Dr. caligari layers or meaning essays

Dr. caligari layers or meaning essays The meanings of "The Cabinet of Dr. Caligari" are numerous. It is a film with layers that keep peeling away and never come to an end, similar to the conclusion of the film. There is no pit, your mind keeps going, the layers keep coming. You are left with questions; what did this film mean explicitly, implicitly, symptomatically, and referentially? Also quite undeniably, this film more than an illusion. A state of indecisiveness jumbles your mind and the feeling of naivete comes over you. Dr. Caligari strategically tricks Francis as well as myself into believing his innocence, which in the end is left unanswered completely but leaning toward wrong. A man named Francis relates a story about his best friend Alan and his fiance Jane. Alan takes him to a fair where they meet Dr. Caligari, who exhibits a somnambulist, Cesare, that can predict the future. When Alan asks how long he has to live, Cesare says he has until dawn. The prophecy comes to pass, as Alan is murdered, and Cesare is a prime suspect. Cesare creeps into Jane's bedroom and abducts her, running from the townspeople and finally dying of exhaustion. Meanwhile, the police discover a dummy in Cesare's cabinet, while Caligari flees. Francis tracks Caligari to a mental asylum. He is the director! Implicitly the film implies that the world around might seem fine, normal, but in fact below the surface there is a world of corruption and deceit. The film was made when Hitler and the nazi's where coming into power and taking over the country, influencing the germans significantly on his idea of the perfect german, obviously promoting anti-semitism. It is possible that this film implies the question of Hitler's innocence in the nazi german minds. It is possible that Dr. Caligari is implied to represent Hitler. In which Cesare, the somnambulist, represent the nazi's under Hitler's command who conduct murders wrongly for the sick minded manipulator. In the film...

10 Facts About Adolf Hitler

10 Facts About Adolf Hitler Among the world leaders of the 20th century, Adolf Hitler is the most notorious. The founder of the Nazi Party, Hitler is responsible for starting  World War II and unleashing the genocide of the Holocaust. Although he killed himself in the waning days of the war, his historical legacy continues to reverberate in the 21st century. Learn more about Adolf Hitlers life and times with these 10 facts. A Surprising Artistic Dream Throughout his youth, Adolf Hitler dreamed of becoming an artist. He applied in 1907 and again the following year to the Vienna Academy of Art but was denied admission both times. At the end of 1908, his mother, Klara Hitler died of breast cancer, and Adolf spent the next four years living on the streets of Vienna, selling postcards of his artwork to survive. Parents and Siblings Bettmann/Getty Images Despite being so readily identified with Germany, Adolf Hitler wasnt a German national by birth. He was born in Braunau am Inn, Austria, on April 20, 1889, to Alois (1837–1903) and Klara Hitler (1860–1907). The union was Alois Hitlers third. During their marriage, Alois and Klara Hitler had five other children, but only their daughter  Paula (1896–1960) survived to adulthood. Soldier in World War I Hulton Archive/Getty Images As nationalism roiled Europe, Austria began conscripting young men into the military. To avoid being conscripted, Hitler moved to Munich, Germany, in May 1913. Ironically, he volunteered to serve in the German army once World War I began. During his four years of military service, Hitler never rose higher than the rank of corporal, though he was decorated twice for valor. Hitler sustained two major injuries during the war. The first occurred at the Battle of the Somme in October 1916 when he was wounded by shrapnel and spent two months in the hospital. Two years later, on Oct. 13, 1918, a British mustard gas attack caused Hitler to go temporarily blind. He spent the remainder of the war recuperating from his injuries. Political Roots Like many on the losing side of World War I, Hitler was furious at Germanys capitulation and the harsh penalties that the Treaty of Versailles, which officially ended the war, imposed. Returning to Munich, he joined the German Workers Party, a small right-wing political organization with anti-Semitic leanings. Hitler soon became the partys leader, created a 25-point platform for the party, and established the  swastika  as the partys symbol. In 1920, the partys name was changed to National Socialist German Workers Party, commonly known as the  Nazi Party. Over the next several years, Hitler often gave public speeches that gained him attention, followers, and financial support. An Attempted Coup Motivated by the success of Benito Mussolinis seizing power in Italy in 1922, Hitler and other Nazi leaders plotted their own coup in a Munich beer hall. In the overnight hours of Nov. 8 and 9, 1923, Hitler led a group of about 2,000 Nazis into downtown Munich in a putsch, an attempt to overthrow the regional government. Violence broke out when police confronted and fired upon the marchers, killing 16 Nazis. The coup, which came to be known as the Beer Hall Putsch, was a failure, and Hitler fled. Apprehended two days later, Hitler was tried and sentenced to five years in prison for treason. While behind bars, he wrote his autobiography, Mein Kampf  (My Struggle). In the book, he articulated many of the anti-Semitic and nationalist philosophies he would later make policy as German leader. Hitler was released from prison after only nine months, determined to build up the Nazi Party in order to take over the German government using legal means. The Nazis Seize Power German President Paul von Hindenburg (left) in a car with Nazi leader and Chancellor of Germany, Adolf Hitler in Berlin, 1st May 1933. Culture Club/Getty Images Even while Hitler was in prison, the Nazi Party continued to participate in local and national elections, slowly consolidating power throughout the rest of the 1920s. By 1932, the German economy was reeling from the Great Depression, and the ruling government proved unable to quell the political and social extremism that roiled much of the nation. In the July 1932 elections, just months after Hitler became a German citizen (thus making him eligible to hold office), the Nazi Party obtained 37.3 percent of the vote in national elections, giving it a majority in the Reichstag, Germanys parliament. On Jan. 30, 1933, Hitler was appointed chancellor. Hitler, the Dictator On Feb. 27, 1933, the Reichstag burned under mysterious circumstances. Hitler used the fire as an excuse to suspend many basic civil and political rights and to consolidate his political power. When  German President  Paul von Hindenburg  died in office on Aug. 2, 1934,  Hitler took the title of fà ¼hrer and Reichskanzler (leader and Reich Chancellor), assuming dictatorial control over the government.   Hitler set about rapidly rebuilding Germanys military, in clear defiance of the  Versailles Treaty. At the same time, the Nazi government began swiftly cracking down on political dissent and enacting an ever-harsher series of laws disenfranchising Jews, gays, the disabled, and others that would culminate in the Holocaust. In March 1938, demanding more land for the German people, Hitler annexed Austria (called the Anschluss) without firing a single shot. Not satisfied, Hitler agitated further, eventually annexing Czechoslovakias western provinces. World War II Begins Adolf Hitler plans military strategy at the German Army Headquarters, circa 1940. Keystone/Getty Images Emboldened by his territorial gain and new alliances with Italy and Japan, Hitler turned his eyes east to Poland. On Sept. 1, 1939, Germany invaded, quickly overrunning Polish defenses and occupying the western half of the nation. Two days later, Britain and France declared war on Germany, having pledged to defend Poland. The Soviet Union, having signed a secret nonaggression treaty with Hitler, occupied eastern Poland. World War II  had begun, but the real fighting was months away. On April 9, 1940, Germany invaded Denmark and Norway; the following month, the Nazi war machine crossed through Holland and Belgium, attacking France and sending British troops fleeing back to the U.K. By the following summer, the Germans seemed unstoppable, having invaded North Africa, Yugoslavia, and Greece. But Hitler, hungry for more, made what would eventually be his fatal mistake. On June 22, Nazi troops attacked the Soviet Union, determined to dominate Europe. The War Turns The Japanese attack on Pearl Harbor on Dec. 7, 1941, drew the U.S. into the world war, and Hitler responded by declaring war on America. For the next two years, the Allied nations of the U.S., the U.S.S.R., Britain, and the French Resistance struggled to contain the German military. Not until the D-Day invasion of June 6, 1944, did the tide truly turn, and the Allies began to squeeze Germany from both east and west. The Nazi regime was slowly crumbling from without and within. On July 20, 1944, Hitler barely survived an assassination attempt, called the July Plot, led by one of his top military officers. Over the following months, Hitler assumed more direct control over German war strategy, but he was doomed to failure. The Final Days In his last official photo, Adolf Hitler leaves the safety of his bunker to award decorations to members of Hitler Youth. Keystone Features/Getty Images   As Soviet troops neared the outskirts of Berlin in the waning days of April 1945, Hitler and his top commanders barricaded themselves in an underground bunker to await their fates. On April 29, 1945, Hitler married his long-time mistress, Eva Braun, and the following day, they  committed suicide together  as Russian troops approached the center of Berlin. Their bodies were burned on grounds near the bunker, and the surviving Nazi leaders either killed themselves or fled. Two days later, on May 2, Germany surrendered.

How Can Service Firms Incorporate Strategies to Improve Customer Thesis

How Can Service Firms Incorporate Strategies to Improve Customer Engagement Using Online Media - Thesis Example The study revealed that fierce competition in the recent era and escalating consumer desires have generated a climate where â€Å"quality† is considered to be the chief strategic variable for enhancing consumer satisfaction and consequently the profitability of the service providers. According to the report findings as a lot of service firms opposing for a restricted number of prospective consumers, their relevant marketing and consumer engagement strategies should consist of methods on how to compete successfully from their rivals. As no firm can meet up every consumer each requirement, all company ought to decide which ability sets it possesses and stress on those proficiency. A law firm having expertise in bankruptcy law will strain its aptitude to customers looking for assistance in reorganizing their debts. Aside these, consumers engagement strategies of the service firms indicated that Social media has rapidly become one of the main efficient marketing tools for service firms. Websites such as Facebook, Twitter and Tumblr provide companies latest outlets to widen their messages to a global audience. Professional networking sites such as LinkedIn allow marketers and sales staff to connect with potential consumers’ dependent on work familiarity and ind ustry position. Emergence of social media has resulted to a fundamental shift in the way of businesses of the service firms of every size engaged with their customers.

The London Riots of August of 2011 Essay Example | Topics and Well Written Essays - 3000 words

The London Riots of August of 2011 - Essay Example One of the dangers of the news is that often rumour becomes presented as fact creating a reaction by the public that can turn to undesirable action. While the news provides an important service to the people of a nation, the reports must be accurate and ethical to have the social importance that is needed to create an informed public. Information that has been created to have the highest inflammatory effect in order to create the best possible entertainment for viewers or readers does not provide an accurate service to the public. A recent example of the dissemination of premature information that incited the public to action can be seen through the example of the riots in London during August of 2011. These riots were the result of both police action that people of the area of Tottenham found objectionable and unjust, as well as the reports made by the media that constituted rumours that had yet to be substantiated. Between the erroneous news releases and the reports on various soci al media outlets by eye witnesses who could refute the news reports, protest was made that was not met with adequate response from authorities, finally leading to riots and looting which resulted in death and destruction. In examining the reports made by the BBC and those made by The Guardian, an understanding of varying perspectives can be achieved as the outlets released news on the events that was based on how the information was that interpreted by the journalists. The following paper will first examine the background as perceived from reading various reports and written from the understanding of how those reports become a story in the mind of the reader. The news reports from the BBC will first be examined for their perspective on the riots, followed by the reports made The Guardian that can be compared to the reports from the BBC. Background During the month of August a series of riots and protested were motivated by the shooting death of a 29 year old man named Mark Duggan as attempts were made to arrest him. The incident occurred on 4 August 2011 at the Ferry Lane Bridge next to the Tottenham Hale station and was associated with Operation Trident, a police investigation into crimes associated with guns within the black community. The IPCC (Independent Police Complaints Commission) was put in charge of the investigation of the shooting according to policy after a death that occurred through police involvement. Confusion within the media occurred through erroneous statements that seemed to be intended to quell the resulting violence after the incident. In the end it is possible that the false information did nothing more than to incite a larger backlash as the inconsistencies emerged through eye-witness accounts and retractions from the police department. One of the primary problems occurred as the media was lead to believe that Duggan fired on the police where eye witnessed did not see him fire. On 6 August a peaceful protest was planned that was to be a march from the Broadwater farm to the Tottenham police

Pride and Prejudice Argumentative Essay Essay Example for Free

Pride and Prejudice Argumentative Essay Essay Part I Select three of the identity categories below and name or describe at least 3 related stereotypes for each: †¢ Race †¢ Ethnicity †¢ Religion †¢ Gender †¢ Sexual orientation †¢ Age †¢ Disability |Category |Stereotype 1 |Stereotype 2 |Stereotype 3 | |Religion |Fanatical Christians |Islam extremists |All mormons are poligamists | |Gender |Men should never cry |Women can be in power because of |Pink is for girls | | | |their periods | | |Age |As you get older you cannot learn |Older people are not as sharp as |Old people are not interested in | | |new things |younger people |sex |. Part II Answer each question in 50 to 100 words related to those stereotypes. Provide citations for all the sources you use. What are the positive aspects of stereotypes, if any? Some stereotypes have been found to have a positive view of certain groups by other minority groups, Asian Americans are admired for â€Å"placing a high value on intellectual and professional achievement† and â€Å"having strong family ties†, Hispanic Americans â€Å"take deep pride in their culture and work hard to achieve a better life† (R.Schaefer, 2012), African Americans â€Å"have made a valuable contribution to American Society and will work hard when given a chance† (National Conference of Christians and Jews 1994). Another positive aspect of stereotyping (and I had to dig to find it) is that middle-class or afflcuent African Americans’ feelings of self esteem and self-image are more positive than those of comparable Whites. Our text does not tell us why just that it has been measured and exists and that one positive aspect. What are the negative aspects of stereotypes? Stereotyping has caused people to view certain groups of people in a negative light, even though people do not express such views openly, prejudice and stereotyping still exists. In an article written by Tim Giago, â€Å"National Media Should Stop Using Obscene Words†, Tim describes how the term â€Å"Redskins† is so readily used in football and how derogatory it is to hear for Native Americans. He likens the use of this term to such terms as â€Å"nigger†, â€Å"gook†, â€Å"kike†, and â€Å"wop†, and expresses how â€Å"ridiculous† it is to hear the fans doing the â€Å"tomahawk chop†. This is modern day stereotyping in a negative way and it should be stopped. Why do large corporations have the right to offend and stereotype? This should be stopped. Part III Answer each question in 50 to 150 words related to those stereotypes. Provide citations for all the sources you use. Define stereotypes and prejudice. What is the difference between stereotyping and prejudice? Use examples to illustrate the differences. According to Racial and Ethnic Groups, by R. Schaefer, stereotypes are unreliable, exaggerated generalizations about all members of a group that do not take individual differences into account. Prejudice is a negative attitude toward an entire category of people, such as a racial or ethnic minority. The difference between prejudices and stereotypes is that prejudice is learned over time by people who influence a person as they are growing up and books, movies, Internet and tv also play a part in a person becoming prejudice. Stereotypes are beliefs about people which are generally accepted that are based on something previously accepted about them. Examplese of some stereotypes are: all women are bitches, or all Arabs are terrorists. Examples of prejudices are: being afraid if you are on the bus and see a mentally ill person get on the bus because you are afraid that they may become violient. Statistic show that mentally ill people are no more or less prone to violence than normal people, please see this link about mental illness and violence: http://depts. washington. edu/mhreport/facts_violence. php What is the relationship between stereotyping and prejudice? Stereotyping and prejudice are not the same but can seem similar in a way, however the difference is important. There can be a stereotype about girls only like pink and boys only like to play with guns but a prejudice is when you are racist or have a â€Å"negative attitude toward an entire category of people† (R. Schaefer, 2012). What can be done to prevent prejudice from occurring? Diversity training and awareness is a way to prevent prejudice from occurring in the workplace. Education about diversity is a way to prevent it at schools. Much studying has been done about the prevention of prejudice but unfortunately if the training and/or education is not followed up with practice and further education and training it can lead to people going back to their old habits. This means that we must be diligent about fighing prejudice in our society, in our homes, at work, and in our schools. www. wikipedia. org Religious fanaticism http://en. wikipedia. org/wiki/Religious_fanaticism Main Street Plaza www. latterdaymainstreet. com A Community for Anyone Interested in Mormonism. Religious Stereotypes Venn Diagram According To Google: Expanded Mormon Edition www. religious-stereotypes-venn-diagram-according-to-google-expanded-mormon-edition Cracked. com 5 Gender Stereotypes That Used To Be the Exact Opposite By: J. F. Sargent April 24, 2012. http://www. cracked. com/article_19780_5-gender-stereotypes-that-used-to-be-exact-opposite. html#ixzz2KNtJBSML www. discoveryfithealth. com 10 Stereotypes About Aging (That Just Arent True) by Tom Scheve and Christine Venzon http://health. howstuffworks. com/wellness/aging/aging-process/5-stereotypes-about-aging6. htm Racial and Ethnic Groups, Thirteenth edition, by Richard T. Schaefer. Published by Merrill Prentice Hall. Copyright  © 2012 by Pearson Education, Inc.

Booker T. Washington :: American America History

Booker T. Washington Following the smoke of Confederate and Union gunfire emerged the self-reliant and awe-inspiring Booker Taliaferro Washington. As a distinguished black educator, a commanding broker, and an ethical as well as economical constructionist, he stepped up to the podium of civil reform with authority. Life was not easy for young Booker T; from the moment of his delivery on April 5, 1856, he was clamped into bondage. Toiling in the backbreaking salt furnace from the age of ten with his father, whilst partially attending school in Malden, West Virginia was a demanding schedule, which was only alleviated by his acceptance to the Hampton Institute, a school set up by whites to edify newly freed slaves after the Civil War. It was there, he worked as a janitor to support himself and pay his tuition and boarding fee. Completing his regular studies at Hampton in 1875, he was later hired in the fall of 1879 to teach Native Americans youths and direct night classes for black men and women. Evidently, well acquainted with the hardships of the common (black) man, Booker T. Washington was an exemplar of black solidarity and idyllic for the institutionalization of economic reform for the betterment of the Negro community. His revolutionary outlook on the enhancement of African Americans up the slippery social ladder of white supremacy proved to be very effective in post-Civil War America; by the injection of ultramodern reformist thought into the Negro psyche and the restructuring of outdated modes of 'black behavior' by means of an economic guise, he propelled blacks irretrievably forward. Booker T. Washington's beliefs still echo through our society today. The aforementioned Hampton Institute provided Washington with a sturdy foundation for his later achievements. Although the curriculum was centered on industrial arts and moral cultivation rather than intellectual pursuits, he unearthed the goodness in character formation and modeled his behavior accordingly. In 1881, these principles chiseled the infrastructure of his Normal and Industrial Tuskegee Institute in Alabama. Erected from a dilapidated shanty and church, came forth the foremost educational institution for blacks, which simultaneously sponsored and built momentum for the "Tuskegee Movement:" an array of policies, views, and tactics that illuminated Booker T. Washington as "the race leader" in dealing with the "Negro Problem" (as his supporters in both the North and South saw it). From his southern small-town nucleus he bejeweled the nation with a network of schools and newspapers, offering a means by which the Negro populace could liberate themselves of Jim Crow's noose and Uncle Tom's iron-grip.

National Food Marketing Report Essay

Pakistan is known for spice in the world, as it has brought several sub continental taste from India after independence. National Foods is the leading sub continental recipe masala company of Pakistan with distinct market share as compare to the competitors. National Foods began its journey in 1970 as a Spice company, with a revolutionary product that popularized the concept of having clean, healthy food. National foods’ initiatives were, to make food that is hygienic, reduce time spent in the kitchen by women, foster health and contribute towards personal attractiveness, so that people who use our products would be able to experience a more rewarding life-style. This was long before the phrase ‘Corporate Mission’ had even been invented. However, founder’s philosophy remains unchanged over time. Even if their language – and the notion of only women doing the housework – have become outdated, in this age of rapidly changing lifestyles, fuelled by the rampant development of technology; consumers are compelled to alter their eating habits. National Foods responds to this challenge of developing innovative food products based on convenience and quick preparation in line with modern lifestyles and yet retains traditional values through its diverse collection of food products. In a history that now crosses three decades, National Foods’ success has been influenced by the major events of the day – economic boom, depression, wars, changing consumer lifestyles and technological advancements. Even after three decades the company’s focal point still remains on customer’s needs through product development in line with the changing market trends. COMPANY PHILOSOPHY National Foods must focus on customer’s needs and serve them with quality products at affordable prices at their doorsteps. Our products must be pure and conform to international standards. Our research must continuously produce new adventurous products scientifically tested, hygienically produced in safe and attractive packaging. We must create environment in our offices and factories where talents are groomed and have opportunity to advance in their careers. We must prove to be recognized as good corporate citizens, support good causes-charity and bear fair share of taxes. Reserves must be built, new factories created, sound profits made and fair dividend paid to our stock holders through building a reliable brand. National Foods Ltd. must get itself recognized as leader in Pakistan and abroad. With the help of almighty God, the company can achieve its targets in years to come. VISION STATEMENT The vision of National Foods Ltd. is â€Å"To be a Rs. 50 billion food company by the year 2020 in the convenience food segment by launching products and services in the domestic and international markets that enhance lifestyle and create value for our customers through management excellence at all levels. † BUSINESS PRACTICES NFL believes in conducting its operations with strong ethical and moral standards. NFLs statement of code of conduct & business practices aims to provide guidance on carrying out its business related decisions and activities. We wish to achieve excellence in all spheres of our operations for which code of conduct form the basis. Any party entering any form of contract with NFL is bound to comply with the given guidelines. NFLs statement of code of conduct & business practices has the following seven guidelines: 1. Unfair Means: Any use of bribery, kickbacks or any form of payment in cash/kind to obtain business related or otherwise gainful benefit for the company is strictly prohibited. Excessive business gifts and entertainment also hold the same meaning and NFL does not approve of such payments. 2. Respect and Integrity: NFL believes in giving respect to individuals. We aim to operate in a manner that discourages discrimination, harassment and/or influence. Discrimination refers to favoritism based on a particular aspect of an individual personality. 3. Conflict of Interest: NFL prohibits actions that are in conflict with the company business interests. This may include but is not limited to providing assistance to the competition or holding ownership interests in a customer, supplier, distributor or competitor and making personal gains at company expense. 4. Confidentiality: NFL believes in confidentiality of information related to company business activities. The company expects employees not to disclose or divulge by any means the confidential and commercially sensitive information except to the authoritative personnel requiring it. 5. Statutory Compliance: NFL believes in providing total support and cooperation to all the governmental and regulatory bodies irrespective of the extent of prevalent enforcement. 6. Financial Integrity: NFL believes in complete compliance with the accepted accounting rules and procedures. This includes but is not limited to Transparency: NFL discourages any illegal activity for the purpose of any benefit to the company or others. All information supplied to the stake holders and/or auditors must be authentic & transparent and Disclosure: All transactions must be fully disclosed and must be for the purpose stated for. 7. Health, Safety and Community Responsibility: NFL is fully committed to safety, health and responsibility towards environment and community. All activities of NFL must portray responsibility towards the community and nation as a whole. NFL seeks to employ procedures that are safe, healthy and environment friendly. SITUATIONAL ANALYSIS This year brought a series of challenges and transformation for the Sales Team. As the magnitude of the socio-political upheavals increased in the country, the Sales Team was not only determined to face all the adversities, in the face of the law and order situation, but also introduce valuable changes which would be favorable for the overall growth and development of the company. In spite of the prevailing conditions of strikes, shutter downs and political turmoil, the Sales Team delivered its targets. In certain key categories like recipe and salt, we even over delivered. These categories have a significant impact in volume growth and bottom line as well. The Channel Specific approach implemented is beginning to yield results, where the Sales Team capitalized on the market sales potential in areas of Public Account, Local Modern Trade, International Modern Trade, Food Service Division, Special Category and General Trade. Sales growth in Public Accounts (USC-CSD) has more than doubled this year. In Special Category Management (SCM), sales of salt was at an all time high. The 2013 environment was once again challenging on account of deteriorating law and order situation, high inflation, counterfeits and energy shortages. However, in the wake of such challenges, we delivered 20% sales growth (Volume 15%) with an improvement in trading operating margin and EPS growth thereby demonstrating the value of strong alignment of our people behind our strategic priority to become Rs. 50bn business by 2020. Strong presence in international markets is at the core of our vision statement and in line with our aspiration we established a subsidiary in Dubai NFL – DMCC to strengthen our export operations and plan to set up more subsidiaries in Europe and North America soon. The sustained business growth that we have evidenced in National Foods as well as strategic alignment provides framework for accelerated innovation, increased engagement with consumers and enhanced operational and financial capabilities. This will enable us to remain fit to win in more intense environment in future. Pakistan is the part of sub-continent, which is known for the high spicy foods and National Foods is the leading recipe masala of the country. But National Foods faced tough competition from the founder of the recipe masalas in the country that is Shan Foods’ Recipe Masalas. National Foods has different food categories and in each category they faced different competitors. National Foods started their operations with Jam, Jelly, Marmalades and Pickles and became a major competitor to Michelle’s and Ahmed Foods. National Foods are perceived as Pioneer in Ketchups and Sauces by competing with Shezan and now Shangrilla too. Following is the SWOT Analysis and Matrix as per National Food’s Strategy Formulation: Strengths: Cultural Image Developer Largest Food Exporter High Advertising Budget International Recognition. Weakness: High Pricing Strategy Limited Products Conventional Packing Stuck with Tradition Opportunities: High Food Entertainment Fond to International Tastes Multi-Cultural Lifestyle Technological Communication SO Strategy National Foods should introduced International Recipes WO Strategy Associate National Food’s Brands with Interactive Social Media Threats: Increasing Dine-in Hangout Low Priced Masala Brands Ready-to-Eat Food Availability Chef’s TV Demonstrations ST Strategy Sponsored the Cookery Shows on Leading Food TV Channels in Pakistan WT Strategy. Cobranding the National Foods with Leading Fast Food Chains for building association Proposed and Designed by Afnan Khan OLD VERSUS NEW BRAND LOGO OLD LOGO For over 40 years, we’ve been known as the one brand women all over Pakistan count on, but just like people grow and change, we’re growing too. And now it’s time for a change. Every year we’re growing bigger, brighter, more global, and our NFL spirit of adventure – which has been the energy behind every new and innovative product – is now the encouragement behind our new logo. The new Pakistani homemaker is feisty and vibrant and our new image is helping her feel just as we have generations of food lovers feel – completely at home. NEW LOGO At NFL, freshness is what keeps us going. We keep life updated with new recipes, new products, and now we’ve got ourselves a Transformed logo. As with everything we do, we took a careful look at what we had, kept the best of the past, and introduced elements that were exciting, appealing, and yet always true to our soul. We’re still caring, optimistic, and reliable and now we’re livelier than ever before! MARKETING MIX Product Categories National Foods Limited has Fourteen Product Categories: 1. Chinese 2. Desserts 3. Health foods 4. Jams 5. Ketchups 6. Pickles 7. Raj masala National Food’s Recipe Masalas are the high revenue generated product, competing with Shan Foods shoulder by shoulder. National Foods launched Rivaaj Pastes in last decade and received acclaimed response from the market by having a competitive advantage in product line. National Foods’ Chinese Recipes are pressured by the Knorr’s Chinese Recipes and failed to receive estimated targets. National Foods’ Ketchups are the followers in the market despite of being founder in the ketchup industry because of Shangrilla’s Chinese flavored ketchups. National Foods’ another product category of Pickles are the second most sales generated product and successfully beating the competing brands of Ahmed Foods and Shangrilla. National Foods launched Fruitily instant drinks around four years back but failed to receive the customer’s response because of mismanaged distribution and high advertising of competing brand of Tang Fruit Juices. Product Growth as per National Foods Annual Report 2013: Recipe Mix: National Recipes sales grew by 25. 2% further establishing its market leadership. Gross margin improved, thereby further strengthening the financial health of this important category. The National Recipe Princess contest was conducted in fifty colleges across six cities in Pakistan targeting college going female students. The Karachi Special launch was a laser focused activity to cater to Karachi by launching the recipe mixes keeping in mind the Karachi taste palette. Ketchup: The Sauces Category recorded star performance of 39. 6% growth underpinned by highly successful consumer offering of Ketchup and Chat Masala Combo Pack during peak seasonal period of Ramazan. Gross margin also improved significantly in this category. In addition to well-planned and tightly orchestrated advertising and promotional campaign, penetration, availability and visibility provided the brand fuel for growth to register impressive growth. Fruitily: Despite strong competitive environment in this category, Fruitily recorded 5. 6% growth, gained market share with noticeable improvement in Gross margin. As this is new addition to National Foods portfolio, we will continue to invest in this category to accelerate growth for the future. Salt: Sales grew by 26. 5% with Gross margin improving significantly thereby delivering healthy bottom line. This category has significant potential on health platform as it serves the human body’s requirement for Iodine. Pickles: The category grew by 18%, despite stiff competition. However, Gross margin was diluted on account of higher material cost as we did not pass on inflationary pressure to consumers. The manufacturing process has been redesigned to fully exploit the potential of automation and further upgrade the safety standards. Pricing Strategy National Foods launched their brands with penetrating marketing strategies especially for Masala Recipes, Pickles, Jams but found to be involved in skimming strategy for their brand Rivaaj. National Foods’ Masala Recipes are following the same pricing of Shan Recipes Masalas, but after the recent launching of Mehran Recipe Masalas and Nice Recipe Masalas at high priced strategy, National Foods are counted as on the skimming pricing. As National Foods are following the international quality standards with high marketing budgeting, they compel to be on their well settled prices instead of getting down, but to tackle the competition raised by Mehran Recipe Masalas and Nice Recipe Masalas, National Foods introduced Sachet at half price. Distributional Sales Force The National Foods sales team has also made a significant development toward rural penetration and coverage through a dedicated Rural Development Force (RDF). RDF has extended its operations up to 370 uncovered rural settlements and expanded its distribution to more than 4,000 outlets. To improve our distribution operations in Balochistan, they have appointed Muller and Phipps (M&P), which is expected to enhance our sales performance in this geography. They have also taken initiatives to deploy IT solutions to maximize the benefit of information management in sales. A new software was implemented across Pakistan with key distributors to capture information on real time basis that will assist NFL to take quick action, provide analysis and assist in decision making. Promotional Activities National Foods is pioneer in developing state of the art promotional ideas in the food industry of Pakistan. Due to extra ordinary creative marketing and advertising campaigns, National Foods is perceived on the priority level as compare to their direct competitor i. e. Shan Foods in recipe masalas. Following are the leading marketing and advertising campaign: Rang Bharti Jao National Recipes celebrated its vivid persona with a two minute TVC, bursting with colors, emotions and sensorial shots of rich home-cooked food. In the background, the majestic voice of Tina Sani singing â€Å"Rang Bharti Jao† added to the surreal delicacy of the video. The â€Å"Rang Bharti Jao† campaign was a great success, as it won over the hearts of consumers due to its emotional appeal, and impressed the jury at the PAS awards. The amazing response led to National Recipe acquiring the Best Campaign Award in the Culinary Category. Karachi Special Launch After National Recipe’s great success, the Marketing Team was set out to cater to Karachi by launching recipe mixes especially made keeping in mind Karachi taste palettes. These recipe mixes have five different variants that are fierier and more flavourful to accommodate and satisfy the bold taste buds of Karachiites. Campaigning for these special recipe mixes was also in full throttle; with a TVC, hoardings and a massive BTL campaign, where the NFL float would go to different apartments and cook for the people there (trial activity). Moreover, Chef Saadat in support of National Foods would go to the float and cook for consumers all across Karachi. All this information was shared on our Facebook page for added hype. The Karachi Special Launch was a great stepping-stone for the brand’s aspirations of having long-term National Recipe loyalists in Karachi. National Ketchup Campaign National Ketchup experienced a huge boost in sales due to creative campaigns that coined the product as 100% tomatoes, making it synonymous with â€Å"real tomatoes†. Consumers highly appreciated the pre-emptive organic link to freshness and made the campaign, which ran on ATL and POS, very effective. The campaign also supported Ramadan season, which provided added exposure. National Recipe Princess Hundreds of college students were given a chance once again by National Foods to showcase their culinary skills. The National Recipe Princess contest was conducted in fifty colleges across six cities in Pakistan, with the aim of searching talented young girls who have a flair for cooking to compete for the title of Recipe Princess. This activation was highly successful as electronic media and digital media (Facebook page) gave it a huge boost. College students could keep track of the competition through photos, maps of the contest route, and group discussions and comments, resulting in colossal exposure of over a million views of the competition nationwide. Celebrity guest judges were also invited to the competitions for added hype and brand publicity creating the ideal recipe for success! National Pickles Campaign The attempt to reinvent the brand image of National Pickles proved to be a great success. The aim was to reposition it as a happening brand with an added zing, along with highlighting the pure, delicious and rich ingredients that make National Pickles the best. From the hummable tune to mouth-watering food shots and sensational ingredient shots, the campaign spoke to audiences of all ages, and increased the number of National Pickles fans in no time. National Ka Pakistan Pakistan’s culinary diversity and vivid culture are its joy and pride. National Foods sent out television’s renowned Chef Saadat on an exciting journey to discover the culinary gems hidden in the country’s nooks and crannies. Being the first ever attempt by a food company to create exciting episodic content that reflects the rich fusion of tradition and taste, this series was an attempt to showcase a safer and softer image of Pakistan along with highlighting Pakistan’s unparalleled love for food. The episodes were aired on 9 channels and were heavily supported by digital media as well. The show attained top ten ratings on news and entertainment channels, making it incredibly popular. National Ka Pakistan also bagged the prestigious Passion for Pakistan Award in the PAS awards 2012, triggering overwhelming success. Taste Of Pakistan National launched ‘Taste of Pakistan’, a unique cookbook that captured Chef Saadat’s journey from ‘National ka Pakistan’, and also celebrated Pakistan’s wonderful cuisine with 50 mouth-watering recipes from all across Pakistan. The response to this book was extremely positive because of the fact that the informative cookbook was not only a source for scrumptious recipes, but also a travel log, which helped consumers discover different regions of Pakistan and their delectable cuisines. Facebook Page Support By creating a presence on Facebook through the brand page, National Foods was able to interact with consumers on a much more consumer-friendly forum. It encouraged engagement as National Foods fans could now be updated about all the latest launches, BTL, contests, recipes, amongst other activities. Likes skyrocketed from a mere 15,000 to 60,000 within only eight months which resulted in an increase in the National Foods fan following, while setting sails to rising success for the brand. One-Minute Recipes In the fast-paced world of today’s times, people are always looking for quick solutions to everything. Taking the growing digital users as a base, National Foods launched the first ever one-minute video recipe cards in Pakistan. These one-minute videos were the quickest way to view a recipe with ease, and therefore, they gained a great deal of popularity, especially among the younger audience. The videos are now available on Google Play for Android cell-phone users too. To date, these videos have been viewed more than 55,000 times and the application software has been downloaded more than 6,000 times, thereby demonstrating its success. NATIONAL FOODS AS LEADING EXPORTER BThe wide range of National Foods products enjoys unparalleled acclaim across the world as we believe in providing nothing but the best. National Foods products are famous globally for their freshness, taste, hygiene and value for money. Providing you the exotic taste of Pakistan, National Foods products are distributed in over 35 countries in 5 continents, through our strategic partners. And with our continuous success, we are rapidly making inroads into new markets worldwide. NATIONAL FOODS IN COMMUNITY Commitment to CSR has been a part of the NFL strategy since its inception. Different initiatives reflecting our values are undertaken to give back to the society that has supported our business throughout the years. At NFL, we believe that CSR starts with providing the highest quality of products and services at the least cost and with the least environmental impact. From this foundation, our CSR aspirations continue to grow, incorporating processes and activities that aim to strengthen society and ensure sustainable social delivery. Sustainability underlines the foundation for NFL’s business endeavors, where we especially engage in strategic social investments, working to empower and uplift communities. The CSR Mission of National Foods is â€Å"Our CSR commitments must reflect all facets of our corporate personality – NFL as a manufacturer, an employer, a consumer in itself and as an industry leader. We uphold these commitments through our values, policies and our practices. †