Marketing plan for indian bottled water company

Marketing plan for indian bottled water company This marketing plan is a part of a larger business plan that the team thought of during preliminary discussions. The idea of introducing flavored water in the market emerged from the Indias urban residents are becoming increasingly health conscious. In fact, Off-trade constant value sales of bottled water are predicted to grow by an 18% CAGR over the forecast period 2009 and 2014(source Euromonitor).FMCG players have responded by re-examining their ingredient strategies and formulations to ensure that they suit new healthy habits. Urban consumers are increasingly on the hunt for substitute for carbonated drink creating new market opportunities for an array of suppliers. The current flavored water market is highly unorganized with major manufactures being in-house chefs and roadside vendor. They supply to local hotels, sweet shops and are now slowly moving into supplying to organized retailers. We recommend the Indian Parle a FMCG giant to venture in the untapped flavored market to get first mover advantage in India. The established AquaFina brand can be used to launch the product. The end consumer is from 0 80 years as water is meant from infant to everyone. There is an opportunity to position and offer premium and differentiated water in India today. Water has to be scaled higher in terms of positioning both from functionality perspective, as well as from a lifestyle perspective. Key statistics of the Indian bottle water market: Situational Analysis The flavored market in India is small, only about Rs 11 crore out of the total bottled water market of about Rs 1,100 crore. But many small market segments have been known to explode with the entry of good products. For example, enhanced and flavored waters were just $ 234 million in the US in 2000. By 2010, the category is projected to grow to $ 8.6 billion and is the fastest growing beverage category The 2009 India Soft Drinks Report indicates that carbonated beverages consumption is declining in India for consecutive years since 2007. Packaged water growth projections, however, are in excess of 40 per cent, with still drinks (Frooti, Maaza and others) growing at under 10 per cent. Parles Bisleri, PepsiCos Aquafina and Cokes Kinley at present rule the lower end of the Indian packaged water category, priced as they are between Rs 10 and Rs 14 for a 1 litre bottle. The top end is dominated by imported brands like GroupeDanones mountain water brand Evian and Nestles sparkling water brand Perrier, priced between Rs 80 and Rs 110 a litre. Himalayan costs Rs 25 a bottle. Flavored water falls in the mid-priced segment of the bottled water category. Competition Coca-Cola is expected to launch Bonaqua. Globally, Bonaqua sells sparkling flavored water in ranging from strawberry, litchi, apple and mint to lemon and lime. Coca-Cola already sells in India the bottled water brand Kinley. Tata Tea is also looking to extend Himalayan into flavored water. PepsiCo too is believed to be planning to extend its bottled water brand, Aquafina, into flavored water. Nestle executives refused to comment. Aqua Montana India recently launched a carbonated niche drink, Slim and energy drink, Explode and is also looking to make a foray in the flavored water space. Customer In terms of the socio-economic factors, Indian lifestyle is undergoing a massive socioeconomic change, which is also being reflected in food habits. People want value for time, money in terms of quality and variety. The scenario in India is alarming with respect to increasing cases of obesity. According to a research conducted by NHFS (National Health and Family Survey), obesity has already affected 12.1 percent males and 16 percent females of the country ¡Ã‚ ¯s total population, and the percentage is growing rapidly.. The need to shift to healthy drinks from high-sugar containing beverages that can be achieved through consuming flavored water is really important to control obesity. Collaboration Parle can collaborate with the restraunts and wedding houses for placing it in their complimentary drink menu It can collaborate with IRCTC to provide bottled water in railways It can collaborate with airlines to place it in airports and provide it during travel Parle can work with the health care awareness committee like NHFS to highlight the importance of shifting from high calorie drinks to low calories drinks Channel No matter how strong the top of the mind is, brands in this category are consumed depending on shelf space availability and chill space availability. Thus it has to flood all possible channel Marketing Objectives As suggested by the Ansoff Growth Matrix, our strategy would be one of Product development and to some extent that of Diversification. This would entail the following: Increase the market share This can be achieved by a combination of competitive pricing strategies, advertising, sales promotion and perhaps more resources dedicated to key account selling Target increased usage by potential customers, e.g. Introducing frequent buyer schemes, loyalty schemes To drive sales, we could also consider the following: Innovative product dimensions or packaging: e.g. offering combo packs, family packs, increasing pack size. Proper mix of distribution channels, e.g. making it available in up market supermarkets, kirana stores, confectionaries, canteens and railways and airlines Different pricing policies to attract different customers or create new market segments, e.g. large size packs could be sold at prices the consumers deem economical. Introduction of niche segment variant like flavored water for infant -This may require the development of new competencies and communications mix accordingly. The plan deals with the changes that can be brought about to introduce the new product, packaging, distribution, pricing and communications mix to ensure better awareness as well as capture a significant amount of the target Since we are positioning the Sheetal as a healthy substitute for other beverages, the following excerpt from Euromonitor report on packaged foods strengthens the future prospects of this product. Health-based drinks have increased in favor in 2009. Capitalizing on the social acceptance of conspicuous consumption, so long as health was not compromised, companies launched a wide array of products across categories. Products highlighting health, such as energy bars and drinks, digestive biscuits, and healthier edible oils, all found ready takers, even as brands jostled for differentiation Financial Objectives To achieve a crore plus sales in all of the 7 metros where the launch happens in the first quarter of launch. The metros where the product will be launched are Bangalore, NCR, Mumbai, Hyderabad, Chennai, Kolkata and Pune. To break even within 3 quarters and make profits by the end of first year of operation The detailed calculations can be seen in the action program and execution section. Marketing Objectives To create an upbeat market for flavored market in Indian metros Become the market leader with 80% market share of organized market in the flavored segment by leveraging the first mover advantage The rationale behind the strategy and objectives set is driven by the following factors: To achieve higher market penetration in bottled water segments. Selling to markets and/or target segments not previously identified. To accelerate growth in accordance with the forecasted growth rate of the bottled water category. To nurture the brand identity and promote brand awareness through increased advertising and sales promotions. The objectives outlined above are in conformance with the company mission We are in the business of refreshing India with our products, refreshing the market with new categories and refreshing ourselves through innovation. Market Segmentation The dietary habits of busy city dwellers are gradually changing, with many giving in to convenient packaged beverages meals. There is a rising incidence of double-income nuclear families and growing numbers of single working men and women professionals with fast-paced lifestyles means. These increasingly lack the leisure or skills to prepare elaborate Indian beverages like Jaljeera/Mint Water / Mango Water . Thus, while beverages may not be able to match the taste of home food, consumers are still attracted by its convenience, hygiene and with these generally proving major draws rather than just taste. City 95 00 03 04 05 Mumbai 10,743 11,713 12,289 12,503 12,709 Delhi 8,198 9,542 10,336 10,616 10,881 Bangalore 3,690 4,186 4,483 4,589 4,696 Kolkata 4500 4568 4581 46060 4628 Chennai 4013 4184 4260 4310 4340 Hyderabad 3285 3418 3485 3526 3565 Pune 1930 2423 2735 2839 2935 Source: National statistical offices, Euromonitor International From the above data depicting the population rise in the target cities, it can be seen that the number of urban households in the major cities is about 1.72 million. If we consider the top 50 major cities in India this figure grows much higher. Double-Income nuclear families This is an increasing urban phenomenon and is buoyed by the trend of more and more couples choosing to have children much later in the marriage. With more women entering the workforce with increased focus on work life in urban areas, this trend is expected to continue. This segment is characterized by a fast paced life with little consideration for saving money. Singles Sustained economic growth and an increasing number of young professionals entering the workforce have seen a rise in the number of single member families in urban areas. Young adults are finding BPO (Business Process Outsourcing) jobs an early introduction to earning money. This segment is characterized by people with a high disposable income, busy lifestyles and relatively lower culinary skills (in particular single working men). The early adopters seem to be the singles segment, where homemade preparation for one is not considered worth the time, Supermarkets see high sales value growth Middle class Indians, with a credit card, or food coupons provided as part of their salary package have adopted organized food shopping. These shoppers are keen to take up special bulk purchase offers and deals. They also have the advantage of browsing in shops and choosing, without the intervention of the shopkeeper or salesperson. Increasingly, urban Indians are using both the local grocer and the supermarket. The groceries the preferred choice for basic food supplies and the supermarket for a wider choice of processed foods such as jams, pickles, sauces, juices and ready mixes. This is giving organized food retail high sales value growth, as these stores are selling higher volumes of value-added foods. Among the upper middle and wealthier classes, the modern retail outlets are used for basic commodities as well, as there is a feeling that the private labels offer cleaner well-picked produce than the local grocer does. As a result, there is some amount of store loyalty, as customer s prefer a particular chain. Marketing Implementation Action Programs The entire marketing program and the action plan execution is elaborated with respect to the 4 Ps in the section. We have done a consumer survey to better understand the marketing mix Product Sheetal is a forward integrated product extension to the superbly successful Bisleri which has a market share of 16% in India presently. The concept is not new. We have historical evidences that Indian Maharajas drank water with Indian Herbs to stay healthy and fit.Adding herbs to drinking water has been in vogue in many parts of our country In Kerala, in most of the hotels jeera water is being served even today Our country has a rich herbal treasure like vettiver, athimathuram, vallarai, ginger, seeragam, brahmi, tulasi, nimbu, pudina, orange, amla, narangi, hibiscus, samandhi, jasmine, etc.Thus consumers get a variety of flavours to choose from.So there would be many flavours but initial one would be Pudina Jeera Strawberry Raw Mango Medicinal herbs Tal Mishri (for infants) The product will be marketed in 4 sizes 300ml small pack , 1 litre medium packs and 25 liter large packs.The shelf life will be of 90 days without refrigeration Size Quantity Retail Price Small 300ml Rs 6 Medium 1 lit Rs. 18 Large 25 lit Rs. 400 Price One can sell their products as raw goods; value added goods, goods bundled with services or goods dramatized with experiences. Given below is the value addition that can be brought about in wheat by various levels of value add and the multiplication factor in price applicable with each value add. Value addition Flow Price of 1 litre of water = 10rs Price of flavors available in market (Rasna) = Rs. 4 Other material used like salt, sugar etc = Rs 4 Price of preparing one liter flavored drink at house = Rs 18 Our product priced at = Rs 18 Place Sheetal will only be sold in metros initially i.e. Mumbai, NCR comprising of Delhi, Noida and Gurgaon, Bangalore, Hyderabad, Chennai, Kolkata and Pune. This is primarily because the target audience of this product is concentrated in these cities. The distribution channels employed for Sheetal has to be multi-dimensional as it tries to focus on a wide class of people from young working singles to mothers. Hence the distribution channels will come under 3 categories Super market chains like Big bazaar, Star bazaar etc For distributing to these chains, the proven sales and distribution channels of Parle will be leveraged. Local stores selling food items The stores selected will vary depending on the markets. In case of south India, the focus will be selling in the following category of outlets Retail outlets selling perishable food items like vegetables, milk etc These upcoming outlets are the initial form of organic stores in India. People who are looking for fresh perishable items target these stores. Confectionaries selling packaged food and snacks Bakeries are the coveted place for south Indians especially the metro class in south to grab a quick snack or a convenient packaged food. Kirana stores As both these kinds of outlets are non-existent in North, the selling will be through the neighboring kirana stores which form the ubiquitous neighborhood shopping point for the target audience. Collaboration with roadside ice cream vendors: People eating ice-cream some time to quench their thirst. If flavoured water is available they may drink it and enjoy ice cream for its taste Key Accounts Railways The IRCTC sever Rail NEER on the railways and along with those other drinks. Often the govt policy lead to ban of carbonated products. IRCTC can bank on this as a politically safe product promoting indianization Hotel Chains: The hotel chains provide chef prepared welcome drinks most often than not these are not seen as very hygienic and not taken by consumer. The flavoured drinks would be readily acceptable by the consumer Smaller restraunts : They will have thirst quencher extra apart from the usual carbonated drinks Marriage halls: The concept of Jaljeera and Pudina drink is very popular in marriages in India. They are generally prepared handmade and the stall gets overcrowded due to large preparation time. This packaged flavored water is both convenient and healthy Caterers : They get a ready to serve menu on their hand Promotion Flavored water is being introduced in India for the first time. That is why Sheetal definitely has the first mover advantage in this new niche of the market. As the positioning of the product is such that it promises to deliver the thirst quenching qualities of water, with an essence of fruit and mint flavor, it will appeal to a wide variety of consumers from age group 10 to 60. Also its medicinal benefits will make it most suitable for school going children (age 8-16) and also elderly people (age 55-70). As in this equatorial part of the world the summers are generally very long and hot, the demand for a thirst quenching medicinal beverage will definitely drive most of the sales for the year in that concentrated period in the year. As the concept of the product itself is very new, the product will require an extensive promotional program through multi channel, multi vehicle techniques. There is a need of aggressive promotional activity so as to create awareness among the consumers about the new product and communicate the values which the product offers. We have come up with following four key promotion vehicles which would be most effective in the current scenario Advertisement Sales promotion Personal selling Sponsorship Advertisement This is the most important mode of communication we would use. Following are the various tools we plan to use Television We will advertise on different primetime channel like Zee, sony, star etc. The programs will be mainly family and children programs and the timing will be family viewing timing Radio Various FM Channels like radio One, Radio City Red FM etc will be used to broadcast innovative ads in the morning and evening hours News print Newspaper dailies like TOI, Hindu, ET etc will be used to carry out ad campaign in sizes varying from 200200 ads to full page ads on weekends Magazine Magazines like India today business week etc will be targeted to convey the values to the targeted audience. Bill Board Major city crossroads will be covered under this promotional scheme to carry Posters of the products, and snapshots of the television ads to generate recall Mobile and internet These are very new channel in advertising are found to be pretty effective among the young generation of the country. Social networking sites like face book, orkut, twitter, etc can be used to carry out promotions. Sales Promotion This is just a backup for the failure of advertisement strategy. In this case several small retailers in small towns will be provided certain margin which they can utilize to push customer to try out the new product on the need basis. Well set some targets for the retailers to achieve at the end of each month and would reward the successful retailers. Personal Selling Will be putting up stalls and counters in colleges universities, malls and shopping centers. Will distribute free samples and conduct taste drives in cities to make people aware of the product. Will carry out online contest and get feedback from the customers. Sponsorship Sheetal will be promoted by sponsorships of various national and international events, both in the sporting and cultural light this will create visibility of the brand and will expose the brand to a wide audience. Well put up stalls in the event areas and distribute free sample to the consumers. We also plan to get the brand endorsed by celebrities and famous personalities to build brand image among the consumers. Annexure 1 PROFIT CALCULATION The 1st quarter sales target and the 1st year sales target from different metros are given below City Quarterly sales revenues Annual sales revenue Bangalore 5,00,00,00 2,00,00,000 NCR 5,00,00,00 2,00,00,000 Mumbai 5,00,00,00 2,00,00,000 Chennai 25,00,00 1,00,00,000 Hyderabad 25,00,00 1,00,00,000 Pune 125,00,00 5,00,00,00 Kolkata 125,00,00 5,00,00,00 Projected Revenue Projected quarterly revenue Rs. 2 crore Projected annual revenue Rs. 8 crore Project annual sales volume 44 lakhs litre Production Cost Cost of goods sold/kg Rs. 12 Annual cost of goods sold Rs. 4,80,00,000 Packaging expenses/kg Rs. 0.50 Annual packaging expenses Rs. 20,00,000 Yearly fixed cost component Rs. 50,00,000 Total production expenditure Rs. 5.5 crores Selling Expenditure Annual advertisements and promotions Rs. 1 crores Annual Salesmen commissions (2% of sales) Rs. 48 lakhs Slotting fees in first year Rs. 52 lakhs Total selling expenditure Rs. 2 crores Total Expenditure = Production cost + selling cost Gross Annual Profits = Revenues Expenditure Total Expenditure Rs 7.5 crores Gross Annual Profits Rs. 50 Lakhs Annexure 2 Questionnaire 1 .Do you drink Tap water or mineral Water for daily use? Tap 100 % Mineral 0% 2. How often do you drink mineral Water? Daily 0 % Outings 70 % Occasions 100% 3. How many glasses of water you drink daily Less than 6 30 % 6- 8 50 % More than 8 30 % 4. You drink Mineral Water Because Hygiene 50 % Taste 10 % Brand conscious 20 % 5. You dont drink mineral water because: Costly 50 % Dont feel any difference 10 % Has Water purifier at home 40 % 6. You drink which mineral water brand? Aquafina 20 % Kinley 50 % Bisleri 20 % Others 10 % 7. Have you ever tasted flavored mineral water? Yes 10 % No 90 % 8. If flavored mineral water is introduce in market do your buy it? Yes 70% No 30 % 9. Will you prefer flavored mineral water over ordinary? Yes 30 % No 20 % They are different 50 % 10. Flavors you like Pudina 30 % Jeera 50 % Strawberry 10 % Other 10 % 11. What price you are willing to pay for 1 litre 12 -15 20 % 15 -18 60 % 18 -20 20 % 12. You see flavored water as alternative of 1 Carbonated Soft Drink 30 % 2. Lassi 10 % 3. Fruit Juice 20 % 4. Homemade jaljeera 40 %

Thomas King :: Biography, Author

THOMAS KING - WRITER Thomas King is a multi-talented and accomplished writer who expresses concerns of Aboriginal people through literature. He was born in 1943 in Sacramento California to a Cherokee father and a German and Greek mother and grew up in Sacramento. In 1980, King moved to Canada with his nine-year old son and lived in Alberta for about ten years. He returned briefly to the United States in 1986 to receive his PhD in English Literature at the University of Utah, but is now a Canadian citizen and resides in Guelph, Ontario. King is a writer by trade, but has also had an extensive teaching career. He worked as a Professor of Native Studies at the University of Lethbridge, in Alberta, and was also the Chair of American Indian Studies at the University of Minnesota. He currently teaches Native literature and creative writing at the University of Guelph in southern Ontario. King has written three novels; Medicine River (1990), which was made into a CBC-TV movie, Green Grass, Running Water (1992), and Truth and Bright Water (1997). Green Grass, Running Water was nominated for the Governor General's award for literature in 1992. He received a second nomination for the same award the following year for his children's book A Coyote Columbus Story. King published a collection of his short stories called, One Good Story, That One, in 1993. His essays, poems and other writings have appeared in many magazines, including the "The Hungry Mind Review", and "World Literature in English". King has also edited collections of Native short stories for various publications across the country and created a book of photographs of Aboriginal artists.

Gender Roles in The Yellow Wallpaper and A Streetcar Named Desire

Many different depictions of gender roles exist in all times throughout the history of American culture and society. Some are well received and some are not. When pitted against each other for all intents and purposes of opposition, the portrayal of the aspects and common traits of masculinity and femininity are separated in a normal manner. However, when one gender expects the other to do its part and they are not satisfied with the results and demand more, things can shift from normal to extreme fairly quickly. This demand is more commonly attributed by the men within literary works. Examples of this can be seen in Tennessee Williams' â€Å"A Streetcar Named Desire†, where Stella is constantly being pushed around and being abused by her drunken husband Stanley, and also in Charlotte Perkins Gilman's â€Å"The Yellow Wallpaper†, where the female narrator is claimed unfit by her husband as she suffers from a sort of depression, and is generally looked down on for other reasons. In â€Å"The Yellow Wallpaper†, Gilman has carefully crafted her sentences and metaphors to instill a picture of lurid and creepy male oppression. The surface of the text contains clues about Gilman’s perceptions of the treatment and roles of women, the narrator stumbling over words like â€Å"phosphates†, her being uncertain whether the correct term was â€Å"phosphates or phosphites† (Gilman 1684), which clearly shows that in her time women had been overlooked in education and because for a time, only men had that privilege, they were able to learn what they had to in order to earn jobs, which is illustrated in her husband and her brother both being â€Å"a physician of high standing† (Gilman 1684). The character Gilman has set up has the qualities and traits of the Victorian woman... ...e. While â€Å"The Yellow Wallpaper† mainly touches on the treatment of women in Gilman's time and only majorly addresses how negative the reception was for them while the men of her world were well-respected individuals, â€Å"A Streetcar Named Desire† makes a commentary on the gender roles of masculinity and femininity as a whole, including the two different portrayals of masculinity and how femininity was still generally looked down upon by American society in the late 1940s, unfortunately noting that not much had changed in the time between the stories passed. Works Cited Gilman, Charlotte Perkins. "The Yellow Wallpaper." The Norton Anthology of American Literature. New York: W.W. Norton & Company, 2007. 1684-1695. Williams, Tennessee. "A Streetcar Named Desire." The Norton Anthology of American Literature. New York: W.W. Norton & Company, 2007. 2337-2398.

Humanistic and Psychodynamic Essay

Abraham Harold Maslow- Humanistic Approach Humanistic is the psychology study of how the human works as a whole. This studies the uniqueness of the person through their behaviour. Rather than just observing the humans behaviour, humanistic psychologists try to study the humans behaviour first person rather than just observing. Meaning they try to understand the situation and the emotional feelings the person is going through for them to have that specific type of behaviour, they try to understand the behaviour of the person by looking at it from their perspective. Humanistic is a way of thinking and is an ability to solve our own personal problems. This meaning to focus on our own perspectives, experiences, thoughts, self-image and feelings to understand an individual. People can be capable of self-development and their own self-improvement. We have our own choices on what we choose to do and how we chose to take out this option. We chose how we want to behave and whether it’s right or wrong i.e. breaking the law. An i ndividual chosen whether they want to break the law, knowing full well of the consequences. This is called free will; we have the right to choose what we want to do and how we want to behave. The court of law follows this principle because you know whether you have done right or wrong and there is no one to blame, except yourself, because you chose to behave that way. Abraham Harold Maslow was the first psychologist to create the ‘human hierarchy of needs’ which explains the different level that an individual has to move from throughout life. This hierarchy changes from one level to another and each level has its own specific needs. Most psychologist before Maslow had been concerned with the abnormal and the ill, he convinced and persuaded people to start acknowledging people’s basic needs before addressing them as having higher needs or being ill. Firstly on Maslow’s hierarchy he started with the basic needs of a person such as food, water, sleep etc. then lead to the physical needs of an individual. The highest needs of an individual are ‘self-actualization’ which is realising who you are as an individual and knowing your own moti vations. Not many people get to the self-actualization for many reasons, being that they didn’t get through the different levels of the hierarchy or because they think that they can skip the rest of the  levels, thinking that they know their own self-fulfilment etc. These hierarchies have five different levels of needs. Maslow’s level of human needs started with physiological which is basic survival, understanding the function of the living organism. Which is what an individual needs, their basic needs i.e. water, sleep, breathing and sex. Then safety which is basic need again and feeling secure. For example, freedom from danger, risks or injuries whether at employment, home or doing everyday activities. Love and belonging is the next need which is the emotional level/need. Meaning to understand what love is and what it feels like to belong, dependent on being part of a family or understanding what it is like to love through friendship or sexual relationships. Esteem is the fo urth need, which is respect and recognition. Understanding what your personal goals are in life and what you can achieve throughout life dependent on yourself respect and respect for one another. The final level is self-actualization which is what makes you who you are as an individual, realise your own potentials in life. Also, realising your own self-fulfilment and person growth from peak experiences. Everyone as an own personal desire to move up the hierarchy table towards self-actualization, although their progress is often disruptive by failing to meet the low level needs. As an example if someone doesn’t show love or feel loved then they won’t be able to succeed through the love and belonging section, if they’re brought up in an abusive home this would affect the low level safety so they would be decreasing in the levels. Only remarkable people are most likely to reach the highest level, self-actualization. Maslow’s theory was the best type of motivation for an individual, he proposed he hierar chy of needs in his paper â€Å"a theory of Human Motivation†. Hans J Eysenck and Otto Gross approach to Psychodynamic Hans is a psychologist famous for his work on intelligence and personality. Eysenck claims that Freudian theories can be falsified, also Gross claims that Freud’s theories are scientific but have been proven wrong so which he say is simply â€Å"bad science†. Psychoanalyst tends to only accept YAVIS patients for treatment, YAVIS means young, attractive, verbal, intelligent and successful. This is because YAVIS patients are more likely to recover rather than mentally unstable patients. When the criticism of frauds approach happened was because Gross and Freud were in a disagreement on the  subjects of repression, sublimation and perversion. The meaning of repression is to control and resist what you would want. Sublimation is doing things in an acceptable and respectful manner and perversion is far from normal for example being abnormal. They disagreed on Freud’s theory because they believe that the patients should be capable of feelings and having their freedom also they shouldn’t be forced to do something that they do not want to do. Both psychologists argued that Freud got too involved and attached with his patients because Freud was there 7 days a week. Sigmund Freud, Psychodynamic Approach to Psychology Freud was the founder of psychodynamic approach to psychology; this is because he created a new approach to understanding how the human works and the human individual personality. Freud’ theory was the conscious and unconscious mind, he believed that behaviour and personality derives from the constant and unique interaction of conflicting psychological forces that operate at three different levels of awareness. The three different levels are conscious mind, preconscious mind and unconscious mind. Conscious mind includes everything that we are aware, every single moment. Preconscious mind represents ordinary memory. Unconscious mind reservoirs our feelings, thoughts, urge and memories that are outside out conscious awareness. The theory of the conscious and unconscious mind is done to show our feelings, motives and decisions which are actually influenced by previous/past experiences, which are stored in the pre-conscious and instincts from the unconscious. Freud later made a structural model of the mind which was called ID, EGO and SUPEREGO. The ID, EGO and SUPEREGO link to the conscious, pre-conscious and unconscious mind. ID is the unconscious, EGO is the conscious and SUPEREGO is the pre-conscious and unconscious mind. Although these are not physical areas within the brain they’re the process of important mental functions. Explanation of each stage is; ID is driven by pleasure principles which strive us for immediate needs and desires, meaning that the person would be wanting things. Although the ID will try to resolve the tension created by pleasure. EGO and SUPEREGO, EGO is something that is developed through ID in the early stages of life, EGO is the component of your personality that deals with reality whereas SUPEREGO is developed a little later as it controls your guilt. For example, if someone wanted a  new pair of shoes ID would kick in because the desire to have them shoes would rise, whereas EGO would have to face reality and realise that you might not have the money to get the shoes then SUPEREGO controls the guilt so then you would start regretting buying the shoes if for instants a family relatives birthday was coming up and now you don’t have the money. EGO works on a reality principle meaning that it wants to please the ID but in a socially and realistic way, which some people deem as unacceptable. The reality principle contemplates the positive and negatives of an action depending on what it decides, it will either act upon the decision or completely abandon it. SUPEREGO is the basic rules and standards for good behaviour. The behaviours included would be those approved by parents and those in authority. The SUPEREGO goal is to improve and civilize our behaviour; it tries to supress all the unacceptable urges that come from the ID. Fraud’ theory claims that the key to a healthy personality is a balance between the ID, EGO and SUPEREGO. Carl Ransom Rogers, Self-Actualization Again, the humanistic approach is how we look at an individual as a whole observing their behaviour and personality. Rogers was a psychotherapist, which is someone who treats people with mental disorders through psychology rather than medical means. After years of work, Rogers compiled the Self-actualization theory which is the realisation of fulfilment of one’s talents and potentials. Rogers says that people have two basic needs which are positive regard and self-worth. Positive regard is a sense of acceptance from other people and self-worth is feeling adequate. Our feelings of self-worth are important both to psychological health and we can achieve goals and ambitions in life to achieve self-actualization. Rogers’s theory is that the individual is responsible for their own happiness and should not look towards others for it. He believed that a person is born with the desire to be and achieve the best they possibly can. Rogers’s overall theory is about feeling good and mentally healthy therefore meaning a person is cable of resolving their own problems without looking towards others. His therapy was ineffective to those who were unconfident, unhappy and had a lack of self-esteem. So he studied on clients opposite to this, clients who were confident, happy and have a high level of self-esteem. His theory was known as ‘Rogerian Counselling’ which was only effective on healthy minded  people which means it did not work on mental and physically damaged clients this only increased emotional problems such as depression, also the theory was more successful on children and young people. The theory key was communication, if the client wasn’t fully communicating with Rogers it would not work, this proved the therapy ineffective to people with phobias. In conclusion Rogers theory of self-actualization teaches people to become self-sufficient upon their own actions rather than seeking it from other people. This proved that people naturally desire to be accepted regardless of what they do, however the majority of people will only accept them dependent on whether or not they want to. Rogers self-actualization tries to help people understand their full potential and what they can achieve, also seek happiness for themselves without looking towards others for it. His theory helps people become more happier about themselves rather than looking for acceptance and happiness from others.

Special Needs Assistant Requirements

regrets 2008 How do I become a surplus needfully Assistant? special Needs Assistants. Job Description additional Needs Assistants argon recruited specifically to tending schools in providing the necessary nonteaching run to pupils with assessed educational necessarily. Their duties are assigned by the Principal acting on behalf of the jump on of Management. Their work is supervised either by the Principal or another instructor as determined by the Principal. Those duties take up tasks of a non-teaching nature such as . Preparation and tidying up of graderooms. 2. Assisting school children to circuit card and alight from school buses. Where necessary hold out as escort during school hours on school buses whitethorn be mandatory. 3. spare assistance as necessary for children with accompaniment difficulties e. g. helping special needs pupils with typewriting or writing or computers or other use of equipment. 4. Assistance with clothing, feeding, toileting and habitual h ygiene and being mindful of health and safety needs of the pupil. 5.Assisting on out-of-school visits, walks, examinations and similar activities. 6. Assisting the teachers in the supervision of pupils during assembly, deflection and dispersal from the classroom for one priming or another. 7. Accomp bothing individuals or wasted groupings who may stupefy to be indrawn temporarily from the classroom for one terra firma or another. 8. General assistance to the class teachers, under the direction of the Principal, with duties of a non-teaching nature. (Special Needs Assistants may not act as either substitute or temporary teachers.In no circumstances may they be left in sole transport of a class or group of children). 9. Participation with school development planning, where take away, and co-operation with any such changes with policies and practices arising from the school development process. 10. bout with parents of special needs pupils in both formal and informal struct ures as required and directed by school management. 11. otherwise duties appropriate to the grade as may be determined by the needs of the pupils and the school from meter to time.Special Needs Assistants may be re-assigned to other work appropriate to the grade when special needs pupils are absent or when particular pressing work demands arise. Qualifications required The minimum take of qualification required is a jr. Certificate with passes in English, Maths and Irish. In reality many SNA applicants will have further qualifications such as the FETAC take aim 5 SNA protection (single subject or full award) or the FETAC Level 5 qualification in child care.Some may also have third level qualifications in related fields such as Montessori, Early Childhood pedagogics or Psychology. Experience Relevant work sustain with children is very important. This can include time spent as a pop the question in a homework club, summer camp leader, sports coach, as well as being active i n your childrens school, for font in the parents association. More information on working as a SNA is gettable in the Education Personnel section of the Dept of Education & comprehension website www. education. e or from AEGIS. Local Courses. FETAC level 5 Special Needs Assisstant single subject certificate courses have been offered as a irregular course in Abbeyleix Further Education Centre and Portarlington Adult Education Centre. thwart www. laoisvec. ie Portlaoise College offers a full FETAC level 5, Special Needs Assistants course as well as a Childcare programme at the same level. www. portlaoisecollege. ie Information taken from Dept of Education & Science Website www. education. ie and INTO website www. into. ie

Do’s and Dont’s About French Culture

* When you atomic number 18 invited aroundwhere, DO give a break that studys that you atomic number 18 intellectual, such a gift of books or music. * DO bring a gift for the hostess if invited to a French persons ho mathematical function. estimable host gift ideas include flowers and wine-coloured or dessert (if you are invited for a dinner). However, keep in mind that France is cognize for its wine, so it is better to do some research before and bring a nice bottle of wine As a tourist from a nonher country, a gift from your native country is too re aloney appreciated.* DO expect a glass of wine with dinner. Wine provide are filled only three-quarters of the way. DO be careful when picking come to the fore flowers as a gift. Indeed, pureness flowers are typically only used during weddings, etiolate lilies and chrysanthemums are flowers for funerals, and red carnations stand for deleterious will. * DO maintain eye tactility modality it shows that you are interested i n the conference and your full attention is to them. * DO milkshake hands when you meet someone you codt know for both anthropoid and female. * DO address people with the titles Monsieur (Mister) and Madame (Mrs. ) when run across someone for the first time, or in a business meeting.Use white perch when greeting a young, un matrimonial fair sex or girl and Madame for older and married women. * DO hold what you normally wear, hardly keep in mind that garb such as baseball caps, flip-flops, and white sneakers are not traditionally raddled by French people. It is fine to wear it, but you will probably be labeled as a tourist. * DO be polite. French people all the time say Bonjour (Hello), Aurevoir (Goodbye), excusez moi, par sham(excuse me, sorry) if you touch someone in the driveway or even if you just brush erstwhile(prenominal) the person * DO apologize for your neglect of knowledge if you do not spill French.Donts * DONT eat with your fingers. You should always use y our place setting however you discount use your fingers at a unwavering food restaurant. * DONT eat on the street because it faecal matter be seen as unsophisticated. * DONT stick out eating immediately after being served, you have to wait for everyone to have their meal and only after you say Bon appetit and you can spark off. It seems as really impolite to start without waiting for others. * DONT put your arms on your lap during dinner but dont put them above the skirt either. * DONT give an even number of flowers as a gift.Flowers should always be disposed(p) in odd numbers, except for thirteen, as that is an unlucky number. * DONT expect the people you are meeting with to be on time. citizenry in France are not often punctual le quart dheure francais (the french quarter). However, be careful if it is a business meeting you have to be on time Without any inviolable reason people will not be happy at all. * DONT show any impatience or a confrontational attitude in a bu siness meeting, it can be seen as a sign of being unprofessional. * DONT cod a bite from a undivided piece of bread. Instead, tear your bread into a bite-sized piece and then eat it.

Intertextual Relationship Between Renoir’s Parte de Campagne Essay

The usage of Mohandas Gandhi greatly affected martin Luther Kings writing , particularly in the region of nonviolent opposition.However they had already laid the solid bedrock for the advancement of the film industry and other pioneers took it in the 1930’s. (Hortelano, 2011, p.256)While during the First World War, the cinema industry seemed to have grounded to a halt, the period after 1920 going to 1930’s show gradual emergence of younger film directors with much enthusiasm in the industry. Such included Marcel Carne, Rene Clair logical and Jean Renoir (Conley 2007 p.Theyre also in applying the preparation methods superior subject matters.This included among others, Jacques Rivette, little Jean lucques Godard, Loius Malle, Francois Truffaut and Alain Resnais. This group of thin film makers believed that a filmmaker has possession of the film without interference from either studios or producers. This paper will discuss Partie de Campagne and Les Mistons., twenty tw o films made by two great French film makers, Jean Renoir and vitry Francois Truffaut respectively.

Throughout your education, you need to write essays.However, despite it being unfinished, it was released ten years down the line. Renoir is famed for producing films with lots of critical realism and satirical content (Hortelano, 2011, p.257). Just like Truffaut’s film, the film Parte de Campagne is a romance filled film based on a short story by Guy de Maupassant and the plot of the film revolves around a family that decides to give take sometime in the country side.When youre in possession of a strong thesis, then you will start to compose the article and ve fully improved your article topic.The former lover, George Saint-Saens, undertook to renew the initial relationship great but to no avail. They both try to catch up but the family large heads to the city. Episodes on what happened were never shot as the project was abandoned (Miller, 2006, p.5) Exemplar, the shots of the late summer storm and the long sequence of the rain firing the river that, underlying the expl osion of passion of the only natural element, and between Henry and Henriette.

He keeps close to Maupassant narratives events.258).On the other hand, Truffaut’s Les Mistons delves onto the lives of children. It was shot in 1957, when Truffaut was only twenty five years old. Unlike Renoir, Truffaut represents the second phase of original French new wave in the cinema industry.Intertextuality has been used by writers as a device for a means to bring forth references to other functions that might help to construct the affect his full text is wanted by the author.Bernadette is the origin and object of a prestigious discovery, symbol of a bright sensuality, mysterious and fascinating personification of the full dark dreams and secret imaginations that populate the nights of adolescents in NÃ ®mes.She becomes the victim of a hostile crowd as soon as the brats learn the impossibility to possess the object of desire, the sense of their strangeness as jealous witnesses, forced to only spy kisses and desire hoped tenderness. The camera takes on this helples s anger, clutching complimentary close behind the five Mistons, following them lovingly. The destruction of the couple has a remote character, is projected worn out of the exclusive world of adolescents: there is just a little bitterness, pity perhaps, only as a memory of the adventures of adolescence.

Dialogism is a form of intertextuality though the expression was coined decades after dialogism.He attempted to make the film as sensuous as possible using affects such as reverse motion and slow motion in for first instance the scene where Gerald is seen kissing Bernadette on the balcony (Dixon, 2006, p.6). Just like his hero Renoir, the shooting of the film was grounded for some time, as the cast took a ten days break logical and came back to continue as if nothing had happened. Being twenty five years then, it captures the moment of the time as it displays his love for the american youth and relationships.From here, you have to develop your own topic that is specific that is under how this overall idea.So well was the synchronization that any boy chosen to appear on the scene would be seen to be representative of the entire idea of all boys’ infatuation (Conley 2007 p.166). This is based on his approach in acquiring the cast where he conducted interviews with boys in the age bracket eleven to fourteen, where he was looking for raw talent and best best fits into the cast rather than theatrical experience. His desire to grow and uplift young people old saw him recruit a young person for the position of director of production, his friend logical and collaborator Bazin (Dixon, 2006, p.

Movie directors may be thought to how have invented the notion of cinema.In fact, one of the boys out of the cinema rips the poster while the others 3rd sing Colliers perdus sans chiens, reversing the lyrics of Paul Edmond Bacri Misraki which is part of the musical soundtrack of the film by Delannoy.Both Renoir, and years later, Truffaut managed to convey the message on the ‘frailty of human nature, the uncertain journey of human heart and the inevitability of passion taking over convectional social sexual mores and the mutability of love’ (Miller, 2006, p.4). Both aueturs treat similar themes in a natural framework, signature of both’s poetic realism.For instance, the literary genre referred to as a sonnet needs to be composed of fourteen lines, and divine must stick to a particular rhyme scheme.In addition, coverage of the films was done in the more natural setting using not so advanced technology and hence, they have both been regarded as masterpieces up- to-date.ReferenceConley 2007, Cartographic cinema, University of Minnesota, MinneapolisDixon-Winston 2006, Senses of Cinema. [Online]. Available at: http://sensesofcinema.

It isnt a normal romance blindly glorifying the medieval Earth .Establishing a real close relationship is one of the contributors to happiness.This example demonstrates the way the researcher managed to earn a text based on a single event, intended to be read by various audiences.The next job is to decide the role of the allusion.