Identity In Wide Sargasso Sea English Literature Essay

Family individuality is besides greatly involved in this novel. For illustration, Mr. Rochester origins from a rich plate, provided he did non inherited the belongings from his staminate p arnt possibly because of the belongings was inherited by his senior siblings. He come to Granbois to forecastk his ain opportunity, his matrimony with Antoinette was arranged by his virile parent and Richard Mason, so that he will acquire the 30 super C lbs from Antoinette which she inherited from Mr. Mason. His male parent purpose was to do certain that the Rochester sept cumber will appreciation extremely position where most of the household are rich. As for Antoinette, she have 2 first name which is Mason and Cosway because her female person parent conjoin two times. Mr. Mason is a rich handsome male where he has a boy, Richard, even though Antoinette is non Mr. Mason ain girl but he liked her and take her half of his belongings but Richard are non satisfied with his male parent d etermination because he thinks that the rumor from Antoinette s household will dishonor his household name, so he make up ones mind to take away Antoinette belongings.Beside of heathenish individuality, Antoinette and Rochester besides have the cultural individuality. For illustration, they have the similar instruction arse land which they are taught to in Christian, they were taught to read book and stretch out in an sinlessness s work forces manner where they learn to dance and slang vino, this shows that they patterns the truly same shade. Although Antoinette patterns some of the white s work forces civilization but she besides patterns the civilization from Caribbean which is largely debate by the forbidding sight. For illustration, Antoinette believed in obi, Caribbean signifier of the faith Voodoo, some sort of superstitious because Christophine, Antoinette s alternate female parent present her to the Caribbean civilization and to obeah. This rump be proven when Ant oinette ask Christophine to do hit the sack potion for her, so that Rochester will love her. Besides Antoinette besides likes to bath in the natural bathing share merely like the other people live in Granbois but Richard are non used to these because to him those things looks like in dream he is algophobic of that, he do non desire to acquire used to this state of affairs, he feels that England is his topographic point, their matrimony have causes civilization mismatch which leads to a calamity.2. How does the source of the imposed text nowadays the thought that being at odds with clubhouse s mend involves threaten but following with those value can besides be harmful?There are two society involved in Wide Sargasso Sea which is Caribbean s society and Western s society. Different society will hold different values, for illustration the Western s society wage more(prenominal) facets in civilize people, wealth, position and spiritual life but the Caribbean society s wage m ore facets in hatred, retaliation and justness.The writer prescribe it by utilizing Annette as an illustration. Annette as a color individual and patterns the really same civilization of Caribbean people but she is married to a white handsome male and he is a slave proprietor, when Annette married him, she is pickings hazard which is really important because of the bondage job, most of the black people hates the white people and there comes some chitchat from the people at Coulibri, Mr. Cosway estate stating that the adult male she married is excessively old for her and so when Mr. Cosway died, Annette and her household were discriminated by the other people for 5 old ages until she is married once more. The Caribbean society s dislike white people for they treaten them, so they will detest their people marry white people and this is the hazard Annette is taking, she knew that this will be the effects when she is married to a white adult male. However, Annette did non follow with t he Caribbean society s values because she knows that it will non make any(prenominal) good, when she is married to Mr. Cosway, she understand the white people better and therefore leads her to an more open-minded individual. I besides thinks that she does non wants her kid comply with those values at that specific clip, enviousness, hatred and vindictive.When Annette married to Mr. Mason, her 2nd matrimony, she makes the colored people live around Coulibri even hates her and as the effects, they burn Annette house and Pierre is dead, a greatly risk so.As for the Western s values, we can see it in the Mason and Rochester households. To them wealthy symbollise their position, Mr. Rochester father wants him to happen his ain luck and this significantly shows that wealthy to them is their position. Rochester prove that this is their society values when he wants to hail married Antoinette for her money and the money are given to him without any inquiry. We can besides see this value in Richard Mason, he do non wants his step-sister to hold the same position as him and so he decided to set up a matrimony for her so that her money will give to person else. The western s society besides judge a individualfrom their apparels, the manner of speech production and manners. For illustration, Mr. Rochester dislike Christophine for a fewer ground. Christophine spoke in a linguistic communication that Mr. Rochester dislike, Christophine describe that the icteric tea drinks by the English work forces as xanthous genus Equus caballus urine and the frock she is have oning which is soiled makes Rochester thinks that is non a clean wont. Christophine knows that the puerile maestro, Mr. Rochester dislike her, she knows that she will neer follow with the Western s values and so she left the house because she besides knew that Rochester will trail her house at last. Even though her action did non harm herself but she did non believe of the effects when she left Antoinette and An toinette was the 1 who are harmed.

Configuring ETRN on the Server and the Client Essay

To set up ETRN, you destiny to piece the server and the client separately. The ISP normally configures the server side. The setup is simple if your ISP is using Exchange Server. Go to the Connections birth control pill of the IMS situation sheet. Under Message delivery, snarl E-Mail Domain. Add the guests farming name and select the Queue messages for ETRN check box, as you see inScreen 1. If you male parentt check this box, the ISP server will promptly attempt to deliver messages even though the ETRN client is offline. Checking this box prevents frustrated retries and nondelivery reports (NDRs) back to the originator. ISPs that dont spend up Exchange Servers can configure the Send get off utility for ETRN capability. The ETRN client requires more complex configuration. First, configure when the ETRN client sends mail. If youre using RAS, be sure youve configured the RAS client and a strait book entry pointing to your ISP before you begin.From Exchange Server, go to the IMS property sheet to configure your connector for ETRN dial-up. From the operate-up Connections tab, which Screen 2 shows, choose the seize remote access entry from the Available ties window. Next, decide on a schedule for calling your ISP. As Screen 2 shows, you concur several(prenominal) options, including transferring mail at specific intervals or whenever mail is findd up. Note that you dont explicitly define when to close the connection. The IMS terminates the connection depending on the desktop in the Time-out aft(prenominal) X min window. This parameter refers to lax time the connection closes after the number of minutes you specify have passed. Your ISP must be able to dequeue your incoming mail within this period, or the connection will close prematurely. The connection might close if the dequeue act doesnt proceed in a timely fashion after youve established the connection with the ISP.You can accommodate a slow come to the fore of the dequeuing process by incre asing the time value. You configure logon validation for the dial-up connection by clicking Logon Information on the Dial-up Connectors tab. On the screen that opens, enter your username, password, and domain (if appropriate). This information (which your ISP gives you) provides the credentials for ETRN to daystar against the server and provides security between the dickens servers. To configure ETRN to let your ISP send your mail to you, click Mail convalescence to get to the screen that you see in Screen 3. Click suppose mail using ETRN. To specify the proper profit domain, you can use the Routing property page (from the IMS property sheet) or hard-code your domain names by selecting Use these domains and entering domains in the window.The latter option signals the ISP to dequeue messages from this domain only. If youve delineate subdomains, precede the domain name with an at () character to collect mail for all domains. Subdomains let you partition companies into operating u nits with separate email addresses. For example, the NCR.com Internet domain has several subdomains, such as daytonoh.NCR.com and columbiasc.NCR.com. If your ISP has defined separate hosts for inward and outbound messages, you can select Send ETRN to specified host alternatively of outbound mail host and define the IP address of the inbound host. If your serve provider uses the TURN command instead of ETRN, you can click Issue TURN after delivering outbound mail. If you use this option, your ISP might need to authenticate your identity, if the ISP has this functionality.You can configure these credentials (e.g., name and password) on the aegis tab of the IMS property sheet. This authentication usually uses the AUTH LOGIN ESMTP extension to send the fib and password on the outbound connection. If your ISP uses UNIX instead of Exchange Server, you can use the UNIX Sendmail application to dequeue messages from the ISPs SMTP gateway for delivery to the ETRN client. To configure Sendm ail, select bespoke command to invoke a script that uses the Sendmail function. You enter the script in the window next to the option. For instance, the remote shell command (Rsh) causes Sendmail to run at the service provider after youve established a connection.For example, the syntaxRsh I isp.com l logonalias /user/lib/sendmail q R NCR.com starts the remote shell, then connects to a service provider called ISP.com. The logon alias starts the shell at the ISP (this alias must match the rhosts file on the ISP). The rest of the command executes the remote shell and sends the queue to the specified domain (NCR.com). The final step in the client dispense of ETRN setup is to configure your server to queue mail in the IMS for afterward transfer to your ISP via ETRN. On the IMS Connections tab, which Screen 4 shows, selectForward all messages to host infra Message Delivery, and then enter your ISPs IP address. Check the Dial using check box, and be sure the correct RAS phone book ent ry appears in the adjacent window.

Depression Research Paper

natural printing In this research paper I would be talking about belief disarray and the possible causes of depression and types of ways to mend it. Here atomic number 18 top five symptoms of why depression disorder occurs. Loss of recreate Poor concentration and memory Thoughts of regret, self-hatred, and suicide Loss of appetite leave out of sleep Depression is described as a mood disorder in which you feel sad some ages, lack of sleep, having difficult times complemental tasks during the sidereal day and other symptoms alike the ones described above, it keep bring pile a persons mood during any normal day activities for a long period of time.It besides causes negative thoughts, become frustrated, and atomic number 50 cause you to commit suicide. Depression is a bad feeling like you feel like youre going in circles in your mindset. Depression is a common in the United States and other parts of the dry land it is stated to be a very serious condition and more than 1 5 million people in the United States has it (VIIBRYD , 2012). What do we do?A recent research study shows that vilazodone or known as VIIBRID is an antidepressant medicine that helps with the disorder but elicit only be use for adults because it has side effects that wouldnt be so ethical for young adults do to health problems. By taking this antidepressant it can increase the risk comp bed to suicidal thinking and behavior in children, teens, if fewer than 18. Another antidepressant would be ABILIFY or known as aripiprazole it is a prescription medicine that helps act depression in adults as an supply treatment to an antidepressant when an antidepressant alone is not enough.It is stated that if you are an adult who has been an antidepressant for at least 6 weeks and are hush up struggling with depression, then aripiprazole could help in as early as 1 to 2 weeks (An-Add On discussion For Depression, 2011) Psychotherapy can to a fault be very useful in helping with depression. It can be very helpful for adults or young adults with forms of depression. Psychotherapy can be used alone or in combination with medication. Its also known as a talk therapy.The two main types of mental hygiene that are typically used to treat depression are * Cognitive-behavioral therapy helps to bring low depression symptoms by challenging and reversing negative beliefs and attitudes. * Interpersonal therapy helps to resolve usance disputes and to overcome problems with social skills and other interpersonal factors that may impact the victimization of depression. (Pristiq) I choose this particular disorder because I never knew but what causes people headaches and why people commit suicide.I feel depress sometimes when I have a lot of work to do and runty sleep but I manage to work around my time and not let depression bring me down. In researching this disorder I have gotten a better understanding about the causes of depression, what it means, and ways to treat it. I ca n help others identify if they are going thru depression or have it but dont realized it and can give them information on how to get help and treat it.Depression is a big mental disorder but Im not going to let it bring me down or others around me. thithers always a way out and ways to cure depression disorder that is thru antidepressants, or psychotherapys. Works Cited An-Add On Treatment For Depression. (2011). Retrieved from ABILLIFY web state of affairs http//www. abilify. com VIIBRYD . (2012). Retrieved from Viibryd web site https//www. viibryd. com Pristiq. (n. d. ). Retrieved from Depression Treatments web site http//www. pristiq. com

Employee Empowerment Essay

Employee em springment is one of the management practices in todays corporate business environs. It is a habit of allocating ideas, profit, recognition and control the cost with employees. According to the management theory of Kanter, mentioned by Rodriguez (2011) that by overlap cause it occur not only improve individual(prenominal) job pleasure hardly similarly benefit the organization as a whole. The involvement and participation bequeath allow them to gain greater job blessedness and more(prenominal) committed to the organizations goal (Lashley 2001). However, this management room also has slightly drawbacks like all leadership hyphens. One of the approximately important benefits of employee appointment is the improvement in productivity in an organization. Employees who be charge be more dedicated to the organization because of their active engagement. They are more responsible for the outcomes of their action, and break-dance able to achieve job demands in an good manner. In fact, commitment, accountability and the intention of fulfilling job demands are the qualities of an charge employee (Kelleher, 2013). A satisfied employee will do their job achievementfully and also meet their personal target. Furthermore their responsible actions will micturate the success for the participation and fulfil mutual commitment.That means by meeting personal targets the organisations economy is also boosted (Watson 2012). Engaged employees are dedicated to their job and put on enthusiasm about their responsibility that means they love to do their duty. some other benefit is that empowered employee tummy take a crap a great office to reduce the costs for an organization.For example, when employees harbor the sureness to deal with customer complaints when they occur, and have the freedom to suggest a solution to the problem, that make headways the employees self sufficient. This is efficient as it has less reliance on higher management approval (The Saylor infrastructure 2014). As a result, the organization encourages the employees to think creatively and critically which will allow them to communicate with their colleagues regarding the related problems and share innovative ideas, so it mass cuts the cost of training and any overhead costs in some issues (Lashley 2001). For instance, a problem which stinker be easily solved by an empowered employee could in other circumstances end up in court or compensation which could cost a lot of gold for the company.The efficient use of resources by the employees can also reduce the cost. thus far so, the manoeuvre environment has a significant effect on how effective the employees can use the resources (Lashley 2001). Thethree important desired aspects of work environment are, namely undisturbed environment, easy accessibility and sufficient appropriate equipment to run their job. For instance, comparing to construction work where people need protective uniforms fo r their job, in business there must have a computer lucre with Wi-Fi. These will make the employees independent and maximize the productivity of the company. The employees fell important and important, so there will be long-term employees who are incorruptible to the organization and this will reducing employee turnover costs (Owen.et.al.2014). However, the three principal(prenominal) areas of concern regarding employee empowerment are as follow. Firstly, in a judgment of conviction of changing ownership or uncertain fleck, it could make the decision qualification process lengthy (HEATHFIELD 2014) because the rules and regulations can be different from previous as either the new management is coming or the condition is fallacious where company might close down.Secondly, it could drive to disorder because the empowered employees have different solutions (HEATHFIELD 2014) for the same problem which may breach conduct jibe to the company policy. Thirdly, by empowering the empl oyees the private information of the company become unprotected, this could footing the company if exposes because of the personal greed of the employees (HAMLIN 2014) while the information might be worthful to the competitors or it can make out embarrassment. Though there are some disadvantages of employee empowerment, the increasing productivity and cost effectiveness can make this management style desirable for employees to work and mangers to control. Throughout the following divide the roles of mangers in past and present , will be discussed and how fresh managers can apply these roles to find a possible solution for the problems faced by empowered environment. The role of the manager varies from company to company and time to time. However, the primary(prenominal) responsibilities are planning, organising, delegating, observing and evaluating (MURRAY 2014). In the past, the traditional style of management was discipline and strictly following a chain of command.It was dri ven by the power of order(Gollakota,2014),but it has been developed over time.The modern managers support empowerment because it develops product and serve more effectively, increases the satisfaction with colleagues, and overall it leads to create a unique pip of work with advanced performance capabilities. SOURCE By applying these management skills modern managers can be able to make solutions for theproblems of employee empowerment.Fon instance, in a case where the ownership due to change and the situation is unstable,the modern managers can find out the employees about management support to recover the difficulties.Also,the managers should be able to make an adjustment(Liraz,2014) about the changes so that the employees are always up to date with the situation and sufficient training has been given to manage the situation with confidence. In an empowered environment where the solutions from employees varies from customers to customers, a modern manager can be more communicati ve about sharing the innovative thoughts and ideas by organizing frequent mental faculty meetings with feedback.As a result, the employees are known from their colleagues about all the possible solutions to complains do by customers and also customers will have a choice.Also, there will not have any misunderstanding between the customers about the veritable solution from a company.Furthermore,though it seems impossible to protect a companys secret information modern managers can use their initiatives with the help of technology.Such as, a special type of software called content management allows the employees to access the data according to the length of employment, to add on, DLP-Data Loss Prevention can be used for inspecting sensitive outgoing data in a companys network (FORD 2011). Overall, due to the protection of data managers can about monitor the activities of the empowered employees and also can make a justice which will not allow to bring the personal technologies at work so it could ensure the safety of companys secret information. at that place are different ways of developing the employees. For example, Managers have to be emotional about their job (SCHAPPEL 2013) because if they do not show any maintenance or spirit, they will not be able to motivate the employees to lend to the targets. Also, managers should always have appreciation for the employees so the employees detect they are valuable to the company.HEATHFIELD (2014) states, as an employee they wish respect and favour to support their thinking. So managers should give recognition for an achievement, but if employees are likely to follow a improper direction managers can resolve that with a positive attitude. Furthermore, HEATHFIELD(2014) says, managers could involve the employees in the decision making.For example, promotions of new product, or improvement meetings, which will make them feel more involved than in their usual job responsibility.Furthermore Schappel (2013) emphas ised on how themangers can make the work place comfortable for the employees to work .After allocating the travail managers can observe the progress, also give guidance and support if needed.The managers can share the target and forecast with the employees. As they could have a better idea not only to support and share the target but also a possible solution for overcoming any difficulties that could occur. Moreover, by sharing thoughts they can make it achievable as a team (HEATHFIELD 2014) (SCHAPPEL 2013). To empower the employees is not an easy task because it needs a atmosphere of look and cooperation from the management of a company ( Quast,2011).Also management should have the practice of take any failure from the employees so that the lessons will help others in approaching development. Employee empowerment is considered to be the best way to keep customers satisfied, because the employees have the authority to take a possible solution for a situation and their main prior ity to keep the customer satisfied 11 (Quast,2011).Though this management style can be time consuming for some organizations because of the traditional pen of management and also the dependence on managers for every instruction,however, the creativity, teamwork,communication and innovative ideas from an empowered employee can help to achieve success and challenges from competitors. No referencein conclusion elongation list1.RODRIGUEZ, P,F. , 2011. commission Theory of Rosabeth Moss Kanter Understanding Kanters Change position to benefit your company online. viewed 21 April 2011. easy from http//www.business.com/management/management-theory-of-rosabeth-moss-kanter/ 2.LASHLEY,C.2004.Empowerment.Burlington.Elsevier Butterworth Heinemann 3.Kelleher.B.2013.Whos drop down your boat? Online video.Viewed 24 Aug 2014. functional from https//www.youtube.com/watch?v=y4nwoZ02AJM 4Watson.K.,2012.How Employee interlocking Can Boost Profitsonline.viewed 23 march 2012.Available from http//ww w.yoursmallbusiness.co.uk/how-employee-engagement-can-boost-profits.html 5. THE SAYLOR FOUNDATION.,The Benefits Of Empowering Employees online.Available from http//www.saylor.org/site/wp-content/uploads/2013/02/BUS208-5.2-The-Benefits-of-Empowering-Employees-FINAL.pdf 6 Owen E and Richason IV.2014. What Are the Benefits of Practicing Employee Involvement & Empowerment?online. Available from http//smallbusiness.chron.com/benefits-practicing-employee-involvement-empowerment-1842.html 7.Kristen Hamlin,2014.The Pro & Cons of Empowerment in an Organization.Available from http//smallbusiness.chron.com/pro-cons-empowerment-organization-13397.html 8. MURRY,A.2014. What do Managers do? (The wall street journal)online(Europe Edition)Available from http//guides.wsj.com/management/developing-a-leadership-style/what-do-managers-do/ 9. Gollakota.S.2014.Traditional Vs Modern Management Matrix Organization online.Available from http//www.citehr.com/200930-traditional-vs-modern-management-matrix-or ganization.html 10. Liraz.M.2014. How To Develop A Strategic Plan.Online.Available from http//www.bizmove.com/general/m6c.htm 11.Ford,J.,2011.The drafty Corporation.Online.Viewed twenty-fourth February.Available from http//www.economist.com/node/18226961 12. Susan M. Heathfield(2014). Top 10 Principles of Employee Empowermentonline.Available from http//humanresources.about.com/od/managementandleadership/tp/empowerment.htm 13. SCHAPPEL.C.2013. 7 actions that create more effective managers.Online.Accessed 24 December 2013. Available from http//smartblogs.com/leadership/2013/12/24/7-actions-that-create-more-effective-managers/ 14.QUAST,L.2011. 6 Ways To Empower Others To Succeed. Online. Accessed28 February 2011 .Available from http//www.forbes.com/sites/lisaquast/2011/02/28/6-ways-to-empower-others-to-succeed/AUOBLC. 2012. Overview of Kanters Theory on Structural Empowerment online.Available from http//structuralempowerment.weebly.com/kanters-theory.html FORD, J. 2011. The Leaky Corp oration. Online. Viewed 24th February. Available from http//www.economist.com/node/18226961 KELLEHER, B. 2013. Whos sinking your boat? Online video.Viewed 24 Aug 2014. Available from https//www.youtube.com/watch?v=y4nwoZ02AJM LASHLEY, C . 2004. Empowerment.Burlington.Elsevier Butterworth Heinemann HEATHFIELD, S, M. 2014. Top 10 Principles of Employee Empowerment online. Available from http//humanresources.about.com/od/managementandleadership/tp/empowerment.htm

Community, Responsibility, and Guilt

Community, Responsibility, and Guilt The brisk Chronicle of a termination Foretold by Gabriel Garcia Marquez tells the story of capital of Chile Nasars death. More consequentially it tells the story of what set and note mean to a community and to what extent one mickle go to maintain that archetype. A central theme in the unexampled is how a society can pressurize its people to act and birth in a certain way. They feel bound by a standard that if not kept, then it will tally shame to their family. In the novel, after her husband returns Angela Vicario to her family on their wedding night, she admits that it is Nasar that had aken her virginity.Her brothers, Pablo and Pedro, viscously gain Nasar to regain their sisters and familys honor. In this society a man or woman with away honor is an pariah to the community and to the culture. Al more or less everyone in the community knew what was going to happen simply no one did anything approximately it. Everyone in the communit y had excuses to wherefore they did nobody to help. Excuses stating that they didnt believe it would really happen or that they skilful didnt know what to do. all(prenominal) person seemed to Just hope that someone else would do it someone else would tolerate hem, and didnt want to take responsibility.The novel reflects how a community can gip individuals within its society causation detrimental affects to two the general domain and the specific individuals involved. The novel looks into the Latin American culture and how its cultural norms and the enormousness of honor effects the entire community. The principles that obligates the Vicario family and the community conducts the murder of a most likely innocent Santiago Nasar and burdens Pedro and Pablo with the duty to defend the family honor.In this culture, honor of a womans purity does not only belong to the female individually notwithstanding the honor belongs to the family as well. To not be pure can bring shame on the family name in the eyes of the entire community. So much so that keeping ones honor is more important than been ingenuous and keeping Godly values. This double standard makes it okay for a women to sell their husband into thinking that theyre virgins. We see this in the novel, page thirty-eight, where Angela is taught old wives tricks to invent her virginity on her wedding night and told that it is ommon that women have to do this.The community consists of both Latin culture and Arab culture ranging for different social classes. However, as verbalize in the lecture notes, both cultures connect through religion. Both the Latin and Arab cultures in the novel ar Catholic. The Catholic religion is very important to all the members of the community. Cultural beliefs, traditions, and rituals form the Catholic Church influence the roles of the family. The novel presents a break deplete in religion. A break down in religion causes a break down in family values. This is why almost a ouble standard is seen with the communitys values.In the book, the Bishop never comes ashore to give his blessing, acting as if he is to good to stand with the people of the community and seems to Just be going through the motions. Another example is how Father Amador is told about the plan to murder Santiago scarce he never tries to infract it blaming it on being busy and not knowing what to do. If a attraction of the church church do it either? The novel stress the impressiveness of the Catholic Church and practicing church tradition, but at the same prison term there is stress to put all that aside or the saki of honor.To defend ones honor, it is okay to lie and murder as long as it is Just. It is even okay to make excuses for guilt. No one even wondered whether Santiago Nasar had been warned, because it seemed impossible to all that he hadnt (Marquez, p. 20). Everyone had an excuse for why they didnt get involved. They mat they didnt have to do anything because someon e else would do it. Another double standard is how men having premarital sex at the brothel or prostitution house seems to be acceptable in the community but a woman having sexual relations efore marriage is what is wrong.The community is collectively thinking. No one is standing up as an individual. So then when everyone decides to beat silent the effects of their actions intern breaks down the community responsibility to its members causing havoc for umteen of the characters and the public as a whole. Having honor and shipment to the family and community is major theme of the Chronicle of a Death Foretold. social responsibility is different for men and women. The boys were brought up to be men. The girls had been reared to get get hitched with (p. 31).The community emphasizes a machismo culture. The women are taught to have suffered, be pure and be compliant to men. Men are taught to show and prove their masculinity and to be dominating. Society fails to care for and victimi zes Santiago Nasar. However, I feel that the other characters are somewhat victims as well. Santiago, most likely innocent, is victimized because he is slaughtered for deflowering Angela Vicario. Pedro and Pablo are victims because they are bound by honor and duty to regain their familys honor by killing the man believed to have taken it. So he ut the knife in his hand and dragged him off almost by force in search of their sisters lost honor. Theres no way out of this, he told him. Its as if it had already happened (Marquez p. 61). This quote shows how the Vicario brothers are ruled by their cultural beliefs and feel that they have to do the deadly deed to be respected. Other examples are the hypocritical gender differences, which makes Angela a victim and Bayardo is a victim due to the cultural expectation of having a pure wife and if she is not then he has to return her and face the embarrassment.This victimization of many of the characters is because they are all bound by the ru les of their communitys culture leaving them with no other outcome. Santiago is easily victimized because he was never told that he was going to be killed. He was a sitting duck asleep of the hidden predators waiting to slaughter him. This victimization was because no one in the community took responsibility and in the end their society felt that the murder was Just due to family duty and the regaining of ones honor.The structure of the story is told by an anonymous vote counter who was there at he time of the scandal and returns years later to recollect information of how the murder of Santiago Nasar came to be. The narrator was apart of the community in the novel the endorser is told that he is a friend of Santiago Nasar and many of the other characters and we are told who his family members are as well. The narrator to is guilty like the rest of the community for not winning charge and helping to city block the murder of Nasar. He never mentions himself pickings part in the responsibility to save Santiago or stop the Vicario brothers.He portrays the community as being ausing a double standard in the midst of genders. Men are masculine and dominate and women are submissive and taught to beguile the man. Overall he shows how the communitys responsibility for each other falls apart. The reader finds out information on Santiagds death and how it came about through a series of ways directly, indirectly, through associations, and hearing it talked about. In the novel, time Jumps from historic to future throughout the five chapters and we are given different accounts of the events from non-homogeneous people in the community reconstructing the details of Santiagds murder.This adds more emotional effects in understanding the community obligations that lead to the murderous deed, but it alike leaves the readers with a lot of questions and assumptions. Chronicle of a Death Foretold tells the story of a commun. This novel underscores how religious beliefs a nd cultures can nurture a warped mother wit of honor and values. In the novel the characters believe they are doing the business thing, but in actuality they go against the values of their religion that they claim is so important. award is above all and put above their very sense of right and wrong.

Aldi †Crisps, Snacks & Nuts Essay

ExerciseYou confine been asked by the Buying Director to visit a local Aldi install and critique the Crisps, Snacks & Nuts fixture.Your critique should take the form of a hatch or launching in whatsoever format. However, we pull up stakes not be providing laptops on the day so if you choose to produce a PowerPoint presentation we advise you print out your slides prior to the day.You may want to appear at using a SWOT or PEST analysis. A SWOT analysis requires you to consider strengths, weaknesses, opportunities and threats. A PEST looks at outside issues such as political, economical, social and technological factors. We have detailed a number of pointers that may be of help to you. You should consider short termination and long term recommendations leading on from your analysis, taking into consideration any wider implications.The critique should cover areas such asQualityRange serviceAvailabilityPackagingOn the day of your Interview, you will have an prospect to present y our department critique to the Buying Director.In this exercise you will be assessed onYour critical evaluation of the department and the reasoning fundament any recommendations madeThe ideas you presentYour consideration of the long term and wider implications

Compare and Contrast The Rocking Horse Winner and The Lottery Essay

THESIS The two succinct stories, The Lottery by Shirley Jackson and The Rocking sawhorse achiever by D. H. Lawrence twain use symbols to jock the reader generalise the foot of the business relationship however the themes of twain(prenominal) stories were alone different, one roughly enjoy the other the inadequacy of love.In The Lottery and The Rocking provide achiever both authors use symbols to help accept the central message of the twaddle to their readers.In The Lottery, Jackson uses the drear stroke to symbolize the villagers conjunction to the tradition of the drafting.The master copy paraphernalia for the lottery had been lost long past The villagers were willing to let some parts of the lottery shift plainly neer question why or even think close changing the lottery itselfThe black box grew shabbier for separately one year. f totally apart but villagers show no interest in renew itThe Black box had no significance the rest of the year and could be found in several different locations through smash away the t have gotIn The Rocking Horse Winner, Lawrence uses the whispering dwelling house and the rocking horse to show how edacity gets you nowhere.There must be more money The house wheel spoke of it often, usually when the tykeren received things that they knew that the family could non afford. They had servants but no car of their own, because they were poor.capital of Minnesota public opinion he could stop the house from whispering if he could further enough money. afterward giving his mom all of his stipend the house simply got louder. The voices in the house went madThis sc atomic number 18d capital of Minnesota and do him want to get more money. He could no durable fancy from the rocking horse. This make him ride it faster and longer. In the end capital of Minnesota died nerve-wracking to quiet the whispers in the house.While both authors used symbolism to induce the message of their stories the themes o f the stories could not have been more different.In The Lottery the theme of the story is the lack of love shown by the villagersThe villagers follow custom with no questions askedThe villagers are not willing to father up the customThey are teaching lack of compassion to the next generationThe theme in The Rocking Horse Winner is love.Paul loves his mom so much he is desperate to prove himself friendly and perhaps this would make her love him. Paul was angered by his mother not believing that he was aureate and set out to prove her wrong.Paul risks himself to give her what she needed, money. He sacrificed his own life for his mother. Paul gave his mother all of his earnings because he thought he could always get more. He then(prenominal) stopped having all the answers and lost money. He rode his horse nonstop until his final death.When people try the word lottery, their minds usually turn to positive things and most belike the chance of winning something such as money. The t itle Rocking Horse Winner would make readers think that this story would be about a child winning a rocking horse. From the simple titles alone, most readers would think that these stories would have a positive outcome. They both draw you completely in and turn out to have a much different ending than you would imagine. The two short stories, The Lottery by Shirley Jackson and The Rocking Horse Winner by D. H. Lawrence both use symbols to help the reader understand the theme of the story however, the themes of both stories were completely different, one about love and the other about the lack of love.In The Lottery and The Rocking Horse Winner, both authors use symbols to help convey the central message of the story to their readers. In The Lottery, Jackson uses the black box to symbolize the villagers connection to the tradition of the lottery. The black box was not the master box that was used for the lottery and was old and worn down. The box grew shabbier each year (par. 5) but the villagers showed no interest in replacing or fixing it. Many of the old traditions of the lottery had been abandoned, but for whatever primer coat the lottery was still held each summer without questions from the villagers. Even though the original paraphernalia for the lottery had been lost long ago (par. 5) and many of the customs had been abandoned or changed to suit the needs of the growing townsfolk, the villagers were unwilling to change or even question giving up the lottery itself. The black box had no significance the rest of the year in the town.It could be found in several different locations throughout the town. In The Rocking Horse Winner, Lawrence uses the whispering house and the rocking horse to show how greed gets you nowhere. When the children in the story received gifts that their family could not afford, the house would whisper there must be more money (par. 5). The family seemed to outsiders to be well off because of the house they lived in and that they had servants, but they had no car. Paul thought that he could stop the voices in the house if he could just make enough money gambling. After he gave his mom all of his winnings, the voices in the house lone(prenominal) got louder and the voices in the house suddenlywent mad (par. 176). This scared Paul and only made him want to get more money, but he suddenly could not hear the winner from riding his rocking horse. Paul began to ride his horse longer and faster than ever before. In the end Paul, dies trying to quiet the whispers in the house.While both authors used symbolism to convey the message of their stories, the themes of the stories could not have been more different. In The Lottery, the theme of the story is the lack of love shown by the villagers. The villagers were all willing to follow the customs of the lottery without petition any questions. Even when Mrs. Hutchinson was chosen as the person to be stoned, she never once asked why or tried to get out of it her only de fense was it wasnt fair (para.50). The village people were willing to give up most of the original traditions of the lottery but not the lottery itself. Several of the other towns had already stopped doing the lottery, but in this town the peoples only defense was theres always been a lottery (para. 31). The villagers were teaching lack of love and compassion to the next generation.Even Mrs. Hutchinsons own son was given rocks and took part willingly in stone his own mother to death. The theme in The Rocking Horse Winner is love. Paul loves his mom so much he is desperate to prove himself lucky and perhaps this would make her love him. Paul is angry when his mother does not believe that he is lucky and sets out to prove her wrong. He risks himself to give her what she needed, money. He sacrificed his own life for his mother. Paul gave his mother all of his earnings because he thought he could always get more. He then stopped having all the answers and lost money. He rode his horse nonstop until his ultimate death.In The Lottery and The Rocking Horse Winner, both stories use different symbols to help the reader to understand them, even though the themes of both stories are completely different. One story tells about the lack of love and compassions shown by villagers to each other, and the other tells about the love a boy has for his mother. Lawrence and Jackson were both able to use symbolism to effectively add depth and immenseness to their stories.ReferencesLawrence, D.H. (2013). The Rocking Horse Winner. In Kennedy, X.J., & Gioia, D. (Eds.), _Literature an introduction to fiction, poetry, drama, and writing_ (pp. 234-245). Upper Saddle River, NJ Pearson Education Inc.Jackson, S. (2013). The Lottery. In Kennedy, X.J., & Gioia, D. (Eds.), _Literature an introduction to fiction, poetry, drama, and writing_ (pp. 250-256). Upper Saddle River, NJ Pearson Education Inc.

Of Mice and Men Essay Essay

The language of acquaintance is not in words, still in meanings Henry David ThoreauWhile indicant the young, Of Mice and Men, the reader gets a antecedent row view into the relationship of the both main characters, Lennie and George. In every friendship, there atomic number 18 nonadaptive moments, ups and downs, attested moments and never ending adventures. By definition, a friend is someone to blab to, do things with, be there for each other in metre of need and be each others crying shoulder. passim this novel, Lennie and George display a friendship unlike whatsoever other. It is so nonadaptive and rare it bases the reader wonder why these two are friends. For example, the headman says Well, I never seen one guy take so some(prenominal) trouble for another guy. I just like to know your interest. In this quote found on page 25, the boss is trying to make sense of their friendship. Even though this quote highlights the rarity of George and Lennies bond, this causes t he boss to suspect wrong- doing on Georges part. At the end of the novel, George ends up snapshot Lennie.This perfectly displays the dysfunctional and rare qualities in their friendship. There are numerous ups and downs in Lennie and Georges friendship in addition to it organism dysfunctional and rare. Lennie is mentally ill. There is absolutely no rhyme or cogitate behind his actions. For instance, without Lennie, George could Go get a job an work an no trouble. No mess at all and at the end of the calendar month I could take my fifty bucks into town and get whatever I want. This shows Lennie and Georges Relationship being down. Even though Lennie is a colossal burden, George ultimately chooses to not be without him. Even though it seems like George is being held down by Lennie, George stays with Lennie because they both want the migrant dream. someday were gonna get the Jack together, feel a little sept and a couple of acres an a cow and some pigs and well maintain a big vegetable patch.Thus, these two cannot fit without each other. Lennie and George have a genuine relationship too. George takes really good care of Lennie, virtually like in a maternal way. George says, Lennie, for God sakes dont drink so much, you gonna be sick like you was last night. This shows he cares about Lennie. In the beginning, Lennie assaults a lady by tearing the front side of her dressoff in their old town Weeds. George couldve slowly left Lennie to fend for himself but he realized that wasnt the repair thing to do. Lennie hears his dead aunt Clara telling him When he got a human being of pie you constantly got half or moren half. An if there was any ketchup, why hed give it all to you. As the novel progresses, Lennies past catches up with him and the authorities start looking for him. George knows that if it is caught, the officers would draw him in jail and he wouldnt survive.So George shoots Lennie to basically rank him out of his misery. Clearly, they have a genuine friendship. With every friendship, there are many adventures along the way. The novel starts off in a beautiful woodsy area by a lake. Lennie and George run away together from their home town of Weed to run from the authorities and start a new(a) bearing as migrant workers. When theyve finally reached the barn, they meet new people and build relationships with them. The boss, Curley, Curleys wife, Slim, Crooks, and Carlson. Lennie is always getting into trouble and George is always looking to get him out of it. Lennie kills a mouse, strangles Curleys wife and also kills the dog. Although this book had many twist and turns, it was a heart- warming thriller that illustrated what life was like back in the 1930s. it surely wasnt easy but having a dream meant a lot to the characters and made them strive to live their dream.

Wal-Mart Negotiation Analysis

Although it was some(prenominal) age ago now, in 1988 a 24-year old earth was hurt at his local Wal-Mart store after tripping everyplace several rocking chairs. The opus claims that as he turned the corner of an aisle he tripped over three 1. 5 foot-high childrens rocking chairs, which ca utilise several injuries, some of which were lacerated forehead, several strains and sprains, a jaw detriment and even blackout spells (Laska, 2000). This example of a dialogue lawsuit would classify as a permeating negotiation because of several different reasons.First, the only item of value being discussed is resolving money, and in order for the negotiation to be considered an endogenetic negotiation, the argue parties typically turn in additional items of value to discuss for trade. Also, there is no in the flesh(predicate) relationship between the opposing sides of the negotiation, which in this particular case atomic number 18 the Wal-Mart Corporation and the injured man. Final ly, a distributive negotiation is considered to be a win-lose scenario and clearly, either the man or the Wal-Mart Corporation would win the negotiation.Originally, the injured man sued the company for $100,033. 57, and although the Louisiana Supreme Court ruled in his favor, the get was lowered. The jury determined that although his injuries were worth compensation, $73,525. 18 was considered a much take away sum. In addition, the plaintiffs wife was awarded $10,000 for loss of consortium. Even though some people may feel as though an flaw due to tripping over a childs miniature is a case that does not hold much water, fortunately for the injured man his case was fairly cut and dry.The store could have prevented the injury if the rocking chairs were properly displayed. Therefore the store was responsible and held liable. This type of negotiation is think for the return of one party and is typically settled out of judgeship because companies try to avoid court appearance whe n possible. Integrative Article NBA incorporated Bargaining Agreement Although the National Basketball Association will be facing changes to their Collective Bargaining Agreement within the next year, the to the highest degree recent negotiation, which is held between players and teams, was held in 2005.This negotiation is intended to discuss meaning(a) terms in the players contracts, which allow earnings amounts, length of contracts, rookie salary terms, and salary caps. On the other end of the negotiation, the teams be interested in discussing factors such as trade rules, the escrow level, and the allowed tax on the teams (Morton, 2010). This article demonstrates an combinative negotiation because it is more of a win-win scenario for the opposing parties, which as previously mentioned, include the players and the teams.Since some(prenominal) parties have much to gain from the agreement, they are willing to amaze more on the table. Also part of an endogenic negotiation, both parties have not only their best interest in mind, but to a fault the interest of the opposing side, primarily because of the relationship established between the two. The players and teams are interested in the well being of each other because both are affected by each other. This demonstrates why distributive negotiations are different from integrative, because there is no relationship between the two parties.Although integrative negotiations are lots successful, most negotiations are distributive because most opposing parties are not interested in the other. This type of negotiation technique is intended for a established pair of negotiators. Examples in the Workplace Considering that I work in a childcare center, negotiation strategies are not commonly used. However, a childcare director would have a a few(prenominal) different scenarios in which negotiation techniques could be beneficial.Although in society today, distributive negotiations are much more common, integra tive negotiations are used more often in childcare, in fact, they are used more often in most workplaces. One example of how integrative negotiations are used is through a request for a pay raise. Just resembling the article examining the NBA Collective Bargaining Agreement, I have used integrative negotiation techniques in the past when I asked for an hourly pay raise. instead of demanding a raise, which would be more like a distributive negotiation, I discussed how both the center that I work for and myself would benefit from a raise.I explained what I had to offer the company in exchange for the raise, while the benefit to myself is obviously of monetary value. It is similar to the saying, you will catch more bees with lovemaking than vinegar, I will have more success in acquire what I am asking for by being professional and genteel than by having high expectations and demanding to get what I ask for. Although both types of negotiation techniques can be successful in the app ropriate setting, integrative negotiations are more practical for my line of work.

Chris Peterson at DSS Consulting Essay

Presentation of the Facts Surrounding the CaseThe case examines a dispute in the midst of Meg Cooke, DSSs COO and Chris Peterson, tonicly appointed Southwest percentages group escapeer. Cooke appointed Peterson a leadership fictitious character for one(a) of the reinvigoratedly complex body partd cross-functional police squad ups designated to create a new shuffled figure and planning brass. The cross functional teams were tasked with building relationships with existing school districts in their regions and propose them a full range of DSS services and to develop new consulting offerings in response to the districts inevitably. (Case 2010) Theses goals were created to facilitate a passage to servicing larger districts rather than the smaller districts, which DSS based it past structure around. Peterson was responsible for creating a successful and efficient team within DSSs re geological formation. The team was responsible for designing and creating an integrated budget and planning system with in a time frame of half-dozen months. Cooke was updated of the status and objectives of the proposal periodically.The bearing were short and non effective for either party. After the six month deadline was reached Peterson met with Cooke to provide an update on the status of the project her radical had been working on. Cooke decided that Petersons project would be discontinued, her team would be reorganized and would not be regard in futures product development. Peterson was convert that her team and project were excellent. Further examination of the case reveals that there whitethorn be signifi beart problems related to the comp any(prenominal)s transition and Cooke role as COO. Cooke has several deficiencies in the ara of leadership, management style, talk, and teamwork and diversify management. Regarding Peterson, her symbolic team management and teamwork turn outed in group-think, causing her team to lose the great power to organize u nbiased decisions and effectively evaluate possible risks and alternatives.Identification of the pigment Issue(s)Many issued are related to the substantial strategic and organisational changes fetching place at DSS. Peterson and Cooke own varied perspectives relating to leadership, management style, communion, teamwork, organizational culture, and change management. Cookes leadership is characterized by low regard for creating systems for getting the logical argument doneand for creating a satisfying and motivating work environment. The outcome of such(prenominal) leadership style is disorganization, dissatisfaction and disharmony. Collected evidence suggest that Cooke provided very teensy-weensy leadership to Peterson. Peterson and early(a) associates felt anxious for the uncertainty on how the new organizational dodging would unfold. Cooke was only interested in the outcome of what Peterson and her team were working on at the end of the six month period. Cooke did not pose any questions and did not ask for any status updates throughout the projects duration. When Peterson asked for support for her group and the task they were working on, Cooke did not provide any direct action. Other DSS associates felt that Cooke was playing favorites.Cooke did not involve her employs to incur involved and understand the organizations new purpose and determine the production needs. When employees are committed to and sop up an interest in the organization success, production and moralistic typically coincide with positive outcomes. This leads to the organization successfully meeting the designated goals. The talent to have employees buy in to desired goals are promoted by an organizational environment based on trust and keep, which leads to high satisfaction and motive and, as a consequence, high production. ( MindTools). Cooke gave Peterson the ability to choose her own team members, projects, and location of operations. Cooke did so in a passive manner.In th e interest follow-up meeting Cooke never expressed any objections to Peterson actions and plans, but when she did defend a problem concerning the assistance she controld form management and other supporting operations, Cooke dismissed her claims by stating that she would provide the needed help at a later time. Petersons behavior and management style influenced her teams performance, while Cookes absence of discourse and guidance lead to wasted time and resources on a system that did not meet DSS goals.Listing Alternative Courses of execution That Could Be TakenBetter communication needs to be created between mid and upper management. Proper communication will lead to a better understanding of the goals desired. Feedback is provided by up communication, which makes employees tang involved and can help managers to get employees to understand their concerns (Thrilwall, 2012). Cooke and Peterson communicated exactly and poorly. No regular meeting were scheduled. When the two di d communicatethere was no clear and actionable dialogue. communion is only successful when both the vector and receiver understand the same development as a result of communication ( MindTools, n.d.) Both Cooke and Peterson should establish regular structured communication. This can be accomplished by setting periodic meetings, written updates via e-mail or memos. These meeting will provide downward communication that will forget information to be dispensed to the team working on the projects in question. These meeting will make Peterson and her team feel more than involved in the delegacy of the project and it will as well as keep Cooke au courant of the attitudes and values of her employees.Cooke can defuse any potential problems before they have a negative impact on the group and the project. Cookes could conform her management style. Her methods when dealing with Peterson and her team lead to confusion. Her managerial control and direction were minimal, due the delegati on of direction to Peterson, which catered her to act with maximum freedom. Peterson was allowed to develop a specific product for a small district regardless of the new DSS strategy to refocus its resources on acquiring larger school districts. Cooke needs to focus on redirecting Peterson and her team to achieving the newly desired mission the organization has set in place. That includes providing a direction and strategy which will integrate the individual and the organization ( Thirlwall, 2012). Peterson displayed her ability to effectively act independently. If Cooke would have provided more control pertaining to the direction Peterson and her group were heading the negative outcome could have been avoided.Evaluation of Alternative Courses of ActionBetter communication needs to be created between mid and upper management. Establishing better communication can provide several benefits for DSS. The first, which would be a necessity for any future DSS strategy to be successful wou ld be team building. Team building can transition an organizations culture from cooperation to collaboration. By establishing team environment employees will feel they are a part of something. The feeling of being involved in something increases the effort employees will place in projects and designated task. Better communication also creates a culture of foil. When companies encourage employees to communicate honestly without fear of repercussions, transparency will transform from anideal to a reality. An environment of honesty promotes respect amongst employees. An increase in communication and honesty can cause increase revenue and innovation. Cooke could adjust her management style.Cooke must be willing to make the needed adjustments to improve her management style. She first needs to understand herself. She has to cut her flaws, not just in the situation with Peterson but her role in DSS organization. She also has to recognize her strengths. Her ability to identify her streng ths and weakness will allow her to build a stronger relationship with her employees. The bonds that she can build with her employees and peers will be reflective of her inter someoneal communication skills. This reflection will provide perceptiveness into areas in the organization and within herself that require improvement. Cooke will need to continually re-evaluate her management style. Being able to realize what works and what doesnt is find to being an effective manager ( WordPress, 2009)Recommendation of the Best Course of ActionThe best course of action is for DSS to create a standard abbreviation for communication prior to and during the lifespan of a project. These guidelines should include timing and require length of meetings, scheduled times for updates via e-mail or in person meetings. Also they should provide the specification for any information that needs to be provided to all person involved in the project in question. The information should be pertinent to the sta tus of the project and personal. Also the supply of information should allow as a segue to any questions or concerns by either party. An open dialogue should be the basis of all communication throughout the projects duration.ReferencesMindTools, n.d. Blake Mouton Managerial Grid. Retrieved July 20, 2014 from http//www.mindtools.com/pages/article/newLDR_73.htm Accessed 16 June 2012MindTools, n.d. Introduction to Communication Skills. Retrieved July 20, 2014 from http//mindtools.com/CommSkll/CommunicationIntro.htm Accessed 18 June 2012Organizational Behavior and HRM. Unpublished ed. Emirates Aviation College.Thirlwall, A., 2012.Ineffective leadership in Business, Retrieved from July 22, 2014 btrostle.wordpress.com/2009/11/16/adjusting-your-management-style/

Surf Exel

? HINDUSTAN LEVER LIMITEDA labour Report On surfboard EXCEL ? 2. TABLE OF CONTENTS ACKNOWLEDGEMENTS entrance way of spirit EXECUTIVE SUMMARY INDUSTRY outline COMPANY OVERVIEW financial program line ANALYSIS MARKETING MIX OF ORISSA COMPETITORS ANALYSIS PROJECT1 o OBJECTIVES o stretch AND LIMITATIONS OF THE STUDY o RESEARCH METHODOLOGY o DATA ANALYSIS CONSUMER ANALYSIS o CONCLUSIONS APPENDIX o CONSUMERS QUESTIONNAIRE o circumstantial FSA ? 3. EXECUTIVE SUMMARYThe project assigned to us was to charter the business and trade practice, competitorsin business and nodes of glide travel by, for Orissa securities intentness.For this a questionnaire wasprep atomic number 18d for the consumers. A sample of 53 consumers was surveyed. The respondentswere interviewed in grocery places crosswise Bhubaneswar. After the analysis we came to the conclusion that the breakers outstrip enjoys a space in the top2 couchs in flaw rec solely of the consumer. This is a positive sign for HLL. The research excessively shows that the foodstuff sh ar of surfboard surpass in Orissas detersive food marketplace isapproximately 66%. Also, from the survey it is evident that send name, expense andcleansing action ar third of the most master(prenominal) attri only when ifes a consumer looks for in whatever detergent shuffle. pasture exceed enjoys a true(p) reputation with the consumers with respect toall these attri besideses. other thing that we noted in this survey was that Television is the most usedinformation blood for the consumer. The exact converse recall however, is rattlingpoor among the consumer. This could be attri scarcelyed to the ever change magnitude advertizementclutter, crossways all media. Thus, HLL should cope looking for other media wantoutdoors. It was in addition noted that oer 50% of the consumers who used pasture surmount, would purchasepacks whose size was 1/2 1 kg and did not prefer purchasing the 200gm pack.We triedto find out the crusade as to why this practice occurred, but to no avail. HLL shouldconsider promoting this pack size in some way, or phase it out totally. Thus, we nates pause that circuit breaker Excel enjoys excellent customer reviews. It absorbs specialrecognition for its crack cleansing action, the cheerful packs it comes in, the ease it ? 4. is accessible with, and the fact that its price is at par with equivalent carrefourions functional in themarket today. OBJECTIVES OF THE STUDY 1.The primary objective of the study was to realize the customers of Surf Excel ( type/ flavor/ their decision making stylus/ source of information that they use for collecting information regarding Surf Excel) 2. The study was as hale aimed to under protrude the business and trade practice of Surf Excel and the make doing mix used by HLL for Surf Excel. 3. Another heavy objective of the study was to understand the competitors of Surf Excel. 4. Efforts were to a fault made to res pect the financial strength and market capabilities of the p arnt firm, Hindustan prize Limited. ? 5.INDIAN FMCG INDUSTRYBackgroundThe FMCG firmament has been the theme of the Indian economy. though, the arena has been in existence for quite a dour time, it began totake shape al iodin during the ultimately fifty-odd divisions. The sector pay heedes e preciseaspect of human life, from looks to hygiene to palate. Perhaps, formation anindustry whose be sick is so vast is not easy. Generally, FMCG refers to consumer non-durable unafraids required for dailyor frequent use. The sector touches every aspect of human life, from looksto hygiene to palate. Perhaps, defining an industry whose scope is so vastis not easy.The FMCG sector consists mainly of sub constituents viz. personalised foreboding, oral care andhousehold wares. This plunder be further sub-divided into oral care, soaps and detergents,Health and hygienics merchandises, beauty cosmetics, hair care products, food and dairy-basedproducts, cigarettes, and tea and beverages. Major Indian consumer product companies (like Britannia, P&G, HLL, etc. ) dumbfound a very unshakable presence by mover of their strong brands. Diversified portfolios, wide dissemination finalworks and racing shell economies of these companies deter in the buff players from entering.Brand equity, on that pointfore, is an extremely important factor in FMCG industry. One of theother most critical factors is the might to build, develop, and maintain a robust distribution earningsPost-reforms, the industrys wrickth has been hinging around a burgeoning unpolishedpopulation which has witnessed significant intensify in disposable incomes. Consequently, the coarse markets pick out been witnessing intense competition in or so all the consumerproduct classes. Another reason which has led to rise in this arc is the satuproportionn inurban markets in most of the consumer non-durable goods categories.This has led t o theindustry players scrambling for greater boorish acuteness as a future growth vehicle, thearea which accounts for 70% of the total Indian householdsSo far, it has been a chequered graph for the MNCs operating in the Indian FMCGindustry. internal companies are only beginning to make their presence felt in theindustry. It has interpreted tremendous consumer insight and market savviness for the FMCGplayers to r apiece where they are today. But, the travel work outms to bear more(prenominal)oer now begun forthe players as the majority of the artless earthly c formerlyrn are yet to get access to the items of dailyusage like toothpastes, soaps and shampoos. 6. Value for moneyEver since the world(prenominal) recession of 1991-94, which hit consumer spending firmly, re honour-for-money has become the buzzword for FMCG companies globularly. These FMCGcompanies embarked upon major restructuring and monetary value rationalization exercises asbusiness all overlayd to become fiercely competitory. Several packaging innovations werealso resorted to. India was no different. There was a paradigm shift towards value-for-money products and, to some extent, towards the rural market. What Nirma did all these long time suddenly became the buzzword for many FMCG players.Price cuts became inevitable to keep the market share from shrinking. Sometimes, thecuts touched ridiculous levels. frugal recession hit the urban pockets vaingloriously and forcedcompanies to train their guns on rural India, which was witnessing a major diversify in itsaspiration and lifestyles and even had an income that translated into increasing volumes. Indias agrarian economy is elementaryally strong. Rural India accounts for as much as 70per cent of the nations population. That means rural India can bring in the much pauperizationedvolumes and stand by FMCG companies to log in volume-driven growth.Companies much(prenominal)(prenominal) asHLL, Colgate and Britannia who already had a strong rural focus, stepped up the gasfurther. HLL unleashed its Operation Bharat. Britannia pushed its Tiger biscuits toevery nook and corner of the country, while Colgate went intimately wooing the rural massesby passporting inexpensive products in convenient packaging. Those who could not do it ontheir own went piggyback on somebody else. P&G, whose distribution is saliently urban,chose to leverage Maricos retail sink in. P&G and Smith Kline Beecham, nonethe little, are interesting cases.With small productportfolios like theirs, they overhear been able to get by means of what others could not and provedthat what you need is a good product, marketed effectively and sold at the practiced priceOf late, an interesting trend in the Indian FMCG sector has been brand acquisitions. Thisrepresents a growe awareness among the FMCG players are talking today more andmore of product fits while discussing brand acquisitions. It is not solely acquiringanything and everything as it wa s in the pastRural marketing has become the in vogue(p) marketing mantra of most FMCG majors.True,rural India is vast with unlimited opportunities. all(a) waiting to be tapped by FMCGs. no.surprising that the Indian FMCG sector is busy pose in place a parallel rural marketingst placegy. Among the FMCG majors, Hindustan Lever, Marico Industries, Colgate-Palmolive and Britannia Industries are only a few of the FMCG majors who scram beengung-ho rough rural marketing. With reason. Certainly, rural marketing holds the fundamental to conquest of FMCG companies, which aredesperate to find ways out to earnings deeper brainstorm. Not just the rural population isnumerically large, it is growing richer by the day.Of late, there has been a phenomenalimprovement in rural incomes and rural spending power. ? 7. FMCG sector exertion in last decadeThe fmcg sector in India showed a constant exacerbate in the last decade. What started as 20-25% growth rate in class 1994-96, had r from each oneed a minus growth rate of -2. 8% in Q104. The FMCG sector is now mockingly called SMCG or slow lamentable consumer goods. ? 8. Source India consumely R K Swamy BBDO Guide to Urban grocery stores*Soap, Shampoo, Nail Polish, Washing Powder, Footwear, Tea, Coffee, Cigarettes, electric Bulbs.Rank Towns States Average Monthly Spending on FMCG Products* in Rs. 1 Chandigarh Chandigarh 3,418 2 Greater Maharashtra 2,955 Mumbai 3 Chennai Tamil Nadu 2,886 4 Ahmedabad Gujarat 2,869 5 Vadodara Gujarat 2,816 6 Pune Maharashtra 2,804 7 Coimbatore Tamil Nadu 2,684 8 Ludhiana Punjab 2,674 9 Faridabad Haryana 2,596 10 Hyderabad Andhra 2,533 Pradesh ? 9. The Fabric kick securities industry In IndiaDetergentsThe Indian fabric wash market consists of synthetic detergents (comprising bars, pulverisationand liquids) and oil-based lavation soaps. The detergent powder market is furthersegmented based on price and form.It is characterised by brands from a plethora ofregional and local players c ompeting with the national marketers primarily in the low-priced and mid-priced segmentsThe synthetic detergent market can be classified into bounty (Surf, Ariel), mid-price(Rin, Wheel) and popular segments (Nirma), which account for 15%, 40% and 45% ofthe total market, respectively. The product category is fairly mature and is reign bytwo players, HLL and Nirma. Nirma created a revolution in the market by pioneering theconcept of low-cost detergents.Currently, the market is senior gritty schoolly segmented with thedifferential surrounded by the premium and popular segments at almost 7X. resultAlthough the per capita consumption of detergents in India (2. 7 kg pa) is comparable tosome countries like Indonesia, China and Thailand (around 2 kg pa), it is put take down than inothers such as Malaysia, Philippines (3. 7 kg) and the USA (10 kg). High consumerawareness and penetration levels bequeath enable the market to grow at an average 8-10% perannum with slightly higher(preno minal) growth in the rural areas. Higher penetration stems frompopularity of low-cost detergents.Hence, in any case increase in per capita consumption,there is tremendous scope for impelment up the value chain. Leading Fabricare Brands Available In IndiaSurf ExcelSurf comes from the stables of Hindustan Lever, the largest player in this market with anoffering at each price point. Surf was the early detergent powder brand to be douseed in thecountry. It created the detergent powder category and introduced the concept of bucketwash to housewives as yet used to airstream habit with laundry soap bars. Surf has, since,become generic to detergent market.Consumers refer to all their powders as Surf, evencompetitive powders are called Surf e. g. Nirma Surf ? 10. Selling over 60,000 tonnes per year, Surf is the market leader in the sign on andpremium powder price segments Surf has always been the offset printing to recognize and respond totrends. Whether it was by dint of Surf with Easy Wash- a low bawl out variant, in 1994 or Surfwith Wash Boosters (1995) that provided best clean even in hard water. The brand SurfExcel now has three variants Surf Excel promptlywash, Surf Excel Blue and Surf Excel instinctive which address different laundry needs but each offers stain removal as the keybenefit.In 2003, recognising changing consumer purchase patterns, it once again redefined value forthe consumers by introducing the concept of monthly packs. Sensitive to the increasing concerns on environmental pollution and water scarcity problemscrosswise the country, it brought to the consumer Surf Excel Quickwash. This low lathervariant is the first eco-friendly detergent in the country, as it uses almost one-half the water otherdetergents require. Surf has innovated beyond the basic product into other aspects of laundry.Understandingthe need for easy-to-store packaging, tubs and jars were introduced. In pose to sustainconsumers dose correctly for the best possible clean, measuring rod scoops were built into thepacks. For convenience seekers, washables has been simplified with the ready to dose packs ofSurf Excel Automatic. Consistent innovation addressing ever-evolving consumer needs has earned the brand aplace in the police van of consumers. Surf was rated in the top Ten Most Trusted brands in The scotch Times survey in 2003WheelWheel is Indias number one detergent brand.Launched in 1987, it cleans effectivelywith lesser effort, making a laborious chore like washing light and easy. Moreover,Wheel does not burn hands or harm array like some other detergents, which containa high percentage of soda. Ever since its relaunch in 2001, with the currentistic positioning of best clean with less effort,Wheel has been growing strongly. research showed that consumers seek a solution to heavyduty laundry, like bed sheets and curtains. Developing on this insight, wheel sought to ? 11. liminate the trouble of tough dirt or heavy-duty laundry. Mass market consumers entertainwelcomed the solution, making it the number one. Nirma a home-grown product that revolutionized the detergent market in India, andsuccessfully challenged large multinational leaders in the process. The Nirma success story isa result of its founder, Dr. Karsanbhai Patels relentless focus on quality, cost and value. Thedistribution model, preserve line extensions and umbrella branding strategies have enhancedthe brands cost leadership. like a shot, the confederacys two brands, Nirma and Nima, aredistributed by means of more thantwo cardinal retail outlets crosswise the country, generating grossgross revenue in excess of Rs. 26,000 million. In the fabric care category, Nirma has three productsfor the lower-end market. The Nirma Yellow Washing Powder is available in pack sizes of30 gms, 200 gms, 500 gms and 1 kg, and is ranked as the largest selling private detergentbrand in the world. Nirma is one of the large st selling single detergent brands in the world.Nirma products aresold through with(predicate) two million retailers and area four hundred million. This brand had been ranked as the Most widely distributed detergent powder brand in India as per AllIndia Census of Retail Outlets carried out in 435 urban towns by the AIMS (Asian Informationmerchandising & Social) Research agency Brand justice The Economic Times, bound 11, 1997. As perthe ORG-MARG Rural Consumer Panel declineember 1998 survey, Nirma brand has been ranked ashighest in call of penetration in washing powder category BT Rural securities industry Watch, Business Today, June22, 1999. ? 12.World-over Ariel epitomizes stain removal and removes even the toughest stains in the firstwash. Introduced in India in 1991, Ariel has continuously led other detergents in productinnovation. For manakin, it pioneered the use of enzyme technology for blue-ribbon(prenominal) and safestain-re sorrowful power, longer-lasting perfume, and the P&G proprietary cleaningtechnolog y, which cleans everyday soil and dirt from garments. oer the years, the brand hasenjoyed endorsement from celebrities such as the former actress and now MP Shabana Azmiand lakhs of other homemakers in India. flow is the Worlds grey-hairedest and Most Trusted gazillion Dollar Detergent and is the marketleader in 23 Countries around the world. flow provides expectant whiteness on whiteclothes and provides excellent everyday cleaning for colored clothes too. Launched in Indiain mid-2000, the brand has gained popularity among Indian housewives, thanks to itssuperior whitening, creative advertising feature Shekhar Suman, and its Value-for-Moneyproposition. Both soar up and Ariel are billion dollar brands in gross revenue for P&G internationally. Now Large Packs of Tide and Ariel Worlds Best Detergents at Rs. 3/- and Rs. 50/- only Mumbai, India March 02, 2004 Procter & adventure today announced that it has lessen the prices of Ariel and Tide bags (large packs) by 20-50%, whil e maintaining the superior quality. The superior quality ? kg pack of Tide now cleans a familys one-month laundry in just Rs. 23/-, while a ? kg pack of Ariel cleans a familys one-month laundry in just Rs. 50/-. This significant price reduction go out now digest many more Indian consumers to experience the world-class experience of salient(ip) whiteness from Tide and superior stain-removal from Ariel in every wash.The new prices of Ariel and Tide are as follows ? 13. Old Price New Price Old Price New Price Pack Size P&Gs move to slash Ariel Ariel Tide Tide detergent prices is 200gm Rs. 30 Rs. 22 Rs. 20 Rs. 10 ostensibly to get more consumers to 500gm Rs. 70 Rs. 50 Rs. 43 Rs. 23 experience its brands 1kg Rs. 135 Rs. 99 Rs. 85 Rs. 46 but the industry sees it primarily as a 1. 5kg Rs. 180 Rs. 145 N. A* N. A move to wrest the advantage from HLL 2kg N. A N. A Rs. one hundred sixty Rs. 88 in a sluggish market. The prices of sachets (20gm) of Ariel and Tide remain unchanged. N. A = Not Available in that size. Six months ago, P&G reduced the prices of Ariel and Tide sachets by 50% in order toencourage a bigger number of consumers to experience their superior quality. The bettervalue offer on sachets received such an overwhelming, positive response from consumersacross India that P&G was encouraged to offer the unresisting value to Ariel and Tide bagusers as well, thereby make the worlds best detergents accessible to a larger number ofIndian consumers.P&G talked to over 3,000 consumers across the length and breadth of India and hold backdover 25,000 washing sessions in consumers homes. Consumers believed in the superiorquality of Ariel and Tide but indicated pricing as a constraint in utilise Ariel and Tide on aregular basis. The drop in prices by the P&G has forced HLL to also react in a similar way frankincense shrinkingthe boilers suit make margins for the group. While the immediate clash of any price slash isbound to result in more volumes and thereby sha res for the companies concerned, meliorate margins in the business remains doubtful. 14. lodge OverviewHindustan Lever Limited (HLL) is Indias largest fast moving consumer goods lodge, with leadership in hearthstone & Personal share Products and Foods & Beverages. HLLs brands, spread across 20 distinct consumer categories, touch the lives of two out of 1888 Sunlight soapthree Indians. They invest the partnership with a scale of combined volumes of rough 4 introduced inmillion tonnes and gross revenue of Rs. 10,000 crores. India. The leading business magazine, Forbes Global, has rated Hindustan Lever as the bestconsumer household products keep confederacy.Far Eastern Economic Review has rated HLL asIndias most well-thought-of familiarity. Asiamoney has rated HLL as one of Indias best managedcompanies. Leading national publications, like The Economic Times, Business World, and 1895Business Today have also rated HLL as one of Indias most respected companies and the Lifebuoy s oapnumber one in Market Value Added and EVA. launchedHLL is Indias largest marketer of Soaps, Detergents and Home criminal maintenance products. It has thecountrys largest Personal Products business, leading in Shampoos, Skin Care Products,Colour Cosmetics and Deodorants.HLL is also the market leader in Tea, ProcessedCoffee, mark Wheat Flour, Tomato Products, and cover cream, Soups, Jams and 1902Squashes. Pears soap introduced inHLL is also one of the countrys biggest exporters and has been recognized as a flourishing India super Star Trading House by the Government of India it is a net foreign exchange earner. HLL is Indias largest exporter of branded fast moving consumer goods. The companysExports portfolio includes HLLs brands of Soaps and Detergents, Personal Products,Home Care Products, Tea and Coffee.HLL is also driving exports in chosen areas whereIndia has a competitive advantage Marine Products, Basmati Rice, Castor Oil and its 1903 Brooke BondDerivatives. It is Indias largest exporter of Marine products, and one of the largest global Red Label teaplayers in castor. launched. Market leading brandsHLLs brands have become household label. The companys strategy is to concentrate itsresources on 35 national power brands, and 10 other brands which are strong in certain 1905regions. The top five brands together account for gross revenue of over Rs. 3000 crores.Each of Lux flakesthese mega brands has a potential scale of Rs. c0 crores in the foreseeable future. introducedSome of the big brands in Soaps and Detergents are Lifebuoy, Lux, Liril, Hamam,,Pears,Rexona & Dove, (all soaps), Surf Excel, Surf, Rin, & Wheel (all detergents). HLLalso markets the brawniness and Domex spew of Home Care Products. 1913In the Personal Products business, HLLs bull Care franchises are Clinic, Sunsilk and Lux Vim scouringshampoos. In Oral Care, the portfolio comprises Close-up and Pepsodent toothpastes and powdertoothbrushes.In Skin Care, HLL markets Fair & harming S kin Cream and Lotion, the introduced. largest selling Skin Care Product in India a brand developed in India, it is now exported toover 30 countries. It has been across-the-board as an Ayurvedic cream, an under-eye cream, soap ? 15. and talc, in line with the strategy to take brands across relevant categories. The other majorSkin Carefranchises are Ponds, Vaseline, Lakme and Pears. In Colour Cosmetics, HLLmarkets the Lakme and Elle-18 bunks.In Deodorants, the key brands are Rexona, Axe, 1930denim and Ponds, while the Talc brands are Ponds, Liril, Fair & Lovely, Vaseline and Unilever isLifebuoy. Axe and Denim are HLLs franchises for Mens toiletries. formed on January 1HLL has youngly launched Lever Ayush Ayurvedic Health & Personal Care Products. Health Care is among the new businesses HLL has chosen to enter. The product rangecomprises Cough Naashak Syrup, Headache Naashak Roll-on, Dandruff NaashakShampoo, Hair Rakshak Oil and soundbox Rakshak Soap.The purity of the Ayurvedic 19 31ingredients in Lever Ayush is endorsed by the renowned Arya Vaidya Pharmacy (AVP) of HindustanCoimbatore. It is for the first time that rigorous testing procedures of the pharmaceutical Vanaspatiindustry have been applied to Ayurvedic products. That is why the brand seal is Truth of ManufacturingAyurveda Proof of Science. gild registered on November 27HLL has started franchised Lakme Beauty Salons, offering standardised dishs, in linewith the strategy to add a service dimension to relevant brands.The company has gear up up the Hindustan Lever terminalwork, a direct selling channel, offering 1932the Lever Home range of Laundry and Home Care products and the Aviance Personal Vanaspati manufactureCare range. starts at SewriThe company has also begun an e-tailing service, called Sangam, which can home-deliveron order by phone or through the assoil, a diverse range of about 5000 branded andunbranded products. The service is now available in select areas of Mumbai and NaviMumbai, b esides Thane. 1939HLL is one of the worlds largest piece of ground Tea marketers.Its Tea brands Taj Mahal, Red Garden ReachLabel, Taaza, are among the top brands in the country it also markets Lipton nut Tea. Factory purchasedHLL and Pepsi have formed an alinement to distribute a full range of tea and coffee tree and indulgent outrightbeverages through vending machines HLL already has a base of around 15000 suchmachines. The coffee business comprises Bru Instant Coffee and Deluxe Green LabelRoast & Ground Coffee. The Kissan and Knorr Foods range comprises Spreads & Jams, Biscuit Sticks, Soups, 1943 Personal ProductsSquashes, Tomato Ketchup, Sauces, Puree, and Cooking Aids. commonplace Foods, like Wheat manufactureFlour and iodinated Edible Salt, under the Knorr Annapurna brand name, have met with begins in India atremarkable success. The range has been expand with ready-to-eat 10-second chapatis. Garden ReachThe innovative offerings are changing consumer habits into exploita tion processed, hygienic, Factoryhealthy and convenient products. The Kwality-Walls Ice Cream range comprises exotic Sundaes, Viennetta Desserts,popular Impulse segment products like Max, Cornetto and Feast, and Cornetto ripple 1947Softies.Ponds Cold Cream launched. Max was extended in 2001 as lucre confectioneries, because children are a key consumersegment in confectioneries too. This is among the new businesses HLL has chosen toenter. ? 16. HLL has acquired new(a) Food Industries (India) Limited, entering the bread market. Modern Foods was the first Public empyrean Undertaking to be disinvested. Besides 1959 Surf launched. upgrading the existing Modern products, HLL has launched new products, among thembiscuits. HLL is liberating its brands from their existing category principalset.Historically, brandsoriginated and stayed within a category format. HLL sees its Power Brands as being able tooccupy a unique position in the consumers mind and hence being able to stretch intooth er product formats and categories. All such initiatives have had a promising start, and 1964there are more to come. Etah dairy set up, Anik ghee launched Animal feeds plant atThe Distribution profit Ghaziabad Sunsilk shampooHLLs distribution network is be intimated as one of its key strengths that which helps launched. each out its products across the length and breadth of this vast country. The need for astrong distribution network is imperative, since HLLs corporate purpose is to meet theeveryday needs of deal everywhere. HLLs products, manufactured across the country, the operations involve over 2,000 1969 Rin bar launchedsuppliers and associates. HLLs distribution network, comprising about 7,000redistribution stockiest about one million retail outlets, straightway covers the entire urbanpopulation, and about 250 million rural consumers.In addition to the ongoing commitment to the traditional grocery trade, HLL is expression aspecial relationship with the small but fast eme rging modern trade. HLLs scale enables itto provide superior customer service including daily avail, improving their rangeavailability whilst cut down inventories. HLL is using the opportunity of interfacing more 1975 Close-updirectly with consumers in this retail environment through specially designed toothpastecommunication and forwardings. This is construction traffic into the stores while yielding high launched.. growth for the business.An IT-powered system has been implemented to supply stocks to redistribution stockistson a continuous reclamation basis. The objective is to catalyse HLLs growth by 1978ensuring that the right product is available at the right place in right quantities, in the most Fair & Lovely skin creamcost-effective manner. For this, stockists have been connected with the company through launched.. an Internet-based network, called RSNet, for online interaction on orders, dispatches,information sharing and monitoring. RS Net covers about 80% of the compan ys unlooseover. 930 Unilever is formed onHLLs foray into Network Marketing January 1 1988 Launch ofAs per the market surveys conducted it is expected that the consumer market in India is Lipton Taazaworth 13000 crores per year and in few years the network market bequeath capture 500 crores as tea. per market surveys, considering the potential Hindustan Lever has launched HindustanLever Network (HLN), a unique Network Marketing opportunity . ? 17. 1991The Network marketing concept Surf Ultra detergent launched. In the normal marketing system, the manufacturer supplies the products through the mediate men such as brokers, whole exchangers and retailers.These middle-men add theirestablishment costs and their own margin of profit or commission on the price. Thisincreases the price by approximately 45 per cent. The consumer therefore gets the productat atleast a 45 per cent markup from the manufacturers price. 1993 Tata Oil Mills CompanyIn network marketing, these middle men are elimin ated. A person is invited to join and (TOMCO),become a particle (also called adviser) of the network marketing company. This merges with theperson in turn invites many more people to join under him to form a group.These group companymembers, in turn invite their acquaintance to join under them. This group is made tosteadily grow and it can grow into thousands or tens of thousands, in the course of time,depending upon the enthusiasm with which the Consultant pursue the sponsorship of newConsultants. 1994 HLL introducesThese Consultants make purchases of the products of the marketing company for self use Walls. and also for cut-rate sale to other consumers. For their loyalty in regularly purchasing the products,the marketing co. gives discounts, handsome bonuses, rewards and special incentives.Each consultant in the group gets his shares of benefits depending upon the purchasesmade by him and also by the number of the consultant under him (called downlines). This 1995is called netwo rk marketing. HLL enters brandedThe growth in the beginning exit be slow, from 1 to 2 to 4. but later on it will be rapid, staples1000 to 2000 to 4000.. and so on. Given down the stairs are the approx. benefits received, business with saltdepending upon your group strength and on the assumption that each consultant haspurchased goods worth Rs 1,000/- in the month. The benefits will be more for higherpurchases and bigger groups.Group Strength Benefits 1996 HLL introduces253Nos(1+12+60+180) Rs17,938/- branded atta Surf Excel launched1531Nos(1+18+216+1296) Rs64,558/-3061Nos(1+36+432+2592) Rs 1,28,818/- 2002 HLL enters Ayurvedic health & beauty centre. ? 18. Shakti-Hll Rural ProjectShakti is HLLs rural initiative, which targets smallvillages with population of less than 2000 people or less. It seeks to empower underprivileged rural women byproviding income-generating opportunities, health andhygiene preparation through the Shakti Vani programme,and creating access to relevant informa tion through theiShakti community portal.Started in 2001, Shakti has already been extended to about50,000 villages in 12 landed estates Andhra Pradesh, Karnataka,Gujarat, Madhya Pradesh, Tamil Nadu, Chattisgarh, UttarPradesh, Orissa, Punjab, Rajasthan, Maharashtra and WestBengal. The respective state governments and several Project Shakti By using self-helpNGOs are actively knotty in the initiative. Shakti already groups, HLL has pushed its productshas about 13,000 women entrepreneurs in its fold. A typical down into the country. Into villagesShakti entrepreneur earns a sustainable income of about where people cannot spend more thanRs. 00 -Rs. 1,000 per month, which is double their average Rs 20-25 on FMCGs in a monthhousehold income. Project Shakti will expand the distribution cover bottom-up, the rural project will be top-down. Thiswill be a huge competitive advantage for Lever. The costs of expanding into these villages will betoo high for most companies, which do not have a p ortfolio spanning teas to detergents,In recent past Hindustan lever took some major decisions to remodel its business. These decisionshad major impact on the how distribution of lever products is managed in the market.Hindustan lever took the decision to alter the company it merged all the different business unitsinto two large divisions home and personal care (HPC) and foods and beverages (F&B). This gaveeach division The advantage is that these divisions get us enormous scale, The companydecided to whittle its brands down from 110 to 35, over the next three years. This is cognise asHLLs Power Brand strategy. To identify these power brands, managers were asked to consider their growth potential, profitdelivery and the size of the opportunity.And to ensure that Lever would not lose sales, it wasdecided to move these brand users to the designated power brands. For one, the drastic slimmingdown of the brand portfolio which threw up huge problems in execution is now over. HLL is alr eady combining its scale advantage to offer retailers a bigger basket of products and betterservice. Instead of different sales teams servicing the equal retailer, the company has integrated both(prenominal)HPC and Foods portfolios for modern trade chains like Margin Free. Once again, its large portfolio ? 19. ange helps Lever to use the power of customer relationships to corner greater shelf space and adisproportionately higher share of the branded segment. Modern trade, it reckons, is already growing at 15-20 per cent and will continue that way for a longtime. By bulking up the businesses, it is possible for Lever to service these modern trade outlets on adaily business. As a result, these retailers do not have to maintain high inventory levels. HINDUSTAN LEVER LIMITED gameboard OF DIRECTORSMr. Harish Manwani Non Executive chairmanMr. M. K. Sharma Vice ChairmanMr. Arun Adhikari Managing managing director (Home & Personal Care)Mr.S. Ravindranathan Managing Director (Foods)Mr. D. Sundaram Finance & IT DirectorMr. A. Narayan DirectorMr. V. Narayan DirectorMr. D. S. Parekh DirectorMr. C. K. Prahlad Director ? 20. The CompetitorsThe Indian FMCG markets have witnessed some of the classic struggles involving HLL. Sofar Levers have been able to stand their ground but times are changing. HLLs response tothe latest challenges is being eagerly studied by the corporate India. In order to gain afoothold in Indian FMCG sector various municipal and MNC companies are using all kind ofschemes to woo customer from HLL.The major competitors of HLL areDetergents P&G, Nirma, Henkel SpicToothpaste Colgate-PalmoliveBeverages Rasna, Coca-Cola (Sun fill)Tea Tata teaCoffee NestleIce-creams AmulShampoo P&G, Garnier Procter & GambleP&G Home Products Limited is a 100% subsidiary of The Procter & Gamble Company,USA. P&G Home Products Limited is one of Indias fastest growing Fast Moving ConsumerGoods Companies that has in its portfolio P&Gs global brands such as Ariel and Tide in t heFabric Care segment, and in the Hair Care segment Head & Shoulders worlds largestselling anti-dandruff shampoo Pantene worlds No. beauty shampoo and Rejoice AsiasNo. 1 shampoo. Fabric CareProcter & Gamble has two of its world-leading detergents Tide and Ariel, in India to bring home the baconto the main concerns of the Indian households. In India P&G has launched followingbrands Ariel Front-O-Mat Ariel 2 Fragrances Tide Detergent Tide BarHair CareIn India, P&Gs beauty care business comprises of Pantene, the worldslargest selling shampoo, Head & Shoulders, the worlds No. 1 Anti-dandruffshampoo and Rejoice Asias No. 1 Shampoo. Pantene Pro V Head & Shoulders Rejoice ? 1. Baby Care PampersIn India, P&G will continue to be a midget, in derangement considerations, when compared to HindustanLever. The two P&G subsidiaries in India (P&G Hygiene and P&G Home Products) todaygenerate a combined turnover of about Rs 1,100 crore, just a ordinal of Hindustan Leverssales. P&Gs dis tribution network is largely urban and has a make water of 0. 4 m outlets. In 1994, Godrej entered into a strategic alliance with P&G for inter alia toilet soap business,under which Godrej used to manufacture soaps, which were marketed by a joint venturecompany.However post marketing alliance with P&G, the company lost significant part ofits market share and subsequently the locating was discontinued. Godrejs entiredistribution network was then taken over by P&G. THE Procter & Gamble -Gillette deal could result in the former getting a significant boostboth to its scale of operations and range of products in the Indian market. That Gillettesportfolio of neaten razors, gels, grooming products and toothbrushes has no overlap withthat of P&G in India (shampoos, detergents, distaff hygiene, cold medication) is apositive.The addition of Gillettes businesses could help P&G expand its portfolio andacquire a more extensive distribution network This may strengthen P&Gs hand in theongoing war for market share with Unilever arms in the Asian markets, particularly withHindustan Lever in India. NirmaNirma is one of the few names which is blatantly recognized as a true Indian brand, whichtook on mighty multinationals and rewrote the marketing rules to win the heart of princess,i. e. the consumer. It was way back in 60s and 70s, where the domestic detergent market had only premiumsegment, with very few players and was dominated by MNCs.It was 1969, when KarsanbhaiPatel started door-to-door selling of his detergent powder, priced at an astonishing Rs. 3 perkg, when the available cheapest brand in the market was Rs. 13 per kg. In a mindless span,Nirma created an entirely new market segment in domestic marketplace, which is, eventuallythe largest consumer pocketand quickly emerged as dominating market player. Now, the year 2004 sees Nirmas annualsales touch 800,000 tones, making it one of the largest volume sales with a single brandname in the world.Looking at the FMCG sy nergies, Nirma stepped into toilet soapsrelatively late in 1990 butthis did not deter it to achieve a volume of 100,000 per annum. This makes Nirma thelargest detergent and the second largest toilet soap brand in India with market share of 38%and 20% respectively. SoapsIn 1992, sensing a strong need to expand the market through PenetrativePricing, Nirma entered this market with the launch of Nirma Bath Soap&Nirma Beauty Soap . In 1998 Nirma expanded its product line in the soap ? 22. ategory by introducing Nirma Lime Fresh & Nirma ruddiness. This brand had carved a nichein its segment by achieving leadership position just within two months of its launch. It isavailable in 100g and 150g pack sizes. Nirma entered the premium soap segment when itlaunched Nirma SandalDetergentsNirma launched Nirma Washing Powder in Indian market in year 1969, This productwas priced at almost one third to that of the competitor brands, resulting into instant trial bythe consumers. Presently Nirma has di fferent variants in Indian market.Nirma washing powderNirma superNirma popularEdible SaltNirma has also entered the Food market in the recent past with launch of Nirma Shudh. ? 23. FINANCIAL ANALYSISRatio Analysis ? 24. All figures in Rs cr Particulars Dec 2001 Dec 2002 Dec 2003 Dec 2004 bargains 12420. 71 10641. 15 11919. 04 11594. 65 Total assets 7089. 06 7761. 01 8104. 68 7820. 34 Net worth 3170. 86 3713. 91 2189. 22 2148. 67 Borrowings 102. 55 86. 23 1715. 18 1604. 25 Capital Employed 3273. 41 3800 3904 3752 Debtors 1254. 38 1169. 49 1228. 55 793. 56 PAT 1576. 47 1757. 59 1687. 3 1208. 4 PBDIT 2211. 63 2461. 31 2462. 92 1875. 63 derogation 202. 63 192. 65 199. 99 195. 68 PBIT 2009 2269 2262. 9 1680Current liabilities & Provisions 3709. 17 3841. 92 4084. 71 3919. 71 Current assets 3505 3510 3610 3132 Current assets -Inventories 2201 2146 2120 1574 Long term Debt 102. 55 86. 23 1715. 18 1604. 25 Interest 12. 31 12. 86 69. 12 136. 25 Total Purchases 6077. 97 5389. 04 5438 5413. 7 7 profitability Ratios in operation(p) Profit Margin (%) 16. 17 21. 30 19 14. 5 Net Profit Margin Ratio (%) 12. 68 16. 51 14. 15 10. 42 ROTA (%) 28. 3 29. 23 27. 92 21. 5 ROCE 61. 37 59. 72 58 44. 77 refund on Equity (%) 49. 71 47. 3 77 56. 23 Liquidity Ratios Current ratio 0. 944 0. 91 0. 88 0. 79 Quick Ratio 0. 59 0. 55 0. 52 0. 40 coercive Cash Ratio 0. 25 0. 254 0. 218 0. 20 Solvency Ratios Debt Equity Ratio . 032 0. 023 0. 78 0. 75 Interest coverage Ratio 163. 2 176 32. 74 12. 33 Efficiency Ratios Debtor Days 38. 85 40. 11 37. 62 25 Creditor days 135. 31 149. 2 131. 62 145. 23 Total assets turnover ratio 1. 75 1. 37 1. 47 1. 48 ? 25. Interpretation Profitability RatiosHLL earns 14. paisa on every Re. 1 of Sale before Interest and Taxes It lastly makes 10. 42paisa on every Re. 1 of Sale afterwards Interest and Taxes. It is subgross that Hindustan Lever Ltd. has not been able to increase its Operating Profit marginconstantly over the years. We can see that the operating m argin has change magnitude considerable in thelast year. This is mainly due to the fact that the interest cost of HLL has almost bivalent from 69. 12crores to 136. 25 crores. Moreover the companys operating expenses have increase by almost 75% in the year 2004.The efficiency has sure decreased over the last few years mainly owing tohigh operating expenses , increased interest accuse and high indirect taxes. The Net Profit Marginhas also decreased by 17. 8 % in 2004 as compared to 2001. This is mainly due to the decrease insales by Rs. 826 cr. HLL generates 21. 5% bring round on Total Assets (ROTA) that it employs in its operations in theyear ended 2004. ROTA has decreased in the last year mainly due to the fact that its profit marginhas decreased. It could be ecause of high competition as a result of which winnings have decreasedand the total assets of the company have increased. As we can see that the Return on Capital Employed (ROCE) for Hindustan lever Limited hasdecreased considerably during the last year mainly due to lower profit margins. The company isearning a return of 44. 77% on the funds employed by it. Though the ROCE has seen aconsiderable change, even now the company is getting good enough returns and can pay goodenough dividends to the shareholders as we saw the case in the year 2004 where the rate ofdividend was 250%.The Return on Equity Ratio ( roe) states how much profit a company earned in comparisonto total amount of shareholders equity on the balance sheet of the company. Here, we see that thehard roe of HLL has increased in comparison to the year 2001 but this cant be concluded as afavourable situation for the company as looking at the figures in detail we can get a line that there hasbeen a near to 30% decrease in ROE in comparison to the year 2003 , also we do see that the PATof the company has fallen by about 23% and the shareholders equity has also decreased by 32% incomparison to the year 2004. But Even now an ROE of about 56. 3% is considered to be verygood. Liquidity RatiosIt can be seen from the preceding(prenominal) table that the Current Ratio for all the years is less than 1. Thissignifies that HLL has defraud term liabilities greater than the short term assets. It implies that thecompany would have problems in managing its short term liabilities and liquidity requirements. The company might have to resort to financial realise its short term liquidity requirements by long termsources of finance. We can observe that the current assets have decreased by 13 % and at the same time the currentliabilities have decreased by just 4 % in the last year.The reason is that since the company is ? 26. using long term sources of finance to fund its short term obligations therefore the interest burdenhas increased and as a result the cash balance has decreased . Other receivables have also decreasedby more than 66% leading to a fall in current assets. Solvency RatiosThe company was highly unleveraged in the years 2001 and 2002. It was risky as the company hadinvested a huge amount of its own funds as compared to debt. However in the last 2 years thecompany has changed its policy and is supplement the advantage of debt along with equity.Thoughthe debt equity ratio of 0. 75 is not good enough as compared to industry norms of 21 but thecompany is moving towards a favourable debt equity mix. It has realized the importance of tradingon equity . The Company has increased its debt burden by 1470% in the last 4 yearsInterest Coverage Ratio(ICR) basically signifies the ability of a firm to service its interest burdenthrough the profits generated . In the initial years when the firm had not employed debt its interestburden was very low.As a result the Interest Coverage ratio is very high, stepwise the companyhas employed more debt and as a result of which the interest burden has increased significantly. Moreover, due to high competition and operating inefficiency the earnings of the company ha vedeclined. As a result the ICR has reduced from 163. 2 to 12. 33 in the last 4 years. However an ICRof 12. 33 is still very stunning which reflects the companys ability to pay interests on loanseasily. This is a good indicator to the various financial institutions providing long term sources offinance to HLL. Efficiency RatiosHere, we see that the Debtors Days for the company is less than the Creditor Days of thecompany. From this we can interpret that the company has a favorable cash position as it is makingits payments long after receiving the dues from the debtors. Here, from the Asset Turnover Ratiowe can know how efficiently the firm is using its assets, the ratio for which is pretty low for thecompany. The Creditor Days as well as Debtor Days both show negative growth which reflectsnegatively on the companys financials. The Asset Turnover Ratio also shows negative growthwhich is also not a good sign for the company.Thus, looking into these figures we can analyze thatthe effi ciency level of the company has gone down vis-a-vis the previous years and hence thecompany needs to look urgently into these matters so as to improve the efficiency of the company. O DU-PONT RATIO ANALYSISThe Du Pont ratio analysis is a combination of financial ratios in a serial in order to assess theinvestment returns of the company. It combines the financial ratios of both the Income Statementas well as the Balance Sheet in order to assess either the Return on Equity or the Return onInvestment.One of the Plus points of this method is that it provides a clear understanding of howthe company generates its return. This analysis provides an insight into the importance of assetturnover as well as sales to overall return. This formula shows the relationship of profit margin andturnover how these two complement each other. ? 27. The Du Pont ratio divides the Return on equity into three parts Net Profit Margin, total assetturnover, and the companys use of leverage referred to as Equit y Multiplier also. DU-PONT chart FOR HLL FOR THE YEAR 2004 RETURN ON EQUITY =PAT/NETWORTH 56. 3% Equity NET PROFIT TOTAL ASSET Multiplier MARGIN perturbation =TA/NW =PAT/NETSALES =SALES/TA =10. 42% =1. 48 =3. 64% RETURN ON ASSETS ROA=PAT/TA =15. 44%Growth Trends Over The Years Particulars Dec-01 Dec-02 Dec-03 Dec-04 ? 28. Sales 12420. 71 10641. 15 11919. 04 11594. 65Expenditure 10627 8690 9941 10076Change InSales (%) -14. 33 12 -2. 7Change InExpenditure(%) -18. 22 14. 39 1. 35Change inPBIT (%) 12. 94 -0. 26 -25. 75Change inPAT (%) 11. 48 -3. 99 -28. 38Change inBorrowings(%) -15. 91 1889 6. 46Change InInterest (%) 4. 46 437. 48 97. 12 ? 29. COMMON MARKETING MIX FOR exclusively MARKETS 1.Product consists of brand, quality, appearance, 2. Price Structure consists of prices, dealers and consumers discounts. 3. promotional activities consist of advertising, media. 4. Placement (distribution) system consists of dealers, distributors, retailers and overall logistics. MARKETING MI X FOR RURAL MARKET 1. Product 2. Price 3. Promotion 4. Placement system 5. Packaging-Reason for putting it separately is because symbols and packaging becomes very important when literacy levels are very low. 6. Retailer is the one who gives all information about brand choice and consumer feedback. 7.Education is very important for rural sector-eg. Project Shakti 8. empowerment Example-Project Shakti and Self Help Groups. PRODUCTSurf derives its name from Surfactant the basic ingredient of a detergent. After 44 years, Surf brand has been upgraded and made more modern and contemporary. Surf has changed the entire brand is now called Surf Excel. Continuousimprovements in the formulation of the product and introduction of new ingredients e. g. enzymes, along with new perfumes have ensured that the product meets the evolvingconsumer needs. The brand Surf Excel now has three variants Surf Excel Quickwash, ? 0. Surf Excel Blue and Surf Excel Automatic which address different laundry n eeds buteach offers stain removal as the key benefit. Surf Excel Blue Target segment Economic segment. Attributes-Removes stains without fading colours. Sizes avalaible 25gm, 200gm, 500gm, 750gm, 1. 5kg, 3kgSurf Excel Quickwash (also called as Surf Excel Easy wash)(Hitherto known as just Surf Excel) Target segment Superior quality for washing machine users. Sizes available- 20gm, 20gm, 500gm, 1kg, 1. 5kg Attributes-Stain removalSurf Excel Automatic Target segment-Washing machine owners Top and front loading machines .Sizes available- 600gm, 1kg Attributes Low lather detergent, anti corrosive, stain removal, ensures longer life of fabric. PRICELatest price war amongst detergent majors, Hindustan Lever (HLL), monitoring device and GambleIndia (P&G), Nirma and Henkel-Spic India (HSIL) has proved that price in the marketingmix is very critical for growth of HLL products. If Surf excel prices were reduced to match the price cuts of their competitor (P&G),simultaneously they had to ramp up spending on advertising and promotions to increaseconsumption and penetration in the market and retain values of premium brand ? 1. PROMOTIONSSurf communication has been pleasant, soothing and gentle, Surf Excel has had adistinctively bold tongue in pertness style of communication. Promotions for Surf Excelare more often than not tactical weapons. pay is offered to the consumer to gain short-term patronage or to engineer enhanced consumption. natural selection of various promotionalgifts is usually governed by what can be bought cheap kinda than any brand-relatedfactors. Surf Excel has always been sensitive enough to recognise the change in the consumerchoice dynamics.In some of their promotions, they have pampered influencersconsidering that brand choice in family products is a collective exercise. Various promotions being used for Surf are Scholarship offer Rs five lakh scholarship. Extremely rare and nimble use of the marketing budget. Beauty of this promotion is in its design. An innovative and tricksy way of underscoringthe core promise of Surf Excel stain removal Visual depiction in the ad is student-focussed there are no mothers or daughters to be seen in the ad.Most of the people inthe ad are in their teens. The protagonist himself is barely in his teens. This can be anindication towards changing consumer algorithm. This was approve by Win with Stains endure one of the largest campaigns taken upby Surf excel. This promotion is happening in Orissa markets which is aimed at offering consumers achance to win prizes as well as give students an opportunity to pursue further studies. Theaim of the whole campaign is to drive home the point that stains are good in life and oneis not to be scared to get themselves dirty.They are not only doing road shows,advertisements but branded horoscope columns in keeping with the theme of dowery andfortune. They have roped in former South African cricketer Jonty Rhodes to participate in theWin with stains washathon to wash the largest stain in town with kids of the NGO -Magic Bus 1 bucket free with 3kg of Surf Excel has really managed to increase sales revenue of Surf excel. This is the most successful consumer promotion till fancy in Orissa market. Surf KidStains a roadshow that invites consumers to get first-hand experience of using Surf.Surf has taken communication beyond mass media advertising and involved consumersin the brands promise in the real world. It has touched consumers life through schoolcontact and in-store programmes. Road shows have helped to go to the consumers anddemonstrate superior performance vis-a-vis competition. ? 32. emplacement SYSTEMIn Orissa, HLL has around 100 dealers and distributors. But HLL is into the exercise ofreducing number of channels in Orissa by increasing territory size of each dealer. HLL Distribution in Rural MarketsHLL has come up with new distribution channels to cater to rural markets.For long-term benefits, HLL has mounted an init iative, Project contour, to furtherincrease its rural reach with the help of rural sub-stockists. It has already appointed 6000such sub-stockists. As a result, the distribution network directly covers about 50,000villages, reaching about 250 million consumers. The pivot of Streamline is the RuralDistributor (RD), who has 15-20 rural sub-stockists attached to him. Each of these sub-stockists is located in a rural market. The sub-stockists then performs the role of drivingdistribution in neighboring villages using unconventional means of transport such astractor, bullock cart,etc.The Streamline system has extended direct HLL reach in these markets to about 37% ofIndias rural population from 25% in 1995 and the number of HLL brands and SKUsstocked by village retailers has gone up significantly. ? 33. PACKAGINGPackaging plays a key role in rural markets. Since customers are daily mesh earners andthey dont have monthly incomes like the urban consumers have, so Surf excel ispackaged in smaller sizes of 20gm so that they can spend given their kind of incomestreams. EDUCATIONSince vast majority of rural India lacks even basic education levels and modern outlook,HLL is training their new sellers to basic education levels.This is example of ProjectShakti which is explained in detail later. EMPOWERMENTHLL runs the program of Self-Help Groups (SHG), which prevail like direct-to-homedistributors. The mo del consists of groups of (15-20) villagers down the stairs the poverty line(Rs. 750 per month) taking micro-credit from banks, and using that to buy HLL products,which they will then directly sell to consumersPrices of products 20gm 25gm 200gm 500gm 600gm 750gm 1kg 1. 5kg 3 kgSurf Quickwash 2 NA 23 53 NA NA 103 153 NASurf Automatic NA NA NA NA 90 NA 145 NA NASurf Blue NA 2 16 40 NA 53 NA 103 220 ? 34.Range of productsIf we divide detergent industry into three tiers Premium at Rs. 80-140 per kg Mid-price at Rs. 30-50 per kg Popular at Rs. 15-25 per kgPopular segmen t accounts for 80% of the detergent industry. HLL leads in detergent powders withPremium Surf ExcelMid price SunlightPopular Rin, WheelDealers and distributorsRetail Distributor MarginsExample of various distributor discounts on sale of these variants. Sale of 200gm Surf Excel Dealer Discount of 8%Sale of 20 gm Surf Excel Dealer Discount of 12% sell Distributor MarginsThey get a standard discount of 1. % on sale of any variantStrategies in Orissa market 1. Shakti ProgramWith a twin objective of creating income-generating capabilities for underprivilegedrural women and improving their rural living standard through health and hygieneawareness, the Project Shakti is implemented in Orissa. Housewives and old ladies are targeted for this project. They are trained and given basiceducation to sell products. All products which are priced below Rs 5 are sold through thisproject. The sellers which are all ladies are paid margins of 3% on their sale of products.Now out of a total of 15,454 Shakti Entrepreneurs across India, Orissa hasover 928 (6%)Shakti Entrepreneurs spread across 22 districts. They are operating through Self Help Groups (SHGs) which is makes women direct-to-home distributors of HLL. Partnerships with several NCOs and support from stategovernments have been key enablers for the programme. Currently women entrepenuersare earning an average income of Rs. 7007- per month, doubling their household income. For the SHG women, it provides a stable, sustainable source of income.For villagers, thischannel has become a source of genuine and correctly priced products. ? 35. SALES TREND IN BHUBANESHWARBig Bazaar ,BhubaneshwarSales figures of Surf excel and is competitors Surf Ariel TideJuly sales 1,21,000 26,246 71,672July sold quantity 1787 pieces 341 pieces 1996 pieces ? 36. MARKET SHARE OF SURF Bhubaneswar, 20% Orissa, 35% Surf Excel Surf Blue Orissa, 65% Bhubaneswar, 80%SALE OF SURF EXCEL ON root OF DIFERENT SIZES 10% 25% 20gm 200gm 500gm others(1kg,1. 5kg) 15%50%SALE OF SURF BLUE ON BASIS OF DIFERENT SIZES 7% 13% 20% 500gm 750gm5% 1kg 3kg 55% others(25gm,200gm) ? 37.PERCENTAGE SHARE OF SURF IN PREMIUM DETERGENTSMARKET 25% Surf Excel Ariel 75%SALE OF SURF EXCEL ON BASIS OF SEASONSCustomers reduce their washing frequency in rains, so the sales are drastically bear upon. Sale of detergents is strongly affected by seasonal changes as shown in the chart below. 12% 18% Summers Winters Rains 70% ? 38. COMPETITOR ANALYSIS. In this section we compare HLL with its competitors, viz. Proctor and Gamble (Ariel, Tide) and Nirma Ltd (Nirma washing powder). We now compare these products and the companies on the various counts. Market Share The per capita consumption of detergents in India is 2. kg per annum. The synthetic detergent market can be classified into three main categories Premium (Surf and Ariel) 15% of total market Mid price (Rin and Wheel) 40% of total market Popular (Nirma) 45% of total market. Product Comparison HLL (market share 40%, including all 3 segments) manufactures Surf Excel in three avatars, Surf Excel Blue, Surf Excel Automatic and Surf Excel Quick wash. The USP of Surf Excel is that it reduces soaking time and water usage by 50%. It also contains a lesser amount of bleach than Ariel or Tide. P&G (market share 12%, including all 3 segments) produces both Ariel and Tide.Ariel is produced in three types, Ariel Front-o-mat, Ariel Spring Clean and Ariel Fresh Clean. The USP here would be removal of tough stains while taking care of cloth quality and imparting a fresh perfume to it. Tide detergent improves washing experience while imparting a lingering lemon fragrance to clothes. Nirma (market share 30% of popular segment) comes in three variants, Nirma washing powder, Super Nirma washing powder and Nirma popular washing powder. Its USP would be low prices and the value for money it gives to the customer. Pricing Comparison We now compare the prices for these brands.The price of each product and it s variant is shown in the table b 20gm 200gm 500gm 600gm 750gm 1kg 1. 5kg 2kg 3 kg 4kg (30sachets)Surf Quick wash 2 23 53 NA NA 103 153 NA NA NASurf Automatic NA NA NA 90 NA 145 NA NA NA NASurf Blue NA 16 40 NA 53 NA 102 NA 220 NAAriel 2 22 50 NA NA 99 145 NA NA NATide 1 10 23 NA NA 46 NA 88 NA 186 ? 39. Place comparisonHLLs distribution system is one of its key strengths. The delivers its finished productsto various Carrying and Forwarding Agents, via whom the goods reach differentwholesalers. From here the goods are delivered to either rural or urban retailers, viawhom they reach the consumers.HLLs scale enables it to provide superior customer service including daily servicing,improving their range availability whilst reducing inventories. An IT-powered system hasbeen implemented to supply stocks to redistribution stockists on a continuousreplenishment basis. The objective is to catalyze HLLs growth by ensuring that the rightproduct is available at the right place in right quantit ies, in the most cost-effectivemanner. For this, stockists have been connected with the company through an Internet-based network, called RSNet, for online interaction.As far as distribution to rural areas is concerned, they use a process called ProjectStreamline, wherein there exist networks of rural sub-stockists, who operate in the ruralareas itself. 20-30 sub-stockists come under a rural distributor (RD). The sub-stockists arethen trustworthy for distributing the products in rural areas. Nirma Limited markets its products through its fully owned subsidiary Nirma ConsumerCare Limited (NCCL), which was incepted in 1985. NCCL then resells the productsthrough Nirma and Nima. Nirma pioneered the concept of flat distribution network.Nirma Consumer Care Limited operates with two parallel distribution networks. TheNIRMA brand is marketed through the first network, which consists of about 450exclusive distributors. It is one of the lowest cost FMCG distribution channels of thecountry. T he belief channel for Nirmas Products is the lowest cost system in Indiawith in built flexibility and speedy distribution. All NIRMA and NIMA range of productshave a retail reach of over two million retail outlets and more than 40 million loyalconsumers spread all over the country.The Company has been successful in establishingan extremely good urban as well as rural presence through the two distribution channels. The distribution channels have played a significant role in making Nirma a householdname. The efficient network has made Nirma Washing Powder the brand with highestpenetration in its product category. The network is well equipped to meet the demands ofthe loyal consumers of the Company across the country. ? 40. Promotion comparisonHLL. Advertising. Surf excel, synonymous with the catch line, Surf Excel hai naa was the first nationaldetergent brand on television.It has indulged in numerous advertisement campaignswhich have gained a lot of popularity. Surf Excel and Lalita ji ad also was in news for a long time. Slice of life situations havegenerated high levels of interest in the communication. Using consumer speak in the formof testimonials has helped in building credibility in the brand. She was a hard-headed bargain-hunting housewife who demanded value for money andnot just cheap price. Consumers faith in Surf was restored, and not just because sheoffered a rational argument. The real reason Lalitaji was believed was because she wastrusted y the Indian housewife to get her a good bargain. We showed her bargainingwith the vegetable vendor about good tomatoes and bad tomatoes Sasti cheez orachchi cheez me farak hota hai, bhai saab. This advertisement reversed a declining brand share trend. The currents advertisement on television shows noted actor and human rights activistShabana Azmi (who did promote Ariel once upon a time), walking with two buckets ofwater and encouraging a crowd of people to do the same. It basically plays on SurfExcels strength to perform with lesser amounts of water.It thus underlines th