Heard and unheard music of Casablanca Essay Example for Free

Heard and unheard music of Casablanca Essay While Casablanca is one of the most know, satirized and often many lines repeated, the unsung hero of the movie is its music. Everyone knows â€Å"As time goes by†, but after seeing the movie can you think of any other music from this classic. People who have seen Casablanca dozens of times ( my father ) in their life can only remember â€Å"As time goes by†. This song brings back the happy memories of Ilsa and Rick in Paris. When Rick tells Sam not to play that song, is it possible that Rick never wants to remember the good times with a woman he will never see again or his alcoholic self destructive nature depriving himself of any happiness. Ilsa on the other hand wants to remember the good times and that is why she asks Sam to Play it. In the scene following Rick’s refusal to sell Laszlo the letters of transit, the German officers start singing a German song Die Wacht Am Rhein. Victor Laszlo never one to let the Germans get the upper hand asks the band to play La Marsellaise. Many in the crowd sing along to La Marsellaise as well as Laszlo. The German officers try in vain to out sing the crowd, but with their small numbers and their Nazi cause, the French Anthem wins the day. Shortly after this, Major Strasser orders Captain Renault to close down Rick’s. Two competing songs bring the closure of our heroes night club, a pivotal point in the movie, and few if any can remember the names of the 2 songs nor even hum a few bars. This scene also places Victor Laszlo on top of Major Strasser’s list of things he needs to clean up in Casablanca. So why is it that 2 epic anthem’s, such a critical part of this film goes unheard and a song like â€Å"As time goes by† is sung, hummed and quoted so often. It is my belief that â€Å"As time goes by â€Å" brings back the memories of the good times and Die Wacht Am Rhein and La Marsellaise bring up the confrontation that many go to the movies to forget. The next time I see Casablanca, I will be humming â€Å"As time goes by.

Mongol Yoke Impact on Russias Development

Mongol Yoke Impact on Russias Development The principalities of Russia had a long history of clashes between those on the Russian frontier and nomadic peoples. The existing equilibrium of attacks between the principalities and the nomads was disturbed altered by the emergence of the Mongol empire. The Mongols unified the large groups of nomads creating a large united force and empire that stretched across Asia, to the loose border of the Kievan Rus. By 1237 Batu Khan, ruler of the Mongols, turned his sights to the Rus and launched the Storm of the Mongols. In only three years Kiev had been captured and destroyed and the Russian lands conquered. Rather than subjugate the Russian principalities the Mongols implemented a system of suzerainty in which the Russian princes would pay tribute[1], and Russia would act as a vassal state. The rein of the Mongols over Russia for almost two centauries had some positive impact on Russias development and has had a lasting influence on Russian culture and identity. With the freshly conquered Russia under their control, the Mongols needed to implement the administrative system for collecting the tribute that they demanded from the Russian people. The Mongols decided on using the existing system of principalities to require that each prince collect the taxation from the land which they controlled. Princes were incentivised to cooperate with their Mongol occupants as those that did were given greater powers and control to reign over their principalities. The Mongols pursued a policy of divide and concur, as due to the competition for Mongol favour the Kievan Rus disintegrated further as principalities communicated less. The competition and struggle for power was particularly great between the principalities of Moscow and Tver as both competed to become the most influential Russian principality and for the yarlyk. In the 13th century the Principality of Tver was less dependent on the Golden Horde, and as a result its people grew frustrated at the t axation and subjection and started to rise in rebellion in 1327. Prince Ivan I of Moscow saw this as an opportunity to gain further favour of the Mongol rulers and to defeat Tver, taking his Muscovite forces to quash and put down the rebellion, restoring order. In reward for his loyalty the Khan bestowed to Prince Ivan I the yarlyk, and to Moscow the sole responsibility for tax collection across the lands[2]. This decision has a dramatic impact on the balance of power in Russia and its development that is evident still today. Due to its role as main tax collector Moscow grew ever wealthier, which was aided by the screwed and skilled ruling of the Muscovite Princes. With their increasing wealth the Moscow began a process of gathering of the Russian lands in which it bought up and subjected other principalities allowing them more access to resources taxes and consequently more power. This progression continues and by the 15th century the Moscows power has expanded to most principaliti es being under Muscovite control. Therefore the Mongol decision to grant the yarlyk to the Muscovite Prince Ivan I had a great impact on the development of Russia as it led to the unification and consolidation of its lands under the rule of Moscow. No longer was Russia to be ruled be divided and competing Princes and their principalities. This was to be highly beneficial to Russias development as the principalities led to a state of constant turmoil as Princes warred with one another, which is highly costly in resources and manpower, hindering development. The consolidation of power under Moscow created the relative stability needed for Russia to develop and flourish. Additionally the impact of favouring Moscow has been incredibly long lasting as Moscow is still the capital and largest city in Russia today. The Mongols had a significant impact on the forming of the administrative structure that developed in Muscovy. This was not as a result of the Mongols imposing these systems upon the Russian rulers, but rather the Muscovite princes deliberate attempt to adopt and modify the Mongol administrative structure as a model for their own[3]. The Muscovite princes gained a first-hand understanding of these political and administrative structures during their numerous visits to the Khan, as well as many of their sons being kept within the Mongol Empire to ensure the cooperation of the ruling princes. These institutional reforms were to be highly beneficial to Russias development, as the number of principalities that fell under Muscovite control increased so did the need for administration of these territories. Muscovys princes turned to the Mongol legacy for inspiration as it was necessary to implement a full scale administrative bureaucracy as they needed a system to govern over their growing lands and to maintain control over their acquired principalities[4]. The princes naturally adopted and modified institutions that they had seen work well for the Mongols and applied it to their lands. Perhaps most important of the institutions was the system of daruaga, the territorial subdivision of Russia and the greater Mongol Empire. The governing of these territories was the responsibility of the darughachi who were the main administrators, and primarily the tax collectors. This system was developed and implemented by Ivan Kalita and future princes as the structure of tax collection and control in their territories. Consequently the Mongols had a significant impact on Russias development as the daruaga was a Mongol invention, and the wealth amassed by Muscovy through taxation was vital for its expansion and consolidation of Russian lands. However the Mongol influence in the development of taxation should not be overstated. The Mongols did not need to make major changes or alte rations to the existing Rus institutions as the surviving principalities already contained their own hierarchical structures and tributary networks[5]. Nevertheless, it was the levying of tributes upon Russia by the Mongols which led to these systems being formalised and strengthened by adopting Mongol institutions that resulted in the daruaga. The Mongol influence and impact on finance and trade in Russia has been lasting and is evident still today as the Russian word for money, dengi originates from the Tatar word denga as the first paper money to appear in Russia was issued under Mongol rule. Additionally many words concerning trade and banking are of Mongol origin including tamozhnya (customs), kazna (treasury), tovar (good or merchandise)[6]. To enable taxation to be efficient and as effective as possible the Mongols gave great priority to census tabulation and had performed the first census of the Rus by 1257, just 17 years after its conquest. Census recording was conducted by the darugi and served to ensure that taxes were being paid by all and of the purpose of conscription. Moscow continued this practice of collecting census data for centuries after the fall of the Mongol Empire. Russia was one of the earliest adopters of census tabulation as it would not become prevalent in Europe until the early 19th century, and not to the level of thoroughness and detail achieved in Russia. The impact of the Mongol rule on the development of Russia is apparent and extensive as it helped the Russian princes to create a strong and central government needed to govern a vast and populous territory, and later empire. In addition to aiding the expansion of Muscovy, the Mongols brought with them the institutions needed to maintain a growing territory. The Mongols had much experience ruling great sprawling empires, and had developed the institutions needed to rule vast land masses. One of these important development was the yam. The yam was a system of posts which was developed to provide to messengers and leaders; food, bedding and horses[7]. Each post ensured riders with rested horses and a place to retire exhausted horses, allowing riders to travel faster and further. The local people were responsible for the sustaining of these posts and caring for the horses. The yam enabled the Mongols to communicate quickly between the Khan and local leaders as a form of a fast postal service, but also dispatch elites between the various cities and principalities across the large Mongol Empire. The system was fast and efficient with a Hapsburg emissary reporting that the yam had allowed him to travel 500 kilo metres in only three days, much faster than anywhere else in Europe[8]. The yam system was important to the Mongols being able to maintain a tight control over its empire, and its usefulness was noticed by the Muscovite princes. Towards the end of Mongol control over Russia, Prince Ivan III continued to use the Mongol invention as the established method of communication as it gave to the price all the same benefits it did to the Mongols. By adopting the yam Muscovy had greater control over its citizens and was able to operate more effectively. The Mongols therefore had some impact on the development of Russia as whilst the yam does differ to the contemporary postal system we have today, it continued to be operated by Russian princes long after the Mongol Khans lost their control of the region and remained largely unchanged until the early 18th century. Whilst the Mongols Yoke did bring some positive aspects to Russia, much of the impact of the Mongols was negative and detrimental to Russias development. During the invasion of the Rus by the Mongol armies looted and razed cities and slaughtered the people, devastating whole regions. It is believed that around half the population of the Kievan Rus died during the Mongol invasion[9] which has given the Mongol Empire and its rule over Russia a reputation of brutality. This sense of Mongol brutality and Russian victimhood has had a lasting impact on Russian national identity and Russian culture. As a consequence the Mongols were blamed for the destruction of the Kievan Rus and from this was born the idea of oriental despotism and an unwillingness to attribute improvements to the Mongol Yoke. However it seems that whilst the initial invasion by the Mongols was certainly bloody and destructive, they were no solely responsible for the turmoil, rather warring principalities continued to bat tle one another in quasi civil wars. Additionally, Russian chronicles have very limited records of the rule of the Mongols following their assault and their immediate consequences. Whilst it is possible that a sense of national pride resulted in the monks responsible for chronicling the events choosing to omit the Mongols from their records out of shame of being dominated by a foreign and non-Christian force, it is also possible that the Mongol Yoke simply did not have that great of an impact on normal Russians. As the Mongols utilised some of the existing hierarchical power systems their control over the Rus was indirect and therefore less noticeable. Furthermore the violence between Russian principalities was more noticeable and striking at the time, allowing for the impact of the Yoke to be ignored. This suggests that whilst the initial invasion of the Rus certainly had a negative impact on Russias development as it resulted in the deaths of so many, but also the destruction of c ities such as Kiev that would take centauries to recover. Additionally the tribute in the form of taxes placed on the people would have been a burden on the Russian people, particularly for the peasantry and serfs[10], but they were not a new phenomenon for the Russian people as they would have been expected to pay tribute to their prince before the Mongol invasion. Therefore the negative impact that the Mongols had on Russias development has likely been exaggerated as beyond the immediate invasion the Mongols avoided creating significant changes to the ruling of Russia and adapted existing structures. In conclusion, beyond the initial devastation that the Mongols inflicted upon Russia it would seem that overall the Mongol Yoke had a moderately positive impact in the development of Russia. By giving favour to the Muscovite princes and granting them the role of tax collectors enabled the principality to flourish and grow. The unifying and gathering of the Russian lands that was possible with this wealth has had an enormous impact on Russias development as it allowed for the creation of a strong centralised government that still exists as the capital today. Furthermore the creation of the yam system had a positive impact on Russias development, as the Russian princes continued to utilise the Mongol invention long after their Empire collapsed as they benefited from fast communication. Overall the impact of the Mongol Yoke is only moderate as some of the institutions credited to their rule although certainly beneficial, were improvements upon existing Rus systems, such as the use of ce nsus tabulation to improve taxation. Additionally if their impact was more significant it would be expected for there to be greater mention of the Mongol Yoke within Russian documents of the time. Bibliography Dmytryshyn, Basil. A History of Russia. Englewood Cliffs, NJ: Prentice-Hall, Inc., 1977 Goldfrank, David M. Muscovy and the Mongols: Whats What and Whats Maybe. Kritika: Explorations in Russian and Eurasian History 1.2 (2008): 259-266. Halperin, Charles J. Russia and the golden horde: the Mongol impact on medieval Russian history. Vol. 445. Indiana University Press, 1987 Hosking, Geoffrey. Russia and the Russians: A History. Cambridge, MA: The Belknap Press of Harvard University Press, 2001 Hosseini, Dustin. The Effects of the Mongol Empire on Russia, Vestnik: The Journal of Russian and Asian Studie 2005. Ostrowski, Donald. Muscovy and the Mongols: cross-cultural influences on the steppe frontier, 1304-1589. Cambridge University Press, 2002. Ostrowski, Donald. The Mongol Origins of Muscovite Political Institutions. Slavic Review (1990): 525-542. Riasanovsky, Nicholas V. A History of Russia. Sixth ed. New York: Oxford University Press, Inc. 2000. The Moscow Times,. Was Tatar Yoke Really All That Bad? | News. N.p., 2015. Web. Apr. 19 2000. Vernadsky, George. A history of Russia. Vol. 5. Yale University Press, 1969. Wittfogel, Karl A. Russia and the East: A Comparison and Contrast, Slavic Review, Vol. 22, No. 4, December 1963: 627-643. [1] Ostrowski, Donald. Muscovy and the Mongols: cross-cultural influences on the steppe frontier, 1304-1589. Cambridge University Press, 2002. [2] Hosseini, Dustin. The Effects of the Mongol Empire on Russia, Vestnik: The Journal of Russian and Asian Studie 2005. [3] Ostrowski, Donald. The Mongol Origins of Muscovite Political Institutions. Slavic Review (1990): 525-542 [4]Halperin, Charles J. Russia and the golden horde: the Mongol impact on medieval Russian history. Vol. 445. Indiana University Press, 1987. [5] Goldfrank, David M. Muscovy and the Mongols: Whats What and Whats Maybe. Kritika: Explorations in Russian and Eurasian History 1.2 (2008): 259-266. [6] The Moscow Times,. Was Tatar Yoke Really All That Bad? | News. N.p., 2015. Web. Apr. 19 2000. [7] Hosking, Geoffrey. Russia and the Russians: A History. Cambridge, MA: The Belknap Press of Harvard University Press, 2001 [8] Wittfogel, Karl A. Russia and the East: A Comparison and Contrast, Slavic Review, Vol. 22, No. 4, December 1963: 627-643. [9] Vernadsky, George. A history of Russia. Vol. 5. Yale University Press, 1969. [10] Stearns, Peter. Russia in Bondage, World Civilizations: The Global Experience

Diaper Market in India

Diaper Market in India Birth rates have declined in the developed world and that has become unfavorable for the diaper manufacturers to expand their businesses. Internationally, birth rates in the developed nations have declined by 20% during the last 30 years and are now only half the global average. The global market for diapers was worth $22.2 billion, a 2.9% increase Year on Year. But the major markets of Western Europe, the U.S. and Japan reported decline. As a result, companies like Procter Gamble and Kimberly Clark are banking more on innovation to their rescue. This has been a major contributor of success for PG in the past few years. There is newly developed focus on developing country markets, which derives 40% of global diaper revenue. Markets such as Russia and China are providing brands with excellent opportunities for longer term growth. It is also remarkable to see the trend in the developed markets towards greener products as shown in the chart below Diaper Market in Developing Country There is huge growth potential for diaper products in emerging markets such as China, Brazil and India, as these markets are still quite underdeveloped and in the nascent stage. While it has taken advanced Western economies some time to realize the environmental price of their development this is not the case for todays emerging nations. In this case even the global recession will enable China to have more time to better make arrangements for considering more sustainable and greener options for its growth. Middle-class is at the forefront of environmental awareness as the environmental consequences of rapid industrialization and urbanization in countries such as China and India are becoming increasingly apparent Also in countries such as India, the Philippines and Malaysia, levels of consumer awareness regarding hygiene products are very still very low. Indian Diaper Market In 2009, manufacturers have been now more focused on more categories such as disposable diapers. With the increasing buying power of Indian consumers, companies are looking for options which are more convenient and safe to use for the children. Increase in awareness about hygiene is a big factor for thus development. Some of the major development last year is as follows: Procter Gamble Hygiene Health Care Ltd introduced Pampers Magic Nickers Kimberly-Clark Lever Ltd introduced Huggies New Born, a product specifically targeting the mothers of new born babies. With increasing awareness regarding the advantages of using the use of disposable diapers over cloth substitutes, Indian parents are now spending more on purchasing such products which in turn led to an increase in sales value for the manufacturers. Convenience has been one of the driving factors in this change. Even in tier 2 towns and cities, parents are willing to spend money on disposable diapers to use when the baby is taken out of the home, for added convenience. Also as babies get older, some young mothers look to go back to work. This encouraged the use of diapers, as they are more convenient, and they do not need to spend time washing cloth nappies. Also, as babies become more active, and nappies are a more comfortable and hygienic alternative to cloth nappies. However currently the majority of the sales is restricted to customers in urban India. So the penetration rate of disposable diapers has been increasing, as more young parents are finding it convenient to switch from cloth nappies to disposable nappies. Sales of disposable pants remained negligible in India in 2009. Procter Gamble Hygiene Health Care Ltd introduced Pampers Magic Nickers and Uni-Charm Corp entered India with its brand of Mamy Poko Pants. Disposable pants have seen an increase in activity from the leading brands, but sales have still not become significant. The main factors that inhibit the growth of this category are as follows: Cultural factors: Diapers are a relatively new concept in India. Indian parents use Diaper only for the sake of convenience during travel. Price: When launched, diapers were priced at around Rs. 15 per piece which is high priced. The average prices in last few years have dropped to Rs 10 per piece but its still very costly for everyday usage. Other Trends: Potty training in India is at around two to two and a half years average. With that taking place at such a young age, the use of diapers is even lower for Indian babies. Also with the easy availability of cheap domestic help in India, it is convenient for Indian mothers to wash and reuse cloth nappies. Some of the important facts and figures are shown as follows: Marketing Objective The penetration of disposable diapers has been increasing, as parents are finding it suitable to switch from cloth nappies to disposable nappies. With the market offering a variety of products across several price ranges, use of disposable diapers is expected to grow. Today young mothers are more sensitive about hygiene and health. They will readily utilize disposable nappies from an earlier age. Also, many young working mothers will want to habituate their children to wearing disposable diapers, and thus will start using them early. The forecast of retail sales of Diapers shows strong growth figures, in two digits. And with more consumers shifting from traditional cloth nappies to disposable diapers, the category is expected to burgeon in the coming years. Godrej Consumer Products Limiteds main brand under Tissues and Hygiene category, Snuggy Dry has witnessed several changes in ownership in the Indian market. The joint venture between Godrej Consumer Products limited and SCA Hygiene Products which manufactured and distributed Snuggy Dry discontinued. This led to SCA Hygienes exit from India. The brand Snuggy Dry, which was the third largest disposable diapers brand in 2009, is now being marketed and distributed by Godrej Consumer Products Ltd. Over the years, the diaper market in India has been dominated by existing players Kimberley Clark and Procter and Gamble as can been seen in the graph below. Godrej is moving strong in FMCG sector currently standing second to HUL and being fiercely competitive to HUL. Although Hindustan Unilever enjoys market leadership in several segments in India, it is slowly losing its ground to Godrej, which has relatively competitively priced products. Moreover, profit margins of Godrej products are significantly higher than those of HULs. Based on this background, the marketing objective is to capitalize on the above mentioned conditions and increase the market share of Snuggy Dry diapers from the current 8% level to 10% in short term and substantially continue gaining higher market share. 5Cs Situation Analysis Godrej Company Godrej Consumer Products (GCPL) is deals in manufacturing, marketing, and distributing fast moving consumer goods. The company offers various products such as soaps, toiletries, cosmetics, hair care, household care, fabric care and baby care products. It also markets products under Cinthol, Fairglow, Godrej No 1, Nupur and Ezee brand names. The company primarily operates in India and some overseas market. It is headquartered in Mumbai, India. The company recorded revenues of INR13,929.7 million ($303.9 million) in the financial year ended March 2009 (FY2009), an increase of 26.3% over FY2008. The companys operating profit was INR1,881.6 million ($41.1 million) in FY2009, a decrease of 4.8% compared to FY2008. Its net profit was INR1,732.5 million ($37.8 million) in FY2009, an increase of 8.8% over FY2008. (Source :EuroMoniter) In Diaper segment, Godrej Products Ltd offers Snuggy Dry. This has around 10% market share accounting for the third position in Indian Diaper market. Godrej Consumer Products Ltd regained share in 2009, as the joint venture between Godrej Sara Lee and SCA Hygiene (Godrej SCA Hygiene Ltd) was discontinued. The brand Snuggy Dry is now being marketed and distributed by Godrej Consumer Products Ltd exclusively. The company has five factories in India, at Baddi, Guwahati, Katha, Malanpur and Sikkim. Apart from Snuggy Dry, all the other products of GCPL are produced in-country. Snuggy Dry was part of the Godrej SCA Hygiene Ltd joint venture, which was imported into India, and after the discontinuation of the joint venture, the brand was distributed by GCPL. Competition Huggies (by Kimberly-Clark) is the leader in the Indian market with a value share if 60 % share.Pampers from Procter and Gamble Hygiene and Health Care Ltd. is at number 2 spot followed by Snuggy from Godrej Consumer products Ltd. Wipro Ltd and BellePremier Happy HygieneCare Pvt. Ltd. also have their own brands competing for the market share. Huggies and Pampers controlled 84% of the market in 2009 according to a Euro monitor International report. These brands have invested heavily in advertising and hence have a dominating market share. Kimberly Clark launched a new product called Huggies New Born in 2009, which was diaper targeted towards new mothers. The product has been a moderate success as penetration of disposable diapers remains low in India, with mothers often using cloth nappies for young boys. New brand Mamy Poko Pants has been using extensive television advertising, with its advertisements highlighting the comfort of the products and the ease with which they can be put on a child. In a market in which the leading players advertise a great deal through television, these advertisements will help it to increase its brand presence. It can be said that the products compete against each other based on the price. Teddy and Wipro are considered as economy brands. Pampers, Huggies and Snuggy have price points in all three price segments. Disposable pants have a more premium price point within diapersPantaloon Retail India Ltd entered this category with the launch of its brand Caremate in 2009. Other private labels have not yet emerged in India. Diapers/Pants Retail Company Shares 2005-2009 Customers With the increasing income levels in India, parents are spending more on purchasing disposable diapers instead of reusing cloth nappies at home. In addition, awareness is increasing through the media about the different brands and the benefits of using disposable diapers over cloth versions, manufacturers saw an increase in value sales. Even in smaller towns and cities, parents are willing to spend money on disposable diapers to use when the baby is taken out of the home, for added convenience. This has made Indias nascent baby care market transforming into worlds fastest growing baby market. A vast population of population in age group 0-4 years is a boon to the market. Aggressive marketing strategies and consumer acceptance of branded premium baby care products (especially in baby food and skin care segments) will enable the industry to register a CAGR of more than 11% during 2010-2013. The major market players have used television based advertising to their full advantage and have raised the awareness of Baby care. With the increased awareness and increasing purchasing power, customers are fast shifting from cloth nappies to baby diapers. The Decision makers in this market are parents with mother being the dominant decision maker. The market has used extensive retail channels with super markets, traditional grocery stores etc. This use of extensive channels has also resulted in the increasing demand. The rapid development of modern retail infrastructure is luring consumers for convenient shopping experience and transforming into high retail spending. Baby care companies are optimally utilizing this trend and executing strong product positioning strategies to maximize their market returns According to recent research, the Indian baby care market has grown substantially over the past few years and caught the attention of international players. However, there is still a relatively large and untapped market in the rural sector. This market is anticipated to witness concrete market developments which will also give impetus to the baby care market. Collaborators Most diaper brands in India are imported and so is the case with Snuggy. The production for Snuggy is carried out by a Chinese manufacturer. BroadVision, Inc. announced that Godrej Group of India has successfully implemented two new sales portals for its business and consumer channels. The new portals, built using BroadVisions multi-channel sales portal and content solution, have streamlined and enhanced customer service for two Godrej Group subsidiaries-Godrej Industries Limited (GIL), which provides industrial supplies to businesses, and Godrej Consumer Products Limited, a manufacturer of consumer products According to the companys analyst and investor meet report, rural distribution is essential for a sound growth. In 2009, reach in rural areas has increased by 40-50% in terms of small towns and villages. Rural now measures about quarter of GCPLs sales. It accounts for 45% of the growth. Going forward it is expected to be a continuous growth driver. Context Social/Cultural: In general, in India the diaper is met with resistance. And diapers are perceived as status symbols. One of the major concerns of diapers is rash it causes. Indians are not tolerant of rash and insist that the baby move around bare bottomed. Technology: Companies are heavily investing for bringing about innovations in this field. They are offering new products to boost consumer confidence and increase their market shares. Huggies Dry Diaper currently available in India is particularly designed for new users in new markets. The product employs high technology super absorbent materials (SAM) to deliver super dryness to the user which results in dry and healthy skin. SAM can absorb up to 100 times its weight. Also high leg cut design is one more innovation for hot climate from Kimberly- Clarke. It is a capital intensive industry and is associated with high costs. This is one of the major reasons why Godrej diapers are not manufactured in India but imported from China. SWOT Analysis (S)trengths: Godrej brand name is an asset, well known to Indian consumer Leveraging on the distribution channel by using Operation Big C. Cost benefit obtained by product import from china (W)eaknesses: Lack of marketing focus coupled with moderate success of Snuggy Happy Baby contest. Unavailability of RD facilities (O)pportunities: Strong Market Growth expected at 16% Growing disposable income of Indian parents ( both parents working) Increasing hygiene and health awareness of preferring diapers over clothes. (T)hreats: Presence of many competitors in the market Newer indigenous brand targeting the economic segment of the market Marketing Strategies The below graph shows the number of new born babies born per inhabitants, though the number of new-born babies are decreasing but still the market is huge. Diaper is competing with the traditional way of using Clothes which has the advantages of reuse, inexpensive and to a certain extent healthier for the babies. Healthier in the sense, diapers used to cause rashes while clothes didnt. Diapers have the advantage of convenience and cleanliness. In order to increase the market share for Godrej diapers we intend to implement a progressive marketing strategy. In terms of marketing we intend that our name and products are marketed on an extensive basis to ensure that customers are aware of our existence. In price, we intend to offer reasonable and competitive prices in comparison to other competitors and we need to be able to sustain that. Segmentation Profiles Dividing a market in to distinct groups of buyers with different needs, characteristics, or behaviour who might require separate product or marketing mixes. We can segment the market for the diaper market based on the disposable income of the parents. Regular use of disposable diapers remains more restricted to parents in urban India. Based on the stage of the new-born baby , the number of diaper to be used per month can be found Godrej should launch the diaper in three segments Premature when the baby is less than 6 months , New born when the baby is less than 2 year and Mini pack when the baby is 2-4 year. We can segment the market based on the Tier-1, Tier-2 cities. The disposable income of the parents has been increasing not just in Metro cities but also in tier-1 and tier-2 cities as well. But we find that number of working mother is less in these cities when compared to metropolitan cities. So the diaper usage will be less when compared to metropolitan cities. So we need to use a push marketing strategy for this segment of population without altering the pricing mix. Target Segment Demographic Distribution AGE GROUPS PERSONS MALES FEMALES 6 years and Below 163,819,614 84,999,203 78,820,411 RURAL-URBAN POPULATION DISTRIBUTION POPULATION PERCENTAGE RURAL 742,490,639 72.2 URBAN 286,119,689 27.8 Percentage of Children below 6yrs to total rural/urban population RURAL URBAN Number of children(0-6 yrs) 117,950,122 45869491 Percentage of Population 15.8 16 The target market will obviously be mothers to be and current mothers. Indians are not used to this product. This category is concentrated on urban market. The Indian mother is a cost-conscious woman and would like to recycle most of the products used for her household. The same applies to the products used for her baby too. Moreover, large population base in 0-4 years and parents increasing preference to spend more on baby products will drive the market to new horizons in near future. Apart from penetrating deep into urban market, rural market will also provide growth opportunities to companies. Indian demographic distribution shows that 72 percent of the population live in rural areas while the rest 28 percent live in urban or semi-urban areas. Out of the total population mix both in rural and urban areas approximately 15 -16% population is below 6 years which form the potential market share for the diaper market. With the average purchasing power of the Indian population increasing and the with increased hygiene awareness the rural market is the market of the future. When the purchasing power parity reaches threshold, India will be the largest customer of diapers within the next 15 years which and is expected to explode in next 3 to 5 years. It has been found that with the present birth rate 24 million babies are born in India every year. If we typically calculate 25% of these infants in the period birth and 24 months use at least 28 diapers a week, theoretically the available market is 8.7 billion pieces per year. It is estimated that the diaper market would grow at a rate of around 5-10%. This proposed market segmentation will help building strong position in specialized diaper market segments. It will allows Godrej to focus on target customer specific needs. It will help them to understand the customer need and make improvement in marketing mix for each segment. It will help Godrej to compete with Huggies and Pamper brand diapers. The TV and print media can reach the diaper buyers. These two media forms the potential to create the brand awareness among the buyers through various advertisements and promotional campaigns. Positioning The Godrej diaper should be positioned as a value-for-money brand, one that Reasonably priced Softness Ease of use Comfortable, good fit Manufactured with bacteria resistant technology, with clean and highly absorbent cotton lap Environment friendly No irritation to the skin Quicker Absorption Super Absorbent core keeping the baby dry for long hours It should be positioned as a product which is a Small package of joy Marketing Mix Product Design Disposable diaper is made of an absorbent pad sandwiched between two sheets of fabric. The diapers are made by a multi-step process, viz. The absorbent pad is made and attached to a permeable top sheet and impermeable bottom sheet The other accessories are then sealed together by application of heat or ultrasonic vibrations.ÂÂ   Features The function of the pad is to absorb and retain body fluids, and the non-woven fabric gives the diaper a comfortable shape and prevents leakage. The main features of diapers would include: Absorb body fluid. Retain body fluid inside the absorbent core. Isolate wetness from the babys skin. Isolate other excretion from babys environment (clothes, bed, etc). Varieties The following major varieties of diapers and tissue hygiene products are predominantly present in the Indian market Regular diapers New born nappies Disposable pants Adult diapers Junior diapers Godrej primarily focuses on regular diapers, junior diapers and new born nappies. The company markets a narrow portfolio of products within retail tissue and hygiene. It has only two brands, Snuggy Dry and Protekt, but there are some variations in terms of fragrances under the Protekt brand umbrella. Most of the diaper brands continue to be imported, including Snuggy. Godrej is currently outsourcing its diapers from a Chinese company and will continue to do so until the volumes pick up. Price Godrej has positioned its brands Snuggy Dry and Protekt in the standard price segment in the market. A regular Godrej diaper pack of 6 costs Rs. 50. Currently, the Snuggy brand of diapers has a retail price of Rs 85 for a pack of 10. Smaller pack sizes have also been introduced and there are more product innovations being considered within the diaper category in the area of nappy pads much along the same lines of its competitor Huggies from Kimberly Clark, which has also introduced nappy pads. However, the current prices are a result of 2% price hike in March 2010, by Godrej. In the retail tissue and hygiene market in India, Godrej diapers held just above 2% value share and were ranked 6 in 2009. Within diapers/pants, the company held a share of 8%, and was in third position after Procter Gamble Hygiene Health Care Ltd and Kimberly-Clark Lever Ltd. Promotion Being the first brand of diapers in the country, Snuggy enjoys high-brand loyalty as one of the three leading players in the Indian baby diaper market. Godrej benefits from the brand loyalty which Snuggy commands in the consumers mind. The following table shows the ranking of nappies and hygiene products in the sales of Godrej in 2009. Advertising Diaper ads typically are earnest, fawning over babies and remaining steadfastly euphemistic about function, typically pouring blue liquid into diapers to demonstrate absorbency. The major two brands focus on heavy marketing and advertisement in mass media and television. This has led them to capture around 90% of the market share. A commercial titled SNUGGY HAPPY BABY CONTEST was done by Madison Media advertising agency for GODREJ diapers. The campaign was moderately successful and helped Godrej to keep its 10% market share. Place The company has national coverage through wide marketing and distribution channels. Supermarkets and malls, especially BIG BAZAR and Reliance Fresh have considerable self coverage of Godrej Diapers, though majority of the hygiene shelf space is still taken up by the two major players. Channels OTC Sales: Godrej intends to push various OTC (over-the-counter) products and brands and the primary inclusion in this category is Snuggy diapers. It feels that coupled with a consumer pull strategy through the marketing campaign SNUGGY HAPPY BABY CONTEST, this aggressive dealer push strategy will help it to gain sales. Operation BIG C: Godrej looks at revamping distribution network and re-staging of brands. As a part of Operation BIG C, it intends to use the Chemist network in the country as a retail outlet for Snuggy diapers. The chemist margin for Godrej Diaper sales has consequently been kept higher. Following the success of Operation B, which involved the saloons of the country for Godrej Beauty product outlets, Godrej hopes to achieve as high as 20% market share through Operation BIG C. Financial Projections The baby diaper market in India is fairly underdeveloped and is approximately Rs 4479.8 million. Source: Official statistics, Euromonitor International estimates, trade associations, trade press, company research etc. The overall growth of the market is projected to be around 15% per annum. Source: Official statistics, Euromonitor International estimates, trade associations, trade press, company research etc. The current share of Godrej diapers under the brand name of Snuggy diaper is approx 8% of the overall share. That means the market share of Snuggy diaper is approximately Rs 371 million. Source: Official statistics, Euromonitor International estimates, trade associations, trade press, company research etc. Diapers/Pants Retail Company Shares 2005-2009ÂÂ   Financial projections of Snuggy diaper Selling 7.5 million units of diaper at Rs 6 each will achieve the marketing objective of godrej Snuggy diaper. To achieve targeted revenue, Godrej diaper needs to generate revenue of INR 126 million (as given in above table, point 15). With the potential price and sale of the diapers in a quarter Godrej can expect to generate revenue of Rs 135 million (point 9 mentioned in given table above). As per the financial projections annual revenue of Snuggy diaper is Rs 371 million in 2009 which will grow to approx Rs 504 million in 2010 which comes to around 35 % growth in revenue. Budget Analysis and Implementation In view with the financial projections, please find the below budget analysis Particulars Cost Comments Gross Profit 1.2 INR per diaper Profit from sale of one diaper Quarterly sales targets 23 Million Quarterly sales expected Quarterly profit 27 Million INR Overall profit Budget Allocation Advertisement 10 million INR Budget allocation from advertisement and awareness spreading Collaborators margin 7 Million INR Retailers need to be given additional margins to promote Snuggy Diaper Implementation As the sales volume starts increasing, Godrej can open up the manufacturing unit at one of its already existing factory unit locations. Below is the approximate cost of building up the net manufacturing unit. Particulars Cost (INR in crore) Comments Land Required(1200 sq mt) 0.6 Rs 5000 per sq/mt Building 0.5 Rs 5000 per sq/mt Total Plant and Machinery for diapers 3.5 Industry average Installation of Electricity 0.015 130 KVA transformer Other preliminary expenses 0.05 Total Expenditure 5 approximately The brand Snuggy is distributed by GCPL and currently not manufactured locally. The company is well positioned in diapers/pants in India, which is seeing an increase due to more Indian parents using diapers for their babies. Experts believe that since Snuggy is imported into India after the discontinuation of the joint venture with SCA Hygiene Ltd, there is a strong case to save costs by manufacturing the product locally. Available in pack sizes of 2s, 5s and 10s, for all age groups including new born, standard and junior, the brand can be affordably priced alongside mainstream brands, and supported by aggressive advertising. GCPL requires not just building distribution and trade relations in the fragmented retail landscape, but also investment in terms of advertising and promotions. The revenue model will be on the lines of Operation Big B, with chemist shops being offered higher margins.

The Concern of National Debt :: Argumentative Economy Economics Papers

The Concern of National Debt The National Debt is large, and should be a major concern to the economy. But a even bigger concern is how our Government plans to balance the budget and pay off the Federal Deficit. I am not in favor of passing the National Debt on to future generations, nor am I in favor of passing the Republican's Budget Plan either. The Republican's wantto sharply cut spending for Medicare and Medicaid health benefits for elderly and poor Americans in order to balance the budget by 2002 - while also providing $240 billion in tax cuts. I am in favor of balancing the budget but through many different routes. 1) cut Social Security but have Americans set-up tax free IRA's for their future. 2) Make a politicians job not so glamourous. A mere $35,000 dollars per year and a suitable benefits plan like the majority of Americans have would be fine. Maybe not so many greedy, power hungry indviduals would want the job to make them richer and us the American workers poorer. Maybe just maybe an average american would take the job to help the overall benefit of America as a whole and not just worry what is in it for them. 3) Cut some of the entitlements programs, but let the American people decide where to cut. The Government should have on-line voting, so our voices are heard. The Republican's package is a tax cut for the rich, it;s much more a tax cut for the middle class -- and a bad deal for the working poor. But I do understand, no matter where the cuts go, or who they hurt more, the dollars must come out. Take the dollars away from the rich and the greedy politicians who want more and more each year for their own benefit!! Most of these politicians are set for life with their million dollar benefits

Observations on Emersons Self-Reliance :: Emersons Self Reliance Essays

Observations on Self-Reliance "Nothing can bring you peace but yourself. Nothing can bring you peace but the triumph of principles ." This quotation forms the closing two lines of Ralph Waldo Emerson's "Self Reliance". I am greatly enlightened by his ideas in this article. "Trust thyself" was his advice and many Americans listened. They not only listened in Emerson's lifetime, but his individualistic concepts have reverberated up to the present time. After reading the ideas expressed in "Self-Reliance", I have come to believe that self-reliance is the most important factor in my life. Emerson believes that a man should not be what he is not. "There is a time in every man's education when he arrives at the conviction that envy is ignorance; that imitation is suicide." If a man is envious of other people, he will ignore all merits of himself. If a man imitates other people, he will lose his identity - like suicide. It is common to find a woman like me envious of other people. I am jealous if a girl in the class is more beautiful than I. I am jealous if a classmate gets a higher score on tests. I am jealous if my neighbor has a better car. But as I always find out, when I praise the girl, people will say "you are beautiful, too"; when I praise the classmate, people will say "remember you got a higher score last time"; when I praise the car of the neighbor, people will say "he spent money that he did not have". There is always a "the better side" of myself, which I cannot see because it is hindered by my own jealousy. Imitation is the result of jealousy. When I was in high school, I tried to imitate a girl in my class because I thought she was pretty cool. I bought the same dress, the same shoes, had the same hair style, and tried to act the same way. After one month, I was considered the least cool person in the class. I did not get what I wanted, but instead, lost what I had already had. I was born in a Christian Chinese family in Beijing, China. Under the strict rules of my mother, I began learning piano and Kung-fu when I was six, and many other things other children did not learn. From then on, I was always told to be the best, and I always thought I was the best. Observations on Emerson's Self-Reliance :: Emerson's Self Reliance Essays Observations on Self-Reliance "Nothing can bring you peace but yourself. Nothing can bring you peace but the triumph of principles ." This quotation forms the closing two lines of Ralph Waldo Emerson's "Self Reliance". I am greatly enlightened by his ideas in this article. "Trust thyself" was his advice and many Americans listened. They not only listened in Emerson's lifetime, but his individualistic concepts have reverberated up to the present time. After reading the ideas expressed in "Self-Reliance", I have come to believe that self-reliance is the most important factor in my life. Emerson believes that a man should not be what he is not. "There is a time in every man's education when he arrives at the conviction that envy is ignorance; that imitation is suicide." If a man is envious of other people, he will ignore all merits of himself. If a man imitates other people, he will lose his identity - like suicide. It is common to find a woman like me envious of other people. I am jealous if a girl in the class is more beautiful than I. I am jealous if a classmate gets a higher score on tests. I am jealous if my neighbor has a better car. But as I always find out, when I praise the girl, people will say "you are beautiful, too"; when I praise the classmate, people will say "remember you got a higher score last time"; when I praise the car of the neighbor, people will say "he spent money that he did not have". There is always a "the better side" of myself, which I cannot see because it is hindered by my own jealousy. Imitation is the result of jealousy. When I was in high school, I tried to imitate a girl in my class because I thought she was pretty cool. I bought the same dress, the same shoes, had the same hair style, and tried to act the same way. After one month, I was considered the least cool person in the class. I did not get what I wanted, but instead, lost what I had already had. I was born in a Christian Chinese family in Beijing, China. Under the strict rules of my mother, I began learning piano and Kung-fu when I was six, and many other things other children did not learn. From then on, I was always told to be the best, and I always thought I was the best.

Strength: Debut Albums and Johnny

Strength They are taking the casket away to the burial site. It is made of a dark maple wood with an arrangement of white roses on top. The preacher says only family can come. So the son stands up and follows the casket to the burial site. He is wearing a gray shirt with a black coat and black pants. He doesn't seem to be shaken up about the funeral. He is quiet and stays to himself. Once they reach the burial site he stands next to the casket as they begin to lower it. He just stares and begins to think about the memory that caused this. Johnny was sitting at the kitchen table watching his mother Anita, cleaning the dishes.She was wearing her tired blue shirt with the sleeves rolled up, beat up denims, and her hair in a low pony-tail. Anita’s favorite thing was to do the dishes. She always sang to herself while her blue eyes traveled out the window through the woods. She would think things of leaving and starting over. She never wanted Johnny to see herself that way but he di d. He saw her sadness. Many times she would stare at the little Eiffel Tower statue that was on the window sill or look at her and her husband, Jacks', wedding photo above the fireplace. The pictured showed a much younger, and happier Anita. The house was quiet.And Johnny liked moments like these. Moments that showed how cozy and peaceful their 700 square foot home could be instead of the tumble-down house it really was. It had a kitchen/den, two bedrooms, and a bath. Their family spent most of the time in the kitchen. It was painted a pale yellow, had a wooden table with three chairs, and had a window over the sink. It connected to a hallway which connected to the two rooms. All the rooms were small but the size didn’t really bother him, it was the only place he had known for his ten years. The house was light green with white shutters on the outside.The paint had faded so much that the home almost blended into the woods. Johnny didn’t have many neighbors but he had a n imagination that was as vibrant and wild as the Salmon River a few miles away. He would sneak there sometimes when his mother would be sleeping and his father was at work. One day as the sun was rising over the river he began a story of a boy traveling through the woods and ending up in a far away land. It was a much peaceful, newer, land than the one he knew. He became friends with them and they allowed him to go back and bring one person back to live with them. He brought his mother.Anita finished the dishes and turned around to look at Johnny. â€Å"Alright young man, it's time for bed. Your father will be home soon. † â€Å"Could you read me a story before bed? † â€Å"Sweetie, your father is almost home and you need to be in bed. † â€Å"Mama, please? † said Johnny. She looked at him; his big blue eyes, half covered by his unkempt hair, always won. They were her weakness. He was such a kind boy whose eyes always saw good, no matter the evil in fron t of him. â€Å"Okay† she said, â€Å"but it's going to be a short one. † She told him a story of a blue eyed, brown haired boy who travels to a distant land to save a girl who is in trouble.In the story the boy had to learn that bravery isn’t just about doing what is right but also being able to sacrifice your feelings to do the right thing. As she neared the end of the story she heard her husband’s truck pull up. She hurriedly got to her feet and looked out the window. Her heart started to beat faster and there was a little bit of perspiration right above her brow. Johnny sat up and peered over her shoulder. They both looked and saw him and his gun fall out of their blue Ford F-150. Her husband picked up his gun and staggered towards the house. Anita turned around and tucked Johnny in.As she pulled away Johnny grabbed her hand, and in a very small but strong voice Johnny said, â€Å"Mama†¦ one day I’ll save you. I promise. † Anita sta red. The car door slamming knocked Anita out of her trance. She walked out of Johnny’s room, wiped the few tears that had gathered at the corners of her eyes, and shut the door behind her. As Anita walked into the kitchen so did her husband Jack. He was a tall man who looked much older than he was. His skin was leathery and the tips of his hair were gray. His blue eyes which, used to hold so much promise, were now red with black sags under them. He and Anita meet in high school.They were in the same math class. Anita was failing math and Jack decided to help her with her studies. The friendship blossomed into a beautiful relationship. One time, when they were together, Jack gave Anita an Eiffel Tower statue and promised her that when he became a famous engineer he would take her there. This never happened though. Their junior year she got pregnant. They both dropped out to support their son. Jack was a loving man but as his dream got farther, the liquor bottle got closer. It became a continuous problem. Anita could count on one hand how many times she saw Jack without a whiskey bottle, in the past six months.The alcohol changed him, like many men, into a monster. â€Å"What’s wrong with you? † Jack asked while he threw his gun on the counter by the hallway and kicked off his old black boots. â€Å"Nothing, been cleaning all day. I’m a little tired I guess. How was work? † â€Å"Well, let's see, I worked an eleven hour day, at a job that I hate, with a boss who doesn't respect me, and I come home to a family that doesn't appreciate me. Its just another day. † â€Å"Oh now, come on, you know that Johnny and I love-† â€Å"Love me? † Jack interrupted. â€Å"Is that why I come home to half the house a mess, no dinner on the table, no poured drink, and my son already asleep.It’s starting to get real old Anita. I’m not up for all these games, never have been. † †I’m not playing games with you Jack. I have worked all day too and I take care of our son. God I don’t understand why you get so paranoid. † â€Å"Don’t call me paranoid! Anita you don't know when to shut the fuck up, do you? I am not paranoid you-† â€Å"You accuse me of everything! † Anita interrupted, â€Å"Last night we argued about how you think I am turning Johnny against you and how you think I am taking money. I think we know where the money is going. † Anita watched as Jack opened up the brown cupboard door, took out the whiskey, and poured himself a glass.There was no expression on Anita’s' face but her heart was pounding. Jack stopped in mid swig and stared at her. â€Å"What the fuck is this? † â€Å"Here you go again Jack accusing me. † Anita tried very hard to put on an easy face but the rage in Jacks eyes seemed to be building with every second. His hand on the bottle became a vice. â€Å"What did I tell you about touchi ng my whiskey? † â€Å"I didn’t touch your damn whiskey. † â€Å"You think because I'm drunk that I don’t taste the difference? You’ve done this before, Anita. † â€Å"Again with the para-â€Å" â€Å"Stop calling me paranoid! † Jack roared.All the blood in his entire body seemed to be at his face. The buttons on his blue and gray plaid shirt almost popped from his chest being out too far. He shut his eyes and took a breath. â€Å"Didn’t I tell you what was going to happen if you watered down any of my drinks again? † Jack said with an almost eerie calmness. Anita saw the familiar look in his eyes. Her body reacted in a way a deer’s' does when they know what’s coming for them: heart racing, fixed stare, muscles tense. She took a deep breath and tried to relax herself. â€Å"Jack, sweetie, I didn't touch your whiskey. I promise you. † â€Å"You think I’m dumb, don’t you?Ya know I try a nd be sweet and understanding, but you keep lying to me. Why do you do that? You know I can’t stand it when you do that. You say that you love me, and when you love someone you aren’t supposed to lie to them. You love me don’t you? † â€Å"Of course sweetie I love you. You mean the world to me. I don’t know-† â€Å"See, here you go again with those lies. It makes me angry. And what am I supposed to do? Just let you continue telling lies? We are raising a son together, and I don’t want Johnny to learn that habit. † The eerie calmness was still there, and Jack barely spoke above a whisper. He began streaming his fingers through her hair.He looked down at his bottle, and as his face rose again to meet hers it changed. He became a monster. â€Å"I told you I don’t like my whiskey being watered down. Is it that difficult to do as I say? † Jacks voice became louder and stronger. He grabbed Anita’s hair with his fi sts and shoved her head onto the table. The skin around her scalp was stretching from the force of the grip. Her arms were against the edge of the table trying to push herself up, but he was too strong. Tightening his grip, he bent down to have his face beside hers. â€Å"You have to learn. You fucking bitch, you have to learn. † â€Å"Jack please, I didn’t do it.Your hurting me, sweetie, stop. † As she spoke, the force of Jacks hand against her face became stronger towards the wooden table. Her heart was pounding and she was looking for any possible way to protect herself. Tears started rolling down her face. She didn’t know what to do. She knew he wasn’t going to believe her and he was so much stronger than her. She finally said the only thing she felt could stop it, â€Å"I'm sorry. † He eased up on his force but still kept a grip on her hair. â€Å"What did you say? † â€Å"I’m sorry. It's just, just your drinking changes you. And I like the old Jack. Honey I’m sorry. Please let me go. Anita’s voice was that of an innocent child. Her eyes locked on his. â€Å"Now, now doesn’t that feel better? † Jack said as he straightened his back and looked down at her. â€Å"Doesn’t it feel good to tell the truth and admit your problems? See, I am helping. But honey that doesn’t change the fact of what you did. You’ve done it before, and it's becoming a habit. † At that moment his full force returned. He lifted her head and slammed it into the table. Anita wailed in pain. Above her temple she started bleeding. He pulled her off the table and started dragging her across the white laminate floor with her hair.As he dragged her to the hallway entrance, towards the bedroom, he looked up for the first time and let go of his wife’s hair. She turned around and slowly stood up. They saw Johnny standing in the hallway. Johnny’s eyes were red with dried tears on his checks. He stood as if he were seven feet tall with all the confidence in the world, and just stared at his father. Anita looked at his sweet eyes, that for the first time realized there was no good to be seen in his father. Jack wasn’t looking at Johnny’s eyes like his wife was, he was looking at the pistol Johnny was holding up with both his hands.Johnny witnessed everything like he always had. When he heard his mothers screams he got out of bed and walked towards the kitchen. He saw blood running down his mothers face and couldn't control the anger that was rising in him. As his father slammed his mothers head into the wooden table, a second time, he grabbed the gun that was on the counter. Holding the cold unfamiliar metal in his hands, he stood tall and pointed it at his father. â€Å"Sweetheart,† his mother said, â€Å"everything is going to be okay. Alright? Come here, let me hold you. † Johnny didn’t say a word but kept starrin g at his father. â€Å"Son give the gun to me. † I gave mama a promise. † Johnny spoke with no hesitation. â€Å"Sweetie, it’s okay to break promises. This isn’t your battle to fight. This isn’t a story. Honey just look at me. † Anita was scared for her sons life. Neither her or her husband had taught him to shoot a gun. She was afraid the he would end up hurting himself. Johnny turned his head to look at his mother. He saw that the blood on her face was curving around the fake smile she was trying to make. As he looked down to see some of her hair on the floor, his father took the opportunity and lunged for Johnny. His grip wasn’t as tight anymore and he felt the gun falling out of his hands.His father picked him up and threw him against the wall. Jack started yelling and slapped Johnny across the face. Johnny began to cry. Anita felt the breaking point. Hearing her son cry was the key to unveiling her eyes. She knew, the only reason she stayed alive, was to protect Johnny. Her heart began to race. All the lost opportunities of running away led to this moment. Her blood started pumping faster. She would be damned if she let this happen to her son. She picked up the gun and thought back to the moment her daddy taught her to shoot. â€Å"Jack, put him down. † He didn’t turn around or even acknowledge her. â€Å"Jack! Jack turned around and dropped his son. â€Å"Anita, baby what are you-â€Å" Anita shot a bullet to the left of him. â€Å"Johnny come here. † Johnny got up from the floor and stood behind his mother. He had one hand around her leg and used the other to wipe tears from his eyes. â€Å"Sweetie, go outside. Mama will be there soon. † Johnny walked out of the kitchen door and sat by the truck. â€Å"I'm done with this Jack. I am his mother, I have to protect him. † Her grip became tighter. â€Å"What are you going to do? You have no job, no education. You need me. † Jack tried to seem calm but the fear in his eyes gave him away. â€Å"I don't need you.I will find my own way. † Anita raised the gun and pointed it straight at his head. â€Å"I hope your son can live with the fact that his mother is a coward and a murderer. When the kids ridicule him I hope you think of me. † Bam She did it. She put a bullet through his head and finally shut the bastard up. He laid there with a pool of blood flowing out of his head. Blood was everywhere. It was splattered all over the walls and cabinets. Her hearing slowly came back to her in a wave. She finally lowered her gun and just starred. Part of her couldn't believe what she had done. And she wondered if she was strong enough to handle it.She remembered Johnny sitting outside. She tossed her thoughts aside and walked to the bathroom. She looked in the mirror. Her shirt was ripped, she had patches of hair missing, and her face was covered in blood. She cleaned herself up and walked out to Johnny. Johnny ran into his mother’s arms. â€Å"Mama I’m sorry. â€Å"Honey, you look at me. Don't cry anymore. You did nothing wrong. Okay? We are going to call the police and you will tell them the absolute truth. Baby everything will be fine. † â€Å"Okay mama, ill be strong for you. † Why could you never let those words go? Johnny thought to himself. I hope your son can live with the fact that his mother is a coward and a murderer. † I know you loved me and you did what you had to do. You protected me. How could that man still have control over you after all this time? I tried to be strong and hide my tears forr you but you kept sinking further away. Maybe you knew that you wouldn't be able to handle it but you did it anyway? Like what you taught me in those stories when I was young: bravery isn’t just about doing what is right but also being able to sacrifice your feelings to do the right thing. Johnny lowered his head and, for the first time in eight years, cried.

Lois Gould X: A Fabulous Child’s

Lois Gould X: A Fabulous Child's Story brings up the factor of raising a child gender-neutral within a society that categorized and stereotypes people by their gender and sex and how these gender roles are reinforced in society. Gould's X: A Fabulous Child's Story is about a child named X who is born for an experiment. The experiment is for two parents to raise a child where no one including the child knew whether it was a boy or girl in exchange, 23 billion dollars and 72 cents for the cost of raising baby X. This experiment was to show whether or not male and female characteristics are developed genetically or external. Baby X was raised as a happy health child who was raised and allowed to do everything both boy and girl children do, it did not matter whether only boys where suppose to play football or girls where only suppose to bake cakes, X was raised to know no differences and did both. X was never categorized or stereotyped from it parents as to how X should look, act, feel, or dress base on its gender. Because raising a gender-neutral child-like X would be difficult an unlike any other X's parents were given an official instruction manual on how to raise an X. The instruction manual helped answers and solve most of the questions and problems X's parents can across raising X in society designed for males and females. In today's society from the moment parents find out they are expecting a child most people want to know whether they will be having a boy or girl, and once a mother gives birth to a baby the first thing that is announced is if the baby is a boy or a girl. If you ask any expecting family what they wanted their baby to be most people the first thing they would most likely say is a healthy baby and, then they would say either a boy or girls; and for those who say the gender-sex of their child does not matter, in actuality it does. This is because we live in a society where society automatically characterizes people by their gender. Gender in today's society predetermines what you should wear, how you should act, feel, and look. Gould's X: A Fabulous Child's Story is an example of parents who tried to raise a gender-neutral child in a society that defines males and females from childhood by the way they dressed to the actives they participated in, an when a child like X was raised to ignore and defy all of societies gender classifications there's an up roar from children's parents. Although the children are at first confused and to curious as to if X is either a boy or girl, that later accept and embrace the factor that X is just X and does not need to be classified and defined. The parents of the children are not as accepting; they demand to find out the sex of the child, pressuring the principal and the parents to have X examined by outside experts. In society where your gender seems to predetermine how you should act and behave it is difficult to cross the invisible line that is in places for roles of males and females. I agree with Gould on the factors of how society has put in place, invisible lines of what your gender allows you to do, and what is acceptable in society. I also believe the school system does reinforce gender roles as to what society feels is acceptable, although there is a shift in society on the roles of women and men and what they can do. Today women are portrayed as heroes who hold the same positions as men and are, caring mothers, who take care of their families; because of this they line of what males and females are only supposed to do is crossed and is becoming acceptable. Gould's X: A Fabulous Child also proved that children are better accepting to change and differences from people, it is a child's parents that changes the child's perceptions of differences and what is acceptable. To live in a gender-neutral society would be ideal, but I feel society would just find another way to classify and define people.