Analysis Of To Kill A Mockingbird - 1693 Words

Judicial Process Course Paper For my paper I have chosen to analyze the movie â€Å"To Kill a Mockingbird.† This movie is based on the novel – by the same name – written by Harper Lee. The story has two major plotlines. One follows Jem, Scout, and Dill as they try to uncover the secrets behind the infamous â€Å"Boo† Radley. It’s only at the end of the movie that we learn â€Å"Boo’s† real name to be Arthur, and that we discover he actually tries to protect people, as he saved Jem and Scout’s lives. The other major plotline, and the one more relevant to this class, follows Atticus Finch, Jem and Scout’s father, as he tries to represent Tom Robinson. Mr. Robinson is an African American man who has been charged with raping Mayella Ewell. The movie then†¦show more content†¦However, we never hear of an initial appearance before the grand jury indictment. This phase is when the defendant appears before a magistrate j udge and is informed of the charges against them and the constitutional rights they are afforded. Furthermore, after hearing about the grand jury the movie progresses directly to the trial. This is not an accurate portrayal because it entirely skips the arraignment phase. Arraignment is a very important step in the criminal justice process because it is at this point that the accused will enter a plea. The audience never saw this phase; therefore, we have no idea if Tom formally plead guilty or not guilty to the charge of rape. However, it can be assumed Tom’s plea would’ve been not guilty as he denies the charges during the actual trial. In terms of the actual trial, it was highly dramatized and clearly intended for a cinematic audience. For one, there were no opening statements given and the trial started off going directly into witness testimony through direct and cross examinations. This is highly inaccurate as the opening statements are a crucial part of the trial in that they aid the jury in understanding the complex legal issues that will unfold (Budziak). Next, the witness testimonies were highly dramatized. When Mr. Ewell was on the stand, he attempted to get up to leave before Atticus even had the opportunity to cross examine him and also openly yelled at him while testifying. Such would never beShow MoreRelatedAnalysis of to Kill a Mockingbird2365 Words   |  10 PagesI’d like to analyze the extract from a book which is entitled â€Å"To kill a mockingbird†. The author is Harper Lee, an American author known for her 1960-Pulitzer-Prize-winning and who is considered now by many to be a literary icon. Harper Lee was born in 1926 in the state of Alabama. In 1945-1949 she studied law at the University of Alabama. Her novel ‘To kill a mockingbird’ which deals with the issues of racism that were observed by the author as a child in her hometown was awarded the Pulitzer PrizeRead MoreAnalysis Of The Book Of Kill A Mockingbird 1271 Words   |  6 PagesJourney Tasopulos Brannen ELA-8 19 April, 2015 Novel Analysis: To Kill A Mockingbird Selection: I selected this book because its the best book I have ever read. I read To Kill A Mockingbird last year and my class wrote an essay about this book, since I already know so much about this book I thought it would be a nice and quick read. I thought it would be a great enjoyment to refresh my memory of this epic book. I watched the movie soon after I read the whole book and it was very fun to pick outRead MoreTo Kill a Mockingbird Analysis933 Words   |  4 PagesThe intriguing novel, To Kill A Mockingbird is written by the prestigious author Harper Lee. Lee has utilised the lifestyle and attitudes towards ‘African-Americans in the 1930s to create a novel which presents the reader with Lees attitudes and values. The dominant reading of the novel is focused on the issues of racial prejudice, but there are also a number of other alternative and oppositional readings. Examples of this are the Marxist and feminist readings which can be applied to the textRead MoreAnalysis Of Kill A Mockingbird 843 Words   |  4 PagesThere are couple of reason that Mr.Raymond act drunk and one of them is that he wants people to leave him alone. One major theme from To Kill A Mockingbird is to not judge a person by his appearance. This theme refers to Tom Robinson, Boo Radley, and Raymond because they seem to be bad from a normal person perspective,but on the inside they’re good humans who try to live there life but can’t because the world has people who interfere with them. This essay will explain about how to character areRead MoreTo Kill a Mockingbird Compassion Analysis600 Words   |  3 PagesTo Kill a Mockingbird Compassion Analysis Philosopher Albert Schweitzer explains, â€Å"The purpose of human life is to serve, and show compassion and the will to help others†(BrainyQoute.com) In order to follow the purpose of life you have to teach the purpose of life. Compassion is meant to be shared and spread throughout the whole world. In To Kill a Mockingbird by Harper Lee Atticus takes this moral upon himself, and teaches Jem and Scout about compassion in Maycomb. Throughout the novel To KillRead MoreTo Kill A Mockingbird Analysis1126 Words   |  5 PagesJim Crow laws so she could end the mental and physical abuse her father caused. Since Mayella is white and female, she has power. Although she lives behind a dumpster this still provides a significant amount of power for her. In the book â€Å"To Kill A Mockingbird† Harper Lee shows Mayella’s power for class during the trial. Even though Mayella has less power in class than race in gender it is still a significant amount to help her. â€Å"Yes, suh. I felt right sorry for her†¦.†Ã¢â‚¬Å"DBQ: Is Mayella powerful?†Read MoreTo Kill A Mockingbird Analysis1378 Words   |  6 PagesThe Influence of Setting on Themes and Events in To Kill A Mockingbird Vs. A Time to Kill A setting is used in literature to highlight the major themes and also shape the events of the narration. Though set in different time periods, the settings of To Kill a Mockingbird by Lee Harper and A Time to Kill by Joel Schumacher serves to reinforce various themes that highlight various aspects of American history. Racial segregation and issues associated with it such as the lifestyle of the Southern stateRead MoreCritical Analysis Of To Kill A Mockingbird1761 Words   |  8 PagesTo Kill A Mockingbird is an acclaimed novel that provides a meritorious exploration on the subject of human nature and distinctively regards several themes with great importance. Discussed through recollections from a child’s perspective, the novel provides a variety of portrayals and wholehearted messages, creating an illustration with a consequential meaning once the indications are interpreted. It is also worthwhile to acknowledge the themes that coexist within the book that are introduced th roughRead MoreTo Kill A Mockingbird Analysis947 Words   |  4 PagesMockingbirds are innocent and free from corruption,but how would you think that some characters are Mockingbirds? To Kill a Mockingbird is about a lawyer, Atticus Finch, simply defending an African American, Tom Robinson from a rape charge. Atticus Finch, Tom Robinson, and Boo Radley are innocent and free from the disease of Maycomb County. That disease is racism and hate. Atticus is a man made from morals, Tom is a scared African-American, and Boo just wants to get away from the chaos outside hisRead MoreTo Kill A Mockingbird Analysis706 Words   |  3 Pagescharacters in â€Å"A Time to Kill† by John Grisham and â€Å"To Kill a Mockingbird† by Harper Lee show this by taking action into their own hands. In the book â€Å"A Time to Kill,† Carl Lee Hailey, the father of Tonya Hailey; sought vengeance on Billy Ray Cobb and Pete Willard for raping his daughter. Throughout the book, it shows the experiences Carl Lee has while being on trial against the state of Mississippi. He was ultimately successful in winning the case. In the book â€Å"To Kill a Mockingbird,† Arthur Boo Radley

Comparative Analysis Of Rene Descartes s Philosophy

Comparative analysis Every philosopher interprets knowledge in different ways and also has unique approaches to the Liberal Arts. In history, the great philosophers based their findings off of science and reasoning . One such philosopher was Josef Pieper who followed the Neo-Thomistic belief . In other words, he looked to bring back the medieval education on philosophy and Roman catholic theology. He also involved himself in the study of sociology as well due to the issues that were present in the social atmosphere . His views on knowledge and liberal education was that they were both necessary in developing a healthy and â€Å"pure† environment in the society . Rene Descartes was a philosopher of a different time however. His dissertation on†¦show more content†¦However, Descartes did not base most of his beliefs off of religion, in fact, he based them off of scientific facts and evidence . Theology was a strong principle of his as he made crucial connections between religion and philoso phy in his book . Pieper and Descartes both agreed on the fact that Christianity plays a huge role for the outlay for philosophy. They both had the same goal of educating their followers on the basis of Universal wisdom and common sense . Ethics, however, were not a main principle of his in his writings . He was more focused on the truth of â€Å"sound judgement† which he classified as â€Å"le bons sens† . Next, the method each philosopher used was different due to individual beliefs. Pieper achieved his goals through Catholic philosophy and using its vocabulary . By doing this, he appealed to the greater Catholic population at the time and it proved to be very effective. He believed that the National Socialist party would be successful in adapting the views of Catholicism but he was proven wrong later as he viewed the Nationalist party to be an evil influence. He went about achieving his goal by preaching originality and social equality as it pertained to philosophy . A good example of his views on personal happiness and equality can be when he said,Show MoreRelatedSociology and Suicide3277 Words   |  14 Pagesidentify the social nature of suicide. This was facilitated through the availability of suicide-rate statistical data collated from a variety of societies located within European countries. From this quantitative research, now termed ‘multivariate analysis’, he devised three conclusions. Within single societies the incidence or rate of suicide remains constant over time, the suicide rate varies between societies and that the suicide rate varies between different groups within the same society. HoweverRead More The Role of Genes in the Development of Behavior Essay3044 Words   |  13 Pagestabula rasa, a blank slate that is gradually filled with experience. On the other hand, the French philosopher Rene Descartes, was a seventeenth century nativist who believed that knowledge of the world was largely innate or inborn and that nature (heredity) determined certain abilities and capacities. Popular in the eighteenth century was the philosophy of Jean-Jacques Rousseau who claimed that children should be free to develop as nature dictates. However towards theRead MoreNature Science6230 Words   |  25 Pagesreproducible and veriï ¬ able by other individuals. In other words, good science is based on information that can be measured or seen and veriï ¬ ed by other scientists. The scientiï ¬ c method, it could be said, is a way of learning or a process of using comparative critical thinking. Things that are not testable or falsiï ¬ able in some scientiï ¬ c or mathematical way, now or in the future, are not considered science. Falsiï ¬ ability is the principle that a proposition or theory cannot be scientiï ¬ c if it does notRead MoreHerbert Spencer Essay13142 Words   |  53 Pageswas an English philosopher, scientist, engineer, and political economist. In his day his works were important in popularizing the concept of evolution and played an important part in the development of economics, political science, biology, and philosophy. Herbert Spencer was born in Derby on April 27, 1820. His childhood, described in An Autobiography (1904), reflected the attitudes of a family which was known on both sides to include religious nonconformists, social critics, and rebels. His fatherRead MoreMetz Film Language a Semiotics of the Cinema PDF100902 Words   |  316 Pagescinà ©ma, tome 1. Reprint. Originally published: New York: Oxford University Press, 1974. Includes bibliographical references. ISBN 0-226-52130-3 (pbk.) 1. Motion pictures—Semiotics. 2. Motion pictures— Philosophy. I. Title. PN1995.M4513 1991 791.43 014—dc20 90-46965 C1P The French edition of Christian Metz s Essais sur la signification au cinema, volume 1, was published by Editions Klincksieck in 1971,  © Editions Klincksieck, 1968. ÃŽËœThe paper used in this publication meets the minimum requirements ofRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 Pagesand permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. To obtain permission(s) to use material from this work, please submit a written request to Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River, New Jersey 07458, or you may fax your request to 201-236-3290. Many of the designations by manufacturers

How Far Do You Think Shylocks Jewishness Is Responsible for His Actions and Attitudes in The Merchant of Venice Essay Example For Students

How Far Do You Think Shylocks Jewishness Is Responsible for His Actions and Attitudes in The Merchant of Venice Essay In the Merchant of Venice, Shylock is shown to be an evil character, who tries to kill Antonio and is stopped by the good Antonio. Shakespeare probably made the play for a 16th Century, prejudicial and anti-Semitic audience, so a more modern audience would sympathize with some of Shylocks actions. Shylock is a Jewish Puritan, which makes him very religious, and an extremist. We know this is the because in the play Shylock tells Jessica to close his doors after him so the music outside doesnt penetrate his house, What, are there masques? Hear you me Jessica- Lock up my doors. Shylock is in the business of usury, which is charging interest on money lent, from the very start. It is not unusual that mainly Jews were into money lending because in the Middle Ages Jews were expelled from all other trades, so they had no choice but to go into usury. Antonio is a Christian who is the enemy of Shylock, because he insults him in public and charges fair interest. Fair interest was charging interest when the period of borrowing was over and the sum hadnt been paid back. I hate him for he is a Christian But more in low simplicity, He lends out money gratis and brings down the rate of usuance. A modern audience would sympathize with Shylocks actions of trying to seek revenge upon Antonio, under the pretence of law because Antonio has humiliated him, is ruining his business, stopping his way of earning a living and also due to the fact that Jews were being persecuted in that period. Even when Shylock has lent the money Antonio is still insulting him, but throughout the play we find that Shylock is referred to as the Jew, as if Jews were like beasts and I think I can go as far as to say that he put in the same context as the devil throughout the play. Such quotes in (4.1) as, Antonio. I pray you think you question with the Jew. In that quote you could almost replace the word Jew with devil and Antonio talks about Shylock as if it was judgment day and no one could alter Antonios fate. This obviously would be very appealing towards a prejudicial Elizabethan audience, who are surrounded by rumours of Jews eating little children and charging families with high extortion rates of usury, which was all built through the years. Shakespeare shows Shylock loves his money more than his daughter and he even goes as far as wanting her dead, as long as he had his jewels. I would have my daughter dead at my foot, and the jewels in her ear! A modern audience would again feel sorry for him because he has lost his daughter to Christianity and he also has Tubal giving him bad news about how his daughter spent his money, which is part of his Jewish life and his identity, but they would definitely question their sympathy for Shylock after he wishes his daughter dead at his feet. I think it is Shylocks attitudes towards Antonio, his temper and his greed for money, which makes him want to kill Antonio, not his general feelings towards Christians, which stand out to be the main reason. Some could argue against this because when the Jews came to Europe they were forced into money lending, so it became a part of their Jewish life and in a way it became a part of their Jewishness. .u38bd36a8e0deec66dbab1a08cf731ade , .u38bd36a8e0deec66dbab1a08cf731ade .postImageUrl , .u38bd36a8e0deec66dbab1a08cf731ade .centered-text-area { min-height: 80px; position: relative; } .u38bd36a8e0deec66dbab1a08cf731ade , .u38bd36a8e0deec66dbab1a08cf731ade:hover , .u38bd36a8e0deec66dbab1a08cf731ade:visited , .u38bd36a8e0deec66dbab1a08cf731ade:active { border:0!important; } .u38bd36a8e0deec66dbab1a08cf731ade .clearfix:after { content: ""; display: table; clear: both; } .u38bd36a8e0deec66dbab1a08cf731ade { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u38bd36a8e0deec66dbab1a08cf731ade:active , .u38bd36a8e0deec66dbab1a08cf731ade:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u38bd36a8e0deec66dbab1a08cf731ade .centered-text-area { width: 100%; position: relative ; } .u38bd36a8e0deec66dbab1a08cf731ade .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u38bd36a8e0deec66dbab1a08cf731ade .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u38bd36a8e0deec66dbab1a08cf731ade .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u38bd36a8e0deec66dbab1a08cf731ade:hover .ctaButton { background-color: #34495E!important; } .u38bd36a8e0deec66dbab1a08cf731ade .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u38bd36a8e0deec66dbab1a08cf731ade .u38bd36a8e0deec66dbab1a08cf731ade-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u38bd36a8e0deec66dbab1a08cf731ade:after { content: ""; display: block; clear: both; } READ: Is the Merchant of Venice Suitable for a Modern Audience EssayIn the play Shylock keeps referring back to the Torah (Jewish Bible) to prove that usury was right whenever Antonio undermines it (1:3). Directly interest- mark what Jacob did. Jews chose to isolate themselves from the rest of the community because they thought they were the chosen people of God. Shylock also isolates himself from society in the play. But I will not eat with you, drink with you, nor pray with you (1:3) An audience would not sympathize with Shylock because he chooses to be isolated from society, which gives the impression that he is slightly superior as a Jew to other people, which attracts insults from other people. This shows that Shylocks Jewishness is responsible for his actions and attitudes towards Antonia and other Christians in the play. At court Shylock is being insulted even more because he wants to kill Antonio, which makes him even more determined and creates sympathy from a modern audience. Antonio also get back at Shylock, but telling his friends to leave the Jew alone and keeps talking about how no one can save him from the Jew because he trying to die like a martyr. Shylock justifies his claim of Antonias flesh but as he is only Jew he still harassed and no one is willing to listen to him, which still gives a sympathetic view to the modern audience. You have among you a purchased slave. Let them be free, marry them to your heirs? Why sweat they under burthens? Let their beds. You will answer The slave are ours. A modern audience would side with Shylocks views because of the good argument he puts up about the Christians who are as guilty as him for the way they treat their slaves. Also Shylock uses this argument to prove his case by saying that if you can buy slaves so can I, Antonio owes me three thousand ducats so I now own him and can do what I like with him. This puts in to doubt whether it is Shylocks Jewishness that leads to his actions or human nature. Again there is another emphasis of the Jew being referred to as the devil, which puts under doubt who is in the wrong, Shylock or the Christians? We know Shylock very clever and uses the law as a disguise to murder Antonio and Shakespeare has added a sarcastic comment, to build up even more hatred among the Elizabethan audience. An oath, an oath, I have an oath in heaven. Shall I lay perjury upon my soul? No, not for Venice. We see throughout the play Shylock uses examples from the Torah and his religion to back up his arguments against the Christians, but for the wrong reasons. In the end Shylock demands nothing but the bond and he gets caught up in Portias trap, where she uses the law to stop Shylock from taking any flesh from Antonia. Take then thy bond, take thy pound of flesh, But, in the cutting it, if thou dost shed One drop of Christian blood, thy lands and goods Are by the laws of Venice confiscate. Then Gratiano starts to mock Shylock for praising the judge and calling him a learned judge and this keeps the sympathy for Shylock. Throughout the play the sympathy for Shylock has been kept by the modern audience because of the circumstances he was put in before he wanted revenge. Although several times in the play Shylock says that the real reason he wants to kill Antonia is because he brings down the rate of usury. So the question we must ask ourselves is whether it is Shylocks greed for money or his religious views that are behind his actions and attitudes in the play? .u74efc6591f67a950a04f7b85de4c41e1 , .u74efc6591f67a950a04f7b85de4c41e1 .postImageUrl , .u74efc6591f67a950a04f7b85de4c41e1 .centered-text-area { min-height: 80px; position: relative; } .u74efc6591f67a950a04f7b85de4c41e1 , .u74efc6591f67a950a04f7b85de4c41e1:hover , .u74efc6591f67a950a04f7b85de4c41e1:visited , .u74efc6591f67a950a04f7b85de4c41e1:active { border:0!important; } .u74efc6591f67a950a04f7b85de4c41e1 .clearfix:after { content: ""; display: table; clear: both; } .u74efc6591f67a950a04f7b85de4c41e1 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u74efc6591f67a950a04f7b85de4c41e1:active , .u74efc6591f67a950a04f7b85de4c41e1:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u74efc6591f67a950a04f7b85de4c41e1 .centered-text-area { width: 100%; position: relative ; } .u74efc6591f67a950a04f7b85de4c41e1 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u74efc6591f67a950a04f7b85de4c41e1 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u74efc6591f67a950a04f7b85de4c41e1 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u74efc6591f67a950a04f7b85de4c41e1:hover .ctaButton { background-color: #34495E!important; } .u74efc6591f67a950a04f7b85de4c41e1 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u74efc6591f67a950a04f7b85de4c41e1 .u74efc6591f67a950a04f7b85de4c41e1-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u74efc6591f67a950a04f7b85de4c41e1:after { content: ""; display: block; clear: both; } READ: Process Drama EssayShylock actions were also influenced by Tubal (3:1) who kept giving him bad news, about his daughter spending his money and then good news about Antonios bad luck. Fourscore ducats at a sitting! Fourscore ducats! Tubal. There came divers of Antonios creditors in my company to Venice It seems that in this scene Tubal saw his chance of winding Shylock up enough that he became bloodthirsty. You have to include such factors as Tubals influence, Shylocks greed, his religious views and the traditional Jewish way of life before coming to a definite conclusion and I believe it is not really Shylocks Jewishness which, cause him to take the attitudes and actions in the Merchant of Venice.

Project Paper on Ganga Soap Essay Example

Project Paper on Ganga Soap Paper Marketing Management Project On Ganga Soap INDEX Executive Summary Industry Analysis 4 Ps of Marketing * Product * Price * Place * Promotion EXECUTIVE SUMMARY This report brings out the launching of Ganga Soap, failure to make a mark in toilet soap industry, being re-launched again, failing yet leading to absolute end of the product in the market. Launched by Godrej Industries in 1993, Ganga soap was produced from the holy water of the Ganges. It was considered to be an innovation on the part of the company. With the focus on the lower to middle consumer segment, it was priced affordably. The promotion techniques used for selling the product ended as the company claimed it to be created from the holy water of Ganga. With the achievement of fairly enough sales, the company looked forward to derive more. By involving its brand endorsement through famous Bollywood personality like Govinda and thereby, the promotions took off very well. By giving the tagline as â€Å"now bath in Ganga†, the message being conveyed to the customers was very clear. The company targeted both urban and rural areas for its marketing and specially with promoting it as soap from The Ganga, it centred around the people with religious beliefs. We will write a custom essay sample on Project Paper on Ganga Soap specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Project Paper on Ganga Soap specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Project Paper on Ganga Soap specifically for you FOR ONLY $16.38 $13.9/page Hire Writer However, there were many reasons that in spite of the strong initiatives for marketing the brand, it failed to sustain itself. With the company Godrej’ s fallout with PG being considered as one of the main reasons, the fact that the product was not being able to sustain itself due to its differentiation of being made from the water from the Ganges. After it was re-launched by Godrej again in 1997 it was named as â€Å"Doodh Ganga†. The company’s desperate attempts to gain momentum through the product all went down. By promoting in the similar way, it was well understood that it failed to make any mark as the people became more aware of relating the product on realistic. The amount of pollution affecting the Ganges and purity of water declining making even more difficult to the company to gain sales. By introducing the product merely on the religious basis, it was understood that the company needs a broader scale to make the product strike the customer. Therefore, a strong strategy is needed for bringing the soap to a level where it can match up to the standards of its own counterparts. Introduction Godrej Consumer Products (GCPL) is a leader among Indias Fast Moving Consumer Goods (FMCG) companies, with leading Household and Personal Care Products. Our brands, which include Good Knight, Cinthol, Godrej No. 1, Expert, Hit, Jet, Fairglow, Ezee, Protekt and Snuggy, among others, are household names across the country. We are one of the largest marketers of toilet soaps in the country and are also leaders in hair colours and household insecticides. Our Good Knight brand has been placed at an overall rank 12 and continues to be the most trusted household care brand in the country in Brand Equitys Most Trusted Brands Survey 2010. Branch Offices in Mumbai, Delhi, Kolkata and Chennai ensure pan-India coverage, while factories located at Malanpur (Madhya Pradesh), Thana (Himachal Pradesh), Katha (Himachal Pradesh), Guwahati (Assam) and Sikkim cater to the diverse requirements of our product portfolio. We also have a strong emerging presence in markets outside India. With the acquisition of Keyline Brands in the United Kingdom, Rapidol and Kinky Group, South Africa and Godrej Global Mideast FZE, we own international brands and trademarks in Europe, Australia, Canada, Africa and the Middle East. As part of increasing our global footprint, we have also recently acquired Tura, a leading medicated brand in West Africa, Megasari Group, a leading household care company in Indonesia and Issue Group and Argencos, two leading hair colorant companies in Argentina. We are driven by our mission to continuously enhance the quality of life of consumers in high-growth markets with superior-quality and affordable home care, personal care and hygiene products. The brand â€Å"Ganga† by its name says that it is derived from the holy water of the Ganges. It is evident that it is not only targeting the customer base having sentiments with the holy water i. e on religious norms but also the typical customer base in urban areas. Thus, to create a giant base of customer, it has to be well understood that the customer needs a proper requirement of the product. Thus, it is the constant process of the company to understand the requirements of the customers and bring out the best in it. The strategies involving the Ganga soap in improving its marketing will include the four P’s of marketing which are places, product, promotion and price. Using these methods, the whole product process of launching this soap will be processed. Industry Analysis The toilet soaps market is estimated at 530,000 tap including small imports. The market islittered over with several, leading national and global brands and a large number of small  brands, which have limited markets. The popular and premium brands include Lifebuoy, Lux,Cinthol, Liril, Rexona, and Nirma. Toilet  soaps, despite  their divergent brands, are  not well  differentiated by  the consumers. Itis, therefore, not clear if it is the brand loyalty or experimentation lured by high volumemedia campaign, which sustain them. A consequence is that the market is fragmented. It isobvious that this must lead to a highly competitive market. Toilet soap, once only an urban  phenomenon, has now penetrated practically all areas including remote rural areas. Theincremental demand flows from population increase and rise in usage norm impacted as it is  by a greater concern for hygiene. Increased sales revenues would also expand from upgradation of quality or per unit value. As the market is constituted now, it can be divided into four price segments: premium,  popular, discount and economy soaps. Premium soaps are estimated to have a market volumeof about 80,000 tones. This translates into a share of about 14 to 15%. Soaps form the largest pie of the FMCG Market with bathing toilet soaps accounting for  around 30% of the soap market, by value. Currently, the soap industry is divided into threesegments namely Premium, Popular economy/Subpopular. To  fight  competition,  major  players  Hindustan  Unilever  Ltd  (HUL),  Godrej and Wipro Consumer Care Lighting are now drawing up fresh game  plans. And the accent is clearly on innovation to gain mind share as well as market share inthis overcrowded  category. P’S OF MARKETING {MARKETING MIX} 4p’s of marketing is the base of marketing. The decisions in marketing namely depends on mix marketing . This concept give sense to the owner that in what way product can be produced in market. A manufacturer can capture the market by applying 4p’s systemically. 4p’s of marketing is as und er: 1. Product 2. Price 3. Place (distribution) 4. Promotion There are two types of promotion- 1. advertising 2. sales promotion 1 . Product:- Product is anything that is offered to satisfy needs and wants of the customer. So that they can easily survive. . Price:- When ever company launches a product in the market they have to fix certain price according to the product so that customer buys the product economically. 3. Place (distribution) Place is also called distribution. If a company launches a product in market it should be made available conveniently so that the consumer can easily buy it. If distribution is not proper in the market the product may fail. 4. Promotion Promotion is the mode of communicating with the customer. This is the area where people get to know about the product. PRODUCT Godrej products have been aptly considered as a marketing miracle and this is reflected in the strength of the brand. Godrej has successfully challenged and changed the conventions of soap marketing and today leading business schools are analysing its strategies to demystify this miracle. Godrej’s core marketing thrust revolves around prompting consumer trials by offering a good quality product at most competitive price and retaining these new consumers by continuously offering the same Value For Money equation. This is borne by the fact that today Godrej can boast of a strong brand loyalty from its 400 million consumer base. Godrej has been increasingly successful in extending its brand equity to other product categories like deodorants, Premium Toilet Soaps, hair colour, thus opening new vistas to the field of Brand Building. By launching its old product in a new way to target the lower middle customer base segment, it is reaching out to a wider scope by improving Ganga soap in terms of added ingredients, soothing fragrance and keeping the skin fresh. Not only it contains the new added functionalities but also the trust of keeping up with the relationships with the new and existing customers. PRICE For harried housewives, struggling to balance their monthly budgets, or people who cannot afford premium soaps, for its natural properties, it is indeed affordable. It is much cheaper than its counterparts like dettol, which had already gone well out of their reach. Its cleansing power is far superior. It is estimated that by the mid 2011, the burgeoning sales of Ganga soap will reach a rate of growth that is twice or thrice that of the industry in general. Moreover, Ganga operates in the small-scale sector and, therefore saves an enormous amount of excise duty that multinationals have to pay on every unit produced. The latter simply could not hope to bring the price down to a level that was attractive enough for the middle and lower-middle classes, which will be the bulks segments for Ganga sales. The pricing policy adopted by Godrej for Ganga soap i. e. adequate Quality at an Affordable price has challenged the mighty HLL’s Dettol. Ganga soap 50gm| 15. 00| Ganga soap 100 gm| 25. 00| The Ganga soap name itself is a guarantee of quality for the consumer. It will find ready acceptance. Today, Ganga toilet soap is priced in the range of Rs. 15. In comparison to Gangas price range, HLLs toilet soap brands are priced at a slight premium. LifeBuoy is priced at Rs 24, and LifeBuoy Gold at Rs29. The price of Rexona is Rs29. 50. Primarily the area where Ganga will save millions will be in labor costs. Being a cottage industry Ganga was not compelled to abide by minimum wage rules. that started to mechanize their production process. Ganga’s labor costs for 8000 workers is estimated to be between Rs 15-20 per person day in comparison to HLL who paid their semi-skilled workers approximatelyRs 30-40 per person day. DISTRIBUTION {PLACE} Ganga is estimated to sell over 800,000 units of soap in the starting year and expects a 35% share of the Indian soap market, thus striving to become one of the world’s biggest soap brands. The brand promotion efforts are complemented by distribution reach and market penetration, through a country wide network of 400 distributors and over 2 million retail outlets, making the product available from the smallest rural village to the largest metro. The product set up for Ganga a parallel distribution and sales channel consisting of independent sales force. A two-tier network, the distribution channel is flat enabling swift market response. The company takes great care that the new brand did not cannibalize on the existing brands. The company portfolio today complements the product range, furthering the companys strategy of Value for Money. PROMOTION Gangais looking for advertising only after product is launched in place. It is believed that nothing can be more irritating for a customer than to see a product advertised, and then find it has not reached his grocer. Advertising just tells people that a product is available. After that, the product has to stand on its own feet on quality and price. The appearance on the cover has been designed to bring out the freshness of the Ganges, and senses filling with the fragrance of rose water keeping the skin fresh and good smelling. The advertisement that has been made ready for on television has been devised keeping in mind the psyche and choice of the middle class housewives. With the increase the popularity of the T. V. Soaps and there amplified impact on their thinking and daily life, these serials have become an inseparable part of their lives. The new commercial has thus tried to encash on this very aspect. The commercial is a reflection of these soaps and in a way a mockery of these T. V. serials. Thus the commercial has been made to attract a substantial amount of the audience. Furthermore Ganga is shown a â€Å"new and improved look† in its promotional activities which will also be achieved through this new commercial.