Obesity Is The Fast Food Industry - 850 Words

There is an issue in America, if not across all nations, which begs discussion. The issue plaguing society is the fast food industry. It matters not if you are young, old, rich or poor; the fast food industry is almost impossible to ignore in this era. One may raise the question of what exactly is fast food. Merriam-Webster defines defines fast-food as food â€Å"designed for ready availability, use, or consumption and with little consideration given to quality or significance† (1). Diving deeper into this issue beyond the significant lack of nutritional value, lies not only the consumption of fast food but also the constant bombardment of advertising society as a whole is exposed to. Think about it: how long can a person watch a popular television channel without seeing a commercial for a popular fast food chain? How long can one listen to a favored radio station without hearing about the latest and greatest hamburger? In addition, a person cannot spend much time on t he internet without seeing an advertisement for fried chicken. The concept of the fast food industry and the tremendous effects their advertising schemes can have on our subconscious will be the main focus of this essay. In describing the history of the fast food industry, POSitive Magazine recounts that the concept may have originated in Ancient Rome with vendors focusing on the masses of people housed in crowded areas lacking room for personal food preparation. This idea made its way to America andShow MoreRelatedThe Responsibility of the Fast Food Industries for Obesity1391 Words   |  6 PagesThe rapid growth of obesity rates in the United States continues to affect Americans on a daily basis. Obesity caused by fast food industries remains to be a controversial issue, especially in America. The big debate about the continuous rise of obesity rates revolves around who is at fault. Do we blame the consumers or the fast food industries? Although fast food companies persuade us with cheap prices and convenience, we should be able to take full responsibility for our food choices and our healthRead MoreChildhood Obesity : Obesity And Obesity Essay1671 Words   |  7 PagesFight to End Obesity Childhood obesity has increased drastically over the past years and has become a health risk to children. In fact, childhood obesity has doubled in numbers in the past thirty years (Childhood Obesity Facts). Obesity occurs when an individual becomes overweight and can be diagnosed by using the body mass index or BMI scale. Obesity causes many diseases in children which cannot be cured without a doctor, in result, childhood obesity drives high health care costs. The existenceRead MoreFast Food1145 Words   |  5 PagesDraft 3 Fast food Obesity is an epidemic that is sweeping over the United States today. It’s affecting both adults and children. With the increase in fast food availability and a decrease in the time most Americans have to prepare nutritious meals at home, it’s obvious why more people are eating at fast food restaurants. Obesity is a growing problem in the United States and more and more children are being affected. But do uneducated families have the right to put the blame on fast food restaurantsRead MoreThe Problem Of Childhood Obesity1261 Words   |  6 Pagesanswer is simple: fast food is convenient. Fast food restaurants are located just about everywhere, and it is extremely simple to find one on every corner. In his article â€Å"Don’t Blame the Eater†, David Zinczenko explains that growing up â€Å"lunch and dinner†¦was a daily choice between McDonald’s, Taco Bell, Kentucky Fried Chicken, or Pizza Hut† (241). The author indicates that these are s till the only available options for children to get an affordable meal. Zinczenk explains that fast food has not changedRead MoreDon t Blame The Eater Essay1007 Words   |  5 Pagesthat fast-food industry should accept full responsibility for a serious public problem: leading American kids to obesity. Zinczenko supports his claim with his personal experience to show how the fast-food chains marketing on them with low price. He also said it is not easy for those obese kids to turn their lives back. He believes this should be considered as a public health problem because their obesity causes the society huge public health losses. Zinczenko insists that if fast-food industry doesn’tRead MoreBlame For Obesity1279 Words   |  6 PagesWho is to blame for American Obesity?   Ã‚  Ã‚   Obesity is a well-known epidemic in the the United States and in the world. Fast food industries are a common source to cause of obesity due to advertisements and lack of labeling many of their products, which all lead on an effect towards the youth population, otherwise known as the new generation. Society has conformed to unhealthy eating in not just adults but also children , this is due to the fact the that they are being influenced by those around themRead MoreObesity : A Condition Of Excess Body Fat That Affect People Of All Ages857 Words   |  4 Pages27, 2016 Obesity is a condition of excess body fat that affect people of all ages. Unfortunately, children are the most affected generation of obesity. In the United States, the obesity rate has increased over the past years causing diseases and health problems. There are many causes of obesity, such as over-eating, genes, hormones, and the lack of physical activities. â€Å"They Say/ I Say† book includes two articles that discuss the obesity epidemic in the United States. The first article, â€Å"Don’t BlameRead MoreFast Food and Obesity in Adults990 Words   |  4 Pages2013 Fast Food and Obesity in Adults In Aprils addition of Men’s Health magazine there is a picture of salted golden French fries inside a white cup. This advertisement invokes hunger for unhealthy and cheap fast food to consumers. The fast food industries false advertisements, unhealthy food, and long term effects of consuming fast food all lead to the causes and effects of adulthood obesity in the lives of thousands of Americans today. McDonalds, Burger King, Wendy’s, and other fast food industriesRead MoreFast Food Essay816 Words   |  4 Pages Obesity is a major food epidemic. This food epidemic has become so global that it is a leading death cause in America. Many Americans have vouched for a sedentary lifestyle due to their unhealthy eating habits. What they do not realize is the unhealthy food choices that they make now will affect them in the future. The food industry is a major contributor to this. The food industry is affecting the health of future generations due to how easy it is for people to access and their over consumptionRead MoreThe Effects Of Fast Food On Children991 Words   |  4 PagesThe impact obesity has on a child can become life changing. â€Å"According to the CDC if current trends continue, 1 of 3 U.S. adults will have diabetes by 2050† (Evans, W, 2006). Behind the mask of obesity is a child that falls into the trap of fast food advertisement. Overall, the fast food i ndustry should be more socially responsible and not direct their marketing strategy of unhealthy food choices to children; this will cut down the percentage of children suffering from childhood obesity that leads

Apple Research Paper - 1268 Words

Apple Inc. was founded on April 1, 1976 in Cupertino, CA and was incorporated on January 3, 1977 (Apple, 2010). The company was founded by Steve Jobs and Steve Wozniak. Jobs also asked his former colleague from Atari, Ronald Wayne to join them in their startup. Wayne designed the first Apple logo. In early 1976 Jobs approached a local company store, The Byte Shop, said they would be interested in the machine, but only if it came completely assembled (Foljanty, 2010). The shop ordered 50 Apple I computers which sold for $666.66. The three owners would assemble the Apple Is at night in their garage still managed to deliver the ordered Apple Is in ten days. In April of 1976 Ron Wayne resigned from Apple Computer because he felt the financial†¦show more content†¦The largest storage capacity for an iPod was 160 gigabytes as of March 2010. Users of the iPods use iTunes to hold their digital files and transfer those files to their iPods. iTunes was released on January 9, 2001 (App le Inc., 2001). You can also connect to the iTunes Store via the Internet to purchase and download music, music videos, television shoes, iPod games, audiobooks, podcasts, movies, and ringtones. According to Steve Jobs (2010), â€Å"iTunes is pretty remarkable. People have downloaded 11.7b songs from iTunes. Over 450m TV episodes. 100m movies, 35m books.160m accounts with credit cards and 1-click. Its the number one online media store in the world. (Engadget, 2010). Steve Jobs announced the release of the iPad on January 27, 2010 at a press conference in San Francisco (Apple Inc., 2010). The iPad is a revolutionary device that can be use to browse the web, reading and sending e-mails, looking at photos, watching videos, listening to music, playing games, and reading e-books just to name a few of the capabilities (Apple Inc., 2010). Once the iPad was released in April 2010 it sold 3 million devices in 80 days in the US (Apple Inc., 2010) Apple current uses Ernst Young LLP as their audit firm. Ernst Young is a global leader in tax, advisory services, transactions, assurance, and strategic growth markets (Ernst Young, n.d.). Before Ernst Young LLP Apples used KPMG LLP who is a worldwide presence in auditing, tax and advisoryShow MoreRelatedApple Research Paper1712 Words   |  7 Pages-Introduce Apple -Brief history -Business perspective -Products -Past problems -Diversification -Current product portfolio -Revenue ïÆ'   overall company performance -Profit -ROA -Stock Price (template for product portfolio) Year -Introduce Smartphone Industry -Google -RIM Competitors- introduce figures -Samsung -Target Market -Marketing mix -Describe products -Functions -Packaging -History -Design -Price -Appearance -Distribution Apple Store -Promotion -Ads, SymbolsRead MoreApple Incorporated Research Paper1963 Words   |  8 PagesApple Incorporated: An Analysis Adit Singh Business 50.1 Company Research Paper Apple Inc. Technology has taken an uprising since the late 20th century to our world today. Everyone essentially owns some sort of technological device from cellphones to computers. Companies like Microsoft, Xerox and Canon have made our lives simpler and possibly much easier, but there was another company waiting to override the norm and push an industry giant to its limits. Apple Incorporated, followedRead MoreApple Co. Research Paper3686 Words   |  15 Pagestechnology in the world, Apple products usually come to mind. Apple is one of the top producers of portable music devices, smart phones, tablets, laptop and desktop computers, networking devices and much more. There are over a hundred retail stores nationwide and they also have stores abroad in Canada, Japan and the UK. The company was founded in 1976 and the logo was developed shortly after. It is the famous apple with a bite taken out which was meant to emphasize the idea that the Apple was a company builtRead MoreMgt 498963 Words   |  4 PagesStrategic Management and Process Paper The strategic management process is important to the success of any company. 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What is the signif icance of the FBI asking Apple to create a backdoor into theirRead MoreApple Juice As A Critical Review Outline For The Written Final Exam1444 Words   |  6 PagesMethod for Patulin Detection in Apple Juice - A Critical Review Outline for the Written Final Exam I) Introduction: A) Information about the research article: 1) Full Citation: Xiao, H.; Fu, S. J. AOAC Int. 2012, 95, 1709–1712. 2) Title: â€Å"A Sensitive Gas Chromatography-Mass Spectrometry Method for the Determination of Patulin in Apple Juice.† 3) Goal/Thesis: To develop, improve, and validate an existing AOAC method for trace level detection of patulin in apple juice products by GC-MS. 4) OverallRead MoreInduction Of Decision Trees : Analysis1571 Words   |  7 Pages The paper, Induction of Decision Trees, briefly discusses the history of machine learning algorithms, the decision tree family of algorithms and their various use cases before giving an in depth explanation of the ID3 algorithm. This essay focuses on a couple of central ideas behind induction on decision trees. The first section will contain general background information and context leading up to the creation of decision trees. Once the context is established, there will be a quick introductionRead MoreApples: Ethical or Unethical Practices?1114 Words   |  4 PagesIntroduction As large corporations’ sales and operations are becoming global than ever before, Apple has found ways to maximize its net income and increase shareholder value in today’s global competitive environment. Apple, being the most valuable company with $433B in market value (Financial Times, 2013), having the most brand value with $104 billion (Badenhausen, 2013), and being the most profitable corporation with $41 billion (Schwartz, 2013), has been viewed under the microscope on its everyRead MoreEnvironmental Costs Classification : Prevention Activities Essay1316 Words   |  6 Pagesinnovative cooling system to reuse water (W) - Design light and small packaging (L) - Create technologies that use paper more efficiently (L) - Form own green chemistry advisory board to minimize or eliminate toxin in supply chain (L) - Recycle Apple products(A) - Invent Liam, new iPhone recycling robot Detection Activities: - Conduct regular audits to ensure that suppliers source virgin paper form sustainably managed forests or controlled wood source (L) - Detailed energy audits at supplier facilities(A)Read MoreBig Companies And Samsung Electronics Company998 Words   |  4 PagesElectronics Company as a successful case of the leading global company. 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Numerical Analysis of Soil-Structure Interaction at Seismic Fault Pulses Free Essays

string(197) " types of dirt media with a broad scope of shear–wave speed \(Volt\) were considered to cover soft to really heavy dirt in conformity with site categorization introduced in ASCE7–10 \[ 11 \] \." Numeric Analysis of Soil-Structure Interaction at Seismic Fault Pulses Abstraction—Numeric analysis of soil–structure systems at seismal mistake pulsations has investigated. Vibration transmissibility of the soil–structure interaction has analysed for super-structures with different aspect ratios positioned on assorted dirt types and different foundations have studied. Soil construction interaction with geometric nonlinearity has been considered with forward directionality and fling measure types of mathematical seismal mistake pulsations. We will write a custom essay sample on Numerical Analysis of Soil-Structure Interaction at Seismic Fault Pulses or any similar topic only for you Order Now It has been analyzed that nonlinear SSI is tend to magnify the acceleration responses when subjected to low frequence incident pulsations below normalized threshold frequences. These thresholds associate with dirt categorization, so that different dirt type has assorted shear moving ridge speed. With increased shear wave speed of the implicit in dirt makes the threshold frequence additions. Keywords—Nonlinear soil–structure interaction, response analysis, seismal mistake, land daze, swaying isolation. Introduction SHOCK and quiver isolation reduces the excitement transmitted to systems necessitating protection. An illustration is the interpolation of isolators between equipment and foundations back uping the equipment. The isolators act to cut down effects of support gesture on the equipment and to cut down effects of force transmitted by the equipment to the supporting construction. Isolators act by debaring and hive awaying energy at resonating frequences of the isolation system, thereby diminishing force degrees transmitted at higher frequences. The dampers act by dispersing energy to cut down the elaboration of forces that occur at resonance [ 1 ] . The chief thought in basal isolation is to cut down the seismal responses by infixing low–stiffness, high–damping constituents between the foundation and the construction [ 2 ] . This manner, the natural period and damping of the construction will be increased, which can cut down the responses of the superstructure, particularly i nter–story impetuss and floor accelerations [ 3 ] . Alternatively, base supplantings in those systems, particularly under near–fault land gestures, are increased [ 4 ] . The first concerns about this issue were arisen after 1992 Landers and so 1994 Northridge temblors, where long–period pulse–type land gestures were observed in near–fault records. Evidence show that temblor records in near–field parts may hold big energy in low frequences and can do drastic responses in base stray constructions [ 5 ] . Past surveies in the literature reveal that nonlinear soil– construction interaction ( SSI ) including foundation upheaval and dirt output can exhibit basal isolating effects due to hysteretic damping of the implicit in dirt. These effects can be important during strong land gestures when the superstructure is mounted on a shallow foundation with sufficiently low inactive perpendicular burden bearing safety factor [ 6 ] . On the other m anus, geometry of the superstructure should besides enable the swaying gestures of the foundation to emerge as a singular manner of quiver in seismal public presentation of the soil–structure system. In such status, the so–called inverted–pendulum constructions [ 7 ] can profit from energy absorbing capacity of the implicit in dirt viz. swaying isolation. This context motivated Koh and Hsiung [ 8 ] , [ 9 ] to analyze base isolation benefits of 3D rocking and upheaval. In their surveies, three–dimensional cylindrical stiff block rested on a Winkler foundation of independent springs and dashpots were examined. They compared response of the theoretical account under earthquake–like excitements when the foundation was allowed to elate versus no–uplift status. It was concluded that curtailing upheaval can present higher emphasiss and accelerations inside the construction. The purpose of this paper is shock response analysis of the soil– co nstruction systems induced by near–fault pulsations. Vibration transmissibility of the soil–structure systems is evaluated utilizing daze response spectra ( SRS ) . An in–depth parametric survey is conducted. Medium–to–high rise edifices with different aspect ratios every bit good as foundations with different safety factors located on different dirt types are studied. Two types of near–fault land dazes with different pulsation periods every bit good as pulse amplitudes are selected as input excitement. Linear versus nonlinear SSI status are considered instead and the corresponding consequences are compared. II. N UMERICAL MODEL The soil–structure system modeled in this survey consists of multi–story constructing constructions based on surface mat foundation located on dirt medium. Numeric theoretical account subjected to near–fault land dazes is schematically illustrated in Fig. 1. A. Superstructure Shear edifice theoretical accounts are most normally used in research surveies on seismically isolated edifices. To this purpose, a generic simplified theoretical account is created to stand for a category of structural systems with a given natural period and distribution of stiffness over the height [ 10 ] . In this survey, the superstructure is a 3D shear constructing habitue in program and height to avoid the effects of geometrical dissymmetry. Requirements for including near–field effects are considered harmonizing to ASCE7–10 [ 11 ] . Dead and unrecorded tonss are assumed 600 and 200kg/m2, severally. The narrative tallness of 3.0mand figure of narratives equal to 10, 15, and 20 are selected in order to stand for medium–to–high–rise edifices that can rationally hold shallow foundations on different types of dirt medium. First–mode natural periods of fixed–base construction are 1.0, 1.5, and 2.0sfor 10– , 15– , and 20à ¢â‚¬â€œstory edifices, severally. These natural periods are consistent with approximative cardinal period expressions introduced in ASCE7–10. The analyses have been performed utilizing OpenSEES package [ 12 ] . Rayleigh theoretical account with muffling ratio equal to 5 % of critical damping is assigned to the superstructure. In this instance, superstructure elements are assumed with no ductileness and P–Delta geometrical nonlinearity is included. FIG 1 B. Interacting System The interacting system called infrastructure consists of soil– foundation ensemble which induces base–isolating effects to the construction. The foundation is a square mat with thickness of 1.0, 1.5, and 2.0mfor 10– , 15– , and 20–story edifices, severally. Brick elements are used to pattern the foundation. Dimensions of the foundation program were designed harmonizing to perpendicular burden bearing capacity of dirt medium. Therefore, different foundation program dimensions are calculated sing to different dirt types every bit good as different safety factors. The foundation is assumed to be inflexible and no embedment is considered in this survey. In order to see dirt effects, four types of dirt media with a broad scope of shear–wave speed (Volt) were considered to cover soft to really heavy dirt in conformity with site categorization introduced in ASCE7–10 [ 11 ] . The dirt is considered as a homogeneous half–space medium and is non modeled straight in this survey. Simplified theoretical accounts are used to enforce substructure effects including dirt flexibleness, radiation damping, tenseness cut–off, and dirt output on the foundation. The horizontal ( sway ) electric resistances can be straight obtained utilizing Cone theoretical account expressions [ 13 ] . However, swaying and perpendicular electric resistances, because of part of foundation upheaval and dirt output nonlinear effects, could non be straight calculated utilizing lumped theoretical account in perpendicular and rocking waies. In perpendicular and swaying waies, the foundation country is discretized over a sufficient figure of nodes. The discretization of foundation program country has been done in conformity with so–called subdisk method recommended by Wolf [ 14 ] to cipher perpendicular and swaying dynamic electric resistance of dirt. In order to allow the foundation upheaval and dirt output phenomena contribute in finite component mold of soil–structure system the perpendicular nonlinear elastic–perfectly fictile spread stuff is assigned to the perpendicular contact elements. FIG 2 III. MATHEMATICAL NEAR–FAULT PULSES Idealized pulsations, used in this survey, are described by sinusoidal maps proposed by Sasani and Bertero every bit good as Kalkan and Kunnath that represent fling measure and frontward directionality type of land gestures [ 15 ] , [ 16 ] . The mathematical preparations of the acceleration clip history of fling–step and forward–directivity pulsations are presented in ( 1 ) , and ( 2 ) , severally. Fling–Step Pulse img alt="" src="https://s3-eu-west-1.amazonaws.com/aaimagestore/essays/1571341.001.png"/ img alt="" src="https://s3-eu-west-1.amazonaws.com/aaimagestore/essays/1571341.002.png"/ whereCalciferoldenotes the maximal amplitude of the land supplanting derived by dual clip integrating of land acceleration, ( )Ta, and so T andThyminedenote pulse period and pulse reaching clip, severally.IPulse amplitude and pulse period are the two cardinal input parametric quantities of the idealised pulsation theoretical accounts. In this research, pulse–to–fixed–base construction period ratio (ThymineT ) is assumed to fall within 0.5 to 2.5. Within this scope, existent near–field records can be replaced by idealised pulsations and outstanding belongingss of structural response are captured with sensible estimate [ 17 ] , [ 18 ] . Furthermore, pulse amplitude matching to different excitement degrees varies from moderate to really strong land gestures in this survey. For this intent, peak land speed ( PGV ) varies from 20 to 220cm/sto stand for moderate to really strong land gestures, severally. In this survey, unidirectional excitement is exerted to th e base when the simplified pulse theoretical accounts of fling measure and forward directionality are used. IV. PARAMETRIC STUDY It is good known that the response of soil–structure system depends on geometric and dynamic belongingss of the construction and the beneath dirt. These effects can be incorporated into the studied theoretical account by the undermentioned non–dimensional parametric quantities [ 19 ] , [ 20 ] : img alt="" src="https://s3-eu-west-1.amazonaws.com/aaimagestore/essays/1571341.003.png"/ where a0,hole,Hydrogen,Volt,Strontium, andBacillusbase for non– dimensional frequence, round frequence of the fixed–base construction, superstructure tallness, shear–wave speed of dirt, slenderness ratio, and breadth of the superstructure, in the same order. Non–dimensional frequence parametric quantity,a0, is introduced as an index for the structure–to–soil stiffness ratio. In this survey, this parametric quantity is assumed 0.25, 0.5, 1, and 2 to cover different degrees of dirt flexibleness. Harmonizing to ( 1 ) , the a0 peers to 0.25, 0.5, 1.0, and 2.0 is matching to shear–wave speed of dirt 754, 377, 188, and 94samarium, severally. Sing to ( 4 ) ,Strontiumparametric quantity bases for slenderness of + [ ] T + + the superstructure. In this paper, values of 2 and 4 are assigned toStrontiumparametric quantity in order to stand for low every bit good as highaandStrontium, are typically considered as the cardinal parametric quantities of the soil–aspect ratio. These two mentioned parametric quantities, 0structure system [ 19 ] . Besides, with respect to nonlinear SSI incorporated in this parametric survey, the undermentioned non– dimensional parametric quantity is besides considered: img alt="" src="https://s3-eu-west-1.amazonaws.com/aaimagestore/essays/1571341.004.png"/ whereNitrogen,uouN, andSFdenote the dirt bearing capacity under strictly perpendicular inactive burden, the perpendicular applied burden, and factor of safety against perpendicular burden bearing of the foundation, severally.Degree fahrenheitis set equal to 1.2, 1.85, and 2.5 to stand for severely–loaded, instead heavily–loaded, and instead lightly–loaded foundations, severally [ 21 ] . For daze response analysis of the soil–structure system, maximal response acceleration at a givenIth narrative (MRA) is defined as time–domain utmost value of absolute response acceleration of theIth floor. Peak value ofMRAiialong tallness of the construction is defined asPMRA. This index is compared in two alternate linear every bit good as nonlinear SSI status as introduced in Fig. 2. In 2nd instance, foundation upheaval and dirt output is permitted during dynamic time–history analyses. Comparison of the two SSI status reveals swaying isolation effects of foundation upheaval and dirt output on commanding accelerations transmitted to the superstructure when subjected to near–fault land dazes. To quantify the rocking isolations effects of nonlinear SSI on commanding familial accelerations, the undermentioned index is defined: img alt="" src="https://s3-eu-west-1.amazonaws.com/aaimagestore/essays/1571341.005.png"/ whereqacceldenotes maximal response acceleration ratio which is equal toPMRAat nonlinear SSI status,( NLSSI ) PMRA ( LSSI ) PMRAdivided by the same value at additive SSI status, . V. S HOCK RESPONSE SPECTRA ( SRS ) OF THE SOIL–STRUCTURE SYSTEMS Vibration transmissibility of the soil–structure systems is evaluated in this subdivision utilizing daze response spectrum. As illustrated in Figs. 3 and 4, the ordinate of each SRS curve represents theQratio as introduced in ( 6 ) . The abscissa T/Tof the SRS represents the ratio of the excitement pulsation continuanceaccelT to the natural periodThymineof the swaying isolation ( or natural period of swaying response of the foundation ) . Almost 16000 clip history analyses are performed in this survey. Consequently, the SRS braces with uninterrupted and dash lines in Figs. 3 and 4 represent mean and standard divergence ( s ) of the primary SRS curves ensemble, severally. The SRS braces are plotted with regard to different incident pulsation periods t to demo the consequence of daze strength. In Fig. 3 the consequence of dirt type on quiver transmissibility of the soil–structure systems is investigated through comparing SRSs for different values ofa, ( 3 ) . The consequences show that nonlinear SSI is likely to magnify the acceleration responses when subjected to long–period incident pulsations with0normalized period T/Ttranscending a threshold. It is shown that this threshold T/Tcorrelatives with dirt type. In more precise words, whenalessenings ( i.e. at more dense sites ) the threshold T/Tmoves to left as displayed in Fig. 3. For case, 0 the incident pulsation with normalized period greater than the threshold, T/T= 1.25, leads to response elaboration in a 10–story edifice located on really heavy site (a=0.25 ) . On the other manus, comparing single SRS curves on each graph of Fig. 3 reveals that increasing the land daze strength consequences in steeper inclines of SRSs. This fact shows that nonlinear SSI is more activated topic to incident pulsations with greater amplitudes. In Fig. 4 the consequence of incident pulsation type on quiver transmissibility of the soil–structure systems is examined through comparing SRSs of frontward directionality versus fling measure pulsations. The consequences show that long–period frontward directionality pulsations can ensue in important response elaboration, particularly when the pulse amplitude intensifies. In contrast, nonlinear SSI topic to short–period frontward directionality pulsations with high amplitudes can cut down the acceleration responses down to about 50 % for the 15–story edifice as presented in Fig. 4. In add-on, the two graphs of Fig. 4 depict that quiver transmissibility of nonlinear SSI is more period–dependent topic to send on directionality pulsations compared to fling measure land daze. VI. C ONCLUSION This paper concerns shock response analysis of the soil– construction systems induced by near–fault pulsations. To this terminal, quiver transmissibility of the soil–structure systems is evaluated utilizing daze response spectra. An in–depth parametric survey including about 16000 clip history analyses are performed. Medium–to–high rise edifices with different aspect ratios every bit good as foundations with different safety factors located on different dirt types are studied. Two types of near–fault land dazes, i.e. forward directionality and fling measure pulsations, with different pulsation periods every bit good as pulse amplitudes are selected as input excitement. Linear versus nonlinear SSI status are considered. Maximal response acceleration ratioQ is selected as quiver transmissibility index in additive compared to nonlinear SSI status. The consequences show that nonlinear SSI is likely to magnify the acceleration responses when subjected to long–period incident pulsations with normalized period T/Ttranscending a threshold. This threshold T/Tcorrelatives with dirt type, so that increasing shear–wave speed of the implicit in dirt, the threshold T/T lessenings. On the other manus, addition in land daze strength consequences in steeper inclines of SRSs, i.e. greater period dependence. Furthermore, comparing SRSs of frontward directionality versus fling measure pulsations reveals that long–period frontward directionality pulsations can ensue in important response elaboration, particularly when the pulse amplitude intensifies. In contrast, short–period frontward directionality pulsations with high amplitudes are significantly isolated. In add-on, quiver transmissibility of nonlinear SSI is more period–dependent topic to send on directionality pulsations compared to fling measure land daze. Mentions Piersol, A. G. , and Paez, T. L. , â€Å"Harris’ Shock and Vibration HandboOklahoma, † 6Thursdayed. , McGraw–Hill, New York, 2010. Skinner, R. I. , Robinson, W. H. , and McVerry, G. H. , â€Å"An debut to seismic isolation, † Wiley, Chichester, England, 1993. Naeim, F. , and Kelly, J. M. , â€Å"Design of seismal stray constructions: From theory to pattern, † Wiley, Chichester, England, 1999. Hall, J. F. , Heaton, T. H. , Halling, M. W. , and Wald, D. J. â€Å"Near–source land gesture and its effects on flexible edifices, †Earthquake Spectra, vol. 11, no. 4, pp. 569– 605, 1995. Heaton, T. H. , Hall, J. F. , Wald, D. J. , and Halling, M. V. , â€Å"Response of high–rise and base–isolated edifices in a conjectural Mw 7.0 blind thrust temblor, †Science, vol. 267, pp. 206–211, 1995. Anastasopoulos, I. , Gazetas, G. , Loli, M. , Apostolou, M. , and Gerolymos, N. , â€Å"Soil failure can be used for seismal protection of constructions, †Bulletin of Earthquake Engineering, vol. 8, pp. 309–326, 2010. Housner, G. W. , â€Å"The behaviour of upside-down pendulum constructions during temblors, †Bulletin of seismological society of America, vol. 53, no. 2: pp. 403–417, 1963. Koh, A. , and Hsiung, C. , â€Å"Base Isolation Benefits of 3–D Rocking and Uplift. I: Theory, †ASCE Journal of Engineering Mechanicss, vol. 117, no. 1, pp. 1–18, 1991. Koh, A. A ; Hsiung, C. â€Å"Base Isolation Benefits of 3–D Rocking and Uplift. II: Numeric Example, †ASCE Journal of Engineering Mechanicss, vol. 117, no. 1, pp. 19–31, 1991. Alhan, C. , and Surmeli, M. , â€Å"Shear edifice representations of seismically stray edifices, †Bulletin of Earthquake Engineering, vol. 9, pp. 1643–1671, 2011. ASCE/SEI 7–10, â€Å"Minimum Design Loads for Buildings and Other Structures, † Published by American Society of Civil Engineers, 2010. Fenves, G. L. , Mazzoni, S. , McKenna, F. , and Scott, M. H. , â€Å"Open System for Earthquake Engineering Simulation ( OpenSEES ), † Pacific Earthquake Engineering Research Center, University of California: Berkeley, CA, 2004. Wolf, J. P. , and Deeks, A. J. , â€Å"Foundation Vibration Analysis: a Strength–of–Materials Approach, † Elsevier publications, 2004. Wolf, J. P. , â€Å"Foundation Vibration Analysis Using Simple Physical Models, † Englewood Cliffs ( NJ ) : Prentice–Hall, pp. 293–307, 1994. Sasani, M. , and Bertero, V. â€Å"Importance of terrible pulse–type land gesture in performance–based technology: historical and critical reappraisal, † inProc. of the 12th universe conf. on temblor technology, New Zealand, no. 8, 2000. Kalkan, E. , Kunnath, S. K. , â€Å"Effects of Flinging Step and Forward Directivity on Seismic Response of Buildings, †Earthquake Spectra, vol. 22, pp. 367–390, 2006. Alavi, B. , and Krawinkler, H. , â€Å"Behavior of minute defying frame constructions subjected to near–fault land gestures, †Earthquake Engineering and Structural Dynamics, vol. 33, pp. 687–706, 2004. Sehhati, R. , Rodriguez–Marek, A. , ElGawady, M. , and Cofer, W. F. , â€Å"Effects of near–fault land gestures and tantamount pulsations on multi– narrative constructions, †Engineering Structures, vol. 33, pp. 767–779, 2011. How to cite Numerical Analysis of Soil-Structure Interaction at Seismic Fault Pulses, Essay examples

Intelligence free essay sample

INTRODUCTIONA general definition of Intelligence is general cognitive ability, including problem solving skills, ability to reason, understand abstract and complex concepts and ideas, learn quickly and learn from experiences. In the 20th century there was increased research done on the role of genetics in behaviour. With Albert Binet developing an IQ test to measure Intelligence. There has been an ongoing debate regarding intelligence, whether it is inherited or result of an environment stimuli.What influences behaviour more: Nature or Nurture? Is a question no one can answer definitively. With years going by and research being done the answer sways back and forth continuously.In 1963, an influential article in Science reviewed family, twin, and adoption data for IQ scores and concluded that genetic influence is important (Erlenmeyer-Kimling Jarvik, 1963). The twin studies of Steven Vandenberg on cognitive abilities in the 1960s confirmed the results of the earlier twin and adoption studies in pointing to genetic influence (Vandenberg, 1968). In 1969 when Arthur Jensen published a paper and suggested that there might be an average IQ differences between ethnic groups which may be due to genetic factors. Richard Herrnstein (1973) also suggested that IQ differences between classes might also be due to genetics as being in a socioeconomic upper class is a result of good genes.In the 1980s with the advances made in molecular genetics, people started to be more interested and excited about this study. For example, a 1987 survey of around thousand social and behavioral scientists and educators concluded that most of them had accepted a significant role o in IQ scores (Snyderman Rothman, 1987).There is research that supports the claim that nature plays a role in intelligence. For example, there is research that proves that poverty influences the development of childrens intelligence. Also the statement made by John B. Watson: Give me a dozen healthy infants and my own specified world to bring them up in, and Ill guarantee to take anyone at random and train him to become any type of specialist I might select-doctor, lawyer, artist, merchant-chief, and, yes, even beggar and thief, regardle ss of his talents, penchants, tendencies, abilities, vocations, and race of his ancestors. However, with advances in research and technology, scientists have recently identified forty genes that influence intelligence. The research on 60,000 adults and 20,000 children uncovered 40 new genes that play a role in intelligence, which brings the total of the known genes that influence IQ to 52. This further proves that genetics does influence Intelligence and that intelligence is to some extent hereditary.Wahlsten (1997) said the adoption studies conducted in France have found that by putting an infant from a low socio economic status to a home of high economic status improved the childhood IQ by 12 to 16 points. From this we can conclude that intelligence can be a result of both genetics and environment. It can be inferred that a combination of genes and environment produce intelligence.WHAT IS INTELLIGENCE?Despite a long history of research and debate, there is still no standard definition of intelligence. This has led some to believe that intelligence may be approximately described, but cannot be fully defined. A typical dictionary definition of  intelligence  is the capacity to acquire and apply knowledge. Intelligence includes the ability to benefit from past experience, act purposefully, solve problems, and adapt to new situations. Intelligence can also be defined as the ability that intelligence tests measure. There is a long history of disagreement about what actually constitutes intelligence.Psychologists have long debated how to best conceptualize and measure intelligence (Sternberg, 2003). These questions include how many types of intelligence there are, the role of nature versus nurture in intelligence, how intelligence is represented in the brain, and the meaning of group differences in intelligence. Intelligence refers to ones cognitive abilities, which include memory, comprehension, understanding, reasoning, and abstract thought.Scientists generally agree that intelligence can be captured by psychometric tests. But the study of intelligence is dogged by questions of just how much IQ contributes to an individuals success and well-being, how genes and environment interact to generate smarts and why the average IQ score rose throughout the world during the twentieth century.In the early 1900s, the French psychologist Alfred Binet (1857–1914) and his colleague Henri Simon (1872–1961) began working in Paris to develop a measure that would differentiate students who were expected to be better learners from students who were expected to be slower learners. The goal was to help teachers better educate these two groups of students. Binet and Simon developed what most psychologists today regard as the first intelligence test, which consisted of a wide variety of questions that included the ability to name objects, define words, draw pictures, complete sentences, compare items, and construct sentences.Binet and Simon (Binet, Simon, ; Town, 1915; Siegler, 1992) believed that the questions they asked their students, even though they were on the surface dissimilar, all assessed the basic abilities to understand, reason, and make judgments. And it turned out that the correlations among these different types of measures were in fact all positive; students who got one item correct were more likely to also get other items correct, even though the questions themselves were very different.On the basis of these results, the psychologist Charles Spearman (1863–1945) hypothesized that there must be a single underlying construct that all of these items measure. He called  the construct that the different abilities and skills measured on intelligence tests have in common the  general intelligence factor (g). Virtually all psychologists now believe that there is a generalized intelligence factor, g, that relates to abstract thinking and that includes the abilities to acquire knowledge, to reason abstractly, to adapt to novel situations, and to benefit from instruction and experience (Gottfredson, 1997; Sternberg, 2003). People with higher general intelligence learn faster.Soon after Binet and Simon introduced their tes t, the American psychologist Lewis Terman (1877–1956) developed an American version of Binets test that became known as the  Stanford-Binet Intelligence Test. The Stanford-Binet is a measure of general intelligence made up of a wide variety of tasks including vocabulary, memory for pictures, naming of familiar objects, repeating sentences, and following commands. Although there is general agreement among psychologists that g exists, there is also evidence for  specific intelligence (s),  a measure of specific skills in narrow domains. One empirical result in support of the idea of s comes from intelligence tests themselves. Although the different types of questions do correlate with each other, some items correlate more highly with each other than do other items; they form clusters or clumps of intelligences.One distinction is between  fluid intelligence, which refers to the capacity to learn new ways of solving problems and performing activities, and  crystallized intelligence, which refers to the accumulated knowledge of the world we have acquired throughout our lives (Salthouse, 2004). These intelligences must be different because crystallized intelligence increases with age—older adults are as good as or better than young people in solving crossword puzzles—whereas fluid intelligence tends to decrease with age (Horn, Donaldson, ; Engstrom, 1981; Salthouse, 2004).Other researchers have proposed even more types of intelligences. L. L. Thurstone (1938) proposed that there were seven clusters of  primary mental abilities, made up of word fluency, verbal comprehension, spatial ability, perceptual speed, numerical ability, inductive reasoning, and memory. But even these dimensions tend to be at least somewhat correlated, showing again the importance of g.One advocate of the idea of multiple intelligences is the psychologist Robert Sternberg. Sternberg has proposed a  triarchic (three-part) theory of intelligence  that proposes that  people may display more or less analytical intelligence, creative intelligence, and practical intelligence. Sternberg (1985, 2003) argued that traditional intelligence tests assess analytical intelligence, the ability to answer problems with a single right answer, but that they do not well assess creativity (the ability to adapt to new situations and create new ideas) or practicality (e.g. , the ability to write good memos or to effectively delegate responsibility).As Sternberg proposed, research has found that creativity is not highly correlated with analytical intelligence (Furnham ; Bachtiar, 2008), and exceptionally creative scientists, artists, mathematicians, and engineers do not score higher on intelligence than do their less creative peers (Simonton, 2000). Furthermore, the brain areas that are associated with  convergent thinking, thinking that is directed toward finding the correct answer to a given problem, are different from those associated with  divergent thinking, the ability to generate many different ideas for or solutions to a single problem (Tarasova, Volf, ; Razoumnikova, 2010). On the other hand, being creative often takes some of the basic abilities measured by g, including the abilities to learn from experience, to remember information, and to think abstractly (Bink ; Marsh, 2000).Intelligence is challenging to study, in part because it can b e defined and measured in different ways. Most definitions of intelligence include the ability to learn from experiences and adapt to changing environments. Elements of intelligence include the ability to reason, plan, solve problems, think abstractly, and understand complex ideas. Many studies rely on a measure of intelligence called the intelligence quotient (IQ).Intelligence quotients, or IQ tests, compare your performance with other people your age who take the same test. These tests dont measure all kinds of intelligence, however. For example, such tests cant identify differences in social intelligence, the expertise people bring to their interactions with others. There are also generational differences in the population as a whole. Better nutrition, more education and other factors have resulted in IQ improvements for each generation.According to Peter Taylor in The Birth of Project Intelligence, Intelligence is described as a general ability, this ability can be broken down into 6 separate abilities: Adaptability to a new environment or to changes in the current environment, Capacity for knowledge and the ability to acquire it, Capacity for reason and abstract thought, Ability to comprehend relationships, Ability to evaluate and judge, Capacity for orig inal and productive thought. At least two major consensus definitions of intelligence have been proposed. First, from Intelligence: Knowns and Unknowns a report of a task force convened by the American Psychological Association:Individuals differ from one another in their ability to understand complex ideas, to adapt effectively to the environment, to learn from experience, to engage in various forms of reasoning, to overcome obstacles by taking thought. Although these individual differences can be substantial, they are never entirely consistent: a given persons intellectual performance will vary on different occasions, in different domains, as judged by different criteria. Concepts of intelligence are attempts to clarify and organize this complex set of phenomena.A second definition of intelligence comes from Mainstream Science on Intelligence, which was signed by 52 intelligence researchers in 1994:a very general mental capability that, among other things, involves the ability to reason, plan, solve problems, think abstractly, comprehend complex ideas, learn quickly and learn from experience. It is not merely book learning, a narrow academic skill, or test-taking smarts. Rather, it reflects a broader and deeper capability for comprehending our surroundings—catching on, making sense of things, or figuring out what to do.   (reprinted in Gottfredson, 1997, p. 13)FACTORS INFLUENCING INTELLIGENCEIntelligence has both genetic and environmental causes, and these have been systematically studied through a large number of twin and adoption studies (Neisser et al., 1996; Plomin, DeFries, Craig, ; McGuffin, 2003). These studies have found that between 40% and 80% of the variability in IQ is due to genetics, meaning that overall genetics plays a bigger role than does environment in creating IQ differences among individuals (Plomin ; Spinath, 2004). The IQs of identical twins correlate very highly (r  = .86), much higher than do the scores of fraternal twins who are less genetically similar (r  = .60). And the correlations between the IQs of parents and their biological children (r  = .42) is significantly greater than the correlation between parents and adopted children (r  = .19). The role of genetics gets stronger as children get older. The intelligence of very young children (less than 3 years old) does not predict adult intelligence, but by age 7 it does, and IQ scores remain very stable in adulthood (Deary, Whiteman, Starr, Whalley, ; Fox, 2004).But there is also evidence for the role of nurture, indicating that individuals are not born with fixed, unchangeable levels of intelligence. Twins raised together in the same home have more similar IQs than do twins who are raised in different homes, and fraternal twins have more similar IQs than do not twin siblings, which is likely due to the fact that they are treated more similarly than are siblings. The fact that intelligence becomes more stable as we get older provides evidence that early environmental experiences matter more than later ones. Environmental factors also explain a greater proportion of the variance in intelligence for children from lower-class households than they do for children from upper-class households (Turkheimer, Haley, Waldron, DOnofrio, ; Gottesman, 2003). This is because most upper-class households tend to provide a safe, nutritious, and supporting environment for children, whereas these factors are more variable in lower-class households.Social and economic deprivation can adversely affect IQ. Children from households in poverty have lower IQs than do children from households with more resources even when other factors such as education, race, and parenting are controlled (Brooks-Gunn ; Duncan, 1997). Poverty may lead to diets that are undernourishing or lacking in appropriate vitamins, and poor children may also be more likely to be exposed to toxins such as lead in drinking water, dust, or paint chips (Bellinger ; Needleman, 2003). Both of these factors can slow brain development and reduce intelligence. If impoverished environments can harm intelligence, we might wonder whether enriched environments can improve it. Government-funded after-school programs such as Head Start are designed to help children learn. Research has found that attending such programs may increase intelligence for a short time, but these increases rarely last after the programs end (McLoyd, 1998; Perkins ; Grotzer, 1997). But other studies suggest that Head Start and similar programs may improve emotional intelligence and reduce the likelihood that children will drop out of school or be held back a grade (Reynolds, Temple, Robertson, ; Mann 2001).Intelligence is improved by education; the number of years a person has spent in school correlates at about  r  = .6 with IQ (Ceci, 1991). In part this correlation may be due to the fact that people with higher IQ scores enjoy taking classes more than people with low IQ scores, and they thus are more likely to stay in school. But education also has a causal effect on IQ. Comparisons between children who are almost exactly the same age but who just do or just do not make a deadline for entering school in a given school year show that those who enter school a year earlier have higher IQ than those who have to wait until the next year to begin school (Baltes ; Reinert, 1969; Ceci ; Williams, 1997). Childrens IQs tend to drop significantly during summer vacations (Huttenlocher, Levine, ; Vevea, 1998), a finding that suggests that a longer school year, as is used in Europe and East Asia, is beneficial.It is important to remember that the relative roles of nature and nurture can never be completely separated. Both of them play integral roles in the forming of ones intelligent quotient and thus raises the question on whether the vs in nature and nurture is truly a pre-requisite.INFLUENCE OF GENETICS ON INTELLIGENCEMany researchers have studied how our intellectual abilities are affected by genetics. Most believ e that a large number of genes each play a small role in our intellectual abilities, but it is difficult to isolate and identify these genes. A new study, published in Nature Genetics, involving 80, 000 people have identified a number of genes which contribute to an individuals intelligence. Researchers have conducted many studies to look for genes that influence intelligence. Many of these studies have focused on similarities and differences in IQ within families, particularly looking at adopted children and twins. These studies suggest that genetic factors underlie about 50 percent of the difference in intelligence among individuals. Researchers have found 69 genes that correlate with higher education attainment—three of those have direct relationship with Cognitive Abilities.Studies of twins have confirmed genetics basis for intelligence, personality and other aspects of behavior. Twin studies suggest that identical twins IQs are more similar than those of fraternal twins (Plomin Spinath, 2004). Siblings reared together in the same home have IQs that are more similar than those of adopted children raised together in the same environment (McGue ; others, 1993). In addition to inherited characteristics, other biological factors such as maternal age, prenatal exposure to harmful substances and prenatal malnutrition may also influence intelligence.

Blair Witch Project An Analytical Essay Essays - Blair Witch

Blair Witch Project An Analytical Essay Blair Witch Project An Analytical Essay Anita Maiezza Power of film David Grey December 5, 2000 The Blair Witch Project is a mock documentary on three film students: Heather, Mike and Shaun, who go out and shoot their own documentary on the Blair Witch. This Blair Witch apparently haunts a forest in Burkittsville Maryland and these students are going to find out firsthand if this rumor is true. Unfortunately this rumor turns out to be fact and all three characters are eventually hunted and killed by the Blair witch. The scene which I have chosen to analyze is a short ten second scene near the very end of the movie. In this scene we see a close up of Mike, from a diagonal angle. Mike is rocking back and forth and then yawns. This scene is key point were the viewer realizes that there is no hope for MIke and Heather. The woods are just too vast for these inexperienced students. In this scene, Mike is wearing his backpack that is bigger than him indicating the the burden he has to carry. Besides the burden it can also represent all the pressure he is under at this particular point. The backpack, being larger than he is can be a metaphor for how small and insignificant he is in comparison to the colossal trees around him. The fact that the straps are so big and that they wrap around Mike can show how he is completely engulfed by this pressure, just like he is surrounded by the trees. The backpack and trees completely overpower Mike, causing him to feel helpless and miniscule, like a child. The second image chosen is Mike rocking back and forth, followed by the yawn. In most scenarios children rock themselves when they are nervous. This clearly hints that Mike, an average sound technician is no longer himself but rather someone else who is overtaken by the immensity of the forest. The yawn gives Mike the innocent look that only a child possesses so the viewer is led to think that Mike is a mere child in comparison to the forest. A closer look at Mike exposes his beard, contradicting the childlike innocence, so the element of confusion is a predominant one. (seeing as how Mike and Heather are lost and confused.) The rocking can also depict an autistic person. In this case it is evident that Mike has lost his mind and rocking back and forth will bring him serenity. The trees not only surround Mike in every direction but in this scene they are shot diagonally. This is definitely not natural, normal and not something that a completely sane person would see. Evidently Mike is not sane anymore. His world has been turned upside down. The trees add a sense of confusion and disorientation that Mike, as well as the audience feels. By looking at the trees in the background the viewer has a chance to look into Mike's mind and see the current situation through his eyes. Mike has no sense of judgment left and cannot correctly perceive what is going on around him. From the moment all three characters enter the woods, they are small compared to the immensity of the trees and inexperienced, just like children. They have no power over what is going on and what is going to happen. They, like children do not know where they are going and lose themselves very quickly as the story proceeds. At the end of the movie Mike and Heather go on a very confusing and insane search for their partner Shaun. At the very end Mike and Heather are murdered by the ?Blair Witch?. This witch made Mike face the wall while Heather was being murdered, just like the children . Bibliography blair witch project Movies and Television

Team and Social Loafing Essay

Team and Social Loafing Essay Team and Social Loafing Essay Tami Smith Professor Bailey MBA 510 30 April 2015 Social Loafing People in groups often do not work as hard as they do when alone. This is referred to as social loafing. Team productivity often decreases with the increase of group members. A study by a French agricultural engineer named Max Ringelmann exposed this theory. Ringlemann was interested in the relative efficiency of farm labor supplied by horses, oxen, machines, and men. In particular, he was curious about their relative abilities to pull a load horizontally, such as in a tug-of-war. In one of his experiments, he had groups of fourteen men pull a load and measured the amount of force they generated; he also measured the force that each man could pull independently. There was a linear decline in the average pull per member as the size of the rope-pulling team increased. One person pulling on a rope alone exerted an average of 63 kilograms of force. However, in groups of three. the per-person force dropped to 53 kilograms, and in groups of eight, it plummeted to only 31 kilograms per pers on-less than half of the effort exerted by people working alone (Kravitz). With the results of the study by Ringlemann, when forming teams, the team size should be limited to no more than ten people per group and focus on similarities of each member as this will boost communication (Thompson 117). People in groups often do not work as hard as they do when alone and team productivity often decreases with the increase of group members. Social loafing should be identified and addressed because it can cause a decline in group cohesion and it is problematic to a team’s performance and productivity. Social loafing is most likely to occur in large teams where individuals output is difficult to identify. This particularly includes situations in which team members work alone towards a common output pool and independent output is low. Under these conditions, employees aren’t as worried that their performance will be noticed. Social loafing is less likely to occur when the task is interesting, because individuals have a higher intrinsic motivation to perform their duties. It is less common when the groups’ objective is important, because individuals experience more pressure from other team members to perform well. Finally social loafing is less common among members with a strong collective value, because they value group membership and believe in working towards group objectives (The Trouble with Teams: Social Loafing). With larger groups, people tend to not work as hard as when they are alone for three reasons: diffusion of responsibility, a reduced sense of self-efficacy, and the "sucker effect". â€Å"In a team, a person's effort and contributions are less identifiable than when that person works independently. This is because everyone's efforts are pooled into the team enterprise and the return is a function of everyone's contribution. It is difficult to distinguish one person's contribution from another. At an extreme, this can lead to deindividuation-a psychological state in which a person does not feel individual responsibility. As a result, the person is less likely to perform or contribute. This is referred to diffusion of responsibility† (Thompson). In some cases, it is not diffusion of responsibility that hinders people from contributing to a team effort, but rather the feeling that our contributions will not be as valuable, efficacious, or worthwhile as they might be in a smaller group. In short, we believe our contributions will not be sufficient to justify the effort thus resulting in dispensability of effort (Thompson). Sucker version is a common concern held by team members in wanting to avoid being the only one left doing all of the work and getting little or no credit. Because everyone wants to avoid being taken advantage of, team members hedge their efforts and wait to see what others will do. The problem is that when everyone does this, no one contributes (Thompson).

Contractual Advice Essay Example | Topics and Well Written Essays - 1500 words

Contractual Advice - Essay Example gal standpoint, the architect is simply the administrator of the contract on behalf of the employer and may not modify or supplement the terms of the contract3, neither does he have the power to create new liabilities and obligations in the parties. Consequently, the architect is considered your employee and delays resulting from his/her side may be attributed to you rather than to the contractor. In this instance, since it is the architect who has required fresh obligations on the part of the contractor which may not have been a part of the original contract; therefore this particular extension of time of two days may have to be allowed. Further, this extension of time will also allow for financial recovery by the contractor. The contractor may be entitled to claim additional costs or loss and expense, because architect caused delays are the responsibility of the employer. I would thus conclude that the delay of time of 2 days caused by the architect requirements will have to be allowed and the contractor may also be entitled to loss and expense. Another cause of delay to the work on the ground floor is the freezing temperatures for three days. Under the JCT contract, it is only unusual or non typical weather conditions that can be grounds for extension of time. A contractor is expected to allow within the contract, some allowance for adverse weather conditions.4 Since the work was taken up in the months of January and February, where adverse weather conditions such as freezing temperatures have been known to occur, some provision should have been made by the contractor in the original contract. The weather records for the past five years or so must be compared to the weather patterns subsisting this year near this particular site and the contractor may be entitled to this extension only if the freezing temperatures are unusual or non typical, as compared to the weather records of previous years. I would also like to clarify that even if the extension is

Leadership Essay Example | Topics and Well Written Essays - 750 words - 8

Leadership - Essay Example Taking risks can be fruitful in most of the cases as you either succeed or you learn a lesson but at the same time it is very important to calculate the amount of risk that you can afford to take. So this is a challenge for the leaders to identify the amount of risk they can afford (Hersey, 1977). It is very important for leaders take care of stretching themselves but that is without pulling a muscle which means not putting themselves in a state where they have nothing face but failures. Like for example if we talk about Cathy Spotts, general manager of a Fortune 500 company, she was the lady who always took 30 percent risk in her career and kept 70 percent things on the safe side. This helped her build a successful career as she was risk taking but only stretched herself till the time she dint pulled her muscle. She had the appropriate skill sets, had great self confidence and possessed excellent leadership skills. Question 2: Cultural Change and Leadership perspective A successful cultural change primarily relates to a combination of participative and transformational leadership. In enterprises it is the founders that form the company’s culture. This is done through a clear vision and a powerful motive. They search such people who are best fitted and have a desire to participate. In case of entrepreneurs, the culture of the business is whatever suits them. The participative and transformational styles of leadership are mainly the ones that are suitable for getting a cultural change going for businesses which have been in competition for long and possess a robust culture (Bass, 1994). It does not imply that the leader in the cultural change is not using power. They do use it but not autocratically. In such a leadership style power is used for articulating problems, indicating boundaries, breaking through barriers, changing players and making space for rejuvenation. Question 3: Code of Ethics Generally the code of ethics is used in professional and busin ess context to make sure that the public corporations and the members of regulated professions act in a professional and also a socially acceptable manner. Organizations that have published and established code of ethics have review processes and the procedures for appeals to safeguard against the spiteful or self-serving use of code for the benefits at the individual level. Code of ethics is a set of rules based on behavior that employees of the company should follow for ensuring values of the company in every deal it makes. Regardless of how big the business may be, evidently defined codes and directly monitored transactions ought to keep the company from violation of laws and making it such a place where all the employees are comfortable doing the right thing. Code of ethics guides the behavior and are not just designed for bad people. They serve as a guideline for all the people who are in an unclear or difficult situation. Question 4: Nash’s Ethical Decision Making Frame work There are a few things that have been identified by Nash that are very helpful in ethical decision making. In this framework it has been suggested that it is extremely important to define the problem accurately. It is not just the identification of the problem that is important but also thinking empathetically is very significant before taking such a decision. Analyzing the situation occurring in the first place, defining the intention of your decision, the impact

Tourism Service Marketing Essay Example | Topics and Well Written Essays - 1250 words

Tourism Service Marketing - Essay Example These organizations are keen to embrace new technology and trends that are relevant in the market (Gordon, 1999). In this case, consumers also dictate the pricing of the goods and services. Schneider (1980) points out customers are given the first priority and dictate almost all strategies implemented in this organizations. Both support and critics have been provided for this marketing strategy. In an argument by Gordon (1999) relationship marketing strategy is e most significant strategy that would ensure an organization has a greater competitive advantage. The author defines competitive advantage as the ability of an organization to be preferable than its competitors in terms of consumer selection (Gordon, 1999). To ensure consumer selection an organization should ensure the competitors are first priority when implementing marketing and production strategies. Christopher, Payne & Ballantyne (1991) point out that this can only achieve with the relationship marketing strategy. The sa me argument is supported by Gordon (1999) who points that competitive advantage achieved through relationship marketing strategy is effective enough than any other form. The author compares relationship marketing strategy to the profit and sales oriented marketing strategy (Fielding, 2006). ... For this reason, the relationship marketing strategy is more effective is achieving competitive advantage that the profit oriented marketing strategy. In analyzing the advantages of the relationship strategy, Turner (2003) argues that the strategy captures the attention of a wide market range hence ensures sufficient income from their production of goods and services. Additionally, the strategy ensures that an organization retains a significant level of competitive advantage. Worthington & Britton (2009) also point out that the strategy makes it easier and possible for an organization to expand its market area and still be assured of a good market reception. However, Gordon (2009) points out that this strategy has negative influence in the profit retention and sales pushing of an organization. The author indicates that the profit retention marketing strategy incorporates all strategies possible to push sales (Gordon, 2009). With this strategy, an organization ensures that the target profit and sales level is ensured. With the achievement of extra profit and sales, an organization is in the best position to retain a significant competitive advantage. Turner (2003) also argues that an effective advantage is based on the internal success of an organization rather than its marketing abilities. In analyzing the marketing strategy of Costa Coffee, the organization uses relationship marketing strategy (Fielding, 2006). Since its creation in the United Kingdom the organization has been successful across Europe and the some parts of Africa (Worthington & Britton, 2009). As a hotel organization the organization focuses on effective pricing, hospitality and service provision, quality production of goods and

The Making of Fermented Beverages

The Making of Fermented Beverages The making of fermented beverages was discovered many thousands of years ago by primitive humans. This process of making fermented beverages has been practiced as an art over the years. However, within the past century, this art has evolved into a highly developed science. The beverage industry has a lot in common with other food industries. These common factors include taste, odour, colour individual preference. These factors force the manufacturer or brewer as he would be called to exert his greatest skill and experience in producing palatable beverages of great variety. The main criteria for quality even with all the refinements of modern science, still lie with the human sensory organs of smell, taste and sight. Hence, a good brewer would have to be a great engineer, a good chemist a good bacteriologist. Alcoholic beverages can be classified as: Distilled Liquors. Fermented Wines. Malt Liquors. Beer and ale require malted or germinated grain to make the carbohydrates present in them fermentable. Wines are generally produced by the action of yeast on the sugar of fruit. Distilled liquors are fermented liquors which are further distilled to increase their alcoholic content. In India, today when one thinks of alcoholic beverages the first thing that comes to mind is the variants like Beer, Wine, Whisky, Brandy, Scotch, Rum, Vodka, Gin, etc. One would also think of the local alcoholic beverages called Desi or Country Liquor. However, the concept of non conventional wine or beer is completely new to the country. Non Conventional Wines: When it comes to wine what comes to mind is grape wine (wine made from grapes) and for several thousands of years wine has been traditionally made by the fermentation of the juice of the grape. Wine is believed to be the most popular beverages associated with happiness, festivities and celebrations all over the globe. The global market for wine is estimated at around 25 billion liters. Many varieties of wine are made throughout the world and the French wines are considered to be the most popular all over the globe. In general wines would be classified as: Red Wines these are made from grapes without removing the skins. White Wines these are made from grape juice. Sparkling Wines these are considered to be carbonated white wines. Wine like other beverages can also be easily made from other fruits, roots grains. These beverages are also referred to as wines. However these wines would have a prefix or suffix of the raw material fruit, root or grain. The concept of wine made from fruits, other than that of grapes is widely accepted all around the world but is still slightly new in India. Although there are some manufacturers that also make Apple Cider (wine made from apples) Orange wine (wine made from oranges), this hasnt really taken off in the country. Wines made from certain roots herbs are believed to be very healthy in nature. Although alcoholic in nature, it is a proven fact that these other variants of wine are god for health. These healthier wine variants were considered as traditional remedies. We had wine made from Ginger that would be used to treat a common cold or wine made from Beetroot that could be used to control ones blood pressure. Compared to other nations, wines manufacture i.e. production or consumption in India is relatively insignificant. This could probably be attributed to the earlier period of prohibition within the country. Another factor, with which wines poor consumption in India can be attributed to, is the higher prices of wine in comparison to spirits like brandy and whisky making it less attractive. These spirits are manufactured within the country and are referred to as Indian made liquors. In India, wine was made mainly on a small scale and generally made domestically. Wine manufacture on an organized scale first commenced in the country with the setting up of the Champagne Indage Ltd. (Chateau Indage) plant in the state of Maharashtra in 1984. A few more units have set up after that within the country. These units are mostly located in the Nasik district of the state of Maharashtra as the climate is found to be more suitable and favorable for grapes used in wine making. In todays world since people are becoming more health conscious, catering to this class of people will definitely be beneficial. It is believed that many positive aspects can be attributed to wine and its consumption both socially health wise. Wine Market in India:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The Indian wine industry has been steadily growing over the last decade. Wine is now slowly becoming an integrated part of the urban Indian lifestyle. Rising incomes of the Indian population, changing demographics and an exposure to foreign cultures is adding to the higher consumption of wine. The Indian wine industry is growing at 25% 30% per annum and for the year 2008; it was estimated at 1.1 million per 9 liter cases and valued at Rs.2400 crores. The wine market is expected to grow to 4 million cases by 2015. The market for wine in India is expected to grow at around 20 % per annum. The per capita consumption of wine in India is still extremely low. However, there is a growing consumer interest in wines with a number of wine clubs opening in cities like Delhi, Chandigarh, Hyderabad and Bangalore. Nearly 80% of the wine sales in India are accounted for by the major cities like New Delhi, Mumbai, Chennai, Kolkata, Pune and Bangalore. West India accounts for over 41% of the total sales volume of wine in the country, followed by North India which accounts for 29% of the total sales volume. Nearly 90% of wine sales are for still wines i.e. white red wines. Sparkling wines target that select segment of affluent consumers. Wines that are being seld in the market are generally around Rs.300 per bottle. Even though cheaper variants of wine are available in the market, the market for these varieties is not growing as fast as medium pr iced wines. These developments and statistics show that it is definitely promising to set up new manufacturing units within the country. These statistics are for conventional wines i.e. the grape wines. There is an entirely new market for the non conventional wines i.e. wines made from other fruits, roots and cereals that is completely untapped within the country. This market would includes wines made from ginger, beetroot, etc which are very healthy in nature wines made from tropical fruits like mangoes, berries (strawberries, blueberries, cranberries, etc), oranges, apples, etc and even wines made from rice. India has a vast range of fruits growing in the country, some which are more seasonal in nature. Thus we can harness this opportunity of the countrys vast variety of tropical fruits and favorable climate to manufacture non grape wines which could prove to be much cheaper and lesser time consuming. This can help to develop an entirely new wine market within the country capture the same. Hence this non conventional wine could meet part of the demand from the growing domestic market and part of this production can also be exported. It will also be very easy to set up a winery for manufacturing non conventional wines in Maharashtra easily as it will be backed by the government support and encouragement as this is an emerging industry that will contribute to the development of the economy. This is one of the reasons why Excise department of the state of Maharashtra imposes strict control of alcohol taxation, distribution and sale. Thus it fiercely protects its wine market and industry. Non Conventional Wine Manufacturing Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The quality of wine is largely dependent on the main raw material, the soil and sun. Slight differences in the three would result in a variation in the flavor, texture and aroma. The colour of the wine depends largely on the nature of the fruit, root or cereal. It would also depend on whether the skins (in the case of fruits) are pressed out before fermentation. Wines are technically classified as: Natural Wines (Alcohol content 7% to 14%). Fortified Wines (Alcohol content 14% to 30%). Sweet or Dry Wines. Still or Sparkling Wines (Carbonated).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The method for manufacturing these non conventional varieties of wine is more or less similar to manufacturing the grape wines.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The method for manufacturing beetroot wine on a small scale is as follows: Grating of Beetroot. Alcoholic Fermentation. Bulk Storage. Iterative Filtration. Maturation of Wine. Clarification and packaging. Raw Materials: Beetroot. Water. Fresh Lemon juice. Strong tea Source of tannin. Sugar. Yeast. Potassium Metabisulphite Preservative (Check the growth of wild yeast).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The proportion of the quantity of each raw material requirement varies depending on quantity to be produced in liters and capacity of storage tanks.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Eg:- To produce 4 liters of beetroot wine, the requirements would be 1 Kg of beetroot, 1 Kg of Sugar, few lemons for lemon juice, 100 ml of strong tea, 4 liters of water and 1 tbsp of Yeast. This is to produce it of a homemade level. Plant Machinery:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The plant and machinery would consist of grating equipment, cleaning and washing equipment, mixing tanks (mixer), juice extraction unit, hot water tanks, storage tanks, fermenters, filters, pumps and bottling equipment. Utilities:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Good quality water power are the essential utilities. Technology:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Wine making technology is very simple in nature and is still considered as an art and hence the guidance of a master wine maker is very essential. Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  A proportional quantity of beetroot depending on the quantity of wine to be produced is taken and initially undergoes grating. Grating is essential in the case of beetroots as it easily helps extract the juice from it. It is more efficient than crushing or boiling chunks of beetroot which gives lesser yield.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The grated product is then sent to a mixer with hot boiling water and is boiled in the water for a period of 45 60 minutes. By this time most of the juice gets extracted and the colour of the water turns to blood red. Potassium or sodium metabisulphite in small quantity is added which acts as a preservative to check the growth of wild yeast. Proportionate amounts of lemon juice (obtained from the juice extraction unit) and strong tea are added to the mixing tank where this entire mixture is blended for about 30 minutes.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  This mixture is then sent to the first filtration tank that filters out the beetroot juice from the grated beetroot, lemon seeds, tea leaves and other particles if present. The waste from this filtration unit is disposed off. The juice after being filtered is then sent to another mixing tank with a jacket that brings down the temperature of the juice to around 30oC. In this mixing tank a proportionate quantity of powdered sugar is added. Powdered sugar is essential as it can easily be saturated in the juice i.e. easily be dissolved. After another 30 40 minutes after all the sugar has been dissolved, the sweetened juice is then sent to fermenters where an active culture of selected and cultivated yeast equal to 3 to 5 percent of the volume of juice is added.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  During fermentation the temperature rises and hence cooling coils are essential to maintain the temperature below 30oC. This process of fermentation takes around 3 to 5 days. The carbon dioxide evolved during fermentation carries any unfiltered particles to the top. When the fermentation slows down, the juice from the fermenter is pumped out from the bottom of the vat and over the top. This wine is finally run into closed storage tanks in the storage cellar, where during the period of 2 3 weeks the yeast ferments the remainder of the sugar.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The wine is then given a cellar treatment to clear it, improve the taste, and decrease the time of aging. During this treatment the wine is first allowed to stay quiet for 6 weeks to remove part of the matter in suspension, and then racked for clarification. During clarification and the following period the new wine would undergo a complicated series of reactions, resulting in the removal of undesired constituents and development of the aroma, esterification of the acids by alcohol. Bentonite may be used for clearing and 20 185 g can be added and stirred into every 100 liters of wine.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Extra tannin (strong tea) may be added to the wine which can be then racked and filtered through asbestos or paper pulp. It is a standard procedure to chill some wines for the removal of argols or crude potassium acid tartate. This treatment gives a more stable and finished wine. By quick aging methods it is possible to produce a good sweet wine in 4 months. Quick aging methods include pasteurization, refrigeration, aeration and agitation.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  After a final filtration the wine can be sent to the bottling plant where it can be bottled and sealed and placed in cases ready for shipment for domestic or export purposes.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Similarly, other non conventional wines like ginger wine, mango wine, berry wine, etc. can be manufactured in a similar manner with slight variations in the process depending on the core raw material. Cost of Project:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The cost of setting up a plant with a capacity of 5 lac liters of wine per year would work upto an initial investment of Rs. 5 crores to Rs. 6 crores. This however, does not include the cost of a plantation. Statistics Source: Statistical data obtained from the report on Comprehensive Study of the Indian Wine Market Conducted by JBC International Inc. Values of Parameters in manufacturing process Source: Shreves Chemical Process Industries George T. Austin. Marketing Non Conventional Wines in India:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The concept of non conventional wines in India is completely new and hence as per Ansoffs Matrix it will follow the Product Development Strategy.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Thus it is essential for a marketer to ensure that efficient new product development strategies are implemented like minimizing cost, improving marketability, etc. for this product to be a success in the market.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Statistics show us that a large part of the Indian wine market is partly driven by the upper class and upper middle class Indians. The upper class and upper middle class Indians are estimated to be around 2% of the population and therefore approximately 20 25 million people. Many of these Indians have an increasing level of disposable incomes, and have a greater experience with international lifestyles. This exposure is either through work, studies or travel. These individuals are also now diverting their attention to healthier lifestyles i.e. they are now becoming health conscious. It is also a proven fact that a glass of wine a day is good for health. Thus a glass of beetroot wine or ginger wine or any other variant will be more beneficial.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Thus targeting this segment of the population is much easier on account of their changing lifestyles and preferences along with their higher levels of disposable income.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Now that the target segment has been identified, the marketer needs to position the product in the minds of the consumers. Thus the marketer can position the wines made from roots, herbs and cereals as a healthy alcoholic beverage and wines made from fruits other than grapes as a tropical alcoholic beverage. However, it should be positioned in such a way that there is no misuse of this positioning that could possibly lead to alcoholism. The marketer cannot use media like advertising as advertising for alcohol is not permitted within the country. Thus the marketer can organize wine tasting events for the upper class upper middle class Indians wherein the different wines can be sampled and sold also. This can also be a PR event where the press can be invited to write reviews on this new range of wines.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Another aspect that the marketer can carry out is targeting the Hospitality sector, i.e. targeting the major Hotels and restaurants where it is possible to reach the target customer. Such wines could also be served at media events to spread awareness and increase demand for the product. SWOT Analysis of the Wine Industry in India. Strengths: Domestic Wine industry is a new and emerging industry in India. Few wineries in the country and most of the wineries are located in Maharashtra. Complete Government support as this industry can produce products at a cheaper rate to be exported. 12 major wine producers in the country and most of them manufacturing grape wines. Very few manufacturers of non conventional wines. Target customer segment located majorly in metros like Delhi Mumbai. Weaknesses: Most wineries in Maharashtra thus intense competition in the state to manufacture at cheapest price. Heavy taxation on distribution and sale. Competing with established Indian brands and well known foreign brands. No provision for advertising in electronic and print media, thus making the target audience aware becomes a challenge and a difficulty. Opportunities: Non conventional wines are healthier in nature and may prove to be appealing to target audience. Tremendous opportunities for export on account of Government support. More and more exposure to foreign cultures through television, work, travel, etc. and hence an expanding customer base. Threats: Major threat of competition from foreign players and established Indian players. Treat or competition from other alcoholic beverages like beer, vodka, white rum that are more appealing to the younger generation of the upper middle class upper class segment.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Thus although capturing the market may be a challenge to the marketer, there indeed is tremendous potential for non conventional wines in India. Non Alcoholic Beverages:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  When it comes to the non alcoholic beverage industry one would think that it refers to the soft drink beverage industry. However, this is actually not the case. The soft drink industry is divided into just three categories. These include the black soft drinks (cola), orange soft drinks the white soft drinks (include anything other than cola and orange). The leaders in the cola segment are Coke and Pepsi with Thums Up falling in third. In the orange segment the leaders are Fanta Mirinda. In the white segment the undisputed leader is Limca with close competing followers like Sprite, 7 Up, Lemonade, Mountain Dew, etc. The total soft drink market is estimated at 284 million crates a year or $1 billion. In 2006 it was valued at $3.8 billion and is estimated to have a value of $5.6 billion by 2011. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season and 15 million crates per month during offseason. This market is predominantly urban with a 25% contribution from rural areas. The market leader is Coca-Cola due to Coke Thums Up. India being a highly diverse nation with a huge population, there exist tremendous potential in the beverage industry.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The Non Alcoholic beverage industry includes categories like fruit vegetables juices, energy drinks, non-carbonated drinks, etc. This includes the health beverages. This market is now continuously growing as people are becoming more and more health conscious. The reason being it is believed that consumption of aerated beverages leads to diseases lie obesity, type 2 diabetes, dental decay and low nutritional levels. It has been witnessed that cola sales have reduced drastically due to health concerns and this has benefited the non-carbonated drinks market in the country like energy drinks and juices. The Indian non alcoholic drinks market was estimated at Rs.216 billion in 2008. It is forecasted to grow at a CAGR of around 15% during the years 2009-2012. The highest growth in this segment is generally seen in the fruit or vegetable juice market. This is forecasted to grow at a CAGR of 30% in terms of value from the years 200 9-2012. It will be closely followed by the segment of energy drinks which is expected to grow at a CAGR of 29% during the period 2009-2012. There is a greater awareness now among the masses of the functional benefits of health beverages and a greater willingness to pay a premium price for such beverages.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Due to these strong drivers of growth, it is evident that the beverage industry in India has begun responding to products that are marketed on a health platform. The non alcoholic beverage industry is classified again into carbonated and non carbonated beverages. The carbonated segment includes drinks like energy drinks, ginger ale, root beer, etc. The non carbonated segment includes juices of fruits vegetables, bottled water, non alcoholic wines, coffee, tea, etc. *Statistics Source: Report on Indian Non-Alcoholic Drinks Forecast to 2012. Non Alcoholic Wines:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In India, few wine manufacturers are now trying to attract customers by manufacturing non alcoholic wines. However there is not much demand that has been observed for the same. A non alcoholic wine is a new concept that has not been popularized much in India. One of the major reasons of its low popularity is that there are myths that it still contains a certain percentage of alcohol. This however is not true.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Non alcoholic wines need not necessarily be made from grapes. It can be made from various fruits like apricots, mangoes, apples, oranges, berries etc. These are like beverages that could be carbonated or non-carbonated. A typical known non-alcoholic wine beverage in the United States of America is the Almost Wine Cooler. It is known as a virgin wine cooler. This is an aerated beverage that is made from wine and other fruit juices without any alcohol content.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  These beverages are believed to be healthier than the normal aerated beverages like cola, etc. These can be served to people of all ages. However since these are made originally from alcoholic beverages it is mandatory for the manufacturer to put a label on the packaging showing a minimum alcoholic content percentage in the USA. Hence in America, kids below the age of 21 are not allowed to purchase non alcoholic beverages. Non Alcoholic Wine Manufacturing Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Wines are made non alcoholic in nature through the process of reverse osmosis. Firstly wine is manufactured through its normal process and it then undergoes a process of reverse osmosis where the alcohol is separated from the wine to give a concentrated wine solution. This then undergoes carbonation where the concentrated non-alcoholic wine is carbonated depending on requirement.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In the case of the beetroot wine example as mentioned above the process for manufacturing the wine will remain the same. After the last clarification or filtration stage, instead of bottling the wine, the wine is sent to a tank where it gets carbonated with CO2 under pressure. After this stage it goes through the bottling process. Reverse Osmosis: It is a patented method and is much more efficient than the evaporation and distillation method. Equipments: Storage tanks, Pumps, Reverse osmosis unit and a valve. Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In the reverse osmosis method a tank is initially filled with the alcoholic wine. This tank is connected to a pump that pushes the wine into a reverse osmosis unit. The reverse osmosis unit consists of a membrane having very small pores encased in cylinders. The wine flows through the membrane at very high pressure and through the small pores. The mesh like membranes that are encased in cylinders separate the wine into a syrupy concentrate and an alcohol water mixture. Thus the membrane separates out the syrupy concentrate from the alcohol and water.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The alcohol and water mixture is sent to a storage tank that collects all the alcohol and water. The syrupy wine concentrate gets recycled back to the original tank containing the wine thus reducing the percentage of alcohol in the tank. The syrup is recycled through a valve that controls the flow. This cycle is repeated around 10-20 times till the alcohol concentration or alcohol percentage is reduced to completely zero. After this, water gets reintroduced to the tank with the concentrated syrup to obtain the final product. The finished product taste is almost similar to that of the original wine if not sweeter and the percentage of alcohol in this product is almost zero. It is believed to be around one half of one percent of alcohol. Hence non alcoholic wines are also called zero alcoholic wines.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  This finished product then passes to a tank for carbonation under high pressure depending on requirement for carbonated beverage. This product can also be reasonably priced to compete effectively with the soft drink beverages like the colas, and also to effectively compete against juices and energy drinks. Root Beer:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Another concept that is completely new in the country is root beer. Root beer is the biggest non alcoholic beverage in the west. It is extremely popular and is accepted as a healthier drink as compared to Coke, Pepsi, etc. Other variants of root beer include fruit beer, birch beer and ginger ale. These again are non alcoholic beers prepared from various fruits and Ginger syrup (for ginger ale).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Root beer can be manufactured either as alcoholic or non alcoholic (i.e. soft drink). However the non alcoholic root beer is still more popular in the USA. The main ingredient initially in the manufacture of root beer was Sarsaparilla or Sweet Sarsaparilla. However now a days it is more favorable to make root beer from root beer extract. This is due to the carcinogenic nature of this plant. Root beer extract consists of caramel colour, imitation vanilla, water and alcohol. It consists of a very small proportion of alcohol. Studies show that root beer made from root beer extract has around 0.35% alcohol. This can be easily removed by reverse osmosis. Root Beer Manufacturing Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Root beer is much simpler and easier to manufacture as compared to actual beer. Raw Materials Required: Root Beer Extract, Water, Yeast Sugar. Equipment: Storage tanks, Mixer, Filtration unit, Fermenters and pumps. Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Sugar in a proportionate quantity to the quantity of the root beer to be manufactured is added to the mixer with an agitator. This would ensure the powdering of the sugar. Next a small quantity of yeast is added to the mixer and this mixture is blended well. After blending the mix from the mixer is sent to the fermenters. The fermenters are fermentation tanks where a proportionate quantity of root beer extract is added. This extract mixes well with the mix of powdered sugar and yeast. To this mixture in the fermentation tank water is added. The minute water is added the temperature of the mixture in the tank rises up. This is due to the fermentation of sugar carried out by the yeast. Thus the tank can be provided by cooling coils or a jacket to maintain the temperature to below 30oC.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  This mixture from this tank is sent to a sealed tank with a pressure relief valve to release the pressure being developed and to ensure that there is no explosion. The sealed tank also ensures no outside activity of air or oxygen on the mixture in the tank. Fermentation takes place in around 5 days and after 5 days the mixture is passed though a filtration unit where any undissolved yeast or sugar is separated out. The solution is then moved into a storage tank maintained at cooler temperatures to ensure no yeast enzyme activity and to ensure no further fermentation.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  After storage, when the fermentation process has completely slowed down the finished product can be sent to the bottling plant for packaging. This solution or finished pr The Making of Fermented Beverages The Making of Fermented Beverages The making of fermented beverages was discovered many thousands of years ago by primitive humans. This process of making fermented beverages has been practiced as an art over the years. However, within the past century, this art has evolved into a highly developed science. The beverage industry has a lot in common with other food industries. These common factors include taste, odour, colour individual preference. These factors force the manufacturer or brewer as he would be called to exert his greatest skill and experience in producing palatable beverages of great variety. The main criteria for quality even with all the refinements of modern science, still lie with the human sensory organs of smell, taste and sight. Hence, a good brewer would have to be a great engineer, a good chemist a good bacteriologist. Alcoholic beverages can be classified as: Distilled Liquors. Fermented Wines. Malt Liquors. Beer and ale require malted or germinated grain to make the carbohydrates present in them fermentable. Wines are generally produced by the action of yeast on the sugar of fruit. Distilled liquors are fermented liquors which are further distilled to increase their alcoholic content. In India, today when one thinks of alcoholic beverages the first thing that comes to mind is the variants like Beer, Wine, Whisky, Brandy, Scotch, Rum, Vodka, Gin, etc. One would also think of the local alcoholic beverages called Desi or Country Liquor. However, the concept of non conventional wine or beer is completely new to the country. Non Conventional Wines: When it comes to wine what comes to mind is grape wine (wine made from grapes) and for several thousands of years wine has been traditionally made by the fermentation of the juice of the grape. Wine is believed to be the most popular beverages associated with happiness, festivities and celebrations all over the globe. The global market for wine is estimated at around 25 billion liters. Many varieties of wine are made throughout the world and the French wines are considered to be the most popular all over the globe. In general wines would be classified as: Red Wines these are made from grapes without removing the skins. White Wines these are made from grape juice. Sparkling Wines these are considered to be carbonated white wines. Wine like other beverages can also be easily made from other fruits, roots grains. These beverages are also referred to as wines. However these wines would have a prefix or suffix of the raw material fruit, root or grain. The concept of wine made from fruits, other than that of grapes is widely accepted all around the world but is still slightly new in India. Although there are some manufacturers that also make Apple Cider (wine made from apples) Orange wine (wine made from oranges), this hasnt really taken off in the country. Wines made from certain roots herbs are believed to be very healthy in nature. Although alcoholic in nature, it is a proven fact that these other variants of wine are god for health. These healthier wine variants were considered as traditional remedies. We had wine made from Ginger that would be used to treat a common cold or wine made from Beetroot that could be used to control ones blood pressure. Compared to other nations, wines manufacture i.e. production or consumption in India is relatively insignificant. This could probably be attributed to the earlier period of prohibition within the country. Another factor, with which wines poor consumption in India can be attributed to, is the higher prices of wine in comparison to spirits like brandy and whisky making it less attractive. These spirits are manufactured within the country and are referred to as Indian made liquors. In India, wine was made mainly on a small scale and generally made domestically. Wine manufacture on an organized scale first commenced in the country with the setting up of the Champagne Indage Ltd. (Chateau Indage) plant in the state of Maharashtra in 1984. A few more units have set up after that within the country. These units are mostly located in the Nasik district of the state of Maharashtra as the climate is found to be more suitable and favorable for grapes used in wine making. In todays world since people are becoming more health conscious, catering to this class of people will definitely be beneficial. It is believed that many positive aspects can be attributed to wine and its consumption both socially health wise. Wine Market in India:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The Indian wine industry has been steadily growing over the last decade. Wine is now slowly becoming an integrated part of the urban Indian lifestyle. Rising incomes of the Indian population, changing demographics and an exposure to foreign cultures is adding to the higher consumption of wine. The Indian wine industry is growing at 25% 30% per annum and for the year 2008; it was estimated at 1.1 million per 9 liter cases and valued at Rs.2400 crores. The wine market is expected to grow to 4 million cases by 2015. The market for wine in India is expected to grow at around 20 % per annum. The per capita consumption of wine in India is still extremely low. However, there is a growing consumer interest in wines with a number of wine clubs opening in cities like Delhi, Chandigarh, Hyderabad and Bangalore. Nearly 80% of the wine sales in India are accounted for by the major cities like New Delhi, Mumbai, Chennai, Kolkata, Pune and Bangalore. West India accounts for over 41% of the total sales volume of wine in the country, followed by North India which accounts for 29% of the total sales volume. Nearly 90% of wine sales are for still wines i.e. white red wines. Sparkling wines target that select segment of affluent consumers. Wines that are being seld in the market are generally around Rs.300 per bottle. Even though cheaper variants of wine are available in the market, the market for these varieties is not growing as fast as medium pr iced wines. These developments and statistics show that it is definitely promising to set up new manufacturing units within the country. These statistics are for conventional wines i.e. the grape wines. There is an entirely new market for the non conventional wines i.e. wines made from other fruits, roots and cereals that is completely untapped within the country. This market would includes wines made from ginger, beetroot, etc which are very healthy in nature wines made from tropical fruits like mangoes, berries (strawberries, blueberries, cranberries, etc), oranges, apples, etc and even wines made from rice. India has a vast range of fruits growing in the country, some which are more seasonal in nature. Thus we can harness this opportunity of the countrys vast variety of tropical fruits and favorable climate to manufacture non grape wines which could prove to be much cheaper and lesser time consuming. This can help to develop an entirely new wine market within the country capture the same. Hence this non conventional wine could meet part of the demand from the growing domestic market and part of this production can also be exported. It will also be very easy to set up a winery for manufacturing non conventional wines in Maharashtra easily as it will be backed by the government support and encouragement as this is an emerging industry that will contribute to the development of the economy. This is one of the reasons why Excise department of the state of Maharashtra imposes strict control of alcohol taxation, distribution and sale. Thus it fiercely protects its wine market and industry. Non Conventional Wine Manufacturing Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The quality of wine is largely dependent on the main raw material, the soil and sun. Slight differences in the three would result in a variation in the flavor, texture and aroma. The colour of the wine depends largely on the nature of the fruit, root or cereal. It would also depend on whether the skins (in the case of fruits) are pressed out before fermentation. Wines are technically classified as: Natural Wines (Alcohol content 7% to 14%). Fortified Wines (Alcohol content 14% to 30%). Sweet or Dry Wines. Still or Sparkling Wines (Carbonated).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The method for manufacturing these non conventional varieties of wine is more or less similar to manufacturing the grape wines.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The method for manufacturing beetroot wine on a small scale is as follows: Grating of Beetroot. Alcoholic Fermentation. Bulk Storage. Iterative Filtration. Maturation of Wine. Clarification and packaging. Raw Materials: Beetroot. Water. Fresh Lemon juice. Strong tea Source of tannin. Sugar. Yeast. Potassium Metabisulphite Preservative (Check the growth of wild yeast).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The proportion of the quantity of each raw material requirement varies depending on quantity to be produced in liters and capacity of storage tanks.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Eg:- To produce 4 liters of beetroot wine, the requirements would be 1 Kg of beetroot, 1 Kg of Sugar, few lemons for lemon juice, 100 ml of strong tea, 4 liters of water and 1 tbsp of Yeast. This is to produce it of a homemade level. Plant Machinery:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The plant and machinery would consist of grating equipment, cleaning and washing equipment, mixing tanks (mixer), juice extraction unit, hot water tanks, storage tanks, fermenters, filters, pumps and bottling equipment. Utilities:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Good quality water power are the essential utilities. Technology:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Wine making technology is very simple in nature and is still considered as an art and hence the guidance of a master wine maker is very essential. Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  A proportional quantity of beetroot depending on the quantity of wine to be produced is taken and initially undergoes grating. Grating is essential in the case of beetroots as it easily helps extract the juice from it. It is more efficient than crushing or boiling chunks of beetroot which gives lesser yield.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The grated product is then sent to a mixer with hot boiling water and is boiled in the water for a period of 45 60 minutes. By this time most of the juice gets extracted and the colour of the water turns to blood red. Potassium or sodium metabisulphite in small quantity is added which acts as a preservative to check the growth of wild yeast. Proportionate amounts of lemon juice (obtained from the juice extraction unit) and strong tea are added to the mixing tank where this entire mixture is blended for about 30 minutes.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  This mixture is then sent to the first filtration tank that filters out the beetroot juice from the grated beetroot, lemon seeds, tea leaves and other particles if present. The waste from this filtration unit is disposed off. The juice after being filtered is then sent to another mixing tank with a jacket that brings down the temperature of the juice to around 30oC. In this mixing tank a proportionate quantity of powdered sugar is added. Powdered sugar is essential as it can easily be saturated in the juice i.e. easily be dissolved. After another 30 40 minutes after all the sugar has been dissolved, the sweetened juice is then sent to fermenters where an active culture of selected and cultivated yeast equal to 3 to 5 percent of the volume of juice is added.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  During fermentation the temperature rises and hence cooling coils are essential to maintain the temperature below 30oC. This process of fermentation takes around 3 to 5 days. The carbon dioxide evolved during fermentation carries any unfiltered particles to the top. When the fermentation slows down, the juice from the fermenter is pumped out from the bottom of the vat and over the top. This wine is finally run into closed storage tanks in the storage cellar, where during the period of 2 3 weeks the yeast ferments the remainder of the sugar.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The wine is then given a cellar treatment to clear it, improve the taste, and decrease the time of aging. During this treatment the wine is first allowed to stay quiet for 6 weeks to remove part of the matter in suspension, and then racked for clarification. During clarification and the following period the new wine would undergo a complicated series of reactions, resulting in the removal of undesired constituents and development of the aroma, esterification of the acids by alcohol. Bentonite may be used for clearing and 20 185 g can be added and stirred into every 100 liters of wine.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Extra tannin (strong tea) may be added to the wine which can be then racked and filtered through asbestos or paper pulp. It is a standard procedure to chill some wines for the removal of argols or crude potassium acid tartate. This treatment gives a more stable and finished wine. By quick aging methods it is possible to produce a good sweet wine in 4 months. Quick aging methods include pasteurization, refrigeration, aeration and agitation.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  After a final filtration the wine can be sent to the bottling plant where it can be bottled and sealed and placed in cases ready for shipment for domestic or export purposes.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Similarly, other non conventional wines like ginger wine, mango wine, berry wine, etc. can be manufactured in a similar manner with slight variations in the process depending on the core raw material. Cost of Project:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The cost of setting up a plant with a capacity of 5 lac liters of wine per year would work upto an initial investment of Rs. 5 crores to Rs. 6 crores. This however, does not include the cost of a plantation. Statistics Source: Statistical data obtained from the report on Comprehensive Study of the Indian Wine Market Conducted by JBC International Inc. Values of Parameters in manufacturing process Source: Shreves Chemical Process Industries George T. Austin. Marketing Non Conventional Wines in India:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The concept of non conventional wines in India is completely new and hence as per Ansoffs Matrix it will follow the Product Development Strategy.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Thus it is essential for a marketer to ensure that efficient new product development strategies are implemented like minimizing cost, improving marketability, etc. for this product to be a success in the market.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Statistics show us that a large part of the Indian wine market is partly driven by the upper class and upper middle class Indians. The upper class and upper middle class Indians are estimated to be around 2% of the population and therefore approximately 20 25 million people. Many of these Indians have an increasing level of disposable incomes, and have a greater experience with international lifestyles. This exposure is either through work, studies or travel. These individuals are also now diverting their attention to healthier lifestyles i.e. they are now becoming health conscious. It is also a proven fact that a glass of wine a day is good for health. Thus a glass of beetroot wine or ginger wine or any other variant will be more beneficial.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Thus targeting this segment of the population is much easier on account of their changing lifestyles and preferences along with their higher levels of disposable income.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Now that the target segment has been identified, the marketer needs to position the product in the minds of the consumers. Thus the marketer can position the wines made from roots, herbs and cereals as a healthy alcoholic beverage and wines made from fruits other than grapes as a tropical alcoholic beverage. However, it should be positioned in such a way that there is no misuse of this positioning that could possibly lead to alcoholism. The marketer cannot use media like advertising as advertising for alcohol is not permitted within the country. Thus the marketer can organize wine tasting events for the upper class upper middle class Indians wherein the different wines can be sampled and sold also. This can also be a PR event where the press can be invited to write reviews on this new range of wines.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Another aspect that the marketer can carry out is targeting the Hospitality sector, i.e. targeting the major Hotels and restaurants where it is possible to reach the target customer. Such wines could also be served at media events to spread awareness and increase demand for the product. SWOT Analysis of the Wine Industry in India. Strengths: Domestic Wine industry is a new and emerging industry in India. Few wineries in the country and most of the wineries are located in Maharashtra. Complete Government support as this industry can produce products at a cheaper rate to be exported. 12 major wine producers in the country and most of them manufacturing grape wines. Very few manufacturers of non conventional wines. Target customer segment located majorly in metros like Delhi Mumbai. Weaknesses: Most wineries in Maharashtra thus intense competition in the state to manufacture at cheapest price. Heavy taxation on distribution and sale. Competing with established Indian brands and well known foreign brands. No provision for advertising in electronic and print media, thus making the target audience aware becomes a challenge and a difficulty. Opportunities: Non conventional wines are healthier in nature and may prove to be appealing to target audience. Tremendous opportunities for export on account of Government support. More and more exposure to foreign cultures through television, work, travel, etc. and hence an expanding customer base. Threats: Major threat of competition from foreign players and established Indian players. Treat or competition from other alcoholic beverages like beer, vodka, white rum that are more appealing to the younger generation of the upper middle class upper class segment.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Thus although capturing the market may be a challenge to the marketer, there indeed is tremendous potential for non conventional wines in India. Non Alcoholic Beverages:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  When it comes to the non alcoholic beverage industry one would think that it refers to the soft drink beverage industry. However, this is actually not the case. The soft drink industry is divided into just three categories. These include the black soft drinks (cola), orange soft drinks the white soft drinks (include anything other than cola and orange). The leaders in the cola segment are Coke and Pepsi with Thums Up falling in third. In the orange segment the leaders are Fanta Mirinda. In the white segment the undisputed leader is Limca with close competing followers like Sprite, 7 Up, Lemonade, Mountain Dew, etc. The total soft drink market is estimated at 284 million crates a year or $1 billion. In 2006 it was valued at $3.8 billion and is estimated to have a value of $5.6 billion by 2011. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season and 15 million crates per month during offseason. This market is predominantly urban with a 25% contribution from rural areas. The market leader is Coca-Cola due to Coke Thums Up. India being a highly diverse nation with a huge population, there exist tremendous potential in the beverage industry.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The Non Alcoholic beverage industry includes categories like fruit vegetables juices, energy drinks, non-carbonated drinks, etc. This includes the health beverages. This market is now continuously growing as people are becoming more and more health conscious. The reason being it is believed that consumption of aerated beverages leads to diseases lie obesity, type 2 diabetes, dental decay and low nutritional levels. It has been witnessed that cola sales have reduced drastically due to health concerns and this has benefited the non-carbonated drinks market in the country like energy drinks and juices. The Indian non alcoholic drinks market was estimated at Rs.216 billion in 2008. It is forecasted to grow at a CAGR of around 15% during the years 2009-2012. The highest growth in this segment is generally seen in the fruit or vegetable juice market. This is forecasted to grow at a CAGR of 30% in terms of value from the years 200 9-2012. It will be closely followed by the segment of energy drinks which is expected to grow at a CAGR of 29% during the period 2009-2012. There is a greater awareness now among the masses of the functional benefits of health beverages and a greater willingness to pay a premium price for such beverages.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Due to these strong drivers of growth, it is evident that the beverage industry in India has begun responding to products that are marketed on a health platform. The non alcoholic beverage industry is classified again into carbonated and non carbonated beverages. The carbonated segment includes drinks like energy drinks, ginger ale, root beer, etc. The non carbonated segment includes juices of fruits vegetables, bottled water, non alcoholic wines, coffee, tea, etc. *Statistics Source: Report on Indian Non-Alcoholic Drinks Forecast to 2012. Non Alcoholic Wines:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In India, few wine manufacturers are now trying to attract customers by manufacturing non alcoholic wines. However there is not much demand that has been observed for the same. A non alcoholic wine is a new concept that has not been popularized much in India. One of the major reasons of its low popularity is that there are myths that it still contains a certain percentage of alcohol. This however is not true.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Non alcoholic wines need not necessarily be made from grapes. It can be made from various fruits like apricots, mangoes, apples, oranges, berries etc. These are like beverages that could be carbonated or non-carbonated. A typical known non-alcoholic wine beverage in the United States of America is the Almost Wine Cooler. It is known as a virgin wine cooler. This is an aerated beverage that is made from wine and other fruit juices without any alcohol content.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  These beverages are believed to be healthier than the normal aerated beverages like cola, etc. These can be served to people of all ages. However since these are made originally from alcoholic beverages it is mandatory for the manufacturer to put a label on the packaging showing a minimum alcoholic content percentage in the USA. Hence in America, kids below the age of 21 are not allowed to purchase non alcoholic beverages. Non Alcoholic Wine Manufacturing Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Wines are made non alcoholic in nature through the process of reverse osmosis. Firstly wine is manufactured through its normal process and it then undergoes a process of reverse osmosis where the alcohol is separated from the wine to give a concentrated wine solution. This then undergoes carbonation where the concentrated non-alcoholic wine is carbonated depending on requirement.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In the case of the beetroot wine example as mentioned above the process for manufacturing the wine will remain the same. After the last clarification or filtration stage, instead of bottling the wine, the wine is sent to a tank where it gets carbonated with CO2 under pressure. After this stage it goes through the bottling process. Reverse Osmosis: It is a patented method and is much more efficient than the evaporation and distillation method. Equipments: Storage tanks, Pumps, Reverse osmosis unit and a valve. Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  In the reverse osmosis method a tank is initially filled with the alcoholic wine. This tank is connected to a pump that pushes the wine into a reverse osmosis unit. The reverse osmosis unit consists of a membrane having very small pores encased in cylinders. The wine flows through the membrane at very high pressure and through the small pores. The mesh like membranes that are encased in cylinders separate the wine into a syrupy concentrate and an alcohol water mixture. Thus the membrane separates out the syrupy concentrate from the alcohol and water.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The alcohol and water mixture is sent to a storage tank that collects all the alcohol and water. The syrupy wine concentrate gets recycled back to the original tank containing the wine thus reducing the percentage of alcohol in the tank. The syrup is recycled through a valve that controls the flow. This cycle is repeated around 10-20 times till the alcohol concentration or alcohol percentage is reduced to completely zero. After this, water gets reintroduced to the tank with the concentrated syrup to obtain the final product. The finished product taste is almost similar to that of the original wine if not sweeter and the percentage of alcohol in this product is almost zero. It is believed to be around one half of one percent of alcohol. Hence non alcoholic wines are also called zero alcoholic wines.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  This finished product then passes to a tank for carbonation under high pressure depending on requirement for carbonated beverage. This product can also be reasonably priced to compete effectively with the soft drink beverages like the colas, and also to effectively compete against juices and energy drinks. Root Beer:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Another concept that is completely new in the country is root beer. Root beer is the biggest non alcoholic beverage in the west. It is extremely popular and is accepted as a healthier drink as compared to Coke, Pepsi, etc. Other variants of root beer include fruit beer, birch beer and ginger ale. These again are non alcoholic beers prepared from various fruits and Ginger syrup (for ginger ale).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Root beer can be manufactured either as alcoholic or non alcoholic (i.e. soft drink). However the non alcoholic root beer is still more popular in the USA. The main ingredient initially in the manufacture of root beer was Sarsaparilla or Sweet Sarsaparilla. However now a days it is more favorable to make root beer from root beer extract. This is due to the carcinogenic nature of this plant. Root beer extract consists of caramel colour, imitation vanilla, water and alcohol. It consists of a very small proportion of alcohol. Studies show that root beer made from root beer extract has around 0.35% alcohol. This can be easily removed by reverse osmosis. Root Beer Manufacturing Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Root beer is much simpler and easier to manufacture as compared to actual beer. Raw Materials Required: Root Beer Extract, Water, Yeast Sugar. Equipment: Storage tanks, Mixer, Filtration unit, Fermenters and pumps. Process:   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Sugar in a proportionate quantity to the quantity of the root beer to be manufactured is added to the mixer with an agitator. This would ensure the powdering of the sugar. Next a small quantity of yeast is added to the mixer and this mixture is blended well. After blending the mix from the mixer is sent to the fermenters. The fermenters are fermentation tanks where a proportionate quantity of root beer extract is added. This extract mixes well with the mix of powdered sugar and yeast. To this mixture in the fermentation tank water is added. The minute water is added the temperature of the mixture in the tank rises up. This is due to the fermentation of sugar carried out by the yeast. Thus the tank can be provided by cooling coils or a jacket to maintain the temperature to below 30oC.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  This mixture from this tank is sent to a sealed tank with a pressure relief valve to release the pressure being developed and to ensure that there is no explosion. The sealed tank also ensures no outside activity of air or oxygen on the mixture in the tank. Fermentation takes place in around 5 days and after 5 days the mixture is passed though a filtration unit where any undissolved yeast or sugar is separated out. The solution is then moved into a storage tank maintained at cooler temperatures to ensure no yeast enzyme activity and to ensure no further fermentation.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  After storage, when the fermentation process has completely slowed down the finished product can be sent to the bottling plant for packaging. This solution or finished pr