How to Train to Run a Half-Marathon Essay

I. Step 1 Preparing the Mind Visualization- picture in your mind the runner you want to be. Picture yourself making a great training run. Affirmation- flood your mind with positive thoughts by talking to yourself every day. Tell yourself that you are a marathon runner. Our minds operate in the present so the more we tell ourselves something, even if it is not yet true, the faster our mind believe it. Also, put an affirmation, race brochure, or inspiring quote somewhere you will see it every day! Block the Negative thinking- Be aware of negative thoughts creeping into your mind. Stop them in their tracks by telling yourself the opposite. If you catch yourself thinking you are tired during a run, tell yourself several times that you feel great and strong! Think about why you have set this monster goal for yourself and see yourself enjoying the benefits you expect to have once you accomplish your goal. Motivation- Building mental stamina is essential. Staying motivation and developing the prope r mindset is key to enjoying training and crossing the finish line! Goals- You must have the right goals and reasons for running in order to be successful. Finishing time goals is a good way to start. II. Planning a Strategy Wear the right gear- Buy a good pair of running shoes. These will be the most important piece of gear. There are sold at specialty running stores that help you get fitted. Nutrition- Carbohydrates provide the fuel runners need. During training 65% of your total calories should come from complex carbohydrates, 10% should come from protein, 25% should come from unsaturated fats. Hydration- Consume 6 – 8 ounces of fluids every 20 minutes. During pre-training and marathon training this is of the upmost importance to help keep you going. Recovery- is an important part of training. You should not run every day. Your body needs to rest between runs so it can recover from one run to the next, getting stronger between each run. Avoiding Injury- Use the non-running days to rest and recover. Ice-down any soreness. Injuries often sneak up without warning. Doing all the right things will minimize your chances of injury. I. Executing the Plan Pre-training- Before beginning half marathon training you should be able to run for at least 30 minutes without stopping. Distance is not important right now. You just need to get your body used to running. Combinations of run/walks are great to use. It’s also a good idea at this point to go ahead and sign up for a half marathon! Training- Your mileage should gradually increase each week. Total weekly mileage should not increase by more than 10% from week to week. Completing a run of 10-12 miles about 3 weeks before the race will be enough to prepare you for the finish. Then taper off in the final weeks leading up to the half marathon to allow your body to recover from the training. Half Marathon Day- The big day! You will be full of adrenaline after leaving the starting line. Remember though, distance running is about endurance and pace is critical. Maintain pace to save everything you have left for your big finish!

The Hunters: Moonsong Chapter Twenty-Three

â€Å"I don't know how it got so late,† Elena said for the third time as they hurried down the path by the quad. â€Å"Bonnie and Meredith are probably worried about me.† â€Å"They know you're with me,† Damon said, pacing along unruffled beside her. â€Å"I don't think they'l find that comforting,† Elena said, and bit her tongue as Damon shot her an expressive look. â€Å"After al the time we've spent fighting side by side, they stil don't trust me?† he said silkily. â€Å"I'd be terribly hurt. If I cared what they thought.† â€Å"I don't mean that they think you'd hurt me,† Elena said. â€Å"Not anymore. Or that you wouldn't protect me. I guess they worry that you might †¦ might make a pass at me. Or something.† Damon stopped and looked at her. Then he picked up her hand and held it, running one finger down the inside of her arm, tracing the vein that led from Elena's wrist to her elbow. â€Å"And what do you think?† he asked, smiling gently. Elena snatched her hand back, glaring at him. â€Å"Clearly they have a point,† she said. â€Å"Knock it off. Just friends, remember?† Sighing deeply, Damon started walking again, and Elena hurried to catch up. â€Å"I'm glad you decided to come to the party with me,† she said eventual y. â€Å"It'l be fun.† Damon shot her a velvet-black glance through his lashes but said nothing. It was always fun to be with Damon, Elena thought, listening to the clicking of her own heels and watching her shadow grow and disappear as they walked beneath the streetlights. Or at least, it was always fun when Damon was in a good mood and nothing was trying to kil them, two circumstances she wished coincided more often. Stefan, sweet, darling Stefan, was the love of her life. She had no doubts about that. But Damon made her feel breathless and excited, swept up in something bigger than herself. Damon made her feel like she was special. And he was more easygoing than usual tonight. After Matt left, they'd searched the library some more, and then Damon treated her to chips and soda in the basement vending-machine room. They sat at one of the little tables and talked and laughed. It wasn't anything fancy or elegant, nothing like the parties he'd escorted her to in the Dark Dimension, but it was comfortable and fun, and when she looked at her phone, she was startled to see that more than an hour had passed. And now Damon even volunteered to come to a col ege keg party. Maybe he was trying to get along with her friends. Maybe they could real y be friends, once things somehow worked out between Stefan and him. Elena had reached this point in her musings when she suddenly got the unmistakable creepy-crawly feeling that she was being watched. The little hairs on the back of her neck stood up. â€Å"Damon,† she said softly. â€Å"There's someone watching us.† Damon's pupils dilated as he sniffed the air. Elena could tel that he was sending out questing tendrils of Power, searching for an answering surge, for someone focusing on them. â€Å"Nothing,† he said after a moment. He tucked his hand under her arm, pul ing her closer. â€Å"It could just be your imagination, princess, but we'l be careful.† The leather of Damon's jacket was smooth against Elena's side, and she held tightly to him as they stepped out into the road that divided the campus. Just across from them, a car that had been idling at the curb gunned its engine. Its headlights blazed on, blinding Elena. Damon's arms locked around her waist, squeezing the breath out of her. The car's tires squealed and it shot toward them. Elena panicked – oh God, oh God, she thought helplessly – and froze. Then she was sailing through the air, Damon holding her so tightly that it hurt. When they hit the grass on the other side of the road, Damon paused for a moment, adjusting his grip on Elena, and Elena peered back at the car, which had passed where they were standing a moment before and skidded back around in a U-turn. She couldn't make out anything, not what kind of car it was nor anything about the driver; behind the bright lights, it was just a hulking dark shape. A hulking dark shape that was veering onto the grass and coming back after them. Damon swore and yanked her onward, running rather than flying now, Elena's feet barely touching the ground. Her heart was pounding. She could tel Damon was hampered from using his ful speed by keeping Elena close. They dodged around the corner of a building and leaned against its wal , surrounded by bushes. The car hurtled by, then turned, its wheels leaving long skid marks, and lumbered back to the road. â€Å"We lost him,† Elena whispered, panting. â€Å"Annoy anyone lately, princess?† Damon asked, his eyes sharp. â€Å"I should be asking you that,† Elena retorted. Then she wrapped her arms around herself. She was so cold suddenly. â€Å"Do you think it could have been because of the Vitale Society?† she asked, her voice quavering. â€Å"Something about them and my parents?† â€Å"We don't know who or what could have been on the other side of that trapdoor,† Damon replied somberly. â€Å"Or maybe Matt†¦Ã¢â‚¬  â€Å"Not Matt,† Elena said firmly. â€Å"Matt would never hurt me.† Damon nodded. â€Å"That's true. He's ridiculously honorable, your Matt.† He gave her a little wry sideways smile. â€Å"And he loves you. Everyone loves you, Elena.† He shrugged out of his jacket and draped it over her shoulders. â€Å"One thing's certain, though. If the driver of that car thought I was human before, he knows differently now.† Elena pul ed the jacket more tightly around herself. â€Å"You saved me,† she said in a tiny voice. â€Å"Thank you.† Damon's eyes were soft as he put his arms around her. â€Å"I wil always save you, Elena,† he promised. â€Å"Don't you know that by now?† His pupils dilated, and he pul ed her closer. â€Å"I can't lose you,† he murmured. Elena felt like she was fal ing. The world was being swal owed up in Damon's midnight eyes, and she was being drawn along with it, into the darkness. A tiny part of her said no, but despite it she leaned toward him and met his mouth with hers. Stefan tapped his fingers against the wal behind him, looked around at al the people jammed too close together: talking, laughing, arguing, drinking, dancing. His skin was crawling with anxiety. Where was she? Matt said he'd seen her at the library more than an hour ago, that she had been planning on coming to the party then. Making up his mind, Stefan began to push his way toward the exit. Maybe Elena didn't want him in contact with her right now, but people were dying and disappearing. It would be worth it to have her angry with him, as long as he knew that she was okay. He passed Meredith, deep in conversation with her friend, and said, â€Å"I'm going to find Elena.† He had the quick impression of her faltering, starting to reach out a hand to stop him, but he left her behind. He pushed open the door and stepped out into the cool night air. Campus security was stil by the door checking IDs, but they let him pass without comment, only interested in people trying to come into the party. Outside, the wind was rushing through the trees overhead and a crescent moon rode high and white above the buildings around him. Stefan sent his Power out around him, feeling for the distinct traces of Elena. He couldn't sense anything, not yet. There were too many people too close together here, and Stefan could only feel the tangled traces of thousands of humans, their emotions and life force mixing together in one great underlying buzz from which it was impossible for him, at this distance, to pick out any particular individual, even one as singular as Elena. If he had fed on human blood recently, it would have been easier. Stefan couldn't help thinking longingly of the way that Power had surged through him when he drank regularly from his friends. But that was when Fel ‘s Church needed his best defense against the kitsune. He wouldn't drink human blood just for pleasure or convenience. Stefan started walking quickly across the quad, stil sending out questing fingers of Power around and ahead of himself. If he couldn't locate Elena that way, he would head for where she was last seen. He hoped that, as he got closer to the library, his Power would pick up some hint of her. His whole body was thrumming anxiously. What if Elena had been attacked, what if she mysteriously vanished and never returned, leaving him with this strange distance as their last memory of each other? Stefan walked faster. He was halfway to the library when the distinctive sense of Elena hit him like a punch. Somewhere nearby. He scanned left and right and then he saw her. A terrible pain shot through his chest, as if he could actual y feel his heart breaking. She was kissing Damon. They were half hidden in the shadows, but their light skin and Elena's blond hair shone. They were focused only on each other, so much so that, despite his Power, Damon wasn't aware of Stefan's presence, not even when he walked right up to them. â€Å"Is this why you wanted to take some time apart, Elena?† Stefan asked, his voice sounding hol ow and distant. Final y noticing him, they broke away from each other, Elena's face pale with shock. â€Å"Stefan,† she said. â€Å"Please, Stefan, no, it's not what it looks like.† She reached out a hand toward him, then drew it back uncertainly. Everything seemed so far away to Stefan; he was aware that he was shaking, his mouth was dry, but it felt almost as if he was watching someone else in pain. â€Å"I can't do this,† he said. â€Å"Not again. If I fight for you, I'l just end up destroying us al . Just like with Katherine.† Elena was shaking her head back and forth, her hands stretched out toward him imploringly again. â€Å"Please, Stefan,† she said. â€Å"I can't,† Stefan said again, backing away, his voice thin and desperate. Then, for the first time, he looked at Damon, and a redhot rage slammed into him, overriding the numb distance instantly. â€Å"Al you do is take,† Stefan told him bitterly. â€Å"This is the last time. We're not brothers anymore.† Damon's face opened for a split second in dismay, his eyes widening, as if he was about to speak, and then he hardened again, his mouth twisting scornful y, and he jerked his head at Stefan. Very well, that gesture indicated, then get lost. Stefan stumbled backward, and then he turned and ran, moving with al the supernatural grace and speed at his command, leaving them far behind even as Elena screamed, â€Å"Stefan!†

Aesthetics of Knowledge Maps Essay

If â€Å"a picture is worth a thousand words†, what is the worth of each word? Does the value of the aesthetic decrease through this transition? The human brain is trained to believe that there is a word to describe aesthetic, being able to put a label or description on all of this information. Why must we even classify a photo’s meaning through the written language? Visual information cannot be fully described through language or non-visual semiotic systems, because it is irreducible. Information is an artistic and aesthetic concept; to understand our world we must include the notion of information and how we as humans can make a representation of the world in our minds. Visual artifacts contain information. We store information visually, we analyze information through a visual means, and we understand information better when it is represented visually. The word ‘tree’ represents a tree as an aesthetic, an encompassing notion versus a specific image of a s ingular tree. There is a broader spectrum for understanding when something is visual. Depending of what language you speak, the framework of our semantic foundation, the meaning of a word varies drastically. People that speak different languages all see something in a photograph or painting and could tell you what it is they see, but the differences in our semantic thinking, language of words classifying information, will make it different. When a human is in early development stages as a child, the first initial way to communicate for them is visual information. Before children learn to read and write they draw, watch television, look at picture books. Then they are given teachings of communicating visuals to word. During the Paleolithic Period, 40,000–8,000 BCE, nomadic people painted in caves as a wondrous early way of communication, sharing information with others. An incredible example is the Hall of Bulls in the Lasceux Caves located in France in 15,000 BCE. These humans could not read or write and yet the visual information they represented with these paintings is breathtaking. They didn’t need 1,000 words to describe what they saw until the information age. Stories throughout time have been told naturally with visual information. Information has a history, yet unlike regular history, it is unbound by Euclidian space. It is not a physical being that has but one description. However, now information is all put into word. Without an extensive vocabulary there is little chance you could ever be able to express notions as clearly as if you were to simply communicate with visuals. Reliance on visual’s word to form the structure of all of our communication means thinking; visualizing information and mapping thought processes. Knowledge deals with matter of facts; laws of nature and society deal with energy processes and determine knowledge and facts. Information is prior to laws and knowledge; information is structured, relational, stored and transmitted, aesthetic. Information is configurations, organization and formalization. Mapping concepts structures our knowledge and makes us able to generate hypotheses. The organization of thoughts and concepts in this way brings the opportunity of serendipitously learning.

Friedrich Nietzeche Assignment Example | Topics and Well Written Essays - 500 words

Friedrich Nietzeche - Assignment Example On the other hand, slave morality embraces the standards of what is beneficial to the powerless. The morality holds that the independent and strong people possess evil attributes (211). In effect, the slave morality advances virtues such as humility, sympathy, and kindness. Thus, the two types of morality have remarkable differences. The master morality gives the masters a sense of fullness, including ability, wealth, and power. In this respect, the noble people perceive themselves as the originators of value, and can decide on what is good or bad. Such masters do not need the outside force to affirm their goodness because they believe devotion for greatness is in them (212). Thus, Nietzsche thinks that master morality is superior because it emphasizes strength, freedom, power, and egoism, and concern less with the externals. The morality evokes fear, inflicts suffering, and exploits the people in the lower order. In essence, the masters consider the non-masters in the society contemptible. To them, the non-masters are secondary and insignificant. Nietzsche thinks that religion and democracy fall under slave morality because the two tend to ease the suffering of the people. The expression of the slave morality adheres to the moral standards inherent in religion and democracy. Hence, the religion and democracy exemplify the same ideology as in slave morality. In effect, the religion and democracy exhibit the ideology of herd, majority, and convention contained in the slave morality. Similarly, religion and democracy embrace values such equality, pity, and humility that typify slave morality. Thus, Nietzsche uses the values to classify religion and democracy under the slave morality. In my opinion, relativistic morality cannot be defended. The relativistic morality tends to exaggerate the extent of diversity among cultures. Notably, the superficial differences among the cultures mask the underlying shared agreement. I

Analysis of Hatha Yoga Essay Example | Topics and Well Written Essays - 2000 words

Analysis of Hatha Yoga - Essay Example Methods Research refers to the process of collection, analysis, and interpretation of data and information with the agenda of solving a specific problem (Khan 132). This research, for instance, aims at answering the question on Yoga and how it is an intellectual and creative process that affects the mental, physical and spiritual well being of an individual. The research is also qualitative because it seeks to explore the nature of an issue. The first step of this research was formulating the research problem. This mainly aids researchers in clearly spelling out what they want to achieve from the research. In this step, the main challenge was determining the exact information that was relevant information in relation to the problem. This research mainly wants to shed light on the effect of Hatha Yoga on human beings physically, mentally, and spiritually. The study population for this research is primarily me and some other few participants whose participation were actually secondary. This is because mostly the research involves following online video instruction on Hatha Yoga exercises and postures. The phenomenon in the research is the relationship between Hatha Yoga and human beings mentally, physically, and spiritually. The most used research methods, in this case, are content analysis. Content analysis refers to a research technique for quantitative, systematic, and objective analysis of the actual content and internal concepts of media. This method was very important to this research since most of the data were collected from an online video source (YouTube). The advantage of the method is that it can allow both quantitative and qualitative analyses thus making it inclusive. The other research method that is probably in use in this research is an experimental research method. Given that watched the YouTube videos and learned the exercises and posture illustrated in them, the whole process can be referred to as an experiment. After learning all the Hatha Yo ga exercises and postures the noticeable changes are brought to the record. The main aim is observing how the activities will affect me physically, mentally, and spiritually. The results obtained through this method are always considered to be highly credible because they are based on primary data and information (McBurney and White 101). The literature review also formed an important part of this research. Since it involves a practice that I was not familiar with before, it was through the literature review that I was able to know the basics, history, and relevance of Hatha Yoga to human life. It was through the literature review that it was possible to get clarification on some concepts that were not clarified in the online videos. The literature review was also highly important in the collection of information that was used in the translation of the research’s finding. The research began with reviewing literature materials about the history of Yoga. The history was importa nt in understanding the fundamental concepts of Yoga and its purpose (Jackson 23).  Ã‚  

The importance of living healthy Research Paper

The importance of living healthy - Research Paper Example The diet that one consumes plays a significant role in ensuring healthy living in that certain diet contain substances that assist the promotion of health, as in the case for Mediterranean diets that are found to be a healthier than diets supplemented by additives to ensure that they are healthy (Healy). In this case, living healthy focuses on the issue of nutrition and the diet, that one follows and how well one eats. Therefore, living healthy does not necessarily mean that one eats based on limiting his or her nutritional intake, but is instead based on the consumption of naturally balanced foods that do not require modification in order to meet the nutritional needs of an individual. This is further shown by Mediterranean diets that have been proven to be way healthier as compared to conventional foods taken by diet fanatics. This is because studies show that people consuming diets low in fat do not necessarily mean that one’s diet is healthy; as they were found to be more at risk of heart disease and stroke as compared to those having natural foods as found in the Mediterranean foods (Healy). However, healthy living in terms of dietary intake reveals the need to consume certain foods in moderation, and others as if one’s life depended on it such as fatty fish for constant nutrition and avoidance of red meat. This means that low-fat diets are not beneficial for healthy living, but consumption of fruits and vegetables, as well as lean meats leads to healthy living in regard to nutrition and it has less risk to certain health complications such as strokes and heart attacks. In addition, healthy living in nutrition facilitates the body to be more responsive in relation to one’s physiology in cases of inflammation and insulin insensitivity. This is because a healthy diet contributes to a healthy body that is able to regulate its processes and prevent cardiovascular disease (Dray). Therefore, adding oats in nutrition that are rich in fiber se rves to create a feeling of satisfaction throughout the day, which translates to reduced intake of unhealthy foods. In addition, oats increase the rate of metabolism in the body creating an environment conducive for the burning of fat leading to a healthy body with enhanced aesthetics. This is also as seen in the case of adding avocadoes in the diet, whereby they provide fats to the body in an unsaturated form, which is important in creating a â€Å"quiet hunger†. The quiet hunger is relevant in metabolizing belly fat and providing protein, as well as fiber to the body lading to enhanced health and reduced susceptibility to diseases. In addition, healthy living based on nutrition eliminates vulnerability to certain conditions that have no cure, but are preventable such as cancer. This is evident by consuming foods with broccoli as it has preventive properties against cancer, which cuts back on one’s quality of life (Klein 33). In order to ensure healthy living, it is i mportant to consider exercise, which serves to prolong human life and exercise, just like nutrition, does not mean heavy exercise or one that is prescribed (Thornton and Brunton 12). Instead, it refers to living in an environment that beats conventional convenience, which means that one is pushed towards physical activity by his or her needs in order to run errands that

The Ideal Global Citizen Essay Example | Topics and Well Written Essays - 1500 words

The Ideal Global Citizen - Essay Example In one’s quest for greater understanding of the embodiment of an ideal global citizen, Friedman’s Dell theory was reviewed as the author expounded on universal concepts, co-operation, co-existence in the world of global supply chains, which is deemed directly related to the concept of being a global citizen. Likewise, one perceived that the concept of an ideal citizen is utopian and cannot be fully implemented in real life; though people should aim to get as close as they can to being â€Å"ideal citizens of the world†. The aim, therefore, is to present personal concepts for the ideal global citizen through an exploration of various contentions on education, religious knowledge and moral systems. A more comprehensive picture of a global citizen was expounded through reflecting on the definition of a global citizen. The inclusion of the term ‘global’ provided an expansive scope, and integrating the term ‘cosmopolitanism’ (Appiah 58) hoped to clarify one’s understanding of the embodiment of an ideal global citizen. Intricate as it seems, it is one’s perception that to establish conjectures of ultimately concluding that â€Å"cosmopolitanism is an adventure and an ideal† (Appiah 62), would be the only shared conviction with Appiah’s discussion. ... The ability to acknowledge that citizens are part of one universal family but recognizes individuality, privacy and confidentiality makes the concept ideal and global. It is one’s reflection that linking the concepts of idealism and globalization brings forth the validity in Thomas Friedman’s "The Dell Theory of Conflict Prevention". Friedman presents theoretical frameworks that argued that to attain global stability, the use of global diplomacy contributes to the prevention of impending wars across nations. Friedman’s famous contention is that â€Å"no two countries that are part of a major global supply chain, like Dell’s, will ever fight a war against each other as long as they are both part of the same global supply chain† (Friedman 125). Members of these global organizations could be exemplified as ideal global citizens in terms of exhibiting cooperation, co-existence and preferences for universal peace: the perfect, ideal scenario. Since one r ecognized that the concept of idealism is analogous to absolute perfectionism, an ideal global citizen, apart from acknowledging universality of being a citizen of the world, accepts the natural law for diversity in values and principles; yet, adhering to moral codes of conduct. As Albright cited Pope John Paul II’s argument that â€Å"if people were to fulfill their responsibility to live according to moral principles, they must first have the right to do so† (Albright 4). This is crucial as other people governed under a totalitarian regime or from a communist form of government are discriminated from complete expression of human rights that restricts the concept of an ideal global citizen. An ideal global

Clinical Ethics and Ethical Theories Assignment

Clinical Ethics and Ethical Theories - Assignment Example It has three components, namely (a) the key clientele which are elder residents (b) its contribution which is health care, and (c ) distinction which is serving the unique or distinct needs of residents. Needless to say, a mission statement need to be internalized by all health providers in the organization. Unfortunately, however, as in the case with many organizations even in other professional fields, mission statements are emblazoned in marble or metal print outside or inside edifices of organizations, but hardly internalized. Thus, in findings of professional accreditation by duly-authorized accrediting agencies, mission statements are not even in the conscious awareness of company people, being more aware of functions, not a mission. Correctly, the mission forms the standards of behaviour that tell us how human beings ought to act in the many situations in which they find themselves-as friends, parents, children, citizens, businesspeople, teachers, professionals, and so on.â₠¬ (Santa Clara University). In Revera Living, awareness of a formal mission statement which reflects the ethical principles of the organization’s pioneering founders is a reality. ... Integrity pervades the organization in all kinds of interactions for health care from the administrative to the clinical interrelationships. Compassion springs from the Christian culture of the organization wherein the least is regarded with no less care and attention. Excellence refers to the quality of services and is carried through from top administrators at the meso level to the lower echelon health providers at the micro level. On a macro basis, the excellence exuded by Revera Living is aptly demonstrated by the respect given by the state and the community for the residential organization, thereby ensuring it continued public and community support. Taken together, the core values as a framework give evidence of balance and harmony in all the domains of performance. Pointedly asked â€Å"performance of what, and to what ends? Such a question is well addressed in the case of the organization concerned (Onyebuchi, 2011). . Today, the successful experience and expansion of Revera Living to be today since 1996 a leader in Canada and places in the United States bear out the proof of an ethical framework translated into practical social reality. In truth, an ethical framework has turned into an ethical system based on feelings, religion, law, accepted social practice, or science.† (Santa Clara University). The Residents Council and the Family Council at Revera Living further demonstrate that the core of the organization, namely the resident elders and their families equally concretize ethical practice. The Residents’ Council empowers residents along autonomy to determine health care and living conditions. Supporting this internal council is the Family Council in

How Social Styles Affect Assertive Behaviors Research Paper

How Social Styles Affect Assertive Behaviors - Research Paper Example Personal development takes many forms, from improving personal performance, to changing emotional states in particular situations such as public speaking, interviews and presentations. Even after working for weeks, preparing the presentation to the best of one ’s ability, ignoring the nerves building up he doesn’t get the response he desires for. For one reason or another, his brain has learnt to provide him with the wrong unconscious response when he speaks in public. Instead of appropriate levels of adrenalin and excitement to optimize his performance, he gets a fear response as if he is being attacked by a wild animal. Everything in his body and mind is saying "run away!† But he can't, he has to ignore his 'fight or flight' response and stay put and what's more, he has to sound eloquent and informed at the same time. Public Speaking demands lots of experience and knowledge. One needs to get rid of the Public Speaking fear that could only happen when one enjoys speaking in public and giving presentations. Personal Growth plays an important role in Personal Development. All of nature from the acorn that becomes the Great Oak to the microscopic cell that becomes a Sperm whale experiences personal growth. What makes humans different is that we are in the unique position of being able to do it consciously. Personal growth means different things to different people. It may be that one is potentially infinitely perfect! However, he will be aware that there are areas of life where he would like to perform better. When we look around we will notice there are people who have particular skills, traits that we would like to absorb into our own character.

Argue one side of free will from a philosophical view Essay

Argue one side of free will from a philosophical view - Essay Example The concept of determinism has three main positions; Indeterminism, Determinism and lastly soft determinism. In the modern world, determinism can be seen in an event such as the powering off of a personal computer automatically due to power outage or an electrical fault. Looking at hard determinism, it can be explained by the belief that each and every event taking place must have its own sufficient natural cause for that. That being said, an action or thought cannot be viewed as free if it has a cause behind it. On the other hand, Indeterminists have the view that the term universal is not applicable to our mental life in the same way as in the outside natural and physical world. Lastly, free will and determinism are deemed to be compatible in both the natural physical world and the mental state. On the issue of freewill, we can look at a scenario like transporting ourselves to very many feet below the ocean or sea. This begs the question, does anyone have the freedom to move themselves physically from their own home to an area deep under the sea? The most obvious answer to this question is that it is possible if one can be able to get himself to a submarine and go down to the ocean floor aboard it. Looking at this answer it means that the concept of our freedom and freewill is to the most part limited by the laws of nature and the prevailing physical reality. We need third party solutions in order to exercise our own ‘Free Will’ e.g. usage of lights at lights, driving vehicles to work or talking to a relative on the phone who is hundreds of miles away. The important thing to note is that even though we may claim to have free will it is limited in its actuality in most cases. The same can be seen in terms of determinism, we as humans can estimate some form of th e future in certain instances. We are capable of determining the future behavior of the sun, earth and the climate

Terminal Cancer - Palliative Care Essay Example | Topics and Well Written Essays - 1750 words

Terminal Cancer - Palliative Care - Essay Example The current symptoms of the patient vary from day-to-day. The metastasis to the bone means that the client has progressive pain which is generally worsening. The liver metastasis has caused a loss of appetite, nausea and occasional bouts of very severe abdominal pain. The patient also has a chronic cough which is thought to originate from lung metastases, and will occasionally complain of chest pain. This has been confirmed by an abnormal chest X-ray. Overall, the patient has expressed dissatisfaction and at times feels unable to enjoy life, with an overall feeling of ‘sadness’. The patient also claims to have difficulty remembering some things, which is a common symptom of terminal cancers in general (Karabulu et al, 2010). Pain as a Symptom One of the most distressing symptoms for the patient, as with many terminal cancer clients, is the pain and the anxiety which comes from fear of increasing amounts of pain. Pain management is important in terminal cancer, but is not always effective. Hemming & Maher (2005) examined the management of pain and the difficulties which arise. The article highlights the fact that terminal cancer patients often have pain coming from many areas of the body, as seen in our case study above. Bone and nerve pain arising from metastases may be causing extreme pain, which is more difficult to treat. Hemming & Maher (2005) also highlight the fact that pain may be holistic, whereas treatments tend to focus purely on treating physiological pain with analgesics and other pharmaceuticals. The article also notes that pain is an extremely complex system and the mechanisms of this are not completely understood, again making pain management an extremely difficult process. Hemming & Maher (2005) examine the multiple ways in which pain should be approached. Firstly, they highlight the understanding of different types of pain; somatic, visceral, neuropathic and bone. Knowledge of this can help appropriate pain management systems to be correctly found. There is also an importance placed on the spiritual elements of the pain, which Hemming & Maher (2005) suggest need to be approached simultaneously with the more traditional physical approach. From here, the attending clinician could use an ABCDE of assessment of the pain to help them understand the location and type of pain, again helping to highlight what type of pain management may be necessary. Pharmaceutical interventions can then be considered. This should be approached in three ways. Firstly, ‘by the ladder’, which means that treatment should start from the non-opiod option and become progressively stronger by need. The article also highlights the importance of giving pain medications ‘by the clock’, or regularly, to maintain relief. Finally, Hemming & Maher (2005) advocate that pain relief be given ‘by the mouth’ through oral administration. Lynch & Abrahm (2002) focused on the Dana-Farber Cancer Institute and their ap proach to pain management in terminal patients. The approach here was done in a number of steps. The first of these involved assessment, with the Dana-Farber Cancer Institute advocating using numeric, verbal and a Wong-Baker-like FACES scale to judge the standard of pain of the individual. After this, patient education is conducted. The patient should be knowledgeable about the medication and approaches to pain that they are taking, particularly as a fear of addiction and the problems with

Platos Apology Essay Example for Free

Platos Apology Essay Platos The Apology is an account of the speech Socrates makes at the trial in which he is charged with not recognizing the gods recognized by the state, inventing new deities, and corrupting the youth of Athens. Socrates speech, however, is by no means an apology in our modern understanding of the word. The name of the dialogue derives from the Greek apologia, which translates as a defense, or a speech made in defense. Thus, in The Apology, Socrates attempts to defend himself and his conductcertainly not to apologize for it. For the most part, Socrates speaks in a very plain, conversational manner. He explains that he has no experience with the law courts and that he will instead speak in the manner to which he is accustomed: with honesty and directness. He explains that his behavior stems from a prophecy by the oracle at Delphi which claimed that he was the wisest of all men. Recognizing his ignorance in most worldly affairs, Socrates concluded that he must be wiser than other men only in that he knows that he knows nothing. In order to spread this peculiar wisdom, Socrates explains that he considered it his duty to question supposed wise men and to expose their false wisdom as ignorance. These activities earned him much admiration amongst the youth of Athens, but much hatred and anger from the people he embarrassed. He cites their contempt as the reason for his being put on trial. Socrates then proceeds to interrogate Meletus, the man primarily responsible for bringing Socrates before the jury. This is the only instance in The Apology of the elenchus, or cross-examination, which is so central to most Platonic dialogues. His conversation with Meletus, however, is a poor example of this method, as it seems more directed toward embarrassing Meletus than toward arriving at the truth. In a famous passage, Socrates likens himself to a gadfly stinging the lazy horse which is the Athenian state. Without him, Socrates claims, the state is liable to drift into a deep sleep, but through his influenceirritating as it may be to someit can be wakened into productive and virtuous action. Socrates is found guilty by a narrow margin and is asked to propose a penalty. Socrates jokingly suggests that if he were to get what he deserves, he should be honored with a great meal for being of such service to the state. On a more serious note, he rejects prison and exile, offering perhaps instead to pay a fine. When the jury rejects his suggestion and sentences him to death, Socrates stoically accepts the verdict with the observation that no one but the gods know what happens after death and so it would be foolish to fear what one does not know. He also warns the jurymen who voted against him that in silencing their critic rather than listening to him, they have harmed themselves much more than they have harmed him.

I Love Lucy: The Popular TV Show

I Love Lucy: The Popular TV Show The baby blue, mascara spiked eyes widens, the head tilts, the electric orange curls bob, and the wide, lipsticked mouth takes another teaspoon full of Vitameatavegamin syrup. The ever popular TV show, I Love Lucy, is back on the air with a new season of drama packed episodes. Ready to record the commercial that will propel her into show business, Lucy Ricardo downs the nutritional syrup, unaware that the product contains twenty-four percent alcohol. As she advertises the virtues of the product, her awareness slowly drifts away, and her face slips into a stupefied straight stare. The innocent, child-like Lucy is thoroughly drunk and very funny. One of the most beloved housewives in media history manages to make a complete fool of herself once again and successfully enrages her husband. Lucille Ball was a comedienne, film, television, and radio actress, and the star of I Love Lucy. In 1951, the first episode of I Love Lucy, Lucy Thinks Ricky is Trying to Do Away with Her aired on public television; it became an instant favorite for viewers around the nation. What Lucille Ball achieved, however, had much more lasting impact. On top of being the first woman in television to be head of a production company, Lucille Ball became a pioneer that brought about the Golden Age of Television. Due to the success of I Love Lucy, Lucille Ball managed to establish television as a viable medium of entertainment in an era where media is dominated by filming industries; before I Love Lucy came about, television was mostly used as a means of keeping in touch. Not only did Ball change the face of television, she paved the path for future female actresses. Lucille Balls unique sense of humor, acquired through her own experiences, shaped the modern world of entertainment and left an irre placeable mark on society. Unlike her famous situation comedy alter ego Lucy Ricardo, Lucille Ball was not at all naive and clumsy. By the time I Love Lucy went on air in 1951, Ball was over forty and had been in show business, playing mostly glamour roles, for twenty years. Lucille Ball was born on August 6th, 1911 in Jamestown, New York. She lost her father, who was a mining engineer, at the age of four. Her mother, who was a concert pianist, encouraged her into the field of entertainment. At the age of 15, Lucille Ball pursued her dreams of becoming a part of vaudeville in John Murray Anderson Dramatic School. But unfortunately for her, by the time she hit New York City the era of vaudeville was over or as Ball said it Vaudeville was dead, but I didnt know it! Forced to live on doughnuts and coffee, Ball managed to make ends meet as a model and showgirl. Unsatisfied with her current living style, Ball managed to pull some string with an old friend and hooked up with an agent looking for support actresses in comedy routines and plays. Over the course of the next few years, Ball worked on many productions such as Room Service with the Marx Brothers. She was willing to work all sorts of parts that other female actresses did not want to take. They knew Id run, Id scream, Id fall Id do what I was asked to do. () Because of her willingness to learn how to act, she landed parts in The Three Stooges, Laurel and Hardy, and most male comics. Some of the unconventional parts that Ball took caused her to have a much more unconventional sense of humor in her later works. This marked a period of tremendous growth in Balls comedic style and image. She was becoming someone recognizable and likeable a personality type. Lucille Balls first major recognized work came in 1947. She was chosen as the lead actress for a radio show called My Favorite Husband, which was sponsored by CBS. Her experiences on My Favorite Husband contributed greatly to Balls style of humor and I Love Lucy. Through the radio show, Ball learned the basic elements of timing her lines to laughs coming from a live audience. She also developed a combination of slapstick with both sexuality and domesticity. () This set Ball apart from most previous American women film comedians; it was common for women in slapstick to be a support prop, victims of male-initiated comedy, or star grotesques who had neither conventional sexual allure nor the prospect of social normalization through marriage. () Lucille Ball became one of the first female comedians to have connections with the domestic Ball gave off the similar feeling of being a part of the family. In 1940, Lucille Ball fell in love and eloped with touring Cuban bandleader Desi Arnaz. They moved in together, married, and began a sequence of events that led to I Love Lucy. Because of the couples busy careers, they were frequently separated month at a time. Their marriage slowly fell apart. At that time Lucille Ball was offered by CBS to transfer her radio show My Favorite Husband to television. Ball, seeing this as an opportunity to patch up her marriage, brought her husband into the television show as the male lead. Thus I Love Lucy debuted on CBS in October 1951 and became an instant sensation. Eisenhowers presidential inauguration in January 1953 drew twenty-nine million viewers, but when Lucy gave birth to Little Ricky in an episode broadcast the next day forty-four million viewers (72% of all U.S. homes with TV) tuned in to I Love Lucy. I Love Lucy is arguably the TV show that had most influence on modern television media culture. Television in the 1950s was purely a domestic medium always showing images of marriage and family. The story of I Love Lucy reflected the couples own family life in the funhouse mirror of a sitcom premise. Lucy, played by Lucille Ball, is a frustrate housewife who longs to escape the confinement of her domestic role and participate in a larger public world, especially that of her husband Ricky, the leader of the Tropicana nightclub. Conflicts arise when Lucys desire to go beyond the roles of a housewife clash with Rickys equally passionate belief of a traditional housewife. This dynamic is established in the very first episode when Lucy disguises herself as a clown and sneaks into Rickys nightclub act. In all the consequent episodes following, Lucy rebels against the restrictions placed on the lives of domestic women, the boring routines of cooking and housework, taking care of the child ren, and the financial dependence upon the husband. Each episode centers upon Lucys acts of rebellion taking jobs, performing at clubs, making money-making schemes, or trying to fool Ricky are all in attempts to expose the absurd restrictions placed on women in a male-dominated society. Sadly, because of the era, her attempts are forever thwarted in every episode. By entering the public domain, Lucy inevitably makes a mess of things and is forced to retreat and return to the status quo of domestic life that is picked up in the next episode. However the message left by Lucy remains in the consciousness of viewers for the times to come. Balls style of comedy played a great role in conveying this message to the general audience. As a mere comedian from the perspective of an outsider such a message would probably not get much consideration. However, Balls type of domestic comedy allowed to her to much more than an outsider; in fact, the character Lucy is considered by many people as part of the family. Ball was able to get past the emotional barrier that many other comedians could not. Lucille Balls use of quick witted situational ironies combined with her position as an insider allows the much male-dominated audience to slowly accept the idea of women playing a more active role and having more power in society. On top of fighting for women rights, Lucille Balls I Love Lucy reached many milestones that became pivotal in shaping modern television. Programs before I Love Lucy were aired live from New York City studios to Eastern and Central time zone audiences. It was captured by kinescope for the viewers in the West Coast. Kinescope pictures quality was dramatically less than films. However, Ball and Arnaz took advantage of the movie industry filming techniques and captured their series on film. CBS allowed the couple to go through with their idea; in exchange for a cut in their salary, Ball and Arnaz gained one hundred percent ownership to the series. The idea of reruns had not been established or tested during her time, but Ball bet on the inevitable growth of television and ended up with huge returns an investment that quickly turned Ball and Arnaz into the first millionaire television stars. Lucille Ball has certainly left her mark on our society. Not only is she a pioneer in the struggle for equality amongst men and women, she shaped modern television into what we know today. Her title Queen of Comedy is well deemed. Along with her Living Legend Award and Legacy of Laughter Award, Lucille Ball paved the path for future female comedians to take stage. Anyone who has ever seen I Love Lucy will forever remember Balls signature laugh and her clumsiness which often times lead her into silly situations. Lucille Ball will forever be glorified in the hearts of Americans.

Effectiveness of the World Cup Campaign on Lafarge Concreto

Effectiveness of the World Cup Campaign on Lafarge Concreto Executive Summary Primarily the study aims to give the reader an insight into the Indian Cement industry. The project aims to profile and understand the effectiveness of the World Cup campaign of Lafarge Concreto cement. The first phase will be to know the competitors of different brand of PSC cement in eastern India and analysis of their promotion by secondary research. The second phase will be the analysis of the World Cup promotional activities of different brands with celebrities. And then the analysis of the World Cup campaign of Lafarge Concreto with Dhoni is to be done. The third phase will be the comparison of the World Cup campaign of different brands/product with Lafarge Concretos World Cup campaign that will lead to some new findings which will help to formulate new ideas. The fourth phase is to know the effectiveness of the World Cup campaign of Lafarge with Dhoni with the help of a survey i.e. how customers are associating Dhoni as a brand ambassador of Lafarge Concreto, and their feedback about the product, the survey will include meeting dealers and the customers with questionnaire. The final phase will be the analysis of the survey, based on the suggestions and feedback from the customers, ideas will be formulated to improve the promotion which will help to create a strategy that will stay for longer time in future. A Stint at an Advertising Agency- Ogilvy An advertisement agency is a service provider. It provides services to its clients. The primary service of an ad agency is to create a goal oriented and effective advertisement and promotional campaign which aim at putting across the message of the company positively in the eyes of its target audience. In the face of stiff competition every company wants to have an edge over its competitors. Advertising agencies therefore also do the work of research for their clients. This helps the company to take informed decisions and the advertising agencies to create advertisements which break through the clutter and are attention grabbing, persuasive and unique. The main functions of an advertising agency are: Understanding the company, its products and target audience Doing research for better understanding Planning an advertising campaign Making strategies Creating the advertisement and other promotional campaign Measuring success of the campaign About Ogilvy Ogilvy Matheris an international advertising ,marketing and public relations agency based i nManhattan and owned by the WPP Group. The company operates 497 offices in 125 countries. It was founded in the year 1948 by David Ogilvy as â€Å"Hewitt, Ogilvy, Benson, Mather in Manhattan. Rochelle Lazarus is the chairman andMiles Young is the CEO. Ogilvy opened its first agency in India in the year 1928. It was the first advertising agency in India. Ogilvy has launched many advertisements which have been very successful in all these years. The company in India operates with offices located in all the major cities. Piyush Pandey is the Executive Chairman and the Creative Director at Ogilvy Mather, South Asia. OGILVY OFFICES IN INDIA The focus areas include advertising, direct marketing, public relations and activation. Ogilvy Activation includes services in the non-traditional area of advertising Ogilvy Landscapes, Ogilvy Outreach, Ogilvy Live and Ogilvy Signscapes which together with the focused services consolidate offerings to clients. OM India is OM Internationals fifth largest operation in terms of profits, with the US ranking first and European nations occupying the other three positions. It is ranked Indias number one agency by Brand Equity survey on leadership, creative ability, investment in employees, client servicing, most influential people and great creative directors. Awards Recognitions OM has bagged several awards for print advertisements, TV ads and case study presentations. OM was awarded the Grand Effie Gold and Gold for service on Hutch, a campaign that won awards at the Abbies too; Gold Effiefor corporate advertising for the Cadbury Crisis Management. OM bagged three Bronze Lions at the Cannes Festival 2004 for two Public Health Safety campaigns for Hutch and one for Concern India Foundation; a Gold two Silvers at the Emvies, 1st Runner Up for Asias ‘Office of the Year 2004 by Media magazine, an award that spans 360 degree communication and HR. From Silver Pencil to Asian Brand Marketing Effectiveness awards for campaigns that include Advertising, PR, CSR, Interactive and Direct Marketing, OM has received recognition for its stature as Indias No. 1 communications agency. OM Mumbai was ranked 8th hottest shop in Asia by Campaign Brief Asia in 2002. Every business unit in OM has received recognition in the domestic and overseas markets. Ogilvy won three Gold, five Silver and five Bronze stacking up to 120 Points that won Ogilvy the title of EFFIE Agency of the Year 2009. Vodafone won EFFIE Client of the year in 2009.Ogilvy Kolkata won the Agency of the year in 2010 at Annual Calcutta Advertising Club awards for creative excellence. Ogilvy Kolkata won many award in ABBY awards in the year 2010. The categories in which OM Kolkata won metals are 5 silvers for the Lafarge and Concreto campaigns (category: Home/ dà ©cor/ lifestyle), 4 silvers for the Kolkata TV print campaign (category: Media), 1 Gold for Childrens Little Theatre radio spot (category Radio, services). List of Clients Vodafone Kolkata Circle Vodafone Rest of West Bengal Vodafone Orissa circle Vodafone Bihar circle Lafarge Concreto Lafarge Duragaurd Tata Steel Star Jalsa Coal India Aque Duct PVC pipes Tea board of India Organizatonal Structure of Ogilvy Operational Flow at Ogilvy At Ogilvy, the client servicing executives prepare and pitch a new product or service to a client. It is very important that the pitch is well structured, client centric and adds value to the company. Once the client appoints the advertising agency then the budgets are negotiated. For every new campaign the client briefs the client servicing executives about their requirements. The client servicing executives studies the brief in details and figures out the core need behind the requirement. According to the requirement there is negotiation with the client about the estimated amount which the client will be billed for the campaign. On the basis of the clients requirement and the detailed research by the executive, brief is given to the creative department about the campaign. After understanding the brief the creative department reverts back with the idea for the campaign. If the idea matches with the clients brief, the client servicing executive asks the creative department to proceed forward. The executives interact regularly with the client through emails and phone calls. After a lot of interaction with the client and the executives, the creative department prepares required creative as per the idea which was finalized. The client servicing executives gets an approval for the creative from the clients. After the executive finalizes the requirement all the creative which are finalized for the campaign are given to the studio operators. The studio operators do the adaptation of the creative in terms of different size requirement, change in the copy etc. They also make sure that all the mandatory guidelines given by the brands are incorporated in the promotional material. The studio operators do a lot of adaptations according to the region in which the campaign is to be released. This may require using the copy of the advertisement in various languages this is done by the translators. The translator translates the copy according to the local language. The final layouts are shared with the client for their approval, in form of JPEGs. The client reverts back and changes if any are made by the studio operators. Then the final advertisement is released for printing. Apart from the print ad client may require radio advertisements, television commercial, audio visual or any other innovative material for promotions. The client servicing interacts with the respective vendors and gets the work done. Introduction Indian Cement Industry An Overview Indian cement industry dates back to 1914 first unit was set-up at Porbandar, with a capacity of 1000 tones. [2] India manufactures 251.2 Million Tones of cement per year. Indias per capita cement consumption is only 156 kilograms against Chinas 600 kilograms. [4] Cement sales primarily through a distribution channel. Ready mix concrete a relatively nascent market in India. Installed Capacity Indian Cement industry is comprised of 148 large cement plants with around 46 member companies. The installed capacity of these large cement plants is estimated to be 219.17 million tones during 2009-10 (as on March 2009).There are 95 large cement plants with capacity of million tones and above and around 1, 40,000 manpower is employed under these plants (one MnT cement generates downstream employment to 50,000 persons). Also, there are 365 mini and white cement plants with an installed capacity of 11.10 million tones (P). [3] Statistics Cement Production Despatches (P) Source: Cement Manufacturers Association Cement production during April to January 2010-11 was 136.51 million tones as compared to 130.85 million tones during the same period for the year 2009-10. Despatches were estimated at 135.56 million tones during April to January 2010-11 whereas during the same period for the year 2009-10, it stood at 130.09 million tones. [3] Cement sector is characterized by the following Units concentrated near raw material sources or markets Power intensive High freight costs Small value chain Regional variation and volatility in prices and margins High debt levels Regional distribution of demand Seasonality of demand and cyclicality of the industry High entry barriers Consumer Demographics Buying Patterns of Indian Consumers The per capita consumption of cement in India is very low, as compared with the developed economies and the overall world average per capita cement consumption. The per capita consumption of cement in India is even less than that in Africa, a relatively underdeveloped continent. Over the past decade, the per capita cement consumption of cement has increased in most states, except Chandigarh, where it has declined by 7 %. Mechanics of Distribution Channels of Sector Companies invariably hire carrying forwarding agents or transport cements to own or government warehouses either via roadway or railways. Incase of exports, cement reaches the nearest port via roadways or railways and is then transferred to the importing country. Domestically, from warehouses the cement is transported to the dealers/distributors and in turn to sub dealers who finally sell it to the end users. There may or may not be physical ownership of goods. In the second case, dealers and sub dealers take order from buyers and place it to the companies, co ordinate and monitor the timely dispatch of said orders, transportation of goods and final delivery. Distributor network in cement industry is highly dominating and companies are compelled to hire as they do not really have that rapport and touch with the end consumer of their product. Apart, from this, the distributors have storage facilities as well which help control well in the entire supply chain as they are the ones who bring orders and therefore are directly responsible for the business that a manufacturer would do. Demand drivers Infrastructure construction sector the major demand drivers. Some demand determinants Economic growth Industrial activity Real estate business Construction activity Investments in the core sector Factors and causes behind the successful flourishing of the cement industries in India Technological change: The government and the industries are upgrading the quality and the technology that are used in the process of production. New investment are in process that are sure to make a change in whole processing and the output of cement There are host of companies are merging together to make their capacity and the produce big and this would lead to a greater development in the cement production. The real estate market is much optimistic and hence this helps in the growth and the enhancement in the field of cement production and investments. Companies and the investors are spending more on the infrastructure of this sector. Various national programs are taken in like National Rural Employment Guarantee, Urban Renewal Mission (JNNURM) and Indira Aawas Yojana. Different Types of Cement There are different varieties of cement based on different compositions according to specific end uses, namely Ordinary Portland Cement, Portland Pozolona Cement, Portland Blast Furnace Slag Cement, White Cement and Specialized Cement. The basic difference lies in the percentage of clinker used. [5] 1. Ordinary Portland cement (OPC): OPC, popularly known as grey cement Clinker 95% Gypsum 5% Other materials White cement is a variation of OPC and is used for decorative purposes like rendering of walls, flooring etc. It contains a very low proportion of iron oxide. The applications are cover dry-lean mixes, general-purpose ready-mixes, and even high strength pre-cast and pre-stressed concrete. 2. Portland Pozolona Cement (PPC): Portland pozzolana cement is Ordinary Portland Cement blended with pozzolanic materials (power-station fly ash, burnt clays, ash from burnt plant material or Siliceous earths), either together or separately. Portland clinker is ground with Gypsum and Pozzolanic materials which, though they do not have cementing properties in themselves, combine chemically with Portland cement in the presence of water to form extra strong cementing material which resists wet cracking, thermal cracking and has a high degree of cohesion and workability in concrete. Clinker 80% Pozzolana 15% Gypsum 5% It is cheaply manufactured because it uses fly ash/burnt clay/coal waste as the main ingredient. It has a lower heat of hydration, which helps in preventing cracks. 3. Portland Blast Furnace Slag Cement (PBFSC): Portland blast-furnace slag cement contains up to 70 per cent of finely ground, granulated blast-furnace slag, a nonmetallic product consisting essentially of Silicates and Aluminum-silicates of Calcium. Slag brings with it the advantage of the energy invested in the slag making. Grinding slag for cement replacement takes only 25 per cent of the energy needed to manufacture Portland cement. Using slag cement to replace a portion of Portland cement in a concrete mixture is a useful method to make concrete better and more consistent. Portland blast-furnace slag cement has a lighter color, better concrete workability, easier finish ability, higher compressive and flexural strength, lower permeability, improved resistance to aggressive chemicals and more consistent plastic and hardened consistency. It has a heat of hydration even lower than PPC and is generally used in construction of dams and similar massive constructions. Clinker 45% Blast furnace slag 50% Gypsum 5% 4. White Cement: White Portland cement has essentially the same properties as gray cement, except for color, which is a very important quality control issue in the industry. It is manufactured using fuel oil (instead of coal) and with iron oxide content below 0.4% to ensure whiteness. Special cooling technique is used. It is used to enhance aesthetic value, in tiles and for flooring. White cement is much more expensive than grey cement. 5. Specialized Cement: Oil Well Cement: is made from clinker with special additives to prevent any porosity. Rapid Hardening Portland cement: It is similar to OPC, except that it is ground much finer, so that on casting, the compressible strength increases rapidly. 5 Source. www.acclimited.com Major players in cement industry 1) Associated Cement Companies Ltd (ACC) ACC Limited is Indias foremost cement manufacturer with a countrywide network of factories and marketing offices. Established in 1936, ACC has been a pioneer and trend-setter in cement and concrete technology.[5] ACC manufactures the following types of cement, in addition to which, it provides Bulk Cement and Ready Mix Concrete. Ordinary Portland Cements: 43 Grade Cement (OPC 43 Grade), 53 Grade Cement Blended Cements: Fly-ash based Portland Pozzolana Cement, Portland Slag Cement Table No.1- ACC plants 2) Birla Corp Table No.2- Birla cement plants 3) UltraTech UltraTech Cement Limited has an annual capacity of 52 million tones. It manufactures and markets Ordinary Portland Cement, Portland Blast Furnace Slag Cement and Portland Pozzalana Cement. It also manufactures ready mix concrete (RMC). The company has 11 integrated plants, one white cement plant, one clinkerisation plant in UAE, 15 grinding units 11 in India, 2 in UAE, one in Bahrain and Bangladesh each and five terminals — four in India and one in Sri Lanka. UltraTech Cement is the countrys largest exporter of cement clinker. The export markets span countries around the Indian Ocean, Africa, Europe and the Middle East. UltraTechs subsidiaries are Dakshin Cements Limited, Harish Cements Limited, UltraTech Ceylinco (P) Limited and UltraTech Cement Middle East Investments Limited. [11] Table No.3- Ultratech cement plants The company has an annual capacity of 48.8 million tonnes, and manufactures and markets ordinary portland cement, portland blast furnace slag cement and portland pozzalana cement. 4) Ambuja Cements Ltd Ambuja Cements Ltd. (ACL) is one of the leading cement manufacturing companies in India. The Company, initially called Gujarat Ambuja Cements Ltd., was founded in 1983. The Company commenced cement production in 1986. The global cement major Holcim acquired management control of ACL in 2006. Holcim today holds little over 46% equity in ACL. The Company is currently known as Ambuja Cements Ltd. ACL has grown dynamically over the past decade. Its current cement capacity is about 25 million tones. The Company has five integrated cement manufacturing plants and eight cement grinding units across the country. ACL enjoys a reputation of being one of the most efficient cement manufacturers in the world. Its environment protection measures are on par with the finest in the country. It is one of the most profitable and innovative cement companies in India. [9] Table No.4- Ambuja cement plants 5) Jaiprakash Associates Limited Jaypee group is the 3rd largest cement producer in the country. The groups cement facilities are located in the Satna Cluster (U.P), which has one of the highest cement production growth rates in India. The group produces special blend of Portland Pozzolana Cement under the brand name ‘Jaypee Cement (PPC). Its Cement Division currently operates modern, computerized process control cement plants with an aggregate capacity of 21.30 MnTPA. The company is in the midst of capacity expansion of its cement business in Northern, Southern, Central, Eastern and Western parts of the country and is slated to be 37.55 MnTPA by FY12 (expected) with Captive Thermal Power Plants totaling 702MW.[7] Table No.5- Jaypee cement plants 6) Binani Cement Binani Cement Limited is the flagship subsidiary of Binani Industries Limited (BIL), representing the Braj Binani Group. The cement business started operations in 1997, in Sirohi District, Rajasthan. The Companys product portfolio includes Ordinary Portland Cement, Pozzolona Portland Cement and Ground Granulated Blast furnace Slag (GGBFS). [10] Binani Cement Ltd. produces cement of two grades: Grade 43 Grade 53 PPC (Portland Pozzolana Cement) The Binani Cement Plant is in Pindwara, District Sirohi, Rajasthan 2Source. http://www.ibef.org/industry/cement.aspx 3Source.http://www.indiainbusiness.nic.in/industry-infrastructure/industrial-sectors/Cement.htm 4Source. http://www.reportlinker.com/p0243979/Industry-Analysis-Cement.html About Lafarge Cement Lafarge is the leader in building materials; with a turnover of $15.88 billion in 2009. It has been in operation since way back in history in 1833; when it started as a limestone mining company. But as far as the Indian market goes, Lafarge actually began operations in 1999. And then began a slew of expansion plans in the Indian market; combined with a number of insightful, and at times, path breaking marketing initiatives. Lafarge currently has three cement plants in India: two integrated plants in the state of Chhattisgarh and a grinding station in Jharkhand. Total cement production capacity of Lafarge in the Indian market currently stands at around 5.5 million tons. Lafarge India produces different types of cements like Portland Slag Cement, Portland Pozzolana Cement. The company is a leading cement player in Eastern India. Its brands Lafarge Cement and Lafarge Concreto Cement enjoy high brand equity here and are amongst the highest priced brands. Lafarge is committed to the India n market and has firm plans to expand its capacity in India. Lafarge enjoys high brand equity through its different brands; Lafarge Concreto, Lafarge Duragard and Lafarge Cement Lafarge Concreto Lafarge Concreto has been launched by Lafarge to meet the need of homebuilders in India for truly premium all-purpose cement. Concreto was developed in Lafarges state-of-the art laboratories, which are extensively networked with its Central Research Institute in France. The company has leveraged its combined know-how of more than 170 years and its experience across 75 countries to develop this unique product. Concreto is a specially engineered, premium quality ‘all purpose cement. It can be used for varied applications like roofing, foundations, beams, columns, plastering and brickwork. It is specially formulated to provide a denser concrete mix than normal cements. Concreto is characterized by: High ultimate strength due to the addition of highly reactive silica containing more than 95% glass content. Enhanced durability due to optimum pore refinement and consequently denser concrete matrix this improves the impermeability of the concrete. Exceptionally high resistance to chemical attack (sulphates and acids). Protects reinforcement from corrosion. Reduction of structural cracks due to lower heat of hydration than ordinary cements. Low heat of hydration and higher resistance against alkali-reactive aggregates. Cement Plants Lafarge currently hasfour cement plants in India: two integrated plants in the state of Chhattisgarh,onegrinding station each in Jharkhand West Bengal. Total cement production capacity of Lafarge in the Indian market currently stands at around 6.5 million tons. Table No.6- Lafarge cement plants Segmentation Cement is a bulk commodity so the industry is mainly product based. Segmentation is based on its various products i.e. Portland pozzolona cement, quick hardening cement and ready mix cement. Business to business (B2B) Cement industry deals with real estate, construction companies and other institution. For example Real estate sector Business to consumer (B2C) Cement industry deals with individual customers. For example Individual home builders Industry focuses on relationship approach, so as to build and maintain trust centered relationship. The cement Industry is mostly done through mass marketing, as it doesnt have any customized product for any specific group of customers. Marketing Mix The 4 Ps of marketing mix comprises of: Product Place Price Promotion Figure No.2 Marketing Mix 1) Product Cement industry has various ranges of products. For example: 2 Effectiveness of the World Cup Campaign on Lafarge Concreto Effectiveness of the World Cup Campaign on Lafarge Concreto Executive Summary Primarily the study aims to give the reader an insight into the Indian Cement industry. The project aims to profile and understand the effectiveness of the World Cup campaign of Lafarge Concreto cement. The first phase will be to know the competitors of different brand of PSC cement in eastern India and analysis of their promotion by secondary research. The second phase will be the analysis of the World Cup promotional activities of different brands with celebrities. And then the analysis of the World Cup campaign of Lafarge Concreto with Dhoni is to be done. The third phase will be the comparison of the World Cup campaign of different brands/product with Lafarge Concretos World Cup campaign that will lead to some new findings which will help to formulate new ideas. The fourth phase is to know the effectiveness of the World Cup campaign of Lafarge with Dhoni with the help of a survey i.e. how customers are associating Dhoni as a brand ambassador of Lafarge Concreto, and their feedback about the product, the survey will include meeting dealers and the customers with questionnaire. The final phase will be the analysis of the survey, based on the suggestions and feedback from the customers, ideas will be formulated to improve the promotion which will help to create a strategy that will stay for longer time in future. A Stint at an Advertising Agency- Ogilvy An advertisement agency is a service provider. It provides services to its clients. The primary service of an ad agency is to create a goal oriented and effective advertisement and promotional campaign which aim at putting across the message of the company positively in the eyes of its target audience. In the face of stiff competition every company wants to have an edge over its competitors. Advertising agencies therefore also do the work of research for their clients. This helps the company to take informed decisions and the advertising agencies to create advertisements which break through the clutter and are attention grabbing, persuasive and unique. The main functions of an advertising agency are: Understanding the company, its products and target audience Doing research for better understanding Planning an advertising campaign Making strategies Creating the advertisement and other promotional campaign Measuring success of the campaign About Ogilvy Ogilvy Matheris an international advertising ,marketing and public relations agency based i nManhattan and owned by the WPP Group. The company operates 497 offices in 125 countries. It was founded in the year 1948 by David Ogilvy as â€Å"Hewitt, Ogilvy, Benson, Mather in Manhattan. Rochelle Lazarus is the chairman andMiles Young is the CEO. Ogilvy opened its first agency in India in the year 1928. It was the first advertising agency in India. Ogilvy has launched many advertisements which have been very successful in all these years. The company in India operates with offices located in all the major cities. Piyush Pandey is the Executive Chairman and the Creative Director at Ogilvy Mather, South Asia. OGILVY OFFICES IN INDIA The focus areas include advertising, direct marketing, public relations and activation. Ogilvy Activation includes services in the non-traditional area of advertising Ogilvy Landscapes, Ogilvy Outreach, Ogilvy Live and Ogilvy Signscapes which together with the focused services consolidate offerings to clients. OM India is OM Internationals fifth largest operation in terms of profits, with the US ranking first and European nations occupying the other three positions. It is ranked Indias number one agency by Brand Equity survey on leadership, creative ability, investment in employees, client servicing, most influential people and great creative directors. Awards Recognitions OM has bagged several awards for print advertisements, TV ads and case study presentations. OM was awarded the Grand Effie Gold and Gold for service on Hutch, a campaign that won awards at the Abbies too; Gold Effiefor corporate advertising for the Cadbury Crisis Management. OM bagged three Bronze Lions at the Cannes Festival 2004 for two Public Health Safety campaigns for Hutch and one for Concern India Foundation; a Gold two Silvers at the Emvies, 1st Runner Up for Asias ‘Office of the Year 2004 by Media magazine, an award that spans 360 degree communication and HR. From Silver Pencil to Asian Brand Marketing Effectiveness awards for campaigns that include Advertising, PR, CSR, Interactive and Direct Marketing, OM has received recognition for its stature as Indias No. 1 communications agency. OM Mumbai was ranked 8th hottest shop in Asia by Campaign Brief Asia in 2002. Every business unit in OM has received recognition in the domestic and overseas markets. Ogilvy won three Gold, five Silver and five Bronze stacking up to 120 Points that won Ogilvy the title of EFFIE Agency of the Year 2009. Vodafone won EFFIE Client of the year in 2009.Ogilvy Kolkata won the Agency of the year in 2010 at Annual Calcutta Advertising Club awards for creative excellence. Ogilvy Kolkata won many award in ABBY awards in the year 2010. The categories in which OM Kolkata won metals are 5 silvers for the Lafarge and Concreto campaigns (category: Home/ dà ©cor/ lifestyle), 4 silvers for the Kolkata TV print campaign (category: Media), 1 Gold for Childrens Little Theatre radio spot (category Radio, services). List of Clients Vodafone Kolkata Circle Vodafone Rest of West Bengal Vodafone Orissa circle Vodafone Bihar circle Lafarge Concreto Lafarge Duragaurd Tata Steel Star Jalsa Coal India Aque Duct PVC pipes Tea board of India Organizatonal Structure of Ogilvy Operational Flow at Ogilvy At Ogilvy, the client servicing executives prepare and pitch a new product or service to a client. It is very important that the pitch is well structured, client centric and adds value to the company. Once the client appoints the advertising agency then the budgets are negotiated. For every new campaign the client briefs the client servicing executives about their requirements. The client servicing executives studies the brief in details and figures out the core need behind the requirement. According to the requirement there is negotiation with the client about the estimated amount which the client will be billed for the campaign. On the basis of the clients requirement and the detailed research by the executive, brief is given to the creative department about the campaign. After understanding the brief the creative department reverts back with the idea for the campaign. If the idea matches with the clients brief, the client servicing executive asks the creative department to proceed forward. The executives interact regularly with the client through emails and phone calls. After a lot of interaction with the client and the executives, the creative department prepares required creative as per the idea which was finalized. The client servicing executives gets an approval for the creative from the clients. After the executive finalizes the requirement all the creative which are finalized for the campaign are given to the studio operators. The studio operators do the adaptation of the creative in terms of different size requirement, change in the copy etc. They also make sure that all the mandatory guidelines given by the brands are incorporated in the promotional material. The studio operators do a lot of adaptations according to the region in which the campaign is to be released. This may require using the copy of the advertisement in various languages this is done by the translators. The translator translates the copy according to the local language. The final layouts are shared with the client for their approval, in form of JPEGs. The client reverts back and changes if any are made by the studio operators. Then the final advertisement is released for printing. Apart from the print ad client may require radio advertisements, television commercial, audio visual or any other innovative material for promotions. The client servicing interacts with the respective vendors and gets the work done. Introduction Indian Cement Industry An Overview Indian cement industry dates back to 1914 first unit was set-up at Porbandar, with a capacity of 1000 tones. [2] India manufactures 251.2 Million Tones of cement per year. Indias per capita cement consumption is only 156 kilograms against Chinas 600 kilograms. [4] Cement sales primarily through a distribution channel. Ready mix concrete a relatively nascent market in India. Installed Capacity Indian Cement industry is comprised of 148 large cement plants with around 46 member companies. The installed capacity of these large cement plants is estimated to be 219.17 million tones during 2009-10 (as on March 2009).There are 95 large cement plants with capacity of million tones and above and around 1, 40,000 manpower is employed under these plants (one MnT cement generates downstream employment to 50,000 persons). Also, there are 365 mini and white cement plants with an installed capacity of 11.10 million tones (P). [3] Statistics Cement Production Despatches (P) Source: Cement Manufacturers Association Cement production during April to January 2010-11 was 136.51 million tones as compared to 130.85 million tones during the same period for the year 2009-10. Despatches were estimated at 135.56 million tones during April to January 2010-11 whereas during the same period for the year 2009-10, it stood at 130.09 million tones. [3] Cement sector is characterized by the following Units concentrated near raw material sources or markets Power intensive High freight costs Small value chain Regional variation and volatility in prices and margins High debt levels Regional distribution of demand Seasonality of demand and cyclicality of the industry High entry barriers Consumer Demographics Buying Patterns of Indian Consumers The per capita consumption of cement in India is very low, as compared with the developed economies and the overall world average per capita cement consumption. The per capita consumption of cement in India is even less than that in Africa, a relatively underdeveloped continent. Over the past decade, the per capita cement consumption of cement has increased in most states, except Chandigarh, where it has declined by 7 %. Mechanics of Distribution Channels of Sector Companies invariably hire carrying forwarding agents or transport cements to own or government warehouses either via roadway or railways. Incase of exports, cement reaches the nearest port via roadways or railways and is then transferred to the importing country. Domestically, from warehouses the cement is transported to the dealers/distributors and in turn to sub dealers who finally sell it to the end users. There may or may not be physical ownership of goods. In the second case, dealers and sub dealers take order from buyers and place it to the companies, co ordinate and monitor the timely dispatch of said orders, transportation of goods and final delivery. Distributor network in cement industry is highly dominating and companies are compelled to hire as they do not really have that rapport and touch with the end consumer of their product. Apart, from this, the distributors have storage facilities as well which help control well in the entire supply chain as they are the ones who bring orders and therefore are directly responsible for the business that a manufacturer would do. Demand drivers Infrastructure construction sector the major demand drivers. Some demand determinants Economic growth Industrial activity Real estate business Construction activity Investments in the core sector Factors and causes behind the successful flourishing of the cement industries in India Technological change: The government and the industries are upgrading the quality and the technology that are used in the process of production. New investment are in process that are sure to make a change in whole processing and the output of cement There are host of companies are merging together to make their capacity and the produce big and this would lead to a greater development in the cement production. The real estate market is much optimistic and hence this helps in the growth and the enhancement in the field of cement production and investments. Companies and the investors are spending more on the infrastructure of this sector. Various national programs are taken in like National Rural Employment Guarantee, Urban Renewal Mission (JNNURM) and Indira Aawas Yojana. Different Types of Cement There are different varieties of cement based on different compositions according to specific end uses, namely Ordinary Portland Cement, Portland Pozolona Cement, Portland Blast Furnace Slag Cement, White Cement and Specialized Cement. The basic difference lies in the percentage of clinker used. [5] 1. Ordinary Portland cement (OPC): OPC, popularly known as grey cement Clinker 95% Gypsum 5% Other materials White cement is a variation of OPC and is used for decorative purposes like rendering of walls, flooring etc. It contains a very low proportion of iron oxide. The applications are cover dry-lean mixes, general-purpose ready-mixes, and even high strength pre-cast and pre-stressed concrete. 2. Portland Pozolona Cement (PPC): Portland pozzolana cement is Ordinary Portland Cement blended with pozzolanic materials (power-station fly ash, burnt clays, ash from burnt plant material or Siliceous earths), either together or separately. Portland clinker is ground with Gypsum and Pozzolanic materials which, though they do not have cementing properties in themselves, combine chemically with Portland cement in the presence of water to form extra strong cementing material which resists wet cracking, thermal cracking and has a high degree of cohesion and workability in concrete. Clinker 80% Pozzolana 15% Gypsum 5% It is cheaply manufactured because it uses fly ash/burnt clay/coal waste as the main ingredient. It has a lower heat of hydration, which helps in preventing cracks. 3. Portland Blast Furnace Slag Cement (PBFSC): Portland blast-furnace slag cement contains up to 70 per cent of finely ground, granulated blast-furnace slag, a nonmetallic product consisting essentially of Silicates and Aluminum-silicates of Calcium. Slag brings with it the advantage of the energy invested in the slag making. Grinding slag for cement replacement takes only 25 per cent of the energy needed to manufacture Portland cement. Using slag cement to replace a portion of Portland cement in a concrete mixture is a useful method to make concrete better and more consistent. Portland blast-furnace slag cement has a lighter color, better concrete workability, easier finish ability, higher compressive and flexural strength, lower permeability, improved resistance to aggressive chemicals and more consistent plastic and hardened consistency. It has a heat of hydration even lower than PPC and is generally used in construction of dams and similar massive constructions. Clinker 45% Blast furnace slag 50% Gypsum 5% 4. White Cement: White Portland cement has essentially the same properties as gray cement, except for color, which is a very important quality control issue in the industry. It is manufactured using fuel oil (instead of coal) and with iron oxide content below 0.4% to ensure whiteness. Special cooling technique is used. It is used to enhance aesthetic value, in tiles and for flooring. White cement is much more expensive than grey cement. 5. Specialized Cement: Oil Well Cement: is made from clinker with special additives to prevent any porosity. Rapid Hardening Portland cement: It is similar to OPC, except that it is ground much finer, so that on casting, the compressible strength increases rapidly. 5 Source. www.acclimited.com Major players in cement industry 1) Associated Cement Companies Ltd (ACC) ACC Limited is Indias foremost cement manufacturer with a countrywide network of factories and marketing offices. Established in 1936, ACC has been a pioneer and trend-setter in cement and concrete technology.[5] ACC manufactures the following types of cement, in addition to which, it provides Bulk Cement and Ready Mix Concrete. Ordinary Portland Cements: 43 Grade Cement (OPC 43 Grade), 53 Grade Cement Blended Cements: Fly-ash based Portland Pozzolana Cement, Portland Slag Cement Table No.1- ACC plants 2) Birla Corp Table No.2- Birla cement plants 3) UltraTech UltraTech Cement Limited has an annual capacity of 52 million tones. It manufactures and markets Ordinary Portland Cement, Portland Blast Furnace Slag Cement and Portland Pozzalana Cement. It also manufactures ready mix concrete (RMC). The company has 11 integrated plants, one white cement plant, one clinkerisation plant in UAE, 15 grinding units 11 in India, 2 in UAE, one in Bahrain and Bangladesh each and five terminals — four in India and one in Sri Lanka. UltraTech Cement is the countrys largest exporter of cement clinker. The export markets span countries around the Indian Ocean, Africa, Europe and the Middle East. UltraTechs subsidiaries are Dakshin Cements Limited, Harish Cements Limited, UltraTech Ceylinco (P) Limited and UltraTech Cement Middle East Investments Limited. [11] Table No.3- Ultratech cement plants The company has an annual capacity of 48.8 million tonnes, and manufactures and markets ordinary portland cement, portland blast furnace slag cement and portland pozzalana cement. 4) Ambuja Cements Ltd Ambuja Cements Ltd. (ACL) is one of the leading cement manufacturing companies in India. The Company, initially called Gujarat Ambuja Cements Ltd., was founded in 1983. The Company commenced cement production in 1986. The global cement major Holcim acquired management control of ACL in 2006. Holcim today holds little over 46% equity in ACL. The Company is currently known as Ambuja Cements Ltd. ACL has grown dynamically over the past decade. Its current cement capacity is about 25 million tones. The Company has five integrated cement manufacturing plants and eight cement grinding units across the country. ACL enjoys a reputation of being one of the most efficient cement manufacturers in the world. Its environment protection measures are on par with the finest in the country. It is one of the most profitable and innovative cement companies in India. [9] Table No.4- Ambuja cement plants 5) Jaiprakash Associates Limited Jaypee group is the 3rd largest cement producer in the country. The groups cement facilities are located in the Satna Cluster (U.P), which has one of the highest cement production growth rates in India. The group produces special blend of Portland Pozzolana Cement under the brand name ‘Jaypee Cement (PPC). Its Cement Division currently operates modern, computerized process control cement plants with an aggregate capacity of 21.30 MnTPA. The company is in the midst of capacity expansion of its cement business in Northern, Southern, Central, Eastern and Western parts of the country and is slated to be 37.55 MnTPA by FY12 (expected) with Captive Thermal Power Plants totaling 702MW.[7] Table No.5- Jaypee cement plants 6) Binani Cement Binani Cement Limited is the flagship subsidiary of Binani Industries Limited (BIL), representing the Braj Binani Group. The cement business started operations in 1997, in Sirohi District, Rajasthan. The Companys product portfolio includes Ordinary Portland Cement, Pozzolona Portland Cement and Ground Granulated Blast furnace Slag (GGBFS). [10] Binani Cement Ltd. produces cement of two grades: Grade 43 Grade 53 PPC (Portland Pozzolana Cement) The Binani Cement Plant is in Pindwara, District Sirohi, Rajasthan 2Source. http://www.ibef.org/industry/cement.aspx 3Source.http://www.indiainbusiness.nic.in/industry-infrastructure/industrial-sectors/Cement.htm 4Source. http://www.reportlinker.com/p0243979/Industry-Analysis-Cement.html About Lafarge Cement Lafarge is the leader in building materials; with a turnover of $15.88 billion in 2009. It has been in operation since way back in history in 1833; when it started as a limestone mining company. But as far as the Indian market goes, Lafarge actually began operations in 1999. And then began a slew of expansion plans in the Indian market; combined with a number of insightful, and at times, path breaking marketing initiatives. Lafarge currently has three cement plants in India: two integrated plants in the state of Chhattisgarh and a grinding station in Jharkhand. Total cement production capacity of Lafarge in the Indian market currently stands at around 5.5 million tons. Lafarge India produces different types of cements like Portland Slag Cement, Portland Pozzolana Cement. The company is a leading cement player in Eastern India. Its brands Lafarge Cement and Lafarge Concreto Cement enjoy high brand equity here and are amongst the highest priced brands. Lafarge is committed to the India n market and has firm plans to expand its capacity in India. Lafarge enjoys high brand equity through its different brands; Lafarge Concreto, Lafarge Duragard and Lafarge Cement Lafarge Concreto Lafarge Concreto has been launched by Lafarge to meet the need of homebuilders in India for truly premium all-purpose cement. Concreto was developed in Lafarges state-of-the art laboratories, which are extensively networked with its Central Research Institute in France. The company has leveraged its combined know-how of more than 170 years and its experience across 75 countries to develop this unique product. Concreto is a specially engineered, premium quality ‘all purpose cement. It can be used for varied applications like roofing, foundations, beams, columns, plastering and brickwork. It is specially formulated to provide a denser concrete mix than normal cements. Concreto is characterized by: High ultimate strength due to the addition of highly reactive silica containing more than 95% glass content. Enhanced durability due to optimum pore refinement and consequently denser concrete matrix this improves the impermeability of the concrete. Exceptionally high resistance to chemical attack (sulphates and acids). Protects reinforcement from corrosion. Reduction of structural cracks due to lower heat of hydration than ordinary cements. Low heat of hydration and higher resistance against alkali-reactive aggregates. Cement Plants Lafarge currently hasfour cement plants in India: two integrated plants in the state of Chhattisgarh,onegrinding station each in Jharkhand West Bengal. Total cement production capacity of Lafarge in the Indian market currently stands at around 6.5 million tons. Table No.6- Lafarge cement plants Segmentation Cement is a bulk commodity so the industry is mainly product based. Segmentation is based on its various products i.e. Portland pozzolona cement, quick hardening cement and ready mix cement. Business to business (B2B) Cement industry deals with real estate, construction companies and other institution. For example Real estate sector Business to consumer (B2C) Cement industry deals with individual customers. For example Individual home builders Industry focuses on relationship approach, so as to build and maintain trust centered relationship. The cement Industry is mostly done through mass marketing, as it doesnt have any customized product for any specific group of customers. Marketing Mix The 4 Ps of marketing mix comprises of: Product Place Price Promotion Figure No.2 Marketing Mix 1) Product Cement industry has various ranges of products. For example: 2

The Power of the Atomic Bomb in Shaping the Post-War World Essay

The Power of the Atomic Bomb in Shaping the Post-War World There were few men in Washington who understood the role the atomic bomb could play in ending World War II and shaping the peace. Military planning focused on two options, conventional bombing accompanied by a blockade or an invasion of the Japanese home islands. Both options were so problematic politically and militarily that policymakers who were familiar with the Manhattan Project found it difficult to oppose the bomb’s use. There were also few men who knew the role the bomb could play in winning the peace. President Harry S. Truman, Secretary of State James F. Byrnes, and Secretary of War Henry L. Stimson saw the bomb as a way to shape the post-war world in the American image, without reliance on regional allies to maintain peace throughout the world. Thus, the question in 1945 was not why should the bomb be used, but rather, why should it not be used? The conventional bombing and blockade option was the less attractive option for ending the war. The Joint Intelligence Staff could not provide an accurate estimate of the time required to force Japan to surrender unconditionally through blockade and bombardment alone. Estimates ranged from two months to two years. The lower estimates counted on a clarification of surrender terms to induce Japan to surrender. It also required area bombing of Japanese cities. Advocates of the plan also called for the acquisition of more favorable bases surrounding Japan in order to consolidate the blockade and intensify the bombing. Doing so would have required additional amphibious assaults on the China coast and Korea. If such operations were to be undertaken, Army critics asked, why not use the same amphibious resources to d... ...Washington: Office of the Chief of Military History, Department of the Army. Offner, Arnold A. "President Truman, the Potsdam Conference, and the Origins of Atomic Diplomacy." Presented at International Conference: "Fifty Years After: The Close of the Pacific War Re-Examined" Sponsored by International House of Japan Inc., Tokyo, Japan, August 23-26, 1995. Sherwin, Martin J. A World Destroyed: Hiroshima and the Origins of the Arms Race. New York: Vintage Books, 1987. Sigal, Leon V. Fighting to the Finish: The Politics of War Termination in the United States. Ithaca: Cornell University Press, 1988. Skates, John Ray. The Invasion of Japan: Alternative to the Bomb. Columbia,SC: Univesrity of South Carolina Press, 1994. Stoff, Michael B. (et al, eds.) The Manhattan Project: A Documentary Introduction to the Atomic Age. New York: McGraw-Hill, 1991.