Sales Of Coca Cola Products In Hyderabad

Sales Of Coca Cola Products In Hyderabad This project has been undertaken to do a detailed analysis of the Retail Outlets. The company aimed that coke, its branded soft drinks, would stand for the highest level of Quality Quantity and an enhanced customer experience. The project aims to do a gap analysis of these retail outlets and find the difference between the actual and the expected performance. The difference in their performance level is measured by visiting these outlets to observe and check the level of services delivered to the customer there. The project also tries to find out the attitude of the dealers of the outlets towards this initiative of the company. It aims to find their motivation level and their satisfaction from the company and how this affects the sales. Customers present at the outlets are also surveyed to find their satisfaction level and their expectations from the company. The survey would also help to understand the behaviour of the customers. An analysis of the sales figures of the outlets is done to see if there has been any change in the sales. The sales figures of every month in different cities of Hyderabad are compared to see if there is any difference between them. The findings from the study would provide the company with insights into areas that need to be improved. Recommendations would be given for further strengthening the proposition in the city of Hyderabad. INTRODUCTION 800px-Coca-Cola_logo Open happiness. Introduction: The purpose of the study is to provide qualitative inputs to the organization about strengthening its proposition in the city of Hyderabad. The project aims to do a gap analysis between the actual performance of the Retail outlets and the expected performance by the company. It also aims to evaluate if the brand has helped increase its sales figures and the customer satisfaction level. OBJECTIVE: The purpose of the study is to give the company a detailed report on the current performance level of the retail outlets and the gap between the actual and the expected performance of these outlets. By identifying the gaps the company would get an insight on areas which can be improved upon. Scope: The report would be useful to the company to: Find the gap between the actual performance and the performance expected by the company in the functioning of the outlets in the city of Hyderabad. Find the dealers perception towards the initiative of the company and his satisfaction level from the company. Analyze the sales figures of the retail outlets before and after the implementation of the concept RED and compare these figures with that of the normal retail outlets to see if there is any significant difference between the two figures. Find the satisfaction level of the customers from the outlets and compare this satisfaction level with that of the customers at the normal retail outlets to see if there is any significant difference. Summarize the findings and give recommendations to the company to improve the proposition of outlets. Limitations: The project had some obvious limitations: It was difficult to make customers understand the questionnaire and fill it. They generally used to be in a hurry and hence did not like to fill the questionnaire. In measuring the customer service level by observation method it often so happened that the customer service level would improve in the presence of the observer than on routine days. Hyderabad is a big city and it is difficult to survey all the customers from every outlet of the city. The sample size for this research was small owing to limitations of time and cost. Methodology: The project was completed in three phases: The first phase involved the source of data about HCCBPL was its website, internet, articles and companys unpublished resources. Competitors study was also done using the internet and articles etc. Second phase involved the survey and observation study. The Outlets in the city were visited. Survey was conducted over the dealers. Also, observations were made to give ratings on the customer service level, infrastructure etc. in order to do the gap analysis. Finally the third phase involved analyzing the results and coming up with the findings and recommendations. Research design: The research is exploratory in nature with the following characteristics: To provide insights and understandings on an aspect. Sample is small Research method is flexible Data collection: The research involved both primary and secondary data collection. Primary data: The primary data (i.e., related to analysis part) was collected from the customers by the Performa designated for the purpose given by the Company. Secondary date: The secondary data was collected from the companys brochures, manuals and journals and also from the websites of Hindustan Coca-Cola Beverages Pvt. Ltd. Questionnaire development and pre-testing: A properly designed questionnaire can tap the necessary information from the respondents. In framing a questionnaire the researcher must ensure that the questions are designed to draw information that will fulfil research objective. Also the researcher must make sure of the target population for the same. A questionnaire can contain both open and close ended questions. Close ended questions give respondents a finite set of specified responses to choose from. Our questionnaire contains structured questions i.e. which have a specified number of responses .We used Likert rating scale for responses that requires the respondent to indicate a degree of agreement or disagreement with each of series of statement about the stimulus objects. We used a rating scale of 1 to 5 in which 1stands for strongly disagree and 5 stands for strongly agree. There were also questions which elicited qualitative responses. The questions wording were kept simple and easy to understand. Pre-testing refers to testing the questionnaire on a small sample of respondents selected on a convenient basis that is not too divergent from the actual respondent. It includes testing all aspects of questionnaire starting from the question content to question sequence. Pre- testing enables the researcher to revise the questionnaire by identifying the flaws and eliminating any ambiguous questions. We will go for pre-testing on 30 respondents. Sampling Technique: Sampling is done to select a target audience for the purpose of determining the characteristic of the whole population. There are two basic approaches to sampling, i.e. probability and non-probability. In our research we have used non-probability sampling which involves the selection of units based on factors other than random chances. Cluster sampling, Convenience sampling, quota sampling, judgment sampling and snowball sampling are few examples of non-probability sampling. Sample Size Dealers Surveyed: 100 Consumers Surveyed: 25 Theoretical Framework: The word MARKET is derived from the Latin word MARCATUS which means MERCHANDISE (Buy Sell products for profit) place where business is conducted. It is usually used to refer a place where actual buying and selling takes place. If we look at this definition in more detail Marketing is a management responsibility and should not be solely left to junior members of staff. Marketing requires co-ordination, planning, implementation of campaigns and a competent manager(s) with the appropriate skills to ensure success. Marketing objectives, goals and targets have to be monitored and met, competitor strategies analysed, anticipated and exceeded. Through effective use of market and marketing research an organisation should be able to identify the needs and wants of the customer and try to delivers benefits that will enhance or add to the customers lifestyle, while at the same time ensuring that the satisfaction of these needs results in a healthy turnover for the organization. The American Marketing Association (AMA) states, Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individuals and organizational objectives. A market-focused, or customer-focused, organization first determines what its potential customer desire, and then builds the product or service. Marketing theory and practice is justified in the belief that customers use a product/service because they have a need, or because a product/service provides a perceived benefit. Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive encroachments. Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing, influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. For a marketing plan to be successful, the mix of the four Ps must reflect the wants and desires of the consumers in the target market. Trying to convince a market segment to buy something they dont want is extremely expensive and seldom successful. Marketers depend on marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for it. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4Ps theory. Within most organizations, the activities encompassed by the marketing function are led by a Vice President or Director of Marketing. A growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer. Two Levels of Marketing: Strategic Marketing attempts to determine how an organization competes against its competitors in a market place. In particular, it aims at generating a competitive advantage relative to its competitors. Operational Marketing executes marketing functions to attract and keep customers and to maximize the value derived for them, as well as to satisfy the customer with prompt services and meeting the customer expectations. Operational Marketing includes the determination of the marketing mix. Four Ps: Marketing mix: In popular usage, marketing is the promotion of products, especially advertising and branding. However, in professional usage the term has a wider meaning which recognizes that marketing is customer centred. Products are often developed to meet the desires of groups of customers or even, in some cases, for specific customers. E. Jerome McCarthy divided marketing into four general sets of activities. His typology has become so universally recognized that his four activity sets, the Four Ps, have passed into the language. The four Ps are: Product: The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-users needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and support. Pricing: This refers to the process of setting a price for a product, including discounts. The price need not be monetary it can simply be what is exchanged for the product or services, e.g. time, energy, psychology or attention. Promotion: This includes advertising, sales promotion, publicity, and personal selling, and refers to the various methods of promoting the product, brand, or company. Placement or distribution: This refers to how the product gets to the customer; for example, point of sale placement or retailing. This fourth P has also sometimes been called Place, referring to the channel by which a product or services is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. Marketing Mix The Four P Components of the Marketing Mix Target Market PRODUCT PRICE PROMOTION PLACE Product Variety Quality Design Features Brand Name Packaging Sizes Services Warranties List Price Discounts Allowances Payment Period Credit terms Sales Promotion Advertising Sales force Public relations Direct Marketing Channels Coverage Assortments Locations Inventory Transport These four elements are often referred to as the marketing mix. A marketer can use these variables to craft a marketing plan. The four Ps model is most useful when marketing low value consumer products. Industrial products, services, high value consumer products require adjustments to this model. Services marketing must account for the unique nature of services. Industrial or B2B marketing must account for the long term contractual agreements that are typical in supply chain transactions. Relationship marketing attempts to do this by looking at marketing from a long term relationship perspective rather than individual transactions. As a counter to this, Morgan, in Riding the Waves of Change (Jossey-Bass, 1988), adds Perhaps the most significant criticism of the 4 Ps approach, which you should be aware of, is that it unconsciously emphasizes the inside-out view (looking from the company outwards), whereas the essence of marketing should be the outside-in approach. Even so, having made this important caveat, the 4 Ps offer a memorable and quite workable guide to the major categories of marketing activity, as well as a framework within which these can be used. Promotional mix. 1. Advertising: Any paid presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails. 2. Sales promotion: Short-term incentives to encourage the purchase or sale of a product or service. Sales-stimulation achieved through contests, demonstrations, discounts, exhibitions or trade shows, games, giveaways, point-of-sale displays and merchandising, special offers, etc. 3. Personal Selling: As the name implies, this form of promotion involves personal contact between company representatives and those who have a role in purchase decisions. Face-to-face communication between buyer and seller Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone. 4. Publicity: The communication of a product, brand or business by placing information about it in the media without paying for the time or media space directly. Otherwise known as public relations or PR Examples: Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars. 5. Direct marketing: Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships. That is Contacting and influencing carefully chosen prospects with means such as telemarketing and direct mail advertising. FAST MOVING CONSUMER GOODS: The Fast Moving Consumer Goods (FMCG) business is built on two pillars Brand and Distribution. The comprehensive conceptual coverage of these and other key marketing concepts are as follows: 1. Branding 2. Valuation of Brands 3. Distribution 4. Marketing 5. Market Research 6. Market Segmentation and Positioning 7. Advertising and Promotions INDUSTRY PROFILE INDIAN FMCG INDUSTRY MARKET TRENDS: The latest figures of industrial growths how a continuous strong growth in durable consumer products, as well as of consumer non-durable. There has been a slowing down in production of automobiles but that is after record increase in the last year. As far as Indian Vs foreign companies are concerned there appears to be a continuous decline of Indian owned brands in national consumer markets. Foreign brands are growing in dominance as foreign owners adapt to Indian consumer preferences, market realities, and change management styles accordingly. The lack of strong pre-emptive action by Indian consumer product companies, that was obvious throughout the 1990s continued in the last two years as well. It almost looks as if many of them are tired of trying to compete and prefer to sell out, pocket the gains and move to something else. RURAL MARKETS: Rural markets have shown fast growth when special small pack sizes are available, and more so in the case of necessity and emerging products, while lifestyle products shown good growth even in standard packs. The developed ones stated with good infrastructure (Gujarat, Haryana, Karnataka, Kerala, Maharashtra, Punjab, Tamilnadu) show faster penetration growth than the developing states and even more so for lifestyle products, larger pack sizes are bought in developed than in developing states, as also a large proportion of premium products. Products designed for the rural consumers and taking account of their cultural diversity, lifestyle, standard of living, disposable income, consumption pattern, and communication facilities appear to be key elements in a rural marketing strategy. FOREIGN AND INDIAN: The swadeshi (National) argument, put graphically many years ago as computers chips and not potato chips was primarily directed at the entry of foreign companies into consumer goods. This argument expected that Indian brands would be unable to compete with foreign brands who would take over FMCG markets. In fact Indian brands have declined in national markets and Indian companies have diminishing presence in consumer product markets in India. The national markets are being taken over by foreign brands and foreign companies. This is across the whole spectrum of products with a few rare exceptions. FRANCHISING: There are other service areas where we are now seeing tremendous growth. Many can be labelled under the head franchising. Franchising is now taking off in India. It has already shown spectacular growth in education, particularly in information technology, but many others coming into franchising include for pathology laboratories; entertainment including game parlour, bowling alleys, amusement parks, pool parlours, multiplex cinema theatres etc; specialized food services epitomized by Sub-way sandwich and salads bars, star bucks with coffee cafes. Personal grooming and fitness centres are yet another fast growing franchising area. It is estimated that in franchising, every new franchisee will create new jobs. We can expect franchising to be major source of new employment. RETAIL TRADE: The forthcoming revolution in retail trading in India is also important part of the dramatic changes that are taking place in Indian consumer markets. They are part of the change in life styles that the young and confident new Indian is bringing out and he/she comes to maturity. There is a revolution taking place in clothing for men, women and children. There is an abundance of new entrants with their brands into the market, which within two years have become a major element of the total market and are growing rapidly. Shopping malls are other areas of major new activity. CONCLUSION: There is a revolution taking place in distribution with the entry in the metros as well as smaller cities and towns, of self service stores, super markets, shopping malls, departmental stores, chains stores, and information technology related ones. But that does not mean that morn and pop stores will die. What will certainly happen is that many will become spruced up. At the same time, direct selling by mail order, and door-to-door, will see tremendous growth. Already, a recent entrant kike Amway has crossed Rs 100 crores in turnover and is expecting faster growth, especially as they prepare to tap rural and mass markets. Foreign brands are likely to dominate most Indian consumer products. Indian brands that are in niche markets have a better chance of surviving and growing. Indian business has to overcome their history of past short term thinking modes. SOFT DRINK SECTOR OVERVIEW INTRODUCTION: The term soft drink refers to all types of non-alcoholic and carbonated sweetened, flavoured beverages etc. They are all artificially sweetened. The soft drink industry has undergone many changes with changing consumer needs, wants and also changing Government policies. This formed the basis for different innovations in packaging such as bottles, cans, tetra packs and pet bottles in a variety of flavours. RESTROSPECTION OF INDIAN SOFT DRINK INDUSTRY: The soft drinks market till early 1990 were in the hands of domestic players like Campa, Thums Up, Limca etc, but with the opening of the economy and liberalization of economic policies, many foreign multinationals started ventures in India by buying over competitors, the two American Cola giants have cleared up the arena and are backing all their power behind the Indian Franchise of their global girdling brands. While Pepsi which scores over Coke but this difference is fast decreasing (courtesy huge ad spending by both the players). Pepsi entered Indian market in 1991 and Coke re-entered (after they were sent away in 1977, by then central Government) in 1993. Pepsi has been targeting its products towards the youth and it has struck the right chord with the market, and the sales have been doing well by sticking to this youth bandwagon. Coke on the other hand, struggled initially in the market. In the span 7 years of its operations in the country, it has changed its CEO four times but finally they seem to have started understanding the pulse of the Indian consumers. The soft drink market in India is growing at the rate of 10% every year. With growing urbanization and the younger generation, which had liking for non-conventional foods and beverages, there is a good possibility that the per capita consumption will go up. This sector can be understood in more detail by the following points. Background Segmentation Consumer habits and practices Market players and market share Major players and market share Distribution Network Manufacturing process Retailers perception. MARKET CHARACTERISTICS: The soft drink market is highly skewed in terms of place of consumption, in terms of regional distribution and soft drink flavours as well as in terms of SKUs. While 80% of the consumption is impulse based outside home, 20% comes from consumption at home. This trend is slowly changing with increase in occasion led sales. Changing lifestyle, increasing urbanization and impact of liberalization has slowly and gradually started moving the market from impulse led to occasion led home refrigeration led consumption. The market preference is highly regional based. While Cola drinks have main markets in metro cities and northern states UP, Punjab, Haryana etc, Orange flavoured drinks are popular in southern states. Sodas too are sold largely in southern states besides sale through bars. Western markets have preference towards mango-flavoured drinks. PROBLEMS SPECIFIC TO INDIAN SOFT DRINK INDUSTRY: The government of India has considered the soft drink as non essential. As a result, the government perception levied heavy excise duty on the bottled soft drink. Today soft drink costs Rs.9 to Rs.55 based on the quality to the customers. However, in a country like India where 40% of the population exists below poverty line, consumers cannot afford such price. As a result the trading activity of the soft drinks is concentrated in and around major towns and cities where the purchasing power of the people and standard of living is high. Growth rate of this industry in India is also not encouraging. In fact, date from the Ministry of Food Processing shows that growth rate in the soft drink market was the minimum in 1996. Changes in technology and consumer taste brought about many changes in the Indian soft drink industry from the time of introduction of soft drink in India till today. COMPANY PROFILE COCA-COLA John Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia in the year 1886. 2% of all beverages consumed each day (including water) are coca-cola and that percentage is growing. Operated 200+ countries, 55000 direct man power, 400 brands, 4 out of the INDIAS top 5 soft drink brands. 75% of the coke revenue coming from outside of US Coke entered India in 1954 and turns backs in 1977.Re-entered in the year 1993 to refresh Indian consumers. 126 years in business.49 consecutive years with increased dividends. 3500+ Beverages and 139600 worldwide employees. Mission, Vision Values: The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for whats to come. We must get ready for tomorrow today. Thats what our 2020 Vision is all about. It creates a long-term destination for our business and provides us with a Roadmap for winning together with our bottling partners. Mission: To refresh the world To inspire moments of optimism and happiness To create value and make a difference. Vision: People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy peoples desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization. Values: Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, its up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we do well Business Model: PITA is a profit Creation Model .By implementing PITA Model, we can increase profit of our Customer as well as companys. P stands for Population I stand for Incidence T stands for Transaction A stands for Average Profit POPULATION: The population can be defined as the shoppers or consumers in given universe or can be defined as number of footfalls in given outlet where Coca-Cola products are available. The main purpose of RED is to attract the population or to increase the footfalls in an outlet where Coca-Cola products are present. As described the main purpose of RED is to increase the footfalls in an outlet so to make it happen following steps are taken, which are described below. Following are the few activation standards that are taken outside the outlet. Cooler at the entrance Standee, Sign at the entrance Combo Boards at the entrance INCIDENCE: Incidence can be described as the percentage of population that buys our product. For an incidence to occur, we do some in shop activation which helps us to increase the percentage of people to buy our products. Incidence mostly plays with the Impulse of the consumer who is getting into the outlet. Following few steps have to be taken to increase the incidence. Cooler in Prime Position Cooler Pure and Clean Rack Display Shelf Display Combo Boards Table Activation Counter Top Display TRANSACTION: Transaction can be described as amount in volume brought per transaction. Suppose a consumer goes into the shop for his personnel consumption by looking and by getting attracted towards the large PET bottles, he / she might go for the large PET bottles. So to increase the transaction size per consumer a few steps have to be taken as follows. Rack display Cooler top Display 300 ML instead of 200 ML 600 ML and 1.5 Lit PET availability Cooler in Prime Position AVERAGE PROFIT: This can be described as the amount of profit in value per transaction. Placing higher Margin pack like Mobile PET, 1.5 Lit, Cans, Maaza 250 ML, Maaza 600 ML, Maaza 1.2 Lit, we can increase the average profit , because the margins on these packs is higher than the RGBs. This can be better understood by the following table: Coca-cola Company is divided into two parts. They are as follows: The main objective of the project is to increase sales of coca-cola products. SALES S- Serve with smile A- Attitude L- lovable by others (outlet) E-efficient (20/80) S-seldom fails In most FMCG, 73% of purchasing decisions are impulsive. Better product assortment wills impulse better product purchase. As the merchandise is more the sales will be increased Coca-cola has two types of Operations. They are as follows: COBO : Company Owned Business Operations. 1. DSD: Direct Sales Distribution. 2. INDIRECT: It is sub divided into 3 parts. AMC: Area Marketing Contractor. ANCHOR MILK POINT FOBO : Franchise Owned Business Operations. The main activity of FOBO is SGA (Sales Generating Asset) CDE (Cool Drinks Equipment) COBO helps FOBO in supp

American Modernism

Has modernism any relevance to the South of the world? Black people have always united together in order to create and maintain positive definitions of Blacks. The most important and common form of this racial union has been Afro-American folk culture: the musical, oral, and visual artistic expressions of Black identity that have been handed down from generation to generation. The Harlem Renaissance, whose spirit Hurston's work reflects, was a manifestation of this bonding, although it had many false revolutionaries and failed in some respects to realize its radical potential.The modernist black writers who arose in the first three decades of the twentieth century introduced a new stereotype into American literature. Zora Neale Hurston wrote as a Black woman about her own experiences and therefore, in some way, spoke to the general Black female experience in America. Hurston's novel Their Eyes Were Watching God (1937) offers an excellent source for demonstrating the modern Black fema le literary tradition. A large and chief part of Hurston's career took place during the Harlem Renaissance, which began in the twenties while she was attending Howard.Hurston's best work, especially her novel Their Eyes Were Watching God, is the product of a Black female folk aesthetic and cultural sensibility that emerged from the best revolutionary ideals of the period. It also anticipates the comparable renaissance in black women’s literature. Despite, or perhaps because of, these achievements, Hurston, like many Black women writers, has suffered â€Å"intellectual lynching† at the hands of white and Black men and white women (Brigham 23).Their Eyes Were Watching God appeared at the tail end of what is termed in American literature as the American Modernism. Roughly between 1917 – the end of World War I – and the 1930 stock market crash that marked the beginning of the Great Depression, throngs of southern African Americans migrated north -a migration that technically began as early as 1910 – primarily to the northeast for economic and social reasons, escaping more overt and often violent manifestations of tensed black-white race relations.A time when â€Å"the Negro was in vogue,† this was a time of cultural celebration of blackness – black visual arts, black music, black intellectual thought, black performing arts, and black identity (Hemenway 34). Leading voices of the Harlem Renaissance challenged black authors and artists to define African American life beyond the prescribed boundaries of stereotype and caricature, sentimentality, and social assimilation. Arguably a movement among intellectuals, the Harlem Renaissance proved spiritually and aesthetically liberating for African Americans and established global connections with an African past.Hurston's accent on rural common folk of the south both challenged and continued some of the essential tenants of the Harlem Renaissance: national and global communi ty, self-determination, and race pride. The most concentrated place of this cultural explosion was Harlem (New York). Published in 1937, Hurston most famous novel, Their Eyes Were Watching God, was not immediately famous. In fact, the novel was largely mistreated and greatly criticized by her black male contemporaries, because it allegedly presents blacks in stereotypical ways that white readers enjoyed and encouraged of black writers.This criticism was particularly harsh from those who thought that Hurston should be writing more overtly protest pieces about whites as blacks' enemies. While Hurston does not center around white people in the novel, their Jim Crow presence is apparent from the opening through the closing pages. The novel was not printed some thirty years after its initial publication. In 1971, it was reprinted but again was not printed by 1975. In 1977, Hurston's novel was on the top of reading lists among American colleges and universities and continues that even tod ay (Kenner 234).Their Eyes Were Watching God is the story of Janie, a black woman of mulatto ancestry, in search of spiritual liberation from patriarchal control. The format of the book is Janie's telling of her own story in her own voice as she remembers the details of her own life. As the narrator, Janie has an authority that even the readers cannot challenge when they want details, particularly technical details, that Janie does not remember or choose to share.While Janie's story is on many levels gender and racially related -readers never forget that Janie's grandmother was a slave or that the characters are living during Jim Crow segregation in the period of the 1930s and 1940s – much of Janie's social relations within the community of black people is gender specific. Her plot is mainly based on others' opinions of how a woman should live, what a woman and especially a woman her age should and should not be doing. Moreover, Janie in the narration is one of a person who i s able to self-define and to transcend restricted boundaries ultimately through communal storytelling rituals (Lemke 90).One of the new ways in which Hurston demonstrated alternative ways of writing is that she often collapsed the boundaries between fact and fiction. The cultural and contextual situatedness of Their Eyes Were Watching God reflect a Black woman's interpretation of social reality in the sense in which the ‘real world' is constituted, in terms of personal and cultural experience, is likely to be at variance with the interpretation of these notions by Euro-American males.Central to appreciating Zora Neale Hurston's genius, versatility, and identity politics is knowing the ways in which she frequently stepped over disciplinary boundaries in her practice of anthropology, intermixing social science with the humanities so many years in advance of what we now call postmodernist practices within anthropology. Hurston's lifelong concern with the self and its limitations (those imposed from without and from within) is, of course, the natural, perhaps even the proper subject of an autobiography. In Their Eyes Were Watching God, the narrator observes that â€Å"Pheoby [is] eager to feel and do through Janie †¦ and Janie [is] full of that oldest human longing -self-revelation† (18). Pondrom claims that the â€Å"adoption of myth as a principle of meaning and order is Hurston's most important link to modernism† (1986:201). For Pondrom, Hurston's utilization of myth links her to the modernist writers approaches of Eliot, Yeats, Joyce, Pound, and Crane. Pondrom writes that Hurston's â€Å"'mythic method' links her even more powerfully to the great female modernists, who found myth a means to affirmation of the self rather than simply a stay against disorder.†For Pondrom, Hurston takes a place among H. D. , Stein, and Wolff â€Å"in a current now [mid-1980s] being recognized as fundamental to the modernist movement† (202). Pondrom discusses overlaps between Their Eyes and Babylonian, Greek, and Egyptian mythologies. In Their Eyes Were Watching God, she writes how everyone is drawn â€Å"on stage† in the cross-gender verbal jousting: â€Å"The girls and everybody else help laugh. They know it's not courtship. It's acting-out courtship and everybody is in the play.The three girls hold the center of the stage till Daisy Blunt came walking down the street in the moonlight. † Showing the proximity of immersion and recuperation images in Hurston's diasporic underground, the African rhythm infuses the dramatic scene: â€Å"Daisy is walking a drum tune. You can almost hear it by looking at the way she walks† (1995:229). Janie's experiences in Their Eyes Were Watching God take place in relation to Hurston's deepening appreciation of the ordering potential of black culture and its West African underpinnings.Her juxtaposition of sunrise/set images and the chaotic and cosmopolitan experiences of modernity recalls accounts of Yoruba mythology cited early in the twentieth century from divination priests in Badan, Nigeria. In â€Å"The Religion of the Yoruba† Leo Frobenius records a myth invoking this structure: Long, long ago, when everything was in confusion and young and old died, Olodu-mare (God) summoned Edshu-ogbe and said: â€Å"Create order in the region of the sunrise. † To Oyako-Medyi: â€Å"Create order in the region of the sunset. † Next morning Edshu-ogbe created order in the east and in the evening Oyako-Medyi created order in the west.(1973:188–89) From the external correlatives of several scenes to her explicit invocation of Esu/Elegba, in Their Eyes Were Watching God Hurston's points of reference for Janie's emerging consciousness are markedly West African. In ways that echo the narratives recorded by Frobenius, Hurston uses sunrise and sunset descriptions as a changeable and timeless witness to chaotic developments in the plot of the novel. After Janie's initial march through Eatonville creates a swirl of envy, Phoeby enters through â€Å"the intimate gate with her heaping plate of mulatto rice† (1995:176).As Janie reflects on her experience and prepares to tell her tale, Hurston's sunset provides the backdrop: the â€Å"varicolored cloud dust that the sun had stirred up in the sky was settling by slow degrees† (178). When Janie tells Phoeby about living under Nanny's and Logan Killicks's control, Hurston uses the deepening night to underscore the danger in the tale and the telling: â€Å"the kissing darkness became a monstropolous old thing† and Janie â€Å"saw her life like a great tree with†¦Dawn and doom in the branches† (181– 82).On the morning of the conflict with Logan Killicks, the â€Å"sun from ambush was threatening the world with red daggers† (199). In the scene in which Janie awakes after having spent the night alone, wondering, while Tea Cake sp ent her money on a party, the sunrise is paranoid, â€Å"sending up spies ahead of him to mark out the road through the dark† (272). Hurston images the false calm before the final storm â€Å"even before the sun gave light dead day was creeping from bush to bush watching man† (301).The first moments of Janie's excavation are imaged as she connects the mysteries of her emerging consciousness to the eternal rhythms of movement and variability: â€Å"mostly she lived between her hat and her heels, with her emotional disturbances like shade patterns in the woods—come and gone with the sun† (236). Hurston's new technique in Their Eyes combined the excavation of consciousness with an improvised relationship to a living tradition that she encountered during her research in New Orleans and Haiti. Central to her mythic method is Hurston's brilliant use of Esu/Elegba in relation to the patterns of Janie's descent and emergence.Hurston's novel Their Eyes offers an e xcellent source for demonstrating the value of an interdisciplinary approach to Black women's culture in general and American Modernismin particular (Awkward 23). Hurston locates her fiction strongly in Black women's traditional culture as developed and displayed through music and song. In presenting Janie's story as a narrative related by herself to her best Black woman friend, Pheoby, Hurston is able to draw upon the rich oral legacy of Black female storytelling and mythmaking that has its roots in Afro-American culture.The reader who is aware of this tradition will understand the story as an overheard conversation as well as a literary text. The struggle between communal relationships and modern institutions is the core of Hurston's blues critique in Their Eyes. Janie appreciates Starks's store as a social center (Baker 98). But she is chronically inept at the tasks that relate to the business. Is Hurston implying that Janie is stupid? Unlikely. Instead, for Janie, selling things in the store distracts her from the essential rhythms of nature and the homegrown power of stories that take place on the porch.In Hurston's narration, the natural beauty of the South and the communal cool squeeze the business of the store from both sides: Every morning the world flung itself over and exposed the town to the sun. So Janie had another day. And every day had a store in it, except Sundays. The store itself was a pleasant place if only she didn't have to sell things. When people sat around on the porch and passed around the pictures of their thoughts for the others to look at and see, it was nice. (Hurston 1995:215)As the sense of social decay and the power of modern economics increases their hold on people's lives and as Janie moves outside of her middle-class economic position in Eatonville, Hurston's blues images become collective, intensify, and grapple openly with the forces of fragmentation. As a new season opens on the muck, Hurston images the economically and e xistentially threadbare workforce and the hard times: Permanent transients with no attachments and tired looking men with their families and dogs in flivvers. All night, all day, hurrying in to pick beans.Skillets, beds, patched up spare inner tubes all hanging and dangling from the ancient cars on the outside and hopeful humanity, herded and hovered on the inside, chugging on to the muck. People ugly from ignorance and broken from being poor. (282) But heeding Pound's warning to devise an adequate technique or â€Å"bear false witness, † Hurston depicts the economic ‘dehumanization’ in relation to the humanizing forces of living cultural traditions: â€Å"Blues made and used right on the spot. † On â€Å"the muck† the blues voices pierce through the â€Å"mud which is deaf and dumb† as â€Å"the jooks clanged and clamored.Pianos living three lives in one. Blues made and used right on the spot. Dancing, fighting, singing, crying, laughing, w inning, and losing every hour. † Instead of the urban realist's trope of ever-warm boardinghouse beds used three shifts per day, in Hurston's vision the keys never get cold, â€Å"pianos†¦live three lives in one. †Refusing to resolve the struggle between the â€Å"deaf mud† and â€Å"live muck, † she concludes the passage with an asymmetrical image of â€Å"rich black earth clinging to bodies and biting the skin like ants† (282).Ambiguous and improvised, impulses swirl through Hurston's modernist schema of the mud and the muck. She leaves no fixed path, no pro-forma method for descent. â€Å"Permanent transients† ride the crest of the wave where Wright's â€Å"walleyed yokels† are long since washed over and submerged by his ideological approach to the blues horrors in his memory. Instead, Hurston's excavation of â€Å"the muck† explores uncharted personal and communal territory. Janie's improvised diasporic modernist quest advances with the mantra that â€Å"new words would have to be made and said† (200, 268).At the end of Their Eyes Were Watching God Hurston describes Janie in a space of continuing diasporic modernist process. In connection to various relationships, Janie explored the patterns of inner and interpersonal experience and met many of Esu/Elegba's challenges at the communal and personal gates (Pavlic 234). She excavated new depths in her consciousness and from these depths she examined her relationship to social space with deepened insight. In death, Tea Cake becomes an ancestor and joins the patterns of Janie's consciousness.Alone in her house again, Janie opens the window to allow Tea Cake's presence to come to mind. Hurston emphasizes the modernist dimensions of ancestry. They inform the combination of communal and solitary processes and present guidance which, at best, can mitigate against the pitfalls of Afro-modernist seclusion. Hurston describes Tea Cake's ancestral presenc e now combined with her own energy (the wind) and with Janie's asymmetrical space of communal loneliness: â€Å"The wind through the open windows had broomed all the fetid feeling of absence and nothingness.She closed in and sat down. Combing road-dust out of her hair. Thinking† (1995:333). As an ancestor, Tea Cake will continue to â€Å"live† in the images of Janie's mind but, possibly in tribute to Tea Cake's performative skill, Janie's telling of the story to Phoeby demonstrates she is not isolated in Afro-modernist seclusion. Unlike Hurston's other characters, Janie is capable of articulating the depths of her experience in interpersonal terms. Hurston emphasizes how the combination of sense impression and thought prevent abstraction of the ancestors: â€Å"Of course he wasn't dead.He could never be dead until she herself had finished feeling and thinking† (333). The close of the novel seems romantic and resolved; however, Tea Cake' continued ancestral prese nce will disrupt the resolution. Esu/Elegba's role doesn't cease in death. Janie will have to pursue the patterns and enable Tea Cake to overcome the â€Å"dogged† stasis that caused his demise. Janie will have to feel the wind and share the thunder. The descendant becomes part of the redemption of the ancestor, because Esu/Elegba will return (Pavlic 243).In Their Eyes, Zora Neale Hurston, is using modernism to bring her intellectual characters out of their isolation and into contact with the needs, concerns, and traditions of black people generally. Zora Neale Hurston’s fiction, especially her novels, leads us to examine ourselves in relation to the world around us. Without exaggeration, her novels enlarge both our minds and our hearts. Hurston, however, would not make such a claim; instead, she would keep moving towards some goal to be reached, some project to be started.Her anxious restlessness about herself and her work makes her a very contemporary writer, a moder nist who tried to enlarge the very notion of what it is to be American. She wrote about traditional subjects—love and loss, displacement and home, failure and triumph—at the same time she attempted to redefine our notion of American culture. Their Eyes Were Watching God offers us the same vital contrasts and the same struggle to reconcile the harp and the sword.Works CitedAwkward, Michael, ed. New Essays on â€Å"Their Eyes Were Watching God. † New York: Cambridge University Press, 1990.Baker, Houston. Blues Ideology and Afro-American Literature: A Vernacular Theory. Chicago: University of Chicago Press, 1984.Brigham, Cathy. â€Å"The Talking Frame of Zora Neale Hurston's Talking Book: Storytelling as Dialectic in Their Eyes Were Watching God. † College Literature Association 37, no. 4, 1994.Frobenius, Leo. â€Å"The Religion of the Yoruba. † In Leo Frobenius: An Anthology, ed. E. Naberland, Wiesbaden: Franz Steiner Verlag, 1973.Hemenway, Robert E. Zora Neale Hurston: A Literary Biography. Urbana: University of Illinois Press, 1977.Hurston, Zora Neale. Novels and Stories. New York: Library of America, 1995.Kenner, Hugh. A Homemade World: The American Modernist Writers. Baltimore: Johns Hopkins University Press, 1975.Lemke, Sieglinde. Primitivist Modernism: Black Culture and the Origins of Transatlantic Modernism. New York: Oxford University Press, 1999.Pavlic, Edward M. Crossroads Modernism: Descent and Emergence in African-American Literary Culture. University of Minnesota Press: Minneapolis, 2002.Pondrom, Cyrena. â€Å"The Role of Myth in Hurston's Their Eyes Were Watching God. † American Literature 58, no. 2, 1986.

Children Penalties Essay

All through America it seems that juvenile children are committing extremely severe crimes. Fellow classmates and teachers are being murdered by juveniles as young as eleven and thirteen. As a result of this, a major issue has been raised, should children who commit a serious crime face the penalties as and adult? Do these kids know what they are doing? And more importantly do they know the consequences of their actions. The points that I’m going to be outlining are children don’t know/ know the consequences of their actions, harsh punishment has little effect, youths are more mature so they know the consequences of their actions, the notion of justice, children may not have been given adequate role modals, youths should be given harsh punishments so others will not copy them, children grow up with guns and it’s the shooters responsibility not the weapon used. Those who believe that juveniles should receive adult penalties for serious crimes often claim that the young children are not fully aware of the crime they commit and destruction that will affect the victims of the crime. For example in a shooting at Jonesboro, where an eleven and thirteen year old shot dead four school girls and a teacher, critics distinguished that the attack wasn’t committed at the spur of the moment or under the immediate influence of strong emotion. Instead they claim that the killings were highly planned and vigilantly carried out. The two juvenile killers were noted to supplied themselves with a gate away vehicle, wore camouflage clothing, selected a high vantage point form which to shoot, lured their innocent victims out by trigging a fire alarm and waited for the school doors to automatically lock before opening fire. (Mclnerney, J, 1994: page 2) The opposing view is that children in their opinion are unable to grasp the consequences of their actions. A child who kills very probably doesn’t realize the finality of death and so does not fully understand what he/she has done when they take someone’s life. Correspondingly, it is claimed that children are unlikely to be deterred for a crime because they are terrified of a cruel punishment. According to this line of disagreement most children are impulsive and have a naive idea in  their own immortality. This means that children are unlikely to think about possible punishments prior to committing a serious crime and are unlikely to be able to even envision penalties like life in jail being applied to them. This point was made by child psychiatrist William Licamele, who claimed, † At age 11 or 12 kid are normally self-absorbed, self centered, magical, they don’t think anything can happen to them, there is going to be no retribution† (Mclnerney, J, 1994: page 4) This meaning that the threat of harsh punishment will not prevent them from committing a crime. Thus, it has been argued that applying adult penalties to children who commit serious crimes will have little to no deterrent effect. On the other hand, juveniles should receive adult punishments; fully premeditated murders (like the Jonesboro have been said to be) are no different just because juveniles have committed them. This point questions weather or not the young offenders are adequately aware of the cost of their actions to be held legally liable for them. Mr. Gerard Henderson, executive director of Sydney institute, has summed up this point of arrangement. He claims, † I certainly know what I was doing when I was 13 and 11. I suspect that Mitchell Johnson and Andrew Golden (shooters at Jonesboro) also know what they were doing† (Mclnerney, J, 1994: page 2) Mr. Gerard Henderson also claims, † Those days it is increasingly accepted that most children mature relatively early and that, in an intellectual and recreational sense. Most are relatively independent by 16 † (Mclnerney, J, 1994: page 2) This indicates that youth are more mature and so its argued that they are more capable of appreciating the consequences of their actions than children in the past years. Focusing on the punishment of these so called â€Å"more mature† youths is shortsighted, as the cause of the crime committed is probably outside the control of the children. According to this line argument, the general public is more likely to be able to prevent these crimes from occurring if they can  discover why they are happening, rather than focusing on the punishment of the individual offender. This suggests that children who commit serious crimes are most likely victims of developments of society or inside their own families that they are not responsible for. E.g. same authorities have suggested that martial breakdown, the disintegration of extended family and families were both parents work may all be factors contributing to child crime. (Mclnerney, J, 1994: page 4) Many people say that it doesn’t matter that a child committed the crime, but that the damaged he/she caused to the victim is the same no matter the age of the perpetrator. Mitchell Weight, whose wife was one of the five killed at Jonesboro claimed, † It doesn’t matter that those were boys. Their age has nothing to do with the fact that they murdered my wife and four others† (Mclnerney, J, 1994: page 3) Those who say that the crime and the damage should remain the same despite the age of the offender seem to mean that the punishment should be that same. This argument is based on the notion of justice. Those who affect serious harm to others should be given a proportionately serve penalty for their crimes. Children may have committed a crime that has caused serious harm due to having had luck of guidance and emotional support. The child may suffer from feelings of desertion, alienation and damaged self-esteem. Which can encourage them to lush out at others. Such children may not have been given adequate role modals to help them cope with whatever hardship they will encounter in their lives. Children who lush out at others and become juvenile offenders should receive comparable penalties to adult crimes so that other young people will not copy them. This point was put by Mr. Gerard Henderson, he argued and said that, † The Jonesboro shooting was but the most recent in a wave of schoolyard murders where boys or young men have murdered students and teachers. Who is to say the soft treatment of one young murderer will not encourage another? † (Mclnerney, J, 1994: page 3) Societies such as the United States where guns are broadly accepted and where  even young children are trained in the use of guns, are giving young offenders a mean of turning their teenage anger and resentment into homicide. If guns were not so widely available then most of the school shootings would have never happened, the child with the sense of grievance would have expressed it in a form such as fighting, truancy or disobedience in class. It has been claimed that children trained from an early age in the use of guns may be desensitized to potentially grave consequences. Children introduced to guns at an early age may simple regard guns as one more toy. Although guns are widely available that opposing view is that you can’t blame the availability of weapons for any crime committed using them. A local in Jonesboro stated, † You lay a gun on the table and a hundred years from now the gun will still be there, unless someone touches it† (Mclnerney, J, 1994: page 4) This argument is saying that the responsibility for the shooting rests with the shooter, not the weapon. I personally believe that it depends on the offender, weather it was committed from a strong emotion or a planned slaughter. Either way they should first go into a program to help them. But if it was a planned slaughter, at the same time of being in a program they should get punished as an adult so they know that they can’t get away with it and no one else hopefully will not copy what they have done. The issues that I have covered in this essay are that children don’t know/know what they have done, harsh punishment doesn’t work well, youths have grown up a lot more quickly, if they harm someone the offender should get the equal amount of punishment, they have has no good role modals, soft treatment will make other youths copy the offenders crime, guns are part if the youths life from a young age and it’s not the weapons responsibility of the crime that they have committed. Bibliography: Mclnerney, J, 1994 www.echoed.com.au/protected/outlines1/issues.htm Echo Education Services

Criticism Of The Alchemist - 1568 Words

A Critique of Paulo Coelho’s The Alchemist In the novel The Alchemist by Paulo Coelho, the protagonist is a young shepherd named Santiago who longs to travel the world. He has a recurring dream about treasure in Egypt and goes on a prolonged journey in search of it. His treasure ends up being right where he begins, but it is evident that his voyage is essential to finding it because he learns crucial lessons about the world along his adventures. People that Santiago meets along his adventure help him and teach him about love and the Soul of the World. They encourage him to follow his Personal Legend and to never give up on it. Spain, the desert, the oasis, and other locations that Santiago must travel through produce complications that†¦show more content†¦He explains that everything is made by the same hand and gives Santiago a deep and philosophical understanding of the world. The alchemist tells Santiago, â€Å"listen to your heart. It knows all things, because it came from the Soul of the World, and it will one day return there† (132). Santiago is able to see that love is the binding force that connects everything and improves the Soul of the World. When he and the alchemist are captured by a tribe in the desert and Santiago must turn himself into the wind, he takes three days to dive into the Soul of the World. He knows that he is so close to achieving his Personal Legend, and that this is the final test. When the time finally comes, Santiago must speak with the desert, the wind, the sun, and the â€Å"hand that wrote all† (156). He talks to each of them about love, and they all help him turn into the wind. Santiago gains the ability to see that â€Å"the Soul of God is his own Soul† and that only he himself can turn his body into the wind (157). Along his journey, Santiago comes to understand that everything is made by the same hand and that nothing can be achieved if one does not know about love. 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