Othello and Racism Essay Example for Free

Othello and Racism Essay Held a captive and cannot escape the grips of racism, Othello must battle with this matter from day one till his call of death. Just because his skin tone is unusual from Venice and its citizens, makes Othello an outcast . Although born a black moor, Othello has all the great characteristics a man should have. Being courageous, honorable, intelligent and all the aspects a woman would want in a husband. He grew up to be a venetian military general who has risen to high position of power is viewed in two means. One, since Othello belongs to the military realm he hence deserves the respect and authority any other general should receive. Second view is highly different and because the race role is a huge issue, it essentially eliminates the first way people would view Othello. But this doesn’t stop Desdemona from falling in love with him and making him her husband. The color of Othello’s skin doesn’t bother Desdemona one bit which isn’t the case for the rest of the characters seen throughout the play. Before Othello’s name is even mentioned in the play, racial slurs are being said and the audience is being introduced to how Othello will be treated. In Act I Scene I, Rodrigo and Iago talk about â€Å"the moor†, â€Å"the thick-lips† and â€Å"the old black ram† . Small comments like these slowly bring out the characteristics that multiple characters share in this play. Iago and Rodrigo aren’t the only ones who have a problem with Othello; Desdemona’s father ,Brabantio, is in the same boat with Iago and Rodrigo. Brabantio is a self-important the Venetian Senator whose main priorities are his job and his daughter. If one of these main concerns aren’t necessarily going his way, then there could be a problem. Othello encounters this the hard way unfortunately. Brabantio hears news about how his daughter has gotten married but not to any regular guy, to a moor.

Psychology and Depression Essay -- Psychology Psychological Essays

Psychology and Depression "Men pray to the gods for health and they ignore that it is in their power to have it."   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  -Democritus Depression:   Ã‚  Ã‚  Ã‚  Ã‚  Depression is an illness, that strikes all ages, all races and all genders. It has no limit on how severe or how slight it will hit. Depression has been with us for as long as people have been around. In biblical times, depression was there, being noted several times in the Old Testament as "manic-depression." Hippocrates, a Greek physician, was the first man to write a medical description of the disease. He called it "melancholia", which means "a mental disorder".   Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Depression is also proven to be a family thing. Professor Myrna Weissman, from the University of Yale, has proven that if the parent's are depressed the child has a fifty percent chance of being depressed too. She says, "If one parent is depressed, the likelihood of their children becoming depressed increases two- to threefold. If both parents are depressed, the chances are increased four- to sixfold."   Ã‚  Ã‚  Ã‚  Ã‚  English biographer, Samuel Johnson said, "I inherited a vile melancholy from my father, which has made me mad all my life."  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The Cause's of Depression: The main cause of depression is stress. It doesn't matter how much or how little stress you have, all of it can lead to depression. Stress doesn't automatically mean depression. Some people can handle stress just fine, and others? It can be the littlest thing and it will just nag and nag at them, until they can't handle it anymore. They start to feel down, and negative about themselves. That's when it becomes a problem. Psychological Depression: The main cause of Psychological Depression, is loss. Children and even adults continually attach themselves to people and things, and when they loss their the object of their attachment, they feel empty and lost. They then sink in to depression, mourning the loss.   Ã‚  Ã‚  Ã‚  Ã‚  Another cause is the molestation or abuse of a child. Psychiatrist say that when a child is abused they tend to lock away their emotions and the event in the back of their head. There they replay it over and over, many times blaming themselves for the abuse. When parents fail to listen to their teenager, or put down their idea, the teenager then feels stupid and rejected. They start feeling low, and unim... ... psychologists showed that with the right therapy, eight out of ten patients are cured. It usually takes approximately a month to six weeks before the patient will start seeing results.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Bibliography 1) Roccatagliata, Giuseppe. (1986) "A History of Ancient Psychiatry".   Ã‚  Ã‚  Ã‚  Ã‚  Westport: Greenwood Press. 2) Ayer, Eleanor H. (1994). "Everything You Need To Know About   Ã‚  Ã‚  Ã‚  Ã‚  Depression". New York City: The Rosen Publishing Group, Inc. 3) Sliverstein, Herma. (1990). "Teenagee Depression". New York City:   Ã‚  Ã‚  Ã‚  Ã‚  Franklin Watts 4) http://www.depression.com/health_library/s.../special_01_teens.htm 5) http://www.yellowribbon.org/Legacy.html 6) http://www.yellowribbon.org/Warning.html 7) http://www.lesbigay.com/equal_rights/essay12.htm 8) http://www.uky.edu/Agriculture/Sociology/suicide.htm 9) http://www.hypervigilance.com/Trevor/poems.html 10) http://www.graylab.ac.uk/cancernet/100026.html 11) http://www.mskcc.org/document/wicpsy5.htm 12) http://www.mskcc.org/document/WICLEUK.htm 13) http://www.meds.com/leukemia/atlas/acute_leukemia.html 14) http://www.leukemia.org./docs/pub_media/all/fc_causes.html 15) http://www.leukemia.org/docs/pub_media/all/fc_acute.html

Florida Shrimp Industry Analysis Essay

What if it were logical and profitable to merge two of the fastest growing shrimp industries in the United States today? That is exactly the idea behind â€Å"bait shrimp production†, the latest development in the combined evolution of the valuable live bait shrimp industry and the continual growth arena of aquaculture. Farm-raised bait shrimp is a very appropriate combination of the two businesses; both have a historical development in Florida for over forty years. Florida has been proclaimed the â€Å"Fishing Capital of the World† with its 1,197 statute miles of coastline hosting 3.4 million anglers annually. The statistics regarding the recreational fishing industry in Florida are astounding. The Florida Fish and Wildlife Conservation Commission (FWC) reports: †¢The economic value of recreational fishing to Florida is $7.0 billion and supports 75,000 jobs. †¢Recreational fishing is the second largest sports industry in Florida with over 700 world-record fish caught. Live bait shrimp is the nucleus around which evolves Florida’s saltwater sport and recreational fishing. It is the preferred bait for fishing near shore species such as snook, sea trout, redfish, snapper, cobia and mackerel. The business of catching and supplying live bait shrimp began with a few individuals supplying themselves, and a few bait shops in the 1950’s to becoming a multi-million dollar industry with exports throughout the Southeast United States. This growth is a testimony to the pre-eminence of shrimp as the most popular live bait among saltwater anglers in Southeast United States. The message is clear — the recreational/sport fishing industry and live bait shrimp are well established in Florida. And their popularity is growing amongst the14 million people (75% living within 10 miles of the coast) and the 40 million tourists who visit each year. Commercial fishermen currently supplying 100% of the bait shrimp market experiences regulatory restrictions, seasonal declines in wild stocks, and unreliable labor causing unpredictable shortages and as such are unable to meet the increase in the market demands. The FWC and Florida Department of Agriculture and Consumer service reports: †¢As the tourist and recreational fishing industry continues to increase in Florida so will the bait shrimp business. †¢Fishermen love to use live bait shrimp and retailers are always running out of bait before they run out of customers. †¢The retailer wants consistent deliveries of bait shrimp in numbers that will keep the customers walking through the door of their shop †¢Although the fishing effort has increased 50% over the past ten years, the live bait harvesters cannot meet the market demands. This increase in demand without an increase in supplies has resulted in an extremely high dollar value of live bait. This increase in demand, low supply and high dollar value has attracted the attention of shrimp producers. Now for the other half of the combination — shrimp aquaculture. As the demand for live bait shrimp has expanded without an increase in supplies, the inevitable has begun to take place — culturing Florida’s endemic penaeids for bait size shrimp using hatchery and production technologies developed for other economically important penaeids. Wholesale distributors cannot get adequate supply of bait shrimp certain times; retailers are forced to accept inaccurate counts and variable sizes of wild bait, which they will loose almost 30% in mortalities during the course of the day. Retailers cannot consistently provide the customer with the desired size and often sell â€Å"mixes†. Fishermen are reliant on the seasonal migration, molting periods and life cycles of the natural population; as such they cannot guarantee quality or volume. Shrimp spawn in April/May releasing eggs that move with the tides and currents into estuaries, where they spend their postlarval and juvenile stages before migrating back to deeper waters. Bait size shrimp are virtually impossible to harvest in June, July, and August due to this natural life cycle; and are in short supply September through December. It is the winter months January through April that suppliers, wholesalers and retailers can experience marketable size bait shrimp. However, even during this time period, harvesting of small animals causes immediate stress and holding them in â€Å"live† haul tanks for long distance deliveries results in high mortalities. Enter the growth industry, Aquaculture, dedicated to providing consumers what they need – healthy, quality seafood and aquatic products at market prices. The inability of the fishermen to provide year round live bait shrimp, there is a significant gap supplies. From this lack of product will grow the combination of live bait shrimp and aquaculture— Live Bait, Inc. Live Bait, Inc. will produce bait shrimp is at high densities in enclosed facilities equipped with multi-phase, recirculating systems. Bait size shrimp will be cultured to three variable sizes, (8,10, and 12 grams) to provide the retailer with desired â€Å"mixes†. Bait shrimp production facilities, unlike shrimp boats, can be located through out Florida in high value areas that support a large volume of recreational fishing and tourism. Live Bait, Inc. will focus on providing existing market channels with high quality bait at market prices, in a consistent and reliable manner through out the year. The first bait shrimp production facility is said to have been an offshoot of a Texas A&M project developing production systems for Gulf of Mexico endemic shrimp. The species of choice for this area are brown shrimp (F. aztecus) and it is believed that the company, although small scale, Lone Star Fishery, is experiencing continued success. There is a tremendous interest amongst fishermen and wholesale dealers in developing culture systems for bait shrimp. However, once they realize the capital investment and risk involved, they become interested in buying from Live Bait, Inc. The market for live bait shrimp is continuing to grow, especially during the summer when local residents and tourists target inshore species. This year-round demand, unreliable supplies and high dollar value ensures a continued market for this commodity. Industry Participants There are several groups of industry participants, which must come together in order for Live Bait, Inc. to function well. 1.Wholesale Dealers. Everything begins and ends with this customer. Wholesale distributors have established marketing channels and will be buying directly from the production centers. Each production center must first identify the base of the wholesaler from which the high volume, high value business will be drawn. Their attitudes, needs and abilities must be the genesis of each decision in designing the size and location of production facilities. 2.The Nuclear Breeding Center. For long-term sustainable production and the Florida Department of Aquaculture’s support and sanctions; it is imperative that a breeding program for F. duorarum be established from the beginning. Experience has proven the necessity of SPF stocks in minimizing the incidents of diseases and animal stress from high density, mass production. 3.. For Live Bait, Inc to produce, cost-effective, quality bait shrimp it needs outstanding seedstock. Large numbers of seedstock at affordable prices will needed, on a weekly basis in order to maintain the sequential stocking required by multi-phase systems. 4.Management/Production Team. This is the triangulation point where it all comes together. The team must identify the best locations; design the most cost effective facilities and production systems, produce shrimp using state-of-the-science technologies to provide high quality bait shrimp available for daily pickup. Who are the individuals or groups that are likely customers of farm raised live bait shrimp? Fortunately, there are some marketing surveys that have been conducted Florida state agencies, the US Department of Commerce and Mariculture, Inc. that can provide some answers even in this new concept. The target market for Live Bait, Inc. is the wholesale dealer/distributor, who currently is supplied 100% by the bait shrimp fishery. Currently, wholesale dealers either buy dockside from shrimpers and/or they use their own boats. As such they are located within close proximities of bait shrimping boats and not necessarily in the high value tourist areas. Each GLB’s locations will develop its facility, production numbers, sizes and services around the target audience –wholesalers. GLB will target several distinct groups: 1.Wholesalers, which fit the basic demographic characteristics of supplying retailers from great distances. These will be wholesalers who either buy dockside from shrimpers and/or they use their own boats. As such they are located within close proximities of bait shrimping boats, which are in five major regions: Hernando (Citrus, Hernando, Pasco, Pinellas and Manatee) with 47% of total bait shrimp landings; Pine Island (Lee County) with 33% of total bait shrimp landings, Biscayne Bay (Dade and Monroe Counties) with 18% of total bait shrimp landings and Jacksonville (Fernandina Beach) with 2% total bait shrimp landings. Wholesalers will truck live bait shrimp 220 miles from Homosassa to Naples or from Miami, which is 107 miles. Wholesalers from these regions supplying the North-Central East Coast, the Keys and Panhandle will be targeted. 2.Wholesalers who supply retailers dealing in large volumes. For example marinas that sell 275,000 – 300,000 or more bait per day during the winter months and 65,000 – 80,000 per day during the summer months. Volume in these areas severely restricted due short supplies and distance from suppliers. Retailers claim they could sell up to 300% more, if the supply were available. Wholesalers supplying large marinas, high-end fishing piers located in metropolitan areas, and retail bait/tackle stores that promote popular sport fishing tournaments will be targeted. 3.Wholesalers who supply high dollar bait to retailers located in areas support high value recreational/sport fishing and tourism. Wholesale prices for live bait vary considerably with location. For example prices in Pine Island will run $30/1,000 shrimp while in Marco Island and Naples, which is just south of Pine Island, will have prices up to $70/1,000. Wholesalers who supply retailers who are willing to pay the higher market price will be targeted. 4. Wholesalers who are receptive of farm-raised bait and will promote the product among retailers. Currently, an overwhelming majority of retailers accept the idea of farm-raised bait. Most are willing to pay between 50-100% above current prices for farm raised bait as long as the supply is consistent and reliable. Wholesalers who are willing to promote our product, pay premium prices for premium farm raised bait shrimp will be targeted. 5.Wholesalers who are either currently exporting to neighboring states, or who would like to export to other states. Florida Bait shrimp wholesalers export live bait nine months out of the year to different neighboring states. Currently they supply 60% of the Alabama Market, 20% of the South Carolina and 50% of the Georgia market. Wholesalers exporting to other states will be targeted. 6.Bait Brokers dealing in frozen bait are currently importing small frozen shrimp that are severely damaged from outside the United States. The shrimp exotic species, which may or may not be infected with viral diseases. These brokers currently cannot meet the needs of their large contracts such as those with Wal-Mart and Publix. Process them, as most of the brokers also have processing plants. 7.Wholesalers who are supplying retailers whose customers would prefer farm raised bait over wild bait for ecological and environmental reasons. These six primary target groups provide fertile ground for GLB to become a profitable operation within the first year of production. In fact, GLB will become the top producer of farm-raised bait for Florida and the entire southeast coastal corridors. Live Bait, Inc. production centers will be established in key locations through out Florida. The marinas, retail bait shops, bait and tackle shops within a thirty-mile radius will match the demographic target profile – high volume, high market price, pro-farm raised bait, easy assess to interstate highways and are being supplied by wholesalers from great distances. A marketing survey conducted by the Florida Department of Agriculture and Consumer Service’s, Bureau of Seafood and Aquaculture Marketing has documented annual landings (harvests), volumes of bait sold by retailers, wholesale/retail prices, peak seasonal demands and months of supply shortages. Major harvesting areas are divided Hernando Regions (Citrus, Hernando, Pasco, Pinellas and Manatee) with 47% of total bait shrimp landings; Pine Island (Lee County) with 33% of total bait shrimp landings, Biscayne Bay (Dade and Monroe Counties) with 18% of total bait shrimp landings and Jacksonville (Fernandina Beach) with 2% total bait shrimp landings. Annual Landings report to Florida’s Fish and Wildlife Conservation Commission by licensed bait shrimpers in 2000 was 2.46 million pounds (246 million bait size shrimp using a 100/1b count). This is 50% above the reported landings for 1991 of 1.23 million pounds 123 million bait size shrimp using a 100/lb count). Fishery managers feel the harvest numbers are under-reported on trip tickets. And since live bait shrimp is a cash industry sales are not accurately reported. Also not all shrimp caught as live bait is sold as live bait, there are high mortality rates associated with harvesting, holding and transporting. Larger shrimp will often be culled and sold as food. It is likely that the farm production needed to supply current markets will have to be 50% above reported landings to approximately 3.69 million pounds (369 million bait size shrimp using a 100/lb count).

The Media Of Walt Disney Company - 1923 Words

Introduction Walt Disney Company is the most numerous mass media in the world and an entertainment conglomerate with the mass media networks of assets affection, studio entertainment, parks and resorts, and consumer goods. The television of Walt Disney Company and assets of the mass media network include television ABC network and ten radio stations. Besides, Walt Disney s portfolio cable networks include ABC Family, Disney Channel, Toon Disney, and ESPN (80% of ownership) (Balio, 2009). Walt Disney s studios make movies through lines, such as Walt Disney Pictures, Touchstone, and Pixar. With recent acquisition of Marvel Entertainment, Walt Disney Company enters as the leading publisher of comics and the film producer. Entertainment of studio makes and gets cinema with living actors and the recovered movies for distribution to theatrical, home video and television markets. Thematic parks and resorts include the operations of Walt Disney World Resort in Florida, Disneyland Park, Disneyland Hotel a nd Disneyland Pacific Hotel in California. The segment of consumer goods includes licensing of goods, and publication (Siklos, 2009). Since its beginning in 1923, Walt Disney Company and additional affiliated companies remained devoted to making the highest events of entertainment based on rich inheritance of quality, happy, creative and incomparable telling of stories. In the last decades, Disney moved to wider market, having launched the Disney Channel on cable and divisions ofShow MoreRelatedWalt Disney Company : A Diversified International Family Entertainment And Media Enterprise With Five Business1531 Words   |  7 PagesThe Walt Disney Company is a diversified international family entertainment and media enterprise with five business segments. 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Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world. According to the â€Å"2015-Annual-Report† of the Walt DisneyRead MoreDisney s Corporate Strategy For Long Term1314 Words   |  6 Pages------------------------------------------- Title Page Page 2 --------------------------------------------------------------------------------------Table of Contents Page 3 ------------------------------------------------------------------------- Disney s Corporate Strategy Page 4 ----------------------------------------------------------------------------- Assessment of long-term Page 5 -------------------------------------------------------------- Assessment of Competitive Strengths Page 7Read MoreWalt Disney s Corporate Strategy1610 Words   |  7 Pages1.Walt Disney’s corporate strategy is called as Broad Differentiation. 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There are five major business segments of the company; they are Media Network, Parks and Resorts, Studio Entertainment, consumer product, and interactive media and Walt Disney together with its subsidiaries and affiliates is a diversified globalRead MoreAllison Martin. Brinkley. English 9 Honors Block 3. 241135 Words   |  5 PagesThe Influence of Walt Disney This world has existed for millions of years; in all of that time there has been a countless amount of people who have done fantastic things. Walter Elias Disney was one of those people that influenced not just a few people, but millions. Disney has done the unimaginable and while doing that he pushed others to do so as well. He impacted the lives of everyone watching him by serving as a role model. Disney was also a monumental influence of the mass media. Finally, he

Macbeth by William Shakespeare - 902 Words

In the Play Macbeth by William Shakespeare, we perceive how the Character Macbeth changes physically and ethically all around the play. We see his ethical change from being a respectable legend to a driven controlled crazy person, we perceive how his association with Lady Macbeth changes from being a prevailing a piece of his life to a latent some piece of his life and we see his Physical change from being a night and sparkling reinforcement of Scotland to a stressed dictator. Macbeth is a honorable saint of Scotland, he is similar to todays Will Smith, he is the individual everybody needs to be with and know, and he is essentially Mr Popular. Macbeth is an imperative figure of the Scottish kingdom, he has boldly battled in Norway for his Proud Scottish Kingdom. Macbeth is such a fair man under the eyes of King Duncan and Scotland that he has been given the title of Thane of Glamis for his persevering and daring administration aptitudes. To strengthen this point the ruler of Scotland adulated him and said For valiant Macbeth, well he merits that name. This quote reveals to us that Macbeth is similar to King Duncans pet, an individual that is profoundly respected by the lord. This provides for us confirmation to accept that Macbeth is a noteworthy and respectable war legend. Anyway this all progressions when he meets the Witches, Macbeth meets the witches with his closest companion Banquo, they doubt whether the witches are human or not and say that not res embleShow MoreRelatedMacbeth by William Shakespeare770 Words   |  3 PagesThe play Macbeth is written by William Shakespeare. It is believed to be written between 1603 and 1607 and set in eleventh century Scotland. It is also believed to be first performed in 1606. It is considered to be one of the darkest and most powerful tragedies. 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Macbeth’s moral compass is not resilient enough to withstand his wife’s manipulations and he is provoked to act on his malicious thoughts of murder. The author explores the terrible effects that ambition and guilt can haveRead MoreMacbeth, By William Shakespeare Essay1487 Words   |  6 Pagesreaction†. Macbeth by William Shakespeare is a tale which illuminates the consequences of violating the â€Å"Natural order†, the hierarchy of beings in the universe. When Macbeth, a warrior wel l-known for his courage and bravery, murders King Duncan acting on his unchecked ambition to claim the throne, the order was disrupted, the result†¦chaos. Shakespeare uses symbolism to illustrate the atmosphere of the play as the natural order is flung into a state of turmoil. These techniques used by Shakespeare is usedRead MoreMacbeth, By William Shakespeare1483 Words   |  6 Pagesdifferent references in the play of how a king deals with power and if they use it for better or for their own personal gain. 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Life s but a walking shadow, a poor player that struts and frets his hour upon the stage and then is heard no more: it is a tale told by an idiot, full of sound and fury, signifying nothing. Macbeth Quote (Act V, Scene V). These quotes have been taken from play Macbeth written by William Shakespeare. Like these quotes there are hundreds and thousands of such heart touching quotes written by Shakespeare in his many different

What Makes A Good Manners - 849 Words

In the earlier years our society was pretty decent when it came to using their manners. Today’s society no longer knows what good manners are. Has one ever experienced poor manners in his lifetime? In my lifetime I have witnessed good manners, but my experience with bad manners occurred at the golf course, grocery store, and while traveling on the road. First, my bad experience with manners was on the golf course. It was a very nice day out, and I was playing at Hannastown Golf Club in Greensburg, PA. While I was on the fifth hole a guy behind me almost hit me with a golf ball. I tried to procede without worrying about the ball hitting me. The gentleman came marching up to me using profanity that I have never heard before. He’s rude for†¦show more content†¦It is dishonest to cheat in what is known as a gentleman’s game. Second, incident with rude manners came at the grocery store. It was at Shop’ n Save in Greensburg, PA just like any other day of shopping. An older lady came near me and hit me with her shopping cart. The lady then gave me the death stare; as if, I was the one that ran into her. She went on her way like nothing ever happened even though she hit me with a shopping cart. What bothers me most is the older lady never attempted to say I’m sorry for hitting you. As an older lady she should be more polite, but the elderly seem to have forgotten theirs. The worse mannered people in the grocery store are the ones that cough everywhere. It disgust me when people walk pass the produce section hacking out a lung, and it goes through my mind â€Å"man I have to eat that†. People also go around coughing everywhere through the store and do not think twice about others in the store. They think if they cover their mouth with their hand it is okay, but it’s not because they use the hand they coughed in to pick up the produces. Most of the time people do not care if they use manners, or not because tha t is the society we live in these days. Lastly, while on the road traveling I encountered impolite manners. My family and I were traveling to Ocean City, Maryland for our vacation. While we were driving a person cut us off without a turn signal, and forced us to slam on the brakes. People would change

Brand audit of cadbury dairy milk free essay sample

The journey of Cadbury started way back in the year 1905 from Bourneville, UK. But it came to Indian market in 1948. From the time it was introduced in India, Dairy Milk has been the market leader in the confectionery segment. It has average daily sales of 1 Million bars. The reason that our group chose Cadbury Dairy Milk for the Brand Audit is that it provides us with ample scope to study the various aspects of Branding like Communication Strategies, Innovative Ad Campaigns, and Emotional Connect with Consumers, Brand Repositioning, and Rebranding etc†¦ We will study the evolution of Cadbury Dairy Milk by focusing on following Aspects: In 1824, John Cadbury opened a shop in Birmingham. This one-man business, trading mainly in Tea Coffee was to be the foundation of Cadbury Limited. For over 100 years Cadbury was a family business. In 1943 non family directors were appointed. In 1847, the enterprise had prospered to a large factory in Bridge Street, Birmingham. John Cadbury took his brother Benjamin into partnership and the family business became Cadbury Brothers Birmingham. The business moved to Bourneville after outgrowing the Bridge Street Factory. The Workforce had risen up to 200 after 32 years at Bridge Street. After the death of two brothers in 1899, the company was privatized. It entered the era of scientific management; it introduced new ideas for their department like: On 2nd February, Kraft Foods took over 71% shares of Cadbury. They acquired it totally. But still Cadbury was on top in the market. This acquisition did not changed people’s mind and their craze for Cadbury Dairy Milk. OPERATIONS Cadbury’s operations are carried out in many countries. Few of them are: BRAND ELEMENTS Dairy Milk has been meticulously built around the world by Cadbury. It has been able to sustain a strong position in the market. There are many branding elements which have resulted into consistent result of its success. Few core Branding Elements are as given below: Not only the above three, But there are many more elements due to which the consistent Branding of Dairy Milk is so very popular. Its different Advertisements, its punch lines etc†¦ It has always kept a strong association with Milk, with slogans such as â€Å"a glass and half of full cream milk in every half pound. And also advertisement which featured a glass of milk pouring out and forming the Dairy Milk bar. Also the ad campaigns are also the important element of Dairy Milk. It made chocolate an eating habit among the consumers, especially the adults. Long back it was a belief that chocolate is only for kids. But Dairy Milk changed this belief. Also they changed the trend of Sweets (Mithai) during the occasions like Diwali, New Year etc†¦ Dairy Milk brought a new trend that whether any occasion, Dairy Milk is best for all. It also gave some famous dialogues from the ads which people remember always. They were also the core brand elements of Dairy Milk. Let us see them below: All these above dialogues were form the very famous and popular ad’s of Dairy Milk. By this ad they wanted to covey to the people that for eating Dairy Milk they do not have to wait for any occasion. They can just have it. Whether they are happy or Sad, But Dairy Milk can be taken in any of the mood. BRAND PORTFOLIO Worldwide In June 1905, Cadbury launched its first Dairy Milk bar, with a higher proportion of milk and it became the best selling product of the company by 1913. Fruit and Nut was introduced in 1928. In 2003, Cadbury made Dairy Milk into a family brand by taking the brands like Caramel, Whole Nut, and Wispa and marketed them as the sub-brands of Dairy Milk. By 2006, there were 15 Dairy Milk sub-brands produced in UK including Shortcake Biscuit, Wafer, Orange Chips, Mint Chips, Crispies and Cream Egg. In following two years these brands were discontinued as they were not successful. Indian Market The Dairy Milk Brand alone accounts for approximately 33% of total Cadbury’s sales. It has made Cadbury the number one confectionery brand in the market. Currently in India, Dairy Milk has following sub-brands under its name. They are; BRAND POSITIONING The Brand Positioning of Cadbury Dairy Milk in mid 90’s was that chocolate is not only for kids but also for adults. And to prove this they immediately released the very popular† Real Taste of Life† campaign , shifting the focus from â€Å"just for kids† to â€Å" kid in all of us†. Let us see the Brand Positioning of Dairy Milk on segmentation bases on two main bases. And they are: Demographic Dairy Milk silk is little higher in cost compared to ordinary Dairy Milk, Fruit and Nut and Crackle. But still people love to have Dairy Milk. Silk is the premium Brand of Dairy Milk Behavioral As we know that Dairy Milk is the only Brand who is the only one to promote chocolate as an important part of Festivals as well as it changed the mind sets of the people that chocolate is not only for kids but for all. The strategy to target adults was taken further with the help of a brand new positioning â€Å"Kuch Meetha Ho Jaye†. For Indians occasions and festivals have utmost importance and Dairy Milk rigorously focused on this point and set a new trend of having Dairy Milk in place of â€Å"Mithai† during the occasions. COMMUNICATION STRATEGY Up to 2002, Cadbury was the one having 70 % market shares in chocolate industry. Out of which 30% was the Dairy Milk alone. This is because of constant re-invention of the brand bombarding communication towards the consumers consistently to maintain the top position in mind recall in confectionery segment. Dairy Milk was awarded as No. 1 most trusted brand in Mumbai 2005 for the edition of Brand Equity’s most trusted Brand Survey. Dairy Milk targeted all the aspects as possible to get into the heart of all the people, of all age groups. For this they communicated with people through different Ad’s Campaigns. Let us see few of them below: Shubh Aarambh was one of successful campaigns of Dairy Milk. This means Auspicious Beginning. With this campaign they said that for whatever you start, start it with Dairy Milk and it will be successful. For this they chose the best to advertise: Amitabh Bacchhan. Tools for Communication Dairy Milk used different media options to communicate different campaigns and promote Dairy milk. They are: TV Advertisements is the most popular method for Dairy Milk to show their new campaigns to people so that they can more and more relate it with their personal lives. They also have ground promotions in different malls. They arrange some contests also to promote their brand. DISTRIBUTION STRATEGY As we know that Dairy Milk holds 30% value share of chocolate market. The demand of chocolate is increasing day by day. And Dairy Milk is no. 1 in that race. Indian market specifically where the penetration of chocolates is increasing, brings a need for efficiency in logistics and distribution. There is stiff competition in the confectionery market due to large exposure of foreign currency rate risk, mainly on account of import of cocoa beans, cocoa butter. Cadbury Dairy Milk is easily available anywhere in the market. Cadbury’s success of proper distribution is their efficiency. PRICING STRATEGY Dairy Milk is positioned towards age group of 4-50, and thus the price is accordingly kept affordable. Also it is easily accessible to all categories. Price range starts from Rs. 5 to Rs. 20 in different sizes. Cadbury Dairy Milk fruit and nut starts from Rs. 30. Dairy Milk Silk is a premium brand and thus the price of it is little higher that is Rs. 50. COMPETITOR’S ANALYSIS In Indian Market, the main players in the confectionery market are Cadbury, Nestle, Candico, ITC and Parle. Let us see the competitors of Cadbury Dairy Milk in detail below Company Founded in Brand Portfolio Kraft Foods 1903 Cadbury Dairy Milk Variants, Eclairs, Bourn vita etc†¦ Nestle 1860 Kitkat, Smarties Ferrero 1940 Rocher, Raffaelo, Nutella Amul 1945 Milk Chocolate, Fruit and Nut chocolate Candico 1997 Loco Poco Gum, Big Bubble ITC 2002(Confectionery Segment) Minto and Candy man Parle 1929 Melody, Mango Bite, Poppins, Kismi, Orange Candy POINT OF PARITY (POP) POINT OF DIFFERENCE (POD) POP’s POD’s OF CADBURY DAIRY MILK Point of Parity Point of Difference Chocolate manufacturing Legacy Goodwill Variants such as Fruit Nut, Dark Chocolate Emotional connect with customers Constant innovation in ads Generic name in Indian chocolate market Good quality products Campaigns targeting from kids to adults Association with milk Excellent distribution systems 2 Layer packaging Dairy Milk is the only one chocolate which says that in occasions also it can be used as sweet. BRAND EXPLORATORY Customer Knowledge Cadbury dairy Milk has been trying to get out of the image of† Just another chocolate† and become something special in the minds of the people. They have also been trying to position themselves as chocolates for all age groups and not just kids. The campaign has successfully created a picture in the mind of the customers that Cadbury is not just a chocolate but means of celebrations. Sources of Brand Equity There are two main sources of Brand Equity and they are: Based on various search results, Cadbury’s Dairy Milk not only enjoys high level of Brand Awareness but unaided Brand Recall. This level of recall is generated when Dairy Milk enjoys The Top of the Mind Effect. The Brand image of Cadbury Dairy Milk plays an important role in building the Brand Equity of Dairy Milk through the medium of unique brand associations. Right from Kuch Meetha Ho Jaye campaign to the recent Shubh Aarambh, Dairy Milk has managed to create strong, unique, and favorable brand associations in the minds of the consumers which is commendable. Brand Recall and Brand image are the strong supports that Dairy Milk has with its all time availability and attractive packaging which only adds to the Brand associations for the Dairy Milk and help build its Brand Equity. Two more important sources of Brand Equity are: \ BRAND AMBASSADORS As we know that previously Dairy Milk was only considered as Chocolate, but their new campaign has changed this perception of consumers. As discussed above now Dairy Milk is considered as Traditional sweet of Indian culture(Mithai) which people give to their near and dear ones on the occasions and now they use Dairy Milk as sweet(Mithai). Brand Ambassador chosen for Dairy Milk is none other than Megastar Amitabh Bacchhan. He endorsed the brand so successfully that everyone loved the brand much more than they did. The endorsement has successfully captured the Indian festivals like Rakshabandhan, Diwali, Wedding, Birthdays etc†¦ Now people give Dairy Milk as token of love, care and affection to their friends and family. DAIRY MILK MENTAL MAP These three form the mental map of Dairy Milk which associates with them the different aspects. Let us see them in detail: CBBE MODEL BRAND MANTRA OF DAIRY MILK SWOT ANALYSIS Strength Weakness Dairy milk is owned by Cadbury which is a globally established brand name known for its manufacturing competency and leadership in innovation. The recent acquisition of Cadbury by Kraft Foods may result in somewhat negative effect on the brand. Dairy Milk has been able to establish a clear and consistent Brand Image over the years. Dairy Milk is somewhat lacking in other emerging markets. It has strong command over its brand image in India and Europe But other places it is lacking. It offers quality product with innovations with crafted communication campaign Certain segment feel that price of Dairy Milk is high and compared to that Amul Milk chocolate is preferred. Dairy Milk has huge command over its distribution network spanning across India. Dairy Milk also enjoys a great Brand Recall value when comes to chocolates with Milk. Threats Opportunities Increasing competition from international brands is biggest threat to Dairy Milk To introduce sugar free category is biggest opportunity for Dairy Milk. Highly price sensitive nature of the industry. Dairy Milk can innovate more by bringing international flavors so that is also gets an opportunity to compete with this threat as well. BRAND STRATEGIES The marketing strategy that a business uses must reflect the objectives of the business as a whole. These strategies must therefore be consistent with the wider corporate objectives of the organization. Strategies are likely to be influenced by the attitudes of decision makers towards matters such as the desirability of risk and change. Such attitudes are influenced not only by the environment within which a business operates but also by the views of Managers and Directors and the culture of business itself. External influences also play a major role in any products advertising, its position in the market. They range from consumers to press and media, and also health and safety laws. PEST Analysis will more clearly throw light on external environment and global factors that may affect Dairy Milk’s Business. This will give a quick and visual representation of the external pressures facing the business and their possible constraints on strategy. PEST means: Political Factors Cadbury at the time of finalizing any marketing strategy will have to think of different political factors regionally, nationally and internationally.