budget: 50000000 Promotional budget estimate (in lakhs) Advertising TV Commercial 50 lakhs (Production broadcasting) Newspaper advertisement 8 lakhs (Design publishing) Magzine 10 lakhs Radio advertisement 20 lakhs Event Exhibition(venue Setup, etc) 50 lakhs Direct Marketing Mailing(design, printing postage, etc) 4 lakhs Personal selling Sales presentations 20 lakhs Sales meetings 5 lakhs Incentive programs 85 lakhs Sales promotions Contests; Games; Lotteries; premium and gifts; Fair and trade shows; coupons; Rebates. 100 lakhs Sponsorship programm Entertainment programs in TV Sponsoring pollution awareness programs Rallies to make people aware of health 100 laths Miscellenious expenses 48 lakhs IMC STRATEGIES The campaign objectives of n-bickies. Advertising strategy Advertising design :story board to tell the about the product as an important aspect of life Type of appeal : emotional. Target audience : all age group. Message strategy :n-bickies Meaning : n means nutrition and bickies means biscuit Tag Line : charge up yourself Media selection: television, newspaper, magazines, Internet, etc. The Unique Selling Proposition The biscuit that contains very less fatty acids. The biscuit that has all nutrients which are needed for body everyday. Will complete daily requirement of body for nutrients. Other promotional tools strategy What other promotional tools to be selected and why? Personal selling Sales presentations Sales meetings Incentive programs Public relations Seminars: will give seminars on the topic of nutrition which are required for our daily needs. How i can increase our immune power and how can we keep our self healthy and how n-bickies buscuit helps your family with this. Charitable donations: will donate money to the areas where maximum people suffer from nutrition problem thus relating it with our product. Publications: will release a monthly publication of what achievements are made my company. Community relations: Our aim is to increase their knowledge and understanding of what we do and our aim is at giving people the nutrients of everydays life, so that they can feel part of â€Å"our community† and where appropriate join with us Sales promotions Contests: will organise contests which will be on the theme of heath awareness and n-bickies biscuit will make people aware of this. Games: will organise games at major areas like universities, government offices on the name of n-bickies buscuits. Lotteries: will tie up with some very gud brands and n-bickie buscuits will be distributed as lotteries. Premium and gifts: will distribute this product as gifts and premium when a product is bought. Fair and trade shows: will organise fair and trade shows Coupons: coupon will be distributed in mall, on the purchase of various good which. Rebates: rebate will be implemented at staring stage to enforce sales. Samples: will distribute samples to know the taste of the product. Sponsorship programm Entertainment programs in television and radio. Sponsoring health awareness programs Rallies to make people aware of health. Direct marketing Catalogs: will distribute catalogs which will communicate all the best features of my product. Mailings: will mails people the catalogs of the company and product so that if they are interested they can contact us directly. Telemarketing: will communicate our product throught tele calling also. E-mail and voice mail: will email all the target market so that they are aware of our product. THE objectives for various promotional elements Advertising Objective: Educate audience and inform them about new product Audience: For every age group Timing: all allowed and determined by budget Tools/media: television, radio, newspaper, magazines Public relations Objective: inform educate, create and maintain Audience: Target groups mainly all age group. Timing: ongoing Tools /media: coverage by major news media, publications, articles in local news papers. Personal selling: Objective: maintain large powerful base of supports and get feedback about product at same time. Audience: local, regional, national. Timing: ongoing, year round promotion. Tools/media: door to door selling Sales promotions Objective: to motivate target audience to try or buy product Audience: target audience all people who are health conscious. Timing: ongoing at all the day times. Tools: cupons, rebates etc Implementation strategies For television advertsiment the spot that will be bought is between 5-7 p.m. Monday -Friday. For radio the spot that will be bought is between 6 to 10 a.m. And 5 -8 p.m. Monday- Friday. Creative tactics for print advertisement N-BICKIES: CHARGE URSELF Creative tactics for television Vedio: the visual will communicate the message given by buscuit that it is give the most benifits compared to others and will provide you with all nutrition which is required for everydays life Audio: the audio will be created which will force consumer to see the vedio and will help an appropriate mood Jingle used: gear up with n-bickies. Company: N-bickies BIBLIOGRAPLY www.jobsdb.com/HK/EN/V6HTML//IMC_Plan_Outline.pdf www.digg.com/educational/Sample_IMC_Plan www.drypen.in//developing-an-integrated-marketing-communication-plan-imc.html www.ethicsbasedmarketing.net//Sample%20IMC%20plan%20template.pdf faculty.fullerton.edu/mjoyce/Materials/IMC_Plan_Outline.htm www.kult-educ.org/wksp/imc-4/files/ibrahim/IMC-4_1-2.ppt

Alexander the Great

| Alexander the Great| | | Craig Wilson| 11/12/2012| | Alexander was the son of Philip II of Macedonia. He was born in Pella, Macedonia’s capital city in 356 BC. Alexander was tutored by Aristotle, one of the greatest philosophers and smartest men of the time, from when he was 13 until he was 16. He was also leader of the Companions, which was a group Philip II made to protect him from would be assailants (Alexander the Great Biography) (historyofmacedonia. org). In 340 BC Alexander’s father, Philip II, left for Thrace. While he was away, he left Alexander in charge of the kingdom.While Alexander is in charge, a Thracian tribe of Maedi in north-eastern Macedonia started a rebellion. Alexander took swift action. He assembled an army and led them against the rebels. Alexander was easily able to defeat the rebels and capture their city, which he renamed Alexandropolis. At the age of 18, Alexander was given a commanding rank among the senior generals of Macedonia as they in vade Greece (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). The battle of Chaeronea, in 338 BC, was the final battle between Athens and the forces of Macedonia.It is a hard vicious battle that proved to be very taxing on both sides. However, the Macedonian forces pull out a very narrow victory and Athens is finally subdued. In celebration, the Macedonians decide to have a Dionysus festival when they return home in 336 BC. While attending this festival, Philip II is approached by an ex-lover with whom he had a child. He had earlier promised that the child would have a high ranking place in his army, but now he refused to acknowledge that the child even belonged to him.Philip II was so conceded that he assumed the woman was approaching him for another night of pleasure, but instead she killed him by slitting his throat. After his father is slain, Alexander takes over as ruler of the Macedonian Empire in 336 BC (Alexander the Great Biography) (Culverhouse) (his toryofmacedonia. org). Immediately after Philip II’s death, the places he conquered began to revolt. Alexander, being the great leader that he is, easily stomps out the rebellions. Alexander then looks to take over Persia, which is at this point led by Darius III.When they reach Persia and begin to fight, Alexander’s troops tear through the Persians and appear almost invincible against them. As he defeats the Persians, he is recruiting the defeated soldiers instead of killing them. This expands his troops and allows him to keeps the numbers of his armies high so he can stay and fight longer (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). The soldiers he tries to recruit eagerly accept his offer. The soldiers do this because he offers them pay, and he tells them that they are free to leave whenever they please.Alexander only asks that his troops be able to marry Persian women. Alexander does this in hopes that it will unite the Persian people wi th his (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). In 331 BC, the Battle of Gaugamela, which is the final battle between Darius III and Alexander the Great, takes place. The Persians are horribly defeated at this battle. Their leader, Darius III, is finally slain, and the Persian’s main city, Persepolis, is sacked and burned to the ground.After the battle, Alexander takes Roxanne of Bactria as his wife, which his men highly disapprove of (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). Alexander then moves on to conquer Babylon, and pushes on to the Indus valley. Here Alexander and his troops meet heavy resistance that they have never seen before. War elephants are used against Alexander and his men, and they have no idea how to combat against the huge beasts. So Alexander orders that they retreat and come in a few weeks stronger than before to conquer he Indus valley tribes, but his men disagree. At this point Alexander an d his men have been out conquering for about ten years and his men are ready to return home. So his men organize a mutiny against him, which he easily disbands. Alexander realizes his men’s fatigue and does decide to return home to Macedonia (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). On their way home, Alexander decides to throw a party to raise his men’s moral. Even though Alexander’s men advise him against it because they can tell he is sick, he begins to drink heavily.This is a bad idea because he is believed to have had yellow fever at the time. Alexander eventually drinks himself into a coma, but somehow comes out of it and survives two more days with his sickness. He has no heir in line for the throne, so while he is on his death bed his men ask him who will be the next ruler. Alexander just laughs and says, â€Å"Whoever is the Strongest. † Alexander’s death was in the year 322 BC (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). Since he left no heir, Alexander’s kingdom was split into three different parts.Egypt is taken by Alexander’s right hand man, Ptolemy. Ptolemy took samples of every new plant he found and became the world’s first botanist. Ptolemy Egypt, even though it was near ruins, turned out to be the most durable of the three. Seleucid Asia is next. It has the best resources out of the three, but is the least stable of the three and a complete failure. The instability is caused by Seleucid trying to force Greek tradition on the Persians, and the Persians are constantly rebelling. The third and final part is the homeland of Alexander the Great, and the most fought over.It was taken by Antigonus, and even though there was still a great deal of instability here, it was to a lesser extent than that of Seleucid Asia (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). Works Cited Alexander the Great Biography. 1996-20 12. 30 October 2012 . Culverhouse, Mr. C. History Teacher Craig Wilson. October 2012. historyofmacedonia. org. Alexander the Great(Alexander of Macedon) Biography. 2001-2003. 30 October 2012 . Alexander the Great | Alexander the Great| | | Craig Wilson| 11/12/2012| | Alexander was the son of Philip II of Macedonia. He was born in Pella, Macedonia’s capital city in 356 BC. Alexander was tutored by Aristotle, one of the greatest philosophers and smartest men of the time, from when he was 13 until he was 16. He was also leader of the Companions, which was a group Philip II made to protect him from would be assailants (Alexander the Great Biography) (historyofmacedonia. org). In 340 BC Alexander’s father, Philip II, left for Thrace. While he was away, he left Alexander in charge of the kingdom.While Alexander is in charge, a Thracian tribe of Maedi in north-eastern Macedonia started a rebellion. Alexander took swift action. He assembled an army and led them against the rebels. Alexander was easily able to defeat the rebels and capture their city, which he renamed Alexandropolis. At the age of 18, Alexander was given a commanding rank among the senior generals of Macedonia as they in vade Greece (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). The battle of Chaeronea, in 338 BC, was the final battle between Athens and the forces of Macedonia.It is a hard vicious battle that proved to be very taxing on both sides. However, the Macedonian forces pull out a very narrow victory and Athens is finally subdued. In celebration, the Macedonians decide to have a Dionysus festival when they return home in 336 BC. While attending this festival, Philip II is approached by an ex-lover with whom he had a child. He had earlier promised that the child would have a high ranking place in his army, but now he refused to acknowledge that the child even belonged to him.Philip II was so conceded that he assumed the woman was approaching him for another night of pleasure, but instead she killed him by slitting his throat. After his father is slain, Alexander takes over as ruler of the Macedonian Empire in 336 BC (Alexander the Great Biography) (Culverhouse) (his toryofmacedonia. org). Immediately after Philip II’s death, the places he conquered began to revolt. Alexander, being the great leader that he is, easily stomps out the rebellions. Alexander then looks to take over Persia, which is at this point led by Darius III.When they reach Persia and begin to fight, Alexander’s troops tear through the Persians and appear almost invincible against them. As he defeats the Persians, he is recruiting the defeated soldiers instead of killing them. This expands his troops and allows him to keeps the numbers of his armies high so he can stay and fight longer (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). The soldiers he tries to recruit eagerly accept his offer. The soldiers do this because he offers them pay, and he tells them that they are free to leave whenever they please.Alexander only asks that his troops be able to marry Persian women. Alexander does this in hopes that it will unite the Persian people wi th his (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). In 331 BC, the Battle of Gaugamela, which is the final battle between Darius III and Alexander the Great, takes place. The Persians are horribly defeated at this battle. Their leader, Darius III, is finally slain, and the Persian’s main city, Persepolis, is sacked and burned to the ground.After the battle, Alexander takes Roxanne of Bactria as his wife, which his men highly disapprove of (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). Alexander then moves on to conquer Babylon, and pushes on to the Indus valley. Here Alexander and his troops meet heavy resistance that they have never seen before. War elephants are used against Alexander and his men, and they have no idea how to combat against the huge beasts. So Alexander orders that they retreat and come in a few weeks stronger than before to conquer he Indus valley tribes, but his men disagree. At this point Alexander an d his men have been out conquering for about ten years and his men are ready to return home. So his men organize a mutiny against him, which he easily disbands. Alexander realizes his men’s fatigue and does decide to return home to Macedonia (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). On their way home, Alexander decides to throw a party to raise his men’s moral. Even though Alexander’s men advise him against it because they can tell he is sick, he begins to drink heavily.This is a bad idea because he is believed to have had yellow fever at the time. Alexander eventually drinks himself into a coma, but somehow comes out of it and survives two more days with his sickness. He has no heir in line for the throne, so while he is on his death bed his men ask him who will be the next ruler. Alexander just laughs and says, â€Å"Whoever is the Strongest. † Alexander’s death was in the year 322 BC (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). Since he left no heir, Alexander’s kingdom was split into three different parts.Egypt is taken by Alexander’s right hand man, Ptolemy. Ptolemy took samples of every new plant he found and became the world’s first botanist. Ptolemy Egypt, even though it was near ruins, turned out to be the most durable of the three. Seleucid Asia is next. It has the best resources out of the three, but is the least stable of the three and a complete failure. The instability is caused by Seleucid trying to force Greek tradition on the Persians, and the Persians are constantly rebelling. The third and final part is the homeland of Alexander the Great, and the most fought over.It was taken by Antigonus, and even though there was still a great deal of instability here, it was to a lesser extent than that of Seleucid Asia (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). Works Cited Alexander the Great Biography. 1996-20 12. 30 October 2012 . Culverhouse, Mr. C. History Teacher Craig Wilson. October 2012. historyofmacedonia. org. Alexander the Great(Alexander of Macedon) Biography. 2001-2003. 30 October 2012 . Alexander the Great | Alexander the Great| | | Craig Wilson| 11/12/2012| | Alexander was the son of Philip II of Macedonia. He was born in Pella, Macedonia’s capital city in 356 BC. Alexander was tutored by Aristotle, one of the greatest philosophers and smartest men of the time, from when he was 13 until he was 16. He was also leader of the Companions, which was a group Philip II made to protect him from would be assailants (Alexander the Great Biography) (historyofmacedonia. org). In 340 BC Alexander’s father, Philip II, left for Thrace. While he was away, he left Alexander in charge of the kingdom.While Alexander is in charge, a Thracian tribe of Maedi in north-eastern Macedonia started a rebellion. Alexander took swift action. He assembled an army and led them against the rebels. Alexander was easily able to defeat the rebels and capture their city, which he renamed Alexandropolis. At the age of 18, Alexander was given a commanding rank among the senior generals of Macedonia as they in vade Greece (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). The battle of Chaeronea, in 338 BC, was the final battle between Athens and the forces of Macedonia.It is a hard vicious battle that proved to be very taxing on both sides. However, the Macedonian forces pull out a very narrow victory and Athens is finally subdued. In celebration, the Macedonians decide to have a Dionysus festival when they return home in 336 BC. While attending this festival, Philip II is approached by an ex-lover with whom he had a child. He had earlier promised that the child would have a high ranking place in his army, but now he refused to acknowledge that the child even belonged to him.Philip II was so conceded that he assumed the woman was approaching him for another night of pleasure, but instead she killed him by slitting his throat. After his father is slain, Alexander takes over as ruler of the Macedonian Empire in 336 BC (Alexander the Great Biography) (Culverhouse) (his toryofmacedonia. org). Immediately after Philip II’s death, the places he conquered began to revolt. Alexander, being the great leader that he is, easily stomps out the rebellions. Alexander then looks to take over Persia, which is at this point led by Darius III.When they reach Persia and begin to fight, Alexander’s troops tear through the Persians and appear almost invincible against them. As he defeats the Persians, he is recruiting the defeated soldiers instead of killing them. This expands his troops and allows him to keeps the numbers of his armies high so he can stay and fight longer (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). The soldiers he tries to recruit eagerly accept his offer. The soldiers do this because he offers them pay, and he tells them that they are free to leave whenever they please.Alexander only asks that his troops be able to marry Persian women. Alexander does this in hopes that it will unite the Persian people wi th his (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). In 331 BC, the Battle of Gaugamela, which is the final battle between Darius III and Alexander the Great, takes place. The Persians are horribly defeated at this battle. Their leader, Darius III, is finally slain, and the Persian’s main city, Persepolis, is sacked and burned to the ground.After the battle, Alexander takes Roxanne of Bactria as his wife, which his men highly disapprove of (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). Alexander then moves on to conquer Babylon, and pushes on to the Indus valley. Here Alexander and his troops meet heavy resistance that they have never seen before. War elephants are used against Alexander and his men, and they have no idea how to combat against the huge beasts. So Alexander orders that they retreat and come in a few weeks stronger than before to conquer he Indus valley tribes, but his men disagree. At this point Alexander an d his men have been out conquering for about ten years and his men are ready to return home. So his men organize a mutiny against him, which he easily disbands. Alexander realizes his men’s fatigue and does decide to return home to Macedonia (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). On their way home, Alexander decides to throw a party to raise his men’s moral. Even though Alexander’s men advise him against it because they can tell he is sick, he begins to drink heavily.This is a bad idea because he is believed to have had yellow fever at the time. Alexander eventually drinks himself into a coma, but somehow comes out of it and survives two more days with his sickness. He has no heir in line for the throne, so while he is on his death bed his men ask him who will be the next ruler. Alexander just laughs and says, â€Å"Whoever is the Strongest. † Alexander’s death was in the year 322 BC (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). Since he left no heir, Alexander’s kingdom was split into three different parts.Egypt is taken by Alexander’s right hand man, Ptolemy. Ptolemy took samples of every new plant he found and became the world’s first botanist. Ptolemy Egypt, even though it was near ruins, turned out to be the most durable of the three. Seleucid Asia is next. It has the best resources out of the three, but is the least stable of the three and a complete failure. The instability is caused by Seleucid trying to force Greek tradition on the Persians, and the Persians are constantly rebelling. The third and final part is the homeland of Alexander the Great, and the most fought over.It was taken by Antigonus, and even though there was still a great deal of instability here, it was to a lesser extent than that of Seleucid Asia (Alexander the Great Biography) (Culverhouse) (historyofmacedonia. org). Works Cited Alexander the Great Biography. 1996-20 12. 30 October 2012 . Culverhouse, Mr. C. History Teacher Craig Wilson. October 2012. historyofmacedonia. org. Alexander the Great(Alexander of Macedon) Biography. 2001-2003. 30 October 2012 .

Of Mice and Men: A Novel by John Steinbeck

In the novel of mice and men,Steinbeck never gives Curley’s Wife a name. This is done to show that she does not have any identity or position on the ranch. As Curley’s Wife is a representation of all women in the 1930s I feel Steinbeck uses her to show that she does not have any identity or position on the ranch. As Curley’s Wife is a representation of all women in the 1930s I feel Steinbeck uses her to show that most women back then had no identity or position in the working world. No characters in the novella care for Curley’s Wife and very little attention is given to her. However many of the men only see her as an object. I think Steinbeck conveys that idea by his description of her. When we and George and Lennie are first introduced to her, Steinbeck takes a long time to describe her. ‘She had full rouged lips and wide-spaced eyes, heavily made up. Her finger nails were red. Her hair hung in little clusters, like sausages†¦Ã¢â‚¬â„¢ This I feel Steinbeck uses to present Curley’s Wife as an object to the men and society. It is to show that Curley’s wife is worth as much as she is wearing. But Steinbeck doesn’t only use the description of what she is wearing, he also fully describes her actions. This is to show the physical awareness the men have towards her. ‘She put her hands behind her back and leaned against the door frame so that her body was thrown forward’ Steinbeck’s description of Curley’s Wife’s actions, I think, is to not only describe the men’s physical awareness, but to show the desperation of Curley’s Wife and the women in the 1930s. Steinbeck presents the men’s reactions towards her as hostile through the use of language. When George first meets her he responds to her ‘brusquely’. I think this is to show the hesitance men have towards Curley’s Wife. I feel Steinbeck not only does this to make us feel sympathy towards Curley’s Wife and women in the 1930s, but also towards men in the 1930s as they have to be extremely careful and hostile so they can keep their jobs. This I think is the contrast Steinbeck is trying to make towards Lennie’s reaction. As Lennie does not understand normal social behaviour he is in awe of Curley’s Wife. I think Steinbeck does this to show that two people who don’t fit into society are maybe the ones that do. John Steinbeck uses different methods to present Curley’s Wife and women in the 1930s. I fell Steinbeck uses Curley’s Wife as a representation of injustice in the 1930s. Steinbeck presents the character of Curley’s Wife as manipulative; however I feel he only does this to make us feel sympathy to Curley’s Wife and women in the 1930s. The fact that Curley’s wife has to be manipulative to get attention which she is so starved for does not kill any sympathy that the reader could have for her but drives it so that the reader is more sympathetic. I also feel that Steinbeck uses Curley’s wife as a reflection on men in the 1930s as they are manipulative yet despise Curley’s wife because she is manipulative; they do not realise that it is them that made her so in the first place. I feel that ‘Of Mice and Men’ is a perfect representation of the treatment of human beings in the 1920s.

A View of Systematic Gendered Repression in the...

The Water and Diamonds Paradox: A View of Systematic Gendered Repression in the Patriarchal Social Construct In economics there exists what is known as the diamond and water paradox, proposed by the great, capitalist economist Adam Smith. It is based on the idea that the total utility, or the total benefit that a person gets from the consumption of goods and services, is low for diamonds, while the marginal utility or the level of satisfaction one receives as the result of a one unit increase in the quantity of a good consumed is surprisingly high for the stones (Parkin 166). This keeps the price of the non-essential gems high and having them in ones possession enviable. However, water, which is indispensable to mankind with its†¦show more content†¦The social norms allow the control of those who conform to them both externally and internally, since they dictate outward appearance--dress, dieting, cosmetics, etc., as well as behavioral patterns and interaction. This stimulates great conflict between those who apply the rules and those who are constrained by them and realize it. The assigning of values and creation of social norms allows the social construct of deviance to emerge, and it is through a process of meaning attachment that acts or individuals are defined and labeled as deviant (Arthur 5). Deviance here would be the idea or deviation from conformity--I would not call myself a conformist, but shrink from the idea of ostracism, which is the eventual end for women who refuse to fit, at least to some extent, the ideals prescribed by society. From an early age women learn that their appearance and public persona are integral to the status that they can achieve in society. Much of what they see and hear can be construed as a message about how they are to make themselves acceptable and advance their ability to move within the boundaries of the social construct. For example, a mother who prods here daughter to exercise, may do so because she has felt or observed to backlash from divergence with norms about weight. She may believe that she is acting in the best interest of her child, when in reality she perpetuates the vicious cycle. The survival and happiness of children, as well as that ofShow MoreRelatedOrganisational Theory230255 Words   |  922 Pagesand provides an advanced introduction to the heterogeneous study of organizations, including chapters on phenomenology, critical theory and psychoanalysis. Like all good textbooks, the book is accessible, well researched and readers are encouraged to view chapters as a sta rting point for getting to grips with the field of organization theory. Dr Martin Brigham, Lancaster University, UK McAuley et al. provide a highly readable account of ideas, perspectives and practices of organization. By thoroughlyRead MoreOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 Pagesperspectives on the past) Includes bibliographical references. ISBN 978-1-4399-0269-1 (cloth : alk. paper)—ISBN 978-1-4399-0270-7 (paper : alk. paper)—ISBN 978-1-4399-0271-4 (electronic) 1. History, Modern—20th century. 2. Twentieth century. 3. Social history—20th century. 4. World politics—20th century. I. Adas, Michael, 1943– II. American Historical Association. D421.E77 2010 909.82—dc22 2009052961 The paper used in this publication meets the requirements of the American National Standard