Cooking Equals Art Essay

You know the saying â€Å"The Way To A Man’s Heart is Through His Stomach†, well I think everyone would agree with me when I say the way to anyone’s heart is through their stomach. Cooking has to be done during one’s life time; it is not something that can be easily avoidable. It’s something many people do on regular basics and has become an expert in. What you do every day consider art. Art can be acknowledged as something that is created and then just consumed. Yes. Cooking is art because cooking is doing something that you do repeatedly, and have a general or higher knowledge in. Cooking takes you to the highest of the high. Exactly what is cooking? Something so essential has a very simple meaning. It is the time process of food preparation through applied heat. While cooking, a person has to keep in mind a lot of other factors that finally lead to the product of making delicious food. Art according to the OED is the skills of doing something that you have had knowledge of or practice. (Art) Comparing that to cooking, we can easily pop in cooking where art is and say; cooking according to the OED is the skills of doing something that you have had knowledge of or practice. That however is not true for both of those statements because one man’s masterpiece of art can be 5 dramatic lines on a canvas, while one man’s masterpiece of cooking can just be a plate with steak, peas and cranberry sauce. The assortment and place of the line and food on a plate though would be considering art. Our ancient ancestors first discovered that heat could be applied to make food taste better. This was the evolution of cooking. Cooking has not become extinct, now over tens of thousands of years later. Rather than that it has grown into variations and forms that are extremely creative in expression and infinite. According to the latest paleo-archeological information, the oldest art was created by humans during the prehistoric Stone Age, between 300,000 and 700,000 years ago. (Visual Arts) Most anthropologists believe that cooking fires began only about 250,000 years ago. Primatologist Richard Wrangham suggested that cooking was invented as far back as 1. 8 million to 2. 3 million years ago. (The Executives Stulum). Only 50,000 years apart, cooking first, art and cooking were very close in relation. The diversity of location was a major play in why cooking styles, techniques, and even food was different. Due to diverse ecosystems and climates early civilization had to use the resources and technologies that were available locally. The Chinese, as an example, developed wok cooking as an answer to the scarcity of firewood. By cooking over a small hot flame and stirring constantly to prevent burning the food, the use of fuel was maximized. (Art Form). Just how art was forming 50,000 years later due to the location art was also different in parts of the world just like cooking. Food can be considered as an art; for example: the decoration of a food, the way a food is constructed in the plates, or even the way many different foods are being mixed in order to create a new food. Sometimes even people consider the arrangement of plates in a table as an art. This is called Table Art. Brillat-Savarin in his book, â€Å"The physiology of taste† states that cooking is the oldest of all arts. He says that Adam was born hungry and even a new born child first looks for become feed by his nurse right after he comes to new world (Physiology of taste, 300). He also believes that cooking and food is the finest art that has had the most influence on humans’ civilization (300). Food is one of the fewest things in the whole world that almost everyone becomes satisfied with. When people eat, a kind of satisfaction and pleasure makes them happy. But happy is not the only expression connected with food you have happy, disgust, anger, delighted and many more. Everybody is different and just how one dish can make a person happy by it, it can make another person disgusted by it. Everyone would get their very different experience, just how you would look at art and experience a different reaction. Whereas you look at a bright painting and feel intrigued but the person next to you is confused. In art you need your utensils to create a piece of work. The same rule applies in cooking. Yes in cooking you don’t need to use any other instruments to help you cook other than your hands which by the way brings out the artist ability right there. But you can prepare the food to get that extraordinary flavor. A good cook is also a creative one. He or she is not afraid of trying new ways and exploring new methods. He or she has an experimental mind that is coupled with a good sense of taste. The problem is that, because of the experimental nature of the work, the process of creating a masterpiece can get lost in the act of creation. However, the process of creating a culinary masterpiece does not stop there. There must also be a stage of ever refinement to the basic process. For example, should less sugar be added? Should I add more spices? Should I lower the temperature of the heat? These are little adjustments to the process that will turn a recipe from being â€Å"just OK† to â€Å"excellent. †(Art Form) For that, a good cook is not only a creative one. He or she is the master of their masterpiece. The ability to improve upon an old recipe or create an exciting new recipe is a talent a very special few can accomplish with little or no training, but almost anybody with the proper training and a genuine interest in excellent food and its preparation can become an exceptional imaginative chef. Cooking is something that cannot be learnt. In art the qualities of a cook must be ingrained in a person. But that does not mean that you cannot learn a few scrumptious dishes. Works Cited â€Å"art, n. 1†. OED Online. September 2011. Oxford University Press. 12 October 2011 Brillat-Savarin, Jean Anthelme, and M. F. K. Fisher. The Physiology of Taste, Or, Meditations on Transcendental Gastronomy. New York: Knopf, 2009. Print. â€Å"Cooking history and info†. The Executives Stulum. The Executives Stulum, 09 Oct. 2011. Web. 13 Oct. 2011 â€Å"cooking, n. â€Å". OED Online. September 2011. Oxford University Press. 12 October 2011 â€Å"Earliest Art of Prehistory† Visual-art-corks. com. Encyclopedia of Art. 19 Jan. 2009. Web. 13 Oct. 2011 Murray, Richard â€Å"Cooking As an Art Form. † EzineArticles. com. Ezine Article Group, 12 Feb. 2010. Web. 12 October. 2011.

Drama Short Scene

CHARACTERS JENNA ROBERT GAS STATION ATTENDANT CHAPLIN [JENNA has been driving all night after a fight with her husband. JENNA leaves a truck stop with a cup of coffee and although it is not her nature to pick up hitch hikers, at this point she figures what is the worst that can happen? Death? Then so be it. ] ROBERT: Hey, can I get a ride? JENNA: Why not? Where are you headed? ROBERT: Oklahoma. JENNA: Okay. ROBERT: [Getting in car] Where are you from? Where are you going? JENNA: Jackson, Wyoming and Jackson, Wyoming ROBERT: Are you married? JENNA: Yes ROBERT: How far can you take me? JENNA: Twin Falls, Idaho.ROBERT: You have small breasts. Do you talk to spirits? JENNA: What? What do you mean? ROBERT: My girlfriend was small like you; she spoke to the spirits and became a double D overnight. JENNA: [White knuckled on the steering wheel] Where is your girlfriend? ROBERT: Oklahoma. JENNA: Do you work there? ROBERT: [Looking down at his lap] No, I blew up the oil truck I was driving bec ause I was angry. I got fired. I have no job and no money. I started my house on fire and burnt everything up. My girlfriend got mad at me because all her bras were burned. I am hoping she will forgive me when I get back to Oklahoma.When I get angry, I just snap. JENNA: [Tongue in cheek] Are you angry now? ROBERT: No, I feel better. Are you angry now? JENNA: No, just out for a drive. I love going for drives. ROBERT: Would your husband let me come home with you? You are so pretty. JENNA: Hmmm, sorry but I don’t think so. Oh, my gosh! ROBERT: What? JENNA: My radiator is overheating! ROBERT: Why? JENNA: I don’t know! But I need to stop and let it cool down. [JENNA pulls over and retrieves a book from the glove box. She is very nervous. ] ROBERT: What are you reading? JENNA: Just a story. ROBERT: I see the word kissing. Can I kiss you?JENNA: No, I don’t think that is a good idea. ROBERT: Ok. JENNA: [Starts the car. ] We will stop at the next gas station. ROBERT: Are you sure I can’t kiss you? JENNA: Don’t touch my leg again! ROBERT: Ok. JENNA: Stay in the car and I will go see if someone can help me. Or, maybe someone here can give you a ride directly to Oklahoma. ROBERT: No! I want to go with you! JENNA: Whatever, I will be right back. [JENNA walks into the gas station. Suddenly there is commotion in the parking lot. ] GAS STATION ATTENDANT: [Yelling at Jenna] Son of a bitch! If that antifreeze takes the paint off of the cars it sprayed on, your ass is grass!Your husband opened the radiator cap when it was hot! What in the hell is wrong with him? Stupid people! JENNA: He is not my husband and I am sorry. Can you look at my car and tell me why it is overheating? GAS STATION ATTENDANT: If it will get you the hell out of here! [JENNA waits nervously, hoping Robert will find a new ride and that there is nothing to serious wrong with her car. ] GAS STATION ATTENDANT: You need a new hose clamp, I have one. Twenty bucks. JENNA: Really? For a clamp? A little piece of metal? GAS STATION ATTENDANT: Take it or leave it. JENNA: I won’t have enough gas money to make it home!ROBERT: I can get you money for gas. JENNA: What? How? ROBERT: Trust me. JENNA: Ok, go ahead and fix the car. ROBERT: Trust me. JENNA: But how are you going to get money? ROBERT: Easy we will just ask for the chaplin. JENNA: What? What in the hell are you talking about? ROBERT: Trust me. JENNA: [Getting into the car] We only have about an hour to Twin Falls. ROBERT: Will you kiss me then? JENNA: No! ROBERT: Ok. JENNA: So tell me how your girlfriend received her double d breasts. ROBERT: It is simple. You pray to the body spirit, the breast spirit and the cosmetic spirit and the next day you will have big breasts.You really could use a little more you know. JENNA: Robert, with all due respect, I think your girlfriend got implants and lied to you. ROBERT: [Grabbing Jenna’s arm. ] She did not lie! I prayed with her! She got the gift! Do y ou understand me? JENNA: Please let go of me. I believe you. [Quietness the rest of the way. ] JENNA: We are here. Now what? Where do you want me to go? ROBERT: Find the police department. JENNA: Ok. [They drove around until they found the police department. ] JENNA: Here it is. Now what? ROBERT: Come with me. JENNA: Do I have to?ROBERT: [Waving her on into the police department] Can I speak to the chaplain please? CHAPLAIN: What can I do for you my son? ROBERT: She needs a gas voucher and I need a bus ticket to Oklahoma. We are stranded and are trying to get home. The car broke down a ways back and we have no money. I am hungry. CHAPLAIN: Have a seat please. JENNA: It looks like you have done this before. ROBERT: [Scowling] That is my business. JENNA: Ok. CHAPLAIN: Ok, here is a gas voucher for fifteen dollars that you can use at the Standard station right up the road and here is your bus ticket voucher along with a voucher for a hot dog and a soda.ROBERT: Thank you. Do you pray to the breast spirits? CHAPLAIN: Just be on your way now. Blessings to you. [Jenna drives to the bus station. ] JENNA: Here you go Robert. Have a safe trip. Thank you for helping me get enough gas to get home. Bye. See ya. ROBERT: Will you wait for the bus with me? JENNA: I really need to head home Robert. Thanks again. ROBERT: [Grabs Jenna’s arm and leans into her face] You will wait with me or I will pray to the death spirits to take your breath away. If I have to help them I will. JENNA: [Trembling] Ok Robert, I will wait with you.ROBERT: [At the bus window] A ticket to Oklahoma City please. A hot dog, soda and a cookie for her. JENNA: Oh no, that is alright. ROBERT: Eat it! JENNA: Ok. ROBERT: Here comes the bus. JENNA: Ok, let’s go. ROBERT: [Boarding the bus] But I want to go with you Jenna. Please? JENNA: Robert just board the bus. Your girlfriend is waiting for you. ROBERT: Ok but will you wait until the bus leaves? JENNA: Sure ROBERT: Good bye. [Jenna watches as t he bus pulls away, Robert waving goodbye. She goes back to her car. ] JENNA: [Sitting behind the wheel] Dear spirit of protection†¦ [She drives away. ]

Cognitive Dissonance Assignment Example | Topics and Well Written Essays - 750 words

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Development of Total Quality Management in Higher Education Dissertation

Development of Total Quality Management in Higher Education - Dissertation Example The result of administrative developments is one which then begins to change the level of quality which takes place, specifically with the roles of teachers that are within the institution. Developing an understanding of the administrative roles and how this affects the total quality management within a school system also develops a deeper understanding of what is needed within an educational program to create the correct responses among teachers. The way in which administrators define and approach their role has a direct effect on teachers, specifically with the approach to different needs and development within the educational system. The importance is based on the administrative standards creating a sense of sustainability for teachers and with the overall platform of education (Lozano, 2011). By understanding the role of administrators for total quality management, there is also the ability to have a deeper understanding of the changes which this creates with teaching and needs f or teachers. The understanding of total quality management and the effects which this holds with teachers from the administration is the main aim that will be defined in this research study. The research question will ask what the effect of total quality management from administration creates among teachers.... ociated with total quality management among administration Defining ways in which total quality management effects teachers both positively and negatively Understanding how total quality management can be altered to change the effects on teachers The association with this research study will be to define and understand the main difficulties which are associated with total quality management as well as what the effects are on teachers that are expected to work with administrators for various needs. By defining the gaps that are created, there is the ability to understand and relate to the total quality management within the higher educational system for improvements with both the administrative duties and the expectations which are often not met by teachers. 1.2 Background Information Higher education is one which is now considered an institution which one is able to be a part of to move toward a career and other factors that are associated with society. The importance of the institut ion is one which is based on the ability for students to receive the correct level of education while developing a stronger association with the educational system. The nature of the institution is one which demands specific levels of quality to be reached, specifically through monitoring and changes with policies and procedures that take place among administrators and teachers. It is noted that the particular association with total quality management has a direct effect on the teaching levels that are associated with the institution as well as the type of learning which occurs among students in the classroom (Law, 2010). Creating the correct foundation then becomes essential to developing the right environment for both learning and teaching. The concept of total quality management is one

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American Middle-class Squeeze - Research Paper Example Since 1981, the federal tax laws have encouraged and supported the formation of the severe income gap. After assisting in the creation of the income gap, the same laws sponsor the richest people, thus aggravating income disparity. The country is also experiencing destructive and significant tax gap, the disparity amid what to be paid in taxes and what is paid. Political scientists and economists argue that the decline in middle-class income to several factors, entailing tax evasion since high-income taxpayers are not fully compared to other middle and low-income groups. Other factors include the decline of a strong say by the middle-class to the electioneering elite that is highly less responsive to the interests of the middle class. These leaders influence resolutions without being answerable to the economic well-being and interests of people who elected them. Other contributors of decline in middle-class income include transformed patterns of voting and the renovation of the job ma rket. While there is a decline in organized labor and a transformation in the competition system, corporate profits and salaries at top of income scale have exploded, resulting in a decline in the wages of majority of working individuals (Bullock, 2010). According to Cahn and Carbone with increasing economic disparity, novel elite has restricted the relationship amid women and men, family and work, and garnered the returns for its kids, rewards that cannot be reached by the other populace.

Renting vs. Buying a Home Essay Example for Free

Renting vs. Buying a Home Essay Everyday someone is making the decision to move, whether it be across the country or a few blocks away. When you make the decision to move the next question that comes up is whether or not you should buy or rent a home. Careful consideration should be given when making this decision; carefully look at your finances and family situation. Buying a home should never be done lightly and if buying is too much for your family then perhaps renting is the option that you may want to consider. Take a look at the various options and no matter what you decide to do, buy or rent, the choice should suit your financial needs, location, your responsibilities, and family’s needs. Ask yourself if you have the money to buy a home or do you simply rent? When buying a home, your mortgage payments stay the same for the life of the loan. There was a time when you needed to have 20% for the down payment and also have the money for the closing costs, but that isn’t the case anymore. There are different types of loans that will enable the average person to only need 3.5% down and 3.5% of the closing costs, the rest will figured into your loan amount. Anything that you do pay towards your new home is tax deductable. Now don’t forget to figure in property taxes and insurance, those are the items that can go up in price as time goes by. The best part about renting a home is that you only need to have the first and last month’s rent and perhaps a small deposit for keeping a dog or a cat. Some rents can go up every year, but the average is 5% every year. A very serious question to consider is whether or not you can live where you want to live and once that’s settled, then you might want to consider if you want to stay there. When buying a home you can live anywhere there is a home for sale, the choice is yours. The decision in staying where you buy might be taken out of hands if you can’t sell right away and most economists will tell you th at you should stay in your home at least 7 years in order to benefit from buying. The same  applies for renting a home, you can live anywhere there is a home or apartment for rent, again the choice is yours. The deal with renting is that you have to stay as long as your lease is in effect, which can usually go from year to year and gives you more flexibility if you want to move. Considering the responsibility that you will need to give towards your residence, careful thought should be given. When you buy a home the responsibility to maintain the home and fix things that need to be repaired are all yours. You pay to have someone fix your home or do it yourself, either way if it needs to be done you are the one to do it. Having to take responsibility for your own repairs and maintenance is not all bad; there is a pride that comes with home ownership. There are certain repairs that are tax deductable and also certain improvements that are tax deductable, check with your local IRS office and find out what you as a home owner can take advantage of. When you rent a home or apartment the repairs are the responsibility of the owner of the property and that isn’t you. When you rent if there is something that does need to be repaired, you are at the mercy of the owner to get the repairs done. Sometimes you have to wait an indefinite amount of time and sometimes they fix things right away, the choice is theirs to make and they may not see a problem as urgent. In addition to responsibility, you really need to consider whether or not your decision makes sense for your family. When buying a home, your investing in the future of your family, everything you do to improve your home increases the value. When buying a home, the home is yours to do with as you like, as long as you follow the codes in your area, you can add a room, tear down a wall or paint the house orange, no one can tell you that you what to do. Most children and adults thrive in a stable environment and owning your home can give that stability. Perhaps your family can get that dog they have all been talking about, install a pool, or plant trees. The problem can arise with the uncertainty of the unknown, we do not know what is going to happen tomorrow, will your job relocate, will you still have a job, and will this new home be all that we hoped it would be; buyer’s remorse can be a very real dilemma. When renting you have freedom, all your time, effort, and money is not put into taking care of the place where you live. Speaking of freedom, renting is the best way to see if an area suits you and your family before you make that big commitment to buy. If you are not sure where you  want your family to live for the next few years, then renting can be a way to try out new places and give you a chance to find the place that works for you. There are so many things to consider in the decision to buy or rent a home, as a consumer only you know what is right for you and your family. Studies show that buying a home is the better deal in the long run, but sometimes that may not suit your needs. There are so many pro’s and con’s to either choice, do I want to do repairs, can I do repairs, can I have animals, do I want to stay in the same place for more than 7 years, do I like the area? When I made the decision to buy my own home I had lived in the same area for more than 10 years and I knew that I wanted the freedom of owning, I wanted something that is all my own, but it took some time renting to come to that decision and what is right for me might not be right for someone else. Whatever you decide to do buy or rent, that choice should suit all your needs and the needs of your family.

The Unilever market analysis and overview

The Unilever market analysis and overview To add vitality to life is Unilevers everlasting corporate mission, and it works to create a better future every day. Ever since Unilever was established in 1884 by the founder William Hesketh Lever, It has grown to one of worlds leading suppliers of fast moving consumer goods. Winning in the market place is one of the core secrets of its success (Unilever Global, 2010). In 1996, Unilevers market share of powder category in Brazil reached as high as 81 per cent with three brands: Omo, Minerva and Campeiro. Despite its brand name and company goodwill Unilever was unable to penetrate the detergent market in the North East (NE) of Brazil. The North East of Brazil constitutes twenty eight percent of Brazils total population with close to forty eight million low income consumers (Chandon Pacheco 2007).This report therefore aims at providing recommendations on the marketing strategy that Unilever should employ to target the low-income consumer segment. The report is structured into three parts namely consumer behaviour, brand identity, and the marketing mix followed by our recommendations. First we shall identify the consumer behaviour differences among laundry products customers in Brazil. Second we shall discuss whether Unilever should bring out a new brand, reposition its existing brand or go ahead with a brand extension to target the North Eastern Brazilian market. We will then briefly touch upon the positioning of the brand and discuss in detail the marketing mix. Theories and empirical data shall be applied where necessary. CONSUMER DIFFERENCES In order to make an effective marketing strategy, we should first analyse the consumer behaviour differences between the SE and NE segments of the laundry product market in Brazil. A deep understanding of the target consumer group is the first step in promoting a successful product to a new market (Chandon Pacheco 2007). The following table clearly shows the consumer behaviour differences between the two market segments. NORTH EAST SOUTH EAST 53% of the population live on less than two minimum wages. 21% of the population live on less than two minimum wages. Only 28% of households own a washing machine. Washing machines are a necessity with 67% of the population possessing a machine. Women scrub clothes using bars. Then they add bleach to remove stains little detergent powder at the end to make clothes smell good. Women mix powder detergent and softener in a washing machine and use laundry soap and bleach only to remove the toughest stains. North-easterners use a lot more soap (20kg) South Easterners use a lot less soap than the NE (7kg) Women often do their washing in a public place Most women wash clothes alone at home People attach the symbolic value to cleanliness; women see it as the dedication towards her family. Cleanliness has much lower relevance for self-esteem and social status It is essential to analyse the buyer role framework to understand the shopping habits of low income consumer. This in turn will help the firm in its marketing mix. Table 2 below analyses the buyer role framework for the laundry products in the NE segment: INITIATOR Women of the house INFLUENCER Friends, neighbours or relatives that the women meet at the public laundry area DECIDER Husband or in the case of the unmarried woman the financial head of the family sometimes even themselves. BUYER Husband and Wife or either one of them USER The Whole Family/Household Table 2: NE BUYER ROLE FRAMEWORK SOURCE- OWN COMPILATION Why are there such varied differences between the two consumer segments? The reasons can be attributed to some factors which influence their choices. All these factors can be divided into four aspects: cultural, social, personal and psychological. The first factor that should be taken into consideration is motivation which belongs to the psychological aspect; because the motives drive consumers to buy. We all know Maslows hierarchy of needs theory. According to his theory, motives can be divided into five categories: the physiological needs, the safety needs, the love needs, the esteem needs and the need for self-actualization. Among these categories, the physiological is the basic need, which means the fundamentals of survival (Maslow 1943, 370-396). Only if the lower needs are well gratified, can new set of higher needs emerge (Maslow 1943). As stated in the case, women in the NE of Brazil, who have very low incomes and poor living conditions, are just fulfilling the most basic need and hence will prefer a product that offers value for money. Another factor related to psychological aspect is beliefs and attitudes. Women in NE of Brazil attach symbolic value to the cleanliness of the clothes. They regard it as the dedication of the mother to her family. Due to this they would probably buy a laundry product with ability to remove stains. Lifestyle is also an important factor that influences behaviour under personal aspect. Lifestyle refers to the pattern of living as expressed in a persons activities, interests and opinions. Lifestyle analysis, categorizes consumers according to their beliefs, activities, values, and demographic characteristics such as education and income (Jobber, D. 2007). Women in the NE of Brazil, viewing washing clothes as one of the pleasurable routine activities of their week. The forth factor which influences their consumer behaviour is the social class. It is a sub factor of cultural aspect. People in NE of Brazil are the working class and those at lowest level of subsistence. Their social class is at the bottom of the pyramid. Their income can only sustain their daily basic needs, and these factors greatly affect their buying attitudes towards the laundry products. This is one reason for their extensive laundry soap usage. One factor of classifying households is based on their geographic location. This analysis is called geo demographics and is based on population census data. (Jobber, D. 2007). The households different economic conditions determine whether they will buy the kind of laundry product which may be less effective but with a more reasonable price or the best product without considering its price. The geographic location differences can enlighten the company to make the marketing strategies accordingly. BRAND IDENTITY Marketing managers aim at developing their products into brands to help them create a unique position in the minds of their customers (Jobber, 2007, p. 326). It is therefore essential to understand the difference between a product and a brand. A product can be anything that has the capacity to satisfy customer need. Branding is the process by which companies distinguish their product offering from the competition. (Jobber Fahy, 2006, p. 133). Branding enables customers to build relationship in terms of prestige, status, economy and eases the purchase decision (Jobber Fahy, 2006, p. 134). After analyzing the needs of the target market we as a strategic marketing team propose that Unilever should employ the brand extension strategy. 3.1 BRAND EXTENSION Brand extension refers to the use of an established brand name on a new brand within the same broad market (Jobber Fahy, 2006). As mentioned earlier, Unilever has three brands namely Omo, Minerva and Campeiro. Their prices are coherent with the order in which they are listed. Omo has been positioned as an expensive product with the ability to remove stains with low quantity when used in washing machines, thus reducing the need for soap or bleach. Minerva, the only brand having penetrated the laundry soap market and the detergent market has positioned itself has having an emotional appeal where as Campeiro stands out as the price brand (Jobber Fahy, 2006, p. 132). After closely examining the performance, characteristics, consumer preference and market penetration (in both the categories of laundry products) of the three brands we propose that Unilever should apply the brand extension strategy to Minerva. This will provide a good opportunity for Minerva as a brand to increase its mar ket share in the laundry soap market, which is currently being dominated by other local or international products. Also the strong brand identity of Minerva can be sustained into the future through this extension (Jobber, 2007, p. 370). Minerva proves to be the right choice for brand extension because it is correctly priced and positioned unlike its sister brands which are either too low (Campeiro) giving the idea of low quality, or either too high (Omo) making it out of reach to our target market. Our target market being the women in the North East of Brazil and considering their washing traits (Table 1) we propose that Minervas extension be a laundry soap that will try to cater to all of the needs of the North Eastern women or household. Also the North East market for laundry soap is very fragmented because laundry soap is much easier to produce than powdered detergent. Laundry soap is also seen as multi-use product that has many home and personal care uses. The brand will be called Minerva Brilhar- Sabà £o Multi Purpose (Multi Purpose Soap). Under the brand flagship we propose to launch three products namely Minerva Brilhar Alfazema, Minerva Brilhar Cà ­trico and Minerva Brilhar Coco.The reason for choosing three variants is to reduce the risk of the product not being acknowledged by the mass. A detailed explanation of all the three variants will be discussed under the marketing mix. 3.1.1 JUSTIFICATION FOR CHOOSING BRAND EXTENSION A strong brand provides a strong foundation for leveraging positive perceptions and goodwill from the core brand to brand extensions. The new brand benefits from the added value that the brand equity of the core brand bestows on the extension (Jobber Fahy, 2006, p. 136). Minerva as a brand has a considerable share in both the laundry soap and detergent market. Though not the largest in terms of sales or market share, its positioning makes it the most popular or sought after brand. The use of brand extension is an important marketing tool. The two main advantages of brand extension in launching new products are that: Reduces risk Less costly than alternative launch strategies (Jobber Fahy, 2006, p. 142). Both distributors and consumers may perceive less risk if the new brand comes or is part of an already established brand name (Jobber Fahy, 2006, p. 142). The North Eastern side of Brazil has very few malls and supermarkets. Small retailers with small-to- midsized shops are very dominant. Due to their restricted clientele and their spending power shopkeepers would generally be skeptical in shelving a new brand, until and unless they were being paid for shelving the particular product. Consumers generally seem to attribute the quality associations they have of the original brand to the new one (Jobber Fahy, 2006, p. 142).Launch costs may also be reduced by using brand extension. Since the established brand name is already well known the task of building awareness of the new brand is not required. Consequently advertising, sales and promotional costs are reduced (Jobber Fahy, 2006, p. 142). Furthermore, there is the likelihood that the company may be able to bank upon advertising economies of scale since advertisements for the original brand and its extension reinforce each other (Jobber Fahy, 2006, p. 142). Looking at the other side of the coin, there is also the danger that the marketing management will underfund the launch of the product, beleiving that the spin off effects of the original brand name will compensate. This can lead to low awareness. Another effect is cannibalization, which refers to a situation where the new brand gains sales at the expense of the existing brand. There is also the danger that bad publicity for one brand can affect the reputation of the other brands under the same umbrella. Also if a brand name is extended too far there can be a loss of credibility and this is something that the management needs to guard itself against (Jobber Fahy, 2006, p. 142). Brand extensions are likely to be successful if they make sense to the consumer. If the values and aspirations of the new target segement (s) match those of the original segement, and the qualities of the brand name are likewise highly prized then success is likely (Jobber Fahy, 2006, p. 143). 4. MARKETING STRATEGIES: 4.1Market segmentation Targeting: Market segmentation is the technique used by marketers to gain an understanding about a diverse nature of markets. Market segmentation may be defined as the identification of individuals or organisations with similar characteristics that have significant implications for the determination of marketing strategy (Jobber, 2007, p. 275) Market segmentation provides the basis for the selection of target markets. The company decides the target market that it wants to serve. As customers in the target market segment are homogenous, a single marketing mix strategy can be developed to match those requirements (Jobber, 2007). The consumer segmentation criteria can be classified into three broad groups: Behavioural, psychological and profile variables (Jobber, 2007).In reference to the case at hand, Unilever is focussing on marketing its laundry products to the low income consumers in North East part of Brazil. Since the consumers in this region are homogenous a single marketing mix strategy can be developed. The launch of Minerva Brilhar aims at targeting the market with the following factors taken into consideration: Buyers: Household women from NE part of Brazil Benefits Sought: Fragrance, Multi-use product. Purchase occasion: Self Buy Lifestyle: Conservatives with traditional values. Gender: Female Social Class: Lower income. Income: 53% of population live on less than two minimum wages. Geographic: North East VS South East part of Brazil. 5. Marketing Mix Marketing Mix is the planned management of the customer relationship including product, price, place and promotion (Jobber, 2007, p. 1001). In what follows, each of the aforementioned elements of marketing mix is discussed in further detail. 5.1 Product Strategies: For some time now it has been conventional for marketers to think in terms of different product levels (Jobber Fahy, 2006).Managing products from a marketing perspective can be explained using the three product levels namely core product, actual product and augmented product as seen in Figure 3. Figure 3: PRODUCT FROM A MARKETING PERSPECTIVE SOURCE ADAPTED: (Jobber Fahy, 2006) The three product levels that are depicted in the figure above can be applied to the case of Minerva Brilhar as shown in Table 3. Core product Convenience, Familiarity, Reassurance and Fragrance Actual Product Plastic pack, Images with text, Modern look to the laundry bar with a ready to use image Augmented Product Satisfaction, Guarantee, Ease of use. Table 3: PRODUCT LEVEL ANALYSIS OF MINERVA BRILHAR SOURCE: OWN COMPILATION USING TEXT FROM (Jobber Fahy, 2006). The characteristics of Minerva Brilhar are discussed below across various criterions: Key product drivers: Various fragrances to choose from, ability to remove stains, better grip, multi-use product (can be used for other home and personal care uses), value for money and longer life of the product. Packaging: Plastic pack of 250 gms x 4 bars with images and text. Each flavour will be packed in individually. Flavour and Ingredients: Three flavours namely Lavender (Alfazema), Citrus (Citrico) and Coconut (Coco). The patented formulae and technology developed by Hindustan Unilever in India for its brand Rin Supreme (sister company) will also be used to develop the above mentioned products. The technology used by HUL is called Pure Clean. The supposed technology would keep clothes looking new for longer unlike other detergent bars which contains 40% mined ingredients (Exchange4media, 2002) Product positioning: Our products tag line would be Keeps your family spotless for longer. The images of the product Minerva Brilhar are seen below. Minerva Brilhar- Sabà £o Multi Purpose SOURCE:OWN COMPILATION SOURCE:OWN COMPILATION 5.2 Price Strategy: Price from a marketing perspective can be defined as the sacrifice a consumer is prepared to make in exchange for the benefits of having a product or service, in order to achieve good value. The value is determined as a function of price, functional benefits and emotional benefits (Jobber Fahy, 2006).Therefore in reference to Minerva Brilhar; we provide improved value to customers by using the differentiation approach strategy wherein the product benefits are enhanced by maintaining the price. Minerva Brilhar is reasonably priced as compared to the other Unilever detergent brands. The product provides enhanced value in terms of functional benefits such as ease of use with a better grip and is a multipurpose product. It also caters to the emotional benefits of the NE Brazilian customers such as cleanliness and provides a range of pleasant fragrances. 5.21: FACTORS INFLUENCING THE PRICING DECISIONS OF MINERVA BRILHAR: The pricing decision of products is influenced by internal and external factors. While deciding the price for Minerva Brilhar the following factors were taken into consideration. Marketing strategy: The differentiation strategy of pricing is suggested since the product has enhanced value and is priced at a nominally higher price than the existing Unilever products. Marketing Mix: The quality of the product was enhanced in terms of better grip and more variety of fragrances for multipurpose use. Length of the distribution channel: The length of the distribution channel is long in the NE Brazilian market therefore the distributor mark up price is increased slightly. 5.22: KEY BASES FOR PRICE SETTING: There are three key methods used by managers to set prices namely cost based pricing, competition pricing and marketing pricing. The figure below briefly explains the three pricing methods. Figure 4: KEY BASES FOR SETTING PRICE SOURCE ADAPTED FROM: (Jobber Fahy, 2006) The pricing method adopted in the case of Minerva Brilhar is the marketing/customer based pricing wherein the price of the product is designed based on attaching appropriate price to reflect the benefits offered to the customers (Dr.Angela Tregear, 2010). The market orientation approach was used to decide the prices. Minerva Brilhar will be priced at 1.71$/kg. Table 4 will outline the cost break up of Minerva Brilhar The cost break up constitutes of formulation cost of 1.05$/kg due to added features in the product such as three variants in flavour and better grip with a pure clean formula. The packaging cost will be 0.15$/kg as it is a plastic pack with four bars. The promotional cost is slightly higher at 0.32 $/kg as heavy promotion is needed to build awareness for the brand extension. The major challenge faced by Unilever in pricing their products was to divert its funds from its premium brands to invest in a lower margin market. Therefore, pricing Minerva Brilhar at a price that is affordable by the mass can allow Unilever to penetrate the market better. 5.3 Promotion strategies: Promotional activities can be broad and are aimed at the market as a whole. The overall range of techniques available to the marketer is usually known as the promotional mix and comprises seven main elements which are represented in Figure 4 (Jobber Fahy, 2006, p. 217). Figure 5: SEVEN MAIN ELEMENTS OF PROMOTIONAL MIX SOURCE: ADAPTED FROM (Jobber Fahy, 2006) The promotion of Minerva Brilhar will be done through advertising, sales promotion and sponsorship. A key point to note here is that almost all Brazilians irrespective of their incomes are avid television watchers (Jobber Fahy, 2006, p. 133). Despite of this fact, Unilever has responded by reducing the amount of advertising it places on television and instead switching to outdoor and internet advertising (Jobber Fahy, 2006).Therefore retaining the existing Unilever marketing strategy of outdoor and internet advertising the product will be advertised will the help of posters on small stores. Radio will also be used as an alternative to television for delivering the message across to a wide number of audiences. The other means of promotion that we propose for the new brand is through sales promotions. Consumer promotion techniques such as free samples can be introduced to encourage trial as this can be effective for brand extension (Jobber Fahy, 2006). In the case of Minerva Brilhar we will sell 20g of free sample with the purchase of each pack of any flavour. The final step of promotion for our brand will be through sponsorship. Considering the popularity of football in Brazil we propose that the sponsorship be in the form of a football match played by four teams namely Minerva, Minerva Brilhar Alfazema, Minerva Brilhar Cà ­trico and Minerva Brilhar Coco. We will encourage the North Eastern locals to participate in the match.This will indeed create an awareness among the minds of the consumers.There will also be wet demos of the product at the end of the match for consumers to visualise the features of the product.Radio shall also be used inorder to promote the event. 5.4 Distribution strategy: The final part of the jigsaw is the distribution,the place element of the marketing mix.Products must be available in adequate quantities, in convienent locations and at times when customers want to buy them.According to Jobber and Fahy,distribution channel is the means by which products are moved from producer to end consumer (Jobber Fahy, 2006, p. 285).Choosing the most effective marketing channel is as crucial aspect of a marketing strategy. 5.41 COMPONENTS OF DISTRIBUTION STRATEGY: All products require a channel for distribution. There are various channels of distributions. The most difficult decision is to decide which channel of distribution to choose. The distribution strategy comprises of three components namely channel selection, distribution intensity and channel integration. Channel selection: The main challenge for Unilever was that they lacked a strong distribution network in NE part of Brazil (Jobber Fahy, 2006, p. 134).This makes it indeed difficult for a product that is new to the market to position itself well. Keeping the practicality of the situation in mind, to establish a strong distribution channel for Minerva Brilhar would be to get access to as many specialised distributors as possible for the product to be recognised in the market. By keeping the channel length short, we will be able to cater to the mark up price of distributors. Distribution intensity: The distribution intensity for Minerva Brilhar will be intensive as it essential for the product to reach the 75,000 small outlets spread over the North East. The product should be easily accessible or else the purpose of creating a brand extension is defeated. 6. CONCLUSION: Prahalad Hart (2002) in an article state an interesting statement that low income markets present a prodigious opportunity for the worlds wealthiest companies-to seek their fortunes and bring prosperity to the aspiring poor (Prahalad Hart, 2002). Unilevers own analysis of Nirma and HLLs competition in the detergent business reveals more about the profit potential of the marketplace at the bottom of the pyramid (Prahalad Hart, 2002).This theory is widely known as the bottom of the pyramid theory. It is essential for an organisation to bear in mind that they must focus on low income consumer segments as value-demanding customers (Rajghatta, 2010). In relevance to the case at hand, Unilever can adopt the bottom of pyramid theory and develop products exclusively for the lower income segments wherein producing only cheap and low quality products must not be an ultimate goal. The company can earn immense profits if it rightly creates a good quality product with the value for money. The brand extension strategy as proposed should be the right decision for Unilever as it can provide a wide range of products with value for money to the customers. If Unilever adopts the bottom of the pyramid theory in the right fashion it surely will move towards the road of success.