Mrs Alving in Ghosts by Ibsen Essay Example for Free

Mrs Alving in Ghosts by Ibsen Essay Through excessive parallelism and constant reference to â€Å"ghosts,† Norwegian playwright Henrik Ibsen portrays a view on the rewards of duty that clashes sharply with the accepted views of the time. In his native country of Norway, and indeed all around the world in the year 1881, ‘duty’ was seen as a powerful motivator in both religion and society. The abstract concept of duty was what constrained society into ‘acceptable’ boundaries, and people without a sense of duty were often shunned and rejected by their fellow citizens. Henrik Ibsen was well-known for his somewhat controversial plays. Just before writing Ghosts, â€Å"Ghosts† he wrote A Doll’s House about a young woman seeking to escape the bonds of duty. While the classic feminist story in A Doll’s House has a hint of hope for Nora Helmer, who decides to speak up for her own rights as a woman and as a human being, Ghosts seems to me to be the gloomy alternative, as Mrs Alving overcomes years of subordination to her immoral (and now deceased) husband. The woman, Nora, desires to free herself intellectually by breaking out of a marriage. Ghosts, in many ways, is an extension of â€Å"A Doll’s House†, with the main character Mrs. Alving acting as a future Nora. They are similar in some ways, but obviously they are both uniquely diverse. They play many of the same roles in their plays, and are probably the most similar two characters between Ghosts and A Dolls House. As literary critic Edward Boyer puts it, â€Å"In many ways Mrs. Alving is an older and more mature Nora, freer yet at the same time more bound. She too wanted to break out of a marriage once, but was sent back to her ‘duties’ by Pastor Manders, who thereby awakened the first doubts in her mind about transmitted doctrine. Ibsen focused his pieces on commenting on the often hypocritical sense of duty that people of his time supported. In his own words, â€Å"Ghosts had to be written; I could not let â€Å"the doll’s house† be my last word; after Nora, Mrs. Alving had to come. † Duty prompted her to create a life of lies, as she hid her husband’s alcoholism and other immoral acts. Duty prompted her to hide her husband’s pregnant mistress, and again to raise his daughter as her own. Even the names Ibsen gives the two women show the difference of hope in the two plays. In A Doll’s House, Nora is given a first name, and in fact she is listed by her first name in the written script whenever she speaks. In Ghosts, Mrs. Alving is seldom called by her first name (it is Helen), and rather is referred to as Mrs. Alving in the script when she has a line to say. She is regarded only as a wife, even ten years after her husband’s death. Ibsen utilizes many parallels between situations and characters in order to portray the desired results of duty and the actual results. Mrs. Alving can be compared to Mr. Engstrand, a hobbling old carpenter, and supposed father of Regina. Mrs. Alving is, obliged by her sense of duty, trying to gain control of her son Oswald upon his return home, while Engstrand attempts to evoke his daughter’s sense of duty so that she will come to work for him. According to George Meyer, â€Å"This parallel is†¦important because in the one case a father is trying to gain control of his daughter; in the other a mother, of her son. † Both characters also experienced a ‘commercial marriage’ in that Mrs. Alving married Captain Alving â€Å"for the sum of his fortune,† and Engstrand married his wife Johanna for a hefty bribe. Nora is a unique character, a kind not usually seen in most plays. She swings her mood often; she is either very happy or very depressed, comfortable or desperate, wise or naive. At the beginning of the play, Nora still plays a child in many ways, listening at doors and eating forbidden sweets behind her husbands back. She has gone straight from her fathers house to her husbands, bringing along her nursemaid which tells us that she hasnt really grown up. She also doesnt have much of an own opinion. She has always accepted her fathers and her husbands opinions. Shes aware that Torvald would have no use for a wife who was equal to him. But like many children, Nora knows how to manipulate Torvald by pouting or by performing for him. In the end, it is the truth about her marriage that awakens Nora. Although she may suspect that Torvald is a weak, petty man, she believes that he is strong, that hell protect her from the consequences of her actions. Then, at the moment of truth, he abandons her completely. She is shocked into reality and sees how fake their relationship has been. She realizes that her father and her husband have seen her as a doll, a toy to be played with, a figure without opinion or will of her own. She also realizes that she is treating her children the same way. Her whole life has been based on illusion rather than reality. Although she tried to escape from her marriage, the young Mrs. Alving apparently did not have a sudden moment of realization of her duties to herself, her own honor, or her own pride. If she did, we are not told hem; she continued to live as her husband and as society expected her to. By the end of Ghosts, however, when the effects of her husband’s life of duplicity are clear, the older and wiser Mrs. Alving has obviously come to regret her silence. Boyer states, â€Å"She sees now that it was the limiting conditions, the lack of true joy, a goal in life, and meaningful work which destroyed the best in her husband. She sees too that she h erself was the immediate cause of his ruin, because she had made life intolerable for him with her conventional morality of duty. Mrs. Alving can’t be blamed for staying in her marriage though. In A Doll’s House, Nora Helmer had a place to escape to. Her friend Mrs Linde would eagerly provide a place to stay and her best friend Doctor Rank had invited her company, and expressed his love for her. The conclusion drawn up by the end is this: the embracing and enforcing of a corrupt sense of duty and false pride by the collection of characters has led to the successful projects-chaos and dismay. This symbolizes Ibsen’s conception of duty and double standard for men and women in the society. He believes that mankind has ‘taken it too far,’ and duty has degenerated love into a purchasable commodity as illustrated by not only the brothel but by Mrs. Alving’s and Engstrand’s commercial marriages. The free-thinking duty-free artists of Paris live happy lives in wholesome homes, while the duty-supporting end up in broken homes where hypocrisy and immorality run rampant.

Introduction To Industrialised Building System Construction Essay

Introduction To Industrialised Building System Construction Essay In this chapter, the detail of explanation and relevant literature review of Industrialised Building System in Malaysia high rise project will be presented. Generally, the contents of this chapter are covered by definitions, classification, essential characteristic, critical success factors and barriers of the IBS implementation of the high rise buildings in our local construction industry. The IBS is not a common term in Malaysia Construction industry now. Until now, it still has no one common accepted or agreed definition of IBS by any researchers. However, there are few researchers define the IBS on the characteristics and definition with different way. IBS is often referred to as off-site construction of the literature (Pan et al. 2008), remote (Blismas, 2006) the production, industrialization and automation of construction (Warszawski 1999), the off-site manufacturing, prefabricated buildings, pre-assemblies building (Gibb Isack, 2003), the prefabricated building, prefabricated building, non-traditional architecture and modern method of construction (MMC) said by Kamar, 2009. The following is the definition of the IBS from different authors: Warszawski (1999) described the process of industrialization, investment in equipment, facilities and technology to maximize production, reduce labour resources, and improve the quality. These elements are interconnected and joint together to make or improve performances of the building. Rahman and Omar (2006) said that the IBS as a construction system by using prefabricated building systems. The manufacturing of the components are done with machines, templates, and other forms of machinery and equipment. Components manufactured off-site, once completed, will be delivered to the General Assembly and erection of the construction site. IBS is defined as an integrated manufacturing and construction process, carefully planned organization, and efficient management, preparation and control of resources, activities and results from the highly developed components (Lessing, et al., 2005). The most comprehensive definition of IBS was perhaps clarified by Junid (1986). He said that in the process of industrialization in the construction industry, including IBS, building component, vision, planning, fabrication, transportation and site erection. The system includes a combination of software and hardware components of the balance between. Software includes system design; this is a complex process, learning the end-user requirements, market analysis, development of standardized components, manufacturing and assembly layout and process of the establishment, allocation of resources and material, a definition of the concept of architect framework. The software element provides a prerequisite for creating an enabling environment for industrialization and expansion. Chung Kadir (2007) defined as a large-scale production of building components IBS both in the factory or on-site according to standard shapes and sizes and transportation to the construction site, re-arrange some standard form construction and specifications Construction Industry Development Board (2003) defined as a construction method in which components are produced in a controlled environment (or off) IBS, transportation, location and assembled into a minimal additional site works with the structure. The definition of Industrial building systems (IBS) is varies. It depends on the authors position and philosophy in the ontology and epistemology. Some authors may be defined as a process or technology IBS. Table 2.1 is to highlight the definition of IBS category. On the other hand, there is an ontological position, either as a method, idea, product, innovation, improvement, modernization and new methods of provision. This problem has been discussed in the construction industry, since the industrial revolution, to change the human way of life and economic activity. Since the concept of quality improvement and in industry, invention and innovation, has become an important industry to deal with. This production and services, as the construction industry continues to progress and development, the latest and modern instrument factors. Then, every industry stakeholder can define with themselves on their practices and methods. Table 2.2 shows, only the author describes the process of defin ing a list of IBS and technology. Table 2.1: The Ontology of Building system (Sources: Adopted from Abdullah, 2009) Authors Characteristics Factory Base(Off-site) Production Techniques Mass Production Site Erection and Preassemblies Modular Component Elements Standardisation Labour Reduction Modem Method Automation Manufacturing Parid, W., 1997 X Trikha, D.N., 1999 X X X X Gibb, A,. 1999 X X X Warszawski, 1999 X X X X Ingemar, L. and Gylltoft.K 2000 X X X Kadir, M.R.A., et al., 2005 X X X X Marsono, A.K. et al,. 2006 X X X Table 2.2: The Characteristics of Building system (Sources: Adopted from Abdullah, 2009) Bil Authors Process Techniques 1 Dietz (1971) X 2 Dickerman (1973) X 3 Junid (1986) X 4 Parid (1997) X 5 Esa Nurrudin (1998) X 6 Badir Razali (1998) X 7 Trikha (1999) X 8 Warszawski (1999) X 9 CIDB Malaysia (1999) X 10 CIDB Malaysia (2003) X 11 Lessing (2005) X 12 Marsono. (2006) X 13 Rahman Omar (2006) X 14 MD Rahim (2006) X 15 Chung L.P. (2006) X 16 Henry M.A. (2006) X 17 (CIB) TG57 X 18 (CIB W24) X 2.2 Classification of IBS MMC is a long-term off-site infrastructure as technology and technological innovation of the collective description of the scene. The latter includes techniques such as thin-joint block work and tunnel in the form of construction (Goodier and Gibb, 2006). MMC also includes the floor or roof cassettes, pre-cast concrete foundation components, pre-formed wiring looms, mechanical engineering composite materials and modern construction methods. They can also include such as a tunnel or in combination with thin pieces of work (NAO, 2005; Gibb and Pendlebury, 2006) innovation (which is the essential characteristic). As the above quote, IBS is a component in which manufacturing, positioning and assembled into a structure with minimal extra site works off and on-site (CIDB, à ¢Ã¢â€š ¬Ã¢â‚¬ ¹Ãƒ ¢Ã¢â€š ¬Ã¢â‚¬ ¹2003; Chung, 2006). Although outside the technology will be discussed below, on-site prefabricated IBS can be used in place of steel formwork system (CIDB, à ¢Ã¢â€š ¬Ã¢â‚¬ ¹Ãƒ ¢Ã¢â€š ¬ †¹2003) in the form. Production and construction site prior to installation, they found a remote location off-site construction of the assembly or part of the description of the spectrum. All off-site may be a general decline in IBS and MMC title, not all of the IBS and MMC can be considered as off-site (Gibb and Pendleton, 2006). Off-site construction (OSC), off-site manufacturing (OSM) and off-site production (OSP) is basically interchangeable terms refers to the construction process, to carry out the construction site, such as in factories, away from the part of or sometimes in a specially established near the construction site (or field factories) (Goodier and Gibb, 2006) of temporary production facilities. Pre-fabrication is usually in a dedicated facility where a variety of materials joined to form the final part of the installation components (Tatum et al, 1986). While, the components maybe assemble on and offsite, Pre-assembly carried on a definition as in which a variety of materials, prefabricated components and equipment to join up as a sub-unit of the installation process in a remote location. It is generally concentrated in the system (ibid). Therefore, a general classification of IBS-MMC term is promoted in this paper based on the following hypothesis compiled by the previous researchers. Figure 2.1 below is show that a generic classification of IBS in MMC. Modern Method of Construction (MMC) Industrialised Building System Non Industrialised System Off-site Manufacturing (OSM), Prefabrication, Offsite Fabrication (OSF), Offsite Production (OSP) On-Site Fabrication Pre-assembly at Factory Assembly on site Figure 2.1: A generic classification of IBS in MMC (Sources: adopted from Kamarul Anuar Mohd Kamar, 2009) As defined, IBS-MMC has a various classifications, materials, processes and systems basis. Table 2.3 describes the classification of IBS, system construction, MMC and OSMs. It compares the different views and classification terms. Table 2.3: Comparison of IBS-MMC Classification (Sources: Adopted from Kamarul Anuar Mohd Kamar, 2009) Industrialised system classification (Badir et. Al 1998) Majzub (1977) system classification MMC classification (Gibb Pendlebury, 2006). Ross and Richards on (2005) and (NOA, 2005) Gibb Issac (2003) pre-assembly and pre-fabrication classification Abosad et. Al (2009) classification on OSM IBS Classification (CIDB, 2003) -Conventional building system -Cast in situ formwork system table or tunnel formwork -Prefabricated system -Composite system -Panel System -Box System -Frame System -Volumetric -Panelised -Hybrid -Subassemblies and components -Non-off-sites-Modem Methods of Construction -Component manufacture and sub-assembly -Non-volumetric sub-assembly -Volumetric pre-assembly -Modular Housing -Volumetric System -Panelised System -Hybrid System -Sub-assemblies and component system -Modular system -Pre-cast concrete-framed building -Pre-cast concrete wall system -Reinforced concrete Building with Pre-cast concrete slab -Steel Formwork System -Steel-framed building and Roof Trusses Majzub (1977) described the construction of classification should be based on the proposed use of components in Table 2.4 the relative weights. Weight factors have a significant impact on the portability of components, but also on the production of components and field methods of installation method. By weight category, there are components used in the production of basic material itself to determine the characteristics of the system being studied to distinguish between the advantages. However, Majzub classification is found to have inadequate construction of the recently incorporated into other systems to flourish. One striking example is the interlocking load-bearing blocks; this is a group of researchers at the University Putra Malaysia brainchild. This new system construction cannot be according to the framework, panels, and even box system. On the other hand, complex system that combines two or more of the construction methods cannot be classified under the classification of Maj zub. Therefore, the classification needs to be updated to imitate current technological progress. Table 2.4: Building system classification according to relative weight of component (Source: Adopted from Majzub, 1977) No General System System Production Material 1 Frame system Light weight frame Wood, light gage metals Medium light weight frame Metal, reinforced plastics, laminated wood Heavy weight frame Heavy steel, concrete 2 Panel system Light and medium weight panel Wood frame, metal frame, and composite materials Heavy weight panel (factory produced) Concrete Heavy weight panel (tilt up- produced on site) Concrete 3 Box system (module) Medium weight box (mobile) Wood frame, light gage metal, composite Medium weight box (sectional) Wood frame, light gage metal, composite Heavy weight box (factory produced) Concrete Heavy weight box (tunnel produced on site) Concrete C:UsersAndyNGAppDataLocalMicrosoftWindowsTemporary Internet FilesContent.WordNew Picture (2).png Figure 2.2 Type of Building System in Malaysia (Source: Adopted from Thanoon et al, 2003) In general, there are currently four types of building systems in Malaysia, Razali building system classification according to Badir et al. 1998, there are traditional, cast in situ, precast composite building system is shown in Figure 2.2. Each building system is on behalf of their construction method, which is further through its construction technology, features and geometry features. It is reported that there are at least 22 companies in Malaysia to provide institution building (Badir et al, 2002). From the point of  structural classification,  IBS  can be categorized  into five  major  groups, which are: prefabricated  timber  frame system Components  under  this group are  the columns, beams, floor slabs, prefabricated  roof  truss  system and similar as  made à ¢Ã¢â€š ¬Ã¢â‚¬ ¹Ãƒ ¢Ã¢â€š ¬Ã¢â‚¬ ¹from wood. Formwork system Mould for  concrete  component  moulds to  cast  there  as pillars, beams,  floor slabs  and wall panels  that can be used  repeatedly. These  moulds  are usually made  of plastic, fibreglass,  steel, aluminium  and  other  metal materials. Steel frame system Components  of this category are column, beam, portal frame and  roof  truss systems are made à ¢Ã¢â€š ¬Ã¢â‚¬ ¹Ãƒ ¢Ã¢â€š ¬Ã¢â‚¬ ¹of  steel. framing systems,  panel  and pre-cast  concrete  box Components  of this category are column, beam, portal frame and  pre-cast wall panels. It also including in three-dimensional pre-fabricated  components  such as  stairs, balusters  and toilets. System block This system refers to the use of concrete block (precision block works), including lightweight concrete blocks; the blocks are locked (interlocking block) and so on. It is hoping that IBS classification can be standardized in order for IBS-MMC to be acknowledged by practitioners as a primer construction method. 2.3 Essential Characteristics of IBS This is a reasonable review of the conditions, they emphasized that the successful implementation of industrialized building systems. Each of them briefly discussed below. 2.3.1 Modular Coordination Modular coordination or MC is a dimensional system. Coordination of a modular space size  harmonized system, parts,  accessories, etc.,  so that all  elements  fit  not to cut  or extend the  components and  accessories,  even  from different vendors (Trikha, 1999) made together. It is a concept of dimension and space, including construction and components on the basis of their name is called 1M, equal to 100 mm in the basic module units or coordination. The use of MC in IBS is effective application of the important factors, because it completed the industry through quality control and productivity answered by a staff of CIDB. The objectives of the modular coordination are: Create a variety of types and sizes of building components, can minimize foundation. Through the rationalization of the construction method, each component of the design and other similar exchange, therefore, designers freedom and choice provides the greatest degree. This can take a relatively large basic unit of measurement (basic module) and by limiting the dimensions of building components to recommended preferred sizes said by Warszawski (1999). Allow easy by any prefabricated buildings layout and exchange capacity. This is to achieve a common, rather than references to other components (Warszawski 1999) definition of modular grid construction and placement of each component. To reduce waste in the production of the installation process, by increasing productivity, to improve the quality of the construction industry and to encourage an open system. With open systems approach, building components can be combined in a variety of individual projects, while ensuring that their design architects of freedom. Modular building component of the length of the coordinated application of the basic units or M = 100cm module. This allows designers to apply this size or in the production of building components, its multiple. While the concept seems easy to pass, its application in the manufacturing process involves a large degree of harmonization and alignment and component interfaces (Kamar et al. 2009). 2.3.2 Closed system A closed system can be divided into two categories, namely design and production according to customer design and production based on pre-casters. The first category is designed to meet customer space requirements, that is, the specific building design and construction of various features of the space required. In this case, the customer needs is critical, pre-caster always forced to a specific part of the building. On the other hand, the fabrication on the basis of pre-casters design, including design and production of a single building type or alternative of a group of buildings, can generate common component assortments of. Such building includes school, parking garage, gas station, low cost housing, etc. Nevertheless these types of building arrangement can be justified economically only when the following circumstances are observed (Warszawski, 1999): Commitment because of specific design and project large enough to allow for the additional cost of each component in design and production costs of distribution. Openerved a large number of architectural design elements of repetition and standardization. In this regard, a new kind of prefabricated systems can automated the design and production process to overcome a number of standardized elements of the requirements. There is sufficient demand, is a typical types such as school construction, so that mass production can be. There is a pre-caster intensive marketing strategy to inspire customers and designers in the economic and non-economic aspects of long-term potential benefits of the system. 2.3.3 Open system In closed system the limitations inherent to an open system, which allows greater design flexibility to maximize coordination with designers and pre-caster have been proposed. The system is feasible, because it allows pre-caster products in a predetermined range and architectural aesthetic value while maintaining a limited number of elements. Kamarul Anuar Mohamad Kamar (2009) defined that open system concept is encouraged by the irritable bowel syndrome, to ensure that the architects in their design freedom. Open systems approach building components, a variety of individual projects can be combined in different products and technologies as part of interchange ability. A partition between the structure and the filling system may give different solutions, customized and pre-level standards. Separation according to building components, could lead to new forms of organization of production, use of standardized elements. Open System was first promoted during the rebuilding years of post-war Netherlands. Size, location and components of the interface rules of the open system is an important part. Kamarul Anuar Mohamad Kamar (2009) defined open system with the following characteristics: Open system is an innovative design and construction. It allows interchange ability of various components and subsystems manufacturers and suppliers. An open architecture components together the advantages of market needs, a variety of geometric and functional building types. It will encourage participation in manufacturing and assembly to enter the market, thereby reducing the price of IBS components. It advocates a modular concept and the separation of different levels of decision-making. Use standard welding system to resolve two or more systems in a building. It allows customers to participate in the design. Customers can choose to use the components provided by the developer of any building components directory. Open system will encourage pre-assembled by a higher level of industrialization and automation. 2.3.4 Standardisation and Tolerances To achieve the requirements of modular coordination, all components need to be standardized production. This standardization of the elements of space and the need to provide at various stages of construction, such as manufacturing tolerances, the tolerances and erection tolerances, so that combined statistical considerations on acquired tolerance to the extent permitted (Trikha, 1999). If the output is standardised, then the production resources can be used in most efficient manner. Then the production process, machinery and training of workers, can best absorb the specific characteristics of the product. 2.3.5 Specialisation Large precast production and standardization of production process, the height of the division of labour. This process can be subdivided into a lot of small standardized tasks. In such working conditions, workers exposures to their work repetitiously have a high level of productivity (Warszawski, 1999). 2.3.6 Production facility The initial capital investment to establish a permanent factor is the relative experience. Plant, equipment, skilled workers, management of resources needed to produce pre-acquisition can begin. Such a huge investment can only break even, if there is sufficient demand for the product. On the other hand, the establishment of a temporary casting yard or plant in the project site to minimize transportation costs (Peng, 1986). 2.3.7 Transportation It is found that the casting slab system can reduce the cost of labour up to 30%. However, these cost savings partially offset by transportation costs. Traffic has also been a large board in the countrys road sector requirements. When adopting prefabrication system, those limitations must be taken into consideration (Peng, 1986). 2.4 Barriers of implementation of IBS in Malaysia Clearly, the benefits offered by IBS are immense and plausible. It has been six years since the launching of the IBS Roadmap 2003 and is about the end of the mission of industrialising construction. The construction industrys stakeholders are little bit sceptical on using IBS product. It is pertinent to examine the progress and how close to the completion of the mission to date. More importantly, it is imperative to evaluate whether the implementation of the roadmap has met the market response to the IBS programme so far. Most policy issues have been resolved and implemented, while all relevant documents required to support the programme have been developed. In particular activities under the charge of CIDB are all meeting their datelines. Notwithstanding these achievements a number of implementation snags were identified as being potential hurdles to the implementation of the roadmap. Warszawski (1999) pointed out some of the barriers in implementing industrialisation in construction industry. There are decline in demand and volatile of building market make an investment in IBS more risky compared to conventional labour intensive method. Prefabrication elements are considered inflexible with respect to changes with may required over its life span. At university level student are less exposed to technology, organization and design of industrialised building system. An adaptation of standardization requires a tremendous education and training effort. Standardization of building elements face resistance from construction industry due to aesthetics reservation and economic reasons (Kampempool et al, 1986). Trikha (1999) cited the hindrance to the use of IBS due to lack of assessment criteria set by the approving authorities to urge the developers to use IBS. Poor response from the construction players to modular coordination despite heavy promotions and incentives from the government is also a hindrance to the successive implementation of IBS in Malaysia. As a result, partial introduction of IBS such as lintels and staircase has not been successful compare to the traditional cast in situ design. Kamar et al. (2009) said that a clear need for the construction industry in Malaysia IBS is a huge and credible strongly encourage the government and the system implementation plan. In fact, most of the contractors are not prepared to bid for IBS construction tender. Thanoon et. al. (2003) also highlighted cheap labour cost is the main barriers to the expedition of IBS. There are wide swing in house demands, whereas mainly caused by the high interest rate and low performance in economical factor. He also pointed out lack of skilled construction workforce which severe the situation. The nature characteristics of construction project which are fragmented, diverse and involve many parties. There lack of local RD and novel building system that use local material, which makes IBS often relies to imported technology from other countries. There are also insufficient incentive and promotion from the government to use IBS. The main reasons for the low adoption of IBS in Malaysia as stated in Construction Industry Master Plan (CIMP 2006-2015) are lack of integration in design stage and poor knowledge. IBS manufacturers are currently involved only after design stage. This lack of integration among relevant players in design stage has resultant in need for plan redesign and additional cost to be incurred if IBS is adopted. Client and approving authorities have poor knowledge of IBS compared to architects and engineers. Familiarity with IBS concept and its benefits is vital to its success because IBS requires different approach in construction. Despite this advances, some of the barriers were identified as potential barriers are being implemented: 2.4.1 Awareness and Knowledge According to the IBS Roadmap Review Report (2007), in Malaysia IBS is through a client-driven. Benefit of IBS has a good knowledge and awareness of the customer is bound to encourage the appointment of architect to design building to the IBS. However, the lack of awareness programs, to understand customer needs, and give correct information on IBS lack of interest from clients and policymakers (Rahman and Omar, 2006). Therefore, IBS is often misunderstood as high-risk process, rather than any interests of the owner of the building to contribute the lack of knowledge between the designer project lead to take the extra time delay to produce the details of the drawing. Client IBS roadmap (2007) based on client review, by Malaysia IBS is no longer such as customer-oriented Jusco, Tesco and other customers have insisted fast track construction. In housing development, with good knowledge and awareness of IBS clients will thus benefit from the appointment of designers to encourage the construction of IBS. However, the lack of awareness programs, leading to misunderstanding led to a lack of interest from clients and decision makers (Rahman and Omar, 2006). IBS is from the clients point of view, unless it is necessary to fast track projects, such as Tesco, Jusco projects, often misinterpreted as high-risk and expensive solutions. Local Authority Lack of knowledge among the approving authority, IBS, and the relationship between the current building codes misunderstanding and misinterpretation. Familiar with IBS will speed up the design approval, to ensure the success of IBS projects (construction of the master plan, 2007) is essential. But most of local authorities do not know the design of IBS often need more time than usual to deal with design approval. Policy Makers Chung and Kadir (2007) observed that most local authorities in Malaysia is unlikely to change local building regulations, to meet the adjustment, will consume a lot of time and cost of IBS. IBSs mid-term review (2007) stated that through a unified architecture from low amendment (MC) of modular coordination of law enforcement (UBBL) has not been implemented due to lack of knowledge and decision-makers between the concept of understanding. Workers Government hopes the IBS will help reduce dependence on foreign workers, 30% by 2015. But most people in the industry do not think IBS will greatly decrease the number of workers in the industry. IBS is a plant from the job site environment, environmental issues, said: A senior industry source said. 2.4.2 Planning and Implementation At presents, the pre-casters and contracting companies in Malaysia involved in the construction bidding phase the value chain. However, the observation of the design of IBS, and plans need to be addressed in the form at the design stage, to be successful through the slot before casting machine, designers and contractors (IBS roadmap review, 2007) integration. As a result, many projects in Malaysia IBS are not cost-effective, because it is intended to replace the traditional methods of design. IBS application has been included in the design stage. Changes in design, requires a lot of further adjustment, the rise of the initial time and cost. In addition, IBS demands a more coherent process, from initial planning and control structure, the end of the project, in order to achieve the target, and decrease defects and errors (Gibb, 2001 and Warszawski 1999). The overall project should be considered in such way that as soon as the components are manufactured, it is probable to bring it to the construction site and assemble it. Any delay, either in workshop or construction site has been phased requirements and production plans, from the part of several construction projects, as scheduled at the same time a serious impact on production. Although you can create any type of pre-architectural design, but if the possibility of production and construction, taking into account at the design stage itself can solve several problems related to manufacturing, transportation, and assembly of complex interfaces (Pan et al. 2008 and Hamid et al. 2008). The most common problems usually involve beams, columns and column bases in connection with the improper assembly of the components. These problems arise due to the fact that the parties involved in the construction of a main underestimating the accuracy of the base line and levelling. Basically, the precise formation and alignment of the two bases is the most important aspects of the rapid success of precast concrete erection (Rahman and Omar, 2006). 2.4.3 Costs Kamar et al. (2009) mentioned that many small contractors are unwilling to use the IBS system, and want to continue using traditional construction methods. This is due to the fact that small contractors are already common with the technology and suitable for small scale projects, so do not want to switch t

Achieving Genting Theme Park Objectives Through Marketing

Achieving Genting Theme Park Objectives Through Marketing Tourist attraction is a place of interest to visit that is very popular with tourists whether from local or foreign country. Normally, places of tourist attractions are brings organizations that operate their business in tourism industries tend to overprice their goods and services in order to gain profits. (Viewed 20th December 2009, However in Malaysia, with growing economies in the country, Malaysia rapidly become hotspot for amusement and also developments of theme park in tourism industries. In Malaysia, there are many tourist attractions available for local or foreign tourists to visit; one of the tourist attractions is Genting Theme Park. Genting Theme Park is one of the famous theme parts under Genting Malaysia Berhad which consists of Fist world indoor theme park, outdoor theme park and Water Park. 1.1 The role of Marketing in Helping Genting Theme Park in Achieve Its Objectives As a leading brand in theme park industry, Genting Theme Park can rarely satisfy everyone in a market. Therefore, Genting Theme Park then decides which segment presents the greatest opportunity in target markets. Its targets in kids and family markets visit to their theme park. In order to achieve theme park objectives to be the leading leisure, hospitality and entertainment organization in the world, which will responsive to the changing demands to customers and excel in providing quality services. As were seen the main objectives of an organization is to maximize the revenue and profits, and at the same time also to satisfy needs, wants and demands of customers. The role marketing plays in society is a societal process by which individual and groups obtain what they need and want through offering and freely exchanging products and services of value with each others and the role of marketing in helping Genting Theme park to achieve their objectives is plays an important part and eff orts of an organization in order to develop satisfying relationship with customers that benefit for the both parties, the organization and the customers. These efforts will lead marketing to serve an important role within organizations. However without a strong marketing effort, unlikely of an organization can survive in the tourism market. Normally what the public or costumers knows more about an organization services that provided is depends on their interactions with marketers. Therefore, it is important of Genting Theme park to do the research and development (RD) to meet the needs and wants of the costumers in the market because it has direct effect on sales and profitability for Genting Theme Park. (Viewed 20th December 2009 ) Doing the marketing research and development is very important in order to know what features to design into new services in the theme park, what prices should offer to customers and how much to spend on advertising or sales compare with other competitors. Therefore in marketing point of view, tourism industries commonly would use of four major mass communication tools which is advertising, sales promotions packages, events and experiences, and public relations and publicity for the various customers especially tourists that come from foreign country to knows more about the theme park information about the services, promotions packages and useful massage that provided to their value customers. For example, television advertisements is generally know as the most powerful advertising medium and directly reaches a broad spectrum of costumers. It can be an effective means of vividly demonstrating product and service attributes and persuasively explaining their corresponding consumer bene fits. 2. Social element of the macro environment that are currently impacting Theme Park industry Theme park industry performance could reflect by social issue, social issue either positive or negative is significant role whether difficultly or unhindered to achieve the vision of theme park industry in the future. 2.1 Migration Firstly, migration from one district to another was become an opportunity for theme park industry to hire local communities manage or operate the theme park facilities. In Malaysia, resident had shift their hometown in order to find job at capital city, such as Kuala Lumpur, the situation causing population of capital city increased, therefore as short distance of Genting from Kuala Lumpur become a perfect geography strength to attract local communities working at Genting Theme Park, cause people apply Genting job and employee shortage condition rare occurred. So Genting often had sufficient employee to serve customers especially during the festival such as Chinese New Year, Deepavali, and Christmas Day and so on. 2.2 Global Crisis Secondly, social issues such as global crisis would affect consumers visit to theme park, usually national government advice resident reduce go aboard to foreign and visitors may worry accidence occurred when outbreak global crisis. For example, in 2003, Iraq war and Severe Acute Respiratory Syndrome (SARS) breakout causing local visitor and foreigner choose stay away from crowded placed. Through genting has implemented various events to increased number of customers consume in theme park during the difficult period, however the result show that profit before tax of Genting was decreased to RM1, 131 million compare to previous year around RM1, 195 million. (genting, 2003) Consequently, the global crisis would bring negative impact on Genting unavoidable, Genting must expect global crisis may occur in the future and draw up few set of solution to solve these issues. 2.3 Natural Environment Issue Thirdly, natural environment issue may also affect policy on operating theme park industry indirectly. The nature environment issue such as global warming has became serious in recent years, that would brought various natural disasters around the world. Therefore society has awareness the environment pollution that threaten their life, society will concern about global warming and support companies going green. Hence theme park industry has engaged and practice various method to reduce global warming. For example, Genting theme park has installed water flow restrictor that function was reduce water consumption around 5% each month, the cost of material would reduced. In addition, Genting theme park also installation of energy devices and minimum boiler process to reduce heat and air pollution. Furthermore, Genting corporate has planning and development various conservation programmed in the future. These programmed could brought advantage on reduce resource waste and simultaneously o btain margin profit in Genting corporate. (Nre, 2009) 3.0 Economic element of the macro environment that are currently impacting Theme Park industry Theme park industry is currently being impact by the economic elements of the macro environment such as currency exchange rate and unemployment rate. 3.1 Exchange rate The exchange rate affects the oversea tourists coming to their country. In U.K, their British pound exchange rate cost higher than other countries, which makes the tourists unable to afford the expenses to a tour in U.K. A lower British pound exchange rate makes the tourists able to afford the expenses for park experience. A reasonable exchange rate among both countries like U.K and Malaysia, Euro countries and Malaysia will effect on the buying power of the tourists, so the tourist will pay a visit to the park. The currency exchange rates policy either limited by government or followed the global economy trend will positively or negatively affects the tourists attendance. (viewed 20th december2009, ) 3.2 Unemployment rate The unemployment rate is one of the major factors that are influencing the theme park industrys attendance. Unemployment rate in local and oversea will bring different effects to the theme parks attendance, either fewer tourists with more local visitors or vice versa. (http://www.anderson.ucla.edu/documents/areas/ctr/ccp/ThemeParkAttendance%28bw%29.pdf) The revenue the people earn will spend part of it with families going to theme park for leisure time to enjoy during the weekend. If the unemployment rate getting higher in the countries, those people normally will not spending their money in the theme park and they will aim for the theme park promotion period for cheaper ticket. 4.0 Customer element of the micro environment that are currently impacting Genting Theme Park Customer is the person, company,orother entity which buys goods and services produced by another person, company, or other entity. So, customers are playing a very important role in market. Genting Highland Theme Park the first mission is to be responsive to the changing demands of our customers and excel in providing quality products and services. (viewed 2009/12/05 http://www.gentingmalaysia.com/annualreports/2008/rwb2008_missioncontents.pdf) 4.1 The Age and Stage In The Life Cycle The age and stage in the life cycle concept will impact upon the Genting Theme Park. They come from different group status, such as children, youngsters, adult and elderly customers. This is because consumers are from different group of age stage they will impact Genting to build or create new games to service the consumers when traveling at Genting Threme Park. Genting Theme Park will serve their customers with different age with different game either in indoor or outdoor. Such as the customers from children and teenager the indoor games such as Malaysias first 4D Motion Master Theater to give the education movie for them. Because adult customers they will aspire stimulate entertainment and new creative game, Genting Theme Park will build the game in outdoor such as Flying Coaster is the first in Asia. Family life cycle from customers also will impact to Genting Theme Park. In the end of the year holiday season parent will bring their children go to travel therefore family relations hip between parent and children when travel at Genting Theme Park. (Philip Kotler and Kelvin Lane Keller, 2009) 4.2 Consumer Consumption Concept The consumers consumption concept changed impacting the Genting Theme Park. Nowadays each customers had basic education and they consider consumption concept not only focus on buying products, that they know their rights and also consist service consumption, therefore customers would spend more money consume on services in entertainment. As service entertainment industry corporate, Genting provide Theme Park either indoor or outdoor to satisfied demand of customers. Customers can enjoy these exciting game simultaneously that improved family relationship between parents and children. Customers consider ticket price of Genting Theme Park was worth to consume, they could going and playing these entertainment facilities with a whole day. But how when the consumers think that what Genting Theme Park provide is not worthy? 5.0 Competitor Element of the Micro Environment That Are Currently Impacting Genting Theme Park Competitor means a business that provides similar products or services. The presence of competitors in an industry drives down the price of goods and services because consumers have more alternatives from which to choose if the price of a particular good or service is too high. For Genting Theme Park, it also facing different competitor since they joined in this industry. 5.1 Threat of intense segment rivalry In a business field, the competitiveness between corporate will become very strong if it already contains numerous, strong competitor. In Malaysia, Genting Theme park is not only the one numerous and strong theme park, there still have many different theme park that have the competitiveness to compete with Genting. The competition like frequent price wars, advertising battles and promotion battle between Genting Theme Park and other themes park, all these lead Genting have to constantly compare its marketing strategies, products, prices and promotion with other competitors. Otherwise, this will make it expensive to compete. This happen more frequently especially in the holiday period. 5.2 Threats of High Entrants and Low Exits In a business field, competitiveness is high when the entry barriers are higher than exit barriers. Firm enter during good times but find it hard to leave during bad time. As the result, this will leads to chronic overcapacity and depressed earnings for all. In this last 10 years, the new entry of other theme park in Malaysia is more than the exit entry. Many firms join and stay in this industry as long as they can get profit from this industry but if they cannot, as long as they keep continued presence, this will cause dampens profit for everyone. In directly, this lead Genting Theme Park has to dealing with even more competitors in order to keep survived in this business field. 5.3 Threat of Substitute Products A segment is unattractive when there are actual or potential substitutes of the product. If technology advances or competition increases in these substitute industries, prices and profits in the segment are likely to fall. For example, electronic games and theme park is categorized in the entertainment field. Nowadays, the introduced of electronic games like play station, PSP, and computer games becomes a common and necessary amusement tool by the world. People will visit Genting theme park because to have fun, and so that same with playing electronic games-all is about fun. With the introduced of the electronic games, this success attracted the major target of customer of Genting Theme Park, like teenagers. Virtually, this creates a competition between of electronic game business field and Genting Themes Park which in the same business field entertainment. 6.0 Conclusion Marketers do not make decision about target market and marketing mix variables in a vacuum. Research and study should be applied in order to further understanding the market. This will help marketer in making the business plan and business decision

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The tensions that would ultimately produce the 2013 shutdown began to take shape after Republicans, strengthened by the emergence of the Tea Party, won back a majority of the seats in the House of Representatives from the Democrats in 2010.[19][20][21][22] Even at that time, some conservative activists and Tea Party-affiliated politicians were already calling on congressional Republicans to be willing to shut down the government in order to force congressional Democrats and the President to agree to deep cuts in spending and to repeal the Affordable Care Act, which had been signed into law only a few months earlier. Former Speaker of the House Newt Gingrich, a Republican who had presided over Congress during the last government shutdowns 15 years earlier, said in April 2010 that if Republicans won back control of Congress in the 2010 election, they should remove any funding for the Affordable Care Act in any appropriations bills they passed. Gingrich said Republicans needed to "be re ady to stand on principle" and should refuse to fund the new healthcare law even if their refusal would result in a shutdown of the government.[23] As the November 2010 congressional elections drew near, Rep. Lynn Westmoreland, a Republican from Georgia, said that if the Republicans won a majority of seats in the House, they would pass appropriation bills that the President would veto, leading to a government shutdown. Westmoreland told supporters: "We have put Band-Aids on some things that need to be cleaned out. That is going to take some pain. There's going to have to be some pain for us to do some things that we've got to do to right the ship."[24][25] Sen. Mike Lee of Utah, then running for office as the Republican Party's nominee, said that altho... ... and to curtailing the Environmental Protection Agency's authority to enforce the Clean Air Act and carbon dioxide emissions.[29][31] House Republicans gave Speaker John Boehner an ovation when he informed them that he was advising the House Administration Committee to begin preparations for a possible shutdown.[32] A budget deal was agreed to less than two hours before a shutdown would have begun.[33] Several similar funding crises resulting from disagreements over budgetary policy ensued in the following three years, with shutdowns being narrowly averted by last-minute deals each time.[34][35][36][37][38] Congressional Republicans remained committed to eliminating or undermining the Affordable Care Act, taking more than 40 largely symbolic votes passing bills to repeal or defund the act which the Democratic-controlled Senate rejected or refused to consider.[39][40]

Comparing the Nazis and the Party of George Orwells Nineteen Eighty-Fo

Similarities between Nazis and the Party of 1984    The government of Nazi Germany greatly resembled the Party, the government in 1984. Both operated similarly and had similar aims. Anything either government did was an action for maintaining power. Both the Nazis and the Party maintained similar ideologies, controlled mass media, educated children in their beliefs, had a secret police force, and had forced labor camps. Both governments used each of these methods maintain power and control over the people. Nazis and the Party had very similar ideologies. Although Nazis eliminated people because of their religion (Sauer 683) and the Party eliminated people because of their anti-Party feelings (Orwell 187), they both tried to eliminate anyone who did not agree with them. This practice was essential for controlling the masses and holding on to power. Retaining power is much easier for a government when the entire population that government rules agrees with its philosophies. No one would attempt to remove the current government from power if he or she agreed with that government. Control of the media was another very effective means of controlling a population. The Nazis established a ministry of propaganda on March 13, 1933 (Sauer 678). This office controlled all media, such as books, newspapers, and films ("Modern World History: Nazi Germany"). The Ministry of Truth was an essential factor in perpetuating the beliefs of the Party and did the same as the Nazis' propaganda ministry (Orwell 39). By controlling any and all mass media, both governments more easily controlled the ideas of the people. If someone were never exposed to a certain idea or belief by the media, most likely he or she would not imagine that idea on h... ...Times 20 October 2001: Overseas News 21. "Modern World History: Nazi Germany." British Broadcasting Corporation. 27 November 2001 < http://www.bbc.co.uk/education/modern/nazi/nazihtm.htm >. Orwell, George. 1984. New York, New York: Harcourt Brace Jovanovich, Inc., 1949. Sauer, Wolfgang. "Germany." Encyclopedia Americana. 2001.       OUTLINE The government of Nazi Germany greatly resembled the Party, the government in 1984, as both were very power-hungry governments. I. System of government A. A. Nazi and Party ideology B. B. Propaganda and control of media II. Children A. Education of children B. Youth organizations III. Prisoners and concentration camps A. The Gestapo and the Thought Police B. Disappearance and re-education of people C. Concentration and extermination camps      

Promoting Electric Vehicles in Hong Kong

Advantages of using EV (Electric Vehicles) in Hong Kong Improved air quality Electric vehicles have zero emissions at the tailpipe. The wider use of EVs can greatly improve roadside air quality and reduce exhaust emission. Better suited to the urban environment: saving up to 1800-1900 gear changes a day helps reduce driver fatigue, while reduced noise pollution is a benefit to services delivered in residential areas Reduced noise Noise from traffic and transport is a major or fairly major problem. At high speeds, most noise is down to wind and tyres so there is little difference between ICE and electric vehicles. However, electric vehicles are almost silent whilst idling. Incentives Government would extend the waiver of the first registration tax on electric vehicles for five years from April 1, 2009 to March 31, 2014. Low running costs EVs also have higher fuel efficiency than conventional petrol/diesel vehicles. It costs about HK$2. 20 for a normal petrol seven-seater to run for about one kilometre and HK$1 for better ones. However, it apparently only costs about 10 Hong Kong cents for EV. To fully charge up EV, all it takes is about HK$10. That is enough for it to run about 100 kilometres. It is probably cheaper than riding on a bus. Cost savings not only in fuel (up to 10 times cheaper), but also in maintenance (less wear and tear, fewer services). There are also potential significant cost savings in the long-term. Travel distance of EV without recharging the battery In general, electric vehicles today can travel over 100km with a fully charged battery. The distance of 100km can suit most of the drivers in Hong Kong daily.

Marketing Management – Coca Cola India

Coca Cola India's Thirst for the Rural Market Coca Cola India's Thirst for the Rural Market: ‘Thanda' Goes Rural In early 2002, Coca-Cola India (CCI) (Refer Exhibit I for information about CCI) launched a new advertisement campaign featuring leading bollywood actor – Aamir Khan. The advertisement with the tag line – ‘Thanda Matlab Coca-Cola' was targeted at rural and semi-urban consumers. According to company sources, the idea was to position Coca-Cola as a generic brand for cold drinks. The campaign was launched to support CCI's rural marketing initiatives. CCI began focusing on the rural market in the early 2000s in order to increase volumes. This decision was not surprising, given the huge size of the untapped rural market in India (Refer Exhibit II to learn about the rural market in India). With flat sales in the urban areas, it was clear that CCI would have to shift its focus to the rural market. Nantoo Banerjee, spokeswoman – CCI, said, â€Å"The real market in India is in the rural areas. If you can crack it, there is tremendous potential. However, the poor rural infrastructure and consumption habits that are very different from those of urban people were two major obstacles to cracking the rural market for CCI. Because of the erratic power supply most grocers in rural areas did not stock cold drinks. Also, people in rural areas had a preference for traditional cold beverages such as ‘lassi'6 and lemon juice. Further, the price of the beverage was also a major factor for the rural consumer. CCI's Rural Marketing Strategy CCI's rural marketing strategy was based on three A's – Availability, Affordability and Acceptability. The first ‘A' – Availability emphasized on the availability of the product to the customer; the second ‘A' Affordability focused on product pricing, and the third ‘A'- Acceptability focused on convincing the customer to buy the product. Availability Once CCI entered the rural market; it focused on strengthening its distribution network there. It realized that the centralized distribution ystem used by the company in the urban areas would not be suitable for rural areas. In the centralized distribution system, the product was transported directly from the bottling plants to retailers (Refer Figure I). However, CCI realized that this distribution system would not work in rural markets, as taking stock directly from bottling plants to retail stores would be very costly due to the long distances to be covered. The company in stead opted for a hub and spoke distribution system (Refer Figure II). Under the hub and spoke distribution system, stock was transported from the bottling plants to hubs and then from hubs, the stock was transported to spokes, which were situated in small towns. These spokes fed the retailers catering to the demand in rural areas. CCI not only changed its distribution model, it also changed the type of vehicles used for transportation. The company used large trucks for transporting stock from bottling plants to hubs and medium commercial vehicles transported the stock from the hubs to spokes. For transporting stock from spokes to village retailers, the company utilized auto rickshaws and cycles. Commenting on the transportation of stock in rural markets, a company spokesperson said, â€Å"We use all possible means of transport that range from trucks, auto rickshaws, cycle rickshaws and hand carts to even camel carts in Rajasthan and mules in the hilly areas, to cart our products from the nearest hub. â€Å"7 In late 2002, CCI made an additional investment of Rs 7 million (Rs 5 million from the company and Rs 2 million from the company's bottlers) to meet rural demand. By March 2003, the company had added 25 production lines and doubled its glass and PET bottle capacity8. Further it also distributed around 2,00,000 refrigerators to its rural retailers. It also purchased 5,000 new trucks and auto rickshaws for boosting its rural distribution. Through its rural distribution initiatives, CCI was able to increase its presence in rural areas from a coverage of 81,383 villages in 2001 to 1,58,342 villages in August 2003. Apart from strengthening its distribution network, CCI also focused on pricing in rural market. Affordability A survey conducted by CCI in 2001 revealed that 300 ml bottles were not popular with rural and semi urban residents where two persons often shared a 300 ml bottle. It was also found that the price of Rs10/- per bottle was considered too high by rural consumers. For these reasons, CCI decided to make some changes in the size of its bottles and pricing to win over consumers in the rural market. In 2002, CCI launched 200 ml bottles (Chota Coke)9 priced at Rs 5. CCI announced that it would push the 200 ml bottles more in rural areas, as the rural market was very price-sensitive. It was widely felt that the 200 ml bottles priced at Rs. 5 would increase the rate of consumption in rural India. Reports put the annual per capita consumption of bottled beverages in rural areas at one bottle as compared to 6 bottles in urban areas. The 200 ml bottles priced at Rs. 5 would also make CCI competitive against local brands in the unorganized sector. It was reported that in the states of Rajasthan and Gujarat the local cola brands such as Choice and Tikli cost only half the price offered by CCI, which gave them the advantage in garnering the major market share before CCI came out with Chota Coke. CCI also targeted the rural consumer aggressively in its marketing campaigns, which were aimed at increasing awareness of its brands in rural areas. Acceptability The initiatives of CCI in distribution and pricing were supported by extensive marketing in the mass media as well as through outdoor advertising. The company put up hoardings in villages and painted the name Coca Cola on the compounds of the residences in the villages. Further, CCI also participated in the weekly mandies10 by setting up temporary retail outlets, and also took part in the annual haats11 and fairs – major sources of business activity and entertainment in rural India. CCI also launched television commercials (TVCs) targeted at rural consumers. In order to reach more rural consumers, CCI increased its ad-spend on Doordarshan. 12 The company ensured that all its rural marketing initiatives were well supported by TVCs. When CCI launched Chota Coke in 2002 priced at Rs. 5, it bought out a commercial featuring Bollywood actor Aamir Khan to communicate the message of the price cut and the launch of 200 ml bottles to the rural consumers. The commercial was shot in a rural setting. In the summer of 2003, CCI came up with a new commercial featuring Aamir Khan, to further strengthen the Coca-Cola brand image among rural consumers. The commercial aimed at making coke a generic name for ‘Thanda. ‘ Of the reason for picking up the word ‘Thanda', Prasoon Joshi, national creative director – McCann Erickson, the creator of the commercial, said, â€Å"Thanda is a very North India-centric phenomenon. Go to any restaurant in the north, and attendants would promptly ask, ‘thanda ya garam? ‘ ‘Thanda' usually means lassi or nimbu pani, ‘garam' is essentially tea. Because the character, in itself, represented a culture, we wanted to equate Coke with ‘Thanda', since ‘Thanda' too is part of the popular dialect of the north, thus making ‘Thanda' generic for Coca-Cola. With the long-playing possibilities of the ‘Thanda' idea becoming evident, ‘Thanda' became the central idea. Once we decided to work on that idea, the creative mind just opened up. â€Å"13 Between March and September 2003, CCI launched three commercials with the ‘Thanda Matlab Coca-Cola' tag line. All the three commercials aimed to make rural and semi-urban consumers connect with Coca-Cola. The first ad featured Aamir Khan as a ‘tapori' (street smart); in the ad he makes the association between Coca-Cola and the word ‘Thanda. ‘ The second commercial in the series featured Aamir Khan as a ‘Hyderabadi shop-keeper'; here again he equates the word ‘Thanda' with Coca-Cola. The third commercial featured Aamir Khan as a ‘Punjabi farmer' who offers Coca Cola to ladies asking for Thanda. The three commercials showed progression in associating ‘Coke' with ‘Thanda' in a rural/semi-urban context. In the first commercial the connection of Coke with Thanda was made, in the second one there was a subtle difference, with the shopkeeper asking customers to ask for Thanda instead of Coke, and the third commercial showed that when one asked for Thanda, one would get Coke. Analysts said that all the three commercials succeeded in make rural consumers connect to Coke and increased awareness of the brand among them. Along with TVCs, CCI also launched print advertisements in several regional newspapers. Future Prospects CCI claimed all its marketing initiatives were very successful, and as a result, its rural penetration increased from 9% in 2001 to 25% in 2003. CCI also said that volumes from rural markets had increased to 35% in 2003. The company said that it would focus on adding more villages to its distribution network. For the year 2003, CCI had a target of reaching 0. 1 million more villages. Analysts pointed out that stiff competition from archrival PepsiCo would make it increasingly difficult for CCI to garner more market share. PepsiCo too had started focusing on the rural market, due to the flat volumes in urban areas. Like CCI, PepsiCo too launched 200 ml bottles priced at Rs. 5. Going one step ahead, PepsiCo slashed the price of its 300 ml bottles to Rs 6/- to boost volumes in urban areas. (Refer Exhibit III for Pepsi Co's rural marketing initiatives. ) In early 2003, CCI announced that it was dropping plans to venture into other beverage businesses. Company sources said that increasing volumes of cola drinks had made the company rethink its plans of launching juice and milk-based beverages. In 2002, CCI had announced plans to launch beverages such as nimbu paani (lemon juice), fruit juice, cold coffee, and iced tea in collaboration with Nestle India. 14 Though CCI was upbeat because of its early success in its drive to capture the rural market, the question was whether the company would be able to take this success further. A major media setback occurred in August 2003, when the Delhi-based Center for Science and Environment announced that it had found high pesticide content in soft drinks manufactured and sold by both cola majors. Around same time BBC Radio in its program – ‘Face the Facts' alleged that Coke's plant in Kerala was making excessive use of groundwater resources in the region and was also contaminating the groundwater through discharge of toxic elements, thereby harming the land, water resources and also the food chain in the region. Though CCI refuted these allegations, the company reportedly experienced a considerable decline in sales after August 2003. With many social and political groups becoming active against the cola companies in rural areas, it remains to be seen whether CCI will be able to quench its thirst for the rural market.