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

1,000 Word Essay On THE LOVE STORY :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  There are many positive things and negative things about the movie and the story. In the movie you have a chance to see what Elizabeth looks like. That alone could be a positive and negative thing. The movie is more glamour than thought. In the movie your mind has more free will so therefore this is the better of the two. The thought in the movie that, there is unlimited communication between the two, takes away your imagination and the curiosity of what they will say and how they will say it in the last message between the two of them. The changing of the time period was a very smart and interesting thing done in order for the movie to fit exactly into place. In the story the little details is what makes it important. Such as the marble floor in the Post Office, or that in the story, the Post Office is small. All of these little details are left out in the movie. Although it doesn’t seem like a great deal, the little details do play a large part in the importance of the Postal Office in the story. Although the story seems more simple in the â€Å"word† sense, it also leaves a lot of room for the mind to wonder what it is like back in the 1800’s. Therefore the story is more open for the mind and it is more pleasing.   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"A girl in a high-necked dark dress with cameo brooch at the collar. Her dark hair was swept tightly back, covering the ears, in a style which no longer suits our ideas of beauty. But the stark severity of that dress and hairstyle couldn’t spoil the beauty of the face that smiled out at me from that old photograph.† This above is the description stated in the story that described Helen Elizabeth Worley. This description is not of lustrous beauty, but of the true love he felt for her. This statement and description is made at the end of the story. The movie gave you the chance to make your opinion on looks before you even began to know her. You are sort of forced by your eyes to make judgments on her personal appearance in the movie. When you make judgments on appearance then you don’t get the picture of this story, or any story for that matter. The imagination is one of the most powerful tools you can have, and in the movie you don’t use it that often, because the movie paints the picture for you.

Professional Values and Awareness Essay

In this assignment I will identify issues that affect the care provided in a home for adults with learning disabilities. Using the â€Å"case study† format I will focus on the interpersonal relationships and identify the underlying factors that influence them, then provide explanations for these by applying established theories. Churton (2000:214) describes a case study as â€Å"a detailed investigation of a single research area†¦Ã¢â‚¬ . The case study will form a unique representation of the individuals involved at the time they were observed. As a single study the outcomes may not be representative of all care homes, but it is reasonable to assume many issues may be similar. As a student I was able to observe both staff and clients in their normal routines. I was accepted as a member of the care team and took part in daily activities. This form of research is described in Giddens (1997:542) as â€Å"Participant observation†. Becker describe the role of the researcher as â€Å"someone who watches the people he is studying to see what situations they ordinarily meet and how they behave in them† (cited in Marsh I. 1996:124), however the by taking on a role within the group that justifies their presence the researcher acts as more than a passive observer and becomes a participant. As a stranger to the group my presence will have affected the behaviour of the clients and studies have shown that the presence of students affects the way that qualified staff work (Reed J & Procter S. 1993:31). My own preconceived ideas of Learning disabilities and the staff and clients previous experience of students will all have contributed to the behaviour I witnessed. On my first day at the placement I was introduced to my mentor (the deputy manager). We discussed the homes basic philosophy and the clients’ disabilities. I was introduced to the nine clients, and the staff approximately 15. During this first meeting my mentor made me feel welcome and allayed some of my fears about the placement. Unfortunately other than two brief conversations this was the only time I worked with her over the six-week placement. The staff are mostly female with only four male staff. They were of all ages and came from a mix of races and religions, some single and others married with children. All of the staff are support workers and most have NVQ level 3 or are currently studying towards it. I found all the staff very friendly and felt welcome, but I also felt a like a ‘spare part’, as the clients were encouraged to do things for themselves, very little intervention was necessary. Record keeping, giving medication and supervising the clients at the many activities they attended were the main tasks. The days soon became very predictable with set activities and â€Å"opportunities† to be achieved. The slowness of the day meant that staff talked a lot, discussing personal matters as well as how they felt about the clients and their jobs. Conversation included issues around the low regard support workers had from the general public and other health care professionals, the quantity of paper work to be completed daily and the emphasis placed on it, little support and understanding from the management, and having to attend college in there own time. My personal performance was influenced most by the lack of a mentor. Without a mentor to shadow I would try to â€Å"latch onto† a member of staff only to find that we were on different activities or were at the end of their shift. My shifts and my mentors were not together, when I asked the manager if I could swap my weekend to the same as my mentors, she told me that there was no need for me to work with my mentor at all. I was left feeling very isolated. The need for student and mentor to work together â€Å"as much as possible† to build successful relationship is highlighted in Baillià ¯Ã‚ ¿Ã‚ ½re’s Study Skills for Nurses (Maslin-Prothero1997:32). Good mentoring is a two-way process requiring willingness from both mentor and mentee to build a collaborative relationship (Ellis et al 1995:121, Ajiboye P. 2000:11). Formal mentoring is relatively new to nursing (Maslin-Prothero 1997:51), and is closely related to Project 2000 (Salvage J.1999:14). The ENB define mentors as â€Å"an appropriately qualified and experienced first-level nurse/midwife/health visitor who by example guides assists and supports the student in learning new skills, adopting new behaviour and acquiring new attitudes† (as cited in Quinn F. 1995:188). Mentorship has existed for centuries with references dating back to Greek mythology (Ellis R. et al 1995:109), and it is widely used for career development in business, where mentors are â€Å"role models, talent developers and door openers†(Tyson S. & Jackson T. 1992:121). There are several theories on how mentoring works, most emphasise the mentor as a facilitator allowing the student to experiment while ensuring the safety of the patient/clients, and providing a â€Å"developmental bridge between theory and practice† (Ellis R. et al 1995:109). Communication and interpersonal skills are the foundations on which a successful relationship is built and are therefore essential skills in a mentor (Ellis R. et al 1995:121). However the mentor themselves may be the most important factor. A mentor is a role model good or bad. Hopefully the student will witness a high standard of practice and set their own standards similarly. But when the standard is low it depends on the students’ knowledge of the theory as to whether they choose to imitate the mentor or apply their own higher standard. Bandura (cited in Ellis R. et al 1995:116) describes this process as Social Learning Theory, a three-stage process. Stage 1 Observational Learning: Imitating a good role model Stage 2 Inhibitory/Disinhibitory Effects: bad practice rejected or imitated Stage 3 Eliciting Effect: good practices learned and core knowledge improved. The break down of the mentor mentee relationship on my placement may have been for variety of reasons, poor communication, unrealistic expectations or time constraints. Supernumerary students have time to observe and reflect, but mentors may have an already busy schedule and supervising students can become just another pressure (Reed J. & Procter S. 1993:36). Students in this environment may find themselves being used as â€Å"another pair of hands† (Ajiboye P. 2000:11). Many texts cite good leadership of the manager as vital to forming an atmosphere conducive to learning (Quinn F. 1995:182). A good manager will find time to inspire staff to enthusiastically provide high quality care (Grohar-Murray 1997:125). In the philosophy of care/service values of the placement it states that â€Å"we have a well trained staff who have achieved a NVQ in care or are working towards it† (not referenced to protect confidentiality). However the staff studying the NVQ had to attend college in there own time. This caused resentment towards the management as the staff felt that the qualification was for the company’s benefit, but at their expense. Tappen (1995:69) recognises that by allocating staff time to attend lectures or college days without them incurring financial penalties the outlook is changed from just gaining a ‘paper qualification’ to ‘an opportunity’ to develop skills and increase personal knowledge. Encouraging staff to develop new skills is a great motivator. Motivation has been described as â€Å"the oil that keeps the machinery turning† (Dell T. 1988:59) and is a key element in many leader/management theories. Many motivation theories are based around the concept of fulfilling needs. Maslow (1968 cited in Hogston R. & Simpson P. 1999:295/303) devised a hierarchy with seven levels, the first level are basic physical needs such as food and water progressing up to more psychological needs of self fulfilment. Individuals climb the pyramid a step at a time motivated by fulfilment at the previous level (see appendix 1). Kafka (1986 cited in Tappen 1995:304) offers five basic factors for motivation, Economic security, Control, Recognition, Personal self-worth and Belonging. But unlike Maslow the five may be placed in any order, as one person may be motivated more by the need to belong than the need for money (see appendix 2). Self-esteem/worth and belonging are needs common to both Maslow and Kafka. If managers boost self-esteem by acknowledging good practice and recognising achievements they enhance the feeling of belonging. Without feedback staff often feel overlooked and isolated. To be constructive feedback should contain both positive and negative elements and be based on observed behaviour, given objectively it can highlight areas that need strengthening and increase motivation. Kron (1981 cited in Tappen R. 1995:420) described this â€Å"positive feed back† as a â€Å"psychological paycheque†. The need to belong affects students, when they are included in procedures, and given opportunities to express opinions and don’t feel â€Å"in the way† they become part of the team. Being accepted boosts self-esteem and motivates learning (Oliver R & Endersby C. 1994:94) Dell statement that â€Å"people work harder for recognition than for money†(Dell T. 1988:59) is supported by a study of the affect of incentives such as pay increases and shorter hours. When each incentive was implemented productivity was found to increase. When the incentives were removed and working conditions returned to normal it was expected that the productivity would fall. In fact productivity rose â€Å"to the highest levels ever†. Mayo’s conclusion was that being in the study had caused the group to bond (belong) and that the interest (recognition) showed by researchers had encouraged the workers to achieve the level they believed the researchers expected of them (Mayo E. 1933 cited in Barratt M. & Mottershead A. 1999:74). If the security of â€Å"belonging† is absent self-esteem deteriorates which can lead to an â€Å"increase in complaints and fatigue†¦and absenteeism is likely to rise†(Barratt M.& Mottershead A. 1999:73). Lack of appreciation and support are two of the ten factors cited by Tappen (1995:455) that contribute to ‘burnout’. As the â€Å"most caring and most highly committed are often the ones most prone to burnout† (Eisenstat & Felner cited in Crawford J. 1990:48) it’s frequently linked to health care. Burnout is defined as, (Kozier B et al 2000:1387). † an overwhelming feeling that can lead to physical and emotional depletion, a negative attitude and self concept, and feelings of helplessness and hopelessness† There are many methods to prevent burnout. One of these I observed, and have been guilty of my self, is the ability to suddenly become deaf. For example one client would continually ask for a ‘cup of tea’, to which staff would respond ‘you’ve just had one’ and the client would reply ‘I’ve just had one’ and walk away. But if the frequency of requests increased or they interrupted another activity staff would often pretend not to hear, they would ovoid eye contact and turn away. By ignoring the client it extended the periods between acknowledged requests. For the same reason this client was always last to receive his cup of tea when it was being made for the group. This coping mechanism ‘denial’ is one of many established ways to deal with stress (Kenworthy N. 1996:91). In denial you reject the thing that is unacceptable choosing to believe it isn’t there. Denial is very similar to ‘repression’ where although aware of the feelings you block them out, Tappen suggest that this can leave the caregiver with a â€Å"vague sense of unease† towards the client. Having denied hearing the request staff would then repress their guilt, leaving them with an uneasy feeling towards the client. This practice while not acceptable, had no long-term affects on the client as he would simply ask again a few minutes later, however if all requests where dealt with in the same way it could become harmful to the client (Tappen R. 1995:11). Another behaviour I witnessed was the reliance on PRN medication; a different client was very vocal following staff around the home asking questions about her forthcoming blood test. After a couple of failed attempts to reassure her it was decided she needed PRN to clam her down. The staff had coped by rationalising the situation. Rationalisation uses one explanation to cover up a less acceptable one i.e. their reason for giving the medication was to calm the client down. But the real reason was it would stop her bothering them with questions. (Tappen R.1995:11). Often in learning disabilities carers see a client’s failure to behave in an acceptable way or achieve targets as a personal failure (Brown H. Smith H. 1992:95). These failures or ‘client losses’ are another factor that contributes to burnout (Tappen R.1995:455). Other factors often experience by learning disabilities cares also contribute to burnout such as ‘low pay’, ‘discrimination’ and ‘inadequate advancement opportunities’. Learning disabilities are often referred to as â€Å"the Cinderella of the Cinderella services†(Parish C. 2001:13), and as such tend to attract the least skilled workers, who are given a low status even in relationship to carers in other fields (Brown H. & Smith H. 1992:93). Care is traditionally seen as â€Å"women’s work† and therefore â€Å"unskilled and unworthy† (Brown H. & Smith H. 1992:162/166). This is reflected in the fact that care staff are predominately women working part time, earning low levels of pay and having few opportunities to advance their careers (Hudson B. 2000: 88). Care work is rarely undertaken solely for financial gain; often the motives are more altruistic (Dagnan D. 1994:127). A study into staff satisfaction found that â₠¬Å"in spite of low pay† care staff â€Å"found rewards in the close nature of the caring relationship† (Hudson B. 2000:89). Recent government white papers ‘NHS and Community Care Act’ and ‘Valuing People’ aim to enhance the status of learning disabilities by reorganising the way that the service is provided (Beacock C. 2001:23), and â€Å"give those working in social care a new status which fits the work they do† (Hudson B. 2000:99). These proposals may ultimately improve the status of the service, but in the short term the changes are creating more paperwork, require new skills, and are leading to greater job insecurity. These factors are adding to an already stressful job (Hudson B. 2000:96). Studies found that the main causes of stress for care workers were â€Å"the inability to provide service users with what they needed, accountability or responsibility without power, frustration at office politics and uncertainty about the future† (Hudson B. 2000:90). ‘Powerlessness’ and ‘unresponsiveness to client needs’ added to ‘too much paper work’ are more factors that can contribute to burnout (Tappen R. 1995:456). Care staff are under a great deal of pressure, in their daily work they face all of the ten factors that contribute to burnout. This must ultimately have an affect on the way care is provided. I have no doubt that the staff at my placement are genuinely caring people who do their best to provide a high standard of care for their clients. However sometimes the quality of care I witnessed reflected the pressures they were facing. Only when the attitudes towards care work improve will its status be increased. This would in turn see a rise in pay and a decrease in the stress felt by carers, which would have the end result of improving the care received by clients. References Ajiboye P. (2000) Learning partners. No Limits. Autumn 2000 pp.11 Barratt M. Mottershead A. (1999) Understanding Industry. 5th Edition. London, Hodder & Stoughton. Beacock C. (2001) Come in from the cold. Nursing Standard. Vol.15 no.28 pp.23 Brown H. Smith H. {Editors} (1992) Normalisation: a reader for the nineties. London, Routledge. Churton M. (2000) Theory and Method. London, Macmillan Press Ltd Crawford J. (1990) Maintaining Staff Morale: the value of a staff training and support network. Mental Handicap. Vol. 18 June pp.48-52 Dagnan D. (1994) The Stresses and Rewards of Being a Carer in a Family Placement Scheme for People with Learning Disabilities. British Journal of Learning Disabilities. Vol.22 1994 pp.127-129 Dell T. 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The Articles of Confederation - Document-Based Question (DBQ) essays

The Articles of Confederation - Document-Based Question (DBQ) essays Between 1781 and 1789, the Articles of Confederation provided the United States with an ineffective government. When drafting the document, the thirteen states were cautious about creating an overly powerful central government because they feared the denial of their individual and state rights. The document was purposely established to bestow greater power in the hands of the states rather than centralization. They formed a committee of delegates compiled of representatives from each of the states. This committee established the national legislature and was referred to as Congress. Under the Articles, Congress was responsible for negotiating foreign policy, declaring war and sustaining an army and navy. Reasons for the ineffectiveness of the Articles of Confederation were Congress' inability to collect taxes, regulate international commerce and negotiation and implement domestic laws. During this time, the United States lacked an adequate taxation system. Congress was not granted the power, under the Articles of Confederation, to tax each of the thirteen states. The government held a dependency for state donations in place of taxes. The states intended to maintain their sovereignty and therefore opposed any form of federal taxation. The states felt that allowing Congress to collect money from their trade and commerce would shift freedom and power from the state to national government (Document A). Because the states would not conform to the idea of a national taxation, the United States was soon overwhelmed by inflation. This is the first example of the ineffectiveness of the Articles of Confederation as system of government. Secondly, the Articles of Confederation hampered foreign trade and policy. At the conclusion of the American Revolution, after granting freedom to the United States, Great Britain halted all trading in between the two nations. Congress was also unable to control international commerce. The combination of ...