The Boy in the Striped Pyjamas – Year 10

The Boy in the Striped Pyjamas Teresa Ip Mark Herman, the director of the film, The Boy in the Striped Pyjamas, uses significant film techniques to create empathy towards the Jewish people involved in the Holocaust. Herman delivers thought provoking ideas to illustrate the horrid events the Jews had to suffer. The significant themes that are conveyed in this film are truth and revelation, betrayal, human suffering and death. The Boy in the Striped Pyjamas was set in 1942 at Auschwitz, Poland and is a historic didactic representation of the Holocaust.Truth and revelation, betrayal and death are important themes because Bruno’s betrayal of Shmuel, an inmate of the Nazi concentration camp, leaves him in a situation where he must attempt to properly mend his relationship with Shmuel, by going inside the camp to look for his father. This results in a tragic ending of both boys and they represent the thousands of people killed during the Holocaust. The truth and revelation of the Ho locaust are portrayed through the use of several dramatic film techniques allowing the audience to empathise for the Jewish people involved in the Holocaust.The audience is in disbelief and are horrified that the Nazi soldiers could be so inhumane. Truth and revelation are realised in the scene where Elsa discovers the truth about her husband’s work in the Nazi concentration camp and her opinion of him immediately changes forever. Herman uses the dialogue with Lieutenant Kotler’s rhetorical question, to Elsa, Bruno’s mother, â€Å"They smell even worse when they burn, don’t they? † to create the moment of truth for her and the audience.In this scene as the audience begins to understand the real truth and horror behind the Holocaust, they also begin to empathise with the Jewish people as the gravity of the situation begins to sink in. Furthermore, the symbolic allusion of smoke is a visual representation of the bodies being burned. The director uses this technique as a way to create further empathy towards the Jewish people. Moreover, the close-up shot of Elsa emphasises her shocked reaction and creates a more dramatic effect to the scene.In this way she represents the audience as this would hopefully be how they react. Thus, through the use of significant film techniques, Herman is able to convey thought provoking ideas based on truth and revelation to an audience. Betrayal is a theme delivered through various significant film techniques so the director is able to convey thought provoking ideas. The viewers are shocked when Bruno betrays Shmuel as they were finally united and the audience realises that Shmuel will have to suffer the consequences and the sense of hope is shattered.Setting is significant and symbolic in the scene where Bruno and Shmuel are in the same room of Bruno’s house as they are not separated by a fence here. Mark Herman has used this to heighten the betrayal even more by bringing the two of them t ogether. Furthermore, the dialogue â€Å"Little man, do you know this Jew? Do you know this Jew? † is used to manipulate Bruno to respond, â€Å"No, I just walked in and he was helping himself. I’ve never seen him before in my life. † In this way dramatic irony is used as the audience understands this to be a lie.The audience then sides with Shmuel and realise how many Jewish people were betrayed, leading them to empathise for them. Moreover, the low angle shot of Lieutenant Kotler and Bruno reinforce their superiority and power, therefore the audience see the pair as having power and this technique highlights one of the many soldiers who had authority over the Jewish people during the Holocaust. Thus, the zooming out shot of Lieutenant Kotler, Bruno and Shmuel heightening Shmuel’s innocence, lack of power and vulnerability as he is standing behind the table, covered by the glasses so the viewer can only just see his head and feet.On the other hand, Bruno is walking away with Lieutenant Kotler emphasising that he has sided with the Nazi’s. In this way, the audience realises that Bruno is not as innocent and angelic as they once thought and witness a darker side to him. Hence, the audience is able to understand betrayal through the use of significant film techniques. In the final scene of the film, death and loss are realised and these thought provoking ideas are conveyed through significant film techniques. In this way the audience is confronted with the shocking tragedy through the eyes of the director.Symbolism is portrayed in the scene where Bruno and Shmuel are inside the camp; both wearing striped pyjamas symbolically and they are finally seen as equals. The lighting gradually becomes dark, dull and grey as Bruno and Shmuel walk deeper inside the concentration camp, portraying the lack of life of the people living inside. The audience is in disbelief when they realise how horrible the concentration camps were and are is shock of how inhumane the Nazi soldiers were. Pathetic fallacy is used when the rain starts to pour and a storm begins to develop.This makes the scene more melancholic and the audience begins to anticipate that a tragedy is about to happen. Moreover, the zooming out shot of the silent anti-chamber emphasises the desolate loss of people, thus the empty striped pyjamas symbolically represent the mass death. The audience realises how many innocent people were killed and they begin to empathise for the Jews as well as having a better understanding of the Holocaust. This only resembles one of the many countless mass killings of the Jewish people that occurred.Therefore, Herman’s ideas on death and loss are able to be understood by the audience through these significant film techniques. The Boy in the Striped Pyjamas focuses on the major themes of truth and revelation, betrayal, human suffering and death and loss. Herman has successfully linked these themes together through Brunoâ €™s betrayal and consequential guilt as well as Shmuel’s continuous suffering. The death and loss of both Bruno and Shmuel represent the mass genocide that occurred during the Holocaust.Herman has thus effectively conveyed his thought provoking ideas through the use of significant film techniques allowing him to evoke a sense of empathy in the audience. Betrayal, truth and revelation and death and loss are important because Bruno’s betrayal leaves him in an attempt to properly mend his relationship with Shmuel, by going inside the concentration camp to look for his father. This results in the death and loss of both and they represent the thousands of people who were killed during the Holocaust.The Boy in the Striped Pyjamas focuses on the major themes of truth and revelation, betrayal and death. Herman has successfully liked these themes together through Bruno’s betrayal and consequential guilt to make things right again between him and Shmuel. The death and loss of both Bruno and Shmuel represent the mass genocide that occurred during the Holocaust. Herman has thus effectively conveyed his though provoking ideas through significant film techniques, allowing him to evoke a sense of empathy in the audience.

A Poetry Analysis on Modern Love

Modern Love George Meredith â€Å"Modern Love. † The term brings to mind the changing dynamic of today's society. This change has been present for decades and continues on to this day. In George Meredith's poem he illiterates the negative impact of this change in a case that could encompass so many couples; the pain of a loveless marriage. Through his use of diction, and metaphor Meredith show the pain and heartache of two people being so close, yet so emotionally distant. Similar essay: How to be Old Poem AnalysisThe first line of the poem begins the dark theme (By this he knew she wept with waking eyes), showing how the husband has seen his wife's suffering; as well as painting a memorable picture through the use of alteration. The alteration serves another purpose as well. It's smooth deliverance shows just how used to the situation the husband is to his wife's tears. In line 2 we see just how helpless the husband is to help, his hand â€Å"quivers† out of nervousness, and in line 3 we see the extent of the wife's sobs (Shook their common bed).The dark selection of diction continues as metaphors are employed in lines 5&6 (And strangled mute, like little gaping snakes, dreadfully venomous to him). The truly telling word in these lines is â€Å"Strangled,† this extremely active verb implies force. This describes the situation of any willfully married wife during the time the poem was written. They had little choice in not only their husb and, but also in the lifestyle handed to the by that husband, not to mention that divorce during this time period was early unheard of.The next lines hint at the wife's feeling of death, (â€Å"Stone-still†) showing her complete hopelessness at the situation imposed on her. Lines 8-12 have the same dark imagery (â€Å"Pale drug of silence†, â€Å"Sleep's heavy measure†, â€Å"move-less†, â€Å"Dead black years†), but those same images fit into another, larger image. The author uses them to describe her â€Å"Giant heart of memories and tears. † Meredith clearly shows the long lasting nature of the wife's pain, as well as the multitude of sleepless nights that all weigh against her heart.The only relief from the torture is presented in â€Å"Sleep's Heavy Measure. † The choice of the word â€Å"effigies† could possibly be the most significant of the entire work. Effigies are stone representations of a person, normally used only after death. The image of death is repeated in the 15th and 16th lines as well, (Upon their marriage-tomb, the sword between; Each wishing for the sword that severs all) these lines are used to show the reader several things. First, the emotional death of the parties involved, second the death of the marital bond, and third the longing for literal death.Meredith's choice of words and formulation of metaphors steer the reader away from the bright connotations of love and into the darker feelings that society in the Victorian era was happy to ignore. His work was very nearly satirical in nature, it challenged the social conventions of marriage at the time and began to show how both parties in a marriage were both influence by, and responsible for the health of a marriage. The true feeling and innate sadness in the poem comes from not only the lack of love and affection, but also the torture of conforming to the standers of the day.

Is the lenght of psychtherapy related to the nature of treatment or to Essay

Is the lenght of psychtherapy related to the nature of treatment or to the nature of psychological disorders - Essay Example Focal psychotherapy is a limited form of psychotherapy implying an existence of a specific problem and using so-called focused therapy for treating this problem. Psychoanalytic counseling is usually working with specific life situation occurred. It may be a period ranging from one meeting to several years. In some cases a person, who wishes to obtain psychoanalytic help, can choose the duration of treatment depending on the goals and circumstances. The duration and frequency of meetings are determined by the patient and the psychoanalyst and does not necessarily take a long time. If we talk about psychoanalytic psychotherapy and psychoanalysis, they are never limited to a specific time or course of treatment. Together these findings suggest that the length of any psychotherapy is related to the severity of mental disease. Thus, the argument is that the duration of therapy depends on the nature of stated problem and the patient's personality, the methods and various techniques should be chosen accordingly. Key words: psychotherapy, psychoanalysis, psychoanalytic theory, psychological disorder. Introduction Nowadays it is almost impossible to avoid stressfulness, anxiety and disturbance. The tempo of our contemporary life is so fast, that sometimes we really have no time just to get some rest, calm down and have a serious look at things happening in our life. We become too nervous, too irritated, too tired and unsatisfied with everything and anyone. Sometimes it is very difficult and even impossible to single out a definite reason for being so unhappy and distressed. As a matter of fact, such behavior becomes the reason of quarrels and scandals at work and home. Some people can cope with their problems by themselves, but some really need professional help and even treatment. Nobody can deny that everybody needs being heard and understood. With the help of mental health practitioners a lot of people are able to face their fears, doubts, complexes and thus, they ca n fight their own demons successfully. From ancient times people regarded the mental disorders as the most difficult to treat. Such illnesses were considered to be connected with human’s soul and they were almost incurable. In some countries such mentally sick people were supposed to be cursed, they were feared and sickening. In Russia, however, whacky people, or as they were called â€Å"God’s fools†, were considered to be blessed and piety; it was a great sin to hurt or abuse them somehow. Nevertheless, such people were never tried to be treated. But time is changing and there appeared a science that was able to give hope to hopeless, the science able to treat souls. Psychotherapy is a comparatively young science, and it is defined as treatment of different mental and emotional disorders by means of psychological methods. It is not a secret that at the present time more and more people try to seek this help in the offices of psychotherapists. It is necessary f or them to speak to a professional, to get a useful piece of advice and find a rest at last. But still it is not so easy. The period of recovering from any disease is always uneasy and complicated with lots of factors (Bateson, 1958). The therapist should understand the patient's problems, and actively help him overcome such hazards of life

Banking Essay Example | Topics and Well Written Essays - 250 words

Banking - Essay Example The article argues that the Softcard, a product comprising T-Mobile and Verizon Wireless companies’ technology will enable the existing users to access services from 14,000 outlets of the McDonalds fast food chain. The author’s research argues that the Softcard services will service the existing and emerging clientele using any of the chosen eighty mobile devices. The author succeeds in analyzing the propulsion of the US economy through wireless financial services from a comparative approach that includes different countries. The research successfully indicates that the NFC, Apple Pay, and Softcard are gaining a reasonable clientele population in nations such as Australia and UK (Ginovsky 1). The author cites that 60% of the debit card users’ activities increased by 18% after the technology’s introduction; thus, leading to revenue increment of $3 billion (Ginovsky 1). The research predicts an increment of the services’ users to be 80% by 2020. Therefore, the banking periodical and the author’s research serve in delivering knowledge to the banking professional about the ongoing and the expected changes in the banking industry, as such information will enhance preparedness to overcome the challenges that might

Toward a Personology of the Consumer by Hans Baumgartner Essay

Toward a Personology of the Consumer by Hans Baumgartner - Essay Example The main objective of the study undertaken by Hans Baumgartner is to be able to present a certain perspective on the personology of the consumer. It can be considered as the main basis of the study on the personality psychology. In the achievement of such level of knowledge, the main determinants of consumer behavior can be achieved. The study presented can be considered as a library-based description and exploration of the established concept and updates regarding the research on consumer behavior. It can be considered advantageous in the determination and evaluation of the amount of knowledge in the said field. Consequently, the results gathered in the said field can be considered limited, for that matter, the aims of the said study can be essential to serve as a stimulus for further research. Based on the Handbook of Consumer Behavior, as quoted by the author, the limited information on the determination of the consumer behavior is based on the probabilistic models of the choices that are made by consumers, the neo-Pavlovian conditioning and the role of psychophysiology in consumer research. These concepts can be considered as influences on the choices made by the consumers. Although this is the case, the said concepts are not considered to cover the main personality and behavior of the consumers (Baumgartner , 2002). Based on the point of view of the author, the personality of the consumers can be distinctly identified from the choices that they can make regarding the different products in the market. This can be considered probable since different personalities can be stereotypically judged to have different preference and needs. Choices can be at some point considered as a narrow precept in the determination of the consumer behavior.

BP In The World Market Essay Example | Topics and Well Written Essays - 1500 words

BP In The World Market - Essay Example Understanding all the relative dynamics enables one to make informed decisions regarding the amount of finances to invest, at what time to make the investment and at what time to pull out of the company. Timely decisions in this regard would go a long way in ensuring the safety and security of the respective investment. Most importantly, informed decisions in this regard would enable the investor to attain the primary goal of profiting from the respective business. It is against this background that this paper provides a share portfolio review. The company of choice pertains to the BP gas and oil company that has been stable in the financial share market over time. To enhance a coherent consideration, it begins by justifying the choice of the company. It then proceeds to an analysis of the performance of the invested shares and provides an informed judgment as to whether the performance was good. Finally, it presents the reasons that informed the investor with respect to keeping the shares in the company. The company has a broad consumer base comprising of various clients drawn from diverse economic backgrounds. These customers are scattered across the globe in 90 different countries. Its business segments include production, exploration, marketing and refining (BP, 2011). Through the respective segments, it has succeeded in providing fuel as well as fuel products employed for transportation, providing energy, heating and lighting. The relative retail brands have equally been important as a part of the company’s diversification plan.

How to Minimize Costs with Effective Project Management Essay

How to Minimize Costs with Effective Project Management - Essay Example In addition, one should ensure not to put too many people in the project and do should avoid bad vendors at all cost. In addition, ensuring that the teams employed have the right skills to pursue the specified goal is also of great importance. This is because the staff does what they know best hence reducing cost and time wastage.secondly, any staff member who meets the desirable goal should be rewarded to motivate them and to encourage the others to do their best, thirdly, should value the contributions of in members’ dimensions to ensure that they are left out. In addition to this, appointing of a qualified project manager to deal with should be in the forefront to ensure that the project remains on the right course to attain. In conclusion, all the contributions of every employee should be valued in all dimensions to avoid favoring some, which leads to low productivity. This is to mean that each individual should be given credit according to what he does

Resolving Leadership Problems Assignment Example | Topics and Well Written Essays - 1750 words

Resolving Leadership Problems - Assignment Example nal and as the result, many organizations around the world are now facing the complex problem of creating and acquiring leaders to take the most difficult decisions and ensure success of their organizations. For this report, the paper will consider case study of ABC organization that has been able to ensure its survival in the corporate world. ABC was one of the manufacturing firms until 2012; however, in June 2013, the company’s CEO resigned away, and since then, there has been a gap in terms of leadership in the company. The owners tried bringing in new CEO in the company but it is not working the way it used to be during the time of previous CEO. The employees are suddenly unhappy about their work and there have been issues regarding decision-making in the firm. Now the owners have decided to resolve this issue by June 2014 and for that, they desire the following state of the company: Analysis of company’s records has indicated that the ABC Company was making US$4 million on quarterly basis until 2012; however, since after quarter of January to March 2013, the company has been making only US$2 million on average. Owners of the company desire to bring back company sales to at least US$3.5 million by September 2014. In addition, there have been various conflicts regarding decision-making and owners would like to see satisfied employees in the company that will ensure long-term success of the company. In order to resolve any complex problem whether it be a problem related to resolving leadership problems or a problem related to reforming education, it is very imperative that change agents ensure consensus (Kaufman, Oakley-Browne, Watkins, & Leigh, 2003) at the time of problem identification, as well as at the time of deciding its solution. Unfortunately, sometimes, change agents try to employ their tested solutions at an organization without understanding differences in context and without acquiring consensus of the stakeholders and that result in chaos and

Computer Network Mangment Essay Example | Topics and Well Written Essays - 3500 words

Computer Network Mangment - Essay Example SANTA CLARA, Calif. -- While Wi-Fi networks are often seen as simple and inexpensive to deploy, there are plenty of hidden costs and complexities lurking under the surface. Now, a number of new vendors are poised to remedy those problems. Panelists at the Pulver.com Wireless Internet Summit said that problems with radio frequency interference and site surveys often plague enterprises deploying wireless local area networks. Wireless LAN deployments are often expensive for companies because RF surveys, which help ensure proper network coverage, can cost as much as $1,000 per access point, said Albert Lew, director of product management for Burlington, Mass.-based wireless LAN vendor Legra Systems Inc. IT departments usually lack the expertise to do these surveys themselves, he said. Interference is also becoming a problem for many businesses, said Tyler Burns, product marketing manager with Ottawa-based wireless products manufacturer IceFyre Semiconductor Inc. He noted that the growing popularity of Wi-Fi, and the numerous technologies that compete with it, are taking up much of the space in the 2.4 GHz RF band. Having high quality of service over Wi-Fi networks will be increasingly important, particularly when it comes to voice and eventually video data, because that technology was not intended for those uses, said Warren Sly, director of marketing for Bellevue, Wash.-based in-building wireless infrastructure company RadioFrame Networks Inc. Third-party vendors, such as San Francisco-based Sputnik Inc., are developing products that can help IT managers both configure access points and control them, ensuring better coverage. Dave Sifry, CTO and co-founder of Sputnik, said that his company's products enable IT managers... This paper approves that training library users becomes more intensive and extended when IT is accessible. Coping with budget allocations and increasing demands from staff and the public becomes a skill that demands accurate knowledge of constituencies including accurate information on the enrollment figures, number of teachers, degrees held, conferred degrees, information seeking patterns, library use patterns, and substantial knowledge about their clout in the organization. Using rules set up by the Network Administrator, the firewall either permits or denies access. This essay makes a conclusion that IT implementation generally has special staff needs. Levels of required IT expertise will vary according to the innovation. Managers will have to identify staff members with expertise and allow time for these to pursue further training, or resort to hiring trained people. Even this requires considerable effort in assessing the need and building a need for new hiring to upper management. Clearly, the issues, problems and implications of developing and implementing a LAN, or any innovation are far from simple and straight forward. The ones mentioned in this paper are just a summary of those perceived as critical. Many other issues must be taken in consideration depending on the library, the staff and the environment in each organization. The management must be versed on the necessary techniques to assess the needs and determine the feasibility of any innovation in the workplace and its impact on staff and the users combined with political savy.

Confucianism Verses Taoism Concept Essay Example for Free

Confucianism Verses Taoism Concept Essay Confucianism focuses on virtue ethics as a means to an ordered and thriving, society. On the contrary, Taoism centers on the individual life in relation to the Tao, or â€Å"way to heaven†. Both views acknowledge a Tao; however, they take different views on religion, politics, and on individual responsibilities. With this in mind, we will discuss both religions and trace their similarities to a common culture perspective, particularly the Superior Man. The ideal Confucian is a â€Å"jun-zi† or â€Å"superior man†. In order to become a â€Å"jun-zi†, one must follow Li or engage in proper moral conduct to in conformity to the example of the perfect the Tao in â€Å"his† person (Dagnabitt). Li is outlined in the book of Ru thought to be written by Confucius and is used as a reference for the cultural roles an individual should take. The Confucian Superior Man is virtuous in action as well as attitude. In addition, society becomes aligned with the Tao when they become an institution of â€Å"fathers acting like fathers and emperors acting like emperors† (Dagnabitt). Consequently, tradition dictates when institutions come to be valued and the good of such institutions are considered the greatest extent of one’s human ability. We could say that Confucian attempts to view their world under a microscope, by trying to understand their past problems and follow up by worshipping their past. It is almost as if the duty of man is to discover laws and then hold them constant. The end of such a process would be considered a grasp of the Tao and its expressions. The Confucian political view is that the ruler should lead by example and according to the same virtues and rules. The Confucian attitude toward politics is that it is the foundation to a good system of family and helps cultivate the virtues of ones-self. Confucian theory believes that people will see the good and follow. In addition, they seek instruction from a master and treat each other with respect, and reverence while serving their duty faithfully.

Design Of The Rear Spoiler For Road Vehicles Engineering Essay

Design Of The Rear Spoiler For Road Vehicles Engineering Essay ABSTRACT When objects move through air, forces are generated by the relative motion between the air and surfaces of the object. Aerodynamics is the study of these forces, generated by the motion of air, usually aerodynamics are categorized according to the type of flow as subsonic, hypersonic, supersonic The spoiler is also a part of the aerodynamics. The function of the spoiler is to spoil the unfavourable flow of air flowing through the car and generate a proportional downforce. This work describes the design and the performance of the rear spoiler. Content 1. Introduction6 2. Literature Review7 2.1 Principle7 2.2 Working of Rear wing8 2.3Criteria for efficiency of the spoiler..9 3. Material..12 3.1 Material Types12 3.2 ABS Material12 4. Design calculation..13 5. Applications15 6. Conclusion..16 Figures Fig. 2.1.8 Fig. 2.2.9 Fig. 2.3..10 Tables Table 1..13 Table 1..14 Chapter 1 Introduction A spoiler is an aerodynamic device which is used to spoil the unfavourable air (unwanted movement of air like turbulence) of a car which is in motion. Basically this device fitted to the front and rear of the vehicle. The front spoiler also called as front wing or air dam, and the rear spoiler is also called as rear wing. From historical point of view, post-world-war 11 automobile racing was initially dominated by developments related to engine technology, and later to tire advancements. During the 1960s, race car aerodynamics evolved as an important and relatively inexpensive technology that could place less well-funded teams. Over time, the cars aerodynamics on vehicles has become more refined as cars are now tested in expensive wind tunnels as part of continued development process. The biggest jump in speed occurred in the 1972 with the first efficient use of front and rear wings. It has even nearly become one of the only aspects of performance gain due to the very marginal gains that can currently be made by engine changes or other mechanic component development. Chapter 2 Literature review 2.1 Principle: The main principle of the spoiler is to reduce the rear end lift that means to increase the downforce and to spoil unfavourable air movement across a body. Lift is one of the main aerodynamic forces imposed on a vehicle, but unlike drag, lift can be manipulated to enhance the performance of a car. Lift is the force that acts on a vehicle normal to the road surface that the vehicle rides on. Lift usually has the effect of pulling or lifting the vehicle away from the surface it drives on. However, by manipulating the car geometry it is possible to create negative lift, or down-force. Down-force enhances vehicle performance by increasing the normal load on the tires. This increases the potential cornering force which results in the ability of the vehicle to corner faster. This down force can be compared to a virtual increase in weight, there by pressing the car down onto the road and increasing the available frictional force between the car tyres and the road, which in effect enables higher cornering speeds. Drag is the aerodynamics force that resists the vehicles motion through a fluid and points backwards. Drag is detrimental to vehicle performance as it can limit the top speed of a vehicle and increase the fuel consumption, both of which are negative consequences for vehicles. Its size is proportional to the speed differential between the air and the solid object. What this wings or spoilers does is it prevents the separation of flow and thereby preventing the formation of vortices or helps to fill the vacuum in the rear end more effectively thus reducing drag. So what actually this wings does is that, The wing works by differentiating pressure on the top and bottom surface of the wing. As mentioned previously, the higher the speed of a given volume of air, the lower the pressure of that air, and vice-versa. What a wing does is make the air passing under it travel a larger distance than the air passing over it (in race car applications). Because air molecules approaching the leading edge of the wing are forced to separate, some going over the top of the wing, and some going under the bottom, they are forced to travel differing distances in order to Meet up again at the trailing edge of the wing. This is part of Bernoullis theory. What happens is that the lower pressure area under the wing allows the higher pressure area above the wing to push down on the wing, and hence the car its mounted to. The way a real, shaped wing works is essentially the same as an airplane wing, but its inverted. An airplane wing produces lift, a car wing produces negative lift or in other words what we call us, downforce. That lift is generated by a difference in pressure on both sides of the wing.    Well, if you look closely at the drawings, youll see that the upper side of the wing is relatively straight, but the bottom side is curved. This means that the air that goes above the wing travels a relatively straight path, which is short. The air under the wing has to follow the curve, and hence travel a greater distance. Now theres Bernoullis law, which basically states that the total amount of energy in a volume of fluid has to remain constant. (Unless you heat it or expose an enclosed volume of it to some form of mechanical work) If you assume the air doesnt move up and down too much, it boils down to this: if air (or any fluid, for that matter) speeds up, its pressure drops. From an energetic point of view, this makes sense: if more energy is needed to maintain the speed of the particles, theres less energy left do do work by applying pressure to the surfaces. In short: on the underside, air has to travel further in the same amount of time, which means it has to speed up, which means its pressure drops. More pressure on top of the wing and less on the underside results in a net downward force called downforce. 2.2 How the rear wing works: The rear wing assists the front wing and rear diffuser in the overall downforce setup of the car. The angle of the wing is adjusted according to each specific Grand Prix circuit, depending on the amount of downforce required, the weather and the amount of mechanical grip available. The end plates located at the sides of the wing are designed to smooth the meeting of two different airflows the high pressure air above the car tries to switch places with the low pressure air below the car and it is this that causes the spinning flow of air behind the car. When these two forces meet they form a vortex, a spinning flow of air which is very turbulent. 2.3 The efficiency of the wings is based on following criteria: Aspect Ratio The amount of downforce produced by a wing is determined by its size. The length to width ratio is called the aspect ratio; the larger the wing the greater the downforce. As the higher the Aspect ratio more efficient the wing will be. The higher the aspect ratio, the less air resistance created by the vortex at the wing tips. The aspect ratio is the span of the air foil (the long dimension perpendicular to the air flow) divided by its dimension parallel to the airflow. The angle of attack Fig 2.1 The efficiency of the wing is the downforce to drag ratio. The amount of downforce generated depends upon the angle or tilt of the wing. The greater the angle of attack the more the downforce will be created. While increasing downforce a wing also increases unwanted drag. Drag increases with the angle of attack as already stated. The downforce generated by the wing acts in vertical downward direction, while drag acts in the opposite direction to the air flow. Fig 2.2 From the above two graphs of coefficient of drag VS angle of attack the coefficient of drag can be assumed, if the angle of attack is 80 then the coefficient of drag will be 0.07. The height of the wing: The third thing is the height of the spoiler. The height also affects the performance of the spoiler. The gap between the trunk lid and the wing can make air to pass easily. The fig shows the effect of the height of the wing on the car. So the height is taken as 130 mm. Fig 2.3 Chapter 3 Material 3.1 Material types Spoilers are usually made of: ABS plastic Most original equipment manufacturers create spoilers produced by casting ABS plastic with various admixtures, which bring in plasticity to this inexpensive but fragile material. Frailness is a main disadvantage of plastic, which increases with product age and is caused by the evaporation of volatile phenols. Fibreglass Used in car parts production due to the low cost of the manufacturing process. Fibreglass spoilers consist of fibreglass filler fastened with synthetic tar. Fibreglass is sufficiently durable and workable, but has become unprofitable for large scale production. Silicon more recently, many auto accessory manufacturers are using silicon-organic polymers. The main benefit of this material is its phenomenal plasticity. Silicon possesses extra high thermal characteristics and provides a longer product lifetime. Carbon fibreglass based on carbon fibre is the youngest material on the automotive aftermarket. Carbon is light weight, durable, but also a very expensive material. Unlike ordinary fibreglass, solidification of the connecting tar takes place in a pressure chamber using high temperatures. Due to the very large amount of waste during the manufacturing process, large scale producers cannot widely use carbon fiber in automobile parts production currently. 3.2 ABS Material ABS  Resistance: Excellent resistance (no attack) to Glycerine, Inorganic Salts, Alkalis, Many Acids, Most Alcohols and Hydrocarbons Limited resistance (moderate attack and suitable for short term use only) to Weak Acids Poor resistance (not recommended for use with) Strong Acids and Solvents, Ketones, Aldehydes, Esters, and some Chlorinated Hydrocarbons ABS  Quick Facts: Maximum Temperature: 80 °C Minimum Temperature: -40 °C Autoclavable:  No Melting Point: 221 °F 105 °C Tensile Strength: 4,300 psi Hardness: R110 UV Resistance:  Poor Translucent Rigid Specific Gravity: 1.04 ABS Fabrication: It can be thermo-formed, pressure formed, blow moulded, sheared, sawed, drilled, or even cold stamped Joints can be ultrasonic welded, thermo-welded, and chemically bonded Impact resistant Commonly used for telephone bodies, safety helmets, piping, furniture, car components, TV casings, radios, control panels, and similar Chapter 4 Design Calculations The design of the rear wing or spoiler of the car is totally dependent on the coefficient of the drag. Higher the coefficient of drag, greater the performance of that spoiler. The coefficient of drag is directly proportional to the angle of the spoiler where the air attacks. As the angle increases the drag coefficient increases. To design the spoiler the width of the car should be necessary to consider the wing span that means the total length of the spoiler. The following table shows the most common width of the cars: Table 1 Honda City Toyota Corolla Kia Forte Mitsubishi Lancer Width 1715 1710 1775 1770 By considering the common width in the range of 1700 1780 mm, the length of the spoiler 1700mm can be acceptable to create the max drag force. The formula for downforce of a wing is given by: Where: D  is downforce in  Newton WS  is  wingspan  in metres H  is height in metres AoA  is  angle of attack F  is drag coefficient à Ã‚ Ã‚  is  air density  in kg/m ³ V  is  velocity  in m/s The data for the calculation of the spoiler is as follows: Table 2 WS/ Length 1700mm 1.7 m Height 100mm 0.1 m Angle of attack 150 (15 x à Ã¢â€š ¬/180) 0.26 radians Coefficient of drag (according to AOA) 0.015 0.015 Density of air (à °Ã‚ Ã‚ Ã¢â‚¬ ) 1.2 1.2 Max. Velocity (V) 200 km/hr (200/3.6) 55.55 m/s The angle of attack is taken as 150, because the car should have some downforce but in some limit. So if the angle of attack increased the drag will increase which can affect the performance of the vehicle like less fuel economy. Therefore the angle 150 is the perfect angle for the road vehicle spoiler. Also to design spoiler the second thing is the speed of the vehicle. To achieve the best performance max speed required that is 200km/hr for a normal road vehicle. The third thing is the height of the spoiler. The height also affects the performance of the spoiler. The gap between the trunk lid and the wing can make air to pass easily. So the height is taken as 100 mm. Therefore by substituting the above values in the formula, D = x (1.7 x 0.13 x 0.26) x 0.015 x 1.2 x (55.55)2 D = 1.595 N Therefore the downforce created by the spoiler is 1.2275 N. This could be acceptable for a normal road vehicle. Chapter 5 Applications Cars have spoilers to increase their grip on the road. Normally the weight of a car is the only thing that forces the tires down onto the pavement. Without spoilers, the only way to increase the grip would be to increase the weight, or to change the compound the tire was made out of. The only problem with increasing the weight is that it doesnt help in turns, where you really want to grip. All that extra weight has inertia, which you have to overcome to turn, so increasing the weight doesnt help at all. The way the spoiler works is like an airplane wing, but upside down. The spoiler actually generates whats called down force on the body of the car.   Chapter 6 Conclusion The design of spoiler described in this project can be used for any road vehicle having width at least 1700mm. The main aim to design this type of spoiler is to improve the overall performance of the car with respect to dragforce. The designed spoiler could be give the best result if it will be in use.

saving private ryan :: essays research papers

Saving Private Ryan June 6, 1944. Military forces converge on the beaches of Normandy for one of the most decisive battles of World War Two. America would call this a victory. History would call it D-Day. But for Captain Miller and his squad of young soldiers, the day after the landing on Omaha Beach would change all of there lives. They would get a special order from Washington ordering them to go on a personnel mission to save one life. One soldier lost three of his brothers in combat. One on Omaha Beach, one on Utah Beach, and the other in New Guinea. They realize this is not a simple mission to save a life but a test of their honor and duty. Their sole obsession-and their last hope for redemption. Upon arriving at Omaha Beach Captain Miller was faced with many problems. The Germans were awaiting the arrival of the American forces and attacked the ships landing on the beach before the troops were even able to exit the boats. Many of Millers men were lost on the beach along with many men from many other companies. Miller lead his mean along a wall on the beach and over took German forces to escape with most of this troop in tact. What he didn’t realize was that on of the men lost on the beach was a Private Ryan. Captain Miller continued to lead his men into enemy territory despite the loss of some of his men. He then reached a friendly base set up. Upon arriving at the base he received orders that his mission would be changing. He was told of the Private Ryan that died at the Omaha beach invasion. He was also told of the other two Ryan boys from Iowa that had already died in the war. He wasn’t really sure why he was being told this. Then the worst part came. He was ordered to try to find the one remaining Ryan brother. No one was sure where he was or if he was even alive. He was told of an earlier incident where three brothers from Iowa had all been killed in the war and the mother was left alone. The United States army was now ready to risk the lived of Captain Miller and seven of his men to try and save this one man just so his mother wouldn’t have to lose her only remaining son. To Captain Miller this seemed a little extreme. Think of our mothers thought Miller and his men.

The Death Penalty Essay -- essays research papers

When you first think of the words ’death penalty’, you can’t help but associate that with the words ’capitol punishment’. However, is the death penalty really the ultimate, and therefore capital punishment. I believe that capitol punishment is the right punishment for those who commit heinous crimes like pre-meditated murder or rape. However, the death penalty would not satisfy me as a family member of the victim. What would satisfy me is to know that the murderer or rapist is suffering in prison until he dies and receives their true punishment in eternal life. I believe that life in prison, in solitary confinement, and without the possibility of parole, is the most fit punishment and the punishment that will put the person in the most pain and suffering until they die. But how did I come up with this belief and argument against the death penalty as a capital punishment? How and based on what did I come up with these beliefs.   Ã‚  Ã‚  Ã‚  Ã‚  First of all, I am a very religious person who follows the church in just about everything it does. If you are a religious person as well, you would know that on the subject of the death penalty for crimes, the bible seems to have a clear points of view about it in the old testament. In one part, the bible asks for â€Å"an eye for an eye†¦and a life for a life†. This is clearly stated in the old testament in exodus 21:22-25. However, if you look closely, the bible asks for the death penalty for several different crimes that by today’s standards would not even be crimes at all. In the article â€Å"Executions Are Too Costly---Morally† by Helen Prejean, published in the book â€Å"Contemporary and Classic Arguments: A portable Anthology†, the areas where the bible asks for the death penalty are clearly outlined. Prejean outlines theses areas in a list like this â€Å"Contempt of parents (Exodus 21:15, 17; Leviticus 24:17); Trespass upon sacred ground (Exodus 19:12-13; Numbers 1:51; 18:7); Sorcery (Exodus 22:18; Leviticus 20:207); Bestiality (Exodus 22:19; Leviticus 20:15-16); Sacrifice to foreign gods (Exodus 22:20; Deuteronomy 13:1-9); Profaning the Sabbath (Exodus 31:14) Adultery (Leviticus 20:10; Deuteronomy 22:22-24); Incest (Leviticus 20:11-13); Homosexuality (Leviticus 20:13); And prostitution (Leviticus 21:19; Deuteronomy 22:13-21).† I believe in the bible whole heartedly. However, when it comes to the death penalty yo... ...e he was hit by a giant stone and was absolutely floored. Later, because of the surviving brother who knew the people who killed his brothers, the murderers were caught and sentenced to death. Till this day, I don’t know if they have been put to death or not, but what I do know is that’s not what their brother or my father wanted. What they wanted was to have them suffer in prison for the rest of their lives as they are now still suffering from the loss of their brothers. My father and their brother believed that it was the only fit punishment, because they believed in what Gandhi said which is â€Å"if we lived eye for an eye the whole world would be blind.†   Ã‚  Ã‚  Ã‚  Ã‚  In the end it must be understood that killing someone who has killed is not going to solve our problems. Making those who end the lives of others suffer until their own death is the my personal answer to the problem. I know and understand fully that I may be alone in my beliefs, but I still stand by them strongly. Killing in the name of punishment is a shame, especially today when we should all understand that our worst punishment, as humans, is to live our lives thinking and regretting our mistakes.

Reflective Research Paper -- Essays Papers

Reflective Research Paper I have connected the reflective research paper to objective # 1 because it made me examine my personal belief and attitude on gender equity issues. I did not realize that gender equity existed at the level that it does until researching the topic. Doing the research made me realize that the way we teach directly affects how children learn in every aspect. Gender inequities in the fields of math and science are well researched and the results are shocking. Women compromise 45% of the work force, they hold jobs concentrated in clerical, service, and professional fields such as teaching and nursing, rather than in mathematics, science, or engineering (Levin & Matthews, 1997). Gender inequities start in school due to teacher interaction, language, role models, gender expectations, and the method in which the curriculum will be taught. Learning about gender-equity issues simply by reading or hearing about them is not the same as seeing, thinking about, and reflecting on examples of them. In a 1997 article, Levin and Matthews explain that teachers and teacher educators need to be made aware of gender-equity issues in the classroom so they can encourage both boys and girls to take an interest in math, and science. Levin claims that teacher education programs have inadequately prepared teacher to address gender-equity issues. I think that it is easy to overlook the gender bias in your classroom. I think that self-assessment is necessary in determining treatment of all members of the classroom. Teachers should distinguish between strategies which favor or oppose certain groups, and should influence policy makers to provide equal opportunities for learning (Underhill, 1994). Interaction be... ... the professional fields of science, and mathematics. Works Cited Reys, R., Lindquist, M., Lambdin, D., Smith, N., & Suydam, M. (2001). Helping children learn mathematics. New York, NY: John Wiley & Sons, Inc. Levin, B., & Matthews, C. (1997). Using hypermedia to educate preservice teachers about gender-equity issues in elementary school classrooms. Journal of Research on Computing in Education, 29, 226-238. Baker, D. (1996). A female friendly science classroom. Research Matters to the Science Teacher. 9602. Pollard, D. (1996). Perspectives on gender and race. Educational Leadership, 53, 72-75. Kahle, J., & Damnjanovic, A. (1997). How research helps address gender equity. Research Matters to the Science Teacher. 9703. Underhill, R. (1994). Equity issues in math and science learning. School Science and Mathematics, 94, 281. Reflective Research Paper -- Essays Papers Reflective Research Paper I have connected the reflective research paper to objective # 1 because it made me examine my personal belief and attitude on gender equity issues. I did not realize that gender equity existed at the level that it does until researching the topic. Doing the research made me realize that the way we teach directly affects how children learn in every aspect. Gender inequities in the fields of math and science are well researched and the results are shocking. Women compromise 45% of the work force, they hold jobs concentrated in clerical, service, and professional fields such as teaching and nursing, rather than in mathematics, science, or engineering (Levin & Matthews, 1997). Gender inequities start in school due to teacher interaction, language, role models, gender expectations, and the method in which the curriculum will be taught. Learning about gender-equity issues simply by reading or hearing about them is not the same as seeing, thinking about, and reflecting on examples of them. In a 1997 article, Levin and Matthews explain that teachers and teacher educators need to be made aware of gender-equity issues in the classroom so they can encourage both boys and girls to take an interest in math, and science. Levin claims that teacher education programs have inadequately prepared teacher to address gender-equity issues. I think that it is easy to overlook the gender bias in your classroom. I think that self-assessment is necessary in determining treatment of all members of the classroom. Teachers should distinguish between strategies which favor or oppose certain groups, and should influence policy makers to provide equal opportunities for learning (Underhill, 1994). Interaction be... ... the professional fields of science, and mathematics. Works Cited Reys, R., Lindquist, M., Lambdin, D., Smith, N., & Suydam, M. (2001). Helping children learn mathematics. New York, NY: John Wiley & Sons, Inc. Levin, B., & Matthews, C. (1997). Using hypermedia to educate preservice teachers about gender-equity issues in elementary school classrooms. Journal of Research on Computing in Education, 29, 226-238. Baker, D. (1996). A female friendly science classroom. Research Matters to the Science Teacher. 9602. Pollard, D. (1996). Perspectives on gender and race. Educational Leadership, 53, 72-75. Kahle, J., & Damnjanovic, A. (1997). How research helps address gender equity. Research Matters to the Science Teacher. 9703. Underhill, R. (1994). Equity issues in math and science learning. School Science and Mathematics, 94, 281.

Stefan’s Diaries: Origins Chapter 14

I woke the next morning and stretched my arms outward, dejected when I touched nothing but goose-down pillows. A slight indentation in the mattress next to me was the only proof that what had happened had been real, and not one of the fever dreams I'd been having since Rosalyn's death. Of course, I couldn't expect Katherine to have spent the night with me. Not with her maid waiting at the carriage house, and not with the way the servants talked. She'd told me herself that this had to be our secret, that she couldn't risk ruining her reputation. Not that she had to worry about that. I wanted us to have our own secret world, together. I wondered when she'd slipped away, remembering the feeling of her in my arms, a warmth and lightness I'd never felt before. I felt whole, and at peace, and the thoughtof Rosalyn was just a vague memory, a character in an unpleasant story that I'd simply put out of my mind. Now my mind was consumed with thoughts of Katherine: how she pulled the curtains closed as the summer storm pelted hail on the windows, how she'd allowed my hands to explore her exquisite body. At one point, I was caressing her neck when my hands fell on the clasp of the ornate blue cameo necklace she always wore. I began to unclasp it when Katherine had roughly pushed me away. â€Å"Don't!† she'd said sharply, her hands flying to the clasp, making sure nothing had been disturbed. But then, once she patted the charm into place on the hollow of her neck, she'd resumed kissing me. I blushed as I remembered all the other places she did allow me to touch. I swung my legs out of bed, walked toward the hand basin, and splashed water on my face. I looked in the mirror and smiled. The dark circles were gone from my eyes, and it no longer felt like an effort to walk from one side of the room to the other. I changed into my waistcoat and dark-blue breeches and left the chambers humming. â€Å"Sir?† Alfred asked on the stairs. He was holding a silver-domed platter–my breakfast. My lip curled in disgust. How could I have lain in bed for an entire week when there was a whole world to discover with Katherine? â€Å"I'm quite well, thank you, Alfred,† I said as I took the stairs two at a time. The storm from last night had disappeared as quickly as it came. In the sunroom, the early-morning light was sparkling through the floor-to- ceiling windows, and the table was decorated with freshly cut daisies. Damon was already there, drinking a mug of coffee while flipping through the morning paper from Richmond. â€Å"Hello, brother!† Damon said, holding up his coffee mug as if he were toasting me. â€Å"My, you look well. Did our afternoon ride do you some good, after all?† I nodded and sat opposite him, glancing at the headlines on the paper. The Union had taken Fort Morgan. I wondered where exactly that was. â€Å"I don't know why we even get the paper. It's not like Father cares about anything except the stories he makes up in his head,† Damon said disgustedly. â€Å"If you hate it here so much, why don't you just leave?† I asked, suddenly annoyed with Damon's constant grumbling. Maybe it would be better if he were gone, so that Father wouldn't be so frustrated. An odious voice in the back of my mind silently added, And so I don't have to think about you and Katherine, swinging on the porch swing together. Damon raised an eyebrow. â€Å"Well, I'd be remiss if I didn't say things were interesting here.† His lips curved in a private sort of smile that made me suddenly want to grab his shoulders and shake him. The force of my emotions surprised me, so much so that I had to sit down and shove into my mouth a muffin from the overflowing basket on the table. I'd never felt jealous of my brother before, but suddenly I was dying to know: Had Katherine ever snuck up to his bedroom? She couldn't have. Last night, she'd seemed so nervous about getting caught, having me promise over and over again that I'd never breathe a word to anybody about what we'd done. Betsy, the cook, came in, her arms laden with plates of grits, bacon, and eggs. My stomach rumbled, and I realized I was starving. I quickly tucked in, reveling in the saltiness of the eggs combined with the sweet bitterness of my coffee. It was as if I'd never tasted breakfast before and my senses were finally awakened. I sighed in contentment, and Damon looked up in amusement. â€Å"I knew all you needed was some fresh air and good food,† Damon said. And Katherine, I thought. â€Å"Now let's go outside and cause some trouble.† Damon smiled wickedly. â€Å"Father's in his study, doing his demon studies. Do you know he even has Robert in on it?† Damon shook his head in disgust. I sighed. While I didn't necessarily believe all the discussion about demons, I did respect Father enough to not make fun of his thoughts. It made me feel vaguely disloyal to hear Damon's dismissal of him. â€Å"I'm sorry, brother.† Damon shook his head and scraped his chair back against the slate floor. â€Å"I know you don't like it when Father and I fight.† He walked over to me, pulling out my chair from under me, almost causing me to fall. I scrambled to my feet and good-naturedly shoved him back. â€Å"That's better!† Damon called with glee. â€Å"Now, let's go!† He ran out the back door, letting the door slam shut. Cordelia used to scream at us for that offense as children, and I laughed when I heard her familiar groan from the kitchen. I ran toward the center of the lawn, where Damon had unearthed the oblong ball we'd been tossing two weeks before. â€Å"Here, brother! Catch!† Damon panted, and I turned and leapt into the air, just in time to catch the pigskin in my arms. I pulled it tightly to my chest and began running toward the stable, the wind whipping my face. â€Å"Y boys!† a voice called, stopping me in my ou tracks. Katherine was standing on the porch of the carriage house, wearing a simple, cream-colored muslin dress and looking so innocent and sweet that I couldn't believe that what happened last night wasn't a dream. â€Å"Burning off excess energy? â€Å" I sheepishly turned around and walked toward the porch. â€Å"Playing catch!† I explained, hastily throwing the ball to Damon. Katherine reached behind her, braiding her curls down the back of her neck. I had a sudden fear that she thought we were tiresome with our childish game and that she'd come out here to scold us for waking her so early. But she simply smiled as she settled on the porch swing. â€Å"Are you ready to play?† Damon called from his position on the lawn. He held the ball far back behind his head as if he were about to throw it toward her. â€Å"Absolutely not.† Katherine wrinkled her nose. â€Å"Once was enough. Besides, I feel people who need props for their games and sports are lacking in imagination.† â€Å"Stefan has imagination.† Damon smirked. â€Å"Y should hear him read poetry. He's like a ou troubadour.† He dropped the ball and ran toward the porch. â€Å"Damon has imagination. too. Y should see ou the imaginative way he plays cards,† I teased as I reached the steps of the porch. Katherine nodded at me as I bowed to her but didn't make any other effort to greet me. I stepped back, momentarily stung. Why hadn't she at least given me her hand to kiss? Hadn't last night meant anything to her? † I am imaginative, especially when I have a muse.† Damon winked at Katherine, then stepped in front of me to grab her hand. He brought it to his lips, and my stomach churned. â€Å"Thank you,† Katherine said, standing up and walking down the porch steps, her simple skirts swishing down the stairs. With her hair pulled back from her eyes, she reminded me of an angel. She gave me a secret smile, and finally I relaxed. â€Å"It's beautiful here,† Katherine said, spreading her arms as if blessing the entire estate. â€Å"Will you show me around?† she asked, turning and glancing first at Damon, then at me, then back at Damon again. â€Å"I've lived here for more than two weeks, and I've barely seen anything besides my bedchambers and the gardens. I want to see something new. Something secret!† â€Å"We have a maze,† I said stupidly. Damon elbowed me in the ribs. Not like he had anything better to say. â€Å"I know,† Katherine said. â€Å"Damon showed me.† My stomach fell at the reminder of how much time the two of them had spent together in the week I was in my sickbed. And if he'd shown her the maze †¦ But I pushed the thought out of my head as best I could. Damon had always told me about all the women he'd kissed, ever since we were thirteen and he and Amelia Hawke had kissed on the Wickery Bridge. If he had kissed Katherine, I would have heard about it. â€Å"I'd love to see it again,† Katherine said, clapping her hands together as if I'd just told her the most interesting news in the world. â€Å"Will you both escort me?† she asked hopefully, glancing at us. â€Å"Of course,† we said at the same time. â€Å"Oh, wonderful! I must tell Emily.† Katherine dashed inside, leaving us standing on opposite ends of the stairs. â€Å"She's quite a woman, isn't she?† Damon asked. â€Å"She is,† I said shortly. Before I could say anything else, Katherine came bounding down the stairs, holding a sun umbrella in one hand. â€Å"I'm ready for our adventure!† she cried, handing me her parasol, an expectant look on her face. I hooked it over the crook of my arm, while Katherine linked arms with Damon. I walked a few feet behind, watching the easy way their hips bumped each other, as if she were simply his younger, teasing sister. I relaxed. That was it. Damon was always protective and was simply being a big brother to Katherine. And she needed that. I whistled under my breath as I followed them. We had a small labyrinth in the front garden, but the maze on the far corner of the property was expansive, built from a boggy marsh by my father, who had been determined to impress our mother. She'd loved to garden and had always bemoaned the fact that the flowers that bloomed in her native France simply couldn't withstand the hard Virginia soil. The area always smelled of roses and clematis and was always the first place couples would retreat to when they wanted to be alone at a Veritas party. The servants had superstitions about the maze: that a child conceived in the maze would be blessed for life, that if you kissed your true love in the center of the maze, you'd be bonded for life, but that if you told a lie while within its walls, you'd be cursed forever. Today it felt almost magical: The arbors and vines provided shade from the sun, making it seem that the three of us were in an enchanted world together–away from death and war. â€Å"It's even more beautiful than I remembered!† Katherine explained. â€Å"It's like a storybook. Like the Luxembourg Gardens or the Palace of Versailles!† She plucked a calla lily and inhaled deeply. I paused and glanced at her. â€Å"Y ou've been to Europe, then?† I asked, feeling as provincial as any of the country bumpkins who lived in the shanty town on the other side of Mystic Falls, the ones who pronounced the word creek like crick and who already had four or five children by the time they were our age. â€Å"I've been everywhere,† Katherine said simply. She tucked the lily behind her ear. â€Å"So, tell me, boys, how did you amuse yourselves when you didn't have a mysterious stranger to impress with a tour of your grounds?† â€Å"We entertain pretty young things with real Southern hospitality.† Damon smirked, falling into his overdone accent that always made me laugh. Katherine rewarded him with a giggle, and I smiled. Now that I saw Damon and Katherine's flirtatious friendship as being as innocent as the relationship of cousins, I could enjoy their banter. â€Å"Damon's right. Our Founders Ball is just a few weeks away,† I said, my spirits lifting as I realized that I was free to go to the ball with whoever I pleased. I couldn't wait to twirl Katherine in my arms. â€Å"And you'll be the prettiest girl. Even the girls from Richmond and Charlottesville will be jealous!† Damon pronounced. â€Å"Really? Why, I think I should like that. Is that wicked of me?† Katherine asked, glancing from Damon to me. â€Å"No,† I said. â€Å"Y Damon said at the same time. â€Å"And I, for es,† one, think more girls should admit their wicked natures. After all, we all know the fairer sex has a dark side. Remember when Clementine cut off Amelia's hair?† Damon turned toward me. â€Å"Y es,† I chuckled, happy to play the role of storyteller for Katherine's amusement. â€Å"Clementine thought Amelia was being too forward with Matthew Hartnett, and since Clem fancied him, she decided she'd take it in her own hands to make Amelia less attractive.† Katherine put her hand over her mouth in a gesture of exaggerated concern. â€Å"I do hope poor Amelia's recovered.† â€Å"She's engaged to some soldier. Don't worry about her,† Damon said. â€Å"In fact, you shouldn't worry about anything. Y ou're far too pretty.† â€Å"Well, I am worried about one thing.† Katherine widened her eyes. â€Å"Who shall escort me to the ball?† She swung her parasol back and forth on her arm as she gazed at the ground, as if thinking through a deep decision. My heart quickened as she looked up at both of us. â€Å"I know! Let's have a race. Winner may get to take me!† She threw her parasol on the ground and ran off to the center of the maze. â€Å"Brother?† Damon asked, raising an eyebrow at me. â€Å"Ready?† I smiled, as if this were just a casual children's footrace. I didn't want Damon to know how fast my heart was beating, and how very much I wanted to catch Katherine. â€Å"Go!† Damon yelled. Immediately I began running. My hands and legs flailed, and I propelled myself into the maze. When we were in school, I was the fastest boy in the class, lightning quick when the school bell rang. Then I heard peals of laughter. I glanced back. Damon was doubled up over himself, slapping his knee. I gulped air, trying not to seem winded. â€Å"Scared to compete?† I said, running back and slugging Damon on the shoulder. I'd meant it to be a playful punch, but it landed with a heavy thud. â€Å"Oh, now we're on, brother!† Damon said, his voice light and full of laughter. He grabbed my shoulders and wrestled me easily to the ground. I struggled to my feet and tackled him, throwing him onto his back and pinning down his wrists. â€Å"Think you can still lick your little brother?† I teased, enjoying my momentary victory. â€Å"No one came for me!† Katherine pouted, wandering out of the maze. Her frown quickly turned into a smile as she saw us on the ground, breathing heavily. â€Å"Good thing I'm here to save you both.† She knelt and pressed her lips first to Damon's cheek, then to mine. I released Damon's wrists and stood up, wiping the dirt off my breeches. â€Å"See?† she asked, as she offered an arm to Damon. â€Å"All you need is a kiss to make everything better–although you boys shouldn't be such brutes with each other.† â€Å"We were fighting for you,† Damon said lazily, not bothering to stand up. Just then, the sound of horses' hooves interrupted us. Alfred dismounted his horse and bowed to the three of us. It must have been a sight: Damon lying on the ground, resting his head on his hand as if he were simply reclining, me frantically brushing grass stains off my trousers, and Katherine standing between us, looking amused. â€Å"I'm sorry to interrupt,† Alfred said. â€Å"But Master Giuseppe needs to speak to Master Damon. It's urgent.† â€Å"Of course it is. Everything is always urgent for Father. What do you bet he has another ridiculous theory he needs to discuss?† Damon said. Katherine lifted her parasol from the ground. â€Å"I should get going, too. I'm all disheveled, and I'm due to visit with Pearl at the apothecary.† â€Å"Come,† Alfred said, gesturing for Damon to jump onto the back of his horse. As Alfred and Damon rode away, Katherine and I slowly walked back to the carriage house. I wanted to bring up the Founders Ball again but found myself afraid to do so. â€Å"Y don't need to keep pace with me. ou Perhaps you should keep your brother company,† Katherine suggested. â€Å"It seems that your father is a man who's best taken on by two,† she observed. Her hand brushed my own and she grabbed my wrist. Then she stepped on her tiptoes and allowed her lips to graze my cheek. â€Å"Come see me tonight, sweet Stefan. My chambers will be open.† And with that, she broke off into a spirited run. She was like a colt, galloping free, and I felt my heart gallop along with her. There was no question: She felt the same way I did. And knowing that made me feel more alive than I ever had in my life.

Coke N Pepsi

CASE 1? 3 Coke and Pepsi Learn to Compete in India THE BEVERAGE BATTLEFIELD In 2007, the President and CEO of Coca-Cola asserted that Coke has had a rather rough run in India; but now it seems to be getting its positioning right. Similarly, PepsiCo’s Asia chief asserted that India is the beverage battle? eld for this decade and beyond. Even though the government had opened its doors wide to foreign companies, the experience of the world’s two giant soft drinks companies in India during the 1990s and the beginning of the new millennium was not a happy one.Both companies experienced a range of unexpected problems and dif? cult situations that led them to recognize that competing in India requires special knowledge, skills, and local expertise. In many ways, Coke and Pepsi managers had to learn the hard way that â€Å"what works here† does not always â€Å"work there. † â€Å"The environment in India is challenging, but we’re learning how to crack it, † says an industry leader. THE INDIAN SOFT DRINKS INDUSTRY In India, over 45 percent of the soft drinks industry in 1993 consisted of small manufacturers. Their combined business was worth $3. million dollars. Leading producers included Parle Agro (hereafter â€Å"Parle†), Pure Drinks, Modern Foods, and McDowells. They offered carbonated orange and lemon-lime beverage drinks. Coca-Cola Corporation (hereafter â€Å"Coca-Cola†) was only a distant memory to most Indians at that time. The company had been present in the Indian market from 1958 until its withdrawal in 1977 following a dispute with the government over its trade secrets. After decades in the market, Coca-Cola chose to leave India rather than cut its equity stake to 40 percent and hand over its secret formula for the syrup.Following Coca-Cola’s departure, Parle became the market leader and established thriving export franchise businesses in Dubai, Kuwait, Saudi Arabia, and Oman in the Gulf, along with Sri Lanka. It set up production in Nepal and Bangladesh and served distant markets in Tanzania, Britain, the Netherlands, and the United States. Parle invested heavily in image advertising at home, establishing the dominance of its ? agship brand, Thums Up. Thums Up is a brand associated with a â€Å"job well done† and personal success.These are persuasive messages for its target market of young people aged 15 to 24 years. Parle has been careful in the past not to call Thums Up a cola drink so it has avoided direct comparison with Coke and Pepsi, the world’s brand leaders. The soft drinks market in India is composed of six product segments: cola, â€Å"cloudy lemon,† orange, â€Å"soda† (carbonated water), mango, and â€Å"clear lemon,† in order of importance. Cloudy lemon and clear lemon together make up the lemon-lime segment. Prior to the arrival of foreign producers in India, the ? ht for local dominance was between Parle’s Thums Up and Pure Drinks’ Campa Cola. In 1988, the industry had experienced a dramatic shakeout following a government warning that BVO, an essential ingredient in locally produced soft drinks, was carcinogenic. Producers either cat2994X_case1_001-017. indd cat2994X_case1_001-017. indd 10 had to resort to using a costly imported substitute, estergum, or they had to ? nance their own R&D in order to ? nd a substitute ingredient. Many failed and quickly withdrew from the industry.Competing with the segment of carbonated soft drinks is another beverage segment composed of noncarbonated fruit drinks. These are a growth industry because Indian consumers perceive fruit drinks to be natural, healthy, and tasty. The leading brand has traditionally been Parle’s Frooti, a mango-? avored drink, which was also exported to franchisees in the United States, Britain, Portugal, Spain, and Mauritius. OPENING INDIAN MARKET In 1991, India experienced an economic crisis of exceptional severity, t riggered by the rise in imported oil prices following the ? rst Gulf War (after Iraq’s invasion of Kuwait).Foreign exchange reserves fell as nonresident Indians (NRIs) cut back on repatriation of their savings, imports were tightly controlled across all sectors, and industrial production fell while in? ation was rising. A new government took of? ce in June 1991 and introduced measures to stabilize the economy in the short term, then launched a fundamental restructuring program to ensure medium-term growth. Results were dramatic. By 1994, in? ation was halved, exchange reserves were greatly increased, exports were growing, and foreign investors were looking at India, a leading Big Emerging Market, with new eyes.The turnaround could not be overstated; as one commentator said, â€Å"India has been in economic depression for so long that everything except the snake-charmers, cows and the Taj Mahal has faded from the memory of the world. † The Indian government was viewed a s unfriendly to foreign investors. Outside investment had been allowed only in high-tech sectors and was almost entirely prohibited in consumer goods sectors. The â€Å"principle of indigenous availability† had speci? ed that if an item could be obtained anywhere else within the country, imports of similar items were forbidden.As a result, Indian consumers had little choice of products or brands and no guarantees of quality or reliability. Following liberalization of the Indian economy and the dismantling of complicated trade rules and regulations, foreign investment increased dramatically. Processed foods, software, engineering plastics, electronic equipment, power generation, and petroleum industries all bene? ted from the policy changes. PEPSICO AND COCA-COLA ENTER THE INDIAN MARKET Despite its huge population, India had not been considered by foreign beverage producers to be an important market.In addition to the deterrents imposed by the government through its austere tr ade policies, rules, and regulations, local demand for carbonated drinks in India was very low compared with countries at a similar stage of economic development. In 1989, the average Indian was buying only three bottles a year, compared with per-capita 8/27/10 1:58 PM Cases 1 An Overview consumption rates of 11 bottles a year in Bangladesh and 13 in Pakistan, India’s two neighbors. PepsiCo PepsiCo entered the Indian market in 1986 under the name â€Å"Pepsi Foods Ltd. n a joint venture with two local partners, Voltas and Punjab Agro. † As expected, very stringent conditions were imposed on the venture. Sales of soft drink concentrate to local bottlers could not exceed 25 percent of total sales for the new venture, and Pepsi Foods Ltd. was required to process and distribute local fruits and vegetables. The government also mandated that Pepsi Food’s products be promoted under the name â€Å"Lehar Pepsi† (â€Å"lehar† meaning â€Å"wave†). For eign collaboration rules in force at the time prohibited the use of foreign brand names on products intended for sale inside India.Although the requirements for Pepsi’s entry were considered stringent, the CEO of Pepsi-Cola International said at that time, â€Å"We’re willing to go so far with India because we want to make sure we get an early entry while the market is developing. † In keeping with local tastes, Pepsi Foods launched Lehar 7UP in the clear lemon category, along with Lehar Pepsi. Marketing and distribution were focused in the north and west around the major cities of Delhi and Mumbai (formally Bombay). An aggressive pricing policy on the one-liter bottles had a severe impact on the local producer, Pure Drinks.The market leader, Parle, preempted any further pricing moves by Pepsi Foods by introducing a new 250-ml bottle that sold for the same price as its 200-ml bottle. Pepsi Foods struggled to ? ght off local competition from Pure Drinks’ C ampa Cola, Duke’s lemonade, and various brands of Parle. The ? ght for dominance intensi? ed in 1993 with Pepsi Food’s launch of two new brands, Slice and Teem, along with the introduction of fountain sales. At this time, market shares in the cola segment were 60 percent for Parle (down from 70 percent), 26 percent for Pepsi Foods, and 10 percent for Pure Drinks. Coca-ColaIn May 1990, Coca-Cola attempted to reenter India by means of a proposed joint venture with a local bottling company owned by the giant Indian conglomerate, Godrej. The government turned down this application just as PepsiCo’s application was being approved. Undeterred, Coca-Cola made its return to India by joining forces with Britannia Industries India Ltd. , a local producer of snack foods. The new venture was called â€Å"Britco Foods. † Among local producers, it was believed at that time that CocaCola would not take market share away from local companies because the beverage market w as itself growing consistently from year to year.Yet this belief did not stop individual local producers from trying to align themselves with the market leader. Thus in July 1993, Parle offered to sell Coca-Cola its bottling plants in the four key cities of Delhi, Mumbai, Ahmedabad, and Surat. In addition, Parle offered to sell its leading brands Thums Up, Limca, Citra, Gold Spot, and Mazaa. It chose to retain ownership only of Frooti and a soda (carbonated water) called Bisleri. FAST FORWARD TO THE NEW MILLENNIUM Seasonal Sales Promotions—2006 Navratri Campaign In India the summer season for soft drink consumption lasts 70 to 75 days, from mid-April to June.During this time, over 50 percent of the year’s carbonated beverages are consumed across the country. The second-highest season for cat2994X_case1_001-017. indd cat2994X_case1_001-017. indd 11 consumption lasts only 20 to 25 days during the cultural festival of Navratri (â€Å"Nav† means nine and â€Å"ratr i† means night). This traditional Gujarati festival goes on for nine nights in the state of Gujarat, in the western part of India. Mumbai also has a signi? cant Gujarati population that is considered part of the target market for this campaign. As the Regional Marketing Manager for Coca-Cola India tated, â€Å"As part of the ‘think local—act local’ business plan, we have tried to involve the masses in Gujarat with ‘Thums Up Toofani Ramjhat,’ with 20,000 free passes issued, one per Thums Up bottle. [‘Toofan’ means a thunderstorm and ‘ramjhat’ means ‘let’s dance,’ so together these words convey the idea of a ‘fast dance. ’] There are a number of [retail] on-site activities too, such as the ‘buy one—get one free’ scheme and lucky draws where one can win a free trip to Goa. † (Goa is an independent Portuguesespeaking state on the west coast of India, famed for its beaches and tourist resorts. For its part, PepsiCo also participates in annual Navratri celebrations through massive sponsorships of â€Å"garba† competitions in selected venues in Gujarat. (â€Å"Garba† is the name of a dance, done by women during the Navratri festival. ) The Executive Vice President for PepsiCo India commented: â€Å"For the ? rst time, Pepsi has tied up with the Gujarati TV channel, Zee Alpha, to telecast ‘Navratri Utsav’ on all nine nights. [‘Utsav’ means festival. ] Then there is the mega offer for the people of Ahmedabad, Baroda, Surat, and Rajkot where every re? ll of a case of Pepsi 300-ml. ottles will fetch one kilo of Basmati rice free. † These four cities are located in the state of Gujarat. Basmati rice is considered a premium quality rice. After the initial purchase of a 300-ml bottle, consumers can get re? lls at reduced rates at select stores. The TV Campaign Both Pepsi-Cola and Coca-Cola engage in TV ca mpaigns employing local and regional festivals and sports events. A summer campaign featuring 7UP was launched by Pepsi with the objectives of growing the category and building brand awareness. The date was chosen to coincide with the India– Zimbabwe One-Day cricket series.The new campaign slogan was â€Å"Keep It Cool† to emphasize the product attribute of refreshment. The national campaign was to be reinforced with regionally adapted TV campaigns, outdoor activities, and retail promotions. A 200-ml bottle was introduced during this campaign in order to increase frequency of purchase and volume of consumption. Prior to the introduction of the 200-ml bottle, most soft drinks were sold in 250-ml, 300-ml, and 500-ml bottles. In addition to 7UP, Pepsi Foods also introduced Mirinda Lemon, Apple, and Orange in 200-ml bottles.In the past, celebrity actors Amitabh Bachchan and Govinda, who are famous male stars of the Indian movie industry, had endorsed Mirinda Lemon. This wo rld-famous industry is referred to as â€Å"Bollywood† (the Hollywood of India based in Bombay). Pepsi’s Sponsorship of Cricket and Football (Soccer) After India won an outstanding victory in the India–England NatWest One-Day cricket series ? nals, PepsiCo launched a new ad campaign featuring the batting sensation, Mohammad Kaif. PepsiCo’s line-up of other cricket celebrities includes Saurav Ganguly, Rahul Dravid, Harbhajan Singh, Zaheer Khan, V .S. Laxman, and Ajit Agarkar. All of these players were . V part of the Indian team for the World Cup Cricket Series. During the two months of the Series, a new product, Pepsi Blue, was 8/27/10 1:58 PM Part 6 Supplementary Material marketed nationwide. It was positioned as a â€Å"limited edition,† icy-blue cola sold in 300-ml, returnable glass bottles and 500-ml plastic bottles, priced at 8 rupees (Rs) and Rs 15, respectively. In addition, commemorative, nonreturnable 250-ml Pepsi bottles priced at Rs 12 w ere introduced. One rupee was equal to US 2. 54 cents in 2008. ) In addition to the sponsorship of cricket events, PepsiCo has also taken advantage of World Cup soccer fever in India by featuring football heroes such as Baichung Bhutia in Pepsi’s celebrity and music-related advertising communications. These ads featured football players pitted against sumo wrestlers. To consolidate its investment in its promotional campaigns, PepsiCo sponsored a music video with celebrity endorsers including the Bollywood stars, as well as several nationally known cricketers.The new music video aired on SET Max, a satellite channel broadcast mainly in the northern and western parts of India and popular among the 15–25 year age group. Coca-Cola’s Lifestyle Advertising While Pepsi’s promotional efforts focused on cricket, soccer, and other athletic events, Coca-Cola’s India strategy focused on relevant local idioms in an effort to build a â€Å"connection with the y outh market. † The urban youth target market, known as â€Å"India A,† includes 18–24 year olds in major metropolitan areas. Several ad campaigns were used to appeal to this market segment.One campaign was based on use of â€Å"gaana† music and ballet. (â€Å"Gaana† means to sing. ) The ? rst ad execution, called â€Å"Bombay Dreams,† featured A. R. Rahman, a famous music director. This approach was very successful among the target audience of young people, increasing sales by about 50 percent. It also won an Ef? Award from the Mumbai Advertising Club. A second execution of Coke’s southern strategy was â€Å"Chennai Dreams† (Chennai was formerly called Madras), a 60-second feature ? lm targeting consumers in Tamil Nadu, a region of southern India. The ? m featured Vijay, a youth icon who is famous as an actor in that region of south India. Another of the 60-second ? lms featured actor Vivek Oberoi with Aishwarya Rai. Both are fa mous as Bollywood movie stars. Aishwarya won the Miss World crown in 1994 and became an instant hit in Indian movies after deciding on an acting career. This ad showed Oberoi trying to hook up with Rai by deliberately leaving his mobile phone in the taxi that she hails, and then calling her. The ad message aimed to emphasize con? dence and optimism, as well as a theme of â€Å"seize the day. This campaign used print, outdoor, point-of-sale, restaurant and grocery chains, and local promotional events to tie into the 60-second ? lm. â€Å"While awareness of soft drinks is high, there is a need to build a deeper brand connect† in urban centers, according to the Director of Marketing for CocaCola India. â€Å"Vivek Oberoi—who’s an up and coming star today, and has a wholesome, energetic image—will help build a stronger bond with the youth, and make them feel that it is a brand that plays a role in their life, just as much as Levi’s or Ray-Ban. †In addition to promotions focused on urban youth, Coca-Cola India worked hard to build a brand preference among young people in rural target markets. The campaign slogan aimed at this market was â€Å"thanda matlab Coca-Cola† (or â€Å"cool means Coca-Cola† in Hindi). Coca-Cola India calls its rural youth target market â€Å"India B. † The prime objective in this market is to grow the generic soft drinks category and to develop brand preference for Coke. The â€Å"thanda† (â€Å"cold†) campaign successfully propelled Coke into the number three position in rural markets. cat2994X_case1_001-017. ndd cat2994X_case1_001-017. indd 12 Continuing to court the youth market, Coke has opened its ? rst retail outlet, Red Lounge. The Red Lounge is touted as a one-stopdestination where the youth can spend time and consume Coke products. The ? rst Red Lounge pilot outlet is in Pune, and based on the feedback, more outlets will be rolled out in other cities. The lounge sports red color, keeping with the theme of the Coke logo. It has a giant LCD television, video games, and Internet sur? ng facilities. The lounge offers the entire range of Coke products.The company is also using Internet to extend its reach into the public domain through the Web site www. myenjoyzone. com. The company has created a special online â€Å"Sprite-itude† zone that provides consumers opportunities for online gaming and expressing their creativity, keeping with the no-nonsense attitude of the drink. Coca-Cola’s speci? c marketing objectives are to grow the percapita consumption of soft drinks in the rural markets, capture a larger share in the urban market from competition, and increase the frequency of consumption.An â€Å"affordability plank,† along with introduction of a new 5-rupee bottle, was designed to help achieve all of these goals. The â€Å"Affordability Plank† The purpose of the â€Å"affordability plank† was to enha nce affordability of Coca-Cola’s products, bringing them within arm’s reach of consumers, and thereby promoting regular consumption. Given the very low percapita consumption of soft drinks in India, it was expected that price reductions would expand both the consumer base and the market for soft drinks. Coca-Cola India dramatically reduced prices of its soft drinks by 15 percent to 25 percent nationwide to encourage consumption.This move followed an earlier regional action in North India that reduced prices by 10–15 percent for its carbonated brands Coke, Thums Up, Limca, Sprite, and Fanta. In other regions such as Rajasthan, western and eastern Uttar Pradesh, and Tamil Nadu, prices were slashed to Rs 5 for 200-ml glass bottles and Rs 8 for 300-ml bottles, down from the existing Rs 7 and Rs 10 price points, respectively. Another initiative by Coca-Cola was the introduction of a new size, the â€Å"Mini,† expected to increase total volume of sales and acco unt for the major chunk of Coca-Cola’s carbonated soft drink sales.The price reduction and new production launch were announced together in a new television ad campaign for Fanta and Coke in Tamil. A 30-second Fanta spot featured the brand ambassador, actress Simran, well-known for her dance sequences in Hindi movies. The ad showed Simran stuck in a traf? c jam. Thirsty, she tosses a 5-rupee coin to a roadside stall and signals to the vendor that she wants a Fanta Mini by pointing to her orange dress. (Fanta is an orangeade drink. ) She gets her Fanta and sets off a chain reaction on the crowded street, with everyone from school children to a traditional â€Å"nani† mimicking her action. â€Å"Nani† is the Hindi word for grandmother. ) The director of marketing commented that the company wanted to make consumers â€Å"sit up and take notice. † A NEW PRODUCT CATEGORY Although carbonated drinks are the mainstay of both Coke’s and Pepsi’s produ ct line, the Indian market for carbonated drinks is now not growing. It grew at a compounded annual growth rate of only 1 percent between 1999 and 2006, from $1. 31 billion to $1. 32 billion. However, the overall market for beverages, which includes soft drinks, juices, and other drinks, grew 6 percent from $3. 15 billion to $3. 4 billion. To encourage growth in demand for bottled beverages in the Indian market, several producers, including Coke and Pepsi, have 8/27/10 1:58 PM Cases 1 An Overview launched their own brands in a new category, bottled water. This market was valued at 1,000 Crores. 1 Pepsi and Coke are responding to the declining popularity of soft drinks or carbonated drinks and the increased focus on all beverages that are non-carbonated. The ultimate goal is leadership in the packaged water market, which is growing more rapidly than any other category of bottled beverages.Pepsi is a signi? cant player in the packaged water market with its Aqua? na brand, which has a signi? cant share of the bottled water market and is among the top three retail water brands in the country. PepsiCo consistently has been working toward reducing its dependence on Pepsi Cola by bolstering its non-cola portfolio and other categories. This effort is aimed at making the company more broad-based in category growth so that no single product or category becomes the key determinant of the company’s market growth.The non-cola segment is said to have grown to contribute one-fourth of PepsiCo’s overall business in India during the past three to four years. Previously, the multinational derived a major chunk of its growth from Pepsi-Cola. Among other categories on which the company is focusing are fruit juices, juice-based drinks, and water. The estimated fruit juice market in India is approximately 350 Crores and growing month to month. One of the key factors that has triggered this trend is the emergence of the mass luxury segment and increasing consumer consc iousness about health and wellness. Our hugely successful international brand Gatorade has gained momentum in the country with consumers embracing a lifestyle that includes sports and exercise. The emergence of high-quality gymnasiums, ? tness and aerobic centres mirror the ? tness trend,† said a spokesperson. Coca-Cola introduced its Kinley brand of bottled water and in two years achieved a 28 percent market share. It initially produced bottled water in 15 plants and later expanded to another 15 plants. The Kinley brand of bottled water sells in various pack sizes: 500 ml, 1 liter, 1. 5 liter, 2 liter, 5 liter, 20 liter, and 25 liter.The smallest pack was priced at Rs 6 for 500 ml, while the 2-liter bottle was Rs 17. The current market leader, with 40 percent market share, is the Bisleri brand by Parle. Other competing brands in this segment include Bailley by Parle, Hello by Hello Mineral Waters Pvt. Ltd. , Pure Life by Nestle, and a new brand launched by Indian Railways, ca lled Rail Neer. CONTAMINATION ALLEGATIONS AND WATER USAGE Just as things began to look up for the American companies, an environmental organization claimed that soft drinks produced in India by Coca-Cola and Pepsi contained signi? cant levels of pesticide residue.Coke and Pepsi denied the charges and argued that extensive use of pesticides in agriculture had resulted in a minute degree of pesticide in sugar used in their drinks. The result of tests conducted by the Ministry of Health and Family Welfare showed that soft drinks produced by the two companies were safe to drink under local health standards. Protesters in India reacted to reports that Coca-Cola and Pepsi contained pesticide residues. Some states announced partial bans on Coke and Pepsi products. When those reports appeared on the front pages of newspapers in India, Coke and Pepsi executives were con? ent that they could handle the situation. But they stumbled. 1 One Crore cat2994X_case1_001-017. indd cat2994X_case1_001-0 17. indd 13 10,000,000 Rupees, and US$1 Rs48, so 1,000 Crore US$208,300. They underestimated how quickly events would spiral into a nationwide scandal, misjudged the speed with which local politicians would seize on an Indian environmental group’s report to attack their global brands, and did not respond swiftly to quell the anxieties of their customers. The companies formed committees in India and the United States, working in tandem on legal and public relations issues.They worked around the clock fashioning rebuttals. They commissioned their own laboratories to conduct tests and waited until the results came through before commenting in detail. Their approaches back? red. Their reluctance to give details fanned consumer suspicion. They became bogged down in the technicalities of the charges instead of focusing on winning back the support of their customers. At the start, both companies were unprepared when one state after another announced partial bans on Coke and Pepsi pr oducts; the drinks were prevented from being sold in government of? es, hospitals, and schools. Politicians exploited the populist potential. In hindsight, the Coke communications director said she could see how the environmental group had picked Coca-Cola as a way of attracting attention to the broader problem of pesticide contamination in Indian food products. â€Å"Fringe politicians will continue to be publicly hostile to big Western companies, regardless of how eager they are for their investment,† she said. Failing to anticipate the political potency of the incident, Coke and Pepsi initially hoped that the crisis would blow over and they adopted a policy of silence. Here people interpret silence as guilt,† said an Indian public relations expert. â€Å"You have to roll up your sleeves and get into a street ? ght. Coke and Pepsi didn’t understand that. † Coca-Cola eventually decided to go on the attack, though indirectly, giving detailed brie? ngs by e xecutives, who questioned the scienti? c credentials of their products’ accusers. They directed reporters to Internet blogs full of entries that were uniformly proCoke, and they handed out the cell phone number for the director of an organization called the Center for Sanity and Balance in Public Life.Emphasizing that he was not being paid by the industry, Kishore Asthana, from that center, said, â€Å"One can drink a can of Coke every day for two years before taking in as much pesticide as you get from two cups of tea. † The situation continued to spin out of control. Newspapers printed images of cans of the drinks with headlines like â€Å"toxic cocktail. † News channels broadcast images of protesters pouring Coke down the throats of donkeys. A vice president for CocaCola India said his â€Å"heart sank† when he ? rst heard the accusations because he knew that consumers would be easily confused. But even terminology like P. P. B. —parts per billi on—is dif? cult to comprehend,† he said. â€Å"This makes our job very challenging. † PepsiCo began a public relations offensive, placing large advertisements in daily newspapers saying, â€Å"Pepsi is one of the safest beverages you can drink today. † The company acknowledged that pesticides were present in the groundwater in India and found their way into food products in general. But, it said, â€Å"compared with the permitted levels in tea and other food products, pesticide levels in soft drinks are negligible. After all the bad press Coke got in India over the pesticide content in its soft drinks, an activist group in California launched a campaign directed at U. S. college campuses, accusing CocaCola of India of using precious groundwater, lacing its drinks with pesticides, and supplying farmers with toxic waste used for fertilizing their crops. According to one report, a plant that 8/27/10 1:58 PM Part 6 Supplementary Material produces 300,000 lite rs of soda drink a day uses 1. 5 million liters of water, enough to meet the requirements of 20,000 people.The issue revolved around a bottling plant in Plachimada, India. Although the state government granted Coke permission to build its plant in 1998, the company was obliged to get the locally elected village council’s go-ahead to exploit groundwater and other resources. The village council did not renew permission in 2002, claiming the bottling operation had depleted the farmers’ drinking water and irrigation supplies. Coke’s plant was closed until the corporation won a court ruling allowing them to reopen.The reopening of the plant in 2006 led students of a major Midwestern university to call for a ban on the sale of all Coca-Cola products on campus. According to one source, more than 20 campuses banned Coca-Cola products, and hundreds of people in the United States called on Coca-Cola to close its bottling plants because the plants drain water from communit ies throughout India. They contended that such irresponsible practices rob the poor of their fundamental right to drinking water, are a source of toxic waste, cause serious harm to the environment, and threaten people’s health.In an attempt to stem the controversy, Coca-Cola entered talks with the Midwestern university and agreed to cooperate with an independent research assessment of its work in India; the university selected the institute to conduct the research, and Coke ? nanced the study. As a result of the proposed research program, the university agreed to continue to allow Coke products to be sold on campus. In 2008 the study reported that none of the pesticides were found to be present in processed water used for beverage production and that the plants met governmental regulatory standards.However, the report voiced concerns about the company’s use of sparse water supplies. Coca-Cola was asked by the Delhi-based environmental research group to consider shuttin g down one of its bottling plants in India. Coke’s response was that â€Å"the easiest thing would be to shut down, but the solution is not to run away. If we shut down, the area is still going to have a water problem. We want to work with farming communities and industries to reduce the amount of water used. † The controversies highlight the challenges that multinational companies can face in their overseas operations.Despite the huge popularity of the drinks, the two companies are often held up as symbols of Western cultural imperialism. QUESTIONS 1. The political environment in India has proven to be critical to company performance for both PepsiCo and Coca-Cola India. What speci? c aspects of the political environment have played key roles? Could these effects have been anticipated prior to market entry? If not, could developments in the political arena have been handled better by each company? 2. Timing of entry into the Indian market brought different esults for PepsiCo and Coca-Cola India. What bene? ts or disadvantages accrued as a result of earlier or later market entry? 3. The Indian market is enormous in terms of population and geography. How have the two companies responded to the cat2994X_case1_001-017. indd cat2994X_case1_001-017. indd 14 sheer scale of operations in India in terms of product policies, promotional activities, pricing policies, and distribution arrangements? 4. â€Å"Global localization† (glocalization) is a policy that both companies have mplemented successfully. Give examples for each company from the case. 5. How can Pepsi and Coke confront the issues of water use in the manufacture of their products? How can they defuse further boycotts or demonstrations against their products? How effective are activist groups like the one that launched the campaign in California? Should Coke address the group directly or just let the furor subside? 6. Which of the two companies do you think has better longterm prospects for success in India? 7.What lessons can each company draw from its Indian experience as it contemplates entry into other Big Emerging Markets? 8. Comment on the decision of both Pepsi and Coke to enter the bottled water market instead of continuing to focus on their core products—carbonated beverages and cola-based drinks in particular. 9. Most recently Coca-Cola has decided to enter the growing Indian market for energy drinks, forecasted to grow to $370 billion in 2013 from less than half that in 2003. The competition in this market is ? erce with established ? rms including Red Bull and Sobe.With its new brand Burn, Coke initially targeted alternative distribution channels such as pubs, bars, and gyms rather than large retail outlets such as supermarkets. Comment on this strategy. This case was prepared by Lyn S. Amine, Ph. D. , Professor of Marketing and International Business, Distinguished Fellow of the Academy of Marketing Science, President, Women of the Academy of In ternational Business, Saint Louis University, and Vikas Kumar, Assistant Professor, Strategic Management Institute, Bocconi University, Milan, Italy. Dr. Lyn S.Amine and Vikas Kumar prepared this case from public sources as a basis for classroom discussion only. It is not intended to illustrate either effective or ineffective handling of administrative problems. The case was revised in 2005 and 2008 with the authors’ permission. Sources: Lyn S. Amine and Deepa Raizada, â€Å"Market Entry into the Newly Opened Indian Market: Recent Experiences of US Companies in the Soft Drinks Industry,† in Developments in Marketing Science, XVIII, proceedings of the annual conference of the Academy of Marketing Science, Roger Gomes (ed. ) (Coral Gables, FL: AMS, 1995), pp. 87–92; Jeff Cioletti, â€Å"Indian Government Says Coke and Pepsi Safe,† Beverage World, September 15, 2003; â€Å"Indian Group Plans Coke, Pepsi Protests After Pesticide Claims,† AFP, December 15, 2004; â€Å"Fortune Sellers,† Foreign Policy, May/ June 2004; â€Å"International Pressure Grows to Permanently Close Coke Bottling Plant in Plachimada,† PR Newswire, June 15, 2005; â€Å"Indian Village Refuses Coca-Cola License to Exploit Ground Water,† AFP, June 14, 2005; â€Å"Why Everyone Loves to Hate Coke,† Economist Times, June 16, 2005; â€Å"PepsiCo India To Focus on Non-Cola Segment,† Knight Ridder Tribune Business News, September 22, 2006; â€Å"For 2 Giants of Soft Drinks, A Crisis in a Crucial Market,† The New York Times, August 23, 2006; â€Å"Coke and Pepsi Try to Reassure India That Drinks Are Safe,† The New York Times, August 2006; â€Å"Catalyst: The Fizz in Water† Financial Times Limited, October 11, 2007; â€Å"Marketing: Coca-Cola Foraying Into Retail Lounge Format,† Business Line, â€Å"April 7, 2007; â€Å"India Ops Now in Control, Says Coke Boss,† The Times of India, October 3, 2007; à ¢â‚¬Å"Pepsi: Repairing a Poisoned Reputation in India; How the Soda Giant Fought Charges of Tainted Products in a Country Fixated on its Polluted Water,† Business Week, June 11, 2007, p. 48; â€Å"Coca-Cola Asked to Shut Indian Plant to Save Water,† International Herald Tribune, January 15, 2008; â€Å"Coca Cola: A Second Shot at Energy Drinks,† DataMonitor, January 2010. 8/27/10 1:58 PM